TV Ad Measurement for Disruptive Brands. Title Sub-Title. Black Friday Special Report

Transcription

1 Title Sub-Title Black Friday 2018 Special Report

2 2018 Black Friday Highlights 87 Brands $309M Est. Spend 23.5B TV Ad Imp. In 2018, 87 brands released 267 creatives expressly mentioning Black Friday with a spend of $309.4M generating 23.5B TV device impressions, collectively. Beginning with this special report, we will look at brands explicitly making an appeal to Black Friday to create urgency while driving a deal with consumers. We ll also take a look at the Automakers and Department Stores, along with broader trends in November to give you a snapshot on what s shaping up to be an impressive TV advertising season. ispot s technologies and editorial team tracks, tags, contextualizes and categorizes every national and regional ad when it first appears on TV and then monitors activities around each creative across linear, OTT and time-shifted viewing. The following looks at ads containing explicit mention of Black Friday.

3 Black Friday Creative Trends In 2018, 87 brands released 267 creatives expressly mentioning Black Friday with a spend of $309.4M generating 23.5B TV device impressions, collectively. Year Brands Ads Est. Spend Impressions CPM $324,994,490 22,442,479,526 $ $301,542,793 21,989,569,210 $ $309,439,227 23,566,201,762 $13.13 The amount of brands and creatives have remained remarkably consistent for Black Friday ads year over year. Overall, Black Friday specific marketers are showing a greater propensity to blanket TV networks with a mix of high cost and lower cost inventory resulting in a lower effective CPM -- higher impressions for less money. Marketers spent $15M less in 2018 compared to 2016, but generated more than a 1B more impressions. 340M 320M 300M 280M Est. Spend 24B 22B 20B Impressions

4 Top Brands These were the top brands deploying Black Friday ads (by spend) Brand Est. Spend Chevrolet $25.7 million Lowe s $25 million JCPenney $20.9 million Verizon $17.3 million Ram Trucks $16.6 million Top Attention Pandora TV Spot, '2018 Christmas: Black Friday Offer: 35 Percent Off' (minimum spend of $500k)

5 Total Cyber Monday Overview (9/1-11/25) Overall spend for Cyber Monday 2018 messaging was up 29% from The total number of brands remained steady year over year, while advertisers found more efficient use of media. CPMs have steadily decreased across Cyber Monday ads since claimed a further reduction of 6%. Year Brands Ads Est. Spend Impressions CPM $9,467, ,023,904 $ $31,701,463 2,440,769,886 $ $40,760,470 3,330,442,025 $12.24 Cyber Monday Big Winners Vistaprint and Macy s tied with the greatest number of top performing creatives highlighting their Cyber Monday offers. Each had 4 creatives in the top 20 Attention score performers.

6 Auto Makers Added More Cheer, Spent Less but Increasing Reach In 2018 the Auto Industry got more explicit about Black Friday creatives as a marketing vehicle with Jeep, Chevy and GMC, all increasing spend behind ads containing that call to action by 100% or more year over year. While in 2017 automakers emphasized year-end sales events in top ads, this year the auto industry s top ads either explicitly or implicitly reference Black Friday and the holidays. Most Seen Ad in November: Chevy s Black Friday Everyone s Excited Sales Event generated 1.68 billion impressions (November 1-26th) Automakers on the whole are opting for a spend less, blanket more approach with spending decreasing some 9.8% -- from $524M in 2017 down to $477M in 2018, that is coupled with an increase in 2018 in number of airings -- up from 77.6K in 2017 to 78.4K in This strategy generated 4.3B more impressions in 2018.

7 Keeping Local Footprints Best at Keeping Attention Ram Trucks Thanksgiving Grace maintained the best attention from holiday ads in the Auto category - receiving 73% fewer ad interruptions than industry average during this period. This spot, which ran only 4 times, generated 26.9M TV ad impressions despite Ram only spending $1.3M to place the ad on TV.

8 Department Stores Doing More with Less So far in November, the Department Store category has spent an estimated $262.3M running 217 tv ads 79,818 times on national TV. This spend has generated 22.5B TV ad impressions. This is a -4.4% change in spend compared to the same period in 2017, with an increase of 9.2% in terms of TV ad impressions. The Black Friday ad with the most dollars behind it: Walmart Black Friday TV Spot, 'Light Up Black Friday ($10mm) November Trends Restaurants: Quick Serve While automakers and insurance companies continued to lead spending year over year, in November quick service restaurants increased spending from $227M in 2017 to $263M, going from 3.9% of overall TV spending to 4.5% in Additionally, that increase in spend also led to 3.5 billion more TV device impressions from roughly 5,000 more airings. Food & Beverage: Beer Business & Legal: Credit Cards Beer fell out of the top ten industries for November while credit cards increased spending by 18% year over year, representing 1.7% of TV spending in November.

9 November Trends (cont.) Theatrical movies also increased significantly year over year -- jumping from $147M to $241M in November spending. Life & Entertainment: Theatrical Movies Facebook is a darling for TV networks this season, as a top ten brand spender for its portal from Facebook video device, spending $74.9M since October with $49.2M of that spend happening in November. Top Brands on TV in November Brand Est. Spend Impressions GEICO $107 million 5.6 Billion Verizon $66.6 million 2.9 Billion Walmart $66.3 million 4.3 Billion Progressive $60.9 million 3.4 Billion Target $55.5 million 4 Billion Ford $51.6 million 3 Billion Universal Pictures $51.5 million 3.1 Billion T-Mobile $49.8 million 2.4 Billion McDonald s $49.7 million 3.4 Billion portal from Facebook $48.7 million 1.8 Billion

10 ispot is a TV advertising measurement company that brings transparency, digital-like precision, and control to disruptive brands. The real-time platform empowers marketers with a complete view of advertising impressions, engagement, attention and conversion across all forms of TV, and connect those analytics to business outcomes. Request Demo Learn more at ispot.tv