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Published
September 2013
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2013
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Contents
1. Executive Summary and Highlights ................................ 4 2. Foreword by Rubicon Project .......................................... 6 3. About Econsultancy ......................................................... 7 4. About Rubicon Project ..................................................... 8 5. Methodology and Sample ................................................ 9 6. Findings ......................................................................... 10
6.1. Online advertising: buying and spending................................. 10
6.1.1. 6.1.2. 6.1.3. 6.1.4. 6.1.5. Spending trends ..................................................................... 10 Display advertising prices ...................................................... 13 Budget shifts .......................................................................... 15 How display advertising is bought ........................................ 16 Use of data ............................................................................. 17
6.2. 6.3.
6.4.
Page 3 Online Advertisers Survey Report 2013 In association with Rubicon Project
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2013
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About Econsultancy
Econsultancy is a global publisher, which educates the worlds marketers on everything from web analytics and email marketing, to social media, PR and ecommerce. It is used by more than 400,000 internet professionals every month. We provide independent research, consultancy services, and worldwide events and training for over 200,000 members and counting, with a retention rate of more than 90%. For the last 10 years, our resources have helped subscribers learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation. Econsultancy has offices in London, New York and Singapore and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training extensively across Europe, Asia and the US. We trained over 5,000 marketers and ran over 200 public training courses in 2012. Join Econsultancy today to learn whats happening in digital marketing and what works. Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 971 0630 (New York). You can also contact us online.
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Figure 1: Which of the following best describes the company you work for?
Respondents: 1061
The charts in this report are shown for a combined global audience of advertisers (client-side marketers) and agencies, described collectively within this report as advertisers. The geographical split for respondents is shown in Figure 21 within the appendix to this report. It can be seen that the UK (39% of advertiser respondents) is the best represented country in the survey. If you have any questions about the research, please email Econsultancys Research Director, Linus Gregoriadis (linus@econsultancy.com).
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6.1.
6.1.1.
Findings
Online advertising: buying and spending
Spending trends
Figure 2 shows whether spending on particular online advertising channels has gone up or down over the past year, revealing that the majority of advertisers have increased investment across the board. Reflecting the continued growth of Facebook as an advertising platform, the most buoyant area of investment continues to be Facebook advertising, where 68% say they have increased spending in the last 12 months, compared to 71% who said the same in the 2011 survey (Figure 3). The least buoyant channel is the Google Display Network which has seen 12% of respondents decrease their investment over the last year, though 52% have increased their spend here.
Figure 2: Has your spending on the following channels gone up or down in the last year?
Respondents: 535
6.1.2.
Figure 3: Has the price of display advertising gone up or down in the last year?
Respondents: 479
6.1.3.
Budget shifts
Figure 8 shows the extent to which advertisers have shifted budgets between channels over the last year, including a comparison with 2011 data. Changes in proportions of budget are a reflection of the desire to extract maximum value from online advertising spending, and the growing use of marketing attribution technology to find the right balance. Just over a quarter (28%) of respondents have
6.1.4.
6.1.5.
Use of data
Table 1 shows that the global average proportion of ad planning and buying based on first party data is 42%. The equivalent figure for third party data is 31%. Only 17% globally say they use no data. The data for the UK, US, France, Germany, and APAC is also shown in Table 1, which shows that these countries/regions (with the exception of France) base more of their ad planning and buying on first party data than the global average. However, particularly in the APAC region, ad planning and buying based on no data is also carried out by a higher proportion of respondents than the global average.
Respondents: 250
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6.2.1.
6.3.
6.3.1.
Figure 4: How much of your online display advertising budget goes via agency trading desks (your own or independent trading desks)?
Respondents: 357
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Figure 5: What proportion of trading desk spend is spent via real-time bidding (RTB)?
Respondents: 327
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6.3.5.
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7.1.