This document contains preliminary findings from a 2013 report on publisher investment. Key findings include:
- The report is based on surveys and interviews with 50 publishing executives about how they are adapting to changes in digital marketing.
- Publishers will reallocate resources to focus on premium sales, programmatic buying, and native ads over the next 24 months.
- Half of publishers' revenue will come from direct sales while a third will come from ad exchanges and networks by 2015.
- Capturing premium revenue through sponsorships, social media, native ads and video is a top priority.
- Most publishers offer native ads but rate their own efforts as average. Mobile and data monetization efforts lag behind desktop.
This document summarizes the preliminary findings of an investment report on publishers in 2013. The report is based on surveys and interviews with 50 publishing executives conducted in Q3 2013. It identifies key themes around how publishers are navigating the digital marketing ecosystem. The final report will be available at the end of October. Some of the main findings include publishers reallocating resources to capture revenue from premium sales and native ads. They are also evolving how and what they sell. Capturing premium video and mobile ad revenue is a top priority, though monetizing mobile and data currently lags behind. Audience acquisition is shifting from SEO to content optimization and social media. Revenue gaps and issues with audience monetization are top concerns for publishers.
Infographic survey of brands how search marketers leverage local (3)Balihoo, Inc.
Balihoo recently spearheaded a groundbreaking survey of digital marketers across a wide variety of industries, including manufacturing, financial services, and retail, to find out what motivates them to choose local paid search as a digital strategy. Our distinctive survey targeted decision makers—68 percent were at the director level or above—and the respondents were a nearly equal mix of marketers using software to manage paid search and those executing manually. The majority of respondents worked in large companies; in fact, 69 percent of them worked at companies with five hundred or more employees.
We’ve compiled the most interesting findings from the survey.
Mobile attribution modeling - open analytics nycOpen Analytics
The new consumer modeling approach divided the consumer journey into 5 stages (awareness, engagement, consideration, shopping, purchase) and developed 4 independent econometric models to explain the key drivers at each stage and their impact. The results identified 5 key insights: 1) brand equity and TV dominate awareness, 2) multiple channels drive site traffic with digital as workhorse, 3) paid search and DRTV drive leads, 4) leads are most significant driver of showroom traffic, and 5) showroom traffic best proxies unit sales. Moving consumers further in the journey relies more on paid media. The new models provided more accurate simulations to identify optimal media allocation across stages.
Tiger Analytics is a boutique consulting firm that uses predictive analytics to solve business problems in digital advertising, social media marketing, retail, and transportation. The document discusses how Tiger Analytics uses predictive models and micro-segmentation of audiences to optimize online display advertising and social media campaigns for clients. By analyzing past user behavior and applying machine learning, the company is able to increase click-through rates by 50% and decrease costs per click by 25% for its clients.
Why, What, and of How Marketing MeasurementKathy Herrmann
This document discusses the why, what, and how of marketing measurement. It explains that proactive measurement leads to insights that assess campaign value and focus, benchmark performance, gauge market trends, and evaluate audiences. These insights allow optimal alignment of marketing with strategic goals. Measurement is the starting point for gaining insights that drive better business decisions and marketing effectiveness. The document provides guidance on establishing best practices, determining supporting technology, defining measurement plans for campaigns, and determining a measurement framework. It also discusses challenges like information hoarding and how to address them.
An outline of the impact of data on driving the effectiveness of marketing activity across the eco-system as outlined by a survey of more than 130 marketing executives. Brought to you by BlueKai.
This document summarizes the preliminary findings of an investment report on publishers in 2013. The report is based on surveys and interviews with 50 publishing executives conducted in Q3 2013. It identifies key themes around how publishers are navigating the digital marketing ecosystem. The final report will be available at the end of October. Some of the main findings include publishers reallocating resources to capture revenue from premium sales and native ads. They are also evolving how and what they sell. Capturing premium video and mobile ad revenue is a top priority, though monetizing mobile and data currently lags behind. Audience acquisition is shifting from SEO to content optimization and social media. Revenue gaps and issues with audience monetization are top concerns for publishers.
Infographic survey of brands how search marketers leverage local (3)Balihoo, Inc.
Balihoo recently spearheaded a groundbreaking survey of digital marketers across a wide variety of industries, including manufacturing, financial services, and retail, to find out what motivates them to choose local paid search as a digital strategy. Our distinctive survey targeted decision makers—68 percent were at the director level or above—and the respondents were a nearly equal mix of marketers using software to manage paid search and those executing manually. The majority of respondents worked in large companies; in fact, 69 percent of them worked at companies with five hundred or more employees.
We’ve compiled the most interesting findings from the survey.
Mobile attribution modeling - open analytics nycOpen Analytics
The new consumer modeling approach divided the consumer journey into 5 stages (awareness, engagement, consideration, shopping, purchase) and developed 4 independent econometric models to explain the key drivers at each stage and their impact. The results identified 5 key insights: 1) brand equity and TV dominate awareness, 2) multiple channels drive site traffic with digital as workhorse, 3) paid search and DRTV drive leads, 4) leads are most significant driver of showroom traffic, and 5) showroom traffic best proxies unit sales. Moving consumers further in the journey relies more on paid media. The new models provided more accurate simulations to identify optimal media allocation across stages.
Tiger Analytics is a boutique consulting firm that uses predictive analytics to solve business problems in digital advertising, social media marketing, retail, and transportation. The document discusses how Tiger Analytics uses predictive models and micro-segmentation of audiences to optimize online display advertising and social media campaigns for clients. By analyzing past user behavior and applying machine learning, the company is able to increase click-through rates by 50% and decrease costs per click by 25% for its clients.
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This document discusses the why, what, and how of marketing measurement. It explains that proactive measurement leads to insights that assess campaign value and focus, benchmark performance, gauge market trends, and evaluate audiences. These insights allow optimal alignment of marketing with strategic goals. Measurement is the starting point for gaining insights that drive better business decisions and marketing effectiveness. The document provides guidance on establishing best practices, determining supporting technology, defining measurement plans for campaigns, and determining a measurement framework. It also discusses challenges like information hoarding and how to address them.
An outline of the impact of data on driving the effectiveness of marketing activity across the eco-system as outlined by a survey of more than 130 marketing executives. Brought to you by BlueKai.
This document summarizes the preliminary findings of an investment report on publishers in 2013. The report is based on surveys and interviews with 50 publishing executives conducted in Q3 2013. It identifies key themes in how publishers are navigating the digital marketing ecosystem, including reallocating resources to capture revenue from premium sales, native ads, and programmatic buying. The full report will be available in October and examine drivers, inhibitors and benchmarks for how brands, publishers and agencies evolve.
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This document provides an overview and guide to enterprise SEO platforms in 2015. It discusses trends driving adoption of these platforms, including the integration of SEO and content marketing. Major capabilities of the platforms are outlined. Vendor profiles of 12 leading providers are included, such as BrightEdge. The report is intended to help companies evaluate if they need an SEO platform and choose a vendor.
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David Ogilvy once praised direct marketers for being able to measure everything about their marketing spend down to the penny. Well, today's multi-channel marketers face even more granularity with measurements like click-through rates, likes, engagement scores, time on site, and form conversions. In fact, it turns out that you can measure an awful lot about your marketing that doesn't actually tell you whether or not it's driving business results for your company. So what metrics should you look at to tell if your marketing is, in fact, "working"?
Check out this presentation to discover how you can develop a strategic approach to marketing metrics and measurement that will help you evaluate and justify your current programs in terms of impact on revenue, plus identify areas you can improve upon to boost performance and profit.
You will learn:
- How you can tell that your marketing is working efficiently
- Which metrics are worth tracking, and what they tell you
- When you should check your metrics and what you need to properly interpret them
- How to develop a strategy of continuous marketing improvement
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The document summarizes trends in the enterprise SEO tools market. It finds that SEO and content marketing are becoming more integrated, with many tools expanding their content marketing capabilities. It also reports that SEO success is shifting from keywords to semantic search as search engines emphasize quality over quantity and understand user intent better. SEO tools are expanding their data management features to incorporate more third-party data and digital channels.
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This document provides recommendations for Grist Magazine to increase advertising revenue. It recommends that Grist explore syndication partnerships, partner with advertising networks, offer premium membership packages, and invest in search engine optimization. An analysis of Grist's operations and competitors found that partnerships, sponsored content, and grants are major revenue drivers. Recommendations aim to diversify revenue sources through advertising while maintaining Grist's mission of providing accessible environmental journalism.
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The document provides insights for financial services advertisers on search advertising trends through the Yahoo! Bing network, highlighting its advantages over other networks in terms of lower costs per click and per thousand impressions. It also analyzes audience behaviors and product ownership trends, and discusses strategies to optimize campaigns through ad formats and understanding query trends. The Yahoo! Bing network aims to continue growing search volume and reach through partnerships, acquisitions, mobile and device strategies.
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Electrify is a brand engagement agency seeking £200k total investment. The funds would provide marketing and working capital to support longer sales cycles. Electrify designs integrated campaigns using live brand experiences, social media, and content to drive advocacy. Their clients include major brands in electronics, FMCG, finance, and online sectors. Forecasts estimate £1.49-1.93m in revenue and 15-23% net margins for the remainder of 2013, growing to £1.73-3m revenue and 15-28% net margins in 2014.
This document summarizes a webinar on analyzing results from social media efforts and producing a return on investment. The webinar covered tracking analytics from various tools like Google Analytics and Radian6, evaluating whether goals were met, and determining what changes need to be made based on results. It also discussed defining the "return" in ROI and tying costs like employee time to measurable results to assess investment returns from social media activities.
Giving and Getting provides an online platform for people to help each other through favors in exchange for tokens. This report proposes marketing strategies to target specific audiences for Giving and Getting's three products: Free registration, Data Option, and White Label Option. The strategies aim to increase visibility, engagement, and retention. Tactics include optimizing the website, email marketing, and using social media. Key performance indicators such as conversion rate, visitor loyalty, and response speed will help measure the effectiveness of the strategies. Implementing the recommendations could help Giving and Getting establish itself more prominently.
This document summarizes the key findings from a 2014 study on programmatic advertising conducted by PwC and sponsored by the IAB. Some of the main points include:
- Programmatic revenues totaled $10.1 billion in 2014, comprising around 20% of total internet advertising revenues.
- Open auctions made up around 70% of programmatic revenue, but other transaction types like private auctions were expected to grow.
- Revenues from ad tech companies outweighed those from publishers. Banner ads were the dominant format but other formats were projected to increase.
- While programmatic buying and selling were advancing, standardization and transparency issues made sizing the industry challenging. The study provided
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2015-16 Global Chief Procurement Officer Survey - CPOCapgemini
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This document summarizes key findings from a 2015 survey of global chief procurement officers. It finds that while cost cutting remains a top priority, procurement is also being asked to support business growth. It identifies three tools procurement groups are using to balance these objectives: compliance management, predictive analytics, and developing strong supplier relationships. The document also discusses emerging trends that will impact procurement, such as the rise of big data, analytics, cloud technologies, and shifts in global outsourcing landscapes.
The document outlines 7 essential functions of an effective product detail page (PDP) on Amazon:
1. Inspires users with content that conveys the brand story, delivers on product promises, and allows users to visualize the product.
2. Drives prominence in search results through seasonally relevant content.
3. Converts users online and in physical stores by enhancing brick-and-mortar sales.
4. Tells a powerful product story through highlights of purchase drivers and prioritizing consumer wants.
5. Recreates the ability to see and touch the product with visual demonstrations.
6. Generates credibility through reviews and ratings to manage expectations.
7. The PDP
Optimizing product content on Amazon can improve visibility and conversion rates. According to the document:
1) 80% of clicks on Amazon come from the first page of search results, so including top searched keywords in titles is important to capture search volume.
2) Product images are highly influential, with 95% of customers viewing an entire image carousel. Testing different image styles can increase click-through rates and conversions.
3) The product description provides the best opportunity to target keywords, as searchers expect to find detailed information to inform their purchase decision. Classifying keywords helps determine what to include in descriptions and carousels.
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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
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Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
2. Sources: Preliminary Data, 2013 Publisher Investment Report
Methodology: What, Who, & Why?
• This is the second report in an ongoing series
that will look at key drivers, inhibitors and
benchmarks that reflect how
Brands, Publishers, and Agencies are navigating
the increasingly complex digital marketing
ecosystem
• Based on exhaustive primary and secondary
research conducted in Q3 of 2013, including
online surveys and detailed, in-person interviews
with 50 publishing executives.
• From this comprehensive exercise, we have
identified key themes, with top-line findings of the
report revealing a series of issues and best
practices.
• Results are preliminary
• Final report will be available by the end of
October
4. Sources: Preliminary Data, 2013 Publisher Investment Report
Publisher Organizations Will Reallocate Internal Resources to Capture Revenue…
76%Premium Sales
73%Programmatic
Buying
57%
Native Ads
Q: Given the potential ad sales issues below, please select the THREE that you think will have the MOST
impact in driving internal organizational changes / resource allocations over the next 24 months.
5. Sources: Preliminary Data, 2013 Publisher Investment Report
Publisher Organizations Will Evolve HOW they Sell as well as WHAT they are selling
1 in 2Direct Sales
(Premium)
1 in 3Direct Sales
(Non- Premium)
1 in 2Ad Exchanges
1 in 5Ad Networks
Q: What percentage of your total ad revenue will be derived from the following sales channels in 2013 and do you
see those allocations increasing, decreasing, or staying about the same by 2015? (% INCREASING RELATIVE TO 2015)
6. Sources: Preliminary Data, 2013 Publisher Investment Report
Capturing Premium Revenue a TOP priority …
33%
54%67%
56%
Social
Native AdvertisingVideo Ads
Mobile Ads
Q: Please rank the importance of the following types of advertising in attracting “premium” ad dollars directly from
advertisers (VERY/EXTREMLY important)
77%Sponsorships
7. Sources: Preliminary Data, 2013 Publisher Investment Report
Going Native, but grasp may (currently) exceed reach
80%currently offer Native Advertising
opportunities to advertisers
53%
1 in 38 in 10
Have a separate unit that creates
content for advertisers
Rate their own efforts to date at creating
content for advertisers as poor/average
Rank the expected importance of Native
advertising as very/extremely important
Q: Please rank the importance of the following types of advertising in attracting “premium” ad dollars directly from
advertisers (VERY/EXTREMLY important)
8. Sources: Preliminary Data, 2013 Publisher Investment Report
Mind the gaps - Mobile, Data Monetization lag
Q: Please characterize your company’s own efforts to date at fully monetizing Mobile Assets such as smart phone and tablet traffic, app
usage, and mobile-specific search activity versus efforts at monetizing data that you get from sources like user registration data, cookies, etc.
DataMobile Assets
9. Sources: Preliminary Data, 2013 Publisher Investment Report
Big changes are afoot with regards to how publishers acquire audiences.
Q: Please rank the importance of each of the below as audience acquisition tools in 2013 & 2015 (VERY/EXTREMLY
IMPORTANT)
Audience Acquisition Tools 2013 Rank 2015 Rank
SEO 80% 1 67% 3
Social media marketing 57% 2 70% 2
Content optimization 56% 3 80% 1
Video 34% 4 54% 5
Online display advertising 34% 5 30% 8
Mobile SEO 30% 6 57% 4
Email marketing 27% 7 37% 7
Native advertising 24% 8 47% 6
Offline advertising 20% 9 20% 9
10. Sources: Preliminary Data, 2013 Publisher Investment Report
Revenue gaps, tactical issues around audience monetization top publishers’ concerns
While online advertising began for publishers with the lowly banner in 1995, it certainly will not end that way for them. Driven by the twin engines of evolving consumer behavior and changing advertiser demand, publishing is now on the bleeding edge of a new age of digital ad sales and audience acquisition. On the one hand we have the increasingly brutal economics of an increasingly effective business (best represented by the key trends of RTB and programmatic buying). On the other hand we have new opportunities brought to bear through mobile and social content usage, and marketer demand to get closer to consumers via native advertising. Is this the proverbial half full or half empty glass for publishers and their ad sales teams?
Much like what we saw in our Brand Investment Report (April 2013), publishers, like brand managers, are looking to aggressively evolve their organizations in the face of emerging digital ad trends around supply, demand, and accountability.Publisher organizations will restructure to capture revenue: Driven by demand and revenue pressure, publishers will restructure their organizations, with Programmatic, Premium Sales, and Native Advertising opportunities expected to have the MOST organizational impact going forward.When asked which advertising sales issues would be most impactful in driving internal organizational changes, respondents cast their votes (up to three each) loud and clear for Premium Sales (76%), Programmatic Buying (73%) and, a not-too-distant third, Native Advertising at 57%. Real-Time Bidding (RTB) and Display Sales (Non-Premium) look like they will also have an impact, but to a much lesser degree, coming in at 35% and 30%, respectively.
Focus on Ad Exchanges & Direct Sales predicted to increase; Ad Networks stand to lose the most. Revenue generation by sales channel is expected to change quite a bit in 2015 relative to today. Ad Networks are expected to generate the lowest sales gains and over 40% of respondents expect sales for this channel to shrink by 2015.Revenue generation by sales channel is expected to change quite a bit in 2015 relative to today. Survey respondents were asked to gauge what percentage of their ad sales derived by each of four different sales channels might shift in the coming two years. Ad Exchanges and Direct Sales (both Premium and Non-Premium) are predicted to generate more sales, while Ad Networks are expected to generate the lowest sales gains and over 40% of respondents expect sales for this channel to shrink.Specifically, all three of the channels that respondents expect to account for more of the total revenue pie range from votes of 33% of respondents (Direct Sales – Non-Premium), to 43% (Direct Sales – Premium), to the big winner, 53% (Ad Exchanges). Ad Networks lag far behind – only 20% thought this channel would bear more fruit in 2015, with 43% saying the channel would actually decrease in its revenue contribution. Further to this point, on the opposite end – channels expected to account for less revenue in the next few years – 20% of respondents put Direct Sales (both Premium and Non-Premium) in this category, and Ad Exchanges at only 13%.
Revenue Generation: Drivers and Inhibitors of Attracting Premium Revenues: Sponsorship & Video lead the charge for premium ad dollars: Display is a glass half empty; social potentially undervalued. As the display business has become increasingly commoditized by trends like Real-Time Buying (RTB) and programmatic buying, publishers have focused more on attracting premium-advertising dollars. Typically, “premium” refers to ad spend that comes from a direct interaction between a publisher and an advertiser or agency, and encompasses a wide range of creative executions, such as native advertising and content sponsorship in addition to display ads. Many publishers we spoke to view attracting premium advertising as a key area of focus for them going forward. “Our goal as a premium publisher is to maintain the integrity of our CPMs while at the same time thinking outside of the box to help our advertising partners meet their goals,” noted one publisher of a popular online sports property. “This doesn’t this mean I’ll walk away from things programmatic buying, or selling inventory via RTB, but it does mean that I’ll only do so as part of a larger, “premium” package that we construct, and that benefits both parties.” Sponsorship leads the charge as the most important type of advertising to attract “premium” ad dollars in 2013. Over seven in 10 respondents named Sponsorships as either very (27%) or extremely (47%) important in this respect. Not far behind were video (67% very or extremely important) and mobile ads (at 57%). Display and Native advertising are glasses half full (or empty) at 53% each. When it came to social media, if you asked three different respondents how important it was to attracting premium ad dollars in 2013, you were likely to get three different answers. The tally was split evenly among the three “importance” buckets: not at all/slightly (33%), moderately (33%) and very/extremely (33%). The takeaway? Perhaps social has found its niche for some and could potentially be undervalued for others.
Going Native, but grasp may (currently) exceed reach: It’s clear from our survey that the vast majority of publishers are embracing native formats, in many cases re-aligning internal resources to better manage native advertising generation: A full 80% of respondents currently offer Native Advertising opportunities to advertisers. While the drivers of publisher adoption of native formats is clear, many still admit to struggling with execution: one in three rate their own efforts to date at creating content for advertisers as poor/ average with only 13% rating their efforts as excellent.Native backlash feared by some: One in five publishers we talked to said they saw potential consumer backlash as being the key inhibitor of driving adoption of native advertising. This was one of several concerns that came up in our discussions on the “cons” side of native advertising. Many we spoke to are also concerned about the blurring of lines between content and advertising that occurs when native ads are deployed.
Mind the gaps - Mobile, Data Monetization lag: Seven in 10 admit to failing to monetize key areas of mobile and consumer data, and not a single respondent said his or her firm was excellent in its effort to monetize mobile assets.Respondents were rather harsh in assessing their companies’ success in fully monetizing both mobile assets and consumer data. In both cases, seven in 10 admitted to either only poor to average performance on those counts. In the case of fully monetizing Mobile Assets, 30% responded that their company’s efforts were poor, while 43% characterized them as average. The consumer data question yielded 40% voting the success of their company’s efforts at monetizing data it gets from sources like user registration data and cookies at poor, another 30% at average. For both questions, only 10% of people gave their companies a “very good” pat on the back, on the consumer data question another 10% said their firms were excellent in this respect. However, not a single respondent said his or her firm was excellent in its effort to monetize mobile assets. “Mobile is a huge area of frustration now,” noted Wetpaint’s Melissa LaCaille, “because it’s 50% of my traffic but generating revenue from that traffic is a challenge.” “Obviously, growth in mobile is tremendous, and we’re not sure how to align supply with demand, “added Daniel Callahan, Director, Network Sales, Fox News Digital, concluding “it’s a messy business.” As will be seen in more detail in the Key Issues section of this report, the issues of fully monetizing mobile assets and consumer data were both viewed as critical in the coming two years – the most critical, in fact, of the 15 issues we presented.
How sites attract the audience they in turn sell to advertisers is a hugely important area of endeavor to publishers, and one that seems poised for some evolution over the next few years. To get a better understanding of how publishers were shifting in this sense, we asked respondents to rank the importance of a series of tools both today and their expectations for 2015, and the results prove that the pace of change in the field is indeed swift. Not surprisingly, in 2013, our respondents said that the most important audience acquisition tools were SEO (80% very important or extremely important), social media marketing (57%) and content optimization (56%). No other tool was viewed to be very/extremely important by more than 34% of respondents. In fact, five of the tools we asked about – mobile SEO, online display, offline advertising, email marketing and native advertising – were voted to be either not at all important or only slightly important by anywhere between 44% and 63% of those surveyed. Projecting forward to 2015, we see a focus more inline with a heavily mobile /socially skewed consumer experience. The top three tools remain the same, but the levels – both relative and absolute – couldn’t be more different. Content optimization kicks SEO out of the top spot, at 80% very/extremely important, with social media marketing still at number two but up a full 13 percentage points to 70% who view this as a very/extremely important tool, with SEO down in the third spot, albeit with a 67% very/extremely important rating. Another large increase is seen in mobile SEO, which reaches the fourth spot at 57% (it is at 30% for 2013).
Key Issues: Better monetizing mobile assets, having a data strategy, brand safety & Ad effectiveness key; measurement issues seem less pressing [Fig 18] Earlier in this report we saw that respondents were not overly complimentary of their companies’ success in monetizing both mobile assets and consumer data. As we mentioned then, these two are, in fact, the issues that survey respondents view to be the most critical in the next 24 months. The ranking of the respective issues showed a clear hierarchy of concern, with closing revenue gaps the top line issue: “Better monetizing mobile assets” and “having a data strategy” were ranked highest, with a rating average of 4.1 & 4.07, respectively. The fat middle of the rankings put more tactical issues of audience monetization front and center, including ad effectiveness (3.79), targeting and retargeting (3.66), attribution analytics (3.62), qualifying audiences to buyers (3.48), and shift to audience-based buying (3.41). Meanwhile, at the bottom of the rankings, publishers showed moderate concern for more “philosophical” issues such as campaign ratings (2.97), Adoption of 3MS (2.90), the Ineffectiveness of professional organizations (2.79) and Online GRPs (2.62).