CREATING VALUE

FROM EVERY VISIT

The profit potential of on-site advertising for retailers

UK online retailers are missing out on an estimated £1bn

worth of advertising revenue by choosing not to monetise
the traffic on their websites

£1bn
CURRENT
Digital Media Revenue

£150m
POTENTIAL
Digital Media Revenue

On-site monetisation can UK retailers are leaving

take many forms money on the table
Page Views, March 2014
A DISPLAY
Image/Banner B FEATURED
PRODUCTS C REFERRALS
Sponsored Links

Visually
appealing
No user input
Highly
targeted
Fits well into
Highly targeted
Stated
consumer
7.5bn
Page Views
needed websites mission
Less intrusive

retailer.com 3bn
Page Views

RETAIL NEWS &

MAGAZINES
A Digital

£400m
NEW!
£150m Media
Revenue

B Number of Top 10 Retailers Using On-site Advertising

Add to Cart Add to Cart

of 10 of 10

Sponsored Links
C

What has been holding UK online retailers back?

Lack of
ORGANISATIONAL FIT
and no INTERNAL
ACCOUNTABILITY Uncertainty
Lack of about what it
AWARENESS CONCERN over takes to deliver this
of the DEFLECTING TECHNOLOGICALLY
opportunity
CUSTOMERS
away from their site

On-site monetisation can help etailers fund what matters to customers

Relative Importance of Purchase Criteria to Online Shoppers % OF RESPONDENTS RANKING IN THEIR TOP 3

Value For Money 56%

Low Prices 44%
Quality of Products 43%
Free Delivery 33%
Large Product Range 25%
Customer Reviews 20%
Ease of Website Use 19% “We think of Amazon
in one of two worlds.
Suitable Products 18% One world is Amazon with
ads and lower prices. Another
Trust in the Brand 17% world is Amazon with no ads
and higher prices.”
Delivery Options 13%
AMAZON SPOKESPERSON
Recommendation 4%
No Sponsored Links 3%

Six steps to going live with on-site monetisation

ASSIGN RUN A TEST PARTNER PLAN YOUR CALIBRATE LAUNCH,

A TEAM to WITH APPROACH YOUR REVIEW
and SIZE THE a third party and align your OFFERING: and
EMPOWER OPPORTUNITY PROVIDER STRATEGIC Rules & ITERATE
for your
THEM business
(or develop
in house)
OBJECTIVES regulations,
AB tests,
your media
strategy
to make a
difference align with
suppliers and
internal teams

SOURCE Comscore, WARC, Desk Research, Conlumino, Nielsen, OC&C Analysis