Redefiniendo el marketing online - Google


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Infografía desarrollada por Google que muestra cómo influyen los nuevos medios y las formas de compartir información en las estrategias de marketing online

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Redefiniendo el marketing online - Google

  1. 1. Redefining advertising How 2013 transformed digital marketing 2013: A year of transformation. Old-school marketing met new technology and redefined traditional models. 20% of organizations incorporated digital into each marketing function. 1 Budgets are no longer siloed. Let’s look at how technology has been redefining the digital opportunity over the last year. Redefining “creative” Technology made creative more intelligent Creative is pushed to be more compelling 75% of YouTube's in-stream video ads are skippable 3 More advertisers begin using skippable ads 2 Skip Ad New formats take center stage Ads become part of the conversation 90% 73% 32% of publishers in OPA expect to offer native advertising solutions 4 of advertisers report using social media ads 3 of CMOs bought or planned to buy native ads in Q1–Q2 2013 5 SPONSORED POST Redefining “integrated“ The new 360 looks at cross-screen, cross-format ad campaigns People use 3 different screen combinations per day 81% use a smartphone and television simultaneously 66% use a smartphone and computer simultaneously 6 6 FLASH HTM INSTALL There are now more people in HTML5-compatible environments than in Flash-compatible ones 7 L5! 40% website to Android app install rate from Google+ Sign-in over-the-air installs 8 239 % Year over Year increase (YoY) in mobile queries across Google Display Network 9 Marketers: “Multi-screen is important” 48 10 50% 20 % percent This figure is expected to rise to 50% in 2016 10 of media spend is on integrated multi-screen campaigns rate multi-screen campaigns as very important The new “integrated” works Sony Computer Entertainment Europe sells 3.4M copies of "The Last of Us" with a multi-screen, cross-platform launch campaign 11 Interactive homepage takeovers mastheads and ad units Out of Home ads across multiple screens Video ad units, banners, and layers for mobile Interactive, cross-device HTML5 galleries Redefining “buying“ No longer an afterthought: the way digital spend is committed has changed “This week television, as we know it, ended” 18 companies from Yahoo! to YouTube to Blip present at the 2013 Digital Content NewFronts 12 Media buying happens in real-time 74 “We’re actually seeing more of a bridge between our direct sales force helping marketers buy inventory through automation.” 70 + % % growth in real-time bidding based programmatic media buys 14 - Curt Hecht, Chief Revenue Officer, The Weather Company 13 of advertisers and publishers deploying programmatic today 15 DoubleClick evolves AdX powers more daily transactions than the NYSE and NASDAQ combined 16 Preferred Deals impressions grow 250% on AdX, powering more creative and strategic media deals 16 DoubleClick Bid Manager powers programmatic social ads; launches on FBX 17 Brands take to programmatic M 10 $ Video impressions grow 3X on the Ad Exchange 18 30 CPMs over $10 increase 23% year over year 19 % increase in conversions for large insurance company as Vivaki uses search remarketing for display ads 20 Burberry’s multi-screen “Kisses” campaign is executed programmatically via Prefered Deals Redefining “success“ New metrics and technologies to measure success held digital accountable Seeing is believing Viewability becomes a hot topic for the industry as it finds out that “Nearly half of online ads are not viewed” 21 Google’s viewability solution, ActiveView, gets MRC-accredited 22 00:20+ CTR is comparable for viewable above-the-fold and viewable below-the-fold inventory CTR boosts 125% on average when an ad is viewed for longer than 20 seconds Engaging for success Engagement rate becomes a new metric for success, supported by ad formats like Engagement Ads and Cost Per Engagement payment models 2x time spent by users engaging with Google’s new Engagement Ads compared to other standard display formats 23 2-3% average engagement rate benefits advertisers 24 3x CPM increase for publishers like Answers “Our advertisers love the large canvas and pay-forengagement model” - Rich Dredge, Chief Revenue Officer 25 Let’s raise a toast to the year that was and the people who defied the norms and redefined advertising and marketing—from creative design, to media planning, to buying and measurement. Sources: 1 Adobe Study: “Digital Distress: What Keeps Marketers Up at Night?;“ September 2013 2 Google Study: “Insights from DoubleClick: Video Advertising Momentum;“ June 2013 3 Google Internal Data 4 OPA Study: “Premium Content Brands Are Native Naturals;“ July 2013 5 Forbes Insights Study: “Going Native;“ November 2012 6 Google/Sterling Brands/Ipsos Study: “The New Multi-Screen World;“ August 2012 7 Google/Illuminas Study: “Unlocking the HTML5 Opportunity;“ September 2013 8 Google Internal Data 9 comScore Media Metrix Ranks Top 50 U.S. Web Properties for August 2012; August 2012 10 Nielsen Study: “Optimizing Integrated Multi-Screen Campaigns;“ November 2013 11 Sony Press Release: “The Last of Us sales Exceed 3.4 Million Units Worldwide;“ July 2013 12 Forbes Article: “Television Ends, Connected TV Begins at NewFronts 2013;“ May 2013 13 Programmatic in the Future: Publishers weigh in; August 2013 14 eMarketer Article: “Nearly One-fifth of US Display Spending Will Be Automated This Year;“ August 2013 15 IAB Study: “Programmatic Everywhere? Data, Technology and the Future of Audience Engagement;“ November 2013 16 Google Internal Data 17 DoubleClick Bid Manager Joins FBX, Facebook’s Real-Time Bidding Exchange; October 2013 18 Google Study: “Insights from DoubleClick: Video Advertising Momentum;“ June 2013 19 The brand revolution is underway; March 2013 20 Vivaki study DoubleClick Vivaki Case Study: August 2013 21 AdAge Article: “Worse Than You Thought: Nearly Half of Online Ads Aren't Viewed;“ June 2013 22 The Importance of Being Seen: Viewability and Brands; April 2013 23 Google Internal Data 24 Google Engagement ads data, January - Nov. 2013 25 The brand revolution is underway; March 2013 | Think Insights