Transcript Getting Closer to the Shopper Steve Elson, VP Search We Went From … purchase decisions made in the aisle.

Getting Closer to
the Shopper
Steve Elson, VP Search
We Went From …
purchase decisions made in the aisle.
To This…
The Moment of Truth Now Occurs
More Frequently on Retailer Websites.
Same Behavior, Just Closer to the Buy Button
Top of Sort Grabs Shoppers’ Attention!
push toy
push toys
Reach the real thing
It’s the difference between
buying an audience and
engaging shoppers.
Brands & Retailers
Meet in the Middle
RETAIL SEARCH
EXCHANGE
Your product ad served
against relevant searches
across multiple retailers.
What Are Product Ads?
Self-Service Advertiser UI
• Paid search model on retail sites
• Click-in advertising, facilitates
shopping behaviors & drives sales
• Top-of-sort placement wherever your
products are sold within RSX
• No ad creative or keyword
research needed
• Always-on real-time CPC auction
marketplace with budget controls
• Powerful campaign insights
Product Ad On Retail Site
What Does RSX Look Like?
New Performance Measures
Reach and CTR not so relevant
This is What is Relevant:




Sales and ROAS
Share of Shelf
Share of Shopper Engagement
Change in Share of Sales
Share of Shopper Engagement
During campaign, share of related/competitive product
pageviews rose 108% as compared to the preceding week
RETAIL SEARCH
EXCHANGE
Summary:

Retailers are now Publishers

New way for brands to connect with
shoppers at a moment of truth

Deserves to be in part of media mix

Seamless, facilitates shopping behaviors

Emerging ecommerce media models
It doesn’t even
look like an ad!
RETAIL SEARCH
EXCHANGE
Questions?
[email protected]