Third Annual Best Of The Best (U.S.) Digital Marketing Report

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

2014 Best of the Best (U.S.)

Adobe Digital Index

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What is the Best of the Best

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Overall average for sites in this

industry

Difference between average and top quintile

average

Gap between top quintile and average from 2013 to 2014. Narrower means the gap is

closing. Wider means it is getting bigger

Direction of trend in overall average from 2013 to 2014.

Down means the trend is going down and up means

the trend is going up.

Overall average of the top quintile

Best of the Best refers to the companies using the marketing cloud who achieve results in the top 20% (top quintile) when compared against others in their industry. Adobe Marketing Cloud customers are already ahead of the masses through their investment in excellence so overall averages are already better than non-cloud users, hence, Best of the Best


Glossary / Methodology

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− Smart Phone Share of Visits – Share of visits from a smart phone

− Tablet Share of Visits – Share of visits from a tablet − Stickiness - Percent of traffic that stays and engages with a site − Visit Rate – Average monthly visits per visitor − Video Start per Visitor – Average monthly video start per

visitor − Click Through Rate – Percent of ad impressions that are clicked − Social Media Interaction Rate - Comments, likes, shares, and

other interactions with a Facebook post − Consumption – Average minutes per visit − Conversion – Average orders/bookings per visit

Aggregate and anonymous data from 200 billion visits to 10,000-plus US websites during the 2014 calendar year.


Table of Contents

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1. Share of Smart Phone Visits

2. Share of Tablet Visits 3. Visit Rate 4. Consumption 5. Video Starts per Visit 6. Conversion 7. Stickiness 8. Click Through Rate 9. Social Interaction Rate 10. Data Tables


Smart Phone Share of Visits

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In every industry smart phone visits are up versus last year and the gap between the best and the masses is getting wider.

Media and Entertainment top performers get over 50% of their visits from mobile phones.

Optimizing for smart phone traffic has never been more important as iPhone 6/6+ users are more likely to consume more content for a longer period of time.


Tablet Share of Visits

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In every industry tablet visits are up versus last year and the gap between the best and the masses is getting wider.

In Q4, however, tablet visits have started to decline likely as a result of larger screened smart phones

Tablet visits are still important but are expected to continue to decline in most industries except media and entertainment.


Visit Rate

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Technology companies receive the highest overall number of visits per visitor in a month and have the widest difference at 40% between the best and masses.

Overall visits per visitor are on the decline in 2014 which indicates greater need to focus on loyalty and retention programs in Retail and Travel & Hospitality in particular.


Consumption (in minutes)

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On average the amount of time spent on websites this year was less per visit than last year. This is due to the dramatic increase in smartphone traffic.

Media & Entertainment which is receiving the most smartphone share is also seeing a 37% difference between the best and the masses.

Retail is the only category who has seen time spent go up in 2014 and the gap between the best and the average is getting wider


Video Starts per Visit

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There is a huge difference in video starts for the top 20 percent (75%). The average monthly rate of video starts per visitor per month is over 3 per week for the best which enable much greater pre-roll inventory and revenue opportunities.


Conversion

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Top performers get nearly double the conversion rate of average and this gap as well as the conversion rates are all about the same as 2013.

Overall mobile conversion rates are lower than desktop and increasing in frequency.

Retail & Travel sites should implement Apple Pay to streamline mobile commerce transactions and increase conversion rates


Stickiness

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45% of all visits to a Travel site last more than one page but the best can achieve 33% better results.

In Retail the difference between average and best is even more stark with the best in category achieving 53% more sticky visits.

In most cases the best are pulling away from the rest with better mobile design, personalized landing pages, and optimized acquisition strategies.


Click Through Rate

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Programmatic ad buying is getting tuned in as click through rates are up in all categories except technology

The best financial services, in particular, have achieved huge success in optimized targeting with 64% better click through rates than the masses.

In most industries the best are pulling away from the masses to achieve greater efficiency from their acquisition campaigns.


Social Media Interaction Rate

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Posts from Retailers are the most likely to be interacted with, but in Financial Services we see the largest spread between the average and best receiving 1.1% greater social interactions per post, a 41% difference.

Media and Entertainment is surprisingly low in social interactions per post which could be due to the larger number of posts overall.

With new product ads being made available by Facebook, retail may see an additional boost in the coming months.

Third Annual Best Of The Best (U.S.) Digital Marketing Report

Marketing

Transcript of Third Annual Best Of The Best (U.S.) Digital Marketing Report