Call girls Service in Deira 0507330913 Deira Call girls
The Impact of Online Advertising for Retailers
1. For Retailers:
The Impact of Online Advertising
Based on a meta-analysis of econometric studies by BrandScience
2. 2
Online Currently Receives a Low Share of Media Spend
27% 27%
23%
10%
7%
6%
0%
0%
10%
20%
30%
TV Print DM Online Radio Outdoor Cinema
ShareofMediaMix
Current Media Mix Allocation for Retailers
TV Print DM Online Radio Outdoor Cinema
Source: Nielsen Media Research/BrandScience Estimates – UK Retailers who spend £1m+ on advertising p.a. Only includes retailers who spend online. Includes Search.
3. 3
The Section Key helps your audience track where you are in the presentation. It should live at the bottom of every
page in your presentation. It is, of course, optional. But worth the trouble.
THE SECTION KEY DOES NOT AUTOPOPULATE. If you move slides around within a deck, you’ll have to redo it.
Facts about online advertising for retailers:
• More efficient than TV
• The most efficient medium for online retailers
• Return on investment is yet to peak
• The performance of other media can be improved by spending more online
4. 4
The Section Key helps your audience track where you are in the presentation. It should live at the bottom of every
page in your presentation. It is, of course, optional. But worth the trouble.
THE SECTION KEY DOES NOT AUTOPOPULATE. If you move slides around within a deck, you’ll have to redo it.
“You only get out of
something what you
put into it.”
6. 6
Calculating Revenue Return on Investment
Revenue Gained Through Marketing Activity
Cost of Marketing Activity
= RROI
7. 7
The Section Key helps your audience track where you are in the presentation. It should live at the bottom of every
page in your presentation. It is, of course, optional. But worth the trouble.
THE SECTION KEY DOES NOT AUTOPOPULATE. If you move slides around within a deck, you’ll have to redo it.
Online is More Efficient than TV for Retailers
£1.85
£5.01
£3.44
£2.15
£1.62
£1.11
£0.00
£1.00
£2.00
£3.00
£4.00
£5.00
£6.00
Radio Print Online TV Outdoor DM
RROI
Total Retail*
% Media
Mix
2% 41% 19% 16% 7% 14%
* Includes all 26 studies that were included as part of this analysis
Based on a meta-analysis of econometric studies by BrandScience
8. 9
The Section Key helps your audience track where you are in the presentation. It should live at the bottom of every
page in your presentation. It is, of course, optional. But worth the trouble.
THE SECTION KEY DOES NOT AUTOPOPULATE. If you move slides around within a deck, you’ll have to redo it.
Bricks & Mortar (“Offline”) Retailers
17
Studies
Brands featured in this presentation are for illustrative purposes only and may or may not be included as part of the study - BrandScience Confidential
9. 10
The Section Key helps your audience track where you are in the presentation. It should live at the bottom of every
page in your presentation. It is, of course, optional. But worth the trouble.
THE SECTION KEY DOES NOT AUTOPOPULATE. If you move slides around within a deck, you’ll have to redo it.
Online is the Second Most Efficient Media Behind Print
Bricks & Mortar Retailers
£2.50
£6.41
£2.84
£2.43 £2.21
£0.91
£0.00
£1.00
£2.00
£3.00
£4.00
£5.00
£6.00
£7.00
Radio Print Online TV Outdoor DM
RROI
Revenue Return on Investment
% Media
Mix
4% 40% 16% 20% 9% 12%
Based on a meta-analysis of econometric studies by BrandScience
10. 11
Online Retailers
9
Studies
Brands featured in this presentation are for illustrative purposes only and may or may not be included as part of the study - BrandScience Confidential
11. 12
The Section Key helps your audience track where you are in the presentation. It should live at the bottom of every
page in your presentation. It is, of course, optional. But worth the trouble.
THE SECTION KEY DOES NOT AUTOPOPULATE. If you move slides around within a deck, you’ll have to redo it.
Online is the Most Efficient Medium
Online Retailers
£0.71
£1.48
£3.75
£1.02
£0.23
£1.06
£0.00
£0.50
£1.00
£1.50
£2.00
£2.50
£3.00
£3.50
£4.00
Radio Print Online TV Outdoor DM
RROI
Revenue Return on Investment
% Media
Mix
1% 47% 29% 8% 4% 12%
Based on a meta-analysis of econometric studies by BrandScience
12. What can be gained from increasing the weight of online spend?
Improved online ROI
13. 14
The Section Key helps your audience track where you are in the presentation. It should live at the bottom of every
page in your presentation. It is, of course, optional. But worth the trouble.
THE SECTION KEY DOES NOT AUTOPOPULATE. If you move slides around within a deck, you’ll have to redo it.
Introducing Above and Below Median
10 50 70 200 450
Median AboveBelow
• An equal number of campaigns above and below the median
• More accurate than mean average – less skew to higher or lower spending campaigns
500
14. 15
Increase Online Share to Increase Online ROI
Online ROI vs Online Spend
£1.42
£2.24
£0.00
£1.00
£2.00
£3.00
£4.00
£5.00
£6.00
Below Median Above Median
OnlineRROI
Online Spend
+58%
£2.51
£5.69
£0.00
£1.00
£2.00
£3.00
£4.00
£5.00
£6.00
Below Median Above Median
OnlineRROI Online Spend
+127%
ROI Curve
Based on a meta-analysis of econometric studies by BrandScience
15. Varying online spend can also affect the performance of other media
Improved ROI for TV & Press
16. 18
Increase Online Share to Increase TV ROI
£1.59
£3.91
£0.00
£0.50
£1.00
£1.50
£2.00
£2.50
£3.00
£3.50
£4.00
Below Median Above Median
TVRROI
Online Spend
+146%
£0.46
£1.63
£0.00
£0.50
£1.00
£1.50
£2.00
£2.50
£3.00
£3.50
£4.00
Below Median Above Median
TVRROI Online Spend
+254%
Based on a meta-analysis of econometric studies by BrandScience
17. 19
Print ROI Does Not Follow Suit
£9.98
£3.10
£0.00
£2.00
£4.00
£6.00
£8.00
£10.00
Below Median Above Median
PrintRROI
Online Spend
£0.65
£2.43
£0.00
£2.00
£4.00
£6.00
£8.00
£10.00
Below Median Above Median
PrintRROI Online Spend
+274%
Based on a meta-analysis of econometric studies by BrandScience
20. 22
Ad Stock – Life of Campaign
AdStock
Time
Carryover rate 90% Carryover rate 50% Campaign Activity
100%
5%
100%
5%
21. 23
Increase the Life of Online Campaigns with More Online Investment
9
10
0
3
6
9
12
15
Below Median Above Median
OnlineLife-Days
Online Spend
7
11
0
3
6
9
12
15
Below Median Above Median
OnlineLife-Days
Online Spend
Based on a meta-analysis of econometric studies by BrandScience
22. 24
Make TV Campaigns Work Harder with Extra Online Spend
38
49
0
10
20
30
40
50
60
70
80
Below Median Above Median
TVLife-Days
Online Spend
49
73
0
10
20
30
40
50
60
70
80
Below Median Above MedianTVLife-Days
Online Spend
Based on a meta-analysis of econometric studies by BrandScience
23. 25
Print Life Can Be Extended for Online Retailers
35
28
0
5
10
15
20
25
30
35
40
45
Below Median Above Median
PrintLife-Days
Online Spend
31
40
0
5
10
15
20
25
30
35
40
45
Below Median Above Median
PrintLife-Days
Online Spend
Based on a meta-analysis of econometric studies by BrandScience
26. 28
27% 27%
23%
10%
7% 6%
0%
17%
37%
13%
20%
7% 6%
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
TV Print DM Online Radio Outdoor Cinema
MediaSpendAllocation
Reallocating Spend for Maximum ROI
£2.50 RROI
£3.26 RROI
Reallocate Money to Online and Print from TV and Direct Mail
Based on a meta-analysis of econometric studies by BrandScience
27. 29
The Section Key helps your audience track where you are in the presentation. It should live at the bottom of every
page in your presentation. It is, of course, optional. But worth the trouble.
THE SECTION KEY DOES NOT AUTOPOPULATE. If you move slides around within a deck, you’ll have to redo it.
Recommendations:
• Retailers should increase the weight of online spend in order to:
• Increase online ROI
• Make TV and press work harder
• Improve efficiency of the entire integrated campaign
• In order to increase retention rates, retailers should explore more creative
online executions and new messaging
• Based on this evidence we believe better creatives and more brand driven advertising will lead to better retention
rates and therefore improved ROI