IAS Holiday Shopping Data Shows Contextually Relevant Ads Will Be Key for Advertisers This Holiday Season

Integral Ad Science | September 23, 2020

Integral Ad Science (IAS), the global leader in digital ad verification, today released results from its 2020 consumer study on holiday shopping habits. Key findings from the study show that this year consumers are relying on online shopping and digital ads to find the perfect gifts for their friends and families this holiday season. Given the effects of the global pandemic and accompanying social distancing measures, consumer habits are shifting to account for these new realities. Almost eight in ten US consumers report that they have concerns about shopping in physical stores during the upcoming holidays due to COVID-19. Notably, 85% of US consumers now expect to do most or all of their holiday shopping online, with 48% intending to do so via their mobile device. With many holiday shoppers avoiding physical stores to some degree, advertisers can look to meet consumer needs by focusing their marketing efforts on placing contextually relevant digital ads in safe and suitable environments. 89% of consumers reported that they find online advertising important in discovering new products and promotions, while 31% said they believe that they are more receptive to ads during the holiday season.

Spotlight

No one questions the power of digital signage. Installing a digital sign at a service counter in a car dealership or dentist’s office can raise inquiries about a service by 5 to 15 percent. Sales of certain grocery products increased by up to 33 percent when they were promoted on digital signage.1 Digital signage also makes customers feel they aren’t waiting as long—in fact, they perceive wait times as being up to 40 percent less.

Spotlight

No one questions the power of digital signage. Installing a digital sign at a service counter in a car dealership or dentist’s office can raise inquiries about a service by 5 to 15 percent. Sales of certain grocery products increased by up to 33 percent when they were promoted on digital signage.1 Digital signage also makes customers feel they aren’t waiting as long—in fact, they perceive wait times as being up to 40 percent less.

Related News

ADVERTISER CAMPAIGN MANAGEMENT

Roku & Walmart Sign an Exclusive Shoppable Ad Deal

Roku, Walmart | June 17, 2022

Walmart and Roku have entered an exclusive ad agreement. Roku viewers can use their Roku remotes and stored payment information to buy products directly from the retailer’s ads on the platform. They won’t be redirected to Walmart’s website or need to capture QR codes on their phones to complete orders while watching their favorite shows. Walmart U.S. Chief Marketing Officer William White said that the ads would initially come from Walmart, but he expects supplier brands also to participate. “As we launch, this will be Walmart advertising,” White said. “But it certainly creates opportunities to think about how we partner with our key suppliers to bring their products and brands to life.” “As we launch, this will be Walmart advertising,” White said. “But it certainly creates opportunities to think about how we partner with our key suppliers to bring their products and brands to life.” According to Roku Head of TV Commerce Peter Hamilton, this deal will bring together a streaming platform used by about half of U.S. households and a retailer shopped by about 90% of the U.S. households. Executives from both companies declined to provide details on payment terms or revenue sharing. “Walmart is the exclusive retail partner today,” Hamilton said, “and we plan to begin testing with other brands that sell through Walmart later in the year. So, as it stands, this is an exclusive partnership.” This is a first-of-its-kind partnership between a retailer and a streaming platform. Hamilton went on to say that the ease of making purchases using a Roku remote eases the process of scanning QR codes to get to a website to complete purchases on mobile devices. This deal gives an upper hand to Walmart to compete with Amazon Prime, a major online retail and streaming platform. William White said, “There’s a tremendous runway in terms of how this can continue to evolve. Walmart was the first to market with shoppablelivestreams on TikTok, Twitter andYoutube. We were the first to market with shoppable recipes on Pinterest and first to market withTwitter native checkout.And I think it’s a natural evolution for us to move into TV.”

Read More

AD NETWORKS

Candid acquires PR and corporate communications agency Coopr

Candid, Coopr | September 06, 2021

Candid announces that communication agency Coopr is joining the Candid platform. The founders, Jody Koehler and Jos Govaart, will join as partners of Candid and at the same time will continue as the management of Coopr. With this latest acquisition, Candid is taking the next step in bringing together all marketing and communications disciplines into a fully integrated platform for advertisers Coopr was founded in 2009, is based in Rotterdam and Antwerp and works for well-known clients such as adidas, Coca-Cola, Coolblue, LinkedIn and TikTok Coopr will continue to operate as an autonomous agency under its own name within the Candid platform. "By joining the Candid platform, we retain our individuality, but we can immediately deepen and broaden our offer and at therefore offer our clients more integrated and other disciplines", say owners Jody Koehler and Jos Govaart. "In addition, the correlation between PR and other communication disciplines is more relevant than ever. Good brand ideas are most credibly propagated through PR efforts." By becoming part of the Candid platform, Coopr can now also shape its ambition with regard to further internationalization with a London branch in the not too distant future. Ruud Wanck, CEO of Candid: "Coopr is an absolute premium brand in the field of PR and corporate communication. Their entrepreneurial spirit fits in perfectly with our platform strategy in which we bring together strong and distinctive agencies into an integrated platform. Within Candid, agencies retain their own culture and identity, but our clients always have direct access to our services across the full range of the marketing and communication profession. With the acquisition of Coopr, we now also have a leading agency within our platform in the – increasingly important – field of PR and corporate communication." This expansion fits in seamlessly with Candid's ambitions to grow. Through acquisitions of media agencies STROOM, M2Media and BBK media, digital agency Online Company and digital experience agency Havana Harbor, social media expert Daily Dialogues, advertising agency XXS, global brand design specialist Millford and marketing innovation agency Cogonez, Candid became the largest independent marketing and advertising platform in the Netherlands. More acquisitions will follow this year, both at home and abroad. "With the addition of a high-quality agency like Coopr, we are once again demonstrating the growth ambitions and the abilities of our platform," says Candid founder & chairman of the board Gérard Ghazarian. About Candid platform: We unify the creative and strategic powers of, amongst others, the media agencies Stroom and M2Media, the digital agencies Online Company and Havana Harbor, the social media expert Daily Dialogues, advertising agency XXS, marketing innovation agency Cogonez and brand identity specialist Millford. About Coopr: Coopr is a communications agency, specialized in three areas of expertise, which are inextricably linked: Brand PR, Corporate Communication and Content Marketing. We enable organizations to communicate better, more effectively, more creatively and more honestly. We help them determining the best story at the right time and through the right channel.

Read More

BRAND MARKETING

Instagram is Letting Advertisers to Publish Sponsored Posts from Users

Instagram | November 27, 2020

Instagram is giving advertisers to distribute supported posts from users' records through an update to branded content ads. Branded content advertisements were presented a year ago as a path for influencers to recognize when their posts are sponsored by a company or brand. The ads look simply like organic posts distributed from the user’s record, just they have a tag reading: “Paid partnership with [brand name].” Making the ads required a lot of coordination between the influencer and the brand. The content had to be published as an organic post first, and then the brand would experience Instagram to promote the post as an ad.

Read More