MediAvataar's News Desk
There has never been a more dynamic and challenging time to be a marketer. Since the advent of the internet, fueled by available high-speed access and ignited by the proliferation of powerful new devices, marketers have more access to consumers than ever before. We’re awash in data and should be living in a nirvana of actionable insights.
The reality, however, seems disconnected from this promise. Over the last 18 months, some of the largest and most influential advertisers in the world have spoken up about their concerns with digital advertising, calling the supply chain “broken” and pointing to high incidence of fraud and lack of brand safety. Subscription video on demand (SVOD) services are affecting the reach of traditional marketing mediums like TV and radio. The launch of GDPR in the European Union and related privacy challenges have added complexity to the collection and management of consumer data. Combine these with changing consumer preferences and zero-based budgeting and it’s clear that the job of the CMO has become a more delicate and dangerous catwalk.
The Nielsen CMO Report 2018, the first of an annual series of CMO reports with a focus on global brand advertising, taught me a lot about how brand advertisers are navigating today’s marketing environment. The report makes it clear that we are in the midst of a slow but inevitable change—an evolution, not a revolution. Marketers in the U.S. are leaning into the data, tools and capabilities available today. And while they don’t always deliver as hoped, their willingness to invest and experiment—while incorporating the tried and true—continues.
When asked to rank the perceived importance and effectiveness of digital media channels, marketers placed search and social channels at the top of the list. Television continues to hold its own as the highest ranked traditional media channel across perceived importance and effectiveness measures. That said, radio continues to lead all channels in terms of weekly reach in the U.S., and a full 45% of respondents thought radio to be an effective channel.
Digital ad spend has eclipsed traditional channels, and we expect that to continue. When forecasting their spend in the next 12 months, 82% of respondents expect to increase their digital media spend as a percentage of their total advertising budget. By comparison, only 30% of respondents plan to invest more in traditional media channels in the near term.
CMOs also reflected on a critical piece of the marketing mix, trade spend (e.g., in-store discounts, coupons, special offers, etc.). They voiced a desire for a unified approach to trade and media strategy in order to correctly allocate spend ratios. That said, there was no unanimity in planned trade investment going forward: 44% of respondents expect no change over the next 12 months, while 34% say they will increase and 22% say they will decrease their investment in trade promotions.
In terms of outcomes measurement, only one in four marketers reported high levels of confidence in their ability to measure the ROI of their media spend (digital and traditional) or their trade spend. Not surprisingly, 79% expect to increase their investment in marketing analytics and attribution in the next 12 months.
Marketers reported being most concerned with improving media efficiency by limiting advertising waste across the digital ecosystem. The top three capabilities they chose to make this happen were: reach and frequency measurement (82% rated it the most important capability); ad viewability (73%); and data management platforms (62%).
There is good news here for media agencies, as 43% of respondents reported plans to increase spending with their agencies over the next 12 months. This is likely due to their confidence in the agencies’ ability to deliver a strong return on investment, as reported by 84% of respondents.
Finally, the report illustrates some of the progress that marketers have made around omnichannel marketing, which we define as being media agnostic and oriented around customer needs. Respondents reported improvements in aligning their media channel strategy with their primary campaign objectives. The most highly rated campaign objective was customer acquisition, which was associated with mid- and low-funnel strategies that favored digital media channels like search. In second-place was brand building, which was associated with top-funnel strategies, which favored traditional media channels like TV and radio.
Marketers and their agencies are clearly adapting to changing consumer media habits by taking a more strategic approach to their marketing mix, but challenges remain organizationally, technologically and in regards to consistent ROI measurement.
As one marketer said, “the industry trend is definitely moving quickly and irreversibly towards social media, digital, and personalization with an absolute requirement for data and analytics to understand the impact of money spent on media.”
Written by Brett House, VP Product Marketing and Strategy,Nielsen
We’re beginning to expand shopping beyond Feed to Instagram Stories. Instagram isn’t just a place of inspiration, it’s also a place of action, and we know that inspiration can come from anywhere. On Instagram Stories, when you see a sticker with a shopping bag icon tap on it to see more details about that product.
From Adidas and Aritzia to Louis Vuitton, people have been able to shop from their favorite brands around the world, and now you can shop these businesses in Instagram Stories.
Shoppers on Instagram are savvy. They visit Instagram looking for the latest trends and styles. With 300M using Instagram Stories everyday, people are increasingly finding new products from brands they love. In a recent survey, Instagrammers said they often watch stories to stay in the-know with brands they’re interested in, get an insider view of products they like, and find out about new products that are relevant to them.
Brands have always been early adopters of stories, they create some of the most viewed and engaging content on the platform. Now, you can shop from select brands in Instagram Stories with more coming soon.
Leading advertising and digital communications group Dentsu Aegis Network released its biannual global forecasts, pointing to a more positive 2018 for Asia Pacific advertising expenditure than previously expected.
Ad-spend growth will rise from 4.0% in 2017 to hit 4.5% in 2018 - higher than the 4.2% forecast in January 2018 and taking total investment to USD 215.95 billion. Regional events such as the 2018 World Cup will be held in Russia, 2018 Winter Olympics South Korea, Asian Games in Indonesia and Australian federal election will play an important role in stimulating growth.
Geographically, Asia Pacific is a major growth region, contributing 41% of the global increase (USD 613.5 billion). Comparatively, North America accounts for 32%, Western Europe accounts for 13% with Latin America at 8% and Eastern Europe 5%.
Commenting on the latest forecasts, Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said, “The region as a whole displays a positive outlook with increasing growth rates. We are seeing upward revisions in most key markets, with India, the Philippines and Vietnam showing high rates of growth. Spend in China continues to grow at pace, though driven almost entirely by the ecommerce platforms, Alibaba, Tencent and Baidu. Digital remains the dominant growth area with a quarter of Asia Pacific advertising spend expected to be delivered through mobile for the first time. Digital will be the leading form of advertising in half of the markets that we track in the region.”
Speaking on the Indian context, Kartik Iyer, President- Media Brands and Amplifi – Dentsu Aegis Network India said, “India’s ad spend is projected to grow at 10.5% as compared to the beginning of the year when the growth was expected to be over 11%. Digital continues its rapid growth (31.9%) with online video –gaining in share. This has been driven largely by the availability of high speed connectivity across the country, it is only set to grow faster. TV with a projected market share of 39.1 % continues to lead the media share of pie with Print at 29.3%. It wouldn’t be a surprise to see some forward thinking brands trying to use Video Instead of TV in a few test and learn cases.”
Key market trends
· India: India advertising spend market is expected to grow in 2018 by 10.5% to reach 624 billion rupees. Though there had been a slow start in Q1-2018, the market was picking up from March-April, fueled by a stable recovery post demonetization/GST/RERA buoyed by the State Elections in Meghalaya, Tripura, Nagaland and Karnataka in April. The India South Africa Match in January, Budget announcement in February, lead to continued expansion and growth of regional newspapers and television. Both social and online video will see growth for the next five years as India continues to evolve their internet, mobile, cloud audience.
· China: China’s advertising market is predicted to grow 6.5% in 2018, up from the previous forecast of 5.4%, to reach RMB 630 billion – 16.2% of global ad investment. Growth will be driven by digital, which is forecast to command 60% of advertising spend and increase by 14.8%. The online giants Baidu, Alibaba and Tencent (BAT) are projected to contribute around 80% of this growth, underlining their dominance of the marketplace. Mobile payments are also one to watch in the coming years as platforms such as WeChat or Alipay make cash obsolete in large parts of the country.
Australia: Australia advertising spend is forecast to show continued growth in 2018, increasing by 2.8% to reach AUD 15.7 billion. The main driver of growth will be election related advertising which includes a boost in advertising by the governments involved as a means to promote the great things they have done during their time in power. In 2018 we expect more than 40% of growth to come from this sector and a further 40% to come from Gambling, Retail and Finance advertising. Digital media is expected to increase by 6.1% in 2018, representing 48% share of the total media spend, which could be a result of brand safety issues where advertisers and media owners look to more autonomy and control of their content.
The changing face of TV
Television ad spend is forecast to return to a modest growth rate of 1.2% in 2018, following a decline of -0.7% in 2017. Growth will be driven primarily by sporting and political events. A further positive increase of 1.1% is predicted in 2019. Television ad spend is forecast to evolve and have a modest recovery, driven by new tech developments such as Addressable TV and Connected TV. Addressable TV is beginning to gain strength, reaching almost 65 million households in the US. This means that advertisers can deliver different ads to different households as they watch the same programme in the hope to have a higher ROI. TV viewing also gets more connected. Activities undertaken on a connected TV include Broadcaster catch-up services, clips through websites (e.g. Facebook and YouTube) and Online Subscription services (e.g. Netflix, Amazon).
Streaming digital video on TV has become a daily habit in the US, with 78% of Hulu’s viewership occurring on TV. The decline in linear TV viewing is being replaced by other activities taking place on the TV set, with tech assisting this. TV is forecast to remain a powerful media platform commanding US$213.2 billion in ad spend in 2018.
Traditional media: digital disruption continues
Newspaper and print
Traditional media spend is forecast to decline in 2018 by -0.5% and by -0.4% in 2019. Traditional Newspaper spend declined by -9.4% in 2017, but in 2018 the rate of decline is forecast to improve -7.5% revised up from -7.9% previously forecast.
However, the share of Newspaper spend will decrease by 1% to 8.1% in 2018 and 7.2% in 2019. Despite good overall audiences, especially due to digital consumption and the demand for high-quality print content, the consumption shift towards digital media has not been fully monetized by media owners. Publishers are investing and preparing their data offering to improve their digital business performance and allow for programmatic buying across media and in real time. Defensive consolidation is also apparent, witnessed through mergers between press groups like Gravity and Skyline in France.
The downward trend in Magazine spend continues with ad spend growth forecasts of -6.5% in 2018 and -6.4% in 2019, with share of spend declining by on average 0.5% year-on-year to reach 4.5% in 2019.
Out-of-home (OOH) has benefited from significant technological innovation in recent years. Digital displays across all formats have transformed the medium. OOH is forecast to grow by 2.2% in 2018 and 2.1% in 2019 to hit US$37.7 billion—a 6% share of total global spend.
Radio’s digital offering is growing. The uptake of home assistant devices, such as Amazon Echo and Google Home, has opened up different possibilities in how listeners interact with audio advertising. Radio is forecast to grow by 2.0% in 2018 and 1.2% in 2019 to reach US$37.3 billion—a 6% share of total global spend.
Cinema continues to receive just 0.6% of total global spend, however year-on-year growth is strong with 5.9% growth forecast in 2018 and 5.2% in 2019. Digital is changing the way we engage with cinema, with an emerging trend towards on-demand screening. For example, the Chinese video-streaming giant iQiyi has launched its first on-demand, brick-andmortar movie theatre with many more planned across the country.
Global Media trends
Mobile on the go
The mobile device is steadily becoming our primary point of access to all digital services and content. In 2018, 52.2% of all worldwide online traffic was generated through mobile phones, up from 50.3% in the previous year, according to Statista. People now spend an unprecedented amount of time on their smartphones—more than five hours a day, according to some estimates. This growth in usage is largely driven by the widespread availability of high-quality digital Video. Mobile Video consumption is exploding among all age groups and content categories. 9 in 10 Social media users opt for mobile browsing, with mobile apps accounting for 70% of time spent on Social media.
Reflecting this, mobile is forecast to represent a quarter of global ad spend 25.2% this year exceeding the previous prediction of 24.8%. With Mobile payments forecast to be more popular in the coming years, Mobile is set to continue on a positive growth trajectory a forecast 23.3% in 2018 and 18.8% in 2019.
Digital still calls the tune
Worldwide Digital media spend is forecast to increase by 12.6% in 2018, more than three times the rate of all media (3.9%), to reach US$230.6 billion—a US$25.7 billion incremental increase year-on-year. Online Video (+24.6%) and Social Media (+21.6%) are particularly strong. Paid Search continues to account for the largest share of digital (39%). As previously predicted, Digital will overtake TV for the first time this year to account for 38.4% share of total ad spend vs. 35.5%.
In the US, Digital spend is forecast to overtake TV in 2019. Programmatic ad spend is expected to grow by 23.2% in 2018 and 19.1% in 2019 as the ability to consolidate programmatic buying strategies across formats and devices continues to be an opportunity for advertisers to reach the most valuable audiences at scale.
Traditional media spend is forecast to decline by just -0.5% in 2018 and -0.4% in 2019. Newspapers and magazines are expected to continue their downward trend, with falls of -7.5% and -6.5% respectively. Radio (+2.0%), Out of Home (+2.2%) and Cinema (+5.9%) spend are expected to show steady growth.
TV spend is forecast to move back into growth in 2018 (+1.2%), following a -0.7% decline in 2017, remaining a major medium in the mix with 35.5% of overall investment.
10 ad spend take-aways
1.Our latest global ad spend forecasts point to a modest recovery, with growth accelerating from 3.3% in 2017 to 3.9% in 2018—amounting to a global spend of $613.5 billion.
2.We’ve upgraded our mid-year growth forecast for 2018 from 3.6% to 3.9%, reflecting a more positive outlook globally. Contribution to new global ad dollars in 2018 is driven in particular by the United States and China, accounting for around one third and one quarter of new growth, respectively.
3.Global ad spend is forecast to grow at 3.8% in 2019—an outlook consistent with 2018’s performance, despite the lack of significant sporting and political events to drive growth.
4.Digital continues to drive growth and is forecast to increase by 12.6%–over three times the rate of all media in 2018. Video growth on mobile-first social platforms will be the biggest driver for digital with Video (24.6%), Mobile (23.3%) and Social Media (21.6%) all seeing the highest increases in 2018.
5.Digital overtakes TV for the first time this year and will account for 38.4% of total ad spend vs. 35.5% for TV, as the shift towards online video, subscriber video-on-demand and catch-up services continues.
6.Paid Search’s share of global spend is projected to overtake Print (Newspaper and Magazine) spend for the first time in 2018.
7.Mobile ad spend is forecast to represent a quarter of global ad spend (25.2%) in 2018, exceeding the previous prediction of 24.8%.
8.Television ad spend is forecast to return to modest growth of 1.2% in 2018, following a decline in spend of -0.7% in 2017. Growth will be driven primarily by sporting and political events (e.g. FIFA World Cup, US mid-term elections). Television ad spend is forecast to continue on a positive growth trajectory (1.1% in 2019), driven by new tech developments such as Addressable TV and Connected TV.
9.Programmatic ad spend is expected to grow by 23.2% in 2018 and 19.1% in 2019 as the ability to consolidate programmatic buying strategies across formats and devices continues to be an opportunity for advertisers to reach the most valuable audiences at scale.
10.Traditional media spend is forecast to decline in 2018 by -0.5% and by -0.4% in 2019. Print spend continues to decline in 2018 and 2019, but the rates of decline will not be as high as in recent years. All other media types are expected to show moderate growth driven by technological innovations e.g. Digital Out-Of-Home, Digital Radio and Digital Cinema
Encourages B2B marketers to bring brand stories to life
LinkedIn announces native Carousel Ads for Sponsored Content, an ad unit that allows marketers to feature a swipeable series of up to 10 cards to tell a visually engaging brand story. Carousel Ads will allow marketers to humanize their B2B marketing efforts and foster a more enriched engagement with their audience. With this additional space, they have the flexibility to share more content and create higher-quality interactions with their target audience. With carousel ads, you can tell a deeper story, showcase multiple offerings at once, feature a single offering in depth, and share industry insights.
Speaking on the announcement, Virginia Sharma, Director Marketing Solutions, LinkedIn India, said, “Behind every decision-maker is a real person, and Carousel Ads for Sponsored Content let you play around with eye-catching and interactive imagery to show off your brand’s personality, tell a deeper story, and improve engagement with that decision-maker. Humanizing the brand is key for B2B marketers today, and Carousel Ads are the natural evolution in LinkedIn’s marketing offerings that can be leveraged at every stage of the buyer journey. This new offering allows multiple visuals for creative storytelling and brings your B2B brand stories to life.”
With LinkedIn Carousel Ads, marketers can:
Tell a complete brand story
In a single Carousel Ad, users can feature a swipeable series of up to 10 cards and customize each card. With this additional space, users have the flexibility to share more content and create higher-quality interactions with their audience. Further, carousel ads enable users to tell a deeper story, showcase multiple offerings at once, feature a single offering in depth, and share industry insights.
Command the attention of a professional audience
Carousel Ads are interactive and have eye-catching visuals, which makes them stand out in the newsfeed. Stories become tangible and encourage engagement with the brand on both desktop and mobile.
Drive results for business goals
Like all LinkedIn marketing products, Carousel Ads allow advertisers to leverage LinkedIn’s robust targeting and reporting capabilities, so they can better understand the ROI of their campaigns. In addition to the standard metrics, like click-through rates and number of leads, marketers can measure for an ad unit and see clicks and impressions by individual card. The feature currently offers downloadable reports.
Since its beta launch, over 300 advertisers, like Hewlett-Packard Enterprise, RBC, and Volvo Canada, have used Carousel Ads to create fun and informative campaigns to tell stories about their company, products and services, industry, and more. Seventy-five percent (75%) of beta advertisers said that they will use Carousel Ads in their next Sponsored Content campaign, largely due to seeing increased engagement and click-through rates. Carousel Ads for Sponsored Content is now available to all businesses.
Netcore’s Martech Marathon 12x25, hosted in association with CNBC TV18, discussed several insights in deploying marketing technology for the modern marketer
Netcore Solutions, India’s leading marketing technology company, and CNBC-TV18 hosted ‘The Martech Marathon 12 x 25’ which brought together leading Martech evangelists in a unique format designed for modern marketers. At the event, ‘The Inspiration Code’, India’s first coffee table book capturing inspirational journeys of the top 25 marketers, was launched by Kalpit Jain, Group CEO, Netcore Solution.
Speakers from diverse sectors from retail, telecom and IT services to digital and advertising agencies shared various ideas and experiences of how Martech has proved to be a game-changer for their marketing campaigns. During the panel discussions interspersed between speaker sessions, Anant Rangaswami from CNBC TV engaged with speakers to explore answers to key challenges faced by marketers.
Some of the prominent speakers that participated at the Martech Marathon 12x25 were Shiv Shivakumar- Group Executive President, Aditya Birla Group, Siddharth Banerjee- EVP Marketing, Vodafone; B Sridhar- Chief Digital Marketing Officer & New Media, Diageo; Gautam Mehra, Chief Data Officer, Dentsu Aegis Network; Siddharth Shakdher- CMO, Hotstar; Jaimit Doshi- Executive Vice-President, Kotak Securities; and Rubeena Singh- CEO, iProspect India.
Commenting on the initiative, Mr. Veerchand Bothra, Chief Entrepreneur & Evangelist, Netcore Solutions, said, “We, at Netcore Solutions were honoured to host some of the most exemplary leaders from the marketing ecosystem at our first ever Martech Marathon. The modern marketer is cognizant of the fact that digital is disrupting the marketplace and he must embrace the change quickly or will be left behind. From the importance of turning a brand’s purpose into action, the different ways of ‘listening’ to consumers and subsequently deriving value from data, the audience was enriched with several Martech insights from the speakers/initiative.”
Speaking about the occasion, Mr. Joy Chakraborthy, CEO Forbes India & President Revenue, Network 18 said, “Our objective with The Martech Marathon 12x25 was to focus on the space and offer an open platform for marketers to highlight key innovations. Additionally, shedding light on revolutionary ideas that are making an effective use of technology to enhance a brand’s reach and presence in their respective markets. This platform intends to serve as a hub for networking while also share more insights and knowledge on the industry.”
Some of the key pointers made by speakers at the event are:
· Shiv Shivakumar, Group Executive President, Aditya Birla Group- In this age of digital disruption, one can either embrace the change or stay behind.
· Siddharth Shakdher, CMO, Hotstar- Impact & efficiency are goals which often contradict each other in digital marketing
· Himani Agarwal, Director Integrated Marketing, Microsoft- When we use artificial intelligence in Marketing, two things to optimize: get good training/ testing data, retrain to improve accuracy
· Rubeena Sing, CEO, iProspect India- It’s a shared responsibility. Barriers are being broken even among competitors
· Angad Daryani, Inventor and Entrepreneur- Technology aren’t the goal, but merely a tool; what we use this tool for, is what matters. The Future generations want an education, not a degree.
Be future-ready with social purpose; hire educated talent and not just branded talent. Take up challenges and not just tasks
· Subrat Mohanty, Co-founder and CEO, Hurix Digital- There is a dearth of quality resources that can help understand the Martech tools that are available for us. Thumb rule for organizations in the midst of Digital Transformation: ACT – audit, capability building and transformation.