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DIGITAL 101 The Digital Space –
Always on the Edge of Glory
Holly Bowyer
Yahoo!
June 2012
Agenda ONLINE UNIVERSE
Why Digital?
Trends & Usage
Online Behavior
Ad Spending
MEDIA PROPERTIES Search
Video
Mobile
Social
Rich Media
Q&A
2
the AUDIENCE Content: Community: Search: Personalization
1 FIND & ENGAGE
the AUDIENCE Activities & Preferences
2 KNOW
the OFFER Multi-channel: Rich Media: Creative Assembly: Offer transformation
3 CAPTURE
MEASURE and PROVIDE INSIGHTS…
5 UNDERSTAND the OFFER Audience targeting: Optimizing relevance & value Executing
4 Match & Present
3
Why Digital?
60.0%
62.0%
64.0%
66.0%
68.0%
70.0%
195
200
205
210
215
220
225
% o
f p
op
ula
tio
n
(millio
ns o
f u
niq
ue v
isit
ors
)
Year
US Internet Users and Penetration, 2009-2012 (millions and % of population)
Reach % of Population
The number of internet users is expected to continue to
increase
4 Source: ComScore MediaMetrix Dec. 2009- May 2012; Total Uniques Home & Work
2009 2010 2011 2012 Through May
The Online Universe Growing Exponentially
Total Monthly Internet Audience
ComScore Total Unique Visitors (000)
Total Minutes (MM)
Total Minutes Per Unique
2011 220,439 469,397 2,129
2010 213,584 390,435 1,828
5 Source: ComScore MediaMetrix Dec. 2011, Nielsen NetView Dec. 2011 Total Internet: Total Audience
Unique Visitors Is Growing
6 Source: ComScore MediaMetrix Jan 2011 – May 2012 NTotal Uniques Home & Work
200,000
205,000
210,000
215,000
220,000
225,000
230,000
Total Unique Visitors (000)
221,163
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec Jan
Feb
Mar
Apr
May
2011 2012
221,621
Up 4.5%
So Is Usage
Source: ComScore MediaMetrix Feb 2009-May2012
Average Minutes per Visitor
Average Pages per Visitor
1,677.0
2,105.4
2,417
3,213
0.0
500.0
1,000.0
1,500.0
2,000.0
2,500.0
3,000.0
3,500.0
Feb-2
009
Mar-
2009
Apr-
2009
May-2
009
Jun-2
009
Jul-2009
Aug-2
009
Sep-2
009
Oct-
2009
Nov-2
009
Dec-2
009
Jan-2
010
Feb-2
010
Mar-
2010
Apr-
2010
May-2
010
Jun-2
010
Jul-2010
Aug-2
010
Sep-2
010
Oct-
2010
Nov-2
010
Dec-2
010
Jan-2
011
Feb-2
011
Mar-
2011
Apr-
2011
May-2
011
Jun-2
011
Jul-2011
Aug-2
011
Sep-2
011
Oct-
2011
Nov-2
011
Dec-2
011
Jan-2
012
Feb-2
012
Mar-
2012
Apr-
2012
May-2
012
Minutes Spent Online & Pages Viewed per Visitor (red = Avg. Pages per visitor) (blue = Avg. Minutes per visitor) Up
33%
Up 26%
Jan
Feb
Mar
Ap
r M
ay
Ju
n
Ju
l A
ug
Sep
Oct
No
v D
ec
Jan
Feb
Mar
Ap
r M
ay
Ju
n
Ju
l A
ug
Sep
Oct
No
v D
ec
Jan
Feb
Mar
Ap
r M
ay
Ju
n
Ju
l A
ug
Sep
Oct
No
v D
ec
Jan
Feb
Mar
Ap
r M
ay
2009 2010 2011 2012
7
Top 10 Online Properties as of Dec 2011
ComScore Total Unique Visitors (000)
TOTAL UNIQUES 220,439
Google Sites 187,138
Microsoft Sites 177,296
Yahoo! Sites 176,485
FACEBOOK.COM 162,486
Amazon Sites 114,732
AOL, Inc. 107,076
Ask Network** 89,168
Glam Media*** 86,616
Turner Digital*** 84,215
Wikimedia Sites 83,010
8 Source: ComScore MediaMetrix Nov. , Dec. 2011, *ComScore ranks Apple at #11 and eBay at #15.
What Do Consumers Do Online?
GATHER INFORMATION
Search
COMMUNICATE
Email Messenger Social Media & Communities
CONSUMER CONTENT
News, Sports, Finance, Entertainment, and more
PERFORM TASKS
Online Banking Paying Bills Shopping
PERSONALIZE THEIR EXPERIENCES
Social Customized Sites Groups
9
2011 Top Categories By Time Spent Online US Internet Users and Penetration, 2011-2012 (millions and % of population)
0%
5%
10%
15%
20%
Share of Total Time Spent on Internet at Top Web Properties
Portals E-mail Community
Social Networking News/Information Games
Entertainment Retail
10 Source: ComScore MediaMetrix Dec. 2010-Dec.2011 from ComScore 2012 U.S. Digital Future in Focus
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011 2012
Entertainment
Social
Portals
Top Trending Online Behaviors
92%
60%
49%
35%
33%
33%
24%
18%
92%
37%
44%
15%
18%
31%
17%
13%
2010 2007
Use email
Purchase products
Send or receive photos by email
Visit social networking sites
Watch Internet video/streaming video
Use instant messaging
Listen to Internet radio/streaming audio
Read blogs
163
107
86
62
58
58
42
31
Millions of adults (2010)
Which of the following online activities do you do at least monthly?
11 Base: 29,295 US online adults / *Base: 28,771 US online adults (Multiple responses accepted) Source: Forrester, December 2010
Trended Online Activities Show Continued Growth 2008-2015
In a typical week, how many hours do you spend doing each of the following?
Reading magazines (not online)
Reading newspapers (not online)
Listening to the radio (not online)
Using the Internet*
Watching TV
2015 2014 2013 2012 2011 2010 2009 2008
0%
117%
-18%
-17%
-6%
Percent change (2008-2015)
12 July 2009 “Consumer Behavior Online: A 2009 Deep Dive” Source: North American Technographics® Benchmark Surveys, 2008 to 2015 *Since 2007, Internet usage was split into “Internet for personal purposes” and “ Internet for work purposes.” The number shown here represents the sum. In prior years, we asked about Internet usage in a single item.
Speaking of other media…Multitasking is the Latest
Trend. 3 out of 4 online Americans use the Internet and
TV at the same time
13
Frequency of simultaneous use
4%
7%
8%
31%
51%
Ha
lf:
Da
ily
90
%:
Wee
kly
75%
25%
Multitask Don’t
This happens frequently: over half of Simultaneous users multi-task daily
Less often
Once or twice per month
Once per week
Several times per week
Daily
American Media Multitasking Study, 2011 Q: Do you ever do the following at the same time? Q: On average, how often do you watch TV at the same time as using the internet?
Focus on the Internet
54% Divide
Attention
30% TV
16%
When using the TV & Internet at the same time, ATTENTION is usually focused ONLINE
14
But, there are several mismatches between the average
share of time people spend with a medium and the share
of ad dollars that medium receives
42.5%
25.9%
14.6%
10.1%
4.0%
2.8%
42.0%
22.2%
10.7%
1.0%
14.3%
10.6%
Tv
Internet*
Radio
Mobile
Newspapers
Magazines
Share of Average Time Spent per Day with Select Media by Us Adults vs. US Ad Spending Share, 2011 (% of total)
Time spent share Ad spending share
15 Note: *time spent with the internet excludes internet access via mobile, but online ad spending includes mobile ad spending; due to this, the total of the ad spending shares for all the media adds up to more than 100% Source: eMarketer, Dec 2011 & Jan 2012
Social network ad spending will grow 54% between 2012
and 2014
$5.59
$4.73
$3.63
$2.54
18.0%
30.4%
43.0%
28.9%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
2014 2013 2012 2011
US Social Network Ad Revenues, 2011-2014 (billions and % change)
Social network and revenues % change
16 Note: Includes paid advertising appearing within social network sites, social network games and social network applications; excludes spending by marketers that goes toward developing or maintaining a social network presence Source: eMarketer, Feb 2012
Large Online Ad Buys Grew in 2011
79 65
74
104 99
10 14
15
15 20
12 12
10
13 17
4 4
5
7 9
0
20
40
60
80
100
120
140
160
Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
Number of Advertisers Delivering at Least 1 Billion Display Ad Impressions per Quarter
1-3 Billion 3-5 Billion 5-10 Billion 10+ Billion
18 Source: ComScore Ad Metrix, US Q4 2010 – Q4 2011, ComScore 2012 Digital Future in Focus
Top Digital Advertisers of 2011
105,792
67,565
49,481
44,031
40,454
38,662
36,991
32,302
30,042
29,403
AT&T Inc
Experian Interactive
Verizon Communications
Scotttrade, Inc
Google, Inc
Microsoft Corporation
Netflex, Inc
Ebay, Inc
Progressive Corporation
IAC - Interactivecorp
Top Ten U.S. Online Display Advertisers by Numbers of Impressions in Millions
19 Source: ComScore Ad Metrix, Jan. 2011-Dec. 2011, ComScore 2012 Digital Future in Focus
So you’re sold on digital but which are the best formats?
35%
20%
18%
11%
9%
53%
13%
8%
6%
Banner ads
Overlay ads
Sponsorship
Pop-up ads
Expandable banner ads
Pre, mid, post rolls
Video banner ads
Pop-up video ads
Expandable video banner ads
I remember seeing this ad format (Among those who remember seeing advertising)
20 Interpret Study, 2011 C21a. Please take a look at the explanations below and tell us what type of ads you remember seeing during this video experience. N=6280
SEARCH
21
Search will remain the largest ad format
49.4%
23.4%
7.9%
6.4%
4.9%
4.2%
3.5%
0.4%
Search
Banners
Video
Classifieds and directories
Lead generation
Rich media
Sponsorships
US Online Ad Spending Share, by Format, 2012 (% of total)
22 Note: eMarketer benchmarks its US online and spending projections against the IAB/PwC data, for which the last full year measured was 2010 Source: eMarketer, Jan 2012
Marketing Objectives Met by Search
PAID SEARCH HELPS ACHIEVE MARKETING GOALS
DRIVE AWARENESS
Traffic Reach and frequency
OBTAIN LEADS
Registrations
DRIVE PURCHASES
ROI Conversions
23
Organic (SEO) vs. Paid Listings (SEM)
24
Display Advertising is a Powerful Driver of Search
After being exposed to a display ad, consumers were:
136% more likely to search the brand’s keywords
86% more likely to click on a sponsored text ad
25 Google/ComScore panel.
Rich Ads in Search (RAIS)
NEW AD FORMATS
26 Internal Yahoo! and Microsoft Data, December 2011
Include ADDITIONAL LINKS, IMAGES, FAVICONS, VIDEOS AND MORE
MAINLINE EXCLUSIVE POSITION for brand terms on Yahoo! Search and Bing
Help IMPROVE CTR AND INCREASE BRAND AWARENESS
Average a 30-35% CTR: 40-50% HIGHER compared to a standard text ad.*
MORE ENGAGING EXPERIENCE for prospective customers
Search Needs to be Part of the Marketing Mix/Buying
Cycle
AWARENESS
CONSIDERATION
INTEREST
ACTION/ PURCHASE
Higher Converting
Lower Converting
Rich Ads in Search
Targeted Display
Non-Targeted Display
Offline
Contextual Text Ads
Search
27
Continued innovation in Search
AIMING TO DELIVERING ANSWERS, NOT LINKS making it easier to access the information, services and answers people are looking for.
28
Today’s Search
Experience
Query Search Results Page
• Find the Best Answers • Get Things Done • Discovery & Entertainment • Make Smarter Choices • Wherever the User Goes
Query + Personal Context: • Search and
Behavioral History • Social • Location
Yesterday’s Search
Experience
29
Navigating a New
Course In Search –
Yahoo! Axis
….re-imagining the search and browse process.
Smarter, Faster Search with Rich Design
Connected Experience across multiple devices
Personalized Home Page
Standalone Mobile Browser, Desktop Plug-In
30
DIGITAL VIDEO
PR
EMIU
M
ON
LIN
E V
IDEO
P
REM
IUM
O
FFLI
NE
VID
EO
UG
C
VID
EO
NET
WO
RK
S
Originals
Video Marketplace
December 2011 Total Video Audience
VIDEO Videos (000)*
Total Unique Viewers (000)
Minutes (per Viewer)
43,472,412 181,669 1,389.8
VIDEO ADS Video Ads
(000) Frequency
(Ads per Viewer) Total Ad Minutes
(000)
7,115,272 45.6 3,009
December 2011 Highlights 85.3 percent of the U.S. Internet audience viewed online video.
The duration of the average online content video was 5.8 minutes, while the average online video ad was 15 seconds.
Video ads accounted for 14.1 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.
All time high!
32 *A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. TV episodes with ad pods in the middle) each segment of the content is counted as a distinct videostream. Source: ComScore Video Metrix Dec. 2011 Total U.S. – Home/Work/University Locations. Content Videos Only (not ads), Press Release
More and More People Are Viewing Videos Online
73.70
30.10
175.00
105.10
43.50
239.00
Growth in Total Online Video Content Market Dec-2010 Dec-11
Average daily unique viewers
(millions)
Videos viewed (billions)
Videos per viewer
+43%
+44%
+37%
33 Source: ComScore Video Metrix Dec. 2011, Dec. 2010. 2012 Digital Future in Focus
Top Online Video Sites
28,233
30,168
38,925
41,247
42,833
44,298
49,479
53,604
157,663
Hulu
Amazon Sites
AOL, Inc.
Viacom Digital
Microsoft Sites
Facebook.com
VEVO
Yahoo! Sites
Google/YouTube
Total Unique Visitors (000)
34 Source: comScore Video Metrix, April 2012
Online video watching has increased significantly
43%
38%
18%
14%
57%
48%
31%
21%
I watched in the past 24 hours... 2009 2011
Watch online videos Watch short clips Watch full-length TV shows
Watch full-length movies
+33%
+26%
+72%
+50%
35 S9. When would you say was the last time you watched the following types of streaming online video? N=24163 Arrows indicate significant difference at 90% level of confidence
High Quality, Short Form Videos Are Most Popular
The vast majority of online video consumption is short-form and consumers are saying they want more!
Type of video watched online in past 24 hours*
Full-Length Movies
Full-Length TV Shows
Short-form video
60% 60%
I expect to watch more…
...professionally-produced short
online video clips
...original video content that can
only be found online
Q: How much do you agree or disagree with each of the following statements about online video? (Top 2 Box
Agreement Reported) N= 1142
8%
18%
74%
36 Interpret Study, 2011
When are they watching?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
5AM - 8:59AM 9AM - 11:59AM 12:00PM - 2:59PM 3PM - 5:59PM 6PM - 8:59PM 9PM - 12:59AM 1AM - 4:59AM
2009 2011 I watched in the past 24 hours...
Netflix in the past 24hrs +200% Hulu in past 24hrs +67%
?
37 Interpret Study, 2011 C1. At what time or times in the past 24 hours did you begin watching a video or series of videos? N=4089
Video ad spending will jump more than twice as much
as any other format or the overall market
54.7%
27.0%
27.0%
23.3%
19.8%
18.5%
4.1%
3.1%
1.2%
Video
Search
Sponsorships
Total
Banners
Lead generation
Rich media
Classifieds and directories
US Online Ad Spending Growth, by Format, 2012 (% change)
38 Note: eMarketer benchmarks its US online ad spending projections against the IAB/PwC data, for which the last full year measured was 2010 Source: eMarketer, Jan 2012
TV is great for reach but when it comes to effectiveness,
digital video works harder
46%
26% 21%
14%
65%
50%
39%
26%
General Recall Brand Recall Message Recall Likeability
Online Video Ads Outperform TV Ad Performance
TV Premium Online Video
39 Source: Nielsen IAG, A18-49, Jan 2011
#1 Online Video is the new primetime
40
#2 Shortform is still most popular
41
#3 Go Professional!
42
#4 Multi-tasking is common and frequent
43
MOBILE 44
Mobile Trends
Rising smart device and mobile web adoption signal new imperatives for marketers. Marketers need to look toward the day when the mobile web is no longer a sideshow but a main event.
Mobile marketing is no longer a question of “if” but of “when.” Expect to see mobile continue to emerge as less of an afterthought and more of a permanent fixture in marketers’ digital strategies.
Mobile advertising is following a similar evolution as the desktop. Search and display are emerging as the dominant mobile ad formats. The outlook for mobile ad spending overall is trending sharply upward.
The future of mobile is all about sophistication. More capable devices, faster networks, savvier mobile consumers and richer experiences lie ahead. Marketers’ strategies must evolve in line with the growing sophistication of mobile devices and consumers’ usage patterns.
45
US Mobile Ad Spending (millions and % change)
Mobile Ad Dollars Are on the Rise
2011
2012
2013
2014
2015
$1,102 +48%
$1,226 +65%
$1,501 +36%
$1,802 +47%
$2,036 +36%
$2,523 +40%
$2,549 +25%
$3,381 +34%
$4,396 +30%
Sept 2010 forecast Sep 2011 forecast
46 Emarketer, 2011
Smartphone Users Engage with Web &
Media Content
92% Send/receive text messages
84% Access the internet
76% Send/receive email
69% Download an app
59% Access a social network
54% Watch a video
76% Access Twitter
47 Source: Pew Internet & American Life Project, *Americans and Their Cell Phones,,” Aug 15, 2011 www.eMarketer.com
So Do Tablet users
77% General web browsing
73% Email
71% Reading news
69% Streaming video
66% Gaming
66% Social networking
61% Shopping/ purchasing
57% Movies
56% Work
48 Source: InsightExpress, June 2011
Search and display are emerging as the dominant
mobile ad formats
US Mobile Ad Spending, by Format, 2010-2015 (millions and CAGR)
2010 2011 2012 2013 2014 2015 CAGR
Messaging $327.3 $442.6 508.3 560.2 612.0 633.0 14%
Banners and rich media $202.5 376.4 594.8 883.2 1,207.1 1,600.0 51%
Search $185.0 349.4 594.8 908.4 1,291.6 1,767.1 57%
Video $28.3 57.6 104.5 171.6 270.5 395.6 69%
Total $743.1 $1,226.1 $1,802.4 $2,523.3 $3,381.3 $4,395.7 43%
49 Note: Numbers may not add up to total due to rounding Source: eMarketer, Sep 2011 Twitter: #eMwebinar @noahelkin
Mobile: Bottom line: Mobile can play a key role at every stage of the purchase funnel
AWARENESS
ENGAGEMENT
CONSIDERATION
CONVERSION
LOYALTY
Tag traditional media with barcodes Mobile display media Mobile search engagement
SMS alerts Mobile websites/apps 2-D barcodes Display media
Mobile websites/apps Mobile coupons IVR/Click-to-call
Mobile shopping/m-commerce 2-d barcodes Mobile websites/apps
SMS alerts Mobile apps
50
SOCIAL 51
Social Trends
US social network ad revenues will reach $2.74 billion in 2011.
By 2013, revenues are expected to grow to $4.81 billion.
More ad dollars are funneling to social sites. In 2013, 11.7% of US online ad spending will go toward social networks.
Ad spending is growing because more consumers are using social networks. 65% of online adults use them, according to the Pew Internet & American Life Project.
52
Social networks will receive 11.7% of US online ad
spending in 2013
US Social Network Ad Revenues, 2009-2013 (billions and % of total US online ad spending)
2009 2010 2011 2012 2013
Social network and revenues $1.44 $2.00 $2.74 $3.90 $4.81
Total US online ad spending $22.70 $26.00 $31.30 $36.80 $41.20
Social network % of total 6.3% 7.7% 8.8% 10.6% 11.7%
53 Note: includes paid advertising appearing within social network sites, social network games and social network applications; excludes spending by marketers that goes toward developing or maintaing a social network presence Source: eMarketer, Sep 2011
147.8% 157.8%
164.2% 170.7%
47.2% 49.9% 51.4% 52.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
140.0%
160.0%
180.0%
2011 2012 2013 2014
US Social Network Users and Penetration, 2011-2014 (millions and % of population)
Social network users % of population
This year, nearly half of the US population will be social
network users
54 Note: Ages 12+; use several times per day Source: Arbitron and Edison Research, “ The Infinite Dial 2012: Navigating Digital Platforms, “ April 10, 2012 www.eMarketer.com
This year, nearly half of the US population will be social
network users
Ways that US Social Network Users Use Social Media, Jan 2012
4%
36%
25%
20%
15%
Dating
Staying in touch
Entertainment
Information
Self-expression
55 Note: Ages 18+ Source: Netpop Research, “Social Media in the U.S.” as cited in MediaPost, Aprila 16, 2012 www.eMarketer.com
Social : Bottom line PROS 1 on 1 conversation with consumers
Ability for viral pass along and recommendation
Relationship/CRM marketing
Extends conversation/reach from other media and ads
High engagement and time spent
CONS Unauthentic messages being delivered
Knowing what to measure
Privacy and privacy controls pertaining to location
56 eMarketer: Social Media Marketing by the Numbers: Key Stats, Trends and Indicators Feb 2010
57
RICH MEDIA
What is Rich Media? Creative Technology
Rich Media is online advertising enhanced by motion, sound, video, or some interactive element
With rich media, online ads approach television in terms of dynamism: they float above content, animate, integrate video and audio. They also go beyond television to include interactive elements like:
Pull-downs for more information, micro-site in-the-banner
Branded games and immersive activities
Polls and Quizzes
Downloadable Icons, Screensavers, Ring Tones, Documents, and more
E-commerce functionality inside the ad unit
Data Collection/Email Registration
Viral Marketing – Send to a Friend
58
Anatomy of a Rich Media Ad
1. Banner automatically displays on publisher site (1 impression)
2. Upon rollover, panel expands (1 interaction)
3. Panels can contain any combination of rich media features
4. User can click-through to site to continue experience (1 click-through)
Click on image in slide show mode to view demo
BANNER PANEL
WEBSITE
GAMING
PRICE COMPARISON
INTERACTIVE VIDEO PHOTO GALLERY
STANDARD VIDEO
59
60
The ‘Smack Talk’ Smart Ad
61
In summary… the digital space is always on the edge of glory
…connects marketers with their most valuable audience wherever
they may be.
…understands users passions with accuracy and detail never
before achieved in traditional media.
…offers creative products that enable marketers to find consumers in hard to reach places with unique and engaging messages.
…continues to experiment with new formats and devices to continue
connecting marketers and consumers in mutually beneficial ways.
62