Target Your Most Valuable Consumers, Measure In-Store Sales Impact
Yahoo!'s enhanced targeting and measurement solution -- Consumer Direct -- includes a host of new capabilities and features that enable you to target specific consumer segments at scale and measure the offline impact of your online campaigns. It combines in-store purchase data from Nielsen Catalina Solutions (NCS) for a range of CPG categories with Yahoo!’s online user data to target audiences across Yahoo!, which has one of the largest audiences on the Internet.
Our unmatched targeting technology can identify -- from the entire Yahoo! user base -- the best consumers for your CPG brand or store. We can then measure the in-store sales impact from your online campaigns and provide vital insights to help optimize your marketing strategies. With Consumer Direct, you can:
- Reach highly qualified consumers at maximum scale.
- Drive brand loyalty, acquire new customers, and support new product launches.
- Measure the in-store sales lift from an online campaign.
- Gain in-depth purchase insights about your brand or store.
How Consumer Direct Works
Through our joint offering with NCS, we can leverage Homescan panel data and loyalty card purchase data from 11 of the largest U.S. grocery chains and combine this with online behavior and demographic data to create look-a-like models to identify Yahoo! addressable households that are the best audiences for your brand or store. To measure the impact of your campaign, we compare a set of households that have been exposed to the Yahoo! Consumer Direct campaign to a control group that has not been. This ensures consistent, accurate reporting.
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Related products: demographic targeting, behavioral targeting, geographic targeting
Key Benefits of Consumer Direct
- This upgraded version of Consumer Direct delivers more household data, unmatched targeting technology, and faster and deeper measurement.
- Off-the-shelf pre-defined audience segments based on “heavy” buyers of commonly demanded CPG categories such as:
- Ready-to-eat cereal, soft drinks, ice cream, cosmetics, pet, snacks, shampoo, and others.
- Used in combination with Custom Consumer Direct targeting and measurement, advertisers can promote all brands in their portfolio and drive shoppers to your clients’ retail stores.
- Industry-leading retail channel coverage through NCS, representing 33% of all-commodity sales volume (ACV) across CPG categories. (The next closest provider covers only 13% of ACV.)
- In-store purchase data from NCS for 25 million Yahoo! addressable households to target your campaigns.
- Ability to target and measure for extensive CPG categories, including immediate consumables like snacks and gum and other categories like wine and spirits.
- The scale to reach measurement sample sizes much faster than other non-NCS-powered solutions and the ability to offer interim campaign analysis.
- According to Nielsen, 25% more short-term sales per impression than non-Yahoo! Consumer Direct campaigns for CPG advertisers.
- More than seven years of campaign experience representing over 500 campaigns driving $650 million in offline sales.
See an insight
Consumer Direct is a targeting and advertising effectiveness service that enables you, as an advertiser or marketer, to help drive in-store purchases by reaching your most valuable consumers.