The document discusses how consumers' digital daily habits have changed the retail shopping experience and the path to purchase. Key points include:
- E-commerce is growing while brick-and-mortar traffic declines as consumers now access shopping information on mobile devices 180% more.
- Media consumption is fragmented as people are distracted across many online activities and platforms throughout the day.
- Digital daily habits like search, email, social media, etc. now drive how consumers research and browse for products online before purchasing.
- Retailers can leverage data on consumers' digital behaviors to deliver personalized experiences across channels to better connect with shoppers.
Culled together by surveying 8,000 consumers in North America and Europe, the Accenture Interactive 2019 Consumer Pulse Survey provides a detailed look at how consumers feel about digital advertising. This presentation covers the key takeaways from that research.
Future of Digital Marketing.
Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation.
In this presentation we round up important market data about internet usage, online shopping and use of social media in The Netherlands and provide tips for successful online marketing strategies in 2009.
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?Universem
Discover the power of an advanced Web Analytics setup to optimize your Adwords & Online marketing campaigns. A conference given on October 15th 2015 at Digital First 2015.
Culled together by surveying 8,000 consumers in North America and Europe, the Accenture Interactive 2019 Consumer Pulse Survey provides a detailed look at how consumers feel about digital advertising. This presentation covers the key takeaways from that research.
Future of Digital Marketing.
Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation.
In this presentation we round up important market data about internet usage, online shopping and use of social media in The Netherlands and provide tips for successful online marketing strategies in 2009.
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?Universem
Discover the power of an advanced Web Analytics setup to optimize your Adwords & Online marketing campaigns. A conference given on October 15th 2015 at Digital First 2015.
Effect of Social Media on e-Commerce in IndiaHarish Kotra
Any commercial transaction conducted electronically on the internet is called e-Commerce. Weird right? For us e-Commerce is Flipkart, Amazon, Snapdeal, Myntra and others. Not just these websites but a BookMyShow, Uber, Ola, MeraEvents, Explara, Insider are all e-Commerce websites.
E-Commerce and Social Media started more or less during the same time. Social media platforms like Facebook, Twitter started to gain traction as Facebook launched its own advertising platform while e-Commerce was beginning to gain more attention with Flipkart growing in India. E-Commerce took to Social Media as a fish to water.
Digital is at the core of everything in marketing today. It refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. To know more about digital marketing, visit https://gloriouspoint.com/
Social media has undergone a dramatic change in the past three years. It started as an anti-media platform, and has done an abrupt about-face. While we can hate the platforms for changing their tune,what we can’t ignore is that they have transformed into the largest, most accurate, targetable consumer database for advertisers in history. Originally presented at the WPP Global Retail Forum in May 2016, this presentation will review the changes and what it means for retail marketers.
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital...Kenshoo
Karl Knights, EMEA Director of New Business at Kenshoo and Nilan Peiris, VP Growth at Housetrip, explain how technology can help you understand the path of your customers.
The State of Privacy and Location MarketingMediaPost
We will discuss how privacy regulation and iOS 13 privacy updates have impacted the availability and confidence within location marketing data. This discussion is critical for marketers that rely on behavioral audience data, footfall attribution, creative optimization, and proximity media delivery.
As the industry’s leading independent validation & insights company, our mission is to create transparency. Our core product, Verify, gives marketers and suppliers critical insights about the accuracy, compliance and the quality of their location marketing today.
Diante desse mercado e oportunidade, desenvolvi com objetivo de analise acadêmica esta apresentação que traz uma visão de estratégia de Branding e Marketing Digital para a marca Riot e seus produtos.
Accelerate Your Business Through Search & Native InnovationCatalyst
Originally presented by Yahoo at Catalyst and Yahoo's Digital Boost event in March 2017, this presentation provides ideas and strategies for accelerating your business through search and native.
In a world where media consumption is fragmented and consumers are distracted, brands need an integrated solution—one that will allow them to connect with their audiences through all forms of media across devices. In this interactive session, Yahoo will share the powerful results from recent case studies which show exponential lifts in performance across ad formats and screens.
Capturing and leveraging search beyond the blue links - SMX London 2014Cedric Chambaz
A search engine is a data base of intents and by thinking outside the (search) box, marketers can harness the statistical value of this source of insights. They can offer new advertising stimulus where their audience is searching, but also taking the search insights to the outside world.
Effect of Social Media on e-Commerce in IndiaHarish Kotra
Any commercial transaction conducted electronically on the internet is called e-Commerce. Weird right? For us e-Commerce is Flipkart, Amazon, Snapdeal, Myntra and others. Not just these websites but a BookMyShow, Uber, Ola, MeraEvents, Explara, Insider are all e-Commerce websites.
E-Commerce and Social Media started more or less during the same time. Social media platforms like Facebook, Twitter started to gain traction as Facebook launched its own advertising platform while e-Commerce was beginning to gain more attention with Flipkart growing in India. E-Commerce took to Social Media as a fish to water.
Digital is at the core of everything in marketing today. It refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. To know more about digital marketing, visit https://gloriouspoint.com/
Social media has undergone a dramatic change in the past three years. It started as an anti-media platform, and has done an abrupt about-face. While we can hate the platforms for changing their tune,what we can’t ignore is that they have transformed into the largest, most accurate, targetable consumer database for advertisers in history. Originally presented at the WPP Global Retail Forum in May 2016, this presentation will review the changes and what it means for retail marketers.
The Conversion Attribution Revolution: Kenshoo and Housetrip - Figaro Digital...Kenshoo
Karl Knights, EMEA Director of New Business at Kenshoo and Nilan Peiris, VP Growth at Housetrip, explain how technology can help you understand the path of your customers.
The State of Privacy and Location MarketingMediaPost
We will discuss how privacy regulation and iOS 13 privacy updates have impacted the availability and confidence within location marketing data. This discussion is critical for marketers that rely on behavioral audience data, footfall attribution, creative optimization, and proximity media delivery.
As the industry’s leading independent validation & insights company, our mission is to create transparency. Our core product, Verify, gives marketers and suppliers critical insights about the accuracy, compliance and the quality of their location marketing today.
Diante desse mercado e oportunidade, desenvolvi com objetivo de analise acadêmica esta apresentação que traz uma visão de estratégia de Branding e Marketing Digital para a marca Riot e seus produtos.
Accelerate Your Business Through Search & Native InnovationCatalyst
Originally presented by Yahoo at Catalyst and Yahoo's Digital Boost event in March 2017, this presentation provides ideas and strategies for accelerating your business through search and native.
In a world where media consumption is fragmented and consumers are distracted, brands need an integrated solution—one that will allow them to connect with their audiences through all forms of media across devices. In this interactive session, Yahoo will share the powerful results from recent case studies which show exponential lifts in performance across ad formats and screens.
Capturing and leveraging search beyond the blue links - SMX London 2014Cedric Chambaz
A search engine is a data base of intents and by thinking outside the (search) box, marketers can harness the statistical value of this source of insights. They can offer new advertising stimulus where their audience is searching, but also taking the search insights to the outside world.
Five Performance Marketing Trends to Watch - Jon Myers, Marin SoftwarePerformanceIN
Change is the only constant in the performance marketing industry and when competition is breathing down your neck, it is never a bad thing to take a quick look around the corner.
In this session Marin Software’s Jon Myers will take a look at five of the next big changes set to take the industry by storm, including shake-ups to how search and display will be targeted, the effects of increased social and mobile use, and how the offline world will optimise the offline world- as well as tips on how to futureproof your business in advance.
SEO company National Positions teams up with MixRank to share ecommerce marketing secrets even your top competitors don’t have. Find out how to boost business with advanced PPC strategies, compelling marketing, SEO tips, and conversion optimization. To learn more visit: http://www.nationalpositions.com/ecommerce-marketing.html
EMOTIONAL CONNECTIONS ATTRACT DIGITAL MARKETERS’ BRANDING DOLLARSMediaBrix
New research findings: A 2014 Millward Brown Digital survey, which polled 300 digital marketing decision makers at Fortune 5000 companies and leading advertising agencies in the United States
Online Marketing 101: How to Grow Your Audience in a Digital AgeJonathan Berthold
Online Marketing 101: How to Reach Your Audience in a Digital Age. This is a presentation prepared to explain some of the major channel of online marketing and how marketers and businesses alike can leverage some of the growing trends in the industry. This presentation provides some basic facts and figures on eight channels in particular: search engine optimization, search engine marketing (SEM / PPC), display advertising, social media marketing, influencer marketing, content marketing, email marketing, and mobile advertising.
Behavioral Targeting Across Online Advertising Channels
Behavioral targeting and channel development are some of the two most revenue-focused topics in online advertising today. However, knowing how to target customers and on which channel can be challenging for any business. Learn how to improve in both areas while minimizing upfront expenses, doubling the reach of your online advertising and growing your customer base.
* Monica Seebohm, Director of Audience Targeting, West, AudienceScience
Learn best practices and advanced optimization tips for In-Market Audiences, as well as Custom audiences in this actionable, tactical session from Microsoft’s Purna Virji.
Beyond optimization tips, she’ll go into detail about MSFT’s brand spanking new Microsoft Audience Network that just launched on May 3rd.
Supercharging Digital Advertising - SEMA Education Series 2022Jason Dodge
This presentation was given at the SEMA Show in Las Vegas in 2022. SEMA, or the Speciality Equipment Manufacturers Association, is dedicated to the automotive and performance automotive aftermarket. While this presentation is tailored toward the automotive aftermarket, the principles outlined in this slidedeck are applicable across many industries. In this session, I outline many of the major changes that have impacted digital ad platforms in the past year, how sales online have risen amidst a global pandemic, but tapered off in recent months. Outlined in this presentation are facts and data for growth across many digital channels, and in-depth how-to's on tuning up ads across Google Search, Display Networks and popular Social Media outlets. Closing out the presentation with a check up to make sure you're measuring the proper metrics for success and positive ROI, not vanity metrics that give off the impression your ads are performing well.
In the end, making sure you are well equipped for upcoming changes in the market and propelling your brand forward, online.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
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GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Mission to Decommission: Importance of Decommissioning Products to Increase E...
Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits
1. Connecting Retail Brands
With Consumers’ Digital Daily Habits
PRESENTED BY Leo Polanowski ⎪ January 30, 2014 ⎪Digiday Retail Summit
2. Retail: 2014
• E-commerce sales up 12%
• Brick and mortar foot traffic down 14.6%
• 180% growth in consumers accessing
shopping information on mobile devices
2
3. Media
consumption
is fragmented,
consumers cons
fragmented,
are distracted
umers
are distracted
150
125
10
+life
2.5
millions of people who watched
the season finale of MASH
30 years ago
millions of people who watched
the series finale of Breaking Bad
in 2013
the number of times smartphone
users look at their device in a day
million estimated of people who
watched the print + games
+ PC + tablet + TV + series finale of
Breaking Bad without multitasking
3
5. Digital daily habits have changed
the path to conversion
COMPETITIVE
ALTERNATIVES
RECOMMENDATIONS
FROM FRIENDS
EYEBALLS
PRICING
COMPARISON
APPS
BUYERS
USER
GENERATED
REVIEWS
CONTRIBUTORS
6. Digital is delivering a more relevant
shopping experience
Knowledge:
Information
access fuels
extensive prepurchase
browsing and
research
Voice:
The rise of
social has made
everyone a
publisher,
adding more
voices to the
mix
Experience:
Technology
enables
consumers to
personalize their
shopping
experience
7. Mobile is extending the shopping
process and adding convenience
I agree with the following statement:
8. Digital daily habits enable personal
connections
TABLETS
SMARTPHONES
Data Intelligence:
Reach your
consumers in
THE RETAILER
smarter ways
with digital
YOU
READERS
VIDEO GAMES
SOCIAL
PCs
9. User data powers personalized
experiences
Data from across the web
powers personalized
experiences like never
before
• Explicit and implicit
personal data
• Click behavior
• Social graph signals
• Declared interests
• And much more…
11. When ads and content are both personalized,
ad receptivity increases by 40%
12. Merging search & display delivers
more powerful results together
Search ad
y% avg CTR
Display ad
x% avg CTR
Integrating search with display
Search y% CTR + 1.4x display
Integrating search with dynamic
display search y% CTR + 3x display
12
13. Merging search & display delivers
more powerful results together
Display + Search
Display only
86% increase
in conversions
vs display only
Search only
24% increase
in conversions
vs search only
13
14. Personalized Search Retargeting
1
Personalized Search Retargeting
2
• Dynamic, customized display ads leverage
the strong intent of signal search keywords
Benefits
3
• Expand Your Reach - Harness the power
of search intent signals beyond the search
results page.
• Personalizes Your Creative at Scale Personalize your ad creative based on
keyword-level intent signals and other data
points at scale
• Boosts Your Performance- 131% CTR lift
vs. static creative; 100% lift in conversion
rates vs. regular search retargeting ads!
15. Retailer Case Study
Challenge
Leading online brand for premium event seating and ticket sales wanted to generate interest and drive sales in an extremely
crowded online market.
Strategy
Yahoo partnered with the
advertiser to launch a PSRT
campaign, leveraging the
advertiser’s existing keyword list
from a sponsored search
campaign.
Based on search queries, PSRT
leveraged the user’s granular
search intent data to retarget the
user with a highly-personalized
ad.
Results
The use of the search keywords intent led to a
489% lift in CTR over typical remarketing
campaigns!
Two-fold increase in website visits while the PSRT
ads were running on the Yahoo network.
18% ROI
16. Delivering 200X
more than a leading search provider
By combining search with display to expand marketing reach
Point solution
Integrated solution
XX million people searched for the top 50
bidded non-brand keywords for credit cards
16 million people searched for the top 50 bidded non-brand
keywords for credit cards
Client bought 12MM SEM impressions
Client bought 3MM SEM impressions
80,000 users clicked on Search Ad (7% CTR)
18,000 users clicked on Search Ad (6%CTR)
80,000 retargeting opportunities
16,000,000 retargeting opportunities
16
18. Retailers face a complex, changing
path to conversion
COMPETITIVE
ALTERNATIVES
RECOMMENDATIONS
FROM FRIENDS
EYEBALLS
PRICING
COMPARISON
APPS
BUYERS
USER
GENERATED
REVIEWS
CONTRIBUTORS
19. And hundreds of to solve this with
Brands have triedmeasurement
With no universal partner choices
across solutions
point solutions
Audience Targeting
Rich Media
Direct Response
Ad Network
Video Ads
Retargeting
Mobile
Display
DSP
Mobile
Search
Exclusive
Events
Native
Dynamic
Creative
Database
Targeting
Social
Branded
Entertainment
Sponsored
Content
Search
19
20. Yahoo delivers a better way
Yahoo advertising, the only unified digital advertising solution in the market
Rich Media
Video Ads
Premium
Exclusive Events,
Sponsorships
Mobile Display
Dynamic Creative
Search
Search
Retargeting
Audience
Targeting
Database
Marketing
Audience
DSP
Mobile Search
Ad Network
Direct Response
Social
Native
Native
Across devices and formats with robust
analytics. Buy direct or programmatically.
Sponsored
Content
20
21. Yahoo offers a different approach
through our unified advertising
solution
A continuous increase in Yahoo ad solutions leads to exponential lifts in performance
Video
+ Mobile/Tablet
=
8X conversion increase
22% CPA decrease
+ Premium
=
23X conversion increase
16% CPA decrease
+ Audience
=
59X conversion increase
37% CPA decrease
21
To kick off today’s presentation, let’s start with a look at the current retail landscape. Here are a couple that talk to the changing landscape of retail – what the retail industry experienced in 2013, signaling what’s to come in 2014:E-Commerce sales up 12%: U.S. e-commerce sales 12% year over year in November and December, according to the Customer Pulse Index, which tracks online sales for 100 U.S. e-retailers. Brick and mortar foot traffic down 14.6%:Brick-and-mortar stores were hurt by foot traffic dropping 14.6% compared to the same two months last year180% growth in consumers accessing shopping information on mobile devices: A massive increase from just two years ago, reported by the Yahoo Strategic Insights research in 2013
Daily habits at the end of the day are behaviors, and we can break down this behavior from 800M users around the world and use it to understand what content and advertising should be served to them using an integrated solution that can be embeded in all their daily habits.And, in a world where media consumption is fragmented and consumers are constantly distracted, you need an integrated solution that will touch all these behaviors, these daily habits with advertising solutions across all points in a cohesive way. For example:30 Years ago consumers tuned into one event which brands could advertise around.Move forward 30 years today, consumers media attention is fragmented, only 10M people tuned into the biggest TV series hit finale. And, on top of that only 2.5M did so without multi-tasking on their phone while watching. In fact, today, consumers are so distracted, that they check their phone 150 times a day. And, on top of all this, there is life, daily life. It is a challenge for brands to connect with their audiences through all forms of media across devices.
It is a digital world that we live in – the web is deeply woven into the fabric of our every day lives. All day. Everyday. In today’s world, consumers are spending more and more time using their digital devices. In fact, U.S. Internet users spend more than 30 hours per week online*. As the world’s largest digital publisher, Yahoo sits at the center of these daily habits.In fact, all of the top 12 daily online habits of internet users, from reading local and world news, to email with family and friends, to checking sports scores or searching the web, can we done from Yahoo. Every day millions of people around the globe come to Yahoo to discover new information, read and watch inspiring content and connect to the most important people in their lives. People come to Yahoo because they know they’ll find exactly what they need. We program our site with the consumer in mind, leveraging insights to be sure we’re serving up the content and experiences that will keep our users coming back for more. *Source – According to a 2011 Ipsos survey tracking, lifestyles, media habits and spending patterns of affluent Americans, virtually all (98%+) affluent Americans use the internet. And the amount of time spent online rose about 20% to more than 30 hours weekly. Affluent Millenials, defined here as those aged 18 to 29, spend more than 40 hours a week online, essentially a full-time job.
As daily habits continue to go digital, what used to be a discrete, linear path to purchase has become a non-linear, inter-connected, completely personalized shopping journey, full of stops-and-starts, detours, and interruptions.
Digital is really powering this change by facilitating more personalized shopping experiences by…Giving shoppers access to more information than ever before. Coupled with economic pressures, this has normalized extensive pre-purchase research and created a state of on-going browsing.Giving shoppers a bigger voice. The rise of social has made everyone a publisher, adding many more voices to the communication landscape (reviews, etc.).Evolving the shopping experience. Technology proliferation, especially the rise of mobile, has empowered consumers to create and control unique, personalized shopping experiences for themselves.As a result, shoppers now want and expect a personalized and relevant experience from retailers.
Source: Mobile & Tablet Shopper Study, Yahoo Strategic Insights research, May 2013It’s no surprise that we’re seeing the rapidly growing adoption of mobile and tablet transform the shopping experience. As this recent study from our Yahoo Strategic Insights team shows, mobile and tablet users agree that their devices are a convenient way to research purchases, and that it fuels them to do more shopping overall.Other mobile trends the retail industry has been experiencing – creating both challenges and opportunities alike:Show-rooming is a consumer dynamic has driven growth in mobile commerce, especially during holiday shopping season. The emergence of tablet (ahead of smart phones) as a transactional platform for consumers –Tablets have doubled in share of ad impressions in a year (Source: Adfonic, November 2013) Tablet users/shoppers are expected to grow at a rate 3X that of smartphones (Source: eMarketer, Sep 2013)
Digital is also creating new ways for you to make personal connections between your brand and consumers and to meet shoppers evolving expectations.And an omni-channel approach is enabling retailers to reach shoppers in new, more effective ways….Digital is creating new channels for consumer engagement that deliver richer, more personal, more native experiences throughout the shopping journey-- from digital video (vs. TV) and digital coupon distribution (vs. print and direct mail), to onlinereviews (vs. WOM) and eCommerce/mCommerce. And, this is all powered by data intelligence that allows you to better understand your customers and create those personalized experiencesfor them.The ability to leverage user data in digital now enables the advertiser to reach consumers in smarter, more intelligent ways (versus the old channels, TV or print).
Regardless of the platform, using data to personalize marketing, almost one to one, is critical to success. We have the inputs. Explicit and implicit personal data, Click behavior, social graph signs, declared interests, shopping history, browsing history. We know so much about users; these inputs can direct the messaging and the platform we choose to deliver that message. And quite frankly, consumers want this. They expect this. Do you really want to see a dancing free credit score ad when you don’t care. But when you are shopping for a car, or preparing for your back to school shopping, a personalized message is welcomed and helpful. And, be reached across multiple devices. And mobile is the device of choice for a large segment of our population.
So what does this all mean for your business?
Research shows when ads are personally relevant to consumers AND contextually relevant to the page, engagement spikes by more than 40%. (Source: Internal Yahoo data 2013.)At Yahoo, we see that personalized and premium content that is relevant to our users fuels their daily habits online and in doing so, connects brands with their consumers in relevant and meaningful ways.
When it comes to connecting retail brands with consumers online to deliver results, we’re seeing that Search and Display are more powerful together. In this illustration, we show how search is merging with display to drive increased results. For example:Typically you would see an y avg CTR for search and an x average CTR for displayBut, when you integrate search with display in the form of search retargeting, your CTR can go up 1.4X versus display aloneAnd, further, when you integrate search with display in the form of personalized search retargeting (dynamic display creative + search), your CTR can go up 3X versus display aloneAnd, this is an important benefit we offer advertisers because we have both search and display and can use search keywords to expand your reach and efficiency in display. Source:Yahoo internal data, average CTR increases for search retargeting and personalized retargeting versus display alone We use y and x % for average CTR placeholders because CTRs on our network can vary from campaign to campaign.
For a client we saw the following combined search and display results. Users exposed to display + search versus search only saw a 24% lift in credit card applications. Users exposed to display + search versus display only saw at 86% lift in credit card applications.(Source: Yahoo internal data 2012 – 2013)
To add color to this concept of search plus display, a number of our retail clients have seen great results with Personalized Search Retargeting, or PSRT. Yahoo’s PSRT solution combines the power of search retargeting with the creative personalization and optimization capabilities of our Smart Ads solution. PSRT enables you to reach your target audience with personalized display ads, serving users a dynamic message that is uniquely relevant to their recent search queries.PSRT Benefits:Expands Your Reach:Harness the powerful search intent beyond the search results page.Personalizes Your Creative at Scale: Personalize your ad creative based on keyword-level intent signals and other data points at scale. Boosts Your Performance: 131% lift in CTR over static creative and a 100% lift in conversion rates over regular search retargeting ads!Note: Display only; 1 Results based on Yahoo! Personalized Search Retargeting pilot data, 2012 - 2013
As another example,Yahoo has delivered 200X more than a leading search provider by combining search with display to expand marketing reach. For example, on Yahoo:16M people searched for the top 50 bidded non-brand keywords for credit cards on YahooClient bought 3M SEM impressions18K users clicked on the search adsBut, Yahoo still has 16M retargeting possibilities because we can retarget anyone from that 16M that searched for those keywords, not just those that clicked. And, we can do with static display ads across devices and formats or personalized display ads. This search provider on the other hand, can only retarget those that clicked on the search ad, limiting their retargeting pool, effectively always making it less than ours. Yahoo can retarget those that searched because it is our data, and we have this data across our network whereas other competitors may only choose to retarget those that clicked on the ad because they do not have the extended network of O&O sites that Yahoo does; they work with partner sites and there can be limitations in what they choose to do with their data on partner inventory.Source: Yahoo internal data 30 day snapshot using actual click-share data from a client. Assumption is made that Yahoo is getting approximately18% impression share (an average for this subcategory, and this is only for Yahoo, not Yahoo and Bing). And the scale up 16MM number is derived from the total marketplace impression volume on this list of top 50 KWs in the credit card space. We can remarket off of the advertiser AND competitor impressions, so the advertiser doesn’t need to deliver a search ad on that impression to leverage that impression for remarketing.
[ Animation Build 1]: Brandshave tried to solve this challenge with point solutions. For example:To Build Brand Awareness: Brands use video, sponsorships, rich media and dynamic creative and more. To Reach Audiences: Brands leverage ad networks, retargeting shops, audience targeting networks and data partners. To Connect Through Relevance: Brands are experimenting with native, social and content marketing. To Convert Customers: Brands are focusing primarily on search without combining this strategy with display advertising. [Animation Build 2]: And with hundreds, hundreds of partner choices.[Animation Build 3]: And, there is no universal measurement across solutions. Brands are yet again forced to work with a number of companies to measure the effectiveness of all these point solutions. Not only is it messy, but it is expensive to manage, difficult to optimize, impossible to reallocate budget across campaigns, and measure effectiveness and ROI with one single view.
[Animation Build 1]: You don’t have to go through this chaos, Yahoo delivers a better way, there is a way to access all your digital advertising needs in one place. [ Animation Build 2]: Yahoo delivers a better way with the only unified digital advertising solution in the market. We have a holistic approach that unites your brand with consumers daily habits across all touch points. And, we know the number of devices and touch points in the market is exploding, in fact, 25% of young adults are visiting the web from 4+ devices. We can inspire them wherever there; morning, day and night.And, we reach people, not pixels. Real people, authenticated users—creating a stronger connection for your brand message. How can we do all this? Aunified advertising solution. Why do we choose the word unified? Because we not only unite consumer experiences with advertising experiences, but we do it using the only unified advertising solution set in the market. It is unified because we can offer every digital advertising solution in one place across premium display, audience network, native, search and across devices and formats, driving results together to meet your marketing objectives, whether it is brand equity or direct response.We are not a one point solution, we are integrated. Integrating all of our offerings into a unified advertising solution provides powerful results not found with any other player in the industry. The key benefits of our solution are:Access – Allow advertisers to buy and manage their campaigns the way they want: managed, programmatic or self serve.Data – Leverage Yahoo’s datacombined with your own customer data and 3rd party data to identify the precise audience.Personalization – An engine that learns about each user times 800M global users and their daily habits providing content and experiences that are unique to each consumer resulting in increased ad receptivity and effectiveness.Analytics - measure engagement on/off Yahoo and on/offline Scale – 800M users globally, 196M US users and growing including Yahoo and major supply partners
Our unified advertising solution is driving results. A continuous increase in Yahoo ad solutions leads to exponential lifts in performance. This data shows that when continuously adding Yahoo ad solutions to an existing campaign, it leads to exponential lifts in performance. It is important for advertisers to have this multi-channel/integrated approach and Yahoo can deliver all these solutions. Adding mobile/tablet buy to video only buy = 8X conversion increase and 22% CPA (cost-per-acquisition/conversion) decreaseAdding Premium display buy = 23X conversion increase and 16% CPA (cost-per-acquisition/conversion) decreaseAdding audience buy = 59X conversion increase and 37% CPA (cost-per-acquisition/conversion) decreaseWhat do these numbers represent?These numbers show what would happen to the number of conversions and the CPA if an advertiser who was just advertising on yahoo using video then added in other media such as mobile/tablet or premium display. What do these numbers mean?Adding additional media channels will increase the number of conversions for an advertiser and in this case reduce the average cost of each conversion.How did we get these numbers?These numbers come from one advertiser campaign on yahoo. We conducted an attribution analysis and built a simulator tool from this data. It allows us to ask the theoretical question, what would have been the outcome if the advertiser had only bought video or only bought video and mobile/tablet. In each addition the investment from the advertiser also increased.(Source: Yahoo internal data, 2012 – 2013)
Looking ahead to the rest of 2014 and beyond, today’s retailers face a rapidly changing landscape, with new and exciting ways to connect with your audiences. I hope that today’s presentation has shed some light on some new thinking around engaging your audiences around their digital daily habits, both across screens and by leveraging the power of search and display together.For every user on the web, whatever their daily habits,Yahoo is committed to keep them coming back each day with personalized experiences, innovative products and leading content.Thank You.