ENGAGING THE NEWLY ENGAGED - go.vdx.tvgo.vdx.tv/rs/...eFloral-Engagement-Study-Engaging-The-Newly-Engage… · For many newly engaged couples, a vision of the perfect wedding day

VDX . tv ’s take on engagement...

ENGAGING THE NEWLY ENGAGEDHow data can help eFloral companies achieve happily-ever-after results

2 | ENGAGING THE NEWLY ENGAGED : HOW DATA CAN HELP EFLORAL COMPANIES ACHIEVE HAPPILY-EVER-AFTER RESULTS

Introduction

Are eFloral companies targeting engaged couples at the right time?

For many newly engaged couples, a vision of the perfect wedding day includes

tastefully arranged flowers gracing the occasion. Whether they create bouquets,

boutonnières or centerpieces at the reception, florists play a crucial role in

creating memorable experiences. And no two weddings are the same. The

various elements required to create the most perfect day is what makes the

wedding market a $72B global profit industry.1

2 | ENGAGING THE NEWLY ENGAGED : HOW DATA CAN HELP EFLORAL COMPANIES ACHIEVE HAPPILY-EVER-AFTER RESULTS ENGAGING THE NEWLY ENGAGED : HOW DATA CAN HELP EFLORAL COMPANIES ACHIEVE HAPPILY-EVER-AFTER RESULTS | 3



With many entrants into the ecommerce wedding services space, eFloral companies have an opportunity to earn some of this market share.

Companies like Bouq and Bloominous offer on-demand delivery for all the

events leading up to a wedding and on the big day. But with many florists still

focusing on tentpole holidays like Valentine’s Day and Mother’s Day, are they

missing out on opportune moments to target engaged couples who may be in

the process of planning for their special day?

By analyzing online advertising performance data across our clients and

supporting with third-party research, this report highlights what we know about

the eFloral industry.


Costs

When jumping into the planning process, couples start with a budget.

$27,000 is the average cost of wedding

ceremonies and receptions2

60% of the budget is allocated to catering,

venue, music and photography/videography2

50% of couples buy products and/or services

from at least 10 different vendors3



Then couples select a date and develop a planning timeline.

Timeline

67% of all planning happens 7 to 15 months

prior to the wedding3

69% of all US weddings happen between May

and October2

7-9 months prior to their wedding, most couples

search online for the majority of their vendors2



Technology is increasingly dominating the planning process for couples, with Pinterest boards, Instagram posts, blogs and wedding publisher sites all providing inspiration and resources

for engaged couples.

Planning& Research

~83% of brides do their planning online2

42% research on mobile/tablet2

41% research on desktop2




The graph above shows online orders from a well-known eFloral company against the demand spikes in February and May for Valentine’s

Day and Mother’s Day.

We can see that eFloral companies are missing opportunities to capture wedding planners in January, March, April, September, October,

November and December. The demand in planning rises in November through January, due to timing before wedding season and the

fact that 40% of couples get engaged during the holiday season. Anything above the blue line shows missed opportunity.


What we do

VDX.tv’s goal is to help you reach the right audiences when they are in market. This is how we help you avoid missed opportunities:

We understand who your audiences are

• Contextualization: Page-level contextualization with keyword granularity

illuminates the interests and intents associated with a visit to any page on

our network.

• Interest-Based Audiences: 50k exclusive contextually relevant topics.

• Big Data: Our data is proprietary and exclusive to our clients.

We know how to reach them

• Machine Learning: VDX.tv's technology uses a unique scoring system to

qualify consumers and optimize in real-time.

• Publisher Marketplace: Publisher-direct relationships provide incremental

reach to high-value prospects.

• Engaging Video Ad Units: VDX (Video-Driven Experiences) ad units provide

an immersive, opt-in user experience.


Citations: 1. https://www.forbes.com/sites/pamdanziger/2018/02/17/will-a-booming-economy-bring-a-wedding-market-boom-not-likely/#71413cb942702. https://go.weddingwire.com/newlywed-report3. https://www.wedinsights.com/hubfs/WedInsights_Series/Volume_2/The_Client_Journey.pdf?t=15328700196604. A well-known ecommerce floral company ran a performance digital campaign with Exponential from January 2017 to April 2018. Pixels were placed on the campaign, which provided supporting

data about interested consumers.

Who we are

When you have the right balance of people and technology, amazing things

can happen. VDX.tv uses big data and machine learning to understand

consumer interests in real-time, and delivers innovative creative experiences

designed to trigger emotions that drive affinity and spend.

Find out more by reaching out to [email protected].

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ENGAGING THE NEWLY ENGAGED - go.vdx.tvgo.vdx.tv/rs/...eFloral-Engagement-Study-Engaging-The-Newly-Engage… · For many newly engaged couples, a vision of the perfect wedding day