Fuel Your Reopening with Performance Marketing

REIGNITE YOUR BUSINESS WITH
PERFORMANCE MARKETING
4 WAYS TO FUEL YOUR
REOPENING

This presentation originally
aired as a webinar. Recording
available here:
https://bit.ly/36HUOZx

www.CatalystDigital.comwww.xaxis.com
INSTRUCTIONS
To ask questions
Type your question in the
chat box located on the
left side panel. Only the
presenters will see the
question. Use this for
content questions.

TODAY’S PRESENTERS
SPEAKERSMODERATOR
Meghan Lavin
Partner, Director of Marketing
Catalyst
William Álvarez
Director, Organic Search
Catalyst
Roey Franco
VP, Product Innovation
Xaxis
Dylan Swift
Sr. Director, Enterprise Marketing
Yelp

Organic Search | Paid Search | Paid Social Advertising
Retail Media | eShelf
WHAT WE DO
Business Results.
Powered by Advanced Marketing Strategy.

WHAT WE DO

LOTS OF GROUND TO COVER
AGENDA
• The Consumer Mindset
• Fueling Your Reopening:
• Programmatic Audio
• DOOH
• Local Search
• Yelp Ads
Did you miss Part One? View the recording at
our webinar hub on CatalystDigital.com.

Almost 60% of respondents in recent
research are willing to visit shops once
governments lift restrictions.
https://www.statista.com/statistics/1115037/coronavirus-in-store-shopping-resumption-of-consumers-us/
SHE’S PREPARING TO
SAFELY SHOP & DINE AT
BRICK & MORTAR

BUT…
IT WON’T BE THE SAME
The new physical shopping & dining
experience includes staged re-
openings, occupancy limitations, touch-
free processes, limited hours, and more.

“Shoppers will be more
selective in choosing which
stores to visit; the ones that
satisfy their shopping needs
while providing a safe
environment will be at the
top of the list.”
https://www.forbes.com/sites/shelleykohan/2020/04/26/retail-stores-create-the-new-normal-as-businesses-begin-to-open-up/#36c8a28f5827

MULTICHANNEL PERFORMANCE MARKETING:
MORE IMPORTANT THAN EVER

REACHING ELLIE AT EACH STOP IN HER NEW NORMAL
In the car
Listening to podcasts
Local searches
Out & about
Yelp

MULTICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER
of people use search
engines to learn more
after seeing OOH ads
46%
Integrating DOOH &
Mobile:
• 60% Increase in Brand Recall
• 3X Higher Mobile CTR
• 2X Increase In Store Traffic
https://martechtoday.com/why-digital-out-of-home-should-be-integrated-into-your-2019-marketing-mix-231919
https://blog.bannerflow.com/dooh-advertising-trends-2019/

OMNICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER
growth in mobile searches
for “open” + “now” + “near
me”
200%
of visitors make a purchase
at a nearby business after
searching “Restaurants” on
Yelp
92%
https://www.thinkwithgoogle.com/consumer-insights/near-me-searches/
https://blog.yelp.com/2017/05/study-92-consumers-using-yelp-make-purchase-visiting-platform

MULTIPLE CHANNELS: ONE AUDIENCE STRATEGY
DOOHAUDIO
KEYWORDS
BROWSING
HABITS
DMA
SOCIAL
SEARCH LOCAL
SEARCH
& APPS
EAT
AWARENESS
ACTION
RESEARCH &
CONSIDERATION
CREDIT CARD
PURCHASES

GRAB HER EAR WITH
PROGRAMMATIC AUDIO

RESURGENCE OF AUDIO
Of marketers plan to increase
their investment in
programmatic audio
60%
Average boost smart
speakers bring to audio
listening time
36%
Of advertisers are investing in
programmatic audio to help
complement their media mix
64%
Source: https://www.xaxis.com/wp-content/uploads/2019/07/Xaxis-IAB-EU-Programmatic-Audio-Report-2019.pdf
Source: https://mcusercontent.com/beb734f2a405e5168194fa6e4/files/823ba4ff-3df0-412f-9f45-d3887f26be27/Audio_Consumption_Trends_Amidst_COVID_19_DAX_One_Sheet_.pdf

AUDIO CONSUMPTION IS UP
DURING THE COVID-19 CRISIS
DAX Digital Ad Exchange, Audio Consumption Trends Amidst COVID-19
• 17% growth in overall listening
hours
• 20% growth in streaming radio
• 115% growth in news/talk

KEY FEATURES AND CAPABILITIES
• Premium Publishers (includes
podcast inventory)
• Holistic Targeting and
Reporting
• Dynamic Audio Creative
• Proprietary AI Technology
• Omnichannel Activations

DYNAMIC AUDIO CREATIVE
Possible Triggers
• Weather
• Location
• Day/Time
• 1st Party Data
• Custom (e.g. sports
scores)
Good morning New York!
Want a way to up your Tuesday workout?
Natural Activewear is changing the way
we workout thanks to our new line of
organic fitness apparel & gear.
Be the first to workout in clothing
made from trees in your next yoga
class.
Visit our flagship store in SoHo.
New York
San Francisco
Los Angeles
Monday
Tuesday
Wednesday
Etc.
Yoga class
Spin class
Boxing class
Differentiate your audio with personalized
Dynamic Audio Creative
Location
Day/Time
Custom

OUR PUBLISHERS
Our solution sits across some of the largest publishers in the US. We strive to find your
target audience anywhere and everywhere. We reach over 300MM listeners per month.

REACH HER ON THE GO WITH
DIGITAL OUT-OF-HOME

ELLIE IS ON THE MOVE
Americans are traveling more
across all 50 states.
The average daily miles traveled
increased 18%.
https://www-adweek-com.cdn.ampproject.org/c/s/www.adweek.com/brand-marketing/the-ooh-billboard-will-become-prime-
advertising-real-estate-as-states-reopen/amp/

REACTIVATING DOOH IN THE TIME OF COVID-19
EVOLUTION OF MOVEMENT AROUND OOH SCREENS
27
Panic & Prepare
for shelter in place
(4 weeks)
Flattening curve as
people are finding a
new routine entering
week 8 of quarantined
living New Normal
Quarantined Living
Restricted Living
Partial reopening
Source: https://www.ubimo.com/blog/

CLOSE THE LOOP
DOOH can be programmatically activated and
incorporated seamlessly into your strategy.
While traditional OOH campaigns cannot be
executed programmatically, data can be
collected and used to optimize your strategy.
YOUR HOLISTIC PROGRAMMATIC STRATEGY
DOOH
MOBILE
OTT
AUDIO
NATIVE
VIDEO
DISPLAY

PROGRAMMATIC DOOH ACROSS MULTIPLE ENVIRONMENTS
Airports
500+ Screens
10M+ impressions
Roadside and Gas Stations
6,500+ Screens
1.5Bn impressions
Gyms
8,000+ Screens
290M+ impressions
Casual Dining Restaurants
1,600+ Screens
29M+ impressions
Malls
1,800+ Screens
595M+ impressions
Bars
14,000+ Screens
286M+ impressions
Transit
500+ Screens
68M+ impressions
Convenience Stores
5,000+ Screens
190M+ impressions
Sports Entertainment
3,000+ Screens
91M+ impressions
Movie Theatres
640+ Screens
2.25M+ impressions
Retail and Family Entertainment
6,300+ Screens
253M+ impressions
Doctor’s Offices
3,300+ Screens
59.7M+ impressions
Taxis External
25,000+ Screens
366M+ impressions
Offices
1,500+ Screens
282M+ impressions
ATM
100+ Screens
2M+ impressions

DRAW TRUE-TO-LIFE CONCLUSIONS ABOUT AUDIENCES, THEIR PHYSICAL
ACTIVITIES, AND THEIR OOH EXPOSURE
Input your desired audiences & filters, then Journeys will show you a map of OOH assets which over-
index/score higher for this audience than others.
Combinations like:
• Millennials, in Boston,
who have bought beer
in the past 30 days
• Female, high-end
department store
shoppers

BE ACCESSIBLE & HELPUL WITH
LOCAL SEARCH

Ellie is spending more
time browsing the
Internet.
Web browsing has
increased by 70%
during later stages of
the pandemic.
https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-expectations

As businesses, organizations, &
schools adapt to the "new
normal", people want to know
where, how, and when to get the
things they need.
Source: Google Search data reveals how brands can help during the coronavirus pandemic, Think with Google, April 2020
FIVE DISTINCT BEHAVIORS REFLECT SEARCHERS’ NEEDS

As search interest in economy reopening fluctuates depending on the government and local regulations, there
is an increased interest from people wanting to know when local businesses are reopening.
CONSUMER INTEREST IN ECONOMY & BUSINESS REOPENING

COVID-19 Global Search and Engagement Report, Yext, 4/9/2020.
CONSUMERS DEPEND ON ACCURATE & UPDATED INFORMATION
Brands rushed to update their local business facts.

COVID-19 Global Search and Engagement Report, Yext, 4/9/2020.
'Fact' updates have
increased by 84% in
the past 30 days vs.
the previous period.
CONSUMERS DEPEND ON ACCURATE & UPDATED INFORMATION
33,679,737
62,113,313
20,000,000
40,000,000
60,000,000
80,000,000
February 9th - March 9th March 9th - April 7th
+84%

Address the most common questions through
Search as frequently as needed, using local listings,
your website, your blogs, social media & more:
• Acknowledge the new reality.
• Offer credible, detailed, and current information
about your operations. Reinforce that you’re there
to help.
• Be flexible & help customers as much as
possible.
BRANDS NEED TO BE HELPFUL AS PEOPLE’S NEEDS EVOLVE

Almost 20 changes in less than 3 months. Use them!
MARCH 2020
• Granted access to multi-location businesses to submit COVID-19 posts.
• Take out, dine-in, and delivery highlighted on SERP and Knowledge Panel for
dining.
APRIL 2020
• Curbside pickup attribute added to retail.
• In-store shopping attribute added to retail.
• Virtual care link added to healthcare.
• COVID-19 Info link added to healthcare.
• Online care attribute added to healthcare.
• COVID-19 posts extended to last 28 days.
• Food orders integration with acquisition of the ordering app.
• Dine-in attribute added to dining.
• No-contact delivery added to dining.
• Pick up, curbside pickup, delivery and in-store shopping attributes highlighted on
SERP and Knowledge Panel for retail.
• Specify Service Items for your business.
MAY 2020
• Add support links to business profile on Google.
• Retailers can now link their PayPal and Google Merchant Center accounts.
• ‘Curbside Pickup’ badge for local Shopping ads.
SEARCH ENGINES & DIRECTORIES QUICKLY ACCOMMODATE THE NEW NORMAL

• Be ready to provide answers: Google's
Custom Q&A’s.
• Satisfy consumer expectations (disposable
utensils, free hand sanitizer, etc.)
• Implement Covid-19 announcements
via structured data markup.
• Expand your SERP real estate: Google Posts
(excluding Hotels).
OTHER AREAS OF OPPORTUNITY

• Enhance your website experience: Google
AMP Stories.
• Enable new facets or filters for product
availability on e-commerce (Curbside pickup).
• Extend customer support via local listings.
• Leverage live chat & chatbots to maintain the
physical distance.
• Reinvent your business: Drive-in cinemas
make a comeback.
OTHER AREAS OF OPPORTUNITY (CONTINUED)

Local SEO can impact your brand's future performance!
Communicate your safety protocol in local listings before customers walk in.
DON’T FORGET LOCAL SEO BEST PRACTICES

Optimize your meta data accordingly.
Address the conditions relative to your product
or service offering.
DON’T FORGET LOCAL SEO BEST PRACTICES

Using creativity in times of crisis to drive citations and increase your brand awareness while being helpful.
CITATIONS WILL INCREASE YOUR LOCAL LISTINGS PERFORMANCE
Case Study: Barba Men's Grooming Boutique, NYC

EVALUATE LOCAL PAID TACTICS
Location Extensions
Display your ads with the
closest store location,
directions, & distance
Google Maps
Opt-in to search partners to
appear on Google Maps
Affiliate Location
Extensions
Opt-in to search partners to
appear on Google Maps
Waze Ads
Reach nearby drivers on the
Waze navigation app

LOCAL INVENTORY ADS
Local inventory ads can
boost sales in brick and
mortar locations by
showcasing products
and local retail store
information to nearby
shoppers.

Local Marketing
at National Scale

National brands are going local

Millions of consumers
turn to Yelp to find a
local business
97% of visitors make a purchase with a
nearby business after searching on Yelp
Based on a survey conducted by SurveyMonkey Audience for Yelp in June 2019. Total sample 6,338 adults
ages 18 and older living in the United States, including 5,028 who had gone online to search for a local
business. “People on Yelp” sample: reported use of Yelp at least once in the previous 3 months. Data weighted
demographically to be representative of U.S. online population.
Grocery delivery

Graphic and content from The New York Times as of 5/20/2020: https://www.nytimes.com/interactive/2020/us/states-reopen-map-coronavirus.html
Yelp can help brands promote local offerings at national scale

CONSUMER BEHAVIOR
Consumer search
quickly shifted to off-
premise dining
Yelp internal data, 2020
Take-out & Delivery searches up 6.2x since March 1st

Yelp internal data, February - March 17th 2020, Measures searches within the Active parent category that also include “online,” “virtual”,
“home” or “equipment”;
...and online options
for exercise
3x
CONSUMER BEHAVIOR

We are all adapting
Business shift
Yelp shift
Consumer shift
In-person AND
online
Delivery, take-out,
pick-up & online only
Drive in-person
AND online actions
Contact-less, virtual,
remote services
Connect customers to
in-person experiences
Connect customers to contact-
less options

BUSINESS RESPONSE
Businesses in many
categories have
adapted to
accommodate local
regulations
Category New Approach
Bars 🍷 Selling wine and liquor via delivery and/or pick-
up
Health & Medical ⚕ Offering telemed options, virtual
appointments/sessions
Hotels 🏨 Promoting future bookings
Restaurants 🥡 Offering delivery/takeout and gift cards
Retail 🛍️ Offering gift cards; delivery, pick-up, and/or
expedited shipping
Fitness & Wellness 🏋️‍♀️ Offering virtual classes
Grocery Stores 🛒
Pharmacies 💊
Offering “Senior Hours”
Offering delivery and/or pick-up, text message
ordering
Beauty & Spa 💅 Scheduling future appointments
Offering gift cards

Yelp enables
businesses to post
important updates and
announcements
BUSINESS RESPONSE

COVID-19 specific Business Highlights
Brands can highlight
special services and
customize by region or
location
BUSINESS RESPONSE

PLACE
SCREEN
UNDER
IPHONE X
PLACE
SCREEN
UNDER
IPHONE X
Businesses can direct
consumers to relevant
services by market or
location
Gift cards
Curbside pickup
*Business highlights are still being designed as a response to COVID-19 climate and the final design and copy may change. Estimated completion date is 3/27.
BUSINESS RESPONSE

Get a small specialty McCafé drink for just $2. Stop by your
nearest McDonald’s today to kickstart your morning with a
cup of joy!
$2 Small McCafé
McDonald’s
Yelp Connect enables
businesses to
promote offers and
announcements to
customers
McDonald’s
Yelp Inc. Highly confidential preview of product still in exploration - do not distribute
BUSINESS RESPONSE

Yelp Ads deliver strong results for
nationwide fast casual chain in April
CASE STUDY
Store visits measured by third party: Placed powered by Foursquare. Results are mid-campaign and reported as of 5/18/2020; Incremental visit
defined as standard lift visit and incremental lift defined as standard lift. Yelp campaign live 4/1-6/30
$0.44
cost per
incremental visit
(takeout orders)
61%
incremental
lift
6.82x
return on
ad spend

Direct-to-consumer brands can also leverage local demand

Client Homepage
Tapping into Yelp’s local search on other publisher sites
ESPNYelp App
Casper can reach Ellie on
ESPN after she searches for
mattresses on Yelp
BUSINESS RESPONSE

Yelp provides solutions for national brands to scale local marketing
Awareness
Increase brand lift/affinity
Consideration
Reach, Video Views, etc.
Conversion
Orders, Calls,
etc.
Retention
● Display campaigns for branding
On Yelp Off Yelp
Showcase Ads with video
Search ads &
Competitor ad targeting ● YAP Display campaigns for direct
response
● Video campaigns
● Connected TV campaignsSeasonal spotlight ads
Yelp Connect
Yelp Audience Platform

How can Yelp can help your national brand
improve its local strategy?
Contact: dylan@yelp.com

IN SUMMARY
PROGRAMMATIC AUDIO
- Leverage programmatic audio to
reach your target audience anywhere
and everywhere.
- Differentiate your audio with
personalized Dynamic Audio
Creative.
DIGITAL OUT-OF-HOME
- DOOH can be programmatically
activated and incorporated seamlessly
into your strategy.
- Activate across a large range of
environments (ATMs, taxis, transit, gas
stations, etc.).
LOCAL SEARCH
- Address common questions through
search as frequently as needed.
- Leverage local SEO best practices &
take advantage of additional.
opportunities, both paid & unpaid.
YELP
- Yelp pages keep consumers informed &
keep you in touch with consumers
- Direct consumers to relevant or special
services by market, location, or region.

RESOURCES
OR DROP US A LINE:
Info@CatalystDigital.com
CASE STUDIES & INSIGHTS:
https://www.catalystdigital.com/digital-marketing-case-studies/
https://www.xaxis.com/insights/casestudies/
MORE WEBINARS:
https://www.catalystdigital.com/company/digital-marketing-webinars/
YELP BLOG:
https://blog.yelp.com/section/business

Q&A
info@catalystdigital.com

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