Germany Insights :

Black Friday & Cyber Monday 2017 Recap

- Apparel

- Beauty & Personal Care

- Computers & Consumer Electronics

- Dining & Nightlife

- Food & Groceries

- Hobbies & Leisure

- Home & Garden

- Internet & Telecoms

- Occasions & Gifts

- Sports & Fitness

Verticals

- 2017 : November 17 to November 27

- 2016 : November 18 to November 28 (for year-over-year calculations)

Timeframe

Key Takeaways

A Worldwide Event

Black Friday is surely becoming a

worldwide event, with an

increased amount of retail

searches and clicks compared to

last year across all EMEA countries.

Specific Search & Click Behaviors

Searches peaked a few days

before Black Friday with people

researching products they wanted

ahead of the promotions, while

clicks heavily surged on d-day.

Internet & Telecoms Attractivity

The vertical is showing strong

year-over year growth on the

period alongside with an

increased cost-efficiency.

The Bing Network

experienced a strong

growth, especially in France

and Germany.

International performance

indicates the event is

becoming a global

phenomenon.

Click % growth on the Bing Network YoY

46%

5%

20%31%

UK Worldwide Germany FranceSource: Microsoft internal data, Bing Network November 18 – 28, 2016 and November 17 – 27, 2017

Searches spiked prior to peak click days as users began their

research and participated in early deals

Searches and clicks share (% share of grand total) by day

Nov 17 Nov 18 Nov 19 Nov 20 Nov 21 Nov 22 Nov 23 Nov 24 Nov 25 Nov 26 Nov 27

Source: Microsoft internal data, Bing Network, Germany, November 17 – 27, 2017

BLACK FRIDAY CYBER MONDAY

SRPV

Clicks

Nov 17

BLACK FRIDAY CYBER MONDAY

Mobile searches increased during the weekends as shoppers

were on the go

Nov 18 Nov 19 Nov 20 Nov 21 Nov 22 Nov 23 Nov 24 Nov 25 Nov 27Nov 26

Source: Microsoft internal data, Bing Network, Germany, November 17 – 27, 2017

Daily searches shares according to deviceMobile

PC / Tablets

0%

2%

4%

6%

8%

10%

12:00

AM

1:00

AM

2:00

AM

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:00

AM

11:00

AM

12:00

PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:00

PM

11:00

PM

Source: Microsoft internal data, Bing Network, Germany, November 24, 2017

On Black Friday, mobile clicks peaked late in the day, starting

when people got off work

Hourly click repartition (% share of total per device) during Black FridayMobile

PC / Tablets

45%

35%

30%

Source: Microsoft internal data, Bing Network, Germany, November 18 – 28, 2016 and November 17 – 27, 2017

Bing searchers showed growing interest in the

Internet & Telecoms vertical

Sports & FitnessComputers & Consumer ElectronicsInternet & Telecoms

Sub-verticals with the highest click % growth YoY

While click-through rates (CTR) saw strong YoY growth,

costs per click (CPC) maintained efficiency for key verticals

Source: Microsoft internal data, Bing Network, Germany, November 18 – 28, 2016 and November 17 – 27, 2017

CTR

CPC CTR and CPC year-over-year % variation

Internet & Telecoms Occasions & Gifts

25%

44%

7%

0%

Year over year, shoppers

searched more often for :

Source: Microsoft internal data, Bing Network, Germany, L2 verticals, November 18 – 28, 2016 and November 17 – 27, 2017

+70%telephony

+85%camping & outdoor recreation

+50%footwear

Beauty & Personal Care

Shoppers searched mostly for spas and

thermal cures.

Perfumes were the next most popular beauty

and personal care queries.

1Apparel

Shoes and pullovers (especially for

women) were the most popular non-

brand queries.

Consumer electronics +

Internet & Telecoms

People were mostly interested in internet

browsers and the newly released high-end

smartphones.

Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017.

Most popular terms searched during the period (1)

Home & Garden

Shoppers mostly sought big white goods

brands but also coffee machines and

kitchens.

Sports & Fitness

Most top queries in the vertical

were related to football but people

also looked for big sports outlets.

Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017.

Most popular terms searched during the period (2)

Hobbies & Leisure

Queries related to video games on

mobile toped the searches.

More traditional games such as Sudoku

and Mahjong were also popular.

Home page

visitors

Past

purchasers

Holiday deal

page visitors

Cart

abandoners

Specific product or

category pages

Highlight holiday gift

ideas and offer

discounts on first orders

Showcase the top

trending products this

holiday season

Feature product

comparison pages or

reviews

Promote limited-time

offers or free shipping

Feature “best of the

season” deals to capture

previous purchasers

Remarket to past site visitors with upcoming holiday dealsBing retail remarketing ads see a conversion rate multiplied by 2.8.

Source : Microsoft internal data, Bing Network, Germany, Remarketing vs. Non-Remarketing , September 2017

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The information herein is for informational purposes only and represents the current

view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not

be interpreted as a commitment on the part of Microsoft, and Microsoft cannot

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of this presentation.

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REGARDING THE INFORMATION IN THIS PRESENTATION.

Dining & Nightlife was the most competitive

category during the period

Source: Microsoft internal data, Bing Network, Germany, November 17 – 27, 2017

CPC by vertical

Apparel had the highest CTR during the period

CTR by vertical

Source: Microsoft internal data, Bing Network, Germany, November 17 – 27, 2017

Internet & Telecoms had the most searches during the

period on the Bing Network

Verticals by searches

Source: Microsoft internal data, Bing Network, Germany, Verticals with more than 300k clicks, November 17 – 27, 2017

Computers & Consumers electronics had the most clicks

during the period on the Bing Network

Verticals by clicks

Source: Microsoft internal data, Bing Network, Germany, Verticals with more than 2M SRPV, November 17 – 27, 2017