In Fashion: Digital Advertising Trends and Adoption in 2013 and Beyond
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From Interactive Video and Social Media to Mobile and Emerging Platforms, Changes in Consumer Behavior and Available Technology Have Ushered in the “Year of Adoption.” Many in the industry have touted 2013 as the year “mobile really happens” or the “year of RTB” and so on and so forth. While we agree, there is something greater going on – 2013 is the year of adoption. Marketers have fully realized the benefits of digital advertising and are placing a stronger focus on digital campaign strategies versus a more traditional marketing mix than ever before. These savvy marketers understand the levers within their digital mix that lead to success, graduating from testing channels and technologies to wide-scale implementation. So in 2013, which solutions will move from the margin to the mainstream “must haves” for any digital strategy? Which once emerging media strategies and technology will be the standard marketers must integrate into their campaigns? Spanning style and substance, PointRoll’s Sr. Vice President of Strategy, Cat Spurway, and Director of Creative Technology, Todd Pasternack, will cover what the year ahead holds for brands and agencies, as well as predictions for 2013and beyond.
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In Fashion: Digital Advertising Trends and Adoption in 2013 and Beyond
- 1. Digital Advertising Trends & Adoption in 2013 and Beyond Cat Spurway-Hepler Sr. Vice President, Strategy & Marketing John Percival Sr. Creative Technologist
- 2. What We‟ll Cover • 2013 Trends • 2014 and Beyond • Q/A
- 4. “Year of “The year that RTB” mobile really happens” “Year of QR “Near Field Codes” Communications will be huge”
- 5. Twenty13: The Year of Adoption TESTING & TOE-DIPPING WIDE-SCALE IMPLEMENTATION
- 6. MOBILE AS FIRST SCREEN
- 9. Consumer Behavior • Increased mobile shopping • “Show rooming” • Mobile wallet Technology • Ownership reached critical mass • Improved content delivery, streaming speeds, accessibility • App & mobile web advancements • Mobile ad standards
- 10. SO WHAT?
- 11. • First screen – be there • Mobile „push‟ strategy – ads with the device in mind • Mobile „pull‟ – Smartphone/tablet optimized website
- 13. Consumer Behavior • Multi-device use • Simultaneous use Technology • Single site with environment auto-response • Adapt to screen size, platform and orientation • Better user experience • Build efficiencies/time savings
- 14. SO WHAT?
- 15. • Flexibility • Effectiveness • Control • Responsive display ads – Optimize ad components individually – Adjust overall aspect ratio of ad
- 17. VIDEO
- 19. Consumer Behavior • More video content • Easier to access • Desire to interact • On demand Technology • Device advancements • Interactive video • Bandwidth • Delivery standardization
- 20. SO WHAT?
- 22. SOCIAL MEDIA “ME TOO”
- 24. Consumer Behavior Focus on fewer social networks Pushing out content (Pinterest) Technology More social networks emerge Robust social listening technology Social data mining and targeting
- 25. SO WHAT?
- 26. • Focus on where your audience is; not being everywhere • Create ongoing relationships; not one and done • Listening tools • Paid social media • Social data advancements
- 27. FROM BIG DATA TO SMART DATA
- 29. REAL TIME BIDDING GETS REAL
- 31. RTB Advances • More inventory • Greater visibility • Richer inventory • Smart data; audience aware • Dynamic creative optimization • Better insights
- 32. SELF SERVICE SETS IN
- 33. Behavior • Control • Ease of management • On your own time Technology • Self service tools • Automation
- 34. Composer
- 35. Twenty13: The Year of Adoption
- 36. 2014 and Beyond
- 40. Q&A
Editor's Notes
- A lot of opinions on what the year ahead holds” Many in the industry have touted 2013 as the year [build] “mobile really happens” or the [build] “year of RTB” and so on and so forth. While we agree, there is something greater going on – 2013 is the year of adoption [CLICK].
- Marketers have fully realized the benefits of digital advertising and are placing a stronger focus on digital campaign strategies versus a more traditional marketing mix than ever before. These savvy marketers understand the levers within their digital mix that lead to success, graduating from testing channels and technologies to wide-scale implementation. So in 2013, which solutions will move from the margin to the mainstream “must haves” for any digital strategy? Which once emerging media strategies and technology will be the standard marketers must integrate into their campaigns?
- Marketers have fully realized the benefits of digital advertising and are placing a stronger focus on digital campaign strategies versus a more traditional marketing mix than ever before. These savvy marketers understand the levers within their digital mix that lead to success, graduating from [CLICK] testing channels and technologies to wide-scale implementation.
- According to eMarketer data, time spent with mobile is growing at 14 times the rate of the desktop, suggesting that the two could achieve parity as soon as 2015. [CLICK]Further..
- ..A growing portion of internet traffic is coming from Smartphones and tablets.
- Consumers have also begun to use their mobile devices in new ways including mobile commerce, on-the-spot comparative shopping, and ‘show rooming’ which is viewing products in brick and mortar stores only to purchase them online. These behaviors are only going to grow in the year ahead with not only tech geeks, but grandmas snapping SKUs. Unlike the time it took for online buying to reach critical mass in the 90’s, the adoption of mobile wallets will progress quickly.[click]Technologically, Advances in Smartphone and tablet technologyownership has reached critical massImprovements in content delivery, streaming speeds and accessibility have given rise to more frequent use app and mobile web advancements create better user experiencesTODD: Specifically, standards in HTML5 and various APIs will ease fragmentation for both mobile web and in-app ad experiences. The MRAID standard is quickly gaining adoption by Publishers easing the operational and technical hurdles to managing campaigns at scale. Mobile video is still being progressively loaded, for instance – which is not ideal even when you have fantastic bandwidth because of the measurement constraints and user data plans.
- Marketers have fully realized the benefits of digital advertising and are placing a stronger focus on digital campaign strategies versus a more traditional marketing mix than ever before. These savvy marketers understand the levers within their digital mix that lead to success, graduating from [CLICK] testing channels and technologies to wide-scale implementation.
- Intersection for advertisers: Mobile and tablet advertising is no longer a supplemental strategy but a key part of the marketing mix. Mobile is moving from the moniker of third screen to first screen. Case in point, a recent TechCrunch survey pointed to mobile overtaking desktop PCs as the dominant global internet platform in 2013. [click]Not only must brands build plans that push messaging out via mobile, tablet and other on-the-go display channels including digital billboards and in-store kiosks, but they must create mobile optimized sites as well as apps.
- Consumer Behavior: As mentioned when it comes to mobile, non-PC web usage is increasing rapidly. As consumers continue to utilize devices of varying screen resolutions and sizes it is imperative for marketers to adapt their sites and content to accommodate.[Click] Technologically: Responsive web design and development enables marketers to deliver a single site that automatically responds to the user’s behavior and environment based on screen size, platform and orientation – such as landscape or portrait viewing on a mobile or tablet device. This creates a positive user experience on a Smartphone, tablet, e-reader and the desktop without the need to build a separate site and content for each device.
- Intersection for advertisers: Responsive design allows advertisers to be more flexible and effective, creating one website that is enabled for mobile, tablet and PC, and the myriad operating systems within each channel. When it comes to advertising, responsive design will also be important in the year ahead.In 2012, mobile design was an afterthought and often resulted in cramming an online display ad into a mobile banner. In 2013, responsive design will come to display advertising at scale, enabling advertisers to deliver device and orientation aware ads. This solves for marketers currently buying, designing and deploying separate mobile, tablet and online display ad tags. Brands and their agencies will longer have to build ads for every possible ad size and device, employing the same responsive principles that website builders are using. PointRoll has already delivered responsive-design enabled ads and expects this capability to grow in the new year.[click] Two responsive ad options are available; first, when an ad tag is rendered on the site it relays visual criteria to the ad server such as resolution, size, and other information that prompts the server to optimize all components and images within the ad for the particular device and resolution. The second application relays similar information but the ad in its entirety as one image is modified with only the aspect ratio of the banner and/or expandable panel adjusting. TODD: [describe ad campaign that used responsive and then add this point:] Future proofing your content for any screen will become critical. Whether it’s today on mobile, desktop, tablets and connected tv’s – and tomorrow on refrigerators and the backs of cereal boxes.
- John to demo
- Consumer Behavior:Online video consumption continues at a jaw dropping rate. Consumers are increasing both the quantity of videos they are watching, and the amount of time they spend in front of them. Content is increasing to keep up with user appetite. As eMarketer projects that by 2014 nearly three-quarters of all US internet users will watch video online at least once per month.Consumers have become more comfortable watching video on the web—whether via Smartphones, tablets or desktops – opting to watch full length content online as opposed to TV.
- Consuming video content has become less cumbersome paving the way for greater availability of content with more consumers ready to watch – and engage – in 2013.TODD: 2012 was a banner year for the standardization of video, including advancements in device capabilities, bandwidth and technical standardization which contributed greatly to the increase in adoption. The IAB created uniform solutions that not only enable more scalable delivery of in stream video, but interactive in stream as well. Vast 3.0 was released in July 2012 helping to open up the in-stream digital video advertising marketplace, reducing expensive technical barriers—thus making video advertising easier. VPAID 2.0 was released in April 2012 establishing a common interface between video players and ad units, enabling a rich interactive in-stream ad experience. Although there is still a battle raging on in the standardization of video formats and codecs. From flash video, to h.264, to WEBM – and then the delivery methods like HLS or MPEG-DASH or INS to HDS. Fortunately technologies like PointRoll help normalize all these “flavors,” working with content-producers and Publishers’ requirements based on what screen their content (and ad content) is displayed on.
- TODD: Intersection for advertisers: Just as online display advertising started with simple gifs and ad technology companies like PointRoll pioneered more interactive options, brands and their agencies are insisting on more effective and engaging in-stream video advertising options.Especially as their digital video budgets grow, savvy marketers will expect to get more than the lean back TV-viewership experience out of their in-stream placements and will opt for more interactive executions. Interactive creative allows for more measurement possibilities through features like social integration, additional video content, dynamic and localized messaging; essentially everything you can do with Rich Media but within the framing of a video player. PointRoll offers several turnkey, interactive in-stream solutions including a Social Package, A Video AdChooser Packager, and a Branding Package.
- According to Nielsen, the list of most-visited social networking sites is pretty much the same whether people are going online through a PC browser, through their mobile web browser or using an app. Mobile usage once again proves to be a key component of social as each of the top networks via mobile web saw significantly greater growth compared to its PC audience over the last year. And the time spent is astounding, but there are shifts as consumer mind-share and time-share will be at the forefront when it comes to social networks.
- Where consumers in years past signed up for and briefly used several channels, many will limit their focus and ongoing attention to 1-2 social outlets. Even those using aggregation technologies such as HootSuite are utilizing them to push their messages out across multiple channels versus consuming content across multiple social networks.Technology: More social media outlets and opportunities will arise be it visual-based sites like tumblr and Pinterest to timeline focused applications like Path. In addition, More robust social media data mining and targeting technology has emerged and will become more applicable in 2013.
- Intersection of consumer behavior and tech meanfor Advertisersis identifying [CLICK] and focusing on only those social channels that drive the greatest return and adopting paid social marketing strategies. The idea that brands need a separate social strategy in addition to tumbling, tweeting, posting, and pinning, across every emerging social platform has given rise to brands understanding they need 1 [click] marketing strategy. And social platforms are a channel to deliver that overarching brand message. Marketers will need to make decisions about which platforms allow them to communicate most efficiently and effectively with their target audience and focus on those, delivering their brand message on only the social outlets that bring not just audience, but active participants. While most brands considered social media marketing in 2012 as adding a Facebook page, Pinterest and Twitter handle to their marketing arsenal, in the new year, savvy marketers will better focus social efforts where their audiences are utilizing available social targeting and listening technologies, and adopting more paid social marketing strategies such as targeted ads and sponsored content in addition to owned pages and profiles. This is key as Nielsen data shows that 15% of users share social ads, 26% Like social ads and 14% make a purchase after seeing social ads. TODD:Social data advancements and technologies from companies Bluefin Labs, Traackr and Visibli will enable brands and their agencies to better identify their audiences across social networks and focus their time, attention and budgets where they will have the most impact.
- Whether using data for localization, optimizing creative and messaging, targeting/retargeting or programmatic buying there is no limit to available first and third party data marketers can use to inform their advertising. As 2012 focused on the types of data available and how to technically manage “big data,” the year ahead moves to “Smart Data” as marketers better understand what data will make the most impact and technology offerings have matured to enable them to organize and utilize data efficiently and effectively.One area where big data played a key role in 2012 is in the RTB marketplace, in 2013 [click] RTB will get real
- In 2012 many advertisers dabbled in the non-guaranteed marketplace or allotted s small portion of their buy to more programmatic strategies. Many quickly saw the benefits of a “people not places” strategy and are directing more dollars to programmatic buying.
- This is a major shift that will be felt in the years ahead as RTB spending doubled each year for the past two years and it is expected to be an even more significant portion of all ad spending in 2013.
- Technology:With more sell side providers making inventory available in a biddable environment, and buy side platforms enabling easier buying, targeting and visibility, advertisers are better able to programmatically buy and measure impact while protecting their brands in the non-guaranteed space. The variety of inventory including expandable enabled, instream video, mobile and more will become available in greater numbers in 2013. PointRoll has worked with leading providers on both the sell and buy side to enable ease of richer, interactive format ad serving into the marketplace and the ability to create more premium experiences with dynamic creative optimization and other capabilities that deliver more audience-aware campaigns within the RTB environments.Intersection for advertisers: The landscape has been bifurcated into programmatic and premium inventory and brand versus direct response. However, in 2013 those lines will blur. Programmatic buying While programmatic buying poses challenges around visibility and scale Beyond drNot part of a strategy, the strategydemise of traditional media rfp; now premium vs. programmatic buyingthe new media mix is premium and programmatic, as the channels are inherent in eachbenefit – audience targeting; people over places, low enddata can be so good with programmatic buying that it can create premium pchallenge – where did it run, need clear KPIs, volumepremium benefit – see it, scale, high endchallenge – gunshot approach; places not people; costGlam media invite only inventory; applying targeting and dynamic creative optimization within RTB and more engaging formats to create a more premium experience RTB – not a silver bullet; think about value
- Consumer Behavior: Self checkout at the grocery store, ordering a pizza via an app or “show rooming” products in brick and mortar stores only to buy them online are only a few indicators of our self service culture. Enabling consumers to access and act on information will be prominent in 2013. [click] Technology: The same is true for digital advertising as providers release technology to enable brands, their agencies and publishers to more easily manage and deploy campaigns. From the self-service nature of real time bidding to automated dynamic creative capabilities and self service tools that enable marketers to more efficiently and quickly build and execute campaigns, self service will be both a consumer and advertiser trend in 2013.Add more on composer
- Implications for Advertisers: PointRoll’s ad building tool Composer is a great example, enabling anyone to produce and deliver rich, interactive display ads in both Flash and HTML5, including video and mobile, in minutes and without knowing a single line of code. This tool replaces the need for Flash or HTML5 build knowledge through an easy to use drag and drop interface. The composer future: More plugins (social, video, send to a friend, etc…) Drag n drop simplicity and no code required
- That’s quite a bit of detail on 2013 but overall, I think it is a clear that many strategies and tactics will move from the margin to mainstream “must haves” and will be the standard marketers must integrate into their campaigns in the year ahead. But what lies ahead beyond 2013 and what will be the topics and technologies that don’t quite stick in the new year [click] but make an impact in 2014 and beyond?
- Some build on the topics of today including impressions and responsive design-driven ad serving, while others serve to bridge devices and digital behavior such as Auto Content Recognition (ACR).
- Challenges with iFrames, safe frames catching on, viewable impressions as a key metrics nad ultimately conversations around billing against viewable impressions will have their day in 2014.
- Near field communicationFrom digital billboards that respond to external technical stimuli like your phone to mobile wallets as mentioned above this “contactless communication” will gain traction, but not see any significant impact until 2014. …and, may signal the death of the QR code in the years to comeTodd: anything to add?Push content to a users personal deviceMobile payments
- Auto content recognitionTodd can you add here?- Co. like Shazam are bridgiing the gap between tv to mobile and connecting