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  • Twenty Percent View Eighty Percent Of Smartphone Video

    As per the Reach and Advertising impact study by Nielsen, the Top 20 percent of users consume 52 percent of media in terms of the time spent. Furthermore, the Top 20 percent of media users consume 83 percent of Smartphone Video and 87 percent of Stream on PC.

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    Takeaway

    Reach based Targeting such as Radio and Television is less likely to reach the heaviest users. According to the report, “For AM/FM radio as well as live and time-shifted television (the top two platforms for monthly reach), the top group of users drive a much lower percentage of the total usage.”
    Conversely targeting the audience based on Time Usage is likely to deliver impressions with the heaviest usage segment, reaching them multiple times, without bringing in the desired reach.

    According to Nielsen’s “Total Audience Measurement” the media universe a myriad of choices for advertisers. Among newer media options, Social Media on Smartphones and Apps and Web targeting on Smartphones are possible reach building options.

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    At the same time, Branded Content has proven to be more effective than pre-roll advertising for Brand performance metrics by delivering results on Affinity, Purchase Intent and recommendation intent. Examples of Branded Content include online video series that educate viewers on a topic while featuring a brand to integrations within a TV show that include special story arcs to highlight specific products.

    According to Harry Brisson, Director of Lab Research at Nielsen“While there’s no ‘one size fits all’ when it comes to creating impactful branded content, we’ve identified some common themes in our research and content testing that can be used as best practices for making content resonate with audiences.”

     

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    Takeaways

    The five keys for successful Branded Content are Excellent Central Personality, Connection with the audience, Unique and original content, Alignment of Brand and content and Emotional Audience Engagement.

    Branded Content has a positive impact on Brand performance. Engaging content, with higher intent to view future episodes has a positive impact on Brand favorability.

    Partnering with Publishers brings better return for Brands publishing content as it provides context and publisher’s loyal audiences that Brands can target.

    Key Insight For Marketers and Advertisers

    Branded Content can increase the engagement rate with your Target Audience. However given the Pareto Principle for Smartphone video, Brands looking at building reach for their awareness campaign are less likely to target the heaviest users. The heaviest users may be your engaged audience however, replicating the profile of heaviest smartphone video users may limit the reach of your campaign. Targeting heavy users for your reach campaign may also prove to be very expensive. Thus it is important to look at building reach by targeting  users  beyond the existing heaviest users.

     

  • Bing Ads Key Insights For Holiday 2016

    The US retail sales for Holiday Season 2016 are likely to hit USD 868 Billion with a surge in e-commerce volume, that accounts for nearly two-thirds of the season’s Year over Year growth. According to Bing Ads Insights Report, Search Engine Marketing and Organic searches account for more than 50 percent of all sales and acquisition. Online Search is also termed as the “Preferred Channel” for Gifts Inspiration. Nearly 50 percent of the  planned budgets were allocated for Search Engine Marketing and Search Engine Optimization by Retailers in 2015.

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    With the high search volume, during the holiday season advertisers need to be ready with their campaigns as early as the first week of October.

    According to the Insights report, shoppers search categorically with terms like “handbags,” “dresses,” and “mens wrist watch”. Additionally, nearly half of the top searched keywords included gender keywords “mens” or “women.”

    For Electronics and Electronic Gadgets, the top ten searched keywords, according to Bing’s Internal data for 2015, included: “TVs,” “TV,” “headphones,” “wireless headphones,” and “beats headphones.” Additionally, more than 80 percent of searches were non-branded, however 45 percent of clicks  are accountable to  branded keywords.

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    The search volume for leading categories varies with Gift Cards and Clothing or Accessories  accounting for more than 50 percent of all queries for finding the right gift, according to NRF report.

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    Black Friday Week saw click volume double on mobile, however the clicks declined by 21 percent in Cyber Monday Week. The Desktop/Tablet volume continued to increase by 42 and 8 percent for the two consecutive weeks. The CTR sees two distinct peaks. coinciding with online sales during the Black Friday Week and a in the preceding weeks accountable to the early sales announcement. The CPC on the other hand rises at a slower rate during the preceding weeks with a distinct peak during December, as per the Bing’s internal data for Toys Category.

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    Holiday season shoppers plan their purchases early, making retailers plan for an extended Holiday Season Shopping.

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    According to Bing Ads Insights report, Shoppers are by and large Channel Agnostic. The choice of channel depends on value, convenience and reassurance. Shipping, Price-offs and ease of return with an assured quality are key considerations. Though consumers who search on Mobile and Online, anticipate spending 75 percent more while shopping, in-store.

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    To optimize your campaign for the Omnichannel shopper, here are the key considerations.

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    Ad Extensions in Search Ads are proven to bring forth results over and above Organic search.

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    Checklist For Your Campaigns

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  • 5 Key Holiday Season Shoppers’ Insights

    Facebook’s Global Holiday Season Shoppers’ Insights research in partnership with Ipsos titled “Holiday Shopper Study” among more than 21,000 shoppers from more than 15 countries revealed that shoppers start as early as August.

    Key Insight 1

    The holiday season content in 2015 marked the rise of visual content marking a 26 percent increase in posts, photos and videos during the season and 49 percent increase in  video posts.

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    Takeaway

    Resonate with your Target audience with attention grabbing creative  steering target’s attention to your advertisements and posts.

     

    Key Insight 2

    Early Bird offers propelled shoppers to plan early, however as high as 54 percent shopped last-minute in December.

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    Takeaway

    Being early with your offers, helps you grab the attention, however, plan your inventory to last through the season, to prevent buyer remorse.

     

    Key Insight 3

    Self-Gifting is a trend that Brands need to factor in their plans with 52 percent buying gifts for themselves. Mobile shoppers and High Income Earners are more likely to gift themselves.

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    Takeaway 

    Brand Messaging for campaigns targeting Self-gifters with tools such as Wish-lists  can help target the self-gifters. At the same time offers that have a free gift in the Holiday Season Deals  are more likely to appeal to the self-gifting shopper.

    Key Insight 4

    Mobile customers and shoppers turn to Facebook and Instagram News Feed  for Gift Ideas and Inspiration. Users find inspiration from their Instagram News Feed and find ideas from their Facebook News Feed.

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    Takeaway 

    Being early and consistent with your Offers and Deals in the Mobile shoppers News Feed is likely build salience and awareness for your seasonal deals and offers. Plan your social media advertising spend in phases where each phase reflects the Holiday Season shopper journey. Planning your social media posts and content from awareness to advocacy stage is likely to optimize your campaigns.

    Key Insight 5

    Black Friday is a global event. Shoppers from Brazil, US, South Africa and South Korea over index and are most likely to buy on Black Friday as compared to the Globally surveyed shoppers.

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    Takeaway

    Plan your Black Friday offers and deals media buys keeping the Global shopping phenomenon in mind.

     

    Source – Facebook IQ

  • Say Cheese To The Power of Promotion

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    September 5 is National Cheese Pizza Day. Leading Pizza brands are no stranger to the Power of Promotion. Pizza Brands ring in the promotional and brand loyalty by sponsoring Sports Events, offering gift cards that allow fans to enjoy Free Pizza for a year as well as adding Omni-channel capabilities. Now, with National Cheese Pizza Day Fans have reasons to say Cheese.

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    Nurturing the Fans’ enthusiasm for the sport, Papa John’s Pizza tweets and targets regularly during the events. Domino’s announced a Free Medium Pizza for carry-out orders.

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    The game for the cheesy bite seems to be getting tougher. Enter, The Power of promotion.

    Here’s what advertisers and Marketer’s need to know

    As high as 25 percent of the Millennial audience determine their purchases based on Promotion emails and Social Media.

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    Millennials Purchase Decision

    User Generated Content and Promotional offers are the leading factors that influence the Digital shopping behaviour according to a survey of 22,000 respondents carried out by PWC among US, 18 + Millennials. Promotional Loyalty Communications are most preferred via SMS, email and App notifications.

     

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