Ocado Online Advertising Opportunities

Transcription

1 Ocado Online Advertising Opportunities

2 Media Owner Company History Launched in partnership with Waitrose in 2002, Ocado was conceived with one simple mission: to offer busy people an alternative to going to the supermarket every week. Instead, Ocado customers simply order their shopping online or through the mobile app, and then have it delivered; perfect for those who d rather not spend their time plodding the aisles. Today, Ocado are the UK s largest dedicated online grocery retailer. They provide an innovative and market leading customer experience whilst fulfilling over 150,000 orders every week.

3 The Opportunity... Post checkout marketplace With over 150,000 orders placed every week these prominent post checkout banners usually see between 255 and 400 clicks every day (the super banner ordinarily sees twice this). The average Ocado shopper is familiar with the post checkout page and know that there will be tempting offers waiting for them there. Once they ve finished shopping for the household, they look forward to clicking through and adding on a shop for themselves. The best performing campaigns are for luxurious and indulgent offerings. Luxury fashion, fragrances, accessories, treatments, travel, hotels, dining out and so on. These brands do particularly well precisely because they appeal to the spontaneous on-bound shopping urges of these intelligent, upmarket women.

4 Creative Example Post checkout marketplace Super banner Regular banner

5 The Opportunity... Share The Love Ocado s Share The Love features six specially selected partner offers, in addition to an Ocado voucher. Each partner is promoted in the form of a high impact banner, which each partner must create Share The Love s will be distributed in March, May, September and November. The average open rate is a whopping 48%! This is sent to c. 160k loyal Ocado customers who are consistent online shoppers. The aim is for Ocado customers who receive this to share the special offers with their friends and family via the easy forward to a friend feature.

6 Creative Example Share The Love Ocado voucher Easy forward to a friend Partner banner

7 The Opportunity... Solus Co-branded Cut through the noise with a bespoke solus, co-branded broadcast to 140,000 of Ocado s active* third party opt-in customers. (*Active denoted by purchase within the last 12 weeks). Average send to click-thru rates of 7% (highest to date being 16%) and an average open rate of 45% (57% being the highest to date). The performance of these s is truly phenomenal. Simply supply us with your creative assets, complete the briefing form and Ocado s in-house design team will work with you to craft a beautiful broadcast, designed to fit the brief.

8 Creative Example Solus Co-branded Brand Endorsement Ocado Exclusive Offer

9 Audience Composition Over 80% Female Over 80% AB yrs (core yrs) 50% have babies or children Confident online responders Affluent, indulgent, intelligent

10 Success Stories Client A Online Audiobook Retailer This brand first tested Ocado in March Promoting themselves to Ocado s affluent audience with back-to-back super banners and a solus s the achieved an incredible 57% open rate, with the overall campaign coming in at half the target cost per customer. They went on to book two further super banners and two more solus s that year and activity in nine of twelve months in Client B Formal Shirt Retailer This historic British shirt retailer saw a synergy between Ocado s frequent AB shoppers and their ideal target market. By advertising over several months, in the run up to the festive season, they were able to take advantage of men shopping for themselves but also women buying for their loved ones at Christmas. Campaign highlights included higher order values and on-site conversions vs other campaigns, as well as over 700% ROI.

11 Tech Specs Post Check-Out Marketplace Site: Regular Banner 253w x 125h pixels. Superbanner 253w x 265h pixels. Max file size 30kb. Animated.gif.jpg or.png with separate click thru URL only. No.swf files, no ad tags, no rich media, no tracking pixels can be coded onto the page. Images must be clear. If an offer is featured, this should be outlined in the image, and if a code is needed to redeem the offer, this should also be included. The expiry date of the offer should be highlighted on the image if possible, or failing this, at least the landing page. If alt text is required which is not a repeat of the text on the ad, this must be supplied. The landing page must make clear all ts and cs together with the method of redemption. Cannot rotate creative or click thru URLs. Cannot specify placement position on page for regular banners. Ocado report once at the end of each promo period. Report on overall impressions for the period and clicks by day only. Ad creative and landing page creative must both be signed off by Ocado for every campaign. Share The Love Site: Banner size 253 x 265 pixels Banners should be supplied as layered PNG or layered PSD files Brand logo should be positioned 15px from the right and 15px down from the top of the banner Please leave the bottom right hand corner clear for an Ocado Shop Now or Enter Now CTA to be added. Please supply landing page link and make clear any terms and conditions.

12 Tech Specs Solus Co-Branded Desktop s: Width 608 px Ideal Font 16 pt Ideal length (content) 1500 px (absolute maximum px) The smaller the content size, the more likely people are to read it. Mobile s: Width px Ideal Font 16 pt Ideal length (content) Double the size of desktop . Content Must have same content as desktop version, cannot contain different content. To achieve this can either stack content or remove unimportant content. Large images can be resized. Please see here for examples of mobile s: Coding requirements: Once the artwork has been approved, please submit the artwork (both desktop and mobile) as layered psd files for coding purposes.

13 Costs and Deal Structures Post Checkout Banner Regular Banner Post Checkout Banner Super Banner Opportunity Details Average Monthly Impressions: 750,000 Monthly Cost: 8,000 Opportunity Details Average Monthly Impressions: 750,000 Monthly Cost: 15,000 Agency Commission: 15% for accredited agencies Agency Commission: 15% for accredited agencies Rate Structure One Month 8,000 Two Months 7,000 Three Months 6,000 Four Months or more 5,000 Rate Structure One Month 15,000 Two Months 13,000 Three Months 10,000 Four Months or more 8,000

14 Costs and Deal Structures Share The Love Opportunity Details Volume Sent: 160,000 Monthly Cost: 6,000 Agency Commission: 15% for accredited agencies Rate Structure One Month 6,000 Two Months 5,500 Three Months 5,000 Four Months or more 4,000 Solus Co-Branded Opportunity Details Volume Sent: 140,000 Monthly Cost: 14,000 Agency Commission: 15% for accredited agencies

15 Ocado Online Advertising Opportunities