IgnitionOne’s latest report for Q3 2015 reveals trends in digital advertising metrics, marking the fourth straight quarter of growth in paid search spend in the U.S. Facebook, meanwhile, continues to outpace Google in display growth.
Key findings in the report include:
Search spend growth continues – U.S. paid search spend grew 12% YoY in Q3, with click-through rate (CTR) and cost-per-click (CPC) increases pointing to more expensive but efficient ads. Sophistication in mobile advertising may be a driving factor in the spend increase.
Mobile search sees slower growth – Shifts in user behavior from tablets/desktop to mobile phones continued to lead to an increase in mobile search spend of 56% YoY. Tablets, similar to desktops, were relatively flat. This is due to the similar ways they’re now managed by users, as well as increased sophistication and interest in mobile traffic. This resulted in 64% of mobile spend share devoted to phones and 36% share going to tablets.
Yahoo Gemini brings change – The addition to the marketplace of Yahoo Gemini gives Yahoo the ability sell its own Mobile and Native ads into its own search results while giving it more control. This has implications to the data tracked in this report and tactics for marketers as it increases fragmentation and bifurcation in the market.
Facebook outpaces Google as ad costs rise – Facebook continues to grow in spend, up 40% while Google display spend dropped 19%. The cost of Facebook ads also continued to climb, with eCPMs up 33% compared to last year.
Programmatic display indicates shift to remarketing – When looking at display tactics in Q3, we see a slight shift toward remarketing ads (targeting ads to users who have visited a site before) when compared to last quarter, coming in at 53% of spend. This is a brief stabilization and a 50:50 mix of remarketing versus prospecting (look-a-like, contextual, custom targeting and reach).
This is the longest continuously running quarterly report on digital marketing trends and is the latest in a series from IgnitionOne, reviewing trends across the online advertising landscape.
On any given day, a customer visits a website and browses around but does not convert. This opens the opportunity to remarket to that individual on social media using Facebook custom audiences, allowing for consistent reach even across mobile.
The IgnitionOne team recently worked with the marketing team at Toyota to test the performance of a “standard” custom audience against an IgnitionOne-powered custom audience. Toyota historically enjoyed some success with retargeting across Facebook, but were open to the exploration of even stronger results – and with IgnitionOne, the results spoke for themselves.
Coca-Cola, Nissan, and HBO have taken a giant leap into the virtual world of advertising. Virtual reality can transform the advertisement industry, but the industry itself has to understand the technology before diving head first into the transformation. Virtual advertisement will allow individuals to enter a completely different experience, getting immersed in a very authentic way of viewing ads. “Today social networks are about sharing moments, but tomorrow it will be about sharing experiences.” Virtual reality will give all a sense of presence that they are unable to get from any other advertisement.
The same ads you see on Instagram will now be appearing on your Facebook page. Facebook, who owns Instagram is testing this on Mercedes-Benz, allowing their car ads to target users who follow them on Instagram. Targeting will be extremely precise. “Brands could use Instagram for brand awareness, then Facebook for their direct-response messaging.” The goal is to target individuals based on their information on both Facebook and Instagram, giving them ads from businesses that interest them.
Search is part of a huge platform for driving conversions. The article talks about three different ways to improve a company’s entire marketing efforts through search perspectives. The first being to listen carefully as to provide the user with a better experience. The second is to review your brand’s trending techniques frequently. Finally, the third is experimenting with Google AdWord search.
The female dominated site, Pinterest, just hired David Rubin as their new head of brand. This was a bit of a curveball because Pinterest is predominantly used by females and at his last job, Rubin worked with Axe. However, Pinterest hired David in order to expand their reach to men as well. “This is a fantastic brand already,” Rubin said. “My job is to help unlock that for more people, more often.”
Foursquare is in the middle of a huge rebrand. It is getting rid of one of its main features, the check-in. In addition, they are also changing their logo and creating a new typeface. The problem they face with this is not upsetting their loyal users. They are trying to make the user experience more personalized. They have approximately 10.3 million users.
Google is notorious for getting big name brands to sign on for their promise of better click-throughs. Google has it easy with blurring the lines between organic and paid search. Mike Capsambelis, the Product Manager at Google Shopping wrote, “We believe these ratings will help differentiate products across google.com and google.com/shopping and will help merchants drive more qualified traffic through Product Listing Ads.” the product ratings willl begin to appear across Google Search homepage, as well as Google.com/shopping portal.
IgnitionOne announced an update to the Analytics solution within the Digital Marketing Suite this Thursday. The tool will help marketers improve their workflow and increase reporting speeds. DMS Analytics will add to IgnitionOne’s platform of simplification in the online marketing and advertising industry.
Every successful brand has good storytelling. Where to place the stories is a hard task, in addition to deciding where to spend money. Telling the story on all the platforms they can afford is the ideal situation. “The essence of that story should be a point of difference that is effectively dramatised.” This article notes that it is where (read: digital channels) the stories are told that is critical.
Paid search continues to dominate the digital advertising world. The National Retail Federation and Forrester Research Inc. released a report that showed that 76% of e-retailers said the paid search drove up more sales than the year before. 99% of the respondents said that they allocated some of their budget to some sort of PPC advertisements. However, display was also a factor in many companies marketing strategies. 77% of respondents said they spent more on display this year than they did last year. It is exciting to see the growth of digital marketing and how greatly it has changed the marketing world.
Mobile advertising took off for Facebook, so much that it increased their revenue up 61% since last year. That is $2.91 billion, where active mobile users grew 40%. The mobile industry has continued to make Facebook boom, as it holds the second highest spot after Google in mobile ad earnings. It is evident that Facebook holds itself high on the pedestil for gaining ad performance.
Mobile ad spend is predicted to gain a much higher outcome and get more money from advertisers than ever before. The article claims that the spending on smartphones and tablets combined will reach 83% and $18 billion in 2014. On the contrast, Newspapers will generate $17 billion, bringing radio at $15.5 billion. industry experts are advocating for marketers to gear their ads towards the mobile world, and focus less on print sources. “As the measurement tools develop, industry experts say marketers will become increasingly comfortable with shifting more money to mobile.”
The number of smartphone users is expected to reach 1.75 billion by the end of 2014. There have been some key trends in mobile marketing that came along with this increase of smartphone users. A few key trends have been geo-targeting, the use of micro-content, emails shifting towards mobile first and personalisation of mobile. Sooner, rather than later, mobile will be the number one platform on which companies advertise on.
When going through a digital transformaiton, 54% of companies believe it is up to the Cheif Marketing Officer to get the job done efficiently. “The role of marketing is bigger than just awareness and discovery, it’s about the relationship,” said Brian Solis. Companies need to know how to implement their technology in a way that is easy to understand for the marketers.
The programmatic ad market is set to grow from $12 million to $32 million in 2017. Adults in the United States are averaging spending two horus and fifty-one minutes each day on their mobile devices. One challenge that mobile poses is the tracking mechanism, seeing as there is no universal cookie that can be used in the mobile environment.
With advertising, it is all about survival of the fittest. Advertisers must adapt to digital marketing or they will get left behind. Digital has surpassed T.V. with the amount of time users spend on it per day. Four aspects of digital advertising that advertisers must utilize are IAB Rising Star Ad Units, Native advertising, Big Data, and Programmatic. With the use of digital, companies can now pinpoint the customers they would like to reach out to.
Despite advances in targeting, Facebook has been revamping algorithms and working toward weeding out irrelevant advertising on individuals’ NewsFeeds in order to make for a more seamless user experience. First, they will need to revamp their technology, which will allow them to understand which advertisements users actually enjoy seeing. Next, advertisers will have to find a way to make it seem like users are not getting ads only for selling purposes.
Users are now more demanding than ever before. They want the information, and they want it as fast as possible. “We’ve found one of the biggest barriers to delivering an integrated digital customer strategy has less to do with the technologies deployed, and more with aligning executives and employees around a single, shared vision.” The article states that the best relationship to have is between the CMO and the CIO, due to the significant amounts of technology marketing is spending in their expenses. In order for marketers to produce the best results for excellence, they need the best possible technology from IT.
Yahoo! Mobile and video platform took off in ad revenue this quarter, and it only looks like it will get better in the future. “During the quarter, search ad revenues (ex-TAC) grew by 6% year over year to $428 million.” What was disapointing was the display ad revenue, which declined 7% in the past year. Mobile growth is continuing to grow, as the user base will consume much more content across Yahoo’s website. On the video side, the company has intesified its efforts to enter the online video space.
Romania has officially made it on the top ten in European online digital ad spend. The article states, “online advertising grew by 11.9 percent to a market value of EUR 27.3 billion in 2013.” Other top countries were Italy, Russia, Turkey, Slovakia, the UK, Hungary, Austria, Norway, and Serbia. These country’s online advertising grew incredibly in 2013 across all platforms.
The entertainment and media industry in Australia is expecting a growth of $40 billion by 2018. This includes consumer and educational books, consumer magazines, filmed entertainment, free-to-air television, interactive games, the internet, music, newspapers, out-of-home advertising, radio and subscription television. “Australia has the world’s highest rate of mobile broadband subscriptions per head.” Amongst this, the article reports that streaming online is at a height.
Moving to mobile is the new trend that Facebook and Twitter have noticed growing. Brands are also taking notice to this and working their way to target consumers in a new way. The article states that consumers are most likely to be on their mobile devices. “Do Facebook and Twitter need brand dollars to shift to app-install ads, or can they keep riding the Candy Crushes of the world to fuel their growth?” Facebook and Twitter are nervous about how things are unfolding due to the demand in ap-install ads driving high revenue.
More than ever before, individuals are using mobile. According to the article, users are spending 65% more time on mobile devices. The article also shows graph charts displaying how much mobile apps are used per month and the time per month they are used. An interesting fact about this is that the age that spends the most time per month on mobile apps are from 18 to 24-year-olds (approximately 37 hours per person). However those between the ages of 25 and 44 years old are accessing the greatest number of apps (29.5).
According to the article, the rate of global advertising growth will more than double this year. The two obvious factors that will increase the global advertising spend are the world cup and winter olympics. However, the increase in digital and mobile advertising also has a big impact. eMarketer forecasts the global advertising spend will reach $545.4 billion this year. Digital ad spending is projected to go up 16.7% as well.
The digital advertising market is evolving at an exponential rate. The three areas that have experienced significant growth are mobile, video, and programmatic. According to the article, “Mobile is the fastest-growing ad medium, and will see 43% annual growth between 2013 and 2018.” Companies that have invested in programmatic ad buying technology have also shown great success. It is without a doubt that these three types of digital advertising will be the future of online marketing.
IgnitionOne just released its highly anticipated Quarterly Report. IgnitionOne’s quarterly report is the longest continuously running quarterly report on Digital Marketing trends. IgnitionOne had some extremely interesting key findings in their report. Search advertising spend is up 9% since last year. Google regained engine market share increasing their share to 79%. On the basis of the report, Roger Barnette says, “our clients closely track ROI and will follow results when deciding where to spend their next dollar.”
Just in case anyone had doubts, mobile commerce is here to stay. New research conducted by Australian Communications and Media Authority shows that mobile commerce has grown by 448% since 2010. As a matter of fact, the report shows that Australian consumers would rather shop from their mobile device. This growth of mobile commerce can be attributed to the increased ownership of smartphones worldwide. Smartphone ownership has increased 8% since May 2013. Mobile commerce is still growing and show no signs of slowing down.
Facebook has once again changed the way they track their customers. Facebook has now decided to track what users do outside of their site. This can be viewed as a huge breach in the users privacy. However, facebook claims they are doing this in order to provide more relevant advertisements to their users. Jeff Chester, executive director of the Center for Digital Democracy, explains that “Facebook is going to use multiple ways to track their users and sell them to their advertisers.”
The infographics in the article show the future of digital marketing and the trends of the industry over the past years. According to the article, “within the next 5 years, digital will account for 75% of the Marketing budget.” Email and mobile both have grown greatly in channel effectiveness since 2012. Many executives say the biggest problem with switching to digital, is “managing the change.” However, it has been proven that digital is effective, so managing the change should be worth it.
Which social media platform are advertisers spending most of their time and money on for the future? The answer is Twitter. The largest goal for marketers, when polled, was bringing “awareness and sentiment” for their brands. Facebook was by far the most dominant social media platform, where 83%, up from 70% of advertisers are now paying for ads on Facebook. However, for a future outlook, advertisers are looking at Twitter as their favored way of promotion. Youtube came behind Twitter and Facebook, falling fourth as the best ad platform for ROI.
Twitter is now growing to expand its mobile app promotion ads worldwide. The ads ultimately redirect users to download new apps or open their existing apps already downloaded on their smartphone. There is no doubt that Twitter has incredible targeting capabilities. Twitter also offers conversion tracking capabilities for its advertisers, allowing marketers to measure the impact of their campaigns. According to BIA/Kelsey, most of the credit for the success goes to Facebook’s News Feed ads and Twitter’s Promoted Tweets.
9% more was spent by U.S. Marketers this year in paid-search ads. Mobile and tablet devices made up for 27% of total search spend. Running campaigns on smartphones alone rose 173%. The article mentions IgnitionOne’s study on the move away from advertising on search partner sites. “The difference in efficiency on Google is likely due to how quality score is calculated separately for their partner sites,” per the study.
IgnitionOne is mentioned on its Q2 2014 marketing report, contributing to large improvements in innovation in paid search technology. The article also mentions different growth engines, such as Google and Facebook’s remarketing platform, Facebook Exchange. It takes note on how much mobile and tablet devices are growing in the market. Smartphone spending amazingly grew by 173%.
We know that many of our customers are well versed in Facebook Exchange (FBX), but there are many who do not live in the space and have limited knowledge. I was one of many that fell into this category. This was before I was asked to write an introductory article to FBX and discovered a whole new world of digital advertising.
Facebook is an obvious appeal to many, (particularly myself), who use it to communicate and stay in touch with many friends. Never did I think twice about the content of the advertisements that popped up on the side of my NewsFeed… until I realized the same boots I had just viewed on Amazon were appearing on the side of my personal Facebook account. At first I thought it was creepy. Did they have access to my personal laptop? The answer, I found out, was no.
The background behind Facebook’s online marketing comes through something called Facebook Exchange (FBX). FBX is a way marketers optimize their targeting capability and create intelligent interactions with their users through the popular social medium. With FBX, marketers are able to reach their users on Facebook by tracking websites previously visited, all in real-time. Using cookies for tracking, third-parties like IgnitionOne are able to identify each unique user through an engagement score and bid for their ad clients (AKA retargeting). FBX has created a very unique opportunity for advertisers to push users towards purchases in real time when active on Facebook.
A possibly less creepy situation occurred on Facebook when I was booking a holiday trip for my December vacation. After my Google search for “holiday vacations,” Facebook posted multiple ads on cheap airfare and hotel stays right on my NewsFeed. This happened because I had clicked on a specific link that led to an advertiser who had a remarketing pixel. This ad I saw was specific to the advertiser that had pixeled me for planning a holiday vacation. Now I must say, in this situation, I actually found myself clicking on these ads to view what they had in the package for me and in the end, I purchased my holiday flight from one of those advertisements.
As a third party, IgnitionOne offers this ad optimization method through FBX. IgnitionOne bids using their own profiled information they collect with real-time tracking. These functions are coming from within IgnitionOne’s Digital Marketing Suite (DMS), optimizing ways to reach customers. Through real-time bidding (RTB), IgnitionOne has helped advertisers reach millions of users globally.
Facebook now counts for more than half of the retargeted ads on the Internet. It is IgnitionOne’s media optimization and Demand Side Platform (DSP) that contributes to FBX and helps advertisers spend less money and improve their performance significantly. With the use of the Engagement Scoring algorithm, they are able to bid smarter than other competitors.
Edmardo Galli, Managing Director of IgnitionOne Brazil, said that our company is Facebook’s leading partner in Brazil. “Almost all of our campaigns are running in FBX now,” Galli told me. “Brazil is second in the world in total number of Facebook users, which means our programmatic campaigns receive double the results of other exchanges.”
Targeting consumers has never been more efficient. Through Facebook posts and NewsFeed ads, FBX has transformed the way marketers advertise. Now we can all settle down and accept that it is not creepy the next time Facebook knows we are planning a specific eight-day trip to Hawaii.
Facebook has received a backlash of complaints on their recent decrease in organic search. According to the article, there was an “internal tweak” that caused much anger for brands because now they have to pay to reach their audience. Originally telling their agencies that getting enough likes was sufficient enough to generate an audience, but now that organic reach has decreased, brands have to pay to reach their audience. This will cause Facebook’s ad revenue to increase, but decrease brands trust in them. Facebook has been working to improve their communication for future changes.
There has been a recurring problem with searches on mobile devices. Smartphone users have been getting directed to a company’s mobile site rather than the webpage they were actually looking for. Google is urging brands to fix this problem so that it is easier for users to get the information they are looking for. The problem that comes along with fixing this issue is that it requires a good deal of money and time for the companies to expend.
There has been a recent trend in companies to put their needs in front of their members. Many companies make decisions that are best for the company, but not the members. The author explains that this habit must be discontinued. Companies must stop worrying about what technology is the best, but worry about what will make the members happy.
In the realm of paid search, it is no doubt that Google tops the chart. However, the article explains recent trends with users on mobile apps, pushing Google behind first place. These mobile apps use alternate sources of revenue generated outside of Google ads. According to the article, 85.9 percent of digital ad search projected for 2018 is through mobile advertising alone. Sure, Google will lose the top spot in the mobile advertising world, but that’s not to say they won’t be too close behind.
Social media has made the world of marketing into a much larger platform of attention. Marketing is now all about satisfying the customers individual needs. No longer are brands targeting just an audience, but also, individuals within that audience. According to the article, there are six trends in social media that are bound to continue to hold a large promotion for marketers in their business. These six are content, social listening, Google+, visual social media, paid social advertising, and smartphones.
Starting August 6th, mobile devices will begin to include Facebook links. This is particularly targeting mobile app ads in order to have the same appeal those ads would have when accessing Facebook through a desktop. This change shows just how important mobile ads on Facebook are becoming.. According to the article, most of Facebook’s social revenue network comes from mobile, and this new version will only reach more users and continue to grow their total advertising income.
IgnitionOne is excited to announce a couple of new updates to its Facebook offering:
Added support of Page post link ads within News Feed through Facebook Exchange (FBX)
Gave marketers the ability to serve consumers a personalized News Feed ad that aligns with their interests with a Dynamic Creative functionality within the Digital Marketing Suite (DMS)
These updates to the DMS give marketers even more ways to reach consumers by leveraging high-profile ad units and displaying relevant messages by using creative that shows products they have engaged with or demonstrated interest in.
Marketers are now able to:
Apply predictive portfolio optimization with News Feed ads using SPOT®
Create custom Facebook Page posts and News Feed ads within the DMS
Customize the creative unit with dynamic insertion of product images, names, descriptions, and pricing
Provide organic advertising opportunities by integrating social features (Like, Share, Comment) with display targeted ads
Facebook News Feed ad support is backed by IgnitionOne’s powerful media optimization and DSP capabilities, a part of the integrated DMS, which helps marketers spend smarter, work easier and improve performance. These solutions help marketers manage and optimize paid and natural search, display and Facebook advertising, supported by cross-channel attribution alongside site optimization capabilities that present the right message at the right time to website visitors.
IgnitionOne is a Facebook Preferred Marketing Developer (PMD) for Ads.
Facebook® is a registered trademark of Facebook Inc.