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eMarketer Webinar: Key Trends in Social Advertising

There’s never a dull moment in social advertising, and the first few months of 2015 have made that clear. Topics in this webinar include: Why social ad spending is continuing to rise; Which platforms are growing fast and challenging Twitter in usage; Why Facebook may be the next video star, and what this means for advertisers; How social data is helping create a new generation of ad networks; Why the combination of real-time marketing and personalization will be social’s true strength.

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eMarketer Webinar: Key Trends in Social Advertising

  1. 1. © 2015 eMarketer Inc. Made possible by Key Trends in Social Advertising April 23, 2015 Debra Aho Williamson Principal Analyst
  2. 2. © 2015 eMarketer Inc. Agenda  Social Ad Spending: Up, up and away  Social Usage: Instagram is now bigger than Twitter, and messaging apps are coming on strong  Video Advertising: Why Facebook may be the next video star  Next-Gen Ad Networks: Social data offers new ways to target ads  Real-Time + Personalization: As programmatic buying takes hold, this is social’s key strength
  3. 3. © 2015 eMarketer Inc. Social Ad Spending
  4. 4. © 2015 eMarketer Inc. US ad spending on social networks will approach $10 billion this year
  5. 5. © 2015 eMarketer Inc. A similar trend is happening worldwide: $23.68 billion Worldwide social network ad spending in 2015 Up 33.5% Over 2014
  6. 6. © 2015 eMarketer Inc. In Western Europe and North America, more than one-third of digital display ad spending will go to social networks in 2015
  7. 7. © 2015 eMarketer Inc. Facebook’s share of US social ad revenue will remain at about 70% through 2017 Wild card: These figures don’t include mobile messaging apps (such as Snapchat)
  8. 8. © 2015 eMarketer Inc. Marketers are drawing from multiple budgets to fund social ad spending
  9. 9. © 2015 eMarketer Inc. What’s behind the spending increases?  Better targeting = better results (= higher ad prices) – Q3 2014 Facebook CPM: $1.54 – Q1 2014 Facebook CPM: $0.46 (Salesforce.com)  Video ads command higher CPMs  Social usage is very high: Advertisers want to reach people where they are spending their time
  10. 10. © 2015 eMarketer Inc. Social Usage
  11. 11. © 2015 eMarketer Inc. Instagram has more worldwide monthly users than Twitter, but FB Messenger towers over both 600 million288 million Twitter (Q4 2014) Facebook Messenger (Mar 2015) 300 million Instagram (Dec 2014) Source: Company reports
  12. 12. © 2015 eMarketer Inc. What’s behind Instagram’s strong growth? Millennials
  13. 13. © 2015 eMarketer Inc. Pinterest is also catching up in the US
  14. 14. © 2015 eMarketer Inc. Despite all the ‘Facebook is dead among teens’ chatter, the vast majority of US teen internet users still access it
  15. 15. © 2015 eMarketer Inc. And Facebook remains a regular destination for those teens, even if less so than in the past
  16. 16. © 2015 eMarketer Inc. Ones to watch: Facebook Messenger and Snapchat  Messenger has strong penetration across age groups  New features (payments, etc.) will keep users in the fold
  17. 17. © 2015 eMarketer Inc. Video Advertising
  18. 18. © 2015 eMarketer Inc. Marketers are changing how they think about video in social media “We are looking at social platforms at large as a new video distribution opportunity.” — Natalie Bokenham, UM Worldwide “It’s not just YouTube anymore. It’s figuring out how to incorporate snackable video content on channels like Instagram, Vine, animated GIFs, etc.” — Kellee Montgomery, Ford Motor Co.
  19. 19. © 2015 eMarketer Inc. Facebook and other social properties want a share of the growing digital video market  US digital video ad spending is expected to rise 33.8% in 2015, to $7.77 billion
  20. 20. © 2015 eMarketer Inc. Facebook: redefining video advertising and a potential challenger to YouTube  Facebook delivers over 4 billion video views per day (Source: Facebook, April 2015)  It is wooing video content producers to upload their videos directly to Facebook rather than link to YouTube  It is aggressively marketing its autoplay video ads
  21. 21. © 2015 eMarketer Inc. Intrigued by the possibilities of autoplay video ads, more marketers are considering using them
  22. 22. © 2015 eMarketer Inc. Facebook video ads offer a few key benefits:  Sharing: Marketers that have experimented with video ads on Facebook say they can get a great deal of organic distribution on top of paid distribution.  Mobile: As mobile video grows, Facebook is well-positioned. In Q4 2014, 85% of its worldwide users accessed Facebook on mobile.  Targeting: Facebook’s targeting is a key reason why its ad business has grown rapidly. Those same capabilities will be available to video advertisers, enabling them to target people most likely to respond.
  23. 23. © 2015 eMarketer Inc. But there are drawbacks to be aware of:  Limited search capabilities: YouTube’s search capabilities are strong. Finding videos on Facebook is much harder.  Not a library: Many marketers use YouTube as a library for their video assets. Facebook doesn’t have the same capability.  CPM pricing: Facebook recommends advertisers use either CPM or reach-and-frequency buying optimized for video views. This can be a drawback for advertisers that want to pay for ads based on a deeper action than an impression.
  24. 24. © 2015 eMarketer Inc. YouTube faces new challengers
  25. 25. © 2015 eMarketer Inc. eMarketer’s perspective: A rising tide (of video ad opportunities) lifts all boats “I love Facebook video. I have no issue with it all. But that doesn’t mean I’m going to stop using YouTube. I want to use as many platforms as I can to push my message out.” —Steve Carbone, MediaCom USA
  26. 26. © 2015 eMarketer Inc. Next-Gen Ad Networks
  27. 27. © 2015 eMarketer Inc. Social properties are writing new rules for ad targeting Then: Cookies Now: Profile data Photos: Arvind Balaraman / FreeDigitalPhotos.net; ddpavumba / FreeDigitalPhotos.net
  28. 28. © 2015 eMarketer Inc. Enter ‘People-Based Marketing’ “Helping marketers reach real people across devices, platforms and publishers.”
  29. 29. © 2015 eMarketer Inc. Social data powers three Facebook ad offerings  Atlas – For advertisers – Cross-platform, multi-device ad targeting and campaign management  Facebook Audience Network – For mobile app developers – Extends targeted ads on Facebook into third-party apps  LiveRail – Ad management platform for mobile and desktop publishers
  30. 30. © 2015 eMarketer Inc. Twitter is working in this realm as well  Syndicated Promoted Tweets – Places Twitter ads in Twitter content sections on third-party apps and websites – Launched with Flipboard app and Yahoo! Japan
  31. 31. © 2015 eMarketer Inc. This form of ad targeting has a lot of potential, but these are still early days  Privacy concerns, part 1: Will consumers accept that the travel ad they see on their mobile app was placed there because they posted about a trip on Facebook?  Privacy concerns, part 2: Outside the US, governmental restrictions on data usage may hinder this form of targeting.  Limitations: Facebook and Twitter may have social data, but that’s only one piece of the puzzle. Other data—location, purchase behavior—will come from other sources.
  32. 32. © 2015 eMarketer Inc. Real-Time + Personalization + Programmatic = Social’s Advantage
  33. 33. © 2015 eMarketer Inc. What is programmatic advertising? “Programmatic advertising is an automated, technology-driven method of buying, selling or fulfilling ad placements.”
  34. 34. © 2015 eMarketer Inc. In 2015, the spending scale will tip toward programmatic 55% of all US digital display ads will be bought programmatically in 2015, worth $14.88 billion
  35. 35. © 2015 eMarketer Inc. As a result, a new way of thinking about creative is emerging “Historically, it was creating one piece of brilliant creative to be fed to millions of people. Now it’s about turning that upside down and saying, ‘We need a million pieces of brilliant creative to be fed to each individual on an as-needed basis.’” — Douglas Kofoid, VivaKi
  36. 36. © 2015 eMarketer Inc. Social will be an important piece of the puzzle when it comes to programmatic creative Programmatic creative is “Creative that is broken down into component parts and then reassembled on the fly based on what’s known about the audience or individual to whom the ad is served.” Photo: Salvatore Vuono / FreeDigitalPhotos.net
  37. 37. © 2015 eMarketer Inc. Elements of real-time personalization are already being used in social media—such as the airline ad that pops up minutes after you shop for a flight
  38. 38. © 2015 eMarketer Inc. Lexus customized 1,000 video ads on Facebook for the 2015 Super Bowl  Ads were personalized based on Facebook data  Backgrounds and copy were customized to interests and location Video ad images: Facebook
  39. 39. © 2015 eMarketer Inc. Snapchat is putting the pieces together as well Real-time audience Geofiltering “This is prime real estate for a brand.” —Nick Cicero of social influencer marketing agency Delmondo, writing in the company blog, April 2015
  40. 40. © 2015 eMarketer Inc. Why this trend is important—and why social will be a big part of it:  Programmatic “pipes” provide the groundwork for ad personalization at scale  Data about individuals is a necessary component for personalized ads; social media is a key source of that data  Social media is also a key place for real-time conversation  As all of these trends intersect, they will do so increasingly in social media
  41. 41. © 2015 eMarketer Inc. Key Takeaways:  Social ad spending is still growing substantially  Facebook’s user base is enormous, but several other properties have hundreds of millions of active users  Digital video ad opportunities are increasing, and social will take a growing share  There will be a lot of development and momentum for next-generation ad networks powered by social data  Social platforms increasingly will be a home for real-time, personalized ads bought programmatically
  42. 42. Social & Programmatic Ad Trends AdRoll’s recent findings Jackie Lamping Sr. Director, Marketing @jackielamping
  43. 43. Marketers finding high ROI with retargeting: intent signals + precise targeting + real-time personalization
  44. 44. Retargeting Arrives on Social Platforms: today’s modern marketers driving ROI at scale One platform to reach your customers across: Plus, 500+ publishers and exchanges
  45. 45. “Whether they’re friending us on Facebook or following us on Twitter, we try to build a brand that gets people excited. AdRoll helps accomplish our goals, makes our customers smile, and reminds them why they checked out the site in the first place.” B2C Case Study: Chubbies —Preston Rutherford, Co-founder
  46. 46. B2B Case Study: Tableau “AdRoll has made our customer acquisition and content marketing efforts seamless. It currently accounts for 14% of Tableau’s monthly advertisement free trial and content leads.” —Allison Perry, Online Marketing Manager
  47. 47. The Future of Retargeting is Social
  48. 48. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Debra Aho Williamson Key Trends in Social Advertising  Millennials and Social Media: Gauging How Facebook and Other Networks Fit in Their Lives  Creating Ads on the Fly: Fostering Creativity in the Programmatic Era  Pinterest for Marketers: What You Need to Know  Worldwide Social Network Users: Q1 2015 Complete Forecast  Video Advertising: How Facebook, Twitter, Instagram, Tumblr and Snapchat are Changing the Rules