How do those walled gardens grow?
With a little clip art and some fancy charts
Say what you will about PowerPoint but it’s still the go-to format for business storytelling – although podcasts are coming on strong!
Last week 2 monster decks came out that, together, paint a complete and compelling picture of the digital marketing landscape.
First was Kleiner Perkins’ Internet Trends 2018 from Mary Meeker.
Second was LUMA’s State of Digital Media 2018 from Terry Kawaja.
Combined the files check in at a svelte 358 slides. If you haven’t had a chance to flip through them yet, here are 10 worth paying attention to…
Going from 1/4 of the world having Internet to 1/2 in less than 10 years has paved the way for new platforms to scale far faster than ever before possible. Social media is one of those platforms – growing from 14% in 2010 to 33% in 2017 – and the result has been the disruption of everything from news to communications to advertising to elections.
Speaking of walled gardens, the disruption of advertising has extended to display where direct and private marketplace deals account for 77% of all programmatic spend. While some of this may be in response to issues over brand safety and viewability, another factor is that smaller publishers on the open web have not been able to sustain their ad supported business models and thus the inventory is going away – ironically because the spend is moving to closed environments. Quite the chicken and egg conundrum!
Why are private marketplaces so desirable? Well, besides, their scale, they offer tremendous personalization using all the data they have on the people that use their platforms. This data fuels not only in-app customization for a better user experience but deep levels of targeting that help marketers achieve better ROI.
In a world where data is locked inside walled gardens, first-party data is more important than ever. Marketers need to invest in building and applying customer data at all touchpoints. (Pro tip: 4C can help you across walled gardens and use your first-party data portably to reach your most valuable audiences.)
Of course, digital media is not the only place where first party data can drive better outcomes. Linear TV has come a long way towards adopting audience-based buying and other attributes of digital. In fact, Forrester expects more than 50% of TV advertisers to apply Advanced TV tactics in 2018. (Pro tip: 4C can help you here too!)
One of the most valuable assets for broadcasters is live sports as it continues to capture the attention of today’s hard-to-reach audiences. Of course, second-screening is also a fan-favorite pastime. After all, live video is the apex of the TV-digital convergence.
Clearly, we have a ways to go before the industry anchors around specific players and protocols for unified TV and digital video. Indeed, there’s an entire LUMAscape in play here. But NBCU launching CFlight (announced in April) is a major step in the right direction.
While TV is undergoing rapid change it’s where it should be in terms of time spent relative to ad spend. Mobile, meanwhile, is disproportionately funded. This slide has been a staple of the Meeker deck for years and things inevitably get reconciled over time.
One of the best opportunities within mobile is social media given its ability to drive discovery and purchase. Forrester is projecting paid social advertising to grow from $36 billion this year to over $100 billion in 2021 so the gap will close quickly.
There’s another place that discovery and purchase happen quite frequently and that’s through Amazon. With its ecosystem opening up for new advertising and targeting capabilities, Amazon will be giving Facebook and Google a run for budgets.
Whether it’s a duopoly or triopoly, one of the things that could halt momentum is major consumer backlash over privacy and/or stricter government regulation – although it seems like Facebook and Google may do better on the other side of GDPR. This is definitely an area to keep a close eye on and one that I suspect will warrant a few extra slides next year.
That’s all the PowerPoint that’s fit to publish. Now, slide on down to the rest of 4C’s Insights.
Get the rest of 4C’s Insights Volume 111 here.
Subscribe to our newsletter to get updates from 4C in your inbox.