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Emarketer digital advertising_trends2013
- 1. M A R C H 2 1, 2 0 1 3
Digital Advertising
Trends for 2013
Sponsored by:
David Hallerman
Principal Analyst
©2013 eMarketer Inc.
- 2. What we’ll look at today…
7 trends that are shaping your world:
1.Big data: it’s everything
2.Real time: it’s always
3.Content marketing: it’s value
4.Native advertising: it’s coherent
5.Tablet video advertising: it’s better
6.Social-mobile shift: it’s everywhere
7.A “multi” audience: it’s multiscreen, multitasking
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 4. Three key factors to note when you
look at the 7 trends
The trends are not buzzwords.
To what extent do these trends mirror
real changes vs. being today’s fashion?
The trends are intertwined.
That reflects the ways marketing and
media usage are increasingly connected.
The trends are not all that new.
The more things change, the more they
remain the same.
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 5. Are you following trends because they
work for you? Or for other reasons?
©2013 eMarketer Inc.
- 7. Getting your arms around big data can
be both perplexing and liberating
©2013 eMarketer Inc.
- 8. Why is big data at the core of every
other trend? How does that work?
Big data isn’t quantity, it’s control.
Audience insight. A core element of all advertising and
marketing—the need to know who you’re targeting, what they want
and how to reach them.
More isn’t better. Only when marketers can harness all these
datapoints is “BIG” worthwhile.
The biggest challenge. To meld and then derive meaning
from the super-abundance of information.
Pushes buttons. Many people see big data as a threat.
Constantly changing. One company’s big data is another’s
data snack.
Defined from your POV. Can’t help but be subjective.
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 9. Big data’s wide and subjective range of
definitions makes it a moving target
©2013 eMarketer Inc.
- 12. Big data is
much like
excellent
ingredients
and a great
recipe—you
still have to
cook it
©2013 eMarketer Inc.
- 13. Big data can help marketers can
uncover value in several areas
Boost performance: by helping companies
make more informed decisions
Integrate channels: by bringing together
information from across multiple touchpoints
Target better: by making segmentation
narrower for more precisely tailored messages
Beat out the competition: by figuring out
implications of these massive data sets
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 14. BIG NOTE:
The growing
use of big
data, and the
term being
spread in the
mainstream
media, can
push privacy
buttons for
many people
©2013 eMarketer Inc.
- 15. One takeaway: W hat big data
means for adver tiser s
©2013 eMarketer Inc.
- 17. Real time is
an umbrella
term that
covers a
multitude of
advertising
and
marketing
methods
©2013 eMarketer Inc.
- 18. Real-time marketing encompasses
a wide range of activities
Real-time buying (RTB): automated method of buying and
selling ad impressions
Dynamic creative optimization: method of automatically
changing ad creative
Social CRM: using social media to rapidly respond to
customers who comment or complain
Content marketing: using insights from social analytics to
quickly develop digital content
Trend marketing: creating content, posts or other marketing
materials themed to news events or topics
Ad campaign rebalancing: using insights gleaned from
online conversations about ad campaigns to make on-the-fly
changes in media mix or creative
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 19. Real time isn’t new, it’s just faster than
ever before
©2013 eMarketer Inc.
- 21. Linked trends: Real time, big data, and
social interactions come together
©2013 eMarketer Inc.
- 22. One takeaway: W hat real time
means for adver tiser s
©2013 eMarketer Inc.
- 25. Content marketing is, like big data and
real time, multifaceted, tricky to define
©2013 eMarketer Inc.
- 27. How can something as established
as content marketing be a trend?
Basic ideas behind content marketing:
Lose your ego. Your brand or product is not the point.
Create value. Your consumers must want the content.
Be yourself. Reflect your values, your voice.
Think like a media company. Create content often.
Tell a story. Build engagement, attract an audience.
Choose the correct channel. It’s not just social.
Quality matters. How it looks and reads is a big deal.
Encourage sharing. That increases its power greatly.
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 28. In the multiscreen world, creating social
engagement has great value as content
©2013 eMarketer Inc.
- 31. One takeaway: W hat content
mar keting means for adver tiser s
©2013 eMarketer Inc.
- 33. What is native advertising? And why is
it more than just the latest hype?
Divergent defintions can confuse, but…
Native to the environment. Such as promoted tweets on
Twitter, AdWords on Google, sponsored stories on FB
Unique to specific channel. Certainly by content, and often
technical choices, such video on video sites.
Often created by publisher or website or app. A way to
entice advertisers and build more content integration.
Advertorial for the digital age. This is the more snarky
definition, and when done poorly, sort of true.
Designer content marketing. Made more for the audience
and destination, and less so for the brand.
Perhaps it’s not so new, but the buzz is still loud. Even
so, fitting in will be increasingly important.
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 34. The user experience is a key way native
advertising differs from the usual
©2013 eMarketer Inc.
- 36. Done right, native advertising allows
marketers to whisper their messages
©2013 eMarketer Inc.
- 38. One takeaway: W hat native
adver tising means for adver tiser s
©2013 eMarketer Inc.
- 40. What kind of impact will tablets make
on video advertising?
Tablets are terrific digital screens.
Greater attention. Tablets are attractive to both audiences
watching video and advertisers looking to reach them.
Better mindset. Much video consumption occurs when people
are relaxing, say in the evening.
Native advertising opportunities on apps. Each app is is
its own environment, great for custom advertising assets.
Attractive demographics. At this point, tablet users tend to
have higher incomes than smartphone users.
Larger screen, more time. The audience tends to spend
more time with video on tablets than on smartphones.
Better for longer form ads. Tablets support content well.
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 43. One takeaway: W hat tablet video
adver tising means for adver tiser s
©2013 eMarketer Inc.
- 45. The desktop
will no longer
be at the
heart of
people's
social media
experiences
©2013 eMarketer Inc.
- 46. This year,
over 61% of
US social
network
users will
come in via
mobile
phone, rising
rapidly each
year
thereafter
©2013 eMarketer Inc.
- 47. As social time shifts to mobile, what
does that mean for marketers?
Other trends can help make this work.
Develop new touchpoints. Make it easy for mobile users to
access content, regardless of what device they use.
Deal with convergence. Combine location data with social
media initiatives to catch the attention of mobile users on the go.
Make it sing. Lean toward using imagery instead of text.
Build in value. Overhaul Facebook strategy to focus less on
promotions tied to a brand page and more on the content delivered
to the newsfeed.
Go there first. Sometimes a mobile-first strategy will be the best
bet for social marketing, say when a brand wants to communicate in
real time.
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 50. Linked trends: What do social-mobile
users want from TV? It’s a real time…
©2013 eMarketer Inc.
- 52. One takeaway: W hat the social-
mobile shift means for adver tiser s
©2013 eMarketer Inc.
- 54. The new way of life: Multiple screens
used by the multitasking audience
©2013 eMarketer Inc.
- 55. How can you reach the multiscreen,
multitasking audience?
A difficult mix of same and different.
Be everywhere. Develop cross-channel campaigns that are as
silo-free as possible. Aim to be seamless.
Be consistent. The basic messaging needs to remain the
same, even as screens and assets vary.
Be flexible. Even as a brand’s look and feel is consistent, the
specific advertising assets that work on one screen may not be
best for all screens.
Be helpful. Give the audience good reasons to spend time with
your brand.
Be understanding. Use data mining to fathom your audience’s
motivations and preferences—how to reach them on various
screens, at various times, and in various locales.
Twitter – #eMwebinar
©2013 eMarketer Inc.
- 56. The more screens people own, the
more they might be found anywhere
©2013 eMarketer Inc.
- 58. One takeaway: W hat the multi-
audience trend means for
adver tiser s
©2013 eMarketer Inc.
- 60. All these
trends make
it far more
complicated
than ever
before to
create,
organize and
deliver
today’s ad
campaigns
©2013 eMarketer Inc.
- 61. Many trends look to put new pop in the
same old machines
©2013 eMarketer Inc.
- 62. No trend stands alone, so integration
may be the most important buzzword
©2013 eMarketer Inc.
- 63. Adobe Media Optimizer
Justin Merickel
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012
- 64. How can Marketers keep up with the pace of
change?
Twitter announced API Partners February 20th
Adobe one of the first partners to work with Twitter
Levis, Threadless, and Adobe marketing all early participants
with Media Optimizer
Cost per follow decreased by 60% for Adobe after
launching a scalable campaign via Media Optimizer
Volume spiked to over 400 followers per day
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012
- 65. The New Super Channel
Proactively developing digital campaigns of
the future by thinking of goals, not channels.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012
- 66. Advertisers are no longer
confined to a single channel
or constrained by inventory
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012
- 67. Unified Data Repository
All your customer’s data, from online to offline, housed and
protected in a single place
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012
- 68. Action to Consumer Experience
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012
- 69. Smart Group Collaboration
Simplify digital marketing for everyone in
the workflow using tools and technology
to enable a streamlined language
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012
- 70. Adobe Media Optimizer
Social Search Display
Seamlessly turn your brand Strengthen results through Align your rich audience segments
presence and engagement into automated bid management built with broad inventory reach,
influence and action across the on accurate predictive modeling to dynamic creative delivery, and an
largest social networks: Twitter, allocate investment across optimization system using real-
Facebook, and LinkedIn. complex campaigns. time conversion data.
ADOBE MEDIA OPTIMIZER
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012
- 71. Q&A Session Learn more about mobile marketing
with an eMarketer corporate
Digital Advertising subscription
Trends for 2013
More than 200 eMarketer reports are published
each year. The following are a few recent ones you
may be interested in:
Mobile Video Advertising: Choices for a Rapidly
Changing World
Meeting the Need for Speed: How Social Analytics
Support Real-Time Marketing
David Hallerman Connected TV Advertising: Playing the Long Game
Mobile Display Ad Types: Move Over Banner Ads,
You will receive an email You’ve Got Company
tomorrow with a link to
view the deck and The State of Cross-Platform Ad Measurement:
webinar recording. Industry Trends and Current Practices
Sponsored by: To learn more: www.emarketer.com/products
Adobe Media Optimizer 800-405-0844 or webinars@emarketer.com
©2013 eMarketer Inc.
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