Redefiniendo el marketing online - Google

“This week television, as we know it, ended”

18 companies from Yahoo! to YouTube to Blip present at the 2013 Digital

Content NewFronts 12

Sources:1 Adobe Study: “Digital Distress: What Keeps Marketers Up at Night?;“ September 20132 Google Study: “Insights from DoubleClick: Video Advertising Momentum;“ June 20133 Google Internal Data4 OPA Study: “Premium Content Brands Are Native Naturals;“ July 20135 Forbes Insights Study: “Going Native;“ November 20126 Google/Sterling Brands/Ipsos Study: “The New Multi-Screen World;“ August 20127 Google/Illuminas Study: “Unlocking the HTML5 Opportunity;“ September 20138 Google Internal Data9 comScore Media Metrix Ranks Top 50 U.S. Web Properties for August 2012; August 201210 Nielsen Study: “Optimizing Integrated Multi-Screen Campaigns;“ November 201311 Sony Press Release: “The Last of Us sales Exceed 3.4 Million Units Worldwide;“ July 201312 Forbes Article: “Television Ends, Connected TV Begins at NewFronts 2013;“ May 201313 Programmatic in the Future: Publishers weigh in; August 201314 eMarketer Article: “Nearly One-fifth of US Display Spending Will Be Automated This Year;“ August 2013 15 IAB Study: “Programmatic Everywhere? Data, Technology and the Future of Audience Engagement;“ November 201316 Google Internal Data17 DoubleClick Bid Manager Joins FBX, Facebook’s Real-Time Bidding Exchange; October 201318 Google Study: “Insights from DoubleClick: Video Advertising Momentum;“ June 201319 The brand revolution is underway; March 201320 Vivaki study DoubleClick Vivaki Case Study: August 201321 AdAge Article: “Worse Than You Thought: Nearly Half of Online Ads Aren't Viewed;“ June 201322 The Importance of Being Seen: Viewability and Brands; April 201323 Google Internal Data24 Google Engagement ads data, January - Nov. 201325 The brand revolution is underway; March 2013

google.com/think| Think Insights

Ads become part of the

conversation

73%of advertisers report

using social media ads 3

90% 32%of publishers in OPA expect to offer native

advertising solutions 4

of CMOs bought or planned

to buy native ads in Q1–Q2 2013 5

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New formats take center stage

DoubleClick evolves

AdX powers more daily

transactions than the NYSE and NASDAQ combined 16

Preferred Deals impressions grow

250% on AdX, powering more

creative and strategic media deals 16

DoubleClick Bid Manager powers programmatic

social ads;launches on FBX 17

Sony Computer Entertainment Europe sells 3.4M copies of "The Last of Us" with a

multi-screen, cross-platform launch campaign 11

50%

Marketers: “Multi-screen is important” 10

of media spend is on integrated multi-screen

campaigns

20%

rate multi-screen campaigns as

very important

48percent This figure is

expected to rise to 50% in 2016 10

Redefining “success“New metrics and technologies to measure

success held digital accountable

People use 3 different screen combinations per day

There are now more people in HTML5-compatible environments than in Flash-compatible ones 7

81% use a smartphone and television simultaneously 6

66% use a smartphone and computer simultaneously 6

Technology made creative more intelligent

Redefining “integrated“The new 360 looks at cross-screen,

cross-format ad campaigns

Redefining “creative”

Redefiningadvertising

How 2013transformeddigital marketing

Redefining “buying“No longer an afterthought: the way

digital spend is committed has changed

Let’s raise a toast to the year that was and the people who defied the norms and redefined advertising and marketing—from creative design, to media planning,

to buying and measurement.

FLASH

HTML5!

More advertisers begin using

skippable ads 2

75%of YouTube's

in-stream video ads are skippable 3

Creative ispushed to

be morecompelling

Media buying happens in real-time

growth in real-time bidding based programmatic media buys 14

of advertisers and publishers deploying

programmatic today 15

70%+74%

Interactive, cross-device

HTML5 galleries

Interactivehomepagetakeovers

Video ad units, banners, and

layers for mobile

Out of Home ads across

multiple screens

Youtube.com mastheads and ad units

“We’re actually seeing more of a bridge between

our direct sales force helping marketers buy inventory through automation.”

- Curt Hecht, Chief Revenue Officer,

The Weather Company 13

Seeing is believingViewability becomes a hot topic

for the industry as it finds out that “Nearly half of online ads

are not viewed” 21

Engagement rate becomes a new metric for success, supported by ad formats like Engagement Ads and

Cost Per Engagement payment models

CPM increase for publishers like Answers

“Our advertisers love the large canvas and pay-for-

engagement model” - Rich Dredge, Chief Revenue Officer 25

Google’s viewability solution, ActiveView, gets MRC-accredited 22

CTR boosts 125% on average when an ad is viewed for longer than

20 seconds

CTR is comparable for viewable above-the-fold

and viewable below-the-fold inventory

00:20+

Engaging for success

average engagement rate

benefits advertisers 24

2-3%time spent by users engaging with Google’s new Engagement Ads

compared to other standard display formats 23

2x 3x

Burberry’s multi-screen “Kisses” campaign is

executed programmatically via Prefered Deals

for large insurance company as Vivaki uses search remarketing for

display ads 20

30% increase in conversions

Video impressions grow 3X on the Ad Exchange 18

CPMs over $10 increase 23%

year over year 19

M$10

Brands take to programmatic

40% website to Android app install rate from Google+ Sign-in over-the-air installs 8

Year over Year increase (YoY) in mobile queries across Google Display Network 9239%

INSTALL

2013: A year of transformation. Old-school marketing met new technology and redefined traditional models. 20% of

organizations incorporated digital into each marketing function.1 Budgets are no longer siloed. Let’s look at how technology has

been redefining the digital opportunity over the last year.

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The new “integrated” works