6 months in: what’s working and where marketers are going in 2013

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Ryan Hurley, Manager, Research & Analysis

6 MONTHS IN: WHATS WORKING & WHERE MARKETERS ARE GOING IN 2013

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WHERE ARE MARKETERS GOING IN 2013?

DESKTOP MAY BE PEAKING…

…but mobile is just getting started.

VIDEO IS GROWING

Hurley’s content

VIDEO & RICHMEDIA WILL GROW FROM 35% TO 48% OF US DIGITAL AD SPEND

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SO WHY IS SPEND MOVING?

TABLETS ARE REPLACING DESKTOPS

…AND VIDEO CONSUMPTION IS GROWING

…BUT IT’S

ALSO WORKING

REALLY WELL

IN-STREAM VIDEO

14% YEAR-OVER-YEAR LIGT IN COMPLETION RATES

29% YEAR-OVER-YEAR LIFT IN CLICK-THRU RATES

THE FEW BUT MIGHTY

4.6% Interaction Rate

10 sec. of Brand Time

0.79% CTR

79% Completion Rates

Despite lower adoption, Interactive In-Stream is highly engaging

OVERALL BENCHMARKS

VIDEO QUESTIONS?

MOBILE & TABLET

Tablet performing 2.5x higher than Phone or Desktop Display

CLICK-THRU PERFORMANCE

Rich Media ads on Phone & Tablet are delivering higher earned brand time than Desktop

MOBILE ENGAGEMENT IS HIGH

MOBILE DEMOS

MOBILE QUESTIONS?

DESKTOP DISPLAY

Over 10x more likely to click once expanded!

AD VIEWABILITY IS INCREASING

+17%

increase in Ad Viewability in 1H2013 over last year

+36%Increase to Ad Network viewability

Top Pub Channels for Viewability:Sports & Recreation, Comics & Humors, News, Games

PUBLISHER PERFORMANCE

• Kid & Family friendly publishers deliver strong click-thru and interaction rates

• Interactive engagement is high for Employment publishers, yet consumers are focused on the site for a purpose and may not be willing to click through.

• Home & Garden sites present strong click-thrus

FEATURE PERFORMANCE

• Gaming (naturally) gains the most interaction time amongst Rich Media features

• Ads offering promos & coupons illicit very high Interaction Rates

• Ads requesting data collection may not drive clicks, but engagement is high as consumers spend time completing forms

UNITED STATES OF DIGITAL ENGAGEMENT

+16% increase in dynamic ADVERTISERS YoY

+15% increase in dynamic VOLUME YoY

+50% increase in dynamic CAMPAIGNS YoY

2013 CAPSTONE Video is growing, not only due to increased

inventory but because it’s a high-performing placement.

Mobile is cannibalizing desktop consumption, but desktop – even 5 years from now – will still be majority of ad spend

Brands should be taking interactivity beyond the desktop banner, and look for ways to foster engagement in mobile and video.

Dynamic creative is growing FAST. As brands look for ways to optimize creative, and enhance relevancy,