2019 - asda media partnerships...banners drive conversion drive to aisle drive to store 7 8 ... jan...

www.asdamediapartnerships.com

Experts In Marketing Campaigns That Deliver

Contacts

/ Fresh [email protected]

/ Ambient [email protected]

/ Non edible [email protected]

/ General merchandise [email protected]

/ Web address www.ASDAmediapartnerships.com

In partnership with 2019


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Contents

ASDA Media Partnerships 02

/ Why invest in ASDA? 03

/ JMP Planning and Delivery 04

/ Primary Objectives 05

/ Secondary Media Objectives 06

/ Media Planning Framework 07

/ Events and Moments 08

/ New and Exclusivity - Merchant’s Den 09

/ New and Exclusivity - Asda Innovation Awards 11

/ Always On 13

/ Pricing and Discount Structure 14

/ Implementation: Accessing the Compliance Portal 15

/ Evaluate: Insight and Reporting 16

/ Report Examples 17

/ Case Study: Brand Partnerships 18

/ Case Study: A Great Merchant’s Den Gold Package 19

/ Case Study: Getting Involved on a Smaller Budget 20

Driving footfall to store/website 22

/ Good Living magazine 21

/ Online Grocery Checkout Order Confirmation Banner 24

/ Online Grocery Sampling 25

/ Email 26

/ Social 27

/ ASDA 48-Sheet 28

Drive To Aisle 30

/ Car Park Banners 31

/ Security Covers 32

/ Digital 6-Sheets 33

/ Bollard Covers 34

/ Trolley Bays 35

/ ATMs 36

/ Online Grocery Navigation and Promo Banners 37

/ Online Grocery Search Banners 38

Driving Conversion 40

/ ASDA FM 41

/ Trolley Panels 42

/ Shelf Barkers 43

/ Booklets 44

/ Branded GE and Shippers 45

/ Digital Wall 46

/ Retailtainment 47

/ Sampling Opportunities 48

/ Online Grocery Shopping 49

/ In-app 50

/ Takeovers 51

/ Pick & Mix Brand Zones 52

/ Triggered Targeting 53

/ The AMP - Our Partners 54

ASDA Media Partnerships

www.asdamediapartnerships.com www.asdamediapartnerships.com

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Why Invest in ASDA?

£78average online basket size, compared to online retail average of £75

items on average per online basket

43of ASDA households have children living with them, including older dependents

47.4%

Each customer spends an average of

per visit

£24.58

of shoppers order online monthly

32%Frequent online shoppers spend a weekly average of 1.73hrs shopping for groceries online

Compared to the national average, ASDA has a higher spend profile of young shoppers and a greater spend % of social classes C2, D and E

19.7 millionhouseholds shopped in ASDA during the last year

of shoppers order online weekly

7%

The average customer makes

trips to store per year

28.9

£730.88over the year

The average spend per household is

3xFor every online shop, GHS customers shop in store

Our in-store primary shoppers account for £13bn annually

A clear working process, a dedicated account and project management team and regular contact with the supplier ensure that campaigns are planned, managed and delivered efficiently and effectively.

Before the start of each year, we will share with our suppliers the relevant ASDA category priorities and follow up with a meeting to understand supplier strategy, priorities and objectives before feeding back our recommendations for effective media alignment, broken down by quarter.

JMP Planning and Delivery JMP Kick-off

Category review

Category priorities are set

Monthly JMP meeting

• Are we on track?• Actions

Quarterly review

• Recap on priorities• Insights and ROI

JMP kick-off

Annual meeting to align business

priorities with category and

supplier

Supplier briefing

Briefing pack sent to supplier

Yearly proposal – phased by quarter Events/Moments/New/Always On/Branded

Category Suppliers

Sales performance

Future objectives

Media performance

and objectives

Business objectives

Marketing priorities

Brand plans


5 6

Secondary Media Objectives & Key MessagePrimary Objectives

Drive to Store/Website Drive to Aisle Drive Conversion

Entrance Media

Online Grocery Search Banners

Trolley Bays

Online GroceryTaxonomy Banners

EducateDrive toBrand

On-shelfpromotion

CompetitionEngagement Events ServiceDrive toCategory

NewCrossSell

QualityUpsell RangeOff-shelfPromotion

Value

Digital 6 Sheets

Retailtainment

Online Grocery Ad-served Banners

A briefing form will be sent out for completion, from which your campaign is optimally planned based on primary and secondary media objective + key message(s).

BEST

PRICENEW

Key Message

£

£PROMO

From this information we can recommend the best media and targeting tools as well as ad creative (where required) to best deliver your campaign and achieve your KPIs.

Our team are happy to discuss this with you to ensure objectives and expectations are aligned prior to booking. Please note that all campaign reporting will link back to the objectives and key messaging agreed.

Social/Email

Good Living Magazine

Press/Leaflets

OOH

Commercial Radio

Online Grocery

Sampling

ASDA FM

Online Shopping Takeovers

POS

Product Inserts/Mini Trolley

Banners

SamplingBrand Zones

Trolley Panels In-App

Favourites/Check Out Before You

Go/Special Offers Banner

Rate and

Reviews

Secondary Media

Objective

Media Planning Framework Events and Moments

ASDA events and moments are commercial opportunities throughout the year that reflect the spikes in customer footfall, traffic and sales.

Events are promoted by ASDA in store and online, linked to seasonal trends such as Valentine’s Day, Mother’s & Father’s Day, Easter, Back to School, Halloween and Christmas.

Moments are points in time that inspire ASDA customers to spend that little bit extra, and provide suppliers with the opportunity to increase their share of voice, motivate trial, drive premiumisation and ultimately drive incremental sales.

We want to make your budget work as hard as possible, reaching as many ASDA shoppers in the right place at the right time.

The diagram below illustrates the media types that will best achieve that reach, starting on the right with lower cost, high reach formats and building to include impact and engagement formats.

INV

ES

TM

EN

T

REACH

Ratings & Reviews

6 Sheet Special Build

48 Sheet Special Builds

Department Takeovers

Category Takeover

Sampling

Brand Zones

Retailtainment

Online Grocery

Competition

ASDA.com HPTO

Branded GEs

Ad Served Banners

Social GHS Sampling

App Notifications

Digital 6 Sheets

Good Living Mag

Branded Pages

APN

Trolley Panels

Branded Emails

Trolley Bays

Online Grocery

HomepageCar Park Banners

Online Grocery

TaxonomyBollard Covers

GHS Checkout

Security Covers

SearchBanners

Drive conversion

Drive to aisle

Drive to store

87

Aligning your brand with a seasonal ASDA event is a great way to create an impact, ensuring that EVERY customer sees your promotion throughout their entire path to purchase, in and around the store as well as across ASDA’s digital channels.

FavouritesASDA

FMSpecial Offers

Shelf Barkers

Online Product Inserts


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JAN FEB MARCH

EVENTS

MOMENTS

APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

RollBack

Rollback27 Dec - 31 Jan

RollBack

Rollback29 Aug - 3 Oct

Halloween24 Oct - 31 Oct

Christmas21 Nov - 26 Dec

New Year26 Dec - 2 Jan

Valentine’s Day7 Feb - 14 Feb

Mother’s Day21 Mar - 28 Mar

Easter11 April - 25 April

Father’s Day6 June - 13 June

Allergy Season2 May - 30 May

May Bank Holiday16 May - 27 May

Holiday Shop25 Apr - 30 May

World Gin Day30 May - 8 June

Back to School15 Aug - 3 Sept

dadmum


Chinese New Year

31 Jan - 5 Feb

Pancake Day28 Feb - 5 Mar

Burn’s Night17 Jan - 25 Jan

Spring Clean28 Feb - 28 Mar

National Sandwich Week

16 May - 26 May

Taste of Italy4 July - 11 July

Great BritishBank Holiday15 Aug - 26 Aug

The Big Clean29 Aug - 26 Sept

Bake Shop29 Aug - 7 Nov

Winter Warmers31 Oct - 27 Feb

Bonfire Night24 Oct - 5 Nov

Winter Meds28 Nov - 27 Feb

Saturday Night In

3 Oct - 24 Oct

Wimbledon27 June - 14 July

Pets, Pets, Pets1 Aug - 8 Aug

Going to Uni29 Aug - 19 Sept

School Holidays18 July - 22 Aug

Tis the Seasonto be Cleaning

7 Nov - 28 Nov

NationalCurry Week17 Oct - 27 Oct

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Entrance Media Holdout Weeks

New and Exclusivity – Merchant’s Den

Merchant’s Den Package Gold Silver Bronze

Spend Threshold £450K £300K £150K

Added Value Media* 20% 15% 10%

Space** Incremental Promotional Space

Exclusivity Period 12 Weeks 8 Weeks 4 Weeks


Space** Incremental Promotional Space

Merchant’s Den Package Blue Red Yellow

Spend Threshold £100K £50K £25K


JMP Supplier Merchant’s Den Packages Exclusive Assets

Non-JMP Supplier Merchant’s Den Packages

Exclusivity Packages

Sponsorship

These packages are not accompanied by a spend threshold, allowing all suppliers to deliver fantastic new launches with ASDA.

As a further added value bonus for 2019, each of our Merchant’s Den Dragons will have a ‘sponsorship’ package worth £100k† to give to their favourite product pitched. This incremental budget will be planned alongside your package by the AMP.

* Added value media is exclusively chosen, planned and booked at the AMP’s discretion and is non-negotiable. ** Space – subject to commercial discussions with the trading team.† This budget will not include discounts or added value.

New and Exclusivity – Merchant’s Den

Die-cut Security Covers

Branded Car Park Banner Inside Front Cover – Gatefold

Die-cut Bollard Covers Special Build 48 Sheets Digital 6 Sheet Wrap


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New and Exclusivity – ASDA Innovation Awards New and Exclusivity – ASDA Innovation Awards

2018

229,234 customer votes

AIA Process To enter your product

Suppliers can nominate any new product launched in 2019

For 6 weeks ASDA customers vote for their favourite NEW products across award categories

Customer votes collated to provide the top three products

in each award category

An independent panel of industry experts decide the winner from each category as well as the overall

product of the year

The winning NEW products are announced at the awards ceremony

Award Categories

Fresh Food

Chilled Food

Frozen Food

Food Cupboard

DrinksHealth

& Beauty

Laundry & Household

PetBaby & Toddler

Volume

Driving

increased category

participation

Innovation

Exclusivity on NPD,

innovative product,

new to ASDA

Value

Incremental

sales to category

product sales

vs. forecast

Simplicity

Right first time

implementation

£1,000 fee to enter the AIA

All products that are successful in Merchant’s Den or offer a period of

exclusivity are automatically entered into the voting process FOC

All new products are reviewed against the following criteria to be short-listed

for the vote

All entries receive

• Product featured online in ASDA’s NEW hub for 12 weeks

• Generic media drives to the hub

• 1 week promotion on ASDA FM


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Always On

While seasonal occasions lead to spikes in customer spend, we know that ASDA customers shop continuously throughout the year. An Always On strategy ensures that customers are continually aware of the best deals and that your brand remains front of mind… not just at Christmas!

Average ASDA customer

28.9trips to store each

year. av. spend

£24.58

50%of consumers

state that they do a weekly shop at

the store

Onlineconsumers spend

£78 per shop,

on av. 15.4 times per year

Reduce Peaks and Troughs

Support your brand and category sales in reducing the drops in sales

outside of ASDA events. Grow category share of voice in-store

and online

Visibility

Constant reminder to shoppers that ASDA’s still here and we have the best brands with the best deals

in your category, irrespective of events and feature space

Customer-first Agenda

Put your customer first – customers don’t shop six times a year… so

remind them of the great reasons to buy your brand all year round

Always On

Year

Sale

sJAN FEB MARCH

EVENTS

MOMENTS


RollBack


RollBack














dadmum


Chinese New Year

31 Jan - 5 Feb





16 May - 26 May








Saturday Night In

3 Oct - 24 Oct






7 Nov - 28 Nov


JAN FEB MARCH

EVENTS

MOMENTS


RollBack


RollBack














dadmum


Chinese New Year

31 Jan - 5 Feb





16 May - 26 May








Saturday Night In

3 Oct - 24 Oct






7 Nov - 28 Nov


JAN FEB MARCH

EVENTS

MOMENTS


RollBack


RollBack














dadmum


Chinese New Year

31 Jan - 5 Feb





16 May - 26 May








Saturday Night In

3 Oct - 24 Oct






7 Nov - 28 Nov


JAN FEB MARCH

EVENTS

MOMENTS


RollBack


RollBack














dadmum


Chinese New Year

31 Jan - 5 Feb





16 May - 26 May








Saturday Night In

3 Oct - 24 Oct






7 Nov - 28 Nov


JAN FEB MARCH

EVENTS

MOMENTS


RollBack


RollBack














dadmum


Chinese New Year

31 Jan - 5 Feb





16 May - 26 May








Saturday Night In

3 Oct - 24 Oct






7 Nov - 28 Nov


JAN FEB MARCH

EVENTS

MOMENTS


RollBack


RollBack














dadmum


Chinese New Year

31 Jan - 5 Feb





16 May - 26 May








Saturday Night In

3 Oct - 24 Oct






7 Nov - 28 Nov



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Pricing & Discount Structure

A single rate card has been put into place for 2019 including a standard discount structure that applies across all AMP media.

*Events booked by suppliers: Valentine’s Day, Mother’s Day, Easter, Father’s Day, BTS, Halloween, Christmas, Rollback

Exceptions: external media – incl. Social

Alignment Discount Supplier Discounts

Corporate Events* 30% Plat Gold Silver Bronze Non-JMP

New See page 9 JMP F/c Spend £4m+ £2m+ £1m+ £500K + < £500K

Digital 30% 25% 20% 15% On Appr

Core and sampling 25% 20% 15% 10% On Appr

Click through to store level

detail

Supplier portal still in development, so visuals may differ from example above


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Evaluate: Insight and Reporting

Every campaign’s performance is measured to track delivery of KPIs, highlight uplifts (or declines) and understand media effectiveness.

Our standard Post Campaign Analysis provides an excellent level of detail including learnings and recommendations for future use. If further insight or analysis is required, please speak to your Account, Campaign or Insight Manager.

Summary• Campaign summary – dates,

media, objectives, message, campaign value

• Total ROI summary vs. target

• Total sales uplift

1

ROI Analysis• By store, days and times

• By region

• By target segment (digital)

• By message

• By objective

5

Sales Uplift• Sales performance & uplift

• Value and volume

• Pre vs. active vs. post

• YoY/comparable period

• Online & in-store

• By region and store

2

eCommerce• Low and high penetration

products online

• Basket affinity

• Device

• ROPO

6

Media• Media effectiveness

• Value and volume

• Overall, individual & combination

• Pre vs. active vs. post

3

• Testing campaign across multiple media and/or creative

• Testing store selection

7

Sales Analysis• By store, days and times

• By region

• By target segment (digital)

• By message

• By objective

• PPG share/ranking

4

NPD Analysis• Calculating uplift and ROI

on NPD products (using Test and Control?)

• Evaluate store selection

• Suggested media for future NPD campaigns

8Test & Control Campaign Analysis

Review compliance at media level...

Review compliance at store level...

Implementation: Accessing the Compliance Portal

For every supplier working with ASDA, access is given to our compliance portal. A summary of campaigns provides full transparency on the delivery of your media.

Example view of compliance portal

How the compliance portal is used

Halloween 98%

compliance

GHS 100%

compliance

Going to Uni 99%

compliance

Bollards 100%

compliance

Back to School

100% compliance

Car Park Banners

95% compliance

BBQ 96%

compliance

Barkers 99%

compliance

Summer 97%

compliance

ASDA Mag 97%

compliance


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Report Examples

Conclusions Recommendations

Client name

Bollards 4 per store (1) and Security Cover tier 1

Stores Featuring Media

Control Group

Campaign Name Investment: £XX,XXX

781% = £155,766

Value uplift vs. pre-period

Value uplift for featured products during vs.

pre-period

278%

Value uplift YOY

Value uplift for featured products during vs.

pre-period

12%

Value uplift brand

Value uplift for the brand that enjoyed a

halo effect

Product price analysis

-18%

Average price reduction on featured

products

Featured product uplift (best performing media)

39%

Sales uplift achieved in Border region

Brand uplift (best performing media)

45%

Sales uplift for ASDA Direct, making it the top performing store format

Campaign Media 01/01/19 - 01/02/19

Campaign Summary Report

Media uplift (excl. price promo)

A clear campaign

uplift is visible in the graph

Drive to Store/Website Drive to Aisle Drive Conversion

“ ”

Case Study: Brand Partnerships

Coca-Cola World Cup

For the 2018 FIFA World Cup, Coca-Cola partnered with ASDA to promote a global charity initiative called Pass the Happiness. The campaign objective was to raise awareness of the partnership while driving sales of the Coca-Cola range.

The tactic employed was to encourage customers to vote for one of the charities below, which in turn would provide bespoke footballs to underprivileged countries to allow the children to feel part of the global event.

The challenge was to maintain the momentum of the campaign throughout the World Cup while keeping the messaging relevant, engaging and fresh.

A collaborative approach across multiple stakeholders from Coke and ASDA resulted in the development of an omni-channel media campaign, showcasing a range of customer messages. The campaign included incremental branded feature space in-store, a first to market voting portal through Online Groceries, updates through social media on the voting tally and of course, high impact creative across the ASDA media portfolio.

Market Leading Deals

360° Media Campaign

EngagementOmnichannel Platform

It has been fantastic to work with Asda and all of the teams to land this truly collaborative event in

store and online whilst looking to support underprivileged youth across the world.

Michael Keller, Brand Marketing Manager, Coca-Cola


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Case Study: A Great Merchant’s Den Gold Package

SCJ – Glade Christmas Scent Launch

In September 2017 SCJ won the support of ASDA’s Merchant’s Den to launch their new Glade Christmas fragrance range.

The launch ran exclusively with ASDA, with high-impact creative on billboards in proximity to ASDA stores, store entrance media, as well as a comprehensive digital campaign on ASDA.com

Campaign Media

• 48 sheet special build

• Digital 6 sheet wraps

• Digital 6 sheet full motion

• Car park banners

• Die cut security covers

• Die cut bollard covers

• Aisle insert air fresheners

• Aisle promo air fresheners

• Scented strut cards

• Category nav banners

• Category takeover

Exclusive to ASDA

Case Study: Getting Involved on a Smaller Budget

Symington’s Mug Shot ran a digital 6-sheet, full-motion, fully branded campaign for 1 week outside ASDA stores, driving notable value uplift during and post campaign. A simple solution with a direct impact on sales!

ASDA offer supplier opportunities to suit all budgets and requirements, starting from as little as £500. This could include store selection from 25 stores utilising entrance media, ASDA FM and point of sale promotion.

Please consult with our team to explore the possibilities.

“ ”

We were really happy with the performance of the 6 sheets as they really caught the attention of shoppers, leading

to higher engagement at the fixture!”

Heather Jackson, Category Manager, Symington’s

Category: Core Grocery

• Under £30k investment: 1 week campaign

• Primary objective: Drive to aisle

• Secondary objective: Drive to brand

• Key message: New, range, inspiration

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Case Study: Getting Involved on a Smaller Budget

Category Campaign: Beauty & Toiletries

• Under £60k investment: 3 week campaign

• Primary objective: Drive to store/website

• Secondary objective: Drive new shoppers to category

• Key message: Value, range, upsell, cross-sell

Performance example report [above] shows that media boosted the overall sales across stores while the price remained stable.

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Formats: Cat Nav Banner, Car Park Banner, ASDA FM & Women’s Weeklies Mag Page

Driving footfall to store/website

Good Living is a monthly lifestyle magazine with a family focus, featuring food, home, fashion, beauty and health ideas.

Upbeat, positive and with a spirit of fun, Good Living can help when you’re stuck for midweek meal ideas, but also gives you guilt-free ‘me-time’ with inspiring stories and fun reads.

Circulation1,775,500

ReadershipAwaiting PAMCo data

FrequencyMonthly

Media objectiveDriving footfall to store

Additional information75% female35-54 core age range17% have children aged 0-4 years

Typical lead time8 weeks

DRIVE TO STORE/WEBSITE

Primary Media Objective Secondary Media Objective Key Message

Drive to store/website Off-shelf promotion Value

On-shelf promotion Quality

Upsell New

Cross-sell Service

Competitor steal Events

Drive to category Educate

Drive to brand Competition

Engagement

Commercial formats

Display page

DPS Co-fund Product placement

Page advertorial

DPS advertorial

23 24


Good Living Magazine

The checkout order confirmation banner features after the customer has locked down their order.


Online Grocery Checkout Order Confirmation Banner

Reach1.6 million visitors across format coverage

CoverageDesktop, mobile, tablet

Duration3 weeks

Media objectiveDriving footfall to website

Additional informationGreat for brand awareness. Banner enables customer to click out of Online Grocery to an external site.


Grocery Home Shopping sampling is an ideal way of engaging with the ASDA online shopper in their home.

We can target large numbers of shoppers with a single leaflet or a range of chilled, non-edible or ambient samples, handed directly to the customer, individually or packaged in a branded box, upon delivery of their online grocery order.

Reach22,000

CoverageTargets 97% of deliveries from our 3 largest depots

Duration2 weeks, usual campaign length


Additional informationOpportunity for brands to drive brand equity and showcase packaging, whilst customers can try the product in the comfort of their own home




Drive to store/website Off-shelf promotion Range

Drive conversion Upsell Quality

Engagement New


Educate/inspire

Single sample Leaflet Sample with leaflet Sample box

Commercial formats

25 26


Online Grocery Sampling



Drive to aisle Upsell Range

Cross sell Quality

Drive to category New

Engagement Service

Events

Competition

Leverage ASDA’s extensive audience of loyal email subscribers.

Make your brand the centre of attention with a reach of up to 5m per email panel. Each dedicated weekly ASDA email is tailored to different products and audiences, with the extended capability of targeting a selected demographic across numerous emails on an impression-based system.

ReachAverage open rate: 17-30%Average CTR: 4-15%

CoverageDependent on email type

Frequency/DurationDependent on campaign

Media objectiveDriving footfall to website

Additional informationFurther creative options available to increase engagement such as GIFs, carousel and personalised images



Email

Use a range of targeting methods to reach the right customer at the right time.

Our Facebook posts can target customers using demographics, location, interests and behaviours.

Twitter is a great platform for ASDA to amplify campaigns with branded tweets and drive sales amongst dedicated followers.

ReachDependent on campaign

CoverageFacebook: 31 million monthly users(ASDA has 1.7 million followers)Twitter: 15 million monthly users(ASDA has 430k followers)

FrequencyDependent on campaign

Media objectiveDriving footfall to website/store

Additional informationFacebook accounts for one in every six minutes spent online and one in every five minutes spent on mobile (global), making it a great platform for reach

Typical lead time6-8 weeks





Cross-sell Quality


Engagement Service

Events

Competition

Educate/inspire

Commercial formats

Video Carousel Collection Simple Competition

27 28


Social

48 sheets are a high frequency broadcast medium with high dwell time, providing the opportunity to create impact at scale.

ReachDependent on volume booked

CoverageDependent on volume booked

Frequency2 weeks minimum


Additional informationPriced depending on brief. Standard formats geographically targeted. 5 UK sites available for special build formats

Typical lead time4-6 weeks





Cross-sell Quality


Drive to brand Service

Events

Commercial formats

48 sheets

ASDA 48 Sheets

303029


Driving to aisle

High-impact, large poster-format media, useful for influencing customers as they enter the car park and walk from car to store.

ReachUp to 15.8 million shoppers

CoverageUp to 366 stores

Duration1 week

Media objectiveDriving footfall to aisle

Additional informationTiered car park banner distribution allows for different package options to suit all campaigns


DRIVE TO AISLE

Commercial formats


Drive to aisle Cross sell Value

Drive to category Range

New

Events

• Standard format • Tailored content and design

31 32


Car Park Banners

Large, eye-level security gate covers clearly communicate your message as customers walk into store, whilst driving footfall to specific aisles.

ReachUp to 16 million shoppers


Duration1 week


Additional informationEnsures your promotion is at the front of customers’ minds as they enter the store. Tiered options available. Can offer bespoke design for Big Bets.


DRIVE TO AISLE

Commercial formats


Drive to aisle Off-shelf promotion Value

Upsell Range


Drive to brand Events


Security Covers

Entrance 70-inch digital screens are situated at the front of the store to maximise visual impact and prompt the customer as they enter the store.

Target your campaign by region, at specific times of day or season, or trigger specific creative dependent on the weather to ensure customers see a relevant message.



Frequency2 weeks recommended, however digital allows for daily activation

Media objectiveDrive footfall to aisle

Additional informationMultiple creatives can be used to promote your range or to reflect moments in time


DRIVE TO AISLE

Static Part-motion

22C

11C

Full motion Triggered creative



Upsell Range

Cross sell Quality


Engagement Service


Competition

Educate/inspire

Commercial formats

Digital 6 Sheets

33 34


An opportunity each week to advertise your product on a minimum of four bollards per store.

Bollards used are located closest to the store entrance to help drive customers to your product in store.


CoverageIn our top 340 stores, 4 per store

Duration1 week


Additional informationCan have 4 different creatives per store. Can offer bespoke packages for Big Bets.


DRIVE TO AISLE


Drive to aisle Drive to category Value

New

Events

Commercial formats


Bollard Covers

Large vinyl posters attached to the trolley bays offer great visual impact as customers collect their trolley and enter store.

Implemented by a third-party agency so full compliance can be provided for each campaign.



DurationUp to 3 weeks


Additional informationHigh dwell time as customers walk towards the bays and collect their trolley. Fully branded options available, enabling suppliers to replicate above-the-line campaigns.


DRIVE TO AISLE


Drive to aisle Off-shelf promotion Range


Engagement Educate/inspire

Drive to brand

Commercial formats


35 36


Trolley Bays

22C

11C

ASDA has a network of ATMs across its store portfolio, reaching a huge audience on a 1-2-1 basis. Each advert is served during the transaction, meaning the audience is 100% focused on the screen for an average of 43 seconds, and therefore audience impact can be guaranteed.

ReachUp to 13.5 million ATM ad views

CoverageUp to 624 ATMs

Duration1 week


Additional information60% spontaneous ad recall82% prompted ad recall


DRIVE TO AISLE

Commercial formats



Upsell Range

Cross sell New

Drive to category Service


Weather thermal targeting

Day part targetingGender targetingLocation targeting

Customer survey/ questions

ATMs

Online Grocery Navigation Banners have a high-impact placement to showcase a range of products as the shopper navigates around the site.

Online Grocery Native Promo Banners sit within the product list section of the page and are available throughout the whole site taxonomy.

Reach3 million visitors across format coverage

CoverageApp, desktop, mobile, tablet

Duration1 week

Media objectiveDriving footfall to aisle/conversion

Additional informationAvailable at category, department, aisle and shelf level. Can feature up to five products depending on location


DRIVE TO AISLE



Drive conversion Drive to brand Range

Quality

New

Service

Events

Competition

Commercial formats

Category navigation banner Native promo banner

37 38


Online Grocery Navigation and Promo Banners

The search function is a key method of navigation around Online Grocery. Search banners provide a strong placement to reach online customers with highly relevant content.

Reach2.4 million visitors across format coverage


Duration1 week

Media objectiveDriving footfall to aisle/conversion

Additional information46% of customers shop through the search function


DRIVE TO AISLE



Drive conversion Drive to category Range

Drive to brand Quality

New

Service

Events

Competition

Commercial formats

Online Grocery Search Banners

4039


Driving conversion

22C

11C

Up to 18 million ASDA customers per week on the only live, in-store supermarket radio station in the UK. BBC Radio 1, by comparison, has a reach of 9.2 million listeners.

ReachUp to 18 million per week


FrequencyDependent on campaign, complete 24/7, 365 flexibility

Media objectiveDrive conversion

Additional information45% say radio adverts catch their attention. 64% say they notice ASDA FM when shopping. Time-target specific stores to ensure you speak to the most relevant customers for your brand. Items advertised on ASDA FM had a +2.4% sales uplift & +1.2% uplift in total store sales.


DRIVING CONVERSION

Commercial formats


Drive conversion Off-shelf promotion Value


Cross-sell Quality


Engagement Service


Competition

Educate/inspire

10 second spot 30 second spot Sponsorship Interview Triggered

10s 30sSP

Trolley panels enable brands to be present throughout the entire shopping journey, from car park to checkout – typically over 45 minutes of exposure.

ReachUp to 66 million footfall/4 weeks


Duration4 weeks

Media objectiveConversion

Additional information100% compliance guaranteed. They drive and direct shoppers to the relevant aisle – resulting in ad coverage across the entire store.


DRIVING CONVERSION

Commercial formats


Drive conversion On-shelf promotion Value

Upsell Range

Cross-sell New

Drive to category Events

Engagement

Drive to brand

• 2D image • Lenticular prints • Directional messaging

Trolley Panels

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ASDA FM

See your brand stand out against competitors’ on the shelf to influence the customer’s purchasing decision at this pivotal moment in the customer journey.



Frequency3 weeks


Additional informationBranded barkers and booklets provide the last opportunity to influence customers at the vital point of purchase, where 76% of all buying decisions are made


DRIVING CONVERSION


Drive conversion Cross-sell Quality


Engagement Events


On-shelf promotion Educate/inspire

Commercial formats

DRIVING CONVERSION

Info barker LTTT barker

Lenticular barker 1st angle

Lenticular barker 2nd angle

New/New & Exclusive barker

Poparoma

Pringles

Xxxxxx xxxxxxxXxxxxx xxxxxxxXxxxxx xxxxxx.

D.U. XX/XX/XXXXXXXXXXX

Pringlestortilla chipsXxxxxx xxxxxxxXxxxxx xxxxxxxXxxxxx xxxxxx.

D.U. XX/XX/XXXXXXXXXXX

Trythis!

Love this?

Rowntrees Watermelon Ice Lollies

81/60/82 .U.DPROMO25089

689581_PROMO25089_80X190_P8_ROWNTREES_LOLLIES_LTTT.indd 1 09/05/2018 16:44

D.U. 05/04/18PROMO21879

Dove Nourishing SecretsGlowing Ritual shampoo & conditioner

C M Y KBARKER

100% 12/02/18

JD

1103804

SEAN PITT

688720 80x190mm

ASDA AMP P4 BARKER & BOOKLETS 2018

JOSEPH ETTENFIELD

D.U. 21/06/18PROMO24765

Press to smell

Comfort Intense Perfume Pearls Fuchsia Passion

CUTC M Y KBARKER

100% 24/04/18

JD

1113111

SEAN PITT

689522 105x150mm

ASDA AMP P7 BARKERS

JOSEPH ETTENFIELD

689522_PROMO24765_105x150mm_P8_COMFORT_POPAROMA_LR.pdf 1 25/04/2018 13:07

Branded booklets influence customers at point of purchase and encourage further customer engagement through recipe ideas or competitions.



Frequency3 weeks


Additional information50 double-sided pages which customers can tear off and take home


DRIVING CONVERSION


Drive conversion Upsell Value

Cross-sell New

Drive to brand Educate/inspire

On-shelf promotion

Commercial formats

Recipe Tear-off Competition Tear-off

If you look under 25 and want to buy alcohol you will need to prove your age.Challenge 25. No I.D. No sale. You must be 18 or over to purchase alcohol.

690813

AMP P16 BARKERS & BOOKLETS

HOLLY LARNER BODLE SEAN PITT

BOOKLET

CL

C M Y K1130591 96 x 130mm 100% 12/10/18

Blitz your Christmas with Regina WIN!

690868

AMP P16 TEAR OFF

HOLLY LARNER BODLE SEAN PITT

REGINA TEAROFF

EH

C M Y K1131145 96x130mm 100% 19/10/18

690868_PROMO29557_96x130_P16_TEAR_OFF_REGINA.indd 1 19/10/2018 13:54


Booklets

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Shelf Barkers

Branded shippers and gondola ends arelarge-format advertising sited in key locations to encourage impulse purchases and brand awareness.

Reach17.1 million shoppers


DurationUsually 3 weeks (1 promo period) depending on campaign


Additional informationThe space in store must be agreed with the trading team at ASDA. You will then be given the opportunity to add a brand message to the media.


DRIVING CONVERSION



Engagement Educate/Inspire

Drive to brand

On-shelf promotion

Commercial formats

Customers can now see brands in a different light with the interactive digital walls situated on prominent gondola ends in store.

Engage shoppers with Retailtainment and merchandising which can incorporate a touch and motion sensor screen to bring your products to life with fun, family-friendly games.

Alternatively, this format can be bought to display static, part-motion or full-motion ad creative plus merchandising.

ReachTBC following testing

CoverageTBC following testing

FrequencyUp to 3 stores (TBC)


Additional informationInitial testing has shown the presence of digital signage drove up to 30% sales uplift


DRIVING CONVERSION



Drive conversion Upsell Range

Drive to category Quality

Engagement New

Drive to brand Service

On-shelf promotion Events

Competition

Educate/Inspire

22C

11C

Triggered advertising

VR Digital display

Commercial formats

InteractiveMultiple creative

Firstgondola end

Digital Wall

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Branded GE and Shippers

• Layout as shown in picture (right) • Design as required

A supplier event at the front of store is a great way to grab attention, engage and educate customers when they are in shopping mode and looking for inspiration.

Immerse customers in your brand with a game, a small event, competitions or giveaways, at the front of store in a 2m x 2m space.

Opportunities to seeUp to 10,348 per store

Interactions300 per store

Coverage240 stores in the UK

Additional informationTypically 2 minutes per engagement


DRIVING CONVERSION

Commercial formats




Cross-sell Quality


Engagement Service


Competition

Educate/InspireCompetition

Sampling is an incredibly powerful way to educate, inspire and persuade shoppers to consider a product. Sampling staff can be briefed to rove the store or be positioned at a particular fixture, targeting specific shoppers or shoppers within a chosen department or aisle.

DRIVING CONVERSIONReach1,517 per store

Interactions192 per store

Coverage240 stores in the UK

Media objectiveConversion/Drive to aisle

Additional informationTypically 2 minutes per engagement


Commercial formats


Drive to aisle Off-shelf promotion Range



Engagement Educate/Inspire

Drive to brand

Sampling Opportunities

Single product active sell and sampling: hot, cold, demo, active sell

Brand in hand: simple sample,

take-home sample

Active sell and sampling: multi-stand

Multi-product active sell and sampling:

pairing, category event, meal solution

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Retailtainment

Game Giveaway

Inserts are a good opportunity to push products to the top of the page and increase visibility.

Reach1.6 million shoppers across format coverage


Duration1-3 weeks, depending on location in taxonomy


Additional informationInstant ‘add to basket’ module


DRIVING CONVERSION


Drive conversion On-shelf promotion Quality

Upsell Range

Cross-sell New

Drive to brand

Online Grocery Shopping


Drive conversion On-shelf promotion Value

Drive to aisle Cross-sell Range

Quality

New

Service

Events

Competition

Send your featured product offer directly to ASDA app users via a push notification or internal messaging. 27.7% of online shoppers shop via the app and this high-impact format is a powerful way to influence their purchase decisions.

Reach695,000 daily unique visitors

CoverageCan target Android and IOS users

Duration1 week


Additional information27% of online ASDA customers shop through the app. Allows customers to click straight to purchase.


DRIVING CONVERSION

In-app

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Product inserts

Favourites banners

Special offer banners

Mini trolley banners ‘Check out before you go’ banners

Takeovers are high-impact formats that drive shopper engagement.

The personalised takeover, combined with navigation and promo banners, grabs attention by displaying a logged-in customer’s name on the product.

The shoppable takeover, combined with a navigation banner and the promo banner, offers a full customization of the page for a strong branding experience. An interactive lifestyle image allows the shopper to click on products to reveal further information, including ‘Add to basket’ functionality.

ReachUp to 500,000 per week

FrequencyWeekly sponsorship


Additional informationAvailable at Category and Department level only.Desktop only. Concept approval needed.


DRIVING CONVERSION


Drive conversion Off-shelf promotion Range

Upsell New

Cross-sell Events



Create your personalized Brand Zone, choosing from a wide range of different layouts according to the campaign objectives.

100% personalized with the look & feel of the brand and a wide range of different content modules to pick & mix for the desired result.

Brand Zones are an ideal landing page for brands wanting to give added value to online campaigns through additional content and product information.

ReachAccording to the traffic drivers booked

FrequencyWeekly sponsorship

Media objectiveBranding, educational, inspiration, showcase range, engagement, conversion

Additional informationResponsive, desktop and mobile.Concept approval needed.



Drive conversion Off-shelf promotion Range

Upsell Quality

Cross-sell New

Engagement Service


Competition

Educate/inspire

Commercial formats

Pick & Mix Brand ZonesDRIVING CONVERSION

51 52


Takeovers

Commercial formats

Personalised takeover Shoppable takeover



Frequency2 weeks minimum



DRIVING CONVERSION






Digital 6 sheets

Keep your media both relevant and consistent during the customer journey.

Triggered advertising is available through ASDA FM, Digital 6 Sheets and Online Grocery. It is responsive and available right down to individual store level. When the media is booked, ‘triggers’ are set. For example, ‘play hay fever advert when temperature hits 23 degrees+’ or ‘display cold & flu creative when temperature drops below 10 degrees’. The most common trigger used is the weather, with each store’s advertising taking its automatic cue from one of 6,001 weather stations nationally.

Contacts

JMP

Fresh [email protected]

Ambient [email protected] Non Edible [email protected]

General Merchandise [email protected]

Non-JMP

All Enquiries [email protected]

ASDA Media Partnerships work with a number of specialists in retail marketing, OOH, radio, sampling, digital targeting and implementation.

GIG Retail are ASDA’s partner, operating as Asda Media Partnerships for media sales, planning, insights and creative solutions.

The AMP – Our Partners

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Triggered Targeting

Commercial formats Triggers

Weather/temperature/ UV index

Time of day

Pollen count

Online grocery

ASDA FM

2019 - asda media partnerships...banners drive conversion drive to aisle drive to store 7 8 ... jan...

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