Fashion & Beauty Content Performance: Supply & Demand by Type, Country, Time, & Day, Apuntes de Redes de Negocios

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FASHION & BEAUTY:

THE ULTIMATE GUIDE

TO DISCOVERY CAMPAIGNS

GLOBAL DATA, TRENDS & INSIGHTS

B

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TABLE OF

• Introduction A
  • What does advertising look like for you today?
  • We’ll Cover…
• Who Should You Target?
  • How to Find Your Perfect Audience
  • Using Data for Success
• What Content Should You Distribute?
  • High Opportunity Post-Click Content Types
  • High Opportunity Post-Click Content Types, By Country
  • Video: Data-Driven Insights Behind What Makes a Good One
  • Sponsored Content: Capture Attention When Promoting Articles
    • Worldwide Trends: Image Performance and Photo Galleries
    • Worldwide Trends: Keyword Performance
• When is the Best Time to Reach Your Audience?
  • High Opportunity Time of Year
  • High Opportunity Day of the Week
    • High Opportunity Day of the Week, By Country
  • High Opportunity Time of the Day
    • High Opportunity Time of the Day, By Country
• Where is Your Audience?
  • High Opportunity Devices
    • High Opportunity Devices, By Country
  • Targeting by Site: How to Find Your Niche
• How do You Measure?
  • High Opportunity KPIs
• To sum it up….
  • Get Started with Taboola

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4

FASHION AND

BEAUTY

ADVERTISING

TODAY

Fashion and beauty marketing today has to move fast.

• Fashion trends change with the runway. One of the most rapidly growing fashion subsets is fast fashion— when brands adapt their products to reflect trends in the catwalk very quickly.^2
• Beauty trends are highly personalized. Beauty marketers are chasing consumers that are constantly on-the-go and are demanding customized products faster than ever before.^3

To move fast, you need a constant flow of fresh content and campaign creatives targeted strategically to your audience online, and you need to know exactly how to optimize those campaigns as trends change.

You’ll need both a strong creative strategy and media mix.

Today, you’re likely using search and social to do so. Discovery is the third pillar of any successful digital strategy that sits alongside both—it’s the most effective way to reach people who’ve never seen your brand before and for those who are open to discovering something new about you.

In this report, we’ll guide you through data-driven insights to help you build a successful discovery campaign for your fashion or beauty brand.

(^23) eMarketer: https://content-na2.emarketer.com/why-fast-fashion-is-experiencing-rapid-growth Forbes: https://www.forbes.com/sites/richardkestenbaum/2018/09/09/beauty-industry-biggest-trends-skin-care-loreal-shiseido-lauder/#1a0ab88c

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START YOUR

CAMPAIGN TODAY

S T A R T N O W

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WHO

SHOULD

YOU TARGET?

THE RIGHT WAY

TO USE AUDIENCE

SEGMENTS AND DATA

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Marketers tend to assume they know their audiences—and they do, just maybe not as well as they thought.

The best way to tell is with data. Analyzing who responds to your campaign is the educational experience that you need in the beginning of a campaign in order to get the content and targeting just right.

HOW TO FIND YOUR

PERFECT AUDIENCE

WEEK 1

When you’re starting out, keep your targeting wide—we often recommend no targeting at all. This will give you a clear picture of exactly who is responding to your campaigns without any bias.

WEEK 2

Check in with your campaign at the end of the week. Who responded? Are you surprised by gender, location or interests? Choose several audience segments to test based on your initial results.

WEEK 3

This is a good time to take a look at your creative performance. Is each headline, photo or video resonating with each audience segment? A/B test different combinations for the right fit.

WEEK 4

When analyzing your campaign, take a look back at what surprised you, and look to test new audiences in order to expand your reach in the future.

REPEAT

Do it all again.

Here’s a targeting flow we’d recommend for a month-long campaign:

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WHAT

CONTENT

SHOULD YOU

DISTRIBUTE?

HOW TO CHOOSE

BET WEEN ARTICLES,

PRODUCT PAGES,

VIDEO AND MORE

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1 1

SPEND %

CTR

Photo Text Video LP

Discovery Content Type Performance for the Fashion & Beauty Verticals Worldwide, 2018 Supply^4 of Fashion & Beauty Content vs. Consumer Demand^5 by Content Type, 2018

(^45) Supply is indicated by the percentage a market spends on fashion and beauty content Consumer demand is indicated by the average calibrated CTR for fashion and beauty content

Sponsoring articles like branded blog posts and product pages is a well-known tactic for fashion and beauty marketers, but it’s not the only effective option—leading consumers to pages containing photo galleries and videos also performs well.

While supply of text articles is high, marketers should also promote more photo galleries.

HIGH

OPPORTUNITY

POST-CLICK

CONTENT TYPES

CONSIDER TESTING

PHOTO GALLERY

L ANDING PAGES.

TIP

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Japan

SPEND %

CTR

Photo Text Video LP South Korea

SPEND %

CTR

Photo Text Video LP

Spain

SPEND %

CTR

Photo Text Video LP Thailand

SPEND %

CTR

Photo Text Video LP

United Kingdom

SPEND %

CTR

Photo Text Video LP United States

SPEND %

CTR

Photo Text Video LP

Israel

SPEND %

CTR

Photo Text Video LP

Mexico

SPEND %

CTR

Photo Text Video LP

Turkey

SPEND %

CTR

Photo Text Video LP

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START YOUR

CAMPAIGN TODAY

S T A R T N O W

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Video Viewability

Low Viewability

High Viewability

High Completion

Low Completion

text city sky

beard nose tree

singing

phone

suit

black art

shirt white

Fashion Beauty Both/Other

tuxedo

Dance Denim

Lotion

Shampoo

Model Fashion Model Eyelash

Leisure

Skin

Magenta Flower

black andwhite

lip cheek

summer swimwear

bottle

nature

perfume

car

vacation nail beach

eyebrow

water finger plant gown

building

brown

hair dress

hand

Opportunity

Video Characteristics by Viewability and Completion Rate for Worldwide, 2018 Month over Month Supply of Content vs. Consumer Demand, 2018

TIP

CONSIDER

TESTING

BL ACK &

WHITE VIDEOS

VERSUS

COLOR

FOR YOUR

NEXT

CAMPAIGN.

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1 7

WORLDWIDE TRENDS:

IMAGE PERFORMANCE

The performance of a discovery campaign often hinges on the images a fashion or beauty advertiser chooses for his or her creatives. Based on data from Taboola Trends, here are the types of images that increase CTR and conversion rates (CVR)^6 the most.

SPONSORED

CONTENT:

CAPTURE

CONVERSIONS

WHEN

PROMOTING

PHOTO

GALLERIES

(^6) Benchmark CVR is calculated from campaigns optimizing for purchases

CVR IMPACT FOR FASHION AND BEAUTY IMAGES

Indoor vs. Outdoors ( lo cat i o n )

+195% c v r

Distance vs. Close-up ( fac e s i z e )

+106% c v r

Photo vs. Illustration ( i m ag e t y p e )

+2% c v r

Person vs. No Person ( s u b j e ct )

+27% c v r

Men vs. Women ( g e n d e r )

+122% c v r

Color vs. B/W ( i m ag e c o lo r )

+13% c v r

Text vs. No Text ( t e x t )

+31% c v r

CTR IMPACT

FOR FASHION

KEY WORDS

CTR IMPACT

FOR BEAUT Y

KEY WORDS

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WORLDWIDE TRENDS:

KEY WORD PERFORMANCE

Headlines are another extremely important aspect of campaign performance for all native advertisers. This chart indicates performance for the most popular keywords worldwide.

Strong Engagement Keywords (Keywords with high demand)

Red +292% c t r

Daring +212% c t r

Dresses +203% c t r

Around +107% c t r

Drivers +107% c t r

Strong Competition Keywords (Keywords with low demand)

First -70% c t r

Strategy -69% c t r

Farm -67% c t r

Game -67% c t r

Love -65% c t r

Opportunity Keywords (Keywords with low supply and high demand)

Challenge +340% c t r

Model +340% c t r

India +340% c t r

Lite +326% c t r

Maxi +326% c t r

Strong Engagement Keywords (Keywords with high demand)

Shape +170% c t r

Secrets +170% c t r

Nose +170% c t r

Short +151% c t r

Reveal +143% c t r

Strong Competition Keywords (Keywords with low demand)

Oil -54% c t r

Why -44% c t r

Beauty -41% c t r

Are -38% c t r

Top -34% c t r

Opportunity Keywords (Keywords with low supply and high demand)

End +3% c t r

Season +3% c t r

Vanish +3% c t r

Care +2% c t r

Place +3% c t r

SPONSORED CONTENT:

HEADLINES THAT

DRIVE CLICKS

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WHEN

IS THE BEST

TIME TO

REACH YOUR

AUDIENCE?

TIME OF YEAR,

WEEK AND DAY

WITH THE HIGHEST

OPPORTUNIT Y