At the end of every year, Criteo releases our big predictions for the year ahead. It’s a great time to reflect on what’s starting to emerge and what we expect to happen across the digital marketing landscape. For 2019, we thought through some of the major trends we've already started to see.
In December 2017, the Winterberry Group in partnership with DMA and IAB’s Data Center of Excellence, published “The State of Data 2017,” which revealed that in 2017, U.S.-based marketers, publishers, and other data users invested $20.29 billion on third-party audience data and related services and solutions.
This follow-up report published by the same groups, is aimed at showing how those organizations are applying those investments to capitalize on the value inherent in data as a potential driver of decisioning, messaging and superior customer experiences across all advertising and marketing functions.
At Criteo, we’re proud to be at the forefront of rapidly changing commerce trends. Our direct relationships with over 17,000 advertisers and thousands of publishers allow us to watch emerging trends unfold and share valuable insights with you.
In our just-published Commerce and Digital Marketing Outlook 2018 guide, we’re excited to share our findings on how marketers are embracing the rise of voice shopping and how it’s more important than ever to connect offline-to-online sales.
We also dive into the new age of data protections as well as the data-collaboration imperative. There are some big shifts ahead of us in 2018, but we’re confident that we can help retailers and marketers stay ahead of challenges and make the most of the opportunities in 2018 and beyond. Happy New Year!
Each day, Criteo records 600TB of data created by the 1.4B monthly active users in our data pool. This includes people shopping for their next getaway. From more than three billion bookings per year across desktop, mobile sites, and applications, we’ve compiled our Summer Travel Report 2018 with insights into how and when people are booking travel.
The Criteo Travel Flash Report - Winter 2018Criteo
Criteo analyzed our data across all the travel businesses that use Criteo's commerce marketing solutions. We found 7 key trends regarding how travelers book on mobile, cross-device, desktop, and learned how apps can positively impact conversions.
In December 2017, the Winterberry Group in partnership with DMA and IAB’s Data Center of Excellence, published “The State of Data 2017,” which revealed that in 2017, U.S.-based marketers, publishers, and other data users invested $20.29 billion on third-party audience data and related services and solutions.
This follow-up report published by the same groups, is aimed at showing how those organizations are applying those investments to capitalize on the value inherent in data as a potential driver of decisioning, messaging and superior customer experiences across all advertising and marketing functions.
At Criteo, we’re proud to be at the forefront of rapidly changing commerce trends. Our direct relationships with over 17,000 advertisers and thousands of publishers allow us to watch emerging trends unfold and share valuable insights with you.
In our just-published Commerce and Digital Marketing Outlook 2018 guide, we’re excited to share our findings on how marketers are embracing the rise of voice shopping and how it’s more important than ever to connect offline-to-online sales.
We also dive into the new age of data protections as well as the data-collaboration imperative. There are some big shifts ahead of us in 2018, but we’re confident that we can help retailers and marketers stay ahead of challenges and make the most of the opportunities in 2018 and beyond. Happy New Year!
Each day, Criteo records 600TB of data created by the 1.4B monthly active users in our data pool. This includes people shopping for their next getaway. From more than three billion bookings per year across desktop, mobile sites, and applications, we’ve compiled our Summer Travel Report 2018 with insights into how and when people are booking travel.
The Criteo Travel Flash Report - Winter 2018Criteo
Criteo analyzed our data across all the travel businesses that use Criteo's commerce marketing solutions. We found 7 key trends regarding how travelers book on mobile, cross-device, desktop, and learned how apps can positively impact conversions.
Top Trends to follow for Influencer Marketing in 2021Spreadd
Here are the top trends of 2021 for influencer marketing to follow!
From the rise of micro-influencers to creating people first content, here is everything you need to know!
iProspect's Future Focus 2018: The New Machine RulesiProspect
It's time to Focus on the Future. Based on interviews with over 250 global advertisers, we address the biggest trends you need to master in order to be prepared for The New Machine Rules. Download your copy now: http://bit.ly/2AirbwR
See above for our H1 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooClark Boyd
Brand new research by ClickZ, in collaboration with Kenshoo, has identified the key trends among advertisers for this holiday season. With 46% of advertisers set to spend more than they did last year and a further 46% set to spend "at least the same amount", a host of new trends and tactics will play out over this vital ecommerce period.
This report will reveal a host of exclusive findings, including:
- Where - and how much - brands plan to spend this holiday season
- How and why plans have changed since 2017
- How digital marketing strategies differ across industries
- The role of Amazon Advertising over the holidays
- The new tactics advertisers are planning to employ, across search and social
By all accounts, 2019 will be the year marketers (finally!) get serious about customer experience (CX). Defined by BusinessDictionary.com as “the entirety of the interactions a
customer has with a company and its products,” CX has long been a hot topic, and in our age of endless distractions, an aspect of customer relationship management (or CRM)
that businesses can’t afford to get wrong. Armed with intelligent technologies capable of delivering the highest levels of customization and personalization, brands and their
partners will place big bets on CX – and its impact on driving conversions – in the year to
come.
Now onto a handful of the trends we’ve been tracking, in no particular order
Social Commerce: Expert opinion - Comparison - Usage; Whitepaper 2017Statista
This Whitepaper provides insights on how experts rate the importance of social media for marketing purposes and the type of content that has an impact.
More information: statista.com
Consumer journeys are non-linear, affected by a multitude of factors. Are advertisers equipped to keep pace?
This report, based on exclusive new data, takes a deep look at how people shop today, before providing insight into the strategies modern retailers should adopt to take advantage.
Download the full report here for free: https://www.clickz.com/resources/the-era-of-ecommerce-capitalizing-on-the-new-customer-journey/
Nick Dujnic (Speaker) VP Marketing, LiveIntent
Description
There has been much hoopla raised around the impending Cookie Apocalypse, which promises to leave the digital advertising ecosystem in a Mad Max, “Welcome to the Thunderdome-esque” struggle for survival. Google is cracking down on third-party cookies, Apple’s making anti-tracking updates, and Facebook is letting users clear their histories, sending marketers scurrying to figure out how to move forward with less data available for advertising. But as with many things that scare us - like ghosts, death, and Nicolas Cage - the source of the fear comes from a lack of understanding. New digital channels and regulations are added all of the time, but the one thing that does not change is the importance of knowing your audience. Contextual audience profiling, where marketers can smartly and quickly identify the key marketing-personas in their audience will drive meaningful and relevant content creation, and content that is also GDPR-safe for targeting. Once marketers create audience-specific content, then they can use the channel and format du jour using the most relevant platform available to them. Nick Dujnic will share what marketers can do to prepare for a world without cookies, and why the email address is likely to emerge as the most consistent, important channel in the digital marketing mix.
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
2017 Digital Marketing Predictions You Should KnowKatana Media
As we close out 2016 and welcome 2017, it is once again time for predictions season in the digital marketing world, and our “2017 Digital Marketing Predictions You Should Know” resource guide is packed with the important insights that should be top of mind. We have scoured primary data and resources to provide you with a collection of key facts that will hopefully help you and your organization optimize your business model for a success.
Social Media Marketing For SMBs In 2016: The NumbersSEOReseller.com
Social media continues to grow at a tremendous rate. Here’s an infographic compiling the most important stats every SMB should know in 2016.
Read the blog post about this infographic: https://goo.gl/EeV1PL
Chinese are changing their consumer behaviour in response to COVID-19.
Know what trends you should expect to see and make sure your business is ready to adapt.
Influencer marketing has skyrocketed in the past five years. With the industry forecasted to hit USD $9.7 billion in 2020, Influencer Marketing Hub reports that 91% of marketers now view content creators as an effective marketing medium.
Top Trends to follow for Influencer Marketing in 2021Spreadd
Here are the top trends of 2021 for influencer marketing to follow!
From the rise of micro-influencers to creating people first content, here is everything you need to know!
iProspect's Future Focus 2018: The New Machine RulesiProspect
It's time to Focus on the Future. Based on interviews with over 250 global advertisers, we address the biggest trends you need to master in order to be prepared for The New Machine Rules. Download your copy now: http://bit.ly/2AirbwR
See above for our H1 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooClark Boyd
Brand new research by ClickZ, in collaboration with Kenshoo, has identified the key trends among advertisers for this holiday season. With 46% of advertisers set to spend more than they did last year and a further 46% set to spend "at least the same amount", a host of new trends and tactics will play out over this vital ecommerce period.
This report will reveal a host of exclusive findings, including:
- Where - and how much - brands plan to spend this holiday season
- How and why plans have changed since 2017
- How digital marketing strategies differ across industries
- The role of Amazon Advertising over the holidays
- The new tactics advertisers are planning to employ, across search and social
By all accounts, 2019 will be the year marketers (finally!) get serious about customer experience (CX). Defined by BusinessDictionary.com as “the entirety of the interactions a
customer has with a company and its products,” CX has long been a hot topic, and in our age of endless distractions, an aspect of customer relationship management (or CRM)
that businesses can’t afford to get wrong. Armed with intelligent technologies capable of delivering the highest levels of customization and personalization, brands and their
partners will place big bets on CX – and its impact on driving conversions – in the year to
come.
Now onto a handful of the trends we’ve been tracking, in no particular order
Social Commerce: Expert opinion - Comparison - Usage; Whitepaper 2017Statista
This Whitepaper provides insights on how experts rate the importance of social media for marketing purposes and the type of content that has an impact.
More information: statista.com
Consumer journeys are non-linear, affected by a multitude of factors. Are advertisers equipped to keep pace?
This report, based on exclusive new data, takes a deep look at how people shop today, before providing insight into the strategies modern retailers should adopt to take advantage.
Download the full report here for free: https://www.clickz.com/resources/the-era-of-ecommerce-capitalizing-on-the-new-customer-journey/
Nick Dujnic (Speaker) VP Marketing, LiveIntent
Description
There has been much hoopla raised around the impending Cookie Apocalypse, which promises to leave the digital advertising ecosystem in a Mad Max, “Welcome to the Thunderdome-esque” struggle for survival. Google is cracking down on third-party cookies, Apple’s making anti-tracking updates, and Facebook is letting users clear their histories, sending marketers scurrying to figure out how to move forward with less data available for advertising. But as with many things that scare us - like ghosts, death, and Nicolas Cage - the source of the fear comes from a lack of understanding. New digital channels and regulations are added all of the time, but the one thing that does not change is the importance of knowing your audience. Contextual audience profiling, where marketers can smartly and quickly identify the key marketing-personas in their audience will drive meaningful and relevant content creation, and content that is also GDPR-safe for targeting. Once marketers create audience-specific content, then they can use the channel and format du jour using the most relevant platform available to them. Nick Dujnic will share what marketers can do to prepare for a world without cookies, and why the email address is likely to emerge as the most consistent, important channel in the digital marketing mix.
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
2017 Digital Marketing Predictions You Should KnowKatana Media
As we close out 2016 and welcome 2017, it is once again time for predictions season in the digital marketing world, and our “2017 Digital Marketing Predictions You Should Know” resource guide is packed with the important insights that should be top of mind. We have scoured primary data and resources to provide you with a collection of key facts that will hopefully help you and your organization optimize your business model for a success.
Social Media Marketing For SMBs In 2016: The NumbersSEOReseller.com
Social media continues to grow at a tremendous rate. Here’s an infographic compiling the most important stats every SMB should know in 2016.
Read the blog post about this infographic: https://goo.gl/EeV1PL
Chinese are changing their consumer behaviour in response to COVID-19.
Know what trends you should expect to see and make sure your business is ready to adapt.
Influencer marketing has skyrocketed in the past five years. With the industry forecasted to hit USD $9.7 billion in 2020, Influencer Marketing Hub reports that 91% of marketers now view content creators as an effective marketing medium.
DIgital Marketing Trends 2018
Digital will witness yet another year of super-growth wherein new
digital products and solutions will be launched which will vie for larger eye-ball
share. Advertisers will look for performance over delivery and conversions over
clicks. Recent reports from IAB suggest mobile contributes 54% of the digital
advertising pie in the US. Being a mobile-first country unlike the
western worl,there is no doubt that India will move past that
percentage even faster than US.
In this report, we shall also throw light on three new platforms which we believe
will change the dynamics of the industry for giants like Google, Amazon and
Facebook forever.
At the current pace of growth, digital cannot be ignored by both small and large
enterprises. It is no more a platform which can be taken for granted.
Organizations will have to go back to the drawing board, develop strategies and
business models suiting the digital eco-system. The businesses will need to
significantly shift their culture and approach to grow and replicate their offline
success to digital platform.
Digital Marketing Megatrends - Breaking Taboos and NormsGeorgiana Ghiciuc
It’s that time of the year again when we look back at 2017, gaze at the things that impacted the digital marketing scenario, and look ahead into what the future holds. We predict that 2018 will bring bigger, bolder changes to the world of digital marketing.
Break taboos and norms with our 10 digital marketing megatrends for 2018. Check them out, and you might have a chance of survival in the digital marketing “sharktank”.
10 SALES ENABLEMENT TRENDS TO LOOK OUT FOR IN 2019Denave
Evolution is a continuous process and thence, the scope of
emerging market inclinations or industry leanings is vast, however, it is better to keep a lookout for some of the expected trends and brush up the readiness before we knock into 2019.
Here are top 10 sales enablement trends for 2019.
Ways Marketing and Advertising will Change for the Better - SG Analytics.pdfSG Analytics
The future of the digital marketing world is continuing to transition at a faster pace. The next phase of advertising will offer access to flexible testing.
Visit:
https://www.sganalytics.com/blog/the-future-of-marketing-and-advertising/
4 things that will forever change online marketing in 2018Ben Ramedani
Digital marketing is expanding faster than ever and data, tech, and measurement tools are growing at similar rates. Traditional, classic advertising spending is falling by the wayside as brands are learning to spend smarter across leaner strategies and emerging technologies. Today’s landscape of ‘fake news’ accusations, Facebook privacy concerns, Google algorithm changes, and new tech introductions is innovating the way that we do marketing. As the world shifts, so do we.
Study programmatic and data in Spain DatmeanDatmean
Datmean just released the first study carried out in Spain about programmatic buying and data. The research points out where Spain stands on this subject and the challenges the country is facing in 2017
The year 2021 will signal a turning point in marketing. Traditional marketing methods have already left a sour taste in the mouths of businesses. The pandemic has already wiped out traditional marketing and caused a substantial shift in consumer behaviour.The marketing seismic shift has already begun, almost like the emergence of a new age.
See PDF for our Q4 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
We take a long-term approach to building relationships. If you'd like to discuss your business or the industry with our team, please reach us at contact@horizonpartners.com"
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
The advancements in Internet technologies and telecommunications has turned the whole world into one global and interconnected digital village. Such interconnectivity has made it easier for people to connect with people and for businesses to connect with people or other businesses. Read more on our presentation the digital advertising trends this 2020.
Check out our original blog post here - https://digitalmarketingphilippines.com/digital-advertising-trends-in-2020-infographic/
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
IAB Europe Report: Attitudes to Programmatic Advertising 2017Romain Fonnier
The third annual IAB Europe Attitudes to Programmatic report highlights four key findings:
Quality of advertising and transparency of fees are bottlenecks to investment
The business impacts of programmatic advertising beyond efficiencies are being realised
In-house strategies are becoming more prevalent
Investments in programmatic are set to continue to increase
Better campaign reporting and control on the buy-side and improved inventory control on the sell-side are now cited more frequently as business impacts than lower media costs and trading efficiencies.
It is also worth noting that whilst programmatic is most likely to be used for display and mobile campaigns, video is not far behind in terms of adoption. Indeed, programmatic video revenues increased by 155% in 2016 emphasising it as a key growth area.
In 2017 brand safety and fraud increased as barriers to investment for all stakeholder groups whilst viewability decreased as a barrier. Transparency of fees in the delivery chain is also a concern for advertisers and in response to IAB Europe formed its Transparency Working Group. The Working Group published a Transparency Guide with questions for stakeholders to ask of their supply chain partners in relation to fees. The guide also covers data and inventory source to address all key elements of programmatic trading.
The study shows that programmatic strategies are evolving and in-house operations becoming more prevalent. For example, a quarter of advertisers are now using an in-house model compared to just 16% in 2016, and the number of advertisers outsourcing to an agency has decreased. The number of agencies and publishers with in-house programmatic operations has also increased.
Looking forward to 2018, the majority of respondents state that they plan to further increase their programmatic trading activity.
Similar to Criteo Commerce & Digital Marketing Outlook 2019 (20)
Criteo’s analysis of what happened last season shows just how big the opportunity is for retailers and brands during Winter Sales 2019 — and what to prepare for.
Criteo E-commerce e marketing digital: Perspectivas para 2018Criteo
O mundo do e-commerce tem mudado rapidamente, de maneira
radical. Hoje, marcas e varejistas precisam reunir dados em escala, online e offline, para entender o consumidor omnichannel e se conectar com ele. Novas tecnologias criaram novos hábitos.
Compras e pesquisas ativadas por voz, por exemplo, requerem
diferentes estratégias de conteúdo, enquanto novas legislações
indicam a necessidade de reestruturação de antigos organogramas.
Ao mesmo tempo, iniciativas para colaboração de dados e
integrações online-offline demandam inovações como nunca se viu.
O relacionamento direto da Criteo com mais de 17.000 anunciantes e milhares de publishers nos permite avaliar profundamente o mercado e detectar tendências emergentes. Este relatório apresenta as oito maiores tendências que vemos para o setor de marketing para e-commerce em 2018.
A ênfase será cada vez maior nas inovações offline, no omnishopper e na colaboração de dados. O ano promete ser desafiador.
커머스의 세계는 빠르고, 또 획기적으로 변화하고 있습니다. 대용량
온라인 및 오프라인 고객 데이터는 리테일러와 브랜드들이
옴니채널을 활용하는 오늘날의 고객들을 이해하고 이들과
연결하는데 필요한 핵심적인 자산으로 자리를 잡았습니다. 음성
인식 구매와 검색으로 인해 콘텐츠 전략을 새로운 시각으로 바라볼
필요가 생겼고, 새로운 규제요건으로 인해 낡은 조직 구조를 새롭게
재편해야 할 필요가 생겼습니다. 또한, 데이터 수집 이니셔티브와
오프라인/온라인 통합으로 인해 혁신에 대한 요구가 그 어느 때보다
커졌습니다.
1만7천여 광고주 그리고 수천여 제휴매체사와의 직접적인 관계를
통해, 크리테오는 시장의 미세한 움직임을 감지하고 새롭게
부상하는 트렌드를 인지할 수 있었습니다. 이 보고서에서는 2018년
커머스 마케팅 환경에서 예상되는 8가지 주요 트렌드를 살펴봅니다.
오프라인 혁신에 대한 중요성 증가, 옴니쇼퍼 및 데이터 협업 등은
매우 흥미로운 한해의 시작을 알리는 예고편 입니다.
Criteo Commerce & Digitales Marketing - Prognosen für 2018 Criteo
Die Welt des Commerce verändert sich in zunehmendem Tempo. Im großen Maßstab sind Kundendaten, online und offline, zum zentralen Asset geworden: Nur so können Retailer und Brands die Omnishopper von heute verstehen und sie als Kunden gewinnen bzw. halten. Neue Technologien wie sprachgesteuertes Shopping und Suchen erfordern einen völlig neuen Ansatz für Content-Strategien. Neue Gesetze forcieren die Restrukturierung veralteter Organisationsstrukturen. Zudem verlangen immer mehr Initiativen zur Datenkooperation. Auch die Integration von Online- und Offline- Innovationen nehmen zu wie nie zuvor.
Dank unserer direkten Beziehungen zu mehr als 17.000 Werbetreibenden und Tausenden von Publishern sind wir in der Lage, den Markt genau zu beobachten und so neue Trends zu entdecken. In diesem Bericht haben wir die unserer Meinung nach acht zentralen E-Commerce-Trends für das Jahr 2018 zusammengefasst.
Offline-Innovationen, Omnishopper oder Datenkooperation: Uns steht ein aufregendes Jahr bevor – und es hat gerade erst begonnen.
Criteo was at #CES2018. We saw smart homes, smart cars, robots that did laundry, robots that mowed lawns, and more. Take a look at our presentation to see all the best innovations that we saw there!
Criteo's US Black Friday 2017 report. Black Friday 2017 was likely the biggest day in US ecommerce history, with number of US Shoppers growing 3.5% YoY.
Criteo’s analysis of shopping data from Q4 2015 demonstrates that mobile leaders grew their share of transactions faster than average in a world where mobile devices are at the center of the connected consumer.
Top retailers see double the growth in mobile’s share of transactions, widening the gap with average retailers in the space.
Nearly four-in-ten consumers shop on multiple devices and complete those purchases on a mobile device almost a third of the time.
Dedicated shopping apps dwarf the mobile web at all points on the path to purchase, from browsing products to the sale itself.
Japan, UK and South Korea continue to lead the globe in mobile transactions, and smartphones are driving that growth.
Email marketing has been instrumental in driving the growth of eCommerce over the last decade. Advertisers know they can rely on email as over 80% of the emails are opened/read within 24 hours of delivery. This report highlights how marketers can significantly improve results from their email campaigns by switching from static emails to personalized email marketing that delivers highly relevant messages at the individual level.
Key takeaways for Q3
Criteo’s analysis of shopping data from Q3 2015 demonstrates that smartphones are increasingly becoming the purchase device of choice in a multi-device world:
Mobile is becoming the preferred purchase device for cross device shoppers: 4 in 10 transactions now involve multiple devices. Cross-device purchasers are 20% more likely to complete the transaction on their mobile device than the average user.
Apps can be your highest performing channel: Retailers focusing on app are finding gold. Conversion rates on app heavily out-perform even the desktop.
Smartphones are the key for top quartile retailers: Top quartile is now generating almost 50% of sales from mobile, mainly due to much better optimization of smartphone conversion rates.
Criteo State of Mobile Commerce Report Q2 2015Criteo
Visit www.criteo.com/resources/ for more info
Criteo’s Q2 State of Mobile Commerce Report reveals how dedicated apps and cross-device shopping are helping retailers make the most of mobile in 2015.
Key takeaways:
U.S. mobile transactions cross 30% share: And it’s much higher for top quartile retailers.
Retailers who optimize their mobile sites generate many more mobile transactions than those who don’t: Optimized sites have a better conversion funnel at every stage.
Apps generated almost 50% of mobile transactions for retailers who have made their app experience a priority: Mobile apps perform better than any other channel, including desktop.
Cross-device usage is now enormous: Consumer use of multiple devices to make a single purchase makes up 40% of eCommerce transactions.
2. Digital Marketing and Commerce has continued on its strong
growth trajectory in 2018, despite going through a period of
new data regulations and constantly evolving consumer
preferences across different shopping channels.
We can expect some big shifts ahead of us in 2019 that will
keep things very interesting for digital marketers. Our direct
relationships with 19,000+ advertisers and thousands of
publishers puts Criteo in a unique position to feel the pulse of
the market and detect emerging trends — often before the
rest of the industry.
I’m pleased to share with you this report highlighting the key
trends that we believe will have a big impact on Commerce
and Digital Marketing in 2019.
Happy reading, and have a great year ahead.
2019: A Year of Digital
Marketing Revamp
Mollie Spilman
Chief Operating Officer, Criteo
3. 3 •
The 7 Big Digital Marketing Trends to Watch in 2019
Voice and visual tech
usage will grow in digital
marketing
GDPR will drive data
protection legislation globally
Walled gardens will
come under greater
scrutiny
Video ad spend will soar, driven
by private marketplaces
Brands and retailers will team
up to capitalize on
omnichannel data
Digital ad operations will move from
agencies to more in-house
AI will gain wider adoption in
digital marketing
5. 5 •
Giving Users More Control of Their Data
GDPR has gained good global support since its
introduction in Europe in May 2018. Many industry
leaders, trade bodies, and legislators are now in
favor of establishing similar privacy laws in the US
and other regions.
Marketers need to manage their audience data more
carefully and give users more choice over what
happens with their data. Reports indicate that
Google is rethinking how it collects and monetizes
data to find ways of giving users more control over
sharing (or not sharing) their personal information
and search histories.
What steps have US companies taken to comply with
the GDPR?
% of respondents, Aug 2018
Conducted a GDPR
gap assessment
Note: corporate directors of public company board respondents
Source: BDO USA, “2018 Cyber Governance Survey”, Oct 15, 2018
Implemented or
updated privacy
notices
Updates branch
notifications
policies/procedures
Increase data
privacy budget
Appointed a data
protection officer
78%
78%
43%
32%
32%
6. Establishing Best
Practices on Data
Usage
Impact in 2019
The use of standard data management practices
globally will reinstall consumer confidence and
trust in digital marketing. This in turn will benefit
businesses that offer greater transparency and
choice to consumers.
8. 8 •
Greater Scrutiny on Tech Giants
With a number of incidents involving data breaches,
tech giants have come under greater scrutiny
regarding how they share and protect user data, their
corporate footprints, and the taxes they pay. European
Union competition chief Margrethe Vestager imposed
a fine on Google in July 2018 and has ordered a
probe into Amazon’s use of data.
In 2019, expect Facebook, Google, and Amazon to
introduce new policies on data sharing and user
privacy. This likely will lead to these walled gardens
setting up even tighter controls on their user data and
the information they share with advertisers.
Facebook’s approval ratings among the
American Public have plunged in the past five
months
80
70
60
50
40
30
20
10
0
-10
Netfavorability(%)
Oct -17
Mar-18
Source: Axios Polls, Mar 2018 vs. Oct 2017
9. Prioritizing Consent
Management
Impact in 2019
Walled gardens will have to find better and
clearer ways to gain user consent on how, and
for what purposes, their data will be shared
and/or used.
Greater scrutiny of their policies and operations
will likely lead to even tighter control of user
data shared by these tech giants.
10. Video ad spend will soar, driven
by private marketplaces
11. 11 •
54%
46%
83%
17%
Apps to Take Large Share of Video Advertising Budgets
Private Marketplaces (PMPs) will win growing share of
video ad spend as marketers aim for premium inventory
and better performance by displaying video ads on high
quality sites.
On smartphones, video content is most often being
watched by users via their popular apps. That means
apps are primed to make up an increased share of video
ad spend in 2019.
Source: Pubmatic
Note: Private Marketplaces (Google calls it Programmatic Direct) refer to a ‘private
environment’ in an exchange that allows advertisers and publishers to carry private auctions,
and sign one-on-one preferred deals and guaranteed deals.
Digital Video Ad Spend, By Platform
Mobile Q2
2017
Desktop Q2
2017
Desktop Q2
2018
Mobile Q2
2018
12. Demand Will Soar
for OTT Video
Inventory
Impact in 2019
Private Marketplaces (PMPs) will drive more video ad
spend through programmatic advertising channels.
Connected TV (CTV) and Over-the-Top (OTT) video
inventory is seeing increasing demand, and the trend
is likely to become super hot in 2019.
14. 14 •
Increased Brand Appetite for Data Driven Marketing
Brands and retailers are looking for opportunities outside
of walled gardens and marketplaces. Many will start doing
so by developing their omnichannel capabilities through
collaboration and data sharing (e.g. retailers sharing
real-time POS and inventory data with brands and both
being able to access the analytics and insights to plan for
promotions and operational efficiency).
For brands, consumer insights are critical to making the
right investment decisions for their product pipeline.
Walled gardens offer very little to brands in this respect,
and collaborating with other retailers can help them
access consumer insights at scale.
Source: eMarketer, Sizmek, “Marketer’s Survey Result 2018: An Insider’s Look at Data, Walled
Gardens and Collaboration,” Oct 17, 2018
*France, Germany and UK
How do brand marketers in Western Europe*
and the US feel about data and walled
gardens?
Improving campaign
analysis is a high or
critical priority
Increasing our use of
first-party data is a high
or critical priority
Walled gardens do not
provide enough data to
effectively analyze and
measure campaigns
90%
80%
85%
75%
60%
72%
60%
67%
Walled gardens do not
provide enough insight
to make comparisons with
other channels or partners
US Western Europe*
15. Owning the
Customer
Relationship
Impact in 2019
To avoid being overly dependent on Amazon,
Facebook, and Google, brands and retailers will
need to team up and find ways to own the customer
relationship – and the data that goes with it.
16. AI will gain wider adoption in
digital marketing
17. 17 •
AI to Drive More Ad Spend Via Online Channels
In 2018, a number of digital marketing companies
announced their investments in artificial intelligence (AI)
to develop solutions offering advanced personalization
and better user engagement using machine learning.
AI will enable marketers to better understand their
audiences and deliver highly relevant and personalized
messaging. This trend will then drive more advertising
budget to online channels in 2019.
Source: Econsultancy, “Dream vs. Reality: The Start of Consumer-First and
Omnichannel Marketing”, in partnership with MediaMath, Sep 10, 2018.
n=260 and includes brand advertisers, ad agencies and tech vendors.
47%
45%
42%
41%
39%
38%
34%
35%
27%
30%
31%
35%
19%
20%
31%
29%
30%
27%
Audience targeting
Audience segmentation
Dynamic creative
Campaign planning and modeling
Media spend optimization
Personalized offers
Currently using Planning to use No plans to use
Are advertisers* worldwide using AI for select
digital ad tactics?
% of respondents, May 2018
18. Companies with
Large Datasets Will
Lead in AI
Impact in 2019
In 2019 we will see companies with large data-sets
and strong computational advertising capabilities
start to take the lead in developing and offering
improved AI-based digital advertising solutions
and systems to prevent ad-fraud.
20. 20 •
Digital Media Buying Will Move In-House
Cloud-based and AI solutions will enable brands
to shift their digital media buying operations from
agencies to in-house.
The current high focus and ongoing developments
surrounding the regulation of consumer data will
accelerate this trend as brands and retailers will
want to have greater ownership and control of
their user data. Additionally, bringing ad
operations in-house can lead to significant cost
savings and quicker turnaround time.
Note: among those with budget responsibility of top 15 marketing functions; numbers
may not add up to 100% due to rounding.
Source: eMarketer, NewBase, “The Evolving Marketer 2018,” March 2018
In-house vs. Outsourced Marketing Services according to
CMOs Worldwide, Jan 2018
% of respondents
In-house Outsourced Both
Marketing strategy 86% 1% 13%
Product marketing 76% 5% 20%
Customer experience 75% 7% 19%
Social media 52% 10% 38%
Data analytics 45% 13% 43%
Ad operations 45% 28% 30%
Content marketing 44% 6% 49%
Branding 43% 14% 42%
Events marketing 43% 20% 37%
Digital marketing 42% 12% 46%
Communications and PR 36% 20% 45%
Advertising 33% 36% 32%
Programmatic 32% 43% 27%
Research and insight 28% 28% 44%
Creative and design 24% 28% 49%
21. Control Over User
Data Will Be a Huge
Priority
Impact in 2019
In an effort to have greater control over user
data and ad placement, more companies will
continue to move their ad operations, including
paid social, display, and programmatic buying,
in-house in 2019.
23. 23 •
Younger millennials
(18-20)
Combining Relevance with Convenience
The use of visual and voice (grouped under sensory) tech
in digital marketing will become more apparent in 2019.
Text search and visuals are important when consumers
search for products. With voice search, engagement
becomes even more convenient and meaningful for both
marketers and consumers across each stage of the
purchase journey.
According to Gartner, brands that redesign their websites
to support visual and voice search and provide more
interactive and engaging experiences will see up to a
30% rise in digital commerce revenues by 2021*.
What new technologies would UK and US younger vs.
older millennial internet users be comfortable with as
part of their digital shopping experience? July 2018
% of respondents in each group
Ability to search by
image (visual search)
Shoppable content/click
to purchase (images,
videos, articles, blogs,
user-generated content
on social)
Augmented reality (try
before you buy)
62.2%
61.7%
57%
58.5%
36.8%
28.6%
24.8%
30.6%
Live chat/messaging
(digital assistants)
Older millennials (21-
34)Source: ViSenze, Aug 29, 2018, Criteo Shopper Story, UK 2017, N=1515
*Smarter with Gartner, “Top 5 Marketing Predictions for 2018”, April 2018
24. Capitalizing on
Search-Based
Micro-Moments
Impact in 2019
Brands and retailers that take the lead in optimizing
their websites for voice and visual search will win
shoppers looking for instant information on the go.
They will be able to have more engaging and
effective interactions with consumers.
25. 25 •
Key Takeaways for Digital Marketing Success in 2019
Digital marketing will see some important technological and operational changes in 2019. Retailers and
marketers must consider the following to prepare for the new opportunities and challenges:
Find opportunities to grow
outside of walled gardens.
Tech giants will face even greater
scrutiny over their use of consumer
data and their operational policies in
2019. Retailers and brands must look
for ways to collaborate and develop
growth opportunities outside of walled
gardens while having greater control
of their customer data.
Streamline your user experiences
across devices and channels.
Machine learning and predictive analytics
will help marketers truly connect with their
shoppers in new and meaningful ways. This
will bring significant improvements in
conversion rates while reducing cart
abandonment and ad-fraud.
Find the right blend of consumer data
and advertising technology to make your
campaigns more effective.
Optimize your data strategy to create
innovative customer experiences. Personalize
your offerings at individual level to connect
with your shoppers in new and meaningful
ways. Video and voice ads will drive even
better results for your digital marketing
campaigns.