Weekly Digital Digest

Highlighted below are some of this week’s emerging trends and insights. As trends emerge and change, you will see that the topics covered each week may also vary. United States Channel Insights Display

  • Forrester: Video Growth Drives Display Advertising Spending To $37.6 Billion In 2019
    • US online display advertising will grow from $19.8 billion in 2014 to $37.6 billion in 2019, at a compound annual growth rate of 13.7%.
    • The offline ad market, in comparison, will grow at a modest 1% CAGR over the same period. Forrester just released the latest US Online Display Advertising Forecast report, which details why the online display industry will have video and mobile to thank for the double-digit growth rate:
      • Video advertising will represent nearly 55% of online display advertising revenue on desktop by 2019.
      • Mobile ads will represent 39% of total online display in 2019 compared with 24% in 2014.
      • Exchange-based programmatic will go mainstream: In 2019, nearly 40% of total ad spend on desktop display will be traded through exchanges, compared with about 27% in 2014.
    • In the EU, Forrester projects online display advertising spend to rise at a CAGR of 10.3% between 2014 and 2019, jumping from €7.3 billion to €11.9 billion.
  • Google Launches Custom Affinity Audiences For Display Ad Targeting
    • Google has launched a custom affinity audience tool to help display advertisers reach more potential leads by targeting their own determined interests across Google’s display network.
    • The affinity segments reflect TV audience viewing by default, but marketers can now create unique segments by adding in their own characteristics or data to track in AdWords.
    • When setting up custom affinity audiences in AdWords, advertisers can mix interest segments along with sites related to those interests.
    • Google provides reach estimates broken down by demographics and top interests.


  • Brands are Not Meeting Consumer Desire for Video
    • Last month, media software firm Levels Beyond published a survey titled Brands Not Meeting Consumer Desire for Video. The report outlined the results of a survey that probed both consumers and marketers on their attitudes toward branded video. Key findings include:
      • 59% of consumers say they would watch a brand video on a brand’s site.
      • 61% watch branded videos when they’re shared by a friend.
      • 42% like when brands share a video online.
      • 67% of consumers like how-to product videos or tutorials, while 42% like funny content.


  • Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A Business
    • Soon, brick-and-mortar businesses will be able to target ads to anyone who lives or was recently within a specific distance of their store.
    • Advertisers can set a radius as small as a mile and the ads will show up on people’s phones or web browsers.
    • These new Local Awareness ads will be available for US business owners in a few weeks, and around the globe in the next several months.


  • Bing Ads Debuts Enhanced Sitelinks In U.S.
    • Enhanced Sitelinks are now available on Bing Ads in the U.S., and will be rolling out to more global markets through the end of the year.
    • Bing Ads reports that on average, advertisers testing Enhanced Sitelinks saw click-through rates rise 27 percent, without any significant CPC change.
    • Enhanced Sitelinks only trigger for the ad in the top position, and are much more likely to display on ads in high performing campaigns.
    • Bing Ads has step-by-step instructions on how to enhance your Sitelinks in the announcement here.

Seasonal Insights Holiday

  • NRF Predicts Green Christmas: Holiday Sales to Grow 4% This Year
    • Retail sales in November and December could hit $617 billion, according to NRF.
    • That’s a 4% increase over 2013, which had seen a meager a 3% increase over 2012 holiday sales.
    • Online sales, meanwhile, could grow as much as 11%, an acceleration from 2013’s 8% increase, according to shop.org, a division of NRF.
    • The NRF said that an improving economy would drive the gains.


  • PWC predicts the retailers will win holidays with omnichannel
    • Now, more than two-thirds of shoppers can be considered omnichannel consumers, according to PwC’s holiday shopping forecast.
    • PwC finds that 41% of shoppers plan to spend more online this year than they did last year, while 43% of all spending will be online, compared with 42% last year.
    • Nearly 40% of consumers are what PwC calls trade-off shoppers:
      • They do most of their research online and will buy online if the product is cheaper than in stores; another 32% are primarily online shoppers;
      • while 29% of shoppers still prefer going into stores, but even they are going online a little bit.


  • Trick or Treat! How Much Will You Spend on Halloween?
    • According to September 2014 research by Prosper Insights & Analytics for the National Retail Federation (NRF), US adult internet users planned to spend $77.52 on average on Halloween-related items such as candy, costumes, decorations and greeting cards this year.
    • In all, the study put total spending on the holiday at $7.40 billion in 2014.
    • Nearly one-third of respondents said they would shop online or in-store before October even started, and 43.3% planned to begin doing so during the first two weeks of the month.
    • While more than two-thirds of respondents planned to look for costumes online or in-store, 11.4% of US web users said they would use Pinterest for Halloween inspiration.

Thanks for your time! Planning & Strategy Team

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