bing ads netherlands: retail ecommerce insights

eCOMin EU

BING NETWORK

X-BORDEReCOM

BING AUDIENCE

CONTENT

Retail eCommerce in Europe

UK

€110BDE

€65BNL

€10BFR

€42BIT

€14BES

€18BSCAND

€33B

Retail eCommerce(2017 Estimates – Billions of €)

Source: eMarketer 2017

38%

32%

38%

29%

41%

37%

29%

UK DE ES FR IT NL SCAND

Source: eMarketer 2017

UK

43MDE

49MNL

10MFR

33MIT

19MES

21MSCAND

16M

DIGITAL BUYERS

in 2017

Source: eMarketer 2017

89% 81% 80% 72% 53% 64% 81%

Digital Buyers Penetration 2017

(% of total Internet Population)

5,1%

3,2%

15,2%

6,4%

13,7%

3,8%

6,3%

UK DE ES FR IT NL SCAND

Source: eMarketer 2017

€ 21,4

€ 14,0

€ 1,5

€ 9,7

€ 2,8 € 2,6

€ 24,2

€ 15,9

€ 1,7

€ 10,9

€ 3,6 € 3,5

UK Germany Netherlands France Italy Spain

Chistmas eCommerce Sales 2016 Chirstmas eCommerce Sales 2017

Source: RetailMeNot, Centre for Retail Research; eMarketer calculations, Nov 23, 2016

Retail eCommerce – Christmas Season(Billions of €)

Source: Marketingfacts

How do shoppers pay? iDEAL Payment method dominant & rising

ideal; 54,1%

creditcard; 12,2%

6,1%

6,1%

5,1%

4,1%

3,1%

2,0%

2,0%

5,0%

ideal

creditcard

check

bank permission

bank transfer

paypal

vouchers

bankcard

cash

other

0

5.000.000

10.000.000

15.000.000

20.000.000

25.000.000

30.000.000

Oct

'15

Nov

'15

Dec

'15

Jan

'16

Feb

'16

Mar

'16

Apr

'16

May

'16

Jun

'16

Jul

'16

Aug

'16

Sep

'16

Oct

'16

Nov

'16

Dec

'16

Jan

'17

Feb

'17

Cross-Border Digital Buyers

Elias Ghanem

Managing Director, PayPal MEA

UK

€9,7BDE

€10,1BNL

€2,6BFR

€8,7BIT

€1,5BES

€2,2B

CROSS-BORDER

Retail eCommerce(2017 Estimates – Billion of €)

Source: eMarketer 2017

8,9%

19,5%

14,7%15,7%

19,4%

21,8%

UK DE ES FR IT NL

Source: eMarketer 2017

UK

32MDE

38MNL

6MFR

26MIT

22MES

21MSCAN

15M

CROSS-BORDER

DIGITAL BUYERS

Source: Eurostat, Dec 2016

40%

26%

41%

47%

58%

42%

26%

17%

32%

37%

40%

25%

UK

DE

FR

IT

ES

NL

2011 2016

Source: Eurostat, Dec 2016Source: eMarketer 2016

67%

80%

86%

78% 77%79%

81%15%

11%8%

12% 12% 10% 9%15%

7%5%

8% 8% 9% 8%

3%3% 2% 2% 3% 2% 2%

UK DE FR IT ES SE NL

PC/Desktop Mobile Tablet Other

Source: Ipsos/Paypal 2016

CLOTHING

46%ELECTRONICS

29%TRAVEL

25%ENTERTAINMENT

24%HOBBY

23%COSMETICS

20%

CROSS-BORDER

PRODUCT CATEGORIES(Western Europe – 2015)

Source: Ipsos/Paypal 2016

CROSS-BORDER, WHY?

Source: Ipsos/Paypal 2016

Research Drivers

Source: Ipsos/Paypal 2016

CROSS-BORDER, WHEN?Purchase Drivers

WHY NO CROSS-BORDER?

Source: Ipsos/Paypal 2016

Purchase Blockers

Retail on the Bing Network

MethodologyMethodology

• Market: The Netherlands

• Top 50.000 Retail search queries based on

volume

• Analysis period: Sep 2016 – Jan 2017 (and YoY)

Objectives

• Identify Retail related Christmas shopping trends

• What does the Bing searcher look like?

• What are their behaviours?

• Advertiser opportunities

Sinterklaas - Dec 5th Christmas - Dec 25th & 26th

Black Friday and Cyber Monday show a significant uplift in Retail related searches, emphasising the increased importance of these Retail days.

Mobile searches go up during Christmas whereas PC drops significantly.

Searches for mobile devices (e.g. iphone) peak early, in line with Samsung and Apple launch events.

On PC, search volumes peak towards the holidays of Sinterklaas and Christmas.

Consumer Electronics related searches show a steady increase towards the holidays. Cyber Monday stands out as highest PC search peak.

Steady increase towards the holidays, with November being the top month. Second spike for PC on December 23rd

High search volume kicking off the month before the holidays. Strong spike on Black Friday, and slightly smaller on Cyber Monday.

Perfumes clearly more popular for Christmas than Sinterklaas.

Mobile Devices searches has the highest mobile search share, followed by Perfume & Fragrances.

PC still has 88% of the overall search share on Bing

The largest age group overall is the 35-49 group. Women have a higher search share than men in Retail on Bing,

with the exception of Consumer Electronics and Mobile Devices searches.

Generic ads see synergy point in november, with lowest CPC and highest CTR.For Brand ads November is the most efficient month, yet October has a slightly lower CPC.

About the Bing audience

15%

20%

24%25%

17%

20%

23%

21% 21%

15%

16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

Bing Audience OVER-INDEXES ACROSS

OLDER AGE GROUPS (35+)

Source: GWI Q2 2017

Western Europe includes: UK, DE, FR, IT, ES, SE, NL

10%

25%

46%

18%

10%7%

20%

46%

21%

13%

Top 10% Top 25% Mid 50% Bottom 25% Prefer not to

say

Bing Audience OVER-INDEXES ACROSS

HIGHER INCOME GROUPS

Source: GWI Q2 2017

Western Europe includes: UK, DE, FR, IT, ES, SE, NL

41%

34%

45%

40%

22%

45%

34%

39%

28%

33%35%

19%

41%

31%

UK DE NL FR IT ES SE

Source: GWI Q2 2017

Western Europe includes: UK, DE, FR, IT, ES, SE, NL

84%85%

75%76%

74% 74%

69%

84% 84%

71%72%

73%

70%

72%

UK DE NL FR IT ES SE

Source: GWI Q2 2017

Western Europe includes: UK, DE, FR, IT, ES, SE, NL

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