Your SlideShare is downloading. ×
0
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Digiday Agency LA: The 2012 Online Brand Advertising Outlook
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Digiday Agency LA: The 2012 Online Brand Advertising Outlook

471

Published on

Vizu teamed with Digiday to ask more than 450 top brands, agencies and media sellers about how they view brand advertising online, and what they’re doubling down on in the coming year. We’ll share …

Vizu teamed with Digiday to ask more than 450 top brands, agencies and media sellers about how they view brand advertising online, and what they’re doubling down on in the coming year. We’ll share top-line survey results, then dig deeper into what it all means with a top-tier panel of media buyers and sellers, led by Jeff Smith, CMO and SVP of Client Services at Vizu.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
471
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Online Advertising Outlook for 2012 Today’s PanelistsModerator:• Jeff Smith, CMO & SVP Client Services, VizuPanelists:• Julie Berger, VP & Managing Director of Digital , Horizon Media• Amy Clark, Senior Research Analyst, Specific Media www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 1
  • 2. Real-Time Brand Advertising Effectiveness The Online Brand Advertising Outlook for 2012 February 29th 2012www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 2
  • 3. The Online Advertising Outlook for 2012 Today’s PanelistsModerator:• Jeff Smith, CMO & SVP Client Services, VizuPanelists:• Julie Berger, VP & Managing Director of Digital , Horizon Media• Amy Clark, Senior Research Analyst, Specific Media www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 3
  • 4. The Online Advertising Outlook for 2012 The Brand’s Perspective• Direct Response Advertising Growing: – 56% of brands respondents said they will increase spending in 2012 – 15% said they will increase spending by more than 20%• Brand Advertising Growing Even Faster: – 64% of brand respondents said they will increase spending in 2012 – 22% said they will increase spending by more than 20% www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 4
  • 5. The Online Brand Advertising Outlook for 2012 Brand vs. Performance: Brands’ Perspective Brands: In 2012, to what extent will you increase the % of your online ad budget allocated to brand advertising? Substantially increase 10% Moderately increase 50% Stay about the same 31% Moderately decrease 7% Substantially decrease 0% We do not spend on online brand 2% advertising 0% 10% 20% 30% 40% 50% 60%www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 5
  • 6. The Online Brand Advertising Outlook for 2012 Brand vs. Performance: Brands’ Perspective Brands: What type of digital advertising do you plan to use in 2012?www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 6
  • 7. The Online Brand Advertising Outlook for 2012 Brand vs. Performance: Media Seller’s Perspective Media Sellers: Where do you believe the majority of your ad sales dollars will be generated in 2012? 33% Direct Response 67% Brand AdvertisingGrowth Predictions• Direct Response Advertising Growing: 32% of media sellers responding said they expected sales growth in 2012, 8% said they expected growth greater than 20%• Brand Advertising Growing Faster: 51% of media sellers responding said they expected sales growth in 2012, 18% said they expected growth greater than 20%www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 7
  • 8. The Online Brand Advertising Outlook for 2012 Brand Ad Focus: Brands’ Perspective Brands: How will your spending in the following channels change relative to 2011? Mobile Advertising 69% 26% Social Media Advertising 63% 34% Video Advertising 57% 34% Increase Stay about the same Rich Media Advertising 29% 57% Decrease Dont Use Standard Display 20% 60% Advertising Connected TV/IPTV 17% 37% 0% 20% 40% 60% 80% 100%www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 8
  • 9. The Online Brand Advertising Outlook for 2012 TV Dollars: Brands’ Perspective Brands: Which statement best describes your thinking around substituting online video advertising for television advertising in the year ahead? We will be shifting a material amount of our advertising dollars from television to 11% online video We will be shifting some of our advertising dollars from television to 46% online video We will be experimenting with online 31% video advertising We will not be using online video 11% advertising 0% 10% 20% 30% 40% 50%www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 9
  • 10. The Online Brand Advertising Outlook for 2012 Question: What would make it even better? Brands: Which of the following would lead you to increase spending on online brand advertising? Improved clarity around the actual return 68% on your brand advertising investment Cleaning up the Ability to verify my brand advertising created the desired result (e.g. increased 56% “Metrics Morass” awareness of my product) in the online Ability to use the same metrics to evaluate medium brand advertising effectiveness online as 53% are used offline Purchasing efficiency (e.g. the ability to reach audience at scale through fewer 50% outlets) Ability to verify my online brand advertising was actually delivered to my target 38% audiencewww.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 10
  • 11. The Online Brand Advertising Outlook for 2012 Question: What would make it even better? Commenting on the amount of data bandied around in the online ecosystem, 34% of Media buyers stated: “I’m drowning in data; I would prefer to focus on a few meaningful metrics to evaluate the performance of my campaign”www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 11
  • 12. The Online Brand Advertising Outlook for 2012 Question: What would make it even better? Interviewees comments mirrored in IBM CMO Reportwww.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 12
  • 13. The Online Brand Advertising Outlook for 2012 Question: What would make it even better? Brands: Which of the following would lead you to increase spending on online brand advertising? Improved clarity around the actual return 68% on your brand advertising investment Cleaning up the Ability to verify my brand advertising created the desired result (e.g. increased 56% “Metrics Morass” awareness of my product) in the online Ability to use the same metrics to evaluate medium brand advertising effectiveness online as 53% are used offline Purchasing efficiency (e.g. the ability to reach audience at scale through fewer 50% outlets) Ability to verify my online brand advertising was actually delivered to my target 38% audiencewww.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 13
  • 14. The Online Brand Advertising Outlook for 2012 Question: What would make it even better? Brands Answer: Cleaning up the metrics mess; What do they want to use? Asked to what extent they would like to leverage Asked what they typically offline metrics in the online medium, brands say: report, Media Sellers say:The exact same metrics, and nothing else 6% The exact same metrics, and a few additional metrics specific to the online 55% medium Some of the metrics from the offline medium, some metrics specific to the 24% online mediumJust metrics specific to the online medium 15% 0% 10% 20% 30% 40% 50% 60% www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 14
  • 15. The Online Brand Advertising Outlook for 2012 What would make it even better? Brands Answer: Cleaning up the metrics mess; What do they want to use? Which metrics do you believe are most appropriate to use to determine the effectiveness of your online brand advertising? Brand Lift generated as a result of the 80% advertising Sales generated as a result of the 57% advertising Interaction rates with the advertising 31% Clickthrough rates on the advertising 29% Shares or re-posts of the advertising 29% Time spent / Dwell time (e.g. on a micro- 20% site) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 15
  • 16. The Online Brand Advertising Outlook for 2012 What would make it even better? Brands Answer: Cleaning up the metrics mess; but unfortunately, the click-through still clouds the picture Which statement best describes your opinion of click-through rates as they relate to online brand advertising campaigns? Clickthrough rates have some relevance 71% for online brand advertising Clickthrough rates are irrelevant to 26% online brand advertising Clickthrough rates should be the primary metrics used to assess the performance 3% of online brand advertising campaigns 0% 10% 20% 30% 40% 50% 60% 70% 80%www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 16
  • 17. The Online Brand Advertising Outlook for 2012 What would make it even better? Other key things brand advertisers are looking for:• Focus: 97% want the primary marketing objective against which ROI will be calculated, and the metric that will be used to measure performance against that objective, clearly defined in advance of the campaign• Proof: • Only 6% of brands surveyed said they “Strongly Believed” media sellers claims they can reach the custom / niche audiences the brands are looking for. • And even if the target audience is reached, nearly all respondents want proof consumer opinion was shiftedwww.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 17
  • 18. The Online Brand Advertising Outlook for 2012 Conclusion • In 2012, brand advertising may be set to finally surpass performance based advertising in the online medium • Both media buyers and sellers see significant growth in online brand advertising in 2012; particular channels will grow faster than others – Mobile, – Social, – Video • That said, the outlook could be even better, if we work to clean up the “metrics morass” in the online medium • Brands have told us what they are looking for – its up to all of us to provide itwww.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 18
  • 19. The Online Brand Advertising Outlook for 2012 Audience Q&A Obtain copy of the full report Email Darren Ellis at dellis@vizu.com Benchmark Your Brand Advertising IQ based on this Survey http://brandlift.vizu.com/knowledge-resources/brand-ad-iq/www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 19
  • 20. The Online Advertising Outlook for 2012 Today’s PanelistsModerator:• Jeff Smith, CMO & SVP Client Services, VizuPanelists:• Julie Berger, VP & Managing Director of Digital , Horizon Media• Amy Clark, Senior Research Analyst, Specific Media www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 20

×