SlideShare a Scribd company logo
1 of 27
Download to read offline
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Advertising Demand Report 2016: North America
Adobe Digital Insights
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Methodology
Analysis of aggregated and anonymous data – 800 billion visits to 800 North American
websites (Jan. 2013 – June 2016):
 North American companies in select industries: Media & Entertainment, Retail, Travel, Finance, Automotive, and
Health
 Websites classified into segments based on change in number of website visits over the past three years
• Growth Websites: Visits increased between Q2 2013 and Q2 2016
• Shrinking Websites: Visits decreased between Q2 2013 and Q2 2016
 Survey of 1,000+ U.S. consumers, covering their perceptions and preferences around digital advertising and ad
blocking (conducted mid-August 2016)
 Ad-blocking statistics courtesy of PageFair, based on data through June 2016, including number of blockers
installed across 21 countries on desktop and mobile devices
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Key Insights
1. Given Internet saturation in the U.S., organic website traffic growth is reaching an end –
cross-channel advertising can help drive engaging experiences and entice visitors
2. Long-term ad strategies increase revenue in North America; ad channels deliver more
smartphone traffic
3. Consumers believe ads are improving and can be effective, but marketers still have more
work to do (Survey)
4. Highly personalized and consistent ads across channels offer advertisers an opportunity to
counter ad blockers and avoid losing 23M U.S. consumers to desktop ad blockers over the
next few years (PageFair Data)
3
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
North American Internet Traffic has Reached Saturation
4
Region
Internet
Penetration
of Top 20
Economies
Key
Countries
Penetration
and Annual
Growth
North America 77% United States 88.5%, +1.1%
Europe 77%
United
Kingdom
Germany
92.6%, +0.9%
88.0%, +0.6%
Website traffic has only grown 0.1% over past 42 months (CAGR)
 3 out of 4 people already access the Internet (Source: Internet Live Stats)
• Traffic increases due to Internet penetration have evaporated
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Eat Lunch or Be Lunch: Websites Are Either Growing or Shrinking
Over the past three years:


62% of websites grew – Visits increased by average of 51%
38% of websites declined – Average visit shrinkage was 31%
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Growing firms ensure other advertising channels are part of the mix:
Branding Only Takes a Website So Far
6


Brand strength channels: Natural Search, Direct Traffic & Referring Domains
Growing firms: 36% more traffic from other tactics (including Email, Paid Search, Social) than
shrinking firms
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Growing Websites:
7
Growing Websites Evolve with the Customer Journey



Leveraged more personalized, in-the-moment tactics
Social and email garner noticeably higher traffic shares
Shrinking websites:
Affiliate & Partner tactics have a higher share
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartphone Traffic from Advertising Has Increased 40%
Those early to the mobile optimization
race won:
 Growing websites had more smartphone traffic
three years ago than shrinking websites
 Some sites still struggle: smartphone traffic gap
remained the same (43% gap)
Ad channels deliver more smartphone
traffic:
7 of 10 smartphone visits come from ad channels
(vs. 1 of 2 in 2013)
8
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Growing Websites See More Smartphone Traffic on Social and Email
9
Growing websites placed more emphasis on Social & Email channels:
• Social: 2.9x more smartphone traffic
• Email: 1.7x more smartphone traffic
Declining firms relied on Affiliate/Partners and Natural Search
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Multi-Channel Strategies Encourage Growth Across Industries
Growing websites see more ad-driven traffic than shrinking:
10



Retail: Biggest gap between those that grew and those that shrank (72% vs. 63%)
Finance: Least amount of ad-driven traffic (50% average in Q2 2016)
Media & Entertainment: Most traffic from ad channels (72% average in Q2 2016)
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Long-Term Advertising Strategies Increase Revenue
11
Growing retailers see:
 Higher RPV for transactional channels (Paid Search, Natural Search, and Affiliates)
 Lower RPV for reaching consumers (social, display, and email)
RPV for North American
Retailers (Q2 2016)
Shrank $2.43
Grew $2.60
Difference 7%
By combining tactics and the marketing mix, retailers who grew generated an average of
$0.17 per visit (+7%) more than retailers who shrank
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
68% of consumers believe ads
have improved or stayed the same
 Narrow margin: Advertisers have more
work to do to deliver the right message at
the right time
Majority judge marketers as
effective at providing interesting
ads (57%)
 Higher for those ages 25-34 (63%)
12
Consumers Believe Ads are Improving
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalized Ad Delivery Needs Improvement
78% of consumers like personalized ads, but only 28% think they’re tailored correctly
 Most interesting ads seen while browsing or using social media – when attention can be diverted.
 Less likely to notice while doing something with intent (e.g. watching videos or using apps)
13
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Facebook Is Preferred Social Media Platform for Relevant Ads
14
41% of consumers rate Facebook highest in doing the best job at delivering relevant and
interesting ads
 Marketers should focus on attention, not the transaction
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Some Ads are More Intrusive than Others
15
Consumers unwilling to watch ads with intrusive experiences
(e.g. automatic sounds and pop-ups)
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Frequency and Length of Ads Are Actionable Consumer Concerns
16
Video ad length should be monitored:
 1/3 of consumers are annoyed by the length
 Increases among younger consumers (58% of
18-24 year olds)
Frequency capping should be
considered for ads:
 19% of desktop and 21% of smartphone
respondents ad use an ad-blocker due to
frequency issues
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Skippability” Is the #1 Consumer Complaint About Ads
57% say being unable to skip is the most annoying element of an online video ad
 Followed by automatic video and audio, and ad length
 48% of consumers will stop watching video if they can’t skip the ad
• Share higher among those who make >$50K annually (51% vs. 42%)
17
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Most Consumers Not Interested in Paying for Ad-Free Internet
18
71% of consumers try to skip ads, but only 37% would go as far as paying to avoid ads

•
Consumers no longer limited to just expressing dissatisfaction
Instead of paying, they can actively block ads by installing blockers
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
U.S. Desktop Ad-Blocking Could Grow to 74M+ Users
Globally, monthly active desktop ad-blockers is up 4x since 2013 to 220M:
 U.S. ranks in lower half vs. Europe for current desktop penetration (18%)
• With large Internet user base (285M), the potential for impact is much higher
 If U.S. desktop ad-blocking matches levels similar to Germany, Canada and Sweden…
• Could grow by 44% -- adding 23 million people to the pool
19
Country
Desktop Ad
Blocking
Penetration
Country
Desktop Ad
Blocking
Penetration
France 12% Spain 19%
Italy 15% Canada 24%
Netherlands 15% Denmark 26%
UK 17% Germany 27%
US 18% Sweden 28%
SOURCE: PAGEFAIR (MAY 2016)
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Ad-Blocking Impacts Everyone, From Marketers to Tech Companies
20
Platform POV:
“In my mind, [ad-blocking] is a very
blunt instrument. And that's why we
need to be worried.”
- Sridhar Ramaswamy, Google
“Revenue generated from the display
of ads on personal computers has
been impacted by [ad blocking]
technology from time to time.”
- Facebook earnings call
Consumer POV:
 44% of blockers find desktop ads
annoying
 89% plan to continue using one
 Not everyone plans to use one
(14%)
Marketing POV:
Specific triggers of ad-blocking
adoption:
1. Over-targeting and abuse of
personal data (51%)
2. Too many ads (41%)
ADI Recommendation: Back off
targeting rules and install stringent
frequency caps.
Source: ADI Digital Advertising Survey 2016
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Display Traffic Has Decreased in Past Three Years
U.S. share of traffic from display has decreased by -32% (Q2 2013 – Q2 2016)
 Display occupies a unique position in digital marketing as an upper-funnel tactic that can reach new and loyal audiences
21
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Ad-Blocking Users Prefer to Interact Socially
As ad-blocking penetration increases, traffic from display tends to decrease
 The decrease in display traffic is offset by an increase in traffic from social media
 The U.S. sees lower display traffic and higher social traffic– ad-blocking risk less than in Europe
22
© 2016 Adobe Systems Incorporated. All Rights Reserved.
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Appdendix
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Glossary
 Ad Channels - things influenced directly by marketers, i.e. all but Direct Traffic
 Natural Search - arriving organically from a search engine as the result of SEO
 Direct - entering a URL in the address bar or using a book mark
 Paid Search - arriving via an ad, including product ads, from a search engine and SEM
 Referral - a referring domain that links to a site
 Email/Newsletters - direct communication channels with consumers, includes RSS
 Display - an embedded link in an ad displayed on a page
 Affiliate/Partner - from a named channel partner, either an affiliate aggregator or a specific site
 RPV - revenue per visit
 AOV - average order value
 CAGR - compound growth rate computed over months
© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25-34 Year Olds More Willing to Watch Online Advertisements
26
Across most ad types, >50% of consumers are willing to watch them
 18-24 age willing to watch skippable video ads than any other type
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Only 34% of traffic is direct:
 15% of visits to U.S. sites come from other countries
Source of traffic and ad-driven share vary by country:
 Great Britain and Spain: Lead with over 20% traffic from other countries
 France and Nordic countries: Much less cross-border traffic
U.S. Sees 66% of Traffic Coming from Ad Channels
Ad channel traffic includes all sources except Direct Traffic

More Related Content

What's hot

Adobe Digital Economy Project - March 2017
Adobe Digital Economy Project - March 2017Adobe Digital Economy Project - March 2017
Adobe Digital Economy Project - March 2017Adobe
 
Adobe Digital Economy Project: July 2016 Update
Adobe Digital Economy Project: July 2016 UpdateAdobe Digital Economy Project: July 2016 Update
Adobe Digital Economy Project: July 2016 UpdateAdobe
 
Adobe Digital Economy Project – November 2016
Adobe Digital Economy Project – November 2016Adobe Digital Economy Project – November 2016
Adobe Digital Economy Project – November 2016Adobe
 
Adobe Digital Economy Project -- May 2017
Adobe Digital Economy Project -- May 2017Adobe Digital Economy Project -- May 2017
Adobe Digital Economy Project -- May 2017Adobe
 
Adobe Digital Economy Project -- July 2017
Adobe Digital Economy Project -- July 2017Adobe Digital Economy Project -- July 2017
Adobe Digital Economy Project -- July 2017Adobe
 
ADI 2017 Tax Day Report
ADI 2017 Tax Day ReportADI 2017 Tax Day Report
ADI 2017 Tax Day ReportAdobe
 
Adobe Digital Economy Project -- June 2017
Adobe Digital Economy Project -- June 2017Adobe Digital Economy Project -- June 2017
Adobe Digital Economy Project -- June 2017Adobe
 
Adobe Digital Economy Project - December 2016
Adobe Digital Economy Project - December 2016Adobe Digital Economy Project - December 2016
Adobe Digital Economy Project - December 2016Adobe
 
Adobe Digital Economy Project -- April 2017
Adobe Digital Economy Project -- April 2017Adobe Digital Economy Project -- April 2017
Adobe Digital Economy Project -- April 2017Adobe
 
Adobe Digital Economy Project -- August 2017
Adobe Digital Economy Project -- August 2017Adobe Digital Economy Project -- August 2017
Adobe Digital Economy Project -- August 2017Adobe
 
2016 Holiday Shopping Predictions: Australia
2016 Holiday Shopping Predictions: Australia2016 Holiday Shopping Predictions: Australia
2016 Holiday Shopping Predictions: AustraliaAdobe
 
ADI 2016 Japan & Asia-Pacific Best of the Best
ADI 2016 Japan & Asia-Pacific Best of the BestADI 2016 Japan & Asia-Pacific Best of the Best
ADI 2016 Japan & Asia-Pacific Best of the BestAdobe
 
Adobe Digital Economy Project -- September 2017
Adobe Digital Economy Project -- September 2017Adobe Digital Economy Project -- September 2017
Adobe Digital Economy Project -- September 2017Adobe
 
ADI's State Of Digital Advertising: Asia-Pacific
ADI's State Of Digital Advertising: Asia-PacificADI's State Of Digital Advertising: Asia-Pacific
ADI's State Of Digital Advertising: Asia-PacificAdobe
 
ADI 2016 Europe Best of the Best
ADI 2016 Europe Best of the BestADI 2016 Europe Best of the Best
ADI 2016 Europe Best of the BestAdobe
 
Adobe Mobile Trends Refresh -- Q2 2017
Adobe Mobile Trends Refresh -- Q2 2017Adobe Mobile Trends Refresh -- Q2 2017
Adobe Mobile Trends Refresh -- Q2 2017Adobe
 
ADI Retail Industry Report -- Q2 2017
ADI Retail Industry Report -- Q2 2017ADI Retail Industry Report -- Q2 2017
ADI Retail Industry Report -- Q2 2017Adobe
 
ADI: State Of Digital Advertising: Europe
ADI: State Of Digital Advertising: EuropeADI: State Of Digital Advertising: Europe
ADI: State Of Digital Advertising: EuropeAdobe
 
2016 Holiday Shopping Predictions: Europe And Asia-Pacific
2016 Holiday Shopping Predictions: Europe And Asia-Pacific2016 Holiday Shopping Predictions: Europe And Asia-Pacific
2016 Holiday Shopping Predictions: Europe And Asia-PacificAdobe
 

What's hot (20)

Adobe Digital Economy Project - March 2017
Adobe Digital Economy Project - March 2017Adobe Digital Economy Project - March 2017
Adobe Digital Economy Project - March 2017
 
DPM in Pictures
DPM in PicturesDPM in Pictures
DPM in Pictures
 
Adobe Digital Economy Project: July 2016 Update
Adobe Digital Economy Project: July 2016 UpdateAdobe Digital Economy Project: July 2016 Update
Adobe Digital Economy Project: July 2016 Update
 
Adobe Digital Economy Project – November 2016
Adobe Digital Economy Project – November 2016Adobe Digital Economy Project – November 2016
Adobe Digital Economy Project – November 2016
 
Adobe Digital Economy Project -- May 2017
Adobe Digital Economy Project -- May 2017Adobe Digital Economy Project -- May 2017
Adobe Digital Economy Project -- May 2017
 
Adobe Digital Economy Project -- July 2017
Adobe Digital Economy Project -- July 2017Adobe Digital Economy Project -- July 2017
Adobe Digital Economy Project -- July 2017
 
ADI 2017 Tax Day Report
ADI 2017 Tax Day ReportADI 2017 Tax Day Report
ADI 2017 Tax Day Report
 
Adobe Digital Economy Project -- June 2017
Adobe Digital Economy Project -- June 2017Adobe Digital Economy Project -- June 2017
Adobe Digital Economy Project -- June 2017
 
Adobe Digital Economy Project - December 2016
Adobe Digital Economy Project - December 2016Adobe Digital Economy Project - December 2016
Adobe Digital Economy Project - December 2016
 
Adobe Digital Economy Project -- April 2017
Adobe Digital Economy Project -- April 2017Adobe Digital Economy Project -- April 2017
Adobe Digital Economy Project -- April 2017
 
Adobe Digital Economy Project -- August 2017
Adobe Digital Economy Project -- August 2017Adobe Digital Economy Project -- August 2017
Adobe Digital Economy Project -- August 2017
 
2016 Holiday Shopping Predictions: Australia
2016 Holiday Shopping Predictions: Australia2016 Holiday Shopping Predictions: Australia
2016 Holiday Shopping Predictions: Australia
 
ADI 2016 Japan & Asia-Pacific Best of the Best
ADI 2016 Japan & Asia-Pacific Best of the BestADI 2016 Japan & Asia-Pacific Best of the Best
ADI 2016 Japan & Asia-Pacific Best of the Best
 
Adobe Digital Economy Project -- September 2017
Adobe Digital Economy Project -- September 2017Adobe Digital Economy Project -- September 2017
Adobe Digital Economy Project -- September 2017
 
ADI's State Of Digital Advertising: Asia-Pacific
ADI's State Of Digital Advertising: Asia-PacificADI's State Of Digital Advertising: Asia-Pacific
ADI's State Of Digital Advertising: Asia-Pacific
 
ADI 2016 Europe Best of the Best
ADI 2016 Europe Best of the BestADI 2016 Europe Best of the Best
ADI 2016 Europe Best of the Best
 
Adobe Mobile Trends Refresh -- Q2 2017
Adobe Mobile Trends Refresh -- Q2 2017Adobe Mobile Trends Refresh -- Q2 2017
Adobe Mobile Trends Refresh -- Q2 2017
 
ADI Retail Industry Report -- Q2 2017
ADI Retail Industry Report -- Q2 2017ADI Retail Industry Report -- Q2 2017
ADI Retail Industry Report -- Q2 2017
 
ADI: State Of Digital Advertising: Europe
ADI: State Of Digital Advertising: EuropeADI: State Of Digital Advertising: Europe
ADI: State Of Digital Advertising: Europe
 
2016 Holiday Shopping Predictions: Europe And Asia-Pacific
2016 Holiday Shopping Predictions: Europe And Asia-Pacific2016 Holiday Shopping Predictions: Europe And Asia-Pacific
2016 Holiday Shopping Predictions: Europe And Asia-Pacific
 

Similar to Adobe Digital Insights Advertising Demand Report 2016: North America

Canadian Ad Blocking Study 2016 IAB for Marketers
Canadian Ad Blocking Study 2016 IAB for MarketersCanadian Ad Blocking Study 2016 IAB for Marketers
Canadian Ad Blocking Study 2016 IAB for MarketersRodd SL
 
Adblocking Goes Mainstream
Adblocking Goes MainstreamAdblocking Goes Mainstream
Adblocking Goes MainstreamPageFair
 
Digital Advertising Report 2017
Digital Advertising Report 2017Digital Advertising Report 2017
Digital Advertising Report 2017Adobe
 
2015 Ad Blocking Report
2015 Ad Blocking Report2015 Ad Blocking Report
2015 Ad Blocking ReportWebrazzi
 
2015 Ad Blocking Report - The Cost of Adblocking
2015 Ad Blocking Report - The Cost of Adblocking2015 Ad Blocking Report - The Cost of Adblocking
2015 Ad Blocking Report - The Cost of AdblockingPageFair
 
2015 Report on the cost of ad blocking by PageFair
2015 Report on the cost of ad blocking by PageFair2015 Report on the cost of ad blocking by PageFair
2015 Report on the cost of ad blocking by PageFairMargarita Zlatkova
 
Отчет об использовании AdBlock в мире 2015
Отчет об использовании AdBlock в мире 2015Отчет об использовании AdBlock в мире 2015
Отчет об использовании AdBlock в мире 2015Михаил Климарёв
 
The cost of ad blocking - Page Fair and Adobe 2015 Report
The cost of ad blocking - Page Fair and Adobe 2015 ReportThe cost of ad blocking - Page Fair and Adobe 2015 Report
The cost of ad blocking - Page Fair and Adobe 2015 ReportRomain Fonnier
 
The cost of adblocking - Adobe - 2015
The cost of adblocking - Adobe - 2015The cost of adblocking - Adobe - 2015
The cost of adblocking - Adobe - 2015Romain Fonnier
 
PageFair and Adobe 2015 Ad Blocking Report
PageFair and Adobe 2015 Ad Blocking ReportPageFair and Adobe 2015 Ad Blocking Report
PageFair and Adobe 2015 Ad Blocking Reportyann le gigan
 
HOW TO GET AHEAD OF WHAT IS HAPPENING
HOW TO GET AHEAD OF WHAT IS HAPPENINGHOW TO GET AHEAD OF WHAT IS HAPPENING
HOW TO GET AHEAD OF WHAT IS HAPPENINGsinnerschrader
 
Maximizing the roi from online marketing
Maximizing the roi from online marketingMaximizing the roi from online marketing
Maximizing the roi from online marketingViệt Long Plaza
 
2014 Global Programmatic Insights Report: From Scale to Sophistication
2014 Global Programmatic Insights Report: From Scale to Sophistication2014 Global Programmatic Insights Report: From Scale to Sophistication
2014 Global Programmatic Insights Report: From Scale to SophisticationJaldous888
 
2014 Global Programmatic Insights Report
2014 Global Programmatic Insights Report2014 Global Programmatic Insights Report
2014 Global Programmatic Insights ReportRonald Ramlan
 
Maximizing the ROI from Online Marketing
Maximizing the ROI from Online MarketingMaximizing the ROI from Online Marketing
Maximizing the ROI from Online MarketingScott Abel
 
Business Analytics Capstone
Business Analytics CapstoneBusiness Analytics Capstone
Business Analytics CapstoneCorey Anderson
 
L'achat programmatique vu par Ipsos
L'achat programmatique vu par IpsosL'achat programmatique vu par Ipsos
L'achat programmatique vu par IpsosIpsos France
 
ADI -- State Of Digital Advertising 2018
ADI -- State Of Digital Advertising 2018ADI -- State Of Digital Advertising 2018
ADI -- State Of Digital Advertising 2018Adobe
 

Similar to Adobe Digital Insights Advertising Demand Report 2016: North America (20)

Canadian Ad Blocking Study 2016 IAB for Marketers
Canadian Ad Blocking Study 2016 IAB for MarketersCanadian Ad Blocking Study 2016 IAB for Marketers
Canadian Ad Blocking Study 2016 IAB for Marketers
 
Adblocking Goes Mainstream
Adblocking Goes MainstreamAdblocking Goes Mainstream
Adblocking Goes Mainstream
 
Digital Advertising Report 2017
Digital Advertising Report 2017Digital Advertising Report 2017
Digital Advertising Report 2017
 
Adobe's 2015 Ad Blocking Report
Adobe's 2015 Ad Blocking ReportAdobe's 2015 Ad Blocking Report
Adobe's 2015 Ad Blocking Report
 
2015 Ad Blocking Report
2015 Ad Blocking Report2015 Ad Blocking Report
2015 Ad Blocking Report
 
2015 Ad Blocking Report - The Cost of Adblocking
2015 Ad Blocking Report - The Cost of Adblocking2015 Ad Blocking Report - The Cost of Adblocking
2015 Ad Blocking Report - The Cost of Adblocking
 
2015 Report on the cost of ad blocking by PageFair
2015 Report on the cost of ad blocking by PageFair2015 Report on the cost of ad blocking by PageFair
2015 Report on the cost of ad blocking by PageFair
 
Отчет об использовании AdBlock в мире 2015
Отчет об использовании AdBlock в мире 2015Отчет об использовании AdBlock в мире 2015
Отчет об использовании AdBlock в мире 2015
 
The cost of ad blocking - Page Fair and Adobe 2015 Report
The cost of ad blocking - Page Fair and Adobe 2015 ReportThe cost of ad blocking - Page Fair and Adobe 2015 Report
The cost of ad blocking - Page Fair and Adobe 2015 Report
 
The cost of adblocking - Adobe - 2015
The cost of adblocking - Adobe - 2015The cost of adblocking - Adobe - 2015
The cost of adblocking - Adobe - 2015
 
PageFair and Adobe 2015 Ad Blocking Report
PageFair and Adobe 2015 Ad Blocking ReportPageFair and Adobe 2015 Ad Blocking Report
PageFair and Adobe 2015 Ad Blocking Report
 
HOW TO GET AHEAD OF WHAT IS HAPPENING
HOW TO GET AHEAD OF WHAT IS HAPPENINGHOW TO GET AHEAD OF WHAT IS HAPPENING
HOW TO GET AHEAD OF WHAT IS HAPPENING
 
Maximizing the roi from online marketing
Maximizing the roi from online marketingMaximizing the roi from online marketing
Maximizing the roi from online marketing
 
Crush packages
Crush packagesCrush packages
Crush packages
 
2014 Global Programmatic Insights Report: From Scale to Sophistication
2014 Global Programmatic Insights Report: From Scale to Sophistication2014 Global Programmatic Insights Report: From Scale to Sophistication
2014 Global Programmatic Insights Report: From Scale to Sophistication
 
2014 Global Programmatic Insights Report
2014 Global Programmatic Insights Report2014 Global Programmatic Insights Report
2014 Global Programmatic Insights Report
 
Maximizing the ROI from Online Marketing
Maximizing the ROI from Online MarketingMaximizing the ROI from Online Marketing
Maximizing the ROI from Online Marketing
 
Business Analytics Capstone
Business Analytics CapstoneBusiness Analytics Capstone
Business Analytics Capstone
 
L'achat programmatique vu par Ipsos
L'achat programmatique vu par IpsosL'achat programmatique vu par Ipsos
L'achat programmatique vu par Ipsos
 
ADI -- State Of Digital Advertising 2018
ADI -- State Of Digital Advertising 2018ADI -- State Of Digital Advertising 2018
ADI -- State Of Digital Advertising 2018
 

More from Adobe

Where I'm From | Adobe Diverse Voices
Where I'm From | Adobe Diverse VoicesWhere I'm From | Adobe Diverse Voices
Where I'm From | Adobe Diverse VoicesAdobe
 
Adobe Life Reflections
Adobe Life ReflectionsAdobe Life Reflections
Adobe Life ReflectionsAdobe
 
2021 Sundance Ignite x Adobe Fellows
2021 Sundance Ignite x Adobe Fellows2021 Sundance Ignite x Adobe Fellows
2021 Sundance Ignite x Adobe FellowsAdobe
 
Adobe Holiday Shopping Recap 2020
Adobe Holiday Shopping Recap 2020Adobe Holiday Shopping Recap 2020
Adobe Holiday Shopping Recap 2020Adobe
 
The Inaugural Cohort of Women at Sundance | Adobe Fellowship
The Inaugural Cohort of Women at Sundance | Adobe Fellowship The Inaugural Cohort of Women at Sundance | Adobe Fellowship
The Inaugural Cohort of Women at Sundance | Adobe Fellowship Adobe
 
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH StigmaAdobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH StigmaAdobe
 
Introducing the 2020 Sundance Ignite x Adobe Fellows
Introducing the 2020 Sundance Ignite x Adobe FellowsIntroducing the 2020 Sundance Ignite x Adobe Fellows
Introducing the 2020 Sundance Ignite x Adobe FellowsAdobe
 
Adobe Personalization 2020 Survey​ of Consumers and Marketers
Adobe Personalization 2020 Survey​ of Consumers and MarketersAdobe Personalization 2020 Survey​ of Consumers and Marketers
Adobe Personalization 2020 Survey​ of Consumers and MarketersAdobe
 
The Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital TransformationThe Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital TransformationAdobe
 
Sundance Ignite Fellows
Sundance Ignite FellowsSundance Ignite Fellows
Sundance Ignite FellowsAdobe
 
The Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document CloudThe Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document CloudAdobe
 
Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019Adobe
 
ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020Adobe
 
Five Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals FasterFive Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals FasterAdobe
 
No Happy Holidays for Seasonal Employees
 No Happy Holidays for Seasonal Employees No Happy Holidays for Seasonal Employees
No Happy Holidays for Seasonal EmployeesAdobe
 
Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019Adobe
 
Adobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping PredictionsAdobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping PredictionsAdobe
 
ADI -- Digital Divide 2019
ADI -- Digital Divide 2019ADI -- Digital Divide 2019
ADI -- Digital Divide 2019Adobe
 
AdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking InsightsAdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking InsightsAdobe
 
Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019Adobe
 

More from Adobe (20)

Where I'm From | Adobe Diverse Voices
Where I'm From | Adobe Diverse VoicesWhere I'm From | Adobe Diverse Voices
Where I'm From | Adobe Diverse Voices
 
Adobe Life Reflections
Adobe Life ReflectionsAdobe Life Reflections
Adobe Life Reflections
 
2021 Sundance Ignite x Adobe Fellows
2021 Sundance Ignite x Adobe Fellows2021 Sundance Ignite x Adobe Fellows
2021 Sundance Ignite x Adobe Fellows
 
Adobe Holiday Shopping Recap 2020
Adobe Holiday Shopping Recap 2020Adobe Holiday Shopping Recap 2020
Adobe Holiday Shopping Recap 2020
 
The Inaugural Cohort of Women at Sundance | Adobe Fellowship
The Inaugural Cohort of Women at Sundance | Adobe Fellowship The Inaugural Cohort of Women at Sundance | Adobe Fellowship
The Inaugural Cohort of Women at Sundance | Adobe Fellowship
 
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH StigmaAdobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
Adobe COVID-19 Productivity Study: Say ‘buh-bye’ to WFH Stigma
 
Introducing the 2020 Sundance Ignite x Adobe Fellows
Introducing the 2020 Sundance Ignite x Adobe FellowsIntroducing the 2020 Sundance Ignite x Adobe Fellows
Introducing the 2020 Sundance Ignite x Adobe Fellows
 
Adobe Personalization 2020 Survey​ of Consumers and Marketers
Adobe Personalization 2020 Survey​ of Consumers and MarketersAdobe Personalization 2020 Survey​ of Consumers and Marketers
Adobe Personalization 2020 Survey​ of Consumers and Marketers
 
The Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital TransformationThe Obstacles and Opportunities of Digital Transformation
The Obstacles and Opportunities of Digital Transformation
 
Sundance Ignite Fellows
Sundance Ignite FellowsSundance Ignite Fellows
Sundance Ignite Fellows
 
The Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document CloudThe Total Economic Impact of Adobe Document Cloud
The Total Economic Impact of Adobe Document Cloud
 
Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019Adobe Digital Insights Holiday Recap 2019
Adobe Digital Insights Holiday Recap 2019
 
ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020ADI Consumer Electronics Report 2020
ADI Consumer Electronics Report 2020
 
Five Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals FasterFive Ways to Accelerate the Sales Cycle and Close Deals Faster
Five Ways to Accelerate the Sales Cycle and Close Deals Faster
 
No Happy Holidays for Seasonal Employees
 No Happy Holidays for Seasonal Employees No Happy Holidays for Seasonal Employees
No Happy Holidays for Seasonal Employees
 
Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019Adobe Holiday Retailer Survey 2019
Adobe Holiday Retailer Survey 2019
 
Adobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping PredictionsAdobe 2019 Holiday Shopping Predictions
Adobe 2019 Holiday Shopping Predictions
 
ADI -- Digital Divide 2019
ADI -- Digital Divide 2019ADI -- Digital Divide 2019
ADI -- Digital Divide 2019
 
AdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking InsightsAdobeStudy: Consumer Banking Insights
AdobeStudy: Consumer Banking Insights
 
Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019Adobe Digital Insights -- Connected Car 2019
Adobe Digital Insights -- Connected Car 2019
 

Recently uploaded

DM digital marketing service: grow your business & revenue
DM digital marketing service: grow your business & revenueDM digital marketing service: grow your business & revenue
DM digital marketing service: grow your business & revenuedeepushah1687
 
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptxsnlnkd92
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineSearch Engine Journal
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Jomer Gregorio
 
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdfInstagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdfOttawa Marketing Guys
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationnoufiraahmd
 
Top tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfTop tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfJuan Pineda
 
Back Office Outsourcing Services Company
Back Office Outsourcing Services CompanyBack Office Outsourcing Services Company
Back Office Outsourcing Services Companybrandzus11
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptGreg Jarboe
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfInfyQ Seo Experts
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsCricket Betting Online
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfDIGGIT
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfArunPagare2
 
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdfReport-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdfhello268406
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingJessieGoodrum1
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?NapierPR
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionVictoria Gaitskell
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesDemandbase
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Valters Lauzums
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityTony Robert
 

Recently uploaded (20)

DM digital marketing service: grow your business & revenue
DM digital marketing service: grow your business & revenueDM digital marketing service: grow your business & revenue
DM digital marketing service: grow your business & revenue
 
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdfInstagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
Top tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfTop tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdf
 
Back Office Outsourcing Services Company
Back Office Outsourcing Services CompanyBack Office Outsourcing Services Company
Back Office Outsourcing Services Company
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdf
 
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdfReport-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintAction
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 

Adobe Digital Insights Advertising Demand Report 2016: North America

  • 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Advertising Demand Report 2016: North America Adobe Digital Insights
  • 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Methodology Analysis of aggregated and anonymous data – 800 billion visits to 800 North American websites (Jan. 2013 – June 2016):  North American companies in select industries: Media & Entertainment, Retail, Travel, Finance, Automotive, and Health  Websites classified into segments based on change in number of website visits over the past three years • Growth Websites: Visits increased between Q2 2013 and Q2 2016 • Shrinking Websites: Visits decreased between Q2 2013 and Q2 2016  Survey of 1,000+ U.S. consumers, covering their perceptions and preferences around digital advertising and ad blocking (conducted mid-August 2016)  Ad-blocking statistics courtesy of PageFair, based on data through June 2016, including number of blockers installed across 21 countries on desktop and mobile devices
  • 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Key Insights 1. Given Internet saturation in the U.S., organic website traffic growth is reaching an end – cross-channel advertising can help drive engaging experiences and entice visitors 2. Long-term ad strategies increase revenue in North America; ad channels deliver more smartphone traffic 3. Consumers believe ads are improving and can be effective, but marketers still have more work to do (Survey) 4. Highly personalized and consistent ads across channels offer advertisers an opportunity to counter ad blockers and avoid losing 23M U.S. consumers to desktop ad blockers over the next few years (PageFair Data) 3
  • 4. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. North American Internet Traffic has Reached Saturation 4 Region Internet Penetration of Top 20 Economies Key Countries Penetration and Annual Growth North America 77% United States 88.5%, +1.1% Europe 77% United Kingdom Germany 92.6%, +0.9% 88.0%, +0.6% Website traffic has only grown 0.1% over past 42 months (CAGR)  3 out of 4 people already access the Internet (Source: Internet Live Stats) • Traffic increases due to Internet penetration have evaporated
  • 5. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Eat Lunch or Be Lunch: Websites Are Either Growing or Shrinking Over the past three years:   62% of websites grew – Visits increased by average of 51% 38% of websites declined – Average visit shrinkage was 31%
  • 6. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Growing firms ensure other advertising channels are part of the mix: Branding Only Takes a Website So Far 6   Brand strength channels: Natural Search, Direct Traffic & Referring Domains Growing firms: 36% more traffic from other tactics (including Email, Paid Search, Social) than shrinking firms
  • 7. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Growing Websites: 7 Growing Websites Evolve with the Customer Journey    Leveraged more personalized, in-the-moment tactics Social and email garner noticeably higher traffic shares Shrinking websites: Affiliate & Partner tactics have a higher share
  • 8. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smartphone Traffic from Advertising Has Increased 40% Those early to the mobile optimization race won:  Growing websites had more smartphone traffic three years ago than shrinking websites  Some sites still struggle: smartphone traffic gap remained the same (43% gap) Ad channels deliver more smartphone traffic: 7 of 10 smartphone visits come from ad channels (vs. 1 of 2 in 2013) 8
  • 9. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Growing Websites See More Smartphone Traffic on Social and Email 9 Growing websites placed more emphasis on Social & Email channels: • Social: 2.9x more smartphone traffic • Email: 1.7x more smartphone traffic Declining firms relied on Affiliate/Partners and Natural Search
  • 10. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Multi-Channel Strategies Encourage Growth Across Industries Growing websites see more ad-driven traffic than shrinking: 10    Retail: Biggest gap between those that grew and those that shrank (72% vs. 63%) Finance: Least amount of ad-driven traffic (50% average in Q2 2016) Media & Entertainment: Most traffic from ad channels (72% average in Q2 2016)
  • 11. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Long-Term Advertising Strategies Increase Revenue 11 Growing retailers see:  Higher RPV for transactional channels (Paid Search, Natural Search, and Affiliates)  Lower RPV for reaching consumers (social, display, and email) RPV for North American Retailers (Q2 2016) Shrank $2.43 Grew $2.60 Difference 7% By combining tactics and the marketing mix, retailers who grew generated an average of $0.17 per visit (+7%) more than retailers who shrank
  • 12. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 68% of consumers believe ads have improved or stayed the same  Narrow margin: Advertisers have more work to do to deliver the right message at the right time Majority judge marketers as effective at providing interesting ads (57%)  Higher for those ages 25-34 (63%) 12 Consumers Believe Ads are Improving
  • 13. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalized Ad Delivery Needs Improvement 78% of consumers like personalized ads, but only 28% think they’re tailored correctly  Most interesting ads seen while browsing or using social media – when attention can be diverted.  Less likely to notice while doing something with intent (e.g. watching videos or using apps) 13
  • 14. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Facebook Is Preferred Social Media Platform for Relevant Ads 14 41% of consumers rate Facebook highest in doing the best job at delivering relevant and interesting ads  Marketers should focus on attention, not the transaction
  • 15. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Some Ads are More Intrusive than Others 15 Consumers unwilling to watch ads with intrusive experiences (e.g. automatic sounds and pop-ups)
  • 16. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Frequency and Length of Ads Are Actionable Consumer Concerns 16 Video ad length should be monitored:  1/3 of consumers are annoyed by the length  Increases among younger consumers (58% of 18-24 year olds) Frequency capping should be considered for ads:  19% of desktop and 21% of smartphone respondents ad use an ad-blocker due to frequency issues
  • 17. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Skippability” Is the #1 Consumer Complaint About Ads 57% say being unable to skip is the most annoying element of an online video ad  Followed by automatic video and audio, and ad length  48% of consumers will stop watching video if they can’t skip the ad • Share higher among those who make >$50K annually (51% vs. 42%) 17
  • 18. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Most Consumers Not Interested in Paying for Ad-Free Internet 18 71% of consumers try to skip ads, but only 37% would go as far as paying to avoid ads  • Consumers no longer limited to just expressing dissatisfaction Instead of paying, they can actively block ads by installing blockers
  • 19. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. U.S. Desktop Ad-Blocking Could Grow to 74M+ Users Globally, monthly active desktop ad-blockers is up 4x since 2013 to 220M:  U.S. ranks in lower half vs. Europe for current desktop penetration (18%) • With large Internet user base (285M), the potential for impact is much higher  If U.S. desktop ad-blocking matches levels similar to Germany, Canada and Sweden… • Could grow by 44% -- adding 23 million people to the pool 19 Country Desktop Ad Blocking Penetration Country Desktop Ad Blocking Penetration France 12% Spain 19% Italy 15% Canada 24% Netherlands 15% Denmark 26% UK 17% Germany 27% US 18% Sweden 28% SOURCE: PAGEFAIR (MAY 2016)
  • 20. © 2016 Adobe Systems Incorporated. All Rights Reserved. Ad-Blocking Impacts Everyone, From Marketers to Tech Companies 20 Platform POV: “In my mind, [ad-blocking] is a very blunt instrument. And that's why we need to be worried.” - Sridhar Ramaswamy, Google “Revenue generated from the display of ads on personal computers has been impacted by [ad blocking] technology from time to time.” - Facebook earnings call Consumer POV:  44% of blockers find desktop ads annoying  89% plan to continue using one  Not everyone plans to use one (14%) Marketing POV: Specific triggers of ad-blocking adoption: 1. Over-targeting and abuse of personal data (51%) 2. Too many ads (41%) ADI Recommendation: Back off targeting rules and install stringent frequency caps. Source: ADI Digital Advertising Survey 2016
  • 21. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Display Traffic Has Decreased in Past Three Years U.S. share of traffic from display has decreased by -32% (Q2 2013 – Q2 2016)  Display occupies a unique position in digital marketing as an upper-funnel tactic that can reach new and loyal audiences 21
  • 22. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Ad-Blocking Users Prefer to Interact Socially As ad-blocking penetration increases, traffic from display tends to decrease  The decrease in display traffic is offset by an increase in traffic from social media  The U.S. sees lower display traffic and higher social traffic– ad-blocking risk less than in Europe 22
  • 23. © 2016 Adobe Systems Incorporated. All Rights Reserved.
  • 24. © 2016 Adobe Systems Incorporated. All Rights Reserved. Appdendix
  • 25. © 2016 Adobe Systems Incorporated. All Rights Reserved. Glossary  Ad Channels - things influenced directly by marketers, i.e. all but Direct Traffic  Natural Search - arriving organically from a search engine as the result of SEO  Direct - entering a URL in the address bar or using a book mark  Paid Search - arriving via an ad, including product ads, from a search engine and SEM  Referral - a referring domain that links to a site  Email/Newsletters - direct communication channels with consumers, includes RSS  Display - an embedded link in an ad displayed on a page  Affiliate/Partner - from a named channel partner, either an affiliate aggregator or a specific site  RPV - revenue per visit  AOV - average order value  CAGR - compound growth rate computed over months
  • 26. © 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25-34 Year Olds More Willing to Watch Online Advertisements 26 Across most ad types, >50% of consumers are willing to watch them  18-24 age willing to watch skippable video ads than any other type
  • 27. © 2016 Adobe Systems Incorporated. All Rights Reserved. Only 34% of traffic is direct:  15% of visits to U.S. sites come from other countries Source of traffic and ad-driven share vary by country:  Great Britain and Spain: Lead with over 20% traffic from other countries  France and Nordic countries: Much less cross-border traffic U.S. Sees 66% of Traffic Coming from Ad Channels Ad channel traffic includes all sources except Direct Traffic