62% of Global Luxury Sales (on and off line) are Influenced by the Digital Experience (Site and eCommerce, Digital Marketing, Mobile, Social Media)
1 The conventional wisdom is “luxury” consumers are different—demanding the unique shopping experience offered at monobrand boutiques. 2 This notion is reinforced by the negligible impact of direct e-commerce sales (less than five percent) on the luxury market. 3 Ultimately, this narrow view ignores that half of retail luxury sales are now triggered or influenced by an online experience.
It is of paramount importance for brands to work with strategic partners in all the above area that understand your brand and will simply deliver the best experience for your user
- Luca Sola, Luxury analyst at Exane BNP Paribas estimates that by 2020 40% of growth in the luxury market will come from online. - Digital is the new frontier, it is the new battlefield for Fashion/Luxury brands Source: ContactLab and Exane BNP Paribas - Oct 2014
Still Digital is not always on top of the agenda of the majority of Fashion and Luxury brands. Media spent are still predominantly allocated to TV, Print and OOH BUT…. (transition to next slide)
What about Luxury Consumer? Early adopters they have a similar behavior..
What about the Affluent Shoppers and Video? When asked how to best advertise luxury products, buyers rated video as most effective. That’s 45% of affluent shoppers rated Video as their preferred format above banners, newsletter, sponsored links. The power of video to inspire and realistically display goods make a huge difference
Source: How Affluent Shoppers Buy Luxury Goods, Ipsos MediaCT, 2013
Here are the positive attributes that ranked on their perception of luxury brands video advertising: • Suits premium content • Maximizes the brand's visibility • Is innovative, modern • Makes me want to buy/know more • Brings something more to the traditional brand com. • Is close to me • Gives me relevant information • Enhances my browsing experience
Today in the UK, 95% of all video ads are run in instream ad formats. These formats place video advertising within the video stream, in front of video content, and this is what is causing supply issues.
Now you might think that finding video content to place ads on is easy. After all there’s a lot of video content online. YouTube announced recently that 300 hours of video content is uploaded just to their site every minute.
So if there’s so much video content online, why Is there a lack of inventory?
The problem is context
Do you really want your brand to run in front of this kind of video?
This video here is fairly harmless, but you could be presented with something offensive or illegal. It’s impossible to guarantee brand safety when you appear in front of UGC.
But it’s incredibly difficult to achieve the necessary scale without advertising in front of UGC.
There is severely limited video inventory which is appropriate for advertisers.
Only 4% of video content premium, brand safe inventory. We define premium here as any video inventory created by publishers like The Guardian, The FT etc or content on VOD sites like iTV etc.
These publications sell out up to 6 months in advance, severely limiting the inventory available.
3) It’s not great for the user experience.
On desktop it’s not too bad because its fairly similar to TV,
Tablet it’s worse, smartphones it’s more or less unbearable.
30% feel the same about video ads which play before their video content, suggesting advertisers should think twice about only purchasing pre-roll advertising.
For brands and providers who do produce engaging, unintrusive mobile video advertising, there are significant gains to be made. 10-16% of respondents described brands who use mobile video advertising as ‘different’ ‘innovative’ ‘appealing’ and ‘fun’. This reaction suggests that for advertisers who use the right kind of video advertising – avoiding characteristics which users find unacceptable – there is a significant opportunity to generate positive brand sentiment.
So where do they see these ads?
Viewability is defined by visible surface and time
A Video Ad 1 that meets the criteria of 50% of the ad’s pixels2 on an in-focus browser tab in the viewable space of the browser page can be counted as a Viewable Video Ad Impression if it meets the following time criterion: Video Time Requirement: To qualify for counting as a viewable video ad impression, it is required that 2 continuous seconds of the video advertisement is played, meeting the same Pixel Requirement necessary for a viewable display ad. This required time is not necessarily the first 2 seconds of the video ad; any unduplicated content of the ad comprising 2 continuous seconds qualifies in this regard. Similar to the rules for counting display ad viewable impressions, strong user interaction with a video ad may, in certain instances, be considered a proxy for viewability. Specifically, a legitimate click on a video ad (i.e., the click satisfies the requirements for counting a click, based on the IAB’s Click Measurement Guidelines) may result in a viewable video impression even if the ad does not meet the pixel and time criteria necessary for a viewable video impression (but, as noted earlier in these guidelines, a click that initiates a Click to Play video ad would not, in itself, be considered a user interaction that satisfies this criteria). 2s is not enough for us to capture the message of the brand. Nielsen actually established that the minimum exposure time for the ad to have a branding impact is 20s. Of course, it might be less depending on the creative and device
3: Completed doesn’t mean viewable, 70% View through rate but still, only 20% of pre roll completed views are viewable.
So how do you reach audiences, at scale, without putting your brand in potentially risky environments.
Outstream formats sit outside of the video player within the heart of content. They don’t require video content to run, eliminating the problem of limited video content supply.
Leading publishers have adopted the format, meaning that advertisers can access all their inventory – meaning campaigns are able to attain the scale they need to be effective.
50% more purchase intent than Trueview (in 18-34 yr olds bracket inRead 74% more purchase intent!) - inRead delivers 21% more brand recommendation than Trueview - 125% more respondents felt that the inRead video ad fitted well within the content of the web-page compared to a Trueview video ad - 21% more respondents liked the video ad when viewed via inRead compared to Trueview
Tracking/collaboration with media agencies/cients/vendors/trading desks
Teads Luxury and_Digital__Video_v2_esp
REINVENTING VIDEO ADVERTISING
ONCE UPON A TIME :
CÓMO LAS MARCAS DE LUJO DEBEN
CONTAR SU HISTORIA EN LA ERA DEL
La Importancia de Generar una Experiencia
Digital de Lujo
del total de las ventas en Marcas de
Lujo son influenciadas por su impacto
Source: BCG & Altagamma – True-Luxury Global Consumer Insight – Nov 2014
Source: ContactLab and Exane BNP Paribas - Oct 2014
La Plataforma Digital
para la Industria de Lujo,
Añadiendo alrededor de $43B usd en
Ventas al 2020, pronostica Luca Sola,
Exane BNP Paribas
De los Consumidores de
Lujo están ahora mismo
conectados vía Smartphone
Source: McKinsey 2014
Ante la pregunta:
“¿Cuál es el mejor
medio para publicitar
productos de lujo?”, los
como el Más
Source: Affluent Shoppers Ispos MediaCT
500+ premier premium publishers de clase mundial
AMERICAS EUROPE APAC
inRead supera los estándares del video
+21% +50% +21%
Brand Favorability Purchase Intent
(+74% on 18-34 yr
Comparado con un skipable pre-roll, nuestro formato inRead compueba tener
los siguientes resultados basados en un estudio Nielsen de effectividad
Fitted well the
Source: inReads CPCV Compared to TrueView. Nielsen Ad Effectiveness Study 2014