xAd：移动广告投放技巧.pdf

1Campaign Design for Driving In-Store Visits Global Headquarters 401 Park Ave S New York, NY 10016 Campaign Design for Driving In-Store Visits MOBILE AD MEASUREMENT 2Campaign Design for Driving In-Store Visits The 2014 Association of National Advertisers (ANA) annual survey of leading marketers listed data and measurement as two of the top challenges in advertising today. With billions of dollars being spent by brands and agencies, quantifying campaign success and proving ROI is essential. Online advertising gave rise to the digital cookie that allowed marketers to analyze online behavior and advertisings direct influence on online sales. But online sales are only a small part of the picture. According to the Department of Commerce, over 90% of retail commerce activity is still happening offline (in-store). This is where mobiles unique capabilities can be leveraged to reach and engage offline consumers like never before. The true potential of mobile devices is that they provide marketers access to real-time, real-world data. As consumers move throughout their days, constantly interacting with their mobile devices, they leave behind insights that can help marketers connect the dots between online and offline sales and back to specific campaigns and marketing efforts. Mobile allows marketers to not only see online and on-device behaviors, but also additional offline movements such as location and visitation patterns that help complete the picture for both targeting and attribution. To better understand how to leverage mobile to measure offline behavior and how mobile advertising can be used to influence real-world action xAd commissioned Nielsen to execute a custom study that analyzed and measured consumer behavior across 12 major brands and nearly 80 individual ad campaigns in the Retail, Restaurant, and Auto verticals. In a separate whitepaper, Defining Benchmarks for Mobile Success, xAd discussed different ways to measure campaign success in mobile - including Click-Through-Rates (CTRs), post-click secondary actions, and Store Visitation Lift (SVL), or the increase in consumer visitation rates to a brands business location following an ad exposure. What the analysis uncovered is that the change in store visitation captured by SVL is a strong indicator of engagement and provides a clear view of the offline impact of a campaign beyond the click. This paper will expand upon the previous studys findings to discuss some of the best ways to design a campaign to encourage this offline behavior. DRIVING OFFLINE ACTION Restaurant Auto Benchmark Study 2014 Verticals Retail 1Source: US Department of Commerce, May 2014 3Campaign Design for Driving In-Store Visits Consumers shopping for Retail, Restaurants, and Auto vary quite a bit in terms of needs, immediacy, and frequency. As a result, each industry has specific tactics that work to move consumers from a mobile engagement to a business location. Offline impact in this study was measured by Store Visitation Lift (SVL). SVL represents the visitation rate of a group of consumers who saw an ad campaign compared to the normal visitation rate for that business, as measured by a non-exposed group of consumers. Essentially, SVL is the lift in in-store visitation that can be attributed to an ad. Post-Exposure Visitation Rate is the rate at which consumers visited a store location after being exposed to an ad on their mobile device. Store Visitation LIFT Percent of Consumers Visiting a Business Location Baseline Visitation RatePost-Ad Exposure Visitation Rate Store Visitation Lift (SVL) 4Campaign Design for Driving In-Store Visits Campaign Setup and Design The study evaluated two main campaign aspects to understand their impact on offline behavior: Targeting & Creative Messaging. Targeting How important is geo-proximity for increasing store visitation? How does serving ads to a consumer when they are close to a store impact their likelihood to visit that business? What if a campaign reaches them when they are close to a competitors location? Loyalty Targeting proximity targeting within the immediate Competitive Conquesting proximity targeting around City Targeting standard geo-targeting at a broader, Creative Messaging How can creative help amplify geo-targeting? Does the presence of a call-to action (CTA) on a banner ad encourage consumers to find a store location? Is there a measurable difference in store visitation lift if utilizing dynamic location creative that shows a nearby business? Campaign Setup and Design “Find Store” CTA included on creative directing to store locator “Find Store” CTA with a message showing distance to nearest retailer “Learn More” leading to the brands mobile site No CTA included on banner ad 320 x 50 vicinity of a business competitors store locations city-wide level 5Campaign Design for Driving In-Store Visits Retail For retail campaigns, the strongest performing creative included a message showing the distance to the nearest store. This proved to be a clear enhancement to geo-targeting alone, proving adding a simple message to a banner ad showing proximity can encourage a consumer to visit a business. Without this location message, a “Learn More” CTA was the most effective, indicating consumers may want to research their purchases prior to visiting. Competitive conquesting, or geo-targeting around competing retail locations, is also a strong technique, demonstrating that retail consumers are open to influence. Restaurants Like retail, adding the nearest location message directly to the banner ad was the strongest tactic for driving foot traffic. Competitive conquesting has value for restaurants, but there is a latency effect. When a consumer has a specific restaurant or type of food in mind, they are possibly not considering options in the same way a retail shopper could be. Conquesting can still be considered an important technique for brand building and being top of mind when it comes to the next mealtime decision, but it is not as effective for driving immediate foot traffic. Auto Auto purchases require a lot of planning and research before even visiting a business location. However, considering the majority of purchases are still made on-site, both encouraging and measuring lot visitation behavior is essential for this category. Because of the significant need for research, the best tactic for driving foot traffic to a business in auto is to encourage deeper, online research first. KEY FINDINGS BY INDUSTRY 6Campaign Design for Driving In-Store Visits RETAIL RESULTS The retail category in this study covered a variety of retail types including department stores, home goods, and big box retailers. While there were slight differences between the brands in the study, overall retail had a SVL of 14.05% and the highest post-ad exposure visitation rates at 9.50%. This means that nearly 1 in 10 consumers visited a retailer after being exposed to an ad for that brand, demonstrating the importance of brick and mortar for this vertical. This is also indicative of the power of mobile advertising for retail brands. Not only can mobile be used effectively for brand building and engagement, but also driving immediate action. Retail consumers are often looking to make fast decisions but are highly open to influence, meaning that reaching the right person in the right moment in time with a tailored message can have a huge impact. Often, even if mobile is used to research a purchase or find the best price options, the actual conversion is happening at a physical location, making SVL an obvious success metric when setting up a retail campaign. Store Visitation Lift (SVL)Post-Exposure Visitation Rate 14.05%9.50% 7Campaign Design for Driving In-Store Visits Geo-Proximity While nearly all retail campaigns tested resulted in a measureable lift, Loyalty Targeting proximity targeting around a brands business location - did perform better than standard city targeting, proving that proximity matters. If a consumer is nearby a store location, the ad campaign is more likely to lead to a business visit. Competitive conquesting was also one of the most successful techniques for driving store visitation for retail. This demonstrates that consumers are very much open to other brands and options when considering a retail purchase, highlighting the importance of reaching consumers with compelling messages to impact their purchase decisions even when they are closer to other retailers. Creative Messaging For retail, including a message on the banner ad showing the nearest business location (e.g. “closest store 2.2 miles away”) alongside a “Find Store” CTA resulted in the highest visitation lift over 2x higher than the average lift for retail. The “Find Store” CTA without the additional location message did not perform as well as other creative messages. So, while “Find Store” on its own may not be the most compelling call-to-action, having a clear indicator of distance has a dramatic impact on store visitation. In addition to the “Find Store” CTA, the study tested “Show Now” (which was intended to drive online traffic), and no CTA. Interestingly, without the presence of a location overlay both the “Shop Now” CTA and no CTA drove a bigger lift in store visitation than the “Find Store”. The thought here is that, at least within a close proximity for well-known brands, “Find Store” might not be the most compelling message to drive store visitation as people likely know where there closest location is, and may actually clutter the creative. “Learn More” or even no CTA allows the users to interact with products online first and then encourages them to visit a physical location for purchase without having to call it out directly in the creative. Retail Campaign Best Practices Retail Campaign SVL Performance (Indexed Against Overall Retail SVL) 250 150 100 50 0 Loyalty Targeting 51 Competitive Conquesting 152 City Targeting 25 “Find Store” CTA w/ Location Overlay 232 “Shop Now” CTA 165 No CTA 179 “Find Store” CTA 25 200 Geo-ProximityCreative Messaging 8Campaign Design for Driving In-Store Visits RESTAURANT RESULTS One of the main reasons location targeting is effective in mobile advertising is because a direct response (such as driving a consumer to a business location) can be triggered by reaching them at the right time and place. For restaurants, there is a huge value in exposing a consumer to a compelling message when theyre hungry and actively considering meal options. Like retail, there is a short conversion window for these decisions and opportunities to drive conversions multiple times a day. Restaurants are somewhat unique, however, in that they are very need-driven and so the message and delivery timing matters. There is also a huge amount of variation within the restaurant category based on business type and specific offerings. Overall for the vertical, there was a 16.92% SVL and the visitation rate post-ad exposure was 6.03%. But the post-exposure visitation rate differed between Sit Down (3.99%) and Quick Service Restaurants (8.85%) meaning people are simply visiting fast food establishments with higher frequency. We also saw differences when looking at types of products offered in the ads. For example, an ad featuring a breakfast item may perform on par for secondary actions (including calls and looking for more information), but depending on the time of day the ad was served the impact on store visitation may not be as drastic. Meaning that the particular item may only be appealing at a specific time of day and wont necessarily lead to immediate visits throughout the day. For peak performance in restaurant visitation, serving an ad not only to the right location but also at the appropriate time of day is paramount. Store Visitation Lift (SVL) 16.92%6.03% Post-Exposure Visitation Rate 9Campaign Design for Driving In-Store Visits Geo-Proximity: For the overall restaurant vertical, targeting a consumer in or around a brands business location proved to be especially impactful. Geo-proximity targeting was very successful in increasing in-store visitation up to 10-miles around a restaurant location (note that this was not the case for Quick Service Restaurants (QSR) where a tighter distance proved to be more impactful). Unlike the retail category, geo-fencing around competitor locations was not a successful tactic for driving immediate foot traffic to restaurants. This is not to say that there isnt a place for conquesting in the restaurant vertical as the conquesting campaigns did drive a lift in visitation, the results were simply not as drastic as other techniques. Furthermore, conquesting actually drove greater performance in other measures (CTR and post-click actions such as calls and directions) indicating the importance of conquesting in driving awareness for future rather than immediate consideration. Creative Messaging Adding a location message to the “Find a ” creative had an even bigger impact on the restaurant category than it did for retail, increasing store visitation by 2.75x. Displaying location proximity is clearly a strong tactic to bringing hungry consumers through the door. The restaurant test campaigns did not include a CTA to drive traffic online. However, similar to retail, the creative with no CTA actually drove more in-store visits than the “Find a ” creative. Again, this demonstrates the desire to dig deeper beyond the ad prior to being directed to a restaurant location. It seems less may be more when it comes to driving engagement with a 320x50 banner ad. Restaurant Campaign Best Practices Restaurant Campaign SVL Performance (Indexed Against Overall Restaurant SVL) Geo-ProximityCreative Messaging 250 300 150 100 50 0 200 Loyalty Targeting 148 Competitive Conquesting 53 City Targeting 123 73 “Find Restaurant” CTA “Find Restaurant” CTA w/ Location Overlay 274 No CTA 50 10Campaign Design for Driving In-Store Visits AUTO RESULTS Auto purchases are very different from the other transactions in this study in that they require greater length of consideration. When compared to Retail and Restaurants, Auto purchases are less frequent, but also carry a significantly higher price tag and therefore a huge opportunity. Mobile proved to be an important media for this category with the auto ads served resulting in a 69.53% lift in lot visitation. Although mobile is gaining importance in this category for information gathering and research, the vast majority of actual conversions are still happening in person. Consumers are not likely going to buy something as large as a new car without first going to see it on the lot. So, although the post-exposure visitation rate for this category is low (0.40%), it is still incredibly impactful when the potential purchase size is considered. Thus, one of the main opportunities in mobile for this category is encouraging lot- visitation. For auto brands, being top of mind when it comes time to moving for