2020数字广告（英文版）_18页-5mb

Digital Advertising 2020 Summary

Core Content

This document provides insights into the transformation of the digital advertising landscape in 2020, highlighting the convergence of advertising and marketing, the increasing reliance on data, and the growing dominance of Google and Facebook in ad spend. It also explores the shift in metrics used to measure advertising success and the emergence of new technologies that are reshaping ad space.

Main Points

1. Advertising and Marketing Are Converging

• Advertising is no longer a standalone function but is increasingly integrated with marketing.
• Shared budgets and teams are becoming the norm, with the majority of advertisers sharing resources and responsibilities.
• North America leads in this integration, with 73% of companies sharing brand and creative teams, and 66% reporting to a single departmental head.
• A growing number of advertisers are managing their campaigns in-house, with 59% using internal staff for Facebook and Instagram ad optimization, and 57% for Google Search.
• Only a small minority of global advertisers still operate in silos, indicating a global trend toward integration.

2. Data Is Advertising’s North Star

• Data is central to creating hyperpersonalized advertising experiences.
• Advertisers are using more data sources to target audiences effectively.
• CRM data is the most widely used, with 94% of advertisers utilizing it for targeting.
• Online data is also heavily used, with 95% of advertisers relying on it.
• Demographic data is essential for targeting unknown prospects, with 95% of advertisers using it.
• Projected growth in data usage:
  • CRM-based data (excluding email and phone): +23%
  • Second-party data: +26%
  • Third-party data: +30%
• DMPs (Data Management Platforms) are increasingly adopted, with 91% of advertisers planning to use them.

3. Facebook and Google Dominate as Video Rises in Importance

• Google and Facebook dominate the digital advertising ecosystem.
• They account for 66% of digital ad spend next year, with a 63% share in North America, 67% in Asia-Pacific, and 69% in Europe.
• Video advertising is growing rapidly, with 65% of companies increasing their video ad spend over the past year.
• B2B companies are more likely to adopt video advertising than B2C companies, with 65% growth in B2B vs. 59% in B2C.
• Display advertising is declining slightly, from 16% to 14% of digital ad spend.

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

• Customer lifetime value (CLV) is the top success metric, used by 27% of advertisers.
• Impressions and web traffic remain important, with 19% of advertisers citing them.
• Advertisers are moving toward more holistic metrics, such as marketing attribution and CRM reports, to better understand campaign effectiveness.
• B2B brands are more likely to use CRM reports and marketing automation platforms than B2C brands.

5. New Tech Means New Ad Space

• Emerging technologies like smart TVs, voice assistants, and wearables are opening up new ad opportunities.
• Advertisers expect these technologies to capture more of consumers’ personal and professional time.
• The adoption of new tech is changing the ad landscape, requiring advertisers to adapt their strategies and messaging.

Key Information

• 900 global advertisers were surveyed across North America, Europe, and the Asia-Pacific region.
• Data integration is a top priority, with advertisers using an average of 6.2 data sources next year.
• Google and Facebook are expected to maintain their dominance, with 66% of digital ad spend projected for next year.
• Video advertising is on the rise, with a 65% increase in spending among companies.
• DMPs are being widely adopted, with 91% of advertisers planning to use them.
• B2B brands are more sophisticated in their use of data and metrics compared to B2C brands.
• New technologies are reshaping ad space, offering opportunities for personalized and real-time messaging.

Conclusion

The digital advertising industry is undergoing a significant transformation, driven by data and technology. Advertisers are increasingly integrating their advertising and marketing functions, leveraging a wide array of data sources, and shifting their focus from traditional metrics to more comprehensive measures of success. Google and Facebook remain the dominant platforms, while video and emerging technologies are gaining traction. This evolution underscores the need for advertisers to adapt their strategies and invest in the right tools and teams to stay competitive.