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THE STATE OF
Digital Advertising 2017INSIGHTSERIES
State of Digital Advertising 2017marinsoftware
Summary
Marin Software interviewed 500 digital marketing managers from leading
agencies and brands around the world to discover the trends, opportunities, and
challenges they face in 2017.
In this report, we discuss a number of insights, including:
Mobile Ad Spend:Our survey confirms that marketing budgets are following the
shift of eyeballs from traditional channels to mobile. We examine this trend and
discuss the ROI potential of different mobile strategies.
Lack of Expertiseis routinely cited as a reason marketers knowingly leave money
on the table. We explore the implications of this trend and the opportunity it pre-
sents to those willing to learn and/or leverage new tools and channels.
What’s HotMarketers’ top priority in 2017 is content marketing. We’ll explore
how to integrate paid channels with your content marketing efforts for best results.
What’s NextMarketers have taken notice of consumer willingness to try the
newest video, voice, and augmented reality technologies coming to market. How-
ever, these nascent technologies are generally not a priority for marketers this year.
Budgets Migrating to Mobile
70% of marketers reported advertising on both search and social.
Today, Google and Facebook collectively aggregate 74% of Internet traffic.1100%
75%
50%
25%
0%
201320142015
1.Parse.ly “Authority Report,”2016.
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Consumers live their lives online, with the average user unlocking their mobile
phone 150 times per day.2With each unlock, the consumer has a job to be done–
ranging from the mundane (e.g., checking email or killing time) to the critically
important (e.g., researching major purchases like a home or car).
As marketers, it’s our job to identify our target audiences and deliver useful con-
tent at the moments when they’re needed.
Budgets Move to Mobile in Lockstep
Marketers are following the shift of consumer attention, with 70% of respondents
indicating they’re actively advertising on search and social.
Budgets are shifting. In our sampling, 43% of marketers expect their mobile
budgets on search marketing investment to increase between 10% and 30% in
2017. An additional 34% plan to increase their mobile search budgets by more
than 30%. On the social side, 70% of respondents plan to increase their advertis-
ing budget.
With Facebook eclipsing Google in gross traffic for the first time in 2016, it comes
as no surprise that marketers view each channel as important.INSIGHTSERIES
State of Digital Advertising 2017marinsoftware
2.Time, Inc. “Americans Check Their Phones 150 Times Per Day”.
Paid search/PPC
Other
Programmatic advertising
Paid social (e.g. sponsored posts / advertisements
on Social Media)
Display Advertising
In-app advertising
70%
70%
61%
44%
27%
Behavioral retargeting or remarketing
26%
SMS/MMS advertising
17%
6%
Most popular methods of paid advertising on mobile
Global respondentsINSIGHTSERIES
State of Digital Advertising 2017marinsoftware
What Strategies Are Being Used on Mobile
What Are These
ber in your Google text ad.
when they search by customizing your message and keyword bid.
2016 for mobile and desktop ads.
customers that you share with Google (e.g., imported from your CRM).
24%
5%5%
6%
17%
43%
0-10%
10-30%
30-50%
50-70%
70-100%
More than 100%
Increase in paid search investment across desktop and mobile (2015–2016)
Global respondents
Remarketing Lists for Search Ads (RLSA)
Store visits
Location extensions
Extended Text Ads
Customer Match
43%
42%
40%
38%
31%
Call extensions
19%
Do you plan to adopt any of the following tactics as part of a mobile-
optimized approach to paid search marketing
Global respondents
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