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Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Date post: 14-Sep-2014
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U.S. Internet users now spend over 30 hours online per week and smartphone users check their device 150 times a day. It’s a whole new world, one where our consumers’ daily lives are increasingly digital. Today’s shoppers have increasingly evolving expectations for retailers to deliver seamless and relevant experiences across all devices. In this session, Leo will walk through what retail brands need to know about the changing shopper journey and how new developments in digital advertising are unlocking new opportunities for marketers to weave themselves into consumers’ digital daily habits to generate results.
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PRESENTED BY Leo Polanowski ⎪ January 30, 2014 ⎪Digiday Retail Summit Connecting Retail Brands With Consumers’ Digital Daily Habits
Transcript
Page 1: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

P R E S E N T E D B Y L e o P o l a n o w s k i J a n u a r y 3 0 , 2 0 1 4 D i g i d a y R e t a i l S u m m i t⎪ ⎪

Connecting Retail Brands With Consumers’ Digital Daily Habits

Page 2: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Retail: 2014

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• E-commerce sales up 12%• Brick and mortar foot traffic down 14.6% • 180% growth in consumers accessing

shopping information on mobile devices

Page 3: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

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125 millions of people who watchedthe season finale of MASH 30 years ago

Media consumptionis fragmented, consumersare distracted

125 millions of people who watchedthe season finale of MASH 30 years ago

10 millions of people who watchedthe series finale of Breaking Badin 2013

2.5 million estimated of people whowatched the series finale ofBreaking Bad without multitasking

Media consumptionis fragmented, consumersare distracted

150the number of times smartphone users look at their device in a day

+ PC + tablet + TV + print + games

Media consumptionis fragmented, consumersare distracted

+life

Page 4: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Daily habits are digital

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U.S. Internet users spend 30 hours per week online

Top 12 daily online habits of internet users

Email

Search

Sports

Socializing

Shopping

Lifestyle

Q&A

News

Music

Games

Video

Blogs

Page 5: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

EYEBALLSBUYERS

CONTRIBUTORS

Digital daily habits have changed the path to conversion

COMPETITIVEALTERNATIVES

PRICINGCOMPARISON

APPS

USERGENERATED

REVIEWS

RECOMMENDATIONSFROM FRIENDS

Page 6: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Knowledge:Information access fuels

extensive pre-purchase

browsing and research

Voice:The rise of

social has made everyone a publisher,

adding more voices to the

mix

Experience:Technology

enables consumers to

personalize their shopping

experience

Digital is delivering a more relevant shopping experience

Page 7: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

I agree with the following statement:

Mobile is extending the shopping process and adding convenience

Page 8: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

YOUTHE RETAILER

SMARTPHONES

READERS

SOCIAL

TABLETS

VIDEO GAMES

PCs

Data Intelligence: Reach your

consumers in smarter ways

with digital

Digital daily habits enable personal connections

Page 9: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

• Explicit and implicit personal data

• Click behavior

• Social graph signals

• Declared interests

• And much more…

User data powers personalized experiences

Data from across the web powers personalized

experiences like never before

Page 10: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

What does this mean for retail brands?

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Page 11: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

When ads and content are both personalized, ad receptivity increases by 40%

Page 12: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

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Search ady% avg CTR

Display adx% avg CTR

Integrating search with displaySearch y% CTR + 1.4x display

Integrating search with dynamic display search y% CTR + 3x display

Merging search & display delivers more powerful results together

Page 13: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

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Display only

86% increasein conversions vs display only

Display + Search Search only

24% increasein conversionsvs search only

Merging search & display delivers more powerful results together

Page 14: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

• Dynamic, customized display ads leverage the strong intent of signal search keywords

• Expand Your Reach - Harness the power of search intent signals beyond the search results page.

• Personalizes Your Creative at Scale - Personalize your ad creative based on keyword-level intent signals and other data points at scale

• Boosts Your Performance- 131% CTR lift vs. static creative; 100% lift in conversion rates vs. regular search retargeting ads!

Benefits

1

2

3

Personalized Search Retargeting

Personalized Search Retargeting

Page 15: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Yahoo partnered with the advertiser to launch a PSRT campaign, leveraging the advertiser’s existing keyword list from a sponsored search campaign.

Based on search queries, PSRT leveraged the user’s granular search intent data to retarget the user with a highly-personalized ad.

ChallengeLeading online brand for premium event seating and ticket sales wanted to generate interest and drive sales in an extremely crowded online market.

ResultsStrategy

18% ROI

Two-fold increase in website visits while the PSRT ads were running on the Yahoo network.

The use of the search keywords intent led to a 489% lift in CTR over typical remarketing campaigns!

Retailer Case Study

Page 16: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Delivering 200X more than a leading search provider

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By combining search with display to expand marketing reach

XX million people searched for the top 50bidded non-brand keywords for credit cards

Point solution Integrated solution

Client bought 12MM SEM impressions

80,000 users clicked on Search Ad (7% CTR)

80,000 retargeting opportunities

16 million people searched for the top 50 bidded non-brand keywords for credit cards

Client bought 3MM SEM impressions

18,000 users clicked on Search Ad (6%CTR)

16,000,000 retargeting opportunities

Page 17: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Recap

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Page 18: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

EYEBALLSBUYERS

CONTRIBUTORS

Retailers face a complex, changing path to conversion

COMPETITIVEALTERNATIVES

PRICINGCOMPARISON

APPS

USERGENERATED

REVIEWS

RECOMMENDATIONSFROM FRIENDS

Page 19: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

With hundreds of partner choicesBrands have tried to solve this with point solutions

Rich Media

Video Ads

MobileDisplay

Dynamic Creative Social

Exclusive Events

Native

Retargeting

Audience Targeting

Direct Response

DSP

SponsoredContent

Branded Entertainment

Search

MobileSearch

DatabaseTargeting

Ad Network

And no universal measurementacross solutions

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Page 20: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Yahoo delivers a better wayYahoo advertising, the only unified digital advertising solution in the market

Premium

Native

AudienceSearchSearch

Mobile Search

Rich MediaVideo Ads

Exclusive Events, Sponsorships

Mobile DisplayDynamic Creative

Social

Native

Sponsored Content

Retargeting

Audience Targeting

Database MarketingDSP

Ad Network

Direct Response

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Across devices and formats with robustanalytics. Buy direct or programmatically.

Page 21: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Yahoo offers a different approach through our unified advertising solutionA continuous increase in Yahoo ad solutions leads to exponential lifts in performance

+ Mobile/Tablet

8X conversion increase 22% CPA decrease

+ Premium

23X conversion increase16% CPA decrease

+ Audience

59X conversion increase37% CPA decrease

Video= = =

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Page 22: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

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Unite your retail brand with your consumers’ daily habits

Page 23: Breakfast Workshop with Yahoo!: Connecting Retail Brands With Consumers' Digital Daily Habits

Thank you.

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