Action Items from Digital Marketing Research featuring Walmart

Action Items From Digital Marketing

Research featuring Walmart

June 19, 2012 mediative.com

TODAY’S SPEAKERS

19 juin 2012 Mediative.com

Ben RodierDirector of Publisher [email protected]

Bill BarnesVP Business [email protected]

Ian EverdellUsability & Research [email protected]

• #MediativeWebinar

• Following the webinar, you will receive the white paper that we released on this research The Impact Of Display Advertising At-Retail On Influencing Customer Buying Behaviour

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01. THE RESEARCH

02. THE RESULTS

03. KEY TAKEAWAYS

AGENDA

MEDIATIVE IS A LEADER IN RESEARCH

• Knowledge is at the core of what we do in the digital world

• We uncover precise data of how “shoppers and clients buy”

• We help organizations significantly enhance their digital presence and move targets from awareness to purchase

RESEARCH

01. INTRODUCTION

02. ON-SITE ADVERTISING

03. PAID SEARCH COMPONENT

PURPOSE OF THIS STUDY

• To determine how effective on-site banner advertising is at driving Walmart brand recognition and in-store and online purchase intent, as well as the potential value for manufacturers that advertise on Walmart’s website

• The online survey was designed to collect quantitative metrics measuring:

01. Display Advertising At-Retail: Potential click through rate and brand lift for display advertising on the Walmart website

02. Paid Search: Potential click through rate and brand lift for Walmart and partner manufacturers resulting from paid search advertising

01. DISPLAY ADVERTISING AT-RETAIL

Purpose - To determine how related and unrelated advertising on retail websites impact:

• Purchase Intent

• Brand Affinity

• Brand Impression

• % of Clicks

• Eye Tracking

RELATED AD CREATIVE

Creatives shown to a TV shopper vs. a Generic Ad

Creatives shown to a car seat shopper vs. a Generic Ad

KEY FINDINGS

After seeing a related ad, 933 respondents were asked:

• How likely are you to purchase this <product> from a retailer?

• 27% increase in intent to purchase

• How likely are you to purchase this <product> brand?

• 21% increase in intent to purchase

• When you think of <product>, what is the first manufacturer’s brand that comes to mind?

• 60% increase in brand affinity

• What is your overall impression of <product> brand?

• 24% increase in brand impression

KEY TAKEAWAYS

• Display ads related to the shopping intent can influence up to 48.1% of traffic on product specific pages

• Even display ads unrelated to intent captured up to 20% of respondent clicks

• Skyscraper 160x600 ad unit observations:

• Drove 7x more clicks when related to intent vs. unrelated

• Viewed 10x more than clicked (eye-tracking)

• Measuring Sales Lift Case Study – AVAILABLE NOW

02. PAID SEARCH

Purpose - To determine how paid search impacts:

• Purchase Intent

• Brand Affinity

• Brand Impression

• % of Clicks

• Eye Tracking

WALMART BRANDED AD RESULTS

• CTR: 16.8%

• Increased:

• Brand affinity

• Brand recall

• Message recall

CO-BRANDED AD RESULTS

• CTR: 7.5%

• Increased:

• Brand impression (manufacturer)

• Brand recall

• Message recall

• Manufacturer purchase intent

HEAT MAP IMAGE

KEY TAKEAWAYS FROM PAID SEARCH RESULTS

• When advertising in the top paid search positions, you can capture potential customers that would have otherwise gone to another retailer

• Co-branded ads with major brand names have the potential to drive additional traffic for both the retail brand and manufacturer

• Manufacturers can expect significant increase in purchase intent for their products when co-advertised with major retail brand

WHAT DOES THIS MEAN FOR YOU?

• Featuring display ads of your brand on a retailer site can increase purchase intent, brand affinity, and emotional connections with your brand

• Display ads related to intent can drive significantly more clicks than ad creative unrelated to intent

• Although clicks are important, it is not the only measure of advertising effectiveness, especially at-retail

• The higher your ad is in the paid search results, the higher the intent to purchase is

• Retailers garner more brand affinity with a particular type of product by advertising in paid search. Ie. Walmart + toys

• Generic search terms lessen the recall of competitive brands when a searcher thinks of a product in the future

DIS

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TODAY’S SPEAKERS

19 juin 2012 Mediative.com

Ben RodierDirector of Publisher [email protected]

Bill BarnesVP Business [email protected]

Ian EverdellUsability & Research [email protected]

DISPLAY ADVERTISING AT-RETAIL EXAMPLES

DISPLAY ADS

BRANDSTORE

SHOPPING TOOL

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