Online fashion retailer sets sights on branding and consumer targeting with Yahoo! Smart Ads
In a digital space where online retailers are commodities, 6pm.com wanted to brand itself as the go-to bargain fashion website. To stand out from the crowd, it used Yahoo! Smart Ads to get its brand messaging in front of customers, with targeted ads that serve dynamic creatives. The results? A return-on-ad-spend of more than 2,300%.
6pm.com, which is operated by well known online retailer Zappos.com, sells luxury and brand-name apparel, shoes, bags and other accessories at bargain prices. “Our customers are serious brandaholics,” explains senior brand marketing manager Michelle Thomas.
In a crowded online retail industry, shoppers can quickly search for their favorite name brands on the site with a search and a click. To accessorize and stand out from commodity web sites that compete on price alone, 6pm.com wanted to position itself as a go-to for fashionable bargains. New deals every day give the “brandaholics” a guilt-free fix of savings up to 75% off.
“Display advertising is a great solution for our positioning and branding strategy,” Thomas says. “It allows us to get our messaging and product selection in front of the customer in a way we can’t always do with search.”
Connecting the right customer with the right product is a lot tougher in display than in search, though. A search user tells an advertiser exactly what she wants—if she searches for “luxury shoes,” she’ll get several options for different shoe brands. But with display, how do you know which product and messaging to show to the consumer—especially when there are thousands of products in 6pm.com’s inventory to choose from?
No one wants to waste ad dollars selling a down jacket to a Miami resident, or a tank top to someone stuck in a New England winter. So 6pm.com used Yahoo! Smart Ads to show consumers only the items and offers that they would care about the most.
In a 12-week campaign, 6pm.com used Yahoo! Smart Ads and Yahoo!’s extensive database of demographic data to deliver targeted ads to consumers. Smart Ads combines Yahoo!’s targeting and optimization technologies with customizable ad templates to dynamically create and serve the most relevant ads to consumers, based on a variety of targeting data. Yahoo! Smart Ads can match a certain tennis shoe to one consumer and a particular purse to another consumer based on factors such as age, gender, geography and behavioral intent.
For this campaign, Yahoo! partnered with PointRoll’s dynamic ad platform to mix and match different creative elements. The various creative combinations and data inputs can lead to tens of thousands of different ad executions. 6pm.com had targeted ads in several of its product categories, including women’s bags, men’s athletic shoes, sunglasses and sales items. It also tested a few call-to-action messages, such as shipping discounts and sales incentives.
“With Yahoo! Smart Ads, PointRoll and Yahoo! really worked together to get our brand and targeted messaging in front of customers who are most likely to buy our products,” says Thomas.
6pm.com tracked results from customers who interacted or saw the ad, and found that the sales it generated totaled in the millions and return-on-ad-spend was more than 2,300% during the campaign. “The sales figures show the power of Yahoo!’s data capabilities to find the right customer and serve them the right ads,” says Thomas. “And although search has always been a part of our strategy, this shows that display can be an effective way to brand ourselves and also drive sales.”
6pm.com also found some surprising results. For one, it revealed that men are brandaholics, too: “There was more of a male presence than we had anticipated,” explains Thomas. Men’s items accounted for roughly 45% of sales, the same as women’s items. Sunglasses and accessories accounted for the remaining 10%.
“These types of findings will help 6pm.com plan its marketing going forward,” Thomas says. “Finding out who our customers are, and what they respond to, can help us do a better job in the future of matching customers to products, and messages to our customers.”
About 6pm.com and PointRoll:
6pm.com is where brandaholics get their guilt-free daily fix on the brands they crave—shoes, clothing and accessories—at savings of up to 75% off every single day.
PointRoll enables marketers to create, deliver and measure rich ad experiences with pioneering technology in expandable banner ads, in-banner videos and numerous other ad features.
Download this case study.
Yahoo! Advertising offerings are unique, we have the science, art, and scale to meet any campaign objective – our informed sales force can assist you in structuring your campaign. Contact us today.