retail: uk christmas 2016
TRANSCRIPT
Retail: Christmas 2016UK Bing Network 2016
List of Contents
1. What’s the Industry saying?
2. Bing Ads Trends & KPIs
3. Ad Copy Analysis
4. Festive Go Dos
UK Retail Snapshot2016 eMarketer estimations
Average annual spend per shopper on digital purchases2:
UK€1,180
Europe€648
Total UK retail sales are online1
16%Million
UK digital buyers1
43.8
1 eMarketer 2016 Forecaster for 2016 Report (Retail) 2 Western Europe Retail eCommerce 2016: Regional Overview
According to IMRG Capgemini the week of Black Friday accounted for 17% of total 2015 Christmas Sales in the UK1
Black Friday is officially a thing & is here to stay
£1.1bnSpent online on
Black Friday in 2015, YoY increase of 36%2
£495mSpent on Tablets
& Smartphones on Black Friday1
Black Friday
£968mSpent online on Cyber Monday in 20152
Cyber Monday
Source: 1. IMRG Capgemini Jan 20162. IMRG & Experian Marketing cited in Internetretailing.net, 01 Dec 2015
What are we seeing on Bing Ads?Search patterns in 2015-2016
MethodologyMethodology• UK Market• Top 311,196 Retail search queries
based on volume• Analysis period: Sept 2015 – Jan 2016
(inclusive)
Objectives• Identify Retail related Christmas shopping
trends• What does the Bing searcher look like?• What are their behaviours?• Advertiser opportunities
0
1
2
3
4
5
6
7
8 Apr May
Clothing & Accessories
All Up Retail
Beauty & Personal
CareBooks, Film, Games &
Music
Consumer Electronics
Search volume data indexed to average monthly volume in 2016 on UK Bing & Yahoo sites, all devices.
Daily Deals & Coupons
Annual search query peaks for Retail sub-verticals on Bing Ads in the UK
2016 Apr May
2016 ForecastJan Feb Mar June July Aug Sept Oct Nov Dec
2016 Forecast2016
0
1
2
3
4
5
6
7
8 Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Home & Garden
All Up Retail
Flowers & Gifts
Footwear
Jewellery & Watches
Search volume data indexed to average monthly volume in 2016 on UK Bing & Yahoo sites, all devices.
Toys & Hobbies
Annual search query peaks for Retail sub-verticals on Bing Ads in the UK
* UK Bing and Yahoo sites, all devices, 01 Oct, 2015 – 31 Jan, 2016
Long-standing Christmas shopping trends from 5 – 6 years ago have been turned on their head in recent years• Not so much the ‘last dash of the desperates’ on Christmas Eve and then a prolonged January sales period• Discounting starts early in the festive season with Black Friday; but now becoming a week long sales event rather than
just one day• Black Friday & Boxing Day are the two biggest shopping days of the festive season, followed by Cyber Monday and
Manic Monday• Search volumes on Black Friday on PC devices 2.5x, and 2.2x on Tablet. Mobile is the #1 device of choice on Boxing
Day, peaking at 1.8x
Retail Christmas searches start to ramp up from early October
Christmas retail search queries indexed to the average daily volume*
10/1/2015
10/5/2015
10/9/2015
10/13/2015
10/17/2015
10/21/2015
10/25/2015
10/29/2015
11/2/2015
11/6/2015
11/10/2015
11/14/2015
11/18/2015
11/22/2015
11/26/2015
11/30/2015
12/4/2015
12/8/2015
12/12/2015
12/16/2015
12/20/2015
12/24/2015
12/28/2015
1/1/2016
1/5/2016
1/9/2016
1/13/2016
1/17/2016
1/21/2016
1/25/2016
1/29/20160%
50%
100%
150%
200%
250%
300%
Mobile Indexed Volume PC Indexed Volume Tablet Indexed Volume
Black Friday
Boxing Day
Manic Monday
Cyber Monday
Top 10 UK retail shopping days that made Christmas
Nov DecNov 2015M Tu W Th F Sa Su
12 3 4 5 6 7 89 10 11 12 13 14 1516
17 18 19 20 21 22
23
24 25 26 27
28 29
- All Devices -
Tablets are the device of choice on weekends with 70% of the top search days occurring on either a Saturday or a Sunday
1. 27-Nov (Black Friday)
2. 26-Nov3. 30-Nov (Cyber
Monday)4. 29-Nov5. 26-Dec (Boxing Day)6. 28-Nov7. 25-Nov8. 23-Nov9. 24-Nov10.01-Dec
Mobile
Tip
Top 10 days by retail search volume during the Christmas Period on Bing Network, split by device
Top retail search volume days indexed to the average daily volume of Nov-Dec 2015, all devices. The Bing Network includes Microsoft and Yahoo sites in the United Kingdom
9/10 of the top retail activity days took place on the last week of November and first week of December
Black Friday in 2016 falls on 25 November
PC TabletNov
Nov 2015M Tu W Th F Sa Su
12 3 4 5 6 7 89 10 11 12 13 14 1516
17 18 19 20 21 22
23
24 25 26 27 28 29
NovNov 2015M Tu W Th F Sa Su
12 3 4 5 6 7 89 10 11 12 13 14 1516
17 18 19 20 21 22
23
24 25 26 27 28 29
NovNov 2015M Tu W Th F Sa Su
12 3 4 5 6 7 89 10 11 12 13 14 1516
17 18 19 20 21 22
23
24 25 26 27 28 29
DecDec 2015M Tu W Th F Sa Su30 1 2 3 4 5 67 8 9 10 11 12 1314 15 16 17 18 19 2021 22 23 24 25 26 2728 29 30 31
DecDec 2015M Tu W Th F Sa Su30 1 2 3 4 5 67 8 9 10 11 12 1314 15 16 17 18 19 2021 22 23 24 25 26 2728 29 30 31
DecDec 2015M Tu W Th F Sa Su30 1 2 3 4 5 67 8 9 10 11 12 1314 15 16 17 18 19 2021 22 23 24 25 26 2728 29 30 31
Dec 2015M Tu W Th F Sa Su30
1 2 3 4 5 6
7 8 9 10 11 12 1314 15 16 17 18 19 2021 22 23 24 25 2
627
28 29 30 31
Dec
Internal Source: Device share of Retail search volume, The Bing Network includes Microsoft and Yahoo sites in the United Kingdom, UK Sept 2015 - Jan 2016
UK Bing users become more reliant on Mobile nearer to Christmas• Christmas 2015 saw UK Mobile Retail search query share on Bing increase significantly the closer we got
to Christmas• Top 3 days for Mobile usage across the entire festive period were: Christmas Day, Boxing Day and
27th December• Tablet saw similar growth in usage and volume of queries during the same period, whereas PCs declined
23%24% 25%
Sept Oct Nov Dec
24%23%
Jan12/25/2015 12/26/2015 12/27/2015
0%10%20%30%40%50%60%70%80%90%
100%
35% 30% 28%
48% 50% 52%
17% 20% 20%
Mobile PC Tablet
Boxing Day(Sat, 26 Dec, 2015)
Day after Boxing Day(Sun, 27 Dec, 2015)
Christmas Day(Fri 25 Dec, 2016)
Retail Mobile volume share Sept 2015 -Jan 2016
People are the most mobile on Christmas Day
Internal Source: Device share of Retail search volume, The Bing Network includes Microsoft and Yahoo sites in the UK, Sept 2015 - Jan 2016* A mobile device is defined as a small portable internet enabled smartphone and/or tablet
Which Retail categories have the highest mobile device share?• PC is still the #1 device of choice for many seasonal shoppers on Bing with search volumes avg. 59%,
whilst Mobile devices* account on avg. 41% of all searches• Toys & Hobbies is the category that sees the largest Mobile share, whereas Flowers & Gifts remains
firmly with PC
Toys
& Hobbie
s
Beauty
& Perso
nal C
are
Footwea
r
Jewelle
ry & W
atche
s
Consum
er Ele
ctron
ics
FMCG / G
rocery
Clothin
g & Acce
ssorie
s
Books,
Film, G
ames
& Music
Home &
Garden
Flowers
& Gifts
Daily Dea
ls & Cou
pons
Other R
etail
31% 30% 29% 28% 27% 26% 24% 24% 23% 22% 21% 21%
51% 56% 53% 55% 61% 57% 58% 62% 59% 66% 65% 61%
18% 14% 18% 17% 12% 16% 18% 14% 18% 12% 14% 18%
Mobile PC Tablet \
Percentage of volume & click share of Retail queries on the Bing Network, UK Bing and Yahoo sites, Sept 2015 – Jan 16
Top 5 Retail sub-categories on Bing AdsHome & Garden dominates both search and click share. Clothing & Accessories and Other Retail (department stores, comparison shopping and catalogues) are the other two popular categories.
ClicksSearchesHome &
Garden
Clothing & Accessories
Other Retail (Dept. stores)
22% 34%
20% 23%
16% 11%
Toys & Hobbies 9% 5%
6%Consumer Electronics 7%
Top sub-categories split by demographics, Retail search volume on Bing & Yahoo sites, Sept 2015 – Jan 2016
Who is shopping across the various retail sub-categories
Toys & Hobbies
Other Retail
Jewellery & Watches
Home & Garden
Footwear
FMCG / Grocery
Flowers & Gifts
Daily Deals & Coupons
Consumer Electronics
Clothing & Accessories
Books, Film, Games & Music
Beauty & Personal Care
All Up
15%
14%
20%
10%
18%
15%
16%
13%
18%
21%
21%
25%
17%
21%
16%
17%
15%
17%
19%
19%
24%
16%
18%
16%
19%
17%
41%
30%
27%
28%
30%
30%
31%
34%
30%
27%
29%
28%
29%
18%
31%
29%
35%
28%
28%
25%
24%
26%
27%
24%
23%
29%
5%
9%
7%
12%
7%
8%
9%
5%
10%
7%
10%
5%
8%
<24 25-34 35-49 50-64 65+
64%
64%
66%
64%
68%
67%
69%
69%
46%
73%
57%
73%
66%
36%
36%
34%
36%
32%
33%
31%
31%
54%
27%
43%
27%
34%
More than 60% of all up Retail search queries made on the UK Bing Network are coming from 35-64 year olds, with females making 66% of those searches
Retail
Black Friday, Cyber Monday & beyond
15
Mobile25%
PC58%
Tablet17%
Black Friday, Cyber Monday & BeyondSearch volume queries with Retail intent vs. the average September 2015 daily volume
Day before Black Friday
Black Friday Cyber Monday
All Up Retail 3X 2X
Mobile Retail 5X 2X3X
Black FridayChristmas PeriodSept - Dec 2015 27th Nov 2015
Cyber Monday30th Nov 2015
Boxing Day26th Dec 2015
Mobile22%
PC62%
Tablet16%
Mobile21%
PC64%
Tablet15% Mobile
30%
PC50%
Tablet20%
Boxing Day
1.9x 2.9x 1.9
x1.8x
1.7x 2.7x 1.6
x2.1x
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
50%
100%
150%
200%
250%
Mobile PC Tablet
1x
1.2x
1.8x 2.1x
1.6x
All devices play a distinct and important part in British consumers’ routine on Black Friday:• From midnight on Black Friday shoppers are raring to go and are already looking for the best deals throughout the night• Mobile leads the charge between 5 - 8am (1.2x), and then gets a 2nd wind after office hours (4 -10pm) peaking between
8 – 9pm (1.6x)• PC picks up from 7am and is the device of choice during office working hours, peaking lunchtime 12 noon till 2pm
(1.8x)• Tablet volume warms up from 6am, but really comes into its own after the working day (4 – 11pm) peaking 2.1x
between 9 – 10pm
Black Friday is the biggest shopping day in the UK Retail calendar
Retail search queries indexed to the average hourly volume*
* UK Bing and Yahoo sites, 27th Nov, 2015
Flowers & Gifts
Clothing & Accessories
Other Retail
Daily Deals & Coupons
Home & Garden
Books, Film & Games
FMCG
Beauty & Personal Care
Footwear
Jewellery & Watches
Consumer Electronics
Toys & Hobbies
All Retail
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%19%
21%
21%
21%
22%
22%
23%
24%
25%
26%
27%
30%
22%
68%
63%
64%
65%
60%
63%
61%
62%
60%
57%
60%
52%
62%
13%
16%
15%
14%
18%
15%
16%
14%
15%
17%
13%
18%
16%
Mobile PC Tablet
Which Retail categories are the most Mobile on Black Friday?On Black Friday, Toys & Hobbies sees the largest Mobile share with 30% of search queries coming from a smartphone. This is followed closely by Consumer Electronics & Jewellery & Watches
Device share of retail queries on Black Friday, The Bing Network includes Microsoft and Yahoo sites in the UK data collected 27th Nov 2015
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240%
50%
100%
150%
200%
250%
300%
Mobile PC Tablet
Cyber Monday device usage follows a very similar pattern to Black Friday, but relies on Tablet & Mobile later into the evening • Mobile starts up from 6am, but does not see the big early peaks like Black Friday. Mobile picks up from 4pm and peaks
9 – 10pm (2.3x)• PC is again the #1 device of choice during office working hours from 8am, peaking lunchtime 12 noon till 2pm (1.8x)• Tablet is once again the slow burner, but really becomes the dominant device from 6pm, peaking 2.1x between 8 –
11pm
Cyber Monday: Black Friday shopping habits, but without the urgency
Retail search queries indexed to the average hourly volume*
* UK Bing and Yahoo sites, 30th Nov, 2015
1.8x2.8x 2.3x
How does this differ to Cyber Monday?
Toys & Hobbies
Consumer Electronics
Jewellery & Watches
23%
41%
37%
Change from Black
Friday
Device share change of retail queries on Cyber Monday, The Bing Network includes Microsoft and Yahoo sites in the UK, 30th Dec 2015
The Retail categories with the highest Mobile & Tablet activity on Black Friday saw a drop in volume. However, Cyber Monday sees an increase in PC activity with a 15% share increase for Flowers & Gifts, and a 5% increase for Books, Films & Games
Daily Deals & Coupons
Flowers & Gifts
Books, Films & Games
14%
5%
4%
Change from Black
FridayHome & Garden
Toys & Hobbies
Jewellery & Watches
26%
Change from Black
Friday
20%
43%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 2312/25/2015 12/26/2015
0%
50%
100%
150%
200%
250%
Mobile PC Tablet
1.5x
1.9x1.7x
Mobile Devices (Tablets & Smartphones) are the favoured devices between Christmas & New Year, but all devices play a crucial part:• Christmas Day, online activity starts to ramp up across all devices early from 5am and again later in the day from 2pm
after Christmas lunch• Mobile is the device of choice on Christmas day peaking 1.6x at 8pm (Tablet 1.5x 9pm & PC 1.5x at 8pm respectively)• Boxing Day, early bird Brits wish to get their hands on the best Boxing Day deals as Mobile & Tablet take the early lead
from 5 - 9am, with PC traffic rising a little later from 7am and hitting peak by 11am. All devices see a secondary larger peak later in the day between 6 - 8pm
Retail Christmas Sale searches peak on Boxing Day across all devices
Retail search queries indexed to the average hourly volume*
* UK Bing and Yahoo sites, 25 – 26 Dec, 2015
Christmas Day (25/12/2015) Boxing Day (26/12/2015)
Peak Period2pm – 10pm
1.8x
2.1x
1.8x
Retail
Ad ProductPerformance
22
Comparison of average mainline CTR for Retail, The Bing Network includes Microsoft and Yahoo sites in the UK, PC & Tablet (Q4 -2015)
The More the MerrierFor Retail, combining ad extensions on PC + Tablet resultsin an increased average CTR
Text Ad + Enhanced Sitelinks + 2Text Ad + Enhanced Sitelinks + 1
Text Ad + Enhanced SitelinksText Ad + Image Extensions
Text Ad + Sitelinks + 2Text Ad + Sitelinks + 1
Text Ad + CalloutText Ad + Location Extensions
Text Ad + Location Extensions + 1Text Ad + ActionLink
Text Ad + AppText Ad + Review + 1
Text Ad + ReviewText Ad
Text Ad + Sitelinks
41%36%
27%17%
16%15%
11%9%
8%7%
6%5%
4%3%3%
Comparison of average mainline CTR for Retail, The Bing Network includes Microsoft and Yahoo sites in the UK, Mobile (Q4 -2015)
The More the MerrierFor Retail, combining ad extensions on Mobile also resultsin an increased average CTR
Text Ad + App
Text Ad + Sitelinks + 2
Text Ad + Sitelinks + 1
Text Ad + Location Extensions
Text Ad + Call Extensions
Text Ad + Sitelinks
50%
19%
16%
7%
7%
4%
Make your ads shineWith 2015 Retail Ad Copy Learnings
Brand & Endorsements CTA Delivery Incentives
Token Ad Quality Token Ad Quality Token Ad Quality™ º collect � same day delivery �official � shop � home delivery �Brand Term � get � next day delivery �recommended º buy � free p&p º® º view � free delivery �as seen on tv � compare º free returns ºnumber 1 � call º free shipping �© � find � enquire � see º check º
How to read an ad copy heat map
� Strong impact, rarely usedº Strong impact, sometimes used
� Strong impact, but used often� Fair impact, rarely usedº Fair impact, sometimes used� Fair impact, but used often� Limited impact, but rarely usedº Limited impact, but sometimes
used� Limited impact, but used often
Individual Tokens
Ad quality explanations
Top Tip: The greener and fuller the circle, the more likely your ad will stand out
How well tokens impact your ad
quality
How many other
advertisers are actively using
the token
We’ve looked at two dimensions in Bing Ads:1 2
2015 Christmas Retail – All VerticalsAd Copy Analysis
Throughout Oct - Dec optimise for all devices
Test different ad copy combinations to find the best performing ads for your brand & products
Ensure you have budget early on to take advantage of Black Friday sales peaks
Search queries on Boxing Day nearly double. Prepare budgets accordingly for Christmas week
Make the most out of Bing Ads this holiday season:
RetailAppendix
29
RetailHome & Garden
30
64% 36%
..Who’s searching for Home & Garden products and when are they searching?
Who’s looking for Home & Garden Products?
• 63% of UK Home & Garden searches are made by adults between 35 – 64 years of age on the Bing Network
• Females account for 64% of searches made on the Bing Network over the festive period
When are they searching?
• Sunday and the start of the working week are key days for Home & Garden searches
10% 15% 28% 35% 12%
<24 25-34 35-49 50-64 65+
Internal Source: Retail search queries related to Home & Garden, by age group & gender, UK Bing and Yahoo sites, Sept 2015 – Jan, 2016
0%2%4%6%8%
10%12%14%16%18%
15% 15%14%
13% 13%14%
16%
Home & Garden search volumes start to increase from early September as male shoppers take an early interest before females take the lead in searches from October for the peak period
Internal Source: Retail search queries related to Home & Garden indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016
9/1/20
15
9/6/20
15
9/11/2
015
9/16/2
015
9/21/2
015
9/26/2
015
10/1/
2015
10/6/
2015
10/11
/2015
10/16
/2015
10/21
/2015
10/26
/2015
10/31
/2015
11/5/
2015
11/10
/2015
11/15
/2015
11/20
/2015
11/25
/2015
11/30
/2015
12/5/
2015
12/10
/2015
12/15
/2015
12/20
/2015
12/25
/2015
12/30
/2015
1/4/20
16
1/9/20
16
1/14/2
016
1/19/2
016
1/24/2
016
1/29/2
016
0%20%40%60%80%
100%120%140%160%180%200%
Female Indexed Volume Male Indexed Volume
Peak PeriodBlack Friday to 2nd week in Jan
Prepare your Winter Home & Garden campaigns from AugustEnsure campaigns are optimised for the key pre-Christmas and Winter furniture sales period. Be front of mind for consumers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of October – January.
Internal Source: based on top Home & Garden search queries on the Bing Network, Sept 2015 - Jan 2016
Sep-15 Oct-15 Nov-15 Dec-15 Jan-160%
2%
4%
6%
8%
10%
12%
14%
16%
£0.35
£0.36
£0.37
£0.38
£0.39
£0.40
£0.41
Home & Garden
CTR CPC
Home & GardenAd Copy Analysis
RetailClothing & Accessories
35
..Who’s searching for Clothing & Accessories and when are they searching?
Who’s looking for Clothing & Accessories?
• 54% of UK Clothing & Accessories searches are made by adults between 35 – 64 years of age on the Bing Network
• Females account for 73% of searches made on the Bing Network over the festive period
When are they searching?
• Sunday and the start of the working week are key days for Clothing & Accessories searches
Internal Source: Retail search queries related to Clothing & Accessories, by age group & gender, UK Bing and Yahoo sites, Sept 2015 – Jan, 2016
73% 27%
21% 18% 27% 27% 7%
<24 25-34 35-49 50-64 65+
Monday
Tuesd
ay
Wednesd
ay
Thursd
ayFri
day
Saturday
Sunday0%2%4%6%8%
10%12%14%16% 15% 15% 14% 14% 13% 14% 15%
9/1/2015
9/6/2015
9/11/2015
9/16/2015
9/21/2015
9/26/2015
10/1/2015
10/6/2015
10/11/2015
10/16/2015
10/21/2015
10/26/2015
10/31/2015
11/5/2015
11/10/2015
11/15/2015
11/20/2015
11/25/2015
11/30/2015
12/5/2015
12/10/2015
12/15/2015
12/20/2015
12/25/2015
12/30/2015
1/4/2016
1/9/2016
1/14/2016
1/19/2016
1/24/2016
1/29/20160%
20%40%60%80%
100%120%140%160%180%200%
Female Indexed Volume Male Indexed Volume
Clothing & Accessories search volumes start to increase from early September as male shoppers take an early interest before females take the lead in searches from October for the peak seasonal period
Internal Source: Retail search queries related to Clothing & Accessories indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016
Peak Period2nd Week Nov - 2nd week in Jan
Prepare your Clothing & Accessories campaigns from AugustEnsure campaigns are optimised for the Christmas and the winter sales period. Be front of mind for shoppers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of October – January.
Internal Source: based on top Clothing & Accessories search queries on the Bing Network, Sept 2015 - Jan 2016
Sep-15 Oct-15 Nov-15 Dec-15 Jan-160%
2%
4%
6%
8%
10%
12%
14%
16%
£0.00
£0.05
£0.10
£0.15
£0.20
£0.25
£0.30
Clothing & Accessories
CTR CPC
Clothing & AccessoriesAd Copy Analysis
RetailToys & Hobbies
40
64% 36%
..Who’s searching for Toys & Hobbies and when are they searching?
Who’s looking for Toys & Hobbies?
• 62% of UK Toys & Hobbies searches are made by adults between 25 – 49 years of age on the Bing Network
• Females account for 64% of searches made on the Bing Network over the festive period
When are they searching?
• Saturday & Sunday are the key days for Toys & Hobbies searches
Internal Source: Retail search queries related to Toys & Hobbies, by age group & gender, UK Bing and Yahoo sites, Sept 2015 – Jan, 2016
Monday
Tuesd
ay
Wednesd
ay
Thursd
ayFri
day
Saturday
Sunday0%2%4%6%8%
10%12%14%16%18%
14% 14% 13% 13% 14%16% 16%
15% 21% 41% 18% 5%
<24 25-34 35-49 50-64 65+
9/1/2015
9/6/2015
9/11/2015
9/16/2015
9/21/2015
9/26/2015
10/1/2015
10/6/2015
10/11/2015
10/16/2015
10/21/2015
10/26/2015
10/31/2015
11/5/2015
11/10/2015
11/15/2015
11/20/2015
11/25/2015
11/30/2015
12/5/2015
12/10/2015
12/15/2015
12/20/2015
12/25/2015
12/30/2015
1/4/2016
1/9/2016
1/14/2016
1/19/2016
1/24/2016
1/29/20160%
20%40%60%80%
100%120%140%160%180%200%
Female Indexed Volume Male Indexed Volume
Toys & Hobbies search volumes start to increase from early September and tend to have a longer lead time as adults spread the cost of Christmas. Male shoppers take the early lead, with females taking over in early November once the annual *DreamToys top toy list has been announced
Internal Source: Retail search queries related to Toys & Hobbies indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016
Peak Period1st week in Oct – 1st week in Jan * UK &
IrelandToy Retailers AssociationDreamToys
20169 Nov, 2016
Prepare your Toys & Hobbies campaigns from AugustEnsure campaigns are optimised for the Christmas and the winter sales period. Be front of mind for shoppers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of September – December.
Internal Source: based on top Toys & Hobbies search queries on the Bing Network, Sept 2015 - Jan 2016
Sep-15 Oct-15 Nov-15 Dec-15 Jan-160%
2%
4%
6%
8%
10%
12%
14%
£0.00
£0.05
£0.10
£0.15
£0.20
£0.25
Toys & Hobbies
CTR CPC
Toys & HobbiesAd Copy Analysis
Retail - TechConsumer Electronics
45
..Who’s searching for Consumer Electronics and when are they searching?
Who’s looking for Consumer Electronics?
• 56% of UK Consumer Electronic searches are made by adults between 35 – 64 years of age on the Bing Network
• Males account for 54% of searches made on the Bing Network over the festive period
When are they searching?
• Monday to Wednesday are the key days for Consumer Electronics searches
Internal Source: Retail search queries related to Consumer Electronics, by age group & gender, UK Bing and Yahoo sites, Sept 2015 – Jan, 2016
Monday
Tuesd
ay
Wednesd
ay
Thursd
ayFri
day
Saturday
Sunday0%2%4%6%8%
10%12%14%16% 15% 15% 15% 14% 14% 13% 14%
18% 16% 30% 26% 10%
<24 25-34 35-49 50-64 65+
46% 54%
9/1/2015
9/6/2015
9/11/2015
9/16/2015
9/21/2015
9/26/2015
10/1/2015
10/6/2015
10/11/2015
10/16/2015
10/21/2015
10/26/2015
10/31/2015
11/5/2015
11/10/2015
11/15/2015
11/20/2015
11/25/2015
11/30/2015
12/5/2015
12/10/2015
12/15/2015
12/20/2015
12/25/2015
12/30/2015
1/4/2016
1/9/2016
1/14/2016
1/19/2016
1/24/2016
1/29/20160%
20%40%60%80%
100%120%140%160%180%200%
Female Indexed Volume Male Indexed Volume
Consumer Electronics is the only Retail sub-category on Bing that is primarily lead by male consumers. Query volumes start to pick up in September when popular manufacturers such as Apple & Samsung announce their lines of new products prior to Black Friday and Christmas
Internal Source: Retail search queries related to Consumer Electronics indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016
Peak Period1st week in Nov – 1st week in Jan
Prepare your Consumer Electronic campaigns from AugustEnsure campaigns are optimised for the pre-Christmas and the winter sales period. Be front of mind for shoppers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of September – January
Internal Source: based on top Consumer Electronic search queries on the Bing Network, Sept 2015 - Jan 2016
Sep-15 Oct-15 Nov-15 Dec-15 Jan-160%
2%
4%
6%
8%
10%
12%
14%
£0.00
£0.10
£0.20
£0.30
£0.40
£0.50
£0.60
Consumer Electronics
CTR CPC
Consumer ElectronicsAd Copy Analysis
RetailFlowers & Gifts
50
..Who’s searching for Flowers & Gifts and when are they searching?
Who’s looking for Flowers & Gifts?
• 56% of UK Flowers & Gifts searches are made by adults between 35 – 64 years of age on the Bing Network
• Females account for 69% of searches made on the Bing Network over the festive period
When are they searching?
• Sunday and the start of the working week are key days for Flowers & Gifts searches
Internal Source: Retail search queries related to Flowers & Gifts, by age group & gender, UK Bing and Yahoo sites, Sept 2015 – Jan, 2016
Monda
y
Tuesd
ay
Wednesd
ay
Thursd
ayFri
day
Saturday
Sunday0%2%4%6%8%
10%12%14%16% 15% 15% 14% 14% 13% 14% 15%
16% 19% 31% 25% 9%
<24 25-34 35-49 50-64 65+
69% 31%
9/1/2015
9/6/2015
9/11/2015
9/16/2015
9/21/2015
9/26/2015
10/1/2015
10/6/2015
10/11/2015
10/16/2015
10/21/2015
10/26/2015
10/31/2015
11/5/2015
11/10/2015
11/15/2015
11/20/2015
11/25/2015
11/30/2015
12/5/2015
12/10/2015
12/15/2015
12/20/2015
12/25/2015
12/30/2015
1/4/2016
1/9/2016
1/14/2016
1/19/2016
1/24/2016
1/29/20160%
20%40%60%80%
100%120%140%160%180%200%
Female Indexed Volume Male Indexed Volume
Flowers & Gifts is a retail sub-category which enjoys a long lead time during the festive period. Queries start to pick up early with some male customers during September with female shopper momentum taking hold from 1st October. Flowers & Gifts will continue to grow up to 21st December before dropping off sharply back to pre-Christmas levels
Internal Source: Retail search queries related to Flowers & Gifts indexed to the average daily volume on the Bing Network in the UK, Sept 2015 - Jan 2016
Peak Period2nd week in September to 25 December
Prepare your Flowers & Gifts campaigns from SeptemberEnsure campaigns are optimised for the Christmas and Valentine’s Day sales periods. Be front of mind for shoppers in their decision journey, particularly when CTR is at it’s highest & CPC at it’s lowest for the high activity months of November – March
Internal Source: based on top Flowers & Gifts search queries on the Bing Network, Sept 2015 - Jan 2016
Sep-15 Oct-15 Nov-15 Dec-15 Jan-160%
2%
4%
6%
8%
10%
12%
£0.00
£0.10
£0.20
£0.30
£0.40
£0.50
£0.60
£0.70
Flowers & Gifts
CTR CPC
Flowers & GiftsAd Copy Analysis
© 2015 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.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 to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.