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Steve Elson, VP Search. Getting Closer to the Shopper. We Went From …. purchase decisions made in the aisle. To This…. 62% of consumers use some form of digital media before the majority of their shopping trips. - Booz & Company, Nov. 2010. - PowerPoint PPT Presentation
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Getting Closer to the Shopper
Steve Elson, VP Search
We Went From …
purchase decisions made in the aisle.
To This…
62% of consumers
use some form of
digital media before
the majority of their
shopping trips.
- Booz & Company, Nov. 2010
The Moment of Truth Now Occurs More Frequently on Retailer Websites.
Even with a wealth of
online channels at their
disposal, retailer websites
are the leading research
source for purchase
decisions across nearly all
product categories.
- eMarketer , Aug. 2012
7 in 10 consumers start their shopping on merchant sites.
-Shop.org
Retail websites have actually emerged as the first or second source for product information – 41% more often than search engines- comScore, July 2010
Same Behavior, Just Closer to the Buy Button
push toys
Top of Sort Grabs Shoppers’ Attention!
push toy
Reach the real thing
It’s the difference between buying an audience and engaging shoppers.
Brands & RetailersMeet in the Middle
Your product ad served against relevant searches across multiple retailers.
RETAIL SEARCH EXCHANGE
What Are Product Ads?
• Paid search model on retail sites
• Click-in advertising, facilitates shopping behaviors & drives sales
• Top-of-sort placement wherever your products are sold within RSX
• No ad creative or keyword research needed
• Always-on real-time CPC auction marketplace with budget controls
• Powerful campaign insights
Self-Service Advertiser UI
Product Ad On Retail Site
What Does RSX Look Like?
New Performance Measures
Reach and CTR not so relevant
This is What is Relevant: Sales and ROAS Share of Shelf Share of Shopper Engagement Change in Share of Sales
Share of Shopper Engagement
During campaign, share of related/competitive product pageviews rose 108% as compared to the preceding week
Summary:
Retailers are now Publishers
New way for brands to connect with shoppers at a moment of truth
Deserves to be in part of media mix
Seamless, facilitates shopping behaviors
Emerging ecommerce media models
RETAIL SEARCH EXCHANGE
It doesn’t even look like an ad!
