delivering locally relevant advertising across screens
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Delivering Locally Relevant Advertising Across Screens
Jamie Ray
VP, Retail Sales
#SmartDelivery
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Agenda
Some History…
Industry Landscape
Old vs. New
Distribution with ShopLocal SmartDelivery Technology
#SmartDelivery
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Some History…
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Background: PointRoll & ShopLocal
Legacy in rich media display advertising for 10+ years
Leader in digital circulars for 10+ years
Product Suite
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Industry Landscape
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Disconnect: Media Time Spent vs. Ad Spending
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Traditionally, newspapers had been the vehicle to drive in-store sales, but…
Newspaper circulation is declining
Source: eMarketer, Dec 2010
Average minutes spent per day by US adults, 2008-2010
People are spending less time reading newspapers and more time with digital media
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Forecast: US Online And Web-Influenced Retail Sales, 2009 To 2014March 2010 “US Online Retail Forecast, 2009 To 2014”
The Internet Has a $1+ Trillion impact on in-store sales!
Source: Forrester Research Web-Influenced Retail Sales Forecast, 12/09 (US)
42% 46% 48% 50% 51% 53%
US online and Web-influenced
retail sales as a % of total sales
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82%Shoppers that use more than one channel such as stores, online or catalogues before making
purchases spend 82% more per transaction than those that only shop in stores
– Deloitte, 2010
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50% - 70% 50%-70% of consumers switch
channels while engaged in a shopping process
- Forrester Research
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50%While switching channels, 50% of
consumers switch retailers
– Forrester & IBM Research
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0
Average Internet User: Number of Hours/Month
Am
ou
nt
of
Tim
e (h
ou
rs)
Source: ComScore Media Metrix, January 2011
Digital Media is Fragmentedand Now a Website Alone is Not Enough
1.4 hours 22.3minutes
32.6 hours
Total Internet Social Retail Sites Retail Leader
5.1 hours
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Old vs. New
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The traditional Sunday ad
Old: Traditional Print Circular
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New: Personalized Digital Circular
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New: iPhone & iPad websites and apps
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Old: Your local paperboy
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New: Targeted rich-media campaigns
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Old: Clipping Coupons
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New: Mobile coupons
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Old: Static billboard advertising
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New: Digital Out of Home
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What We Do & How it Works
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How it Works: Digital Store Promotion Strategy Leveraging all promotion assets for personalized communication
Digital Store PromotionsLocal Database Uses All Store Assets
Digital Store PromotionsLocal Database Uses All Store Assets
Coupons
ClearanceEcommerce Feeds
Print:
Circulars & Catalog
Other Promotional Data (e.g. cutting
room floor items) Local Offer Management
Platform
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Promotions: Products, Offers, Messaging
Offersmessages, deals, pricing
Productimages, disclaimers
Locationstores, retailers
PointRoll’s platform helps you manage local offers and promotions.
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How it Works: Digital Store Promotion Strategy Leveraging all promotion assets for personalized communication
Digital Store PromotionsLocal Database Uses All Store Assets
Digital Store PromotionsLocal Database Uses All Store Assets
Coupons
ClearanceEcommerce Feeds
Print:
Circulars & Catalog
Other Promotional Data (e.g. cutting
room floor items)
API
Local Offer Management
Platform
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Data Portability: ShopLocal API
Product Data
API
Targeted digital
promotion
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How it Works: Digital Store Promotion Strategy Leveraging all promotion assets for personalized communication
Digital Store PromotionsLocal Database Uses All Store Assets
Digital Store PromotionsLocal Database Uses All Store Assets
Coupons
ClearanceEcommerce Feeds
Print:
Circulars & Catalog
Other Promotional Data (e.g. cutting
room floor items)
API
Display Ads
Mobile
Search
Social PartnersDigital CircularDigital Out of
Home
Local Offer Management
Platform
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ShopLocal SmartDelivery Suite
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Distribute local marketing promotions to any digital format. Examples:
Display
Digital Circulars
Search
In-Text Ads
Mobile SocialDigital Out of Home
Aggregated Circulars
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PaperBoyBrings circular content to rich media adsHighly interactive and data-drivenRecent Retailer Case Study with AC Nielsen: Standard banner ads 5% in-store lift; PaperBoy ads 17% in-store lift.
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PaperBoy Retail Examples (using localized, circular data)
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What We Can We Do On Facebook
Facebook Pages
Create engaging, personalized experiences within Facebook Pages, displaying highly
targeted products and deals.
Facebook Commerce
Increase ROI by creating a social commerce experience within a Facebook tab enabling
purchases without having to leave Facebook.
Facebook Ads
Deliver highly targeted ads with most relevant products and offers based on multiple points of
data including gender and geography.
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Printer Sale ends Nov 1511 Printers starting at $60Come to OfficeMax in ChicagoOfficeMax.shoplocal.com
Search
Visitors
Keywords and ad copy are dynamically activated and paused
Router Sale ends Nov 82 Routers starting at $85Come to OfficeMax in ChicagoOfficeMax. shoplocal.com
(Paused)
Location and local price in ad copy
Visitors are mapped to nearby store in circular
Offer count and expiration in ad copy
SmartCircular™
Complete Solution for Dynamic and Localized Search Campaigns
Dynamically selected landing page
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Digital Out of Home
Digital Out of Home
In-Store Kiosks
Digital Billboards
Elevators (Captivate)
Gyms/Coffee Shops
Gas Stations
Features:Geo-Targeted
Local store weekly ad promotions
Extension of online, mobile and traditional activities
Can also include day-parting and weather triggers
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In-Text Advertising Precise word targeting for brand impact
Proven results including:
Brand awareness
Purchase
Engagement
Recent study showed 9X increase in brand awareness
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Summary: Your Brand… Everywhere
Online Circular
iPad
Rich Media/Display Digital Out of Home
Mobile SiteMobile AppFacebook
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Summary
Spend where the eyeballs are
Users are using many sources to make purchasing decisions – make sure you’re present along the path to purchase
Create an experience optimized for the medium
PointRoll’s ShopLocal technology:
Most robust database in the retail industry
Enables you to deliver local, personalized promotions to consumers across screens to any digital touch point
Want to learn more? Email us at info@pointroll.com
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Join us for our next webinar!
Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the Noise
http://bit.ly/get-noticed-webinar
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Questions?
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