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[Insert Company Name]: August 2013
Holiday Retail 2013 Packs Gifts for the Yahoo! Bing Network
Executive Summary
Holiday Spending
• The 2013 Holiday retail season will show a rebound in
consumer spending levels
• Consumer electronics ,with releases of new gaming consoles
and the release of new smartphone models, included a new
rumored iPhone, will drive significant demand
• Spending on gift cards will also continue to grow while
spending on apparel will see a modest increase
• The 2013 holiday season will be shorter than 2012 and will
therefore have different spending patterns
Advertiser Actions
• Key in on device targeting and optimize your message and
offering to your customer behaviors on each device
• Test ad copy early to capture the 20% of consumers who start
their holiday shopping in or before September
• Include promotions within ad copy and promote in-store pick-
up to drive traffic and incremental sales
Contents
Yahoo! Bing
Network Tailors Value
for Retail Industry
Audience Behavior
in Retail category
Vertical Insights and
Digital Trends in
Retail Q&A / Appendix
The Yahoo! Bing Network Audience Snapshot
Source: comScore Explicit Core Search, June 2013 / comScore Explicit Core Search (custom), June 2013
5.6BSEARCHES
163MUNIQUE SEARCHERS
IN THE US
54MUNIQUE SEARCHERS
NOT ON GOOGLE
29%SEARCH
SHARE
TOTAL SEARCHERS ON THE
SPEND
SEARCHERS WHO EXCLUSIVELY USE THE
5.6%MORE THAN
SPEND 18% MORE THAN GOOGLE
Delivering Results with Bing Ads
On [the Yahoo! Bing Network], advertisers
saw marked improvement in clicks. On a
year-over-year basis, advertisers saw 25%
higher click volumes.“”
Online Advertising Report
Oct–Dec 2012
The Yahoo! Bing Network has
outperformed Google in return on ad
spend, ending Q3 2012 with the largest
gap of the 18-month period at 28%. “”
Platform Updates
+1,000
Increased Efficiency
+21%
More Clicks
+25%
New Markets in 2012
+15
The Yahoo! Bing Network audience spends
23% more than average online population
Total Yahoo! Bing Network audience spends
6% more than US Google searchers
Exclusive Yahoo! Bing Network audience spends
18% more than US Google searchers
Audience Buying Power Index
Reach an Audience that Spends More Than Google
Source: comScore US Core Search (custom), June 2013
100116 123
138
Average Internet User
Google Yahoo! Bing Network
Exclusive Yahoo! Bing Network
(Not reached on Google)
Source: comScore US Search Categories Report (custom), June 2013
Searchers Not Reached on Google Total Retail Paid Clicks
Total Retail Searchers Total Retail Searches
of all Retail paid clicks
Connect with Searchers You Can’t Reach ElsewhereIn June of 2013, the Yahoo! Bing Network delivered:
Source: 1 comScore US Search Categories Report (custom), June 2013 2 comScore US Search Categories Report (custom), comparing March 2013 to June 2013
37% share of paid clicks
Mall
42% share of paid clicks
Retail - Movies
+65% increase in
Books
+46% increase in
Retail - Movies
+8% increase in
Fragrances/Cosmetics
Substantial share of paid clicks across Movies
and Mall sub-categories1
Share of paid clicks on the
rise across sub-categories2
Delivering Substantial Paid Clicks in Retail
AUDIENCE BEHAVIOR
more likely to spend $2,500-$4,999 on consumer electronics
more likely to spend $500-$999 on personal electronics
more likely to spend $1,000-$2,499 on consumer electronics
more likely to spend $200-$499 on consumer electronics
more likely to spend $500-$999 on computer equipment
more likely to buy parental controls software
More Likely to Buy or Search Consumer Electronics Online in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
20%
18%
17%
11%
11%
7%
more likely to search for information on stereo receivers
more likely to buy web authoring software
more likely to search for information on HD radio receivers
more likely to spend $500-$999 on software
More Likely to Buy or Search Consumer Electronics Online in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
More Likely to Buy Gift Foods in last 30 daysCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
13% more likely to spend $50-$99 online on gift foods
12% more likely to spend $25-$49 online on gift foods
16% more likely to spend $500 or more on gourmet cooking equipment
11% more likely to spend $200-$499 on hand tools
5% more likely to search for information on power tools
6% more likely to search for information on gourmet cooking equipment
More Likely to Buy or Search Cooking, Sports Equipment and Tools in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
more likely to spend $50-$99 on power tools
more likely to spend $100-$199 on hand tools
more likely to search for information on hand tools
more likely to search for information on sports equipment
More Likely to Buy or Search Cooking, Sports Equipment and Tools in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
9% more likely to buy movie rentals (VHS or DVD)
9% more likely to buy online audio books (MP3 or other electronic format)
6% more likely to spend $200-$499 on books, instructional materials
6% more likely to buy music videos
7% more likely to spend $1,000-$2,499 on books, instructional materials
More Likely to Buy Music/Books/Video Online in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
More Likely to Buy Music/Books/Video Online in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
more likely to buy other literary or educational products
more likely to buy TV show rentals (VHS or DVD)
more likely to buy movie purchases (VHS or DVD)
more likely to buy audio books (on tape or CD)
More Likely to Buy Greeting Cards, Flowers and Jewelry in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
42% more likely to own Kawasaki
14% more likely to spend $100-$199 on greeting cards
8% more likely to spend $100-$199 on flowers
Patty can we use Flower Image (slide 34) from “inspiration deck or a greeting card photo like the mother’s day one in that deck? We can make the bars to the left smaller and make pic bigger.
More Likely to Buy Greeting Cards, Flowers and Jewelry in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
more likely to search for information on flowers
more likely to spend $200-$499 on jewelry/watches/accessories
13% more likely to buy classical music/ballet/opera tickets
11% more likely to buy live theater - musical/play tickets
7% more likely to buy other events (e.g. dog, boat, auto shows) tickets
More Likely to Buy Event Tickets in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
more likely to spend $2500 or more online on activity tickets
more likely to buy classical music/ballet/opera tickets
more likely to buy music concert tickets
more likely to buy museum/art gallery tickets
more likely to buy zoo/circus tickets
more likely to spend $100-$199 on activity tickets (e.g. concerts, sports events, museums, etc.)
More Likely to Buy Event Tickets in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
More Likely to Buy or Search Hobbies in last 30 daysCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
42% more likely to own Kawasaki
9% more likely to search for information on sports equipment
6% more likely to search for information on pet products /supplies
More Likely to Buy or Search Hobbies in last 30 daysCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
more likely to search for information on gardening supplies/tools
more likely to search for information on other hobby/personal interest products
more likely to buy pet products/supplies online
11% more likely to search for information on fragrances
9% more likely to search for information on hair care
5% more likely to search for information on skincare (moisturizers, anti-aging, etc.)
5% more likely to search for information any of these beauty products
7% more likely to search for information on cosmetics
8% more likely to search for information on bath and body (shower gel, etc.)
8% more likely to search for information on grooming (razors, etc.)
More Likely to Search for Beauty Products Online in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
128% more likely to spend $500 or more on grooming
35% more likely to spend $200-$499 on hair care
8% more likely to spend $500 or more on hair care
8% more likely to spend $50-$99 on skincare
6% more likely to spend $50-$99 on grooming
13% more likely to spend $100-$199 on cosmetics
17% more likely to spend $200-$499 on fragrances
27% more likely to spend $200-$499 on bath and body
6% more likely to spend $500 or more on fragrances
6% more likely to spend $100-$199 on bath and body
More Likely to Buy Beauty Products in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
36%more likely to spend $200-$499 on teen clothing for girls
27%more likely to spend $200-$499 on baby clothing
7%more likely to spend $100-$199 on teen clothing for boys
12%more likely to buy male teen clothing/shoes online
15%more likely to spend $500 or more on teen clothing for girls
More Likely to Purchase Apparel in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
More Likely to Search for Apparel Online in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
42% more likely to own Kawasakimore likely to search for teen clothing for girls
more likely to search for kids' 2-12 clothing
DIGITAL PLAYS KEY ROLEIN RETAIL INDUSTRY
Digital Ad Spend Forecasts Show Momentum
SHARE OF PAID CLICKS ON THE RISE
Notes
• The year 2013 is expected to spend $9.35B for Digital Ad Spending in Retail Industry.
• This growth trend is projected to continue well into 2017 with a CAGR of 10.2%
Source: eMarketer, June 2013
E-commerce and M-commerce Projections
Source: eMarketer, April 2013
Notes
• In 2013, US retail ecommerce sales will total $259 billion, a 14.8% annual increase.
• The longer-term outlook is also bright, with digital sales expected to increase at a 14% compound annual growth rate (CAGR) from 2012 to 2017.
• Mobile already accounts for 11% of ecommerce sales, and its share will jump to 25% by 2017
Reach Receptive Audiences Along Their Complex Shopping Journey
AWARENESS FOR SEASONAL
EVENTS/NEW PRODUCTS ONLINE
OR IN-STORE SALES
BOOST COMPETITIVE
CONQUESTING
INCREASE TRAFFIC AND BASKET SIZE
OUR VISITORS
PURCHASE 24% MORE APPAREL
AND ACCESSORIES
OUR VISITORS
PURCHASE 23% MORE HOME
AND GARDEN PRODUCTS
OUR VISITORS
PURCHASE 22% MORE JEWELRY
AND WATCHES
OUR VISITORS
PURCHASE 15% MORE
FURNITURE, APPLIANCES AND
EQUIPMENT
Retail Industry – Shopping Season – YoY Trends/Day
Source: The Search Agents, 2012
SHARE OF PAID CLICKS ON THE RISE
Notes
Click and impression volume on Thanksgiving Day increased by 2.5% and 2.2% respectively between 2011 and 2012. The
segment of impression volume on Black Friday saw a steep decrease of 12.5% from 36.1% in 2011 to 24.7% in 2012
however, clicks increased by 1.5%.
On Cyber Monday, share of impressions increased by 4.6% from 19.1% in 2011 to 23.7% in 2012, while click volume stayed
about the same. Changes in click and impression patterns imply that consumers are likely spending more of their
Thanksgiving Day either shopping or preparing for Black Friday and Cyber Monday by finding better deals in advance.
.
Retail Industry – Shopping Season – Device
Source: The Search Agents, 2012
SHARE OF PAID CLICKS ON THE RISE
Notes
On Thanksgiving Day, impressions from mobile devices more than tripled from 5.8% in 2011 to 18.1% in 2012. Mobile
devices share of clicks doubled from 15.5% in 2011 to 31.1% in 2012.
Cyber Monday impression volume from mobile devices more than tripled from 3.8% in 2011 to 14.2% in 2012 while click
share more than doubled from 8.6% in 2011 to 20.5% in 2012.
Retail Industry – Shopping Season
Source: Hitwise, 2010-2012
SHARE OF PAID CLICKS ON THE RISE
Notes
Christmas Day 2012 saw a 27% increase in online traffic to the top 500 retail sites compared to 2011.
Thanksgiving Day showed the highest spend with 32% growth YoY.
Retail Industry – Thanksgiving – Real Time Sales
Source: IBM Core Metrics, 2012
Notes
Online sales for Thanksgiving hit record numbers in 2012 with sales growing 17.4% over 2011.
Retail Industry – Thanksgiving Vs. Black Friday – Real Time Sales
Source: IBM Core Metrics, 2012
Notes
While Thanksgiving has become a marquee day for online shopping, Black Friday still delivers considerably higher sales.
Retail Industry – Thanksgiving Vs. Black Friday – Real Time Sales
Source: IBM Core Metrics, 2012
Notes
Online sales for Black Friday peaked at 8:45AM PST with sales increasing 20.7% over 2011.
Retail Industry – Black Friday Vs. Cyber Monday – Real Time Sales
Source: IBM Core Metrics, 2012
SHARE OF PAID CLICKS ON THE RISE
Notes
While online sales Black Friday peaked and then declined, Cyber Monday peaked at 8:25AM PST and maintained strong
momentum. Online sales were up by 36.71% over Black Friday.
Retail Industry – Cyber Monday – Real Time Sales
Source: IBM Core Metrics, 2012
Notes
Cyber Monday online sales grew significantly, increasing by 30.25% over 2011.
Retail Industry – Cyber Monday & Black Friday – Mobile
Source: IBM Core Metrics, 2012
Notes
• On Black Friday 2012, online sales and traffic from mobile devices increased by 65.2% and 67.8% over 2011, respectively.
• On Cyber Monday 2012, online sales and traffic from mobile devices increased by 96.2% and 71.4% over 2011, respectively.
Nearly One-Quarter of Consumers Buy Six or More Gift Cards Per Year
Source: GiftCard.com by CardLab Gift Card Spending Report 2012
Among consumers who buy at least one gift
card per year, 24% purchase six or more
3% typically purchase over 50 gift cards per year
13% purchase gift cards online
Women 35+ tend to purchase gift cards from
a display in a grocery store or pharmacy more
frequently than men under age 34
Older Consumers 55-64 Spend the Most on Gift Cards
Source: GiftCard.com by CardLab Gift Card Spending Report 2012
Nearly 50% of respondents plan to purchase
at least one gift card this holiday season
$26.40 is the average amount spent on a
single gift card, regardless of gender, income,
location in the U.S. and age
55-64 year olds tend to spend more on gift
cards, with the average consumer in this age
bracket spending $32.60 per gift card
On average, age 18-24 spend $21.50;
age 25-34 spend $20.00;
age 35-44 spend $29.80
Gift Cards Purchases Are Generally Planned in Advance
Source: GiftCard.com by CardLab Gift Card Spending Report 2012
72% of consumers always/almost always plan their
gift card purchases
28% always plan their gift card purchases
40% who always plan their gift card purchases have
an annual household income of $100K+
Price is the Most Important Gift Card Feature Among Consumers
Source: GiftCard.com by CardLab Gift Card Spending Report 2012
Pricewas cited by 48%
Selectionwas cited by 24%
Personalizationwas cited by 14%
Card Design was cited by 11%
Card Packaging was cited by 2%
Gift Cards Are for Bought for Many Occasions, Especially Birthdays
Source: GiftCard.com by CardLab Gift Card Spending Report 2012
Birthdayscited by 45% of consumers as a gift card occasion
Christmas cited by 42%
Graduations cited by 18%
Weddingscited by 15%
Coach or Teacher Gift cited by 7%
Gift Cards Are Typically Spent Within 1 Month
Source: American Express Spending & Saving Tracker Holiday Shopping (research conducted by Echo Research between 11/29/12 and 12/2/12)
44% consumers expect to spend the holiday gift cards they
receive within 1 month
22% expect to spend within 2 to 5 months
10% expect spend within 6 months
8% expect to spend within > 6 months
Gift Cards Are Mainly Spent at Grocery Stores/Supermarkets
Source: GiftCard.com by CardLab Gift Card Spending Report 2012
21% of consumers spend their gift card at grocery stores/supermarkets
10% spend at eating places/restaurants
8% spend at department stores
7% spend at discount stores
7% spend at automotive parts and accessories stores
6% spend at fast food restaurants
5%spend at electronics stores
Holiday Shoppers 18+ Plan to Shop Online
Source: 2012 BIGinsight – Black Friday Weekend
80% had or will take advantage of online and in-store promotions to buy non-gift
items during the Thanksgiving holiday weekend
48% indicated they shopped online on Black Friday compared with
27% on Thanksgiving Day
37% did not shop on either Thanksgiving or Black Friday
30% said they intend to search online for information on Black Friday weekend
sales, discounts and promotions
59% of Adults 18+ Went or Will Go Holiday Shopping Thursday, Friday, Saturday or Sunday
Source: 2012 BIGinsight – Black Friday Weekend
59% of these shoppers are females
65% have incomes of $50K+
77% are 18-34 year olds
60% are 35-54 year olds
Black Friday is the Most Popular Holiday Shopping Day
Source: 2012 BIGinsight – Black Friday Weekend
37% plan to shop on Friday
34% plan to shop on Saturday
18% plan to shop on Sunday
15% plan to shop on Thursday
(Thanksgiving)
$432.55 Average Spend During Black Friday Weekend, up 6% from 2011Of this spend, the following was spent online…
Source: 2012 BIGinsight – Black Friday Weekend
$172.42 for adults 18+
(about 41% of spend was online representing a
15% increase from 2011)
Men averaged
$201.12 (about 42% of spend was online)
Women averaged
$145.36 (about 40% of spend was online)
Incomes $50K+ averaged
$209.39 (about 41% of spend was online)
Clothing is the Top Gift Bought During Black Friday Weekend
Source: 2012 BIGinsight – Black Friday Weekend
58% will buy Clothing (increased from 2011)
35% will buy Toys (increased from 2011)
21% will buy Home décor or home related furnishings (decreased from 2011)
15% will buy Jewelry or precious metal accessories (increased from 2011)
14% will buy Sporting goods or leisure items (increased from 2011)
38% will buy Consumer electronics or computer related accessories (decreased from 2011)
40% will buy Books, CDs, DVDs videos or video games (increased from 2011)
25% will buy Food/candy (increased from 2011)
6% will buy Flowers/plants (increased from 2011)
23% will buy Personal care or beauty items (increased from 2011)
33% will buy Gift cards/certificates (up from 21% in 2011)
More than 50% of Consumers Plan to Shop on Cyber Monday
Source: 2012 BIGinsight – Black Friday Weekend
54% adults 18+ said yes (5% increase from 2011)
61% with incomes $50K+
68% 18-34 year olds
68% 35-54 year olds
More Cyber Monday Shoppers Will be Early Birds
Source: 2012 BIGinsight – Black Friday Weekend
44% of adults 18+ will shop early morning
37% will shop late morning
17% will shop over lunch hour
32% will shop early afternoon
27% will shop late afternoon
29% will shop early evening
19% will shop late evening
2% will shop at another time
25% of Adults 18+ Intend to Spend More This Holiday Season
Source: BIGinsight Monthly Consumer Survey, December 2012
30% of men intend to spend more
27%with income $50K+ intend to spend more
41% of 18-24 year olds intend to spend more
39% of 25-34 year olds intend to spend more
27% of 45-54 year olds intend to spend more
Over 50% Already Bought Clothing as Holiday Gifts
Source: BIGinsight Monthly Consumer Survey, December 2012
53% Clothing or clothing accessories
43% Books, CDs, DVDs, videos or video games
27% Food/candy
22% Personal care or beauty items
28% Consumer electronics or computer related accessories
39% Gift cards/certificates
42% Toys
15% Sporting goods or leisure items
5% Flowers/plants
21% Jewelry or precious metal accessories
20% Home décor or home related furnishings
Online is the Top Destination for the Remainder of Holiday Shopping
Source: BIGinsight Monthly Consumer Survey, December 2012
46% Online
45% Department store
14% Grocery store or supermarket
13% Outlet store
23% Clothing or accessory store
23% Electronics store
35% Discount store
7% Thrift store/retail shop
6% Catalog
7% Crafts or fabric store
10% Other specialty store
5% Other
Q&A
APPENDIX
Yahoo! Bing Network Share of Paid Clicks Across Retail
Source: Yahoo! Insights – Daily Habits US Survey, January 2013
Automotive
Business & Finance
Education
Telecom
Travel
Retail
$3.3BPER MONTH SPEND
32% BROWSE & SHOP FOR FUN AS
A DAILY HABIT
39% READ MESSAGE BLOGS &
ARTICLES ON Y!
64% READ NEWS &
ENTERTAINMENT ARTICLES
ON Y!
32%USE SEARCH ENGINE YAHOO!
More Mobile Usage to Access Retail InformationCompared to Google, the Yahoo! Bing Network Audience is:
Source: comScore US Plan Metrix Site Audience Profile, May 2013
5% more likely to use their mobile device almost every day to access food/recipes/cooking tips
7% more likely to use their mobile device 1-3 times a month to access beauty/fashion/style information
12% more likely to use SMS on their mobile device to access beauty/fashion/style information
Thank you!
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