澳大利亚 ： 如何让零售媒体为您服务

AUSTRALIA:HOWTOMAKERETAILMEDIAWORKFORYOU Insightstodriveshopperengagement,increasedsalesandincrementalrevenue INTRODUCTION Consumersaresurroundedbyadvertising24/7,butgreatadswillalwayscutthrough.Andwhenshoppersarelookingforaparticularproduct,anadcanleadthemstraighttopurchase. Butfirst,theadmustbeintherightplaceattherighttime. Correctadplacementisnowthegreatestchallengefacingretailersandadvertisers.Withsomanyoptions,it’scriticaltousereliabledatatounderstandhowshoppersengagewithandrespondtoadvertising. Tohelpretailersandadvertisersnavigatethechallengesofmoderndigitalmediaprogramming,PubMaticcommissionedInsideRetailtoconductastudyonhowshoppersfeelabout,andrespondto,advertisingondifferenttypesofmedia.Aquantitativesurveywas fieldedto500randomlyselectedAustralianshoppersinMarch2024. Enclosedareactionableinsightsthatadvertisersandretailerscanleveragetoincreaseshopperengagement,anddriveincrementalrevenue. ©2024PUBMATIC,INC.ALLRIGHTSRESERVEDAUSTRALIA:HOWTOMAKERETAILMEDIAWORKFORYOU/1 DRIVINGENGAGEMENT Thisreportwillexplorehowusingdigitalmediatoadvertisetoshopperscanaffectshopperbehaviourandsalesatthetopandbottomofthefunnel.Thefirstsectionofthisreportaddressestheimpactofdigitalmediaontheupperfunnelandthepartitplaysindrivingengagement.Thesecondhalfofthereportdelvesintothelowerfunnelandhowdigitalmediacandriveshopperstotakeaction. Oneofthemaingoalsofadvertisingistodriveengagementwithbrands.Whilemarketersusedtotalkaboutraisingawareness,withsomanybrandsnowscreamingforconsumers’attention,advertisingneedstodomore.Itneedstoinformshoppersanddrivecuriosity. Sometimesthemessagemightbeverysimpleandnotrequireconsumerstotakeanyimmediateaction;forexample,announcingthataproductisnowmadefromrecycledmaterialsorthatastoreisnowcarbonneutral. Often,thisinformationisusefultoconsumersandwilldrivepositivebrandsentimentthatmayinfluencetheirfuturepurchasedecisions,buttheymaynotactonitimmediately. Onotheroccasions,thepurposeofaparticularpieceofadvertisingmightbetosparkcuriosity;forexample,whentheadisannouncingthatanexistingproductnowhasanewfeature,likeanewflavour,orthatabrandhasasaleon.Advertiserstypicallyusetheseadstograbattentionandcreateorreigniteinterestinaproductorthebrand. Bothtypesofadsaredesignedtofillthetopofthefunnel—tostartconsumersdownapathtopurchasethatresultsinasale,eitherbyinformingthemorbymakingthemcurious. Oursurveyfoundsomeinterestingdifferencesintheperformanceofvarioustypesofmediainfulfillingthesetwoobjectives. ©2024PUBMATIC,INC.ALLRIGHTSRESERVED AUSTRALIA:HOWTOMAKERETAILMEDIAWORKFORYOU/2 ENGAGED=INFORMEDORCURIOUS Reachingshoppersatdifferentstagesontheirpathtopurchaseisalwayschallenging,whichiswhyitisoftenmostusefultolookattheoverallimpactofanadindrivinganyformofengagement,eitherinformingtheshopperormakingthemcurious. Lookingatthetotalpopulation,anyformofretailwebsiteonwhichashoppercanbuysomething(whichincludesretailerandbrandwebsitesandonlinemarketplaces) outperformsothermediatypes,suchasnon-retailwebsites—includingfashionornewswebsites,screensandsocialmedia.Overall,34%ofshoppersengagedwithretailwebsites. 34% Ofnoteareretailerwebsites,asubsetoftheretailwebsitesgrouping,thesearewebsitesthatsellmorethanonebrand,forexampleonlinesupermarkets.Onaverage,41%ofshoppersengagewithadsonthesesites.Segmentsthathadevenhigherlevelsofengagementwithretailerwebsitesincludepeopleunder40(50%),andfamilieswithchildrenagedbetween10and18,whichwecallmiddlefamilies(55%).Ifeitherofthesesegmentsareinyourtargetmarket,thenretailerwebsitescouldbeagreatoption. 27% 29% 32% Onthemeasureofengagement,screensinshoppingcentresdon’tperformquiteaswellaswebsites,thoughtheyarestillreachingnearlyone-in-threeshoppers(29%).Thisiseasytounderstand,aspeopleonwebsiteshavemoretimetoreaddetailedinformation. Screensare,however,verypowerfulindrivingshoppersintostores,whichwewillexploreabitlaterinthisreport. Asameansofgeneratingengagement,socialmediaistheleasteffectiveplatform,with27%ofconsumerstypicallyinformedorintriguedbyadsonsocialmedia. Ingeneral,howdoyoufeelaboutadvertisementsonvarioustypesofmedia Curioustofindoutmore Informed 21% 19% 18% 14% 13% 13% 12% 10% Retailwebsites Non-retailScreensinSocialwebsitesshoppingcentresmedia %ofshoppersthatareengagedbyadvertisingondifferentmediatypes (Totalof‘Informed+‘Curioustofindoutmore’) Retailwebsites Non-retail Screensin websitesshoppingcentres Socialmedia Note:Retailwebsites=Averageofretailerwebsites+Brandwebsites+Onlinemarketplaces ©2024PUBMATIC,INC.ALLRIGHTSRESERVED AUSTRALIA:HOWTOMAKERETAILMEDIAWORKFORYOU/3 ENGAGINGWITHFAMILIES Youngfamilies(withchildrenunder10)andmiddlefamilies(withchildrenaged10-18)arethehighestspendingmarketsegments,andmostbrandswantatleastsomeoftheirdollars. Therearedifferencesinhowthesetwotargetaudiencesengagewithadvertising. Inbothsegments,retailwebsites(wheretheycanimmediatelybuysomething)arethemosteffective. Foryoungfamilies,bothretailwebsites(39%)andnon-retailwebsites(37%)canbequitepowerful. Formiddlefamilies(thosewithchildrenaged10-18),however,retailwebsites(42%)standoutasthesinglemosteffective