bing ads netherlands: retail ecommerce insights
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eCOMin EU
BING NETWORK
X-BORDEReCOM
BING AUDIENCE
CONTENT
Retail eCommerce in Europe
UK
€110BDE
€65BNL
€10BFR
€42BIT
€14BES
€18BSCAND
€33B
Retail eCommerce(2017 Estimates – Billions of €)
Source: eMarketer 2017
38%
32%
38%
29%
41%
37%
29%
UK DE ES FR IT NL SCAND
Source: eMarketer 2017
UK
43MDE
49MNL
10MFR
33MIT
19MES
21MSCAND
16M
DIGITAL BUYERS
in 2017
Source: eMarketer 2017
89% 81% 80% 72% 53% 64% 81%
Digital Buyers Penetration 2017
(% of total Internet Population)
5,1%
3,2%
15,2%
6,4%
13,7%
3,8%
6,3%
UK DE ES FR IT NL SCAND
Source: eMarketer 2017
€ 21,4
€ 14,0
€ 1,5
€ 9,7
€ 2,8 € 2,6
€ 24,2
€ 15,9
€ 1,7
€ 10,9
€ 3,6 € 3,5
UK Germany Netherlands France Italy Spain
Chistmas eCommerce Sales 2016 Chirstmas eCommerce Sales 2017
Source: RetailMeNot, Centre for Retail Research; eMarketer calculations, Nov 23, 2016
Retail eCommerce – Christmas Season(Billions of €)
Source: Marketingfacts
How do shoppers pay? iDEAL Payment method dominant & rising
ideal; 54,1%
creditcard; 12,2%
6,1%
6,1%
5,1%
4,1%
3,1%
2,0%
2,0%
5,0%
ideal
creditcard
check
bank permission
bank transfer
paypal
vouchers
bankcard
cash
other
0
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
30.000.000
Oct
'15
Nov
'15
Dec
'15
Jan
'16
Feb
'16
Mar
'16
Apr
'16
May
'16
Jun
'16
Jul
'16
Aug
'16
Sep
'16
Oct
'16
Nov
'16
Dec
'16
Jan
'17
Feb
'17
Cross-Border Digital Buyers
Elias Ghanem
Managing Director, PayPal MEA
UK
€9,7BDE
€10,1BNL
€2,6BFR
€8,7BIT
€1,5BES
€2,2B
CROSS-BORDER
Retail eCommerce(2017 Estimates – Billion of €)
Source: eMarketer 2017
8,9%
19,5%
14,7%15,7%
19,4%
21,8%
UK DE ES FR IT NL
Source: eMarketer 2017
UK
32MDE
38MNL
6MFR
26MIT
22MES
21MSCAN
15M
CROSS-BORDER
DIGITAL BUYERS
Source: Eurostat, Dec 2016
40%
26%
41%
47%
58%
42%
26%
17%
32%
37%
40%
25%
UK
DE
FR
IT
ES
NL
2011 2016
Source: Eurostat, Dec 2016Source: eMarketer 2016
67%
80%
86%
78% 77%79%
81%15%
11%8%
12% 12% 10% 9%15%
7%5%
8% 8% 9% 8%
3%3% 2% 2% 3% 2% 2%
UK DE FR IT ES SE NL
PC/Desktop Mobile Tablet Other
Source: Ipsos/Paypal 2016
CLOTHING
46%ELECTRONICS
29%TRAVEL
25%ENTERTAINMENT
24%HOBBY
23%COSMETICS
20%
CROSS-BORDER
PRODUCT CATEGORIES(Western Europe – 2015)
Source: Ipsos/Paypal 2016
CROSS-BORDER, WHY?
Source: Ipsos/Paypal 2016
Research Drivers
Source: Ipsos/Paypal 2016
CROSS-BORDER, WHEN?Purchase Drivers
WHY NO CROSS-BORDER?
Source: Ipsos/Paypal 2016
Purchase Blockers
Retail on the Bing Network
MethodologyMethodology
• Market: The Netherlands
• Top 50.000 Retail search queries based on
volume
• Analysis period: Sep 2016 – Jan 2017 (and YoY)
Objectives
• Identify Retail related Christmas shopping trends
• What does the Bing searcher look like?
• What are their behaviours?
• Advertiser opportunities
Sinterklaas - Dec 5th Christmas - Dec 25th & 26th
Black Friday and Cyber Monday show a significant uplift in Retail related searches, emphasising the increased importance of these Retail days.
Mobile searches go up during Christmas whereas PC drops significantly.
Searches for mobile devices (e.g. iphone) peak early, in line with Samsung and Apple launch events.
On PC, search volumes peak towards the holidays of Sinterklaas and Christmas.
Consumer Electronics related searches show a steady increase towards the holidays. Cyber Monday stands out as highest PC search peak.
Steady increase towards the holidays, with November being the top month. Second spike for PC on December 23rd
High search volume kicking off the month before the holidays. Strong spike on Black Friday, and slightly smaller on Cyber Monday.
Perfumes clearly more popular for Christmas than Sinterklaas.
Mobile Devices searches has the highest mobile search share, followed by Perfume & Fragrances.
PC still has 88% of the overall search share on Bing
The largest age group overall is the 35-49 group. Women have a higher search share than men in Retail on Bing,
with the exception of Consumer Electronics and Mobile Devices searches.
Generic ads see synergy point in november, with lowest CPC and highest CTR.For Brand ads November is the most efficient month, yet October has a slightly lower CPC.
About the Bing audience
15%
20%
24%25%
17%
20%
23%
21% 21%
15%
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
Bing Audience OVER-INDEXES ACROSS
OLDER AGE GROUPS (35+)
Source: GWI Q2 2017
Western Europe includes: UK, DE, FR, IT, ES, SE, NL
10%
25%
46%
18%
10%7%
20%
46%
21%
13%
Top 10% Top 25% Mid 50% Bottom 25% Prefer not to
say
Bing Audience OVER-INDEXES ACROSS
HIGHER INCOME GROUPS
Source: GWI Q2 2017
Western Europe includes: UK, DE, FR, IT, ES, SE, NL
41%
34%
45%
40%
22%
45%
34%
39%
28%
33%35%
19%
41%
31%
UK DE NL FR IT ES SE
Source: GWI Q2 2017
Western Europe includes: UK, DE, FR, IT, ES, SE, NL
84%85%
75%76%
74% 74%
69%
84% 84%
71%72%
73%
70%
72%
UK DE NL FR IT ES SE
Source: GWI Q2 2017
Western Europe includes: UK, DE, FR, IT, ES, SE, NL
REACH YOUR ADVERTISING GOALS WITH US
BING NETWORK
$
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