《Vivvix：整合印刷和數字推廣報告（英文版）（22頁）.pdf》由會員分享，可在線閱讀，更多相關《Vivvix：整合印刷和數字推廣報告（英文版）（22頁）.pdf（22頁珍藏版）》請在三個皮匠報告上搜索。

1、Integrated Print and Digital Promotion2022 Trends and InsightsThe Promotion Landscape2022 HighlightsSeasonalityPromotion TacticsWhats Next?CONTENTSMEDIA COVERAGEFSI CouponsDigitalLeading Network,Aggregator,Brand and Retailer websites,representing 95%of traffic to websites that distribute coupons*+pR

2、INTWe report at the Total Consumer Packaged Goods level as well as Food and Non-Food.We report nine CPG areas which include Cereals,Dry Grocery,Frozen Foods,Refrigerated Foods,Shelf Stable Beverages,Personal Care,Health Care,Household Goods and Other Packaged Goods.We look at an additional 150 produ

3、ct types to support category-specific insights within our data.The number of coupons on a promotion multiplied by the circulation of that promotion.Not to be confused with Page Circulation.Estimated#of prints(whether print at home,load to account or digital rebate)that occurred while a coupon was ca

4、ptured online.The result of combining and weighting the carious coupon face values among a category or set of events and their respective coupon circulations.ClassAreaProduct TypePrint Coupons DroppedDigital Estimated PrintsWeighted Average Face ValueOrganizationMetricsNote:Digital data is sample an

5、d excludes properties without comparable year-over-year collection from Digital in Promotion Trends analysis.The Promotion LandscapeThe Promotion LandscapeOur mission is to provide winning clarity.We believe that as your understanding of your competitive landscape grows more vivid,so does your abili

6、ty to command it.PRINTPRINTDIGITALDIGITALWeekly Households55 million8.2 millionMonthly VisitorsCoupons Distributed125 billion10.7 billionCoupons“Clipped”Incentives Offered$350 billion$19.7 billionIncentives“Clipped”Pages Distributed52 billion730 millionPages Viewed2022HighlightsPRINT HIGHLIGHTS158.7

7、125.3Print Promotion Activity(2021 vs.2022 in MM)20212022$1.52$1.54$2.78$2.9520212022Print WAFV Food vs.Non-FoodFoodNon-FoodIn 2022,Print promotion activity decreased-21%to 125B coupons droppedThe decrease was driven by Food areas where coupons dropped decreased a combined-40%vs.2021165 unique manuf

8、acturers participated in FSI couponing in 2022Non-Food became an even more dominant force in Print couponing,accounting for 88%of total coupons droppedThe highest couponing segments were Health Care with 48B coupons dropped in 2022 and Personal Care with 47BAverage Non-Food incentives increased$0.17

9、 to$2.95 while Food incentives remained flatThe largest face value increases were seen in Health Care(+$0.21)and Personal Care(+$0.17)12.1%87.9%Print Promotion ActivityCoupons Dropped(2022 in MM)FoodNon-Fooddigital HIGHLIGHTSIn 2022,Digital promotion activity remained flat at 10.7B estimated printsN

10、on-Food areas showed substantial growth with a combined increase of+11%vs.20212,838 unique manufacturers participated in Digital couponing in 2022Food and Non-Food moved closer to a 50/50 split with Food maintaining a slight edge at 56%of total estimated printsHousehold Products and Health Care were

11、 the fastest growing segments increasing+20%and+19%vs.2021Average Food incentives increased$0.06 to$1.54 while Non-Food incentives decreased-$0.14 to$2.21The largest increases were seen in Shelf Stable Beverages(+$0.22)and Personal Care(+$0.14)$1.48$1.54$2.35$2.2120212022WAFV Food vs.Non-Food(2021 v

12、s.2022)FoodNon-Food10.710.7Digital Estimated Prints(2021 vs.2022 in MM)2021202255.9%44.1%Digital Promotion ActivityEstimated Prints/Clips(2022 in MM)FoodNon-FoodWhile CPG activity was more evenly spread across all areas in Digital,Dry Grocery continued to have the highest estimated prints in 2022Lau

13、ndry Detergent,Snacks and Alcoholic Beverages were the top Product Types in Digital with Dry Grocery,Household Products,Personal Care,Shelf-Stable Beverages and Cereals all represented among the Top 10 Product TypesPharmaceuticals also had the highest WAFV in Digital at$5.97,followed by Hair Other a

14、t$5.26 and Other Packaged Goods at$4.56Print coupon activity centered primarily around Health Care and Personal Care with these two areas accounting for 74%of coupons dropped in 2022CCSA(Cold,Cough,Sinus&Allergy),Combination/Personal and Vitamins were the top Product Types in Print and 9 of the Top

15、10 Product Types fell under the umbrella of either Health Care or Personal CarePharmaceuticals had the highest WAFV in Print at$9.01,followed by Pesticide at$5.55 and CCSA at$4.84SHELF STABLE BEVERAGESDRY GROCERYHOUSEHOLD PRODUCTSPERSONAL CAREHEALTH CARECEREALSOTHER PACKAGED GOODSREFRIGERATED FOODSF

16、ROZEN PRODUCTSSHELF STABLE BEVERAGESDRY GROCERYHOUSEHOLD PRODUCTSPERSONAL CAREHEALTH CARECEREALSOTHER PACKAGED GOODSREFRIGERATED FOODSFROZEN PRODUCTSTOP areasTop Retailers1.Dollar General2.Family Dollar3.Target 4.Walgreens5.WalmartWe captured 5.3B Retailer FSI pages in 2022 accounting for 20%of all

17、pages distributedThe Value channel continued to dominate Retailer FSIs with Dollar General and Family Dollar each circulating 2B pagesTarget moved up into the 3rd spot this year with Walgreens and Walmart rounding out the Top 51.Kroger2.Meijer 3.Publix 4.Frys 5.Walgreens Retailer properties accounte

18、d for 88%of Digital estimated prints captured in 20224 of the Top 5 Digital retailers showed year over year increases in estimated printsPublix,Frys and Walgreens entered the Top 5,while HEB,Jewel-Osco and BJs exited the Top 5 Indicates a year over year increase in Retailer rank.Top Print Retailers

19、based on Pages Circulated,Top Digital Retailers based on Estimated Prints.Note:While generated the 2ndhighest estimated prints in 2022,it is classified as a Network property with collection occurring across all available retailers.Print Retailer PagesDigital Retailer Est.PrintsSeasonalitySeasonality

20、In Print,promotion activity was strongest in January and gradually decreased over the course of the year.Coupons dropped tended to be highest during the first and last weeks of the month with the biggest drop weeks occurring on January 2ndand May 1st.Highest volume:JanuaryLowest volume:December In D

21、igital,promotion activity rose to a peak in July and slowly cooled through the end of the year.Estimated prints were somewhat distributed evenly throughout the month with the biggest drop weeks occurring on July 31st and September 11th.Highest volume:JulyLowest volume:DecemberJanFebMarAprMayJunJulAu

22、gSepOctNovDecJanFebMarAprMayJunJulAugSepOctNovDecFoodNon-FoodHolidaysUpticks in Food couponing were seen before the holidays in both Print and Digital:Valentines Day,Cinco de Mayo,4thof July,Thanksgiving and Christmas(Digital only)No FSI coupons were run on April 17th,September 14th,December 18th to

23、 December 25th.Promotion TacticsMEDIA COVERAGENote:Digital data is sample and excludes properties without comparable year-over-year collection from Digital in Promotion Trends analysis.Digital Rebates offer cash or point incentives that can be redeemed post-purchase.Promotion activity for Digital Re

24、bates increased 11%to 1.2B estimated prints in 2022 driven by both Food and Non-FoodDigital Rebates skewed more heavily toward Food which accounted for 63%of total estimated printsWhile Dry Grocery was the top area for Digital Rebates,Household Products was the fastest growing up+94%vs.20217 of 9 ar

25、eas increased WAFVs in Digital Rebates in 20221.2B estimated prints averaging$1.92Digital RebatesBOGO coupons are Buy One,Get One offers requiring consumers to make a specific purchase in order to receive a free product(s).Dry Grocery accounted for 808 BOGO events,while Health Care offered the highe

26、st WAFV at$8.85.1,879 promotion events averaging$4.40bogoPercent Off coupons offer discounts as a percentage of the purchase price rather than a specific dollar amount.Personal Care,Dry Grocery and Health Care were the top three areas for Percent Off coupons.11,936 promotion events averaging 19%offP

27、ercent OffFree Product coupons offer a product(s)at no cost to the consumer.Dry Grocery was the top area for Free Product events at 118 events317 promotion events averaging$3.28Free ProductDigital Feature Price offers appear only on retailer websites and feature a sale or discounted price point rath

28、er than a redeemable coupon.83%of all Feature Price coupons were in Food12,757 promotion events averaging$5.98Feature PriceNew Product Activity1,823Number of new products in 202268%Percentage of new products in Food95%Percentage of new products first seen in Digital573291235174142Dry GroceryPersonal

29、 CareShelf-Stable BeveragesRefrigerated FoodsFrozen ProductsTop 5 New Product Areas in 2022Snap Send-RewardRebate/reward programs offering shoppers cash back,points and gift cards saw increasing popularity for CPGs looking to drive brand loyalty alongside print coupons in 2022.These deals were often

30、 paired with QR codes or redeemable via text message making the redemption process quicker and easier than traditional mail-in rebates.Creative MessagingFSI creatives serve as an added layer of brand marketing alongside CPG coupons helping shoppers choose products that align with their values.In 202

31、2,CPGs utilized this space to promote positive messages of inclusion and diversity and introduce environmental initiatives from planting trees and bee conservancy to reducing plastic waste.2023 Expanded Digital FootprintFetch Rewards and ShopmiumAVAILABLE NOWWhatsNext?In 2022,the US Consumer Price I

32、ndex rose 6.5%*indicating that on average consumers paid more for goods and services than they did in 2021.As prices increase,shopper baskets shrink,and CPG brands run the risk of being dropped along the path to purchase.Strategic promotion planning can add the value necessary to ensure their produc

33、ts make it to the register.In Print,an increasingly popular approach to incentivize shoppers utilizes the creative space to communicate additional savings and reinforce brand loyalty particularly for Non-Food.QR codes allow rebate and reward programs to digitize making redemption easier than ever.In

34、 addition,CPGs are marketing messages that matter to increase reputation and encourage purchases across the entire brand profile.In Digital,Food continues to be extremely competitive with incentives increasing,Digital Rebates rising and a wealth of new products couponing.The Digital Promotion landsc

35、ape is complicated and ever-changing so keeping a close eye on the competition to counter up-and-coming tactics is essential to making the cut with coupon-savvy shoppers.LOOKING FORWARD*Source:Bureau of Labor Statistics,U.S.Department of Labor,The Economics Daily,Consumer Price Index:2022 in review

36、at https:/www.bls.gov/opub/ted/2023/consumer-price-index-2022-in-review.htmDeans so what slide?Whats next Tie into the important of the media mix ongoing effortsLearn how these industry trends affect your category and how key competitors use Promotion to support their brands.Contact your Vivvix account manager or our Client Success team to schedule a review.OUTMANEUVER COMPETITORS WHEREVER THEY PLAYCONTACT USCompetitive Media Reporting LLC dba Vivvix