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The Every Day Digital

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  • Key Findings From Nielsen’s Total Audience Report

    According to Nielsen’s Total Audience report, though the time spent on TV has remained consistently high, the number of channels viewed has declined. According to the report, “Average television channels viewed has flattened or decreased slightly from prior years. This suggests a change in choice order as channels that were once viewed are being replaced by other sources. ”

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    Nielsen’s Total Audience report shows that in the second quarter of 2016, consumers visited 55 PC sites and used 28 smartphone apps, compared to 20 TV channels viewed. There are more PC sites visited than the channels viewed. At the same time the Smartphone site visits increase mirrors the decrease in PC sites visit.

    As the choice is narrowed, with fewer channels to choose from than last year, the percentage of channels viewed remained consistent over last year. The number of average radio stations tuned in increased slightly with a greater choice of channels available.

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    PCs and Smartphones boast the highest average time spent among all devices. On average, adults visit about 55 websites via PC, use 28 apps and visit 44 sites via smartphone, and use 14 apps via tablet, according to the report. Of all the time spent, Adults still spend the most time watching TV, as the average adult spends more than four hours each day watching live TV.

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    Even though options like SVOD are gaining in popularity, consumers with access to a mixture of traditional and newer platforms tend to favor a combination of all options.

    Across all demographics, TV homes with SVOD watch only one less channel than their respective national averages. this could be on account of the fact that consumers in homes with access to SVOD tend to be younger and have higher incomes, both of which watch less television, and consequently, access fewer channels. This includes the all-important 18-34 age group, which watches an average of 14.9 channels, compared with 14.3 channels in homes with SVOD access.

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    To See the full report, click here.

  • 6 Ways to Promote Your Gift Cards

    Bizrate

    According to Bizrate Insights, a survey conducted among consumers of 5000 eCommerce retailers via an online survey presented immediately after completing a purchase, Gift Cards are seen to be preferred by Millennials, with over 70 percent of 18-34 years, stating a preference for receiving Gift Cards. However, there was a gap among consumers hoping to receive a Gift Card and those who plan to buy a Gift card. The survey was, conducted among 11,067 online buyers, ages 18 and over, in the U.S. and Canada and carried out between November 1, 2015 and November 8, 2015.

    According to Card Hub, the size of Gift Card market is projected to grow. In a research shared by CEB TowerGroup, Gift cards represent 18 percent of the money spent by consumers on Holiday purchases and eGifting is likely to trend upwards. The preferred  Gift Cards categories that buyers planned to purchase for Holiday season are Restaurants, Department Store, Coffee Shops, Entertainment and Electronics Store.

    GiftcardsresearchRetailers targeting Holiday Shoppers have designed offers on Gift cards that are focused on customers interests and build on the experiential gifting. The search queries for Gift cards increase in the first two weeks of December and the top search queries for 2015 were restaurant gift cards, best gift cards.

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    Consumer Focused Approach

    Walmart’s robust offering of Gift Cards targeted at Movies and Music fans as well as  restaurant gift cards, provide a wide choice to buyers who want to buy Gift Cards that are likely to be preferred by the target audience. The choice of  retail gift cards provide an offering for consumers that are looking at choosing gifts based on interests. The gift cards value proposition offers a complete suite of gift options for different categories from Apparel, Dining to Entertainment. Combining the products with an e-gift delivery option makes for a comprehensive Gift Card experience from product design to delivery stage. Gift card experience from Walmart is designed around the consumer, with Branding and Design and the User Interface enhanced for Discovery.

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    Key Takeaway 

    Design your Gift card strategy around your core target audience buyer persona, offering different options, with branding and content experience enhanced for mobile discovery. Create a special icon to flag products that have an email delivery option or a special price offer, as can be seen for Walmart’s eCard.

    Pricing Focus

    Amazon designed special offers targeted at buyers of speciality cards, with a 20 percent off for buyers of gift cards, with special packs designed for up-selling. Target also focused on creating special price offers for gift cards and running special offers to promote gift cards.
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    Amazon’s gift cards strategy focuses on creating a value proposition based on pricing and the choice of shopping all gift cards at one place. The choice that is available promises at reducing stress usually associated with finding the right gift.

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    Key Takeaway 

    Usually customers looking for deals and offers around holiday season tend to buy into value offers that can be redeemed after the Christmas sales.

    Giving a choice of retail brands, adds choice for consumers with the possibility to find the right gift for different people.

    Experiential Rewards

    Sam’s  Club has created experiences for Motor Sports Enthusiasts, that features racing Experiences and different Drive packages. Sam’s Club includes  Gift Cards rating that lets customers choose and decide from popular cards that are featured in  “Popular Products” section.

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    Key Takeaway 

    Designing experiential rewards gift cards engages audiences for your brand with one of a kind offers that are not likely to be available off the shelf. Offering Experiential rewards Gift Cards are likely to create greater buzz and social media sharing for Gift Cards.

    Price Match Guarantee

    Best Buy offers consumers to choose from the options available with a Price match guarantee.

    SGCBestbuy

    Key Takeaway 

    Offering Price Match Guarantee on Gift Cards is likely to resonate with audiences as it takes the stress away for Gift Card Shoppers.

    Limited Edition Gift Cards

    Starbucks  Limited Edition holiday cards, embellished with Swarovski crystals in Silver and Blue aimed at engaging audiences with a Lifestyle aspiration, making the card design as a reward in itself. The Gift cards are an extension of other merchandise available at Starbucks with Crystal and Gold embellishments.

     

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    Starbucks promoted Holiday cards with Gift Cards Messaging.

    Key Takeaway 

    Designing Limited Edition Gift Cards are  a way to engage audiences for key occasions that reward your loyal customers.

    Gift Card As A Reward

    Target

    Offering a Gift card linked to a purchase as can be seen from Target’s USD 100 Card linked to an Apple Watch purchase. Linking a free gift card offer with a purchase can help retailers boost sales with a special pricing offer linked to Gift Cards. Allowing time bound offers on Gift cards can further help retailers divert spend in lean sales months.

    Key Takeaway

    Gift Cards can increase sales when used as an incentive and increase sales during low season months.

    Gift Card Statistics
     
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    Giftcardsresearch

  • Key Takeaways from Olympics Campaigns

    Kantar-Millward Brown’s study for Olympics advertising, based on an extensive consumer survey for 2016 Rio Olympics, examined different Creative approaches to understand the creative approach that works best for sports events.

    The Winning creative approach was seen to be Transcendental Narrative approach. Transcendental Narrative  advertising  ties in a purpose and positions the brand for a value or mission making the brand meaningful in a context that transcends the immediate brand portfolio. Transcendental Narratives are seen to resonate with a wider audience and deepen the audience engagement. Examples of Transcendent Narratives is Always campaign for Rio Olympics that generated 27 Million views on YouTube.

    Among the different creative approaches used, the other approaches that seemed to work are the ones with Brand or Product Focus, Olympic Athlete Narrative as in the Case of Under Armour and Olympic Athlete featured as seen for Visa advertising. Though there are generational differences among the different approaches preferred.

    • 56 percent of 18-24 year olds favor ads that speak to the games in an upbeat, fun and humorous way
    • 43 percent of 25-34 year olds prefer ads that speak to the games and athletes in an emotional and moving way
    • 39 percent of Adults 55+ favor ads that are upbeat, fun and humorous. They are
    • also 2x more likely to prefer commercials that explain the product / offer when compared to 18-24 and 25-34 year olds

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    screen-shot-2016-10-05-at-10-11-11-amAthlete Narrative powered campaigns were seen to extend the reach of paid campaigns, as seen for Powerade campaign with Shakur Stevenson ads. The campaign idea can be extended with several video formats and video montages. The Athlete Narrative Powered campaigns that feature games in a humorous, fun and upbeat ways are likely to resonate with all age groups.

    Olympic Athletes featured campaigns  without a narrative, as seen in the case of Visa advertising, provides flexibility to advertisers to feature athletes in different moods or in an upbeat manner to create the engagement. Brand or Product Focus ads do not tailor the ads for the event. They rely upon consistent messaging to communicate and may take significant time to build on the relevance. Strong audience engagement comes from the personal relevance of the brand, emotional resonance or distinctiveness.

     

    Source: Kantar Millward Brown based on Millward Brown Digital / Lightspeed US Consumer Survey, August 2016 (n = 1005)

     

  • Facebook Launches Marketplace

    screen-shot-2016-10-04-at-9-33-31-amFacebook has launched Marketplace in  the US, UK, Australia, and New Zealand on the Facebook app for iPhone and Android targeted at over 18 years old Facebook users. Based on the insight that over 450 Million people buy and sell from each other on Facebook Groups, Facebook Marketplace aims to be a convenient location to buy and sell from each other.

    With Facebook Marketplace, users can discover, buy and sell from each other in the community. Facebook Marketplace is easy to access with Shop icon at the bottom of screen within the app.

    Explore the items that are listed for sale by category or location and price. The details on the product page give product description, the name and profile photo of the seller, and their general location. You can thereafter message the seller and work out the shipping and price. The Facebook Marketplace does not have payment and shipping options.

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    Read more on Introducing Marketplace.

     

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