advertiser wants and needs in 2012: audience, devices, ease with special guest baylen springer
DESCRIPTION
A new study conducted by PointRoll and Kelton Research asked leading brands and agencies what their major marketing wants and needs are in 2012. Industry trends, how their media spend is changing and how important audience targeting tools, social media, tablets, and cross-screen media were highlighted. During this 45 minute webinar we’ll share the insightful results and also the perspective of Baylen Springer, a leading digital strategist and SVP, Director Digital Media Analytics for Team Detroit.TRANSCRIPT
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ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASECAT SPURWAY-HEPLER
SVP, STRATEGY & MARKETING POINTROLL
BAYLEN SPRINGER
SVP, DIRECTOR - DIGITAL MEDIA ANALYTICS TEAM DETROIT
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ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
• ASK QUESTIONS
• FOLLOW: @POINTROLL
• TWEET ALONG: HASH TAG #PRSURVEY
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POINTROLL / KELTON RESEARCH
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
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•Survey Results
•Key Takeaways
•Marketer PerspectiveBAYLEN SPRINGER
SVP, DIRECTOR - DIGITAL MEDIA ANALYTICS TEAM DETROIT
WHAT WE’LL COVER
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UNDERSTANDING CONSUMERS
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
“Audience management tools are important this year.”
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IN NEED OF IMPROVEMENT
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
One in five marketers report identifying the right audience has been holding them back from success.
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BUDGET BOOSTERS
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
79%75%66%
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BUDGET SHIFTS
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Marketers are putting money behind efforts that focus on reaching specific consumers through popular sites and devices.
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BREAKING FROM TRADITION
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Shift from traditional marketing efforts toward using more digital channels to build brand awareness with key consumers.
bulk of their marketing and advertising budgets supported traditional efforts in 2011
over one in five predict a drop in these budgets this year.
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PLAYING CATCH-UP
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Close to two in five (39%) believe their organization is behind the digital marketing curve.
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HOT TOOLSANDTRENDS
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POPULAR STRATEGIES
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
More than one in five think that social media (24%), search advertising (24%) and display advertising (22%) will be the most popular industry tools this year. Far fewer feel the same about email (1%) or text messages (1%).
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POPULAR TOOLS
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Thirty percent of those who are at the director level or above predict the most used marketing method in 2012 will be search advertising, compared to 19 percent who are in supervisor or manager positions.
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VIDEO
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Dyn
am
ic
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VIEW DEMO AT WWW.POINTROLL.COM/PRODUCTSHOWCASES
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THE TRENDS
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Excitement around trends in the industry, including innovative technologies such as:
40% 39%37%
22%
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GETTINGTHEJOBDONE
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JUGGLING SKILLS
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Over a quarter (28%) of marketing and advertising professionals typically employ at least seven to nine tools to reach their target market in the midst of a campaign.
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One-third (33%) admit that optimizing channels or tools prevents them from doing their job as well as they could.
JUGGLING SKILLS
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MORE CHANNELS MORE PROVIDERS
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Over a quarter (29%) of respondents use at least ten partners to get the job done.
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WEIGHING THE BENEFITS
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Over one-third (34%) feel that managing multiple vendors typically prevents them from doing their job better.
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MAKING IMPROVEMENTS
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Too many tools and providers are why one in ten (10%) say their biggest marketing goal for this year is to work more efficiently with vendors.
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GREAT INVESTMENT
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Marketing professionals would pay a company an average of $107,500 to manage an integrated digital campaign.
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MOST IMPORTANT IN 2012
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Around three in ten say their most important marketing goal for this year is to increase sales (31%) or ROI (28%).
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BROKEN SYSTEM
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
Nearly two in five (37%) marketing and ad execs are dissatisfied with their organization’s current method of tracking ROI.
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HELP NEEDED
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
report that inefficient ROI tracking and measurement has kept them from success at work.
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IN THEIR OWN WORDS
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ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
“A back end analytic tool that allows us to track results daily with custom reporting timelines (i.e. Daily, a week, a specific Wed. - Fri.). With the digital campaigns, the data lags behind far too long.
“A partner/service that could help me measure the offline sales impact of my online based advertising efforts.
“Access the right information/data and a solid analysis of the data to make better educated decisions as to what the right solution mix is for client.
“Our agency is growing into a more digital shop, but getting the work and providing case studies is tough when you're typically educating clients who know they want digital but don't know what their wants/objectives are.
“It is very difficult to match the period in which the investment dollars (the I in ROI) are spent with the impact with our target (the R in ROI). This difficulty in timing/matching is made more difficult the longer the campaign lasts
“Research into the makeup of my target audiences online behavior, without having to pay for it.
“Our problem is not having enough time.
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ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
“Evolve your assets. Users have expectations and you need to adapt.
“The use of digital media continues to emerge as a way to reach a more diverse audience base.
“Hitting the right target audience is key
“We need to select vehicles that target the right audience to increase awareness beyond our core product category.
“There is life after the click. Post impression activity is necessary to see the entire picture.
“Embrace technology to stay on the leading edge. Become beta partners and test and learn as much as possible.
“Engagement is crucial for driving business results, you can be as targeted and optimized as possible in a campaign, if the content and experience is not rich, it will drive flat results. “Matching KPI to brand
goals
Most important marketing or advertising lesson you learned at work in 2011?
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MARKETER PERSPECTIVEBAYLEN SPRINGER SVP, DIRECTOR - DIGITAL MEDIA ANALYTICS TEAM DETROIT
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• MORE THAN 97% OF THOSE SURVEYED WERE INTERESTED IN AUDIENCE MANAGEMENT TOOLS. WHY ARE PEOPLE INTERESTED NOW AS OPPOSED TO A YEAR OR TWO BEFORE?
• WHY IS AUDIENCE UNDERSTANDING AND VISIBILITY SO IMPORTANT, AND HOW DO YOU ASSESS THE VAST AND LAYERED CAR-BUYING AUDIENCE?
• HOW DO YOU USE AUDIENCE INSIGHTS TO BUILD THE RIGHT PLAN AND CREATIVE?
• YOU’VE IDENTIFIED THE RIGHT AUDIENCE, BUILT A STRONG PLAN AND CREATIVE. HOW DO YOU MEASURE SUCCESS?
• WHAT CAN’T YOU DO TODAY THAT YOU WISH YOU COULD?
• WHAT WAS THE MOST IMPORTANT MARKETING OR ADVERTISING LESSON YOU LEARNED LAST YEAR?
• ARE THERE ANY DIGITAL ADVERTISING TRENDS YOU’RE MOST EXCITED ABOUT?
ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
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ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE
THANK YOU!ACCESS THE FULL STUDY AT
HTTP://BIT.LY/POINTROLLMKTGSTUDY2012
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