Retail Ads

Transcription

Retail Ads

RETAIL ENGAGEMENT
A GfK MRI Starch analysis of Retail Advertising in Magazines
© GfK 2013 | Digital Starch applications and analyses
1
Purpose and Methodology
This analysis investigates the usage of print magazines by retail advertisers,
and explores the dynamics that can impact advertising engagement.
Methodology
• Analysis includes all ads measured by GfK MRI Starch in 2013, except
where noted.
• Includes retail product categories V31-V63, which includes online retailers
and wholesale clubs. Retailers with multiple product lines are counted
individually, ie Macy’s Household is counted as a separate advertiser from
Macy’s Men’s Apparel.
2
2013 Ad Effectiveness
•
In 2013, Starch measured 6,868 retail ads, representing almost 1300 retailers.*
•
Overall ad effectiveness scores for retailers are on par with the average for all
ads.
2013 Topline
Retail
63
53
All Ads*
61
52
16
Noted %
Actions Taken
(net)%
13
Visit Website %
17
25
27
16
Looked for more
info %
10
Purchase/Consider
Purchase %
10
Saved Ad %
10
10
Use Coupon
*105,418 ads
* Includes online retailers and wholesale clubs
3
Monthly Tracking
•
•
Despite the increased advertising in the Spring and Fall Fashion issues, and holiday
months, the monthly tracking of key starch metrics remains consistent month over
month.
The data suggest that shopping is a year-round endeavor; readers are always in a
shopping mode for something, which may be one of the primary draws to magazines.
2013 Retailer Ad Tracking
70
60
50
40
30
20
10
0
Noted %
Actions Taken%
Visit Website
Looked for more info
January February March
(375)
(394)
(792)
53
62
16
18
53
62
17
17
53
62
16
17
April
(689)
May
(649)
June
(553)
July
(411)
54
63
16
17
54
64
17
17
53
65
18
18
51
66
17
18
August Septemb October Novemb Decemb
(367) er (719) (616) er (590) er (713)
53
66
17
18
51
63
16
17
52
64
16
17
53
63
16
17
53
61
16
16
4
Retailer Advertising Trend
• Ad effectiveness scores have remained very consistent over the past four years,
with average Noting dipping slightly.
Yearly Trend
70
60
63 61 63 62
53 54 56 56
2013 (6868 ads)
50
40
2012 (7984 ads)
30
2011 (8194 ads)
20
16 16 17 16
17 16 17 16
Visit Website
Look for more info
2010 (7524 ads)
10
0
Noted %
Actions Taken%
5
Top Retail Advertisers
•
The table below lists the most active retailers in print, as measured by Starch.
•
The coupon that appears in almost all of Bed Bath & Beyond’s print ads helped propel it to the top of the
list for recall, driving action, and purchasing the product among this list.
•
The highest score for Purchase goes to Harbor Freight Tools, not because they ran the most ads, but
because their ads showcase an average of 30 products, each displayed as if it were a coupon. In
addition, a 20% off coupon is included in every ad. (More on this later.)
Retailer
Category Average
Harbor Freight Tools
Target
Macy's
Walmart
GNC
Home Depot
IKEA
Sephora
Lumber Liquidators
Bloomingdales
JC Penney
Bed Bath Beyond
# of Ads
Noted
Index
Actions
Taken
Index
Visit
Website
Index
6868
308
290
238
184
178
129
106
100
81
68
63
62
53%
117
111
117
109
87
111
117
102
102
109
111
136
63%
113
98
103
98
94
102
95
105
92
100
97
135
16%
113
88
106
69
81
88
113
100
94
113
94
75
Looked Consider
for info Purchase Purchase
Index
Index
Index
17%
100
82
94
82
100
94
88
100
106
94
82
59
20%
130
115
115
120
105
110
95
140
105
110
110
105
7%
214
129
129
186
114
114
71
129
86
86
114
171
Indexed to Retailer Category Average
6
Relationship of In-Market Shoppers to Ad Engagement
•
Are readers who are in-market for a product more likely to engage with a retailer ad?
•
Starch’s battery of brand influence questions can help answer that question. Asked at the
beginning of the survey, the Brand Influence questions measure respondents’ pre-existing
opinion of the brands whose advertisements were present in the issue. The brand
disposition questions do not reference an ad but rather ask the respondent about the brand
itself. There are four possible response options:
•
•
•
•
•
I would recommend it
I plan to buy it soon
I bought it in the past two weeks
None of these
By looking at the difference in scores between Noters and Non-Noters of an ad, we can
gain some insight into the relationship between in-market readers and ad engagement.
7
Ad Engagement and Purchase Behavior
In-Market shoppers can be defined as readers who either recently Purchased a Product or those who Plan to Buy soon. By
looking at the difference between Noters and Non-Noters of ads, we can gain some insight into how previous purchase
behavior or purchase intent can influence ad recall.
In the example for Sephora, the difference between Noters and Non-Noters for Bought and Plan to Buy is +4 points and +6
points respectively. In other words, 9% of Noters had purchased a product at Sephora within the past 2 weeks, whereas only
5% of Non-Noters had purchased a product.
Plan to buy
soon-NonNoters (%)
Bought within past 2 Bought within past 2
Plan to buy
wks-Noters (%) wks-Non-Noters (%) soon-Noters (%)
Sephora
100 Ads
9
5
16
10
The table below highlights the difference in percentage points between Noters and Non-Noters of in-market shoppers for the
most active retail advertisers. In every case, the percentage of in-Market readers was higher among Noters vs Non-Noters.
(The positive score means that Noters were higher than Non-Noters.) Although these differences look small, they can add up
to big dollars. For example, the difference for Macy’s equates to over 300,000 potential shoppers. If each of those shoppers
spends an average of $50, Macy’s is losing out on roughly $15M dollars of incremental revenue.
These data strongly suggest that readers who engaged with store ads are more likely to have shopped or plan to shop at
those stores than those who did not.
Noters vs Non-Noters
Retail
Category
Harbor
Freight
BloomingJC Penney
dales
Macy's
Sephora
Bed Bath
GNC
Target
Walmart
2
7
6
4
6
4
5
5
4
4
3
5
4
6
4
5
3
2
3
3
5
12
10
10
10
9
8
7
7
7
Point Difference:
Bought in past 2 weeks
Point Difference: Plan to
Buy Soon
Combined Difference
8
The Impact of Coupons
• In 2013*, there was a total of 621 retailer ads with coupons. As the chart below
illustrates, coupons are highly effective at generating reader action, notably in
Purchase and Purchase Consideration.
• Who is King of the coupon? Harbor Freight Tools ran a total of 287
coupons last year. More familiar to the non-tool enthusiast are the 20% off Bed
Bath & Beyond coupons, which came in a distant second with 57 ads.
Retail Ads
Non-Coupons (6526)
Avg Noted: 62%
Coupon Ads (604)
52
Noted
Actions Taken (Net): 71%
Use Coupon: 15%
60
62
Actions Taken
73
16
16
Visited Website
20
Consider Purchase
7
Purchased Product
Use Coupon
Harbor Freight Tools
0
12
25
Bed Bath & Beyond
Avg Noted: 73%
18
Actions Taken (Net): 86%
Use Coupon: 32%
*November 2012-October 2013
9
Trend Spotting: More Multi-Product Ads
• A comparison of retailer ads in 2012 and 2013 reveals a greater number of multiproduct ads. In 2012, 55% of retailer ads were multi-product; in 2013, that
percentage increased to 66%.
• This strategy allows for promotion of many products within a single unit and
creates the feel of catalog shopping for readers.
• The data below suggest that multi-product ads may make a retailer ad more
memorable.
% Average Noting
Multi-Product
54
Single Product
55
52
51
2013
2012
10
Spotlight on
•
Last year Macy’s ran a total of 238 ads across 188 issues. Within the company brand name, there were 31 brand campaigns.
The largest ones were Women’s apparel (60 ads) and Men’s apparel (39 ads).
•
Four of the five highlighted ads feature multiple products within a spread unit. As stated earlier, this strategy allows for promotion of
many products within a single unit and creates the feel of catalog shopping for readers. Also, not surprisingly, the highest scoring ads
for Noting and Visit website occurred in December issues, capturing readers’ interest in ideas for Holiday gifts.
•
Over the past two years, Macy’s ran more multi-product ads within their total ad mix. In 2011, 63% of Macy’s ads were multi-product,
whereas in 2013, 73% were multi-product.
Highest Drive to Website
Macy’s Multi-products
In Style – December 2013
Highest Noted
Visited Website – 36%
Index: 211
Macy’s Multi-products
New York Mag – Dec. 23
Avg Noted: 90%
Index: 145
Highest Claimed purchase
Highest Purchase Consideration
Macy’s Women’s Apparel
Latina – May 2013
Highest Actions Taken
Purchased product: 20%
Index: 222
Macy’s Corporate Promo
Elle – June 2013
Avg Actions Taken : 83%
Index: 128
Macy’s Kitchen Products
Texas Monthly – July 2013
Purchased product: 16%
Index: 178
11
Online Retailers
12
Online Retailers
•
•
In 2013, Starch measured 1,363 ads from 266 online retailers, representing 20% of all
retail ads. Overall Noting scores are lower for online retailers, but are higher on action
metrics of Website visitation, and Looking for more information.
# of Ads
Noted %
Actions Taken
Visit Website
Look for info
Online Retailers
1363
49%
64%
19%
20%
Physical retailers
5505
54%
63%
16%
17%
The list of top online retailers is dominated by automotive brands.
Total # of Retailer Ads*
ROCKAUTO.COM STORE
GOOGLE PLAY
IBUYPOWER.COM
DISCOUNTRAMPS.COM
4 WHEEL PARTS WHOLESALER STORE
AMAZON.COM STORE
GAMEFLY.COM
MUSCLE & FITNESS STORE
YEARONE.COM AUTO PARTS
CHARLES P. ROGERS BEDS DIRECT STORE
JUSTFABULOUS STORE
EATMYSHIFT.COM STORE
MINTED.COM
# of Ads
1363
Avg Noted %
49
80
72
56
32
25
23
22
22
22
21
21
20
20
41
58
51
48
72
59
56
43
63
49
55
44
43
Any action
Visited
taken Noters website Noters
(%)
(%)
64
19
62
61
66
66
73
68
68
64
72
58
62
72
59
19
17
22
20
24
27
19
16
24
15
20
22
16
Looked for
more info
Noters (%)
20
19
19
25
21
24
18
19
23
23
16
17
23
18
*Retailers with 20 or more ads in 2013
13
Average Noted – Online Retailers
•
Online retailers with the highest Noted scores tend to be well-known brick-and-mortar
stores, such as Gucci, Sephora, David’s Bridal, and Macy’s.
•
Horchow scores big with very large units, typically running 8 page inserts in decorating
titles.
Ranked by Average Noted
HORCHOW STORE
GUCCI STORE
DISNEY BABY STORE
SEPHORA.COM DRUG STORE
GAMEFLY VIDEO GAME RENTALS
DAVID'S BRIDAL STORE
MACYS.COM
ERGOMOTION
AMAZON.COM STORE
# of Ads
7
25
8
5
12
22
15
10
7
6
23
Avg Noted %
72
72
66
64
63
63
62
61
60
59
59
Any action taken
Noters (%)
67
73
56
68
64
72
71
73
68
59
68
Visited website
Noters (%)
21
24
14
15
20
24
21
23
19
19
27
Looked for more info
Noters (%)
19
24
14
19
16
23
21
21
13
21
18
Based on retailers running 5+ ads in 2013
14
Drive to Website – Online Retailers
•
Amazon, the world’s largest online retailer, has the highest success in driving readers to their website.
Other top performers are brands that do a lot of heavy promotional activity in their advertising, such as
free shipping and discounting.
Ranked by Website Visit
AMAZON.COM STORE
TACKLEDIRECT STORE
ORIGINAL PARTS GROUP STR
OVERSTOCK.COM STORE
ADAM & EVE ADULT STORE
BED BATH & BEYOND
GOTTASHOW PDTS STORE
AMERICANPOWERTRAIN.COM
DAVID'S BRIDAL STORE
# of Ads
23
10
5
6
6
6
22
25
11
11
10
Avg Noted %
59
52
48
56
45
55
63
72
38
44
61
Any action taken
Noters (%)
68
74
74
68
66
79
72
73
72
71
73
Visited website Noters
(%)
27
27
27
26
26
26
24
24
23
23
23
Based on retailers running 5+ ads in 2013
15
Tablet Ad Performance
•
In 2013, Starch measured 1,450 retailer ads. These ads performed on par with the average for all
tablet ads across almost all Starch metrics.
•
The average Noted score for Retail ads appearing in tablet editions was 53%, which is the same Noting
score for Print editions.
Ad Effectiveness
Retail Ads
All Ads
71%70%
53%52%
51%49%
21%18%
Noted %
Actions
Taken (net)
%
Visit
Company
Website
27%29%
Net
Purchase
35%34%
23%
19%
Any
Accessed Touched for
Interactive Website thru
Info
Action
Ad
27%28%
Viewed
Gallery
16
Digital Attribute Effectiveness
•
The chart below illustrates the effectiveness of the digital features within Retailer ads.
•
With the exception of video, digital features do not seem to impact ad effectiveness in a
meaningful way.
Digital Attribute Effectiveness
65
71 72 74 71
57
53 54
53 52 54
21 18 24 18
Noting
Actions Taken
Visit Company
Website
58
Static (491)
Website (1349)
27 28 30 25
Social (13)
Video (9)
Net Purchase
Used IAT
17
Summary
• Overall ad effectiveness scores for retailers are on par with the average for all
ads.
• Monthly tracking of key starch metrics remains consistent month over month,
suggesting that shopping is a year-round endeavor; readers are always in a
shopping mode for something. Starch’s Brand Influence data strongly suggest
that readers who engaged with store ads are more likely to have shopped or plan
to shop at those stores than those did not.
• Retailers used a greater number of multi-product ads in 2013 vs 2012, 66% vs
55% respectively.
18

Retail Ads

Transcription

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