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%