/ Researches / Digital Advertising 2020: Insights into a New Era of Advertising and Media Buying | Salesforce
Digital Advertising 2020: Insights into a New Era of Advertising and Media Buying | Salesforce
Marketing and advertising are becoming increasingly integrated, with a steady increase in depending on a myriad of data sources to personalize advertising and measure performance. Dominant channels – and thus budgets – are shifting, too. Increasingly, advertisers will rely on major platforms under the Google and Facebook umbrellas to deliver their messages. There has been also a change in how campaign success is measured.
Cut through the noise and find out the new priorities, strategies, and tactics that signify the dawn of a new era in advertising.
Advertising and Marketing Are Converging
62% of the surveyed advertising and marketing organizations share common budgets and use the same team to send emails and to build ad campaigns, and 61% collaborate on the evaluation and purchase of technology.
In general, at least half of companies rely entirely on internal staff to optimize ad spend across any given digital channel.
59% of them rely entirely on internal staff to optimize ad spend on Facebook and Instagram. Europe ranked at the top in this issue with a rate of 62%, followed by Asia-Pacific (59%).
Data – Lots of Data – Is Advertising’s North Star
In 2017, advertisers used an average of 5.4 data sources, and next year they’re planning to use an average of 6.2.
Facebook and Google Dominate as Video Rises in Importance
66% of digital advertising spend will go to Google Search, YouTube, Facebook, and Instagram.
These channels represent 63% of total spend in North America, 67% in the Asia-Pacific region, and 69% in Europe.
65% of surveyed companies have increased their video advertising. The highest increase was in North America.
In terms of measuring the effectiveness of ads, 55% of advertisers use data management platform (DMP), 50% use website analytics platforms and 47% use marketing attribution platform.
A Graph Shows the Percentage of Advertisers Who Have or Plan to Adopt a Data Management Platform (DMP) – 2017
Data were driven from 900 full-time advertisers, media buyers, and marketers with titles of manager and above. Respondents were from companies located in North America (United States, Canada), Europe (France, Germany, the Netherlands, the United Kingdom/Ireland), and the Asia-Pacific region (Japan, Australia/New Zealand). Each region is represented by a sample size of 300.
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