Infografía desarrollada por Google que muestra cómo influyen los nuevos medios y las formas de compartir información en las estrategias de marketing online

1. Redefining
advertising
How 2013
transformed
digital
marketing
2013: A year of transformation. Old-school marketing met
new technology and redefined traditional models. 20% of
organizations incorporated digital into each marketing function. 1
Budgets are no longer siloed. Let’s look at how technology has
been redefining the digital opportunity over the last year.
Redefining “creative”
Technology made creative more intelligent
Creative is
pushed to
be more
compelling
75%
of YouTube's
in-stream video
ads are skippable 3
More advertisers
begin using
skippable ads 2
Skip Ad
New formats take
center stage
Ads become
part of the
conversation
90%
73%
32%
of publishers
in OPA expect
to offer native
advertising
solutions 4
of advertisers report
using social media ads 3
of CMOs
bought or planned
to buy native ads in
Q1–Q2 2013 5
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Redefining “integrated“
The new 360 looks at cross-screen,
cross-format ad campaigns
People use 3 different
screen combinations per day
81% use a
smartphone
and television
simultaneously
66% use a
smartphone
and computer
simultaneously 6
6
FLASH
HTM
INSTALL
There are now more people in HTML5-compatible
environments than in Flash-compatible ones 7
L5!
40% website to Android app install rate
from Google+ Sign-in over-the-air installs 8
239
%
Year over Year increase (YoY) in mobile
queries across Google Display Network 9
Marketers: “Multi-screen is important”
48
10
50%
20
%
percent
This figure is
expected to rise
to 50% in 2016 10
of media spend is on
integrated multi-screen
campaigns
rate multi-screen
campaigns as
very important
The new “integrated” works
Sony Computer Entertainment Europe sells
3.4M copies of "The Last of Us" with a
multi-screen, cross-platform launch campaign 11
Interactive
homepage
takeovers
Youtube.com
mastheads
and ad units
Out of Home
ads across
multiple screens
Video ad units,
banners, and
layers for mobile
Interactive,
cross-device
HTML5 galleries
Redefining “buying“
No longer an afterthought: the way
digital spend is committed has changed
“This week
television, as we
know it, ended”
18 companies from Yahoo! to YouTube
to Blip present at the 2013 Digital
Content NewFronts 12
Media buying
happens in real-time
74
“We’re actually seeing
more of a bridge between
our direct sales force helping
marketers buy inventory
through automation.”
70 +
%
%
growth in real-time
bidding based
programmatic
media buys 14
- Curt Hecht,
Chief Revenue Officer,
The Weather Company 13
of advertisers and
publishers
deploying
programmatic today 15
DoubleClick evolves
AdX powers
more daily
transactions
than the NYSE
and NASDAQ
combined 16
Preferred Deals
impressions grow
250% on AdX,
powering more
creative and strategic
media deals 16
DoubleClick Bid
Manager powers
programmatic
social ads;
launches on FBX 17
Brands take to
programmatic
M
10
$
Video impressions
grow 3X on the
Ad Exchange 18
30
CPMs over $10
increase 23%
year over year 19
%
increase in conversions
for large insurance
company as Vivaki uses
search remarketing for
display ads 20
Burberry’s multi-screen
“Kisses” campaign is
executed programmatically
via Prefered Deals
Redefining “success“
New metrics and technologies to measure
success held digital accountable
Seeing is believing
Viewability becomes a hot topic
for the industry as it finds out that
“Nearly half of online ads
are not viewed” 21
Google’s viewability solution,
ActiveView, gets MRC-accredited 22
00:20+
CTR is comparable for
viewable above-the-fold
and viewable
below-the-fold inventory
CTR boosts 125% on
average when an ad is
viewed for longer than
20 seconds
Engaging for success
Engagement rate becomes a new metric for success,
supported by ad formats like Engagement Ads and
Cost Per Engagement payment models
2x
time spent by users
engaging with Google’s
new Engagement Ads
compared to other
standard display formats 23
2-3%
average
engagement rate
benefits advertisers 24
3x
CPM increase
for publishers like Answers
“Our advertisers love the
large canvas and pay-forengagement model”
- Rich Dredge, Chief Revenue Officer 25
Let’s raise a toast to the year that was and the people
who defied the norms and redefined advertising and
marketing—from creative design, to media planning,
to buying and measurement.
Sources:
1
Adobe Study: “Digital Distress: What Keeps Marketers Up at Night?;“ September 2013
2
Google Study: “Insights from DoubleClick: Video Advertising Momentum;“ June 2013
3
Google Internal Data
4
OPA Study: “Premium Content Brands Are Native Naturals;“ July 2013
5
Forbes Insights Study: “Going Native;“ November 2012
6
Google/Sterling Brands/Ipsos Study: “The New Multi-Screen World;“ August 2012
7
Google/Illuminas Study: “Unlocking the HTML5 Opportunity;“ September 2013
8
Google Internal Data
9
comScore Media Metrix Ranks Top 50 U.S. Web Properties for August 2012; August 2012
10
Nielsen Study: “Optimizing Integrated Multi-Screen Campaigns;“ November 2013
11
Sony Press Release: “The Last of Us sales Exceed 3.4 Million Units Worldwide;“ July 2013
12
Forbes Article: “Television Ends, Connected TV Begins at NewFronts 2013;“ May 2013
13
Programmatic in the Future: Publishers weigh in; August 2013
14
eMarketer Article: “Nearly One-fifth of US Display Spending Will Be Automated This Year;“ August 2013
15
IAB Study: “Programmatic Everywhere? Data, Technology and the Future of Audience Engagement;“ November 2013
16
Google Internal Data
17
DoubleClick Bid Manager Joins FBX, Facebook’s Real-Time Bidding Exchange; October 2013
18
Google Study: “Insights from DoubleClick: Video Advertising Momentum;“ June 2013
19
The brand revolution is underway; March 2013
20
Vivaki study DoubleClick Vivaki Case Study: August 2013
21
AdAge Article: “Worse Than You Thought: Nearly Half of Online Ads Aren't Viewed;“ June 2013
22
The Importance of Being Seen: Viewability and Brands; April 2013
23
Google Internal Data
24
Google Engagement ads data, January - Nov. 2013
25
The brand revolution is underway; March 2013
| Think Insights
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