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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Digital Video Advertising Trends

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TVmobileeMarketer estimates US digital video advertising spend will increase to USD 9.84 billion in 2016, a 28.5 percent change from the previous year. The growth is likely to continue with Digital Video ad spend projected to increase to USD 11.72 billion in 2017 and USD 16.69 billion by 2020.

As per the research conducted by eMarketer, advertisers continue to see a shift in marketing dollar towards Mobile and Desktop advertising, though as high as 60 percent of campaigns utilize cross-device targeting, including connected TVs.

 

According to Videology’s US video Market at a Glance, the key trends defining video advertising spend are:

TV Viewing accounted for 11 percent of Campaign targeting as that enables advertisers to achieve their campaign objectives with technology that allows for audience behavior across devices, adding reach to their linear TV advertising. Addressable advertising helps advertisers reach audiences at scale with a brand experience that is customized based on the viewers choice. Advertisers can optimize ads based on the choice of content and advertising.

Targeting

Viewability is the most common advertising objective. View Through rates and Click Through rates are the other common video advertising campaign measurement objectives.

 

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An aggregate of 45 percent more campaigns utilized connected TV and cross-device behavior as compared to Q1 2015. Mobile advertising in itself grew by 50 percent.

 

TV and devices

The most popular ad duration is 30 second ad spot followed by 15 second.

Aduration

Nearly 96 percent of programmatic campaigns were bought with a Guaranteed CPM.

 

PB