content marketing insights for the holiday season - slides
DESCRIPTION
The coming holiday season will only have 26 days between Black Friday and Christmas so it's a short season and you need to be ready for it. Consumers are spending more time and retail dollars online during the holidays so you need to make sure your content is reaching them! In this webinar, we cover: - 2014 key holiday dates - What's happening in the holiday marketplace - Holiday content consumption trends - How to prepare your holiday campaign Watch the webinar here: http://outbra.in/1xgIabjTRANSCRIPT
#OBwebinar
Content Marketing Insights 2014 Holiday Webinar
Miko LevyVP, Outbrain@mikolevy
The Webinar Will Begin Shortly• All participants will be muted• For audio, select “Mic & Speakers” in
your GoToWebinar control panel• To submit Q&A, use the “Questions”
tool in the control panel
#OBwebinar
• Holiday Season Key Dates• The Holiday Marketplace: What’s Happening• Holiday Content Consumption Trends • How Outbrain Can Help• How To Prepare Your Outbrain Campaign • Q&A
Agenda
#OBwebinar
@Outbrain#OBwebinar
#OBwebinar
October: Early Shopping
November 28: Thanksgiving
November 29: Black Friday
December 1: Cyber Monday
December 8: Green Monday
December 15: Free Shipping Day
December 27: Post-Holiday Sales
Holiday Season: Key Dates
#OBwebinar
The Holiday Marketplace:
Buyers
#OBwebinar
The Marketplace: Buyers
US Ecommerce Spending Trends ($ millions)
PROJECTED US MOBILE E-COMMERCE MARKET BY
END OF 2014
Source: ComScore
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$38,002 $37,501 $36,308
$49,698
$43,153 $41,936
$56,781
$50,180 $49,843 $47,468
$63,084
#OBwebinar
The Marketplace: Buyers
$292MILLION
PROJECTED USE-COMMERCE SPEND
FOR 2014
Source: FTI US Online Sales Forecast Report
#OBwebinar
The Marketplace: Buyers
+13%INCREASE
IN CONSUMER SPEND PER ONLINE ORDER FROM 2013 T0 2014
Source: IBM Online Retail Holiday Readiness Report 2014
#OBwebinar
The Marketplace: Buyers
1/3OF VISITS TO ONLINE STORES COME
FROM MOBILE DEVICES
Source: eMarketer: Holiday Shopping Preview; 9/4/2013
#OBwebinar
The Marketplace: Buyers
80%OF AMERICANS
ARE INFLUENCED BY ONLINE REVIEWS
#OBwebinar
The Holiday Marketplace:
Sellers
#OBwebinar
The Marketplace: Sellers
49%OF MARKETERS
WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE
HALLOWEEN
Source: Experian Marketing Services Study
#OBwebinar
The Marketplace: Sellers
22AVERAGE NUMBER OF PROMOTIONAL EMAILS RETAILERS WILL SEND
THEIR ACTIVE SUBSCRIBERS IN
NOVEMBER
Source: 2014 Exact Target Holiday Calendar Trends
#OBwebinar
The Marketplace: Sellers
WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE
HALLOWEEN
Source: Kenshoo. 2013 Global Online Retail Seasonal Shopping Report
#OBwebinar
The Marketplace: Sellers
WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE
HALLOWEEN
Source: Outbrain network 2013
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 average network CPC
#OBwebinar
Holiday Content Consumption
#OBwebinar
Q: When thinking of smartphones, what brands come to mind?
CONTROL
EXPOSED
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
8%
22%
7%
20%
10%
29%
8%
9%
66%
20%
Unaided Brand Recall (Electronics)
Recalled 1st
Recalled 2nd
Recalled 3rd
Recalled 4th
Recalled later or not at all
* Outbrain Earned Media Survey, October 2013; 815 participants
#OBwebinar
How People Spend Their Online Time
22%SOCIAL NETWORKING
5%ONLINE SHOPPING
13%MULTI-MEDIA SITES
19%EMAILS/COMMUNICATION
20%READING CONTENT
21%SEARCH
#OBwebinar
Holiday Content Peaks Cyber MondayHoliday Consumption Trends
Cyber Monday
Black Friday
Green Monday
Source: Outbrain; Nielsen; ComScore Top US Online Spending Days 2013
83% want to purchase
within a day of consuming
content
#OBwebinar
Top Performing Content by CTR
+42% CTR BEAUTY
+21% CTR SHOPPING
+20% CTR THANKSGIVING
+6% CTR PARTIES
-8% CTR. CHRISTMAS
#OBwebinar
Desktop Still Rules Content Consumption by Device
#OBwebinar
Q+A ReminderSubmit your questions using the Q&A feature on your Webex toolbar
#OBwebinar
How OutbrainAMPLIFIES
Your ContentSub
#OBwebinar
Paid Recommendations
#OBwebinar
We’ve Got You Covered
#OBwebinar
30Million
NUMBER OF PEOPLE WHO CLICK ON OUTBRAIN
RECOMMENDATIONS PER DAY
Source: ComScore August 2014
#OBwebinar
188Billion
NUMBER OF RECOMMENDATIONS SERVED PER MONTH
Source: ComScore August 2014
#OBwebinar
Drive Traffic to Owned Content
#OBwebinar
Earned Media
#OBwebinar
#OBwebinar
Campaign Optimization Strategies for the Holidays
Sub
#OBwebinar
1. Start ahead of the holidays
2. Go mobile
3. Monitor closely
4. Optimize your CTR
Optimizing Your Campaign
#OBwebinar
The longer you amplify your content, the higher your CTR
1. Start ahead of the holidays
#OBwebinar
0.23% AVG CTR TABLET
0.16% AVG CTR DESKTOP
2. Go Mobile
#OBwebinar
Mobile ConsumptionPeak Consumption Times
#OBwebinar
• Competition is fierce • Monitor frequently • Geo and device targeting to reach the right audience
3. Monitor closely
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 average network CPC
#OBwebinar
4. Boost your EngagementTest Multiple Headlines
> 5 URLs > 10 URLs > 20 URLs 0%
20%
40%
60%
80%
100%
120%
140%
160%
180% CTR improvement compared with 1 URL
#OBwebinar
4. Boost your EngagementUse Descriptive Headlines
16-18WORDS IN A HEADLINE GENERATE THE
HIGHEST CTR
#OBwebinar
4. Boost your EngagementDon’t use pushy headlines
20%PUSHY HEADLINES GENERATE A
LOWER CTR
#OBwebinar
4. Boost your EngagementUse videos on Youtube
+46%HIGHER CTR THAN VIDEOS HOSTED
ON YOUR OWN DOMAIN
#OBwebinar
4. Boost your EngagementConsider Top Performing Holiday Keywords
#OBwebinar
Steps for Success
1. Start ahead of the holidays
2. Go mobile
3. Monitor closely
4. Boost your engagement
#OBwebinar
Q+ASubmit your questions using the Q&A feature on your Webex toolbar