Wondering if your investments in online advertisement are worth it compared to the traditional channels of TV, Radio and print? Wonder no more!
In a new report by GroupM this month on media consumption and advertising investment, a new milestone for digital advertisement was finally achieved. With a slight increase in time consumers are exposed to media (9.73h/day in 2018 vs. 9.68h/day in 2017) the balance, for the first time in history, shifts to online (38%) over TV (37%) with the left-over 25% spent evenly between radio and print.
This rise in online exposure follows the growth of e-commerce year-on-year by 17% in the 35 surveyed countries with a total value of $2.105 Trillion. The report also suggests a slight growth of 18% year on year to $2.442 Trillion in e-commerce, about 10% of all total retail in the surveyed countries.
Facebook or Google?
Google’s YouTube videos and its ad network are strong, while Facebook offers exposure to a wide audience via Facebook and Instagram, where it shows that digital advertisement on Facebook’s platforms double from 2016 to 2017.
The report has a few more insights in ad trends. Check the entire overview in the link below:
“Blockchain: So far, there is scant evidence of practical application. “Blockchain’s main attraction is its distributed ledger which tells everyone everything and thus presents the opportunity to reduce inefficiency or cheating. However, its Achilles’ heel is the need to keep every participating computer updated with everything all the time, and that’s too slow for a real time world,” states Adam Smith, GroupM’s Futures Director.
AI: Conversely, respondents reported ample development and scaled deployments with Artificial Intelligence (AI). “Arguably, today’s most advanced marketing tools are the advanced algorithms helping brands analyze which creative or media placement is performing the best, at scale and speed,” states Smith. “Among many future applications, we expect AI to helpfully emerge in fighting fraud that evades conventional rules-based solutions.”
Data: Regarding marketer application of data to media investment, respondents cited ample room for improvement. Clients are increasingly aware of the value of owned/acquired data, but are often risk-averse to harvesting, storing and distributing it. In many smaller countries, available data is poor. Most U.S. clients are using first-party data to activate digital media, and they’ve frequently invested in enterprise data management platforms (DMPs). Other markets are not so far along for varying reasons. Marketers most often using first-party data are performance-oriented, e-commerce driven, and typically in auto, travel, hospitality, banking, or sometimes supermarkets with well-managed end-point of sale systems.
Metrics & viewability: GroupM believes that effective advertising must be in view and/or in hearing, and we take a leading position in setting industry and commercial viewability practices. Constituents reported some industry works-in-progress to enhance measurement of omni-platform video audiences. As this progresses, viewability continues to be debated with some contrarians suggesting 100% in-view ads in mobile environments can sometimes be intrusive and can be negative to consumer experience and thus brands.
“Automation and talent are the big themes in advertising’s current revolution.” said Kelly Clark, CEO, GroupM Global. “One of the downsides of specialization is the increase in specialists who know more and more about less and less. We have to use automation to liberate brain-power, so talented people can look across the entire media ecosystem to help clients optimize short-term results and create long-term brand value.”
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