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Revealing data-driven marketing trends worldwide – New research from @TurnPlatform

by on May 20, 2015 in Digital Marketing, Ecommerce, Email Marketing, Latest News, Lead Article, Mobile/Tablet, Nuggets, Online Advertising, Online Video, Research, Search Marketing

Turn have released its Advertising Intelligence Index report, revealing data-driven marketing trends worldwide from April 2014 through March 2015, compared with the same period last year – April 2013 through March 2014.

Overall, the last year shows significant growth in the programmatic marketplace thanks to broader adoption of programmatic buying on all channels around the globe. As brands and agencies embrace programmatic, the landscape for mobile and video has seen increased spending and growing competition as EMEA and APAC markets continue to mature towards stable levels of high competition.

Other key findings from the report include:

  • Marketers across all industry verticals have significantly increased cross-channel spend growing by; 132% on mobile, 62% on video, 17% on display, 8% on social
  • Marketers are paying less to reach their target audience on mobile, while social cost skyrocketed and display and video continued to rise over the last twelve months.

The last twelve months show significant growth in the programmatic marketplace thanks to broader adoption of programmatic buying on all channels around the globe, according to the new Advertising Intelligence Report from Turn (turn.com), the digital hub for marketers. As brands and agencies embrace programmatic, the landscape for mobile and video has seen increased spending and growing competition as EMEA and APAC markets continue to mature towards stable levels of high competition.

The report (accessed at turn.li/2015mayreport ) shows data-driven marketing trends worldwide from April 2014 through March 2015, compared with the same period last year – April 2013 through March 2014. Insights from the report include:

  • In EMEA, the video market is highly competitive and fairly stable, having matured rapidly thanks to quick adoption in the region. Meanwhile, competition for video in the Americas was steep during the holiday season, but became less predictable starting in the new year, pointing to potential seasonal opportunities
  • APAC’s programmatic market for display is maturing to look quite similar to EMEA and the Americas, but APAC’s adoption in social, mobile and video still has room to grow.

Cross-channel spend: Mobile, Video, Display and Social

As the programmatic landscape becomes more mature, advertisers are embracing newer channels to engage audiences. Marketers across all industry verticals have significantly increased spending on mobile and video, while display continued to grow at a relatively steady pace and social saw a decline:

  • Marketer spend on mobile was up 132%
  • Video ad spending increased 62%
  • Display, a globally mature channel, continued to grow spending by 17%
  • Social ad spending fell by 8%

eCPM: Mobile, Video, Display and Social

The global analysis found that marketers are paying less to reach their target audience on mobile, while social cost skyrocketed and display and video continued to rise over the last twelve months:

  • Social advertising eCPM soared 141%
  • Display eCPM was up 31%
  • Video eCPM rose 5%
  • Mobile eCPM fell by 11%

“Spend and competition are increasing in the maturing European market, leading to more intelligent data-driven budget allocation this year,” said Pierre Naggar, Managing Director EMEA, Turn.

“Brands and agencies are using sophisticated audience-first strategies to plan for more creative and engaging programmatic advertising. Europe is breeding an exciting group of marketers who are using data science and insights to gain an advantage against the competition.”

This is the only report in the industry to apply global standard economic models to measure trends in advertiser share of voice within the growing global programmatic advertising landscape. The research includes a wealth of global and regional insights that highlight the dynamics of the real-time advertising marketplace, along with critical data for marketers on competition within the key industry verticals of automotive, financial services, health and beauty, telecom and travel.

The report is based on an analysis of data from the Turn platform, which every day makes over 100 billion data-driven advertising decisions, analyses over 1.5 billion anonymous customer attributes, and provides instant access to billions of digital ad impressions – resulting in an unrivaled ability to provide brands and businesses with game-changing insights.

Turn provides three real-time marketing applications: Audience Suite, an enterprise data management platform; Campaign Suite, a digital media buying platform for video, mobile, social, and display advertising; and DataMine Analytics, a data exploration, optimisation and warehousing solution purpose-built for marketers. Turn works with the world’s top brands, agencies and trading desks, including Accuen, AMNET, Chrysler, DirecTV, Experian, Kraft, Microsoft, OMD, Progressive Insurance, Thomas Cook, Toyota, VivaKi and Zales.

About Turn

Turn enables leading brands and agencies to adapt to the ever-changing motivations of their consumers. The Turn Digital Hub for Marketers offers end-to-end anonymous audience planning, cross-device advertising, and advanced analytics. Providing seamless point-and-click access to more than 150 integrated technology partners, Turn helps marketers embrace the chaos of digital advertising technology. Headquartered in Silicon Valley, Turn offers its products and services worldwide. For more information, visit @TurnPlatform turn.com

 

 

Please see the full report here

 

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