Amazon Prime Day - RAB.com · 2015 Case Study Amazon Prime Day July 15, 2015. Amazon Prime Day was...
Transcript of Amazon Prime Day - RAB.com · 2015 Case Study Amazon Prime Day July 15, 2015. Amazon Prime Day was...
Radio Drives Online Sales for
Amazon Prime Day
2015 Case Study
Amazon Prime Day
July 15, 2015
Amazon Prime Day was a global shopping event exclusively for
Amazon Prime members on July 15, 2015.
“comScore data revealed that there were more Amazon buyers and transactions on Prime Day
than we observed on Black Friday in 2014, which is particularly significant since that was the
fourth heaviest overall e-commerce spending day of the entire 2014 holiday season.”
– Gian Fulgoni, comScore Co-Founder and Chairman
This Study
Cumulus Media/Westwood One partnered with Ipsos to understand how advertising drove sales for Amazon Prime Day.
The online study surveyed 1,005 Americans July 17 to July 20, 2015.
About Ipsos: Ipsos is a global independent market research company ranking third worldwide among research firms. They provide a full line of custom, syndicated and online research products and services guided by industry experts and bolstered by advanced analytics and methodologies.
4Source: IPSOS U.S. eNation survey July 17–20, 2015
Advertising put Amazon Prime Day on the map
Source: IPSOS U.S. eNation survey July 17–20, 2015
Radio was the most effective at converting awareness into Prime Day purchases
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Millennials were the engine of Amazon Prime Day
Source: IPSOS U.S. eNation survey July 17–20, 2015
Radio has highest ad recall of 18- to 34-year-olds
Audience Composition of Amazon Prime Day Ad Recall by Medium
Radio
Online
TV
40%
35%
27%
Source: IPSOS U.S. eNation survey July 17–20, 2015
Of those exposed to the radio ads, 40% were 18-34.
Radio reaches the target Amazon demographic (18-34, have kids, employed)
18-34, Work Full-time & Have Kids at Home
(Heaviest Users of Each Medium)
Radio
Internet
Magazines
133
127
100
How to read: 18-34-year-old full-time workers with kids are 33% more likely than the average adult to listen to radio heavily
Newspapers 43
TV 36
Source: 2014 Doublebase GfK MRI, Quintile I
Indexed t
o U
.S. Adults 1
8+
Pop
Radio’s 18-34 ‘cost per awareness’ was nearly twice as efficient as TV
Source:18-34 awareness: Ipsos U.S. eNation, July 17-20, 2015; TV ad occurrence: iSpotTV; radio ad occurrence: Media Monitors
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Advertising drove awareness for Amazon Prime Day.
Radio advertising was most effective at converting awareness into Prime Day purchases.
Key Findings of Amazon Prime Day Research
In Conclusion
Radio has the highest concentration of advertising awareness among 18- to 34-year-olds — the engine of Prime Day purchases.
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The greatest purchases occurred among Millennials, households with children, and those with a full-time job – the profile of the American radio listener.
5Radio was twice as efficient as television in “cost per awareness.”
Thank You
For more: westwoodone.com/blog