Le display va dépasser le search en 2016

Le display va dépasser le search en 2016

Dans le Q2 2013 Global Media Intelligence Report, Agregate Knowledge met en avant les tendances les plus marquantes chez les annonceurs et les agences : ad-exchange, portail, display, social… afin d’en déterminer les performances basées sur les objectifs en matière de coûts, reach, qualité des clients, attribution… Au total le marché publicitaire américain va dépasser les 189 milliards de $ en 2016

Search, vidéo, RTB et mobile moteurs dans la croissance de 4% de l’e-pub au 1er semestre 2013 (infographie) – Offremedia

Search, vidéo, RTB et mobile moteurs dans la croissance de 4% de l’e-pub au 1er semestre 2013 (infographie) – Offremedia.

Le 10/07/2013

nl756-logos-sri-pwc-udecam

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€.


SRI-infographieObservatoire

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

Making the Most Out of Search Data

Making the Most Out of Search Data.

Search data is not one-size-fits-all – it goes way beyond search engine marketing and knowing which search led to a specific action. In fact, if search data can be used to forecast flu outbreaks, then I think we should consider the use cases beyond just an SEM campaign.

There are various search entities where data resides – such as search engines like Google, Bing and Yahoo!, and then other search entities including vertical sites, shopping comparison engines, e-commerce sites and social networks. The combination of all of these searches is creating opportunities for marketers to take search data beyond SEM and into other types of marketing territory.

Value Of Search Data Beyond Search Engines

Today’s search world is anything but linear. When you think about it, search has really become more organic; something that has grown into multiple elements and can be placed in a variety of contexts to provide greater insights. Marketers should start by understanding that the use of search data in SEM is different from the use of search in display.

Additionally, search data is a great source of consumer behavior and an identifying factor of where a consumer is within the purchasing funnel.FUnnelSearchKeywords

Given this sheer volume of data, it’s easy to see why search data is becoming more important for display advertisers. Today, search data allows display advertisers to reach a broader audience, proving that it’s no longer just a lower level, funnel-marketing channel for SEM advertisers.

This has evolved because in display, marketers aren’t buying keywords related to a search from a list, but an audience based on search. Rather than bidding on specific keywords; in display, you are targeting a much larger audience that is based on other related words, not just a single keyword.

For example, in search, marketers that want to target using the keyword “lawyer” will need to purchase all three related keywords: attorney, legal advice and lawyer.

In display, that same “lawyer” keyword is expanded to include related terms, and would result in an audience that includes people that search for lawyer, attorney, law advice, lawsuit, legal counsel, etc. These keywords are without an additional cost to the marketer and result in an increased reach for the campaign.SEMvsDIsplay

Search Engines + Other Search Entities = Greater Insights

As mentioned earlier, search data that is used in display advertising comes from a vast range of sites that aren’t search engines. These types of sites include e-commerce sites, vertical and shopping comparison sites and social networking sites.vertical_sites

The breadth of data available on these sites increases the likelihood that display campaigns based on search will reach consumers earlier in the purchase cycle. This allows advertisers to get their brand and message in front of those consumers during the influence/consideration phase, before they have made their purchasing decision.

The analysis of various sources of search data leads to a pool of insights into consumer trends, purchasing decisions, and the demographics of consumers that are searching for your product or related products.

For example, when you combine search with additional browsing behaviors, marketers get a much richer picture of how long a consumer may consider specific products, what factors play a role in the purchasing process, the kinds of sites that consumers who are interested in the product visit, and other, perhaps even unrelated products, your consumer audience is interested in, etc.

Understanding The Value Of Search In Display

While the search industry has had a proven model since the ’90s, it’s also true that display has created even more value for the search channel and its data. In my opinion, marketers shouldn’t overlook the value that comes, very cost-effectively, from the use of combining search data with display advertising, as many of the insights gleaned go beyond what Google and Bing have.

Search data shouldn’t be seen just as a marketing channel, or be used only for SEM; it should be seen as a major contributor to the overall digital marketing mix. Below are a few ways marketers can make the most out of search data for their display campaigns:

  1. Leverage search retargeting for search extension: Take your search keywords and work with a partner that can expand your SEM list for greater scale in display.
  2. Apply search insights to display strategy: Use search data to gain insights into consumer trends, purchasing patterns and trends, etc., refining your display campaign and targeting parameters accordingly.
  3. Use display as a method for conquesting: Search engines like Google don’t enable conquesting. By utilizing search data within display, marketers can target audiences with display ads based on competitors’ key terms.
  4. Break free from CPC pricing, while using search data: Buying each keyword in search quickly adds up, and some keywords are simply more costly than others. When you apply search data to display targeting, you place value on the audience vs. each individual keyword.

46% of Christmas Day search traffic was on tablets and mobiles | Econsultancy

46% of Christmas Day search traffic was on tablets and mobiles | Econsultancy.

 

Posted 17 January 2013 15:00pm by Jonathan Beeston

Christmas might seem like a distant memory now, but as we’ve seen from the recent troubles at Comet, HMV and Blockbuster, having a good Christmas can be the difference between success and failure for a retailer.

But what’s coming to light from our search data is how Christmas Day itself is becoming critically important for online retailers.

We have seen a steady growth in e-retail on Christmas Day and Boxing Day over the last five years or so, and now with the proliferation of tablets and other smart devices we’re seeing the growth increase even further.

According to figures from our retail customers, nearly half of the traffic (46%) they experienced on Christmas Day, came from mobile devices.

Interestingly, traffic via mobile on the 25th actually exceeded that of an average shopping day in December. If you take December 1st as a comparison, retailers saw 44% more traffic from tablets and 25% more traffic from smartphones on Christmas Day.

Comparing Christmas Eve to Christmas Day retailers saw a 40% increase in tablet traffic, and a 14% increase from a smartphone.

2012 was undoubtedly the year of the tablet with the launch of several high quality, and more importantly, competitively priced devices, such as the iPad Mini, Kindle Fire and Google Nexus. As online retailers start their sales on Christmas Day, consumers are reaching for (and perhaps unwrapping first) their tablets and mobile devices to go online.

Cost-per-click (CPC) comparisons with desktop traffic are reflecting this – an average click on a tablet has risen to 90% of the rate of desktop; on mobile it’s 65%.

Tablet and mobile click through rates (CTR) are significantly higher than desktop and really spiked after Christmas.

 So if you’re not already, make sure you’re customising your paid search campaigns correctly to take advantage:

  • Non-desktop is becoming a huge portion of searches. Create separate desktop, mobile/smartphone and tablet campaigns to take advantage of the different dynamics of each.
  • Ensure you are bidding each device individually. As above, they are very different bid landscapes and need to be treated as such.
  • Use analytics to measure cross platform effects. You can then assess ROI from the various devices.
  • Make sure your website is optimised to work on all platforms. Assuming most people will view your website on a PC doesn’t cut it anymore. Consumers expect to be able to shop, browse, research, engage with brands via smartphones, tablets, even their TVs.

The shopping behaviour of customers will inevitably evolve alongside the developments in consumer technology. As mobile and tablet devices become increasingly ubiquitous, retailers have an opportunity to source detailed analytical data that can be used to inform search as well as wider business strategies.

Special thanks to Rich Garrod, one of Adobe’s talented business analysts, for extracting these great insights from our data.

 

Enhanced by Zemanta

Social still can’t beat search in online shopping | Internet & Media – CNET News

Social still can’t beat search in online shopping | Internet & Media – CNET News.

Although the amount of site traffic generated by social media has more than doubled, it’s still no match for search engines or e-mail referrals.

 

  August 10, 2012 6:00 AM PDT

A graphic from Monetate’s report showing what percentage of site visits actually result in a sale.

(Credit: Screenshot by Social media’s traffic contribution to online shopping sites increased 77 percent in one year, but few users actually buy anything, according to a new report published today by marketing firmMonetate.

The firm’s study shows that search engine and e-mail referrals are more than holding their own against social media sites when it comes to generating sales in the second quarter of 2012.

Social media sites only contributed to 2.85 percent of online shopping traffic in the second quarter, but the figure did grow a substantial 77 percent from the beginning of 2011 to the beginning of 2012.

Facebook, which generates the most traffic referrals among social networks, had no trouble getting customers to view products on other sites, but nearly half of those visitors would leave the site without visiting another page. The percent of customers who did buy something when they stayed? Less than half a percent.

By contrast, Google had a conversion rate (the measurement of actual sales from traffic) of 2.44 percent, and e-mail has a rate of 4.25 percent.

Monetate CMO Kurt Heinemann said that social media has less value overall and that companies should recognize this. Shoppers still prefer to turn to search when they want to buy something.

That doesn’t mean that companies shouldn’t be on social media, he said, particularly because it may cost the company nothing to create its social media presence.

“It just means we should be very careful of the hype,” Heinemann said. “You want to factor in that it doesn’t convert as high as a typical source.”

The report also offered numbers on the conversion rates for different devices, operating systems and browsers.

Some tidbits from the report:

  • The use of mobile devices, like smartphones and tablets, to browse online shopping has increased from to 5.89 percent to 11.6 percent — a trend that will continue, Heinemann said.
  • Smartphones are more often used for browsing and looking at single items, but not for purchasing. Tablets and desktops had higher conversion rates. Heinemann said this is because smartphones don’t have the real estate to provide all the information necessary to make shoppers comfortable with a purchase.
  • Apple’s iPad has a higher percentage of Web site visits, but the conversion rates are about the same as Kindle Fire and Android tablets.
  • Despite growth in iPhone market share, shoppers on Android smartphones continue to have a higher conversion rate than iPhone users.
  • Internet Explorer’s hold on the browser market continues to drop — from 49.37 percent to 37.5 percent over the course of a year. In contrast, Chrome’s market share grew from 10.89 percent to 17.15 percent.

Check out the full report below.