Zenith is partnering with the WFA to support Global Marketer Week. As the ROI Agency, Zenith provides comprehensive media and communications services including strategy, consumer journey orchestration, and automation & continuous improvement. Zenith is sharing its current issue of Global Intelligence magazine, which includes adspend forecasts, insights on digital channels, marketing tech, and category insights. The magazine hopes to stimulate discussion and share Zenith's perspectives on the changing advertising landscape.
All the latest data for internet, social media, mobile, and e-commerce use from around the world. For more global stats and individual country insights, visit http://bit.ly/GD2018GO
Everything you need to know about mobile, internet, social media, and e-commerce use in Malaysia in 2016. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
This document provides an overview and summary of key digital trends and statistics for Italy in 2016, including:
- 59.8 million internet users in Italy, representing 63% of the population.
- 37.7 million active social media users, or 47% of the population, with Facebook being the dominant platform.
- 80.3 million mobile connections in Italy, exceeding the population size, with the average user having 1.6 connections.
- Italians spend on average 4 hours and 5 minutes per day online via laptop/desktop and 2 hours and 10 minutes via mobile.
Everything you need to know about mobile, internet, social media, and e-commerce use in China in 2015. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
The document provides an overview of digital trends in Vietnam in 2018, including statistics on internet, social media, mobile and ecommerce usage. Some key facts presented are that Vietnam had 64 million internet users as of January 2018, representing 67% of the population. 55 million people were active social media users and 70 million were unique mobile users. Common online activities for Vietnamese included using search engines, visiting social networks, watching videos and looking for product information online.
With the year coming to an end, we bring back the digital snapshot of the country ft. quarter-four festive edition! Who scored what? when? and where? the ultimate rankings and stats of the last quarter of 2019 are here!
Digital 2015 South Africa (January 2015)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in South Africa in 2015. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Everything you need to know about mobile, internet, social media, and e-commerce use in Thailand in 2017. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
All the latest data for internet, social media, mobile, and e-commerce use from around the world. For more global stats and individual country insights, visit http://bit.ly/GD2018GO
Everything you need to know about mobile, internet, social media, and e-commerce use in Malaysia in 2016. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
This document provides an overview and summary of key digital trends and statistics for Italy in 2016, including:
- 59.8 million internet users in Italy, representing 63% of the population.
- 37.7 million active social media users, or 47% of the population, with Facebook being the dominant platform.
- 80.3 million mobile connections in Italy, exceeding the population size, with the average user having 1.6 connections.
- Italians spend on average 4 hours and 5 minutes per day online via laptop/desktop and 2 hours and 10 minutes via mobile.
Everything you need to know about mobile, internet, social media, and e-commerce use in China in 2015. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
The document provides an overview of digital trends in Vietnam in 2018, including statistics on internet, social media, mobile and ecommerce usage. Some key facts presented are that Vietnam had 64 million internet users as of January 2018, representing 67% of the population. 55 million people were active social media users and 70 million were unique mobile users. Common online activities for Vietnamese included using search engines, visiting social networks, watching videos and looking for product information online.
With the year coming to an end, we bring back the digital snapshot of the country ft. quarter-four festive edition! Who scored what? when? and where? the ultimate rankings and stats of the last quarter of 2019 are here!
Digital 2015 South Africa (January 2015)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in South Africa in 2015. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Everything you need to know about mobile, internet, social media, and e-commerce use in Thailand in 2017. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
The document provides key digital statistics for Jordan, including population demographics, internet and social media usage, mobile connectivity, and online behaviors. Some key figures are:
- Population of 9.8 million with 89% internet penetration and 59% active on social media
- Over 8.7 million internet users and 5.8 million active on social media as of January 2018
- 11.34 million mobile connections representing 116% penetration of the population
- Facebook has 5.8 million users in Jordan, a 7% increase since January 2017.
The document provides statistics on digital indicators in Iraq such as internet users, social media users, mobile connections, and urbanization rates. Some key figures are:
- Total population of 38.81 million with 70% living in urban areas.
- 19 million internet users (49% penetration), 19 million active social media users (49% penetration), and 36.33 million mobile connections (94% penetration).
- Year-on-year growth of 19% for internet users, 19% for active social media users, 14% for mobile connections, and 21% for active mobile social users between January 2017-2018.
This document provides an overview of key digital trends and statistics for Germany in 2016, including:
- 71.7 million active internet users in Germany, representing 89% of the population.
- 29 million active social media users, or 36% of the population.
- 107.6 million mobile connections, exceeding the population at 133% with many using multiple SIM cards.
- Facebook was the most widely used social network with 24 million active users in Germany.
- Germans spent on average 3 hours and 20 minutes per day online via laptop/desktop and 1 hour and 21 minutes via mobile.
The document provides statistics on digital indicators in Yemen such as internet users, social media users, mobile connections, and mobile social media users as of January 2018. It also includes year-over-year changes in these indicators from January 2017 to January 2018 and breakdowns by gender. Additional data shown includes population demographics, economic indicators, top websites and search queries, and metrics on connectivity and financial inclusion. The document is a snapshot of key digital statistics for Yemen.
Digital 2016 Asia-Pacific (September 2016)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in Asia-Pacific in 2016. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Everything you need to know about mobile, internet, social media, and e-commerce use in Singapore in 2015. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Digital 2019 Q3 Global Digital Statshot (July 2019) v01DataReportal
Everything you need to know about internet, mobile, social media, and e-commerce use around the world in July 2019. For more reports, including the latest global trends and in-depth local data for more than 240 countries and territories around the world, visit https://datareportal.com
Digital 2016 Philippines (January 2016)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in The Philippines in 2016. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
This document provides statistics on digital trends in Tunisia across several areas:
- Internet and social media penetration rates as of January 2018, showing increases in internet and social media users year-over-year.
- Demographic and economic indicators for Tunisia's population of 11.6 million as of January 2018.
- Breakdowns of internet and social media usage, including by device and most popular platforms like Facebook.
- Metrics on mobile connections, which exceed 149% penetration, with over half now broadband.
The State of Digital, Social Media, Mobile, & Ecommerce in the Philippines fo...Fleire Castro
This document provides an overview of digital trends in the Philippines in 2020. It finds that 67% of the Philippine population uses the internet, with the average user spending 9 hours and 45 minutes online per day. Filipinos spend nearly 4 hours per day on social media. Mobile devices now account for over half of online time. Facebook remains the dominant social platform in the Philippines, reaching one-third of all adults worldwide. E-commerce is also growing, with 76% of Philippine internet users making online purchases monthly, and two-thirds preferring mobile devices for shopping. Video streaming and gaming are also very popular online activities.
Digital 2017 South Africa (January 2017)DataReportal
This document provides an overview of digital trends in South Africa in 2017, including key statistics on internet, social media, mobile and e-commerce usage. Some of the key findings presented are:
- 28.66 million people in South Africa used the internet in 2017, representing 52% of the population.
- Mobile subscriptions totalled 79.91 million, exceeding the population size, while active social media users reached 15 million people or 27% of the population.
- Time spent online via laptop/desktop was 8 hours 2 minutes daily on average, compared to 3 hours 3 minutes on mobile phones.
Digital 2017 Puerto Rico (January 2017)DataReportal
This document provides statistics on internet, social media, mobile, and e-commerce usage for Puerto Rico in 2017. It shows that Puerto Rico had a population of 3.68 million in 2017, of which 3.05 million were internet users. 2.2 million Puerto Ricans were active social media users and there were 3.37 million mobile subscriptions in Puerto Rico. The document also provides year-on-year growth comparisons for these metrics between 2016 and 2017.
This document provides an overview of digital trends and statistics for Poland in 2018. It includes key metrics such as internet and social media penetration rates, device usage, time spent online, and attitudes towards privacy and technology. The data shows that in January 2018, Poland had 29.75 million internet users, representing 78% of the population, with most people accessing the internet daily and viewing privacy and security as important issues.
Digital 2016 United Kingdom (January 2016)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in The United Kingdom in 2016. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Everything you need to know about mobile, internet, social media, and e-commerce use in Hong Kong in 2018. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Digital 2017 Southeast Asia (January 2017)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use throughout Southeast Asia in January 2017. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
This document provides an overview of digital statistics for 20 countries in the Middle East, North Africa and Turkey region. It details metrics such as total population, internet users, active social media users, mobile subscriptions, internet and social media penetration for each country as well as for the region overall. Key findings are also presented for metrics like the share of mobile vs desktop web traffic and the breakdown of pre-paid vs post-paid mobile subscriptions.
This document provides an overview of internet, social media, mobile, and e-commerce usage statistics for Morocco in 2017. It includes data on Morocco's total population, number of internet and social media users, mobile phone subscriptions, and the year-over-year growth in these metrics. Specific statistics provided for Morocco include its population of 35.03 million people, 20.21 million internet users, 14 million active social media users, and 43.31 million mobile subscriptions. The document encourages clicking for more detailed local reports and statistical data on over 230 countries and territories worldwide.
IAB Europe Report: Attitudes to Programmatic Advertising 2017Romain Fonnier
The third annual IAB Europe Attitudes to Programmatic report highlights four key findings:
Quality of advertising and transparency of fees are bottlenecks to investment
The business impacts of programmatic advertising beyond efficiencies are being realised
In-house strategies are becoming more prevalent
Investments in programmatic are set to continue to increase
Better campaign reporting and control on the buy-side and improved inventory control on the sell-side are now cited more frequently as business impacts than lower media costs and trading efficiencies.
It is also worth noting that whilst programmatic is most likely to be used for display and mobile campaigns, video is not far behind in terms of adoption. Indeed, programmatic video revenues increased by 155% in 2016 emphasising it as a key growth area.
In 2017 brand safety and fraud increased as barriers to investment for all stakeholder groups whilst viewability decreased as a barrier. Transparency of fees in the delivery chain is also a concern for advertisers and in response to IAB Europe formed its Transparency Working Group. The Working Group published a Transparency Guide with questions for stakeholders to ask of their supply chain partners in relation to fees. The guide also covers data and inventory source to address all key elements of programmatic trading.
The study shows that programmatic strategies are evolving and in-house operations becoming more prevalent. For example, a quarter of advertisers are now using an in-house model compared to just 16% in 2016, and the number of advertisers outsourcing to an agency has decreased. The number of agencies and publishers with in-house programmatic operations has also increased.
Looking forward to 2018, the majority of respondents state that they plan to further increase their programmatic trading activity.
The document summarizes a report on digital advertising spending in Thailand from 2016-2017. It found that digital advertising spending increased 17% in 2016 to 9,477 million baht and is forecast to increase another 24% in 2017, driven by key spenders in skin care preparations, communications, non-alcoholic beverages, and motor vehicles. Industry leaders commented that real-time monitoring tools and data analytics will play an important role in 2017 as clients demand more insights and understanding of impact. The top disciplines for growth in 2017 are expected to be native advertising, Instagram, and Twitter.
The document provides key digital statistics for Jordan, including population demographics, internet and social media usage, mobile connectivity, and online behaviors. Some key figures are:
- Population of 9.8 million with 89% internet penetration and 59% active on social media
- Over 8.7 million internet users and 5.8 million active on social media as of January 2018
- 11.34 million mobile connections representing 116% penetration of the population
- Facebook has 5.8 million users in Jordan, a 7% increase since January 2017.
The document provides statistics on digital indicators in Iraq such as internet users, social media users, mobile connections, and urbanization rates. Some key figures are:
- Total population of 38.81 million with 70% living in urban areas.
- 19 million internet users (49% penetration), 19 million active social media users (49% penetration), and 36.33 million mobile connections (94% penetration).
- Year-on-year growth of 19% for internet users, 19% for active social media users, 14% for mobile connections, and 21% for active mobile social users between January 2017-2018.
This document provides an overview of key digital trends and statistics for Germany in 2016, including:
- 71.7 million active internet users in Germany, representing 89% of the population.
- 29 million active social media users, or 36% of the population.
- 107.6 million mobile connections, exceeding the population at 133% with many using multiple SIM cards.
- Facebook was the most widely used social network with 24 million active users in Germany.
- Germans spent on average 3 hours and 20 minutes per day online via laptop/desktop and 1 hour and 21 minutes via mobile.
The document provides statistics on digital indicators in Yemen such as internet users, social media users, mobile connections, and mobile social media users as of January 2018. It also includes year-over-year changes in these indicators from January 2017 to January 2018 and breakdowns by gender. Additional data shown includes population demographics, economic indicators, top websites and search queries, and metrics on connectivity and financial inclusion. The document is a snapshot of key digital statistics for Yemen.
Digital 2016 Asia-Pacific (September 2016)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in Asia-Pacific in 2016. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Everything you need to know about mobile, internet, social media, and e-commerce use in Singapore in 2015. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Digital 2019 Q3 Global Digital Statshot (July 2019) v01DataReportal
Everything you need to know about internet, mobile, social media, and e-commerce use around the world in July 2019. For more reports, including the latest global trends and in-depth local data for more than 240 countries and territories around the world, visit https://datareportal.com
Digital 2016 Philippines (January 2016)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in The Philippines in 2016. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
This document provides statistics on digital trends in Tunisia across several areas:
- Internet and social media penetration rates as of January 2018, showing increases in internet and social media users year-over-year.
- Demographic and economic indicators for Tunisia's population of 11.6 million as of January 2018.
- Breakdowns of internet and social media usage, including by device and most popular platforms like Facebook.
- Metrics on mobile connections, which exceed 149% penetration, with over half now broadband.
The State of Digital, Social Media, Mobile, & Ecommerce in the Philippines fo...Fleire Castro
This document provides an overview of digital trends in the Philippines in 2020. It finds that 67% of the Philippine population uses the internet, with the average user spending 9 hours and 45 minutes online per day. Filipinos spend nearly 4 hours per day on social media. Mobile devices now account for over half of online time. Facebook remains the dominant social platform in the Philippines, reaching one-third of all adults worldwide. E-commerce is also growing, with 76% of Philippine internet users making online purchases monthly, and two-thirds preferring mobile devices for shopping. Video streaming and gaming are also very popular online activities.
Digital 2017 South Africa (January 2017)DataReportal
This document provides an overview of digital trends in South Africa in 2017, including key statistics on internet, social media, mobile and e-commerce usage. Some of the key findings presented are:
- 28.66 million people in South Africa used the internet in 2017, representing 52% of the population.
- Mobile subscriptions totalled 79.91 million, exceeding the population size, while active social media users reached 15 million people or 27% of the population.
- Time spent online via laptop/desktop was 8 hours 2 minutes daily on average, compared to 3 hours 3 minutes on mobile phones.
Digital 2017 Puerto Rico (January 2017)DataReportal
This document provides statistics on internet, social media, mobile, and e-commerce usage for Puerto Rico in 2017. It shows that Puerto Rico had a population of 3.68 million in 2017, of which 3.05 million were internet users. 2.2 million Puerto Ricans were active social media users and there were 3.37 million mobile subscriptions in Puerto Rico. The document also provides year-on-year growth comparisons for these metrics between 2016 and 2017.
This document provides an overview of digital trends and statistics for Poland in 2018. It includes key metrics such as internet and social media penetration rates, device usage, time spent online, and attitudes towards privacy and technology. The data shows that in January 2018, Poland had 29.75 million internet users, representing 78% of the population, with most people accessing the internet daily and viewing privacy and security as important issues.
Digital 2016 United Kingdom (January 2016)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use in The United Kingdom in 2016. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Everything you need to know about mobile, internet, social media, and e-commerce use in Hong Kong in 2018. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
Digital 2017 Southeast Asia (January 2017)DataReportal
Everything you need to know about mobile, internet, social media, and e-commerce use throughout Southeast Asia in January 2017. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com
This document provides an overview of digital statistics for 20 countries in the Middle East, North Africa and Turkey region. It details metrics such as total population, internet users, active social media users, mobile subscriptions, internet and social media penetration for each country as well as for the region overall. Key findings are also presented for metrics like the share of mobile vs desktop web traffic and the breakdown of pre-paid vs post-paid mobile subscriptions.
This document provides an overview of internet, social media, mobile, and e-commerce usage statistics for Morocco in 2017. It includes data on Morocco's total population, number of internet and social media users, mobile phone subscriptions, and the year-over-year growth in these metrics. Specific statistics provided for Morocco include its population of 35.03 million people, 20.21 million internet users, 14 million active social media users, and 43.31 million mobile subscriptions. The document encourages clicking for more detailed local reports and statistical data on over 230 countries and territories worldwide.
IAB Europe Report: Attitudes to Programmatic Advertising 2017Romain Fonnier
The third annual IAB Europe Attitudes to Programmatic report highlights four key findings:
Quality of advertising and transparency of fees are bottlenecks to investment
The business impacts of programmatic advertising beyond efficiencies are being realised
In-house strategies are becoming more prevalent
Investments in programmatic are set to continue to increase
Better campaign reporting and control on the buy-side and improved inventory control on the sell-side are now cited more frequently as business impacts than lower media costs and trading efficiencies.
It is also worth noting that whilst programmatic is most likely to be used for display and mobile campaigns, video is not far behind in terms of adoption. Indeed, programmatic video revenues increased by 155% in 2016 emphasising it as a key growth area.
In 2017 brand safety and fraud increased as barriers to investment for all stakeholder groups whilst viewability decreased as a barrier. Transparency of fees in the delivery chain is also a concern for advertisers and in response to IAB Europe formed its Transparency Working Group. The Working Group published a Transparency Guide with questions for stakeholders to ask of their supply chain partners in relation to fees. The guide also covers data and inventory source to address all key elements of programmatic trading.
The study shows that programmatic strategies are evolving and in-house operations becoming more prevalent. For example, a quarter of advertisers are now using an in-house model compared to just 16% in 2016, and the number of advertisers outsourcing to an agency has decreased. The number of agencies and publishers with in-house programmatic operations has also increased.
Looking forward to 2018, the majority of respondents state that they plan to further increase their programmatic trading activity.
The document summarizes a report on digital advertising spending in Thailand from 2016-2017. It found that digital advertising spending increased 17% in 2016 to 9,477 million baht and is forecast to increase another 24% in 2017, driven by key spenders in skin care preparations, communications, non-alcoholic beverages, and motor vehicles. Industry leaders commented that real-time monitoring tools and data analytics will play an important role in 2017 as clients demand more insights and understanding of impact. The top disciplines for growth in 2017 are expected to be native advertising, Instagram, and Twitter.
Are you getting quality reports from your marketing agency?Digital Willow
This report summarizes key digital marketing metrics for Q1 2018. Revenue was £53,000 against £46,500 in costs, yielding a return on investment of £1.59 for every £1 spent. Website traffic increased 46% year-over-year with a low bounce rate of 39.62%. Search marketing through Google and Bing performed well versus benchmarks, with retargeting delivering the lowest cost per conversion. Social media generated over 700,000 post engagements at a low cost per click and cost per conversion. Overall, digital efforts achieved their goals while identifying opportunities like increasing time on site to further optimize performance.
Are you getting quality reports from your marketing agency?Amber Williamson
This report summarizes digital marketing activities and key performance metrics for Q1 2018. Revenue of £53,000 was generated from a £46,500 investment, yielding a return on investment of £1.59 for every £1 spent. Website traffic increased 46% compared to the previous quarter, with over 1 million pageviews. Social media followers grew 11% and over 3.6 million impressions were achieved. Retargeting delivered the highest ROI. Adjustments for Q2 include increasing time on site and budget for retargeting.
Study of Online Performance Marketing in China 2012: the Year in Review and l...GLG (Gerson Lehrman Group)
In 2012, the biggest buzz word in China’s digital marketing is undoubtedly “RTB” (Real-time Bidding). Since Google launched the DoubleClick Ad Exchange Platform in China in early 2012, it has brought drastic changes to the market in adopting real-time media transaction. In a recent research paper, IDC estimated that total RTB spending in China will increase significantly from USD21 million in 2012 to USD627 million in 2016 at a 145% CAGR.
iClick Interactive has conducted a study on China’s performance marketing landscape by analyzing the growth of the 4 main digital channels: search, display, video and mobile in recent years, and how each channel is evolving to become more performance-driven to suit marketers’ growing demand on ROI. The study has also shed light on how the China’s digital marketing landscape will evolve in 2013.
Emarketeers Digital iSkills Survey 2014 in association with Home of SocialEva Keogan
The first Emarketeers Digital iSkills Survey looking into the skills base and capabilities of the digital marketing industry published in March, 2014 reveals that while 2014 is predicted to be another good year for advertising in the UK with digital marketing at the forefront of growth, the industry may not be adequately prepared.
Three key problem areas for the industry were identified including; resource and time, skills and knowledge, budget and cost. Using the insights gained from the survey, Emarketeers has developed the iSkills Six keys to success for 2014.
Summary of Key Findings
Lack of investment in Resource, Skills and Knowledge
The survey findings show that one of the biggest challenges for the digital community in 2014, and beyond, is to keep digital talent and skills in line with digital spend levels and continued growth and technological development. Results from the survey indicate that there is a skills and knowledge gap appearing which could potentially hinder digital progress in the longer term.
With the growth forecast of 20% for this year, it is even more surprising to find that only 20% of organisations are planning to recruit digital talent in 2014. Digital marketing is also suffering from a skills shortage as senior roles are being left unfilled.
Training and Skills Development a Low Priority
Formal training appears to be low on the agenda with only 75% of respondents receiving any training, while investment per capita is under £300. Digital marketers are largely in charge of their own development at the moment using virtual and self service tools for development.
The Digital Agenda
Respondents were very clear that the integration of the old and new loom large on the horizon for them in 2014; specifically when it comes to the blending social media and content marketing into the mix. Agencies are also set to benefit from outsourcing of SEO and PPC. Accountability and transparency of ROI is also a key factor, as is integration of old and new marketing techniques.
For further information, please contact eva (at) homeofsocial (dot) com
The first Emarketeers Digital iSkills Survey is published today, and was created in order to look at the skills base and capabilities of the digital marketing industry.
The major finding is that whilst 2014 is predicted to be another good year for advertising in the UK with digital marketing at the forefront of growth, the industry may not be adequately prepared for it.
Three key problem areas
Three problem areas for the industry were identified as follows:
Resource and time
Skills and knowledge, and
Budget and cost.
Summary of Key Findings
1. Lack of Investment In Resource, Skills and Knowledge
Highlighted within the report, is the key challenge of keeping digital talent and skills in line with digital spend levels and continued growth and technological development. Results from the survey indicate that there is a skills and knowledge gap appearing which could potentially hinder digital progress in the longer term.
With revenues forecasted to grow by at least 20% for this year, it is even more surprising to find that less than a quarter of organisations are planning to recruit digital talent in 2014. In addition, digital marketing is also suffering from a skills shortage as senior roles are being left unfilled.
2. Training and Skills Development a Low Priority
Formal training appears to be low on the agenda with only 75% of respondents receiving any training, while investment per capita is under £300. Digital marketers are largely in charge of their own development at the moment using virtual and self service tools for development.
3.The Digital Agenda
Respondents were very clear that the integration of the old and new loom large on the horizon in 2014; specifically when it comes to the blending social media and content marketing into the mix.
Implications for the digital marketing industry
As digital evolves, both clients and agencies will find it much harder to hire specialists, either due to a lack of talent or experience, or increasingly, affordability as those with experience demand higher salary levels to reflect their expertise. 80% of those surveyed claimed they would not be recruiting digital marketing specialists within the next 12 months.
As organisations continue to under-invest in formal training, a lack of consistency or standardisation may well result in higher recruitment costs and lower levels of staff retention, as well as sub-optimal business results driven by lack of knowledge or understanding in key areas of the purchase cycle.
Key take-outs and learning
To keep up with the digital curve, companies need to implement company- wide blended training. programmes, and invest in talent, not just through training, but via mentoring and personal development. As skills and knowledge gaps lessen, this should lead to greater confidence in selling digital internally and understanding the true power of digital.
IAB Russia digital advertisers barometerRACA_research
This document summarizes the findings of a survey of Russian digital advertisers conducted in 2016. Some of the key findings include:
1) Nearly 60% of respondents said their digital ad budgets grew in 2015 and are growing in 2016, while 65% said the share of digital in their marketing budgets is increasing.
2) Compared to the previous year's survey, advertisers' plans for digital growth have become more aggressive, with 52% expecting growth over 10% in 2016 versus 33% in 2015.
3) The growth of digital ad spending appears to be slowing as the shift from offline to online levels off, with digital expected to gain only 2 percentage points of market share in 2016 versus 7 points in 2015
IAB Netherlands report - Online ad spend report 2016IAB Europe
The document is an IAB report on online advertising spend in the Netherlands in 2016. It provides the following key points:
- Online advertising spend increased 11% in 2016, totaling 1.683 billion Euros. Search advertising grew 12% and remained the largest category with 45% market share. Display advertising grew 11% and classifieds grew 9%.
- Mobile, online video, and social advertising grew the fastest at 34%, 25%, and 42% respectively, reflecting increasing time spent on digital platforms. Programmatic advertising grew 20% and now accounts for 33% of display revenues.
- Online advertising is on track to surpass traditional media and become the largest advertising category in the Netherlands as soon as 2017
This document summarizes the key findings of a report on attitudes towards programmatic advertising in Europe in June 2016. The summary includes:
- Nearly all stakeholders in the digital advertising ecosystem have embraced programmatic advertising, with only a small minority not using it. Efficiencies in reducing waste and costs are seen as the biggest impacts.
- Programmatic is also increasingly being used to achieve strategic advertising objectives like scaling mobile campaigns and branding. Integration with measurement and a focus beyond clicks are driving further adoption.
- Adoption of programmatic is expected to continue growing strongly, with over 90% of stakeholders anticipating increased investment over the next 12 months. However, skills shortages remain a major barrier.
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Forrester interactive marketing_forecast_2011_to_2016Sumit Roy
By 2016, advertisers will spend $77 billion on interactive marketing, reaching 35% of all advertising spend. Search marketing will continue to be the largest segment but lose share as budgets move to mobile, social, and display. Display advertising will rally significantly, growing to $27.6 billion as tools improve targeting and marketers shift budgets from search. Mobile marketing will overtake email and social this year, growing to $8.2 billion by 2016 as smartphone adoption increases rapidly.
Eyeota Annual Index 2015 - Audience Data Trends in EuropeLaura Keeling
The document provides an overview of global audience data spend trends in 2015 based on analysis by Eyeota. Some key findings include:
- The Electronics & Computers sector more than doubled its spending, primarily targeting IT professionals through B2B segments.
- Travel & Leisure spending quadrupled year-over-year, with peaks in Q1 for Europe and Q4 for APAC, focusing on seasonal and travel interest segments.
- Automotive spending increased significantly, showing a preference for premium niche segments like car ownership and intent.
The report breaks down spending trends by sector and region, highlighting top-performing categories and interests. It aims to provide advertisers and publishers insights on data usage to
The document discusses Magnito Digital, a digital marketing agency in Bangladesh. It provides an overview of Magnito Digital, noting that it was founded in 2013 and has grown rapidly, now serving over 40 clients locally and globally. The document outlines Magnito Digital's organizational structure and departments. It also lists some of Magnito Digital's unique selling points, such as its winning team, proprietary dashboard, and meaningful partnerships.
IAB Russia Digital Advertisers Barometer - 2016Data Insight
“IAB Russia Digital Advertisers Barometer – 2016”, presents the views of advertisers regarding interactive advertising market, its development, dynamics and tools usage. The 2016 research is the third annual study; comparison with the similar studies for the years 2014 and 2015 allow us to see how advertisers’ views and perceptions have been changing over the time.
Lifetime Value: The Cornerstone Of App MarketingHarsha MV
Gaming apps see smaller performance gaps between platforms and traffic sources than shopping and travel apps. Gaming apps generate 28% higher revenue from iOS users compared to 70% and 60% higher for shopping and travel respectively. The share of paying users is only 6% higher for organic gaming users versus 25% and over 170% for shopping and travel. Gaming apps also make heavier use of data for marketing. The US and UK generate significantly higher app revenue but competition is fierce, while emerging markets have potential for growth with lower media costs. Timing re-engagement campaigns to the lifetime value curve can boost revenue, and connecting costs to revenue is key to determining profitability.
The document provides a guide for implementing marketing brand initiatives in a digitally enabled world. It identifies key components of the evolution to digital marketing, including how data is changing planning, data collection practices, building brand audiences, ecommerce, programmatic advertising, owned media, digital video, virtual experiences, storytelling, and new marketing frameworks. The guide highlights considerations across various regions, such as rising expectations in Asia, the continued popularity of television in EMEA, the rise of digital TV and over-the-top content in Latin America, and how technology is enabling new creative opportunities in North America.
Hi media programmatic-southern-european-report_2014HiMedia Group
This document summarizes the key findings of a research report on the growth of programmatic advertising in Southern Europe. The report found that while budget is no longer the main driver of success, improved targeting is seen as the biggest benefit of programmatic. However, adoption of programmatic is lagging in Southern Europe compared to other regions due to skills gaps and a lack of strategic planning. Despite barriers, most organizations believe programmatic will be an important part of digital advertising in the future.
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
Our annual collection of essays. It is a truly global publication, focusing on how digital has transformed the ways in which consumers explore, discover, buy, and engage with products and services as well as with each other, transcending traditional channel boundaries, and transforming marketing.
A large share of online advertising is sold via programmatic exchanges in the Netherlands. Due to the GDPR implementation in May 2018 and its projected impact on online advertising, this edition of the study has been scheduled and released later in the year. Deloitte commissioned by IAB taskforce Programmatic Trading, performed analysis on the programmatic market based on input directly from Publishers, Trading Desks, Ad Networks, Advertising technology Platforms, Data Providers and Agencies. In this edition market analysis is based on data supplied by 25 companies.
Similar to Global Intelligence - Data & insights for the new age of communication (20)
The annual report provides an overview of the World Federation of Advertisers (WFA) in 2016. Key points include:
1) The WFA represents global marketers and saw total revenues reach an all-time high in 2016 with 12% growth in corporate membership. This allowed the WFA to reinvest in membership services and resources.
2) The WFA held 80 meetings across 4 continents in 2016 and conducted over 200 benchmarks and 20 surveys to provide practical assistance to members on challenges like digital transformation and ad fraud.
3) Marketing remains focused on digital issues, customer-centricity, and building trust while also addressing regulatory pressures. The WFA aims to offer solutions and promote collaboration and transparency within the
The document discusses customer disengagement from brands. It notes that most people would not care if 74% of brands disappeared and only 20% of brands meaningfully improve people's well-being. The document identifies 7 "deadly sins" brands commit that contribute to disengagement, such as being out of favor with customers, interrupting them rudely, having poor timing, and failing to provide a connected customer experience. It concludes that brands focused on purpose, principles and participation outperform others financially and in business.
This document summarizes the findings of a study on the future of the insights function conducted with over 300 senior marketers and insights leaders.
There is a gap between how insights leaders see themselves and how senior marketers perceive the insights function. While insights leaders see themselves as strategic consultants or explorers, many senior marketers still view insights as behind-the-scenes data collectors. However, both groups agree that insights should play the role of strategic consultants or explorers. The document outlines three paths for insights to transform - through basic organizational changes, becoming more proactive innovators, or getting involved in top-level business decisions. Overall, there is an opportunity for insights to become drivers of brand growth if this perception gap can
You can't solve every problem on your own. That's why our members turn to the collective intelligence of our global network for help and inspirations. Here are some of the benefits of being a member of the WFA - the only organisation representing and connecting global marketers.
The EU Pledge (www.eu-pledge.eu) is a commitment by 22 leading food and beverage brand owners to change how they market their products to children across a variety of media.
The annual report summarizes the World Federation of Advertisers' (WFA) activities and accomplishments in 2015. It provides an overview of the WFA's global presence and events held around the world. It also describes the various marketing groups that were established to connect senior marketers, including the CMOFORUM, IMCFORUM, MEDIAFORUM, CDOFORUM, SOURCINGFORUM, and INSIGHTFORUM. These groups addressed priority issues for members like digital transformation, media transparency, and evolving agency models. The report highlights the WFA's work on key issues like advertising fraud and the future of the media landscape.
WFA and We Are Social have identified the seven key ways that brand marketing is most likely to annoy consumers.
We Are Social conducted a detailed analysis of English language Twitter comments about ads over the course of six months in the context of Project Reconnect, the WFA's flagship initiative to better align brand and marketing strategy with people's changing expectations in the digital age. The goal was to help marketers identify acceptable versus unacceptable behaviours with a view to identifying potential recommendations and solutions.
The results were presented on 19 March 2015 at a Project Reconnect session as part of the WFA's Global Marketer Week in Marrakech. They formed the backdrop and context to a presentation by Jon Wilkins, Executive Chairman of Karmarama, on where he thinks the industry may be getting it wrong.
Find out more:
www.project-reconnect.com
Press release: http://ow.ly/XFIu7
Video: http://ow.ly/XFHWZ
The document is the 2014 annual report of the World Federation of Advertisers (WFA). It summarizes the WFA's activities in 2014 including hosting numerous peer-to-peer group meetings for marketing and public affairs professionals, launching two new working groups, increasing remote knowledge sharing opportunities, and holding various events globally. The Managing Director emphasizes that in uncertain economic times, the WFA is strengthening its services to help members access support faster and more cost-effectively.
El documento habla sobre el marketing en la era de la conexión. Explica que para tener éxito en el futuro, las marcas necesitan ir más allá de vender productos y establecer un propósito, operar según principios auténticos y generar participación entre las personas. El propósito de una marca puede trascender categorías al representar algo significativo para los clientes. Las marcas también deben actuar de acuerdo a sus valores en lugar de solo hacer afirmaciones, y admitir errores de manera transparente. Para comprometer a las personas, el marketing debe foment
The EU Pledge (www.eu-pledge.eu) is a commitment by 21 leading food and beverage brand owners to change how they market their products to children across a variety of media.
This document discusses marketing in the connected age and outlines four principles of effective social marketing: people, purpose, principles, and participation. It emphasizes that marketing should focus on understanding people's behaviors, motivations and attitudes through social listening. Brands need to establish a clear purpose beyond just their products in order to engage people emotionally. Authentic brand values and actions are more important than claims. Effective marketing involves participating in conversations rather than just promoting to people.
WFA and We Are Social have been exploring the factors that define 'best practice marketing' in today’s connected age. Our conversations with more than 100 of the world’s top marketers revealed three critical factors that enable brands to become leaders in our increasingly digital world. In this presentation, we explain these factors - the new 3Ps of connected marketing - and provide examples and actionable next steps. The initiative is part of our Project Reconnect: www.project-reconnect.com
The document summarizes the results of a survey on global agency remuneration trends in 2014. It finds that 49% of agencies use a commission structure with a fixed rate, while 11% use performance-based fees or bonuses. Commission models are most common across agency types. Hard business metrics like sales and profit are the most frequent types of performance metrics used.
The World Federation of Advertisers has launched Project Reconnect, an initiative where we listen to what people really want from brands and advertising, in order to give marketers practical guidance and ensure that their behaviour is in tune with what people want and expect. In doing so, we have teamed up with We Are Social and talked with marketers about the marketing that they find most inspiring - the marketing that has built truly Great Brands. This presentation shares some of the discoveries we've made.
The document discusses a survey of 29 companies representing $35 billion in global media spend on their views and use of media auditing companies. Key findings include:
- Most advertisers see auditors as indispensable partners that are crucial for measuring media value and will remain important in the future.
- Digital media is seen as the key area for future development of auditor services.
- Auditors are used extensively in Europe but their use is also rising in Asia and North America. However, the portion of digital budgets that auditors can measure remains low and may be declining in some regions.
- The document provides some guidelines for advertisers to make the best use of auditors, including ensuring the right to audit
The annual report summarizes the WFA's activities and events in 2013. It includes messages from the President and Managing Director, an overview of peer-to-peer groups and forums, events held throughout the year, trends and forecasts, and financial statements. Key initiatives included expanding membership services, recruiting new staff with digital expertise, and hosting the Global Marketer Week celebration of the WFA's 60th anniversary in Brussels.
New research released by the World Federation of Advertisers shows that marketers around the world overwhelmingly believe purpose needs to be part of a successful brand building strategy.
The EU Pledge is a voluntary initiative by 20 leading food companies to change how they advertise to children under 12 years old in Europe. An independent monitor found that from 2005 to 2013, children saw 31% less food ads on TV for all pledge company products, 47% less for products that don't meet nutrition criteria, and 82% less for unhealthy products around children's TV programming. The pledge also aims to not advertise any products to children under 12 in primary schools, print media, online, or on company websites. Compliance is nearly 100% across these other media.
The World Federation of Advertisers (WFA) has unveiled new research detailing the specific challenges that the world’s largest advertisers are having in developing integrated marketing communications.
More from World Federation of Advertisers (WFA) (20)
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
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- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
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• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
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How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
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As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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Primary Learning Objective
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2. Global Marketer Week
Hello,
I am delighted that once again Zenith is able to partner
with the WFA to support Global Marketer Week. As The
ROI Agency, Zenith is the business partner for many global
brands, providing a comprehensive range of media
and communications services across upstream strategy,
consumer journey orchestration and automation &
continuous improvement.
Zenith has been the global leader in adspend forecasting for
the past 30 years and a trusted expert in insight and thought
leadership, so we are delighted to share our current issue
of Global Intelligence magazine. We hope you find this
stimulating and informative.
I would like to wish you a very enjoyable and productive
Global Marketer Week!
Vittorio Bonori
Global Brand President, Zenith
2 3
04 Leader
06 Hot Spots
20 Alcohol
24 Content
28 Search
30 Shoppable content
14 Innovation
08 Q1 2018 summary
22 Alcohol: Social
26 Programmatic
16 Digital Giants
10 Q1 2018 summary by medium
18
12 Market Focus - France
Adspend Forecasts
Category Insights
Digital Channels
Marketing Tech
Contents
3. Global Intelligence | Leader Global Intelligence | Leader
4 5
Welcome to the fifth edition of Global Intelligence,
and the first edition of 2018.
The principal theme of the advertising market over
the past few years has been the growth of internet
advertising. It accounted for 38% of all expenditure
on advertising in 2017, more than any other medium,
and up from 16% in 2010. Perhaps unsurprisingly, after
such phenomenal success internet advertising is now
facing pushback from a number of industry experts
who are questioning its value. However, our research
shows there has been no retreat in the pace of digital
transformation. In contrast, advertisers continue to
divert budgets to internet advertising, which we
expect to account for 40% of adspend this year, and
45% in 2018.
This is because advertisers have learnt to use internet
advertising effectively. In the early years of this
decade, many brands were experimenting with
internet advertising activities, and as tends to happen
with experiments, many of these early campaigns
failed. They did not reach the required audiences and
change their opinions or behaviours effectively. But
as our proprietary research has shown, in 2015 and
2016 brands learned to use internet advertising more
effectively, and it is now punching above its weight
compared to traditional media. We have also shown
how digital marketing in a wider sense is contributing
to brand growth, in particular the strength of website
traffic and digital content, which we discuss in our
summary of advertising expenditure by medium.
Paid advertising is only a part of the story of digital
transformation. Advertisers are ramping up their
spending on technology, innovation and content, in
particular. In this edition we look at examples of each:
the changing dynamics of programmatic auctions;
start-ups focusing on applying artificial intelligence to
marketing; and how NBA stars are using social media to
promote their sport, drive the growth of their careers,
and create new marketing opportunities for brands.
We also focus on alcohol brands, which face unique
challenges to their paid advertising communications.
So we examine the opportunities available to them for
expanding their owned media activities, and increasing
engagement through social media,
We hope you enjoy reading this edition of Global
Intelligence. Please get in touch at Jonathan.Barnard@
zenithmedia.com with any comments or suggestions.
Brand growth
through digital media
4. Adspend Forecasts | Hot Spots Adspend Forecasts | Hot Spots
The world’s
advertising hot spots
Average annual growth in adspend by regional bloc 2017-2020
4%-2% 10%
3.2%
3.2%
8.8%
5.1% -1.3%
3.8%
2.1%
7.4%
North America
Canada, USA
Western & Central Europe
Austria, Belgium, Bosnia & Herzegovina,
Croatia, Czech Republic, Denmark,
Finland, France, Germany, Greece,
Hungary, Ireland, Italy, Netherlands,
Norway, Poland, Portugal, Romania,
Serbia, Slovakia, Slovenia, Spain,
Sweden, Switzerland, UK
Eastern Europe
& Central Asia
Armenia, Azerbaijan, Belarus, Bulgaria,
Estonia, Georgia, Kazakhstan, Latvia,
Lithuania, Moldova, Russia, Turkey,
Ukraine, Uzbekistan
Latin America
Argentina, Brazil, Chile, Colombia,
Costa Rica, Ecuador, El Salvador,
Mexico, Panama, Peru, Puerto
Rico, Uruguay, Venezuela
Middle East
& North Africa
Bahrain, Egypt, Israel, Kuwait,
Oman, Qatar, Saudi Arabia, UAE
Advanced Asia
Australia, Hong Kong,
New Zealand, Singapore, South Korea
Japan
Fast-track Asia
China, India, Indonesia,
Malaysia, Pakistan, Philippines,
Taiwan, Thailand, Vietnam
6 7
5. 8
Adspend Forecasts | Q1 2018 summary
Global advertising confidence
rises rapidly
Over the past three months we have upgraded our forecasts
for global growth by 0.5 percentage points, thanks in
particular to improved economic growth in China and
Argentina. Such a large revision to our forecasts is unusual;
the last time we revised them upwards by so much was
back in March 2011. We now expect the global ad market to
reach US$578bn in 2018.
Our global forecasts for 2019 and 2020 are also above the
forecasts we made three months ago, though not by so
much. We forecast 4.4% growth in 2019 and 4.3% growth in
2020, both forecasts being up by 0.2 percentage points.
China’s economy has surprised analysts with particularly
strong growth in early 2018, with industrial production and
infrastructure spending beating expectations. Investment in
manufacturing has picked up, and business confidence has
increased. We now expect adspend to grow 8% this year,
up from our 6% forecast in December. China is the world’s
second biggest ad market, accounting for 15% of global
adspend, so an upgrade here has a big effect on the global
total. A notable development here is that television has
fought back against strong competition from online video
and is no longer losing adspend, which it did in 2014, 2015
and 2017. We expect 1% growth in television adspend in
China this year, alongside 13% growth in online advertising.
Argentina has recovered from its 2016 recession more rapidly
than expected. GDP grew 2.8% in 2017, beating the IMF’s
forecast of 2.5% growth, fuelled by construction, agriculture
and foreign investment. We now forecast that adspend will
grow 1% in Argentina this year, up from our previous forecast
of 2% decline, as consumer spending starts to rise again.
The Philippines and Ireland are also bright spots for ad
market growth. The Philippines beat our expectations with
28% growth last year, and we have doubled our forecasts
for this year from 11% to 22%. And new estimates of the true
scale of digital activity in Ireland has boosted our forecasts of
Irish market growth from just 1% to 7% in 2018.
2018
2019
2020
Source: Zenith/IMF
GDP
Adspend
Growth of advertising expenditure and GDP
2018-2020 (%)
Adspend Forecasts | Q1 2018 summary
Ten fastest
growing markets
+ 5.5
+ 4.6
+ 4.4
+ 4.3
+ 5.6
+ 5.6
16,914
19,701
China
USA
1,538
South Korea
1,848
Russia
1,942
Brazil
2,420
Philippines
2,720
Japan
2,817
UK
2,951
India
3,014
Indonesia
Growth in ad dollars
(US$m 2017-2020)
The ten biggest ad markets
Ad expenditure (US$m)
2017 2020
1USA USA
197,474 217,175
2China China
80,440 97,355
3Japan Japan
42,972 45,691
4UK UK
24,442 27,259
5Germany Germany
22,077 23,498
6Brazil Brazil
13,243 15,185
7South Korea South Korea
11,812 13,351
8France Australia
11,669 12,909
9Australia France
11,646 12,648
10Canada Indonesia
9,653 11,776
Source: Zenith/IMF
‹
‹
‹
‹
‹
‹
‹
‹
9
‹
‹
6. 10 11
Adspend Forecasts | Q1 2018 summary by medium
Advertisers focus on digital
brand experiences
We forecast that advertisers will spend 40.2% of their
budgets on online advertising in 2018, up from 37.6% in
2017. This growth in spend is part of the wider process of
digital transformation, as advertisers invest in technology,
data and innovation to revolutionise their relationships with
consumers.
The concerns of global advertisers about the effectiveness
of some digital media investments and the safety of the
digital environment have been widely reported. However,
a number of Zenith’s global research projects link brand
experience impact and brand growth to progressive use of
digital throughout the consumer journey.
New research from Zenith demonstrates the value of
investing in transformational digital marketing. We created
a standard index of brand growth, comparing results from
prominent studies and matching brand performance with
a series of communications and media benchmarks. Initial
findings indicate that the fastest growing brands within
categories such as communications, financial services and
automotive tend to perform strongly on measures such as
share of category search and website traffic; along with
effective content marketing and strong performance in
earned digital media. For automotive brands, for example,
there’s an 89% correlation between their ability to rise up the
index and the traffic to their websites. For financial services
brands, rising up the index has a 71% correlation with the
popularity of their owned content, and for communications
brands it has an 81% correlation with how much of their
revenue they spend on advertising.
We have also seen clear correlations between brands with
high capabilities in marketing and media, and categories in
which digital channels have high influence on the consumer
journey. This suggests a positive reinforcement between the
recognition of the digitisation of consumer behaviour and
the positive transformation of marketing organisations.
Globally, advertisers continue to increase the share of their
budgets allocated to paid digital channels. Online advertising
grew by 13.7% in 2017 to US$204bn. It accounted for 37.6%
of global advertising expenditure in 2017, up from 34.3% in
2016. This year we expect online advertising’s market share
to exceed 40% globally for the first time, reaching 40.2%.
In 2017 online advertising already accounted for more than
55% of adspend in three markets (China, Sweden and the
UK), so there is plenty of potential for further growth. By 2020
we expect online advertising to account for 44.6% of global
adspend.
Of course the rise in online advertising tells only part of the
story of digital transformation. Rapid as the rise of online
adspend has been, the rise of advertising tech has been
much faster. Zenith tracked the revenues of 14 listed ad tech
companies between 2010 and 2016, and found that their
revenues grew five times faster than online revenues over
this time. Companies have also invested heavily in innovation
– since 2010, companies in the OECD have increased their
investment in research and development three times faster
than they have increased their adspend.
Adspend Forecasts | Q1 2018 summary by medium
Average annual growth rate by medium 2017-2020 (%)
Share of global adspend by medium (%)
2020
Television
Television
34.1
31.2
Internet
display
Internet
display
18.2 23.0
Paid search
Paid search
16.0
17.9
Newspapers
Newspapers
9.5
7.3
Magazines
Magazines
5.2
3.8
Outdoor
Outdoor
6.7 6.4
Radio Radio
6.2 5.7
Cinema Cinema
0.7 1.0
2017
Internet
classified
Internet
classified
3.4
3.8
Cinema
Internet classified
Magazines
Internet display
Radio
Outdoor
Paid search
Newspapers
Television
12.7
1.2
7.4
15.8
2.7
8.2
1.1
-5.8
-4.7
7. 13
Adspend in France
French manufacturing held up in the second half of 2017, with
a strong performance by the aerospace industry. Household
consumption picked up thanks to spending on textiles and
household equipment. Both public and private investment
growth held steady. However, exports slowed while imports
jumped markedly. The IMF estimates that GDP grew 1.6% in
2017, up from 1.2% in 2016, and forecasts 1.8% growth for 2018.
These positive signs herald a healthier environment for the
French ad market than it faced in the first half of the decade,
when adspend remained essentially stagnant.
We revised our adspend forecasts upwards in September
thanks to increased confidence in digital and improvement
in the economic environment. We now think that 2017
ended up slightly ahead of our December forecast, with
2.5% growth rather than our forecast 2.0%. But the continued
weakness of traditional media has led us to downgrade our
longer-term forecasts, despite the continued strength of
internet advertising. We now forecast annual growth rates of
2.7% every year to 2020, compared to our previous forecasts
of 2.7% growth in 2018, 3.0% in 2019 and 3.2% in 2020.
The football World Cup will boost adspend this year, as will
the Euro football championship and Summer Olympics in
2020.
Internet advertising grew faster than expected in 2017, by
13.0% instead of our previous estimate of 10.6%. Search, video
and affiliates advertising were all well ahead of expectations,
with only traditional display disappointing. We don’t think
internet advertising will be able to maintain this pace of
growth, however, and forecast 10.9% growth in 2017, 10.1%
growth in 2019 and 9.3% growth in 2020. Growth will be led
by video (which will grow at an annual average rate of 23.0%
a year between 2017 and 2020), mobile display (which will
grow at 25.6%) and mobile search (18.3%).
Television will benefit somewhat from new legislation
allowing broadcasters to show products for sponsorship. But
the migration of budgets to online video has caused us to
revise our forecasts for television growth downwards. We
now expect the television market to be flat this year, shrink
0.5% next year and shrink 1.0% in 2020. The government is still
consulting about plans to allow currently banned categories
such as films, retail promotions and literary publishing to
advertise on television, and to authorise addressable television
advertising. The former could boost television adspend by
€150 million to €200 million a year, but faces strong opposition
from other media. Addressable television is less controversial
but is not expected to launch until 2020-2021 at the earliest.
Radio continues to shrink as advertisers shift budgets to
online audio platforms.
Outdoor is growing slowly, thanks to contractors’ investment
in digital outdoor displays.
Newspapers and magazines will continue to shrink by 7%-8%
a year, while cinema will grow by 3% a year.
The internet overtook television to become the largest
advertising medium in France in 2016. By 2020 we expect
internet advertising to account for 43.8% of total ad
expenditure, compared to television’s 28.2%.
Adspend Forecasts | Market Focus – France
12
Adspend Forecasts | Market Focus – France
Adspend in France
Year-on-year change at current prices (%)
Share of adspend by medium (%)
2017
Total Total
2020
2015 v 2014 2016 v 2015 2017 v 2016 2018 v 2017 2019 v 2018 2020 v 2019
1.7
2.5
2.7 2.7 2.7
0.5
TV
31.0
TV
28.2
Internet
35.6
Internet
43.8
Newspapers
6.2
Newspapers
4.7
Outdoor/
transport
11.1
Outdoor/
transport
10.4
Magazines
8.6
Magazines
6.4
Cinema
0.9
Cinema
0.9
Radio
6.5
Radio
5.6
8. 14 15
Marketing Tech | Innovation
Start-up watch
Voice is the fastest-growing way in which people
interact with their devices and online services.
Opearlo is a voice interaction agency, which makes
products, services and content accessible by voice,
through Amazon Alexa, Google Home and Microsoft
Cortana.
Spectrm
Opearlo
Messenger apps are becoming the favourite way
to communicate remotely for more and more
people, especially the young. But brands need to be
able to conduct true conversations if they are to use
them to engage with consumers. Spectrm is a team of
experts in conversational AI, who develop messenger
apps and build bots tailored to deliver content and
brand engagement.
Facenote
Personalisation is big business online, where it allows
brands to use data to maximise the value of their
transactions. It is tough for offline stores to do the
same. Facenote offers a facial recognition technology
that allows stores to recognise their repeat customers,
allowing them to tailor their products and services to
individual preferences, and offer rewards to their most
valuable customers.
Formisimo
Web forms and online checkouts can be difficult
and frustrating to use. Many potential customers
start the checkout process but give up before they
complete it. Formisimo offers a machine-learning
method to increase conversions on forms and
checkouts, automatically, using self-learning actions to
rescue sales that would otherwise be lost.
Marketing Tech | Innovation
Snapchat – a year after its IPO
Facenote’s facial recognition software identifies customers in real time, allowing stores to personalise their shopping experience.
Like any publicly listed company, Snapchat has faced
deep scrutiny of its business performance, and
investors have been evaluating its ability to be a viable
advertising alternative to the existing giants (Facebook,
Google and Amazon). It has also been vulnerable
to market fluctuations driven by events outside of
its control. When reality TV star Kylie Jenner recently
claimed she was over Snapchat, it wiped more than a
billion US dollars off Snapchat’s market capitalisation. It
shows how companies like Snapchat are very sensitive
to the impact of large-scale influencers and have a
complicated value eco-system where their value is
derived not only from their ability to deliver a quality
experience to their users and advertisers, but also from
a community of culturally relevant influencers.
Like its social media competitors, Snapchat is not
standing still. It has rolled out a redesigned app
interface over the past few months to attract
new users and make it easier to use in general.
As expected, this redesign was not greeted with
enthusiasm from all existing users. However,
Snapchat’s download rates have remained strong
and the number of daily active users has continued to
grow, and is approaching 200 million.
Snapchat’s advertising eco-system is also looking
up, with advertising revenue increasing faster than
Wall Street expected and finally covering basic
costs. Snapchat’s ad buying model has also evolved
in 2017 to an automated bidding process for selling
ads, making it easier for more marketers to buy ads.
Snapchat says that the number of its advertisers has
more than tripled. One notable recent campaign was
Nike’s release of a pair of new Air Jordan sneakers on
Snapchat that sold out in 23 minutes, according to
TechCrunch. This move into e-commerce opens up
a world of interesting opportunities for advertisers.
It will also be interesting to see how Snapchat’s
Spectacles evolve in 2018. While critics have been
very forthcoming with reasons why it’s not a proven
business model, Spectacles have undeniably had
more success in user penetration and product
experience than Google Glass, for example.
Finally, Snapchat has been a victim of its own success,
with its large competitors responding to Snapchat’s
innovations by essentially copying them. Facebook has
rolled out versions of Stories in Instagram, WhatsApp,
Facebook Messenger and its own main app. Google
is launching its own version of Stories. And Twitter has
introduced advertising sponsorships of its own visually
rich format, Moments.
But, if it can continue to innovate, Snapchat should
have a bright future.
9. Marketing Tech | Digital Giants Marketing Tech | Digital Giants
Digital Giants
and communication
Q1 2018
ad revenues
year on year
Global reach
(all internet users)
Market
cap
Facebook now has 1.4 billion daily users, almost
all of whom access it using mobile devices for
some or all the time. It has 2.1 billion monthly
users around the world.
Facebook has changed its news feed algorithm,
so users are more likely to see posts from their
friends and less likely to see third-party content,
and less likely to see news stories from outlets
outside the mainstream. These changes caused
the amount of time the average user spent on
Facebook to shrink 5% in Q4 2017.
Facebook has been rolling out some of its more
sophisticated ad products to small businesses.
These products, such as Value Optimisation
(which targets consumers based on Facebook’s
assessment of their likelihood to purchase
a produce based on past purchases), were
previously only available to big brands. Small
businesses constitute most of the 70 million
businesses that use Facebook globally, and
represent a large (but unknown) proportion of
its ad revenue.
+48%
51.2%
89%
US$479bn
paid clicks
year on year
Global reach
(all internet users)
Global reach
(all internet users)
cost per click
year on year
Market
cap
Market
cap
Mobile search and YouTube, along with strong
growth in programmatic sales, continue to
fuel most of the growth in Google’s revenues
(as reported by Google’s holding company,
Alphabet). YouTube now has 1.5 billion viewers
per month.
Google has redesigned its mobile shopping
experience, offering more product information
and making payment easier, and integrating it
with Google Pay. It has also added new tools
to YouTube to help brands control where their
ads are appearing. For publishers, Google
has introduced AdSense Auto ads, which use
machine learning to improve the yield of ads by
optimising when and where they appear.
+43%
74.1% 7.9%
-14%
US$763bn US$25bn
quartery
revenue
monthly unique
users
Oath is the media subsidiary of Verizon, which
bought AOL in 2015 and Yahoo in 2017, then
merged the two under the new name Oath.
Oath now consists of more than 50 online media
and tech brands, including Yahoo, Tumblr,
AOL.com, The Huffington Post, TechCrunch
and Engadget. Verizon began integrating the
businesses as soon as the acquisition was
complete and expects to make substantial cost
savings over the next few years.
Verizon has not yet released much detail about
Oath’s financial performance, but it has disclosed
that its revenues grew from US$2.0bn in Q3 2017
to US$2.2bn in Q4, and totalled US$6.0bn for
the year as a whole. (Yahoo did not contribute
any revenues before June, when the acquisition
was complete). Oath is dwarfed by the rest of
Verizon’s businesses, which generated a total of
US$34bn in Q4, mostly from US telecoms.
US$2.2bn 1bn
ad revenues
year on year
Global reach (all internet users)
Yahoo AOL
active daily users
year on year
Twitter now has 330 million monthly users, the
same as in the previous quarter, but up 4%
year on year. The number of daily active users
increased by 12% year on year, so existing users
are accessing Twitter more frequently. Analysts
continue to worry about the slow growth in
monthly users and the lack of disclosure of
the absolute number of its daily users, but the
stabilisation of ad revenues, which grew 1% year
on year in Q4 after several quarters of decline,
will have provided some reassurance.
In Q4 Twitter introduced a new self-serve tool
to make producing Promoted Tweets easier
and quicker, leading to substantial uptake
among users. Like Facebook, Twitter is actively
courting small businesses, and has introduced
a new service for them called Twitter Promote
Mode, which automates the promotion of their
accounts and tweets.
+1%
30.7%
+12%
4.1%
16 17
10. Marketing Tech | Artificial Intelligence
Artificial Intelligence resolves
paradox of consumer choice
Marketing Tech | Artificial Intelligence
18 19
The digital environment provides endless aisles and
product variety to consumers, 24 hours a day, providing
an overwhelming number of options. It is no surprise that
shoppers prefer some of those choices to be eliminated for
them, so they can choose between a manageable selection.
In November 2017 a Demandware Report revealed that
personalised product recommendations now drive up to
26% of e-commerce revenue.
Consumers like the personal touch, and recommendation
engines can play the role of digital shopping assistants.
Implementing personalisation for individual users requires
the analysis of vast amounts of data, and the ability to deploy
the results in real time. This demands a more sophisticated
system than traditional fixed decision trees. This is where
Artificial Intelligence (AI) techniques – and in particular, neural
networks – offer key advances.
The most commonly known applications of AI, in this
context, are the look-a-like product recommendations based
on a user’s previous purchases or purchases from other users
who bought similar items. These are used for prospecting,
retargeting, cross-sell and up-sell.
Another set of AI techniques seek active responses from
users to understand their personality and match those to
products or services that they are most likely to purchase.
For instance, Zenith is continuing its ground-breaking work
in AI with a machine-learning application for a global client
that is driving product conversions on a retail website. The
AI-powered tool is a product-recommendation app that
features the brand’s range of fragrances together with
competitive products. Zenith’s algorithm continually assesses
all consumer responses to a series of simple questions
that lead to the fragrance recommendation. The algorithm
determines how successful each recommendation is at
converting and adjusts future recommendations accordingly.
This means that when each consumer uses the app, it
becomes ever more successful at driving conversions.
Soon, brands should – and will – extend the concept
of personalisation beyond product selection and across
the entire consumer experience, to maximise brand
engagement and the desired response. Successful brands
will design and execute with a customer context in mind for
all touchpoints.
Machine-learning algorithms are being used in attribution
models to optimise every paid digital touchpoint at
the individual level. They ‘learn’ from historic data to
understand what combination of touchpoints is most likely
to generate a conversion. Similarly, AI techniques have
enabled classification of individual components in any
piece of content; text, pictures or videos. There is a great
opportunity to link these applications of AI together with a
recommendation engine.
An enhanced attribution capability that can model every
touchpoint at the level of each creative component can
provide greater insight into what works within the customer
journey. The model can be further refined by including
additional first-party or third-party audience data and actual
shopping behaviour. The combination of these machine-
learning applications with recommendation engines can
ensure that the right content – creative and products or
services offered – appears at each stage of the journey,
and that each piece of content is as effective as possible
at producing the desired consumer response at that stage.
Such recommendation engines will retain freedom of choice
for consumers but empower brands and marketers with
techniques to structure these choices for greatest relevance.
Recommendation engines are already demonstrating their
ability to drive better results across KPIs (e.g. for increased
propensity to buy or higher average order values). By
combining these systems with the knowledge of user
journeys and content analysis, brands can create strategies
across paid and owned marketing efforts that are more
effective in sending users down the path of maximizing
returns. AI and machine-learning can help brands unlock
opportunities for personalised experiences that drive
positive consumer decisions.
11. Category Insights
In focus: Alcohol
Category Insights
20 21
Marketing imperatives
• Alcohol brands still depend on mass-media
advertising for communicating their values to
consumers. But the rising tide of legal restrictions
around the world means that brands cannot rely
on paid advertising indefinitely.
• Instead alcohol brands should look to influential
but underused owned channels, so they can
continue to communicate just as effectively,
but in ways that are not vulnerable to tougher
advertising legislation.
As the chart shows, brands have the opportunity to
reach potential customers more effectively through
samples and live events, which have high influence
potential. This is a combined measure of the underuse
of these touchpoints (the gap between their reach
and the reach of the average touchpoint), and
their extra influence (how much more likely these
touchpoints are to influence behaviour). Most of
them are expensive at scale, though, which is why
brand websites are so important. Although they have
less absolute influence potential, they put the brand
within the reach of everyone. Having a robust brand
website with compelling content and a coherent story
is probably the most efficient way of improving the
effectiveness of alcohol brand communication.
Owned assets with the highest influence
potential
Source: Touchpoints ROI Tracker Global Norms
8.0
7.3
7.9
6.6
3.2
4.6
Demonstration events
Brand events
Brand website
In-store examples
Influencepotential
Loyalty schemes
effect: regulations are sometimes tightened, but rarely if ever
loosened. Alcohol brands should plan for having less access
to paid media in the future, and potentially no access at
some point.
Our Touchpoints research shows that alcohol brand owners
are underusing some valuable owned assets that could be
used to mitigate any loss of paid media channels. These
assets have above-average influence – that is, they are more
likely to change consumers’ beliefs and behaviours when
they encounter them. But they have below-average brand
association – so consumers are less likely to encounter them.
By making them more prominent, brands can make the most
of their high ability to sway consumers.
The five biggest contributors to alcohol
brand experience
Source: Touchpoints ROI Tracker Global Norms
1,734
1,5481,571
1,390 1,364
Retailer catalogues
TV ads
Newspaper ads by retailers
AverageBrandExperience
Retailer customer magazines and letters
In-store sales circulars Brand storesBased on consumer research,
Touchpoints ROI Tracker is Publicis
Media’s brand contact measurement
and planning tool. Since 2004 a total
of 1,123 Touchpoints projects have
been completed across 66 countries,
comprising 992,289 consumer
interviews that provide contact point metrics for 14,914
brands in 330 product and service categories. The data
for all projects are stored in a single internet-accessible
database. This database provides normative and trend
data for 290 touchpoints.
All rights to the MCA® measurement system including
CCF™, BEP™ and BES™ are owned by Integration
(Marketing and Communications) Limited and licensed
to Publicis Media Limited and its affiliates.
Consumers around the world spend about US$600bn on
alcoholic drinks each years. Six of the world’s biggest 100
advertisers, as measured by Advertising Age, are alcohol
advertisers: Anheuser-Busch InBev, Heineken, Diageo,
Pernod Ricard, Molson Coors Brewing and Suntory
Holdings. The industry has struggled with weak sales
in recent years, but started to pick up in 2017 as larger
companies began to meet demand for high-quality craft
beers and premium spirits in developed markets, and for
economy brands in emerging markets.
Alcohol advertisers rely heavily on paid advertising for
brand communication. The top six advertisers alone spent
US$15 billion on advertising in 2016. According to our
proprietary research, paid media is responsible for nearly
half of all consumer experience of alcohol brands.
We use our Touchpoints ROI Tracker tool to monitor
trends in brand communication over the full range of
paid, owned and earned touchpoints. One of its outputs
is Brand Experience, which measures the reported
importance of each touchpoint in shaping consumer
attitudes and influencing consumer behaviour. It tells us
that 47% of alcohol Brand Experience comes from paid
media, compared to 40% for owned media and just
13% for earned media. Two of the five touchpoints that
contribute the most to Brand Experience are paid media
touchpoints: newspaper ads by retailers at number one,
and TV ads at number five.
However, this reliance on paid media means that
alcohol brands’ communications plans are vulnerable to
disruption and may not be sustainable in the long term.
Governments around the world face continued calls
for further restrictions on alcohol advertising. Lithuania
has just enforced a ban on alcohol advertising on TV,
radio, print and the internet, and Australia and Ireland are
debating new restrictions. Alcohol brands face a ratchet
12. 22 23
In focus: Alcohol
Spirits brands face a common problem on social media:
while they may attract a large number of passive followers,
those who actively engage with the brands tend to be a small
number of vocal enthusiasts who are already regular buyers.
Brands need to broaden the conversation to include the
wider audience, and increase the reach of their social pages.
These are the top international spirits brands on Facebook. The
number of followers may look low – that’s because Facebook
reports the fan numbers for global and local pages for the
same brand separately. Jack Daniel’s is the top brand by some
distance, but Svedka Vodka is the fastest growing, Crown
Royal overtook Ciroc to claim third place in November 2017.
Among the top five brands, Svedka Vodka is the most
successful at converting its fans into active users, followed
by Jack Daniel’s and Crown Royal. Tellingly, each brand’s
ability to encourage their fans to be active users correlates
with their fan growth over the last six months – an active
community is more attractive.
As mentioned, fans who aren’t recent active users are less
likely to see Facebook posts, so it’s difficult to encourage
them to join the conversation. The way around that is to
craft posts that actively encourage interaction, and pay to
ensure that they are viewed by a wide audience. According
to proprietary research available through Publicis Media’s
Socialtools, Jack Daniel’s and Svedka Vodka paid to boost
the reach of 80% of their posts in January 2018. Crown Royal
boosted 60% of its posts, Hennessy boosted 20%, while
Ciroc relied on organic reach for all of its posts that month.
The brands had varying success in using their paid posts to
recruit active users. Jack Daniel’s and Hennessy had slightly
fewer interactions on their paid posts than on their organic
posts, but Svedka Vodka and Crown Royal achieved much
better response rates from their paid posts. Overall Svedka
received the highest response rate across all its posts,
followed by Jack Daniel’s and Crown Royal, with Ciroc and
Hennessy some distance behind. For the top spirits brands
fan growth, active communities and the effective use of paid
posts are closely tied together.
Marketing imperatives
• To achieve cut-through, spirits brands should
encourage inclusive conversations on their
social media pages that preach to the
unconverted.
• Paid posts that invite user interaction are an
effective means to achieve this.
Top international spirits brands on Facebook
Converting paid posts into active responses
User activity for top brands
The number of fans is a weak measure of the health of a
Facebook page. A better measure is the number of active
users, defined as those who respond to, comment on or share
posts from the page. That’s because active users are more
likely to see the content posted on the page, since Facebook
is more likely to filter out posts from pages that a user has no
demonstrated interested in. More active users also mean that
the conversation is more likely to include casual buyers and
potential converts, not just the committed enthusiast.
Fan(m)
Paidposts(%),paidinteractions(%)
Six-monthgrowth(000s)
Responsesperpost(%)
Jack Daniel's Jack Daniel'sSvedka Vodka Svedka Vodka
Jack Daniel's Crown RoyalSvedka Vodka Ciroc Hennessy
Crown Royal Crown RoyalCiroc CirocHennessy Hennessy
Source: Socialtools January 2018 Source: Socialtools January 2018
Source: Socialtools January 2018
Fan (m) Six-month growth (000s) Paid posts (%) Paid interactions (%) Responses per post (%)
3.1
0.3
0.6
0.2
0.1 0.1
+72
2.2
+97
1.9 +66 1.9
+38
1.6
80
73 0.06
80
96
0.09
60
79
0.04
0.02
20 18
0.01
+6
120
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
100
80
60
40
00.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
20
Category Insights | Social Category Insights | Social
Active users (% of total fans)
120
100
80
60
40
20
0
0.10
0.09
0.08
0.07
0.06
0.05
0.04
0.03
0.02
0.01
0.00
Socialtools is Zenith’s proprietary
social content performance tracking
tool. Socialtools is currently tracking
the daily performance of 166,000
pages across six social platforms
(Facebook, Twitter, YouTube,
Instagram, LinkedIn and VKontakte), providing
evaluation of the effectiveness of social content
for brands and their competitors in 185 countries.
Socialtools charts show performance trends across
a wide variety of social engagement metrics. The
brand performance data, norms and rankings provide
insights into social media best practices for brands in
19 macros categories and 125 categories.
13. Digital Channels | Content
How sporting superstars fuel
brand conversations online
Digital Channels | Content
24 25
including Giannis Antetokounmpo, Kristaps Porzingis and
Joel Embiid, are all in their early 20s and are very active on
social media. All increased their SPI score this year, with
Antetokounmpo scoring +47, followed by Embiid at +29 and
Porzingis at +11. Antetokounmpo and Embiid were ultimately
named All-Star starters, showing how younger and more
socially-engaging players are making names for themselves
and amassing loyal fan bases.
Embiid is a prime example of someone who has helped
transform the culture of the NBA through social media. He
is witty, authentic, and shares content that includes other
global sports and athletes. Despite having fewer followers
than Golden State Warriors’ Klay Thompson, Embiid is more
skilled at engaging his fan base. Over the past year, he has
generated 11,000 more likes and 3,800 more comments.
Embiid’s popularity extends far beyond 76ers devotees –
roughly 98% of his followers do not identify as 76ers fans or
even follow the team on social media sites.
NBA players have become their own content creators. While
brands can partner with them to drive awareness among
their followers with simple endorsements, that would not
make the most of their potential. Brands can driver greater
ROI by working more closely with the players to craft an
extended inside story that players can tell of the role brands
play in their family or team lives.
There are still marketing opportunities to be found. There are
several players who hold a strong SPI ranking who have not
yet been engaged by brands. Those brands that can align
authentically with these untapped social media superstars
can engage with a new generation of NBA fans and
followers. After all, these social media-savvy NBA stars have
already demonstrated they can keep the conversation going
on social long after the final whistle is blown.
There has been a lot of talk recently about the NBA replacing
the NFL as America’s favourite sports league. Now the
league’s top players, as well as a crop of fresh faces, are
driving new dialogue with fans on social media that is
transforming the game and opening up new opportunities
for brands. Publicis Media Sport and Entertainment decided
that the NBA would make a great subject for a study on the
power of sport in social media, and how brands can tap into
it. Together with Blinkfire Analytics we tracked the ability of
players to amass and engage fans online, and used the results
to create an NBA Basketball Social Performance Index (SPI).
Some of the NBA’s greatest players are active on social
media, giving fans a front-row seat to drama as it unfolds on
and off the court. Media rights for the NBA are much more
flexible than the NFL, allowing content to go viral more easily.
Players’ posts fuel speculation about everything from trade
deals to rivalries and dating rumours. More importantly, NBA
royalty like LeBron James and Stephen Curry weigh in on
everything from societal issues to pregame commentary
to family life. A new shorthand language has emerged on
this channel, and you do not have to be an avid NBA fan to
follow the conversation.
Good content is what drives followers, likes and fans. Kevin
Durant (the second-most-followed NBA player) and James
Harden (the fifth) are popular but do not offer a true look
behind the scenes, and so their SPI scores have been
dropping since 2016. In contrast, Curry and James chime in
on current events and show inside looks at their family and
personal lives, consistently earning them top spots in our SPI
ranking.
According to our research, the average daily engagement
driven by the top 117 NBA players doubled in 2017, while the
frequency of posting remained the same, thanks partly to
greater use of Instagram.
The annual NBA All-Star game is an event where popularity
reigns supreme and determines which players are selected.
In the early rounds of voting, several young players were
surprising lead contenders, ranking ahead of some of
the more established players of the game. These players,
14. Digital Channels | Programmatic
Auction Dynamics: how to cut
through the noise
Digital Channels | Programmatic
26 27
Advertisers trying to understand how the current
programmatic workflow affects their marketing budgets
are faced with a daunting task. With a vast array of ad
technology services, platforms and cost models on offer, it is
becoming increasingly difficult for advertisers to cut through
the noise. One of the areas garnering much attention is the
supply chain. While third-party tools have created a level
of control for advertisers on the buy side, most sell-side
technology was not built to transact in real-time bidding
(RTB) auctions.
This means it’s not always clear what takes place between
when a bid is submitted and a clearing price is returned. It
can also cause uncertainty for publishers over how to price
inventory and who is buying it.
To overcome these operational complexities, it is important
to understand how programmatic RTB auctions work, if
there are any hidden supply side fees and where the ads are
appearing.
Historically, RTB transactions have been conducted using a
second-price auction. This means that the winning bidder
doesn’t actually pay what they bid, but pays US$0.01 above
the second-highest bid.
When programmatic began, publishers used a ‘waterfall’ set
up with multiple SSPs (Supply Side Platforms), stacked based
on priority. If the first SSP did not sell the available inventory,
it would be offered on the second, and so on. Over the past
two years, header bidding – where publishers make their
inventory available to multiple exchanges at the same time
instead of sequentially – has fast become the new normal.
While header bidding can create higher CPMs for publishers,
it forces SSPs to compete with one another on price in a way
that they had not in the past. SSPs raise the closing price of
their auctions to increase their probability of winning, and
adjust their fees or implement variable price floors, which
are not always disclosed to the buy side platform. Buyers are
unable to detect these floors and often must bid higher to
win the same amount of impressions.
The use of these tactics has led many to argue that there is
no longer such a thing as a fair, or true, second-price auction.
While fees are an inevitable and important part of the
programmatic ecosystem, buyers and sellers need to have
better transparency into when and how the fees are applied.
SSPs and exchanges have started adopting a first-price
auction model, where the winning bidder pays exactly the
price they bid. Ideally this delivers more working media to
the publisher, squeezing margins of the ad tech players in
the middle, but it comes with its own set of challenges. The
rollout has been inconsistent and confusing, with different
SSPs approaching it in different ways. Some have gone 100%
first price, while some have experimented with only part
of their inventory. Some have switched over to first price
without alerting the buy side at all.
Major DSPs have addressed the change in auction dynamics
in various ways. Some are focused on adjusting their
algorithms to automatically account for market norms and
prevent overpayment. Others are bidding specifically on
first-price or second-price inventory. DSPs are also starting
to provide information about buy-side fees, either in their
platforms or in custom reports to provide more clarity into
where the working media dollar goes.
Monitor CPMs by exchange to identify and address any
major pricing variations
When monitoring eCPMs and performance by exchange,
compare the bid and the price paid to identify if a first-
price auction or dynamic floors are affecting pricing.
This will help create specific bid strategies by tactic and
channel to avoid ever-creeping CPMs.
Campaigns that easily hit spend targets with ‘Pace
Evenly’ should consider lowering their bid prices a small
amount each day until they begin to underspend, then
they should raise the bid price accordingly to spend the
budget. This will inherently improve CPMs and mitigate
problems imposed by the fragmented auction dynamics
system.
Private marketplaces provide a structured environment
with lowered risk
Private marketplaces, especially fixed-price deals, help
with rate savings. They also offer priority positioning,
viewability goals and brand-safety guarantees that are
easier and cleaner to manage. Grouping publisher deals
by auction type will also provide a structured, transparent
environment with lowered risk.
Ask DSPs what products are available in their self-serve
user-interfaces
This will help identify, target, and optimise against
inventory running on first-price models. Ensure there
are no pass-through costs from SSPs/exchanges
without disclosure, which will shine a light on previously
undisclosed fees.
Push for universal standards that provide a more
transparent marketplace
Participate in industry certification such as TAG in the US
or DTSG in the UK, and evaluate new technologies such
as blockchain to broaden your view of the potential
future landscape.
Marketing imperatives
• To maximise the value of their programmatic
buys, brands need to be aware of how the
transactions are conducted. Varying the bid
price and comparing it to price paid can give
you information that allows you to improve
bid efficiency.
• Consider moving more transactions to
private marketplaces, which offer better
results, better transparency and less risk.
15. Digital Channels | Search Digital Channels | Search
Search and shopping
get closer Googleannouncesshoppingactions
Zenith has increased its forecast for growth in paid-search
adspend this year from 9% to 10%, but growth is decelerating
as the channel reaches full maturity. However, emerging paid
search formats – like commerce, home assistants and other
voice-activated assistants – will drive growth over next few
years.
eMarketer has identified a loss of US market share by all the
main search providers in 2017, and expects that to continue
to 2020. It forecasts that Google’s share of US search ad
revenue will fall from 75.0% in 2016 to 71.1% in 2020, while
Microsoft’s share will drop from 8.0% in 2016 to 6.0% in 2020.
Oath’s share jumped from 0.6% in 2016 to 3.1% in 2017, but
that’s because it acquired Yahoo that year. Their combined
share fell, and eMarketer predicts it will fall further over its
forecast period.
The big winner will be Amazon, which eMarketer forecasts
to increase its share of US search from 0.9% in 2016 to 2.6%
in 2020, an increase of US$1.3bn. Amazon has really only
dipped its toe into the paid search market; given its centrality
to the e-commerce market, it could be a huge force in the
market if it chose to.
The seven listed search providers accounted for 91% of
spend in 2016. eMarketer expects them to account for 84%
of spend by 2020 as the market opens up to up-and-coming
competitors.
Note: includes advertising that appears on desktop and laptop computers as well as
mobile phones, tablets and other internet-connected devices; net ad revenues after
companies pay traffic acquisition costs (TAC) to partner sites; includes contextual text links,
paid inclusion, paid listings (paid search) and SEO
Source: company reports; eMarketer, March 2018
Google recently announced a new program called
Shopping Actions, which will enable a Universal Shopping
cart across Google properties. This allows retailers to sell
their products directly on the Google SERP (search engine
results page), within Google Assistant results on mobile and
voice, and across the shopping and delivery service Google
Express. Retailers will pay Google a percentage of the value
of each sale transaction, similar to how brands pay Amazon
for each unit sold.
Search continues to increase its reach at lower costs. Global
paid search impressions increased by 19% in Q4 2017, while
clicks increased by 21%. At the same time, CPCs fell 8%.
Search is becoming more effective and more efficient.
Net US search ad revenues, by company,
2016-2020
Paid search ad performance metrics
Source: Kenshoo, January 2018
28 29
Annualgrowthinpaid-searchadspend
2017 20192018 2020
11% 8%10% 7%
billions, % change and % of total
Worldwide, Q4 2017
2016 2017 2018 2019 2020
Google (US$) 24.60 28.84 33.26 37.91 42.98
% change 20.2 17.2 15.3 14.0 13.4
% of total 75.0 73.6 72.6 71.1 71.1
Microsoft (US$) 2.61 2.93 3.24 3.45 3.64
% change 8.1 12.1 10.6 6.5 5.5
% of total 8.0 7.5 7.1 6.5 6.0
Oath (US$) 0.21 1.21 1.23 1.25 1.27
% change -1.4 478.3 1.8 1.8 1.8
% of total 0.6 3.1 2.7 2.3 2.1
Yelp (US$) 0.62 0.71 0.83 0.97 1.10
% change 40.5 15.6 17.0 16.0 14.0
% of total 1.9 1.8 1.8 1.8 1.8
Amazon (US$) 0.28 0.44 0.72 1.09 1.59
% change 58.0 58.5 63.5 51.0 46.0
% of total 0.9 1.1 1.6 2.0 2.6
IAC (US$) 0.45 0.41 0.38 0.36 0.35
% change -31.8 -8.7 -6.5 -5.2 -3.8
% of total 1.4 1.0 0.8 0.7 0.6
Yahoo (US$) 0.99 - - - -
% change -20.8 - - - -
% of total 3.0 - - - -
Total search ad spending (US$) 32.81 39.20 45.81 53.34 60.41
Impression growth
Click growth
Cost per click (CPC)
CPC growth
Clickthrough rate (CTR)
CTR growth
19.0%
21.0%
US$0.49
-8.0%
2.7%
4.0%
16. 30
Shoppable content
set to take off
Shoppable content is online content that allows consumers
to buy featured products without being redirected to
another site. The development of shoppable content is very
much a natural progression for brands, which have been
harnessing new technologies and platforms to drive product
discovery and personalise the shopping experience.
Advertisers started by making their images shoppable, after
which video was the next logical next step. The power of
video for shopping is undeniable: transaction rates for video
content are 1.6 times higher than for static images (according
to McKinsey’s research in 2015). However, we still see most
advertisers using video as a traffic tool, rather than a way to
drive conversions.
Video platforms are making it easier to add shopping to
video, through YouTube’s shoppable ads, Instagram Stories’
shoppable video layer, or Snapchat’s ‘swipe-up’ as an
e-commerce call to action. Start-ups are developing new
functions that make video shopping more seamless, such
as Cinematique’s touchable videos. Marketers need to test
different formats and platforms and think carefully about
how to integrate e-commerce calls to action into the video
content they create.
And there is a new twist on shoppable content that will grow
in importance in 2018: ‘live-stream retail’ enabling consumers
to interact with brands and shop via livestreaming. Live
streaming retail, or shop streaming, is already popular in
China, where Deloitte expects it to be worth US$4.4bn in
2018, reaching 456 million viewers. Chinese brands have
found success by hiring Chinese internet influencers to
promote and sell their products, which are often offered at
special discounts. The conversion rate can be up to 32%,
according to Taobao Live.
This shopstreaming works best for speciality shops, where
shoppers can receive individual attention and answers they
will not receive from any product page. A growing number
of small businesses are using Facebook Live to show off and
sell their wares, taking bids from punters in the comments.
Gadgets, which often need quite a bit of explaining, are
particularly in evidence.
Shoppable content and live streaming are exciting new
forms of content built for commerce that are set to radically
change how consumers shop in coming years. Publishers
will need to have the back-end process in place to ensure
easy and effortless shopping and to meet growing demand.
As full commerce functionality is built into content, brands
will be able to leverage customer data to develop content
that will drive consumers to discover and shop.
Digital Channels | Shoppable content
Zenith is The ROI agency. We blend data, technology and
brilliant specialists to scout out new opportunities, solve
complex challenges and grow our clients’ businesses. Zenith
is part of Publicis Media, one of four solution hubs within
Publicis Groupe [Euronext Paris FR0000130577, CAC40],
and has offices within Publicis One. We have over 5,000
brilliant specialists across 95 markets. We are experts in
communications & media planning, content, performance
marketing, value optimisation and data & analytics. Zenith
works with some of the world’s leading brands including
Aviva, Coty, Kering, Lactalis, Nestlé, Nomad Foods, Oracle, RB,
SCA, Sanofi and 21st Century Fox.
About Zenith
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