NEW YORK, Sept. 30, 2015 /PRNewswire/ -- When it comes to the holiday season, how do brands ensure they're reaching shoppers in powerful ways that drive actual sales? According to a new survey of more than 500 Americans from Eyeview, the video advertising platform that delivers results, advertisers should be ready to connect with two types of shoppers this season - those who do the majority of their research online in advance and those who aren't planning or budgeting ahead of the holidays at all. In addition, advertisers should also take into account new data that indicates that consumers that do plan their shopping are waiting until later than traditionally expected in the holiday shopping season to think about purchase decisions.
"The Eyeview holiday shopping survey uncovers valuable findings and shows that retailers have a huge opportunity to influence shopping decisions through strategies like localization and shifting in traditional targeting for digital campaigns during this time of year," said Oren Harnevo, CEO and Co-founder at Eyeview. "We learned that many people are shopping at the last minute, providing marketers with the opportunity to advertise lower in the purchase funnel during this holiday season."
Key findings from the Eyeview holiday shopping survey include:
INFLUENCE ONLINE, DRIVE IN-STORE FOOT TRAFFIC & PURCHASES
Even with the rise of online shopping, people still plan to shop in-store this season and marketers have an excellent opportunity to influence buying decisions online beforehand. 52 percent of respondents said that they research products online prior to making holiday purchases. This isn't to say that in-store branding and special promotions should be left aside. In fact, the majority of respondents (55 percent) said that they plan to make their final purchase in the store rather than online.
LOCAL PROMOTIONS PERSUADE
58 percent of people are most likely to be convinced to make a holiday purchase with a promotion for a nearby store. Email ads for a product they researched are least likely to convince consumers to make a purchase (10 percent). With digital video consumption up 13 percent from last year, marketers have options when it comes to where to shift their holiday campaign ad spend.
DOUBLE DOWN ON DIGITAL IN NOVEMBER & DECEMBER
Despite reports chronicling how the holiday shopping season has expanded, about one third of Americans don't start thinking about holiday shopping until November. That leaves September and October for building awareness, but November remains the key window to influence shopper behavior.
INFLUENCE PURCHASES AMONG PEOPLE WHO DON'T PLAN
Only 15 percent of people in the U.S. are sticking to holiday shopping plans when it comes to the amount they are spending and who they are shopping for. 1 in 3 respondents don't have a budget outlined at all and even if they do, men are more likely than women to throw those guidelines out when they are making their shopping decisions, challenging the stereotype that women often don't stick to a holiday shopping list or budget.
Eyeview Holiday Shopping Survey Methodology:
Commissioned survey of U.S. consumers conducted in August 2015 via Google Consumer Surveys. The survey collected responses from a representative sample of 500 total consumers. Eyeview was the sole investor in the study and the survey population is made up of a mix of U.S.-based consumers aged 18 and older.
For more information on Eyeview, please visit www.eyeviewdigital.com.
Eyeview is a video advertising technology company and the market leader in providing brands with ROI on their video advertising spend. Eyeview's VideoIQ® platform infuses consumer, brand and retail data into a results-driven decisioning engine to programmatically deliver 1-to-1 personalized video. VideoIQ provides best-in-class access to highly viewable and guaranteed fraud-free inventory across television, desktop, tablet and mobile. Eyeview's platform can be provided as a managed service by Eyeview's team of analysts, video producers, and campaign experts or through a self-service interface.
Headquartered in New York City, with offices in L.A., Detroit and Chicago, Eyeview works with hundreds of brands and their agencies across Retail, CPG, Auto and Travel.