Digital Marketing Capabilities

Digital Marketing Capabilities
Member Profile
Average HHI
$83.4K
Average Age
46
47%
Men
2
*Source: ComScore Media Metrix, Oct 2013 – Dec 2013
53%
Women
Have children in
the household
43%
About The Member
620 Clubs
47
3
Million Members
More than
4 million are
the primary
grocery shoppers
in their home.
57%
Are Homeowners
40%
Make over $60k
a year
Why advertise on SamsClub.com?
More than 71% of all site visitors
made a purchase in club within 7
days of the site visit.*
SamsClub.com will receive 300MM visits in FY15**
4
*Sam’s Club Audience analysis: Website visitor report, January 2013 **Forecast
Why advertise on SamsClub.com?
40%
21
%
Site visitors, on average, spent
21% more than non-visitors
and were more active in-club
Site visitors were more likely to spend more
across all categories especially…
Entertainment - Home & Office – Technology - Dry Grocery-Beverage - Health & Wellness - Fresh-Freezer-Cooler
5
Sam’s Club Audience analysis: Website visitor report, January 2013
Why advertise on SamsClub.com?
1
Research item
to purchase at
Sam’s Club
2
Purchase item on
SamsClub.com
3
Check availability
of an item at
Sam’s Club
More than 50% of visitors on
SamsClub.com come with either
research or purchase intent
6
Source: eMET Nov’13 monthly report
#
7
Most
Valuable
U.S Retail
Brand
Sam’s Club has over 47 million
members and serves over
600,000 small business owners
every day. The warehouse club
has been focusing on innovation to
make the shopping experience
more efficient, especially for small
business owners. For all members,
it’s promoting e-commerce and
mobile apps. Transitioning
gracefully into the digital era,
Sam’s Club has managed to
remain a top retailer by adapting
to changing times and changing
member needs.
7
Interbrand’s Most Valuable U.S. Retail Brands, 2013.
Premium Reach, Target and 360° Solution
Digital Media Solutions
• WMX
• Display placements
including:
• Banners
• Push Downs
• Sponsorships
• Custom Brand Shops
• Email
• Audience Extension
• Behavioral and
Contextual Targeting
+
+
Insert
Supplier Logo
Retail Content
Marketing
•
•
•
•
Co-branded content
Branded Showcase
Seasonal Opportunities
Content Solutions
8
In-Club
• In Club Digital
Signage
• QR Codes
• Fuel Screens
• In-Club Displays
• Print
• Event Support
+
Social, Mobile
Activation
+
• Mobile Brand Experience
• Features
• Social
• Sharing
• Traffic Drivers
Digital Media Solutions
Comprehensive and customized to engage shoppers with your brand
Email
Homepage
& Category
Display
Programmatic
Audience Discovery
Behavioral
& Contextual
Targeting
Site Placement
Native Advertising
9
Digital Media Solutions
Enhanced Customized Media Mix
The right media & tactic targeting mix is critical to a campaign’s success
Every program is unique to the needs of the supplier
•
Applying the right media mix is a key component to the media plan
•
Our ability to customize tactics provides optimal use of your media budget
Social &
Mobile
5-10%
10
Contextual
Targeting
Audience
Extension &
Discovery
5-10%
ICDS
Email
Search
15-20%
Behavioral
Targeting
25-30%
10-20%
15-20%
Digital Media Solutions
15-20%
Site Placements
Be Top of Mind with the SamsClub.com Shopper
Premium positions provide your
brand with the highest degree of
exposure on the site:
• Homepage placements offer high
visibility and seasonal relevance in
order to engage visitors arriving on
the site
• Category placements offer
contextual relevance to visitors
shopping for specific categories,
brands or items
11
Digital Media Solutions
Audience Extension
Q: What is Audience
Extension?
A:
A way to increase
your digital ad scale.
2
1
Brands serve targeted
ads to chosen
SamsClub.com
audience segments as
they browse other sites.
User visits
SamsClub.com, browses
and is grouped in an
audience segment
based on desired target,
then leaves
SamsClub.com
3
Enables your brand to specifically reach
existing Sam’s Club shoppers across the
internet, and direct them back to
SamsClub.com or your national brand
website. Through Sam’s Club’s first-party
shopper data, exclusively packaged with
our off-site media buys, effectively reach
this highly valuable Sam’s Club shopper
audience off-site at scale.
Base Targeting
$8 CPM
$10,000 Minimum
12
Audience: Choose
any 1 Contextual
Target
Geo: US National
Premium Targeting
$10 CPM
$15,000 Minimum
Ad leads
SamsClub.com users
to relevant content
and brand pages
Audience: Choose
Between 2-5 Contextual
Targets
Select Targeting
Geo: Zip Codes of
Sam’s Club Stores
$20,000 Minimum
$12 CPM
Audience: Choose
Between 1-4 Targets
AND age/gender demo
Geo: Zip Codes of
Sam’s Club Stores
Digital Media Solutions
Audience Discovery
Q: What is Audience
Discovery?
A:
A way to find new
audiences.
2
1
Brands serve targeted
ads to chosen offsite
audiences
User browses the web
and is based on
browsing behavior is
grouped in an
audience segment.
based on desired target.
3
Enables your brand to reach your target
audience utilizing Triad Retail Media’s third
party data partnerships. Through audience
targeting, these campaigns will allow you
to capitalize on the Sam’s Club brand in
order to drive incremental traffic to your
SamsClub.com brand pages.
Base Targeting
$5 CPM
$10,000 Minimum
13
Audience: Choose
any 1 Contextual
Target
Geo: US National
Premium Targeting
$8 CPM
$15,000 Minimum
Ad drives visitor to
SamsClub.com to
consume relevant
content and brand
pages
Audience: Choose
Between 2-5 Contextual
Targets
Select Targeting
Geo: Zip Codes of
Sam’s Club Stores
$20,000 Minimum
$1o CPM
Audience: Choose
Between 2-5 Targets
AND age/gender demo
Geo: Zip Codes of
Sam’s Club Stores
Digital Media Solutions
Mobile Matters
Mobile
monetization needs
to be part of your
media mix now
14
2:21
Time spent on mobile
now surpasses time
spent online¹
13%
13% of all online retailer
revenue in 2013 was
driven by tablets²
2x
Q3 2013 Growth of
m-commerce vs. growth
of e-commerce³
51%
Mobile is projected to
grow to more than half
of online ad spending
by 20174
Source: ¹ eMarketer, July 2013; ² Forrester Research: The State Of Retailing Online: Key Metrics
And Initiatives 2014, Jan. 2014; ³ comScore, November 2013; 4 eMarketer, December 2013, 5
Mobile Campaign Benchmark compared to Millennial Media Network average benchmark
Social, Mobile Activation
What are CoMobis?
Enhanced Targeting and Co-branding with Sam’s Club
Co-branded retailer/
advertiser ads that run on
ComScore’s top 100 apps
and sites
CTR is 15-75% higher
than average
Advanced targeting available
•
•
•
•
15
Geo-fencing
Designated Market Area
Demographic
Behavioral
Social, Mobile Activation
Targeting with CoMobis
Demographic
Geographic
•
Age
•
Gender
•
House Hold Income
Reach members based on their
current locations
•
Marital Status, Ethnicity/Race
•
Education, Parent Status,
Users are served a mobile
advertisement when within a certain
proximity of a Sam’s Club
•
Ages of Children, Home Ownership
•
Vehicle Ownership Employment
•
Electronic Ownership
Geo-fencing
•
•
Designated Market Areas (DMA)
•
•
•
Specific Sam’s Club
Neighborhood
Proximity
Behavioral
Those who purchased
related products in the
past month
16
Social, Mobile Activation
Engage with Your In-Club Target Audience
Overall Key Findings:
84%
Agree that the advertising on the inclub TVs looks good
Respondents spent an average
of 40 minutes in Sam’s Club
79%
Agree that the advertising on the in-club
TVs is helpful to shoppers
80%
Agree that the advertising on the in-club
TVs promotes the Sam’s Club brand
Respondents spent an
average of 9 minutes in
the TV/Electronics Dept.
71%
81%
agree that the content
playing on the in-club
TVs had influence on
their decision to
purchase
a TV that day
80%
Agree that the
advertising on the inclub TVs showcases
useful products
and services
Agree that the inclub TVs have
advertising that is
relevant to them
Methodology
The study, overseen by Nielsen Research,
was conducted at 20 pre-selected
Sam’s Club locations. These locations
were a representative cross-section of
Sam’s Club locations (in terms of size and
sales) across the U.S.
A total of 549 exit interviews
were conducted at the pre-selected
Sam’s Club locations. Interviewers
spoke to responders as they were
exiting the store.
Respondents were given a
Sam’s Club gift card for
completing the interview
The exit interviews were completed
between 7/7/2014 – 7/20/2014
Aware – Noticed/Looked
at/Watched/Listened to
Let’s Get Started!
+
Digital Media Solutions
• copy
+
Insert
Supplier Logo
In-Club
• copy
+
Retail Content
Marketing
Social, Mobile
Activation
• copy
• copy
+
18
Best in Class
Brand
19
Showcase
Promote a family of brands focused on
seasonally relevant messaging for the full
year.
Scan the QR code with your
tablet to see the lookbook in
action.
Best in Class
Category
20
Apparel | Christian Siriano
Siriano reached Sam’s Club shoppers during their
path to purchase and engaged them through look
books and a stylist video
Best in Class
Multi-Supplier
Campaign
21
Coke + Tyson | March Madness
Designed to not only generate awareness of Coke & Tyson
products In-Club, but to drive awareness that Sam’s Club is a
great one-stop-shop for all of March Madness watch party
needs, including great recipe suggestions from Coke & Tyson.
Steve Cawood
Senior Vice President,
Sam’s Club Digital Vendor Marketing
www.triadretail.com
Phone | 479.271.4728
Email | scawood@triadretail.com
Learn More About SamsClub.com Media
© 2014 Digital Media, LLC, d/b/a Triad Retail Media