Part of a panel at ESTO Conference 2017 When looking to catch the attention of visitors, placing destination video on traditional TV channels continues to face stiff competition from Netflix, Hulu, Snapchat and Instagram. To entice visitors to your destination, into your hotel rooms, all while delivering strong key performance indicators into the board room, are you using the most effective, emerging channels? Should your DMO be investing in and exploring augmented reality, virtual reality and 360 video or stick to traditional TV spots during reality TV shows? Leave this session with best practices when using Snapchat, Instagram and new video reality. Leave with the top three takeaways towards optimizing your DMO’s marketing channels.

3. GATHAN D. BORDEN
Vic e Pr es ident, Mar k eting
Vis itLEX
gbor den@vis itlex.c om | @ gathandbor den

4. ARE YOU ON THE RIGHT
CHANNEL?
H ow to har nes s emer ging tec hnology

5. THE FUNDAMENTAL SHIFT IN MARKETING
PERSONALIZATION.

6. THE FUNDAMENTAL SHIFT IN MARKETING
C ons umer s haven’t s topped w atc hing TV.
They’ve c hanged how they c ons ume TV.

7. THE FUNDAMENTAL SHIFT IN MARKETING
55%
23%
The per c entage dec line of p e o p le
w ho pr efer w atc hing TV s how s o n
televis ions in the pas t year.
A c c o r d i n g a s u r v e y b y A c c e n t u r e

8. THE FUNDAMENTAL SHIFT IN MARKETING
Hulu is the main driver behind
the c or d c utting phenomenon.

9. THE HULU EXPERIENCE
H ulu’s differ entiating fac tor is
new br oadc as t and c able TV epis odes
are pos ted s hortly after they’ve aired
ver s us the c ompetitor s w ho us ually
d on’t pos t until the entir e s eas on is c omplete.

10. THE HULU EXPERIENCE

11. THE HULU EXPERIENCE

12. THE HULU EXPERIENCE
Tot al C omple t e d Vide o View s : 825,646
C omplet ion R at e: 95.90%
C ost per View : $0.07
Time Spent View ing (Min): 365,550

13. THE HULU EXPERIENCE
81% of Impr es sions R an on a TV/Living R oom
D evic e
19% of Impres sions Ran on a Computer

14. 360 VIDEO IS NOT VIRTUAL REALITY
In 360 video, you ar e along for
an immer s ive r ide.
In vir tual r eality, you c an c ontr ol
the environment.

15. 360 VIDEO EXPERIENCE
PERSONALIZATION
n

16. VISITLEX 360 VIDEO EXPERIENCE

17. VISITLEX 360 VIDEO EXPERIENCE
Insert 360 video

18. THREE THINGS TO REMEMBER…
Cons umers want to c onnec t with your brand,
but they w ant to c ontr ol the exper ienc e.
C ons umer s s till w ant to be “ in the mix” .
Adapt your tr aditional mes s ages to fit
moder n media.

19. THANK YOU!
GATH AN D . BOR D EN
Vic e Pr es ident, Mar k eting
Vis itLEX
gbor den@vis itlex.c om | @ gathandbor den