2020数字广告（英文版）_16页_4mb

Digital Advertising 2020 Summary

01. Advertising and Marketing Are Converging

• Integration Trends: Advertising and marketing teams are increasingly sharing budgets, resources, and responsibilities. Over 50% of companies now use internal staff to optimize ad spend across digital channels.
• Global Adoption: North American teams are leading in this integration, with a high percentage already sharing brand/creative teams, collaborating on technology purchases, and reporting to a single departmental head.
• In-House Control: Many advertisers are moving away from relying on external agencies and are taking control of creative design and campaign planning internally, especially for platforms like Facebook, Instagram, and Google Search.
• Agency Use: Around one-fifth to one-quarter of companies blend in-house and agency efforts, with cost and efficiency playing a role alongside the desire for better alignment with marketing.

02. Data – Lots of Data – Is Advertising’s North Star

• Data Utilization: Advertisers are using a growing number of data sources to target the right audience with the right message at the right time.
• CRM Data: 94% of advertisers use CRM data, including email addresses, phone numbers, and other brand interactions. The use of more detailed CRM data (e.g., purchase transactions, postal addresses) is expected to grow significantly.
• Online Data: 90% of advertisers use online data, with first-party anonymous data being the most common (71%). Its growth is expected to be modest, while second- and third-party data will see substantial growth (26% and 30%, respectively).
• Demographic Data: 95% of advertisers use demographic data, including personal data, location, and interests. Interest-based data is expected to grow the most (26%).
• DMP Adoption: 91% of advertisers have or plan to adopt a Data Management Platform (DMP), which helps in importing data, finding segments, and directing ad placements.

03. Facebook and Google Dominate as Video Rises in Importance

• Platform Dominance: Facebook and Google continue to dominate the digital advertising landscape, accounting for 66% of digital ad spend globally.
• Video Growth: Video advertising has seen significant growth, with 65% of companies increasing their video ad spending over the past year. 52% of advertisers are producing video in-house to maintain control.
• B2B vs. B2C: B2B companies are more likely to adopt video advertising than B2C companies, with a 65% growth rate for B2B versus 59% for B2C.
• Display Advertising: Display advertising has slightly declined in importance, from 16% to 14% of digital ad spend, while YouTube ad spending has increased marginally.

04. New Metrics Signal Success in a Data-Driven World

• Success Metrics: Advertisers are using a wide range of metrics to measure success, with 27% citing customer lifetime value as the top metric and 19% citing impressions or web traffic.
• Measurement Tools: DMPs, marketing attribution, and marketing automation platforms are gaining popularity as more sophisticated tools for assessing ad effectiveness.
• B2B vs. B2C: B2B brands are more likely to use CRM reports and marketing automation platforms, but less likely to consider brand recognition as a key success metric.
• Convergence: Despite differences, B2B and B2C strategies are converging, with a universal approach to what matters in advertising.

05. Last Look: New Tech Means New Ad Space

• Emerging Technologies: New technologies such as smart TVs, voice-activated assistants, and wearables are opening up new opportunities for advertisers.
• Adaptation Plans: Advertisers expect these technologies to capture more of consumers' personal and professional time, and are planning to leverage them for personalized messaging.
• Ad Space Expansion: The potential of these technologies is seen as a way to reach audiences in new and more engaging ways, indicating a shift towards more immersive and context-aware advertising.

06. Appendix: Regional Data

• CRM Data Usage:

  • North America: 91% currently use CRM data, with projected growth of +3%.
  • Asia-Pacific: 97% currently use CRM data, with projected decline of -3%.
  • Europe: 88% currently use CRM data, with projected growth of +1%.

• Online Data Usage:

  • North America: 81% currently use online data, with +9% projected growth.
  • Asia-Pacific: 95% currently use online data, with -1% projected growth.
  • Europe: 78% currently use online data, with +8% projected growth.

• Demographic Data Usage:

  • North America: 59% currently use demographic data, with +21% projected growth.
  • Asia-Pacific: 73% currently use demographic data, with -9% projected growth.
  • Europe: 68% currently use demographic data, with +7% projected growth.

• Digital Advertising Budgets:

  • YouTube: Expected to grow from 15% to 16%.
  • Display: Expected to decline from 15% to 14%.
  • Facebook/Instagram: Remain a major focus.
  • Search (Google + Bing): Continue to be a significant portion of the budget.
  • Other Platforms: Represent a smaller share but are growing in some regions.

• Measuring Ad Effectiveness:

  • DMPs, marketing attribution, and web analytics are increasingly used to measure ad performance.
  • B2C brands are more likely to consider brand recognition as a key metric than B2B brands.

Overall, the digital advertising landscape is evolving rapidly, with greater integration between advertising and marketing, increased reliance on data, and a shift towards video and emerging technologies. Advertisers are adopting more sophisticated tools and strategies to better align with their business goals and consumer behavior.