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eMarketer Webinar: Key Digital Trends for 2012

Please join us for this webinar featuring eMarketer Principal Analysts David Hallerman, Debra Aho Williamson and Noah Elkin. To get you ready for the upcoming year, they’ll be covering a variety of topics including digital advertising, social media, mobile devices and platforms, video, and digital audience, content and commerce.

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eMarketer Webinar: Key Digital Trends for 2012

  1. 1. D E C E M B E R 1 5, 2 0 1 1N E W Y O R K, NYPresented By: Key Digital TrendsNoah ElkinDavid HallermanDebra Aho Williamson for 2012 Principal Analysts, eMarketer Inc. Sponsored by: ©2011 eMarketer Inc.
  2. 2. A Virtuous Cycle: Trends in Device Adoption, Consumer Behavior and ContentNoah Elkin Availability@noahelkin ©2011 eMarketer Inc.
  3. 3. A perfect storm of opportunity is brewing for digital marketersImage courtesy of Morse87/Flickr ©2011 eMarketer Inc.
  4. 4. Technologyadoption isacceleratingrapidly,raisingconsumerexpectationsaboutcontentdelivery andaccessibility ©2011 eMarketer Inc.
  5. 5. Pace ofchange inconsumerbehavior iseven greaterin largeemergingmarkets,such as theBRICcountries ©2011 eMarketer Inc.
  6. 6. Forecast: Cloudy, with a chance of… musicImage courtesy of PhysicalGeography.net ©2011 eMarketer Inc.
  7. 7. 2012 will be the year cloud-basedstreaming gets a full test ©2011 eMarketer Inc.
  8. 8. What it means: finding the opportunitiesthat exist in today’s technology stack • Communication Activities • Media consumption • Commerce • Facebook • Twitter Platforms • Amazon • Netflix • PCs • Smartphones Devices • Tablets • Over-the-TopTwitter: #eMwebinar ©2011 eMarketer Inc.
  9. 9. The Check-Ins Beginto Check Out ©2011 eMarketer Inc.
  10. 10. Awarenessof location-basedservices hassurged, butusage is stillfar frommainstream ©2011 eMarketer Inc.
  11. 11. Finding deals is a bigger motivator forusing geolocation than gaining status ©2011 eMarketer Inc.
  12. 12. The next wave in location revolvesaround enabling commerce Lots of attention on time-sensitive deals. But an open question remains: Are daily deals good deals for merchants? Or are they giving away the store? Growing emphasis on generating loyalty. Local merchants and national brands alike recognize that customer acquisition needs to be balanced with customer loyalty. Ad dollars will follow shoppers. The combination of location, mobile, social and commerce will form a potent force in the advertising market.Twitter: #eMwebinar ©2011 eMarketer Inc.
  13. 13. Usage ofmobilecoupons ismodestbut growingrapidly,driven bysmartphoneowners ©2011 eMarketer Inc.
  14. 14. Consumerinterest inmobile walletservices isgrowing, butthe valuepropositionis not yetclear ©2011 eMarketer Inc.
  15. 15. Forecasts agree on mobile paymentsgrowth, but not on how much money is on thetable $670B (2015) $556B (2016) Juniper $246B (July 2011) (2011) visiongain (Aug 2011) Yankee Group $86.1B (July 2011) (2011) Gartner (July 2011) Note: figures above are worldwideTwitter: #eMwebinar ©2011 eMarketer Inc.
  16. 16. The last mile is always the longest, hardest … and most expensiveImage courtesy of Lubos Brieda
  17. 17. Advertising and Marketing in 2012David Hallerman @dhallerman ©2011 eMarketer Inc.
  18. 18. Key trends for digital advertising in2012…  Magnetic content: attract rather than distract, engage rather than intrude  Video leads the way: brand advertising follows sometimes traditional, sometimes interactive paths  Programmatic buying: efficient and effective for display advertising  Privacy concerns: will become increasingly central to digital marketingTwitter: #eMwebinar ©2011 eMarketer Inc.
  19. 19. Magnetic Content ©2011 eMarketer Inc.
  20. 20. 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 promotesTwitter: #eMwebinar ©2011 eMarketer Inc.
  21. 21. Magneticcontentoften blendschannelsand methodsto reach theaudienceseamlesslyacrossplatforms ©2011 eMarketer Inc.
  22. 22. Brandedsocialpages helpmix themessagewith a callto action,such asdiscounts ©2011 eMarketer Inc.
  23. 23. Brandedapps are aprime formof magneticcontent ©2011 eMarketer Inc.
  24. 24. Viral video is ―classic‖ magneticcontent—and is used more and more ©2011 eMarketer Inc.
  25. 25. Magnetic content can bypass consumerdislike for advertising and engage them “The ad is yesterday. Content is the future.” —Oliver Newton, head of emerging platforms, Starcom MediaVest “You’ll start to see us—and in general the industry—move away from just the static push advertising to more engaged conversations.” —Scott Kelly, digital marketing manager, Ford Motor Co.Twitter: #eMwebinar ©2011 eMarketer Inc.
  26. 26. Video Leads OnlineAd Growth ©2011 eMarketer Inc.
  27. 27. Spending foronline videoadvertisingin 2012 willpass the $3billion mark,growingfaster thanany otheronline adformat ©2011 eMarketer Inc.
  28. 28. Better reachwill be themain factorleadingtoward morevideo adbuys Twitter: #eMwebinar ©2011 eMarketer Inc.
  29. 29. And better reach will come from therapidly growing online TV audience ©2011 eMarketer Inc.
  30. 30. 63% of publishers see in-stream videogenerating the most ad revenue in 2012 ©2011 eMarketer Inc.
  31. 31. As online video becomes moreestablished, new layers will be added ©2011 eMarketer Inc.
  32. 32. Programmatic Buyingfor Display Advertising ©2011 eMarketer Inc.
  33. 33. 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
  34. 34. Publishersextend theirsales reachby puttinginventory onexchangesor otherreal-timeplatforms
  35. 35. What is a private exchange?  Marketplace in which one large publisher sells inventory based on its segmented user base  While many are a single publisher, some are small, related groups of publishers  Also can be large groups (ex: QuadrantOne, which sells inventory from hundreds of newspaper sites)  Often fueled using RTB technologyTwitter: #eMwebinar
  36. 36. Nick Johnson, senior vice president, digitalmedia sales, NBC Universal “If advertisers want to come in, we’re selling them the network. We’re not selling them placements; we’re selling them people.”
  37. 37. What is a demand-side platform(DSP)?  System for managing multiple ad exchange accounts using a single interface  Lets marketers integrate outside data directly into DSPs for buying via RTB methods  Prime example of programmatic buying  Trading desks are essentially in-house agency DSPsTwitter: #eMwebinar
  38. 38. Significant share of those considering aDSP say it will be a part of their efforts
  39. 39. What is real-time bidding (RTB)?  Component of a DSP, ad exchange or network that lets buyers use their own data and targeting options to bid for each ad impression  Gives marketers a controlled environment for buying ad inventory and optimizing costs  Fueled by a wealth of data, such as IP address, geolocation, current site user is viewing, ad unit size and format, time of day, user profile  Based on instantaneous auctions (duh!)Twitter: #eMwebinar
  40. 40. RTB’s share of display spending is stillsmall, but growing rapidly
  41. 41. Programmatic buying: can be moreeffective, but control is a concern
  42. 42. Privacy Concerns:Real and Growing ©2011 eMarketer Inc.
  43. 43. Internetusersregularlycontradictthemselvesaboutprivacyconcerns
  44. 44. Is the privacy debate outdated? Or isthe concept of privacy simply changing?
  45. 45. The vastmajority ofconsumerssimply wantto knowwhat data isbeingcollected, aform ofcontrol
  46. 46. When itcomes todata, controlandknowledgeare essentialfor at leasthalf ofconsumers
  47. 47. Interestingthat ―only‖59% ofinternetusers saygovernmentshould beresponsibleforprotectingtheir privacy
  48. 48. 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
  49. 49. Two basic ways the ad industry isresponding to privacy challenges  Transparency: here is what we’re doing and why we’re doing it  Trade-offs: here is something of value in exchange for your time, attention and data Of course, transparency itself is a form of value—knowledge and control help create trustTwitter: #eMwebinar
  50. 50. Trends in Social Media Marketing Debra Aho Williamson@debrawilliamson ©2011 eMarketer Inc.
  51. 51. Social NetworkAudience: 66% of USInternet Users in 2012 ©2011 eMarketer Inc.
  52. 52. Two-thirds of US internet users will usesocial networks in 2012But thepace ofgrowth willbe lessdramaticover thenext fewyears.
  53. 53. Asian, Black and Hispanic populationslead in usageTwitter: #eMwebinar
  54. 54. Social Network AdRevenues: Still Rising ©2011 eMarketer Inc.
  55. 55. Worldwide social network ad revenueswill pass $8 billion in 2012
  56. 56. Facebook will have $5.8 billion inadvertising revenue in 2012
  57. 57. Facebook trends to watch in 2012: Privacy. The FTC agreement doesn’t mean Facebook’s privacy challenges are over. There will be more attention than ever on how Facebook uses its members’ information. Ad revenue. To keep ad revenues growing, the company will spend more time evangelizing the benefits of buying ads to support a Facebook marketing presence. Mobile. Facebook needs to make its mobile platform even better to attract international audiences. And mobile ads are long overdue.Twitter: #eMwebinar
  58. 58. Measurement: MovingToward Metrics ThatProve Business Value ©2011 eMarketer Inc.
  59. 59. CMOs needhardmetrics tosupportsocialmediaspendingincreases
  60. 60. Marketersstillfocusing onmeasuringfans ratherthanbusinessresults
  61. 61. Topcompanieswant togain moreconsumerinsightsanddevelopdashboardsand KPIs
  62. 62. How to get to the metrics that matter Look at more than branding results Don’t wait for the silver bullet success metric Know your business goalsMeasure(something!) Be a leader in the next phase of social media measurement.
  63. 63. Google+: AttractingMarketer Attention ©2011 eMarketer Inc.
  64. 64. Google+ will draw marketer attention in2012 Google’s social network opened to brands in November 2011. Consumers can add a brand to their Google+ Circles. Brands can then do the same, segmenting their audience into different groups. +1 button adds social actions to search. A Google+ page can affect a brand’s search results, and searching on Google for “+[Brand]” takes the user directly to the company’s Google+ page. Early usage trends have been up and down. However, the size of the audience may be moot if Google can create new ad products that blend social and search.Twitter: #eMwebinar
  65. 65. Adoption of Google+ Pages is promising,with 61% of the top 100 brands there
  66. 66. Wrap-Up: 2012 – Doomsday or Payday?Noah Elkin@noahelkin ©2011 eMarketer Inc.
  67. 67. London Olympic Games promise truemultiscreen opportunities ©2011 eMarketer Inc.
  68. 68. Digital is the new battleground state ©2011 eMarketer Inc.
  69. 69. 2012 presidential election and Olympicswill provide a short-term advertising jolt ©2011 eMarketer Inc.
  70. 70. Key takeaways Device adoption trends signal new imperatives for marketers. Consumers’ approach is increasingly platform-agnostic. The line between advertising and content continues to blur. Marketers are looking to bypass consumer dislike of advertising through new forms of cross-channel engagement. Social networking remains in growth mode. Users and ad revenues are on the rise; measurement is still evolving. Consumers’ mobile, social and shopping behaviors are converging at the last mile. Brands need to understand where location fits with their different touchpoints, from check-in to checkout. Privacy remains on the front burner for consumers and marketers alike. Concerns are real and growing across online, social and mobile platforms.Twitter: #eMwebinar ©2011 eMarketer Inc.
  71. 71. CMO’s feeling overwhelmed… IBM CMO Study finds that with a torrent of complexity, CMOs feel unprepared for the amount of complexity they face. Expected level of complexity and preparedness to handle Percent of Global CMOs responding © 2011 IBM Corporation
  72. 72. Overwhelmed with channels, devices, and social media IBM CMO Study finds CMOs are underprepared for data explosion and look to technology and analytics for help Under-preparedness Percent of CMOs reporting under-preparedness © 2011 IBM Corporation
  73. 73. Better prepared CMOs more likely to succeed IBM CMO Study finds that preparing for and dealing with your marketing challenges can improve business success Percent of CMOs reporting under-preparedness to manage market factors Lower unpreparedness correlated with out performance © 2011 IBM Corporation
  74. 74. How are you doing? Learn more with the IBM CMOSelf-Assessment Tool Download the CMO Study for our Interactive Marketing Resource Center at http://bit.ly/tg14Zr © 2011 IBM Corporation
  75. 75. Key Digital Trends for 2012Questions & AnswersRegistrants will receive an email tomorrow that includes a link toview the deck and webinar recording.For more discussion, please join us after the webinar on Twitter.To learn about eMarketer Total Access please visit www.emarketer.com/productsor contact us: (800) 405-0844 or webinars@emarketer.comPresented by: Noah Elkin, David Hallermanand Debra Aho Williamson Sponsored by:Principal Analysts, eMarketer, Inc. Twitter hashtag: #eMwebinar