Digital Trends Feb 2012
-
Upload
erin-camin -
Category
Documents
-
view
218 -
download
0
Transcript of Digital Trends Feb 2012
-
8/2/2019 Digital Trends Feb 2012
1/21
The Entrepreneurial Media
-
8/2/2019 Digital Trends Feb 2012
2/21
Accessibilityof digital content through
technologyevolutionis driving incrcontent consumption
Content is Everywhere and Anywhere
but it is also leading to severe aufragmentation
-
8/2/2019 Digital Trends Feb 2012
3/21
Multi-Tasking Has Increased Daily Media Consumptio
3
-
8/2/2019 Digital Trends Feb 2012
4/21
Lions Share of Video Viewing is Still on TV
4
TV at Home Online Video Mobile
153 Hours, 47 Mins 3 Hours, 22 Mins 3 Hours, 3
Monthly Time Spent
-
8/2/2019 Digital Trends Feb 2012
5/21
Digital Advertising Has Grown to Over $30 Billion
1994
20042012
5
-
8/2/2019 Digital Trends Feb 2012
6/21
Its More Complicated Than Ever
6
-
8/2/2019 Digital Trends Feb 2012
7/21
Paid Search, $13.93
Display, $5.50
Classifieds, $3.65
Video, $4.21
Social, $1.33
Mobile, $1.23 StreamingRadio, $0.32
7
US Advertisers are Spending their Dollars in Paid Sea
Mobile and social media spend to grow the most
Source: eMarketer, October 2011
2012 Online AdSpend Forecast
= $
-
8/2/2019 Digital Trends Feb 2012
8/21
But Consumers are Spending their Time in Social Med
0% 5% 10% 15% 20%
Search
Videos/movies
Intant Messaging
Portals
Emailing
Online Gaming
Social Networking
8
13%
-36%
-25%
-18%
10%
3%
Watching videos online continue to grow
-
8/2/2019 Digital Trends Feb 2012
9/21
9
Now, Were Seeing Shifts Dollars Going Into the Soc
In 2011, Facebook comprised 6% of total US online ad spend ($2B in rev
Source: eMarketer, Sept 2011
Facebook remainsthe largest socialnetwork in the US
64% of Adults 21-34 visitFacebook everyday
Over 200 millionconsumers are on
TwitterThere are over 250 milliontweets posted each day
Googlemid-2
over 40In Decem
open u
-
8/2/2019 Digital Trends Feb 2012
10/21
-
8/2/2019 Digital Trends Feb 2012
11/21
11
Video Will Continue to Grow as More Devices Become
71% of internet users are watching videos
Source: eMarketer, 2011
PCs M
Connected TVs T
-
8/2/2019 Digital Trends Feb 2012
12/21
Consumers are Increasing Time Spent with Mobile De
Mobile is fastest growing channel - Mobile internetusage will surpass PC/laptop internet usage by 2014
Consumers are utilizing their mobile devices for moreof their daily internet routines: email, news, socialnetworking, sports, weather, banking, etc
54% of GenY & 47% of GenX are currently accessingSocial Media websites via Mobile devices
Source: eMarketer, comScore Aug 201112
-
8/2/2019 Digital Trends Feb 2012
13/21
1
Mobile usage will only increase with new devices in m
Currently mobile display is the format leader but isprojected to fall behind search and video by 2014
Similar to the trends in digital video, mobile video is thefastest growing mobile ad format
Location based mobile ads will become focus of mobilead campaigns as they will provide greater ROI and POSopportunities
Becoming the primary tool to access social media
iPad sales topped 25MM througof June
Business, shopping and gaming3 most common tablet activities
Tablet users are open to video cthird regularly watch the video that often plays before other vide
Tablet users are more likely to sfor products and services. 43% oowners regularly search for prodinformation and comparison sho
-
8/2/2019 Digital Trends Feb 2012
14/21
Emailing and Social Networking are top activities on a mobile
-
8/2/2019 Digital Trends Feb 2012
15/21
1
Tablets mirror the demographics of the early adopters
Younger males with above averageincome - In August 2011, 54.7% of all
tablet owners were male
Adults 25-34 accounted for thelargest share of tablet owners at29.3% of the entire audience, whilethose age 35-44 accounted for 21.6percent
-
8/2/2019 Digital Trends Feb 2012
16/21
Search is the First Place Consumers Look for Brands
Paid search makes up the bulk of US digital spending(46%)
82% of paid search dollars spent on Google
YouTube is the second largest search engine behindGoogle
Typically used for direct response campaigns thoughincreasing number of advertisers using paid search forbranding
Source: eMarketer, Oct 201116
-
8/2/2019 Digital Trends Feb 2012
17/21
E-Commerce
T t l di ti t t l f
-
8/2/2019 Digital Trends Feb 2012
18/21
Total e-commerce spending continues to recover strongly fromrecession, posting a +12% gain Y/Y
Source: comScore e-Commerce Measurement18
U.S. e-Commerce Dollar Sales Growth ($ Billions)
E C th i ifi tl d th th f t t l
-
8/2/2019 Digital Trends Feb 2012
19/21
E-Commerce growth significantly exceeds the growth of total reindicating that consumers continue to shift from retail to online
Source: comScore e-Commerce Measurement19
Quarterly e-Commerce Sales Growth vs. YA
E C h f ll l ti t
-
8/2/2019 Digital Trends Feb 2012
20/21
E-Commerce share of all consumer sales continues to grow, wone in every ten discretionary dollars spent online
Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail20
e-Commerce Share of Corresponding Consumer Spending*
Beginning with Q4 2009 e Commerce dollar sales have seen p
-
8/2/2019 Digital Trends Feb 2012
21/21
Beginning with Q4 2009, e-Commerce dollar sales have seen pgains Y/Y for seven straight quarters
Source: comScore e-Commerce Measurement21
e-Commerce Dollar Sales ($ Billions)