Emarketer digital advertising_trends2013

M A R C H 2 1, 2 0 1 3

Digital Advertising
Trends for 2013

Sponsored by:

David Hallerman
Principal Analyst
©2013 eMarketer Inc.

What we’ll look at today…

7 trends that are shaping your world:
1.Big data: it’s everything
2.Real time: it’s always
3.Content marketing: it’s value
4.Native advertising: it’s coherent
5.Tablet video advertising: it’s better
6.Social-mobile shift: it’s everywhere
7.A “multi” audience: it’s multiscreen, multitasking

Twitter – #eMwebinar

The buzzwords that animate the trends:
words vs. actions


Three key factors to note when you
look at the 7 trends

 The trends are not buzzwords.
To what extent do these trends mirror
real changes vs. being today’s fashion?
 The trends are intertwined.
That reflects the ways marketing and
media usage are increasingly connected.
 The trends are not all that new.
The more things change, the more they
remain the same.

Are you following trends because they
work for you? Or for other reasons?


Big Data
(building 21st century data
management platforms)


Getting your arms around big data can
be both perplexing and liberating


Why is big data at the core of every
other trend? How does that work?
Big data isn’t quantity, it’s control.
Audience insight. A core element of all advertising and
marketing—the need to know who you’re targeting, what they want
and how to reach them.
More isn’t better. Only when marketers can harness all these
datapoints is “BIG” worthwhile.
The biggest challenge. To meld and then derive meaning
from the super-abundance of information.
Pushes buttons. Many people see big data as a threat.
Constantly changing. One company’s big data is another’s
data snack.
Defined from your POV. Can’t help but be subjective.


Big data’s wide and subjective range of
definitions makes it a moving target


Many definitions, many companies too
Today’s big data landscape is crowded


Insight that’s greater and better—if you
can access and interpret the big data


Big data is
much like
excellent
ingredients
and a great
recipe—you
still have to
cook it


Big data can help marketers can
uncover value in several areas

 Boost performance: by helping companies
make more informed decisions
 Integrate channels: by bringing together
information from across multiple touchpoints
 Target better: by making segmentation
narrower for more precisely tailored messages
 Beat out the competition: by figuring out
implications of these massive data sets


BIG NOTE:
The growing
use of big
data, and the
term being
spread in the
mainstream
media, can
push privacy
buttons for
many people


One takeaway: W hat big data
means for adver tiser s


Real Time
(marketing, ad buying, more)


Real time is
an umbrella
term that
covers a
multitude of
advertising
and
marketing
methods


Real-time marketing encompasses
a wide range of activities
 Real-time buying (RTB): automated method of buying and
selling ad impressions
 Dynamic creative optimization: method of automatically
changing ad creative
 Social CRM: using social media to rapidly respond to
customers who comment or complain
 Content marketing: using insights from social analytics to
quickly develop digital content
 Trend marketing: creating content, posts or other marketing
materials themed to news events or topics
 Ad campaign rebalancing: using insights gleaned from
online conversations about ad campaigns to make on-the-fly
changes in media mix or creative


Real time isn’t new, it’s just faster than
ever before


Be aware of
incomplete
equations:
real-time
bidding is
just one
element of
real-time
marketing


Linked trends: Real time, big data, and
social interactions come together


One takeaway: W hat real time
means for adver tiser s


Content Marketing
(breaking through consumer
resistance)


Content marketing as the main focus:
soaring from 18.9% to 34.8%


Content marketing is, like big data and
real time, multifaceted, tricky to define


Today’s
audience
wants
stories, in
the broadest
sense, a
desire that
content can
feed


How can something as established
as content marketing be a trend?
Basic ideas behind content marketing:
Lose your ego. Your brand or product is not the point.
Create value. Your consumers must want the content.
Be yourself. Reflect your values, your voice.
Think like a media company. Create content often.
Tell a story. Build engagement, attract an audience.
Choose the correct channel. It’s not just social.
Quality matters. How it looks and reads is a big deal.
Encourage sharing. That increases its power greatly.


In the multiscreen world, creating social
engagement has great value as content


Content
marketing
that could
engage me,
for example,
would likely
feature a
cute golden
retriever
puppy


Linked trends: Content marketing and
social are two peas, one pod


One takeaway: W hat content
mar keting means for adver tiser s


Native Advertising
(ads that suit each space)


What is native advertising? And why is
it more than just the latest hype?
Divergent defintions can confuse, but…
Native to the environment. Such as promoted tweets on
Twitter, AdWords on Google, sponsored stories on FB
Unique to specific channel. Certainly by content, and often
technical choices, such video on video sites.
Often created by publisher or website or app. A way to
entice advertisers and build more content integration.
Advertorial for the digital age. This is the more snarky
definition, and when done poorly, sort of true.
Designer content marketing. Made more for the audience
and destination, and less so for the brand.
Perhaps it’s not so new, but the buzz is still loud. Even
so, fitting in will be increasingly important.


The user experience is a key way native
advertising differs from the usual


Linked trends: There’s big data, too, for
improving the customer experience


Done right, native advertising allows
marketers to whisper their messages


Linked
trends:
Sharing—a
social and
content
marketing
indicator—
was a top-
ranked KPI
for native
video
advertising


One takeaway: W hat native
adver tising means for adver tiser s


Tablet Video
Advertising
(likely the best mobile
environment for brands and
the publishers they love)


What kind of impact will tablets make
on video advertising?
Tablets are terrific digital screens.
Greater attention. Tablets are attractive to both audiences
watching video and advertisers looking to reach them.
Better mindset. Much video consumption occurs when people
are relaxing, say in the evening.
Native advertising opportunities on apps. Each app is is
its own environment, great for custom advertising assets.
Attractive demographics. At this point, tablet users tend to
have higher incomes than smartphone users.
Larger screen, more time. The audience tends to spend
more time with video on tablets than on smartphones.
Better for longer form ads. Tablets support content well.


Publishers
increasingly
selling video
ads on
tablets,
more web
now but
apps will
catch up


Linked trends: Video, social media,
content marketing


One takeaway: W hat tablet video
adver tising means for adver tiser s


The Social-Mobile
Shift
(how anywhere, anytime
changes everything)


The desktop
will no longer
be at the
heart of
people's
social media
experiences


This year,
over 61% of
US social
network
users will
come in via
mobile
phone, rising
rapidly each
year
thereafter


As social time shifts to mobile, what
does that mean for marketers?
Other trends can help make this work.
Develop new touchpoints. Make it easy for mobile users to
access content, regardless of what device they use.
Deal with convergence. Combine location data with social
media initiatives to catch the attention of mobile users on the go.
Make it sing. Lean toward using imagery instead of text.
Build in value. Overhaul Facebook strategy to focus less on
promotions tied to a brand page and more on the content delivered
to the newsfeed.
Go there first. Sometimes a mobile-first strategy will be the best
bet for social marketing, say when a brand wants to communicate in
real time.


Marketers
expect to
increase
their
attention on
mobile and
social media
this year


Can
marketers
encourage
the favorable
attitudes
toward TV
ads to rub
off on social
and mobile?


Linked trends: What do social-mobile
users want from TV? It’s a real time…


Social-mobile TV is often real-time TV,
and it’s also multitasking TV


One takeaway: W hat the social-
mobile shift means for adver tiser s


A “Multi” Audience
(an audience that’s harder
and easier to reach)


The new way of life: Multiple screens
used by the multitasking audience


How can you reach the multiscreen,
multitasking audience?
A difficult mix of same and different.
Be everywhere. Develop cross-channel campaigns that are as
silo-free as possible. Aim to be seamless.
Be consistent. The basic messaging needs to remain the
same, even as screens and assets vary.
Be flexible. Even as a brand’s look and feel is consistent, the
specific advertising assets that work on one screen may not be
best for all screens.
Be helpful. Give the audience good reasons to spend time with
your brand.
Be understanding. Use data mining to fathom your audience’s
motivations and preferences—how to reach them on various
screens, at various times, and in various locales.


The more screens people own, the
more they might be found anywhere


Linked
trends:
Big data
managed
through a
DMP is a
prime factor
for
advertising
to today’s
fragmented
audience


One takeaway: W hat the multi-
audience trend means for
adver tiser s


Main Takeaways


All these
trends make
it far more
complicated
than ever
before to
create,
organize and
deliver
today’s ad
campaigns


Many trends look to put new pop in the
same old machines


No trend stands alone, so integration
may be the most important buzzword


How can Marketers keep up with the pace of
change?
Twitter announced API Partners February 20th
Adobe one of the first partners to work with Twitter

Levis, Threadless, and Adobe marketing all early participants
with Media Optimizer
 Cost per follow decreased by 60% for Adobe after
launching a scalable campaign via Media Optimizer
 Volume spiked to over 400 followers per day

2012

The New Super Channel
Proactively developing digital campaigns of
the future by thinking of goals, not channels.
2012

Advertisers are no longer
confined to a single channel
or constrained by inventory

2012

Unified Data Repository
All your customer’s data, from online to offline, housed and
protected in a single place
2012

Action to Consumer Experience

2012

Smart Group Collaboration
Simplify digital marketing for everyone in
the workflow using tools and technology
to enable a streamlined language

2012

Adobe Media Optimizer

Social Search Display

Seamlessly turn your brand Strengthen results through Align your rich audience segments
presence and engagement into automated bid management built with broad inventory reach,
influence and action across the on accurate predictive modeling to dynamic creative delivery, and an
largest social networks: Twitter, allocate investment across optimization system using real-
Facebook, and LinkedIn. complex campaigns. time conversion data.

ADOBE MEDIA OPTIMIZER
2012

Q&A Session Learn more about mobile marketing
with an eMarketer corporate
Digital Advertising subscription
Trends for 2013
More than 200 eMarketer reports are published
each year. The following are a few recent ones you
may be interested in:

Mobile Video Advertising: Choices for a Rapidly
Changing World
Meeting the Need for Speed: How Social Analytics
Support Real-Time Marketing

David Hallerman Connected TV Advertising: Playing the Long Game
Mobile Display Ad Types: Move Over Banner Ads,
You will receive an email You’ve Got Company
tomorrow with a link to
view the deck and The State of Cross-Platform Ad Measurement:
webinar recording. Industry Trends and Current Practices

Sponsored by: To learn more: www.emarketer.com/products
Adobe Media Optimizer 800-405-0844 or webinars@emarketer.com


Emarketer digital advertising_trends2013

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