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Say they’re be�er at reaching customers
with relevant content than two years ago.
DATA, DIVIDES, AND DECISIONS.
Digital advertising has taken o�. Along with consumer expectations. Here’s what we found, and how you can use
the data to create uni�ed campaigns.
2017 ADOBE DIGITAL INSIGHTS
Not just big data. Huge data.
In the past decade, our digital lives have changed dramatically. So have digital advertising costs—which have been climbing ever since.
A decade of change. And rising ad costs.
�ey use di�erent screens for di�erent things.
Consumers are choosing how to tune in. But quickly tuning out.
�e big debate: acquisition vs. retention.
Too many platforms.
When it comes to the e�ectiveness of digital advertising, consumers and marketers don’t necessarily agree.
Di�erent parties. Di�erent opinions.
Despite multiple platforms and opinions, most marketers agree that they need to unify the experience.
Striving for unity.
By bringing all of your data into an integrated platform, you can build single customer pro�les. You can create connected campaigns across all channels. And you can deliver more personalized and meaningful brand experiences.
Bridge the gap. Create meaningful experiences.
To learn more about taking your digital advertising campaign to the next level, read the full report at Adobe Digital Insights.
adobe.ly/ADIad17
To compile this report, we drew from billions of visits, impressions, and video starts across multiple solutions. It was, in a word, huge.
In the past three years, growing companies saw a 30% increase in new visitors, but ge�ing them to come back isn’t easy.
Four out of ten companies still have multiple platforms, technologies and silos.
Adobe Digital Insights methodology:Based on analysis of aggregated and anonymous data from surveys, Adobe Analytics, Adobe Media Optimizer, Adobe Primetime, TubeMogul, and Behance. Includes direct and branded marketing, media planning, buying, and ROI measurement.
Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
© 2017 Adobe Systems Incorporated. All rights reserved.
But their a�ention span just keeps shrinking.
741BILLION
WEBSITE VISITS
450BILLION
AD IMPRESSIONS
11BILLION
VIDEO STARTS
11%MOBILE SEARCH CPC
12%MOBILE DISPLAY CPM
13%VIDEO ADVERTISEMENTS
Most digital advertising channels have seen
double-digit cost increases.
2014 - 2016
have 3 or more44%
have 3 or more38%
have 3 or more37%
ANALYTICS PLATFORMS
OF MARKETERS
OF CUSTOMERS
ATTRIBUTION PLATFORMS DATA MANAGEMENTPLATFORMS
1 IN 5people move on from a video
ad a�er just 5 seconds.drop in time spent on
websites year over year.
22SECONDS
increase in website visits on smartphones
since 2014.
69%
SMARTPHONE
higher video viewing on desktops than
smartphones.
42%
DESKTOP
higher TV Everywhere viewing on TV connected
devices since 2015.
327%
BIG SCREEN
58%
Say it’s not done well
enough today.23%
of customers agree.38%
prefer personalized ads.47% of customers
believe it's important to break down silos.
Job postings that blend technology and creativity saw 54% more visits
than two years ago. OF MARKETERS
78%
And technology is making it easier.
NEW VISITORS
of �rst-time visitors don’t come back.
73%30%
54%
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