Action Items from Digital Marketing Research featuring Walmart

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  • If your brand is featured on a retailer site in display ad format, on specific category pages, you can expect to receive significant more brand affinity (top of mind awareness) than competing brands.It may be possible to obtain better brand impression through display advertising on a retailer's site particularly for brands that are less familiar to consumers. REPETITIVE exposure to an ad is required before an impact is made.Display ads that are created to align to relevancy of content on the page will dirve more clicks that advertising that is not related to page content.Unrelated ads still influence visitor behavior. People looked at the display ads and noticed them – it's more interruptive and would require additional visibility and other touchpoints, but it still influences purchase behavior.Make sure that when you deisng your ads, they are aligned to the page content with clear message and offer. (Maybe we can refer them to the banner advertising best practices cheat sheet?)
  • Display banner on Walmart homepage
  • Action Items from Digital Marketing Research featuring Walmart

    1. 1. Action Items From Digital MarketingResearch featuring WalmartJune 19, 2012  mediative.com
    2. 2. TODAY’S SPEAKERS Ben Rodier Director of Publisher Relations Ben.Rodier@mediative.ca Mediative Ian Everdell Usability & Research Manager Ian.Everdell@mediative.ca Mediative Bill Barnes VP Business Development Bill.Barnes@mediative.ca Mediative 19 juin 2012  Mediative.com
    3. 3. ENGAGE WITH US ON TWITTER• #MediativeWebinar• Following the webinar, you will receive the white paper that we released on this research The Impact Of Display Advertising At-Retail On Influencing Customer Buying Behaviour
    4. 4. AGENDA01. THE RESEARCH02. THE RESULTS03. KEY TAKEAWAYS
    5. 5. MEDIATIVE IS A LEADER IN RESEARCH• Knowledge is at the core of what we do in the digital world• We uncover precise data of how “shoppers and clients buy”• We help organizations significantly enhance their digital presence and move targets from awareness to purchase
    6. 6. RESEARCH01. INTRODUCTION02. ON-SITE ADVERTISING03. PAID SEARCH COMPONENT
    7. 7. PURPOSE OF THIS STUDY• To determine how effective on-site banner advertising is at driving Walmart brand recognition and in-store and online purchase intent, as well as the potential value for manufacturers that advertise on Walmart’s website• The online survey was designed to collect quantitative metrics measuring: 01. Display Advertising At-Retail: Potential click through rate and brand lift for display advertising on the Walmart website 02. Paid Search: Potential click through rate and brand lift for Walmart and partner manufacturers resulting from paid search advertising
    8. 8. 01. DISPLAY ADVERTISING AT-RETAILPurpose - To determine howrelated and unrelated advertisingon retail websites impact: • Purchase Intent • Brand Affinity • Brand Impression • % of Clicks • Eye Tracking
    9. 9. RELATED AD CREATIVECreatives shown to Creatives shown toa TV shopper vs. a a car seat shopperGeneric Ad vs. a Generic Ad
    10. 10. KEY FINDINGSAfter seeing a related ad, 933 respondents were asked:• How likely are you to purchase this <product> from a retailer? • 27% increase in intent to purchase• How likely are you to purchase this <product> brand? • 21% increase in intent to purchase• When you think of <product>, what is the first manufacturer’s brand that comes to mind? • 60% increase in brand affinity• What is your overall impression of <product> brand? • 24% increase in brand impression
    11. 11. KEY TAKEAWAYS• Display ads related to the shopping intent can influence up to 48.1% of traffic on product specific pages• Even display ads unrelated to intent captured up to 20% of respondent clicks• Skyscraper 160x600 ad unit observations: • Drove 7x more clicks when related to intent vs. unrelated • Viewed 10x more than clicked (eye-tracking)• Measuring Sales Lift Case Study – AVAILABLE NOW
    12. 12. 02. PAID SEARCHPurpose - To determine how paidsearch impacts: • Purchase Intent • Brand Affinity • Brand Impression • % of Clicks • Eye Tracking
    13. 13. WALMART BRANDED AD RESULTS • CTR: 16.8% • Increased: • Brand affinity • Brand recall • Message recall
    14. 14. CO-BRANDED AD RESULTS • CTR: 7.5% • Increased: • Brand impression (manufacturer) • Brand recall • Message recall • Manufacturer purchase intent
    15. 15. HEAT MAP IMAGE
    16. 16. KEY TAKEAWAYS FROM PAID SEARCH RESULTS• When advertising in the top paid search positions, you can capture potential customers that would have otherwise gone to another retailer• Co-branded ads with major brand names have the potential to drive additional traffic for both the retail brand and manufacturer• Manufacturers can expect significant increase in purchase intent for their products when co-advertised with major retail brand
    17. 17. WHAT DOES THIS MEAN FOR YOU? • Featuring display ads of your brand on a retailer site can increase purchase intent, brand affinity, and emotional connections with your brandDISPLAY • Display ads related to intent can drive significantly more clicks than ad creative unrelated to intent • Although clicks are important, it is not the only measure of advertising effectiveness, especially at-retail • The higher your ad is in the paid search results, the higher the intent to purchase isPAID SEARCH • Retailers garner more brand affinity with a particular type of product by advertising in paid search. Ie. Walmart + toys • Generic search terms lessen the recall of competitive brands when a searcher thinks of a product in the future
    18. 18. CONTACT OUR DIGITAL EXPERTS mediative.com/facebook mediative.com/linkedin mediative.com/twitter mediative.com/youtube mediative.com/googleplus mediative.com/contact
    19. 19. TODAY’S SPEAKERS Ben Rodier Director of Publisher Relations Ben.Rodier@mediative.ca Mediative Ian Everdell Usability & Research Manager Ian.Everdell@mediative.ca Mediative Bill Barnes VP Business Development Bill.Barnes@mediative.ca Mediative 19 juin 2012  Mediative.com
    20. 20. DISPLAY ADVERTISING AT-RETAIL EXAMPLES
    21. 21. DISPLAY ADS
    22. 22. BRANDSTORE
    23. 23. SHOPPING TOOL
    24. 24. EDITORIAL CENTER

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