By now, most of you have finished your taxes, done with the holiday travel and are ramping up for the warm spring season. After a shaky economic climate, things might be looking up for those in retail.
According to Geoff Ramsey of eMarketer, “One way retailers are learning to keep up with consumer behavior is by investing in digital advertising. This year, they will try to hook multichannel shoppers by spending $9.48 billion on digital media, an increase of 28.7%. Paid search will represent the bulk of that investment, while display and online video ads will drive its growth.“
For someone who goes on a lot of sales demos for new Mediaplex prospects and clients (Sr. Sales Engineer), I can certainly validate Mr. Ramsey’s finding that a lot of new and existing online retailers are popping up to expand their advertising budget. The two major themes I have witnessed for retailers over the last 2 months are as follows:
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Campaign: Shift Up to the Cloud
Advertiser: Citrix Systems Inc.
Format: Expandable
Size: Other
Vertical: Web Media & Tech
Creative Agency: Just Media
Campaign Info: This banner has 4 panels within the expanded panel, allowing Citrix to maximize their ad space. Learn about the features of Citrix’s Netscaler Network Cloud solution by interacting with each tab. Interested users will be driven to the landing page whereby their information is collected in return for a whitepaper.
Click on the ad to see it in action:
Campaign: Your Opinion Matters
Advertiser: Project Health Colorado
Format: Dynamic Messaging
Size: 728×90
Vertical: Health & Wellness
Creative Agency: Cactus Advertising
Campaign Info: Colorado Trust in conjunction with the Colorado Health Foundation brings awareness to Health Care Coverage through Project Health Colorado. This banner helps bring about healthcare awareness and polls users on their opinion about the program. An XML feed loads in the live polling results to the banner.
Click on the ad to see it in action:
Advertiser: Craftmark Homes
Format: Expandable
Size: 300×250
Vertical: Home & Garden
Campaign Info: Craftmark Homes showcases their new townhomes featuring superb locations, stunning architecture, lavish interiors and supreme energy efficiency with remarkable affordability.
Campaign: Expand Your Lifestyle
Click on the ad to see it in action:
According to eMarketer, “Digital advertising spending by the US retail industry will grow briskly in 2012. Online and offline merchants—including restaurants—will invest $9.48 billion in digital paid media in 2012, up 28.7% from 2011.”
It looks as though both online and traditional retailers are going to be upping their spending in light of a very difficult economy over the last couple years. According to AMAnet, the cost of stuff is going up, shoppers don’t want to pay more, discounts and sales are essential to bring in the crowds, and competition makes it hard to add even a few cents to prices. “The average gross margin, or the percentage of sales left after cost of goods sold, for 43 retail companies in the Standard & Poor’s 500 Index narrowed to 32.2%, from 33.1% a year earlier, according to data compiled by Bloomberg,” the news service reported. Clothing chains have also been very vulnerable.”
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Campaign: Nation Rates Promotion
Advertiser: Tree.com
Format: In Banner Video
Size: 300×250
Vertical: Financial
Creative Agency: Mullen
Campaign Info: Tree.com maximized their video asset by running it as a VAST PreRoll Video as well as an In Banner Video. The same file is used in both programs. This is the In Banner Video example loaded into Mediaplex’s flash player.
Click on the ad to see it in action:
Mediaplex Spring Holiday Alert
Support requests sent to customersupport@mediaplex.com during the holiday will be addressed on April 9.
Day 1 of Ad:Tech San Francisco is in the books, both the day time speakers, sessions and exhibitions as well as the after parties. Some of the most memorable after parties included rap artists like Sir Mix-a-lot, Coolio, Ying Yang Twins, Sisqo, and Too Short with rock bands like Tainted Love.
Personally, I got to reconnect with a lot of good friends in advertising both at the Mascone Center as well as the after party events. In my mind, that is what Ad:Tech is all about.
Here are a few pictures I snapped from my phone.
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Come one come all to Ad:Tech San Francisco April 3-4 at the Mascone Center. Speakers will include people like:
Annie Lescroart – Senior Manager, Sustainability – eBay
Mitra Naeimi – Director of Marketing, SEO and Social Media – Tiny Prints
Paul Adams – Global Brand Experience Manager – Facebook
Heidi Browning – Senior VP, Sales Marketing – Pandora
Indy Guha – Senior Associate – Bain Capital Ventures
Jeanette Gibson – Director, Global Social Media and Digital Marketing – Cisco
Tom Bedecarré – CEO – AKQA
Jonathan Haber – Chief Innovation Officer – OMD
Mark Donovan – Senior VP of Mobile – comScore, Inc.
Lisa Utzschneider – VP of Global Advertising Sales – Amazon.com
Another cool aspect to this year’s event is that there is an event app available. This app allows you to plan your ad:tech experience, be social with other attendees and find the after parties. I have downloaded it and am looking to “check in” at all the exhibitors and parties.
Mediaplex’s offices is right down the street from the Mascone Center, so send me an email if you would like to meet up at tmoyer(at)Mediaplex(dot)com or call me at 415-644-1567.
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I will update events as they become available:
April 3 – DC Ad Club - After Hours – Washington, DC (Georgetown)
April 3-4 – Ad:Tech Conference - San Francisco, CA
April 5 – CIMA - Cubs Opening Day Social – Chicago, IL
April 10 – IAB – Digital Video: Content Without Borders – New York, NY
April 10 – ThinkLA – Think Tuesday: Video Content – Los Angeles, CA
April 11 – DFWima – Rangers Game – Arlington, TX
April 11 – 212 -How to Build a Successful Digital Marketing Strategy for a Category - New York, NY
April 12 – 212 - Agency Dodgeball Tournament – New York, NY
April 12 – SFIMA - Combining Digital Media and Customer Interactions for “Connected CRM” – Fort Lauderdale, FL
April 12-13 – AMA - Online Marketing for Educational Institutions – Boston, MA
April 16 & 19 - Digiday Video Upfront – New York, NY & Los Angeles
April 17-18 – Ad Age Digital Conference - New York, NY
April 18 – AMA – 2012 Spring Marketing Workshops – Las Vegas, NV
April 19 – i612 – April 2012 Social Event – Publisher Invite – Minneapolis, MN
April 19 – NIU Internet Marketing Conference – Naperville, IL
April 22-25 – iMedia Moms Summit – Orlando, FL
April 22-25 – Search Insider Summit – Captiva Island, FL
April 23-26 – eMetrics - Marketing Optimization Summit – Toronto, Ontario
April 24 – 212 – Integrating Musicians into their Advertisers Message – New York, NY
April 24 – APALA – N2GR8 Media Conference – Culver City, CA
April 24 – IAA – Lunch and Learn at Optimedia – San Francisco, CA
April 25 – AiMA - Integrated Marketing – Digital Leads the Conversation – Atlanta, GA
April 26 – SFBIG – Big Star Awards – San Francisco, CA
April 26 – ThinkLA – Automotive Breakfast – Los Angeles, CA
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