outlays

Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014

source: http://www.emarketer.com/Article/Nearly-Half-of-B2Bs-Expect-Marketing-Budget-Bump-2014/1010238

More use video sharing

Business-to-business (B2B) marketers are already looking ahead to 2014, and the outlook for the year seems positive. The Sagefrog Marketing Group surveyed US B2B marketing and management professionals from a cross-section of industries in the summer of 2013 and found that 45% of respondents expected to see an increase in budgets in the next year, while 52% thought their outlays would remain the same.

The top four most popular marketing channels for B2Bs were all digital, according to the survey. Websites were the most uniformly employed technique, used by 85% of those polled. Email marketing was second at 72%, followed by social media (67%) and search engine optimization (56%). Just under half of respondents relied on trade shows, while four in 10 used direct marketing.

Eighty-four percent of B2B marketers used social networks this year, up from 79% in 2012, while both blogs and microblogs saw a decline in B2B use this year. Photo sharing also saw a precipitous decline over the last year. Video sharing, however, continued its growth trend, in use by 37% of surveyed B2B marketers.

In September, B2B Magazine released an analysis of data from Kantar Media, which found that ad spending among t! he top 50 B2B advertisers in the US had increased by 4.8% between 2011 and 2012 for a total of almost $4.3 billion. However, the only channels that saw ad spending growth were television, outdoor and consumer magazines. Online display ad spending dropped by 1.3%, according to B2B Magazine. Still, online display ads accounted for 10.5% of US B2B ad spending, behind only television (59.6%).

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Tuesday, September 24th, 2013 news No Comments

US Total, Digital Ad Spend See Solid Expansion

source: http://www.emarketer.com/Article/US-Total-Digital-Ad-Spend-See-Solid-Expansion/1010217

AT&T tops L’Oréal as second-place advertiser

For the first half of 2013, Kantar Media estimated that the total US ad spend market rose 2.0%, compared with the same period one year earlier. But Q2 2013 was notable for an even faster rate of increase, at 3.5% over Q2 2012, suggesting that the ad spend market may be gaining some momentum.

TV ad spend expanded even faster than digital display spend in Q2 2013, growing 6.4%, vs. 4.1% for digital display. Big winners among the TV segments included cable TV, which jumped up 10.1% in H1 2013 over that period in 2012, and Spanish-language TV, which grew 9.4%.

For H1 2013, digital display ads saw a 5.3% increase. But this estimate excludes video and mobile ads, two digital formats that are seeing among the biggest bumps in investment, suggesting that total digital spending rose by significantly more than the figure cited for display only.

Retail remained the top spending ad category, but growth in Q2 2013 was minimal compared to a year prior, at only 0.1%. The telecom industry grew fastest, at a 19.5% rate, and restaurants and insurance also grew ad spend by double-digit percentages.

As for which companies were shelling out the most cash for ads, Procter & Gamble was the top spender, putting up $804.8 million in Q2 2013, and it was also No. 2 for growth, increasing outlays over Q2 2012 by 35.3%. Only Pfizer, the No. 10 advertiser, increased spending by a greater 54.0%. AT&T made a significant ad investment in Q2, upping spending by 33.2% to become the No. 2 advertiser in the US, edging out L’Oréal, whi! ch was No. 2 a year earlier. L’Oréal increased spending by a relatively meager 4.6% in Q2 2013 over Q2 2012.

eMarketer estimates that total US ad spending will grow 3.6% this year, which is in keeping with Kantar’s estimate of Q2 performance, but ahead of its half-year projections. eMarketer’s inclusion of all digital formats may account for some of this difference in spending estimates. Kantar put total ad spending for the year at $68.9 billion. eMarketer expects full-year 2013 ad spending to reach $171.0 billion.

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Monday, September 16th, 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

How Are Google’s Product Listing Ads Performing?

source: http://www.emarketer.com/Article/How-Googles-Product-Listing-Ads-Performing/1010185

Costs of PLAs starting to rise

Google’s Product Listing Ads (PLAs), which are enhanced search ads that include features such as price and image, received significant attention from marketers during the 2012 holiday season, according to a Marin Software study of advertisers who had made paid search buys through the Marin platform.

However, since December 2012, PLAs’ share of search ads has declined. In July 2013, 1.05% of text ads worldwide were PLAs, compared to 1.22% just two months earlier. This is likely to change as the 2013 holiday shopping season kicks into gear, and retailers increasingly opt for richer search ads.

While there has been some falloff in advertiser interest in the ads, the outlook for PLAs is good given that the ads do seem to garner higher clickthrough rates (CTRs) every month. In July 2013, the average CTR of these ads reached 1.66%, up from 1.00% in January 2012. The study specifically called out mobile shopping as a prime contributor to these increased clicks.

Costs per click are reaching progressively higher, though, up to $1.59 in July 2013, compared to $1.04 in July 2012. Rising prices may be encouraging advertisers to be more strategic in their PLA buys.

Comparing the share of clicks on PLAs vs. text ads, Marin Software found that while July saw a slight dropoff in clicks on the enhanced search ads, the overall trend seems to be toward more PLA clicks. PLAs took a 2.21% share of clicks in July 2013, still nearly double the 1.15% share PLAs garnered in th! e previous July.

The holiday shopping season seems to be when the greatest percentage of spending outlays go toward PLAs compared with text ads.

The percentage spent on PLAs remained below 2% between January through October 2012, and then jumped during the November and December 2012 shopping season. After the holidays, the share devoted to PLAs came down considerably but still stayed above 2%, and reached 303% in June 2013.

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Wednesday, September 4th, 2013 news No Comments

US Mobile Ad Spending, Search is Largest Share

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

Digital ad spending continues to shift from desktop to mobile devices, according to eMarketer’s latest estimates on US ad spending.

Search has already undergone a dramatic shift in spending toward mobile, which will continue into the future. In 2010, just 2.1% of all digital search ad dollars were spent on mobile devices. This year, that share will reach 22.1%, and by 2017, eMarketer expects, US advertisers will spend 59.6% of all digital search dollars on mobile.

Search is still king of the US digital ad spending market, but its hold on the crown is getting shakier each year. eMarketer’s latest forecast of US ad spending, including digital ad formats, pegs search ad spending at $19.6 billion this year. That includes search ads on desktop and laptop computers as well as mobile phones, tablets and other connected devices.

Digital display spending is still lower, at an expected $17.6 billion this year, including outlays on banners, video, rich media, sponsorships and other display formats, like Facebook’s Sponsored Stories or Twitter’s Promoted Tweets. Next year, combined spending on display formats will reach $20.6 billion, close to search’s expected $21.6 billion in spending, and by 2015 display will pull ahead.

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Thursday, August 22nd, 2013 news No Comments

Digital Video Takes TV Dollars

source: http://www.emarketer.com/Article/Digital-Video-Takes-TV-Dollars/1010146

Video is the fastest-growing digital ad format; eMarketer expects US digital video ad spend to rise by 41.4% this year and by nearly 40% next year as well, when outlays will reach $5.7 billion.

Findings from the Interactive Advertising Bureau (IAB) show that much of that increased digital video spending will come out of former TV budgets. Seventy percent of buy-side US senior executives told the IAB they would likely move TV dollars to digital video in the coming year. An even greater 75% of all US senior executives surveyed said the same, suggesting there is significant excitement around digital video from all corners. However, those on the buy side may be slightly more realistic about how budgets will really move.

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Wednesday, August 21st, 2013 news No Comments

Data-Driven Marketing Efforts Increase – eMarketer

source: http://www.emarketer.com/Article/Data-Driven-Marketing-Efforts-Increase/1010108

Big Data has become a routine talking point for digital marketers, but are they merely paying the subject lip service, or shifting dollars as a result of their analysis? According to data management platform provider BlueKai, data-driven marketing has seen a 227% increase over the course of H1 2013. BlueKai surveyed marketing executives and media buyers worldwide in June, finding that 91% of respondents agreed that the use of data figured prominently into segmentation and targeting strategies.

Marketers also indicated that they were letting data influence the allocation of their resources. One-third of respondents said data influenced 75% to 100% of their digital marketing budget, while another third said it affected 50% to 75% of outlays.

Email was the marketing area most often influenced by collected data. But marketers also indicated it was having a sizeable influence on retargeting, display targeting and creative optimization, among other strategies.

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Tuesday, August 6th, 2013 news No Comments

Regional Economic Woes Drag Down Worldwide Total Media Ad Spend Growth

Ad spending on major media worldwide will be up 2.8% this year, new figures from eMarketer suggest, after a 4.4% climb in 2012 that was boosted in part by spending on the Olympics.

Slower growth this year will bring the total spent to $516.95 billion, which includes spending on digital (including mobile), directories, magazines, newspapers, outdoor ads, radio and TV.

2014 will once again see a jump in growth closer to 5%, due in part to expected outlays around the FIFA World Cup that year in Brazil. By 2017, spending will reach $616.65 billion.

The fastest growth in spending will come from emerging markets in Central and Eastern Europe, and Latin America, where regional growth this year will reach 8% and 7.5%, respectively—significantly higher than the worldwide average. Spending growth is also projected to come in above average this year in the Middle East and Africa, at 6.9%, and North America, including the US, at 3.4%.

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Monday, June 17th, 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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