The food & beverage vertical is expected to bring in a staggering $1,378.17 billion in retail sales for 2023. But that fridge is getting pretty full with nearly 3,000 beverage manufacturers in the United States – all on the same mission to quench the consumer’s thirst.
It’s a dominating category for retail sales and the waters are overflowing with a plethora of brands utilizing different strategies to get their message across. How do you make an impact in such a crowded marketplace and win those consumer dollars? In the battle of the beverages, you’ll need something refreshing to capture the audience’s attention.
Over the last few years, we’ve seen a growing use of interactive, shoppable videos among advertisers to get their brand out there in ways that engage the consumer. Why? Because the complete breakdown of object-level data and the deeper insight it provides for individual interactions delivers real, tangible value for smarter spending strategies.
In 2022, we saw the number of beverage brands using interactive, shoppable video increase by 123%. Additionally, consumer click rates grew by 34% and average ad interaction rate grew by 65% year over year. What exactly is an interaction rate? It’s a measurement of video engagement that can serve as a proxy for consumer intent.
Object-Level Data Brings Insight Overflow
Food & beverage advertisers face a number of common challenges that object-level data is poised to solve. Consumer preferences evolve over time, keeping pace with health trends, time of year and life changes. Targeting these consumers without understanding each audience’s specific preferences means beverage advertisers are ripe for wasting impressions.
Getting accurate data on which creative elements got the consumer to engage, how long they engaged for, and what made them disengage allows advertisers to satisfy the taste of each consumer. Each interactive moment creates a digital consumer fingerprint – a one-of-a-kind narrative that tracks the journey down to the half-second. This hyper-accurate insight on consumer behavior is crucial when it comes to making informed decisions for your next creative campaign.
KERV utilizes 7 object-level metrics to hyper-track the consumer’s engagement:
- Total Time Spent with Object
- Average Time Spent with Object
- Number of Object Views
- Number of Object Highlights
- Number of Object Links
- Object Highlight to Object View Rate
- Object Link to Object Highlight Rate
Drive Results in Any Stage of the Funnel
Leading beverage brands have already implemented interactive video strategies in their mission to satisfy the thirsty consumer. The data from these campaigns is clear – interactive video drives results across each stage of the purchasing journey. Here are a few takeaways for driving ROAS in your next campaign:
Consumers are Thirsty to Learn More
A leading spirit company was hoping to increase the awareness and consideration of their product line in time for the holiday season amongst a key demographic audience. Utilizing the shoppable tiles of KERV Element, the brand got creative with an immersive and entertaining campaign that included a recipe card for cocktail inspiration and allowed for seamless purchasing via an Order Now PCTA. This kept the engagement flowing, driving CTR that exceeded industry benchmarks by 32%. Additionally, the brand saw a staggering 51% lift in brand awareness & consideration.
Move Consumers to Mid-Funnel
We’ve mentioned before the elusive attention of the Gen Z demographic. You don’t get a lot of time to capture their attention, so you gotta do it right. Another global beverage brand was up to the challenge when launching their new line of Latin American inspired juices. With a versatile line of flavors, the brand depended on object-level data to drill into consumer taste preferences and implemented that data when retargeting. For example, if a consumer interacted with a strawberry flavor in the first ad, KERV’s learned-machine technology served a second ad featuring that flavor alone. The result was an record CTR that exceeded the benchmark by 140%.
Leverage Click-to-Cart for Full-Funnel Campaigns
eMarketer predicts e-commerce sales for the food & beverage vertical to reach over $99 billion in 2023. Immersive strategies through online content provide an opportunity for advertisers to not only move consumers to mid-funnel, but to actually purchase while the product is fresh in their minds. A popular soft beverage company leveraged click-to-cart integrations to transform their video ads into shoppable experiences– creating tiles for each product in the video that lead to shoppable landing pages. The result was a huge spike in PCTA clicks. When you hit a consumer’s thirst, you’d be surprised how quick they are to quench it.
As more consumers opt to purchase food and beverages online, brands need to find new ways to get their product at the top of the e-cooler. KERV’s interactive, shoppable content condenses the funnel into an awareness/research/purchase hybrid that shortens the path-to-purchase for your consumers at unrivaled speed. Get more from your content and create seamless commerce experiences all from a single video. Ready to discover what KERV can do for your brand?
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