easter 2015 promotional review - market track · easter 2015 promotional review ad dynamics 360...

Easter 2015Promotional ReviewAd Dynamics 360 Series

© 2015 Ad Dynamics. Private and Confidential2

OverviewAd Dynamics 360 Series - Easter

2

360o view of what impacted the Easter 2015

shopper

Opt-in Email

Social Media

Online Display

Online Video

Mobile

Online Websites

E-commerce

Circulars/

ROPMagazines

Trades

FSI/Direct Mail

Outdoor

Cinema

TV (Net/Spot,

Cable, Syndicated)

Radio

Ad Dynamics reviews the omni-channel

advertising activity leading up to Easter

2015, with a focus on Apparel, Toys, and Candy categories

during the two weeks prior to the holiday.

Ad Dynamics 360 Series recaps key calendar events

throughout the year to understand how retailers and

brands engaged with consumers to win their

business.


Easter through the Shoppers’ EyesAd Dynamics Omni-Purchase Ecosystem

Television

Online Video

Online Display

Radio

Social Media

Web Promos

Opt-In Email

Mobile Ads

FSIs/Coupons

Print Circulars

Traditionally, TV and electronic media were used to develop brand equity and awareness.

While other media types were seen as more tactical,

driving purchase decisions.

But these roles continue to evolve

and vary by category.


A Review of Easter Toy Omni-channel Advertising

Toys


Easter Toys by the numbers…

16.9% increase in flyer ads Toys & Games flyer ads increased in volume by 16.9% during Easter

2015 vs. 2014

Front page ads decrease by 10.5% Despite the increase in total flyer ads for Toys & Games, the category

saw a 10.5% decline in count of front page ads

65% share of total Toys & Games Of all Toys & Games flyer ads during Easter 2015, Toys ‘R’ Us and

Walmart accounted for 65%

7% share Lego owned 7% of Toys & Games flyer ads, the highest share of any

Toys & Games brand promoted during Easter


Amazon vs. Walmart

$32.00

$32.50

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Online Price ComparisonMattel Imaginext DC Super Friends Batcave

Amazon Walmart

Top Seller – Amazon.ca Easter Toy ListOne of the top items on Amazon.ca’s Easter Toy List was the Mattel Imaginext DC Super Friends Batcave.

Amazon offered the popular toy at a lower price than Walmart throughout March leading up to Easter, yet fluctuated their pricing much more than Walmart.


Toys brand flyer ad quality

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20

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Lego Mega Bloks Disney Little Tikes Monster High Step 2 V-Tech My Little Pony Playmobil Avengers

Sum

of

AD

VI

Top Ten Toy Brands by Ad QualitySum of Ad Dynamics Value Index

2014 2015

Despite seeing a decline in ad quality year over

year, Lego still led all Toy brands

Lego’s drop in ad quality (ADVI) from Easter 2014 resulted from a 26% decrease in the number of back page flyer ads the brand saw year over year. Mega Bloks, by comparison, saw their back page flyer ads double

vs. Easter 2014, which vaulted them to be ranked second among Toy brands by ad quality.


Promoted price of Toys increases

Average Flyer Promoted Price by Toy Subcategory(Easter 2014 vs. 2015)

Toy Subcategory 2014 2015

ACTION FIGURES $19.02 $9.95

ACTIVITIES $12.38 $7.19

BATTERY POWERED RIDE-ONS $226.78 $367.47

BUILDING SETS $22.54 $30.27

CARD GAMES $24.94 $14.49

DOLL ACCESSORIES $12.99 $37.80

DOLLS $15.38 $20.20

ELECTRONIC LEARNING AIDS $36.42 $35.98

GAMES $17.24 $10.74

INFANT/PRESCHOOL $31.04 $45.62

JUVENILE AUDIO $35.97 $38.76

NOVELTIES - TOYS $6.32 $7.49

PLAYSETS/TRACKS $23.07 $27.89

PLUSH TOYS $12.43 $9.96

PUZZLES $7.49 $17.47

REMOTE CONTROL VEHICLES $40.88 $234.76

RIDE-ONS $63.76 $66.88

ROLE PLAY $26.95 $75.97

SCIENTIFIC $14.97 $19.97

SPORTS TOYS $12.23 $12.41

TOYS-OTHER $41.29 $66.17

VEHICLES $19.35 $12.58

WATER/BEACH TOYS N/P $17.87

Grand Total $30.82 $37.66

Promoted prices for Toys were about 22% more expensive during Easter

2015 compared to the previous year. In particular, Battery Powered Ride-

Ons and Remote Control Vehicles saw steep increases in promoted prices, rising 62% and 474% respectively.


A Review of Easter Apparel Omni-channel Advertising

Apparel


Easter Apparel by the numbers…

27% decline in Apparel ads Apparel flyer ad count decreased by 27% from Easter 2014 to 2015

Front page ads surge 121% Retailers allocated 121% more Apparel ads to flyer front pages during

Easter 2015 vs. last year, despite the overall decrease in Apparel flyer ad count

28% share Men’s Apparel made up 28% of all flyer Apparel ads during Easter

2015, more than any other Apparel category

Private Label leads all brands Private Label/Store brands Apparel owned 24% share of all flyer

Apparel ads to lead all brands


Top Apparel Categories featured

in Flyers

FOOTWEAR24%

JUNIOR APPAREL0%

KIDS APPAREL7%

KIDS OUTERWEAR

1%MENS APPAREL39%

MENS OUTERWEAR

2%

WOM OUTERWEAR

2%

WOMENS APPAREL

25%

FOOTWEAR14%

JUNIOR APPAREL1%

KIDS APPAREL24%

KIDS OUTERWEAR

2%MENS APPAREL28%

MENS OUTERWEAR

3%

WOM OUTERWEAR

3%

WOMENS APPAREL

25%

Footwear and Men’s Apparel lost share of total flyer Apparel promotions to the Kid’s Apparel category year over year. Walmart

drove the increase in share for Kid’s Apparel, increasing their ad count within

the category from 8 during Easter 2014 to 46 in 2015.


Top Promoted Apparel Brands Online

Top Promoted Apparel Brands, .ca Homepages

Easter 2014 Easter 2015

Jessica George

Tradition Jolie

Private Label Tradition

Point Zero Jessica

Nike Private Label

Arnold Palmer Simply Swim

Clarks Nike

Naturalizer Haggar

Propet Nevada

Saucony Tender Tootsies

Crocs Arnold Palmer

Alia Point Zero

Haggar Clarks

Retreat Alia

newberry Dockers

Private Label was the third most promoted Apparel brand on .ca homepages during

Easter 2014, yet fell to fifth in 2015. Several footwear brands lost ads on homepages,

including Clarks, Saucony, and Crocs. George, an Apparel brand exclusive to Walmart, had

more homepage ads during Easter 2015 than any other Apparel brand.


Jeans Depot drives Purchase with

Easter TV Campaign

Advertiser: Jeans Depot

Occurrences: 6Market: Quebec City, QC

Ad Length: 15 Seconds

Ad Title: Easter Sale

First Run: 3/16/15

Products Advertised: Women’s Spring Coats $10Men’s Jeans $10Men’s Shirts 2/$21.99Men’s Boots $19.99Women’s Dresses $9.99Men’s Polos: 2/$30

Apparel advertising in broadcast media was limited in the weeks leading up to Easter. One retailer that did advertise was Jeans Depot

in Quebec City. They ran a 15-second spot highlighting their top Apparel promotions for Easter weekend. They used broadcast to

drive immediate purchase, almost like a flyer.


A Review of Easter Candy Omni-channel Advertising

Candy


Easter Candy by the numbers…

24% increase in ad count Candy categories saw a 24% increase in flyer ad count during Easter

2015 year over year

Candy promotion limited Candy was featured only four times on flyer front pages during Easter

2015, down from nine in 2014

Extra Foods and Sobeys increase promotions The retailers increased candy ad counts in Easter flyers by 200% and

94%, respectively

Mondelez wins top ad share Mondelez products made up just over 16% of all flyer candy ads,

topping all other suppliers


Easter Trip Drivers

Easter Trip Drivers (Items shoppers would consider purchasing

if they saw it on sale during Easter)

Rank Category

1 Vegetables

2 Milk

3 Meat - Pork

4 Fruits

5 Butter

6 Frozen Vegetables

7 Meat - Chicken

8 Paper Towels

9 Juice Drinks

10 Bread - Packaged

11 Dog Food/Cat Food

12 Bath Tissue

13 Rolls - Packaged

14 Candy

15 Meat - Beef

Top 15 Promoted Categories on Flyer Front Pages, Easter

2015Drinks - SodasJuices - ChilledMeat - Ham/Cured PorkCheese - Natural ChunkFruit - BerriesMeat - Beef - Butcher BlockBread - PackagedFrozen DessertSeafood - FinfishFrozen PoultryEggsYogurtFruit - GrapesBath TissueFrozen Vegetables

26% of shoppers were likely to purchase Candy if on sale

Grocers did a nice job aligning their flyer front

page category promotions with

categories shoppers identified as Trip Drivers during Easter. Eight out of the top 15 promoted categories on the front page were also a top 15

Trip Driver.


Candy Ad Quality

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Mondelez Ferrero Mars Canada Lindt Hershey Nestlé Private Label Dare RussellStover

Allan Candy

Sum

of

AD

VI

Top Ten Candy Suppliers by Ad QualitySum of Ad Dynamics Value Index

2014 2015

Mars saw a 181% increase in total flyer

ads year over year

Mars Canada saw their ad quality more than quadruple from Easter 2014 to 2015, which was driven by a huge year over year

increase in flyer ad support for their brands (26 ads in 2014, compared to 73 in 2015).


Cadbury invests in Broadcast

Advertiser: Cadbury Schweppes

Occurrences: 103

Ad Length: 15 Seconds

Ad Title: New Egg Look

Product Name: Cadbury Eggs

First Run: 3/16/15

Cadbury Schweppes ran a broadcast ad starting about two

weeks prior to Easter, which reminded shoppers that Easter is

the time of year for Cadbury eggs, and that they have a “New Egg

Look” for Easter 2015.


Thank You

For questions, please contact your

Ad Dynamics account team.

easter 2015 promotional review - market track · easter 2015 promotional review ad dynamics 360...

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