Emarketer Webinar Key Digital Trends

D E C E M B E R 1 6 2 0 1 0 N E W Y O R K NY Presented By: Noah Elkin Debra Aho Williamson David Hallerman Key Digital Trends for 2011 Principal Analysts, eMarketer, Inc. Sponsored by:

7 Trends for 2011 Trend 1: Apps Invade All Platforms Trend 2: Content Consumption Convergence Trend 3: Location, Location, Location Trend 4: Social Gets Its Share of Marketing Dollars Trend 5: Real-Time Bidding Trend 6: Targeting Audiences vs. Content Trend 7: Online Privacy Debate Heats Up

Trend #1 Apps Invade All Platforms Noah Elkin Principal Analyst, eMarketer, Inc. @noahelkin

We’re accustomed to using apps on mobile devices Source: Distimo, Dec 2010

Next phase in evolution: apps go everywhere — mobile, desktop, TV

Trend #2 Content Consumption Convergence

Consumers engage seamlessly with content across multiple platforms Twitter: #eMwebinar

Exploit unique characteristics each platform offers… Source: Rhythm NewMedia, “Q3 2010 Mobile Video Advertising Report”

…and pay close attention to the way devices and context increase the appeal of advertising

Trend #3 Location, Location, Location

Social networks are increasingly the conduit for mobile communication

Mobile social network usage will more than double between 2010 and 2015 Twitter: #eMwebinar

Location-based services have surged but aren’t yet mainstream

Checking in motivated by prospect of value exchange: obtaining useful information and finding deals

Marketer spending around location is starting to ramp up

Trend #4 Social Gets Its Share of Marketing Dollars Debra Aho Williamson Principal Analyst, eMarketer, Inc. @DebraWilliamson

Social media is no longer an add-on for marketers ,[object Object]

Budgets are increasing.Marketers are shifting funds into social media and away from other types of marketing.

Integration is key. Although some companies have created separate social media departments, the more common trend is to integrate it across company functions.

The need for ROI is critical. Without it, future spending increases may be curtailed.Twitter: #eMwebinar

Four out of fivemarketers will utilize social media tools in 2011

Changing consumer usage patterns make social media a must ,[object Object]

Worldwide usage is rising.Six out of 10 frequent internet users worldwide have a social network profile (UM).

Brand interactions are increasing. Coupons, deals and discounts are encouraging consumers to engage with marketers.,[object Object]

However, not every industry has adopted social media at the same rate—and some never will

Among those that do use social media, usage rates are approaching the level of email marketing

As marketers funnel more funds toward social media, spending on traditional forms of advertising is falling

Businesses are divided on who should manage social media Only 6% have a dedicated group

Marketer perspectives: Intel and GM “The brand teams have never budgeted their own line items [for social media marketing]. Now, marketing rightfully is becoming more involved in the planning and budgeting, and also the strategic side of it. The brands are now baking social into their overall marketing budget.” —eMarketer interview with Christopher Barger, Global Director of Social Media “Intel has been an early adopter in social media, but we haven’t funded it as well as many of us would like. Social media is not free. We don’t want to tap into our paid media budget. We want to separate those two while driving deeper integration between paid and social media.” —eMarketer interview with Kathleen Malone, Senior Manager and Social Media Strategist

Although budgets are rising, the ROI question is still not answered

Trend #5 Real-Time Bidding David Hallerman Principal Analyst, eMarketer, Inc. @DHallerman

Display advertising will be an even bigger source of spending growth than search

What real-time bidding (RTB) means for marketers looking to buy display ads When marketers buy ads using real-time bidding, they bid on impressions based on: ,[object Object]

The location of the ad on the site

The number of impressions desired

Any potential cookie data for segmentationHelps marketers buy audience instead of inventory Helps publishers sell lesser inventory at higher prices Targeting typically demographic and psychographic (less so behavioral, so sidesteps many privacy issues) Twitter: #eMwebinar

Demand side platforms (DSPs) and advertising exchanges: two key elements of the RTB ecosystem (ad networks, too)

Trend #6 Targeting Audiences vs. Content

On one side, classic content targeting On the other side, only audiences matter Battle about targeting tactics is, in many ways, a battle between ad networks and publishers about data ,[object Object]

Which method is more effective? (marketers in middle)

Which data targets best? (demographic goes two ways)

Is the audience equally receptive to message anywhere?

What’s the value of premium sites? (context vs. reach)

A bottom line question: What’s most useful for ads, community or content? (publishers can do both),[object Object]

Audience segmentation and targeting keyfactors driving the move to digital marketing

Audience targeting for display part of larger, holistic online advertising

Trend #7 Online Privacy Debate Heats Up

7 key factors driving the debate about digital privacy Consumer concern about being tracked Advertiser-publisher need to monetize Combining online with offline data Rapid growth of Facebook’s ad system Rise of check-ins, location-based services EU’s focus on stricter privacy protection Consumer choice vs. marketer goals Twitter: #eMwebinar

Behavioral targeting: The more people know, the less they seem to like it

Emarketer Webinar Key Digital Trends

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