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Global Digital
Audience Report
July to September 2013

COUPO
N
The Turn Digital Audience Report |

July to September 2013

The Rise of the Cross-Channel Brand
Global marketers now have an unprecedented opportunity to reach across channels
to engage in meaningful conversations with consumers moving from device to device,
shifting formats and media. A recent Forrester study reveals that 90% of adults use three
different device combinations to complete one simple task, such as booking a restaurant
table or buying a pair of pants. And the increased time consumers spend watching videos
and spending time on social networks is being noticed by marketers and matched with
ad spending from New York to London, from Sao Paulo to Tokyo. In 2013, we see brands
ramping up quickly to keep pace with ever-moving consumers, following them across
mobile, video, display, and social media. That’s why the “rise of the cross-channel brand”
is the perfect theme for our latest report.*
Earlier this year, we introduced the Digital Elite, a high-income group of consumers that
represent the top 2% of the online audience and attract more advertising spending than
any other group. That audience exhibits the most cross-channel behavior of any segment
worldwide. Now we’re flipping the script and taking the marketer’s perspective to look into
how quickly brands are launching cross-channel strategies, what types of advertisers are
seeing the greatest ROI from going cross-channel, and the real impact these campaigns
have on consumer engagement.

Key insights for the quarter include:
•	 There’s been a 137% increase in brands going multichannel in 2013.
•	
Advertisers who move from a single channel to two or more channels see an average
3x improvement in ROI.
•	
Display ad eCPM grew 5% during the quarter, while mobile and online video eCPM
were essentially unchanged.

What these best-in-breed global advertisers all have in common
is an “audience first” marketing strategy. They use data and
analytics from a technology platform such as Turn’s to find their
most valuable audience and target them on the right device and
the right channel, at the right time, with the right message.



What these best-in-breed global advertisers all have in common is an “audience first”
marketing strategy. They use data and analytics from a technology platform such as
Turn’s to find their most valuable audience and target them on the right device and the
right channel, at the right time, with the right message. The key questions for marketers:
What combination of insights and technology can you use to get the right message to a
media-agnostic consumer? What can you learn from best practices gleaned by analyzing
the rise of cross-channel brands?
This report showcases insights we’ve gained from the most recent quarter, July to
September 2013. We dive deep into the data pertaining to the rise of the cross-channel
brands to provide actionable data. Our goal is to help advertisers follow their example and
lead data-driven, audience-first strategies across every media channel, format, and device.
We also include core global trends in eCPM pricing and formats to provide a snapshot of
market forces and the media spending landscape.

*Download last quarter’s Global Digital Audience Report at www.turn.com/proof/#digitalaudiencereport

Global Digital Audience Report	 2
The Rise of the Cross-Channel Brand
Turn data shows an explosion in cross-channel ad strategies in 2013. The drive for ROI is sparking marketers to think “audience first” and create strategies that
target and engage consumers when and where they’re most receptive.

137%
INCREASE

500%
INCREASE

in the number of brands
advertising across multiple
digital channels this year.

3x
INCREASE

in brands that
advertised in all four
digital channels.

in advertising ROI for brands
moving from single to multiple
channels (average).

Best-Performing Brands, January to September 2013

How Cross-Channel Drives ROI

Campaigns across multiple channels—mobile, display, social, video—delivered the highest ROI for these brands in the US, EU,
Latin America, and APAC.

Consumers who see ads in multiple channels convert
24% more often than those who see them in one channel.

3600%
3300%

3100%

3000%
2700%
2400%
2100%

1700%

1800%
1500%

1100%

1200%
900%

580%

600%

580%

540%

460%

Automaker

Global
Telcom

Financial
Services

Insurance

300%

300%

24%

0%

Global
Broadcaster

Major
Retailer

CPG
Brand

Tech
Brand

ROI = KPI Goal / Actual KPI
For example, a campaign with a goal of $10 eCPA that comes in
at $5 eCPA has ROI of 200% ($10/$5=2).

Global Digital Audience Report	 3
Reaching Relevant Audiences Across Online Channels

Percent of Total Impressions

Display

39.8%

45%

Ad Format Trends

Ad format

40%

39.8%

38.5%

35%

•	 isplay advertising has been consistent with larger formats
D
attracting interest in Q3 2013.

40.4%

39.8%

30%
25%

•	 ore mobile in-app inventory is becoming available, and
M
higher-converting mobile formats are attracting ad dollars.

20%
16.8%

15%
10%
5%
0%

39.8%.58%

1.6%
39.8%

120x600

160x600

.85%39.8%

39.8%.1%

180x150

300x250

300x600

468x60

1.17%
728x90

Other

•	 ideo advertising is moving more into standardized highV
performing formats such as 15-second pre-roll, which is
optimal for leveraging brand video assets.

Percent of Total Impressions

Mobile
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Ad format
82%

.6%

7.9%

300x50

300x250

9.5%
320x50

728x90

Video
Percent of Total Impressions

9.8%

Q3 Global Ad Format Trends

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Ad format
48%

34.1%

13.2%
4.7%
15-second pre-roll

15-second pre-roll companion

30-second pre-roll

30-second pre-roll companion

Global Digital Audience Report	 4
Q3 Global Ad Spend Trends
Worldwide eCPM Averages Across Display, Mobile, Social, and Video Channels

Display

Mobile

Video

4.9%

$12

Display

$11
$10
$9

.9%

eCPM

$8

Mobile

$7
$6

.54%

$5

Video

$4
$3

Insights
Display ad eCPM continued to climb,
moving from $1.22 in Q2 to $1.28
in Q3. Global impression volume is
stable, but the summer lull has given
way to amped-up back-to-school/
holiday media buys starting at the
end of September.
Mobile eCPM increased marginally
from $1.01 in Q2 to $1.02 in Q3. An
increase in impressions available
is keeping pace with revved-up
demand, with more dollars moving
to digital and mobile.
While pricing increased July through
September, online video eCPM
remained essentially unchanged
this quarter dropping marginally
from $11.03 in Q2 to $10.97 in Q3,
with volume staying consistent.

$2
$1
$0

eCPM by Month — US, EU, Latin America, and APAC

July

August

September

Global Digital Audience Report	 5
$15.00

$14.50

$14.00

$13.50

$13.00

$12.50

$12.00

$11.50

$11.00

$10.50

$10.00

$9.50

$9.00

$8.50

$8.00

$7.50

$7.00

$6.50

15%

$6.00

$5.50

$5.00

$4.50

$4.00

$3.50

$2.50
$3.00

$2.00

$1.50

$1.00

$0.50

$0.50

Percent of Total Impressions

$1.60

$1.50

$1.40

$1.30

$1.20

$1.10

$1.00

$0.90

$0.80

15%

$0.70

$0.60

$0.50

0%
$0.40

10%

$0.30

Display: 53% of impressions are in the $0.10 – $0.80 range.

$0.20

Price Bucket (bin)
Percent of Total Impressions

20%

$0.10

$2.90

$2.80

$2.70

$2.60

$2.50

$2.40

$2.30

$2.20

$2.10

$2.00

$1.90

$1.80

$1.70

$1.60

$1.50

$1.40

$1.30

$1.20

$1.10

$1.00

$0.90

$0.80

$0.70

$0.60

$0.50

$0.40

$0.30

$0.20

$0.10

Percent of Total Impressions

Q3 Global Ad Spend Trends

Worldwide eCPM for Display, Mobile, Social, and Video Channels

Mobile: 60.6% of impressions are in the $0.10 – $1.00 range.
Price Bucket (bin)

10%

5%

0%

Video: 60.3% of impressions are in the $8 – $12 range.

Price Bucket (bin)

10%

5%

0%

Global Digital Audience Report	 6
About Turn
Turn delivers real-time insights that transform the way leading advertising agencies
and marketers make decisions. Our cloud applications and Internet-scale architecture
work together to provide a complete yet anonymous picture of customers, execute
cross-channel campaigns, and connect with a worldwide ecosystem of more than
100 partners.

For more information:

Every day, the Turn Cloud Marketing Platform makes nearly 100 billion advertising
decisions and analyzes more than 1.5 billion customer attributes. Our robust architecture
provides instant access—responding within 10 milliseconds—to over 2 trillion display,
mobile, social, and video advertising impressions every month.

Europe
Helen Miall
helen.miall@turn.com
+44.20.7255.5665

Data for this Global Digital Audience Report is based on activity on the Turn platform
from July to September 2013. Audience characteristics are based on data from Turn
inventory partners (www.turn.com/inventory-partners). Special thanks to Max Knight,
Turn Director of Professional Services, for the analytics that yielded the insights in
this report. 

Asia-Pacific
Rita Vannithone
rita.vannithone@turn.com
+852.6087.4576

Turn is headquartered in Silicon Valley and provides its platform, products, and services
worldwide.

Americas
Quynh Cline
quynh.cline@turn.com
1.650.362.6891

For press inquiries
Jonathan Gardner
jonathan.gardner@turn.com
1.646.339.8626

Visit www.turn.com. Follow us @turnplatform.

© 2013 Turn Inc. All rights reserved. Turn and the Turn logo are registered trademarks of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without notice.
This document is general in nature and is not meant to be a comprehensive review. Turn makes no guarantee about the accuracy or completeness of the content in this document, and Turn expressly disclaims any responsibility for any
errors, omissions, or inaccuracies herein. October 2013

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TURN.com Global digital audience_report_October 2013

  • 1. Global Digital Audience Report July to September 2013 COUPO N
  • 2. The Turn Digital Audience Report | July to September 2013 The Rise of the Cross-Channel Brand Global marketers now have an unprecedented opportunity to reach across channels to engage in meaningful conversations with consumers moving from device to device, shifting formats and media. A recent Forrester study reveals that 90% of adults use three different device combinations to complete one simple task, such as booking a restaurant table or buying a pair of pants. And the increased time consumers spend watching videos and spending time on social networks is being noticed by marketers and matched with ad spending from New York to London, from Sao Paulo to Tokyo. In 2013, we see brands ramping up quickly to keep pace with ever-moving consumers, following them across mobile, video, display, and social media. That’s why the “rise of the cross-channel brand” is the perfect theme for our latest report.* Earlier this year, we introduced the Digital Elite, a high-income group of consumers that represent the top 2% of the online audience and attract more advertising spending than any other group. That audience exhibits the most cross-channel behavior of any segment worldwide. Now we’re flipping the script and taking the marketer’s perspective to look into how quickly brands are launching cross-channel strategies, what types of advertisers are seeing the greatest ROI from going cross-channel, and the real impact these campaigns have on consumer engagement. Key insights for the quarter include: • There’s been a 137% increase in brands going multichannel in 2013. • Advertisers who move from a single channel to two or more channels see an average 3x improvement in ROI. • Display ad eCPM grew 5% during the quarter, while mobile and online video eCPM were essentially unchanged. What these best-in-breed global advertisers all have in common is an “audience first” marketing strategy. They use data and analytics from a technology platform such as Turn’s to find their most valuable audience and target them on the right device and the right channel, at the right time, with the right message. What these best-in-breed global advertisers all have in common is an “audience first” marketing strategy. They use data and analytics from a technology platform such as Turn’s to find their most valuable audience and target them on the right device and the right channel, at the right time, with the right message. The key questions for marketers: What combination of insights and technology can you use to get the right message to a media-agnostic consumer? What can you learn from best practices gleaned by analyzing the rise of cross-channel brands? This report showcases insights we’ve gained from the most recent quarter, July to September 2013. We dive deep into the data pertaining to the rise of the cross-channel brands to provide actionable data. Our goal is to help advertisers follow their example and lead data-driven, audience-first strategies across every media channel, format, and device. We also include core global trends in eCPM pricing and formats to provide a snapshot of market forces and the media spending landscape. *Download last quarter’s Global Digital Audience Report at www.turn.com/proof/#digitalaudiencereport Global Digital Audience Report 2
  • 3. The Rise of the Cross-Channel Brand Turn data shows an explosion in cross-channel ad strategies in 2013. The drive for ROI is sparking marketers to think “audience first” and create strategies that target and engage consumers when and where they’re most receptive. 137% INCREASE 500% INCREASE in the number of brands advertising across multiple digital channels this year. 3x INCREASE in brands that advertised in all four digital channels. in advertising ROI for brands moving from single to multiple channels (average). Best-Performing Brands, January to September 2013 How Cross-Channel Drives ROI Campaigns across multiple channels—mobile, display, social, video—delivered the highest ROI for these brands in the US, EU, Latin America, and APAC. Consumers who see ads in multiple channels convert 24% more often than those who see them in one channel. 3600% 3300% 3100% 3000% 2700% 2400% 2100% 1700% 1800% 1500% 1100% 1200% 900% 580% 600% 580% 540% 460% Automaker Global Telcom Financial Services Insurance 300% 300% 24% 0% Global Broadcaster Major Retailer CPG Brand Tech Brand ROI = KPI Goal / Actual KPI For example, a campaign with a goal of $10 eCPA that comes in at $5 eCPA has ROI of 200% ($10/$5=2). Global Digital Audience Report 3
  • 4. Reaching Relevant Audiences Across Online Channels Percent of Total Impressions Display 39.8% 45% Ad Format Trends Ad format 40% 39.8% 38.5% 35% • isplay advertising has been consistent with larger formats D attracting interest in Q3 2013. 40.4% 39.8% 30% 25% • ore mobile in-app inventory is becoming available, and M higher-converting mobile formats are attracting ad dollars. 20% 16.8% 15% 10% 5% 0% 39.8%.58% 1.6% 39.8% 120x600 160x600 .85%39.8% 39.8%.1% 180x150 300x250 300x600 468x60 1.17% 728x90 Other • ideo advertising is moving more into standardized highV performing formats such as 15-second pre-roll, which is optimal for leveraging brand video assets. Percent of Total Impressions Mobile 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Ad format 82% .6% 7.9% 300x50 300x250 9.5% 320x50 728x90 Video Percent of Total Impressions 9.8% Q3 Global Ad Format Trends 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Ad format 48% 34.1% 13.2% 4.7% 15-second pre-roll 15-second pre-roll companion 30-second pre-roll 30-second pre-roll companion Global Digital Audience Report 4
  • 5. Q3 Global Ad Spend Trends Worldwide eCPM Averages Across Display, Mobile, Social, and Video Channels Display Mobile Video 4.9% $12 Display $11 $10 $9 .9% eCPM $8 Mobile $7 $6 .54% $5 Video $4 $3 Insights Display ad eCPM continued to climb, moving from $1.22 in Q2 to $1.28 in Q3. Global impression volume is stable, but the summer lull has given way to amped-up back-to-school/ holiday media buys starting at the end of September. Mobile eCPM increased marginally from $1.01 in Q2 to $1.02 in Q3. An increase in impressions available is keeping pace with revved-up demand, with more dollars moving to digital and mobile. While pricing increased July through September, online video eCPM remained essentially unchanged this quarter dropping marginally from $11.03 in Q2 to $10.97 in Q3, with volume staying consistent. $2 $1 $0 eCPM by Month — US, EU, Latin America, and APAC July August September Global Digital Audience Report 5
  • 6. $15.00 $14.50 $14.00 $13.50 $13.00 $12.50 $12.00 $11.50 $11.00 $10.50 $10.00 $9.50 $9.00 $8.50 $8.00 $7.50 $7.00 $6.50 15% $6.00 $5.50 $5.00 $4.50 $4.00 $3.50 $2.50 $3.00 $2.00 $1.50 $1.00 $0.50 $0.50 Percent of Total Impressions $1.60 $1.50 $1.40 $1.30 $1.20 $1.10 $1.00 $0.90 $0.80 15% $0.70 $0.60 $0.50 0% $0.40 10% $0.30 Display: 53% of impressions are in the $0.10 – $0.80 range. $0.20 Price Bucket (bin) Percent of Total Impressions 20% $0.10 $2.90 $2.80 $2.70 $2.60 $2.50 $2.40 $2.30 $2.20 $2.10 $2.00 $1.90 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20 $1.10 $1.00 $0.90 $0.80 $0.70 $0.60 $0.50 $0.40 $0.30 $0.20 $0.10 Percent of Total Impressions Q3 Global Ad Spend Trends Worldwide eCPM for Display, Mobile, Social, and Video Channels Mobile: 60.6% of impressions are in the $0.10 – $1.00 range. Price Bucket (bin) 10% 5% 0% Video: 60.3% of impressions are in the $8 – $12 range. Price Bucket (bin) 10% 5% 0% Global Digital Audience Report 6
  • 7. About Turn Turn delivers real-time insights that transform the way leading advertising agencies and marketers make decisions. Our cloud applications and Internet-scale architecture work together to provide a complete yet anonymous picture of customers, execute cross-channel campaigns, and connect with a worldwide ecosystem of more than 100 partners. For more information: Every day, the Turn Cloud Marketing Platform makes nearly 100 billion advertising decisions and analyzes more than 1.5 billion customer attributes. Our robust architecture provides instant access—responding within 10 milliseconds—to over 2 trillion display, mobile, social, and video advertising impressions every month. Europe Helen Miall helen.miall@turn.com +44.20.7255.5665 Data for this Global Digital Audience Report is based on activity on the Turn platform from July to September 2013. Audience characteristics are based on data from Turn inventory partners (www.turn.com/inventory-partners). Special thanks to Max Knight, Turn Director of Professional Services, for the analytics that yielded the insights in this report.  Asia-Pacific Rita Vannithone rita.vannithone@turn.com +852.6087.4576 Turn is headquartered in Silicon Valley and provides its platform, products, and services worldwide. Americas Quynh Cline quynh.cline@turn.com 1.650.362.6891 For press inquiries Jonathan Gardner jonathan.gardner@turn.com 1.646.339.8626 Visit www.turn.com. Follow us @turnplatform. © 2013 Turn Inc. All rights reserved. Turn and the Turn logo are registered trademarks of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without notice. This document is general in nature and is not meant to be a comprehensive review. Turn makes no guarantee about the accuracy or completeness of the content in this document, and Turn expressly disclaims any responsibility for any errors, omissions, or inaccuracies herein. October 2013