2014 Visual Marketing Summit - Keynote and Intro
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The document discusses the rise of the visual web and its implications for digital marketing, emphasizing the importance of native advertising amid growing mobile engagement. It provides insights into consumer behavior, highlighting that visual content significantly influences purchasing decisions. Additionally, the report outlines the growth of various visual platforms like Pinterest and Instagram, showing their effectiveness in engaging target audiences.
2014 Visual Marketing Summit - Keynote and Intro
- 1. © comScore, Inc. Proprietary. 1 #VISUALMARKETINGSUMMIT VISUAL MARKETING SUMMIT
- 2. © comScore, Inc. Proprietary. 2 #VISUALMARKETINGSUMMIT WHAT IS NATIVE?
- 3. © comScore, Inc. Proprietary. 3 Scale 22% Creative 56% Measurement 22% THE REASONS WE DON’T BUY NATIVE #VISUALMARKETINGSUMMIT
- 4. © comScore, Inc. Proprietary. 4 #VISUALMARKETINGSUMMIT Scale 34% Creative 22% Measurement 44% AREN’T THE REAL OBSTACLES
- 5. © comScore, Inc. Proprietary. 5 CTR 15% Shares 21% Conversions 26% Brand lift 38% 94% use native for branding #VISUALMARKETINGSUMMIT
- 6. © comScore, Inc. Proprietary. 6 #VISUALMARKETINGSUMMIT 80% agree that an ad’s image is more likely to affect consumer behavior than copy
- 7. © comScore, Inc. Proprietary. 7 #VISUALMARKETINGSUMMIT VISUAL MARKETING SUMMIT
- 8. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Andrew Lipsman, VP of Marketing & Insights June 12, 2014 How the Digital Consumer is Shaping
- 9. © comScore, Inc. Proprietary. 9 “Technology is a glittering lure, but there’s the rare occasion when the public can be engaged on a level beyond flash…. If they have a sentimental bond with the product.” ~ Don Draper
- 10. © comScore, Inc. Proprietary. 10 The Visual Web The Rise of the Visual Web Reaching Valuable Audiences w/ Visual Content Social + The Mobile Platform Shift Native Advertising Final Thoughts
- 11. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 11 The Rise of the Visual Web
- 12. © comScore, Inc. Proprietary. Virtua The Rise of the Visual Web Visual Web 2.0Visual Web 1.0
- 13. © comScore, Inc. Proprietary. 13 ‘Visual Web’ companies have grown dramatically in past several years and will impact future of digital marketing 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Mar-2011 Jun-2011 Sep-2011 Dec-2011 Mar-2012 Jun-2012 Sep-2012 Dec-2012 Mar-2013 Jun-2013 Sep-2013 Dec-2013 Tumblr Pinterest Instagram Vine Snapchat Multi-Platform ‘Visual Web’ Social Networks: U.S. Unique Visitor (000) Trend Source: Media Metrix & Media Metrix Multi-Platform, U.S., Mar 2011 - Feb 2014 Desktop Only
- 14. © comScore, Inc. Proprietary. 14 Visual Web companies have achieved billion dollar valuations with almost no revenue. Why is that? * Some numbers are reported but unconfirmed Company Transaction Valuation at Time of Transaction Revenue at Time of Transaction Tumblr Acquired by Yahoo in 2013 $1.1 Billion $14 Million Pinterest $200 million fundraise in 2014 $5 Billion ~$0 Instagram Acquired by Facebook in 2012 $1 Billion $0 Vine Acquired by Twitter in 2012 $30 Million $0 Snapchat Turned down FB offer in 2013 $3 Billion $0
- 15. © comScore, Inc. Proprietary. 15 For Advertisers Reach Engagement Emotional resonance Brand connections Target attractive audiences For Consumers + Personal Interesting Aspirational Nostalgic Shareable Because the Visual Web creates value…
- 16. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 16 Reaching Valuable Audiences with Visual Content
- 17. © comScore, Inc. Proprietary. 17 Social media users spend 31% more than average online, and Pinterest users spend nearly 2x the norm E-Commerce Buying Power Index for Selected Leading Social Platforms Source: comScore Media Metrix, U.S., March 2014 131 139 144 154 194 20 40 60 80 100 120 140 160 180 200 Social Networking Facebook Tumblr Instagram Pinterest
- 18. © comScore, Inc. Proprietary. 18 Is Pinterest ready to take a big slice of the digital advertising pie?
- 19. © comScore, Inc. Proprietary. 19 Pinterest continues to grow in both reach and engagement, while offering a great visual experience for brand marketers Pinterest: Trends in % Reach and User Engagement Source: Media Metrix Multi-Platform, U.S., Age 18+, Feb 2014 0% 5% 10% 15% 20% 25% 0 10 20 30 40 50 60 70 80 90 100 Average Minutes per Visitor % Reach
- 20. © comScore, Inc. Proprietary. 20 Not only does Pinterest have overall reach, but also within especially valuable demos such as F18-49 12% 21% 22% 20% 37% 43% 0% 10% 20% 30% 40% 50% Desktop Mobile Total Digital Population Total Audience Females Age 18-49 Pinterest Penetration (%) by Platform for Total Audience and Females Age 18-49 Source: Media Metrix Multi-Platform, U.S., Age 18+, Feb 2014
- 21. © comScore, Inc. Proprietary. 21 While Pinterest reaches Females, other visual web networks skew heavily towards Millennials Demographic Index for Tumblr, Snapchat, Instagram and Vine Source: Media Metrix Multi-Platform, U.S., Age 18+, Feb 2014 0 50 100 150 200 250 300 350 Age 18-24 Age 25-34 Age 35+ Tumblr Snapchat Instagram Vine
- 22. © comScore, Inc. Proprietary. 22 While Facebook remains the strong leader in competition for consumers’ attention, Instagram is now 2nd 91% 89% 76% 2% 3% 10% 3% 4% 6% 1% 1% 3% 1% 2% 2% 2% 1% 0% 0% 0% 3% 60% 65% 70% 75% 80% 85% 90% 95% 100% Age 55+ Age 35-54 Age 18-34 Percent Share of U.S. Total Minutes Among Selected Leading Social Networks Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013 Facebook.com Instagram.com Twitter.com Tumblr.com Pinterest.com Linkedin Snapchat, Inc
- 23. © comScore, Inc. Proprietary. 23 Instagram continues strong growth trajectory, but nearly 4 out of 5 minutes come from 18-34 year olds 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 Instagram Total Mobile Minutes (Billions) by Age Demographic Source: comScore Mobile Metrix, U.S., Age 18+, Feb 2013 – Apr 2014 Age 35+ Age 25-34 Age 18-24
- 24. © comScore, Inc. Proprietary. 24 Brands of Instagram tend to have youth appeal, but are also aspirational
- 25. © comScore, Inc. Proprietary. 25 Instagram can make the everyday brands feel meaningful and extraordinary
- 26. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 26 Social + The Mobile Platform Shift
- 27. © comScore, Inc. Proprietary. 27 Total digital media time spent has nearly doubled in the past three years due to explosion of smartphone & tablet usage 401 429 131 442 11 124 Dec-10 Dec-13 Total U.S. Time Spent by Digital Platform (Billion Minutes) Source: comScore Media Metrix Multi-Platform, U.S., Dec 2013 Desktop Smartphone Tablet +83% +1040% +237% +7%
- 28. © comScore, Inc. Proprietary. 28 Many content categories are already mobile-majority in terms of engagement 5% 11% 17% 31% 33% 48% 54% 56% 64% 64% 72% 95% 89% 83% 69% 67% 52% 46% 44% 36% 36% 28% Photos Maps Games Weather Social Networking Retail News/Information Entertainment News Business/Finance Healh Information Portals Desktop Mobile Share of Content Category Time Spent by Platform Source: comScore Media Metrix Multi-Platform, U.S., February 2014
- 29. © comScore, Inc. Proprietary. 29 Camera-based content creation is fueling the rapid growth in the mobile-first Visual Web 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Took Photos Number of U.S. Smartphone Users (000) Who Have Engaged in Camera Capturing Activity At Least Once a Week Source: comScore MobiLens, U.S., Apr-2012 – Mar 2014 Recorded Video +91% +54%
- 30. © comScore, Inc. Proprietary. 30 Most leading social networks see majority of engagement come via mobile, particularly among mobile-first players 2% 52% 7% 69% 2% 10% 32% 33% 98% 100% 48% 93% 31% 98% 90% 68% 67% Vine Snapchat Tumblr Pinterest Linkedin Instagram Twitter Facebook Social Networking U.S. Share of Time Spent on Social Networks Between Platforms Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Feb-2014 Desktop Mobile
- 31. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 31 Native Advertising
- 32. © comScore, Inc. Proprietary. 32 Why Native Advertising has become so important Google Trend for “Native Advertising” News Headlines Optimized to scale across platforms Work within context of mobile scrolling Leverage cross-platform synergies 32% 59% 9% Desktop Only Multi-Platform Mobile Only U.S. Web Users
- 33. © comScore, Inc. Proprietary. 33 Native ad units take many forms, and almost universally work well within a mobile environment
- 34. © comScore, Inc. Proprietary. 34 Leading native advertising platforms deliver audiences at scale, but the majority of activity happens on mobile 61.8 64.0 69.6 80.3 186.3 BuzzFeed Yelp Twitter Pandora Facebook Total Digital Unique Visitors (MM) comScore Media Metrix Multi-Platform, U.S., January 2014 47% 39% 12% 4% 32% 53% 61% 88% 96% 68% Share of Time Spent Desktop Mobile
- 35. © comScore, Inc. Proprietary. 35 What’s next for Native Advertising? Scalability for niche content providers via solutions that help aggregate inventory Measurement of audience validation, brand lift and sales lift for native campaigns Cross-Platform Comparability in evaluating campaign performance with consistent metrics
- 36. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 36 Final Thoughts
- 37. © comScore, Inc. Proprietary. 37 Final Thoughts… Excellent way to reach the right audiences in the right context Native advertising aligns with consumers’ shift to mobile Early stages in a new ad medium are when potential is highest to generate strong ROI Native platforms have built-in ‘copy-testing’ & content optimization Digital (desktop + mobile) is finally coming of age as a true branding medium 5 Reasons Why Now is a great time to explore Native Advertising on the Visual Web
- 38. © comScore, Inc. Proprietary. 38 The Visual Web
- 39. © comScore, Inc. Proprietary. 39 #VISUALMARKETINGSUMMIT VISUAL MARKETING SUMMIT