Brad Lebow Pre-Roll HHL Adv

Changing Media Consumption
• Television viewership remains a stable and consistent
choice for consumers.
• Online usage has grown by +54% over the past 4 years.
300
250
200
Minutes
Per Day
2009
150
2012
100
50
0
Online/Mobile +54%
Television +5%
Radio -6%
Newspapers -33%
Others -18%
Why We Know Our Advertising Is Important
Why We Know Our Advertising Is Important
• Two-thirds of buyers who purchase in-store access the internet
for furniture information.
Sources used to look for information on
furniture while shopping:
Source: 2012 Google/Complete Retail Furniture Study, U.S.
QRT1- Which of the following sources, if any, did you use to look for information on furniture?
Consumer Online Behavior
• There is a direct correlation between website traffic
and in-store sales.
Online Advertising Goal
Drive qualified website traffic
=
Increased store traffic
=
INCREASED SALES
Tracking Traffic
• Tracking shoppers through your door is not
the only traffic you should be counting.
Promote Engagement with Pre-Roll Advertising
• :15 commercial
running as “forced”
viewing prior to video
content desired by
browser.
• An extension of TVsight, sound, motion
and a call to action.
• Relatively high click
through rate.
Online Video Consumption is Increasing
Digital Video Viewers
in millions
201
197
191
183
172
2012
2013
2014
2015
Source: eMarketer Comparative Estimates Aug. 2013
2016
Message Recall
• When online pre-roll advertising is combined with traditional
TV, it results in a 10% increase in consumer recall.
Message Recall
30%
20%
TV + Pre-Roll
Video Ad
TV
Source: Neilsen & IAB. A Comprehensive Picture of Digital Video and TV advertising, 2012
Behavioral Targeting
• Surfing the web leaves a trail.
• We analyze the browsing history
to determine an interest in
buying furniture.
Behavioral Targeting
We buy the internet differently
than we buy traditional media.
Traditional
•
•
Demo driven,
i.e. W, 25-54
“Shot gun”
approach
Internet
•
Driven by browsing
history (web behavior)
•
Allows us to find
“hand raisers”
•
Delivers a one-on-one
impression
On Which Websites Do We Deliver the Message?
Our on-line buys appear across more than 500 websites
based on where the individuals we want to target browse.
These include:
marthastewart.com
coolhouseplans.com
epicurious.com
goodhousekeeping.com
designsponge.com
elledecor.com
apartmenttherapy.com
freshome.com
midwestliving.com
countryliving.com
bhg.com
hookedonhouses.net
housebeautiful.com
kudzu.com
casasugar.com
younghouselove.com
traditionalhome.com
curbly.com
• Plus local news and information websites
Sample Placements
Behavioral Targeting
Why is Powell’s advertising on Yahoo Finance?
-
We bought the person,
not the page.
The person accessing
this page visited:
-
Elledecor.com
Pinterest
Coolhouseplans.com
Trivetts.com
Geo-Targeting
• Delivery of our
message is
designated to a
specific
geographic
footprint.
• We can target as
specifically as a
single zip code.
A “Smart” Program
The HHL on-line program “learns” as it goes:
• The buys focus impressions to sites and
prospects that are most inclined to click
increasing the efficiency of the buy over time.
Getting Started – Our Recommendation
A combination of banner ads
and pre-roll advertising.
• Banners provide reach
(more gross impressions).
• Pre-roll provides greater
click through rates and
many of the same
advantages of broadcast TV.
Reporting
We monitor program performance
on an on-going basis.
Day(s)
Campaign
Tactic
8/21/13-9/2/13
Labor Day
Animated Banner Ads
666,667
667
0.10%
$3.75
$3.75
8/21/13-9/2/13
Labor Day
Pre Roll Video
181,818
727
0.40%
$13.75
$3.44
848,485
1,394
0.16%
$5.89
$3.59
Campaign Total
Impressions
Clicks
CTR%
Avg. CPM
Avg. CPC
CASE STUDIES
Geo-Targeting
GOAL:
Deliver the
message to
an area that
does not
receive our
regular
advertising.
Performance Results
Anne Arundel Campaign 3/1/13 - 7/30/13
Web Site
Visitors
2012
+20.8%
increase
2013
+9%
increase
Campaign Performance – Website Traffic
Media Campaign Run Dates: 11/6 – 12/1/2013
Pre-Roll and Animated Banners
Compared to Previous 3 Weeks:
(10/11 – 11/5/2013)
Compared to Same Period 2012:
(11/6 – 12/1/2012)
Visits:
70.65%
Visits:
68.20%
Uniques:
79.93%
Uniques:
69.93%
Pageviews:
16.55%
Pageviews:
26.29%
New Visits:
9.07%
New Visits:
6.65%
How Much Are HHL Retailers
Spending On Online Advertising?
• Costs vary by market.
• Roughly 5 – 10% of traditional media spend
is being moved into online initiatives.
• We see this percentage increasing over time.