digital advertising trends
DESCRIPTION
The Consumer is control and ignores Advertising. He spends most of his time online and the online populations in Asia are exploding. Advertisers are trying to keep up and struggling on the right way to reach them and engage them in a meaningful way. Measuring this engagement is another challenge. The presentation will highlight key trends and illustrate a way forward.TRANSCRIPT
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 2
www.bringtheloveback.com
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 3
Source: www.internetworldstats.com , May 2008
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 4
Source: www.internetworldstats.com, May 2008
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 5
Source: www.internetworldstats.com, May 2008
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 6
Source: www.internetworldstats.com, May 2008
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 7
Source: Synovate Asia Bus Jun/Jul 2007, 15-64 years
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 8
Source: Synovate Asia Bus Jun/Jul 2007, 15-64 years
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 9
Source: GroupM Forecasts, Dec 2006; KR & NZ: Universal McCann Estimates Apr 2008
30 May 2008 10© Microsoft Corporation 2008 | CMG | Global Marketing Group
Source: Source: PricewaterhouseCoopers (PwC) and Wilkofsky Gruen Associates, "Global Entertainment and
Media Outlook: 2007-2011," June 20, 2007
30 May 2008 11© Microsoft Corporation 2008 | CMG | Global Marketing Group
Sources:
-Market Sizes: Microsoft & Universal McCann
- Online Market Sizes: Oppenheimer & Co. Inc., June 2007
(sources include Universal McCann, Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers )
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“P&G Canada, has vowed to boost online spending from 3% of its
media budget to as much as 20% for the company's fiscal year
that starts July 1.”
Source: Advertising Age May 19, 2008
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The country’s third-largest advertiser (General Motors) is getting ready to
shift fully half of its $3 billion budget into digital and one-to-one marketing
within the next 3 years.”
Source: Advertising Age March 17, 2008
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 14
Of the $500 million Microsoft allocated to the introduction of its
Vista operating system, 30% went online.
Source: Times UK Online, October 21, 2005
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18%
82%
Only 18% are Leaders
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“The traditional AIDA funnel has become a sea of complexity”
Source: Forrester Research
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Source: http://www.caida.org/tools/visualization/walrus/gallery1/
Source: The Fournaise Marketing Group’s 2007 Global Marketing Effectiveness Report
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http://www.campaignforrealbeauty.com
http://www.youtube.com/results?search_query=dove
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30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 30
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Source: http://bbdolab.typepad.com/the_lab/2006/10/generation_c.html
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Source: Synovate AsiaBUS Survey Dec 2007 – Thailand
© Microsoft Corporation 2008 | CMG | Global Marketing Group 36
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Source: Silverlight Showreel
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30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 43
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 44
Source: Forrester Research - September 2007 “Winning With Superior Customer Experiences”
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Source:
David Armano
Logic + Emotion Blog
http://darmano.typepad.com/
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 46
Source:
David Armano
Logic + Emotion Blog
http://darmano.typepad.com/
30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 47
30 May 2008 Slide 48© Microsoft Corporation 2008 | CMG | Global Marketing Group
Source: Mohan Sawhney, Kellogg School of Management
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30 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 50
Source: AvenueA Razorfish :: Showreel
e.g. http://www.audi.com/a4globaldrives
30 May 2008 51© Microsoft Corporation 2008 | CMG | Global Marketing Group
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22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 53
Source: Atlas Engagement Mapping Paper, 2008
Engagement Mapping is a flexible attribution model that enable advertisers to include many factors
In their Engagement ROI calculations
Source: Atlas DMT
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Source: Europe: Screen Digest 2005, Japan: Wikipedia May 2006, US: US Federal Comms Commission, 2004
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Source: Sandvine
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Sellers
Buyers
Sellers
Buyers
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