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Action Items from Digital Marketing Research featuring Walmart
Mediative conducted research on the effectiveness of digital marketing at Walmart. They found that display ads related to a user's shopping intent increased purchase intent by 27% and brand affinity by 21%. Related ads were clicked 7 times more than unrelated ads and received 10 times more eye tracking views. Paid search ads for Walmart increased click-through rates to 16.8% and boosted brand recall and message recall. Co-branded manufacturer and retailer ads increased manufacturer brand impression and purchase intent. The research showed on-site advertising can significantly increase brand metrics and purchase behaviors.
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Action Items from Digital Marketing Research featuring Walmart
- 1. Action Items FromDigital Marketing Research featuring Walmart June 19, 2012 mediative.com
- 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. ENGAGE WITH USON 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. AGENDA 01. THE RESEARCH 02.THE RESULTS 03. KEY TAKEAWAYS
- 5. MEDIATIVE IS ALEADER 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. RESEARCH 01. INTRODUCTION 02. ON-SITEADVERTISING 03. PAID SEARCH COMPONENT
- 7. PURPOSE OF THISSTUDY • 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. 01. DISPLAY ADVERTISINGAT-RETAIL Purpose - To determine how related and unrelated advertising on retail websites impact: • Purchase Intent • Brand Affinity • Brand Impression • % of Clicks • Eye Tracking
- 9. RELATED AD CREATIVE Creativesshown to Creatives shown to a TV shopper vs. a a car seat shopper Generic Ad vs. a Generic Ad
- 10. KEY FINDINGS After seeinga 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. 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. 02. PAID SEARCH Purpose- To determine how paid search impacts: • Purchase Intent • Brand Affinity • Brand Impression • % of Clicks • Eye Tracking
- 13. WALMART BRANDED ADRESULTS • CTR: 16.8% • Increased: • Brand affinity • Brand recall • Message recall
- 14. CO-BRANDED AD RESULTS • CTR: 7.5% • Increased: • Brand impression (manufacturer) • Brand recall • Message recall • Manufacturer purchase intent
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- 16. KEY TAKEAWAYS FROMPAID 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. WHAT DOES THISMEAN FOR YOU? • Featuring display ads of your brand on a retailer site can increase purchase intent, brand affinity, and emotional connections with your brand DISPLAY • 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 is PAID 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. CONTACT OUR DIGITALEXPERTS mediative.com/facebook mediative.com/linkedin mediative.com/twitter mediative.com/youtube mediative.com/googleplus mediative.com/contact
- 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. DISPLAY ADVERTISING AT-RETAILEXAMPLES
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Editor's Notes
- #18 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?)
- #22 Display banner on Walmart homepage