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Ring in the New Year with a bangInsights for digital marketers
Source: Social Vibe, New Year’s Resolutions Study, 2013
$5.6 billion estimated annual spend on New Year’s resolutions
The New Year rings in opportunity for marketers35% of digital consumers plan to spend $25 or more per month initially on their New Year’s resolutions.
Source: University of Scranton, Journal of Clinical Psychology, January 1, 2014
45% of Americans usually make a New Year’s resolution
39% of people in their twenties are more likely to achieve their yearly resolution
But New Year’s resolutionsquickly fizzle
75% maintain their goals through the first week
71%maintain past first two weeks
64%maintain past one month
45% of Americans usually make a New Year’s resolution
Source: University of Scranton, Journal of Clinical Psychology, 1.1.2014
Timing is everything for marketers.
Health and lifestyle New Year’s resolutions take the cake38% of people made weight-loss resolutions in 2014.
Source: 2014 University of Scranton. Journal of Clinical Psychology
1 Lose weight2 Get organized3 Spend less, save more4 Enjoy life to the fullest5 Stay fit and healthy6 Learn something exciting7 Quit smoking8 Help others in their dreams9 Fall in love
10 Spend more time with family
Top 2014 New Year’s resolutions
The Health and Wellness industry is expected to grow to $1 trillion retail value (US).
The Health and Diet industry is not so slim
Source: 1Euromonitor International; 2John LaRosa of MarketData; National Weight Control Registry; American Society for Metabolic and Bariatric Surgery; 3Social Vibe, New Year’s
Resolutions Study, 2013
$20BAnnual revenue of the U.S. weight-loss industry, including diet books, diet drugs and weight-loss surgeries1
108Mpeople on diets in the U.S.2
114,000in the U.S. who were morbidly obese and had bariatric surgery in 20122
52%will target their eating habits, dieting, exercise and physical fitness, making it the top New Year’s Resolutions goal3
The trendiest new ways to get fit this year
Source: Bazaar: the best workout to get fit in 2014
Surfer-inspiredmoves to bring multi-dimension movements to exercises
Under Water work out
CrossFit
Not so hot yoga modo yoga: 95-100 degree
Virtual Workoutlive streaming and online workouts
Dance dance-centric classes including Barl, AKT and Body by Simone
Fitness devices help people actively engage in monitoring their health
48%track fitness
Source: Reasons US Internet Users Would Use a Wearable Health/Fitness Device , eMarketer March 2014
41% track diet and nutrition
29% track sleeping conditions
27% manage stress and mental health
Reasons people would use a wearable fitness device:
Top health apps downloaded on smartphones
Source: Types of Health-Related Apps Downloaded to Smartphones According to US Internet Users, eMarketer: September 2013
66.7% Diet/food
40.3% Weight
26.0% Athletic activity22.9% Sleep
84.1% Exercise and fitness
Happy New Year to Mobile
Source: Deloitte, The New Digital Divide, US Retail, April 2014
50%of sporting goods, games, hobby dollar sales made in store
35%of health/personal care dollar sales made in store
The use of mobile devices before or during in store trip influenced purchases in-store.
Tips: Ad Extensions, like Location Extensions and Call Extensions, can help your customers find you quickly – putting your business address and phone number right at their fingertips. Product Ads allow you to showcase your product online, including an image and product details.
Moms look online to support healthy lifestyle choices
Source: Ways US Mothers Use the Internet for Health & Wellness Activities, 2011-2013, eMarketer October 2013
69% look forhealthy recipes
42% look for diet and exercise websites
Source: 1Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network [4 advertisers involved in the study], Q1 2014.
2Microsoft internal data, May 2013.
Reaching your New Year’s shoppers online and offlineWith the lines blurring between online and offline, Bing Ads can help you reach your shoppers effectively online and on the go.
Want to drive online shoppers to your store front?
Ad Extensions, like Location Extensions and Call Extensions, can help your customers find you quickly – putting your business address and phone number right at their fingertips. Drive in-store traffic with features like store locator, click-to-directions and click-to-call for mobile searchers.
Product Ads allow you to showcase your product and attract more qualified clicks by including images, promotional text, pricing and your company name. Shoppers have a good idea of what they’re clicking on, putting them that much closer to a purchase decision.
Up to 9%higher click-through rate with Location Extensions than with standard text ads2
Up to 29% lower cost-per-click with Product Ads than with standard text ads1
Want to drive shoppers to your website?
New Year’s search activity // PC Tablet
*Source: Microsoft Internal Data, December 2013 – January 2014
New Year’s search activity // Mobile
*Source: Microsoft Internal Data, December 2013 – January 2014
Top weight loss searches during the New Year’s period
*Source: Microsoft Internal Data Analysis: December 2013 – January 2014 across PC, Tablet, & Mobile
Weight loss and diet searches peak days before New Year’s
*Source: Microsoft Internal Data, December 2013 – January 2014
Searches on the Yahoo Bing Network during New Year’sPC/Tablet
Top fitness searches during the New Year’s period
*Source: Microsoft Internal Data Analysis: December 2013 – January 2014 across PC, Tablet, & Mobile
People get serious about resolutions between Christmas and New Year’s
*Source: Microsoft Internal Data, December 2013 – January 2014
Top gym searches: PC/Tablet
People search for “quit smoking” most often
Source: Microsoft Internal Data, December 2013 – January 2014
Top smoking cessation searches during the New Year’s period
And they’re looking for coupons for smoking cessation products.
Smoking cessation searches peak two days before Christmas“Quit smoking” peaks early in the New Year.
Source: Microsoft Internal Data, December 2013 – January 2014
$5.6 billion estimated annual spend on New Year’s resolutions
Capture New Year’s shoppers: words that work
% % Off
Brand
Call to Action
Compare
Diet
Free
Lose/Loss
Millions
Now
Official
Online
Order/Orders
Personalize
Pills Plan/Plans
Proven
Savings
Today
Top Trademark
Try Weight
Work/Work Out
Year
You/Your
NoVar
% Off
Brand Call to Action
Compare
Diet
Enhancers
Free
Lose/Loss
Official
Online
Pills
Plan/Plans
Top
Trademark
Weight
Women's
Work/Work Out
Year
You/Your
NoVar
Words that workHere’s how to read an ad copy “heatmap”
Our study results show that an ad with a “official” in the title and “order” or “orders” in the description has high Ad Quality.
Ad
tit
le
Ad description
Great Poor Insufficient dataGood
Source: Microsoft Internal Data, November 2013 – January 2014
Words that work - Diet and exercise
% % Off
Brand
Call to Action
Compare
Diet Free
Lose/Loss
Millions
Now
Official
Online
Order/Orders
Personalize
Pills Plan/Plans
Proven
Savings
Today
Top Trademark
Try Weight
Work/Work Out
Year
You/Your
Other words*
% Off
Brand
Call to Action
Compare
Diet
Enhancers
Free
Lose/Loss
Official
Online
Pills
Plan/Plans
Top
Trademark
Weight
Women's
Work/Work Out
Year
You/Your
Other words*A
d t
itle
Ad description
Great Poor Insufficient dataGood
Source: Microsoft Internal Data, November 2013 – January 2014
*”Other words” defined as all other words not listed in the Ad Title or Ad description cells in this table
The Yahoo Bing Network delivers value for health and wellness
14M
Source: comScore qSearch (custom), US, June 2014; industry categories based on comScore classifications
Total health searchers
Total health searches
of all health paid clicks
19M
85M
34%
Health searchers not reached on Google
The Yahoo Bing Network delivers an audience more likely than Google to spend on health items online in the last 6 months
Compared to Google, the Yahoo Bing Network audience is:
11%more likely to have spent $200 to $499 on health products online
12% more likely to have spent $500 to $999 on health products online
Source: comScore Plan Metrix, US, December 2013, custom measure created using comScore indices and duplication
The Yahoo Bing Network delivers an audience more likely than Google to spend on health/organic foods online in the last 30 daysCompared to Google, the Yahoo Bing Network audience is:
Source: comScore Plan Metrix, US, December 2013, custom measure created using comScore indices and duplication
18% more likely to have spent $25 to $49 on organic foods
17% more likely to have spent $50 to $99 on health foods
11% more likely to have spent $100 to $199 on organic foods
16% more likely to have spent $100 to $199 on health foods
The Yahoo Bing Network delivers an audience more likely than Google to search for health information online in the last 6 monthsCompared to Google, the Yahoo Bing Network audience is:
Source: comScore Plan Metrix, US, December 2013, custom measure created using comScore indices and duplication
10% more likely to have searched online for information on starting a program to quit smoking
10% more likely to have searched online for information on organic foods
8% more likely to have searched online for information on an eye exam
9% more likely to have searched online for information on starting an exercise program
The Yahoo Bing Network delivers an audience more likely than Google to be involved in quitting smoking
Source: comScore Plan Metrix, US,, December 2013, custom measure created using comScore indices and duplication
42% more likely to own Kawasaki
24%more likely to have bought a prescription from an online pharmacy in the last 6 months for a smoking habit (nicotine addiction)
9% more likely to be a caregiver for someone/other member of household who has a smoking habit (nicotine addiction)
Compared to Google, the Yahoo Bing Network audience is:
This New Year, resolve to meet the Top Movers reportMeet Top Movers – a report that makes it easy to quickly identify performance changes and possible causes.
Spend less time diagnosing campaign changes and more time focused on growing your business.
Learn more about Top Movers here
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Microsoft Confidential
© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.