Transcript Kantar Trends

Coupons and The Digital World
Welcome
Digital and Internet Print at Home Coupons Trends
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Marx Overview
Measuring Scale and Size of non-traditional coupons
Where coupons are growing
Why coupon websites matter
Brand study – measuring the total impact of advertising
Marx, a Kantar Media Solution
CPG ADVERTISING AND PROMOTION FOCUS
COMPETITOR
RETAILER
– Competitive Brand
Strategy and Tactics
– Retailer and Manufacturer
Alignment
– Historical Trending
– Retailer Launch Support
– Manufacturer Insights
– Cross-Channel Insights: Drug,
Mass, Value, Grocery
Monitoring more than 100 retailer
banners in print and leading retailer
websites
Monitoring more than 600
manufacturers in print and
more than 800 in digital
Free-Standing Insert
Coupons & Retailer
Promotions
Digital
Coupons
Sunday Magazine
Coupons
Consumer Magazine
Coupons
INDUSTRY
– Corporate Scale Events
– New Product Attributes
– Seasonality
Monitoring more than 200
billion FSI pages and the
leading Network, Retailer and
Brand websites
In-Store Coupon
Machines
Advertising
(18 Media)
Coupons and The Digital World
SECTION I
2012 YE Coupon Size
As measured by Marx
Coupons and The Digital World
Local Newspapers decline -2% but FSI coupon pages grow
+1% in part due to shared mail distribution
Percent Change in Measured Ad Spending1
Percent Change in FSI Coupon Activity
Media
Print Metrics
2012 vs 2011
Television
8%
Magazines
2%
2012
Chg vs 2011
Coupons Dropped (MMs)
274,730.3
0.8%
Page Circulation (MMs)
208,140.2
1.4%
$1.53
-1.2%
7.3
-9.0%
Wtd. Ave. Face Value ($)
Newspapers
Local
National
Spanish language
-3%
-2%
-12%
2%
Internet (Display ads only)
-3%
Radio
3%
Digital Metrics
2012
Chg vs 2011
Outdoor
5%
Number of Events
+++
46.1%
FSIs
5%
Avg Face Value ($)
$1.66
4.4%
6.3
-11.3%
Total
3%
Wtd. Ave, Expiration (Wks)
Source: Kantar Media
Percent Change in Digital Coupon Activity
Avg Expiration (Wks)
Source: Kantar Media
Source: Kantar Media
Decreased Face Value and Expiration lengths may
have dampened FSI coupon redemption in 2012.
Advertising Impact and Digital Offers
Website examples: January 2012 - December 2012
FSI Print promotions
tied in with retailer
support guiding
shoppers to
digital offers
It matters where shoppers receive their coupons
Now, shoppers can be measured when and where
they interact with digital coupons
Distribution
Engagement
Redemption
And, shoppers that start in traditional media, may potentially
be measured as they move into digital media
It matters where shoppers receive their coupons
Which retailer had the most visitors to its
website in 2012?
A:
It matters where shoppers receive their coupons
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Which retailer ranked highest in it’s
COUPON section for visitors?
A:
The scale of digital coupons
Walmart had the most visitors at 58 MM,
great exposure, right?
Source: Compete, September 2012
Unique Visitors: Only counts a person once no matter how many times they visit a site in a given month.
However, Publix had more visitors to the Publix coupon
section than Walmart’s coupon section
place your offer where the shoppers go
The scale of digital coupons
The channel matters too – help the shopper plan their trip
Source: Kantar Media
Source: Compete
place your offer where the shoppers go
Website examples: January 2012 - December 2012
The timing of digital coupons
Who spiked coupons.target.com activity?
Source: Compete
place your offer when shoppers go
Website examples: January 2012 - December 2012
Why does this matter?
Measure the shopper;
measure your
competitor – even as
they change tactics
“Thorny Issues
Cloud Future of
Digital and FSI
Promotions”
– CPG Matters
“2012 was a stellar year
for digital coupon growth
and manufacturer
engagement”
– Kantar Media, Marx
“Weis boosts loyalty
program with digital
coupons ”
– Progressive
Grocer
“Free-Standing Insert (FSI)
coupons will continue to
dominate the landscape based
on their ability to reach millions
of households”
– Kantar Media, Marx
Koupon Media Launches
Cost Per Offer (CPO)
Model; Helps Retailers
and Brands Monetize
Mobile Through Offers
- Globe Newswire
Digital Coupons 2.0
2012 - 2013 Brand Case Study
Path to Purchase:
How a brand leveraged omni-channels to promote
What is the Advertising Impact?
Listerine: 21 Day Challenge
FSI
FSI Target
TV Ad
Facebook January-March 2013
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Allyou.com
Target.com
Mar 2013
Retailer websites
Banner Ad
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A Shopper’s Path Includes Coupons!
How do shoppers get to the First Moment of Truth?
ZMOT
(Interrupts a
shopper)
Retail
Advertising
=
Builds
Retailer
Loyalty
Traditional
Coupons!
THE LAST
STOP
BEFORE
PURCHASE
Non-Traditional
Coupons!
THE LAST
STOP
BEFORE
PURCHASE
FSI Brand/ FSI
Retail - Opt In
-Make the list
-Plan the trip
Digital Brand /
Digital Retailer
Builds Purchase
intent
Purchase
occurs
TRIP OCCURS
Brand
Advertising
=
Builds
Brand
Equity
FMOT
Coupons
Physical reinforcers:
1.Decide NOT to
purchase
2.Pick a new
purchase
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Thank you
Darcy Douglas
Kantar Media
[email protected]
Office: 952.253.1604
Cell: 612.281.7246