advertiser wants and needs in 2012: audience, devices, ease with special guest baylen springer

11

ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASECAT SPURWAY-HEPLER

SVP, STRATEGY & MARKETING POINTROLL

BAYLEN SPRINGER

SVP, DIRECTOR - DIGITAL MEDIA ANALYTICS TEAM DETROIT

22

ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE

• ASK QUESTIONS

• FOLLOW: @POINTROLL

• TWEET ALONG: HASH TAG #PRSURVEY

33

POINTROLL / KELTON RESEARCH

ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE

44

•Survey Results

•Key Takeaways

•Marketer PerspectiveBAYLEN SPRINGER

SVP, DIRECTOR - DIGITAL MEDIA ANALYTICS TEAM DETROIT

WHAT WE’LL COVER

55

UNDERSTANDING CONSUMERS

ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE

“Audience management tools are important this year.”

66

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.

77

BUDGET BOOSTERS

ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE

79%75%66%

MO

BIL

E

TA

BLET

SO

CIA

L

88

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.

99

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.

1010

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.

1111

HOT TOOLSANDTRENDS

1212

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%).

1313

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.

1414

VIDEO

ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE

Dyn

am

ic

1515

VIEW DEMO AT WWW.POINTROLL.COM/PRODUCTSHOWCASES

1616

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%

1717

GETTINGTHEJOBDONE

1818

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.

1919ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE

One-third (33%) admit that optimizing channels or tools prevents them from doing their job as well as they could.

JUGGLING SKILLS

2020

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.

2121

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.

2222

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.

2323

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.

2424

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%).

2525

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.

2626

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.

2727

IN THEIR OWN WORDS

2828

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.

2929

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?

3030

MARKETER PERSPECTIVEBAYLEN SPRINGER SVP, DIRECTOR - DIGITAL MEDIA ANALYTICS TEAM DETROIT

3131

• 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

3232

ADVERTISER WANTS AND NEEDS IN 2012: AUDIENCE, DEVICES, EASE

THANK YOU!ACCESS THE FULL STUDY AT

HTTP://BIT.LY/POINTROLLMKTGSTUDY2012

If you have additional questions, email cspurway@pointroll.com or

baylen.springer@teamdetroit.com.