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HalloweenInsights for digital marketers
• Pooja Madaan, Insights Manager
Halloween Market Research
Trends
Bing Ads Audience
Bing Ads Marketplace Insights
•Halloween Market Research
•Trends
SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
•
2/3Of American adults
celebrated
Halloween in 2015.
$74Average spent by
shoppers.
$6.9 billionTotal spent on Halloween in 2015.
Shoppers begin early…or late
• SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
•
6%
28%41%
25%
Before September September First 2 weeks of
October
Last 2 weeks of
October
When people will begin shopping for Halloween:
The spookiest shopping list of the year
• SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
10%
23%
28%
39%
Candy
Decorations
Costumes
Cards
$43
$25
$31
$11
TIP• Ensure your Halloween items
are easy to find and buy—
consider adding Sitelink ad
extensions to make it easy for
Halloween shoppers to go
straight to your Halloween items
on your site. Product Ads via
Bing Shopping Campaigns are
also an effective way to
showcase your Halloween
products in an engaging ad
format.
70% of people say chocolate is their favorite Halloween treat, followed by candy corn (13%), chewy candy (6%), and gummy candy (5%).2
$2.1 billion will be spent on Halloween candy.1
• SOURCE: 1. National Confectioners Association, September 2015.
• 2. National Confectioners Association, Americans Stay Sweet on Halloween by Embracing Moderation, September 2015.
Passing out candy is the sweetest way to celebrate
• SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
•
13%
18%
28%
31%
41%
43%
45%
68%Hand out candy
Decorate your home/yard
Dress in costume
Carve a pumpkin
Throw or attend a party
Take children trick-or-treating
Visit a haunted house
Dress your pet in a costume
TIP• Shoppers search online and
visit brick-
and-mortar stores, likely
participating in
webrooming and
showrooming, or checking
out costumes online and
buying in store or vice-
versa. Ensure it’s easy to
find your online items via
Sitelink ad extensions
location
extensions.
In search of a killer costumeHalloween shoppers choose search as a top tool.
• SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
•
0 0.1 0.2 0.3 0.4
Star Wars costumes
The most popular costumes are timeless classics
• SOURCE: National Retail Federation, Halloween Consumer Spending Survey, September 2015.
•
TIP• Include top costumes as part of your
Halloween ad copy and keywords if
you offer costumes and décor around
these themes.
Top 10 costumes
Adults Kids
1. Witch 1. Princess
2. Animal 2. Batman Character
3. Batman Character 3. Action/Super Hero
4. Zombie 4. Animal
5. Star Wars Character5. Disney's Frozen
Characters
6. Pirate 6. Star Wars Characters
7. Vampire 7. Zombie
8. Action/Super Hero 8. Witch
9. Doctor/Nurse 9. Pumpkin
10. Slasher Mobie
Character/Political/Wentch10. Minion
1. Pumpkin
2. Hot Dog
3. Batman Character
4. Devil
5. Bumble Bee
Even pets celebrate “Howl”oween
• SOURCE: National Retail Federation, Halloween Consumer Spending Survey, September 2015.
•
TIP• Consider Sitelink ad extensions
to make it easy for Halloween
shoppers to go straight to your
webpages for pet costumes and other
Halloween items.
Top pet costumes in 2015
•
TIP• You have half the time to get the same
information to mobile visitors as PC
visitors. Design and organize your
Halloween webpages accordingly.
A rule of thumb: • Try navigating your mobile site with
just your thumb, and put your most
important content in the middle of the
screen for maximum engagement.
Halloween fun facts
• SOURCE: National Retail Federation, Halloween Overview, Monthly Consumer Survey, September 2015.
157M162 million people
celebrated
Halloween in 2015.
$6.9B$6.9 billion spent on
Halloween products
in 2015.
31%About 1/3 of
shoppers will search
online for costume
inspiration.
1/31/3 of people start
their Halloween
shopping before
October.
$350M$350 million will be
spent on pets
costumes.
Bing AdsAudience
Compared to Google, the Bing Ads audience is:
More likely to spend on gum & candy
• SOURCE: comScore Plan Metrix, US, September 2015, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween.
5% more likely to have
spent $25-$49 on
gum or candy in the
last 30 days.
34% more likely to have
spent $50–$99 on
gum or candy in the
last 30 days.
• SOURCE: comScore Plan Metrix, US, September 2015, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween.
5% more likely to have been the first
among friends to own/buy/use party
decoration materials.
Bing AdsSearch Trends
Halloween searches grow steadily until the big day
• SOURCE: Microsoft internal data, PC/Tablet, 8/31/15 to 10/31/15.
HALLOWEEN WEEKHalloween
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
Search Volume
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
Halloween Costume Searches on PC/ Tablet start picking up Mid-Sep and Peak at Halloween WeekPC/ Tablet
• SOURCE: Microsoft internal data, PC/Tablet, 8/30/15 to 10/31/15.
TIP
Leverage higher CTR and lower CPCs early before competition
intensifies by Early Oct.
Search Volume
CTR
CPC
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
Search Volume
$-
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
0%
1%
2%
3%
4%
5%
6%
CTR vs CPC
• SOURCE: Microsoft internal data, Mobile, 8/30/15 to 10/31/15.
•
Halloween Costume Searches on Mobile start picking up Early Sep and Peak at HalloweenMobile
TIPLeverage steadily rising Click Volumes and low CPCs in Sep/ Early Oct before competition intensifies driving
up CPCs. Research Intent on Mobile causes higher CTRs in Sep.
Search Volume
CTR
CPC
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
Search Volume
• SOURCE: Microsoft internal data, PC/Tablet, 8/30/15 to 10/31/15.
•
Halloween Decoration Searches on PC/ Tablet start picking up Early Sep and hit a last minute peak during Halloween WeekPC/ Tablet
TIPLeverage higher Click Volumes and low CPCs in Sep before competition intensifies driving up
CPCs. Decoration purchases for families happen early driving up CTRs from Mid Sep- Early Oct.
Search Volume
CTR
CPC
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
Search Volume
$-
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
0%
1%
2%
3%
4%
CTR vs CPC
• SOURCE: Microsoft internal data, Mobile, 8/30/15 to 10/31/15.
•
Halloween Decoration Searches on Mobile start picking up Early Sep and hit a last minute peak during Halloween WeekMobile
TIPLeverage higher Click Volumes and low CPCs in Sep before competition intensifies driving up
CPCs. Last minute searches for Halloween Parties drives up CTR and CPC during Halloween
Week.
Search Volume
CTR
CPC
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
Search Volume
• SOURCE: Microsoft internal data, All Devices, 8/23/15 to 10/31/15.
•
TIPPrepare early for ‘Pumpkin’ related searches for both PC/ Tablet and Mobile since they keep
trending up till Halloween day.
Pumpkin Searches on all devices start trending up steadily and grow until the big day; PC/ Tablet + Mobile
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
29-AUG 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT 29-AUG 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
PC + Tablet Search Volume Mobile Search Volume
Top searches during the Halloween season 2015Searches // across all devices
halloween coloring pages
halloween costumes girls
halloween pictures
harley quinn costume
day dead
headless horseman
pumpkin carving ideas
halloween express
halloween city
baby costumes
pumpkin
halloween costume ideas
costumes
pumpkin carving patterns
halloween costumes women
halloween decorations
party city halloween costumes
spirit halloween
halloween
halloween costumes
• *Brand indicates a brand term was used, represented by multiple brand names in this category• SOURCE:• Microsoft internal data, all devices, 8/23/15 to 10/31/15.
Top 25 Halloween costume searches of 2015
SOURCE:Microsoft internal data, 8/31/15 to 10/31/15.
kids halloween costumes
womens halloween costumes
halloween costumes men
wonder woman costume
halloween costume
couples costumes
halloween store
homemade halloween costumes
infant halloween costumes
sexy halloween costumes women
minion costume
toddler halloween costumes
adult halloween costumes
boys costumes
halloween costumes kids
cosplay
couples halloween costumes
halloween costumes girls
harley quinn costume
baby costumes
halloween costume ideas
costumes
halloween costumes women
party city halloween costumes
halloween costumes
Thank You
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The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
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