Driving Influence and Purchase in a Multichannel World

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3 Driving Influence and Purchase in a Multichannel World John Ross President, Promotion Network Radha Subramanyam President of Insights, Research and Data Analytics

4 We Need to Fundamentally Rethink Data in the Media Industry

5 FUSING OUR DIGITAL AND BROADCAST PLATFORMS + INSIGHTS AUDIENCE DATA INSIGHTS OF DIGITAL WITH THE ROI OF RADIO 5

6 NOW Format Demo Day Part NEXT Store Branded CC Luxury Shoppers SciFi Moviegoers Reality Show Viewers Fitness Enthusiast Fresh Grocery Shoppers SUV Auto Buyers Tech Enthusiasts Retail Loyalists Moving intenders Brand Buyers Auto Intenders 30 Days Out Community Activists MMP Gamers Expecting Parents High Net Worth Client/CRM First Party Data

7 FUSING OUR DIGITAL AND BROADCAST PLATFORMS + INSIGHTS AUDIENCE DATA + PROGRAMMATIC BROADCAST RADIO INSIGHTS OF DIGITAL WITH THE ROI OF RADIO 7

8 How Inmar thinks about data AUDIENCE DEMOS Gender Age Income Geography Marital Status Ethnicity HUMANS Buys Baby Products Buys Diapers Buys Pampers Buys Stage 2 Diapers Bought Yesterday Prefers Huggies

9 What real time shopper data enables INCREASE TRAFFIC, BASKET SIZE PERSONALIZE DISCOUNTS OPTIMIZE MERCHANDISING AND PRICING SELL PURCHASE DRIVEN, TARGETED ADVERTISING DELIVER ONE TO ONE COMMUNICATIONS DRIVE ENGAGEMENT * Client subscription and 3 rd party authorization required

10 PUTTING THE TWO TOGETHER: Why Inmar and iheart?

11 Radio a shopper medium? Radio is highly connected with timing of purchase Radio is connected to shoppers, not just consumers Radio provides highly variable creative options by audience, daypart, and geography

12 Radio reaches the most mobile shoppers at scale During the key shopping window of 12-7p, Radio has the highest OOH reach of all media 68% 36% 33% 33% 16% AM/FM Radio Internet Live TV Mobile Print Source: MBI Touchpoints NET Full Week Reach. Adults 18-64; % s refer to: Out of Home Reach of A18-64 from M-Su 12p-7p

13 and is the closest mass medium to the sale Activity Half Hour Before Arriving at Store AM/FM Radio 49% Outdoor 21% Live TV 12% Newspaper 8% Mobile* 6% Internet* 6% Magazine 3% Source: 2013 Arbitron Inc and Edison Research Base: Visited a Supermarket, Department Store, Retail Shop or Restaurant in Past 24 Hours *To Look Up Price/Product Information

14 Loyalty registration test: Grocery Inmar ran radio for five grocery chains, driving shoppers to register and use the retailers digital loyalty system. Average all stores Rite Aid Hy-Vee Publix Price Chopper Spartan Nash Incremental Accounts Percentage 40% 45% 79% 41% 13% 38% Incremental Offers Selected 6,140,677 1,248, ,822 4,048, , ,534 Radio approach generated THE HIGHEST LIFT in new accounts and incremental offer take in the history of the retailers loyalty programs.

15 iheartmedia active shopper profile Over-Index On These Attributes: Employed Full-Time Have Children In The Home $100,000+ Income Years Old

16 Shoppers say radio both informed and influenced their purchase 1 in 2 of shoppers have used a radio ad to inform their purchase 73% said radio ads significantly influenced their purchase decisions 8 in 10 of shoppers took action from a radio ad

17 Adding active shopper messaging increased purchase Awareness Messaging Only Awareness And Activation +24% Q: You mentioned hearing a [INSERT RADIO SOURCE SELECTED] Which of the following types of information did this source provide to you? Select all that apply. (Responses were categorized, unseen by respondent. Q: What did you do as a result of hearing it(radio ad)? Please select all that apply. Must select one action other than Nothing.

18 Increased frequency on radio drove greater impact than TV or print % Lift In Activation From 2+ Exposures Vs. 1 Exposure +55% +48% Radio 30% 29% Print 20% Television 11% Brick & Mortar Web Q: How many times have you heard this specific ad? Q: What did you do as a result of hearing it? Please select all that apply. Must select at least one action other than Nothing.

19 Radio drives sales better than print or TV across categories Lift Percentage by Category Brick & Mortar Auto Telecom QSR Grocery H&B Radio Print Television +19% +44% +59% +128% +36% 0% +12% +31% 0% +23% 0% +24% +96% +2% +35% Retail/Print Local and National TV and Radio with 2 or more exposures compared to single exposure Q: How many times have you heard this specific ad? Q: What did you do as a result of hearing it? Please select all that apply. Must select at least one action other than Nothing. 19

20 Radio also drives more efficient actions Radio Provides Benefits Of Both Reach And Targeted Media CPA: $14 CPA: $25 CPA: $28 CPA= (Industry average CPM by Media) / [(% used source-q1)x(% took any action-q2)] Q1: As you are planning your [INSERT CATEGORY] purchase, what sources of information have you seen, heard or come across? You may select as many of these as apply. Must select one of the following: Heard an on-air radio personality/dj talk about it, Heard it discussed on the radio, Heard/saw a radio ad over live broadcast (AM/FM or over streaming radio over the internet), or Heard/saw an ad over custom/on-demand streaming services (e.g. Pandora, Spotify) Q2: What did you do as a result of hearing it? Please select all that apply. Must select at least one action other than Nothing.

21 Summary of study learnings 1 iheartmedia Active Shoppers Are A Highly Desirable Target 4 Not Or but And : Awareness And Activation Messaging Is Most Effective In Radio Ads 2 Radio is one of the most powerful shopper marketing media at scale 5 Multiple Exposures Of Radio Ads drive purchase more than any other shopper medium 3 3 In 4 iheartmedia Active Shoppers Say Radio Ads Significantly Influence Purchase Decision 6 Radio is most efficient shopper medium with the highest ROI studied

22 Inmar: The center of the retail data cloud Note: Map does not represent entire client list Inmar aggregates data across 100,000+ retailer locations and 9,000+ manufacturers

23 Activating in real time What cities/stores have the highest engagement on a for promotional activity? What are the segments and demographics of that registered consumer base? What content did consumers access and engage on from owned media? How does this tie to store/basket activity? Clustering around sites or content, here recipe plotted against age and marketing engagements. Use to drive future promotions.

24 Introducing iheartmedia Active Shopper Connect An exclusive media, targeting and optimization product that reaches Active Shoppers at scale, resulting in significant lift in sales and impact. 24

25 What brands will learn Efficiency of radio marketing spend Real-time sales data attributed to offer Geographic fluctuations in promotional efficacy Recommendations for future shopper focused radio planning

26 QUESTIONS?

27 HOW DID WE DO? CLICK THE SURVEY BUTTON FOUND ON THE SESSION PAGE

28 THANK YOU Radha Subramanyam John Ross