M MARKETING PRIORITIES 2016

Transcription

1 M MARKETING PRIORITIES 2016

2 BACKGROUND In July 2016 Publicitas released Publicitas Marketing Priorities. Marketing Priorities is a global survey among agencies, publishers and brand advertisers looking at the key technologies impacting their business, their main marketing priorities, and what the future might look like. So why did we do this? Firstly, to help us understand the main business priorities and challenges facing the global media industry (our customers). Secondly, to keep abreast of industry change. And finally, to make sure that what we do as a business, aligns with our customer needs.

3 SAMPLING 25% OPERATE LOCALLY ONLY 14% OPERATE REGIONALLY ONLY 61% OPERATE GLOBALLY (55%) (16%) (29%) The survey was fielded in April 2016 across multiple regions. The data provides regional results against global average and can also be sliced by seniority and media type. E M E A A M E R I C A S A P A C 52% Agencies 25% Advertisers 17% Publishers With breakdowns for sub-categories *(CH)

4 PROFILING OF 670 MEDIA AND MARKETING EXECUTIVES AGE RANGE (17%) 21% (27%) (34%) 31% 32% US$750k+ 1% (1%) (15%) 14% SALARY BREAKDOWN Less than US$25k 14% (3%) GENDER (40%) (60%) 2% Under % 54% (8%) US$100k-US$750k 37% (52%) US$25k-US$100k 49% (44%) 30% C-SUITE LEVEL EXECUTIVES (41%) *(CH)

5 MEDIA SHIFTS +4% Global ad spend growth reaching US$602.5 Billion globally in % Digital ad spend growth. Mobile accounts for 87% share of digital growth Results from Marketing Priorities 2016 closely reflect advertising spend forecasts. Advertising budgets among advertisers and agencies for 2017 (% forecasting an increase) 87% Predicted ad spend share % 16% 35% 35.3% 29% Source: Zenith Ad Forecast March %

6 Predicted digital ad spend share 2017 FORMAT EXPLOSION Digital format budgets among advertisers and agencies for 2017 (% Forecasting an increase). 87% 81% Social media Online Video 75% 73% Mobile web Location based ads 66% 35% Native ads DIGITAL FORMATS

7 GLOBAL TECHNOLOGY PRIORITIES Changes in mobile technologies continue to dictate the way we do business, but the hardware and software required to facilitate progression is key. Question: Which of the following would you consider the TOP FIVE technology factors that will impact your business sector in 2016? (ANY TOP 5 MENTIONS) Power of Mobiles devices 66% M-Commerce 60% Social Media software 57% Mobile App Development 56% Big Data 53% Internet of things 51% Security and data protection 35% Cloud Technology 31% Virtual Reality 26% Wearable Technology 21% Augmented Reality 18% Robotics and Al 13%

8 SWITZERLAND TECHNOLOGY PRIORITIES Changes in mobile technologies continue to dictate the way we do business, but the hardware and software required to facilitate progression is key. Question: Which of the following would you consider the TOP FIVE technology factors that will impact your business sector in 2016? (ANY TOP 5 MENTIONS) M-Commerce 60% Power of Mobile Devices 56% Security and Data Protection 56% Mobile App Development 54% Social Media Software 47% Cloud Technology 44% Internet of Things 41% Virtual Reality 26% Augmented Reality 19% Robotics and AI 18% 3D Printing 15% Big Data 42%

9 TECHNOLOGY PRIORITIES Technology Priorities Ranking by Region (Top 10) Rank Americas EMEA APAC SWITZERLAND 1 Power of mobile devices Big Data Social media software M-Commerce 2 M-commerce Power of mobile devices Power of mobile devices Power of Mobile Devices 3 Mobile app development M-commerce M-commerce Security and Data Protection 4 Social media software Mobile app development Internet of Things Mobile App Development 5 Big data Social media software Mobile app development Social Media Software 6 Internet of Things Internet of Things Big data Cloud Technology 7 Security and data protections Security and data protection Security and data protection Big Data 8 Cloud technology Cloud technology Cloud technology Internet of Things 9 Virtual reality Virtual reality Virtual reality Virtual Reality 10 Wearable technology Wearable technology Augmented reality Augmented Reality AMERICAS DOMINATION OF MOBILE EMEA BIG DATA FOCUS APAC DRIVEN BY SOCIAL MEDIA

10 GLOBAL MARKETING PRIORITIES Out of a list of 24 media trends and priorities measured on the Publicitas Marketing Priorities survey, attributes relating to content, advertising formats, programmatic, audience targeting and measurement appeared in the top rankings. Question: We have collared a list from many sources highlighting some key media trends highlighted for Which do you consider to be the TOP FIVE talking points for the media industry in 2016? (ANY TOP 5 MENTIONS) Content marketing 44% Content quality 35% Mobile video 35% Programmatic 35% Cross-device targeting 34% Ad personalisation 34% Accurate audience measurement 33% Content relevance 31% Ad avoidance & skipping solutions 28% Rich media advertising formats 26% App ad blocking 22% Importance of Millennials 16% Virtual Reality 16% Viewability and fraudulent traffic 15%

11 SWITZERLAND MARKETING PRIORITIES Out of a list of 24 media trends and priorities measured on the Publicitas Marketing Priorities survey, attributes relating to content, advertising formats, programmatic, audience targeting and measurement appeared in the top rankings. Question: We have collared a list from many sources highlighting some key media trends highlighted for Which do you consider to be the TOP FIVE talking points for the media industry in 2016? (ANY TOP 5 MENTIONS) Content Marketing 45% Ad Personalisation 43% App ad Blocking 42% Content Quality 42% Ad avoidance and skipping solutions 35% Content relevance 34% Accurate audience measurement 29% Viewability and fraudulent traffic 26% Programmatic 24% Cross-device targeting 23% Mobile video 22% Moment marketing 22% Virtual Reality 20% 360 Video 15%

12 MARKETING PRIORITIES Marketing Priorities Ranking by Media Type (Top 10) Rank Publishers Agencies Advertisers 1 Content marketing Content marketing Content marketing 2 Ad personalisation Programmatic Content quality 3 Rich media advertising formats Mobile Video Content relevance 4 Mobile video Cross-device targeting Ad personalisation 5 Programmatic Accurate audience measurement Accurate audience measurement 6 Content quality Content quality Cross-device targeting 7 Cross-device targeting Ad avoidance & skipping solutions Mobile video 8 Ad avoidance & skipping solutions Content relevance App ad blocking 9 Accurate audience measurement Ad personalisation Virtual reality 10 App ad blocking Rich media advertising formats Programmatic

13 MARKETING PRIORITIES Marketing Priorities Ranking by Region (Top 10) Rank Americas EMEA APAC SWITZERLAND 1 Content Marketing Content quality Content marketing Content Marketing 2 Cross-device targeting Content marketing Ad personalisation Ad Personalisation 3 Accurate audience measurement Programmatic Rich media advertising formats CONTENT MARKETING THE #1 PRIORITY App ad blocking 4 Programmatic Cross-device targeting Mobile video Content Quality 5 Mobile Video Ad avoidance & skipping solutions Content quality Ad avoidance & skipping solutions 6 Content relevance Ad personalisation Programmatic Content relevance 7 Content quality Accurate audience measurement 8 Ad avoidance & skipping solutions Mobile Video Content relevance Accurate audience measurement Accurate audience measurement Viewability and fraudulent traffic 9 Ad personalisation Content relevance Cross-device targeting Programmatic 10 Importance of Millennials App ad blocking Ad avoidance & skipping solutions Cross-device targeting

14 EMOTIONS The survey was fielded in April 2016 across multiple regions. The data provides regional results against global average and can also be sliced by seniority and media type. (81%) (92%) 94% Agree That Advertising is more effective if it makes an emotional connection to the costumer. 86% of global marketers agree that emotional marketing is increasing in importance *(CH)

15 TREND TALKS AD Blocking Content relevance Contextual environment Cross platform marketing 9% of marketing executive strongly believes that ad blocking will put organisation out of business 81% of marketing executives agree that relevant content and environment helps prevent ad blocking. 94% Agree that Advertising in relevant contextual environment will continue to increase appeal. 85% of global executives agree that Understanding cross platform audiences is a challenge. (8%) (81%) (89%) (87%) *(CH)

16 TECH TALKS Technology change is increasing at a faster pace that the ability to track it 86% Agree (95%) Strongly agree 46% (71%) Robotics and artificial intelligence will never replace the job I do 64% Agree (61%) 37% Strongly agree (28%) *(CH)

17 WHAT NEXT 2 Augmented Reality 1 Virtual reality 3 Robotics Consumers are adopting new technologies at a faster rate than ever before, and these trends will become quickly realised if application and monetisation of models are in place to enable mainstream adoption.

18 SUMMARY Viewability ad fraudulent traffic Virtual Reality Programmatic Importance of millennials Mobile Video App ad blocking Cross-device targeting Rich media advertising formats Ad personalisation INTERLINKED Ad avoidance and skipping solutions Content Relevance Accurate audience measurement