Behind the Scenes

Behind the Scenes of BRAND ADVERTISING, MARKETING & SPENDING Advertising Retailers by lndustry Clothing Cookware Electronic Outdoor/Sports Goods Specialty Entertainment/Promotional Book Веашry Service & Task Providers Food, Baked Goods & Flowers U.S. ONLINE ADVERTISING IS EXPECTED TO GENERATE $39.5 billion in sales this year - 23.3% increase from 2011. US ONLINE AD SPENDING in billions & years $62.0 $57.5 $52.8 $46.5 $39.5 $32.0 2011 2016 What Top Brands Spend Advertising оп *in billions ProctereGamble at&t verizon *$4.18 *$3.02 *$2.79 Pfizer GM General Motors gobwнсn fohиноn *$2.10 *$2.06 War DiaNEy L'ORÉAL KRAFT *$2.00 *$1.83 *$1.75 How Retailers Divvy Up Their Marketing Budget PAID SEARCH 30% E-MAIL 16% SEARCH ENGINE OPTIMIZATION 11% AFFILIATE MARKETING 7% COMPARATIVE SHOPPING ENGINES 5% RETARGETING/BEHAVIORAL TARGETING 4% SOCIAL MARKETING 4% DON'T KNOW/OTHER 23% Most Used Call-To-Action buttons in Retailer Advertisements Apply 10% 25% Виу Now 65% Save Now VS. Most Clicked-On Call-To-Action Buttons by Consumers Apply 19% Виу Now Save Now 73% Retailers Most Commonly OFFER These Deals... 1. Free Shipping 2. Save 10% Off 8. Private Sale But Consumers Are More Likely To CLICK On... (1. Free Shipping 2. Save 10% Off 3. Flash Sale! It's All About COLOR COORDINATING! 90% Of ALL Retailers prefer to match their ad campaign and button colors to their brand colors. Clothing retailers, in particular, prefer to coordinate their product-specific display ads and call-to-action buttons with the particular product's colors. BIGGER IS BETTER! What size online display ads do retailers most commonly use? LEADERBOARD AD 728x90 (1. #1 pick Leaderboard ads are the among retailers. BANNER AD 320x250 Banner ads are the Which ad gets more clicks? among #2 retailers. pick 65% 35% LEADERBOARD ADS TYPICALLY GET 30% MORE CLICKS THAN BANNER ADS. LOCATION, LOCATION, LOCATION Most Retailers prefer to geo-target their online visitors based on State and Zip Code. by state by zip code Outdoor/Sports Goods Specialty Cookware Electronic Веашty Entertainment/Promotional Book Service & Task Providers Food, Baked Goods & Flowers Clothing retailers prefer to appeal to worldwide audiences, though, and typically don't geo-target by country, state, zip code or region. GSTEELHOUSE SteelHouse is an eCommerce marketing company specializing in Behavioral Commerce. Learn more at www.SteelHouse.com. Sources: SteelHouse's Behavioral Commerce Platform, U.S. Online Advertising Forecast Report by eMarketer, The E-tailing Group, and KISSmetrics