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1、Back-to-school is back in business.Last years combined back-to-school and back-to-college spending topped over$108B,up from$101B the year prior.And yes,you can bet it broke records like other seasons which weve investigated this year.Now that in-person attendance is back in full swing,were anticipat
2、ing another big year for the books.So,pencils up,heads down and open up those notebooksthis is one report youre not going to want to miss.Your Performance TV Guide toBack-to-School.“Education is the most powerful weapon which you can use to change the world,”said Nelson Mandela,former Unesco Goodwil
3、l Ambassador and former President of South Africa.The impact of the last two years shook the world,and the education sector was no exception.But,things are taking a turn for the better.Last year,a giant stimulus bill channeled$122 billion to schools,and a few months ago the Department of Education a
4、nnounced a broader effort to support students,schools and communities recover from the pandemic,investing over$220 million to support learning and development across the country.This year,the current economic backdrop is driving needs-based and price-based decisions,with three-quarters of Americans
5、planning to spend the same or less on back-to-school,and look for commodities with ancillary value that extends well into the fall season.Keep reading as we give you a lay of the land this season.Introduction.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 3Despite the pandemic impacting the back-to-sch
6、ool season,back-to-school expenditure still continued to trend upwards over the last year.Research firm Statista revealed that expenditure broke records last year and topped$108B in spending.Time to Get Schooled:Last Years Learnings Are In.Similarly,average back-toschool and-college spending per hou
7、sehold also increased almost eight percent from$789.49 in 2020 to$848.90 last year.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 4Not only were shoppers spending more,they were spending earlier than usual,with over half of back-to-school spend wrapping up by the end of July.YOUR PERFORMANCE TV GUIDE T
8、O BACK-TO-SCHOOL 5We also looked at the product category breakdown of spending during back-to-school last year,where clothing and accessories(37.85%)made up most of the expenditure,followed by electronic gadgets and computers and hardware at 18.15%each.So,is 2022s back-to-school season doomed for de
9、tention or will it make the grade this year?Read on to find out.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 6Why You Can(and Should)Sit With Us This Year.MNTN Performance TV is This Years ValedictorianWe looked at key back-to-school verticals last year across the major performance metrics and boy,do
10、 we have a story to tell.We charted revenue and conversions from summer last year all the way through to the end of the back-to-school season(not forgetting to include those last,last minute stragglers)and saw conversions peak in August as shoppers filled their carts.Conversions increased by over 10
11、0%from the beginning of August versus the end of summer(marked by Labor Day).Ecommerce and retail verticals led the charge in driving this spike in conversions,as consumers also decided to both shop for back to school products and upgrade their wardrobe while they were at it,as we transitioned into
12、the fall season.Since shoppers have fall on their mind earlier than usual,its a great opportunity for advertisers to not only capitalize on the return to school,but the changing of the seasons,too.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 7We also tracked conversions against ad spend.Overall,conve
13、rsions stayed relatively level the whole stretch of timethough ad spend flattened during the month of July.However,as we entered the back-to-school season,we saw conversions increase by 12%from the start of August to the end of September.The big takeaway?Expect your campaign efforts to be rewarded w
14、ith residual gains from your campaign effortshad advertisers pumped up more spending in July,we might have seen these conversions increase even more from the month of August.Retargeting Rules the SchoolNext,we switched things up a little by also analyzing a cross-section breakdown between advertiser
15、s who ran Connected TV retargeting campaigns and prospecting campaigns from summer until the end of back-to-school.CTV retargeting revenue outperformed prospecting revenue on average by 184%over the back-to-school period from the start of August to the end of September,which highlights the importanc
16、e of leveraging your existing customer base and reconnecting with them during this time,all through the season.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 8Although retargeting revenue stayed steady through most of summer,we observed a last minute boom at the tail end of the back-to-school season as
17、 fall purchases started to pick up.However,this is only the tip of the iceberg.While its clear that retargeting campaigns drove the most revenue,we wanted to understand the true impact of performance when advertisers ran these campaigns together versus one or the other.Retargeting+Prospecting vs.One
18、 Campaign TypeRunning retargeting and prospecting campaigns together produced a 184%higher revenue versus.Prospecting-only campaigns.This confirms our best practice of launching prospecting campaigns first,followed by retargeting campaigns to reach last-minute shoppers.But more about that later.YOUR
19、 PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 9Back-to-School Isnt Only For Students.Who makes up the back-to-school audience?We looked at the age group split of back-to-school shoppers,with 35-44 year olds leading the way in both back-to-school and-college spending for their Gen Z and Gen Alpha kids.YOUR
20、 PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 10This year we expect a big resurgence in in-person shoppingthe return to stores is expected to grow 8.2%YOY this season.A survey conducted by Morning Consult detailed that the majority of parents would be shopping exclusively in-store or a mix of in-person an
21、d online.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 11How to Get the Bag This Back-to-School.Before launching your campaign,review your overall goals,as this serves as your north star.MNTN Performance TV makes this a step easier by allowing you to choose your goal accordingly and then automatically
22、 optimizing your campaign:Return on Ad Spend(ROAS)Drive the highest revenue on your campaign budget.Cost Per Acquisition(eCPA)Drive the highest volume of conversions on your campaign budget.Cost Per Visit Drive the highest volume of visits on your campaign budget.Cost Per Completed View Drive the hi
23、ghest volume of completed TV views on your campaign budget.Next,well look at the type of campaigns that you should be running,when and why.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 12Prospecting CampaignsAlthough we have seen retargeting drive more revenue than prospecting efforts,never underestim
24、ate the power of prospecting as it greatly influences your retargeting efforts.Prospecting campaigns drive new audiences to your site,increase brand awareness,and fill your retargeting audience.Retargeting CampaignsRetargeting campaigns create a cycle of people who visit your site,leave,and return t
25、o make a purchase.They also raise brand awareness,and serve to remind customers of the products they have previously viewed,and encourage them to come back and convert.Timing and BudgetResearch indicates that most shopping will occur in late July and early August,with almost half(43%)of adults waiti
26、ng for early shopping events(like Amazon Prime Day)and a third are waiting for Labor Day and the usual summer holiday sales.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 13Based on these findings,we suggest:Start your prospecting campaign seven weeks out to generate a large site visitor pool.We recomm
27、end weighting 60%-90%of your budget on upper-funnel campaigns to start,to widen your audience pool.Set aside 10%-40%of your budget for lower-funnel campaign efforts,like retargeting,to re-engage your audiences.Launch these one to two to weeks out alongside your prospecting campaigns and keep these o
28、n for at least a month afterward.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 14We used Labor Day as a marker for the start of the academic year,however since the academic year varies from school to school,we suggest using the calendar below as a guide to plan your campaign schedule.01 Back-to-School
29、 Shoppers:Unsure of where to start with your back-to-school audience segmentation?Start here,with this catchall of anyone who has exhibited interest in the season.Search term:“Back to school.”Merkle Lifestyle Experian Interest Back to School Gravy Analytics In-Market In-Market Back to School Shopper
30、 Cuebiq Seasonal Audience Back to School Shoppers08090760708091031AugustSeptemberJulyPROSPECTINGRETARGETINGLABOR DAY06272429302830227282930047324025030405060708090010203AudiencesIf youre bee
31、n searching high and low for the ideal audience segments,look no further.Get your campaign in top shapestarting with these audience segments via MNTNs integration with Oracle Data Cloud.YOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 1502 Millennial Parents:Statistics show that this group are the bigges
32、t spenders during Back-to-school.Search term:“Millennial Parents.”Oracle Lifestyles Parents and Family Millennial Parents Stirista Lifestyles Millennials Millennial Parents03 Amazon Shoppers:If you cant beat em,join em.Prime Day has been moved to mid July,and the majority of shoppers follow suit,see
33、king deals from this big box retailer.Search term:“Amazon.”AnalyticsIQ In Market Amazon Shoppers Audiences by Oracle Retail Shopping Styles Purchase Channel Amazon Shoppers Experian Retail Shoppers:Purchase Based Seasonal Holiday Shoppers:Big Box Stores:Amazon04 Bargain Hunters:Although back-to-scho
34、ol shopping starts earlier this year,shoppers are being extra price sensitive in light of the wider economic climate.Search terms:“Bargain”.Oracle Retail Shopping Styles Price Sensitivity Deal Seekers and Bargain Hunters Interest Shopping Bargain Hunting Shoppers Zipline US Data AmeriLINK Consumer B
35、uying Behavior Buyer Bubbles-Purchase Clusters United States Bargain HuntersYOUR PERFORMANCE TV GUIDE TO BACK-TO-SCHOOL 16Chalk it Up to Success With Creative.There is no one-size-fits-all rule for creative,especially between prospecting and retargeting campaigns.At a minimum,you should include a cl
36、ear call-to-action and your company or brands URL prominently positioned on your creative.Here are some campaign specific guidelines to follow:Prospecting campaigns are primarily used to drive awareness.Use this as an opportunity for brand storytelling,including highlighting your offering,product fe
37、atures and benefits.Utilize MNTNs Multi-Touch feature to reach consumers wherever they are(but make sure you match the creative look and feel for an immersive ad experience).Retargeting campaigns go hand-in-hand with flash sales and last minute promotions.Heres your chance to highlight any deep disc
38、ounts to draw in shoppers,whether its a 50%discount or BOGOF.If youre in a bind and not sure where to start,we recommend leaning on a resource like QuickFrame by MNTN to help create multiple creative assets in a pinch,which can then be used for A/B testing.For ongoing creative needs throughout the b
39、ack-to-school season and beyond,tap into our Creative-as-a-Subscription service,which provides an ongoing supply of Connected TV creative included with your media investment.Explore more about the world of Connected TV to help you run A+campaigns all through the year.Reach the Top of the Class With
40、MNTN Performance TV.Visit Sources:COVID Derailed Learning For 1.6 Billion Students.Heres How Schools Can Help Them Catch Up,NU.S.Department of Education Announces Over$220 Million Dollars in Investments from Government,Private,and Public Sectors to Support Student Recovery,US Department of Education
41、Back To School Shopping Trends 2022,InmobiBack-to-School Market,Statista2021 Back-to-School Survey,DeloitteBack-to-Class Data Center,National Retail FederationBig Growth Forecast Forecast For Back-to-School Sales,Retail Customer ExperienceBack-to-School Shoppers Are Ready to Head to Stores,Morning ConsultPreviewing Back-to-School Shopping This Year and the Influence of Economic Uncertainty,Morning ConsultLearn More