With increased Mobile and Digital advertising budgets over holiday season, to get better response rates to marketing campaigns, brand advertisers are seeing better response to brand advertising campaigns and not only response driven advertising. The trend is seen across mobile, social media, video and other digital advertising channels such as apps, messaging apps and third-party market places. the improved advertising response is reflected in increased budgets for Digital Brand Advertising.
In 2014 there was an increase of 33 percent in digital brand advertising over 2013, as reported by Nielsen. The increase in Brand Digital advertising budgets were reported for 70 percent Marketers surveyed by Nielsen in collaboration with CMO Council.
Macy’s has been named as the Mobile Retailer of the Year for 2014, with brand campaigns that engage audiences with mobile engagement at live contests and User Generated Content. the channel mix that brand marketers are looking at for in 2015 has a greater focus on mobile and online channels.
Retail Brands are increasingly focusing on Apps to target the digital buyer with a focus on rewards programs. Macy’s brand value has reportedly increased 383 percent between the spring of 2013 and 2014, according to Interbrand’s 2014 Best Retail Brands Report.
The shift to digital advertising focus is backed with brand-friendly advertising formats that let brands create campaigns to engage the mobile buyer for improved brand advertising performance.
Brands are looking at increased share of digital advertising spend in channels that are being embraced by their buyers and this includes newer channels such as the messaging apps.
A response driven advertising initiative as reported by Mobile Commerce Daily, Sam’s Club has linked membership sales to its retail warehouse clubs in 2015 by offering consumers a USD 20 gift card usable on mobile devices upon enrollment, with an additional USD 5 for those who share the promotion on Facebook.
New members and existing members that renew their membership status for the upcoming year by Jan. 31, 2015 will be eligible to receive the $20 gift card, which can be used towards any Sam’s Club purchase, from electronics to jewelry. Individuals that share this offer on their Facebook pages can also receive an additional $5 credit for a total of $25, which will be emailed to them as a voucher.
Mobile and other forms of online advertising are the key channels where marketers plan to shift their ad budgets and some at expense of reducing offline channels. 81 percent of marketers planned to increase their use of social and 65 percent of marketers planned to increase their use of digital video for their advertising campaigns.