2017年网络广告报告 .pdf

INSIGHTSERIESTHE STATE OFDigital Advertising 20172 INSIGHTSERIES State of Digital Advertising 2017 marinsoftwareSummaryMarin Software interviewed 500 digital marketing managers from leading agencies and brands around the world to discover the trends, opportunities, andchallenges they face in 2017.In this report, we discuss a number of insights, including:Mobile Ad Spend:Our survey confirms that marketing budgets are following theshift of eyeballs from traditional channels to mobile. We examine this trend anddiscuss the ROI potential of different mobile strategies.Lack of Expertiseis routinely cited as a reason marketers knowingly leave moneyon the table. We explore the implications of this trend and the opportunity it pre-sents to those willing to learn and/or leverage new tools and channels.Whats Hot?Marketers top priority in 2017 is content marketing. Well explorehow to integrate paid channels with your content marketing efforts for best results.Whats Next?Marketers have taken notice of consumer willingness to try thenewest video, voice, and augmented reality technologies coming to market. How-ever, these nascent technologies are generally not a priority for marketers this year.Budgets Migrating to Mobile70% of marketers reported advertising on both search and social.Today, Google and Facebook collectively aggregate 74% of Internet traffic.1100%75%50%25%0%2013 2014 20151. Parse.ly “Authority Report,”2016.Consumers live their lives online, with the average user unlocking their mobilephone 150 times per day.2With each unlock, the consumer has a job to be doneranging from the mundane (e.g., checking email or killing time) to the criticallyimportant (e.g., researching major purchases like a home or car).As marketers, its our job to identify our target audiences and deliver useful con-tent at the moments when theyre needed.Budgets Move to Mobile in LockstepMarketers are following the shift of consumer attention, with 70% of respondentsindicating theyre actively advertising on search and social.Budgets are shifting. In our sampling, 43% of marketers expect their mobilebudgets on search marketing investment to increase between 10% and 30% in2017. An additional 34% plan to increase their mobile search budgets by morethan 30%. On the social side, 70% of respondents plan to increase their advertis-ing budget.With Facebook eclipsing Google in gross traffic for the first time in 2016, it comesas no surprise that marketers view each channel as important.3INSIGHTSERIES State of Digital Advertising 2017 marinsoftware2. Time, Inc. “Americans Check Their Phones 150 Times Per Day”.Paid search/PPCOtherProgrammatic advertisingPaid social (e.g. sponsored posts / advertisementson Social Media)Display AdvertisingIn-app advertising70%70%61%44%27%Behavioral retargeting or remarketing26%SMS/MMS advertising 17%6%Most popular methods of paid advertising on mobileGlobal respondents4 INSIGHTSERIES State of Digital Advertising 2017 marinsoftwareWhat Strategies Are Being Used on Mobile?What Are These? Location Extensions:Display your business name, address, and phone num-ber in your Google text ad. Remarketing List for Search Ads (RLSA):Target previous website visitorswhen they search by customizing your message and keyword bid. Expanded Text Ads (ETA):An enlarged text ad format Google introduced in2016 for mobile and desktop ads. Call Extensions:Display your business phone number in your Google text ad. Customer Match:Show ads to your customers based on data about thosecustomers that you share with Google (e.g., imported from your CRM).24%5%5%6%17%43%0-10%10-30%30-50%50-70%70-100%More than 100%Increase in paid search investment across desktop and mobile (20152016)Global respondentsRemarketing Lists for Search Ads (RLSA)Store visitsLocation extensionsExtended Text AdsCustomer Match43%42%40%38%31%Call extensions19%Do you plan to adopt any of the following tactics as part of a mobile-optimized approach to paid search marketing?Global respondents5INSIGHTSERIES State of Digital Advertising 2017 marinsoftware Store Visits:An estimate of store visit conversions that Google calculatesbased on mobile location data. Third-Party Bidding: Set keywords level bids according to an advertisers goal(e.g., CPA, ROI, ROAS); offered by advertising partners like Marin Software.Lack of Expertise the Marketers Achilles HeelMarketers on search and social face an ongoing learning curve due to the con-stant influx of new features and ad products. As a result, many struggle to keep upwith the fast pace of innovation.Addressing the ChallengesProblem: Difficulty Replicating Campaigns to Non-AdWords PublishersSolution: Most publishers offer tools to import and continually sync your GoogleAdWords campaigns. Problem: Lack of Support for Investing in Paid SearchSolution: A compelling investment thesis promises strong returns with limitedrisk. Your task is to craft this thesis. Here are a few helpful resources. Measure: Use past data to prove that customers use search engines to findyour product. Ideally, youre able to measure the entire customer journey fromfirst touch to last-touch conversion. This is a benefit of using an advertisingpartner, like Marin Software.Difficulty replicating campaigns across Google,Bing, Yahoo or other search providersOther Lack of technical expertise in implementingpaid search campaignsLack of understanding of paid searchadverting techniquesLower conversion rates compared toother forms of advertisingLack of support for investing in paid search37%31%25%22%20%20%Biggest challenges associated with delivering ROI from paid searchRespondents currently investing in desktop or mobile6 INSIGHTSERIES State of Digital Advertising 2017 marinsoftware “Think With Google”provides valuable resources for planning ad spend likethe customer journey to online purchase.This resource provides industry adspend benchmarks to understand where you stand relative to your peers. It canbe especially valuable if your current measurement system lacks robust data. Forecasting tool: Another option is using an advertising partnerlike MarinSoftwarethat leverages machine learning to build predictive forecasts. Thisforecast allows marketers to hypothesize future outcomes by inputting differ-ent variables like ad spend.Problem: Low Conversion RatesSolution: Conversion rate optimization is as much art as science. Pre-click opti-mization focuses on continual testing of your targeting, message, and individualadvertising bids. This is an ongoing process thats well-suited to automation,which is why many marketers turn to ad optimization partners like Marin Soft-ware. The techniques employed here include keyword mining, A/B testing, goal-based algorithms, and full-funnel analysis. Post-click optimization is focused onremoving friction between a users click and that person taking action that youdeem a conversion event (e.g., in a B2B setting it could be downloading yourwhite paper). Theres a cottage industry of vendors specialized in this domain withleaders including, but not limited to, Optimizely, Monetate, and Mixpanel.Problem: Lack of Understanding and Technical ExpertiseSolution: We suggest you start with one or both learning programs offered byFacebook and Google to build a strong foundation. Google AdWords Fundamentals Course Facebook Blueprint Course Whats Hot in 2017 and Beyond?Marketers designate high-quality content as the top priority.In our survey, 42% of marketers identified “content marketing” as their top priorityfor 2017, narrowly edging out “search marketing” and “social media.”7INSIGHTSERIES State of Digital Advertising 2017 marinsoftwarePart of the reason consumers covet their mobile phones is the equal foot it pro-vides, by providing instant access to information. Companies with business models designed to exploit frictionlike asymmetricinformation or inconveniencehave been directly affected by this change in con-sumer behavior. Consumers can now price-check at will, or ship hard-to-finditems directly to their home. Our survey results reveal that marketers are taking heed and focused on providingconsumers with rich content at the precise moments they need it to make aninformed decision.Still Too NewMarketers are keeping an eye on new technologies like voice search and virtualreality, but less than 5% of respondents indicated these were a top priority for2017. We suggest paying attention to the impact of these new technologies on thedigital marketing landscape.60% of smartphone users who use voice search have begunusing it within the past year.Search Engine LandContent marketing 42%Search marketing 39%Social media 30%Retargeting / personalization 30%Cross channel campaigns 29%Attribution 26%Mobile optimization 26%Programmatic advertising 15%Which of the following areas do you believe are the top priorities for yourbusiness in 2017?Global respondents“”8 INSIGHTSERIES State of Digital Advertising 2017 marinsoftwareParting ThoughtsIn a study conducted by Marin Software in 2016, we found that marketers canincrease their performance by 70% by joining their social and search ad buyingefforts to create a “multiplier effect.” Marin Software provides a simple frameworkto execute this cross-channel campaign.Marketers struggle to keep up with the torrid pace of digital marketing innova-tions. Third-party management platforms help marketers get the most out oftheir digital marketing. A software management layer like Marin Software sitsatop the major publishers and automates the campaign creation, syndication, andoptimization process. In effect, marketers can continue to build campaigns onchannels where they excel, and this work serves as the foundation for campaignsyndication from Marin Software to other channels with a single click.About Marin SoftwareMarin Software Incorporated (NYSE: MRIN) provides a leading Revenue AcquisitionManagement platform used by advertisers and agencies to measure, manage, andoptimize billions of dollars in annualized ad spend. Offering an integrated platformfor search, social, and display advertising, Marin helps advertisers and agenciesimprove financial performance, save time, and make better decisions. Marinstechnology powers marketing campaigns in more than 160 countries. For moreinformation about Marins products, please visit: marinsoftware/