Les acteurs de l’ad tech et les marketeurs commencent à réaliser l’importance du marketing digital in-store et surtout du lien qu’il est nécessaire de faire entre le magasin physique et les applications et sites mobiles, un maillon encore faible de la chaîne malgré son importance. Un exemple très récent de cette prise de conscience est le partenariat que la plateforme de publicité programmatique SiteScout vient de signer avec AisleLabs, un spécialiste du retargeting in-store.
Le retargeting in-store est une façon un peu grossière d’appeler le retargeting qui permet aux annonceurs de communiquer avec leurs clients et prospects pendant et après qu’ils soient passés dans le magasin.
L’outil Aislelabs Engage permet d’analyser à la fois le comportement des consommateurs dans le magasin physique et au sein des sites et applications en ligne. Se servant des technologies Wifi, GPS et notamment iBeacon – qui identifie où l’internaute se trouve dans le magasin au rayon près – AisleLabs permet aux marketeurs d’envoyer des messages personnalisés à ces cibles. L’outil fournit une analyse sur les profils des visiteurs, segmentés en fonction de leurs différents comportements de recherche et d’achat.
Suite à ce partenariat, un commerçant utilisant Aislelabs Engage avec son application mobile, par exemple, pourra mieux comprendre le comportement de son client dans le magasin et utiliser la plateforme RTB de SiteScout pour le recibler sur Internet, dans son smartphone ou tablette, ou sur les réseaux sociaux comme Facebook.
« Notre vision a toujours été de connecter le comportement du consommateur en ligne et dans le monde physique. A travers cette nouvelle offre avec SiteScout, nous sommes encore plus près de rendre cette idée réalité. Le concept de recibler les visiteurs d’un magasin physique, une fois qu’ils sont en ligne, vient combler une lacune dans le marché », affirme Nick Koudas, co-fondateur et CEO d’AisleLabs.
Les dépenses publicitaires réalisées sur Internet ont dépassé pour la première fois, en 2013, les investissements des annonceurs sur la télévision. Ce record n’est cependant pas mondial et porte en effet exclusivement sur le marché américain.
Ainsi selon l’IAB, qui regroupe les industriels de la publicité en ligne, la pub sur Internet a représenté 42,8 milliards de dollars de revenus en 2013, aux Etats-Unis. Plus donc que la publicité sur le petit écran (40,1 milliards $).
Croissance molle en Europe
Hors mobile, le segment du « display » est celui pour qui la croissance a été la plus forte (30%) à 12,8 milliards de dollars. En taille, le marché de la recherche sponsorisée, en croissance plus modérée (+9%), reste néanmoins le plus important (18,4 milliards $).
Si en Europe, la croissance du marché de la publicité en ligne est au ralenti (+3% en France), de l’autre côté de l’Atlantique, les recettes publicitaires ont augmenté de 17% l’année dernière. Une augmentation à laquelle la publicité sur mobile a largement contribué à hauteur de 7,1 milliards de dollars (+110% par rapport à 2012).
« L’information selon laquelle l’interactif a dépassé en performances la diffusion TV ne devrait pas être une surprise » assure le directeur de l’IAB, Randall Rothenberg. Selon lui, ces chiffres ne font que souligner la puissance des écrans numérique pour atteindre et engager les audiences
25 years at Gartner
29 years IT Industr
The digital world is upon us. Every budget is an IT budget. Every company is a technology company. Every business leader is becoming a digital leader. Every person is becoming a technology company.
Welcome to the Digital Industrial Economy.
If you’ve already attended Gartner Symposium/ITxpo in South Africa, Japan, US, India or Australia this week, you’ll recognize these opening remarks from our analyst keynote. And judging by the literally hundreds of CIOs I have spoke to over the past few weeks at these events, we’ve captured the attention, mood, hopes and, quite frankly, many of the fears of our attendees.
One of the questions we address directly in our opening keynote is about “digital” itself. Basically, what is it?
First, it’s not digitization. That is about zeros and ones. Digitalization is about something much, much more. Something altogether bigger and fundamentally more important. It’s about the transformation of your business.
Digital business applies unprecedented combinations of new technologies to generate revenue and value. It starts with digital assets and capabilities.
For business, it means digital products, services and customer experiences conducted through digital channels from the front office all the way through the value chain. For governments, it means digital services to constituents, more transparency and higher mission effectiveness
Digitalization exposes every part of your business and its operations to the Nexus of Forces (where cloud, mobile, information and social technologies meet) and the Internet of Everything. It is how you reach customers and constituents, how you run your physical plant and how you generate revenues or deliver services.
No matter what business or service you deliver today, digitalization is changing it. The changes we see in media and digital marketing are just the beginning. If you work in agriculture, mining or manufacturing, digitalization means a new opportunity for you as well. If you deliver public services, digitalization allows you to better engage with your constituents where they are in the moment.
And the way your business runs, your internal operations, are changing too as digitalization is becoming pervasive inside organizations, shortening time cycles. For example, to a chief marketing officer, what happens with a customer in the moment can make all the difference. S/he can commission a successful mobile app-driven campaign that sees payback in a matter of weeks. That’s the time it takes a typical IT organization to just gather requirements.
We are seeing the cost for the basic hardware building blocks of the Digital Industrial Economy, such as sensors, radios, and microprocessors are plummeting. In 2009, 0.9B sensors and 1.6B personal devices — so roughly 2.5B “things” — were connected. But by 2020, that will grow to become 30B “things”. In fact, by 2020 all products costing more than $100 should have sensorsembedded, even if you don’t know what to use them for.
Digitalization will change the way we all think about technology and, after talking to CIOs at Gartner Symposium/ITxpo across four continents in the last few weeks, it will fundamentally change the way we need to lead our organizations to be successful in this new digital world.
Peter Sondergaard is a senior vice president in Gartner, where he is the global head of Gartner Research. Mr. Sondergaard is responsible for people management and the direction of the global research organization, which includes Semiconductors, IT Infrastructure and Operations, Communications, Software and Services Management, Business of IT, Research Operations Management, and IT provider and end-user organizational roles.
Digital video viewing is mainstream, and eMarketer estimates that 182.5 million people [≈ population of Brazil, nation] in the US, or 75% of all internet users, will view digital videos this year, and video advertising spending will increase by more than 40% in 2013 as well.
Video viewership and social sharing are closely intertwined; for example, an April 2013 blinkx survey conducted by Harris Interactive found that more than 40% of social network users watch TV or online video and simultaneously discuss content with their friends&mdashthe percentage was even higher among respondents ages 18 to 34, 14% of whom said they “always/often” do so.
Despite the connection between social network users and video content, social video advertising is still nascent. According to “Demystified: Video Advertising on Social Networks,” an August 2013 study from Mixpo, 8.5% of agency executives said they were underperforming on social video advertising, and none of the respondents said they were experts in the medium, according to the report.
Advertisers’ admitted lack of sophistication doesn’t mean they aren’t testing and experimenting. According to the Mixpo report, nearly 70% of agency executives planned to advertise on YouTube in 2014, while nearly one-quarter expect to run video ads on Twitter and about one in seven on LinkedIn. Though video advertising as Mixpo defines it doesn’t yet exist on Facebook, Instagram or Vine, nearly half of respondents to the survey said they would work video ads into their Facebook marketing mix if given the opportunity.
For social network users, identifying paid advertising and owned content marketing is often a blurry line. Mixpo’s definition of video advertising excludes branded video posts on social sites, but it doesn’t denote whether it refers to sponsored video posts, which are likely to be the types of paid video ads that will first find their way into Facebook, Instagram and Vine, given the networks’ respective user interfaces (and opportunities in mobile). Notably, Unisphere Research found in an August 2013 survey that nearly 60% of marketers would like to increase their video content in social networks&mdashmore than any other content category.
Social network advertising is unique because it requires marketers to fit in context with content rather than standing out from what the user is viewing, as a television or digital video programming advertisement is designed to do. As a result, sponsored video content may in turn be the most suitable way for advertisers to integrate and ingratiate themselves within social network users’ information feeds.
Investment in digital ads more mature in Germany, France
Digital advertising has evolved at different speeds in the leading Western European nations. Germany, the largest Continental market, is more mature than France in this respect, and both are more advanced than Italy and Spain, according to a new eMarketer report, “Western Europe Digital Ad Spending: Display and Mobile Remain Key Drivers of Regional Growth.”
eMarketer expects investment in digital ads to rise steadily in all EU-5 nations through 2017, but the relative rankings of these countries will remain unchanged. Germany, for example, will account for an estimated 19.9% of regional spending in 2013 and 19.1% in 2017. France will claim 9.9% of digital ad investments this year. Italy and Spain will continue to lag in share, thanks chiefly to the severe economic difficulties both countries are suffering.
In Germany, growth in digital ad spending is expected to peak in 2013, while France should see its most dramatic gains next year. In Italy and Spain, by contrast, the economic turmoil of recent years has severely hindered the development of digital advertising. Growth rates in both countries, which reflect those markets’ relative immaturity, are still climbing and are projected to begin falling only after 2015.
In most of Western Europe’s major ad markets, expenditure on search ads is diminishing as a share of total digital ad investments, while display advertising is increasing—and helping fuel digital ad spending growth. The popularity of video ads among both consumers and advertisers is a major driver of display’s growth in the region.
Thanks to surging levels of mobile usage, including smartphone ownership, mobile ad spending is rising more rapidly than any other category of digital ad spending in major Western European markets—and driving gains in the digital ad market overall. This is still a very young industry; in 2013, mobile internet ads will account for less than 9% of total digital ad outlays in France and Germany, for example, and less than 6% in Spain. By 2017, though, an estimated 36.5% of all digital ad spending in Spain will go to the mobile internet.
With respect to investments in the mobile web, Germany will place second (behind the UK) in terms of mobile internet ad spending in 2013, with outlays of $436 million [≈ 2008 presidential election contributions to John McCain], and its share of the regional total will rise dramatically, from 12.2% this year to an estimated 18.4% in 2017. France, Italy and Spain will also grow their proportions during the period, but none will represent even 10% of the regional market in 2017.
Social’s share of budgets will rise
Marketers from US business-to-business (B2B) and business-to-consumer (B2C) product and service companies reported in a survey from Duke University’s Fuqua School of Business that, on average, their digital ad spending would continue rising this year, though growth will be slightly lower than last year for the B2C product and B2B service sectors. Marketers from B2C product companies expected digital ad spending to rise 11.1% this year, compared to 14.6% last year. The growth rate for additional spending by the B2B service industry on digital advertising is expected to drop from 10.5% to 9.9% during the same period.
Meanwhile, traditional media will continue to lose dollars across nearly all sectors. Only the B2C product category will up investment, though by a minimal 0.8%.
In total, marketers anticipated in August 2013 that the total ad spend growth rate for the following 12 months would reach 4.3%, down from a 6.1% increase anticipated in February for the 12 months that followed.
The individual B2C and B2B sectors each saw a drop in anticipated ad spend growth compared with August 2012, when most sectors’ marketing budgets—excluding the B2B product sector—were still in more of a rebound mode.
Social media continues to be an area of focus—and uncertainty—for marketers, as they continue driving up spending on the digital format. In August 2013, social ad spending accounted for an average of about 6.6% of marketer budgets. Within the next year, that share was expected to rise to 9.1%, and in the next five years, marketers expected social to account for 15.8% of spending.
Interestingly, in August, the B2B service industry reported the highest percentage of the marketing budget going to social. In the next year, though, both B2C product and service sectors expected to spend more on social as a percentage of their budget compared with the B2B sectors.
However, even as marketers up investments in social, that doesn’t mean they are confident about how social plays into the overall business. Nearly half of marketers in the survey said they hadn’t yet been able to show the impact of social marketing on the business. About 36% did believe they had a good quantitative sense of social value, and more may begin to successfully quantify social return on investment (ROI) in the near future.
Global ad spend in 2013 will see steady growth of 3.5% to reach $503 billion by the end of the year, and the amount going into internet advertising will continue to get larger, according to figures out today from Publicis-owned ad agency ZenithOptimedia. In the U.S. — disporportionately the largest single ad market — digital in 2013 will account for 21.8% of all ad spend ($109.7 billion), up from 19% the year before. Meanwhile, mobile remains a solid minority of activity: in the U.S., mobile ads will account for 3.7% of all ad spend ($6.2 billion).
When it comes to what is driving the most growth in advertising at the moment, mobile continues to lead the way, growing by 81% this year in the U.S. market, with that rate slowing down to 61% in 2014 and 53% in 2015, when mobile will make up 8.4% of ad spend. Compare that to Internet advertising, which is growing by around 16% and will account for 27.8% of all U.S. ad spend by 2015.
The figures are no less impressive outside the U.S. market. On a global basis, mobile advertising was worth $8.3bn in 2012, or 9.5% of internet expenditure / 1.7% of advertising across all media. “By 2015 we forecast this total to rise to $33.1 billion, which will be 25.2% of internet expenditure and 6.0% of all expenditure,” the analysts write.
ZenithOptimedia’s analysts say that mobile is growing seven times faster than desktop Internet spend, with mobile ads growing by 77% in 2013, 56% in 2014 and 48% in 2015., driven by the rapid adoption of smartphones and tablets. Globally, internet advertising will grow at an average of 10% a year.
The rapid growth of mobile ads should come as no surprise. On top of the fact that some believe sales of tablets are set to overtake those of PCs by the end of this year, for many consumers in the U.S. — and perhaps even more so in other markets — smartphones are becoming the primary way that they go online. In that regard, this is really just about the sometimes-slow-moving ad industry catching up — not just in terms of media buyers following eyeballs, but (maybe more importantly) the ad tech and publishing industries coming up with more compelling ways of proving that those advertisements are actually making an impact.
ZenithOptimedia does not break out who is leading the charge in mobile ads, although for years now the outsized leader in the space has been Google, which dominates both in mobile search and display ads. However, things are slowly changing and opening up. The acquisition of JumpTap by Millennial Media, Twitter’s acquisition of MoPub, and Facebook’s growing mobile ad revenues are three examples of how we are seeing increasing consolidation of resources, and sharper focus on the mobile ad space.
“After years of hype, mobile advertising has finally arrived. Its importance will only grow over the next few years as advertisers and agencies get to grips with the opportunities it offers, and improve its ability to measure and deliver return on investment,” writes Tim Jones, CEO, North America, ZenithOptimedia, in a statement. Yes, I’m pretty sure I’ve read this statement in years past, too; but moves like Twitter’s, and the actual billions in revenue, give some weight to those words at last having some actual meaning.
There is still a long way to go. Although we have all heard about the decline of print and how manyold-school publishers are feeling the crunch, and how people are turning off the radio to listen to services like Spotify, the knock-on effect on advertising is taking longer to emerge. If you look at 2012, the combined ad spend for newspapers and magazines still outweighed that of Internet spend. If you add in radio to that, by 2015 they will still outweigh Internet spend.
And while we talk about the rise of Internet video and OTT streaming services like Netflix that bypass commercials, television advertising is still by far the biggest piece of the pie — 40% in 2012, and declining by a mere 0.5 percentage points by 2015. That says a lot about why Twitter is focusing so much attention on how it plans to grow its advertising and marketing services in tandem with the TV industry.
ZenithOptimedia focuses largely on what is happening in the U.S. because today and for the next several years, it will remain the biggest market for ad spend. In 2012, there was some $161 billion spent in the U.S. market, which will go up to $182 billion by 2015. The second-closest market is Japan at less than one-third the value and growing more slowly ($52 billion in 2012; $55 billion by 2015).
China and Brazil are the only two emerging markets that cracked the top 10 of top markets last year, but by 2015 it will also include Russia. Among the BRICs, China is the biggest, with some $37 billion in ad spend in 2012, rising to $50 billion in 2015 and almost certainly overtaking Japan the year after, if not sooner.
Meanwhile, in Internet advertising, search continues to be the biggest proportion of revenues, although advances in rich-media technologies and improving broadband speeds and processors on devices are helping display to further narrow the gap between the two, with classified a distant third.
Pour la première fois, le désormais traditionnel baromètre de l’Observatoire de l’e-pub du SRI réalisé en partenariat avec l’Udecam était opéré par PwC (succédant à Cap Gemini) qui s’est attaché à donner un nouvel éclairage sur le marché français de la publicité digitale en analysant l’évolution de son chiffre d’affaires net par levier, par format, par mode d’achat et par device. PwC a par ailleurs enrichi l’étude de benchmarks internationaux.
L’étude reste basée sur les déclaratifs et interviews d’environ 50 acteurs du marché en régie et agence média.
Le marché global de l’e-pub atteint, au premier semestre 2013, 1 398 M€ à +4% vs 2012. C’est 20% du marché pub total en France tandis que cette part atteint 35% au UK.
Le search progresse de 5% à 826 M€. Le search local est détaillé pour la 1ère fois. Il représente 33% du total search. Le display total progresse de +3% à 379M€. Le display traditionnel baisse de -2% tandis que les OPS et la vidéo progressent respectivement de +3% et +34%.
Le RTB atteint 15% de l’achat display et représente 57M€. En 2011, il ne représentait que 1% du display. Comparé à l’ensemble de l’année 2012, cela représente une croissance de +121%.
Concernant le device mobile, il progresse de 29% en un an pour atteindre 85M€ (display+search). Le display mobile atteint 28M€ tandis que le display sur tablettes a doublé en un an pour atteindre 7M€.
La prévision annoncée est une croissance du digital à 3%. Le RTB devrait poursuivre son développement rapide et pourrait atteindre près de 20% du display dès la fin de l’année