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$Gear up your Advertising for
the Holiday Season
Holiday Season Pack 2017
Christmas Shopping in 2016
RECORD
SPENT DEC 2016
6 Billion UP
FROM 2015
5.8% 69%of NZers shop online
for Christmas Presents
LOOKED
27%
17%
56%
BOUGHT
79% finished by 3rd Week December
25% Start in October
91%of NZers 18+ Bought Christmas Gifts
Shoppers Purchase
10 Gifts on Average $590
Average spend
Source: Stoppress.co.nz
The Face of Christmas is ChangingFor most retailers, the Christmas period is becoming increasingly complex requiring them to juggle multiple campaigns and meet lofty sales targets.
The traditional “Christmas Sales period” has expanded substantially with pre-Christmas sales including Black Friday, Cyber Monday and Boxing day. Whilst this helps to distribute the festive rush across a longer period it does make holiday campaign planning more complex for retailers.
Growing digital channels, such as mobile, video and social present vast opportunities for retailers during the holiday season. Data shows that more than half of ecommerce traffic is driven by mobile devices in NZ and additionally more than 65% of potential customers start their shopping research by feeding a search query into a mobile device. Making it essential for retailers to remember to run their campaigns mobile optimised.
Total online retail spending by New Zealanders in December was up 14% compared to the previous December, bringing the 2016 annual spend level to $3.75 billion. Total online retail spending by New Zealanders in January was up 16% compared to the previous January*
*BNZ online retail sales index
Acquire Online tip: Increased demand during the Christmas period means CPMs rise , plan your campaigns early to secure the best inventory and build your remarketing pool.
STEP 1
Clearly Identify your customer
Gather a clear picture of exactly who your customers are. Work with your Programmatic solution provider to analysis the hundreds of data points from users who visit your site and your own 1st Party Data.
STEP 2
Build Behavioural Templates
Map your Ist party data against 2nd and 3rd party data to discover behavioural trends. Then by matching this against experience data, organised by sector and sub-sector, you’ll develop in-depth behavioural templates to target groups of prospects who present similar consumer trends.
STEP 3
Create Model Audiences
Take all the data at your disposal and creating Look-a-Like Audiences and suggested in-market audiences based on converting customers.
• Look-a-Like Audience – A large Audience who haven’t visited your site but have a lot in common with your converted customers.
• In-market Audience – consumers who are currently in the market showing intent to purchase a product/service.
to add new and quality traffic to your customer base this Christmas.
Programmatic is driven by extensive data-insights that provide the best possible traffic likely to convert.
5 STEPS
STEP 4
Target and Retargeting
Consumers often abandon their purchases. Re-engage many of these valuable prospects by keeping your brand front of mind and providing customers with an easy route back to their basket.
Dynamic Display Ads are highly effective as you can customize the ads with the products your prospects abandoned and provide a clear path to purchase.
STEP 5
Constantly Evolve and Optimise
To get the most out of programmatic campaigns make sure you constantly adapt your behavioral templates to ensure you capture the behavioral traits of new visitors to your site.
While campaigns can be adjusted both algorithmically and manually, Acquire Online draws on their experience to optimise over time, ensuring the best possible results.
Acquire Online run 150+ campaigns a month and are constantly analysising data from multiple sources to optimise towards client’s objectives to ensure the best performance.
to add new and quality traffic to your customer base this Christmas.
Programmatic is driven by extensive data-insights that provide the best possible traffic likely to convert.
5 STEPS
HOLIDAY TARGETING
OPTIONS
5 BillionYouTube streams over 5 billion videos a day, and our targeting tools are so precise that you can show your ad to folks around your corner or to anyone around the world.
Top Vlogs in New Zealand
Shaaanxo – 2.9 million
Jamie’s World – 1.3 million
Wacky Wednesday – 1.4 million
Rainbow Learning – 1.9 million
HYPER LOCAL
Geo-TargetingUsers in close proximity to specific locations can be targeted using a geo-fence this Christmas season.
Shopping Hot SpotsAuckland
Westfield Albany (0632)
Westfield Botany (2016)
Dress-Smart (1061)
Lynn Mall (0640)
Westfield Glenfield (0629)
Westfield Manukau City (2104)
Westfield Pakuranga (2010)
Westfield St Lukes (1346)
Slyvia Park Mall (1060)
Shore City (1023)
Westfield Westcity (0612)
Hamilton
The Base (3200)
Centre Place (3204)
Palmerston North
The Plaza (4410)
Tauranga & Paraparaumu
Bayfair Shopping Centre (3116)
Coastlands (5032)
New Plymouth
Centre City Shopping Centre (4310)
Whanganui
Trafalgar Square (4500)
Wellington & Lowerhutt
Coastlands (5032)
Johnsville (6037)
North City (5022)
Westfield Queensgate (5011)
Nelson
Richmond Mall (7020)
Dunedin
Meridian Mall (9058)
Christchurch
Eastgate (8062)
Northlands (8052)
The Hub Hornby (8441)
The Palms (8061)
Westfield Riccarton (8041)
HOLIDAY SITELISTS
SHOPPING EVENTSFOOD
allrecipes.com
simplyrecipes.com
jamieoliver.com
rasamalaysia.com
thekitchn.com
countryliving.com
damndelicious.net
minimalistbaker.com
trademe.co.nz
ebay.com
Stuff.co.nz
priceme.co.nz
ebay.com
kpex.co.nz
1-day.co.nz
Fishpond.co.nz
ticketmaster.co.nz
kpex.co.nz
ticketek.co.nz
flicks.co.nz
stuff.co.nz
trademe.co.nz
Eyeota » Christmas » Grocery Shopping Mums
Eyeota » Christmas » Holiday Cooks
Eyeota » Holiday and Special Events » Christmas » Gift Buyers Shoppers » Fashion
Eyeota » Holiday and Special Events » Christmas » Gift Buyers Shoppers » Mobile and Consumer Electronics
Eyeota » Christmas » Gift Buyers Shoppers
People & Society/Religion & Belief/Christianity
Hobbies & Leisure/Special Occasions/Holidays & Seasonal Events/Christian Holidays/Christmas
Arts & Entertainment/Music & Audio/Religious Music/Christian & Gospel Music
Hobbies & Leisure/Special Occasions/Holidays & Seasonal Events/Christian Holidays/Easter
Hobbies & Leisure/Special Occasions/Holidays & Seasonal Events/Christian Holidays
CHRISTMAS TARGETING
THIRD PARTY CONTEXTUAL
Lotame - NZ » New Zealand » Food & Beverages
Lotame » Food & Restaurants » Thanksgiving Food
Eyeota - Roy Morgan - NZ » Vertical Segments » Lifestyle » Food Lovers Restaurants » Entertainment
Lotame » Food & Restaurants » Cooking & Recipes
BlueKai » Branded Data » Lotame » Food & Restaurants
Food & Drink/Cooking & Recipes/Cuisines
Food & Drink/Cooking & Recipes/Soups & Stews
Food & Drink/Cooking & Recipes/Cuisines/East Asian Cuisine
Food & Drink/Cooking & Recipes/Cuisines/South Asian Cuisine/Indian Cuisine
Food & Drink/Cooking & Recipes/Cuisines/South Asian Cuisine
FOOD TARGETING
THIRD PARTY CONTEXTUAL
SHOPPING TARGETING
Oracle Data Cloud » Hobbies & Interests » Shopping
Oracle Data Cloud » Retail » Shopping Styles » Purchase Channel » Online Shoppers
Oracle Data Cloud » Retail » Shopping Styles » Type » Luxury Shoppers
Oracle Data Cloud » Hobbies & Interests » Shopping » Luxury Buyers
Oracle Data Cloud » Hobbies & Interests » Shopping » Sweepstakes & Contests
Shopping/Shopping Portals & Search Engines
Autos & Vehicles/Vehicle Shopping
Shopping/Auctions
Shopping/Apparel
Shopping/Antiques & Collectibles
THIRD PARTY CONTEXTUAL
Food & Drink/Cooking & Recipes/Cuisines
Food & Drink/Food/Meat & Seafood
Food & Drink/Food/Meat & Seafood/Poultry
Food & Drink/Cooking & Recipes/Cuisines/Mediterranean Cuisine
Food & Drink/Cooking & Recipes/Cuisines/Mediterranean Cuisine/Italian Cuisine
WINE TARGETING
THIRD PARTY CONTEXTUAL
Neustar AdAdvisor » Wine » Drink Domestic Dinner/Table Wines
Neustar AdAdvisor » Wine » Purchase Any Wine
Neustar AdAdvisor » Wine » Purchase Wine » Cooks
Neustar AdAdvisor » Wine » Domestic Dinner Wines-Red
Neustar AdAdvisor » Wine » Domestic Dinner Wines-White
EVENT TARGETING
Arts & Entertainment/Events & Listings/Concerts & Music Festivals
Arts & Entertainment/Events & Listings/Movie Listings & Theater Showtimes
Arts & Entertainment/Performing Arts/Acting & Theater
Arts & Entertainment/Performing Arts/Broadway & Musical Theater
THIRD PARTY CONTEXTUAL
Neustar AdAdvisor » Hobbies & Interests » Live Theatre/Concert/Dance » Attend Live Theater Last 12M
Neustar AdAdvisor » Entertainment » Live Shows » Event Attend Most Last 12M: Concert-Rock/Pop
Neustar AdAdvisor » Hobbies & Interests » Live Theatre/Concert/Dance » Attend Concert Last 12M
Neustar AdAdvisor » Hobbies & Interests » Live Theatre/Concert/Dance » Attend Dance Performance Last 12M
Neustar AdAdvisor » Hobbies & Interests » Live Theatre/Concert/Dance » Attend Comedy Club Last 12M
And many more ways to target. Contact Acquire Online for more details
Chris Schultz +64 21 994 335
Anthony Ord +64 27 649 9198
Zane Furtado +64 27 2 834 443
Simon Massey +64 21 118 3046
