|HOME||MEDIAVILLAGE.com||WOMEN ADVANCING||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: January 26, 2012 at 12:06 AM GMT
Last Updated: January 24, 2012 at 12:06 AM GMT
With 2011 behind us, we thought it would be a good time to take a step back and reflect on the changes in the digital media and marketing industry over the last year. Here is our perspective on the recent trends and our future outlook in this sector:
1) Web analytics will become even more empowering for advertisers Over the course of 2011, web analytics became smarter, richer, and more powerful through data management platforms (DMPs). Because of the high level of intelligence provided, data management technology has given rise to data-driven marketing strategies such as behavioral retargeting, allowing marketers to profile their audiences and serve them customized dynamic ads. Between 2010 and 2011, retargeting’s contribution to a site’s total revenue grew by 78%. End-to-end analytics, due to its ability to drive incremental value, are becoming increasingly sophisticated. Advertisers are now more equipped than ever to determine exactly what percentage of their online marketing dollars are driving offline sales. Such enhancements in web analytics will fuel greater growth of online marketing, and more and more advertisers will see the benefits of having big data at their fingertips to help them make marketing decisions.
2) Smartphones and tablets will continue undergoing explosive growth In September 2010, the number of smart-phone users in the US was 58.7 million. In September 2011, this number grew by almost 50% to 87.4 million. Tablets are following suit – the number of tablet users rose by 159% between 2010 and 2011. The proliferation of these devices, which have features such as rich display screens, swipe touch, GPS etc., is resulting in the expansion of advertising inventory, options, and formats on these devices. Last year, Google launched new tablet ad formats which incorporate greater interactivity within ads. Advertising solutions on mobile and tablet devices are unique in that they are not just contextual but location-specific too, thanks to the explosive growth of the app market. This year, expect greater demand and supply for and supply of higher-quality, more relevant, and hyper-local mobile and tablet advertising.
3) Content on demand value chain – Internet TV and online radio will make a surge Between 2010 and 2011, the average time spent watching online videos increased by 40% and the number of online videos watched grew by a hefty 800%. However, the opportunity brought about by this surge is still somewhat untapped by advertisers. For instance, last year, digital marketing was still largely regarded as a direct response channel. However, with changing media consumption habits, marketers will slowly move some of their branding budgets online. The same is true for audio streaming content, whose supply and demand have both increased, giving advertisers another channel to reach their target audiences effectively. In 2012, more advertising options will be available to marketers with an increase in ad spend in these channels.
4) Greater integration will happen within digital advertising Last year, we saw some leaps towards integration in digital marketing across the board. Channel integration grew in importance as advertisers started to foray into multichannel marketing. There is an increasing demand for marketing campaigns to be integrated not only across online channels, but offline touch points such as in-store advertising and print marketing as well. Offline-online integration has been catalyzed by mobile devices. Customers are increasingly checking product features on their mobile phones while they’re shopping in a store and, at times, making the purchase online. The adoption of QR codes by marketers and mobile users alike, and the buzz around NFC, will also drive convergence between the online and offline worlds of consumers.
5) Social media advertising will gain maturity Through 2011, social media sites have increased the options available to advertisers while attempting to measure brand engagement with greater accuracy. Facebook overhauled its “Insights” product to enable advertisers to capture better quality information on their target customers. This included adding a metric called “People Talking About This” to gauge user engagement with a brand, feeding into the maxim “content is king.” Brands with high “People Talking about This” ratings are the ones with the most compelling content. In addition to deeper analytics, Facebook introduced private messages between business pages and fans. Twitter is also enriching its offering to advertisers with its brand pages. And Google+ will be showcasing its unique Hangout ad format in the coming months. With the growing focus on social media marketing, more and more advertisers will incorporate a holistic social media strategy within their digital marketing initiatives this year, instead of keeping it on the sidelines as a nice-to-have.
These are certainly exciting times for the industry. We will keep a lookout for macro trends impacting the digital marketing arena as there is tremendous opportunity to stretch each marketing dollar even further.
Vyoma Kapur is an Account Manager at RBM. She can be reached at email@example.com.
Read all Vyoma's MediaBizBloggers commentaries at The Brickwire.
Check us out on Facebook at MediaBizBloggers.com
Follow our Twitter updates @MediaBizBlogger
The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.
The Growing eSports Marketplace for Brands
This week on Mindshare’s Culture Vulture Live, Alexis Fragile explores the rise of eSports in North America.
Q&A: Dentsu Aegis SE Asia on Automation, Programmatic and TV
The Summer of Sears continues! Jay Sears, Senior Vice President Marketplace Development of Rubicon Project discusses "Automation, Programmatic and TV" with Anna Chan of Dentsu Aegis' Amnet Asia. The two executives appeared at Rubicon Project's 2nd Annual Real Time Trading Update from SE Asia's Buy Side in Bintan, Indonesia in July 2015.
“AGT” Presents One of the Most Amazing Things You Will Ever See on Any Screen
NBC’s summer hit “America’s Got Talent” has offered up countless impressive acts during its decade-long run … but there was one on the show Tuesday night that in my opinion topped them all. In fact, it was so amazing that it doesn’t seem adequate to qualify it against other “AGT” acts only, so let me say this: It was one of the most incredible things I have ever seen on television – and, in part, on Instagram – period. My neighbors and I were as slack-jawed as judges Howard Stern, Heidi Klum, Mel B and Howie Mandel, and host Nick Cannon, at the end of the segment.
SMI: Vibrant July Gets Ad Spend Market Back on Track
Following a challenging start to the year for most media owners, July delivered the biggest growth numbers of 2015 so far, fueled by digital and a resurgent out-of-home market.
Post-TCA Musings: “Fear the Walking Dead,” “I Am Cait,” “Mr. Robot”
Shortly after the publication of my column last Friday, which was filled with hindsight reflections on the recently concluded Summer 2015 Television Critics Association tour, I heard from a former TCA member with an interesting observation of his own.
Will There Be a New Media Distribution Consensus?
It’s been awhile since DISH CEO Charles Ergen began accumulating spectrum to augment his ability to provide robust programming to subscribers via mobile broadband. Last week, I noted that AT&T CEO Randall Stephenson was, more or less kind of, leapfrogging Charlie and putting the strategic idea together by absorbing DirecTV. And, on the cheaper side of the immediate future, major cable MSO/ISPs Comcast, Charter (presumably with the Time Warner Cable and Bright House acquisitions), Cablevision, Cox and others already provide Internet access via Wi-Fi hotspots everywhere (and all together) and are moving to use almost any set-top box (or dongle or device) via the cloud. (Charter’s Thomas Rutledge was a mover behind the remote DVR at Cablevision.) Also at the end of last week, Investor’s Business Daily reported that Oppenheimer analyst Tim Horan was predicting that Verizon, Sprint and T-Mobile would, one way or another, find a way to partner a la AT&T/DirecTV, too.
“TREotM”: The 2nd Decade of the 21st Century
Chapter 12, Part 1
What We Know About Frequency in TV and Digital Advertising: Pt. 2
By Gian Fulgoni, Bill Harvey and Andrew Lipsman
Ashley Madison and the Future of Men
The recent Ashley Madison hack revealed that 86% of the site's users were men, casting men and the online dating culture into the spotlight--and not in a good way.
"Fear the Walking Dead" is Here at Last!
Without a doubt the most feverishly anticipated new series of 2015 is "Fear the Walking Dead," AMC's fearsome prequel to "The Walking Dead." And tonight, at long last, it's showtime!
Is The Agency Model Broken?
Bill Koenigsberg, CEO of Horizon Media, was probably right when he recently pointed out that the old agency model is broken. But it has happened for many reasons that are not only associated with approximately $30 billion in client billings now in review.
The Millennial Dilemma
We’ve been called lazy, arrogant, narcissistic -- and most definitely tech-absorbed. When older generations hear the word “Millennials,” they often groan or shake their heads. We are the spoiled generation, connected constantly to our phones and missing out on real relationships, real connections. Or so they say.
At TCA Tours, Broadcast is Still the Game to Beat
It’s been a week since the 2015 Summer Television Critics Association tour came to an end – with a full day of panels by NBC, an experience that left many of the critics and reporters there believing that a broadcast network should never occupy the last day of any tour, especially in the summer. That’s because broadcast network days are still regarded by many of their editors and publishers, if not by the journalists and bloggers themselves, as the most important, simply because they tend to be jammed with panels for new fall or midseason series.
Mr. Mom. A Nice Theory. Ask the Kids About It.
Meet Samantha Gloria Sabo (pictured above). She is three and a half years old. Here are her priorities:
What Marketers Should Know About Back-to-School Season
This week, on Mindshare’s Culture Vulture Live, Kristine Munsen discusses back-to-school season and omnichannel retail.