1. Action Items From Digital Marketing
Research featuring Walmart
June 19, 2012  mediative.com

2. TODAY’S SPEAKERS
Ben Rodier
Director of Publisher Relations
Ben.Rodier@mediative.ca
Mediative
Ian Everdell
Usability & Research Manager
Ian.Everdell@mediative.ca
Mediative
Bill Barnes
VP Business Development
Bill.Barnes@mediative.ca
Mediative
19 juin 2012  Mediative.com

3. ENGAGE WITH US ON TWITTER
• #MediativeWebinar
• Following the webinar, you will receive the white paper that we
released on this research The Impact Of Display Advertising
At-Retail On Influencing Customer Buying Behaviour

4. AGENDA
01. THE RESEARCH
02. THE RESULTS
03. KEY TAKEAWAYS

5. MEDIATIVE IS A LEADER IN RESEARCH
• Knowledge is at the core of what we do in the digital world
• We uncover precise data of how “shoppers and clients buy”
• We help organizations significantly enhance their digital presence
and move targets from awareness to purchase

6. RESEARCH
01. INTRODUCTION
02. ON-SITE ADVERTISING
03. PAID SEARCH COMPONENT

7. PURPOSE OF THIS STUDY
• To determine how effective on-site banner advertising is at driving
Walmart brand recognition and in-store and online purchase intent, as
well as the potential value for manufacturers that advertise on
Walmart’s website
• The online survey was designed to collect quantitative metrics
measuring:
01. Display Advertising At-Retail: Potential click through rate and
brand lift for display advertising on the Walmart website
02. Paid Search: Potential click through rate and brand lift for
Walmart and partner manufacturers resulting from paid search
advertising

8. 01. DISPLAY ADVERTISING AT-RETAIL
Purpose - To determine how
related and unrelated advertising
on retail websites impact:
• Purchase Intent
• Brand Affinity
• Brand Impression
• % of Clicks
• Eye Tracking

9. RELATED AD CREATIVE
Creatives shown to Creatives shown to
a TV shopper vs. a a car seat shopper
Generic Ad vs. a Generic Ad

10. KEY FINDINGS
After seeing a related ad, 933 respondents were asked:
• How likely are you to purchase this <product> from a retailer?
• 27% increase in intent to purchase
• How likely are you to purchase this <product> brand?
• 21% increase in intent to purchase
• When you think of <product>, what is the first manufacturer’s brand that
comes to mind?
• 60% increase in brand affinity
• What is your overall impression of <product> brand?
• 24% increase in brand impression

11. KEY TAKEAWAYS
• Display ads related to the shopping intent can influence up to 48.1% of
traffic on product specific pages
• Even display ads unrelated to intent captured up to 20% of
respondent clicks
• Skyscraper 160x600 ad unit observations:
• Drove 7x more clicks when related to intent vs. unrelated
• Viewed 10x more than clicked (eye-tracking)
• Measuring Sales Lift Case Study – AVAILABLE NOW

12. 02. PAID SEARCH
Purpose - To determine how paid
search impacts:
• Purchase Intent
• Brand Affinity
• Brand Impression
• % of Clicks
• Eye Tracking

13. WALMART BRANDED AD RESULTS
• CTR: 16.8%
• Increased:
• Brand affinity
• Brand recall
• Message recall

14. CO-BRANDED AD RESULTS
• CTR: 7.5%
• Increased:
• Brand impression
(manufacturer)
• Brand recall
• Message recall
• Manufacturer
purchase intent

15. HEAT MAP IMAGE

16. KEY TAKEAWAYS FROM PAID SEARCH RESULTS
• When advertising in the top paid search positions, you can capture
potential customers that would have otherwise gone to another retailer
• Co-branded ads with major brand names have the potential to drive
additional traffic for both the retail brand and manufacturer
• Manufacturers can expect significant increase in purchase intent for
their products when co-advertised with major retail brand

17. WHAT DOES THIS MEAN FOR YOU?
• Featuring display ads of your brand on a retailer site can increase purchase intent,
brand affinity, and emotional connections with your brand
DISPLAY
• Display ads related to intent can drive significantly more clicks than ad creative
unrelated to intent
• Although clicks are important, it is not the only measure of advertising effectiveness,
especially at-retail
• The higher your ad is in the paid search results, the higher the intent to purchase is
PAID SEARCH
• Retailers garner more brand affinity with a particular type of product by advertising
in paid search. Ie. Walmart + toys
• Generic search terms lessen the recall of competitive brands when a searcher thinks
of a product in the future

18. CONTACT OUR DIGITAL EXPERTS
mediative.com/facebook mediative.com/linkedin
mediative.com/twitter mediative.com/youtube
mediative.com/googleplus mediative.com/contact

19. TODAY’S SPEAKERS
Ben Rodier
Director of Publisher Relations
Ben.Rodier@mediative.ca
Mediative
Ian Everdell
Usability & Research Manager
Ian.Everdell@mediative.ca
Mediative
Bill Barnes
VP Business Development
Bill.Barnes@mediative.ca
Mediative
19 juin 2012  Mediative.com

20. DISPLAY ADVERTISING AT-RETAIL EXAMPLES

21. DISPLAY ADS

22. BRANDSTORE

23. SHOPPING TOOL

24. EDITORIAL CENTER