l’élite digitale
DESCRIPTION
Cette étude est basée sur l’analyse de données issues de la plateforme Turn qui prend tous les jours plus de 50 milliards de décisions publicitaires (enchères en ligne) et analyse plus de 1,5 trillions d’attributs clients anonymes et fournit un accès instantané à des milliards d’impressions publicitaires.TRANSCRIPT
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Global Digital Audience ReportJanuary to March 2013
Global Digital Audience Report 2
Today’s savvy marketers are looking to advertising technology to meet the challenges of a fragmented media landscape. How can they reach consumers across channels and devices? Enterprise so!ware companies such as Turn are helping to simplify the marketer’s workflow, making it easier to engage people as they interact with brands—through online display, mobile, social, and video advertising.
As brands and agencies work with technology providers to drive cross-channel marketing initiatives, global digital advertising spend continues to grow, and is projected to reach $113 billion this year. And much of that spend will go to automated and data-driven advertising, delivering maximum scale and ROI to marketers. A recent IDC report estimates that by 2016, worldwide real-time-bidding (RTB) spend will increase to $13.9 billion and the “big data” market will grow to $23.8 billion.
The Turn cloud marketing platform has the scale and deep data insights to fulfill the demands of this skyrocketing market. Every day, the Turn platform makes 50+ billion advertising decisions, analyzes over 1.5 trillion anonymous customer attributes, and provides instant access to billions of digital ad impressions—resulting in an unprecedented ability to provide game-changing insights.
This report highlights some insights we’ve gained from the most recent quarter, January to March 2013—insights that we believe are driving smarter marketing decisions for brands around the world. Our biggest discovery? We’re calling it the Digital Elite—the world’s most valuable audience—a population segment that today’s marketers seek for their online habits and spending power.
Key insights covered in this report include:
• The Digital Elite see 24 times more ads than the average consumer, putting them in such demand that marketers are willing to pay an eCPM* that’s 85 percent higher than average in order to reach them.
• Mobile ad impressions remain inexpensive due to concerns about a reliable ecosystem and standards for anonymous data tracking.
• Social advertising is cost-e"ective and immensely popular, with Turn delivering billions of impressions per month.
• Display advertising and online video advertising continue to dominate, with advertisers paying a premium to reach consumers through familiar, big-canvas formats.
“ We’ve analyzed deep insights to identify the global elite of the digital population—those most desired by marketers for their spending power and habits and the fact that they interact with digital advertising more than any other group.”
The Turn Digital Audience Report | January to March 20133Meet the World’s Most Valuable Digital Audience
Global Digital Audience Report 3
An audience powerhouse, the U.S. is home to 85 percent of the Digital Elite. Another 10 percent live in the EU, a region that’s growing rapidly. We also expect to see Asia-Pacific and South American markets gain, as global brands look to RTB- and data-driven marketing in new regions.
The Digital Elite are typically aged 21–34, live in cities, and love foreign travel. Earning more than $76,000 a year, they’re fond of gadgets and upscale brands such as Banana Republic and Sephora. They have diverse media tastes, enjoying public radio, Family Guy, Elle, and GQ. You’ll find them at concerts and bars.
The Digital Elite command an average eCPM* of $1.15, reflecting an 85 percent premium over the $0.62 paid for other audiences.
The Global Digital EliteThe World’s Most Valuable Audience
Lifestyle Location Engagement
US = 85% of the Digital Elite
Advertisers engage them more frequently through online video and Facebook.
TOP2% See 24x as many ads as the
average consumer.Top brands spend more on them than on everyone else.
Video 21%premium
Mobile 56%
premium
Social 100%premium
Display 106%
premium
85%higher eCPM
Most Valuable Audience
Young white-collar professionals
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Global Digital Audience Report 4
Most Valuable Audience
Least Valuable Audience
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Young white-collar professionals
Live in big cities
Gadgethounds
Incomeover $76K
Interestedin fashion
Interested in foreign travel
Go to concerts and hang out atbars and clubs
Love toshop
Look forbargains
Enjoy public radio but also Family
Guy, Elle, and GQ
More likely to be age 65+ or the mother of a young child
Live outsideof big cities
Older than 65 and retired
Income lessthan $51K
Price-conscious
Sportsfans
Focused on saving
$ $COUPON
65+
Who Are They?Most and Least Valuable Audiences
Who do digital advertisers target the least? It’s a varied group that includes a disproportionate number of people who are retired or who are mothers of young children. Typically, they make less than $51,000 a year, are price-sensitive, save their money, and are more likely to be avid sports fans.
Who are the Digital Elite? They are typically aged 21–34, live in cities, and love foreign travel. Earning more than $76,000 a year, they’re fond of gadgets and upscale brands such as Banana Republic and Sephora. They have diverse media tastes, enjoying public radio but also Family Guy, Elle, and GQ. You’ll find them at concerts, bars, and clubs.
Global Digital Audience Report 5
What Ads Do They See?Reaching Relevant Audiences Across Online Channels
Ad Format Trends
• Facebook and Facebook Exchange represent the vast majority of social advertising.
• Display trends and mobile banner size reflect the growing popularity of the standard unit sizes.
• In-stream 15- and 30-second formats are overwhelmingly popular for marketers looking to reach digital audiences.
• 15-second pre-roll has long dominated the video category due to its ease of implementation.
Insights into Reach by Channel
The Turn platform provides a wealth of data that can inform smarter marketing strategies. A few examples:
• People who interact with display ads for a tax preparation service are more likely to have a PhD or a master’s degree, while those who interact with that service’s ads on Facebook are less likely to have an advanced degree.
• Consumers who make less than $40,000 are more likely to interact with a consumer electronics brand’s display ads, while those who make more than $100,000 are more likely to interact with the brand’s ads on Facebook.
• Consumers who interact with display ads for a mobile phone brand are more likely to work in education or training, the military, or government. Consumers who interact with the same brand’s Facebook campaign are more likely to be employed in research, science, biotech, legal services, or arts and entertainment.
Display
Mobile
Video
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Perc
ent o
f Tot
al Im
pres
sion
s
Ad format
120x600 160x600 180x150 234x60 300x250 300x600 335x280 468x60 728x90 750x200
39.8%
17.6%
38.9%
1.1%0.02% 0%0.06%0%1.6%0.7%
0%10%20%30%40%50%60%70%80%90%
100%
Perc
ent o
f Tot
al Im
pres
sion
s Ad format
168x28 300x50 300x250 468x60320x50 728x90
6% 4%
88.5%
.5%.5% .5%
0%5%
10%15%20%25%30%35%40%45%50%
Perc
ent o
f Tot
al Im
pres
sion
s Ad format
30-second mid-roll 30-second pre-roll companion30-second pre-roll15-second pre-roll
6%
45%
15-second pre-roll companion
9%
39%
1%
Global Digital Audience Report 6
What Does It Cost to Reach Them?Global eCPM* Averages Across Display, Mobile, Social, and Video
$0
$1
$2
$3
$4
$5
$6
$7
$8
$9
$10
eCPM
January 2013 February 2013 March 2013 eCPM by Month — US, EU, and APAC
Display Mobile VideoSocialInsightsAdvertisers are paying a premium for video and other rich media formats because they are more engaging. Global average video eCPM grew from $9.41 in January to $9.99 in March—an increase of 6.16 percent.
Display advertising is the work-horse of online advertising. Display eCPM rose from $0.92 to $1.06 in Q1 2013—an increase of 15.2 percent.
Mobile ads are still inexpensive because an ecosystem for anony-mous tracking isn’t in place. More inventory has moved into mobile, keeping prices down. Mobile eCPM dropped from $1.31 in January to $0.72 in March—a decrease of 45 percent.
There is a wealth of new social inventory, and social advertising remains low-cost and e#cient for brands. Social (Facebook/FBX) eCPM dropped 20 percent, from a global average of $0.30 in January to $0.24 in March.
6.16%
15.2%
45%
20%
15.2%
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$0.1
0
$0.3
0
$0.5
0
$0.7
0
$0.9
0
$1.1
0
$1.3
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0
$1.7
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$1.9
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Perc
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pres
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s
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0
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Perc
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f Tot
al Im
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10%
15%
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Price Bucket (bin)
Price Bucket (bin) Price Bucket (bin)
<$0.
50
$0.5
0
$1.0
0
$1.5
0
$2.0
0
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0$3
.00
$3.5
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$4.0
0
$4.5
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$5.0
0
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$6.0
0
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What Does It Cost to Reach Them?Global eCPM* Trends for Display, Mobile, Social, and Video Channels
Video: 71.16 percent of impressions are in the $8–$12 range.Social: 61.33 percent of impressions are in the $0.10–$0.50 range.
Display: 53.21 percent of impressions are in the $0.10–$0.80 range. Mobile: 52.03 percent of impressions are in the $0.10–$1.00 range.
Turn delivers real-time insights that transform the way leading advertising agencies and marketers make decisions. Our cloud applications and Internet-scale architecture work together to provide a complete yet anonymous picture of customers, execute cross-channel campaigns, and connect with a worldwide ecosystem of more than 100 partners.
Every day, the Turn cloud marketing platform makes over 50 billion advertising decisions, analyzes over 1.5 trillion customer attributes, and provides instant access to more than 1 trillion display, mobile, social, and video advertising impressions every month.
Data for this Global Digital Audience Report is based on activity on the Turn platform from January to March 2013. Audience characteristics are based on data from Turn inventory partners (www.turn.com/inventory-partners). Special thanks to Max Knight, Turn Director of Professional Services, for the analytics that yielded the insights in this report.
Turn is headquartered in Silicon Valley and provides its platform, products, and services worldwide.
Visit www.turn.com. Follow us @turnplatform.
For more information:AmericasQuynh [email protected]
EuropeHelen [email protected]+44.20.7255.5665
Asia-PacificRita [email protected]+852.6087.4576
For press inquiries, please contact:Jonathan [email protected]
© 2013 Turn Inc. All rights reserved. Turn and the Turn logo are registered trademarks of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without notice. April 2013
About Turn
*Total Earnings Impressions
x1000 = eCPM