Salesforce-网络广告2020（英文）-2018-18页-4mb

Digital Advertising 2020 Summary

Core Content

The document provides an overview of the transformation in digital advertising and media buying, highlighting the shift towards data-driven strategies, the convergence of advertising and marketing, and the growing importance of video content. It is based on a global survey of 900 advertising leaders across North America, Europe, and the Asia-Pacific region, conducted in November 2017.

Main Viewpoints

• Advertising and Marketing Convergence:

  • Advertising is no longer siloed and is increasingly integrated with marketing functions.
  • The majority of organizations now share budgets and teams between advertising and marketing.
  • North American teams are leading this shift, while global advertisers are expected to follow.

• Data as the North Star:

  • Data is central to creating personalized advertising experiences.
  • Advertisers are using a growing number of data sources, including CRM, online, and demographic data.
  • CRM data usage is widespread, with 94% of advertisers currently using it and planning to expand its use further.
  • The use of interests-based data is expected to grow significantly, especially in North America and Europe.
  • Data management platforms (DMPs) are becoming more popular, with 91% of advertisers using or planning to use them.

• Dominance of Facebook and Google:

  • Facebook and Google continue to dominate the digital advertising landscape.
  • These platforms account for 66% of digital ad spend globally, with even higher shares in North America, Asia-Pacific, and Europe.
  • Video advertising is rising in importance, with 65% of companies increasing their video ad budgets in the past year.
  • YouTube remains a major player in video ad spending, while display advertising is declining.

• New Metrics for Success:

  • Brands are moving away from traditional metrics like impressions and web traffic towards more sophisticated measures, such as lifetime customer value.
  • 27% of advertisers prioritize lifetime value as their top success metric.
  • B2B brands are more likely to use CRM reports and marketing automation platforms for measuring effectiveness.

• New Technologies and Ad Spaces:

  • Emerging technologies such as smart TVs, voice assistants, and wearables are creating new ad spaces.
  • Advertisers expect these technologies to capture more of their audiences' personal and professional time.
  • There is a trend towards in-house creative production, with 52% of advertisers producing video ads internally.

Key Information

• Integration of Teams and Budgets:

  • 59% of advertisers share a common budget with marketing.
  • 58% of advertisers build budgets together in a single process.
  • 57% of advertisers report to a single departmental head for email and media buying.

• Data Sources and Usage:

  • CRM Data: 94% of advertisers currently use CRM data, with plans to increase usage of other CRM data (like transactions and customer service info) to 69%.
  • Online Data: 90% of advertisers use online data for targeting, with first-party anonymous data being the most used (71%).
  • Demographic Data: 95% of advertisers use demographic data, including personal data, location, and interests.
  • DMP Adoption: 91% of advertisers use or plan to use DMPs, indicating a growing reliance on data platforms for targeting and measurement.

• Platform Dominance:

  • Facebook and Google: These platforms account for 66% of digital ad spend globally, with 63%, 67%, and 69% shares in North America, Asia-Pacific, and Europe respectively.
  • Video Advertising: 65% of companies increased their video ad budgets, with 52% choosing to produce video in-house.
  • Display Advertising: It has seen a slight decline from 16% to 14% of digital ad spend.

• Regional Trends:

  • North America: Leads in integration and DMP adoption, with strong growth in CRM and online data usage.
  • Asia-Pacific: Shows mixed trends, with some data types declining and others growing.
  • Europe: Experiences significant growth in second-party and interests-based data usage.

• Metrics and KPIs:

  • Lifetime customer value is the most important success metric (27%).
  • Impressions/web traffic is the second most important (19%).
  • DMPs, marketing attribution, and automation platforms are becoming more common in measuring ad effectiveness.

• Methodology:

  • Surveyed 900 advertisers, media buyers, and marketers from North America, Europe, and Asia-Pacific.
  • Each region had a sample size of 300.
  • Data was collected through online surveys by FocusVision in November 2017.

Conclusion

The digital advertising landscape is evolving rapidly, driven by data and the convergence of advertising and marketing functions. Advertisers are increasingly using a variety of data sources and technologies to create personalized, effective campaigns. Facebook and Google remain dominant platforms, with video advertising playing a crucial role. As new technologies emerge, they are reshaping ad spaces and influencing how brands engage with consumers. The shift towards in-house creative production and advanced metrics is signaling a new era of sophistication and strategic alignment in digital advertising.