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The last 12 months in display advertising

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Sam Fenton-Elstone opened Display Day 2014 with this intro which includes results from our client survey and an update on the last 12 months in display advertising.

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The last 12 months in display advertising

  1. 1. #iXdisplay The last 12 months in display advertising Sam Fenton-Elstone, Head of Media - July 2014 15.07.2014
  2. 2. #iXdisplay Client survey results
  3. 3. #iXdisplay Build brand awareness 31% Direct response 54% Influence consideration 15% What do you see as the objective of your display marketing?
  4. 4. #iXdisplay What role within your business do you currently use paid social for? Branding activity 67% 60%
  5. 5. #iXdisplay How are you integrating your display advertising with marketing channels? Onsite Content 42% Paid Search 42% Social Media 8% Email 8%
  6. 6. #iXdisplay What barriers, do you currently face when running your display activity? Attribution 25% Budget 31% Value/Understanding 13% Measurement 19% Cross Channel Impact 13%
  7. 7. #iXdisplay < £100K Increase This Annually, how much are you currently spending on display advertising?
  8. 8. #iXdisplay 9.50AM: Managing your data: How to move from gathering data to processing and applying it correctly in a cross platform efficient manner - Lucia Mastromauro, DoubleClick 10.10AM: How Hearst are planning for a future where content, display innovation and performance marketing meet’ – Stephen Edwards, Hearst 10.40AM: Coffee Break 11.00AM: The age-ism of Paid Social – Sean Mazur & James Mortimer, iCrossing 11.30AM: reed.co.uk case study: How they broke YouTube records - Jamie Bodkin, Reed & Oliver Hughes, iCrossing 12.00PM: Taking advantage of mobile display - Max Macintosh, Google 12.20PM Panel discussion Q&A – iCrossing, Google and reed.co.uk 12.40PM: Closing 12.45PM: Networking & Refreshments Agenda Display Day 14
  9. 9. #iXdisplay 12 months ago…
  10. 10. #iXdisplay 2013
  11. 11. #iXdisplay Same, same. But different.
  12. 12. #iXdisplay 71.40% 56.30% 30.70% 26.50% 19.40% 14.20% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% $- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 $16.00 $18.00 2011 2012 2013 2014 2015 2016 2017 US Programmatic Spend Spend Change % Spend (billion) Source: MAGNA GLOBAL, emarketer
  13. 13. #iXdisplay 11% 19% 28% 34% 41% 47% 52% 13% 18% 25% 29% 32% 32% 31% 76% 62% 47% 36% 27% 21% 17% 0% 20% 40% 60% 80% 100% 120% 2011 2012 2013 2014 2015 2016 2017 US Ad Spend share by Type RTB Non-RTB Programmatic Non Programamtic Source: MAGNA GLOBAL, emarketer
  14. 14. #iXdisplay 94.80% 75.30% 38.40% 31.90% 27.40% 15.30% 13.00% 19.00% 22.00% 25.00% 27.40% 29.00% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% $- $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 2012 2013 2014 2015 2016 2017 US RTB Spend Spend Change % % Total Display Spend (billion) Source: emarketer
  15. 15. #iXdisplay In 2014 Mobile won. Is TV on the ropes?
  16. 16. #iXdisplay 113 minutes (27%) 147 minutes (35%) 50 minutes (12%) 108 minutes (26%) Device Key TV LAPTOP SMARTPHONE TABLET Source: Millward Brown
  17. 17. #iXdisplay 113 108 147 50 27% 26% 35% 12% 60% 29% 60% 29% DAILY SCREEN MINUTES GLOBAL MEDIA SPEND 2013 2016 Device Key TV LAPTOP SMARTPHONE TABLET 113 108 147 50 27% 26% 35% 12% 60% 29% 60% 29% 4% 12% Source: Millward Brown
  18. 18. #iXdisplay Agree or disagree – ‘More than 50% of our digital visitors will be via mobile by 2015’ 60%21% 19% Agree Neutral Disagree Source: econsultancy
  19. 19. #iXdisplay 49% 31% 20% Agree Neutral Disagree Agree or disagree – ‘Mass reach via TV ads won’t be an effective tactic within five years’ Source: econsultancy
  20. 20. #iXdisplay Audience is key.
  21. 21. #iXdisplay So, I’m excited. Are you?
  22. 22. #iXdisplay Audience duplication across networks & devices Reliant on publisher execution Expensive workflows Poor brand safety Competitive network bidding Wastage Lack of Actionable insight Missed Conversions Expensive lunches
  23. 23. #iXdisplay Audience duplication across networks & devices Reliant on publisher execution Expensive workflows Poor brand safety Competitive network bidding Wastage Lack of Actionable insight Missed Conversions Expensive lunches A thing of the past.
  24. 24. #iXdisplay Media buying in 2014. One strategy, approach and platform: Display. Paid Social. Video. Search. By Life Stage: Tailor the search experience for Super Moms By Customer Status: People who purchased in the past will be cross-sold other products By Shopping Phase: Show a “closer” offer to customers who have shown intent by visiting your site By Interest: Make creative that resonates with people with certain interests & hobbies
  25. 25. #iXdisplay This time next year Rodders…
  26. 26. #iXdisplay Media buying in 2015? One strategy, approach and platform: Display. Paid Social. Video. Search. TV. Digital Outdoor. Interactive Print. Radio. By Life Stage: Tailor the search experience for Super Moms By Customer Status: People who purchased in the past will be cross-sold other products By Shopping Phase: Show a “closer” offer to customers who have shown intent by visiting your site By Interest: Make creative that resonates with people with certain interests & hobbies

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