© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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.

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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.

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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%

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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%

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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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