In the dynamic digital landscape, where new platforms and devices are continuously emerging and evolving – marketers are facing an array of new challenges Read Full Article >
The growth in mobile and tablet device usage, combined with the increasing importance brands are placing on collecting and leveraging data, is driving innovation within the digital media space. In this article I take a look at 3 of the most interesting trends that are reshaping the digital media space as we know it.
The cookies are crumbling – the rise of cross device ID targeting
The days of the cookie are numbered – the writing is on the wall. In a multi-screen world the cookie has become increasingly irrelevant as web users’ ‘paths to purchase’ increasingly take place across multiple screens and audiences continue to migrate web browsing to mobile and tablets – some of which don’t support cookies.
To combat the issue, ad networks, publishers and platforms alike are all heavily investing in user ID tracking to enable advertisers to promote to the one consumer across various devices.
Facebook last month announced the re-launch of their Atlas platform. Using Facebooks login to track users cross device, Facebook is able to track and target the one user along the path to purchase. Apple, Microsoft and Google have also rolled out or are trialing solutions in-light of the ailing cookie which means we are set to see a wealth of new digital media opportunities open up in the coming 12 months when it comes to cross-device targeting.
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It’s been a year since I compiled my latest digital stats summary and so I felt I was long overdue to provide another one.
A lot can happen in a year, it was only yesterday my son was born and next week we are celebrating his first birthday (now you know why it’s been a while between drinks).
In digital a year is like a decade and the statistics demonstrate just that. With consumer consumption across the majority of channels and devices continuing to show upward growth – the biggest thing marketers need to be thinking about is how to reach the connected consumer in a orchestrated fashion. Whilst building channel strategies is important often these are done with little consideration to the customer journey. It’s time for marketers to build blended strategies and understand consumer behaviour across various channels on the path to purchase to minimise marketing investment / waste and maximise value derived from digital efforts. I often talk about spray and pray in the email space and as brand investment has continued to grow we are seeing a similar approach applied to other key channels like social, display and more. Advertising networks including social, news publishers and beyond are innovating heavily to aid marketers to become more targeted and reach consumers at various stages of the path to purchase rather than just at the awareness phase. To do so marketers need to start taking a risk in Australia, testing and learning in this space to improve returns from digital budgets. Over the coming few years, brands who leverage these innovations and combine it with their own consumer data to drive sophisticated, relevant and timely digital strategies will rise above the pack.
Now onto the stats;
Mobile & Tablet Usage
1. The percentage of Australians owning 3 electronic devices – a smartphone, a tablet and a laptop – has climbed to 53 per cent, from 28 per cent last year – Deloitte Australia, July 2014
2. 56% of Australians own a tablet device up 12% over the past 12 months – Sensis eBusiness Report, September 2014
3. 77% of Australians now own a smartphone up 5% over the past 12 months – Sensis eBusiness Report, September 2014
4. 55% of mobile web users now use mobile as either their primary or exclusive means of going online, an increase from 40 percent in 2013 – InMobi Report
5. Of those Australians who have an internet enabled phone 53% access the internet more than 5 times a day – with one in 5 accessing it more than 15 times a day – Sensis eBusiness Report, September 2014
6. The average mobile user consumes 6.7 hours of media per day, with mobile (23.3%) almost surpassing television (23.8%) in terms of time spent – InMobi Report
7. Tablet ownership is highest amongst Millenials and generation Xers. Over the past 3 years, 67 year olds and over (the Matures) have shown the greatest increase in appetite for tablets and are the only age group to have higher ownership of tablets than smartphones – Deloitte Media Consumer Survey
8. Tablets continue to be used primarily for content consumption rather than content production or creation. Tablet usage in Australia differs across age groups. Boomers and Matures tend to use their tablets for communications, reading the news and e-books, as well as for online banking and taking photos. Millennials and Xers are more likely to use their tablets to watch TV shows and listen to music – Deloitte Media Consumer Survey
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Native advertising continues to gather pace with BIA/Kelsey estimating native ad spending on social media alone would grow from $3.1 billion this year to $5.0 billion by 2017. Read Full Article >
In 2013, global mobile traffic grew 81%. As a result brands like John Lewis are reporting that 40+% of their traffic are now coming from mobile. The unabated growth should make mobile the new black when it comes to marketing. Read Full Article >