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comScore — Store Promotion Strategies for a Digital World webinar (February 2010)

56 slides from comScore's conference presentation, Feb 17, 2010

Slide 1: Store Promotion Strategies for a Digital World
Store Promotion Strategies for a Digital World Presented by ShopLocal and comScore, Inc. February 17, 2010
Slide 2: Introduction to Today's Webinar Presenters
Introduction to Today’s Webinar Presenters Gian Fulgoni, Exec. Chairman, comScore Vikram Sharma, CEO, ShopLocal • Co-founder and Chairman of comScore, • Vikram has been at the helm of Inc. ShopLocal since 2005. • Prior, CEO of Information Resources, • Prior, Division President at Information Inc. (I
Slide 3: Consumer Behavior & Media Usage Trends
Consumer Behavior & Media Usage Trends © comScore, Inc. Proprietary and Confidential. 3
Slide 4: Internet accounts for major portion of shoppers' time spent
Internet now accounts for major portion of shoppers’ time spent consuming media, second only to TV Daily Time Spent by Major Media Type Source: TVB Media Comparisons Study 2008, Adults 18+ Newspapers Magazines 6% 3% Radio 20% Television 50% Internet 21% The Internet is second, behind TV, for most da
Slide 5: Daily print newspaper readership is plummeting
Daily print newspaper readership is plummeting and today reaches less than 25% of U.S. population Newspaper Readership: Print & Online % of people saying they read a newspaper yesterday Source: Pew Research Center 43 39 Online Only 5 9 Online+ Print 4 9 14 5 Print Only 34 25 2006 2008 Newspaper Ad R
Slide 6: Sunday newspaper circulation on the decline
Sunday newspaper circulation has been on the decline for the past two decades and now reaches less than half of the U.S. population Household Circulation (000) Newspapers Source: Newspaper Association of America © comScore, Inc. Proprietary and Confidential. 6
Slide 7: Internet's increasing role in shopping and buying behavior
The Internet is playing an increasingly important role in consumers’ shopping and buying behavior Q. Have current economic conditions caused you to reduce the total amount of money you are spending? Source: comScore Survey – January 2010 Q. Have current economic conditions caused Q. In what ways hav
Slide 8: Majority of Americans use the Internet
Majority of Americans use the Internet, with time spent distributed across many sites Average Time Per Visitor & Total Unique Visitors in December 2009 Source: comScore Media Metrix 206 164 54 Total UVs million million million in Dec. 09 31 hours Average Time Spent per Visitor 2 hours 19 minutes © c
Slide 9: Retailers not reaching enough Internet users through own websites
Many retailers are not reaching enough Internet users through their own websites, indicating need to communicate with shoppers at a variety of other online touch points Total Unique Visitors (Millions) for Selected Retailer Sites in December 2009 Source: comScore Media Metrix 54.2 47.3 41.8 29.7 28.
Slide 10: Time spent online shifts to social networking and entertainment
Internet use in the U.S. is changing. Time spent online shifts from Portals and E-mail to Social Networking, Entertainment and Community sites Top U.S. Online Activities for October 2009 Total Minutes (000) Spent and % Change vs. YA Source: comScore Media Metrix Total UVs 186 161 178 162 152 59 87 1
Slide 11: Facebook surpassed MySpace in U.S. visitors
In May 2009, Facebook surpassed MySpace in number of U.S. visitors for the first time. Facebook monthly UVs now over 100 million but MySpace still reaches 60 million – more people than any single retailer site Number of Unique U.S. Visitors (000) to Facebook.com and MySpace.com Source: comScore Medi
Slide 12: U.S. Online Video consumption growth
U.S. Online Video: People consuming more video content than year ago and time spent per video is up due to more long-form content U.S. Video Viewing and Engagement Metrics for Dec. ’09 Source: comScore Video Metrix Unique Viewers (000) No. of Videos (000) 180,000 +19% 35,000,000 +132% 170,000 30,000
Slide 13: Internet users conducted average 107 searches in October
180 million Internet users conducted an average of 107 searches per searcher in October Total U.S. Searches (MM) Source: comScore qSearch 25,000 Total Internet 20,000 +20% vs. YA 22.0 Billion 15,000 Google Sites +26% vs. YA 13.5 Billion 10,000 Non-Google Sites +12% vs. YA 5,000 8.5 Billion 0 Oct-08
Slide 14: Coupon redemption increased; online coupon sites growing
In these challenging economic times, coupon redemption has increased for 1st time in 14 years and consumers are increasingly using online coupon sites Total Visits (000) and Total Unique Visitors (000) to Coupon Sites 120,000 Source: comScore Media Metrix 100,000 Total Visits: 80,000 +89% from Jan ‘
Slide 15: The ShopLocal Index of online circular page views
The ShopLocal Index that measures growth of pages views of online circulars highlights growing importance of online channel © comScore, Inc. Proprietary and Confidential. 15
Slide 16: Digital Store Promotion Strategy
Digital Store Promotion Strategy © comScore, Inc. Proprietary and Confidential. 16
Slide 17: Personalized Offers Per Shopper
Personalized Offers Per Shopper THE RIGHT MESSAGE (personally relevant products) THE RIGHT TIME (when they're searching) THE RIGHT PLACE (where they're searching) © comScore, Inc. Proprietary and Confidential. 17
Slide 18: Many Influences along the Path to Purchase
Many Influences along the Path to Purchase © comScore, Inc. Proprietary and Confidential. 18
Slide 19: SmartDelivery Distribution Platform
SmartDelivery Distribution Search Mobile Social Digital Out of Home Display Ads SmartCircular Versioned, Local In-Store Promotions SmartDelivery Platform Connects with Shoppers at Key Touch Points, And Drives Them to Local Stores. © comScore, Inc. Proprietary and Confidential. 19
Slide 22: Video On Demand Circulars
Video On Demand Circulars Video On Demand (VOD) Circulars Designed to appeal to the passive Shopping shopper, VOD Circulars delivers circular ad content in a rich, video format to a self-selecting audience. Reach: Nationwide to over 35 million digital cable subscribers across Comcast, Charter, Time
Slide 23: Rich Media Display
Rich Media Display • Display your local, circular content in highly interactive, data-driven, rich-media banner ads across a broad distribution network. © comScore, Inc. Proprietary and Confidential. 23
Slide 24: Event Based Display Advertising
Event Based Display Advertising © comScore, Inc. Proprietary and Confidential. 24
Slide 25: Re-Targeting Your in-Market Store Shoppers
Re-Targeting Your in-Market Store Shoppers A consumer visits your ShopLocal hosted weekly ad site to browse the circular © comScore, Inc. Proprietary and Confidential. 25
Slide 26: Re-Targeting Your in-Market Store Shoppers (cont.)
Re-Targeting Your in-Market Store Shoppers Later the same consumer shows up on other websites and is again presented with your offers © comScore, Inc. Proprietary and Confidential. 26
Slide 27: Targeted/Segmented Email Distribution
Targeted/Segmented Email Distribution © comScore, Inc. Proprietary and Confidential. 27
Slide 28: Mobile SMS
Mobile SMS Inbox REMINDER! Don’t forget to log onto homedepot.com check out the great deals in the newest Weekly Ad from your Options local HomeReply Depot © comScore, Inc. Proprietary and Confidential. 28
Slide 29: Local Search
Local Search JCPenney Women's Apparel JCPenney Women’s Apparel Buy Women's Clothing For Work & Ad 36 Specials Starting at $7.99, Play Affordably At JCPenney Online Copy Thru Jan 17 in Indianapolis JCPenney.com JCPenney.Weeklyad.com Landing Page © comScore, Inc. Proprietary and Confidential. 29
Slide 30: Vibrant/ShopLocal Weekly Ad Solution
Vibrant/ShopLocal Weekly Ad Solution Dynamically Promotes Retailers’ Products from Keywords within Relevant Web Content • Precise Targeting: By keyword, product, and DMA • Superior User Experience: Robust data and API feeds ensures relevant placement and timely offers • Real-Time Campaign Management
Slide 32: Facebook Ads
Facebook Ads Office Depot Deal of the Week! $349.99. TOSHIBA Intel® Celeron® Processor. See it at your local store. Hurry, deal ends June 6! Crowd sourced, top rated promotion from circular 32 © comScore, Inc. Proprietary and Confidential. 32
Slide 33: Brand Communities
Brand Communities Brand Communities enable marketers to develop conversations with consumers in their natural environment. • Create organic conversations • Increase positive brand perception around brands & build advocates • Improve product trial and future • Can be embedded in existing social purch
Slide 34: Coming soon to a billboard near you
Coming soon to a billboard near you ….. © comScore, Inc. Proprietary and Confidential. 34
Slide 36: ShopLocal shopper iPhone app
shoplocal + ‘shopper’ iphone app • Personalized flyers • Keyword matched on shopping list (purchase intent) • Driving traffic to retailer flyers when shoppers are planning and making purchase decisions Shopping List Items (Keywords) Personalized Product Recommendation © comScore, Inc. Proprietary an
Slide 37: Spreezio
Spreezio • Connects online shoppers to local merchants letting them make a deal on products or services • Shoppers can ‘make their own coupons’ sending out an offer to merchants based on their location and how far they are willing to shop © comScore, Inc. Proprietary and Confidential. 37
Slide 38: Cause Marketing
Cause Marketing • iFund is a $100M venture fund for new mobile breakthrough venture ideas, in partnership Kleiner Perkins and Apple with KP and Reid Hoffman (LinkedIn, Facebook) on the Board • 6,000 business plans received in 18 months • shopkick is one of 7 iFund companies; only one focused on loca
Slide 39: Digital Out of Home (OOH)
Digital Out of Home (OOH) • In-Store Kiosks • Designed to influence decisions close to the point-of-purchase and increase basket size, the Ecast circular kiosk engages customers with access to all the featured, weekly specials. • Features: • Geo-Targeted • Local store weekly ad promotions • Interact
Slide 40: Print From Ad-unit
Print From Ad-unit Why it works • VERY SIMPLE!!!!! • Clear call-to-action in banner • Mention offer upon animation • Less is more: • Fewer steps to print increases take-rates • Print directly from ad unit without leaving intended page Print Coupon Showcase © comScore, Inc. Proprietary and Confidenti
Slide 41: Send Coupon via SMS, Email or Snail Mail
Send Coupon via SMS, Email or Snail Mail Why it works • Implemented data collect upon expansion of the banner • Decreases submit rates, but allows advertisers to obtain valuable consumer information which can be used in the future • Use fewer data fields for best submit rate • Allows advertisers to
Slide 43: Local Distributed Advertising Across Verticals
Local Distributed Advertising AcrossVerticals Hotels Store Retail Openings Real Brands Estate Local Offers Auto Insurance Wireless Carriers Restaurants Sales / Coupons Clearance ROP Ads © comScore, Inc. Proprietary and Confidential. 43
Slide 44: Pepsi Offer Management System for Dynamic Local Ads
Pepsi Offer Management System for Dynamic Local Ads © comScore, Inc. Proprietary and Confidential. 44
Slide 45: Enabling Dynamic Local Ads in Automotive
Enabling Dynamic Local Ads in Automotive © comScore, Inc. Proprietary and Confidential. 45
Slide 46: Develop Metrics, Measure and Refine Program Mix
Develop Metrics, Measure and Refine Program Mix Test & Evaluate Optimize the Mix Test & Evaluate the new Optimize the mix, and media and programs to allocate funds to determine the efficacy. stronger programs. © comScore, Inc. Proprietary and Confidential. 46
Slide 48: comScore AdEffx Suite
comScore AdEffx™ Suite Campaign Essentials Measures Reach, Frequency, GRPs and Demo Delivery of a Campaign Action Lift Monitors Behavioral Changes Such as Website Visits and Trademark Search Lift Norms • Self-service Action Lift Inside Tool Brand Survey Lift Measures Attitudinal Lifts Such as Awaren
Slide 49: Measuring the Retail Sales Impact of Online Ad Campaigns
Measuring the Retail Sales Impact of Online Ad Campaigns  200+ comScore studies conducted to assess impact of paid search and online ads on offline sales  Real world analysis: comScore panelists divided into matched groups (exposed and non-exposed to advertising) – Search only – Display ads only –
Slide 50: 82% of Online CPG Brand Campaigns Generated Lift
82% of Online CPG Brand Campaigns Measured by comScore have Generated an Average Lift of 22% in Brand Sales in Retail Stores  Campaigns we have analyzed – Cookie Mixes, Cereal, Frozen Snacks, Pizza, Tea, Toothpaste, Juice Drinks, Deodorants, Snack Bars, Pasta, Meals and more  Online advertising (b
Slide 51: Short-term lift from online advertising matches TV impact
Preliminary comScore Findings: Short-term lift in retail CPG brand sales from online advertising matches longer term TV impact  BehaviorScan tests conducted over a one year period  comScore studies over a three month period  Assumes 40% Internet reach against target Percent Lift in Retail Sales +
Slide 52: Display ads build retailer sales online and offline
Display ads successfully build retailer sales – both online and offline $ per 000 Exposed %% Lift: Lif 17% t: 16.6% $11,550 $9,905 %% Lift: Lif 27% t: 27.1% $994 $1,263 Online Of f line Control Test © comScore, Inc. Proprietary and Confidential. 52
Slide 53: Search vs. display offline sales lifts for multi-channel retailers
For multi-channel retailers, higher offline sales lifts from search vs. display advertising, but combined the synergy provides an even greater lift Incremental Lift in Retailers’ Offline Sales per (000) Exposed Source: comScore Ad Effectiveness Solutions +119% © comScore, Inc. Proprietary and Confid
Slide 54: Display reach lifts total offline sales; synergy with search
For multi-channel retailers, the higher reach of display ads often helps lift total offline sales more than does search. But, synergy gains can be obtained by using display overlaid on a search campaign • The overall number of people reached by display ads is typically much higher than search • As a
Slide 55: Questions?
QUESTIONS? Please contact us with any additional questions or comments. comScore: [email protected] ShopLocal: [email protected] © comScore, Inc. Proprietary and Confidential. 55
Slide 56: Thank You!
Thank You! Note: A copy of this presentation will be sent to all attendees within 24 hours of today’s webinar.

comScore — Store Promotion Strategies for a Digital World webinar (February 2010) on 6ix

comScore — Store Promotion Strategies for a Digital World webinar (February 2010)

Slide 1: Store Promotion Strategies for a Digital World

Slide 2: Introduction to Today's Webinar Presenters

Slide 3: Consumer Behavior & Media Usage Trends

Slide 4: Internet accounts for major portion of shoppers' time spent

Slide 5: Daily print newspaper readership is plummeting

Slide 6: Sunday newspaper circulation on the decline

Slide 7: Internet's increasing role in shopping and buying behavior

Slide 8: Majority of Americans use the Internet

Slide 9: Retailers not reaching enough Internet users through own websites

Slide 10: Time spent online shifts to social networking and entertainment

Slide 11: Facebook surpassed MySpace in U.S. visitors

Slide 12: U.S. Online Video consumption growth

Slide 13: Internet users conducted average 107 searches in October

Slide 14: Coupon redemption increased; online coupon sites growing

Slide 15: The ShopLocal Index of online circular page views

Slide 16: Digital Store Promotion Strategy

Slide 17: Personalized Offers Per Shopper

Slide 18: Many Influences along the Path to Purchase

Slide 19: SmartDelivery Distribution Platform

Slide 20: © comScore, Inc. Proprietary and Confidential.

Slide 21: Integrated with Print

Slide 22: Video On Demand Circulars

Slide 23: Rich Media Display

Slide 24: Event Based Display Advertising

Slide 25: Re-Targeting Your in-Market Store Shoppers

Slide 26: Re-Targeting Your in-Market Store Shoppers (cont.)

Slide 27: Targeted/Segmented Email Distribution

Slide 28: Mobile SMS

Slide 29: Local Search

Slide 30: Vibrant/ShopLocal Weekly Ad Solution

Slide 31: Facebook Fan Pages

Slide 32: Facebook Ads

Slide 33: Brand Communities

Slide 34: Coming soon to a billboard near you

Slide 35: Native iPhone Applications

Slide 36: ShopLocal shopper iPhone app

Slide 37: Spreezio

Slide 38: Cause Marketing

Slide 39: Digital Out of Home (OOH)

Slide 40: Print From Ad-unit

Slide 41: Send Coupon via SMS, Email or Snail Mail

Slide 42: Store Level TPRs

Slide 43: Local Distributed Advertising Across Verticals

Slide 44: Pepsi Offer Management System for Dynamic Local Ads

Slide 45: Enabling Dynamic Local Ads in Automotive

Slide 46: Develop Metrics, Measure and Refine Program Mix

Slide 47: Advertising Effectiveness

Slide 48: comScore AdEffx Suite

Slide 49: Measuring the Retail Sales Impact of Online Ad Campaigns

Slide 50: 82% of Online CPG Brand Campaigns Generated Lift

Slide 51: Short-term lift from online advertising matches TV impact

Slide 52: Display ads build retailer sales online and offline

Slide 53: Search vs. display offline sales lifts for multi-channel retailers

Slide 54: Display reach lifts total offline sales; synergy with search

Slide 55: Questions?

Slide 56: Thank You!