This document summarizes key findings from the Adobe Digital Index Q4 2014 Global Digital Advertising Report. The following were among the most important insights:
1. Google Retail "Shopping Ad" spend grew dramatically during the holiday season, outperforming "Text Ad" spend by almost 8x.
2. Google ads continue to be more efficiently optimized with Click-Through-Rate growth outpacing Cost-Per-Click growth by more than 2x.
3. Retailers turned to Facebook during the holiday season to drive sales while marketers are quickly adjusting to Facebook algorithm changes that reduced organic post impressions.
Adobe Digital Index’s report looks at the effect social media has on brands from a paid, owned, and earned perspective.
The analysis is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and 7 billion brand post interactions, including comments, likes, and shares.
The Social Intelligence Report by Adobe Digital Index for Q4 2013 makes it clear that marketers who didn’t advertise on social networks during the holiday season missed out on high-quality traffic and click-through rates (CTRs) from social ads.
That said, it’s imperative to analyze and optimize each campaign to determine which ad-purchasing method is the most efficient.
5 Ways Digital Advertising is Growing Up (Finally!)The Archer Group
As the online banner ad has just become old enough to drink, developments in measurement, standardization, and targeting have given brands the right tools to responsibly mature the way digital advertising is assessed. With display advertising spend overtaking that of search for the first time ever in 2016, these advancements couldn’t come at a better time for marketers. In this presentation, Ryan Hurley, Archer’s Director of Performance Marketing, will address how brands can make the most of their advertising, embracing both action and accountability across the digital landscape.
The Ever Wonder Series is a private, educational discussion series offered for free to friends and partners of the Archer Group, aimed at adding clarity to some of the more complex issues surrounding Digital Marketing and Media.
Merkle Q2 2019 Digital Marketing Report for download, complete with detailed analysis on trends spanning the key platforms across paid search, SEO, display advertising and paid social. This edition of the report includes commentary on the impact of Yahoo’s move to exit the Google Search Partner Network, a rebound in the growth of Google brand CPC, the continued strength of Instagram ads growth, and much more.
A sample digital marketing plan for Panasonic's brand of digital cameras. The presentation includes research about competitors and key targets, and details strategies to best reach them online.
As a part of the pitch presentation we were to create a XM activation for Crayola involving technology. The main aim of the activation was to increase Crayola's relevance among its target audience in this digital age.
Adobe Digital Index’s report looks at the effect social media has on brands from a paid, owned, and earned perspective.
The analysis is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and 7 billion brand post interactions, including comments, likes, and shares.
The Social Intelligence Report by Adobe Digital Index for Q4 2013 makes it clear that marketers who didn’t advertise on social networks during the holiday season missed out on high-quality traffic and click-through rates (CTRs) from social ads.
That said, it’s imperative to analyze and optimize each campaign to determine which ad-purchasing method is the most efficient.
5 Ways Digital Advertising is Growing Up (Finally!)The Archer Group
As the online banner ad has just become old enough to drink, developments in measurement, standardization, and targeting have given brands the right tools to responsibly mature the way digital advertising is assessed. With display advertising spend overtaking that of search for the first time ever in 2016, these advancements couldn’t come at a better time for marketers. In this presentation, Ryan Hurley, Archer’s Director of Performance Marketing, will address how brands can make the most of their advertising, embracing both action and accountability across the digital landscape.
The Ever Wonder Series is a private, educational discussion series offered for free to friends and partners of the Archer Group, aimed at adding clarity to some of the more complex issues surrounding Digital Marketing and Media.
Merkle Q2 2019 Digital Marketing Report for download, complete with detailed analysis on trends spanning the key platforms across paid search, SEO, display advertising and paid social. This edition of the report includes commentary on the impact of Yahoo’s move to exit the Google Search Partner Network, a rebound in the growth of Google brand CPC, the continued strength of Instagram ads growth, and much more.
A sample digital marketing plan for Panasonic's brand of digital cameras. The presentation includes research about competitors and key targets, and details strategies to best reach them online.
As a part of the pitch presentation we were to create a XM activation for Crayola involving technology. The main aim of the activation was to increase Crayola's relevance among its target audience in this digital age.
There’s no doubt about it: Digital advertising must be a non-negotiable component of your company’s digital strategy. With the increased brand exposure, conversion rate boost and audience targeting capabilities, the benefits of digital ads are clear. So why are some companies still afraid to take the plunge?
Robin Eldred, Communicatto’s Director of Advertising, explores 2018’s digital advertising landscape and covers everything you need to get started, including:
- Types of digital ads
- The benefits of various channels
- How to run ads strategically
- Ad reporting and optimization
- Real-world results
Credence Digital Marketing Inc has evolved to be name which is continuously being linked with creative and innovative digital marketing strategies to aid the businesses in their campaigns to enhance greater customer engagement. Visit : https://www.credencedigital.ca/
Search & Social: 3 Data Packed Tips to Finding your Customers OnlineMark Irvine
Google or Facebook? Where's the best investment on your limited advertising budget?
Learn the strengths of each network and how to leverage them together to make them work even better!
BVDW / IAB Germany - Leibniz Choco CrunchyIAB Europe
The results of this study clearly prove that the cross-media campaign for the “Leibniz Choco Crunchy” product launch was able to positively influence the relevant indicators of advertising effectiveness, including brand awareness and recall.
The Evolution of Digital Marketing Communications & What It Means For You in ...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.
The Evolution of Marketing and Communications: Earning Your Way with Inbound ...Converge Consulting
Converge Consulting principals, Jay Kelly and Ann Oleson explored how marketing and communications have evolved at the 29th Annual ACT Enrollment Planners Conference in Chicago.
From the outbound/push model days of buying ads and sending view books and postcards through the mail, to the current inbound/pull model of engagement through data-driven, relevant, targeted and segmented communications -- they covered the why and how of modern, effective marketing.
“Pown” the Newsfeed: Advanced Marketing on the Facebook PlatformPaul Steketee
Connected CRM in Paid Social – Using advances in data-driven targeting capabilities to “Pown” the newsfeed.
Facebook is no longer just a “like” engine. It’s now a mass reach vehicle that delivers efficiently across a wide variety of audiences, platforms, and marketing objectives.
These facts, coupled with Facebook’s rapidly changing advertising offerings present some challenges -- but more opportunities -- for advertisers to be relevant and effective using data-driven targeting techniques.
From cross-selling existing customers, to prospecting for those most likely to become your next customers, learn the latest techniques incorporating all of the recent advances in Facebook advertising to drive real business results.
Specifically:
• Key changes in Facebook’s core advertising products provide targeted-scale for marketers
• The newsfeed is now for sale – how to ensure your message gets seen
• Bringing your own data to the party - how you can use connected CRM to get razor-sharp targeting and results
• Using the Facebook Exchange as a core component to your remarketing strategy
• Use fresh data and real-time optimization techniques to increase performance
We kick off the summit with a look back on the 15 digital marketing trends of 2020. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – a global pandemic, enforced lockdowns and the deepest recession in living memory were not exactly high on the marketing world’s agenda when we published the 2020 Digital Marketing Trends. However, there is only one constant for marketers these days: everything changes.
Adobe Digital Insights Holiday Recap Report 2017Adobe
Adobe Digital Insights releases it's 2017 Holiday season recap report. Adobe finds that online holiday shopping season in 2017 tops expectations. Online shopping totaled $108.2B during the 2017 holiday season, representing 14.7% growth year-over year ($107.4B, 13.8% growth predicted)
The Thanksgiving weekend was one for the record books. Holiday shoppers took full advantage of deep discounts and spent over $19B dollars during the five days between Thanksgiving and Cyber Monday.
Cyber Monday and Black Friday stay dominant and emerge as mobile mega-days. Cyber Monday was the first day with over $2.0B in mobile shopping alone.
Big retailers won big, but small retailers competed on key days. The largest retailers saw big holiday season growth while smaller retailers had an advantage during the Thanksgiving weekend, particularly on mobile devices.
Big markets drive holiday growth. The nation’s largest markets saw big growth, particularly on key days.
Marketing Channels: The Digital Marketing Trends for 2021Semrush
As you strategize your marketing efforts for 2021, it’s important to understand how the digital marketing landscape is evolving. New technologies, tools, and tactics are coming to the fore, changing marketers’ promotional strategies across marketing channels.
In this presentation, seasoned experts Pinar Ünsal, and Zaryn Sidhu shared their insights on SEO, PPC, and Paid Social trends.
These slides were presented at the SEMrush webinar "Marketing Channels: The Digital Marketing Trends for 2021". Video replay and transcript are available at https://www.semrush.com/webinars/marketing-channels-the-digital-marketing-trends-for-2021/
Digital video and tv advertising viewing budget share shift and effectivenessIAB Canada
IAB US in association with Microsoft, Yahoo and Nielsen have released this study that explores the digital video and TV landscape in the U.S.
The study includes great insights into how these two media work together as well as how shifts in spend can affect campaign CPMs and reach.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
There’s no doubt about it: Digital advertising must be a non-negotiable component of your company’s digital strategy. With the increased brand exposure, conversion rate boost and audience targeting capabilities, the benefits of digital ads are clear. So why are some companies still afraid to take the plunge?
Robin Eldred, Communicatto’s Director of Advertising, explores 2018’s digital advertising landscape and covers everything you need to get started, including:
- Types of digital ads
- The benefits of various channels
- How to run ads strategically
- Ad reporting and optimization
- Real-world results
Credence Digital Marketing Inc has evolved to be name which is continuously being linked with creative and innovative digital marketing strategies to aid the businesses in their campaigns to enhance greater customer engagement. Visit : https://www.credencedigital.ca/
Search & Social: 3 Data Packed Tips to Finding your Customers OnlineMark Irvine
Google or Facebook? Where's the best investment on your limited advertising budget?
Learn the strengths of each network and how to leverage them together to make them work even better!
BVDW / IAB Germany - Leibniz Choco CrunchyIAB Europe
The results of this study clearly prove that the cross-media campaign for the “Leibniz Choco Crunchy” product launch was able to positively influence the relevant indicators of advertising effectiveness, including brand awareness and recall.
The Evolution of Digital Marketing Communications & What It Means For You in ...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.
The Evolution of Marketing and Communications: Earning Your Way with Inbound ...Converge Consulting
Converge Consulting principals, Jay Kelly and Ann Oleson explored how marketing and communications have evolved at the 29th Annual ACT Enrollment Planners Conference in Chicago.
From the outbound/push model days of buying ads and sending view books and postcards through the mail, to the current inbound/pull model of engagement through data-driven, relevant, targeted and segmented communications -- they covered the why and how of modern, effective marketing.
“Pown” the Newsfeed: Advanced Marketing on the Facebook PlatformPaul Steketee
Connected CRM in Paid Social – Using advances in data-driven targeting capabilities to “Pown” the newsfeed.
Facebook is no longer just a “like” engine. It’s now a mass reach vehicle that delivers efficiently across a wide variety of audiences, platforms, and marketing objectives.
These facts, coupled with Facebook’s rapidly changing advertising offerings present some challenges -- but more opportunities -- for advertisers to be relevant and effective using data-driven targeting techniques.
From cross-selling existing customers, to prospecting for those most likely to become your next customers, learn the latest techniques incorporating all of the recent advances in Facebook advertising to drive real business results.
Specifically:
• Key changes in Facebook’s core advertising products provide targeted-scale for marketers
• The newsfeed is now for sale – how to ensure your message gets seen
• Bringing your own data to the party - how you can use connected CRM to get razor-sharp targeting and results
• Using the Facebook Exchange as a core component to your remarketing strategy
• Use fresh data and real-time optimization techniques to increase performance
We kick off the summit with a look back on the 15 digital marketing trends of 2020. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – a global pandemic, enforced lockdowns and the deepest recession in living memory were not exactly high on the marketing world’s agenda when we published the 2020 Digital Marketing Trends. However, there is only one constant for marketers these days: everything changes.
Adobe Digital Insights Holiday Recap Report 2017Adobe
Adobe Digital Insights releases it's 2017 Holiday season recap report. Adobe finds that online holiday shopping season in 2017 tops expectations. Online shopping totaled $108.2B during the 2017 holiday season, representing 14.7% growth year-over year ($107.4B, 13.8% growth predicted)
The Thanksgiving weekend was one for the record books. Holiday shoppers took full advantage of deep discounts and spent over $19B dollars during the five days between Thanksgiving and Cyber Monday.
Cyber Monday and Black Friday stay dominant and emerge as mobile mega-days. Cyber Monday was the first day with over $2.0B in mobile shopping alone.
Big retailers won big, but small retailers competed on key days. The largest retailers saw big holiday season growth while smaller retailers had an advantage during the Thanksgiving weekend, particularly on mobile devices.
Big markets drive holiday growth. The nation’s largest markets saw big growth, particularly on key days.
Marketing Channels: The Digital Marketing Trends for 2021Semrush
As you strategize your marketing efforts for 2021, it’s important to understand how the digital marketing landscape is evolving. New technologies, tools, and tactics are coming to the fore, changing marketers’ promotional strategies across marketing channels.
In this presentation, seasoned experts Pinar Ünsal, and Zaryn Sidhu shared their insights on SEO, PPC, and Paid Social trends.
These slides were presented at the SEMrush webinar "Marketing Channels: The Digital Marketing Trends for 2021". Video replay and transcript are available at https://www.semrush.com/webinars/marketing-channels-the-digital-marketing-trends-for-2021/
Digital video and tv advertising viewing budget share shift and effectivenessIAB Canada
IAB US in association with Microsoft, Yahoo and Nielsen have released this study that explores the digital video and TV landscape in the U.S.
The study includes great insights into how these two media work together as well as how shifts in spend can affect campaign CPMs and reach.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Adobe Digital Index’s Q3 Digital Advertising & Social Intelligence ReportAdobe
Facebook’s undisputed victory in ad personalization is driving Google to make changes to its advertising business, according to ADI's Q3 Digital Advertising & Social Intelligence Report.
Elisabeth Osmeloski, Director of Audience Development, Search Engine Land and Marketing Land, talks about her journey in selecting and implementing marketing automation, and the impact on revenue that has come as a result.
Social media gets more engaging with age - Adobe q1 2014 social intelligence ...Mediamaispasque
Social buzz, ads, and content can all be used as a way to reach and monitor individual
consumers. Facebook continues to dominate the social realm, but each social site has a
unique audience and route that can lead to more loyal fans, brand awareness,
and eventual revenue.
Capturing and leveraging search beyond the blue links - SMX London 2014Cedric Chambaz
A search engine is a data base of intents and by thinking outside the (search) box, marketers can harness the statistical value of this source of insights. They can offer new advertising stimulus where their audience is searching, but also taking the search insights to the outside world.
With an unprecedented global pandemic comes unprecedented challenges for SMBs.
Running a small business or agency is hard, stressful, and uncertain—even under usual circumstances. Add a global pandemic to the mix, and it’s really hard, and all the uncertainty can drive your stress through the roof. Join this virtual workshop with WordStream’s thought leaders to get concrete action items and creative strategies you can do right now to strengthen your business, adjust your game plan, and engage your audience to help your business weather the COVID-19 storm.
Organic efforts alone is no longer enough to maintain your brand presence on Facebook. Learn from Adobe social media advertising expert how to use paid advertising within social media to improve your reach and engagement on Facebook.
Online, off line, above the line, through the line - whose line? Is there a line?
Due to the increasing fragmentation of consumers and the numerous opportunities available to marketers, individual channels can no longer be considered in isolation. What drives the consumer and where are they driven? Do you know? TV can impact search, online display can support brand recall increasing propensity to transact and online analytics can efficiently optimise the whole marketing mix.
Using dgm Australia’s experience and case studies, Chris will enlighten and demonstrate a truer return on investment
Similar to Global Digital Advertising Report - Adobe Digital Index Q4 2014 (20)
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
2. 2ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
Table of contents
Social
3 Key insights
4 Facebook post impressions
5 Black Friday Foursquare check-ins
6 Facebook post organic impressions
7 Facebook post share by post type
8 Facebook post interaction rate
9 Facebook post interaction rate by day
Search
10 Search engine marketing (SEM) spend growth
11 SEM spend growth by search engine
12 Share of spend by search engine
13 Google shopping ad spend growth
14 Share of retail clicks by ad type
15 Holiday season spend and click growth
16 Global SEM spend growth by industry
17 Daily share of SEM clicks
18 CTR growth by country and search engine
19 CTR growth by industry
20 Google U.S. CTR and CPC growth by device type
21 CPC growth by country and search engine
22 CPC growth by industry
Appendix
23 Recommendations
24 Predictions
25 Methodology
26 Tables
3. Key insights
1. Google Retail “Shopping Ad” spend grew dramatically during the holiday season –
outperforming “Text Ad” spend by almost 8x
2. Google ads continue to be more efficiently optimized with Click-Through-Rate (CTR) growth
outpacing Cost-Per-Click (CPC) growth by more than 2x
3. Advertisers should remember “Mobile Search Sundays,” “Desktop Search Mondays,” and
Facebook Fridays”
4. Retailers turned to Facebook during holiday season to drive sales while marketers are
quickly adjusting to Facebook algorithm changes
3ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
4. SOCIAL
Facebook post impressions
Retailers increased marketing efforts on Facebook
during the holiday season.
The findings:
4ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
• Posts: In retail, up 64% YOY; up 31% QOQ.
• Paid impressions: In retail, up 13% YOY; up 53%
QOQ.
5. SOCIAL
Black Friday Foursquare check-ins
Consumers flocked to mass merchants and to malls this
holiday season to do their shopping.
The findings:
• Mass merchants led with 24% of all Black Friday retail check-ins.
• Malls were second with 21%.
• Specialty stores were third with 16%.
5ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
6. 100%
DEC
2013
DEC
2014
MAR
2014
JUN
2014
SEPT
2014
FACEBOOK AVERAGE ORGANIC POST IMPRESSION GROWTH
32%
YOY
SOCIAL
Facebook post organic impressions
Organic impressions from Facebook posts continued to drop.
However, some post types did better than others.
The findings:
• Organic impressions from Facebook posts were down 32% YOY.
• Video posts performed the best for organic impressions, flat YOY.
• Text posts were affected most by algorithm changes, down 60% YOY.
6ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
7. SOCIAL
Facebook post share by post type
Links were on the move after updates from Facebook.
The findings:
• Link share of posts was up 68% YOY.
• Images share of posts was down 15% YOY.
• Videos share of posts was up 52% YOY.
7ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
8. SOCIAL
Facebook post interaction rate
Post interaction rates increased in retail and for video
and link-based posts.
The findings:
• Interaction rates for Facebook posts from retail brands were
up 14% YOY.
• Interaction rates for links were up 36% YOY.
8ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
9. 2%
4%
SOCIAL
Facebook post interaction rate by day
Facebook Friday—Highest percent of interaction rates, post
impressions, and posts occurred on Friday.
The findings:
• Interaction rates were 15% higher on Friday than any other day of the week.
• Brand post impressions were 18% higher on Friday than any other day of the week.
• Brand posts were 28% higher on Friday than any other day of the week.
• Shares and likes happened on Friday more often than any other day of the week.
9ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
10. SEARCH
Search engine marketing (SEM) spend growth
The amount of money being allocated to search
advertisement campaigns is steadily increased,
up 12% globally YOY.
The findings:
• Overall search advertisement spend in U.S. dollars grew 5% YOY.
• Europe SEM spend growth slowed in the most recent quarter,
up 17% YOY; Great Britain spend was down 3% over the same
time period.
10ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
11. SEARCH
SEM spend growth by search engine
Overall worldwide SEM ad spend on Google rose 8% YOY, while overall
spend on Yahoo! Bing grew 36% during the same time period.
The findings:
• Yahoo! Bing realized a strong YOY uptick in SEM spend, up 36% globally,
outpacing Google by 3.5x.
• Global SEM ad spend on Google was up 8% YOY.
11ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
12. SEARCH
Share of spend by search engine
Although Google was still the dominant SEM player in
the United States, share of SEM spend has trended
towards Yahoo! Bing over the last five quarters.
The findings:
• Google remained dominant in Europe and Great Britain,
controlling 90% and 91% of market share respectively in the most
recent quarter.
• Yahoo! Bing increased their share of SEM ad spend in the
United States to 32% in the most recent quarter.
12ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
13. SEARCH
Google shopping ad spend growth
Shopping Ads are major revenue growth drivers for
Google, via USD retail ad send.
The findings:
• Google Shopping Ad spend growth up 47% YOY.
• The holiday season drove Google Shopping Ad spend growth up
53% QOQ.
• Google Text Ad spend in retail sector down 6% YOY.
13ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
14. SEARCH
Share of retail clicks by ad type
Google shopping ads accounted for 20% of all retail
SEM clicks in the United States.
The findings:
• Google text ad clicks lead the U.S. retail sector with
66% share.
• Yahoo! Bing released Product Ads in March 2014 to all US
advertisers, which in Q4 2014 represented less than 1% of U.S.
retail clicks.
14ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
15. SEARCH
Holiday season spend and click growth
Key days throughout the holiday season contributed heavily to
click growth as well as spend growth.
The findings:
• Global shopping ad clicks were up 53% on Cyber Monday
over November 1, 2014; ad spend was up 53% on Singles Day.
• Text ad clicks were up 59% on Cyber Monday over
November 1, 2014; spend was up 87%.
15ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
16. SEARCH
Global SEM spend growth by industry
Industries were affected by seasonality, with SEM spend
in travel increasing in the spring and retail SEM spend
growing in the holiday season.
The findings:
• SEM ad spend in the retail industry grew 7% YOY.
• During that same period, search ad spend in the travel industry
declined by 4%.
16ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
17. SEARCH
Daily share of SEM clicks
Mobile ad clicks were more frequent during the
weekend, whereas Mondays saw the highest desktop
search traffic compared to all other days of the week.
The findings:
• The share of mobile ad clicks on Sunday was 17% higher than the
average day.
• On Mondays, text ad clicks are 9% higher than on the average day;
Saturdays were 11% lower.
17ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
18. GLOBAL SEM CTR GROWTH BY SEARCH ENGINE
SEARCH
CTR growth by country and search engine
SEM marketing becomes more optimized as overall CTRs
increased in the United States, up 22% YOY.
The findings:
• Japan saw the highest increase in CTR up 24% YOY.
• Global Google CTR was up 19% YOY, while Yahoo! Bing CTRs
were relatively flat over the year.
18ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
19. SEARCH
CTR growth by industry
CTRs were up across several industries YOY,
increasing as much as 36% in the financial industry.
The findings:
• The finance and travel industries saw the highest increase
in CTR YOY, up 36% and 33% respectively.
• The heavily competitive retail industry saw a 9% increase
in CTR YOY.
19ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
20. GOOGLE U.S. CTR GROWTH BY DEVICE TYPEGOOGLE U.S. CPC GROWTH BY DEVICE TYPE
SEARCH
Google U.S. CTR and CPC growth by device type
20ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
With programmatic buying tools across multiple
platforms becoming available, mobile is the new frontier
for marketers and advertisers to fully optimize.
The findings:
• For U.S., mobile devices drove higher CTR growth; up 27% YOY for
tablets and 26% for smart phones.
21. GLOBAL SEM CPC GROWTH BY SEARCH ENGINE
SEARCH
CPC growth by country and search engine
CPC rates slowly increased and did not keep pace with CTRs.
The findings:
• CPC was up 12% YOY in Great Britain.
• Google CPC was up 8% YOY, while CPC on Yahoo! Bing was
up 7% during that same time period.
21ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
22. SEARCH
CPC growth by industry
The holiday season saw CPC ramping up in all industries.
The findings:
• CPC in the travel industry was up 13% YOY.
• CPC was down 10% YOY in the finance industry.
22ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
23. ADOBE DIGITAL INDEX
Recommendations
1. Look to add links to content into brand posts in 2015 to take advantage of the growth due to
Facebook algorithm changes. Also, when looking for organic impressions, try out a video post.
It is the type that has been least effected by the decrease in organic impressions.
2. Fridays are a good day for interaction rates including likes and shares from brand Facebook
followers.
3. Monday is seeing a rise in SEM clicks, advertisers need to focus more spend on this day to
drive more engagement.
4. To remain competitive, retail advertisers need to incorporate shopping ads into their SEM
strategy.
23ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
24. ADOBE DIGITAL INDEX
Predictions
1. Shopping ad share will decline slightly in Q1 ‘15, but will see strong growth in second half of ‘15
and comprise 30% of all SEM clicks in Q4 ‘15
2. Non-retail advertisers will begin adopting shopping ads and see increase in visual ads
3. SEM CTR growth will continue to outpace CPC growth due to programmatic solutions and
more advanced modeling to incorporate altering bids based on dimensions (i.e. device type,
consumer demographics)
4. Negative spread between CTR and CPC YoY growth within Yahoo!/Bing will start to narrow as
advertisers take lessons learned from Google marketing
5. Facebook organic impressions will drop nearly another 40% by ‘16. Facebook brand link and
video posts will grow faster in ‘15 than image-based posts
24ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014