The last 12 months in display advertising
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The document outlines a presentation on display advertising trends and strategies from July 2014, highlighting objectives like brand awareness and direct response. It includes survey results on barriers faced by businesses in display marketing, such as budget and attribution, and discusses the integration of display with other marketing channels. Additionally, it presents statistics on programmatic spending and the impact of mobile in advertising, projecting a shift towards holistic media buying across platforms.
The last 12 months in display advertising
- 1. #iXdisplay The last 12 months in display advertising Sam Fenton-Elstone, Head of Media - July 2014 15.07.2014
- 3. #iXdisplay Build brand awareness 31% Direct response 54% Influence consideration 15% What do you see as the objective of your display marketing?
- 4. #iXdisplay What role within your business do you currently use paid social for? Branding activity 67% 60%
- 5. #iXdisplay How are you integrating your display advertising with marketing channels? Onsite Content 42% Paid Search 42% Social Media 8% Email 8%
- 6. #iXdisplay What barriers, do you currently face when running your display activity? Attribution 25% Budget 31% Value/Understanding 13% Measurement 19% Cross Channel Impact 13%
- 7. #iXdisplay < £100K Increase This Annually, how much are you currently spending on display advertising?
- 8. #iXdisplay 9.50AM: Managing your data: How to move from gathering data to processing and applying it correctly in a cross platform efficient manner - Lucia Mastromauro, DoubleClick 10.10AM: How Hearst are planning for a future where content, display innovation and performance marketing meet’ – Stephen Edwards, Hearst 10.40AM: Coffee Break 11.00AM: The age-ism of Paid Social – Sean Mazur & James Mortimer, iCrossing 11.30AM: reed.co.uk case study: How they broke YouTube records - Jamie Bodkin, Reed & Oliver Hughes, iCrossing 12.00PM: Taking advantage of mobile display - Max Macintosh, Google 12.20PM Panel discussion Q&A – iCrossing, Google and reed.co.uk 12.40PM: Closing 12.45PM: Networking & Refreshments Agenda Display Day 14
- 10. #iXdisplay 2013
- 12. #iXdisplay 71.40% 56.30% 30.70% 26.50% 19.40% 14.20% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% $- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 $16.00 $18.00 2011 2012 2013 2014 2015 2016 2017 US Programmatic Spend Spend Change % Spend (billion) Source: MAGNA GLOBAL, emarketer
- 13. #iXdisplay 11% 19% 28% 34% 41% 47% 52% 13% 18% 25% 29% 32% 32% 31% 76% 62% 47% 36% 27% 21% 17% 0% 20% 40% 60% 80% 100% 120% 2011 2012 2013 2014 2015 2016 2017 US Ad Spend share by Type RTB Non-RTB Programmatic Non Programamtic Source: MAGNA GLOBAL, emarketer
- 14. #iXdisplay 94.80% 75.30% 38.40% 31.90% 27.40% 15.30% 13.00% 19.00% 22.00% 25.00% 27.40% 29.00% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% $- $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 2012 2013 2014 2015 2016 2017 US RTB Spend Spend Change % % Total Display Spend (billion) Source: emarketer
- 15. #iXdisplay In 2014 Mobile won. Is TV on the ropes?
- 16. #iXdisplay 113 minutes (27%) 147 minutes (35%) 50 minutes (12%) 108 minutes (26%) Device Key TV LAPTOP SMARTPHONE TABLET Source: Millward Brown
- 17. #iXdisplay 113 108 147 50 27% 26% 35% 12% 60% 29% 60% 29% DAILY SCREEN MINUTES GLOBAL MEDIA SPEND 2013 2016 Device Key TV LAPTOP SMARTPHONE TABLET 113 108 147 50 27% 26% 35% 12% 60% 29% 60% 29% 4% 12% Source: Millward Brown
- 18. #iXdisplay Agree or disagree – ‘More than 50% of our digital visitors will be via mobile by 2015’ 60%21% 19% Agree Neutral Disagree Source: econsultancy
- 19. #iXdisplay 49% 31% 20% Agree Neutral Disagree Agree or disagree – ‘Mass reach via TV ads won’t be an effective tactic within five years’ Source: econsultancy
- 21. #iXdisplay So, I’m excited. Are you?
- 22. #iXdisplay Audience duplication across networks & devices Reliant on publisher execution Expensive workflows Poor brand safety Competitive network bidding Wastage Lack of Actionable insight Missed Conversions Expensive lunches
- 23. #iXdisplay Audience duplication across networks & devices Reliant on publisher execution Expensive workflows Poor brand safety Competitive network bidding Wastage Lack of Actionable insight Missed Conversions Expensive lunches A thing of the past.
- 24. #iXdisplay Media buying in 2014. One strategy, approach and platform: Display. Paid Social. Video. Search. By Life Stage: Tailor the search experience for Super Moms By Customer Status: People who purchased in the past will be cross-sold other products By Shopping Phase: Show a “closer” offer to customers who have shown intent by visiting your site By Interest: Make creative that resonates with people with certain interests & hobbies
- 25. #iXdisplay This time next year Rodders…
- 26. #iXdisplay Media buying in 2015? One strategy, approach and platform: Display. Paid Social. Video. Search. TV. Digital Outdoor. Interactive Print. Radio. By Life Stage: Tailor the search experience for Super Moms By Customer Status: People who purchased in the past will be cross-sold other products By Shopping Phase: Show a “closer” offer to customers who have shown intent by visiting your site By Interest: Make creative that resonates with people with certain interests & hobbies