trends in digital advertising
TRANSCRIPT
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Presenters
Marlea ClarkEVP, Marketing and Insights
Rich ZeldesEVP, Managing Director Global Business Development
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Trends in Digital Marketing
Across continents and cultures, humans have always been captivated by storytelling…
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Trends in Digital Marketing
From our ancestors who passed along legends by
the hearth to today’s streaming video, the medium may have
changed, but our ability to connect through stories
has not
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Trends in Digital Marketing
Today, we look at the latest trends in digital marketing that enable brands to better tell their unique story with a cohesive message across platforms
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Trends in Digital Marketing
VideoVisual storytelling - by 2018, video will represent 79% of all
global internet traffic
Sources: Cisco, eMarketer, Google, Syndcast, Animoto
Mobile video traffic accounted for 55% of total mobile data traffic in 2015
1 in 4 shoppers say they have used YouTube to search for a video related to a product they are considering buying in store
52% of marketing professionals worldwide say video content offers the best ROI
80% of Millennials consider video content when researching products
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Trends in Digital Marketing
Rich Media
Rich media offers advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content
Rich media banner ads are 267% percent more effective in gaining click-throughs than traditional static banners and eight times more engaging than standard banners
Source: eMarketer
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Trends in Digital Marketing
Programmatic/DataProgrammatic media buying uses technology and audience insights to
automatically buy and run an ad campaign in real time, reaching the right user with the right message at the right time
Agencies now have access to a greater number of data signals—contextual data, audience and demographic data, and more
Programmatic ad buying offers value, efficiency, and better monitoring of campaign success
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Trends in Digital Marketing
Social MediaSocial media allows consumers to become part of the brand story. It’s key to tell
the right story on the right platform to excite and engage fans and followers
EstablishmentFacebookTwitterYouTubePinterestLinkedIn
Hot NewcomersInstagramSnapchat
The Next WaveWhat’s App – in-app messaging or chat bots
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Trends in Digital Marketing
SEO Driven By Content and Social
Social signals have a direct correlation to search engine ranking; the more people you have sharing your content and the more influential they are, the more likely your site is to receive high value equity passing links
Develop content that drives the brand story, builds awareness and brand loyalty and is rooted in SEO
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Trends in Digital Advertising
AppsInsert your brand into the apps consumers use to organize and track the things that are important to them! In-app advertising allows brands to deliver targeted,
intimate messages to consumers and tell their story when, and where, it’s relevant to their lives
54% of mobile time is spent in apps
Contextually targeted in-app advertising will surge over the next four years to reach $44 billion by 2020
Source: eMarketer
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Trends in Digital Marketing
Location Based MarketingMobile is enabling retailers to target with greater precision, and that is helping to personalize
the shopping experience. GeoFencing and GeoTargeting allows brands to reach consumers at their peak moment of interest or need within a specific geographic location
29% of consumers are more likely to visit a retail store as a result of a location-based promotion and 27% were more likely to visit a store based on a text notification
Source: eMarketer: The US Retail Industry 2016: Digital Ad Spending Forecast and Trends
Brands are seeing as much as a 20% increase in conversion when adding location targeting to their ad data
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Trends in Digital Marketing
Branded Content/Native Advertising
Native advertising offers an opportunity for brands to reach their intended audience in a way that feels relevant to their interests and lifestyle
Marketers are partnering with digital publishers to create custom programming that allows brands to insert their products and messages into the publisher’s editorial content in a way that organically aligns with the publisher’s tone and point of view
Become part of the story by partnering with trusted information sources
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Trends in Digital Marketing
InfluencersInfluencer marketing allows brand ambassadors to tell your story to their
passionate and engaged audience
84% of brands polled said they launched at least one influencer marketing campaign last year and 81% of those brands saw increased website traffic and sales
Source: eMarketer , Fashion and Beauty Monitor report/Econsultancy
22% of marketers agree it’s the fastest-growing online customer-acquisition method
51% believe they acquire better quality customers through influencer marketing
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Trends in Digital Marketing
Virtual RealityThe ability to virtually shop at retail or offer
unique, multi-sensory experiences such as a virtual front-row seat at a fashion show
What’s Next?Consumers become the story through AR and VR experiences
Augmented RealityApps that allow consumers to virtually “try on” cosmetics, clothing or “decorate” your home
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About Women’s Marketing
The leading media strategy, planning, and buying agency for high-growth, ambitious brands
EXPERTISEUnderstanding how women consume, engage, and take action with media…and with the world around them
SERVICEA personal approach to providing best-in-class media planning, search, social, and strategic advice, supported by rich post-campaign analytics
BUYING POWERSignificant purchasing scale, leverage and placement capabilities through our wide network of media partners
ACCESSConnecting brands with top growth, service, and platform partners across the marketing and media spectrum
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Thank you for joining our webinar!
Want to learn more?
Have questions or want to learn more about reaching health and wellness lifestyle consumers?
Contact Marlea Clark [email protected] or
Rich Zeldes at [email protected]
womensmarketing.comNew York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880