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Infografía desarrollada por Google que muestra cómo influyen los nuevos medios y las formas de compartir información en las estrategias de marketing online
Citation preview
“This week television, as we know it, ended”
18 companies from Yahoo! to YouTube to Blip present at the 2013 Digital
Content NewFronts 12
Sources:1 Adobe Study: “Digital Distress: What Keeps Marketers Up at Night?;“ September 20132 Google Study: “Insights from DoubleClick: Video Advertising Momentum;“ June 20133 Google Internal Data4 OPA Study: “Premium Content Brands Are Native Naturals;“ July 20135 Forbes Insights Study: “Going Native;“ November 20126 Google/Sterling Brands/Ipsos Study: “The New Multi-Screen World;“ August 20127 Google/Illuminas Study: “Unlocking the HTML5 Opportunity;“ September 20138 Google Internal Data9 comScore Media Metrix Ranks Top 50 U.S. Web Properties for August 2012; August 201210 Nielsen Study: “Optimizing Integrated Multi-Screen Campaigns;“ November 201311 Sony Press Release: “The Last of Us sales Exceed 3.4 Million Units Worldwide;“ July 201312 Forbes Article: “Television Ends, Connected TV Begins at NewFronts 2013;“ May 201313 Programmatic in the Future: Publishers weigh in; August 201314 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 201316 Google Internal Data17 DoubleClick Bid Manager Joins FBX, Facebook’s Real-Time Bidding Exchange; October 201318 Google Study: “Insights from DoubleClick: Video Advertising Momentum;“ June 201319 The brand revolution is underway; March 201320 Vivaki study DoubleClick Vivaki Case Study: August 201321 AdAge Article: “Worse Than You Thought: Nearly Half of Online Ads Aren't Viewed;“ June 201322 The Importance of Being Seen: Viewability and Brands; April 201323 Google Internal Data24 Google Engagement ads data, January - Nov. 201325 The brand revolution is underway; March 2013
google.com/think| Think Insights
Ads become part of the
conversation
73%of advertisers report
using social media ads 3
90% 32%of publishers in OPA expect to offer native
advertising solutions 4
of CMOs bought or planned
to buy native ads in Q1–Q2 2013 5
SPONSORED POST
New formats take center stage
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
Sony Computer Entertainment Europe sells 3.4M copies of "The Last of Us" with a
multi-screen, cross-platform launch campaign 11
50%
Marketers: “Multi-screen is important” 10
of media spend is on integrated multi-screen
campaigns
20%
rate multi-screen campaigns as
very important
48percent This figure is
expected to rise to 50% in 2016 10
Redefining “success“New metrics and technologies to measure
success held digital accountable
People use 3 different screen combinations per day
There are now more people in HTML5-compatible environments than in Flash-compatible ones 7
81% use a smartphone and television simultaneously 6
66% use a smartphone and computer simultaneously 6
Technology made creative more intelligent
Redefining “integrated“The new 360 looks at cross-screen,
cross-format ad campaigns
Redefining “creative”
Redefiningadvertising
How 2013transformeddigital marketing
Redefining “buying“No longer an afterthought: the way
digital spend is committed has changed
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.
FLASH
HTML5!
More advertisers begin using
skippable ads 2
75%of YouTube's
in-stream video ads are skippable 3
Creative ispushed to
be morecompelling
Media buying happens in real-time
growth in real-time bidding based programmatic media buys 14
of advertisers and publishers deploying
programmatic today 15
70%+74%
Interactive, cross-device
HTML5 galleries
Interactivehomepagetakeovers
Video ad units, banners, and
layers for mobile
Out of Home ads across
multiple screens
Youtube.com mastheads and ad units
“We’re actually seeing more of a bridge between
our direct sales force helping marketers buy inventory through automation.”
- Curt Hecht, Chief Revenue Officer,
The Weather Company 13
Seeing is believingViewability becomes a hot topic
for the industry as it finds out that “Nearly half of online ads
are not viewed” 21
Engagement rate becomes a new metric for success, supported by ad formats like Engagement Ads and
Cost Per Engagement payment models
CPM increase for publishers like Answers
“Our advertisers love the large canvas and pay-for-
engagement model” - Rich Dredge, Chief Revenue Officer 25
Google’s viewability solution, ActiveView, gets MRC-accredited 22
CTR boosts 125% on average when an ad is viewed for longer than
20 seconds
CTR is comparable for viewable above-the-fold
and viewable below-the-fold inventory
00:20+
Engaging for success
average engagement rate
benefits advertisers 24
2-3%time spent by users engaging with Google’s new Engagement Ads
compared to other standard display formats 23
2x 3x
Burberry’s multi-screen “Kisses” campaign is
executed programmatically via Prefered Deals
for large insurance company as Vivaki uses search remarketing for
display ads 20
30% increase in conversions
Video impressions grow 3X on the Ad Exchange 18
CPMs over $10 increase 23%
year over year 19
M$10
Brands take to programmatic
40% website to Android app install rate from Google+ Sign-in over-the-air installs 8
Year over Year increase (YoY) in mobile queries across Google Display Network 9239%
INSTALL
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.
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The new “integrated” works