We’re taking a bite out of the Big Apple this week at Advertising Week in New York City by debuting a new digital advertising report, hosting a Think Tank event, launching a new ad campaign, and featuring event speakers.
Today, we released our inaugural North America Advertising Demand Report with insights around website traffic, digital advertising strategies, ad blocking adoption and consumer perceptions. The Adobe Digital Insights report is made up of anonymous and aggregated data from Adobe Marketing Cloud, which collected 800 billion visits to 800 North American websites across vertical industries between January 2013 and June 2016. Complementary survey results are based on responses from more than 1,000 U.S. consumers, covering perceptions around digital advertising and ad blocking, and ad blocking statistics are based on data from PageFair. See the full report for all the details here. Key findings include:
Organic website traffic growth is saturated; cross-channel advertising is a must – Organic site traffic growth rate (CAGR) in North America was only 0.1% over the past 42 months. Across industries, ad channels account for varying traffic levels. Media and entertainment websites saw the most ad-driven traffic (72% average share in Q2 2016), as consumers seek rich and engaging content. The retail sector shows the biggest traffic gap between sites that grew and those that shrank – 72% versus 63% share, respectively.
- Long-term ad strategies increase revenue; Ad channels drive more traffic – By combining multiple tactics into the marketing mix, online retailers that experienced growing site traffic drove an average of 17 cents of revenue per visitor – 7% more than those retailers that saw shrinking web traffic. Also, 70% of smartphone visits came from ad channels – up 40% compared to three years ago.
- Consumers believe ads are improving and can be effective, but marketers need to work more on personalization – Based on survey results, 68% of U.S. consumers feel ads have improved or stayed the same, with 57% saying marketers are running interesting ads. While 78% of consumers like personalized ads, only 28% feel they are appropriately customized. Also, consumers indicate the most interesting ads are seen while web browsing and interacting on social media (leading with Facebook). Consumers conveyed the least interesting ads appear when interruption is unwarranted while doing something with intent, such as watching videos or using an app.
- Highly personalized ads that are consistent across channels enable advertisers to mitigate ad blocker adoption – Based on data from PageFair, the U.S. ranks in the lower half compared to Europe in terms of current desktop ad blocking penetration (18%). However, global monthly active desktop ad blockers have grown four times over the past three years to 220 million. From U.S. consumers surveyed, 44% using blockers find desktop ads annoying and the vast majority (89%) plan to continue using an ad blocker.
The report findings will also be part of our Think Tank event at Advertising Week on “The Future of Digital Experiences.” What is the future of digital experiences created by marketers? How do businesses design in-the-moment experiences that are rich, relevant, and help customers feel less like personas and more like people? These topics will be tackled in the Think Tank event that we are hosting this Wednesday. Join our moderator Julie Hopkins, managing vice president at Gartner, and a group of industry thought leaders for the live-streamed Think Tank where we will discuss the technologies that will most impact and improve digital experiences, the role marketers play in designing the experiences, and how people consuming these experiences will find their needs met in a personalized way. To join the live webcast via Facebook Live this Wednesday, September 28 at 1:00 p.m. PT / 4:00 p.m. ET, go to https://www.facebook.com/AdobeMarketingCloud. As you join our broadcast, share your questions and comments, which could be shared during the livestream. Follow @AdobeMktgCloud and #AdobeTT on Twitter and share your thoughts on the future of digital experiences.
We also released our latest video campaign today for Adobe Marketing Cloud. As an extension of our “How’s your customer experience?” ad series, the latest spot entitled “Secret Agent” focuses on the woes of cross-channel marketing. Shot on location in Budapest, the satiric ad conveys how a poor cross-channel marketing experience is bad for business and customers alike. Check it out:
Adobe’s Alex Amado, VP of experience marketing, said, “This campaign highlights how a very common problem for brands – the lack of connection between their different communication channels – can translate to a very serious problem for customers.” Created with our ad agency, Goodby Silverstein & Partners, this spot will be featured throughout Advertising Week sessions, as well as run online through our owned channels and paid media placements.
Lastly, if you’re attending Advertising Week, catch us speaking on panels at the TimesCenter’s ADARA Stage (242 W 41st Street). Adobe’s Tim Waddell is moderating a discussion on “The Rise of the Omnichannel Programmatic Platform” on Tuesday at 2:00 p.m. ET, which will tackle key challenges and opportunities around measuring across multiple channels and devices, and the impact of the omnichannel shift on the consumer experience. Then on Wednesday at 5:00 p.m. ET, Adobe’s Ali Bohra will be speaking on a “Masters of Data” panel discussing the future of data-driven solutions in the ad industry. Hope to see you there!