Winning holiday shoppers online and in-store requires careful planning, in theory. But there’s not always time for a plan.

Shopper marketers know how crazy holiday gets, so a plan isn’t enough – sometimes you need to improvise with smart, targeted tactics that you can quickly implement to reach and engage your target audience.

In the flurry of frenetic holiday shopping, travel and events, it can be challenging to deliver a relevant message to your audience at the right time and place. But our BrandLift platform™ provides a way to cut through the chaos and win powerful holiday micro-moments.

  1. Holiday entertainer couple shopping for food

    Who – frequently visiting the fresh and freezer section during holiday timeframe, consumer lots of food hack and recipe ideas online
    • Why – They’re looking for fun, easy and appetizing food and beverage solutions for their holiday get togethers. Often these trips begin with online inspiration and there’s a major opportunity to get on the list or in the online grocery pickup cart
    • How – Grocery fill-in trips become much more frequent during the holidays, so our geofencing platform allows you to capture mobile IDs and  retarget shoppers between trips – even leveraging cross-device technology to reach the entire household planning for the next big party

  2. Gift GiverGifts

    Who – Walmart shoppers who have visited the toy, electronics or apparel sections in the last 30 days, are actively shopping for gifts online as well
    • Why – They’re looking for last-minute deals, as well as easy ideas that are the perfect fit. It’s the perfect opportunity to showcase rollbacks and in-store coupons
    • How – We build a custom database around profiles of shoppers who are over-indexing on holiday gift shopping online, then layer that against our proprietary database of shoppers who have physically visited the gifting hot spots within Walmart

  3. Home makerhome maker

    Who – frequently visit the Walmart home & garden or home goods section of the store (think: kitchen ware, bed & bath decor, etc)
    • Why – Consumers invest in their backyards in Spring, but focus on the inside of the home in winter, especially in colder climates. Purchases for the home often come in bursts, with one initial item triggering multiple later purchases. So it’s a great opportunity to retarget people while they’re asking themselves, “What else do I need to complete this project, this big idea?”
    • How – Our database is able to restrict targeting to people who specifically frequent both the home & garden and home goods sections of Walmart stores. This allows you a degree of precision unmatched by any other platform

  4. Groceries on the go

    Store Pickup Grocery PickupWho – Busy holiday shoppers who frequently use Online Grocery Pickup (OGP)
    • Why – From quick meals to picking up laundry detergent, holidays make for many more on-the-go grocery pickup trips. With less time to shop, pickup is no longer a luxury – it’s a necessity
    • How – BrandLift™ has the only database of mobile IDs that have physically visited OGP pickup lanes

     

  5. Cold & FluWoman shopping

    Who – Shoppers in or who have recently visited the pharmacy and over-index on OTC
    • Why – Birds of a feather flock together, which seems to be true once someone in the house gets sick. Chances are, if you ran to the pharmacy recently – you’ll be back again soon for that next item: breathing strips, pain reliever or vitamins
    • How – We are able to target shoppers within the Pharmacy section of Walmarts and retarget them after they leave. We can even narrow in our targeting of this audience to those who are also searching online for remedies to their issue

Now you’ve got five simple, powerful and easily actionable ideas for holiday. What are you waiting for? Give us a call or drop us a note, we would love to help you survive and thrive through the holiday marketing frenzy.

By now most marketers have put in place a few moderately effective always-on digital media campaigns. But more often than not, despite achieving some success, most haven’t significantly evolved their digital strategy and aren’t sure how to level-up their paid media.

While at Mediavision2020 we believe that leveraging new, targeted technologies and platforms for reaching consumers is the core of where media is going, it’s also critical you start with a strategic approach to developing your media plan. So let’s look at three keys to success for your 2019 digital media plan.

Customer-centric Media Plan

 

 

 

 

 

 

 

1. Give to Get Using a Customer Experience Approach
Focus on solving salient customer needs, not just meeting business objectives.

If you can’t shake yourself out of “what’s in it for me” thinking, you won’t get much out of your media. While you certainly need to consider the transactional goals you have for marketing, you can’t reduce every campaign to a transactional goal – not if you want to actually help people with their non-transactional goals along the path to purchase.

For example, here are a few need states your media could target that don’t necessarily immediately result in a sale or sales-ready lead, but nevertheless drive preference for your brand:

  • seeking inspiring ideas
  • need help comparing items
  • asking basic questions about how to get the most out of the product
  • affordability and financing
  • exploring customer ratings and reviews for validation of brand claims

If you can show up at the right time and place, addressing questions like this, you will drastically increase the overall reach and relevance of your media. This is the basis of a full-funnel digital media strategy.

Test and Learn Media

 

 

 

 

 

2. Stop Hanging on What’s Worked, But Build On It
Too many marketers get fixated on tried and true advertising tactics, but this eventually results in plateaued or decreased performance. While the temptation is understandable enough, it’s rooted in an aversion to taking risks.

Obviously you can’t simply shift all of your funds to new tactics, so where do you start? As a generic starting point, consider starting with 70% of your budget towards mature and proven tactics that have a predictable cost and return.

Dedicate the other 30% towards new, experimental tactics. For these new tactics, you’ll need a formal test & learn methodology outlined. You can’t kill a new tactic if it doesn’t meet expectations after just a few weeks, and you certainly can evaluate it if you don’t have a controlled method in place for measurement.

 

Media Measurement

 

 

 

 

 

 

 

 

3. Rethink Media Measurement
Base your measurements on what business outcome and customer action defines the KPI for the campaign, not on a one size fits all measurement approach. 

More often than not, marketers develop “bottom-of-the-funnel tunnel vision” and view their customers and campaigns in a rigid, simplistic light that prevents insight and growth.

For new campaign tactics you’re testing, focus on CTR and landing page optimization as the KPI. Before you can generate revenue, you have to connect the targeting and engagement elements. So don’t kill new tactics before they have a chance to take off.

Returning to the first point – you need to focus measurement on how effectively you helped your prospective customers. For example, consider whether shoppers used a website utility to completion, how many people shared or commented on content shared or maybe you need to look at customer feedback surveys.

 

So to recap, it’s really that simple: help your customers, test new tactics and measure what matters. Begin to incorporate digital media into your overall business strategy and marketing and you will see profound improvement.

At Mediavision2020 we apply these three principles to all of our client’s campaigns and would love to help you take the next step. Get in touch

Connected TVWhat is Connected TV (CTV)?

By the end of 2018, over 63 million households in the US will have “cut the cord” or will choose to never subscribe to cable or satellite at all.

But what if you could still reach these households with the power and flexibility that you have with other online advertising platforms?

Connected TV is the answer, and is rapidly becoming a critical component to any best in class media plan.

It’s not just recycled TV advertising, it’s a new platform entirely

Connected TV Mechanics

One of the most powerful elements to Connected TV is that you can reach an entire household with your video’s message, then retarget and influence them across all devices afterward. This gives you the chance to do a lot more than you can with just one standard display campaign.

Why use CTV, why now?

  • Refine your targeting in unprecedented ways. With Connected TV, you can target behaviors – not just households and viewer segments. Want to target car shoppers? Recent movers? People who frequently visit a certain competitor?
  • Take advantage of the low cost while you can. The cost (per impression/view) is exceptionally lower than traditional TV, but this isn’t going to last. As more advertisers jump on board, costs will go up.
  • Reach an audience you simply can’t reach through traditional TV.
  • The same flexibility of spend and bidding you have on other programmatic platforms.

Don’t put a pin in it, CTV needs to be on your plan today. Not yet convinced? Let’s take a closer look at the cord-cutting trend

Overall, people of every age group (except 65+) are watching less TV
Traditional TV usage is dropping most with 12-34 age group But only the 65+ group hasn’t shown a decrease

Traditional TV Decreasing

 

The Big Shift
But why think that digital video usage is a major contributing factor in decreased TV viewership? Well let’s take a look at the trajectory for digital video penetration and see if you can spot the connection…

Digital TV Penetration

 

 

 

 

 

 

 

 

 

 

 

 

 

A look inside the demographics of cord-cutting – it’s not just Millennials

Cord Cutting Breakdown

 

Over 50% increase in ownership of Smart/streaming enabled TVs in just 2 years.

Trends in Connected TV

 

 

Reaching a Connected TV household is more than just about the TV

Connected TV Device Penetration

 

The geographic trend for adopting CTV doesn’t follow traditional TV patterns in the same way – we’re looking at a new digital consumer 

 

Connected TV Geographic Trend

 

Curious to learn more? We’re here to help! Contact a Mediavision2020 media expert

Many have heard of geofencing. Some have tried it. But few are maximizing the full potential of this powerful capability.

Real-time Isn’t Always the Best Time
More often than not, marketers and business owners who have tried geofencing used it as a real-time tactic. What that means is advertising to an audience while they’re inside of a given geofence.

But what if that’s not the best time to engage your audience? Do you really want to shop online for groceries while you’re shopping for groceries at a store?

Perhaps there are low-stress trips where you might want to look at ratings or digital coupons on your phone. But it ultimately depends on the campaign objective and what action you’re hoping your audience will take next.

What Happens After People Leave Your Geofence?
Sometimes the best timing to reach your audience is after they have left your geofence and gone home or back to work. Geo-retargeting, or mobile ID capture, is an exceptional tactic for nurturing consideration and repurchase. It’s also a way to reach influencers within a household that may have a say in a big ticket or otherwise high-consideration item.

Watch the short clip below to help you brainstorm how your business could be leveraging these two powerful methods of geofencing to their full potential.

 

Everyone talks about micro-moments and wants to win more of them. But these rich opportunities on the path to purchase are short lived and often elusive to marketers. So you need to be ready at the right time with the right solution, but how do you actually do it?

Read more

Location data is a shiny object, but marketers often get perplexed with how to start using it, or simply dive in without a plan. Yet the building blocks of a geofencing advertising strategy are super simple. So let’s look at 3 easy steps to jumpstart your geofencing strategy…

Read more

IP targeting is more than a powerful way to influence entire households that match your specific behavioral and demographic criteria. Mediavision2020’s IP targeting is indispensable to because it solves one of the oldest pain pints of digital media: calculating a measurable return on ad spend (ROAS).

Read more

Chad Bingle

Chad Bingle, Director of Media here at Mediavision2020, sat down with Jarrod Davis and the 8th & Walton crew to talk about how to strategically develop a geofencing media campaign. Listen to the full podcast conversation or grab the notes below!

 

Basic Elements of Geofencing

  • Targeting location: Geofencing is targeting people based on their location, typically that of their mobile device
  • Area: A geofence is simply a defined area on a map: circle or polygon, and anyone inside that geofence is your target audience. That basically translates to a set of coordinates
  • Size: A geofence can be any size, but is typically most effective around a specific building or within a section of a building (like a section of a store).

Geofencing Isn’t Just One Technique, It Has Many Facets To It

  • Unique Functions of Geofencing
    1. Real-time advertising (in geofence now)
    2. Retargeting advertising- really effective for when you want to build a custom retargeting audience where where they have been in the recent past is a salient layer of data.
    3. Attribution & analytics
  • Context for Geofencing
    1. Shopping: in-store & conquesting
    2. In-home: individual devices or entire households
    3. Lifestyle: Concerts, Sports Events, etc.
    4. B2B: Offices, Conferences, Trade Shows
  • Reach: Device vs Cross-device & Household

Geofencing Advertising

Common Geofencing Mistakes to Avoid

Everyone geofences, but all geofences aren’t created equal. There are a few red flags to watch for when crafting or evaluating a geofencing plan.

  • Irrelevant or Missing Call to Action. If you’re going to go through the effort of targeting, make it worth it. Just pushing information/impressions: not having anything relevant at that point in time. A conquesting campaign should have a robust, exclusive offer that’s time sensitive. If you’re a CPG company, your geo-retargeting campaign should try to engage shoppers while they’re between grocery trips and planning their list.
  • Wrong timing: Doing real-time by default when retargeting would make more sense
  • Too broad of targeting: Just b/c location targeted doesn’t mean you’re relevant.
    1. Targeting an entire area around a big box store where everyone is there for different reasons, for example.
    2. Location isn’t always enough to reach the right audience.
    3. Layered data for better relevance (think: data sandwich)
  • Measurement: What’s your goal? If geo-conquesting, did you drive click-to-call actions or visits to your store? If you’re influencing consideration, did you run a controlled test and see positive comparative sales for your test group within a given timeframe? While geofencing can be challenging to measure with accuracy, it’s possible to at least measure it consistently and do it in a controlled test.

When Geofencing Is Right, When It’s Not The Best Fit

When it’s right:

  • Location = relevance: When your geofenced actually helps you reach your target audience in a meaningful way, where location = relevance, not just coincidence
  • Conquesting (goal of growing share): lower ROAS requirements, open to aggressive approach
  • Influencing consideration, offer exclusive content or offers
  • Enrich targeting of current behavioral campaigns or complement other media tactics like search and behavioral.
  • Bridging ecommerce and in-store through retargeting

When it’s not the best fit:

  • Bottom-funnel: Goal of immediate lead gen or sales gen with a lower CPA
  • Location = Irrelevance: Location is not aligned to intent
  • No value added, nothing unique about reaching them through location targeting
Curious to learn more? Let’s talk about Geofencing and a possible fit for your marketing needs.

Statistics from eMarketer had forecasted a tough year for paid cable in 2017 with an estimated 15.4 million people to cut their cable cord. However, reality struck a harder chord, no pun intended, surpassing their forecast by 7 million cord-cutters and counting for 2017 alone. With video being one of the most compelling aspects to a brand’s personality, what will be the smartest way to move your TV ad spend to digital in 2018?

  1. Connected TV: Just because there are fewer people paying for cable, doesn’t mean that TV is disappearing. In fact, users are consuming more video content than ever, but they’re buying it in smarter ways to fit their individual needs. With the recent development of Connected TV, your valued TV spots still exist through smart TVs and streaming devices. Targeting your audience as they stream their favorite shows creates not only more video opportunities, but adds potential for display advertising creative as well. Knowing the right place, right time, AND right device for your audience is essential. We can re-engage with your TV audience as they’re on other devices, browsing other sites, as the other devices in their home are connected to that same Wi-Fi router. Taking your TV ad spend to the next level with remarketing lists, third-party audience targeting segments, and dual-layered creative campaigns to engage on both the video and display space.
  2. 6 Second Bumper Ads: There are few things more annoying than trying to pull up a video on the go, and being hit with that 30 second video ad that you can’t skip. Attention spans are short, and growing shorter, especially when a user is on a mobile device. YouTube is trying to combat this dilemma with bite-sized video content that leaves a big mark for your brand. With 6 second video ads, you can say more than you’d think and viewability is 100% for these non-skippable ads. In testing over 300 bumper ad campaigns, YouTube says 9 out of 10 bumper ads drove a significant lift in ad recall. Pretty impressive. Building your brand is important, and modifying your marketing strategy to the ever-changing landscape of where your user is, and what they’re doing is going to keep you on the up and up.
  3. Out-stream Video: Contextual targeting has been the bread and butter of display advertising for a long time. The simple logic of: I want to show a person a banner ad of what I sell, as they read about the things that I sell. With out-stream video, that same contextual experience is being created for a consumer in a less invasive way than your pre-roll in-stream video ad. With out-stream video, your ad is being placed directly into the content of the page similarly to a banner ad placement. A user chooses to watch your video or to scroll past it. If the user doesn’t want to engage with it, they’re not forced to. These videos will only play when a large percentage of the video appears on the screen of the device, if the video is off the screen the content will stop. Your consumer wants to choose what they’re seeing, and with out-stream videos the control is literally in their hands.

The future is so bright for video! Knowing where and how your user wants to watch it is going to make or break your campaigns in 2018. Planning for the future is key, and being in the right place is going to keep your brand top of mind when your audience decides to buy.

Learn more about our truly unique Connected TV behavioral targeting solution.