ARRIVALIST DATA ANALYSISA DEEP LOOK INTO THE SARASOTA ARRIVAL DATA FROM ARRIVALIST

October 13th, 2017

ANALYTICS PERFORMEDON A SAMPLE OF TOTAL ARRIVALS

ARRIVALIST TECHNOLOGYFINDS THE USERIN DESTINATION

USER MOVES FROM HOME LOCATION

ANONYMOUS USER VIEWS CONTENT

ARRIVALIST PIXEL IS EMBEDDED IN THE CONTENT

IMPRESSION MOVEMENT ARRIVAL MEASUREMENT

ARRIVALIST METHODOLOGY

Arrivalist Pixel Code

https://dc.arrivalist.com/px/?pixel_id=1248&a_source=Madden_Media&a_medium=Standard_RON&a_campaign=FY17_Brand&a_content=Banner&a_type=Paid&nas

ARRIVALIST HAS MEASURED 10,986 VERIFIED* ARRIVALS FROM OCTOBER 2016 TO SEPTEMBER 2017

Note: Verified Arrivals are a sample of the arrivals from media exposed users.

FLORIDA AND NEW YORK ARE THE TOP PERFORMING STATES BY ARRIVAL VOLUME WITH GREAT EFFICIENCY

Origin State

Arrival Volume %

Arrival Efficiency

Florida 19.9% 0.27New York 12.9% 0.24Pennsylvania 9.2% 0.29Illinois 8.4% 0.25Massachusetts 7.3% 0.34

NEW YORK, NY AND BOSTON, MA ARE THE TOP PERFORMING DMAS.

Origin DMAArrival

Volume %Arrival

EfficiencyNew York 12.8% 0.22Boston 6.9% 0.37Chicago 6.9% 0.26Philadelphia 6.8% 0.31Orlando/Daytona Beach/Melbourne

5.3% 0.36

CLEVELAND, OH AND COLUMBUS, OH SHOW GREAT POTENTIAL FOR ARRIVAL GROWTH

Average DMA

APM: 0.83

Exposures: 143,585

Arrivals: 49

Columbus and Cleveland show tremendous potential for growth. Both have a much higher efficiency rate (APM) than the average DMA.

POTENTIAL NEW PARTNERS

Broadcast budget of 100K and OOH budget of 50K to run from 1/29 to 2/26. Cleveland/Columbus also added to the geo targeting of the digital campaign as a

whole from October through March.

Note: The Efficiency benchmark for paid media performance is 0.15 and arrival volume above 100.

124 227486

1000

2361

3066

0.150.09

0.25

0.44

0.13

0.94

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.90

1.00

0

500

1000

1500

2000

2500

3000

3500

Nativo TravelSpike Visit Florida Sojern MediaIQ TripAdvisor

Arrivals and Arrival Efficiency

Arrival Volume Arrival Efficiency

TRIP ADVISOR, SOJERN, VISIT FLORIDA, AND NATIVO ARE ALL ABOVE THE PAID MEDIA ARRIVAL EFFICIENCY

BENCHMARK AT 0.15.

PARTNER RENEWALS

Test and Learn budget set aside for new opportunities.

135

209

718753

9931,028

1,0851,139

974

0

200

400

600

800

1,000

1,200

Nativo LiveIntent TravelSpike TripAdvisor Visit Florida MediaIQ Sojern Visit Sarasota Average

Average Distance Traveled (Miles)

SOJERN ATTRACTS THE FURTHEST ARRIVALS AFTER VISIT SARASOTA

38.92

37.25

54.94

42.59

67.92

52.46

37.48

30.00

35.00

40.00

45.00

50.00

55.00

60.00

65.00

70.00

Visit Sarasota Trip Advisor Media IQ Sojern Visit Florida Travel Spike Nativo

Average Time To Arrival

TRIP PLANNERS WITH THE LOWEST TIME TO ARRIVAL ARE COMING FROM NATIVO & TRIP ADVISOR

SourceAverage

Time To Arrival (Days)

TripAdvisor 37.25

Nativo 37.48

Visit Sarasota 38.92

Sojern 42.59

TravelSpike 52.46

MediaIQ 54.94

Visit Florida 67.92

Avg. Time To Arrival:

43.8 Days

36% OF ARRIVALS ARRIVE WITHIN 14 DAYS

36%WITHIN 14 DAYS

78%WITHIN 60 DAYS

GOOGLE PAID SEARCH IS LEADING IN ARRIVALS BY CLICK AND EFFCIENCY

Sources Arrivals APM

Google 74.2% 5.13Monthly Monthly 10.1% 7.44Trip Advisor 5.5% 5.41Facebook 2.8% 1.02Bing 2.4% 7.15Media IQ 2.2% 2.75Visit Florida 1.2% 1.93Travel Spike 1.0% 0.81Sojern 0.3% 0.98Masnsports 0.2% 0.26Brand-Usa 0.1% 0.18Trueview 0.1% 0.85Fl Vacation Connection E-Newsletter 0.1% 23.81Click Dimensions 0.1% 12.50

Note: The list above only includes Sources with at least 1 arrival or 1,000 exposures.

9.5X MORE EFFICIENT COMBINATION OF PAID FIRST RATHER THAN OWNED FIRST

0.131.22

10.1911.51

0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

OWNED ONLY OWNED THEN PAID PAID ONLY PAID THEN OWNED

AP

MU

ARRIVALS PER 1,000 UNIQUE DEVICES TARGETED BY EXPOSURE SEQUENCE

9.2X

8.4X

1.1X

KEY TAKEAWAYS

• Arrivalist has measured over 10,986 verified arrivals in FY17.

• Cleveland, OH and Columbus, OH show a lot of potential growth for FY18.

• Trip Advisor, Sojern, Visit Florida, and Nativo are top performing paid media sources.

• Media IQ, Travel Spike, and Visit Florida are great for attracting long term planning arrivals. These

partners are being utilized in Q1 and Q2 to align with these learnings.

• Google paid search is the top performing click-media, accounting for 74% of the arrivals whose first

exposure was through click media.

• The best combination of media exposure is through paid media then owned media.