changing media consumption - furniture marketing group · 2014. 2. 12. · changing media...
TRANSCRIPT
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Changing Media Consumption
0
50
100
150
200
250
300
Online/Mobile +54% Television +5% Radio -6% Newspapers -33% Others -18%
2009
2012
• Television viewership remains a stable and consistent
choice for consumers.
• Online usage has grown by +54% over the past 4 years.
Minutes Per Day
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Why We Know Our Advertising Is Important
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• Two-thirds of buyers who purchase in-store access the internet
for furniture information.
Source: 2012 Google/Complete Retail Furniture Study, U.S. QRT1- Which of the following sources, if any, did you use to look for information on furniture?
Why We Know Our Advertising Is Important
Sources used to look for information on
furniture while shopping:
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Consumer Online Behavior
• There is a direct correlation between website traffic
and in-store sales.
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Online Advertising Goal
Drive qualified website traffic
=
Increased store traffic
=
INCREASED SALES
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Tracking Traffic
• Tracking shoppers through your door is not
the only traffic you should be counting.
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Promote Engagement with Pre-Roll Advertising
• :15 commercial
running as “forced”
viewing prior to video
content desired by
browser.
• An extension of TV-
sight, sound, motion
and a call to action.
• Relatively high click
through rate.
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Online Video Consumption is Increasing
Source: eMarketer Comparative Estimates Aug. 2013
Digital Video Viewers
in millions
172
183
191
197 201
2012 2013 2014 2015 2016
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Message Recall
• When online pre-roll advertising is combined with traditional
TV, it results in a 10% increase in consumer recall.
Source: Neilsen & IAB. A Comprehensive Picture of Digital Video and TV advertising, 2012
Message Recall
TV + Pre-Roll Video Ad
TV
30%
20%
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Behavioral Targeting
• Surfing the web leaves a trail.
• We analyze the browsing history
to determine an interest in
buying furniture.
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Behavioral Targeting
We buy the internet differently
than we buy traditional media.
Traditional Internet
• Demo driven,
i.e. W, 25-54
• “Shot gun”
approach
• Driven by browsing
history (web behavior)
• Allows us to find
“hand raisers”
• Delivers a one-on-one
impression
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On Which Websites Do We Deliver the Message?
Our on-line buys appear across more than 500 websites
based on where the individuals we want to target browse.
These include:
marthastewart.com coolhouseplans.com epicurious.com
goodhousekeeping.com designsponge.com elledecor.com
apartmenttherapy.com freshome.com midwestliving.com
countryliving.com bhg.com hookedonhouses.net
housebeautiful.com kudzu.com casasugar.com
younghouselove.com traditionalhome.com curbly.com
• Plus local news and information websites
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Sample Placements
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Behavioral Targeting
- We bought the person,
not the page.
Why is Powell’s advertising on Yahoo Finance?
The person accessing this page visited:
- Elledecor.com
- Coolhouseplans.com
- Trivetts.com
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Geo-Targeting
• Delivery of our
message is
designated to a
specific
geographic
footprint.
• We can target as
specifically as a
single zip code.
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A “Smart” Program
• The buys focus impressions to sites and
prospects that are most inclined to click
increasing the efficiency of the buy over time.
The HHL on-line program “learns” as it goes:
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Getting Started – Our Recommendation
• Banners provide reach
(more gross impressions).
• Pre-roll provides greater
click through rates and
many of the same
advantages of broadcast TV.
A combination of banner ads
and pre-roll advertising.
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Reporting
We monitor program performance
on an on-going basis.
Day(s) Campaign Tactic Impressions Clicks CTR% Avg. CPM Avg. CPC
8/21/13-9/2/13 Labor Day Animated Banner Ads 666,667 667 0.10% $3.75 $3.75
8/21/13-9/2/13 Labor Day Pre Roll Video 181,818 727 0.40% $13.75 $3.44
Campaign Total 848,485 1,394 0.16% $5.89 $3.59
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CASE STUDIES
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Geo-Targeting
GOAL: Deliver the message to an area that does not receive our regular advertising.
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+9%
increase
+20.8%
increase
Performance Results
Anne Arundel Campaign 3/1/13 - 7/30/13
Web Site Visitors
2012 2013
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Campaign Performance – Website Traffic
Compared to Previous 3 Weeks:
(10/11 – 11/5/2013) Compared to Same Period 2012:
(11/6 – 12/1/2012)
Visits:
Uniques:
Pageviews:
New Visits:
70.65%
79.93%
16.55%
9.07%
Visits:
Uniques:
Pageviews:
New Visits:
68.20%
69.93%
26.29%
6.65%
Media Campaign Run Dates: 11/6 – 12/1/2013
Pre-Roll and Animated Banners
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How Much Are HHL Retailers
Spending On Online Advertising?
• Costs vary by market.
• Roughly 5 – 10% of traditional media spend
is being moved into online initiatives.
• We see this percentage increasing over time.
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