emarketerwebinar-keydigitaltrendsfor2012-111215152756-phpapp02

8/3/2019 emarketerwebinar-keydigitaltrendsfor2012-111215152756-phpapp02

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2011 eMarketer Inc.

Principal Analysts,

eMarketer Inc.

D E C E M B E R 1 5, 2 0 1 1

N E W Y O R K, NY

Key Digital Trendsfor 2012

Presented By:

Noah Elkin

David Hallerman

Debra Aho Williamson

Sponsored by:


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A Virtuous Cycle:

Trends in DeviceAdoption, ConsumerBehavior and ContentAvailability

2011 eMarketer Inc.

Noah Elkin

@noahelkin


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A perfect storm of opportunity is brewingfor digital marketers

2011 eMarketer Inc.Image courtesy of Morse87/Flickr


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Technologyadoption isacceleratingrapidly,raisingconsumerexpectationsaboutcontentdelivery andaccessibility

2011 eMarketer Inc.


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Pace ofchange inconsumerbehavioriseven greaterin largeemergingmarkets,such as theBRICcountries

2011 eMarketer Inc.


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Forecast: Cloudy, with a chance ofmusic

2011 eMarketer Inc.Image courtesy of PhysicalGeography.net


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2012 will be the yearcloud-basedstreaming gets a full test

2011 eMarketer Inc.


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What it means: finding the opportunitiesthat exist in todays technology stack

Activities

Platforms

Devices

Communication

Media consumption

Commerce

Facebook Twitter

Amazon

Netflix

PCs

Smartphones Tablets

Over-the-Top

2011 eMarketer Inc.Twitter: #eMwebinar


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The Check-Ins Beginto Check Out

2011 eMarketer Inc.


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Awareness

oflocation-

based

services has

surged, but

usage is stillfar from

mainstream

2011 eMarketer Inc.


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Finding deals is a bigger motivator forusing geolocation than gaining status

2011 eMarketer Inc.


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Lots of attention on time-sensitive deals. But anopen question remains: Are daily deals good deals for merchants? Orare they giving away the store?

Growing emphasis on generating loyalty. Localmerchants and national brands alike recognize that customeracquisition needs to be balanced with customer loyalty.

Ad dollars will follow shoppers. The combination oflocation, mobile, social and commerce will form a potent force in theadvertising market.

The next wave in location revolvesaround enabling commerce



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Usage ofmobile

coupons ismodestbut growingrapidly,driven bysmartphoneowners

2011 eMarketer Inc.


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Consumerinterest in

mobile walletservices isgrowing, butthe valuepropositionis not yetclear

2011 eMarketer Inc.


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Forecasts agree on mobile payments growth,but not on how much money is on the table

Gartner(July 2011)

Yankee Group

(July 2011)

visiongain(Aug 2011)

Juniper(July 2011)

$86.1B(2011)

$556B(2016)

$246B(2011)

$670B(2015)

Note: figures above are worldwide



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The last mile is always the longest,hardest and most expensive

Image courtesy ofLubos Brieda


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Advertising andMarketing in 2012

2011 eMarketer Inc.

David Hallerman

@dhallerman


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2011 eMarketer Inc.

Key trends for digital advertising in2012

Magnetic content: attract rather thandistract, engage rather than intrude

Video leads the way: brand advertisingfollows sometimes traditional, sometimesinteractive paths

Programmatic buying: efficient and

effective for display advertising

Privacy concerns: will becomeincreasingly central to digital marketing

Twitter: #eMwebinar


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2011 eMarketer Inc.

Magnetic Content

2011 eMarketer Inc.


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2011 eMarketer Inc.

What blurs the line betweenadvertising and content?

Magnetic content, which can be

branded videos

interactive games

mobile apps

digital contests

any method that attracts as it promotes

Twitter: #eMwebinar


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2011 eMarketer Inc.

Magnetic

content

often blends

channels

and methods

to reach theaudience

seamlessly

across

platforms


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2011 eMarketer Inc.

Branded

social

pages help

mix the

message

with a callto action,

such as

discounts


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2011 eMarketer Inc.

Branded

apps are a

prime form

of magnetic

content


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2011 eMarketer Inc.

Viral video is classic magneticcontentand is used more and more


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2011 eMarketer Inc.

Magnetic content can bypass consumerdislike for advertising and engage them

Youll start to see usand in general the

industrymove away from just the static pushadvertising to more engaged conversations.Scott Kelly, digital marketing manager, Ford

Motor Co.

The ad is yesterday. Content is the future.Oliver Newton, head of emerging platforms,

Starcom MediaVest

Twitter: #eMwebinar


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2011 eMarketer Inc.

Video Leads OnlineAd Growth

2011 eMarketer Inc.


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2011 eMarketer Inc.

Spending foronline video

advertisingin 2012 willpass the $3billion mark,

growingfaster thanany otheronline ad

format


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2011 eMarketer Inc.

Betterreachwill be the

main factorleadingtoward morevideo ad

buys

Twitter: #eMwebinar


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2011 eMarketer Inc.

And better reach will come from therapidly growing online TV audience


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2011 eMarketer Inc.

63% of publishers see in-stream videogenerating the most ad revenue in 2012


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2011 eMarketer Inc.

As online video becomes moreestablished, new layers will be added


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2011 eMarketer Inc.

Programmatic Buyingfor Display Advertising

2011 eMarketer Inc.


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Ad inventory options: old ways andnew methods

Publisher direct (premium)

Ad networks

Ad exchanges

Private exchanges

Demand-side platforms (DSPs)

Real-time bidding (RTB)

Twitter: #eMwebinar


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Publishersextend their

sales reachby puttinginventory onexchanges

or otherreal-timeplatforms


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What is a private exchange?

Marketplace in which one large publisher sellsinventory based on its segmented user base

While many are a single publisher, some aresmall, related groups of publishers

Also can be large groups (ex: QuadrantOne,w

hich sells inventory

fr

om h

undreds

ofnewspaper sites)

Often fueled using RTB technology

Twitter: #eMwebinar


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Nick Johnson, senior vice president, digitalmedia sales, NBC Universal

If advertisers want to

come in, were sellingthem the network.

Were not selling them

placements; wereselling them people.


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What is a demand-side platform(DSP)?

System for managing multiple ad exchangeaccounts using a single interface

Lets marketers integrate outside data directlyinto DSPs for buying via RTB methods

Prime example ofprogrammatic buying

Trading desks are essentially in-houseagency DSPs

Twitter: #eMwebinar


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Significant share of those considering aDSP say it will be a part of their efforts


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What is real-time bidding (RTB)?

Component of a DSP, ad exchange or networkthat lets buyers use their own data andtargeting options to bid for each ad impression

Gives marketers a controlled environment

for buying ad inventory and optimizing costs

Fueled by a wealth ofdata, such as IP address,

geolocation, current site user is viewing, ad unitsize and format, time ofday, user profile

Based on instantaneous auctions (duh!)

Twitter: #eMwebinar


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RTBs share of display spending is stillsmall, but growing rapidly


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Programmatic buying: can be moreeffective, but control is a concern


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Privacy Concerns:Real and Growing

2011 eMarketer Inc.


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Internetusers

regularlycontradictthemselvesabout

privacyconcerns


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Is the privacy debate outdated? Or isthe concept of privacy simply changing?


45/75

The vastmajority of

consumerssimply wantto knowwhat data is

beingcollected, aform ofcontrol


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When itcomes to

data, controlandknowledgeare essential

for at leasthalf ofconsumers


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Interestingthat only

59% ofinternetusers saygovernment

should beresponsibleforprotecting

their privacy


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Which players should be responsiblefor protecting user privacy?

Advertisers and agencies?

Online publishers and retailers?

Search engines?

Trade groups, such as the IAB? Privacy vendors, such as TRUSTe or Evidon?

Other ad-infrastructure vendors, such as ad networks?

Browser makers?

Operating-system creators?

The government?

Users themselves?

Twitter: #eMwebinar


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Two basic ways the ad industry isresponding to privacy challenges

Transparency: here is what were

doing and why were doing it

Trade-offs: here is something of valuein exchange for your time, attention and

data

Of course, transparency itself isa form of valueknowledge andcontrol help create trust

Twitter: #eMwebinar


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Trends in Social Media

Marketing

2011 eMarketer Inc.

Debra Aho

Williamson

@debrawilliamson


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Social Network

Audience: 66% ofUSInternet Users in 2012

2011 eMarketer Inc.


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Two-thirds ofUS internet users will usesocial networks in 2012

But thepace ofgrowth willbe lessdramaticover thenext few

years.


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Asian, Black and Hispanic populationslead in usage

Twitter: #eMwebinar


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Social Network Ad

Revenues: Still Rising

2011 eMarketer Inc.


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Worldwide social network ad revenueswill pass $8 billion in 2012


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Facebook will have $5.8 billion inadvertising revenue in 2012


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Facebook trends to watch in 2012:

Privacy. The FTC agreement doesnt meanFacebooks privacy challenges are over. There will bemore attention than everon how Facebook uses itsmembers information.

Ad revenue. To keep ad revenues growing, thecompany will spend more time evangelizing thebenefits of buying ads to support a Facebook marketingpresence.

Mobile. Facebook needs to make its mobile platformeven better to attract international audiences. Andmobile ads are long overdue.

Twitter: #eMwebinar


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Measurement: Moving

Toward Metrics ThatProve Business Value

2011 eMarketer Inc.


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CMOs needhard

metrics tosupportsocialmedia

spendingincreases


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Marketersstill

focusing onmeasuringfans ratherthan

businessresults


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Topcompanies

want togain moreconsumerinsights

anddevelopdashboardsand KPIs


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How to get to the metrics that matter

Measure

(something!)

Know yourbusiness goals

Dont wait forthe silver bulletsuccess metric

Look at morethan brandingresults

Be a leader inthe next phaseof social mediameasurement.


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Google+: Attracting

MarketerAttention

2011 eMarketer Inc.


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Google+ will draw marketer attention in2012

Googles social network opened to brands inNovember 2011. Consumers can add a brand totheir Google+ Circles. Brands can then do the same,segmenting their audience into different groups.

+1 button adds social actions to search.AGoogle+ page can affect a brands search results, andsearching on Google for +[Brand] takes the userdirectly to the companys Google+ page.

Early usage trends have been up and down.However, the size of the audience may be moot ifGoogle can create new ad products that blend socialand search.

Twitter: #eMwebinar


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Adoption ofGoogle+ Pages is promising,with 61% of the top 100 brands there


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Wrap-Up: 2012

Doomsday or Payday?

2011 eMarketer Inc.

Noah Elkin

@noahelkin


67/75

London Olympic Games promise truemultiscreen opportunities

2011 eMarketer Inc.


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Digital is the new battleground state

2011 eMarketer Inc.


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2012 presidential election and Olympicswill provide a short-term advertising jolt

2011 eMarketer Inc.


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Device adoption trends signal new imperatives formarketers. Consumers approach is increasingly platform-agnostic.

The line between advertising and content continuesto blur. Marketers are looking to bypass consumer dislike of advertisingthrough newforms of cross-channel engagement.

Social networking remains in growth mode. Users andad revenues are on the rise; measurement is still evolving.

Consumers mobile, social and shopping behaviors

are converging at the last mile.B

rands need tounderstandwhere location fits with their different touchpoints, from check-in to checkout.

Privacy remains on the front burner for consumersand marketers alike. Concerns are real and growing across online,social and mobile platforms.

Key takeaways



71/75

2011 IBM Corporation

CMOs feeling overwhelmed

Expected level of complexity and preparedness to handlePercent of Global CMOs responding

IBM CMO Study finds that with a torrent of complexity, CMOsfeel unprepared for the amount of complexity they face.


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Overwhelmed with channels, devices, and social media

IBM CMO Study finds CMOs are underprepared for data explosionand look to technology and analytics for help

Under-preparednessPercent of CMOs reporting under-preparedness


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Better prepared CMOs more likely to succeed

Percent of CMOs reporting under-preparedness to manage market factors

IBM CMO Study finds that preparing for and dealing with yourmarketing challenges can improve business success

Lower unpreparednesscorrelated with out

performance


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How are you doing? Learn more with the IBM CMOSelf-Assessment Tool

Download the CMO Study for our InteractiveMarketing Resource Center at http://bit.ly/tg14Zr


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Principal Analysts, eMarketer, Inc.

Twitter hashtag: #eMwebinar

Sponsored by:

Key Digital Trends for 2012

Questions & Answers

Registrants will receive an email tomorrow that includes a link to

view the deck and webinar recording.

For more discussion, please join us after the webinaron Twitter.

To learn about eMarketer Total Access please visit www.emarketer.com/products

or contact us: (800) 405-0844 [email protected] om

Presented by: Noah Elkin, David Hallerman

and Debra Aho Williamson

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