the digital advertising ecosystem of 2014: 7 trends, forecasts, and predictions
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Forty Seven Billion Dollars will be spent on digital media in 2014. Will you be profiting from it? Exploring the trends, forecasts, and prediction of this enormous industry will help you stay ahead of your competitors and get your fair share of the digital advertising pie.TRANSCRIPT
The Digital AdvertisingEcoSystem of 2014
7 Trends, Forecasts, and Predictions
Media Intelligence
The 7 Pillars of 2014’sDigital Advertising Ecosystem
A Growing Ecosystem
A Mobile Paradigm Shift
Multiple Devices Demand Responsive Ads
Focus on Data
Rising Stars: Display Ads
Growing Adoption of HTML5 over Flash
Programmatic Buying Jumps Ahead
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The Digital Advertising EcoSystem of 2014 2
The digital advertising ecosystem, overall, is growing at a healthy pace.
Ad companies agree that the continued momentum of mobile and digital advertising remains the largest single source of ad-spending growth.
The Internet . . . is expected to remain the fastest-growing ad medium.
Online-ad spending is expected to expand 15% in 2014.
It predicted that spending on digital-media ads will surpass the combined total of ad spending on newspapers and magazines ads in 2015.
The Digital Advertising EcoSystem of 2014 3
A Growing Ecosystem: The Experts’ Stats1
A Growing Ecosystem: The Experts’ Stats
eMarketer expects US advertisers to spend $177 billion on paid media this year, up 3.9% over 2013 spending levels. $47 billion will be spent on digital media.
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Publicis's ZenithOptimedia forecasts total worldwide ad spending rising from 3.6% in 2013 to 5.3% next year, with future gains shooting up to 5.8% through 2016.
A Growing Ecosystem: The Experts’ Stats1
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Interpublic's MagnaGlobal, which tracks media-company ad revenues for its forecast, expects a jump of 6.5% in ad revenues next year
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)
A Growing Ecosystem: The Experts’ Stats1
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10.5% $13.5 B
$9.42 B
2013 2017
A Mobile Paradigm Shift
Mobile ad spend was $1.6B in 2011, $4.4B in 2012, and $9.6B in 2013.
Historically, mobile has been viewed as a channel.
Its growth depends on viewing it as a medium, not a channel
Companies with robust platforms and teams for handling desktop display will be best suited to incorporate mobile and provide a holistic solutions for advertisers.
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Multiple Devices DemandResponsive Advertising
Consumption of digital content across multiple devices is trending.
GigaOm predicts that there will be 24 billion devices by 2020
Responsive ads are required that change in layout, size, or orientation depending on the size of the screen they are being viewed on.
The move to responsive creative is going to cause disruptions in the established order of things, for both buyers and sellers alike
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Big data is fueling decisions in real-time
“Trying to run your business on data that’s in the past is like trying to drive by looking in your rear-view mirror,” said Jon Stine, director, retail and consumer products practice, at the Cisco Internet Business Solutions Group.
Focus on data
Successful advertising campaigns will require access to information about audience and competitors.
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Rising Stars Display Ads
“Users are 2.5 times more likely to interact with a Rising Stars ad unit than a standard ad unit”. They are also 2 times more likely to react quicker to a Rising Stars ad than to a standard one.
Publishers expect a 79% increase in the demand for the Rising Stars.
Rising Stars ads inspired 23% higher message recall, at 81% for users who interacted with them, versus 66% for those who viewed a standard banner ad”.
The bigger canvases and interactive functionality of the Rising Stars make them a strong opportunity as both ad products for publishers/networks, and storytelling vehicles for advertisers.
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Growing adoption of HTML5over Flash banners
75% of web developers are currently using HTML5
Better performance
Expanded functionality
Search engine optimization
Cross browser support
A strong likelihood that portable devices can display the content.
Preferred over flash because:
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Programmatic Buying Jumps Ahead
Programmatic ad sales will hit $12 billion worldwide by the close of 2013, worldwide programmatic expenditures to jump to $32 billion by 2017.
"The US will remain the most developed programmatic market globally, with 80% of display-related spend being transacted in a programmatic fashion (either RTB or non-RTB) by 2017," Magna says.
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Programmatic ad buying is maturing as more publishers look for ways to leverage the buying networks to sell premium advertising. They are building packages and partnerships, and not just clearing out excess inventory at discounted rates via automation.
“In 2014, programmatic buying of digital advertising inventory will expand beyond standard IAB ad units into premium placements and nontraditional display units, such as in-image, native, and content marketing,” said Ken Weiner, CTO of display advertising platform GumGum
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Programmatic Buying Jumps Ahead