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REIGNITE YOUR BUSINESS WITH
PERFORMANCE MARKETING
4 WAYS TO FUEL YOUR
REOPENING
This presentation originally
aired as a webinar. Recording
available here:
https://bit.ly/36HUOZx
www.CatalystDigital.comwww.xaxis.com
INSTRUCTIONS
To ask questions
Type your question in the
chat box located on the
left side panel. Only the
presenters will see the
question. Use this for
content questions.
www.CatalystDigital.comwww.xaxis.com
TODAY’S PRESENTERS
SPEAKERSMODERATOR
Meghan Lavin
Partner, Director of Marketing
Catalyst
William Álvarez
Director, Organic Search
Catalyst
Roey Franco
VP, Product Innovation
Xaxis
Dylan Swift
Sr. Director, Enterprise Marketing
Yelp
www.CatalystDigital.comwww.xaxis.com
Organic Search | Paid Search | Paid Social Advertising
Retail Media | eShelf
WHAT WE DO
Business Results.
Powered by Advanced Marketing Strategy.
www.CatalystDigital.comwww.xaxis.com
WHAT WE DO
www.CatalystDigital.comwww.xaxis.com
WHAT WE DO
www.CatalystDigital.comwww.xaxis.com
LOTS OF GROUND TO COVER
AGENDA
• The Consumer Mindset
• Fueling Your Reopening:
• Programmatic Audio
• DOOH
• Local Search
• Yelp Ads
Did you miss Part One? View the recording at
our webinar hub on CatalystDigital.com.
CONSUMER
MINDSET
ELLIE’S
BACK
Almost 60% of respondents in recent
research are willing to visit shops once
governments lift restrictions.
https://www.statista.com/statistics/1115037/coronavirus-in-store-shopping-resumption-of-consumers-us/
SHE’S PREPARING TO
SAFELY SHOP & DINE AT
BRICK & MORTAR
BUT…
IT WON’T BE THE SAME
The new physical shopping & dining
experience includes staged re-
openings, occupancy limitations, touch-
free processes, limited hours, and more.
“Shoppers will be more
selective in choosing which
stores to visit; the ones that
satisfy their shopping needs
while providing a safe
environment will be at the
top of the list.”
https://www.forbes.com/sites/shelleykohan/2020/04/26/retail-stores-create-the-new-normal-as-businesses-begin-to-open-up/#36c8a28f5827
MULTICHANNEL PERFORMANCE MARKETING:
MORE IMPORTANT THAN EVER
www.CatalystDigital.comwww.xaxis.com
REACHING ELLIE AT EACH STOP IN HER NEW NORMAL
In the car
Listening to podcasts
Local searches
Out & about
Yelp
www.CatalystDigital.comwww.xaxis.com
MULTICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER
of people use search
engines to learn more
after seeing OOH ads
46%
Integrating DOOH &
Mobile:
• 60% Increase in Brand Recall
• 3X Higher Mobile CTR
• 2X Increase In Store Traffic
https://martechtoday.com/why-digital-out-of-home-should-be-integrated-into-your-2019-marketing-mix-231919
https://blog.bannerflow.com/dooh-advertising-trends-2019/
www.CatalystDigital.comwww.xaxis.com
OMNICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER
growth in mobile searches
for “open” + “now” + “near
me”
200%
of visitors make a purchase
at a nearby business after
searching “Restaurants” on
Yelp
92%
https://www.thinkwithgoogle.com/consumer-insights/near-me-searches/
https://blog.yelp.com/2017/05/study-92-consumers-using-yelp-make-purchase-visiting-platform
www.CatalystDigital.comwww.xaxis.com
MULTIPLE CHANNELS: ONE AUDIENCE STRATEGY
DOOHAUDIO
KEYWORDS
BROWSING
HABITS
DMA
SOCIAL
SEARCH LOCAL
SEARCH
& APPS
EAT
AWARENESS
ACTION
RESEARCH &
CONSIDERATION
CREDIT CARD
PURCHASES
GRAB HER EAR WITH
PROGRAMMATIC AUDIO
www.CatalystDigital.comwww.xaxis.com
RESURGENCE OF AUDIO
Of marketers plan to increase
their investment in
programmatic audio
60%
Average boost smart
speakers bring to audio
listening time
36%
Of advertisers are investing in
programmatic audio to help
complement their media mix
64%
Source: https://www.xaxis.com/wp-content/uploads/2019/07/Xaxis-IAB-EU-Programmatic-Audio-Report-2019.pdf
Source: https://mcusercontent.com/beb734f2a405e5168194fa6e4/files/823ba4ff-3df0-412f-9f45-d3887f26be27/Audio_Consumption_Trends_Amidst_COVID_19_DAX_One_Sheet_.pdf
AUDIO CONSUMPTION IS UP
DURING THE COVID-19 CRISIS
DAX Digital Ad Exchange, Audio Consumption Trends Amidst COVID-19
• 17% growth in overall listening
hours
• 20% growth in streaming radio
• 115% growth in news/talk
www.CatalystDigital.comwww.xaxis.com
KEY FEATURES AND CAPABILITIES
• Premium Publishers (includes
podcast inventory)
• Holistic Targeting and
Reporting
• Dynamic Audio Creative
• Proprietary AI Technology
• Omnichannel Activations
www.CatalystDigital.comwww.xaxis.com
DYNAMIC AUDIO CREATIVE
Possible Triggers
• Weather
• Location
• Day/Time
• 1st Party Data
• Custom (e.g. sports
scores)
Good morning New York!
Want a way to up your Tuesday workout?
Natural Activewear is changing the way
we workout thanks to our new line of
organic fitness apparel & gear.
Be the first to workout in clothing
made from trees in your next yoga
class.
Visit our flagship store in SoHo.
New York
San Francisco
Los Angeles
Monday
Tuesday
Wednesday
Etc.
Yoga class
Spin class
Boxing class
Differentiate your audio with personalized
Dynamic Audio Creative
Location
Day/Time
Custom
www.CatalystDigital.comwww.xaxis.com
OUR PUBLISHERS
Our solution sits across some of the largest publishers in the US. We strive to find your
target audience anywhere and everywhere. We reach over 300MM listeners per month.
REACH HER ON THE GO WITH
DIGITAL OUT-OF-HOME
ELLIE IS ON THE MOVE
Americans are traveling more
across all 50 states.
The average daily miles traveled
increased 18%.
https://www-adweek-com.cdn.ampproject.org/c/s/www.adweek.com/brand-marketing/the-ooh-billboard-will-become-prime-
advertising-real-estate-as-states-reopen/amp/
www.CatalystDigital.comwww.xaxis.com
REACTIVATING DOOH IN THE TIME OF COVID-19
EVOLUTION OF MOVEMENT AROUND OOH SCREENS
27
Panic & Prepare
for shelter in place
(4 weeks)
Flattening curve as
people are finding a
new routine entering
week 8 of quarantined
living New Normal
Quarantined Living
Restricted Living
Partial reopening
Source: https://www.ubimo.com/blog/
www.CatalystDigital.comwww.xaxis.com
CLOSE THE LOOP
DOOH can be programmatically activated and
incorporated seamlessly into your strategy.
While traditional OOH campaigns cannot be
executed programmatically, data can be
collected and used to optimize your strategy.
YOUR HOLISTIC PROGRAMMATIC STRATEGY
DOOH
MOBILE
OTT
AUDIO
NATIVE
VIDEO
DISPLAY
www.CatalystDigital.comwww.xaxis.com
PROGRAMMATIC DOOH ACROSS MULTIPLE ENVIRONMENTS
Airports
500+ Screens
10M+ impressions
Roadside and Gas Stations
6,500+ Screens
1.5Bn impressions
Gyms
8,000+ Screens
290M+ impressions
Casual Dining Restaurants
1,600+ Screens
29M+ impressions
Malls
1,800+ Screens
595M+ impressions
Bars
14,000+ Screens
286M+ impressions
Transit
500+ Screens
68M+ impressions
Convenience Stores
5,000+ Screens
190M+ impressions
Sports Entertainment
3,000+ Screens
91M+ impressions
Movie Theatres
640+ Screens
2.25M+ impressions
Retail and Family Entertainment
6,300+ Screens
253M+ impressions
Doctor’s Offices
3,300+ Screens
59.7M+ impressions
Taxis External
25,000+ Screens
366M+ impressions
Offices
1,500+ Screens
282M+ impressions
ATM
100+ Screens
2M+ impressions
www.CatalystDigital.comwww.xaxis.com
DRAW TRUE-TO-LIFE CONCLUSIONS ABOUT AUDIENCES, THEIR PHYSICAL
ACTIVITIES, AND THEIR OOH EXPOSURE
Input your desired audiences & filters, then Journeys will show you a map of OOH assets which over-
index/score higher for this audience than others.
Combinations like:
• Millennials, in Boston,
who have bought beer
in the past 30 days
• Female, high-end
department store
shoppers
BE ACCESSIBLE & HELPUL WITH
LOCAL SEARCH
Ellie is spending more
time browsing the
Internet.
Web browsing has
increased by 70%
during later stages of
the pandemic.
https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-expectations
www.CatalystDigital.comwww.xaxis.com
As businesses, organizations, &
schools adapt to the "new
normal", people want to know
where, how, and when to get the
things they need.
Source: Google Search data reveals how brands can help during the coronavirus pandemic, Think with Google, April 2020
FIVE DISTINCT BEHAVIORS REFLECT SEARCHERS’ NEEDS
www.CatalystDigital.comwww.xaxis.com
As search interest in economy reopening fluctuates depending on the government and local regulations, there
is an increased interest from people wanting to know when local businesses are reopening.
CONSUMER INTEREST IN ECONOMY & BUSINESS REOPENING
www.CatalystDigital.comwww.xaxis.com
COVID-19 Global Search and Engagement Report, Yext, 4/9/2020.
CONSUMERS DEPEND ON ACCURATE & UPDATED INFORMATION
Brands rushed to update their local business facts.
www.CatalystDigital.comwww.xaxis.com
COVID-19 Global Search and Engagement Report, Yext, 4/9/2020.
'Fact' updates have
increased by 84% in
the past 30 days vs.
the previous period.
CONSUMERS DEPEND ON ACCURATE & UPDATED INFORMATION
33,679,737
62,113,313
20,000,000
40,000,000
60,000,000
80,000,000
February 9th - March 9th March 9th - April 7th
+84%
www.CatalystDigital.comwww.xaxis.com
Address the most common questions through
Search as frequently as needed, using local listings,
your website, your blogs, social media & more:
• Acknowledge the new reality.
• Offer credible, detailed, and current information
about your operations. Reinforce that you’re there
to help.
• Be flexible & help customers as much as
possible.
BRANDS NEED TO BE HELPFUL AS PEOPLE’S NEEDS EVOLVE
www.CatalystDigital.comwww.xaxis.com
Almost 20 changes in less than 3 months. Use them!
MARCH 2020
• Granted access to multi-location businesses to submit COVID-19 posts.
• Take out, dine-in, and delivery highlighted on SERP and Knowledge Panel for
dining.
APRIL 2020
• Curbside pickup attribute added to retail.
• In-store shopping attribute added to retail.
• Virtual care link added to healthcare.
• COVID-19 Info link added to healthcare.
• Online care attribute added to healthcare.
• COVID-19 posts extended to last 28 days.
• Food orders integration with acquisition of the ordering app.
• Dine-in attribute added to dining.
• No-contact delivery added to dining.
• Pick up, curbside pickup, delivery and in-store shopping attributes highlighted on
SERP and Knowledge Panel for retail.
• Specify Service Items for your business.
MAY 2020
• Add support links to business profile on Google.
• Retailers can now link their PayPal and Google Merchant Center accounts.
• ‘Curbside Pickup’ badge for local Shopping ads.
SEARCH ENGINES & DIRECTORIES QUICKLY ACCOMMODATE THE NEW NORMAL
www.CatalystDigital.comwww.xaxis.com
• Be ready to provide answers: Google's
Custom Q&A’s.
• Satisfy consumer expectations (disposable
utensils, free hand sanitizer, etc.)
• Implement Covid-19 announcements
via structured data markup.
• Expand your SERP real estate: Google Posts
(excluding Hotels).
OTHER AREAS OF OPPORTUNITY
www.CatalystDigital.comwww.xaxis.com
• Enhance your website experience: Google
AMP Stories.
• Enable new facets or filters for product
availability on e-commerce (Curbside pickup).
• Extend customer support via local listings.
• Leverage live chat & chatbots to maintain the
physical distance.
• Reinvent your business: Drive-in cinemas
make a comeback.
OTHER AREAS OF OPPORTUNITY (CONTINUED)
www.CatalystDigital.comwww.xaxis.com
Local SEO can impact your brand's future performance!
Communicate your safety protocol in local listings before customers walk in.
DON’T FORGET LOCAL SEO BEST PRACTICES
www.CatalystDigital.comwww.xaxis.com
Optimize your meta data accordingly.
Address the conditions relative to your product
or service offering.
DON’T FORGET LOCAL SEO BEST PRACTICES
www.CatalystDigital.comwww.xaxis.com
Using creativity in times of crisis to drive citations and increase your brand awareness while being helpful.
CITATIONS WILL INCREASE YOUR LOCAL LISTINGS PERFORMANCE
Case Study: Barba Men's Grooming Boutique, NYC
www.CatalystDigital.comwww.xaxis.com
EVALUATE LOCAL PAID TACTICS
Location Extensions
Display your ads with the
closest store location,
directions, & distance
Google Maps
Opt-in to search partners to
appear on Google Maps
Affiliate Location
Extensions
Opt-in to search partners to
appear on Google Maps
Waze Ads
Reach nearby drivers on the
Waze navigation app
www.CatalystDigital.comwww.xaxis.com
LOCAL INVENTORY ADS
Local inventory ads can
boost sales in brick and
mortar locations by
showcasing products
and local retail store
information to nearby
shoppers.
Local Marketing
at National Scale
National brands are going local
Millions of consumers
turn to Yelp to find a
local business
97% of visitors make a purchase with a
nearby business after searching on Yelp
Based on a survey conducted by SurveyMonkey Audience for Yelp in June 2019. Total sample 6,338 adults
ages 18 and older living in the United States, including 5,028 who had gone online to search for a local
business. “People on Yelp” sample: reported use of Yelp at least once in the previous 3 months. Data weighted
demographically to be representative of U.S. online population.
Grocery delivery
Graphic and content from The New York Times as of 5/20/2020: https://www.nytimes.com/interactive/2020/us/states-reopen-map-coronavirus.html
Yelp can help brands promote local offerings at national scale
Shifts in
Consumer
Behavior
CONSUMER BEHAVIOR
Consumer search
quickly shifted to off-
premise dining
Yelp internal data, 2020
Take-out & Delivery searches up 6.2x since March 1st
Yelp internal data, February - March 17th 2020, Measures searches within the Active parent category that also include “online,” “virtual”,
“home” or “equipment”;
...and online options
for exercise
3x
CONSUMER BEHAVIOR
We are all adapting
Business shift
Yelp shift
Consumer shift
In-person AND
online
Delivery, take-out,
pick-up & online only
Drive in-person
AND online actions
Contact-less, virtual,
remote services
Connect customers to
in-person experiences
Connect customers to contact-
less options
Business
Response to
Covid-19
BUSINESS RESPONSE
Businesses in many
categories have
adapted to
accommodate local
regulations
Category New Approach
Bars 🍷 Selling wine and liquor via delivery and/or pick-
up
Health & Medical ⚕ Offering telemed options, virtual
appointments/sessions
Hotels 🏨 Promoting future bookings
Restaurants 🥡 Offering delivery/takeout and gift cards
Retail 🛍️ Offering gift cards; delivery, pick-up, and/or
expedited shipping
Fitness & Wellness 🏋️‍♀️ Offering virtual classes
Grocery Stores 🛒
Pharmacies 💊
Offering “Senior Hours”
Offering delivery and/or pick-up, text message
ordering
Beauty & Spa 💅 Scheduling future appointments
Offering gift cards
Yelp enables
businesses to post
important updates and
announcements
BUSINESS RESPONSE
COVID-19 specific Business Highlights
Brands can highlight
special services and
customize by region or
location
BUSINESS RESPONSE
PLACE
SCREEN
UNDER
IPHONE X
PLACE
SCREEN
UNDER
IPHONE X
Businesses can direct
consumers to relevant
services by market or
location
Gift cards
Curbside pickup
*Business highlights are still being designed as a response to COVID-19 climate and the final design and copy may change. Estimated completion date is 3/27.
BUSINESS RESPONSE
Get a small specialty McCafé drink for just $2. Stop by your
nearest McDonald’s today to kickstart your morning with a
cup of joy!
$2 Small McCafé
McDonald’s
Yelp Connect enables
businesses to
promote offers and
announcements to
customers
McDonald’s
Yelp Inc. Highly confidential preview of product still in exploration - do not distribute
BUSINESS RESPONSE
Yelp Ads deliver strong results for
nationwide fast casual chain in April
CASE STUDY
Store visits measured by third party: Placed powered by Foursquare. Results are mid-campaign and reported as of 5/18/2020; Incremental visit
defined as standard lift visit and incremental lift defined as standard lift. Yelp campaign live 4/1-6/30
$0.44
cost per
incremental visit
(takeout orders)
61%
incremental
lift
6.82x
return on
ad spend
Direct-to-consumer brands can also leverage local demand
Client Homepage
Tapping into Yelp’s local search on other publisher sites
ESPNYelp App
Casper can reach Ellie on
ESPN after she searches for
mattresses on Yelp
BUSINESS RESPONSE
Yelp provides solutions for national brands to scale local marketing
Awareness
Increase brand lift/affinity
Consideration
Reach, Video Views, etc.
Conversion
Orders, Calls,
etc.
Retention
● Display campaigns for branding
On Yelp Off Yelp
Showcase Ads with video
Search ads &
Competitor ad targeting ● YAP Display campaigns for direct
response
● Video campaigns
● Connected TV campaignsSeasonal spotlight ads
Yelp Connect
Yelp Audience Platform
How can Yelp can help your national brand
improve its local strategy?
Contact: dylan@yelp.com
IN SUMMARY
www.CatalystDigital.comwww.xaxis.com
IN SUMMARY
PROGRAMMATIC AUDIO
- Leverage programmatic audio to
reach your target audience anywhere
and everywhere.
- Differentiate your audio with
personalized Dynamic Audio
Creative.
DIGITAL OUT-OF-HOME
- DOOH can be programmatically
activated and incorporated seamlessly
into your strategy.
- Activate across a large range of
environments (ATMs, taxis, transit, gas
stations, etc.).
LOCAL SEARCH
- Address common questions through
search as frequently as needed.
- Leverage local SEO best practices &
take advantage of additional.
opportunities, both paid & unpaid.
YELP
- Yelp pages keep consumers informed &
keep you in touch with consumers
- Direct consumers to relevant or special
services by market, location, or region.
RESOURCES
OR DROP US A LINE:
Info@CatalystDigital.com
CASE STUDIES & INSIGHTS:
https://www.catalystdigital.com/digital-marketing-case-studies/
https://www.xaxis.com/insights/casestudies/
MORE WEBINARS:
https://www.catalystdigital.com/company/digital-marketing-webinars/
YELP BLOG:
https://blog.yelp.com/section/business
www.CatalystDigital.comwww.xaxis.com
Q&A
info@catalystdigital.com
THANK YOU

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Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening

  • 1. REIGNITE YOUR BUSINESS WITH PERFORMANCE MARKETING 4 WAYS TO FUEL YOUR REOPENING
  • 2. This presentation originally aired as a webinar. Recording available here: https://bit.ly/36HUOZx
  • 3. www.CatalystDigital.comwww.xaxis.com INSTRUCTIONS To ask questions Type your question in the chat box located on the left side panel. Only the presenters will see the question. Use this for content questions.
  • 4. www.CatalystDigital.comwww.xaxis.com TODAY’S PRESENTERS SPEAKERSMODERATOR Meghan Lavin Partner, Director of Marketing Catalyst William Álvarez Director, Organic Search Catalyst Roey Franco VP, Product Innovation Xaxis Dylan Swift Sr. Director, Enterprise Marketing Yelp
  • 5. www.CatalystDigital.comwww.xaxis.com Organic Search | Paid Search | Paid Social Advertising Retail Media | eShelf WHAT WE DO Business Results. Powered by Advanced Marketing Strategy.
  • 8. www.CatalystDigital.comwww.xaxis.com LOTS OF GROUND TO COVER AGENDA • The Consumer Mindset • Fueling Your Reopening: • Programmatic Audio • DOOH • Local Search • Yelp Ads Did you miss Part One? View the recording at our webinar hub on CatalystDigital.com.
  • 11. Almost 60% of respondents in recent research are willing to visit shops once governments lift restrictions. https://www.statista.com/statistics/1115037/coronavirus-in-store-shopping-resumption-of-consumers-us/ SHE’S PREPARING TO SAFELY SHOP & DINE AT BRICK & MORTAR
  • 12. BUT… IT WON’T BE THE SAME The new physical shopping & dining experience includes staged re- openings, occupancy limitations, touch- free processes, limited hours, and more.
  • 13. “Shoppers will be more selective in choosing which stores to visit; the ones that satisfy their shopping needs while providing a safe environment will be at the top of the list.” https://www.forbes.com/sites/shelleykohan/2020/04/26/retail-stores-create-the-new-normal-as-businesses-begin-to-open-up/#36c8a28f5827
  • 15. www.CatalystDigital.comwww.xaxis.com REACHING ELLIE AT EACH STOP IN HER NEW NORMAL In the car Listening to podcasts Local searches Out & about Yelp
  • 16. www.CatalystDigital.comwww.xaxis.com MULTICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER of people use search engines to learn more after seeing OOH ads 46% Integrating DOOH & Mobile: • 60% Increase in Brand Recall • 3X Higher Mobile CTR • 2X Increase In Store Traffic https://martechtoday.com/why-digital-out-of-home-should-be-integrated-into-your-2019-marketing-mix-231919 https://blog.bannerflow.com/dooh-advertising-trends-2019/
  • 17. www.CatalystDigital.comwww.xaxis.com OMNICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER growth in mobile searches for “open” + “now” + “near me” 200% of visitors make a purchase at a nearby business after searching “Restaurants” on Yelp 92% https://www.thinkwithgoogle.com/consumer-insights/near-me-searches/ https://blog.yelp.com/2017/05/study-92-consumers-using-yelp-make-purchase-visiting-platform
  • 18. www.CatalystDigital.comwww.xaxis.com MULTIPLE CHANNELS: ONE AUDIENCE STRATEGY DOOHAUDIO KEYWORDS BROWSING HABITS DMA SOCIAL SEARCH LOCAL SEARCH & APPS EAT AWARENESS ACTION RESEARCH & CONSIDERATION CREDIT CARD PURCHASES
  • 19. GRAB HER EAR WITH PROGRAMMATIC AUDIO
  • 20. www.CatalystDigital.comwww.xaxis.com RESURGENCE OF AUDIO Of marketers plan to increase their investment in programmatic audio 60% Average boost smart speakers bring to audio listening time 36% Of advertisers are investing in programmatic audio to help complement their media mix 64% Source: https://www.xaxis.com/wp-content/uploads/2019/07/Xaxis-IAB-EU-Programmatic-Audio-Report-2019.pdf Source: https://mcusercontent.com/beb734f2a405e5168194fa6e4/files/823ba4ff-3df0-412f-9f45-d3887f26be27/Audio_Consumption_Trends_Amidst_COVID_19_DAX_One_Sheet_.pdf
  • 21. AUDIO CONSUMPTION IS UP DURING THE COVID-19 CRISIS DAX Digital Ad Exchange, Audio Consumption Trends Amidst COVID-19 • 17% growth in overall listening hours • 20% growth in streaming radio • 115% growth in news/talk
  • 22. www.CatalystDigital.comwww.xaxis.com KEY FEATURES AND CAPABILITIES • Premium Publishers (includes podcast inventory) • Holistic Targeting and Reporting • Dynamic Audio Creative • Proprietary AI Technology • Omnichannel Activations
  • 23. www.CatalystDigital.comwww.xaxis.com DYNAMIC AUDIO CREATIVE Possible Triggers • Weather • Location • Day/Time • 1st Party Data • Custom (e.g. sports scores) Good morning New York! Want a way to up your Tuesday workout? Natural Activewear is changing the way we workout thanks to our new line of organic fitness apparel & gear. Be the first to workout in clothing made from trees in your next yoga class. Visit our flagship store in SoHo. New York San Francisco Los Angeles Monday Tuesday Wednesday Etc. Yoga class Spin class Boxing class Differentiate your audio with personalized Dynamic Audio Creative Location Day/Time Custom
  • 24. www.CatalystDigital.comwww.xaxis.com OUR PUBLISHERS Our solution sits across some of the largest publishers in the US. We strive to find your target audience anywhere and everywhere. We reach over 300MM listeners per month.
  • 25. REACH HER ON THE GO WITH DIGITAL OUT-OF-HOME
  • 26. ELLIE IS ON THE MOVE Americans are traveling more across all 50 states. The average daily miles traveled increased 18%. https://www-adweek-com.cdn.ampproject.org/c/s/www.adweek.com/brand-marketing/the-ooh-billboard-will-become-prime- advertising-real-estate-as-states-reopen/amp/
  • 27. www.CatalystDigital.comwww.xaxis.com REACTIVATING DOOH IN THE TIME OF COVID-19 EVOLUTION OF MOVEMENT AROUND OOH SCREENS 27 Panic & Prepare for shelter in place (4 weeks) Flattening curve as people are finding a new routine entering week 8 of quarantined living New Normal Quarantined Living Restricted Living Partial reopening Source: https://www.ubimo.com/blog/
  • 28. www.CatalystDigital.comwww.xaxis.com CLOSE THE LOOP DOOH can be programmatically activated and incorporated seamlessly into your strategy. While traditional OOH campaigns cannot be executed programmatically, data can be collected and used to optimize your strategy. YOUR HOLISTIC PROGRAMMATIC STRATEGY DOOH MOBILE OTT AUDIO NATIVE VIDEO DISPLAY
  • 29. www.CatalystDigital.comwww.xaxis.com PROGRAMMATIC DOOH ACROSS MULTIPLE ENVIRONMENTS Airports 500+ Screens 10M+ impressions Roadside and Gas Stations 6,500+ Screens 1.5Bn impressions Gyms 8,000+ Screens 290M+ impressions Casual Dining Restaurants 1,600+ Screens 29M+ impressions Malls 1,800+ Screens 595M+ impressions Bars 14,000+ Screens 286M+ impressions Transit 500+ Screens 68M+ impressions Convenience Stores 5,000+ Screens 190M+ impressions Sports Entertainment 3,000+ Screens 91M+ impressions Movie Theatres 640+ Screens 2.25M+ impressions Retail and Family Entertainment 6,300+ Screens 253M+ impressions Doctor’s Offices 3,300+ Screens 59.7M+ impressions Taxis External 25,000+ Screens 366M+ impressions Offices 1,500+ Screens 282M+ impressions ATM 100+ Screens 2M+ impressions
  • 30. www.CatalystDigital.comwww.xaxis.com DRAW TRUE-TO-LIFE CONCLUSIONS ABOUT AUDIENCES, THEIR PHYSICAL ACTIVITIES, AND THEIR OOH EXPOSURE Input your desired audiences & filters, then Journeys will show you a map of OOH assets which over- index/score higher for this audience than others. Combinations like: • Millennials, in Boston, who have bought beer in the past 30 days • Female, high-end department store shoppers
  • 31. BE ACCESSIBLE & HELPUL WITH LOCAL SEARCH
  • 32. Ellie is spending more time browsing the Internet. Web browsing has increased by 70% during later stages of the pandemic. https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-expectations
  • 33. www.CatalystDigital.comwww.xaxis.com As businesses, organizations, & schools adapt to the "new normal", people want to know where, how, and when to get the things they need. Source: Google Search data reveals how brands can help during the coronavirus pandemic, Think with Google, April 2020 FIVE DISTINCT BEHAVIORS REFLECT SEARCHERS’ NEEDS
  • 34. www.CatalystDigital.comwww.xaxis.com As search interest in economy reopening fluctuates depending on the government and local regulations, there is an increased interest from people wanting to know when local businesses are reopening. CONSUMER INTEREST IN ECONOMY & BUSINESS REOPENING
  • 35. www.CatalystDigital.comwww.xaxis.com COVID-19 Global Search and Engagement Report, Yext, 4/9/2020. CONSUMERS DEPEND ON ACCURATE & UPDATED INFORMATION Brands rushed to update their local business facts.
  • 36. www.CatalystDigital.comwww.xaxis.com COVID-19 Global Search and Engagement Report, Yext, 4/9/2020. 'Fact' updates have increased by 84% in the past 30 days vs. the previous period. CONSUMERS DEPEND ON ACCURATE & UPDATED INFORMATION 33,679,737 62,113,313 20,000,000 40,000,000 60,000,000 80,000,000 February 9th - March 9th March 9th - April 7th +84%
  • 37. www.CatalystDigital.comwww.xaxis.com Address the most common questions through Search as frequently as needed, using local listings, your website, your blogs, social media & more: • Acknowledge the new reality. • Offer credible, detailed, and current information about your operations. Reinforce that you’re there to help. • Be flexible & help customers as much as possible. BRANDS NEED TO BE HELPFUL AS PEOPLE’S NEEDS EVOLVE
  • 38. www.CatalystDigital.comwww.xaxis.com Almost 20 changes in less than 3 months. Use them! MARCH 2020 • Granted access to multi-location businesses to submit COVID-19 posts. • Take out, dine-in, and delivery highlighted on SERP and Knowledge Panel for dining. APRIL 2020 • Curbside pickup attribute added to retail. • In-store shopping attribute added to retail. • Virtual care link added to healthcare. • COVID-19 Info link added to healthcare. • Online care attribute added to healthcare. • COVID-19 posts extended to last 28 days. • Food orders integration with acquisition of the ordering app. • Dine-in attribute added to dining. • No-contact delivery added to dining. • Pick up, curbside pickup, delivery and in-store shopping attributes highlighted on SERP and Knowledge Panel for retail. • Specify Service Items for your business. MAY 2020 • Add support links to business profile on Google. • Retailers can now link their PayPal and Google Merchant Center accounts. • ‘Curbside Pickup’ badge for local Shopping ads. SEARCH ENGINES & DIRECTORIES QUICKLY ACCOMMODATE THE NEW NORMAL
  • 39. www.CatalystDigital.comwww.xaxis.com • Be ready to provide answers: Google's Custom Q&A’s. • Satisfy consumer expectations (disposable utensils, free hand sanitizer, etc.) • Implement Covid-19 announcements via structured data markup. • Expand your SERP real estate: Google Posts (excluding Hotels). OTHER AREAS OF OPPORTUNITY
  • 40. www.CatalystDigital.comwww.xaxis.com • Enhance your website experience: Google AMP Stories. • Enable new facets or filters for product availability on e-commerce (Curbside pickup). • Extend customer support via local listings. • Leverage live chat & chatbots to maintain the physical distance. • Reinvent your business: Drive-in cinemas make a comeback. OTHER AREAS OF OPPORTUNITY (CONTINUED)
  • 41. www.CatalystDigital.comwww.xaxis.com Local SEO can impact your brand's future performance! Communicate your safety protocol in local listings before customers walk in. DON’T FORGET LOCAL SEO BEST PRACTICES
  • 42. www.CatalystDigital.comwww.xaxis.com Optimize your meta data accordingly. Address the conditions relative to your product or service offering. DON’T FORGET LOCAL SEO BEST PRACTICES
  • 43. www.CatalystDigital.comwww.xaxis.com Using creativity in times of crisis to drive citations and increase your brand awareness while being helpful. CITATIONS WILL INCREASE YOUR LOCAL LISTINGS PERFORMANCE Case Study: Barba Men's Grooming Boutique, NYC
  • 44. www.CatalystDigital.comwww.xaxis.com EVALUATE LOCAL PAID TACTICS Location Extensions Display your ads with the closest store location, directions, & distance Google Maps Opt-in to search partners to appear on Google Maps Affiliate Location Extensions Opt-in to search partners to appear on Google Maps Waze Ads Reach nearby drivers on the Waze navigation app
  • 45. www.CatalystDigital.comwww.xaxis.com LOCAL INVENTORY ADS Local inventory ads can boost sales in brick and mortar locations by showcasing products and local retail store information to nearby shoppers.
  • 47. National brands are going local
  • 48. Millions of consumers turn to Yelp to find a local business 97% of visitors make a purchase with a nearby business after searching on Yelp Based on a survey conducted by SurveyMonkey Audience for Yelp in June 2019. Total sample 6,338 adults ages 18 and older living in the United States, including 5,028 who had gone online to search for a local business. “People on Yelp” sample: reported use of Yelp at least once in the previous 3 months. Data weighted demographically to be representative of U.S. online population. Grocery delivery
  • 49. Graphic and content from The New York Times as of 5/20/2020: https://www.nytimes.com/interactive/2020/us/states-reopen-map-coronavirus.html Yelp can help brands promote local offerings at national scale
  • 51. CONSUMER BEHAVIOR Consumer search quickly shifted to off- premise dining Yelp internal data, 2020 Take-out & Delivery searches up 6.2x since March 1st
  • 52. Yelp internal data, February - March 17th 2020, Measures searches within the Active parent category that also include “online,” “virtual”, “home” or “equipment”; ...and online options for exercise 3x CONSUMER BEHAVIOR
  • 53. We are all adapting Business shift Yelp shift Consumer shift In-person AND online Delivery, take-out, pick-up & online only Drive in-person AND online actions Contact-less, virtual, remote services Connect customers to in-person experiences Connect customers to contact- less options
  • 55. BUSINESS RESPONSE Businesses in many categories have adapted to accommodate local regulations Category New Approach Bars 🍷 Selling wine and liquor via delivery and/or pick- up Health & Medical ⚕ Offering telemed options, virtual appointments/sessions Hotels 🏨 Promoting future bookings Restaurants 🥡 Offering delivery/takeout and gift cards Retail 🛍️ Offering gift cards; delivery, pick-up, and/or expedited shipping Fitness & Wellness 🏋️‍♀️ Offering virtual classes Grocery Stores 🛒 Pharmacies 💊 Offering “Senior Hours” Offering delivery and/or pick-up, text message ordering Beauty & Spa 💅 Scheduling future appointments Offering gift cards
  • 56. Yelp enables businesses to post important updates and announcements BUSINESS RESPONSE
  • 57. COVID-19 specific Business Highlights Brands can highlight special services and customize by region or location BUSINESS RESPONSE
  • 58. PLACE SCREEN UNDER IPHONE X PLACE SCREEN UNDER IPHONE X Businesses can direct consumers to relevant services by market or location Gift cards Curbside pickup *Business highlights are still being designed as a response to COVID-19 climate and the final design and copy may change. Estimated completion date is 3/27. BUSINESS RESPONSE
  • 59. Get a small specialty McCafé drink for just $2. Stop by your nearest McDonald’s today to kickstart your morning with a cup of joy! $2 Small McCafé McDonald’s Yelp Connect enables businesses to promote offers and announcements to customers McDonald’s Yelp Inc. Highly confidential preview of product still in exploration - do not distribute BUSINESS RESPONSE
  • 60. Yelp Ads deliver strong results for nationwide fast casual chain in April CASE STUDY Store visits measured by third party: Placed powered by Foursquare. Results are mid-campaign and reported as of 5/18/2020; Incremental visit defined as standard lift visit and incremental lift defined as standard lift. Yelp campaign live 4/1-6/30 $0.44 cost per incremental visit (takeout orders) 61% incremental lift 6.82x return on ad spend
  • 61. Direct-to-consumer brands can also leverage local demand
  • 62. Client Homepage Tapping into Yelp’s local search on other publisher sites ESPNYelp App Casper can reach Ellie on ESPN after she searches for mattresses on Yelp BUSINESS RESPONSE
  • 63. Yelp provides solutions for national brands to scale local marketing Awareness Increase brand lift/affinity Consideration Reach, Video Views, etc. Conversion Orders, Calls, etc. Retention ● Display campaigns for branding On Yelp Off Yelp Showcase Ads with video Search ads & Competitor ad targeting ● YAP Display campaigns for direct response ● Video campaigns ● Connected TV campaignsSeasonal spotlight ads Yelp Connect Yelp Audience Platform
  • 64. How can Yelp can help your national brand improve its local strategy? Contact: dylan@yelp.com
  • 66. www.CatalystDigital.comwww.xaxis.com IN SUMMARY PROGRAMMATIC AUDIO - Leverage programmatic audio to reach your target audience anywhere and everywhere. - Differentiate your audio with personalized Dynamic Audio Creative. DIGITAL OUT-OF-HOME - DOOH can be programmatically activated and incorporated seamlessly into your strategy. - Activate across a large range of environments (ATMs, taxis, transit, gas stations, etc.). LOCAL SEARCH - Address common questions through search as frequently as needed. - Leverage local SEO best practices & take advantage of additional. opportunities, both paid & unpaid. YELP - Yelp pages keep consumers informed & keep you in touch with consumers - Direct consumers to relevant or special services by market, location, or region.
  • 67. RESOURCES OR DROP US A LINE: Info@CatalystDigital.com CASE STUDIES & INSIGHTS: https://www.catalystdigital.com/digital-marketing-case-studies/ https://www.xaxis.com/insights/casestudies/ MORE WEBINARS: https://www.catalystdigital.com/company/digital-marketing-webinars/ YELP BLOG: https://blog.yelp.com/section/business