Your 4-month Digital Media Plan for this Holiday Season

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See how Mediative's Jennifer Dunn, Senior Product Manager, Display Advertising, and Yuli Shumsky, Direct Response Product Manager, will help you to boost your Holiday Sales with a comprehensive 4-month digital media plan.

You will learn how to:
- Generate interest in your offering with your secondary audience – the gift receiver
- Create awareness of this interest with your primary audience – the gift buyer
- Lead your primary audience to purchase, all while optimizing your ad spend


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Your 4-month Digital Media Plan for this Holiday Season

  1. 1. YOUR 4-MONTH DIGITAL MEDIA PLAN FOR THIS HOLIDAY SEASON!August 28, 2012 ¢ mediative.com!!
  2. 2. TODAY’S SPEAKERS! Jennifer Dunn Senior Product Manager Display Advertising Mediative jennifer.dunn@mediative.ca Yuli Shumsky Product Manager Direct Response Mediative yuli.shumsky@mediative.ca Bill Barnes VP Business Development, Mediative bill.barnes@mediative.ca August 29, 2012 ¢ Mediative.com! !
  3. 3. ENGAGE WITH US ON TWITTER!•  #MediativeWebinar•  Following the webinar, you will receive access to our Brand Visibility and Advertising Cheat Sheets
  4. 4. AGENDA!01. BRAND AWARENESS: BUILDING BUZZ FOR YOUR PRODUCTS & SERVICES02. DIRECT RESPONSE: LEADING INTERESTED AUDIENCES TO PURCHASE YOUR OFFERINGS03. MOBILE ADVERTISING: INFLUENCING IN-STORE AND ON-THE-COUCH SALES
  5. 5. 2011 WAS A YEAR OF U.S. HOLIDAY SALES CHEER! $251.3B in Total Holiday Sales1" $37.2B in eCommerce Sales2
 (15% increase over 2010)" $3.58B in eCommerce sales2 
 over U.S. Thanksgiving weekend alone!" 173% é 
 Black Friday + 
 In-store sales 
 in Mobile Cyber Monday" the week before Xmas Shopping on grew 14.8% over 20111" Dec 253"September" October" November" December"Source: 
(1) Bain & Company, Jan 17, 2011
(2) comScore, Jan 4, 2011
(3) IBM via Google, Jan 2011" 5!
  6. 6. 2011 WAS A YEAR OF U.S. HOLIDAY SALES CHEER! $251.3B in Total Holiday Sales1" $37.2B in eCommerce Sales2
 (15% increase over 2010)" $3.58B in eCommerce sales2 
 over U.S. Thanksgiving weekend alone!" 173% é 
 Black Friday + 
 In-store sales 
 in Mobile Cyber Monday" the week before Xmas Shopping on grew 14.8% over 20111" Dec 253"September" October" November" December" DIRECT RESPONSE"Source: 
(1) Bain & Company, Jan 17, 2011
(2) comScore, Jan 4, 2011
(3) IBM via Google, Jan 2011" MOBILE ADS" 6!
  7. 7. TOP 10 HOLIDAY TOY CRAZES! Mr. Potato Head" PONG" Cabbage Furby" PlayStation 3" 1M units sold 150K units sold Patch Kids" 1.8M units sold 81K sold w/in 24hr 3M+ units sold 1952" 1975" 1979" 1983" 1991" 1996" 1998" 2006" 2009" Pet Rock" Atari" GameBoy" Tickle Me Elmo" Zhu Zhu Pets" 5M+ units sold 1M units sold 118.7M users 10M+ units sold 10M units soldSource: toptenz.net" 7!
  8. 8. BAH-HUMBUG!! Mr. Potato Head" PONG" Cabbage Furby" PlayStation 3" 1M units sold 150K units sold Patch Kids" 1.8M units sold 81K sold w/in 24hr 3M+ units sold 1952" 1975" 1979" 1983" 1991" 1996" 1998" 2006" 2009" Pet Rock" Atari" GameBoy" Tickle Me Elmo" Zhu Zhu Pets" 5M+ units sold 1M units sold 118.7M users 10M+ units sold 10M units soldSource: toptenz.net" 8!
  9. 9. 2011 WAS A YEAR OF U.S. HOLIDAY SALES CHEER! $251.3B in Total Holiday Sales1" $37.2B in eCommerce Sales2
 (15% increase over 2010)" $3.58B in eCommerce sales2 
 over U.S. Thanksgiving weekend alone!" 173% é 
 Black Friday + 
 In-store sales 
 in Mobile Cyber Monday" the week before Xmas Shopping on grew 14.8% over 20111" Dec 253"September" October" November" December" DIRECT RESPONSE" BRAND AWARENESS"Source: 
(1) Bain & Company, Jan 17, 2011
(2) comScore, Jan 4, 2011
(3) IBM via Google, Jan 2011" MOBILE ADS" 9!
  10. 10. BRAND AWARENESS!BUILDING BUZZ FOR YOUR PRODUCTS & SERVICES!•  Premium Display Placement•  Branded Content•  Sponsorships
  11. 11. VIDEO DRIVES ACTION! Video generates interest in tech products.! 66% of viewers became interested in the featured technology product models. 1 55% of viewers were introduced to brands not previously considered. 1 53% of viewers talked to family & friends about the products. 1 Video drives apparel sales.! 4 in 10 visited in-store or retail website as a result of watching apparel videos. 2 Video pushes TV shoppers to act.! 61% of viewers visited a store that sells TVs. 3 55% of viewers visited a website that sells TVs. 3 October" November" December" BRAND AWARENESS"Source: (1) Compete via Google, Dec 2011, (2) Compete via Google, July 2012, (3) Compete via Google, Dec 2012" 11!
  12. 12. PUSH MESSAGE TO CONSUMER: Video! PRE-ROLL" FLOATING AD"•  15 second ads are optimal length in these established placements so to convey the message without turning off the viewer•  30 second ads are best for emotional engagement, but are best applied in user-initiated ad placements September" October" November" December" BRAND AWARENESS" 12!
  13. 13. PULL IN THE CONSUMER: Branded Content! September" October" November" December" BRAND AWARENESS" 13!
  14. 14. Now that theyʼre engaged, "itʼs time to convert BUZZ into SALES." November: Black Friday, Cyber Monday September" October" November" December" MOBILE ADS" 14!
  15. 15. DIRECT RESPONSE!LEADING INTERESTED AUDIENCES TO PURCHASE YOUR OFFERING!•  Re-targeting•  Audience Targeting
  16. 16. RETARGETING: Right Place at The Right Time!•  Advertising strategy where your ads are displayed to a user who has already expressed an interest in your offer by visiting your site, clicking on an ad, opening an email, etc.•  Retargeting is a “sleeping giant” in the world of brand awareness•  You have spent the last two months brining awareness to the market. Now is the time to capitalize on it! September" October" November" December" DIRECT RESPONSE" September" 16!
  17. 17. RETARGETING: Right Place at The Right Time! Advertiser’s Website, offer page or email newsletter RETARGETING  Giant  is   Sites in the Mediative AWAKE!   network and trusted partners September" October" November" December" DIRECT RESPONSE" 17!
  18. 18. RETARGETING: The Message!0.27% CTR 0.23% CTR •  Holiday Spirit •  Clear Incentive •  Strong and Clear Call To Action September" October" November" December" DIRECT RESPONSE" 18!
  19. 19. AUDIENCE TARGETING: The Low Hanging Fruit! !•  Science by which we predict online consumer profiles, intention to buy products and services, and future online/offline activities•  Boost sales by going after motivated consumers•  No better time to advertise to individuals who are already actively seeking your product or service•  Automotive, Finance, Telecommunication September" October" November" December" DIRECT RESPONSE" 19!
  20. 20. AUDIENCE TARGETING: The Low Hanging Fruit! !•  Mediative’s data segments are stacked with conversion-prone users that can be reached with messages that will encourage them to click and convert•  Knowing what type of product or service users are interested in allows an advertiser to place a perfect gift idea into the click path of a user who would not have visited the site otherwise•  Supplement your retargeting efforts and increase reach September" October" November" December" DIRECT RESPONSE" 20!
  21. 21. MOBILE ADVERTISING!INFLUENCING IN-STORE AND ON-THE-COUCH SHOPPING!•  Location-Based Targeting
  22. 22. MOBILE NEEDS TO BE IN THE MIX! At Shoppers’ Sides…! 80% of Canadian smartphone users claim to use their phones multiple times a day and, of these, 61% say their use is continuous. 1 Supporting Holiday Shopping.! 70% read reviews. 2 61% access holiday price info. 2 61% conduct holiday product comparisons. 2 53% make a purchase within a day. 2 September" October" November" December" MOBILE ADS"Source: (1) Ipsos Reid, May 2011, (2) Compete via Google, January 2012" 22!
  23. 23. SEARCH ISN’T THE ONLY MOBILE GAME! On average in Canada, mobile banners deliver a 0.57% CTR vs. online banners that deliver a 0.07% CTR.6 September" October" November" December" MOBILE ADS"Source: (5) Adx/Telemetrics, August 2012, (6) MediaMath, August 2012 " 23!
  24. 24. LOCALIZATION DRIVES AD RESPONSE!66% of consumers notice mobile ads.133% of users are more likely to click on locally relevant ads.173% of smartphone users and 70% of tablet users are most likely to click onads that are “locally relevant to me”.1 Location must be a consideration when delivering mobile campaigns."(1) Telmetrics-xAd study, 2012. 
"
  25. 25. MOBILE DEVICES GO EVERYWHERE!47% of mobile behavior happens at home.29% happens when mobile users are out and about.10% happens when mobile users are at work. Different locations drive different consumer intentions."Google, “Our Mobile Planet: Canada”, May 2012"
  26. 26. WHAT I NEED: NOW AND HERE!SHOPPING IN-STORE" LEISURELY ON-THE-GO"SHOPPING AT HOME" LAST MINUTE PURCHASES"
  27. 27. LOCATION + CONTEXT + TIME = HYPER-RELEVANCY ! BUSINESS DISTRICT or RESIDENTIAL Other? •  school zones •  in traffic •  in malls… in store…Situational targetingʼs performance over-exceeds 0.57% industry benchmark." 27!
  28. 28. BUILDING BUZZ TO GENERATING HOLIDAY SALES!4 MONTH DIGITAL MEDIA PLAN!1! Gain Brand Awareness! SEPTEMBER to OCTOBER" •  Banners & Rich Media" •  Video" •  Sponsored Content"2! Target Interested Consumers with Promos! NOVEMBER to BEGINNING DECEMBER" •  Re-targeting" •  Audience Targeting"3! Influence Last-Minute Shoppers! DECEMBER" •  Mobile Ads: Hyper-Local Targeting" 28!
  29. 29. CONTACT ONE OF OUR DIGITAL EXPERTS TODAY! mediative.com/facebook mediative.com/linkedin mediative.com/twitter mediative.com/youtube mediative.com/googleplus mediative.com/contact
  30. 30. TODAY’S SPEAKERS! Jennifer Dunn Senior Product Manager Display Advertising Mediative jennifer.dunn@mediative.ca Yuli Shumsky Product Manager Direct Response Mediative yuli.shumsky@mediative.ca Bill Barnes VP Business Development, Mediative bill.barnes@mediative.ca August 29, 2012 ¢ Mediative.com! !

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