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