Media Monitoring at Online Retailers
Managing Your Share of Voice at Online Stores
Media Placements at Online Retailers That Achieve the Best Results
Media Monitoring of Competitors in Key Online Stores
Collaborate with Your Retailer Partners to Drive Sales
How Clavis Insight Helps Brands Monitor and Analyze Media Placements
Media monitoring has moved beyond tracking print, radio, and television advertisements and in-store messaging. As consumer eyes and dollars increasingly move to the digital channel, brand managers also need to track media and share of voice compared to the competition online, including media placements in online stores. Media monitoring at online retailers can help brands make informed decisions that increase share of voice as well as market share.
In-store media has been used for decades in brick & mortar stores to interrupt a consumer’s path to purchase. In-store media drives consideration and conversion with coupons, at the shelf with shelf-talkers and price discounts, and at endcaps and checkout with eye-catching displays. Savvy brands are successfully using media placements to create interruption points in online stores as well. According to Millward Brown, there is a significant correlation between a brand’s digital share of voice relative to its market share and market share growth. When a brand’s digital share of voice is greater than its market share, it is more likely to win greater market share in the subsequent year.
To drive awareness and win a competitive edge for your brands in online stores, it’s critical to understand and manage your share of voice compared to the competition. Monitor your own and competitor media and merchandising to understand how much media you require to meet or exceed your market share and drive sales in your category. Key questions to ask are:
- Do you have media placements on the store homepage, relevant department and menu pages or on special events pages, such as those retailers create for back-to-school or Halloween?
- What is your share of voice across these placements and how does it compare to competitor’s share?
- What is a retailer’s own share of voice across key store pages?
- How is your share of voice trending over time?
As with all media, it’s critical to determine the value of your spend per tactic. Determine the impact and effectiveness of your merchandising strategies in online stores and identify the media placements that achieved the best results. Monitoring media placements along with sales results provides a data-centric foundation for planning and executing more effective and impactful merchandising strategies in online stores.
Consistent monitoring of competitive media placements at online retailers will allow you to quickly identify and respond to competitive media campaigns. Analyzing those campaigns, including messaging, visuals and price promotions, as well as their impact on your sales will help you determine the right actions to protect your brand and your sales. Were there claims or benefits that seemed to negatively impact your sales? Were there competitive media placements on certain pages that were particularly successful for your competition? Are there elements of a competitor’s strategy that you might leverage?
Analyzing your and your competitors’ media placement for tactics and placements that achieve results allows you and your retail partners to plan and execute more impactful merchandising strategies. Monitoring your media placements also allows you to ensure that online stores are in compliance with any media placement or merchandising agreements that you have in place. This brings new levels of accountability to media agreements in online stores, similar to but less time and cost intensive than audits to ensure compliance to agreements in physical stores.
Clavis Insight’s Media Tracker allows you to understand the state of advertising across different retailer websites so that you can identify opportunities, verify advertising is running as contracted, and monitor competitors’ advertising.
With our ecommerce intelligence, you can monitor your brands’ share of voice in online stores versus competitors and retailer in-house media placements. Clavis’ Media Tracker monitors online store media placements, reporting the number of branded media placement for selected online store pages as well as brand and competitor share. This data allows you to understand the state of advertising across different online retailers, to verify advertising is running as contracted, and to compare the level of competitors’ advertising.
The Media Tracker report can be filtered by retailer, category, brand, and manufacturer to isolate media placements for more granular analysis. Additionally, media images are captured and stored, enabling historical analysis.
To learn more about our Media insights and the rest of our ecommerce intelligence solutions, connect with us today.