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Transcript of "Emarketer digital advertising_trends2013"
1. M A R C H 2 1, 2 0 1 3 Digital Advertising Trends for 2013 Sponsored by:David HallermanPrincipal Analyst ©2013 eMarketer Inc.
What we’ll look at today… 7 trends that are shaping your world: 1.Big data: it’s everything 2.Real time: it’s always 3.Content marketing: it’s value 4.Native advertising: it’s coherent 5.Tablet video advertising: it’s better 6.Social-mobile shift: it’s everywhere 7.A “multi” audience: it’s multiscreen, multitaskingTwitter – #eMwebinar ©2013 eMarketer Inc.
The buzzwords that animate the trends:words vs. actions ©2013 eMarketer Inc.
Three key factors to note when you look at the 7 trends The trends are not buzzwords. To what extent do these trends mirror real changes vs. being today’s fashion? The trends are intertwined. That reflects the ways marketing and media usage are increasingly connected. The trends are not all that new. The more things change, the more they remain the same.Twitter – #eMwebinar ©2013 eMarketer Inc.
Are you following trends because theywork for you? Or for other reasons? ©2013 eMarketer Inc.
Big Data(building 21st century datamanagement platforms) ©2013 eMarketer Inc.
Getting your arms around big data canbe both perplexing and liberating ©2013 eMarketer Inc.
Why is big data at the core of every other trend? How does that work? Big data isn’t quantity, it’s control. Audience insight. A core element of all advertising and marketing—the need to know who you’re targeting, what they want and how to reach them. More isn’t better. Only when marketers can harness all these datapoints is “BIG” worthwhile. The biggest challenge. To meld and then derive meaning from the super-abundance of information. Pushes buttons. Many people see big data as a threat. Constantly changing. One company’s big data is another’s data snack. Defined from your POV. Can’t help but be subjective.Twitter – #eMwebinar ©2013 eMarketer Inc.
Big data’s wide and subjective range ofdefinitions makes it a moving target ©2013 eMarketer Inc.
Many definitions, many companies tooToday’s big data landscape is crowded ©2013 eMarketer Inc.
Insight that’s greater and better—if youcan access and interpret the big data ©2013 eMarketer Inc.
Big data ismuch likeexcellentingredientsand a greatrecipe—youstill have tocook it ©2013 eMarketer Inc.
Big data can help marketers can uncover value in several areas Boost performance: by helping companies make more informed decisions Integrate channels: by bringing together information from across multiple touchpoints Target better: by making segmentation narrower for more precisely tailored messages Beat out the competition: by figuring out implications of these massive data setsTwitter – #eMwebinar ©2013 eMarketer Inc.
BIG NOTE:The growinguse of bigdata, and theterm beingspread in themainstreammedia, canpush privacybuttons formany people ©2013 eMarketer Inc.
One takeaway: W hat big datameans for adver tiser s ©2013 eMarketer Inc.
Real Time(marketing, ad buying, more) ©2013 eMarketer Inc.
Real time isan umbrellaterm thatcovers amultitude ofadvertisingandmarketingmethods ©2013 eMarketer Inc.
Real-time marketing encompasses a wide range of activities Real-time buying (RTB): automated method of buying and selling ad impressions Dynamic creative optimization: method of automatically changing ad creative Social CRM: using social media to rapidly respond to customers who comment or complain Content marketing: using insights from social analytics to quickly develop digital content Trend marketing: creating content, posts or other marketing materials themed to news events or topics Ad campaign rebalancing: using insights gleaned from online conversations about ad campaigns to make on-the-fly changes in media mix or creativeTwitter – #eMwebinar ©2013 eMarketer Inc.
Real time isn’t new, it’s just faster thanever before ©2013 eMarketer Inc.
Be aware ofincompleteequations:real-timebidding isjust oneelement ofreal-timemarketing ©2013 eMarketer Inc.
Linked trends: Real time, big data, andsocial interactions come together ©2013 eMarketer Inc.
One takeaway: W hat real timemeans for adver tiser s ©2013 eMarketer Inc.
Content Marketing(breaking through consumerresistance) ©2013 eMarketer Inc.
Content marketing as the main focus:soaring from 18.9% to 34.8% ©2013 eMarketer Inc.
Content marketing is, like big data andreal time, multifaceted, tricky to define ©2013 eMarketer Inc.
Today’saudiencewantsstories, inthe broadestsense, adesire thatcontent canfeed ©2013 eMarketer Inc.
How can something as established as content marketing be a trend? Basic ideas behind content marketing: Lose your ego. Your brand or product is not the point. Create value. Your consumers must want the content. Be yourself. Reflect your values, your voice. Think like a media company. Create content often. Tell a story. Build engagement, attract an audience. Choose the correct channel. It’s not just social. Quality matters. How it looks and reads is a big deal. Encourage sharing. That increases its power greatly.Twitter – #eMwebinar ©2013 eMarketer Inc.
In the multiscreen world, creating socialengagement has great value as content ©2013 eMarketer Inc.
Contentmarketingthat couldengage me,for example,would likelyfeature acute goldenretrieverpuppy ©2013 eMarketer Inc.
Linked trends: Content marketing andsocial are two peas, one pod ©2013 eMarketer Inc.
One takeaway: W hat contentmar keting means for adver tiser s ©2013 eMarketer Inc.
Native Advertising(ads that suit each space) ©2013 eMarketer Inc.
What is native advertising? And why is it more than just the latest hype? Divergent defintions can confuse, but… Native to the environment. Such as promoted tweets on Twitter, AdWords on Google, sponsored stories on FB Unique to specific channel. Certainly by content, and often technical choices, such video on video sites. Often created by publisher or website or app. A way to entice advertisers and build more content integration. Advertorial for the digital age. This is the more snarky definition, and when done poorly, sort of true. Designer content marketing. Made more for the audience and destination, and less so for the brand. Perhaps it’s not so new, but the buzz is still loud. Even so, fitting in will be increasingly important.Twitter – #eMwebinar ©2013 eMarketer Inc.
The user experience is a key way nativeadvertising differs from the usual ©2013 eMarketer Inc.
Linked trends: There’s big data, too, forimproving the customer experience ©2013 eMarketer Inc.
Done right, native advertising allowsmarketers to whisper their messages ©2013 eMarketer Inc.
Linkedtrends:Sharing—asocial andcontentmarketingindicator—was a top-ranked KPIfor nativevideoadvertising ©2013 eMarketer Inc.
One takeaway: W hat nativeadver tising means for adver tiser s ©2013 eMarketer Inc.
Tablet VideoAdvertising(likely the best mobileenvironment for brands andthe publishers they love) ©2013 eMarketer Inc.
What kind of impact will tablets make on video advertising? Tablets are terrific digital screens. Greater attention. Tablets are attractive to both audiences watching video and advertisers looking to reach them. Better mindset. Much video consumption occurs when people are relaxing, say in the evening. Native advertising opportunities on apps. Each app is is its own environment, great for custom advertising assets. Attractive demographics. At this point, tablet users tend to have higher incomes than smartphone users. Larger screen, more time. The audience tends to spend more time with video on tablets than on smartphones. Better for longer form ads. Tablets support content well.Twitter – #eMwebinar ©2013 eMarketer Inc.
Publishersincreasinglyselling videoads ontablets,more webnow butapps willcatch up ©2013 eMarketer Inc.
Linked trends: Video, social media,content marketing ©2013 eMarketer Inc.
One takeaway: W hat tablet videoadver tising means for adver tiser s ©2013 eMarketer Inc.
The Social-MobileShift(how anywhere, anytimechanges everything) ©2013 eMarketer Inc.
The desktopwill no longerbe at theheart ofpeoplessocial mediaexperiences ©2013 eMarketer Inc.
This year,over 61% ofUS socialnetworkusers willcome in viamobilephone, risingrapidly eachyearthereafter ©2013 eMarketer Inc.
As social time shifts to mobile, what does that mean for marketers? Other trends can help make this work. Develop new touchpoints. Make it easy for mobile users to access content, regardless of what device they use. Deal with convergence. Combine location data with social media initiatives to catch the attention of mobile users on the go. Make it sing. Lean toward using imagery instead of text. Build in value. Overhaul Facebook strategy to focus less on promotions tied to a brand page and more on the content delivered to the newsfeed. Go there first. Sometimes a mobile-first strategy will be the best bet for social marketing, say when a brand wants to communicate in real time.Twitter – #eMwebinar ©2013 eMarketer Inc.
Marketersexpect toincreasetheirattention onmobile andsocial mediathis year ©2013 eMarketer Inc.
Canmarketersencouragethe favorableattitudestoward TVads to ruboff on socialand mobile? ©2013 eMarketer Inc.
Linked trends: What do social-mobileusers want from TV? It’s a real time… ©2013 eMarketer Inc.
Social-mobile TV is often real-time TV,and it’s also multitasking TV ©2013 eMarketer Inc.
One takeaway: W hat the social-mobile shift means for adver tiser s ©2013 eMarketer Inc.
A “Multi” Audience(an audience that’s harderand easier to reach) ©2013 eMarketer Inc.
The new way of life: Multiple screensused by the multitasking audience ©2013 eMarketer Inc.
How can you reach the multiscreen, multitasking audience? A difficult mix of same and different. Be everywhere. Develop cross-channel campaigns that are as silo-free as possible. Aim to be seamless. Be consistent. The basic messaging needs to remain the same, even as screens and assets vary. Be flexible. Even as a brand’s look and feel is consistent, the specific advertising assets that work on one screen may not be best for all screens. Be helpful. Give the audience good reasons to spend time with your brand. Be understanding. Use data mining to fathom your audience’s motivations and preferences—how to reach them on various screens, at various times, and in various locales.Twitter – #eMwebinar ©2013 eMarketer Inc.
The more screens people own, themore they might be found anywhere ©2013 eMarketer Inc.
Linkedtrends:Big datamanagedthrough aDMP is aprime factorforadvertisingto today’sfragmentedaudience ©2013 eMarketer Inc.
One takeaway: W hat the multi-audience trend means foradver tiser s ©2013 eMarketer Inc.
Main Takeaways ©2013 eMarketer Inc.
All thesetrends makeit far morecomplicatedthan everbefore tocreate,organize anddelivertoday’s adcampaigns ©2013 eMarketer Inc.
Many trends look to put new pop in thesame old machines ©2013 eMarketer Inc.
No trend stands alone, so integrationmay be the most important buzzword ©2013 eMarketer Inc.
Adobe Media Optimizer Justin Merickel© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012
How can Marketers keep up with the pace of change? Twitter announced API Partners February 20th Adobe one of the first partners to work with Twitter Levis, Threadless, and Adobe marketing all early participants with Media Optimizer Cost per follow decreased by 60% for Adobe after launching a scalable campaign via Media Optimizer Volume spiked to over 400 followers per day© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012
The New Super Channel Proactively developing digital campaigns of the future by thinking of goals, not channels.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012
Advertisers are no longer confined to a single channel or constrained by inventory© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012
Unified Data Repository All your customer’s data, from online to offline, housed and protected in a single place© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012
Action to Consumer Experience© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012
Smart Group Collaboration Simplify digital marketing for everyone in the workflow using tools and technology to enable a streamlined language© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012
Adobe Media Optimizer Social Search DisplaySeamlessly turn your brand Strengthen results through Align your rich audience segmentspresence and engagement into automated bid management built with broad inventory reach,influence and action across the on accurate predictive modeling to dynamic creative delivery, and anlargest social networks: Twitter, allocate investment across optimization system using real-Facebook, and LinkedIn. complex campaigns. time conversion data. ADOBE MEDIA OPTIMIZER© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012
Q&A Session Learn more about mobile marketing with an eMarketer corporateDigital Advertising subscription Trends for 2013 More than 200 eMarketer reports are published each year. The following are a few recent ones you may be interested in: Mobile Video Advertising: Choices for a Rapidly Changing World Meeting the Need for Speed: How Social Analytics Support Real-Time MarketingDavid Hallerman Connected TV Advertising: Playing the Long Game Mobile Display Ad Types: Move Over Banner Ads,You will receive an email You’ve Got Company tomorrow with a link to view the deck and The State of Cross-Platform Ad Measurement: webinar recording. Industry Trends and Current Practices Sponsored by: To learn more: www.emarketer.com/productsAdobe Media Optimizer 800-405-0844 or firstname.lastname@example.org ©2013 eMarketer Inc.