opa breakfast forum · 2009-04-03 · increased ad clutter the growing costs inventory managing...

OPA Breakfast Forum

Emily RileyJuly 2007

2 © 2007 JupiterResearch, LLC

Changing Issues for Publishers


Five Catalysts Create Potential for Major Industry Realignment

Source: JupiterResearch (4/07)

Broadband crossover

Competitive flux

Web site deconstruction

OnlineMedia

Internet advertising evolution

Social media and marketing


Social Tools Blur Time Spent Online Between Media and Communication

E-mail48%

Browsing websites

41%

Instant Messaging

7%

Watching video

4%

Q3. In a typical week, what percentage of the time you spend online is spent on each of the following activities?

Social Media Encompasses All

JupiterResearch/Ipsos-Insight Entertainment and Media Consumer Survey (09/06), n=2,168 (US only)


Use of UGC Is Increasing Especially with Younger Audiences

39%

31%

17%

32%

21%

10%

23%

16%

4%

24%

12%

3%

22%

10%

1%0%

10%

20%

30%

40%

50%

Read commentsothers had posted on

a website

Posted comments ona website

Created a blog

18-24 25-34 35-44 45-54 55+

Which of the following activities have you conducted monthly or more frequently in the past year? (Select all that apply)JupiterResearch/Ipsos-Insight Entertainment and Media Consumer Survey (09/06), n=2,168 (US only)


Several Online Video Formats are Popular with Young Adults

24%21%

8%

21% 19%

8%10%13%

3%8% 9%

1%4% 5%

1%0%

10%

20%

30%

40%

50%

Downloaded videofrom the Internet

Streamed video fromthe Internet

Uploaded video to theInternet from my

computer

18-24 25-34 35-44 45-54 55+

Which of the following activities have you conducted monthly or more frequently in the past year? (Select all that apply)JupiterResearch/Ipsos-Insight Entertainment and Media Consumer Survey (09/06), n=2,168 (US only)


Frequent Visitors to Social Networks Still Skew Young

25%

20%

25%

21%

9%

18-24 25-3435-44 45-5455-+

51%

32%

11%5% 1%

Total Unique Social Networkers*

Visit Social Networking Sites Daily

Which of the following statements are true of your awareness and usage of social networking sites over the past twelve months? (Select all that apply.) Not “I’ve never heard of social networking sites” and not “None of the above.” “Total Unique Social Networkers defined by MySpace, Facebook, Bebo, Bolt, Friendster, Hi5, Xanga, Yahoo 360, and Linked-in.

Comscore Media Metrix Dec 2006; JupiterResearch/Ipsos-Insight Individual User Survey (7/06), n = 4,182 (US only)


Content Distribution Is Becoming More Complex

RSS feed

Syndicates

BlogsSocial networks

Personal pagesE-mail

AffiliatesCustom portals Mobile devices

Feed readers

Publisher

Widgets Aggregators

Ad revenueTraffic

Source: JupiterResearch (5/07)


Publishers Must Master Social Tools Such as Widgets to Increase Communication

Friends

Video

Widget

Poll

Personal ProfileAdvertiser Profile

“Add This”


Marketers Use of Social Marketing


Social marketing budgets remain small, but many will enter the market for the firsttime in 2007

Less than $10k37%

$10k to less than $25k19%



$75k to less than $100k

6%


7%


5%

$500k to less than $1mm

4% $1mm or more4%

JupiterResearch Social Marketing Executive Survey, 02/07


Publishers Should Help Advertisers With Targeting Influentials

6%

22%

18%

23%

21%

21%

28%

47%

12%

23%

23%

24%

24%

26%

33%

38%

0% 10% 20% 30% 40% 50%

Widgets

Paid Discussions

UGC Microsite

Viral Campaign

Social Networking Profile

Uploaded Video

Discussion Board

Targeted Influentials

What forms of online social marketing has your company used in the past 12 months and which do you plan to use in the next 12 months?



New Influentials Will Build Buzz, Classic Influentials Will Drive Sales

Marketing Message forNew Influentials

Marketing Message forClassic Influentials


To Attract New Influentials to Viral Campaigns, Publishers Must Offer Exclusive Content and Sweepstakes

24%

35%

36%

37%

41%

45%

25%

31%

27%

30%

35%

35%

19%

25%

22%

27%

27%

33%

0% 20% 40% 60% 80%

Ability to receive affinity points

Ability to receive offers andpromotions customized to my

preferences/interests

Interest-based content

Product and Service updates

Exclusive content

Sweepstakes

TotalClassic InfluentialsNew Influentials

Question: What benefits would motivate you to provide information about yourself online? (e.g., zip code, name, age, gender, etc.) (Select all that apply)

Source: JupiterResearch/Ipsos-Insight Individual User Survey (7/06), n = 4,182 (US only)


14% 20%31%8%

11%

21%

0%

20%

40%

60%

80%

100%

Total New Influentials Classic Influentials

Somewhat describes my attitude Completely describes my attitude

To Build Affinity With Classic Influentials, Advertisers Must Offer Product Previews or Free Trials.

Source: JupiterResearch/Ipsos-Insight Individual User Survey (7/06), n = 4,182 (US only)

Question: Please indicate to what extent each statement describes your attitudes. (Select one for each) I like being the first one to know about new products


Mainstream Publishers Have the Highest Trust Amongst Brand Advocates

9%11%9%13%

10%14%

24%34%32%

46%34%

40%

2%2%

2%2%

2%2%

5%7%

11%14%

26%30%

0% 20% 40% 60% 80% 100%

TotalBrand Advocates






Somewhat trustworthyVery trustworthy

Company Site

Professional Review

Posting on Company Site

Posting on Forum/Messageboard

Blog

Advertisement

When researching a product for purchase, how trustworthy do you find the following sources when it comes to providing information about product quality/performance?

Percentage of Users

JupiterResearch/Ipsos Insight Individual User Survey (6/07), n = 3,580 (US only)


Publishers must know their audience, and offer marketers the ability to target

30% 30%28%

26% 25% 24%

19% 18%

0%

10%

20%

30%

40%

50%

Determiningwhich sitesreach my

targetaudience

Trackingcampaign

performance

Increased adclutter

The growingcosts

inventory

Managingtrafficking

and reporting

Measuringcampaigns

acrossdifferentmedia /

attributingROI

Choosing thebest creative

formats

Coordinatingonline and

offlinestrategy

Source: JupiterResearch Advertiser Executive Survey (05/07), n = 335 (advertisers, US only)Question: Which of the following do you believe will present the greatest challenge(s) to planning and implementing online advertising in 2007? (Select up to three.)

Perc

enta

ge o

f Adv

ertis

ers


Campaign Measurement Is A Key Problem for Social Marketers

6%

23%

40%

37%

40%

10%

28%

45%

48%

48%

0% 20% 40% 60% 80% 100%

Got negative feedback fromusers

Didn’t generate the amountof engagement I expected

with my creative

Didn’t generate the amountof traffic I expected to my

campaign

Didn't generate the amountof buzz I expected from the

press

Had trouble measuring theeffects of my campaigns

All Social Marketers Buzz Marketers


What problems have you encountered in the last 12 months after completing your social marketing campaigns? (Select all that apply.)

Percentage of Marketers


Publishers Must Help Marketers Align Campaign Goals and Measurement to Understand Effects

8%

5%

12%

10%

31%

30%

54%

51%

10%

10%

13%

15%

28%

35%

53%

73%

0% 20% 40% 60% 80% 100%

Buzz monitoring service

Change in search behavior

Brand survey metrics

Ad hoc buzz monitoring

Registrations

Impressions

Clicks

Sales

All social marketers Buzz marketers

Buzzmeasurement

metrics

Direct response

metrics

Question: What metrics do you primarily rely on to measure the success of your social marketing efforts? (Select up to three.)

Percentage of Marketers

Source: JupiterResearch Social Marketing Executive Survey (2/07), n = 146 (social marketers, US only); n = 40 (buzz marketers US only)


Help advertisers mine UGC on an ongoing basis to understand campaign effects

30%

17% 17%

9%

65%

41% 40%

19%

0%

20%

40%

60%

80%

100%

View or postpersonal photos

Post a personal webpage

Write a personalweblog or blog

View or postpersonal videos

All Networkers Frequent Networkers

Q27 For what purposes would you be interested in using such sites? (Select all that apply.)

JupiterResearch/Ipsos-Insight Individual User Survey (7/06), n = 4,182 (US only)


Social Marketing Must Fit into a Customer Centric Measurement Picture

Brand Advertising

• Branded websites• Rich media and Video• Product microsites• Sweepstakes• Sponsorships

Search Advertising

• Consumer research• Keyword management• Website optimization

Direct Response Advertising

• Ad networks• Affiliate programs• Lead aggregation• Ad optimization• Targeting

Social Marketing

• Brand Advocacy• Consumer Dialogue• Corporate Blogs• Customer Service

IntegratedMeasurement and Execution


Banner

Consumer Purchase Funnel

Banner

Unbranded Search

Branded Search

Banner

Conversion

Current Attribution

Method

NewAttribution

Method

100 percent credit for conversion Less than 100

percent credit for conversion

Partial credit for conversion

Advertisers and Publishers Must Begin to Account for all Influential Ads


Thank you

Emily [email protected]

opa breakfast forum · 2009-04-03 · increased ad clutter the growing costs inventory managing...

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