Download - Reaching Holiday Shoppers & A Premium News Network Deep-Dive All-Hands Call September 9th, 2014
Reaching Holiday Shoppers & A Premium News Network Deep-Dive
All-Hands CallSeptember 9th, 2014
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Research shows that 84% of smartphone shoppers use their device while shopping in a store, and one in three will use it to find the information they need rather than ask an employee
“ “-Google Shopper Marketing Agency Council & M/A/R/C Research
ONLINE HABITS OF IN-STORE SHOPPERS
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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping
AGENDA
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21Toledo Blade
18
17
16
14
13
11
23
22
20Madison.com
19Fresno Bee
15
12
24Virginia Pilot
LEADERBOARD
9
8
6
5
4
3
2
7
1
Los Angeles Times
Chicago Tribune
OnMilwaukee.com
Columbus Dispatch
Kansas City Star
Naples Daily News
STL Post-Dispatch
Myrtle Beach Sun News
Corpus Christie Caller-Times
Regina Leader Post
The Commercial Appeal
Las Vegas Review Journal
Allentown Morning Call
The Island Packet
Knoxville News Sentinel
Baltimore Sun
Edmonton Journal
Hartford Current
Calgary Herald
Vancouver Sun
Orlando Sentinel
10
14
TOP NEW WINS | AUGUST 2014
$58,886Estimated Retail
$37,920Estimated Retail
$34,526Estimated Retail
$26,142Estimated Retail
Myrtle Beach Sun News
Toledo Blade
Charlotte Observer
Sacramento Bee
$42,000Estimated Retail
Madison.com
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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping
AGENDA
INDUSTRY FOCUSHoliday Shopping
You Better Watch Out
Mobile: the gift that keeps on giving: 93% of shoppers that used their mobile phone to research items ended up purchasing a product or service. Most of these purchases happened in a physical store.
So long Black Friday, hello Gray Friday: Deals are starting early and stretching across the entire month of November. Removing the focus from one big day of shopping
The constantly connected, savvy shopper: Long before swiping their credit cards, shoppers are researching deals online. 12-15 hours spent researching popular holiday shopping categories
In-store traffic is down, but the spirit of spending is up: While in-store foot traffic is down substantially, retail sales over the same time period increased from $681 to $783 billion.
Source: Think Newsletter “Holiday Is (Almost) Here: 5 Shopping Trends Marketers Should Watch
Deck the halls with deals: Free shipping is the second most important factor when purchasing online
You Better Not Cry
20% of consumers start their shopping in or before September
Source: eMarketer US Digital Shoppers and Buyers 2012-2018. Ecommerce sales climb nearly 10% over holiday season. Practical Ecommerce: 2014 Holiday Ecommerce Marketing Checklist
Holiday Shoppers Are Spending Online
Nearly 90% of internet users shop online and 75% buy online
Mobile will equate for over 33% of all online holiday purchases in 2014
Online Shoppers in the US spent $95.7 billion in Nov & Dec 2013, up 9.3% YOY.
Online holiday spending is supposed to grow between 9-16% for 2014!
Start Making Your List
Consumers spent an average of $164.13 per
transaction on desktop
Consumers spent an average of $153.44 per transaction on
tablet
Consumers spent an average of $129.42 per
transaction on smartphones
Source: Internetretailer.com – Avg. order value in Nov & Dec 2013. Prosper Spending Score
And Checking It Twice
O&O site Premium News Network
Let’s Make Sure Your Advertisers Get it Right!
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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping
AGENDA
Tom Erspamer, Director of Retail Advertising, LA Times Media GroupLaura Grochowski, Account Executive, LA Times Media Group Leslie Restaino, Digital Sales Manager, LA Times Media Group
BUDGET ALLOCATION
CAMPAIGN DETAILS
CLIENT OBJECTIVES:
• Drive sales through new e-commerce website.
• Drive awareness and in-store visits to a 10-mile radius of each of their 11 Southern California locations.
• Phone Calls.
TOTAL SPEND
$885,000CAMPAIGN LENGTH
6 months
GEO TARGETS
LA DMA
LOCAL SEARCH
24%
SUCCESS STORY : Search
RETAILHoward’s TV & Appliance
PRINT, FLYERS, INSERTS
LATIMES.COM
WHY THEY BOUGHT:
• Howard’s had developed a new e-commerce website that went from 400 skews to 4,000 skews, so they wanted to drive website traffic. They also wanted to continue to drive in-store traffic to each of their locations.
• They were seeking a search expert & a high level of service, along with a one-stop shop with other LATMG strategies.
RETAILHoward’s TV & Appliance
CLIENT BACKGROUND:
Howard’s TV & Appliance was founded in 1946 and has 11 store locations in Southern California. They were seeking a SEM provider who provided more transparent analytics and call tracking.
LABOR DAY PERFORMANCE
Howard’s changed their ad copy to put an emphasis on a Labor Day sale. Overall, they saw improved CTR, CPC, and positioning for the Howard’s Labor Day copy – compared to the Thursday through Sunday period the week before. CTR improved 12% (0.95% to 1.06%) with a 10% drop in CPC ($4.52 to $4.11). We also saw average position move from 1.5 the week prior to 1.39 over Labor Day Weekend.
SUCCESS STORY : Search
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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping
AGENDA
TRUE DIFFERENTIATOR
The Premium News Network
With more than 1,400 sites, Premium News Network is the largest premium local source for
carefully vetted publishers with quality, journalistic content.
LOCAL MARKETS AT SCALE
BRAND SAFE, BRAND SMART
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Trust Metrics gives the Premium News Network a
quality rating 20x the industry average.
How does PNN’s performance stack up to
that of other display products?
What type of user does the PNN appeal to?
PREMIUM AUDIENCE PREMIUM PERFORMANCE
How does the local reach of PNN compliment that
of your own site?
PREMIUM REACH
MORE THAN JUST PREMIUM SITES
PREMIUM AUDIENCE
All 168,164 All67.2%
A18-24 23,420 13.9%69.2%
A25-34 35,977 21.4%87.0%
A25-54 97,321 57.9%82.8%
A65+ 16,277 9.7%64.7%
HHI $15K-$25K 9,242 5.5%59.0%
HHI $25K-$40K 21,531 12.8%66.5%
HHI $40K-$60K 27,890 16.6%67.2%
HHI $60K-$75K 16,275 9.7%61.6%
HHI $75K-$100K 25,685 15.3%70.5%
HHI $100K+ 57,009 33.9%72.3%
DEMO BREAKOUTTOTAL UNIQUE
VISITORS (000)
% COMPOSITION
UNIQUE VISITORS
% REACH
*All data reflects comScore numbers from June 2014.
Men 78,655 46.8%63.6%
Women 89,509 53.2%70.6%
PREMIUM REACH
Orlando Sentinel: 12.4% +PNN: 41.9%
Chicago Tribune: 20.6% +PNN: 44.5%
Kansas City Star: 26.3%+PNN: 65.4%
LA Times: 10.79% +PNN: 31.64
PilotOnline: 15.5%+PNN: 57.8%
Baltimore Sun: 26.9%+PNN: 57.2%
Seattle Times: 30.3% +PNN: 56.9%
SL Trib: 20% +PNN: 77.84%
Commercial Appeal: 15.2% +PNN: 59%
UTSD: 8.27% +PNN: 47.51%
*Source: comScore
Columbus Dispatch: 22.8% +PNN: 52.8%
Review Journal: 16.2% +PNN: 50.3%%
• Average CTR (2013) .098%
• Average CTR (2014) .144%
• 147% Performance Increase from 2013 to 2014 !!
PREMIUM PERFORMANCE
Automotive & TransportB2B
Beauty, Personal Care & MedicalCommunications
EducationElectronics
EntertainmentFinancial
Food & BeverageGovernment, Politics & Orgs.
Home & Building ServicesInsurance
Media & AdvertisingMisc. Products & Services
Non-ProfitPower Companies
Real EstateRestaurants
RetailSports
TechnologyTravel
0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300%
PNN - 2014 CTR
You are the digital expert. If you feel strongly that a specific product or tactic should be included on your advertiser’s plan, simply add it on to the proposal!
Does your advertiser want to reach multiple markets? Save them time by helping them to reach a trusted, news-consuming audience wherever they need to get their message out.
Middle to upper class news-consumers across all voting age groups? You’ve got that covered.
83% reach across adults ages 25-54 and the ability to reach nearly 71% of all online females should cover the majority of your advertisers holiday shopping needs.
AUTOMATIC ADD-ON MULTI-MARKET ELECTION SEASON HOLIDAY SHOPPING
WHEN TO INCLUDE PREMIUM NEWS
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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping
AGENDA
Jason Finley, Digital Specialist, Philly.com
MASERATI OF THE MAIN LINE
Maserati of the Main LineAuto
CLIENT BACKGROUND
PHILLY.COM SUCCESS STORY
CAMPAIGN DETAILS
• The Philly.com rep had been calling on Maserati of the Main Line for about 3 months before he was able to secure the meeting. They have 3 luxury auto dealerships: Porsche, McLaren and Maserati. The first meeting was with Porsche, and they were so impressed that they asked for another meeting to focus on Maserati.
• They had mostly done print marketing along with dealership events.
• Maserati was initially overwhelmed with the overall investment. Philly.com was able to demonstrate that they can more effectively reach their target shoppers with a digital campaign than any other form of media.
Total Spend$25,800
Centro Spend$19,200
Campaign LengthQ4 2014
Geography TargetedTarget: Competitors and Affluent NeighborhoodsBUDGET ALLOCATION
Retargeting40%
Search Retargeting25%
Hyper-Local Mobile35%
PHILLY.COM SUCCESS STORY
WHY DID THEY BUY?
• Maserti buyers aren't typical buyers and therefore are a bit more elusive. The Centro products allows us to identify them and target the dealerships unique messaging.
• Maserati of the Main Line was excited about the ability to very aggressively target their biggest competitor through a hyper-local mobile campaign along with being able to retarget consumers that have been to the site or searched for specific keywords.
Maserati of the Main LineAuto
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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping
AGENDA
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Q&A
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• Top Markets & Wins•Holiday Advertising Success•Howard’s Appliance Success Story• The Premium News Network•Maserati of the Main Line Success•Q&A•Housekeeping
AGENDA
Basics SessionSeptember 18th @ 11am Central
Advanced SessionSeptember 18th @ 11:30am Central
“digitalninja” We will discuss the new Q4
product offering on the October 4th All-Hands Call!!!
Reach out to Channel Sales Manager for
more information
TRAINING THURSDAY LIBRARY PASSWORD Q4 RATE CARD ACCOUNT PLANNING
HOUSEKEEPING
THANK YOU!