This year Adobe Digital Insights took a deeper dive into consumer behavior around advertising, What channels provide more relevant experiences? How consumers are utilizing new channels like "digital audio" in their lives, and if brands can market effectively through it. How channel performance differs based on demographics, and how brands are becoming more knowledgeable of their customers though the use of 1st party data.

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Digital De-cluttering: Key Findings
• Decluttering habits are moving online, as consumers look to streamline their digital presence
• Usage of traditional Social Apps are plateauing and in some cases declining, as users look to engage with apps
that drive more productivity, direct communication, and consolidated capabilities
• Overall 46% of Consumers feel that Ads Served to them are more relevant than before…A 12% YoY Increase
• Driven by more 1st Party Data Utilization & enhanced targeting capabilities on social and video platforms
• There is a strong disconnect between marketers and consumers about Online Banner ads and the ad format’s
capability to target effectively
• Younger Demos trust brands with their data to deliver more relevant experiences
• Podcast & Digital Audio Consumption is on the rise and a viable channel for advertisers

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Consumers are “Tidying Up” their analog & digital lives
1 /5 consumers have watched “Tidying Up” ,all who have watched have taken steps to de-clutter their personal belongings
Also 46% of consumers surveyed have de-cluttered their online presence in the last year

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Apps are a target when it comes to de-cluttering
Use of mobile apps has stayed rather constant, and growth for mobile app installs is slowing down

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App Consolidation weighs heavily on your industry
Social 4%
Travel 15%
News 14%
Retail 1%
Entertainment 6%
We looked across mobile app categories to see what % of consumers are using more than 2+ apps in each category.
News apps saw the greatest decrease in consumption (-14%), then social apps (-4%), retail apps remained relatively
unchanged.
*Comscore Mobile Metrix(R), Mobile App Only, December 2017-December 2018, United States

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Traditional Social Networks experience lull in usage
Tumblr, Twitter & Snapchat have seen usage drops over the past
year, consumers are experimenting in social experiences that are
more mindshare/feature-rich/integrated like Reddit, WeChat &
WhatsApp
Total Minutes
YoY Change
WeChat +106%
Reddit +94%
WhatsApp +44%
LinkedIn +29%
Pinterest +11%
Facebook +3%
Instagram -1%
Twitter -18%
Snapchat -18%
Tumblr -21%
Source: Comscore*
*Comscore Mobile Metrix®, Mobile App Only, Custom defined category of Social Media apps, Custom-metric that takes Comscore Total Minutes for each
month from December 2017- December 2018 and divides it by the baseline month of December 2017, United States

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Raising the bar of relevant ads with first party data
Consumers are seeing more relevant ads (+12% YoY) as marketers continue to shift to more First Party Data (+4% YoY)
• The two ends of the age spectrum believe ads are more relevant
GenZ +64% YoY & Traditionalists +47% YOY

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Social and Streaming video leading the channel charge
Consumers look to TV as the more relevant delivery medium for ads, streaming video (+50%) and social media
(+23%) have seen the most growth YoY.

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Banner ads missing the relevancy target
Banner ad perception doesn’t align, while Marketers believe their banner ads are more relevant to their target audience
(+16% YOY), consumers disagree citing “banner ads” the least likely location to show them a relevant advertisement.
1/3 of consumers will click banner ads on purpose, so they are still a relevant ad experience

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Accelerated creative phases enable more relevancy in ads
With almost half of brands able to make changes to display ad creative & headline edits within the same day, the
opportunity exists to elevate banner ad experiences
71% of Marketers agree that their creative and media strategy is tightly integrated.

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Native in-feed ads experience needs attention
Over 2/3rds of consumers are currently not enjoying in-feed ad experiences
I don't notice them 17%
I dislike ads between the content I want to
consume
24%
I am more likely to click on them compared to
other ads
7%
I am less likely to click on them compared to
other ads
11%
I feel they are intrusive 22%
I feel they are more relevant to me 9%
I feel like they are less relevant to me 10%

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Digital audio consumption grows steadily
Whether it be their favorite streaming audio or podcast mobile app, consumers are generally consuming more
digital audio Dec 2017 to Dec 2018, 8% more in Dec 2018 to be exact
*Comscore Mobile Metrix®, Mobile App Only, Custom defined category of Music apps, Custom-metric that takes Comscore Average Minutes for each
month from December 2017- December 2018 and divides it by the baseline month of December 2017, United States

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Digital Audio the booming experience touchpoint
Where do consumers you listen to
digital audio the most?
1 out of 4 consumers have bought a product/service after
hearing an ad on a streaming music app or website
50%
29%
10%
8%

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Podcast popularity provides a newer medium for marketers
1 out of 4 consumers said they plan on spending more time listening to podcasts this year
32% of brands surveyed are currently investing more ad spend in podcasting than a year ago
Podcast mobile apps have experienced steady growth over the last year and a 14% increase in average min/month
*Comscore Mobile Metrix®, Mobile App Only, Custom defined category of Podcast apps, Custom-metric that takes Comscore Average Minutes for each
month from December 2017- December 2018 and divides it by the baseline month of December 2017, United States

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What brands think about Digital Audio
73% of brands agree that audio is it’s own category within
digital advertising, if you don’t believe it talk to your VP or
Managers
46% of brands plan to increase their investment in digital
audio ads over the next year
50% of brands believe agree that digital audio is a
strong conversion medium, prioritizing
conversions and lift in awareness as primary
metrics for measuring effectiveness

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The younger you are the more you trust a brand with your data
Younger generations will trust their data to a brand if its use brings value to them, but GenX is where that trust starts to crumble

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Summit Ad Report | 2019
Methodology:
• Consumer - Adobe Surveyed 1,000 adult consumers in the US between Feb 19th - 25th, 2019 and all surveyed were
required to own a digital device
• Marketer - Adobe Surveyed 500 marketing and advertising decision makers in the US between Feb 19th -26th, 2019
and all surveyed had to work full time or be self-employed as a manager or above, working in a marketing area of
their business, and perform marketing tasks
• Comscore data is comprised of 190M Unique monthly Visitors to US mobile apps between Dec 2017 & Dec 2018
• Adobe Analytics tracked 72B mobile App interactions in the US between Jan 2018 – Dec 2018

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