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Sis thu 0900 gian fulgoni
 

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  • The Non-Purchased Based Targeting column includes all campaigns in the Offline Sales Lift norms database with the exception of the Audience Advantages studies. While these campaigns might have used some form of targeting (i.e. audience, contextual, premium) or run of site/run of network, they did not leverage the Audience Advantage solution, which leverages sophisticated predictive targeting algorithms based on actual, anonymous consumer purchase behavior.

Sis thu 0900 gian fulgoni Sis thu 0900 gian fulgoni Presentation Transcript

  • Online Lessons Learned: From Search to Branding Advertising in CPG
    Search Insider Summit 2011
  • Promotion dominates CPG marketing spending today with much of it translating into temporary price reductions and coupons communicated via print
    Source: SAP
    Internet Accounts for ~5% of CPG Marketing Dollars
    Consumer Promotion
    Media / TV
    Trade Promotion
  • The Digital Shelf: comScore study reveals searchers are extremely attractive to CPG marketers
    From a comScore study conducted for P&G and Yahoo:
    No. of people who used search to look for information on CPG products
    Food Products: 44 million households
    Baby Products: 16 million
    Personal Care :10 million
    Household Products: 2 million
    CPG searchers have very attractive demos:
    More likely to be younger, affluent and female
    Searchers are less price sensitive and can be influenced to switch brands based on factors other then price
  • Search generates higher offline sales lift than display advertising, but combined the synergy provides an even greater lift
    Incremental Lift in Retailers’ Offline Sales per (000) Exposed
    Source: comScore Ad Effectiveness Solutions
    +119%
  • For multi-channel retailers, the higher reach of display ads often helps lift total offline sales more than does search. But, synergy gains can be obtained by using display overlaid on a search campaign
    Source: comScore Ad Effectiveness Solutions
    • The overall number of people reached by display ads is typically much higher than search
    • As a result, even though the sales lift among those exposedto a search ad is higher, the total dollar salesgained from display ads is often larger than search due to the smaller lift acting on a larger base
    % of Households Reached
    Incremental Impact on Offline Sales per (000) Exposed
    Total Sales Volume Lift Index
    198
    +11%
    Note: 0 equals par in above chart.
  • comScore Studies Have Shown that Online Display Advertising Can Effectively LiftOffline Sales
    The median offline sales lift generated by online advertising among exposed consumers is +21%, and 83% of campaigns showed a positive sales lift
    Retail Sales Impact of Online Advertising for CPG Brands
    83% of campaigns showed a positive
    sales lift
    Percent Lift in Retail ($) Sales
    Median $ lift: 21%
    Offline Sales Effectiveness Studies
    Source: comScore AdEffx Offline Sales Lift Norms for CPG, March 2011
    Note: Retail sales is measured by linking the comScore panel of 1 million U.S. Internet users to their retailer loyalty card data from dunnhumby, which provides a measure of the panelist’s in-store buying activity.
  • The Short-term Offline Sales Lift from Online Advertising Matches Longer-term TV Impact
    Offline Sales Impact of Advertising for CPG Brands: TV Versus Internet
    comScoretests conducted over a three-month period; assumes 40% HH Internet reach
    BehaviorScantests conducted over a one-year period.
    TV Internet
    (BehaviorScan)
    (comScore/dunnhumby)
    Hypothesis 1: More precise targeting on the Internet allows more impressions to be delivered against target audience in a given period of time
    Hypothesis 2: Online display ads include more messages about price and promotion than TV ads, which tend to be strictly focused on brand building
  • Purchase-Based Targeting Has Been Shown To Drive Higher Lifts In In-store Sales Than Campaigns That Didn’t Leverage This Type of Targeting
    Median Offline Sales Lift in 3-Months from Online Advertising for CPG Brands
    *Source: comScore AdEffx Offline Sales Lift Norms for CPG, March 2011
    Non-purchased based targeting includes, but is not limited to, the following types of buys: contextual, audience, run of site//run of network, etc. **Source: comScore Audience Advantage, which leverages sophisticated predictive targeting algorithms that are created using anonymous panel and census data sources; targeting was deployed on the Microsoft Network sites.
    Note: Retail sales is measured by linking the comScore panel of 1 million U.S. Internet users to their retailer loyalty card data from dunnhumby, which provides a measure of the panelist’s in-store buying activity.
  • Price and Promotion Elements Are Used at A Much Higher Rate in Digital Display Than in TV
    Percent of Digital Display Ads vs. Television Ads Containing Key Strategic Elements*
    Source: comScore ARS Test Databases; Cases are balanced by category (n=100 for digital display ads, n=3,681 for television ads)
  • Inclusion Of Promotion / Price Incentives In Online Ads Helps Lift Offline Sales
    Percent Lift in In-Store Sales for CPG Brands Among Households Exposed to Display Advertising
    Source: comScore ARS-dunnhumby Case Study of Major CPG Brands(Blinded, n=13)
  • Video Holds the Key to Capturing Branding Dollars
  • Online Viewing of Video in February 2011 Reached 83% of Online Users
    88 million Americans will watch
    an online video today!
    Source: comScore Video Metrix, February 2011
  • Driven by Rapid Growth, Time Spent Viewing Online Video is Now Equivalent to 8% of TV Viewing
    +2% vs. YA
    +15% vs. YA
    Source: Nielsen for TV. comScore for Online Video
  • Rapid Growth in Long-form TV Programming Online Over Past Year
    Yearly growth in videos viewed on long-form TV programming sites
    Source: comScore Video Metrix, February 2011 vs. February 2010
    Videos per Viewer
    Videos Viewed
    71%
    105%
    increase
    increase
    Ad loads are in the process of being
    increased to match TV levels
  • Brands Trying to Reach their Target with TV Alone Hit A Plateau of Diminishing Returns
    Total Reach and Effective Reach for a TV Campaign as a Function of Cost
    Typically 30%+ of Target Audience is not Effectively reached
  • Simulation Using Single Source TV / Internet Data: Adding Branding Advertising With Online Video Builds Reach with Identical Investment
    Impact of a 90/10 Budget Allocation
  • Summary Thoughts for CPG: Digital Offers Many Advantages
    Search is an important component of consumers’ CPG decision making
    Display ads are an effective, more cost efficient and higher reach alternative to print for communicating price and promotion incentives
    Rich media and video hold the key to more powerful online branding campaigns
    An integrated campaign that involves search, display, video and TV is very powerful:
    Search for high sales lift
    Display for high reach communication of price incentives
    Combination of TV and video for cost effective reach and branding