Download - Getting Closer to the Shopper
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Getting Closer to the Shopper
Steve Elson, VP Search
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We Went From …
purchase decisions made in the aisle.
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To This…
62% of consumers
use some form of
digital media before
the majority of their
shopping trips.
- Booz & Company, Nov. 2010
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The Moment of Truth Now Occurs More Frequently on Retailer Websites.
Even with a wealth of
online channels at their
disposal, retailer websites
are the leading research
source for purchase
decisions across nearly all
product categories.
- eMarketer , Aug. 2012
7 in 10 consumers start their shopping on merchant sites.
-Shop.org
Retail websites have actually emerged as the first or second source for product information – 41% more often than search engines- comScore, July 2010
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Same Behavior, Just Closer to the Buy Button
push toys
Top of Sort Grabs Shoppers’ Attention!
push toy
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Reach the real thing
It’s the difference between buying an audience and engaging shoppers.
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Brands & RetailersMeet in the Middle
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Your product ad served against relevant searches across multiple retailers.
RETAIL SEARCH EXCHANGE
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What Are Product Ads?
• Paid search model on retail sites
• Click-in advertising, facilitates shopping behaviors & drives sales
• Top-of-sort placement wherever your products are sold within RSX
• No ad creative or keyword research needed
• Always-on real-time CPC auction marketplace with budget controls
• Powerful campaign insights
Self-Service Advertiser UI
Product Ad On Retail Site
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What Does RSX Look Like?
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New Performance Measures
Reach and CTR not so relevant
This is What is Relevant: Sales and ROAS Share of Shelf Share of Shopper Engagement Change in Share of Sales
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Share of Shopper Engagement
During campaign, share of related/competitive product pageviews rose 108% as compared to the preceding week
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Summary:
Retailers are now Publishers
New way for brands to connect with shoppers at a moment of truth
Deserves to be in part of media mix
Seamless, facilitates shopping behaviors
Emerging ecommerce media models
RETAIL SEARCH EXCHANGE
It doesn’t even look like an ad!