april 2016 - marketing stats

Online marketing & technology data points April 2016

Ged Carrollrenaissancechambara.jp

About presentationOver time, I have had to compile data and visualise it based on desk and primary research. I thought that these slides may be of use to other people so have compiled them here. As I have time I will update them with data. Each diagram has an accompanying slide with an explanation where appropriate.

Platforms

Dec-97

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Dec-15

Communications services adoption (active users)

Gmail active Users Hotmail / Live Yahoo! Mail WhatsappWeChat QQ IM KakaoTalk LINE

Communications services adoptionGoing through publicly declared data, I pulled together adoption data across email providers and OTT messaging platforms.

Key watch outs on the data is that it’s largely self-declared and active users is broad church. Usage data is also very important - what does active really mean?

Regardless one can see that mobile devices became an accelerant of adoption for newer services.

Platform numbers snapshot March 2016 (MAUs except*)

4ChanAirbnb

FacebookFlickr

Google+Instagram

LinkedInMySpace

PeriscopePinterest

Reddit*SnapChat

TwitterWeChat

Sina WeiboWhatsAppYouTube*

0 200 400 600 800 1000 1200 1400 1600 1800

Millions of Users

Millions of Users

Based on data collated by Brandwatch

Advertising

Optimium number of advertising channels

• Careful channel selection• Datapoint is contrary to

the trend towards complex programmatic based advertising mixes

1 channel 2 channels 3 channels 4 channels 5 channels0

10

20

30

40

50

60

70

80

Average effectiveness success rate (IPA 2012)

Average effectiveness success rate

Audience time spent v. advertising spend share

Television Out of Home (OOH)

Radio Internet National newspaper

Regional newspaper

Magazines0

5

10

15

20

25

30

35

40

45

50

% media time share % advertising spend share

Guardian Publishing Trends 2016 drawing on: AA, Barb, Rajar, ComScore, NRS, Jicreg

Advertising spend trends

2014 2015 2016 2017 2018 2019 202005

101520253035404550

Share of US advertising spend

TV Digital PrintRadio Out-of-home Directories

2014 2015 2016 2017 2018 2019 202002468

101214161820

Share of US advertising spend for print categories

Pinrt (overall)Newspapers (print only)Magazines (print editions only)Directories (print only)

eMarketer.com March, 2016

Advertising spend trends

2014 2015 2016 2017 2018 2019 202005

101520253035404550

Share of US advertising spend for digital channels

Digital Mobile

2014 2015 2016 2017 2018 2019 202005

1015202530354045

Share of US advertising spend for broadcast categories

TelevisionRadio (excluding catch-up and digital

eMarketer.com March, 2016

YouTube subcribers don’t often make for regular viewers

GoPro

Chevrolet

Adidas Football

Dove

Burberry

Virgin America

Chipotle

Budweiser

Kentucky Fried Chicken (KFC)

Visa

0 10 20 30 40 50 60 70 80 90

Average views / Subcribers x 100(%)Forrester Research

Social media engagement and how television advertising affects it

Social media engagement and television

Social engagement drivers (%)

TV advertisingSocial platform advertisingCombined TV and social platform advertisingAll other advertising

Social engagement drivers (%) minus other advertising

Social platform advertisingTV advertising Combined TV and social platform advertising

Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands

Social media engagement and television

TV advertising impressions (%)

Premium content (sports, live and original)Non-premium content

% TV advertising impact on social brand engagement

Premium content Non-premium content

Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands

Engagement to impressions index

Premium content

Non-premium content

0 50 100 150 200 250

Engagement to impressions index

Engagement to impressions index

Original content

Sports

Live

0 50 100 150 200 250 300 350 400

Expressions to Impressions Index for premium TV content types

Expressions to Impressions Index for premium TV content types

Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands

Engagement to cost index

Premium content

Non-premium content

0 20 40 60 80 100120 140160180 200

Engagement to cost index

Engagement to cost index

Original content

Sports

Live

Reaility

0 50 100 150 200 250 300

Expressions to Impressions Index for premium content types

Expressions to Impressions Index

Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands

Ad targeting and ad blocking

Attitudes to ad-targeting by generation

It's about time advertisers recognised that my generation shops too

I am more likely to click on an advertisement aimed specifically at my generation

I feel like my generation is often forgotten about by advertisers

I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation

0 5 10152025303540

Millenial respondents (%)

Millenial respondents (%)

I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation

I am more likely to click on an advert aimed specifically at my generation

I feel like my generation is often forgotten about by advertisers

I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation

0 5 10 15 20 25 30 35

Boomer respondents (%)

Boomer respondents (%)

Audience Theory / Yahoo! Quantative November 2015 – Yahoo! /Ipsos Gen X Survey Adults 35-54 n=853 US based

Attitudes to ad-targeting by generation

It's about time advertisers recognised that my generation shops too

I am more likely to click on an advertisement aimed specifically at my generation

I feel like my generation is often forgotten about by advertisers

I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation

0 5 10152025303540

Generation-X respondents (%)

Generation-X respondents (%)

I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation

I am more likely to click on an advert aimed specifically at my generation

I feel like my generation is often forgotten about by advertisers

I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation

0 5 10 15 20 25 30 35 40 45

Generation-X parents re-spondents (%)

Generation-X parents respondents (%)

Audience Theory / Yahoo! Quantative November 2015 – Yahoo! /Ipsos Gen X Survey Adults 35-54 n=853 US based

Ad blocking software

Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15020000000400000006000000080000000

100000000120000000140000000160000000180000000200000000

Installed base of ad blockers

Installed base of ad blockers

Data from Pagefair & Adobe, 2015 Ad Blocking Report via Guardian Publishing Trends 2016. 800% growth in user base over a 5 year period.

Page load times

Boston

.com

The D

aily Bea

st

Indep

ende

nt.co.

uk

Examine

r.com

New Yo

rk Po

stSa

lon CNN

LA Tim

es

The M

irror

Vox

The T

elegra

ph

The A

tlanti

c

Washing

ton Po

st NPR

USA To

day

MSNYa

hoo!

The G

uardi

an05

1015202530354045

Load time in seconds

Editoral content Advertising contentGuardian Publishing Trends 2016 drawing on analysis by comScore, Pew Research Center & New York Times

Internet users worldwide who have blocked an advert

Q1 2015 Q2 2015 Q3 2015 Q4 20150

5

10

15

20

25

30

35

40

Respondents aged 16-64, in the past month on their main computer (GlobalWebIndex Blog January 22 2016)

% respondents

Share of time spent viewing video content in selected countries using ad blockers

Germany

Canada

UK

France

US

Russia

0 10 20 30 40 50 60 70

% of total time spent viewing desktop video content via JW Player (Q2, 2015)

% of total time spent viewing desktop video content

Secret Media & JW Player “Adblock & the Global Video Market September 14, 2015

Consumer behaviour

Share of content category time spent by platform

Porta

ls

Busine

ss & Fin

ance

Enter

tainm

ent -

News

Health

- Info

rmati

on

News -

Inform

ation

Sport

sReta

il

Lifesty

les

Perso

nals

Socia

l Netw

orking

Online G

aming

Photo

sMap

s0%

10%20%30%40%50%60%70%80%90%

100%

comScore Media Metrix Multi-Platform US December, 2015

Desktop Mobile

Growth in Digital Media Time Spent in Minutes (MM)

Dec 2013 Dec 2014 Dec 20150

200000

400000

600000

800000

1000000

1200000

1400000

1600000

comScore Media Metrix Multi-Platform & Mobile Metrix US Dec 2015 vs. Dec 2014 vs. Dec 2013

Desktop Smartphone Tablet

Generation X mobile engagement

7am-10am

11am-2pm

3pm-6pm7pm-10pm

11pm-6am

0

100

200

Generation X time of day usage by category indexed vs. general populationNews & Magazines Health & Fitness Lifestyle & Shopping Music, media & entertainmentGames Messaging & Social Sports Utilities & Productivity

Flurry by Yahoo! Analytics (mapped devices only. May 2015

Global smartphone ownership

South

Korea Isr

ael

Spain

Canad

aChile Ita

lyChin

a Jor

dan

Argenti

na

Venezu

elaBraz

il

South

Africa

Mexico

Ukraine

Ghana

Sene

gal

Burkina

Faso

Pakis

tan

Ethop

ia 0

102030405060708090

100

Data from Pew Research Spring 2015 Global Attitudes survey Q71 & Q72

% of survey respondents who claim to own a smartphone

China penetration of social media platforms

2014

2015

0 10 20 30 40 50 60

% of Chinese internet users

% of Chinese internet users

16-25 26-35 36-45 46-55 >550

10

20

30

40

50

60

70

80

% of Chinese internet users by age

2014 2015

Source: China Internet Watch

Wearables

Wearables by category (millions of units)

2015 2016 20170

20

40

60

80

100

120

140

160

180

200

Fitness wearables Head mounted display Body worn camera Bluetooth headset

Fitness wearables (millions of units)

2015 2016 20170

10

20

30

40

50

60

70

80

Data by Gartner

Smartwatch Wristband Chest strap Sports watch Other fitness monitor

Economic data

Economic data

2012 2013 2014 2015 2016 2017-2

0

2

4

6

8

10

GDP Forecast (World Bank)

Global ChinaU.S .Eurozone Developing World excluding BRICs

2012 2013 2014 2015 2016 2017

-3

-2

-1

0

1

2

3

4

5

6

Retail sales (various sources)

Global U.K. U.S. Eurozone

Consumer sectors CPG (as bellwether), consumer technology as (former?) shooting star

2010 2011 2012 2013 2014

-5

-4

-3

-2

-1

0

1

2

CPG % growth (Euromonitor data)

Packaged Foods Home CarePersonal Care | Beauty

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

-20

0

20

40

60

80

100

Consumer Technology % growth (Various)

Smartphones Tablets Smart TVs

About meAmazon author page: amzn.to/1SeO5IlLinkedIn page: linkedin.com/in/gedcarrollAbout: renaissancechambara.jp/aboutBlog: renaissancechambara.jpEmail address found here: scr.im/renaissanceTwitter account: @r_cSina Weibo: renaissancechambara

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