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 [email protected]
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DataXu Promise
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