Undertone Networks Provides Quality, Control and Results for Retail Brands
NEW YORK – August means two things for most parents, teachers and students: the end of summer and the start of back-to-school shopping. A recent study from the National Retail Federation (NRF) that examined the behavior of back-to-school shoppers found that more than 30 percent of Americans will begin their shopping fewer than two weeks before school starts – some even waiting until after classes begin. While many advertisers are looking beyond this buying season to the holidays, smart, nimble marketers can take advantage of this last-minute shopping spurt by engaging in active, results-driven online advertising.
By responding to the demand for timely deals by last-minute shoppers, savvy marketers can use online advertising to:
1. Find the right spots to reach their target shopper. Smart ad networks can tap into market behaviors to reach consumers who are far down the purchase pathway.
2. Get quick-to-measure ROI based on the targeted timeframe. Using high-impact units will create an awareness timed to online and in-store promotions. Real-time awareness measurement can direct online sales to allow for campaign refinement, for week to weekend, day to day, or event to event.
3. Leverage exciting creative and social media approaches to transition from customer engagement to customer sale. Unique creative can showcase full product lines, create viral messaging, promote “social shopping” connections to Facebook and Twitter and drive mobile interaction.
4. Take advantage of last-minute availability to get optimal prices for prime online advertising spots. A nimble approach can mean bulk and value-pricing from media sellers with available inventory while giving marketers the right exposure to the right audiences.
5. Ensure quality, control and results by using the right ad network partner. Select a network that has category experience, a broad mix of creative products and the ability to refine a media mix in real time.
According to the NRF’s study, the most popular sites with late back-to-school shoppers are retail discount and department stores like Target and JCPenney, as well as office supplies stores like Staples and Office Depot. Retail chains such as these carry a variety of big-name brands, offering a significant opportunity for these companies to engage with last-minute shoppers.
For example, a company like Dell, which sells products in both retail chains like Target and office stores like Staples, could utilize an online advertising network to access inventory on premium sites like Target and Staples at an optimal price. And, it could also target its audience on other sites, like those specific to moms or teachers, who are most likely to be shopping for back-to-school items. Advances in analytics and ROI measurement also enable a company to measure the effectiveness of a specific back-to-school advertising push, better qualifying the impact of coupons and advertisements at targeting specific buyers in a certain timeframe.
“Quality matters, for both brands and publishers. This is why the publishers in Undertone’s network rank among comScore’s highest,” said Alan Schanzer, chief strategy officer, Undertone Networks. “There’s a real opportunity for superior brands to capitalize on a great chance to target specific buyers with a very explicit need in a critical timeframe. By working with an ad network, they’ll get the best possible prices on the best possible advertising space, right in front of their target buyer – and best of all, we’re able to help them measure how effective they are at doing it.”
About Undertone Networks
Undertone Networks, an online advertising network, provides advertisers with quality placements on the Web’s best sites. The company carefully selects its media partners and hand-purchases all its inventory, delivering above-the-fold visibility and brand protection for marketers who care where and when their ads run online. The Undertone approach ensures that media buyers and the advertisers they serve can drive successful brand awareness and direct response initiatives with a comprehensive blend of high-impact ad formats, rich media, targeting capabilities and personalized service. The company is based in New York, with fully staffed offices in major U.S. markets. For more information, visit www.undertone.com.
