How retailers can develop a winning strategy to attract diginal advertising dollars_civalue_rema 1000_nielsen_facebook
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How retailers can develop a winning strategy to attract diginal advertising dollars_civalue_rema 1000_nielsen_facebook
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How retailers can develop a winning strategy to attract diginal advertising dollars_civalue_rema 1000_nielsen_facebook
- 1. How Retailers Can Develop a Winning Strategy to Attract Digital Advertising Dollars
- 3. MARTIN VAHTERA Vice President of Digital Sales
- 4. JOSH GOLDMAN Vice President Consumer & Media
- 5. ANGELA VENUS Head of Retail Measurement, North America
- 6. JOEL PERCY Global Head of Business Consulting
- 7. 45.9% 50.1% 53.6% 56.6% 58.8% 60.5% 2018 2019 2020 2021 2022 2023 Digital Ad Spending Worldwide Digital Traditional Digital advertising has now surpassed traditional Source: eMarketer, Feb 2019
- 8. Advertising dollars are shifting closer to the point of purchase Interests Intent to Buy Purchase HistoryDemographics Search Location-based Psychographics
- 9. 86% 14% Bricks & mortar still dominates Source: eMarketer
- 10. Retailers jumping into the digital advertising game
- 13. Marketing Has Limits…Culture is Gold
- 14. How do we get better at activation? ?
- 15. CONSUMER DEMAND STIMULATION IS SHIFTING Sources: Summary compiled by Nielsen from eMarketer, Statista, Polar TRADITIONAL/REACH ADVERTISING Linear Buys BRANDED INTEGRATION Product Placement TRADE MARKETING Linear Buys 2017 to 2022 $70B $68B AD INCENTIVES TARGETED ADVERTISING Audience Buys AD AD AD Pet Lover Beer Drinker Car Buyer Avid Hiker AD 2017 to 2019 LINEAR: $2.4B $6.8B DIGITAL: $47B $73B 2017 to 2021 $6B $20B 2018 $1T Globally $500B US/CA/UK/D/F/E/I NO ADVERTISING SVOD 2017 to 2022 $9B $13B Subscriber CONTENT CONTENT (AD) MEDIA SPEND TRADE SPEND
- 16. PURCHASE-BASED TARGETING DELIVERS 3X ROI FOR CPG Source: Nielsen metastudy of campaign attribution ROI INDEX BREAKEVEN Understand campaign goal when determining main KPI
- 17. How do we measure the impact?
- 18. UNDERSTANDING IMPACT AWARENESS CONSIDERATION SALES AUDIENCE DELIVERY BRAND IMPACT STORE TRAFFIC WEBSITE TRAFFIC IN-STORE SALES ECOM SALES LIFT
- 19. 71%Drove Incremental In- Store Sales 82%Drove Lift in Household Penetration Source: Oracle Data Cloud Sales Lift, 22 product-focused campaigns, 2017 – 2019.
- 20. CURBSIDE & DELIVERY Source: Facebook Lift Tool and Brand Lift Study (Sept 2019) AD RECALL MESSAGE ASSOCIATION TRIAL
- 21. TRIPS BASKET SIZE Personalized Products Shoppable Category Tabs Source: Oracle Data Cloud Sales Lift Study
- 22. How do we manage transparency and permission?
- 23. This doesn’t mean you’ll see more ads, And you’ll be rewarded with additional PC Optimum points just for receiving these ads. we will never provide your personal information to our advertisers. only let them know that the right audience was reached
- 24. 1. Create smooth digital experiences at every touchpoint to drive customer engagement 2. Create automated, closed-loop processes to measure impact 3. Give customers transparency and control over how their data is being used Actionable Takeaways from this session:
- 25. THANK YOU Visit us at Booth #1427
Editor's Notes
- Megan We see 4 major monetization models in play, of different sizes and different rates of projected growth. Two are advertising based, the others are not (directly): 1) Traditional/Reach advertising - essentially traditional TV, currently (PWC) at about $69.8b and shrinking (slowly) to $68.1b by 2022; still the biggest piece of the pie - updated (https://forecasts-na2.emarketer.com/584b26021403070290f93a2f/5851918b0626310a2c186b55) 2 & 3) Targeted advertising - essentially digital but starting to include some linear Linear $2.4b in 2017 to $6.8b in 2019 (eMarketer) - http://totalaccess.emarketer.com/chart.aspx?r=209359 reflects addressable + programmatic summed together Digital $47b in 2017 to $73b in 2019 - reflects programmatic digital display + video https://forecasts-na2.emarketer.com/584b26021403070290f93a55/5851918a0626310a2c186aad 4) No advertising - subscription model e.g. Netflix, growing from $9b in 2017 to $13b in 2022 (Statista) https://www.statista.com/outlook/206/109/video-streaming--svod-/united-states#market-revenue 5) Branded integration - https://www.linkedin.com/pulse/20-billion-revenue-up-grabs-publishers-next-5-years-kunal-gupta/ This is very different from 10 or even 5 years ago, and largely driven by technology.
- Meta Study across 31 brand, 79 sub-brands, $258MM online spend acros 750+ online campaigns from 56 weeks measured per brand There are three further considerations when thinking about the opportunity Who is in control: Choosing a media (publisher) path means the advertiser is the customer. This diverges from the traditional direct consumer marketing of loyalty programs. Available inventory (audience and ads) - One constraint has been the amount of purchase based inventory - there can be a ceiling on the total amount of addressable inventory available. There can be look a like approaches to extend or working with 3rd party platforms to extend the inventory (e.g., via social media or DSP platforms) The effectiveness vs efficiency trade-off - Have a high ROI is great...but advertisers are constantly balancing the cost of media vs. the return so it's a consideration when you think about your opportunity size and pricing power.
- On measurement and impact, different tactics offer various metrics across the full purchase funnel ranging from audience delivery to in-store and ecom sales. CPGs can understand the impact on sales from their shopper marketing programs – lack of measurement was their single biggest pain point. They needed more and better access to shopper marketing results from retailers. Retailers are open to share more with the right controls. When it comes to sales impact, brands want to know what is incremental from their shopper investment compared to sales that would’ve happened anyway without the marketing activity. Measurable through closed-loop solutions that tie impressions to sales in-store and online: measurement vendors like Oracle Data Cloud, Nielsen. FB offers a native sales lift measurement solution that is available free to advertisers who run media on the platform.
- We have measured nearly two dozen of these types of retailer programs and we have seen that 71% drove incremental in-store sales for the CPG and 82% drove lift in household penetration for the CPG.
- Their most recent campaign is breaking through and generating interest. According to a recent study we conducted, (CLICK) consumers are noticing the H-E-B ads they are seeing for these services on Facebook. (CLICK) Furthermore, these ads are effectively communicating the curbside + delivery message…(CLICK) and finally, the ads are getting more people to both consider and try these H-E-B services.
- Rite Aid ran a 13 week test using a format called collections where they featured a few hundred products at once similar to how to they would in a printed circular. They organized the products into tabs that grouped products by categories like Health & Medicine, Beauty and Vitamins. The products featured in each tab were personalized to the person seeing them. And while the primary intent was to drive consumers in store, the ads were also shoppable allowing people to buy online if they wanted to shop immediately. The campaign drove incremental trips to rite aid stores and also got people to increase their basket size.