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Amazon Strategies January 2019 | Tatari

Presented by Philip Inghelbrecht and Gaston Frydlewski

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Amazon Strategies January 2019 | Tatari

  1. 1. How HICKIES measured TV ads driving Amazon sales Gaston Frydlewski CEO HICKIES Philip Inghelbrecht Co-Founder and CEO Tatari
  2. 2. MEET THE EVOLUTION OF SHOELACES INSTALL ONCE SLIP ON FOREVER
  3. 3. HICKIES TIE-FREE LACES MAIN FEATURES WORKS IN ANY SHOES WITH EYELETS INSTALL ONCE ONE SIZE FITS ALL ELASTIC COMPRESSION WATERPROOF ADJUSTABLE TIGHTNESS FLEXIBLE SLIP ON &OFF
  4. 4. HICKIES Marketing Mix HICKIES employs a diversified marketing mix of digital and traditional offline channels, including: Digital Market places TV Out of Home Lower Margin 4x Conversion
  5. 5. Tatari is a data & analytics company focused on buying and measuring ads across linear and streaming TV.
  6. 6. TV Advertising has Evolved Creative Entry Cost Media Pricing Measurement
  7. 7. TV Advertising has Evolved Creative Entry Cost Media Pricing 50 K0 Measurement
  8. 8. TV Advertising has Evolved Creative Entry Cost Media Pricing Spend $103,069 Measurement
  9. 9. TV Advertising has Evolved Creative Entry Cost Media Pricing Measurement
  10. 10. 100M people see the same ad once the same person sees the ad 100M times TV Advertising has Evolved Creative MeasurementEntry Cost Media Pricing Both Equal 1 GRP
  11. 11. TV Advertising has Evolved Creative MeasurementEntry Cost Media Pricing Measured Like Digital
  12. 12. TV is no longer offline StreamingTV LinearTV 100% impressions ~10M DEVICES VIZIO ~18M DEVICES VIZIO + LG ~40K HOUSEHOLDS
  13. 13. Direct vs Delayed View-through Visitor Rate ResponseRate Incremental Visitor Rate Minutes 1 Week 1 Month Time Since Impression Incremental Visitor Rate View-through vs Incremental
  14. 14. IP-level data gives a whole new meaning to ”old” Reach and Frequency metrics Frequency 1 Devices(Reachin000's) 2 3 4 5 6 7 8 9 10+ 5000 10000 15000 Frequency 1 Devices(Reachin000's) 2 3 4 5 6 7 8 9 10+ 5000 10000 15000 20000 112M Devices July – August 2018 September – October 2018 39M Devices
  15. 15. *Adeptmind May 2018 X How do people respond to a TV ad?
  16. 16. *Adeptmind May 2018 50%of US internet users start their product searches directly on Amazon!* People also search on Amazon X
  17. 17. People are (ir)rational Convenience: no payment or account set up Assume “Amazon is always cheaper” Think: Shipping and returns are easy Amazon Prime is “Safe”
  18. 18. TV allows for Prospecting at Scale 10.5% Amazon 3.5% Website
  19. 19. Amazon Baseline + Lift from TV airings Minute Since TV Airing …while onsite conversion rate increased 35% month over month -20 0 20 40 60 80 -0.0001 0.0000 0.0001 0.0002 0.0003 0.0004 0.0005 0.0006 Response Profile for Amazon Sales RelativeResponse TV Ad Airs
  20. 20. TV drove additional sales (via Amazon) Website (Dashboard) 60%Additional TV sales came from Amazon Amazon (Immediate only) Immediatesales Source Sales vs. Source
  21. 21. Marketing spend can be accounted for Key Takeaways Don’t be afraid of amazon Take a digital approach to TV advertising Leverage TV to drive amazon sales Data & analytics to the rescue It should be part of your sales strategy #1 #2 #3
  22. 22. Thank You! Gaston, HICKIES @gastonfrydle Philip Inghelbrecht, Tatari @Inghelbrecht
  23. 23. Q&A

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