Gift Wrapping Holiday Shoppers with Relevant Digital Ad Solutions

Hinweis der Redaktion

1.   As we close in on Q4, we begin to see an uptick in both spending and purchasing across the retail and CPG verticals within digital advertising. From Thanksgiving to Black Friday into Cyber Monday, consumers are converting online and spending at a higher rate.During this webinar I will review some key research findings from 2012’s holiday season that will shed some light on what to expect this year. We will also be reviewing our Q4 holiday benchmarks to help our clients gauge their performance as we close out the year
2. From November 1st until December 1st is the largest shopping period of the season. Moving from stores to onlineOnline sales increasingSmall window of opportunityBlack Friday Weekend is the peak of the consumer shopping seasonFacts/..• eMarketer expects more than one-fifth (23.7%) of the $262.3 billion in US retail ecommerce sales forecast for all of 2013 to occur in those two months.• Consumer Spending Increases: Online sales increased 30.3% over 2011• Highestecommerce conversion rates out of any day over the Black Friday weekend.
3. Cyber Monday is not new newsNeed to understand just how bigLimited time for exposureReaching consumers on all formatsTailoring your ads for cyber MondayFacts:::• Cyber Monday is the largest day for Ecommerce spending with almost $1.5 billion in 2012. • Online spendingrose17% from 2011-2012.• Mobile commerce has increased 96% from 2011-2012=• On Cyber Monday in 2012, more than 18% of consumers used a mobile device to visit a retailer's site, an increase of more than 70% over 2011.
4. Consumer’s look to mobileNeed familiar and clean experienceExtension of their browsing behavior.With them in stores while watching tvFacts:::• In 2012, 82% of Smartphone users researched or browsed for products while holiday shopping. • Mobile sales reached close to 13% , an increase of more than 96 % over 2011. • The iPad continued to generate more traffic than any other tablet or smartphone, driving more than 7% of online shopping. • In March 2013, according to IBM, the iPad passed the iPhone as the largest driver of mobile traffic to retail sites, with more than 10% of site visits and the highest conversion rate (4.4%) of mobile devices.
5. Some additional points to be aware of/look out forBe prepared that the following might make you uncomfortable.
6. As we saw in the previous stat’s consumers are using mobileUsing to shop, compare, search, and socializeIssues are within the technologyOne ad can be running on 2 different operating systems, 3 different browsers with varying browser version all with different specificationsNot to mention which device they are viewing it on which also have unique and complicated requirements. All of these different variables can require different modification, planning, and development to run correctly which all require time and money.
7. Thecost to build in each platform is very expensive. HTML5 resources typically cost upwards of 20% more than Flash.Social has strict limitations and requires complex development especially within rich media and Facebook. In-Stream video is powerful, but complicated. Timing is often the greater concern due to video production/rendering times and multitude of publisher specs.
8. A July 2013 study states that most consumers plan to spend the same as last yearIncreased competition online from other advertisers and showroomingLimited window to reach users (black Friday weekend/cyber monday)Getting products in front of users while they browse
9. You have limited amount of time in Q4 during two month periodBuilding a multi channel brand within digitalWorking with multiple partners, publishers, and technologiesMaking your campaign count and lead to sales/conversions
10. Some additional points to be aware of/look out forBe prepared that the following might make you uncomfortable.
11. The devil really is in the details for digitalYou are now thinking about how to get your brand and products to the right users in the right wayNeed a strategy that is scalable and flexible across multichannel.Are you working with partners who understands mobile and have adequate HTML5 resources and technology?Have you thought about data and how it can be used as well as the vendor relationships required to enhance your creative?Do you have a way to utilize twitter, pinterest, instagram and even Facebook within your holiday campaign.Do you have partners to help repurpose content across the digital video ecosystem? Do they understand the different codecs, screen resolutions, aspect ratios and player sizes.
12. Don’t limit yourself or your strategy to flashGet the user closer to the point of purchaseInclude product features and links to drive the user closer to the point of purchase online. Include relevant pricing information, product imagery, info, and links to drive the user to the retailer’s website. Interactive product categories allow for a personal touch when targeting users An easy way to navigate through multiple product sets to create an endless aisle of products.Use location or demographic data to target specific product pricing, store locations, and offers to users. This example takes the look and feel of an online or print circular and transforms it into an interactive product showcase.It drives users directly to the products they want to purchase.
13. Ads that utilize products and services at the center of design.Including black Friday deals and promotions like free shippingUsing videos price and product descriptions to highlight product and features.
14. Keep the user in the adHigher interaction leads to higher brand recognitionGuide the user through the shopping experience. Include interactive elements as well as features that collect user data.Continually education and inform your consumers while you learn about them.
15. Rethink your KPI’s for the Holiday SeasonOur internal Q4 Benchmarks show a focus on Interaction rate versus CTRUsers want to engage with brands and learn moreChanging your campaign goals and KPI’s will inherently change your design and strategy.Lets look at some examples of what we were talking about.
16. For our retail clients we have chosen creative examples that engage the user. Rich media units that expand and offer user generated content, games, and interactive features that keeps the user in the ad unit longer. Again highlighting specific products with the use of an image gallery and product feed, as well as local information that promotes in store as well as online purchasing.
17. For our retail clients we have chosen creative examples that engage the user. Rich media units that expand and offer user generated content, games, and interactive features that keeps the user in the ad unit longer. Again highlighting specific products with the use of an image gallery and product feed, as well as local information that promotes in store as well as online purchasing.
18. For our retail clients we have chosen creative examples that engage the user. Rich media units that expand and offer user generated content, games, and interactive features that keeps the user in the ad unit longer. Again highlighting specific products with the use of an image gallery and product feed, as well as local information that promotes in store as well as online purchasing.
19. For our retail clients we have chosen creative examples that engage the user. Rich media units that expand and offer user generated content, games, and interactive features that keeps the user in the ad unit longer. Again highlighting specific products with the use of an image gallery and product feed, as well as local information that promotes in store as well as online purchasing.
20. A partner that can has the tools, resources, and technology to get you to market fasterWorking with predefined specifications to control the development process and create predictabilityQuickly convert standard flash or flash advanced into rich media to increase your k weight and track-able metricsUtilize rich and engaging features to drive interaction and brand recognition.Build scalable solutions for media and creative across multi-channelWork with a full service partner who can help you along the way and pushes innovation.
21. In light of the holiday season and understanding the challenges that advertisers face.PointRoll has created a turn key solution for clients utilizing our rich media technology.Including a menu of rich and engaging features such as product carousel, local store mapping and data collection.Gets brands closer to the consumer, create a conversation outside of the ad, and track everything.No production costs discounted CPM structure.Choose up to three features:Image gallery/product carousel In-banner video MP3 audio download/stream Calendar Reminder Store locator or map* Up to two social clicks Email reminder* Email a friend* Subscribe to a newsletter or data collect*
22. Understanding the mutli-channel brand is essential especially for Q4We are also offering pricing incentives across video mobile, tablet, and rich media.Contact your PointRoll representative on how to learn more
23. That was a lot of dataWant to inform and educate our clientsSome things to look out for moving into Q4Its clear that Within that short time period you will need to deliver a rich and engaging multi-channel brand to targeted shoppers that can deliver purchase power directly within the ad.This will involve multiple teams with many deliverables and costs to you that can impact your campaign delivery.Just be sure you are working with the right people that can educate and move you forwardThank you all again for attending PointRoll’s Q4 Holiday Webinar. All of the data, benchmarks, and creative examples are available in our interactive Holiday PDF Package. For more information on our promotional packages or incentives please contact your PointRoll sales representative. I will now take the remaining time to answer any questions you may have.Thank You