Adotas – January 9, 2008 –
Eyeblaster put out recent data that suggests that retail shoppers displayed more comfort with advanced online advertising this past holiday season. The company found that rich media advertising continued to succeed in targeting retail consumers and inviting interaction as never before.
The study shows a large shift among online retail advertisers toward user-expandable (and away from auto-expanding) advertising; a move that retail consumers rewarded with a 35% increase in expansion duration over the same period in 2006. Expansion duration, the time a consumer chooses to spend interacting with an ad in its expanded state, provides a direct measurement of consumers’ proactive interest and perceived relevance of ad content, states the release.
The rich media company (Eyeblaster) delivered over one Petabyte (one billion MB) of advertising content, predominantly video and Flash, in November alone. “Campaigns running during high-volume periods, such as the holiday season, must p ay extra attention to ensuring a high-quality, consistent brand experience,” said Brad Rinkin, VP of marketing at Akamai Technologies, a service provider for content and applications online. “Eyeblaster has achieved the elite status of being a heavy-volume client, able to maintain consistently reliable quality in their executions.”
Click here to see the article.
Why SmartCircular? It’s a great way to extend the reach and duration of your weekly print promotions to shoppers who may have otherwise missed it. The people who visit online circulars are the serious customers who visit your stores on a regular basis. Of users who view SmartCircular at least once a week, 95% visit the store at least once a month.¹
37,500 SmartCircular shoppers were asked the following:
- Did you read this week’s print circular?
- When did you read the online circular?
1. ShopLocal SmartCircular Benchmark Survey, Q4 2006
Multi-channel shoppers are not to be ignored. After all, they spend hundreds of dollars more per year and shop more frequently than shoppers who routinely shop only a single channel. With consumer adoption of Internet technology, multi-channel marketing is a “must-have” capability.
Research is telling you something:
- Most online consumers research online before they buy in the store. 92% of consumers research products online. (Source: Simultaneous Media Usage Survey, December 2006)
- In-store sales that result from online research are growing faster than online sales. Offline sales influenced by online research promise to grow at an annual rate of 12% through 2011, while online sales will begin to plateau in the next few years. (Source: JupiterResearch, US Online Retail Forecast 2006-2011)
- In-store sales not affected by online research are on the decline. Offline sales not influenced by the Web will decrease by 24% by 2009. (Source: Forrester Research, The Web’s Impact on In-Store Sales: US Cross-Channel Sales Forecast, 2006-2012)
- Multi-channel shoppers prefer to buy in the store. A recent survey indicates that multi-channel shoppers purchase in the store after researching online for instant gratification and to avoid shipping costs. (Source: Consumer Technographics Q3 2005 North American Survey)
- Multi-channel shopping is quickly becoming mainstream among consumers in all age groups. More than half of online Gen Yers, Gen Xers, and Younger Boomers are engaging in online research behavior. (Source: Forrester Research, Best Practices in Multi-Channel Retail 2006)
- You can’t afford to focus on a single retail channel any more. Although online commerce continues to grow, in-store sales still represent 95% of retail sales. (Source: Forrester Research, US eCommerce: Five-Year Forecast, October 2006 )
- Multi-channel shoppers spend more than single-channel shoppers. For every $1 spent online, the Internet influences consumers to spend another $6 in stores. (Source: JupiterMedia, 2004)
- Multi-channel shoppers spend more than single-channel shoppers, Part 2. A study by McKinsey & Company found that, on average, retail customers using multiple channels spent about 20% to 30% more than customers using a single channel.
- Major retailers are already feeling the influence of multi-channel shopping. A study by JC Penney found that its customers who use all three channels (store, catalog, and the Web) spent $887 per year compared with $150, $195, and $201 spent by customers who only use the Web, store, and catalog, respectively.
- Multi-channel shoppers are not going away. A study by DoubleClick found that 65% of consumers are multi-channel shoppers and their size was increasing at about 16%.
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