coupons and the digital world welcome digital and internet print at home coupons trends marx...
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Coupons and The Digital World
Welcome
Digital and Internet Print at Home Coupons Trends•Marx Overview•Measuring Scale and Size of non-traditional coupons•Where coupons are growing•Why coupon websites matter •Brand study – measuring the total impact of advertising
Marx, a Kantar Media Solution
COMPETITOR
– Competitive Brand Strategy and Tactics
– Historical Trending
– Manufacturer Insights
Monitoring more than 600 manufacturers in print and more than 800 in digital
RETAILER
– Retailer and Manufacturer Alignment
– Retailer Launch Support
– Cross-Channel Insights: Drug, Mass, Value, Grocery
Monitoring more than 100 retailer banners in print and leading retailer websites
INDUSTRY
– Corporate Scale Events
– New Product Attributes
– Seasonality
Monitoring more than 200 billion FSI pages and the leading Network, Retailer and Brand websites
Free-Standing InsertCoupons & Retailer
Promotions
In-Store CouponMachines
Consumer MagazineCoupons
DigitalCoupons
Sunday MagazineCoupons
Advertising(18 Media)
CPG ADVERTISING AND PROMOTION FOCUS
Coupons and The Digital World
SECTION I
2012 YE Coupon Size
As measured by Marx
Coupons and The Digital World
Local Newspapers decline -2% but FSI coupon pages grow +1% in part due to shared mail distribution
Print Metrics 2012 Chg vs 2011
Coupons Dropped (MMs) 274,730.3 0.8%
Page Circulation (MMs) 208,140.2 1.4%
Wtd. Ave. Face Value ($) $1.53 -1.2%
Wtd. Ave, Expiration (Wks) 7.3 -9.0%
Digital Metrics 2012 Chg vs 2011
Number of Events +++ 46.1%
Avg Face Value ($) $1.66 4.4%
Avg Expiration (Wks) 6.3 -11.3%
Media 2012 vs 2011
Television 8%
Magazines 2%
Newspapers Local National Spanish language
-3%-2%
-12%2%
Internet (Display ads only) -3%
Radio 3%
Outdoor 5%
FSIs 5%
Total 3%
Source: Kantar Media
Source: Kantar Media
Source: Kantar Media
Decreased Face Value and Expiration lengths may have dampened FSI coupon redemption in 2012.
Percent Change in Measured Ad Spending1 Percent Change in FSI Coupon Activity
Percent Change in Digital Coupon Activity
Advertising Impact and Digital Offers
Website examples: January 2012 - December 2012 FSI Print promotions
tied in with retailer support guiding shoppers to
digital offers
It matters where shoppers receive their coupons
Now, shoppers can be measured when and where they interact with digital coupons
And, shoppers that start in traditional media, may potentially be measured as they move into digital media
Which retailer had the most visitors to its website in 2012?
A:
It matters where shoppers receive their coupons
It matters where shoppers receive their coupons
• lknvlknfvlknfvWhich retailer ranked highest in it’s COUPON section for visitors?
A:
The scale of digital coupons
Walmart had the most visitors at 58 MM, great exposure, right?
Source: Compete, September 2012Unique Visitors: Only counts a person once no matter how many times they visit a site in a given month.
However, Publix had more visitors to the Publix coupon section than Walmart’s coupon section
place your offer where the shoppers go
The scale of digital coupons
The channel matters too – help the shopper plan their trip
Website examples: January 2012 - December 2012
Source: CompeteSource: Kantar Media
place your offer where the shoppers go
The timing of digital coupons
Who spiked coupons.target.com activity?
place your offer when shoppers goWebsite examples: January 2012 - December 2012
Source: Compete
Why does this matter?
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Measure the shopper; measure your competitor – even as they change tactics
“Thorny Issues Cloud Future of Digital and FSI Promotions” – CPG Matters
“Weis boosts loyalty program with digital coupons ”– Progressive Grocer
Koupon Media Launches Cost Per Offer (CPO) Model; Helps Retailers and Brands Monetize Mobile Through Offers- Globe Newswire
“2012 was a stellar year for digital coupon growth and manufacturer engagement” – Kantar Media, Marx
“Free-Standing Insert (FSI) coupons will continue to dominate the landscape based on their ability to reach millions of households” – Kantar Media, Marx
Digital Coupons 2.0
2012 - 2013 Brand Case Study
Path to Purchase: How a brand leveraged omni-channels to promote
What is the Advertising Impact?
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Listerine: 21 Day Challenge
TV Ad
Facebook January-March 2013
Banner Ad
Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013
FSI TargetFSI
Retailer websitesAllyou.com Target.com
A Shopper’s Path Includes Coupons!
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How do shoppers get to the First Moment of Truth?
Thank you
Darcy Douglas
Kantar Media
Office: 952.253.1604
Cell: 612.281.7246