Where. your. consumers? are. 9 out of 10. Of the consumers are online at least once a day.
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- Merryl Nash
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2 Where are your consumers? 9 out of 10 Of the consumers are online at least once a day.
3 Online Retailing in NZ 40% of online retailing in NZ is conducted via overseas sites GST savings are driving customers to international sellers NZ online users surge to 85% due to Smartphones Mobile online retailing is the big mover. Value sales rose by 70% in 2015 because of the rise in Smartphones/Tablets and more sites becoming mobile-friendly Mobile online retailing accounts for over a quarter of overall value sales Multi-channel retailers that are active online, perform better than pure online retailers: - Consumers prefer a recognised brand - Showrooming gains traction with consumers (see before buying online)
4 Online Retailing in NZ UP 19% Category IN VALUE GROWTH IN 2015 (Source: Euromonitor January 2016) Value Value share Growth Appareal and Footwear % 21.4% Beauty and Personal Care % 7.8% Consumer Appliances % 5.8% Consumer Electronics % 9.2% Consumer Health % 36.6% Food and Drink % 28.4% Home Improvement & Gardening % 17.1% Homewares and Furnishing % 12.5% Media Products % 11.5% Personal Accessories & Eyewear % 13.2% Pet Care % 30.3% Traditional Toys & Games % 15.9% Video Games Hardware % 8.2% Other Internet Retailing % 22.6% Total Online Retail 2, % 18.8%
5 The Online Consumer Online information sources are key in introduction consumer to products and offers 52% 42% 2% 4% online in-store phone other Source: Google Barometer
6 The Online Consumer Consumers rely on online information sources throughout the pre-purchase journey, either as the sole source or alongside offline research 16% 24% 35% Online only Offline only Both online & offline Source: Google Barometer
7 The Online Consumer Consumers are not only omni-channel when researching, but are omni-device 22% 76% 16% Smartphone Computer Tablet Source: Google Barometer
8 The Online Consumer Online research drives conversion in Store and Online 21% 29% 9% 45% Research Online / Purchase Offline Research Online / Puchase Online Research Offline / Purchase Online Research Offline / Purchase Offline Source: Google Barometer
9 Channels Which channels does your programmatic marketing program extend to? Unsurprisingly, retailers using programmatic across multiple media channels far outpace their competitors in their ability to use channel activation to enable their messages to be even more personalized. While some of these channels can overlap in certain spaces (for example, display advertisements appear on both desktop and mobile browsers), the benefits of extending programmatic advertising to new media channels can be profound. With programmatic, marketers can execute holistic campaigns across all media, using their own data to target potential customers. DISPLAY 82% MOBILE 71% SOCIAL MEDIA 79% VIDEO 32%
10 Retail Sites trademe.co.nz digitaltrends.com theverge.com youtube.com geekzone.co.nz elle.com shopprice.co.nz topgear.com vogue.com 1-day.co.nz trustedreviews.com smh.com.au techradar.com slickdeals.net freestuff.website ebay.com.au onedollar.co.nz keevi.com priceme.co.nz dealmoon.com dailymotion.com ebay.com loveonedaysales.co.nz dailymotion.com gumtree.com.au kmart.com nz.yahoo.com harpersbazaar.com bestbuy.com theguardian.com ebay.co.uk choicecheapies.co.nz trustedreviews.com productreview.com.au freebies.about.com toptenreviews.com
11 Keywords online shopping womens fashion clothing shop bags online online shopping sites cheap online shopping coupon code mobile phones retail accessories shop online countdown online shopping buy cheap phone online ladies fashion clothing online store online clothes shopping electronic gadgets gadgets countdown online shopping fashion clothing best mobile phones merchandising dresses online vouchers nz sale shop online mens clothing free shipping buy shoes online latest tech gadgets soveniers
12 Contextual CATEGORIES POTENTIAL IMPRESSIONS UNIQUE COOKIES /Shopping/Auctions 216,066, /Shopping/Apparel 62,526,932 2,333 /Shopping/Antiques & Collectibles 58,887, /Computers & Electronics/Consumer Electronics 57,602,627 2,390 /Shopping/Apparel/Clothing Accessories 20,650, /Shopping/Apparel/Clothing Accessories/Gems & Jewelry 16,293, /Shopping/Apparel/Women's Clothing 14,636, /Shopping/Gifts & Special Event Items 11,982, /Shopping/Consumer Resources/Coupons & Discount Offers 10,941, /Shopping/Apparel/Children's Clothing 9,017, /Shopping/Apparel/Footwear 8,635, /Shopping/Gifts & Special Event Items/Gifts 5,977,
13 Contextual CATEGORIES POTENTIAL IMPRESSIONS UNIQUE COOKIES /Computers & Electronics/Consumer Electronics/Gadgets & Portable Electronics 5,056, /Shopping/Apparel/Athletic Apparel 4,559, /Shopping/Apparel/Casual Apparel 3,774, /Shopping/Apparel/Undergarments 3,250, /Shopping/Apparel/Formal Wear 2,801, /Shopping/Gifts & Special Event Items/Cards & Greetings 2,724, /Computers & Electronics/Consumer Electronics/Camera & Photo Equipment/ Cameras & Camcorders/Camcorders 2,671, /Shopping/Apparel/Clothing Accessories/Watches 2,378, /Shopping/Gifts & Special Event Items/Party & Holiday Supplies 2,054, /Shopping/Apparel/Outerwear 1,875, /Shopping/Apparel/Costumes 1,621,
14 3rd Party Data CATEGORIES POTENTIAL IMPRESSIONS UNIQUE COOKIES Lotame» International Segments A» Asia-Pacific A» Online Shopping 314,933,384 7,086 Lotame - NZ» New Zealand A» Online Shopping 312,125,024 7,100 BlueKai» Holiday Shopping 139,172,036 3,712 VisualDNA» Retail & Consumer Goods A» Shopping Preference» Online Purchase 432,54,066 1,830 BlueKai» Interest A» Shopping» Online Shoppers 38,461,512 1,711 Neustar AdAdvisor» Shopping» Online Shopping» Order Men's Apparel 30,453, Neustar AdAdvisor» Shopping» Online Shopping» Order Women's Apparel 29,850,415 1,015 Neustar AdAdvisor» Shopping» Online Shopping» Order Travel Services/ Packages 27,260, Neustar AdAdvisor» Shopping» Online Shopping» Order Movie Tickets 26,328, Neustar AdAdvisor» Shopping» Online Shopping» Order Banking Services 15,466,
15 Demographic Daily use of internet per age group 97% 97% 93% 89% 81% UNDER
16 Geographic The internet is a key resource for finding businesses Geographic Targeting Options in Programmatic 40% 52% 5% Online Only Both Online & Offline Offline Only COUNTRY REGION CITY POSTAL CODE RADIUS
17 Google Maps Consumers turn to specific online sources - especially search engines - when looking for local businesses. 78% 39% 35% 23% 17% 12% Search Engine Business Website Local Discount Website Maps Review Website Social Networks
18 Beacons Beacon is a tiny little devices placed inside stores and even phone boxes that transmit Bluetooth Low Energy signals in order to send ad messages to consumers mobile phones. This technology can help promote in store sale and offers to people on their smartphones while in nearby location.
19 Social Custom Audience Behaviour Interest Geographic Demographic Likes/Followers Gender Device Remarketing
20 Native Native Advertising is the increasingly popular method of reaching audiences with contextual messaging that appears alongside or in-stream with editorial content. Some describe it as a subset of content marketing; others as content s sponsored twin A study, for example, found that people were 25% more likely to look at native ads than banners and viewed them 53% more frequently. Participants in the study were also more likely to share these ads and demonstrated greater purchase intent after viewing them, compared to other types of ads. Location Contextual Age Gender Custom Audience
21 Search Advertise above relevant Google search results. With search ads, you can reach customers on all the devices they use to search for information. Also allows: Sitelinks (Add links to help people find what they re looking for) Calls (makes it easy for people to call you on the go) Location Extension (Maps) Reviews (Show 3rd Party Reviews) Callout (lets you include additional text with your search ads) Apps (promote your app and drive app downloads)
22 Gmail Ads Gmail ads are expandable ads at the top of people s tabs in Gmail. With a click, these interactive ads expand into a -sized ads that can include videos and images, and can be used to meet a variety of advertising goals. Once someone expands your ad, any clicks on your content are free. Custom Affinity In-Market Categories Keywords Remarketing
23 TV Sync Ads 58% of people are connected online with a second device, while watching TV. Within seconds of your TV ad airing, an in-sync online ad will appear on consumer s second screen Syncing can also be used to hijack competitor TV ads or target ads for complementary products TV-online sync will amply your own TV spend, driving on average 47% more web traffic and on average 23% more online purchases.
24 Ambush Marketing Every time a consumer searches for competitors product - you can show them your ads instead.
25 Recency Targeting In retargeting, as in life, timing is everything. Retargeting users with display ads enables marketers to benefit from the recency bump beyond the search engine results page A site visit or even an offline event can trigger time-sensitive display ads that cash in on recency We can remarket aggressively to the consumers who have been to the website for a specific period of time (Example 24hrs) CTR and conversion rates are highest within one hour of the campaign-triggering search
26 Search Remarketing When people leave your site without buying anything, for example, remarketing lists for search ads helps you connect with these potential customers when they continue looking for what they need on Google Search. Keep in mind: A remarketing list for Google search ads needs to have a minimum number of 1,000 cookies before the list can be used to tailor your search ads. This helps protect the privacy of those who make up your list.
27 Dynamic Remarketing Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started
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