2018-英国家园行业（英文版）-6mb

报告摘要

Adthena Home and Garden Market Analysis Summary (2019 and Beyond)

Core Content Overview

This document provides a detailed market analysis of the UK Home and Garden sector, focusing on the performance of key competitors in text and PLA (Product Listing Ads) advertising across different device types and subcategories. The report highlights the importance of competitive intelligence, data segmentation, and the impact of market changes on ad spend and clickshare.

Main Takeaways

Market Disruption: 2018 was marked by significant changes in the UK retail landscape, including the closure of 42 Homebase stores, the withdrawal of Tesco Direct, and the £12bn merger between Argos and Sainsbury's.
Opportunity for Competitive Intelligence: Brands with effective competitive intelligence strategies can still capture search clickshare, especially in a category where consumers are price-sensitive and willing to shop around.
Device-Specific Insights: Advertisers should analyze performance by device (desktop vs. mobile) and subcategory to gain precise insights.
Key Search Term Monitoring: Tracking key search terms and competitors is crucial for maintaining market share and making strategic decisions.
AI Categorization: Adthena's AI technology enables deep data segmentation, allowing for efficient and accurate insights into market dynamics.

Methodology

The analysis uses up to a year's worth of market data from January to November 2018.
AI Categorization, powered by patented machine learning and convolutional neural networks, is used to group and analyze search terms.
Search terms include both high-volume head terms (e.g., 'washing machines') and niche, long-tail phrases (e.g., 'led illuminated bathroom mirror').
Market trends are calculated using Adthena's proprietary click-through rate methodology, providing average ad spend and clickshare proportions, which can be segmented further.

Competitor Analysis

Text Ad Clickshare (2018)

Rank	Competitor	Share of Clicks
1	amazon.co.uk	20.81%
2	argos.co.uk	19.70%
3	homebase.co.uk	11.23%
4	wayfair.co.uk	9.18%
5	oakfurnitureland.co.uk	4.77%
...	...	...

Online Retailers: Amazon and Argos dominate text ad clickshare.
High Street Retailers: Homebase, Wayfair, and Oak Furniture Land are significant players.
Publishers: Bensonsforbeds, Victorian Plumbing, and others also have notable shares.

PLA Ad Clickshare (2018)

Rank	Competitor	Share of Clicks
1	argos.co.uk	11.25%
2	wayfair.co.uk	10.83%
3	amazon.co.uk	8.14%
4	currys.co.uk	6.65%
5	ebay.co.uk	6.61%
...	...	...

Online Retailers: Wayfair and Argos lead in PLA clickshare.
High Street Retailers: Currys, DIY.com (B&Q), and Screwfix show strong performance.
Publishers: eBay and others also contribute significantly to PLA clickshare.

Market Snapshot (Sep-Oct 2018)

Amazon.co.uk is the leading competitor in both text and PLA ad clicks.
Wayfair.co.uk and Homebase.co.uk are the next most influential.
Mobile dominance: Amazon leads in mobile text ads with over 50% of clickshare, while Argos leads in mobile PLA ads with 21.31%.

Share of Spend

Clickshare vs. Spend: There's a strong correlation between ad spend and clickshare.
Amazon: Leads in both text and PLA, with the highest ad spend and clickshare.
Argos: Reduced ad spend across the year, but still a major player.
Wayfair: Dominates PLA with high ad spend and clickshare.
Market Volatility: Amazon increased ad spend by 3-4% in August, while Argos decreased proportionally.

Drill Down: The Collapse of Tesco Direct

Tesco Direct: Was a major player in the online TV market, holding 20% of clicks at the start of the year.
Decline: Clickshare steadily dropped to 8% by April, and the retailer completely withdrew by July.
Currys.co.uk: Benefited from the collapse, increasing their market share and becoming the clear leader in the online TV market.

Drill Down: Garden Furniture

Market Dynamics: Despite stable activity, the competitive landscape is nuanced.
Brick and Mortar Performance: John Lewis, Dunelm, and B&Q (DIY.com) outperform in this subcategory.
Amazon's Performance: Maintains a strong lead in desktop text ads (26.21% clickshare), but is outperformed by Wayfair in desktop PLA ads (22.35%).
Mobile Performance: Argos.co.uk and DIY.com (B&Q) are the top performers in mobile PLA ads.

AI-Driven Search Term Categorization

Power of AI: Enables deep segmentation of search terms, revealing insights that would be time-consuming for human analysts.
Taxonomy and Depth: The AI categorization allows for precise identification of subcategories and search term groups.
Strategic Advantage: Helps advertisers isolate competitor activity and make data-driven decisions.

Final Thoughts

Amazon Dominance: Amazon leads the Home and Garden market in both ad spend and clickshare, especially on desktop.
Competitive Diversity: Despite Amazon's dominance, there is significant diversity in the market, with different competitors excelling in different segments and device types.
Strategic Insights: Deep segmentation and AI-driven insights are essential for brands to adapt and thrive in a competitive and evolving market.
Mobile Opportunity: Argos and DIY.com (B&Q) have carved out strong positions in mobile ad performance, indicating a shift in consumer behavior.

展开完整摘要