Your 4-month Digital Media Plan for this Holiday Season

YOUR 4-MONTH DIGITAL MEDIA PLAN FOR THIS HOLIDAY SEASON!

August 28, 2012 ¢ mediative.com!!

TODAY’S SPEAKERS!

August 29, 2012 ¢ Mediative.com!!

Jennifer Dunn Senior Product Manager Display Advertising Mediative [email protected]

Yuli Shumsky Product Manager Direct Response Mediative [email protected]

Bill Barnes VP Business Development, Mediative [email protected]

•  #MediativeWebinar

•  Following the webinar, you will receive access to our Brand Visibility and Advertising Cheat Sheets

ENGAGE WITH US ON TWITTER!

01. BRAND AWARENESS: BUILDING BUZZ FOR YOUR PRODUCTS & SERVICES

02. DIRECT RESPONSE: LEADING INTERESTED AUDIENCES TO PURCHASE YOUR OFFERINGS

03. MOBILE ADVERTISING: INFLUENCING IN-STORE AND ON-THE-COUCH SALES

AGENDA!

5!

2011 WAS A YEAR OF U.S. HOLIDAY SALES CHEER!

September" October" November" December"

$251.3B in Total Holiday Sales1"

In-store sales the week before Xmas grew 14.8% over 20111"

$37.2B in eCommerce Sales2 (15% increase over 2010)"

$3.58B in eCommerce sales2 over U.S. Thanksgiving weekend alone!"

Black Friday + Cyber Monday"

173% é in Mobile

Shopping on Dec 253"

Source: (1) Bain & Company, Jan 17, 2011 (2) comScore, Jan 4, 2011 (3) IBM via Google, Jan 2011"

6!

2011 WAS A YEAR OF U.S. HOLIDAY SALES CHEER!

September" October" November" December"

$251.3B in Total Holiday Sales1"

In-store sales the week before Xmas grew 14.8% over 20111"

$37.2B in eCommerce Sales2 (15% increase over 2010)"

$3.58B in eCommerce sales2 over U.S. Thanksgiving weekend alone!"

Black Friday + Cyber Monday"

173% é in Mobile

Shopping on Dec 253"

Source: (1) Bain & Company, Jan 17, 2011 (2) comScore, Jan 4, 2011 (3) IBM via Google, Jan 2011"

DIRECT RESPONSE"

MOBILE ADS"

7!

TOP 10 HOLIDAY TOY CRAZES!

Zhu Zhu Pets"

2009"2006"

PlayStation 3"

1998"

Furby"

10M units sold

81K sold w/in 24hr 1.8M units sold

1996"

Tickle Me Elmo"10M+ units sold

1991"

GameBoy"118.7M users

1983"

Cabbage Patch Kids"

3M+ units sold

1979"

Atari"1M units sold

1975"

PONG"150K units sold

Pet Rock"5M+ units sold

Mr. Potato Head"1M units sold

1952"

Source: toptenz.net"

8!

BAH-HUMBUG!!

Zhu Zhu Pets"

2009"2006"

PlayStation 3"

1998"

Furby"

10M units sold

81K sold w/in 24hr 1.8M units sold

1996"

Tickle Me Elmo"10M+ units sold

1991"

GameBoy"118.7M users

1983"

Cabbage Patch Kids"

3M+ units sold

1979"

Atari"1M units sold

1975"

PONG"150K units sold

Pet Rock"5M+ units sold

Mr. Potato Head"1M units sold

1952"

Source: toptenz.net"

9!

2011 WAS A YEAR OF U.S. HOLIDAY SALES CHEER!

September" October" November" December"

$251.3B in Total Holiday Sales1"

In-store sales the week before Xmas grew 14.8% over 20111"

$37.2B in eCommerce Sales2 (15% increase over 2010)"

$3.58B in eCommerce sales2 over U.S. Thanksgiving weekend alone!"

Black Friday + Cyber Monday"

173% é in Mobile

Shopping on Dec 253"

Source: (1) Bain & Company, Jan 17, 2011 (2) comScore, Jan 4, 2011 (3) IBM via Google, Jan 2011"

DIRECT RESPONSE"

MOBILE ADS"

BRAND AWARENESS"

BRAND AWARENESS!

BUILDING BUZZ FOR YOUR PRODUCTS & SERVICES!

•  Premium Display Placement •  Branded Content •  Sponsorships

VIDEO DRIVES ACTION!

Video drives apparel sales.!4 in 10 visited in-store or retail website as a result of watching apparel videos.2

Video generates interest in tech products.!66% of viewers became interested in the featured technology product models. 1

55% of viewers were introduced to brands not previously considered. 1

53% of viewers talked to family & friends about the products. 1

Source: (1) Compete via Google, Dec 2011, (2) Compete via Google, July 2012, (3) Compete via Google, Dec 2012"

Video pushes TV shoppers to act.!61% of viewers visited a store that sells TVs.3

55% of viewers visited a website that sells TVs.3

BRAND AWARENESS"October" November" December"

11!

PUSH MESSAGE TO CONSUMER: Video!

BRAND AWARENESS"October" November" December"September"

12!

PRE-ROLL" FLOATING AD"•  15 second ads are optimal length in these established placements so to convey

the message without turning off the viewer •  30 second ads are best for emotional engagement, but are best applied in

user-initiated ad placements

PULL IN THE CONSUMER: Branded Content!

BRAND AWARENESS"October" November" December"September"

13!

14!MOBILE ADS"September" October" November" December"

Now that theyʼre engaged, "itʼs time to convert BUZZ into SALES."

November: Black Friday, Cyber Monday

DIRECT RESPONSE!

LEADING INTERESTED AUDIENCES TO PURCHASE YOUR OFFERING!

•  Re-targeting •  Audience Targeting

RETARGETING: Right Place at The Right Time!

•  Advertising strategy where your ads are displayed to a user who has already expressed an interest in your offer by visiting your site, clicking on an ad, opening an email, etc.

•  Retargeting is a “sleeping giant” in the world of brand awareness

•  You have spent the last two months brining awareness to the market. Now is the time to capitalize on it!

16!

DIRECT RESPONSE"

September"

October" November" December"September"

RETARGETING: Right Place at The Right Time!

RETARGETING  Giant  is  AWAKE!  

DIRECT RESPONSE"October" November" December"September"

17!

Advertiser’s Website, offer page or email newsletter

Sites in the Mediative network and trusted partners

RETARGETING: The Message !

•  Holiday Spirit •  Clear Incentive •  Strong and Clear Call To Action

18!

0.27% CTR 0.23% CTR

DIRECT RESPONSE"October" November" December"September"

AUDIENCE TARGETING: The Low Hanging Fruit!!

•  Science by which we predict online consumer profiles, intention to buy products and services, and future online/offline activities

•  Boost sales by going after motivated consumers

•  No better time to advertise to individuals who are already actively seeking your product or service

•  Automotive, Finance, Telecommunication

19!

DIRECT RESPONSE"October" November" December"September"

AUDIENCE TARGETING: The Low Hanging Fruit!!

•  Mediative’s data segments are stacked with conversion-prone users that can be reached with messages that will encourage them to click and convert

•  Knowing what type of product or service users are interested in allows an advertiser to place a perfect gift idea into the click path of a user who would not have visited the site otherwise

•  Supplement your retargeting efforts and increase reach

20!

DIRECT RESPONSE"October" November" December"September"

MOBILE ADVERTISING!

INFLUENCING IN-STORE AND ON-THE-COUCH SHOPPING!

•  Location-Based Targeting

MOBILE ADS"

MOBILE NEEDS TO BE IN THE MIX!

September" October" November" December"

22!

Supporting Holiday Shopping.!70% read reviews.2

61% access holiday price info.2

61% conduct holiday product comparisons.2

53% make a purchase within a day.2

At Shoppers’ Sides…!80% of Canadian smartphone users claim to use their phones multiple times a day and, of these, 61% say their use is continuous. 1

Source: (1) Ipsos Reid, May 2011, (2) Compete via Google, January 2012"

SEARCH ISN’T THE ONLY MOBILE GAME!

MOBILE ADS"September" October" November" December"

23!

On average in Canada, mobile banners deliver a 0.57% CTR vs. online banners that deliver a 0.07% CTR.6

Source: (5) Adx/Telemetrics, August 2012, (6) MediaMath, August 2012 "

LOCALIZATION DRIVES AD RESPONSE! 66% of consumers notice mobile ads.1

33% of users are more likely to click on locally relevant ads.1

73% of smartphone users and 70% of tablet users are most likely to click on ads that are “locally relevant to me”.1

(1) Telmetrics-xAd study, 2012. "

Location must be a consideration when delivering mobile campaigns."

MOBILE DEVICES GO EVERYWHERE!

47% of mobile behavior happens at home. 29% happens when mobile users are out and about. 10% happens when mobile users are at work.

Google, “Our Mobile Planet: Canada”, May 2012"

Different locations drive different consumer intentions."

WHAT I NEED: NOW AND HERE!

SHOPPING IN-STORE"

SHOPPING AT HOME"

LEISURELY ON-THE-GO"

LAST MINUTE PURCHASES"

LOCATION + CONTEXT + TIME = HYPER-RELEVANCY !

or

RESIDENTIAL

BUSINESS DISTRICT

Other? •  school zones •  in traffic •  in malls… in store…

27!

Situational targetingʼs performance over-exceeds 0.57% industry benchmark."

28!

BUILDING BUZZ TO GENERATING HOLIDAY SALES !4 MONTH DIGITAL MEDIA PLAN !

1! Gain Brand Awareness!SEPTEMBER to OCTOBER"

•  Banners & Rich Media"•  Video"•  Sponsored Content"

Target Interested Consumers with Promos!2!NOVEMBER to BEGINNING DECEMBER"

•  Re-targeting"•  Audience Targeting"

Influence Last-Minute Shoppers!3!DECEMBER"

•  Mobile Ads: Hyper-Local Targeting"

CONTACT ONE OF OUR DIGITAL EXPERTS TODAY !

mediative.com/contact

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mediative.com/linkedin mediative.com/facebook

mediative.com/twitter

mediative.com/googleplus

TODAY’S SPEAKERS!

August 29, 2012 ¢ Mediative.com!!

Jennifer Dunn Senior Product Manager Display Advertising Mediative [email protected]

Yuli Shumsky Product Manager Direct Response Mediative [email protected]

Bill Barnes VP Business Development, Mediative [email protected]