What B2B Marketers Can Learn From B2C Marketers and Vice Versa
6 Months in: What’s Working and Where Marketers Are Going in 2013
30
1 Ryan Hurley, Manager, Research & Analysis 6 MONTHS IN : WHATS WORKING & WHERE MARKETERS ARE GOING IN 2013
description
Marketers have placed a stronger focus on digital campaign strategies in the first half of 2013, adopting new platforms and a diverse digital mix to drive success. Now with half of 2013 wrapping up, find out how these newly adapted techniques and channels are working. Join PointRoll’s Manager of Research and Analysis, Ryan Hurley, as he opens up PointRoll’s data vault and shares learnsings from comparing first half 2013 benchmark data with 2012 year end data. This insightful session will reveal what’s currently working in the market place and how you can apply it to your campaign efforts.
Transcript of 6 Months in: What’s Working and Where Marketers Are Going in 2013
1
Ryan Hurley, Manager, Research & Analysis
6 MONTHS IN: WHATS WORKING & WHERE MARKETERS ARE GOING IN 2013
• PLEASE ASK QUESTIONS
• FOLLOW @POINTROLL
• TWEET ALONG HASHTAG #6MONTHSIN
TO PARTICIPATE
WHERE ARE MARKETERS GOING IN 2013?
DESKTOP MAY BE PEAKING…
…but mobile is just getting started.
VIDEO IS GROWING
Hurley’s content
VIDEO & RICHMEDIA WILL GROW FROM 35% TO 48% OF US DIGITAL AD SPEND
7
SO WHY IS SPEND MOVING?
TABLETS ARE REPLACING DESKTOPS
…AND VIDEO CONSUMPTION IS GROWING
…BUT IT’S
ALSO WORKING
REALLY WELL
IN-STREAM VIDEO
14% YEAR-OVER-YEAR LIGT IN COMPLETION RATES
29% YEAR-OVER-YEAR LIFT IN CLICK-THRU RATES
THE FEW BUT MIGHTY
4.6% Interaction Rate
10 sec. of Brand Time
0.79% CTR
79% Completion Rates
Despite lower adoption, Interactive In-Stream is highly engaging
OVERALL BENCHMARKS
VIDEO QUESTIONS?
MOBILE & TABLET
Tablet performing 2.5x higher than Phone or Desktop Display
CLICK-THRU PERFORMANCE
Rich Media ads on Phone & Tablet are delivering higher earned brand time than Desktop
MOBILE ENGAGEMENT IS HIGH
MOBILE DEMOS
MOBILE QUESTIONS?
DESKTOP DISPLAY
Over 10x more likely to click once expanded!
AD VIEWABILITY IS INCREASING
+17%
increase in Ad Viewability in 1H2013 over last year
+36%Increase to Ad Network viewability
Top Pub Channels for Viewability:Sports & Recreation, Comics & Humors, News, Games
PUBLISHER PERFORMANCE
• Kid & Family friendly publishers deliver strong click-thru and interaction rates
• Interactive engagement is high for Employment publishers, yet consumers are focused on the site for a purpose and may not be willing to click through.
• Home & Garden sites present strong click-thrus
FEATURE PERFORMANCE
• Gaming (naturally) gains the most interaction time amongst Rich Media features
• Ads offering promos & coupons illicit very high Interaction Rates
• Ads requesting data collection may not drive clicks, but engagement is high as consumers spend time completing forms
UNITED STATES OF DIGITAL ENGAGEMENT
+16% increase in dynamic ADVERTISERS YoY
+15% increase in dynamic VOLUME YoY
+50% increase in dynamic CAMPAIGNS YoY
2013 CAPSTONE Video is growing, not only due to increased
inventory but because it’s a high-performing placement.
Mobile is cannibalizing desktop consumption, but desktop – even 5 years from now – will still be majority of ad spend
Brands should be taking interactivity beyond the desktop banner, and look for ways to foster engagement in mobile and video.
Dynamic creative is growing FAST. As brands look for ways to optimize creative, and enhance relevancy,
