Content Marketing Insights for the Holiday Season - Slides
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The coming holiday season will only have 26 days between Black Friday and Christmas so it's a short season and you need to be ready for it. Consumers are spending more time and retail dollars online during the holidays so you need to make sure your content is reaching them! In this webinar, we cover: - 2014 key holiday dates - What's happening in the holiday marketplace - Holiday content consumption trends - How to prepare your holiday campaign Watch the webinar here: http://outbra.in/1xgIabj
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Content Marketing Insights for the Holiday Season - Slides
- 1. Content Marketing Insights 2014 Holiday Webinar #OBwebinar Miko Levy VP, Outbrain @mikolevy The Webinar Will Begin Shortly • All participants will be muted • For audio, select “Mic & Speakers” in your GoToWebinar control panel • To submit Q&A, use the “Questions” tool in the control panel
- 2. • Holiday Season Key Dates • The Holiday Marketplace: What’s Happening • Holiday Content Consumption Trends • How Outbrain Can Help • How To Prepare Your Outbrain Campaign • Q&A #OBwebinar Agenda
- 4. #OBwebinar Holiday Season: Key Dates October: Early Shopping November 28: Thanksgiving November 29: Black Friday December 1: Cyber Monday December 8: Green Monday December 15: Free Shipping Day December 27: Post-Holiday Sales
- 5. The Holiday Marketplace: Buyers #OBwebinar
- 6. $38,002 $37,501 $36,308 $70,000 $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 #OBwebinar The Marketplace: Buyers US Ecommerce Spending Trends ($ millions) PROJECTED US MOBILE E-COMMERCE MARKET BY END OF 2014 Source: ComScore $49,698 $43,153 $41,936 $56,781 $50,180 $49,843 $47,468 $63,084 $0 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
- 7. #OBwebinar The Marketplace: Buyers $292 MILLION PROJECTED US E-COMMERCE SPEND FOR 2014 Source: FTI US Online Sales Forecast Report
- 8. #OBwebinar The Marketplace: Buyers +13% INCREASE IN CONSUMER SPEND PER ONLINE ORDER FROM 2013 T0 2014 Source: IBM Online Retail Holiday Readiness Report 2014
- 9. #OBwebinar The Marketplace: Buyers 1/3 OF VISITS TO ONLINE STORES COME FROM MOBILE DEVICES Source: eMarketer: Holiday Shopping Preview; 9/4/2013
- 10. #OBwebinar The Marketplace: Buyers 80% OF AMERICANS ARE INFLUENCED BY ONLINE REVIEWS
- 11. The Holiday Marketplace: Sellers #OBwebinar
- 12. #OBwebinar The Marketplace: Sellers 49% OF MARKETERS WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE HALLOWEEN Source: Experian Marketing Services Study
- 13. #OBwebinar The Marketplace: Sellers 22 AVERAGE NUMBER OF PROMOTIONAL EMAILS RETAILERS WILL SEND THEIR ACTIVE SUBSCRIBERS IN NOVEMBER Source: 2014 Exact Target Holiday Calendar Trends
- 14. #OBwebinar The Marketplace: Sellers WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE HALLOWEEN Source: Kenshoo. 2013 Global Online Retail Seasonal Shopping Report
- 15. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec #OBwebinar The Marketplace: Sellers WILL LAUNCH A HOLIDAY CAMPAIGN BEFORE HALLOWEEN Source: Outbrain network 2013 2013 average network CPC
- 16. Holiday Content Consumption #OBwebinar
- 17. Q: When thinking of smartphones, what brands come to mind? EXPOSED #OBwebinar 8% 22% 7% 20% 10% 29% 8% 9% 66% 20% 0% 20% 40% 60% 80% 100% CONTROL Unaided Brand Recall (Electronics) Recalled 1st Recalled 2nd Recalled 3rd Recalled 4th Recalled later or not at all * Outbrain Earned Media Survey, October 2013; 815 participants
- 18. How People Spend Their Online Time #OBwebinar 22% SOCIAL NETWORKING 5% ONLINE SHOPPING 13% MULTI-MEDIA SITES 19% EMAILS/COMMUNICATION 21% SEARCH 20% READING CONTENT
- 19. Holiday Content Peaks Cyber Monday #OBwebinar Holiday Consumption Trends Black Friday Cyber Monday Green Monday Source: Outbrain; Nielsen; ComScore Top US Online Spending Days 2013 83% want to purchase within a day of consuming content
- 20. #OBwebinar Top Performing Content by CTR +42% CTR BEAUTY +21% CTR SHOPPING +20% CTR THANKSGIVING +6% CTR PARTIES -8% CTR. CHRISTMAS
- 21. #OBwebinar Desktop Still Rules Content Consumption by Device
- 22. #OBwebinar Q+A Reminder Submit your questions using the Q&A feature on your Webex toolbar
- 23. How Outbrain AMPLIFIES Your Content Sub #OBwebinar
- 25. #OBwebinar We’ve Got You Covered
- 26. #OBwebinar 30 Million NUMBER OF PEOPLE WHO CLICK ON OUTBRAIN RECOMMENDATIONS PER DAY Source: ComScore August 2014
- 27. #OBwebinar 188 Billion NUMBER OF RECOMMENDATIONS SERVED PER MONTH Source: ComScore August 2014
- 28. #OBwebinar Drive Traffic to Owned Content
- 30. #OBwebinar
- 31. Campaign Optimization Strategies for the Holidays Sub #OBwebinar
- 32. #OBwebinar Optimizing Your Campaign 1. Start ahead of the holidays 2. Go mobile 3. Monitor closely 4. Optimize your CTR
- 33. The longer you amplify your content, the higher your CTR #OBwebinar 1. Start ahead of the holidays
- 34. #OBwebinar 2. Go Mobile 0.23% AVG CTR TABLET 0.16% AVG CTR DESKTOP
- 35. #OBwebinar Mobile Consumption Peak Consumption Times
- 36. #OBwebinar 3. Monitor closely • Competition is fierce • Monitor frequently • Geo and device targeting to reach the right audience 2013 average network CPC Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 37. #OBwebinar 4. Boost your Engagement Test Multiple Headlines 180% 160% 140% 120% 100% 80% 60% 40% 20% 0% CTR improvement compared with 1 URL > 5 URLs > 10 URLs > 20 URLs
- 38. #OBwebinar 4. Boost your Engagement Use Descriptive Headlines 16-18 WORDS IN A HEADLINE GENERATE THE HIGHEST CTR
- 39. #OBwebinar 4. Boost your Engagement Don’t use pushy headlines 20% PUSHY HEADLINES GENERATE A LOWER CTR
- 40. #OBwebinar 4. Boost your Engagement Use videos on Youtube +46% HIGHER CTR THAN VIDEOS HOSTED ON YOUR OWN DOMAIN
- 41. #OBwebinar 4. Boost your Engagement Consider Top Performing Holiday Keywords
- 42. #OBwebinar Steps for Success 1. Start ahead of the holidays 2. Go mobile 3. Monitor closely 4. Boost your engagement
- 43. #OBwebinar Q+A Submit your questions using the Q&A feature on your Webex toolbar
- 44. #OBwebinar We are here for you selfserve@outbrain.com help.outbrain.com Outbrain.com/blog
Notas do Editor
- Welcome to our webinar! We’re excited to bring you content marketing insights for the 2014 holiday season. We hope to help you understand the state of the holiday marketplace, insights from our network and how you can apply these to get your Outbrain campaign ahead of the competition.
- So we’re going to cover off the key holiday dates, the holiday marketplace for buyers and sellers, our content consumption trends from the outbrain network, how we can help you use your content to reach your audience during this competitive season and what to do to prepare your campaign. Don’t forget that you can submit questions via the Q&A toolbar on your webinar control panel at any time!
- Before we get started, this isn’t a closed session today, all of our knowledge we have, we want to share with you and encourage you to pass it on to others so feel free to share any insights or tips via our #Obwebinar conversation.
- The coming holiday season will only have 26 days between Black Friday and Christmas this year.. Just like 2013, it’s a short period and five days less than 2012 The result of this was that retailers struggled with the shorter season and missed holiday deliveries – so we want to get thinking early so you don’t miss your audience and we’ll answer these at the end of the session.
- So let’s start with our holiday marketplace and take a look at some numbers and our consumers in the market
- If you look at US ecommerce spending trend over the past 3 years, you can see there is an increase in spend in Q4 with a 27% average increase in spend from Q3 to Q4…
- And for 2014, US ecommerce spend is projected at 292 million for 2014, Up from $209M in 2013
- And the trend for the past two years has been for shoppers to spend more online during the holiday season. Consumers are expected to spend 13% more per order this year. All in all, holiday season sales represent 25-30% of total year sales for most retailers (source: Wilkes University)
- Where are these shoppers coming from? Well, more than a third of visits to online stores now come from mobile devices (phones and tablets) By the end of Q1 2014, 37% of visits to online stores came from mobile devices. Once again, mobile devices account for a rapidly growing share of US retail ecommerce sales and are expected to contribute to strong ecommerce sales growth this holiday season Mobile devices contribute to overall commerce sales growth in two ways A driver of total sales as more ocnsumers make purchases on their smartphones and tablets As a shopping research tool driving consumers into stores or back to desktops where they complete transactions
- What may be slightly less obvious is the earned media opportunity and how these shoppers wherever they’re coming from, are influenced by online reviews so it’s a great time to get your earned media out there.
- So it’s clear there’s lots of demand and spend on the buyers side. How are the sellers reacting to this and meeting demand?
- Well, almost half of all marketers will launch holiday campaigns before Halloween…
- …and retailers will send an average of 22 promotional emails during the start of the holiday period (and this only goes up by December to an average of 29 promotional emails per retailer)
- This also correlates with an increase in spend for the period showing the highly competitive marketplace among advertisers for paid search.
- Since people are spending more, even our network becomes increasingly competitive with an increase in CPCs making it more difficult to stand above the crowd. So how are you going to tackle that?
- So knowing the state of the market place and how tough it to stand out , what are you going to do to engage your audience at the start of the holiday season? Search is great for your audience who already have that purchase intent but You’re engaging your audience NOW before the key holiday dates and start bringing your audience down the funnel, so when the shopping days start- you’ll already be in the game!
- A research we did with HTC showed that consumers that were exposed to an online review about their latest phone showed a much greater unaided brand awareness than those who weren’t. Not only much more people mentioned HTC as the #1-#2 brand they but only 20% didn’t mention HTC at all vs 66% in the control group כשאתם חושבים על סמארטפון, אילו מותגים עולים לכם בראש? מעל 40% אמרו htc כמותכ הראשון או השני לעומת 15% ומה שיותר נפלא, רק 20% לא ציינו את htc בכלל לעומת 66% בקבוצת הביקורת
- And that shouldn’t come as a surprise to you. In general, we already know people spend 20% of their online time reading content. In fact, consumers spend only a quarter of their online time shopping. The rest of it- to consume content. we looked at our 2013 holiday consumption trends to get you key learnings for the season ahead
- We can see there’s a strong correlation between online shopping days and content consumption. According to a Nielsen study, consumers spend 15+ hours researching online and there’s a sense of immediacy for these shoppers. Over half of those who use mobile to research want to make a purchase within the hour and 83% want to purchase within a day And we can see that here that our peak content consumption dates also correlate with the the top online spending days reported by Comscore in 2013 (Comscore) Black Friday Cyber Monday Green Monday Friday Dec 13
- We also did extensive analysis of the keywords and themes chosen by marketers during last year’s holiday season Outbrain data shows that consumers were most likely to engage with headlines related to beauty (42% higher CTR than the average for holiday content) or shopping (+21%) Consumers were also more likely to engage with headlines specifically focused on Thanksgiving (+20%) than those dedicated to Christmas (-8%).
- How are they consuming this content? We saw that a large proportion of holiday content was consumed on smartphones in 2013 (especially the last 3 weekends in November and on Christmas day) but Desktops still rule.
- Before we take you into how Outbrain can help you with your content for the holidays, don’t forget to submit any questions you have so we can answer them for you at the end of our session.
- So how can Outbrain help you with your content?
- If you’re not yet amplifying your content on Outbrain. you probably click on Outbrain links all the time without recognizing it. We’re here to tell you why these links are here, how they get there, and how your content can be included. Specifically, I’m here to talk about the links on the right, “From around the web.” This is Outbrain Amplify.
- We enable discovery anytime and anywhere whether it be on desktop or mobile …..
- ….with 30million people clicking on Outbrain recommendations each day
- ..and 188 bilion recommendations served every month
- You can amplify owned content such as blog posts, articles, videos and slideshows…
- Or earned media such as great press or product reviews. What may be slightly less obvious is the earned media opportunity. Here’s an example of a Forbes review for the Ford C-Max. Before discovery engines likes ours, this story would have vanished into the ether a couple days after it was initially published. A service like ours allows you to take a review like this or other forms of press coverage and place it in the path of consumers on other publisher sites to extend its shelf-life and relevance to a greater audience.
- And the beauty of all of this is your content can appear on some of the largest premium publisher sites around the web..
- So with the power of discovery and our premium pub networks, we’re going to show you how to take advantage of this and optimize your campaign to take advantage of the holiday season and our content consumption insights
- There are just 4 things you need to keep in mind…
- The main reason for that is that our platform is adaptive. It learns the audience your content is most relevant to with historical data so the longer you run, the better it gets. Firstly, make sure you start your campaign ahead of the holiday season. A 3 day campaign isn’t going to give you enough time to build up your audience or help you improve your engagement. The longer you amplify your content, the higher your CTR going to be
- Secondly, remember the importance of mobile. Data from our network showed that Americans are much more likely to engage with holiday content from their smartphones or tablets over the entire season The average CTR on holiday content was 23% higher among smartphone users than desktop users with tablets the most engaging platform during the 2013 season so be sure to target mobile when amplifying your holiday content
- Drilling down further, we can see at what time mobile content consumption peaks in each country – we hope you’re getting the idea that ensuring your content is mobile-targeted should now be a consistent part of your content marketing strategy!
- With such a competitive period, it’s crucial that you monitor your campaign and check it at least once a day to ensure it’s performing and make any optimizations if necessary; and echeck that you’re geotargeting properly and targeting by device to give yourself the best chance of finding the right audience at the right time
- Testing Testing Testing. Try different headlines, images and pieces of content to find out what works best for you. We see a much higher engagement for campaigns who have such process in place.
- Research from our network also shows that descriptive headlines get the highest CTR. IN particular, 16-18 words in a headline generates the highest CTR.
- Although it might sound surprising, unlike search and maybe social- people don’t like you to be aggressive when it comes to content. Pushy headlines saw a much lower engagement than more subtle headlines
- You should also consider incorporating the top performing holiday keywords during the holiday season such as cocktails and shopping
- Ultimately, taking into account all of these tips will help you ensure your campaign is set up for success during the holiday season. To keep up to date with these data insights and campaign tips, be sure to subscribe ot our Blog and weekly Brainpower emails.
- Great – So that concludes our my portion of the webinar. I’d like to take the remaining time for any questions you may have