2019年广告科技报告.pdf

GlobalSTATE OF Ad Tech 2019The Ad-Tech landscape The Art & Science of ConversionThe Secrets to Re-EngagementSince AT&T debuted a campaign with the very irst banner ad in 1994, the world of advertising has never been the same. With the advent of advertising technology, new channels and devices started to ofer diferent ways for advertisers to connect with customers. From the pop-up-happy 90s to Googles debut in 1998 and Facebooks launch in 2004, there has been one clear direction for ad-tech: personalization. But how are advertisers working toward that direction? And what is the state of ad-tech going to be in 2019 and beyond? In this report, well be diving into exclusive research indings from our work with research irm Euromonitor International on our survey, “Acquire, Convert, Re-engage.” We spoke with 901 marketers around the globe about how they convert customers today - and what works best.Read on to discover:123Executive Summary and Intro 4 The Ad Platform for the Open Internet Today, more than 3.5 billion people are regular Internet users. Online is now the second largest and fastest growing ad spend channel in the world, accounting for 34% of total ad spend in 2017. Soon, it will overtake global ad spend on TV. Our research projects that by 2022, there will be 4.66 billion internet users in the world and 56% will have two or more connected devices.The world is digital. The majority of people will have multiple devices. So youd think it would be easy for advertisers to reach their target consumers. But ad-tech has never been more complicated. Heres what we see for the top 2019 ad-tech trends: 1 2 3 4More Ecommerce Companies Become Ad Companies.Transparency, Transparency, Transparency.Ads Wont Advertise, Theyll Tell Stories. 123The Current Ad-Tech Landscape Ecommerce giant Alibaba is often referred to as an ad company, instead of an ecommerce company. Thats because 60% of the companys revenue actually comes from ads, not the products sold. Amazons ad business is growing massively with expected growth of 55% in 2019 alone, according to J.P. Morgan.In 2019, ecommerce companies will continue to rethink how brand partnerships and product placements work together. CPM will take a front seat next year. Through sophisticated technology, its possible to maximize revenue from all the visitors to an ecommerce website, even if they dont buy as long as retailers can show brands that those impressions are valuable.More Ecommerce Companies Become Ad Companies.11 2 3 4Top 2019 Ad-Tech TrendsTHE CURRENT AD-TECH LANDSCAPE Transparency, Transparency, Transparency.2Marketers want to know where their ads are being placed. They want to know which ads are working and how much revenue each ad contributes. Consumers want to know how their data is used. Publishers want to know how audiences interact with the ads on their websites and how much revenue is really being generated for partners. Wherever you are in the ad-tech ecosystem, you probably want more transparency. As the big tech players keep consolidating and building higher walls its hard to really dive into the details on ad performance. With the passage of GDPR and more privacy laws on the way, we know that transparency, privacy, and security are intertwined. Ads are at the center of the storm.How can you personalize content but ensure customer data is secure? How can you know that a partner is using your ad dollars to create the best possible campaigns? All of these issues are at the forefront of the industry. New solutions, strategies, and partnerships will happen next year as companies work on adapting to this new reality. 1 2 3 4Top 2019 Ad-Tech TrendsTHE CURRENT AD-TECH LANDSCAPE When we look at the success of direct-to-consumer companies like Away, Harrys, and Warby Parker, its not the product that grabs our attention its the story. By matching quality product with a unique and shareable story, these companies have carved out a niche in the market. Consumers can get great discounts anywhere on the Internet. Ads need to be personalized to the point of telling a story to the individual consumer. That means creating a full funnel ad experience through data. Great ads will matter more than ever, but especially those that understand a customers needs and tell a great story through product and content. The best ads in 2019 wont sell. They will entertain, educate, and inspire. Ads Wont Advertise, Theyll Tell Stories.31 2 3 4Top 2019 Ad-Tech TrendsTHE CURRENT AD-TECH LANDSCAPE Global Adspend in *USD billion2014 2015 2016 2017050100150200*Constant exchange rate appliedSource: Euromonitor International Passport - Economies and Consumers, 2018 EditionYou dont have to look much further than our research on overall spending habits to understand how prominent digital has become. Around the world, ad spend on online tactics increased at a CAGR of 14.6% from 2014-2017.ONLINE121148166183OUTDOOR32 33 35 36PRINT10295 9189RADIO32 33 34 35TV177 178185 1911 2 3 4Ad-Tech by the NumbersTHE CURRENT AD-TECH LANDSCAPE 7 +4+3+0+0+9+9+9+916% 14%13%10%10%9%9% 9% 9%When it comes to tactics, marketers are spending the most on paid display. Social media ad spend is increasing as well. Globally, 16% of marketing budgets went to paid display, with 41% of that budget spent on retargeting. The second highest share of ad spend (14%) went to social media. Traditional marketing (TV, Print, and Radio) takes up 13% of marketing budgets, as TV remains a major channel across the globe. Marketing Budget Allocation by Activities, N=901Paid Display (41% is with Retargeting)Social Media MarketingTraditional Marketing 1Content MarketingLanding Page / WebsiteEmail MarketingAiliate Marketing1 - Print, Direct Mail, TV, Radio Ads2 - Search Engine OptimizationSEO 2Search Advertising (PPC)Source: “Acquire, Convert, Re-engage,” Euromonitor & Criteo, 20181 2 3 4Ad-Tech by the NumbersTHE CURRENT AD-TECH LANDSCAPE All of these marketing tactics are meant to build customer relationships throughout the shopper journey. At Criteo, we deine this by the “Awareness, Consideration, Conversion” methodology. Revenue per click Revenue per impressionMonetizeAwareness Consideration ConversionWeb salesApp salesIn-Store salesTraicApp installsApp engagementReachViewsAudience ObjectivesRetailObjectivesEach phase has its own objectives. For awareness, marketers need to think about how to maximize reach and views. During the consideration phase, the focus turns to traic. Are you getting the right audience to the right product pages? Are you seeing noticeable increases in app installs and engagement? Finally, during the conversion phase, marketers track sales across each channel. Theres a fourth part to this methodology for retailers: monetization. This is where marketers start to think about revenue based on web audience and partners. In our study with Euromonitor, we dug into the details around conversion campaigns.Standard full funnel framework1 2 3 4The Awareness-Consideration-Conversion MethodologyTHE CURRENT AD-TECH LANDSCAPE The Art & Science of ConversionA conversion can happen in an instant or it can happen over the course of a few months. Thats also why it can be a challenge to deine a methodology for conversion tracking.Unlike measuring web traic, conversion campaigns cant be measured by looking at just one marketing vehicle. With a variety of tactics across channels that can all contribute to a conversion, its also hard to measure which tactics are bringing the highest ROI.What we found is that marketers distribute their budgets across 10 primary channels. They face diferent challenges across the board, but shared with us some of their strategies for success.1 2 3 4