forecast period

Branding Forecast to Match Direct Response in Digital Ad Spend

source: http://www.marketingcharts.com/wp/direct/branding-forecast-to-match-direct-response-in-digital-ad-spend-36664/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Indeed, brand advertising spending growth will outpace direct response in each year of the forecast, with increases of 18.1% and 11.2% respectively this year and 10.5% and 3.6% respectively in 2017.

The eMarketer forecast aligns with recent survey results from Vizu and the CMO Council, in which 61% of respondents said they are re-allocating budgets away from direct response to brand advertising initiatives. That same survey revealed that 70% of brand marketers expect to up their spending on social media advertising, while similar proportions will increase mobile (69%) and video (64%) ad spend. Interestingly, though, a more recent survey of global marketers (predominantly in Europe) found that few count branding as their top objective for social media ad buys, leaning instead to lead generation. That was a different result than found by Vizu and AdAge in separate surveys indicating branding to be the clear-cut objective for social ad campaigns.

The line between branding and direct-response campaigns tends to be blurring, says eMarketer, which may explain some of the discrepancies in social advertising goals. In any case, the researcher attributes the greater focus on branding to digital’s growing presence in consumers’ media time. That same explanation was given by Vizu and the CMO Council in their survey, with the researchers suggesting that brand marketers and their ad dollars will follow consumers to their chosen digital media channels, whether they be online, tablet, mobile, or connected TV.

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Sunday, September 15th, 2013 news No Comments

Retail Industry Remains the Largest Spender in US Digital Advertising

source: http://www.emarketer.com/Article/Retail-Industry-Remains-Largest-Spender-US-Digital-Advertising/1010187

Direct-response, search spending garners the greatest share of retailers’ digital advertising

The US retail industry’s advertising spending on paid digital media will hit $9.42 billion in 2013 and rise to $13.50 billion by 2017, for a 10.5% compound annual growth rate (CAGR), according to a new eMarketer report, “The US Retail Industry 2013: Digital Ad Spending Forecast and Key Trends.” While gains in digital outlays have slowed over the past several years, retail remains the top spender among US industries and will retain this lead for the duration of the forecast period.

However, eMarketer also expects the retail industry’s share of the total US digital advertising pie to decline slightly, from 22.3% in 2013 to 22.0% in 2017.

Whether on desktop or mobile, direct-response campaigns will continue to take the lion’s share of digital ad spending by the retail industry. Marketers in the retail industry—led by online and multichannel retailers, but also including catalog retailers and restaurants—will invest 64.6% of their paid digital dollars in direct-response efforts this year, according to eMarketer estimates. Brand-focused campaigns will make up the remaining 35.4%.

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Thursday, September 5th, 2013 news No Comments

UK Consumers Turn to Social Media for Their Online Search Needs – eMarketer

source: http://www.emarketer.com/Article/UK-Consumers-Turn-Social-Media-Their-Online-Search-Needs/1010174

Younger consumers more prone to look for content on social

Search continues to be a prime digital entry point for many UK consumers. As such, search continues to account for the largest proportion of digital ad spend in the country, according to eMarketer estimates. But there are signs of some shifting habits in terms of how UK web users find online content.

Research from video search techonology company blinkx finds that UK consumers, and particularly younger ones, are beginning to find a lot of their online content via social media. The May 2013 study showed that 43% of polled UK internet users between ages 18 and 24 chose social media to find content online over search.

As an indicator of the move away from search as the default for information discovery, eMarketer forecasts that search’s share of total digital ad spend will decline slightly from 2014 onward. Display is set to be the beneficiary, with video growing its share of that total throughout the forecast period.

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Thursday, August 29th, 2013 news No Comments

Mobile Expands Its Share of Worldwide Digital Ad Spend

source: http://www.emarketer.com/Article/Mobile-Expands-Its-Share-of-Worldwide-Digital-Ad-Spend/1010170

That’s happening even as digital continues to grow significantly, meaning much digital growth is attributable to mobile specifically. North America will remain the No. 1 digital ad market throughout the forecast period, with Asia-Pacific in second place.

Overall, eMarketer predicts an increase of 2.8% in total media ad spending worldwide this year. Next year, the FIFA World Cup will help boost growth levels to 5.0%, the highest projected increase through 2017. By the end of the forecast period, eMarketer estimates advertisers around the world will spend $616.3 billion on all paid media.

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Wednesday, August 28th, 2013 news No Comments

US Digital Ad Spending by Format

source: http://www.emarketer.com/Article/Mobile-Gains-Greater-Share-of-Search-Display-Spending/1010148

Video, though still a relatively small slice of the display pie, will continue to be the fastest-growing digital ad format throughout eMarketer’s forecast period.

In the world of mobile alone, search is a more heavily favored format. This year, eMarketer expects 51.5% of all spending on mobile ads to go toward search, compared to 44.8% for display ads, including banners, video and other formats. Like in the digital advertising market as a whole, display formats are growing more quickly on mobile than search—but not fast enough to overtake search spending by 2017.

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Thursday, August 22nd, 2013 news No Comments

US Total Media Ad Spend Inches Up, Pushed by Digital – eMarketer

source: http://www.emarketer.com/Article/US-Total-Media-Ad-Spend-Inches-Up-Pushed-by-Digital/1010154

eMarketer expects US advertisers to spend $171.01 billion on paid media this year, up 3.6% over 2012 spending levels, according to our most recent forecast of US ad spending.

The 3.6% growth rate will be down somewhat from last year’s 4.3% increase, attributable largely to boosts from the Summer Olympics and a national election season. Spending growth for 2014 will be up, with help from the Winter Olympics, midterm elections and the FIFA World Cup, as growth rates hover between 3.1% and 4.1% for the rest of the forecast period.

eMarketer expects TV to continue to capture the largest share of paid ad spending in the US for the foreseeable future, though its percentage of total spending will drop slightly, from 39.1% in 2012 to 38.8% this year and 38.2% in 2017, as spending on TV ads grows more slowly than spending on paid media as a whole.

Digital media will gain the most share during the forecast period, rising from 22.3% of total spending in 2012 to nearly a quarter this year and 31.1% by 2017. Mobile alone will grow ad spending even more quickly than digital as a whole; mobile is expected to account for 15.8% of all ad spending by 2017, or $31.1 billion.

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Thursday, August 22nd, 2013 news No Comments

Mobile User Bases at Facebook and Twitter Keep Growing – eMarketer

source: http://www.emarketer.com/Article/Mobile-User-Bases-Facebook-Twitter-Keep-Growing/1010135

Mobile Facebook usage will be significantly more widespread. This year, eMarketer estimates, just shy of 100 million Americans will access their Facebook account via mobile phone at least monthly. Nearly all mobile social network users will use Facebook via mobile. The overall mobile Facebook population will increase by more than 50% between this year and 2017, the end of eMarketer’s forecast period.

Despite these high mobile usage numbers, the overall size of Facebook’s US audience means the share who will access the social network on their phones is still smaller than that of Twitter—but not for long. eMarketer estimates 67.6% will do so this year, rising to 95.5% by 2017.

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Thursday, August 15th, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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