EMOTIONAL CONNECTIONS
ATTRACT DIGITAL MARKETERS’
BRANDING DOLLARS
Source: 2014 Millward Brown Digital
• Introduction
• Methodology
• Key Findings & Insights
– Current Digital Advertising Trends
– Digital Marketers’ Concerns ...
• According to a 2014 Millward Brown Digital study,
current digital advertising spending trends show that
digital marketer...
• In April 2014, Millward Brown Digital surveyed
a collective 300 digital marketing decision
makers over the age of 25 who...
Current Digital Advertising Trends
Digital marketers’
annual budgets for all
digital ad spending.
Current Digital Advertising Trends
Under $1M
Total; 12%
$1-...
Digital marketers
identify the digital ad
formats they utilize.
37% run emotionally
targeted in-game
branding ads.
This in...
How much digital marketers will increase their
digital branding ad budgets in the next year:
• 2% won’t increase it
• 2% d...
Digital marketers’
identify key digital
branding objectives.
48% want to make an
emotional connection
with consumers.
Curr...
50% say they
somewhat/strongly
agree with this
statement:
“Digital held promise for
brand marketers, but for
all its promi...
Digital marketers
identify the most
effective digital ad
formats that meet their
branding objectives.
Question: From the f...
Digital Marketers’ Concerns About Programmatic
Ad Buying
& Solutions That Address Their Concerns
30% think that ads
bought through
programmatic methods
negate customer
experiences, brand
loyalty or branding
objectives.
...
37% identify “banner
blindness” as a concern
when buying branding
ads bought through
programmatic methods
(e.g. ad
exchang...
81% say that
emotional targeting can
help address “banner
blindness.”
A Solution Addressing Digital Marketers’ Concerns Ab...
Digital Marketers Want to Make
Emotional Connections
88% say that making
emotional connections
would encourage them
to spend more on digital
branding ad formats.
Digital Marke...
Digital marketers want
to make emotional
connections through
digital ads to build
brand recognition,
loyalty and trust.
Di...
18% of digital
marketers allocate 21-
40% of their budget to
emotionally targeted in-
game branding ads.
Digital Marketers...
49% of digital
marketing budgets map
to branding objectives,
including dollars spent
on in-game ads utilizing
emotional ta...
Appendix: Demographic Information
Appendix: Demographic Information
Question: Please enter your age.
Age Composition
A 25-34 43%
A 35-44 36%
A 45-54 15%
A 5...
Appendix: Demographic Information
Question: Which of the following best describes your job title?
Job Title Composition
CM...
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EMOTIONAL CONNECTIONS ATTRACT DIGITAL MARKETERS’ BRANDING DOLLARS

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New research findings: A 2014 Millward Brown Digital survey, which polled 300 digital marketing decision makers at Fortune 5000 companies and leading advertising agencies in the United States

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EMOTIONAL CONNECTIONS ATTRACT DIGITAL MARKETERS’ BRANDING DOLLARS

  1. 1. EMOTIONAL CONNECTIONS ATTRACT DIGITAL MARKETERS’ BRANDING DOLLARS Source: 2014 Millward Brown Digital
  2. 2. • Introduction • Methodology • Key Findings & Insights – Current Digital Advertising Trends – Digital Marketers’ Concerns About Programmatic Ad Buying & Solutions That Address Their Concerns – Digital Marketers Want to Make Emotional Connections • Demographics Table of Contents Source: 2014 Millward Brown Digital
  3. 3. • According to a 2014 Millward Brown Digital study, current digital advertising spending trends show that digital marketers fairly evenly allocate budget across ad formats • However, the majority of digital marketers say that digital advertising hasn’t lived up to its promise and feel that branding ads bought via programmatic methods raise concerns • They are searching for the best way to connect with consumers on an emotional level to bridge the delta between the branding promise of digital and real-world success Millward Brown Digital Survey: Key Findings Source: 2014 Millward Brown Digital
  4. 4. • In April 2014, Millward Brown Digital surveyed a collective 300 digital marketing decision makers over the age of 25 who work at a Fortune 5000 company or advertising agency in the U.S. Millward Brown Digital Survey: Methodology Source: 2014 Millward Brown Digital
  5. 5. Current Digital Advertising Trends
  6. 6. Digital marketers’ annual budgets for all digital ad spending. Current Digital Advertising Trends Under $1M Total; 12% $1-$10M Total; 24% $10-$50M Total; 23% $50-$100M Total; 19% $100-$500M Total; 17% $500M+ Total; 5% Total Digital Ad Budgets Question: What is your annual marketing budget across all DIGITAL marketing channels? Source: 2014 Millward Brown Digital
  7. 7. Digital marketers identify the digital ad formats they utilize. 37% run emotionally targeted in-game branding ads. This includes when a player gets a new high score or needs help. Current Digital Advertising Trends Question: What types of digital advertising campaigns has your company conducted? 37% 39% 43% 48% 51% 52% 55% 61% 68% 73% 77% Emotionally targeted In-game branding ads Ads bought directly from a publisher In-game ads SMS/MMS text ads Paid search marketing (SEM) Ads bought through programmatic methods In-app mobile aps Mobile website ads Native advertising Email marketing Social media ads Ad Formats Digital Marketers Utilize Source: 2014 Millward Brown Digital
  8. 8. How much digital marketers will increase their digital branding ad budgets in the next year: • 2% won’t increase it • 2% don’t know if they will increase it • 18% will increase it by less than 10% • 34% will increase it by 11-20% • 18% will increase it by 21-30% • 11% will increase it by 31-40% • 7% will increase it by 41-50% • 7% will increase it more than 51% Current Digital Advertising Trends Question: How much, if at all, will your digital BRANDING budget increase in the next year? Source: 2014 Millward Brown Digital
  9. 9. Digital marketers’ identify key digital branding objectives. 48% want to make an emotional connection with consumers. Current Digital Advertising Trends Question: What are your digital advertising BRANDING objectives? 28% 36% 47% 48% 48% 49% 54% 57% 62% Drive completed video views Driving trials of a new product or service Drive engagement Add value for your customers Make an emotional connection with consumers Drive advertising awareness Promote your website, unique landing page or mobile/tablet app Increase purchase intent Promote your products or services Key Branding Objectives Source: 2014 Millward Brown Digital
  10. 10. 50% say they somewhat/strongly agree with this statement: “Digital held promise for brand marketers, but for all its promise, it has never delivered as a branding vehicle.” Current Digital Advertising Trends Question: Please indicate how strongly you agree or disagree with the following statement: "Digital held promise for brand marketers, but for all its promise, it has never delivered as a branding vehicle” Strongly disagree; 6% Somewhat disagree; 22% Neither agree nor disagree; 21% Somewhat agree; 31% Strongly agree; 19% Has Digital Delivered for Marketers? Source: 2014 Millward Brown Digital
  11. 11. Digital marketers identify the most effective digital ad formats that meet their branding objectives. Question: From the following list, which do you think are the most effective forms of digital advertising that meet your digital branding objectives? 11% 12% 14% 18% 20% 20% 23% 23% 36% 46% 51% Ads bought directly from a publisher SMS/MMS text ads In-game ads Ads bought through programmatic methods In-app mobile aps Emotionally targeted In-game branding ads Mobile website ads Paid search marketing (SEM) Email marketing Native advertising Social media ads Most Effective Digital Ad Formats Source: 2014 Millward Brown Digital Current Digital Advertising Trends
  12. 12. Digital Marketers’ Concerns About Programmatic Ad Buying & Solutions That Address Their Concerns
  13. 13. 30% think that ads bought through programmatic methods negate customer experiences, brand loyalty or branding objectives. Question: What are your greatest challenges when developing and deploying digital advertising campaigns bought through ad exchanges or agency trading desks—also known as programmatic ad buying? 4% 21% 23% 28% 30% 31% 32% 33% 36% 40% None, we have no challenges with our digital advertising efforts Lack of budget They don't work for engagement, branding, or developing an emotional connection with people Declining response rates (e.g. campaign performance) Programmatic ad buying produces negative customer experiences that damage brand loyalty or negate our branding objectives in other ways Digital advertising on online, social media and mobile devices is annoying to consumers Consumers don't look at the ads on websites, mobile devices and etc. Analyzing digital advertising campaign results Getting ROI from our mobile advertising/marketing programs Knowing where to begin to optimize and improve our advertisements Greatest Challenges Source: 2014 Millward Brown Digital Digital Marketers’ Concerns About Programmatic Ad Buying
  14. 14. 37% identify “banner blindness” as a concern when buying branding ads bought through programmatic methods (e.g. ad exchanges/agency trading desks). Digital Marketers’ Concerns About Programmatic Ad Buying Question: What are your greatest challenges when developing and deploying digital advertising campaigns bought through ad exchanges or agency trading desks—also known as programmatic ad buying? *Banner blindness = When visitors to a website, mobile website or mobile app consciously or subconsciously ignore banner-like or advertising information 2% 8% 10% 13% 15% 15% 37% None of these Ad collision (multiple ads on same page) Click fraud Fraudulent traffic Quality of inventory Viewability Banner blindness* Concerns with Exchanges/Trading Desks Source: 2014 Millward Brown Digital
  15. 15. 81% say that emotional targeting can help address “banner blindness.” A Solution Addressing Digital Marketers’ Concerns About Programmatic Ad Buying Question: If banner blindness concerns you, do you think targeting users based on their emotions, also known as emotional targeting, can help you address this issue? No; 7% I don't know; 12% Yes; 81% Banner Blindness Source: 2014 Millward Brown Digital
  16. 16. Digital Marketers Want to Make Emotional Connections
  17. 17. 88% say that making emotional connections would encourage them to spend more on digital branding ad formats. Digital Marketers Want to Make Emotional Connections Question: Would digital mediums that make emotional connections with consumers provoke you to spend more money on digital advertising campaigns for your brand or your client’s brand? 5% 6% 88% No I don't know Yes Will Digital Marketers Spend More to Make Emotional Connections? Source: 2014 Millward Brown Digital
  18. 18. Digital marketers want to make emotional connections through digital ads to build brand recognition, loyalty and trust. Digital Marketers Want to Make Emotional Connections Question: Why do you think marketers would want to make emotional connections with people through digital advertising? 1% 51% 51% 61% 70% 71% Other ("To show customer appreciation," "Emotion sells") To encourage a two-way dialogue between the brand and people To add value for people through digital advertising To drive purchase decisions To build brand trust and loyalty To build brand recognition Why Marketers Want to Make Emotional Connections Source: 2014 Millward Brown Digital
  19. 19. 18% of digital marketers allocate 21- 40% of their budget to emotionally targeted in- game branding ads. Digital Marketers Want to Make Emotional Connections Question: Given your above statement about digital marketing budget across all channels, please to the best of your ability describe how the budget is allocated across the following different digital marketing tactics? 0% of Budget; 33% 1% to 20% of Budget; 31% 21% to 40% of Budget; 18% 41% to 60% of Budget; 7% 61% to 80% of Budget; 6% 81% to 100% of Budget; 5% % of Budget Digital Marketers Allocate Towards Emotionally Targeted In-Game Branding Ads Source: 2014 Millward Brown Digital
  20. 20. 49% of digital marketing budgets map to branding objectives, including dollars spent on in-game ads utilizing emotional targeting. Digital Marketers Want to Make Emotional Connections Question: How does emotionally targeted in-game branding ads typically map to your objectives? Defines this ad format as in-game ads that allow brands to target game players based on unique emotional moments. Branding; 49%Direct Response; 44% Other; 8% How Digital Marketers Map Objectives to Emotionally Targeted In-Game Branding Ads Source: 2014 Millward Brown Digital
  21. 21. Appendix: Demographic Information
  22. 22. Appendix: Demographic Information Question: Please enter your age. Age Composition A 25-34 43% A 35-44 36% A 45-54 15% A 55-64 6% A 65+ 1% Gender Composition Male 59% Female 41% Question: What is your gender? Source: 2014 Millward Brown Digital
  23. 23. Appendix: Demographic Information Question: Which of the following best describes your job title? Job Title Composition CMO at a Fortune 5000 company 16% EVP/SVP of Marketing at a Fortune 5000 company 5% VP/Assistant VP of Marketing at a Fortune 5000 company 18% Director/Department Head of Marketing at a Fortune 5000 company 29% Marketing Manager of Marketing at a Fortune 5000 company 15% Media Planner at an advertising agency 5% Media Supervisor at an advertising agency 6% Associate Media Director at an advertising agency 0% Media Director at an advertising agency 2% Media Buyer at an advertising agency 1% Media Strategist at an advertising agency 2% Other N/A None of these N/A Industry Composition Advertising 4% Automotive 2% Consumer Electronics 8% CPG 2% Entertainment 5% Finance/Banking 10% Food and Drink 3% Marketing 8% Personal Care/Luxury Goods 3% Pharmaceuticals 3% Retail 11% Services 12% Telecom/Technology 13% Travel, Hospitality and Tourism 3% Other* 4% None of these 4% N/A - I do not work in marketing for a Fortune 5000 company 6% Question: If you work in marketing for a Fortune 500 company, which of the following best describes the industry in which you work? Source: 2014 Millward Brown Digital
  24. 24. Thank You!
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