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State of the Industry in Digital Advertising<br />December 2010, DigiDay:ONMEDIA<br />1<br />© 2010 DataXu, Inc. Privilege...
© 2010 DataXu, Inc. Privileged & Confidential <br />2<br />146<br />publishers,<br />213<br />agencies, and<br />67<br />a...
brands & agencies surveyed believe the industry is going through a seismic shift to 100% digital<br />© 2010 DataXu, Inc. ...
© 2010 DataXu, Inc. Privileged & Confidential <br />4<br />What’s the pace of the digital migration?<br />
Percent of Digital Ad Budgets<br />© 2010 DataXu, Inc. Privileged & Confidential <br />5<br />Brand and Agencies<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />6<br />What’s up with convergence?<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />7<br />78% of Agencies 60% of Brand say they have a holistic approach<...
© 2010 DataXu, Inc. Privileged & Confidential <br />8<br />80% of Agencies and 81% of Brands will run video campaigns in 2...
© 2010 DataXu, Inc. Privileged & Confidential <br />9<br />84% of Agencies and 91% of Brands will run display campaigns in...
© 2010 DataXu, Inc. Privileged & Confidential <br />10<br />85% of Agencies and 95% of Brands will run mobile campaigns in...
© 2010 DataXu, Inc. Privileged & Confidential <br />11<br />Why spend more on digital advertising?<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />12<br />Not technology<br />Performanceis what’s rated high<br />Photo...
© 2010 DataXu, Inc. Privileged & Confidential <br />13<br />Is digital changing the funnel?<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />14<br />There is a big shift in Brand usage of digital<br />Photo attr...
© 2010 DataXu, Inc. Privileged & Confidential <br />15<br />Branded Performanceis where it’s at<br />Photo attribution: fl...
© 2010 DataXu, Inc. Privileged & Confidential <br />16<br />Agency side<br />Branding oriented:<br />Performance oriented:...
© 2010 DataXu, Inc. Privileged & Confidential <br />17<br />All signs point to a new Branded Performance Category in 2011<...
© 2010 DataXu, Inc. Privileged & Confidential <br />18<br />So what’s working?<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />19<br />50%<br />cut in general ad network spend.<br />Photo attributi...
Shift in Ad Spend<br />© 2010 DataXu, Inc. Privileged & Confidential <br />20<br />Agencies<br />Brands<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />21<br />DSP… Why?<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />22<br />Agencies use<br />DSPs for direct response.<br />Brands value ...
© 2010 DataXu, Inc. Privileged & Confidential <br />23<br />What is the most important quality for selecting a media partn...
© 2010 DataXu, Inc. Privileged & Confidential <br />24<br />Trust and alignment with buy side interests.<br />Photo attrib...
© 2010 DataXu, Inc. Privileged & Confidential <br />25<br />What is your greatest concern in buying digital media?<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />26<br />1st concern is effective targeting.<br />2ndis measurement too...
© 2010 DataXu, Inc. Privileged & Confidential <br />27<br />Which types of targeting is most effective?<br />
Most Effective<br />© 2010 DataXu, Inc. Privileged & Confidential <br />28<br />Agencies and Brands<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />29<br />Why are we buying cookie lists?<br />Photo attribution: flickr...
© 2010 DataXu, Inc. Privileged & Confidential <br />30<br />It’s all about analytics, right?<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />31<br />Consumer Insight  > Media fees<br />Photo attribution: flickr....
© 2010 DataXu, Inc. Privileged & Confidential <br />32<br />How can analytics be improved?<br />
Photo attribution: flickr.com/photos/jordanfischer/72510316<br />© 2010 DataXu, Inc. Privileged & Confidential <br />33<br...
#1 More Actionable Insights<br />© 2010 DataXu, Inc. Privileged & Confidential <br />34<br />
© 2010 DataXu, Inc. Privileged & Confidential <br />35<br />What will you still depend on your agency for in 2011?<br />
Photo attribution: flickr.com/photos/chelseagirlphotos/444131481<br />© 2010 DataXu, Inc. Privileged & Confidential <br />...
© 2010 DataXu, Inc. Privileged & Confidential <br />37<br />Thank You<br />Get the whitepaper: http://dataxu.com/digiday/d...
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State of the Industry Study: Digital Advertising

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DataXu CEO Mike Baker's keynote presentation from DigiDay: ON MEDIA. This presentation includes some of the key findings from the recent "State of the Industry in Digital Advertising" Study sponsored by DIGIDAY and DataXu.

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State of the Industry Study: Digital Advertising

  1. 1. State of the Industry in Digital Advertising<br />December 2010, DigiDay:ONMEDIA<br />1<br />© 2010 DataXu, Inc. Privileged & Confidential <br />
  2. 2. © 2010 DataXu, Inc. Privileged & Confidential <br />2<br />146<br />publishers,<br />213<br />agencies, and<br />67<br />advertisers tookour survey<br />
  3. 3. brands & agencies surveyed believe the industry is going through a seismic shift to 100% digital<br />© 2010 DataXu, Inc. Privileged & Confidential <br />3<br />92%<br />Photo attribution: flickr.com/photos/trochee/424850077/<br />
  4. 4. © 2010 DataXu, Inc. Privileged & Confidential <br />4<br />What’s the pace of the digital migration?<br />
  5. 5. Percent of Digital Ad Budgets<br />© 2010 DataXu, Inc. Privileged & Confidential <br />5<br />Brand and Agencies<br />
  6. 6. © 2010 DataXu, Inc. Privileged & Confidential <br />6<br />What’s up with convergence?<br />
  7. 7. © 2010 DataXu, Inc. Privileged & Confidential <br />7<br />78% of Agencies 60% of Brand say they have a holistic approach<br />Really?<br />Photo attribution: flickr.com/photos/wolfgangstaudt/2896131064<br />
  8. 8. © 2010 DataXu, Inc. Privileged & Confidential <br />8<br />80% of Agencies and 81% of Brands will run video campaigns in 2011<br />Photo attribution: sxc.hu/photo/1189614<br />
  9. 9. © 2010 DataXu, Inc. Privileged & Confidential <br />9<br />84% of Agencies and 91% of Brands will run display campaigns in 2011<br />Photo attribution: flickr.com/photos/thetruthabout/2821726795<br />
  10. 10. © 2010 DataXu, Inc. Privileged & Confidential <br />10<br />85% of Agencies and 95% of Brands will run mobile campaigns in 2011<br />Photo attribution: flickr.com/photos/kitcowan/2103850699<br />
  11. 11. © 2010 DataXu, Inc. Privileged & Confidential <br />11<br />Why spend more on digital advertising?<br />
  12. 12. © 2010 DataXu, Inc. Privileged & Confidential <br />12<br />Not technology<br />Performanceis what’s rated high<br />Photo attribution: flickr.com/photos/jordanfischer/72510316<br />
  13. 13. © 2010 DataXu, Inc. Privileged & Confidential <br />13<br />Is digital changing the funnel?<br />
  14. 14. © 2010 DataXu, Inc. Privileged & Confidential <br />14<br />There is a big shift in Brand usage of digital<br />Photo attribution: flickr.com/photos/julianbleecker/2434362687<br />
  15. 15. © 2010 DataXu, Inc. Privileged & Confidential <br />15<br />Branded Performanceis where it’s at<br />Photo attribution: flickr.com/photos/beverlyhillsporsche/5152065475<br />
  16. 16. © 2010 DataXu, Inc. Privileged & Confidential <br />16<br />Agency side<br />Branding oriented:<br />Performance oriented:<br />Mixed for 2011:<br />All signs point to a new Branded Performance Category in 2011.<br />From 38% down to 23%for 2011<br />From 26% up to 30% for 2011<br />73%<br />Brand side<br />Branding oriented:<br />Performance oriented:<br />Mixed for 2011:<br />From 36% down to 24%for 2011<br />From 36% down to 12% for 2011<br />73%<br />
  17. 17. © 2010 DataXu, Inc. Privileged & Confidential <br />17<br />All signs point to a new Branded Performance Category in 2011<br />
  18. 18. © 2010 DataXu, Inc. Privileged & Confidential <br />18<br />So what’s working?<br />
  19. 19. © 2010 DataXu, Inc. Privileged & Confidential <br />19<br />50%<br />cut in general ad network spend.<br />Photo attribution: flickr.com/photos/28177041@N03/3666158737/ç<br />
  20. 20. Shift in Ad Spend<br />© 2010 DataXu, Inc. Privileged & Confidential <br />20<br />Agencies<br />Brands<br />
  21. 21. © 2010 DataXu, Inc. Privileged & Confidential <br />21<br />DSP… Why?<br />
  22. 22. © 2010 DataXu, Inc. Privileged & Confidential <br />22<br />Agencies use<br />DSPs for direct response.<br />Brands value DSPsforprospecting.<br />Photo attribution: flickr.com/photos/kevinpoh/4507945736<br />
  23. 23. © 2010 DataXu, Inc. Privileged & Confidential <br />23<br />What is the most important quality for selecting a media partner?<br />
  24. 24. © 2010 DataXu, Inc. Privileged & Confidential <br />24<br />Trust and alignment with buy side interests.<br />Photo attribution: flickr.com/photos/virtualfarmboy/4421793779<br />
  25. 25. © 2010 DataXu, Inc. Privileged & Confidential <br />25<br />What is your greatest concern in buying digital media?<br />
  26. 26. © 2010 DataXu, Inc. Privileged & Confidential <br />26<br />1st concern is effective targeting.<br />2ndis measurement tools.<br />3rdis inventory quality.<br />Photo attribution: flickr.com/photos/vizzzual-dot-com/2655969483<br />
  27. 27. © 2010 DataXu, Inc. Privileged & Confidential <br />27<br />Which types of targeting is most effective?<br />
  28. 28. Most Effective<br />© 2010 DataXu, Inc. Privileged & Confidential <br />28<br />Agencies and Brands<br />
  29. 29. © 2010 DataXu, Inc. Privileged & Confidential <br />29<br />Why are we buying cookie lists?<br />Photo attribution: flickr.com/photos/thetruthabout/2763075223<br />
  30. 30. © 2010 DataXu, Inc. Privileged & Confidential <br />30<br />It’s all about analytics, right?<br />
  31. 31. © 2010 DataXu, Inc. Privileged & Confidential <br />31<br />Consumer Insight > Media fees<br />Photo attribution: flickr.com/photos/killercyberman400/2610544345<br />
  32. 32. © 2010 DataXu, Inc. Privileged & Confidential <br />32<br />How can analytics be improved?<br />
  33. 33. Photo attribution: flickr.com/photos/jordanfischer/72510316<br />© 2010 DataXu, Inc. Privileged & Confidential <br />33<br />Analytics can be improved with actionable insights<br />
  34. 34. #1 More Actionable Insights<br />© 2010 DataXu, Inc. Privileged & Confidential <br />34<br />
  35. 35. © 2010 DataXu, Inc. Privileged & Confidential <br />35<br />What will you still depend on your agency for in 2011?<br />
  36. 36. Photo attribution: flickr.com/photos/chelseagirlphotos/444131481<br />© 2010 DataXu, Inc. Privileged & Confidential <br />36<br />Clients look to agencies primarily for planning and buying, regardless of technology<br />
  37. 37. © 2010 DataXu, Inc. Privileged & Confidential <br />37<br />Thank You<br />Get the whitepaper: http://dataxu.com/digiday/digital2011or email salesdg@dataxu.com<br />

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