O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a navegar o site, você aceita o uso de cookies. Leia nosso Contrato do Usuário e nossa Política de Privacidade.
O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a utilizar o site, você aceita o uso de cookies. Leia nossa Política de Privacidade e nosso Contrato do Usuário para obter mais detalhes.
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.
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
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.”
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
Significant share of those considering aDSP say it will be a part of their efforts
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
RTB’s share of display spending is stillsmall, but growing rapidly
Programmatic buying: can be moreeffective, but control is a concern
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
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
Worldwide social network ad revenueswill pass $8 billion in 2012
Facebook will have $5.8 billion inadvertising revenue in 2012
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
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.
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
Adoption of Google+ Pages is promising,with 61% of the top 100 brands there
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 email@example.comPresented by: Noah Elkin, David Hallermanand Debra Aho Williamson Sponsored by:Principal Analysts, eMarketer, Inc. Twitter hashtag: #eMwebinar