State of the Industry in Digital Advertising

December 2010, DigiDay:ONMEDIA

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publishers,146agencies, and

advertisers took our survey

21367

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brands & agencies surveyed believe the industry is going through a seismic shift to 100% digital

92%

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What’s the pace of the digital migration?

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50%

52%

54%

56%

58%

60%

62%

64%

2010

2011

Percent of Digital Ad Budgets

Brand and Agencies

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Is 2011 the year of convergence?

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78% of Agencies 60% of Brand say they have a holistic approach

Really?

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73% of Agencies and Brands will run video

campaigns in 2011

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80% of Agencies and

88% of Brands will run display campaigns in 2011

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78% of Agencies and

64% of Brands will run mobile campaigns in 2011

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Why spend more on digital advertising?

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Performanceis most important

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Technology is not

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Is digital changing the funnel?

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There is a big shift in Brand usage of digital

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Branded Performanceis where it’s at

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2011 is About Branded Performance

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So where’s the heat in 2011?

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cut in general ad network spend.

41%

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Shift in Ad Spend

General Ad Networks

Demand Side Platforms

0

10

20

30

40

50

60

70

80

90

100

Agencies

General Ad Networks

Demand Side Platforms

0

5

10

15

20

25

30

Brands

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Why Use a DSP?

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Agencies are using

DSPs for direct response

Brands value DSPs

for prospecting

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What is the most important quality for selecting a media partner?

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Trust and alignment with buy side interests.

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What is your greatest concern in buying digital media?

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1st concern is effective targeting.2nd is measurement tools.

3rd is inventory quality.

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Which types of targeting are most effective?

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Most Effective

Psychographic

Geographic

Demographic

Social Graph Targeting

Contextual

Behavioral

Retargeting

Performance based optimization

0% 20% 40% 60% 80% 100% 120%

Agencies and Brands

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Why are we buying cookie lists?

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It’s all about analytics, right?

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Consumer Insight > Media fees

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How can analytics be improved?

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Analytics can be improved with actionable insights

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#1 More Actionable Insights

Integration with Ad servers (reconciliation)

Better attribution models

Integration with Client's data

Clearer analysis

Cross-channel media models

Better insights about consumers

More actionable insights

0% 10% 20% 30% 40% 50% 60% 70% 80%

Agencies and Brands

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What will you still depend on your agency for in 2011?

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Clients look to agencies primarily for planning and buying, regardless of technology

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Chew on that, and thank youGet the whitepaper:

http://info.dataxu.com/whitepapers/digitalshiftor email salesdg@dataxu.com

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