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Online marketing & technology data points April 2016
Ged Carrollrenaissancechambara.jp
About presentationOver time, I have had to compile data and visualise it based on desk and primary research. I thought that these slides may be of use to other people so have compiled them here. As I have time I will update them with data. Each diagram has an accompanying slide with an explanation where appropriate.
Platforms
Dec-97
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Jun-09
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Jun-11
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Jun-12
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Jun-14
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Jun-15
Dec-15
Communications services adoption (active users)
Gmail active Users Hotmail / Live Yahoo! Mail WhatsappWeChat QQ IM KakaoTalk LINE
Communications services adoptionGoing through publicly declared data, I pulled together adoption data across email providers and OTT messaging platforms.
Key watch outs on the data is that it’s largely self-declared and active users is broad church. Usage data is also very important - what does active really mean?
Regardless one can see that mobile devices became an accelerant of adoption for newer services.
Platform numbers snapshot March 2016 (MAUs except*)
4ChanAirbnb
FacebookFlickr
Google+Instagram
LinkedInMySpace
PeriscopePinterest
Reddit*SnapChat
TwitterWeChat
Sina WeiboWhatsAppYouTube*
0 200 400 600 800 1000 1200 1400 1600 1800
Millions of Users
Millions of Users
Based on data collated by Brandwatch
Advertising
Optimium number of advertising channels
• Careful channel selection• Datapoint is contrary to
the trend towards complex programmatic based advertising mixes
1 channel 2 channels 3 channels 4 channels 5 channels0
10
20
30
40
50
60
70
80
Average effectiveness success rate (IPA 2012)
Average effectiveness success rate
Audience time spent v. advertising spend share
Television Out of Home (OOH)
Radio Internet National newspaper
Regional newspaper
Magazines0
5
10
15
20
25
30
35
40
45
50
% media time share % advertising spend share
Guardian Publishing Trends 2016 drawing on: AA, Barb, Rajar, ComScore, NRS, Jicreg
Advertising spend trends
2014 2015 2016 2017 2018 2019 202005
101520253035404550
Share of US advertising spend
TV Digital PrintRadio Out-of-home Directories
2014 2015 2016 2017 2018 2019 202002468
101214161820
Share of US advertising spend for print categories
Pinrt (overall)Newspapers (print only)Magazines (print editions only)Directories (print only)
eMarketer.com March, 2016
Advertising spend trends
2014 2015 2016 2017 2018 2019 202005
101520253035404550
Share of US advertising spend for digital channels
Digital Mobile
2014 2015 2016 2017 2018 2019 202005
1015202530354045
Share of US advertising spend for broadcast categories
TelevisionRadio (excluding catch-up and digital
eMarketer.com March, 2016
YouTube subcribers don’t often make for regular viewers
GoPro
Chevrolet
Adidas Football
Dove
Burberry
Virgin America
Chipotle
Budweiser
Kentucky Fried Chicken (KFC)
Visa
0 10 20 30 40 50 60 70 80 90
Average views / Subcribers x 100(%)Forrester Research
Social media engagement and how television advertising affects it
Social media engagement and television
Social engagement drivers (%)
TV advertisingSocial platform advertisingCombined TV and social platform advertisingAll other advertising
Social engagement drivers (%) minus other advertising
Social platform advertisingTV advertising Combined TV and social platform advertising
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands
Social media engagement and television
TV advertising impressions (%)
Premium content (sports, live and original)Non-premium content
% TV advertising impact on social brand engagement
Premium content Non-premium content
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands
Engagement to impressions index
Premium content
Non-premium content
0 50 100 150 200 250
Engagement to impressions index
Engagement to impressions index
Original content
Sports
Live
0 50 100 150 200 250 300 350 400
Expressions to Impressions Index for premium TV content types
Expressions to Impressions Index for premium TV content types
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands
Engagement to cost index
Premium content
Non-premium content
0 20 40 60 80 100120 140160180 200
Engagement to cost index
Engagement to cost index
Original content
Sports
Live
Reaility
0 50 100 150 200 250 300
Expressions to Impressions Index for premium content types
Expressions to Impressions Index
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands
Ad targeting and ad blocking
Attitudes to ad-targeting by generation
It's about time advertisers recognised that my generation shops too
I am more likely to click on an advertisement aimed specifically at my generation
I feel like my generation is often forgotten about by advertisers
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
0 5 10152025303540
Millenial respondents (%)
Millenial respondents (%)
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
I am more likely to click on an advert aimed specifically at my generation
I feel like my generation is often forgotten about by advertisers
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
0 5 10 15 20 25 30 35
Boomer respondents (%)
Boomer respondents (%)
Audience Theory / Yahoo! Quantative November 2015 – Yahoo! /Ipsos Gen X Survey Adults 35-54 n=853 US based
Attitudes to ad-targeting by generation
It's about time advertisers recognised that my generation shops too
I am more likely to click on an advertisement aimed specifically at my generation
I feel like my generation is often forgotten about by advertisers
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
0 5 10152025303540
Generation-X respondents (%)
Generation-X respondents (%)
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
I am more likely to click on an advert aimed specifically at my generation
I feel like my generation is often forgotten about by advertisers
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
0 5 10 15 20 25 30 35 40 45
Generation-X parents re-spondents (%)
Generation-X parents respondents (%)
Audience Theory / Yahoo! Quantative November 2015 – Yahoo! /Ipsos Gen X Survey Adults 35-54 n=853 US based
Ad blocking software
Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15020000000400000006000000080000000
100000000120000000140000000160000000180000000200000000
Installed base of ad blockers
Installed base of ad blockers
Data from Pagefair & Adobe, 2015 Ad Blocking Report via Guardian Publishing Trends 2016. 800% growth in user base over a 5 year period.
Page load times
Boston
.com
The D
aily Bea
st
Indep
ende
nt.co.
uk
Examine
r.com
New Yo
rk Po
stSa
lon CNN
LA Tim
es
The M
irror
Vox
The T
elegra
ph
The A
tlanti
c
Washing
ton Po
st NPR
USA To
day
MSNYa
hoo!
The G
uardi
an05
1015202530354045
Load time in seconds
Editoral content Advertising contentGuardian Publishing Trends 2016 drawing on analysis by comScore, Pew Research Center & New York Times
Internet users worldwide who have blocked an advert
Q1 2015 Q2 2015 Q3 2015 Q4 20150
5
10
15
20
25
30
35
40
Respondents aged 16-64, in the past month on their main computer (GlobalWebIndex Blog January 22 2016)
% respondents
Share of time spent viewing video content in selected countries using ad blockers
Germany
Canada
UK
France
US
Russia
0 10 20 30 40 50 60 70
% of total time spent viewing desktop video content via JW Player (Q2, 2015)
% of total time spent viewing desktop video content
Secret Media & JW Player “Adblock & the Global Video Market September 14, 2015
Consumer behaviour
Share of content category time spent by platform
Porta
ls
Busine
ss & Fin
ance
Enter
tainm
ent -
News
Health
- Info
rmati
on
News -
Inform
ation
Sport
sReta
il
Lifesty
les
Perso
nals
Socia
l Netw
orking
Online G
aming
Photo
sMap
s0%
10%20%30%40%50%60%70%80%90%
100%
comScore Media Metrix Multi-Platform US December, 2015
Desktop Mobile
Growth in Digital Media Time Spent in Minutes (MM)
Dec 2013 Dec 2014 Dec 20150
200000
400000
600000
800000
1000000
1200000
1400000
1600000
comScore Media Metrix Multi-Platform & Mobile Metrix US Dec 2015 vs. Dec 2014 vs. Dec 2013
Desktop Smartphone Tablet
Generation X mobile engagement
7am-10am
11am-2pm
3pm-6pm7pm-10pm
11pm-6am
0
100
200
Generation X time of day usage by category indexed vs. general populationNews & Magazines Health & Fitness Lifestyle & Shopping Music, media & entertainmentGames Messaging & Social Sports Utilities & Productivity
Flurry by Yahoo! Analytics (mapped devices only. May 2015
Global smartphone ownership
South
Korea Isr
ael
Spain
Canad
aChile Ita
lyChin
a Jor
dan
Argenti
na
Venezu
elaBraz
il
South
Africa
Mexico
Ukraine
Ghana
Sene
gal
Burkina
Faso
Pakis
tan
Ethop
ia 0
102030405060708090
100
Data from Pew Research Spring 2015 Global Attitudes survey Q71 & Q72
% of survey respondents who claim to own a smartphone
China penetration of social media platforms
2014
2015
0 10 20 30 40 50 60
% of Chinese internet users
% of Chinese internet users
16-25 26-35 36-45 46-55 >550
10
20
30
40
50
60
70
80
% of Chinese internet users by age
2014 2015
Source: China Internet Watch
Wearables
Wearables by category (millions of units)
2015 2016 20170
20
40
60
80
100
120
140
160
180
200
Fitness wearables Head mounted display Body worn camera Bluetooth headset
Fitness wearables (millions of units)
2015 2016 20170
10
20
30
40
50
60
70
80
Data by Gartner
Smartwatch Wristband Chest strap Sports watch Other fitness monitor
Economic data
Economic data
2012 2013 2014 2015 2016 2017-2
0
2
4
6
8
10
GDP Forecast (World Bank)
Global ChinaU.S .Eurozone Developing World excluding BRICs
2012 2013 2014 2015 2016 2017
-3
-2
-1
0
1
2
3
4
5
6
Retail sales (various sources)
Global U.K. U.S. Eurozone
Consumer sectors CPG (as bellwether), consumer technology as (former?) shooting star
2010 2011 2012 2013 2014
-5
-4
-3
-2
-1
0
1
2
CPG % growth (Euromonitor data)
Packaged Foods Home CarePersonal Care | Beauty
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
-20
0
20
40
60
80
100
Consumer Technology % growth (Various)
Smartphones Tablets Smart TVs
About meAmazon author page: amzn.to/1SeO5IlLinkedIn page: linkedin.com/in/gedcarrollAbout: renaissancechambara.jp/aboutBlog: renaissancechambara.jpEmail address found here: scr.im/renaissanceTwitter account: @r_cSina Weibo: renaissancechambara
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