Salesforce-网络广告2020（英文）-2018-18页

Digital Advertising 2020 Insights into a new era of advertising and media buyingDigital Advertising 2020 / 2 Salesforce Research 01. 02. 03. 04. 05. 06. 0 7. Advertising and Marketing Are Converging 3 Data – Lots of Data – Is Advertising’s North Star 5 Facebook and Google Dominate as Video Rises in Importance 10 New Metrics Signal Success in a Data-Driven World 12 Last Look: New Tech Means New Ad Space 14 Appendix 15 Methodology 18 Introduction Digital Advertising 2020/ 2 Consumers and business buyers receive more messages, through more channels, than ever before. Cutting through the noise requires advertisers to deliver hyperpersonalized messages that resonate at the individual level. Now, advertising is undergoing a transformation — the biggest revolution since the launch of digital ads in the 1990s — driven by data. To effectively reach audiences and interact with them in a smarter, 1-to-1 manner, advertisers must connect and make sense of a myriad of data sources. Of course, of achieving this requires a shift in dynamics; advertising and marketing can’t live in vacuums. Technology can’t be an afterthought. The winners in this new era will coalesce the right teams and technologies to harness data, more precisely track their efforts, and measure progress to evolve their strategies at the pace of the consumer. Dominant channels — and thus budgets — are shifting, too. Increasingly, advertisers will rely on major platforms under the Google and Facebook umbrellas to deliver their messages. And success isn’t measured only by clicks and impressions, but also lifetime customer value. Based on a global survey of 900 advertising leaders across North America, Europe, and the Asia-Pacific region, this research illustrates new priorities, strategies, and tactics that signify the dawn of a new era in advertising. Technology Unites Advertisers and Marketers in Creating Personalized ExperiencesDigital Advertising 2020 / 3 Salesforce Research 01. Advertising and Marketing Are Converging Advertising is breaking free from its silo after being an autonomous part of companies for many years. the majority of advertising and marketing organizations now share common budgets and use the same team to send emails and to build ad campaigns. North American teams lead the pack in this evolution, but advertisers across the globe are poised to catch up. Only a small minority of global advertising teams lack plans to integrate themselves within the broader marketing organization. Share brand and/or creative teams Percentage of advertisers whose advertising and marketing teams do the following ADVERTISING AND MARKETING TEAMS’ SHARED ACTIVITIES NORTH AMERICA ASIA-PACIFIC EUROPE 41% 54% 36% 52% 40% 56% 31% 55% 37% 59% 51% 40% 56% 37% 51% 40% 34% 60% 53% 38% 27% 25% 66% 66% 22% 65% 21% 73% 74% 20% Collaborate on the evaluation and purchase of technology Share a common budget Build budgets together in a single process Report to a single departmental head responsible for sending email campaigns and purchasing media Share brand and/or creative teams TOTAL 35% 34% 58% 57% 31% 59% 31% 62% 61% 32% Collaborate on the evaluation and purchase of technology Share a common budget Build budgets together in a single process Report to a single departmental head responsible for sending email campaigns and purchasing media Currently do Plan to doDigital Advertising 2020 / 4 Salesforce Research Employees of our company 01. Advertising and Marketing Are Converging Many advertisers are relying less on agencies to do the work; instead they’re orchestrating their own creative design and campaign plans in- house. This trend is possibly due to a desire among teams to gain control over their digital advertising, while also fostering alignment with the rest of their marketing. At least half of companies rely entirely on internal staff to optimize ad spend across any given digital channel . Around one-fifth to one-quarter of companies choose to blend advertising efforts between employees and outside agencies. The appeal of greater control is clear enough, but cost and efficiency may factor in, too. While some companies may prefer to save money by orchestrating advertising in-house, others are highly resourced companies that choose to staff their own top-tier in-house team to foster better alignment with marketing. Distribution of responsibility for various types of advertising between internal employees and outside agencies DIGITAL AD CAMPAIGN MANAGEMENT NORTH AMERICA ASIA-PACIFIC EUROPE TOTAL Mix of company employees and outside agencies An outside agency 24% 50% Display 23% 22% 52% YouTube and other video 19% Facebook and Instagram 21% 59% 18% 57% 20% Google Search 23% Display 29% 49% 17% 16% 55% 27% 25% 46% 24% YouTube and other video 31% 46% 15% 18% 59% 20% 18% 53% 23% Facebook and Instagram 28% 56% 12% 18% 59% 22% 16% 62% 19% Google Search 53% 25% 21% 62% 16% 22% 55% 18% 25% 57 % rely entirely on internal staff to optimize ad spend for Google Search. 59% rely entirely on internal staff to optimize ad spend for Facebook and Instagram.Digital Advertising 2020 / 5 Salesforce Research 02. Data — Lots of Data — Is Advertising’s North Star 92% 85% 92% 92% 89% 93% 94% 90% 95% ONLINE DATA (first-party anonymous, second-party, or third-party) CRM-BASED DATA (email addresses, phone numbers, or other CRM-based data) DEMOGRAPHIC DATA (personal, location info, or interests) The number of data sources available to inform digital advertising continues to grow. Yet, each contributes to a single objective: targeting the right audience, with the right message, at the right time. There are three primary categories of data available: customer relationship management (CRM) data, online data, and demographic data. The vast majority of advertisers use all three categories, and the number of individual data sources advertisers use is on the rise. Last year, advertisers used an a verage of 5.4 data sources, and next year they’re planning to use an a verage of 6.2. Percentage of advertisers using the following types of data DATA TYPES USED FOR DIGITAL ADVERTISING Last fiscal year Planned or continued use next fiscal year Current fiscal year Salesforce ResearchDigital Advertising 2020 / 6 Salesforce Research CRM-BASED DATA (email addresses, phone numbers, or other CRM-based data) 92% 92% 94% Email addresses 75% 76% 76% Phone numbers 61% 64% 66% Other CRM-based data other than email addresses and phone numbers (transactions, postal address, customer service information, etc.) 56% 69% 68% 02. Data — Lots of Data — Is Advertising’s North Star +27% ANTICIPATED TWO-YEAR GROWTH* * Anticipated two-year growth is calculated using the difference of “planned or continued use next fiscal year” and “last fiscal year” divided by “last fiscal year.” 0% +2 % +5% +23 % 94% of advertisers now use CRM data — such as email addresses, phone numbers, and other brand interactions — to Target advertising. As platforms — including Google and Facebook — have made it easier to use known customer data to target advertising, more companies are using CRM-based data beyond email addresses and phone numbers. The percentage of companies targeting based on CRM data such as purchase transactions, postal address, and customer service information will rise from 56% last year to an estimated 69% next year. Percentage of advertisers using or planning to use CRM-based data to target digital ads CRM DATA USAGE Last fiscal year Planned or continued use next fiscal year Current fiscal year projected growth in the use of other CRM data beyond email addresses and phone numbers is particularly strong in North America. See the appendix for regional data cuts.Digital Advertising 2020 / 7 Salesforce Research +32 % ANTICIPATED TWO-YEAR GROWTH* * Anticipated two-year growth is calculated using the difference of “planned or continued use next fiscal year” and “last fiscal year” divided by “last fiscal year.” +5% +5% +26 % +30 % As prospects browse digital properties — including advertisers’ own websites and those of other companies or publishers — 90% of advertisers use some type of online data to target their ads. First-party anonymous data is the most-used type of online data (71%) but with an anticipated two-year growth rate of only 5%. In the Asia-Pacific region, use of first-party anonymous data is expected to shrink by 9%. Second- and third-party partnerships that allow advertisers to tap into data sources they don’t own, thereby providing new inputs for decision-making and targeting, will see particularly large growth. Over the next two years, advertisers’ use of second- and third-party data will grow by 26% and 30%, respectively. Percentage of advertisers using or planning to use online data ONLINE DATA USAGE Last fiscal year Planned or continued use next fiscal year Current fitscal year projected growth in the use of second-party data over the next two years across Europe, is particularly strong. See the appendix for regional data cuts. +47% of advertisers in North America will increase their use of third-party data, the largest increase among regions. 85% 89% 90% ONLINE DATA (first-party anonymous, second-party, or third-party) 67% 50% 45% 70% 64% 58% 71% 63% 52% First-party anonymous data (devices and cookies collected from your own digital content) Second-party data (devices and cookies from a direct relationship with another marketer or publisher) Third-party data (devices and cookies from an aggregator or data broker such as Acxiom, Nielsen, or Neustar) 02. Data — Lots of Data — Is Advertising’s North StarDigital Advertising 2020 / 8 Salesforce Research +24 % ANTICIPATED TWO-YEAR GROWTH* * Anticipated two-year growth is calculated using the difference of “planned or continued use next fiscal year” and “last fiscal year” divided by “last fiscal year.” +1% +3 % +14 % +26 % 95% of advertisers use demographic data, including personal data, location information, and interests, to target prospects they know almost nothing about . Use of newer types of data — like mobile-derived location information — will grow 14% over the next two years. Use of interests-based data (based on factors like personality and preferences) will see the biggest growth, expanding by 26% as it becomes more widely available to brands. Percentage of advertisers using or planning to use online data DEMOGRAPHIC DATA USAGE Last fiscal year Planned or continued use next fiscal year Current fiscal year of European advertisers will increase their use of interests-based data, representing the highest increase among regions. See the appendix for regional data cuts. 02. Data — Lots of Data — Is Advertising’s North Star 92% 70% 65% 55% 93% 72% 74% 69% 95% 73% 75% 66% DEMOGRAPHIC DATA (personal, location info, or interests) Personal data (age, gender, etc.) Location information (country, state, province, etc.) Interests-based data (topics or product categories, etc.)Digital Advertising 2020 / 9 Salesforce Research Used for over 3 years No planned use/ don’t know Plan to purchase in next fiscal year Used for 1–3 years Used for less than 1 year or currently implementing 20% 38% 21% 11% 9% 02. Data — Lots of Data — Is Advertising’s North Star As brands leverage multiple data sources to target audiences, they’re increasingly turning to data management platforms (DMPs) to import that data, find segments to target, and send instructions to networks and websites. Adoption has reached a tipping point; while just 20% of companies have been using a DMP for more than three years, an additional 21% are either currently implementing a DMP or have done so in the past year. 91% of advertisers ha ve or plan to adopt a data management platform. Percentage of advertisers who describe their company’s use of DMPs as follows ADVERTISERS’ DMP USAGE Digital Advertising 2020/ 9 Salesforce ResearchDigital Advertising 2020 / 10 Salesforce Research 03. Facebook and Google Dominate as Video Rises in Importance See the appendix for regional data cuts. The dominance of Facebook and Google in the digital advertising ecosystem shows no signs of slowing. Next year, 66% of digital advertising spend will go to Google Search, YouTube, Facebook, and Instagram — figures that don’t even include additional platforms or display advertising exchanges owned by their parent companies. This stronghold is universal; these channels represent 63% of total spend in North America, 67% in the Asia-Pacific region, and 69% in Europe. Percentage of ad spend allocated to the following channels DIGITAL ADVERTISING BUDGETS Beyond their massive audiences, both Facebook and Google are particularly appealing to advertisers for their ability to target consumers based on real identities. Display advertising is still an important part of this mix, though it shrank from 16% to 14% of digital ad spend. Not including Facebook, social channels like LinkedIn, Pinterest, Snapchat, and Twitter account for an additional 11% of planned spend across surveyed regions. But their collective share of advertising budgets is on the decline. LAST FISCAL YEAR 27% 28% 14% 15% 16% 28% 30% 12% 15% 15% 11% 31% 14% 16% 28% YouTube Facebook/Instagram Display Other (e.g., LinkedIn, Pinterest, Snapchat, Twitter, etc.) Search (Google + Bing) CURRENT FISCAL YEAR NEXT FISCAL YEARDigital Advertising 2020 / 11 Salesforce Research 03. Facebook and Google Dominate as Video Rises in Importance Video content is becoming more prevalent across platforms. Over the past year, 65% of companies increased their video advertising. This budget boost — and the relative importance of video it suggests — could help explain why 52% of advertisers choose to maintain control of their video advertising by producing it in-house. B2C companies’ year-over-year growth in video advertising (59%) trails slightly behind B2B companies’ aggressive adoption (65% growth). Why the surge? B2B advertisers’ use of video could be due to the convergence of consumer- and business-buyer preferences in media consumption. As seen on the previous page, YouTube ad spending is inching upward (15% to 16%) at about the same rate that display ad spending is creeping downward (15% to 14%). Change in spending on digital video advertising in the past year CHANGE IN DIGITAL VIDEO AD SPENDING Total 21% 8% 33% 6% 28% 8% 9% 31% North America Asia-Pacific Europe 57% 58% 57% 57% Increased substantially (+25% or more) Increased somewhat (+2% to +24%) Stayed about the same (±1%) Decreased somewhat (–2% to –24%) Decreased significantly (–25% or more) 13% 3% 6% 3% 1% Digital Advertising 2020/ 11 See the appendix for business type data cuts.Digital Advertising 2020 / 12 Salesforce Research 04. New Metrics Signal Success in a Data-Driven World Lifetime value of a customer 27% More data at advertisers’ fingertips means more opportunities to measure progress. But first, brands need to focus on what their goals are. Natural variation by industry and region is to be expected, but even within a single industry, the spectrum of to