State of the Industry Study: Digital Advertising
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DataXu CEO Mike Baker's keynote presentation from DigiDay: ON MEDIA. This presentation includes some of the key findings from the recent "State of the Industry in Digital Advertising" Study sponsored by DIGIDAY and DataXu.
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State of the Industry Study: Digital Advertising
- 1. State of the Industry in Digital Advertising December 2010, DigiDay:ONMEDIA 1 © 2010 DataXu, Inc. Privileged & Confidential
- 2. © 2010 DataXu, Inc. Privileged & Confidential 2 146 publishers, 213 agencies, and 67 advertisers tookour survey
- 3. brands & agencies surveyed believe the industry is going through a seismic shift to 100% digital © 2010 DataXu, Inc. Privileged & Confidential 3 92% Photo attribution: flickr.com/photos/trochee/424850077/
- 4. © 2010 DataXu, Inc. Privileged & Confidential 4 What’s the pace of the digital migration?
- 5. Percent of Digital Ad Budgets © 2010 DataXu, Inc. Privileged & Confidential 5 Brand and Agencies
- 6. © 2010 DataXu, Inc. Privileged & Confidential 6 Is 2011 the year of convergence?
- 7. © 2010 DataXu, Inc. Privileged & Confidential 7 78% of Agencies 60% of Brand say they have a holistic approach Really? Photo attribution: flickr.com/photos/wolfgangstaudt/2896131064
- 8. © 2010 DataXu, Inc. Privileged & Confidential 8 73% of Agencies and Brands will run video campaigns in 2011 Photo attribution: sxc.hu/photo/1189614
- 9. © 2010 DataXu, Inc. Privileged & Confidential 9 80% of Agencies and 88% of Brands will run display campaigns in 2011 Photo attribution: flickr.com/photos/thetruthabout/2821726795
- 10. © 2010 DataXu, Inc. Privileged & Confidential 10 78% of Agencies and 64%of Brands will run mobile campaigns in 2011 Photo attribution: flickr.com/photos/kitcowan/2103850699
- 11. © 2010 DataXu, Inc. Privileged & Confidential 11 Why spend more on digital advertising?
- 12. © 2010 DataXu, Inc. Privileged & Confidential 12 Technology is not Performanceis most important Photo attribution: flickr.com/photos/jordanfischer/72510316
- 13. © 2010 DataXu, Inc. Privileged & Confidential 13 Is digital changing the funnel?
- 14. © 2010 DataXu, Inc. Privileged & Confidential 14 There is a big shift in Brand usage of digital Photo attribution: flickr.com/photos/julianbleecker/2434362687
- 15. © 2010 DataXu, Inc. Privileged & Confidential 15 Branded Performanceis where it’s at Photo attribution: flickr.com/photos/beverlyhillsporsche/5152065475
- 16. © 2010 DataXu, Inc. Privileged & Confidential 16 2011 is About Branded Performance
- 17. © 2010 DataXu, Inc. Privileged & Confidential 17 So where’s the heat in 2011?
- 18. © 2010 DataXu, Inc. Privileged & Confidential 18 41% cut in general ad network spend. Photo attribution: flickr.com/photos/28177041@N03/3666158737/ç
- 19. Shift in Ad Spend © 2010 DataXu, Inc. Privileged & Confidential 19 Agencies Brands
- 20. © 2010 DataXu, Inc. Privileged & Confidential 20 Why Use a DSP?
- 21. © 2010 DataXu, Inc. Privileged & Confidential 21 Agencies are using DSPs for direct response Brands value DSPsforprospecting Photo attribution: flickr.com/photos/kevinpoh/4507945736
- 22. © 2010 DataXu, Inc. Privileged & Confidential 22 What is the most important quality for selecting a media partner?
- 23. © 2010 DataXu, Inc. Privileged & Confidential 23 Trust and alignment with buy side interests. Photo attribution: flickr.com/photos/virtualfarmboy/4421793779
- 24. © 2010 DataXu, Inc. Privileged & Confidential 24 What is your greatest concern in buying digital media?
- 25. © 2010 DataXu, Inc. Privileged & Confidential 25 1st concern is effective targeting. 2ndis measurement tools. 3rdis inventory quality. Photo attribution: flickr.com/photos/vizzzual-dot-com/2655969483
- 26. © 2010 DataXu, Inc. Privileged & Confidential 26 Which types of targeting are most effective?
- 27. Most Effective © 2010 DataXu, Inc. Privileged & Confidential 27 Agencies and Brands
- 28. © 2010 DataXu, Inc. Privileged & Confidential 28 Why are we buying cookie lists? Photo attribution: flickr.com/photos/thetruthabout/2763075223
- 29. © 2010 DataXu, Inc. Privileged & Confidential 29 It’s all about analytics, right?
- 30. © 2010 DataXu, Inc. Privileged & Confidential 30 Consumer Insight > Media fees Photo attribution: flickr.com/photos/killercyberman400/2610544345
- 31. © 2010 DataXu, Inc. Privileged & Confidential 31 How can analytics be improved?
- 32. Photo attribution: flickr.com/photos/jordanfischer/72510316 © 2010 DataXu, Inc. Privileged & Confidential 32 Analytics can be improved with actionable insights
- 33. #1 More Actionable Insights © 2010 DataXu, Inc. Privileged & Confidential 33
- 34. © 2010 DataXu, Inc. Privileged & Confidential 34 What will you still depend on your agency for in 2011?
- 35. Photo attribution: flickr.com/photos/chelseagirlphotos/444131481 © 2010 DataXu, Inc. Privileged & Confidential 35 Clients look to agencies primarily for planning and buying, regardless of technology
- 36. © 2010 DataXu, Inc. Privileged & Confidential 36 Chew on that, and thank you Get the whitepaper: http://info.dataxu.com/whitepapers/digitalshiftor email salesdg@dataxu.com
- 37. DataXu Promise © 2010 DataXu, Inc. Privileged & Confidential 37
Notas do Editor
- 92% think advertising is going through a seismic shift to 100% digital! Need to change the game now. Clearly something big going on in regards to consumer behavior and use of digital media. You might have thought you knew your target audiences before but with all of these connected devices, consumer behavior is changing and you can’t find them.Searching on Google changed research .. Travelocity and the ability to compare prices changed travel.Seismic shift in consumer behavior across digital – the shift changes advertising how its bought sold, how you engage and find them consumers. Gillette you may know who your consumers are but can you find them on digital.
- 92% think advertising is going through a seismic shift to 100% digital! Need to change the game now. Clearly something big going on in regards to consumer behavior and use of digital media. You might have thought you knew your target audiences before but with all of these connected devices, consumer behavior is changing and you can’t find them.Searching on Google changed research .. Travelocity and the ability to compare prices changed travel.Seismic shift in consumer behavior across digital – the shift changes advertising how its bought sold, how you engage and find them consumers. Gillette you may know who your consumers are but can you find them on digital.
- Trust.
- What percentage of your campaigns will contain mobile, online, and video?
- Everyone says the have a holistic approach. 78% of agencies, 60% of brands. But do you have confidence in that strategy?
- 85% of Agencies, and 94% of Brand say there campaigns with include MOBILE ! Ironic, due to the small dollars allocated. Agencies say 70% or RPFs will have online, video and mobile.
- 85% of Agencies, and 94% of Brand say there campaigns with include MOBILE ! Ironic, due to the small dollars allocated. Agencies say 70% or RPFs will have online, video and mobile.
- 85% of Agencies, and 94% of Brand say there campaigns with include MOBILE ! Ironic, due to the small dollars allocated. Agencies say 70% or RPFs will have online, video and mobile.
- .
- Let us geek out here... A&B agree: Real Time Bidding is least important. This is a lesson for you Ad Tech Geeks. Performance is what is rated high. End results.
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- Overwhelmingly, B & A both agreed on Digital is..75% effective for branding. (big shift in brand use of digital! 58% (agency) 72% (brand) for direct response. 100% of brands will use a mix in 2011 and 94.1 % of agencies will use a mix.Once upon a time - Internet was viewed as DR, ecommerce, clicks. Now big brands Verizon, P & G - they are now using online but looking for the same metrics as performance.
- Strong agreement between B&A: Better performance is where it is at. Whole world would move budgets over to Branded Performance (a blend of the two categories) if they could prove it works.
- In 2011, all signs point to a new Branded Performance category. Agency:Branding oriented: 38% (2010) -> 23% (2011) Performance oriented: 26% (2010) -> 30% (2011)Mix: 53% (2010) -> 73% (2011) Brand side: Branding oriented: 36% (2010) -> 24% (2011) Performance oriented: 66% (2010) -> 12% (2011)Mix: 42% (2010) -> 73% (2011)
- In 2011, all signs point to a new Branded Performance category. Agency:Branding oriented: 38% (2010) -> 23% (2011) Performance oriented: 26% (2010) -> 30% (2011)Mix: 53% (2010) -> 73% (2011) Brand side: Branding oriented: 36% (2010) -> 24% (2011) Performance oriented: 66% (2010) -> 12% (2011)Mix: 42% (2010) -> 73% (2011)
- Shift in spending. Both Brands and Agencies... Big increases in budgets from 2010-2011. Yet big decrease in general ad network spend (50%drop) Increase in demand side platforms and social ad networks
- Brands and agencies are both aligned in moving spend away from ad networks & premium publishers to DSPs and Social Ad networks
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- What are DSPs best at? Agencies think that DSPs are best at Direct Response Brands disagree. See DSPs as say prospecting tool, and direct response. Are agencies threatened by this?
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- Both Brand and Agencies: want TRUST and ALIGNMENT with buy side interest Technology - Trust and Alignment - human qualities remain what is scarce even in this world of technology.
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- B&A Agreed that Targeting effectively is the greatest concern. 2nd: Measurement tools 3rd: Inventory quality
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- Most effective for ROI: World is big on audience buying, yet B&A both agree that Performance Based Optimization is the best. 1st Gen DSP were good at audience buying 2nd gen are good at audience discovery. Why is everyone buying cookie lists? Most effective for ROI – The industry is big on audience buying (cookies which should manifest itself in the behavioral category) yet both brands and agencies agreed that Performance based optimization is the most effective for high ROI (question 38) First generation DSPs are good at cookie buying, second generation on audience discovery =performance based optimization.
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- Agencies and Brand both would be willing to spend more for Analytical Insights. Both 89% would spend for 1 – 30% more for deeper analytics into consumer behavior Make more money from analytics than from media fees.
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- Analytics can be improved with more Actionable Insights. 1st there was reporting, but it was post facto. NOW, we can apply insights while the campaign is going on.
- Analytics can be improved with more Actionable Insights. 1st there was reporting, but it was post facto. NOW, we can apply insights while the campaign is going on.
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- Even with the proliferation of technology – Brand still view agencies will still be used for Ad planning and buyin. Wake up agency - brands still (only?) view this as your best attribute.