The Nationwide Marketing Group has several new digital advertising solutions up its sleeve that will be unveiled at next week’s PrimeTime convention in Las Vegas.
The initiatives include a first-to-market programmatic ad tool for YouTube, and come courtesy of the buying group’s longtime local marketing partner Netsertive.
As Nationwide digital and technology executive VP Dev Mukherjee noted, “Online video is expected to drive over 80 percent of all consumer Internet traffic by 2020. Couple this with the fact that YouTube is the world’s second-largest search engine and third most-visited site after Google and Facebook, and we knew it was vital for our members to have the ability to compete easily and effectively in this channel.”
Enter Netsertive, which has enhanced its local marketing technology platform with the recent acquisition and integration of Mixpo, which helps companies manage and measure digital ad campaigns. Now, said Nationwide, member dealers can access a solution that scales across media channels and taps into search, social, video, mobile, rich media and display, to help reach local shoppers.
Netsertive, which is a Google Premier, Bing Elite and Facebook Blueprint Certified Partner, also offers advanced targeting capabilities; the ability to record customer phone calls generated by digital campaigns; and around-the-clock updates on campaign performance. The company can accommodate dealers that are either new to online advertising or already immersed in digital but prefer to outsource more complex campaigns.
Nationwide said its dealers are already being rewarded for their digital efforts, now that a majority of home-goods shoppers follow a “click-to-brick” path to purchase.
“We live in an economy where people are starting their research online first, then coming into our stores to touch and feel the products,” explained Jackie Stenson, marketing manager for Bitter Neumann, a Sheboygan, Wis.-based appliance, CE, furniture and mattress dealer. She noted that Netsertive’s technology allows her company to make more than 2,000 changes a month to its digital campaign to increase its effectiveness.
Josh Hoffman, marketing manager for The Furniture Store Kansas, said the Nationwide member has seen a lift in sales since launching digital marketing campaigns through the group’s Netsertive program. “We’ve doubled the number of people who tell us at point of sale that ‘we bought because we saw your ads online.’”
Hoffman added that the digital campaign drives about 100 phone calls from consumers every month.
Nationwide will detail its newest digital advertising solutions in seminars and at the Netsertive booth at the PrimeTime show, which runs Aug. 5-8 at the Venetian, Palazzo and Sands Expo Convention Center complex.