breakfast workshop with yahoo!: connecting retail brands with consumers' digital daily habits
Post on 14-Sep-2014
545 views
DESCRIPTION
U.S. Internet users now spend over 30 hours online per week and smartphone users check their device 150 times a day. It’s a whole new world, one where our consumers’ daily lives are increasingly digital. Today’s shoppers have increasingly evolving expectations for retailers to deliver seamless and relevant experiences across all devices. In this session, Leo will walk through what retail brands need to know about the changing shopper journey and how new developments in digital advertising are unlocking new opportunities for marketers to weave themselves into consumers’ digital daily habits to generate results.TRANSCRIPT
P R E S E N T E D B Y L e o P o l a n o w s k i J a n u a r y 3 0 , 2 0 1 4 D i g i d a y R e t a i l S u m m i t⎪ ⎪
Connecting Retail Brands With Consumers’ Digital Daily Habits
Retail: 2014
2
• E-commerce sales up 12%• Brick and mortar foot traffic down 14.6% • 180% growth in consumers accessing
shopping information on mobile devices
3
125 millions of people who watchedthe season finale of MASH 30 years ago
Media consumptionis fragmented, consumersare distracted
125 millions of people who watchedthe season finale of MASH 30 years ago
10 millions of people who watchedthe series finale of Breaking Badin 2013
2.5 million estimated of people whowatched the series finale ofBreaking Bad without multitasking
Media consumptionis fragmented, consumersare distracted
150the number of times smartphone users look at their device in a day
+ PC + tablet + TV + print + games
Media consumptionis fragmented, consumersare distracted
+life
Daily habits are digital
4
U.S. Internet users spend 30 hours per week online
Top 12 daily online habits of internet users
Search
Sports
Socializing
Shopping
Lifestyle
Q&A
News
Music
Games
Video
Blogs
EYEBALLSBUYERS
CONTRIBUTORS
Digital daily habits have changed the path to conversion
COMPETITIVEALTERNATIVES
PRICINGCOMPARISON
APPS
USERGENERATED
REVIEWS
RECOMMENDATIONSFROM FRIENDS
Knowledge:Information access fuels
extensive pre-purchase
browsing and research
Voice:The rise of
social has made everyone a publisher,
adding more voices to the
mix
Experience:Technology
enables consumers to
personalize their shopping
experience
Digital is delivering a more relevant shopping experience
I agree with the following statement:
Mobile is extending the shopping process and adding convenience
YOUTHE RETAILER
SMARTPHONES
READERS
SOCIAL
TABLETS
VIDEO GAMES
PCs
Data Intelligence: Reach your
consumers in smarter ways
with digital
Digital daily habits enable personal connections
• Explicit and implicit personal data
• Click behavior
• Social graph signals
• Declared interests
• And much more…
User data powers personalized experiences
Data from across the web powers personalized
experiences like never before
What does this mean for retail brands?
10
When ads and content are both personalized, ad receptivity increases by 40%
12
Search ady% avg CTR
Display adx% avg CTR
Integrating search with displaySearch y% CTR + 1.4x display
Integrating search with dynamic display search y% CTR + 3x display
Merging search & display delivers more powerful results together
13
Display only
86% increasein conversions vs display only
Display + Search Search only
24% increasein conversionsvs search only
Merging search & display delivers more powerful results together
• Dynamic, customized display ads leverage the strong intent of signal search keywords
• Expand Your Reach - Harness the power of search intent signals beyond the search results page.
• Personalizes Your Creative at Scale - Personalize your ad creative based on keyword-level intent signals and other data points at scale
• Boosts Your Performance- 131% CTR lift vs. static creative; 100% lift in conversion rates vs. regular search retargeting ads!
Benefits
1
2
3
Personalized Search Retargeting
Personalized Search Retargeting
Yahoo partnered with the advertiser to launch a PSRT campaign, leveraging the advertiser’s existing keyword list from a sponsored search campaign.
Based on search queries, PSRT leveraged the user’s granular search intent data to retarget the user with a highly-personalized ad.
ChallengeLeading online brand for premium event seating and ticket sales wanted to generate interest and drive sales in an extremely crowded online market.
ResultsStrategy
18% ROI
Two-fold increase in website visits while the PSRT ads were running on the Yahoo network.
The use of the search keywords intent led to a 489% lift in CTR over typical remarketing campaigns!
Retailer Case Study
Delivering 200X more than a leading search provider
16
By combining search with display to expand marketing reach
XX million people searched for the top 50bidded non-brand keywords for credit cards
Point solution Integrated solution
Client bought 12MM SEM impressions
80,000 users clicked on Search Ad (7% CTR)
80,000 retargeting opportunities
16 million people searched for the top 50 bidded non-brand keywords for credit cards
Client bought 3MM SEM impressions
18,000 users clicked on Search Ad (6%CTR)
16,000,000 retargeting opportunities
Recap
17
EYEBALLSBUYERS
CONTRIBUTORS
Retailers face a complex, changing path to conversion
COMPETITIVEALTERNATIVES
PRICINGCOMPARISON
APPS
USERGENERATED
REVIEWS
RECOMMENDATIONSFROM FRIENDS
With hundreds of partner choicesBrands have tried to solve this with point solutions
Rich Media
Video Ads
MobileDisplay
Dynamic Creative Social
Exclusive Events
Native
Retargeting
Audience Targeting
Direct Response
DSP
SponsoredContent
Branded Entertainment
Search
MobileSearch
DatabaseTargeting
Ad Network
And no universal measurementacross solutions
19
Yahoo delivers a better wayYahoo advertising, the only unified digital advertising solution in the market
Premium
Native
AudienceSearchSearch
Mobile Search
Rich MediaVideo Ads
Exclusive Events, Sponsorships
Mobile DisplayDynamic Creative
Social
Native
Sponsored Content
Retargeting
Audience Targeting
Database MarketingDSP
Ad Network
Direct Response
20
Across devices and formats with robustanalytics. Buy direct or programmatically.
Yahoo offers a different approach through our unified advertising solutionA continuous increase in Yahoo ad solutions leads to exponential lifts in performance
+ Mobile/Tablet
8X conversion increase 22% CPA decrease
+ Premium
23X conversion increase16% CPA decrease
+ Audience
59X conversion increase37% CPA decrease
Video= = =
21
22
Unite your retail brand with your consumers’ daily habits
Thank you.
23