Retail Merchandiser - January/February 2015 - 10

MARKETING

Behavioral Trends Shape Marketing Spends
BY DAVID BECKER

Y

ou'd have to be living on Mars to
think that the advertising tactics
of yesterday are the same tactics that
reach and engage the youth of today.
The media landscape is changing
before our very eyes. Young consumers are in complete control over their
content, audiences are consuming their
information through multiple screens,
and an engaged consumer trumps an
exposed consumer.
So, how does this apply to driving
consumers in store to buy your product?
If you're a buyer, no matter the category,
you are concerned with how your onshelf products are being marketed.
For products perched on the toy and
consumer electronic shelves, and when
targeting today's youth, we are in a
TV/digital world. According to Kantar Media, in 2014 alone, online video
spend was up 229 percent, while banner
spending was up 1.4 percent, with
advertising dollars clearly shifting from
TV to the new formats.
In your media mix, you must measure
each medium and analyze how your
message reaches, connects, engages and
drives your target audience to retail to
buy. You can assign attribution modeling
to determine which touch point gets
credit for the conversion or sale.

Making An Impression?
Before we can get the consumer to
buy, we first have to reach and engage
them. But how can we engage them if
they don't see our message? This means
viewability, a close cousin to measurability, and a critical term in the forefront of
today's marketing vernacular. A viewable
impression, via Wikipedia, is "a metric
of ads which were actually viewable
when served (in part, entirely or based
on other conditional parameters)."
Understanding the term can help you
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drive ROI. Whatever media you choose
to embrace, viewability matters. It is a
measurable and a reliable metric.
Impressions might look good on
paper, but the messaging you are paying
for may not reach your audience. Your
digital units (banners and videos) might
be fraudulent in click reporting or simply living beneath the fold, never to be
seen by the audience that you seek.
There are numerous accurate measuring tools that actually measure which
ads are being viewed and which ads
are not. Imagine if a video is playing
beneath the fold, on auto play. On paper,
it looks as though your target consumer
viewed that video. But the reality is they
never saw your video. Unfortunately, you
paid for it. And you are now working
off a false set of delivery metrics. It's no
wonder your click-through rate is low.

Google Says What?
Google recently said that "more than 56
percent of ad impressions are not seen
and that an ad served does not necessarily equal an ad viewed." ComScore
reports, "more than half of display ads...
do not have the opportunity to be seen
by a consumer." These are startling numbers. But with the right tools, you can
optimize your campaign, in real time,

January/February 2015

and lessen the units that are not viewed
and find more viewable placements.
Viewability is not limited to digital. It
is alive and well in TV, too. Just because
your audience is measured doesn't mean
they are tuned to your message. TV
spots control 100 percent of your screen,
but viewers are sometimes distracted.
This is why multi-messaging advertising,
across platforms, is pivotal.
When it comes to marketing to kids
and moms, TV spots are delivered in
terms of ratings measured by Nielsen.
Now audience viewing is place-shifted and
time-shifted. Recent ratings on most kid
networks are down, while overall audience
levels are running steady. More screens
have come into play, as kids are watching
content on TV, PCs, tablets, mobile devices, console gaming systems and beyond.
Remember: "Behavioral trends shape
marketing spends." Focus on tight
targeting and engage your audience with
targeted, multi-screen messaging. Prioritize impressions that reach a real user
and can make a real impact. Analyze
your campaign and adjust. Your product
sales will be better because of it. O
David Becker is president and founder of
Blue Plate Media Services. For information,
visit www.blueplatemedia.net.


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Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
Retail Merchandiser - January/February 2015 - 5
Retail Merchandiser - January/February 2015 - 6
Retail Merchandiser - January/February 2015 - 7
Retail Merchandiser - January/February 2015 - 8
Retail Merchandiser - January/February 2015 - 9
Retail Merchandiser - January/February 2015 - 10
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Retail Merchandiser - January/February 2015 - Cover3
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