Articles by: "Rande Price, Research VP – DCN"

Neurological research proves it: Context affects advertising effectiveness

February 28, 2017 Rande Price, Research VP – DCN

The effectiveness of advertising depends, to some degree, on the content that surrounds it. In other words, content context has a direct impact on the way advertising is received. A new research study, “Why premium editorial content” from Teads, a native video advertising marketplace, analyzes why premium editorial content creates more impactful environments.

Teads partnered with Neuro-Insight, a neurological research firm, to better understand how premium content neurologically changes the way people recall advertising messaging. Four premium publishers, Conde Nast, Forbes, Time Inc. and The Atlantic participated in the research to expose video ads within their premium editorials on mobile. Consumers were also exposed to the same video ads within their personal Facebook feed in order to compare the two experiences.

The research revealed that premium editorial content is 16% more personally relevant and engaging than social news feeds. Interestingly, regardless of the personalization capabilities in a user’s Facebook feed, consumers still felt more personal relevance to the premium content. Users invest more of themselves in the premium editorial consumption experience.

Total Recall

What makes this finding so important? Premium editorial delivers a more powerful memory impact and a more memorable advertising experience. For the detailed-oriented left-side of the brain, premium editorial had a 19% greater impact on memory and for the emotional right-side of the brain, it had an 8% greater impact on memory. Memory encoding drives higher ad effectiveness and is an influencer of consumer purchase behavior.

Interestingly, both premium editorial content and Facebook social feeds create high impacts on long-term memory, however, premium content generates a greater and more even activation in both the left and the right sides of the brain. The triggering of both sides of the brain offers the best opportunity for broad video advertising creative approaches to influence a consumer’s long-term memory. Premium content is unique because of its impact to both the left- and right-side of the brain, meaning, it has an equal and considerable opportunity to influence consumers.

It’s not just that premium publishers offer advertisers a quality audience, their content also creates a higher impact on advertising. Teads’ research concludes that content with a high level of engagement is more likely to impact the memorability of online video advertising. Importantly, premium content raises the level of impact that social platforms cannot duplicate.

Industry-Research

Podcast audiences are climbing, but the medium faces growing pains

February 22, 2017 Rande Price, Research VP – DCN

Podcasts are earning a strong foothold in digital media. The popularity of podcasts such as “Serial” and “This American Life” aided the medium in reaching new audiences. In fact, Edison Research reports an estimated 57 million Americans over the age of 12 listened to a podcast in January and February of 2016.

The Knight Foundation recently made several investments to support podcasting programming and on-demand audio formats. In the report “From Airwaves to Earbuds,” the Knight Foundation partnered with Lutman & Associates and Dot Connector Studio to identify and assess the impact of these investments. To date, the Knight grantees are successful in growing their audiences and finding new ways to attract younger listeners as well as revenue.

The grantees in the digital transformation of audio content include:

Project Carbon supports the development of a seamless digital listening platform across all NPR affiliates and available through all digital devices.

Radiotopia helps independent media makers develop audiences and revenue for their work.

Gimlet Media develops and release podcasts for its network.

New York Public Radio develops and share the Discover app, WNYC’s mobile app for on-demand listening.

RadioPublic PBC helps listeners discover, engage with, and reward creators of stories, podcasts, and other audio.

The research identified 10 key themes:

Podcast audiences are growing. At least one-fifth of U.S. consumers (21%) have listened to a podcast compared to 12% in 2015 according to Edison Research. As you can see from the chart, the podcast audience listens to less radio and more podcasts than the average.
Digital-first companies are building podcast audiences without a need for legacy broadcast systems or audiences to maintain and are more agile to develop strategies to capture useful audience data.
On-demand listening offers new and creative ways to offer local news stories.
Racial and gender diversity is needed in podcast hosts, only 22% of podcasts are hosted by women, although that’s up from 12% in 2015.
Public Radio is a key talent pool for the podcasting medium.
Podcasting is a great space for experimenting new skills, styles and techniques.
Data standards and methods of shared metrics are needed in on-demand audio and podcasts.
Identifying new revenue paths is important. Podcasting recently used CPMs to enlist advertisers.
Podcasting and on-demand audio formats are partners in the radio space. Leveraging this synergy could prove a positive move
Podcasting can offer a powerful discussion. It presents a unique experience because the content evolves in the mind of the listener.

The report raises several questions about the future growth of the medium: Is there enough scale in podcasting today to be a profitable medium? Can it serve as a medium for interesting and original brand integrations? At this stage, there’s no one-answer-fits-all for how podcasting should generate revenue. However it is clear that podcasting offers a level of engagement with audiences that offers an opportunity to experiment with new forms of revenue generation.

Industry-Research

Online consumers know the source of news about half the time

February 14, 2017 Rande Price, Research VP – DCN

In today’s digital environment, there are multiple consumer pathways to access digital news. Online news consumers are almost equally as likely to get their news directly from a news website (36%) as they are from postings on social media (35%) reports Pew Research Center, in association with the John S. and James L. Knight Foundation in their study, “How Americans encounter, recall and act upon digital news.”

Online consumers are aware of the news sources they consume. In fact, over half of respondents (56%) could provide a name of the digital news source if the followed a link to the story. The links come from social media; news organizations’ emails, texts and alerts; or the emails and texts of friends or family.

Path to content

The report also identifies the pathways online news consumers use for specific content categories. Business and finance news, for example, are 53% more likely to be accessed directly on a news website than social media (12%). Entertainment news, in contrast, is more likely to be found on social media (53%) than on a news website (25%).

Consistent with previous findings, about half of both 18 to 29-year-olds (47%) and 30 to 49-year-old (42%) online news consumers received their news through social media as compared with less than of quarter of older adults (23%). Interestingly, women who consume news online (39%) obtain news through social media slightly more often than male online news consumers (30%). In contrast, more males who consumer news online (43%) go directly to websites than women who consume news online (29%). When 18 to 29-year-old online news consumers click on news links, they remember the source about half the time (47%) compared to 30 to 49-year-olds and 50 and older (57% and 61%, respectively).

Name that source

In terms of naming their news sources, CNN was recalled by 14% of those who followed links, Fox News 12% and Facebook 10%. Important to note, Facebook is not a publisher, it only distributes news, it does not produce content. The New York Times, The Huffington Post, MSNBC, Yahoo, ESPN, The Washington Post and CBS were reported between 3% to 6%.

Online consumers seek out the news online about 40% of the time, compared to 24% of the time when online news consumers come across news story while already getting news about something else.

Follow-up, recall and call to action

Online news consumers are just as likely to follow up (58%) on news content they consume as often as they do not (42%). In terms of follow up actions, speaking with someone in person or over the phone is the most common action to take (30%) searching for more information (16%) and posting on social media (10%).

The study also found that news that comes directly from a news site tends to be recalled more often but is less likely to bring about any action such as discussing, sharing or commenting. In contrast, news that comes through a personal connection, an email and text from friends or family, is most likely to bring about a follow-up action.

Additionally, the follow-up actions taken tend to remain within the landscape in which the online news originated. In other words, news found on social media is more likely to then be shared on social media sites, while news that comes through search engines is more likely to lead to additional searches.

Today’s online news environment faces many challenges. It’s important for digital publishers to identify and understand the different digital media habits, especially since consumer attention is splintered across multiple news sources and platforms. Publishers can now align their strategies, to strengthen brand equity, build engagement and encourage social action, by identifying the best pathway to showcase their online news coverage.

Advertising | Industry-Research

Ad blocking remains a threat to digital media

February 7, 2017 Rande Price, Research VP – DCN

Ad blocking continues to be a serious threat to digital media. A new report by PageFair estimates that more than 600 million devices are now blocking ads worldwide. Ad blocking usage grew by 108 million to 380 million mobile devices and by 34 million to 236 million active desktops from December 2015 to December 2016. Interestingly, ad block usage on desktop browsers continues to grow despite the decline in overall desktop usage. Year-over-year global growth for all devices now represents 30%.

Some key findings from the PageFair 2017 Adblock Report:

Why are consumers using ad blockers?

Two of the top reasons for consumers installing ad blocking software include virus/malware concerns (30%) and interruptive ad formats (29%). It is important to note that over 70% of users chose more than one reason as “most important” in their choice to use ad block software.

How are consumers learning about ad blocking?

Word of mouth still leads in overall ad block conversions. Just less than one-third (32%) of ad block users report they learned about the software from a friend, colleague, or family member. An additional 28% learned about ad block software from the internet, news, or media.

Who’s blocking ads?

Ad blocking usage is the U.S is becoming more mainstream. Usage still skews male with 20% of U.S. males using ad blocking software compared to 15% of females.

Across all age groups, bachelor’s degree attainment was 45% among ad block users surveyed, versus 30% per the US Census. Ad block users in the US are 1.5x as likely to have a bachelor’s degree than the average American adult.

How do consumers react to ad block walls?

Nine in 10 ad block users report they have encountered an ad block wall (site will not allow access unless the ad blocking tool is disable) while using the internet. A full 74% of ad block users stated that they leave a website(s) after they encounter an ad block wall. It appears that ad block walls do not persuade users to turn off their ad blocker, even if only for brief time. However it is possible websites with highly unique and valued content that is not easily obtainable elsewhere may see a benefit to the use of ad block walls.

What are the most annoying ad formats?

Overall, over three-quarter (77%) of ad block users reported that they found some ads acceptable. Over half (52%) of ad blockers users preferred static banner while 35% prefer skippable video ads. In terms of most disliked ads, both non-skippable video ads (31%) and auto-play ads (23%) ranked highest.

Consumers are no longer passive and have taken control of their browsers and—wherever possible—their online experience. Across the board, forecasts are consistent with PageFair’s findings and show ad blocking will continue to grow in the U.S, particularly if ad-blocking software is preinstalled on devices in the marketplace.

Industry-Research

FTC recommendations for cross-device tracking

February 1, 2017 Rande Price, Research VP – DCN

In the simplest terms, cross-device tracking occurs when platforms, publishers, and ad tech companies trace consumer activity across connected devices. The Federal Trade Commission (FTC) recently released the Cross-Device Tracking: An FTC Staff Report, providing usage guidance and recommendations for this relatively new tracking method.

The cross-device tracking benefits include the ability to:

Log into email or social media accounts from multiple devices.
handoff from one device to another (e.g. one can start reading a book on one device and pick it up on another).
Helps to fight against fraud, companies recognize users sign-on to devices with easy authentication methods.
Personalize advertising by analyzing a consumer’s activities on all devices and then matching with offline behavior.

Many companies also use a probabilistic approach to extrapolate which consumer is using a device, even when a consumer is not logged into a service. This method of probabilistic tracking uses IP address matching. Typically, an ad platform places a cookie on a consumer’s browser, the cookie regularly includes the IP address of the device running the browser. Since the devices on the same local network often have the same public IP address, the ad platform can surmise that the devices using the same IP address, belong to the same household. It’s important to note that most of the probabilistic tracking companies, like third-party advertising, do not have a direct relationship with consumers nor have access to user agreements on data collection and data sharing.

Many consumers have little awareness of cross device tracking and the information captured from their smart televisions, health information from wearable devices, or offline shopping habits. Therefore, the FTC recommends the inclusion of four central practices for companies conducting cross-device tracking:

Transparency
Companies should provide meaningful information to consumers about cross-device tracking activities to help inform consumer decisions about whether to use existing opt-out tools, or whether to stop using a site, app or service.

Choice
Companies should offer consumer choices about how their cross-device activity is tracked. Consumers should be informed as to how the practices apply or are implemented.

Sensitive data
Companies should stop cross-device tracking on sensitive topics, including health, financial, and children’s information, without consumers’ affirmative express consent.

Security
Companies are required to maintain reasonable security, in order to avoid unexpected and unauthorized uses of data.All companies in the digital ecosystem, especially those that are consumer-facing, have a responsibility to inform consumers of third party and cross-device tracking companies being utilization on their site and apps.

Advertising | Industry-Research

Today’s challenges offer an opportunity to rebuild trust in digital media

January 24, 2017 Rande Price, Research VP – DCN

With trust in mass media at a record low, publishers look to 2017 as an opportunity to distinguish quality journalism from the fake news landscape and bot traffic of big tech platforms.

CEOs, editors and digital leaders today recognize both the opportunities and the challenges in 2017. Reuters Institute surveyed 143 senior publishing executives in 24 countries to recognize current business sentiment, uncover trends and identify new developments in the digital marketplace. Interestingly, Reuters found that more than two-thirds (70%) of executives believe fake news offers them a chance to strengthened their brands. More than half (56%) say that Facebook Messenger will be an “important/very important” part of their offsite initiatives this year (53% for WhatsApp and 49% for Snapchat). And at the same time, just under half (46%) of these same respondents are more worried today than a year ago, about the role of offsite platforms.

In Reuters Institute’s annual predictions report, the key trends identified for 2017 include:

1. Addressing fake news

Fact-checking news outlets becomes the new norm.
Platform and algorithm changes allowing for easier reporting of false news (and feeding these signals back into the core algorithms so these sources get devalued).
Regulation threats to remove fake news from sites.
Algorithms are expected to challenge our bias.
Fighting for quality news brands.

2. Redefining publishers’ relationship with platforms

Publishers fight back by creating platforms of their own (e.g. Schibsted, started its own platforms for content and advertising to create the scale and data competence to compete with Facebook).
Platforms pay hard cash for content.
Mergers and acquisitions happen more often as scale will mean operating across multiple platforms.

3. Digital advertising and sustainable business models

Subscription payments will focus more about membership and less about paywalls. News publishers, especially, will need to attract new customers, offer new pay services and earn more money from their current subscribers.
Data, loyalty and personalization will help with converting unidentified web users into loyal customers by creating more relevant and personal experiences.
Mobile alerts and the battle for locked screens signifies the shift to mobile notifications to attract consumers back to apps and websites.
Acceptable ads and ad-blocking apply pressure on the marketplace to ensure a more positive user experience with non-intrusive advertising.
Sponsored content replaces the displayad model.
Pop-up newspapers and magazines will offer in-depth coverage on certain topics but for only a limited period of time.

4. Messaging applications and news bots

Voice news bots with voice-activated platforms gain strong penetration (e.g. Alexa and Google Home).
Fact-checking bots are activated (e.g. Full Fact, a UK based company, is already looking to developing a service that fact checks live press conferences).
Conversational commerce emerges (e.g. Crosby, a travel bot service, that reads your email or group messaging conversations and send you recommendations for where to eat, what to do and when to leave for the airport).

5. Voice as an operating system and the rebirth of audio

Podcasts and audio books get a big boost in the car.
Improvements to data and advertising around podcasts lead to significant investments by publishers. A new measurement system form Nielsen’s and a Swedish start-up platform Acast offer metrics for podcasts to support advertising models.
Businesses start to deploy Amazon Echo and Google Home speakers (e.g. hotels use voice-controlled devices to enable guests to order room service, check the weather and find TV channels).

6. Online video and the future of TV

Disillusion with Facebook Live shifts a live focus towards sport and exclusive music, both strong vehicles to attract audiences and advertisers.
Oversupply of short form video leads to falling advertising premiums.
New opportunities with feature-based videos for brands integrate messages into videos.
Video-selfies to experiment with new fantastical filters (e.g. Splash is a new app that allows you to create and annotate 360-degree experiences).

7. The blurring of television and online video

Top content will increasingly be watched on big screens.
Competition for talent and rights heats up to drive new subscription and retain existing users.
News bulletins lose audiences triggers new ways to appeal to young (e.g. CNN acquired video-sharing app start-up Beme, co-founded by YouTube creator Casey Neistat, is building a new brand around distinctive reporting and commentary for millennials).
New cross-platform metrics for TV.

8. Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR)

New reality tech offers huge potential to shape experiences for entertainment, education and commerce. Forecasters suggest around 30m devices will be sold by 2020 generating revenue of around $21 billion.

9. AI and algorithms under fire (e.g. An example gone sour was Microsoft’s friendly AI driven chatbot Tay. Within its first 24 hours on Twitter with Millennials, it was spouting offensive and racist messages such as “Hitler was right”).

10. Automation and a jobless future means robo journalism on the way

More automated stories.
Intelligent content production systems.
Computer and networked assisted investigations.
Filters and alerts are being developed to help manage the information overload (e.g. SamDesk and Dataminr are deployed in newsrooms to pinpoint and manage breaking news in social networks).

11. Cyber-Wars, and Personal Security

Encryption and surveillance are on the rise.

12. New technology

Sharper screens, fold out phones, better batteries.
Faster and more reliable networks (e.g. 5G).
Clothes as a platform with wearable technology.
Biometrics, the end of passwords and checkout-free shopping. A new shopping experience, Amazon Go, that automatically detects when products are taken from or returned to the shelves using computer vision and sensor fusion.

13. Start-ups to watch

Cheddar is a new business news video network for millennial. Founder Jon Steinberg of Buzzfeed is charging $6.99 for premium services on its own website and is looking to drive carriage fees from services like Facebook Live, Twitter and Netflix.
Zipline is a small robot airplane designed to carry vaccines, medicine and blood in developing countries.
Houseparty is a new group video chat, up to 8 people can chat at a time, from the creators of Meerkat.
Accompany aims to provide an automated briefing of all the information you need before you walk into any meeting including relevant files, email conversations with attendees, details about their lives sucked from the web plus up-to-date information on company performance.

2017 provides many opportunities for publishers to rebuild consumer trust in digital media. The Reuters Institute predictions suggest that publishers must help scrub the digital environment from bot traffic, annoying ads and fake or misleading news. They must hold themselves and others responsible and keep a watchful eye on the algorithmic accountability tied to the digital experience. Importantly, publishers must continue to build their digital brand and diversify their revenue streams beyond digital display advertising.

Advertising | Industry-Research

6 Recommendations for a better digital experience

January 10, 2017 Rande Price, Research VP – DCN

If there is one thing we learned from the digital marketplace in 2016, it’s that consumers want a better digital experience with less intrusive advertising. This year media brands and marketers need to actively reconnect with the consumer. With this in mind, Kantar Millward Brown analyzed current marketplace trends to provide six media and digital recommendations for 2017:

Build a strong relationship with Generation Z, now approximately 2 billion or 27% of the global population.
- Focus on co-creation, authenticity and transparency to connect with Gen Z.
Deliver a consistent brand voice and experience across all touchpoints.
- Creates multi-platform touchpoints for a consistent brand experience. Offer different purchasing options for different buying habits (both offline and online).
- Ensure that digital strategies have a large emphasis on mobile, once again, with consistent branding. Kantar reports that close to nine in ten internet users own a smartphone.
Drive innovation and experimentation in both content and formats.
- Try and test new technologies like 360 video, augmented reality, virtual reality and artificial intelligence for new models of creativity.
Build emotional advertising campaigns and targets, stop creepy and intrusive advertising.
- Create emotionally-driven campaigns to strengthen the bond between the brand and the customer.
- Incorporate brand affinity data into media buying plans.
Develop a better ad experience for consumers.

Ensure a three-prong approach: Advertisers need to create relevant and compelling ad content, publishers need to provide a less clutter environment with a positive user experience and agencies need to improve targeting and tagging implementation.

Assure the message fits the medium and reduce ad duplication across platforms.

Understand the function each media plays within the context of how they work together.

Media brands and marketers need to interact with consumers in a more holistic manner utilizing both context and content. Identifying and understanding consumer motivation and engagement in the digital landscape will offer insight into building a strong brand relationships.

Advertising | Industry-Research | Revenue

Q3 ranks highest quarter ever for digital advertising, but who’s making money?

January 4, 2017 Rande Price, Research VP – DCN

Advertisers spent a total of $17.5 billion dollars in digital media in 3Q 2016, a 20% increase compared to same time-period last year and a 4.3% increase over prior quarter. This is the highest third quarter for digital advertising spending on record according to the latest IAB Internet Advertising Revenue Report.

Almost half of all digital ad buys (47%) were on mobile platforms with spending on desktop experiencing a 12% as compared to the same time last year.

But the real question is which media players are capturing these digital ad dollars? According to Brian Wieser, a Wall Street analyst specializing in AdTech for Pivotal Research, Facebook and Google received more than 75% of this revenue. Based upon his analysis, Digital Content Next CEO Jason Kint points out that while Facebook and Google registered strong quarterly profits, when these two players are excluded from digital ad revenue growth, digital media spending averaged a mere 1% increase in Q3 2016. So while digital advertising revenue growth is exciting, the overwhelming dominance of only two players certainly dampens any enthusiasm around the finding for the majority of industry players.

Industry-Research

Fake news fools most of the people most of the time

December 13, 2016 Rande Price, Research VP – DCN

American adults are fooled by fake news headlines approximately 75% of the time. Those likely to turn to Facebook for news are more likely to think fake news headlines are correct than those using other platforms according to a survey conducted by Ipsos Public Affairs for BuzzFeed News. Consumers find it difficult to filter out fake news headlines without the necessary background filled-in, particularly in social media channels. Interestingly, consumers are even likely to believe fake news headlines that don’t necessarily fit with their ideological beliefs.

Almost one-third of respondents recalled at least one of a selection of fake news headlines from the election. In comparison, 57% of respondents recalled at least one of the real news headlines tested in the survey. Interestingly, consumers who identified themselves as Republican are more likely to think fake election news stories are very or somewhat accurate. Eight in 10 Republicans rated fake news headlines as accurate (among those they recognized), compared seven in 10 Democrats.

The fake news headline recalled by the largest number of respondents, 22%, is the story from the website the Denver Guardian, “FBI Agent Suspected in Hillary Email Leaks Found Dead in Apparent Murder-Suicide.” The highest awareness for a true news headline was at 34% of respondents for recalling Trump “absolutely” requiring Muslims to register.

One of the highest recalled true news headlines was the CBS News post-election story about Donald Trump stating he will not accept a presidential salary, “Donald Trump on Refusing Presidential Salary: ‘I’m Not Taking It.’” More than half of respondents (57%) recalled seeing this headline. Another news headline with a 90% accuracy rating, among the 157 respondents who recognized it, was the New York Times op-ed “I Ran the CIA. Now I’m Endorsing Hillary Clinton.”

Respondents rated the fake news story “FBI Director Comey Just Put a Trump Sign on His Front Lawn,” with the highest overall accuracy rating. Among the 186 people who recalled seeing it, 81% said it was very or somewhat accurate.

News headlines tested:

FBI Agent Suspected in Hillary Email Leaks Found Dead in Apparent Murder-Suicide (Fake, 22% recall)
Pope Francis Shocks World, Endorses Donald Trump for President, Releases Statement (Fake, 19% recall)
Donald Trump Protester Speaks Out: “I Was Paid $3,500 to Protest Trump’s Rally” (Fake, 19% recall)
Donald Trump Sent His Own Plane to Transport 200 Stranded Marines (Fake, 14% recall)
FBI Director Comey Just Put a Trump Sign on His Front Lawn (Fake, 10% recall)
Donald Trump on Refusing Presidential Salary: “I’m Not Taking It” (True, 57% recall)
Donald Trump Says He’d “Absolutely” Require Muslims to Register (True, 34% recall)
Trump: “I Will Protect Our LGBTQ Citizens” (True, 27% recall)
Barbara Bush: “I Don’t Know How Women Can Vote” for Trump (True, 25% recall)
Melania Trump’s Girl-on-Girl Photos from Racy Shoot Revealed (True, 23% recall)
I Ran the CIA. Now I’m Endorsing Hillary Clinton (True, 11% recall)

Consumers frequently see fake news in their social media feeds according to another survey on fake news conducted by Morning Consult, a media and technology. They found that amost one-third of respondents (31%) reported seeing a fake news story online more than once a day. Fifty-five percent of those surveyed said they started to read a story online only to realize it was fake.
In terms of social platform usage, participants of the Ipsos survey cited Facebook as the most popular with just less than half (47%) visiting Facebook multiple times per day and another 15% report visiting once a day. YouTube was the second most popular social platform. Twenty percent stated they visit YouTube multiple times per day and 11% visit once a day. The fact that fake news headlines are often remembered and said to be accurate by a strong number of consumers points to the fact that consumers have a difficult time discerning between fact and fictional news on social media.

Advertising | Industry-Research

Ad-spending growth will slow in 2017

December 7, 2016 Rande Price, Research VP – DCN

Magna Global, GroupM and Zenith forecast lower to flat sales growth with more sales dollars working in digital for 2017. Magna Global attributes slower growth to current economic and political insecurity as well as the lack of a major recurring event (i.e. Presidential election or the Olympics). GroupM adds that slower growth rates are due to energy pricing as well as political concerns.

Magna Global also reports that next year’s growth rate would be the lowest in 15 years excluding the recession in 2008-2009. Even with slow growth rate All three agencies presented this week at the USB Media and Communication Conference. While the analyses and forecasts, they provide insight into the factors at hand impacting the global and local advertising marketplace.

Key highlights from each of the agency’s forecasts:

Magna Global predicts overall ad growth for the global marketplace is 3.6%, reaching $510.7 billion, compared to this year’s growth rate of 5.7% pace, reaching $493 billion.

S. growth is expected to align with global slowing to 3.6%. This year U.S. advertising sales grew by close to 7% to $180 billion, it’s strongest growth in 12 years. Discounting political and Olympic spending ($3.5 billion), ad growth for 2016 would have been 5.1%.

Digital ad sales will lead the marketplace with market share of 40% ($202 billion), compared to linear TV ad sales ($186 billion, 36%). Digital will continue to grow to win 50% of the market by 2021 ($299 billion) while linear TV will level off at $195 billion (33%).
Digital ad sales (52% share) will be comprised mostly of mobile, driven by usage of mobile devices.
Digital growth this year was also driven by video formats (+35%) and social formats (+43%), while search banner ad sales declined (-5%).
Google and Facebook, will continue to dominate search and social, controlling more than half (54%) of the total digital advertising market compared to 44% a year ago.

GroupM forecasts overall ad growth for the global market at 4.4% to $547.3 billion in 2017, close to growth rate of 2016 at 4.3% ($424.5 billion).

S. will continue to trail the global pace at 2.6% growth ($193.6 billion) in 2017 from the 3.1% growth ($188.7 billion) forecasted this year.
Digital advertising will capture 72 cents of every new ad dollar and TV 21 cents in 2017, growing from 77 cents and 17 cents, respectively, this year.

Zenith forecasts the growth at 4.4% (reaching $566 billion), flat compared to 2016.

S. ad spending will grow to 4.3% (close to $190.8 billion) from 3.5% ($182.6 billion) in 2016.
Social media’s increased usage will account for 20% of all Internet advertising in 2019, up from 16% in 2016.
Mobile advertising growth slowed down to 48% in 2016 compared to 94% growth in 2015 and will grow an average of 26% each year between 2016 and 2019
While television still dominants the ad market, accounting for 36% of total ad spend in 2016, the Internet is expected to overtake television to become the largest advertising medium in 2017.
Desktop Internet advertising will continue to decrease at an average rate of 4% per year as advertisers follow consumers to mobile.

All three agencies still see television as an important channel for branding. Online video can also be a good branding vehicle but it doesn’t yet have the massive or broad reach of television. The agencies also agree that print’s (newspapers and magazine) share of global spend will continue to decline year to year. Zenith forecasts the rate of decline at 4% to 5% each year between 2016 and 2019.

Industry-Research

Social media is a daily touchpoint for most Americans

November 29, 2016 Rande Price, Research VP – DCN

Social media is part of Americans every day routine with a majority stating that they get their news through social media. In fact, half of the Americans turned to social media to learn about the 2016 presidential election reports Pew Research Center’s Social Media Update 2016, which was based on a national survey of over 1,500 adults.

The present state of the social media landscape includes 79% of Americans using Facebook, more than double the number of its nearest competitor, Instagram (32%). Other top social media platforms includes 31% of Americans use Pinterest, LinkedIn (29%) and Twitter (24%). In terms of reflecting the total U.S. population (including those consumers who do not use the internet), 68% of all U.S. adults are Facebook users, 28% use Instagram, 26% use Pinterest, 25% use LinkedIn and 21% use Twitter.

Facebook clearly remains the most dominant social media platform out there. It is the strongest social platform of the five included in this study among online young adults, Eighty-eight percent of adults 18-29 use Facebook; followed by Instagram at 59%, Pinterest and Twitter at 36%, each, and Linkedin at 34%. Facebook is also gaining traction among older adults, ages 65+. Close to two-thirds of adults ages 65 plus now use Facebook.

Facebook is a daily habit for most of its users with 76% visiting the site daily and of the daily visitors, 55% visiting multiple times a day. Interestingly, 56% of online adults use more than one of the five social media platforms included in this study with the highest duplication of usage on Facebook. This means that 95% of Instagram users, 93% Twitter, 92% Pinterest also use Facebook.

Social media apps are also popular among close to three-quarters of Americans (72%) using smartphones. Twenty-nine percent of smartphone owners use general-purpose messaging apps such as WhatsApp or Kik. Almost one-fifth (24%) use messaging apps that automatically delete sent messages, such as Snapchat or Wickr, and 5% use apps that allow people to anonymously chat or post comments, like YikYak or Whisper.

Users are often motivated to use social media platforms for their communal and social offerings. Social platforms easily remove communication and interaction barriers and allow users to communicate and share news with like-minded people. The social networks do even more to attract and engage users in these areas such as new in-app search functions, embedded content and live streaming video. These features (as well as an ever-expanding menu of new ones, along with an emphasis on the mobile experience are important as key platform differentiators in the marketplace.

Industry-Research | Perspectives

Omni-channel marketing is a must this holiday season

November 22, 2016 Rande Price, Research VP – DCN

Early holiday indicators demonstrate that marketing to the hyper-connected consumer is necessary. The bar is set high to deliver a compelling, contextual and consistent brand experience across all communication channels. Why is omni-channel marketing so critical this holiday season?

Compared to last year, 6 in 10 consumers report that they will shop only online this holiday season, two-thirds of consumers will shop both online and offline and only 34% will shop mostly in-stores reports Yahoo’s Holiday and Search Insights 2016 report. In all, 37% of consumers said they will shop more online this year than a year ago.

Key findings include:

Holiday shopping is an omni-channel experience

79% of consumers plan to purchase holiday gifts both in store and online

Shoppers are relying more and more on mobile as a “go-to” resource during the busy shopping season

On Black Friday, share of searches on mobile devices increased from 26% year-over-year

While Black Friday and Cyber Monday are the busiest shopping days of the year, many will not shop on these designated shopping days

29% of holiday shoppers plan to stay away from shopping during Thanksgiving Week

As brands look to create multichannel promotions, it’s important to maintain their brand authenticity. Brands should stay true to the consumer experience across the multiple marketing channels as a key differentiate in the holiday fury.