insights for digital marketers to ring in the new year

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Ring in the New Year with a bang Insights for digital marketers

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Almost half of us resolve to do better in the New Year – and it's not surprising, given the holiday partying just past, that the top New Year's resolution is to lose weight, sworn to by 38 percent of us. Other top resolutions include: • Spending less and saving more • Learning something exciting • Quitting smoking Read on for health and wellness insights and consumer behaviors around the New Year. For more Bing Ads digital marketing insights, visit bingads.com/industryinsights

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Page 1: Insights for Digital Marketers to Ring in the New Year

Ring in the New Year with a bangInsights for digital marketers

Page 2: Insights for Digital Marketers to Ring in the New Year

Source: Social Vibe, New Year’s Resolutions Study, 2013

$5.6 billion estimated annual spend on New Year’s resolutions

Page 3: Insights for Digital Marketers to Ring in the New Year

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

Page 4: Insights for Digital Marketers to Ring in the New Year

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.

Page 5: Insights for Digital Marketers to Ring in the New Year

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

Page 6: Insights for Digital Marketers to Ring in the New Year

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

Page 7: Insights for Digital Marketers to Ring in the New Year

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

Page 8: Insights for Digital Marketers to Ring in the New Year

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:

Page 9: Insights for Digital Marketers to Ring in the New Year

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

Page 10: Insights for Digital Marketers to Ring in the New Year

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.

Page 11: Insights for Digital Marketers to Ring in the New Year

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

Page 12: Insights for Digital Marketers to Ring in the New Year

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?

Page 13: Insights for Digital Marketers to Ring in the New Year

New Year’s search activity // PC Tablet

*Source: Microsoft Internal Data, December 2013 – January 2014

Page 14: Insights for Digital Marketers to Ring in the New Year

New Year’s search activity // Mobile

*Source: Microsoft Internal Data, December 2013 – January 2014

Page 15: Insights for Digital Marketers to Ring in the New Year

Top weight loss searches during the New Year’s period

*Source: Microsoft Internal Data Analysis: December 2013 – January 2014 across PC, Tablet, & Mobile

Page 16: Insights for Digital Marketers to Ring in the New Year

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

Page 17: Insights for Digital Marketers to Ring in the New Year

Top fitness searches during the New Year’s period

*Source: Microsoft Internal Data Analysis: December 2013 – January 2014 across PC, Tablet, & Mobile

Page 18: Insights for Digital Marketers to Ring in the New Year

People get serious about resolutions between Christmas and New Year’s

*Source: Microsoft Internal Data, December 2013 – January 2014

Top gym searches: PC/Tablet

Page 19: Insights for Digital Marketers to Ring in the New Year

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.

Page 20: Insights for Digital Marketers to Ring in the New Year

Smoking cessation searches peak two days before Christmas“Quit smoking” peaks early in the New Year.

Source: Microsoft Internal Data, December 2013 – January 2014

Page 21: Insights for Digital Marketers to Ring in the New Year

$5.6 billion estimated annual spend on New Year’s resolutions

Capture New Year’s shoppers: words that work

Page 22: Insights for Digital Marketers to Ring in the New Year

% % 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

Page 23: Insights for Digital Marketers to Ring in the New Year

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

Page 24: Insights for Digital Marketers to Ring in the New Year

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

Page 25: Insights for Digital Marketers to Ring in the New Year

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

Page 26: Insights for Digital Marketers to Ring in the New Year

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

Page 27: Insights for Digital Marketers to Ring in the New Year

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

Page 28: Insights for Digital Marketers to Ring in the New Year

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:

Page 29: Insights for Digital Marketers to Ring in the New Year

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

Page 30: Insights for Digital Marketers to Ring in the New Year

Already advertising online elsewhere?

It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.

Learn how to import your campaigns

Page 31: Insights for Digital Marketers to Ring in the New Year

Connect with a Search Specialist 1-800-518-5689 or check out Getting started

@bingads

linkedIn.com/company/bing-ads

facebook.com/bingads

blog.bingads.com

instagram.com/bingads

slideshare.net/bingads

youtube.com/bingads

Follow us. Learn.Engage.

Page 32: Insights for Digital Marketers to Ring in the New Year

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Go to: https://advertise.bingads.microsoft.com/en-us/insights-coupon

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Page 33: Insights for Digital Marketers to Ring in the New Year

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.