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1、Digital Advertising Trends in 2023See how the worlds leading brands plan their digital advertising for the upcoming year2TABLE OF CONTENTS Executive Summary 3About the Respondents 4 Key Insights 5YouTube and Instagram Emerge as Most Popular Advertising Platforms 7Digital Advertising is Becoming More
2、 Streamlined and Automated 12B2C Companies Will Use Technology to Overcome Advertising Challenges in 2023 17Conclusion:A Year for Technology Enablement 21Key Suggestions 22About the Authors 23Executive SummaryDigital advertising continues to be a key driver of new business,customer loyalty,and reven
3、ue for B2C businesses.Consumer buying behavior has shifted significantly toward digital purchasing in recent years,and that shift has shown no sign of slowing down.3As a result,companies that can generate masterful cre-ative,targeted ads,and per-sonalized offers are in the best position to capture m
4、arket share and build cus-tomer loyalty.This report explores what op-portunities and challenges B2C companies are facing in their digital advertising processes.It identifies the key digital mar-keting channels companies are targeting in 2023 and reveals how they are using capabilities like automatio
5、n,campaign opti-mization,and ad creation.4The respondents occupy roles in digital marketing,digital ad-vertising,performance mar-keting,and ecommerce.They represent B2C companies in ecommerce,including CPG,retail,gaming,and travel.The companies represented make roughly$1 billion to$10 billion or mor
6、e in annual revenue.At 41%,a significant number of respondents spend$5 mil-lion to$10 million on digital advertising each year.Over one-quarter(27%)spend$10 million to$20 million,and 22%spend more than$20 million.How much does your company spend on digital advertising annually?10%$2M$5M41%$5M$10M27%
7、$10M$20M22%$20M+About the RespondentsThe WBR Insights research team surveyed 100 respondents from across the U.S.and Canada to generate the results featured in this report.All the respondents are director-level or above,including the C-suite.5THE FOUR MOST WIDEL Y USED ADVERTISING PLATFORMS ARE:Inst
8、agram 94%Facebook 92%37%spend 26%to 49%of their over-all marketing budget on so-cial media advertising,while 9%spend roughly 50%of their budgets.48%say they receive the best ROAS from YouTube,while 35%say they receive the best ROAS from Instagram.77%feel their digital advertising and creative teams
9、collaborate effectively in all stages of the marketing process.32%say their digital advertisement creation involves manual pro-cesses that are often time-consuming.26%say their digital advertising campaign delivery involves manual processes that are often time-consuming.YouTube 83%Google Ads 87%THEI
10、R FIVE BIGGEST PAIN POINTS FOR DIGITAL ADVERTISING IN 2023 ARE:Macroeconomic factors(50%)Increased competition(49%)Maximizing efficiency and ROI(48%)Producing enough creative(48%)Measurement and attribution(47%)Key InsightsAmongst the respondents:655%say their team currently auto-mates part of their
11、 digital ad-vertising campaign creation and optimization process,but it needs improvement.54%say their team currently uses automation technology for at least part of their digital ad creation process,but it needs improvement.33%plan to increase usage of mo-tion creative in 2023.In each case,24%plan
12、to increase the usage of static creative and innovative creative.60%say they will invest more in digi-tal advertising tools and tech-nology in 2023.KEY INSIGHTS AMONGST THE RESPONDENTSMOST OF THE RESPONDENTS PLAN TO INCREASE ADVERTISING SPEND ON THE FOLLOWING FIVE CHANNELS IN 2023:YouTube 79%Google
13、Ads 66%TikTok 52%Facebook 64%Instagram 75%49%say they will spend more on programmatic advertising in general in 2023.52%always conduct formal testing as part of the creative pro-cess,but 42%only do so some-times and 6%do so rarely.THE THREE MOST-NOTED MAIN CHALLENGES WHEN PRODUCING CREATIVE ASSETS A
14、RE:Personalizing creative and making sure each variation adheres to each platform(38%)Time for creativity and finding new ideas(38%)Creating assets based on historical performance data(33%)7What percentage of your overall marketing budget is currently dedicated to social media advertising?13%0-10%41
15、%11-25%37%26-49%9%Roughly 50%The respondents this year are spending significant portions of their marketing budgets on social media advertising.Over one-third(37%)spend 26%to 49%of their marketing budgets on social media advertising.Another 9%spend roughly 50%of their marketing budgets on social med
16、ia ads.Consumer-facing companies like CPG brands,retailers,and gaming companies spend a significant amount of their marketing dollars on digital advertising.Much of that is spent on social media ads,although not exclusively.Furthermore,the platforms that these companies spend on the most can shift y
17、ear by year depending on consumer spending habits,usage trends,and generational changes.YouTube and Instagram Emerge as Most Popular Advertising Platforms8Instagram(94%)and Facebook(92%)appear to be the frontrunners in terms of the plat-forms advertisers prefer.However,most of the respondents are ad
18、vertising on several other platforms,including Google Ads(87%),YouTube(83%),TikTok(68%),and connected television(65%).Few respondents are buying ads on Linke-dIn(25%)and Pinterest(23%).However,about half of the respondents are buying ads on Twitter.On which channels and platforms are you currently a
19、dvertising?94%Instagram 92%Facebook87%Google Ads 83%YouTube68%TikTok65%Connected TV(CTV)63%Digital Out-of-Home(DOOH)51%Twitter25%LinkedIn23%PinterestYOUTUBE AND INSTAGRAM EMERGE AS MOST POPULAR ADVERTISING PLATFORMS9YOUTUBE AND INSTAGRAM EMERGE AS MOST POPULAR ADVERTISING PLATFORMSThese results alig
20、n somewhat with the re-sults from last years report,which found that 98%of the respondents were buying ads on Facebook and 94%were buying ads on Instagram.However,there was a signif-icant drop in the number of respondents buying ads on Twitter year-over-year(71%to 51%,respectively).There was also a
21、25%increase in the num-ber of respondents buying ads on TikTok.Brands likely recognized the popularity of that platform with younger consumers,who tend to favor it and Instagram over plat-forms like Facebook and Twitter.Over one-quarter of the respondents(27%)say they are spending the most on digita
22、l ads through Google Ads.Meanwhile,24%say they are spending the most on Insta-gram ads.These results are slightly differ-ent from those of last year,which found 44%of brands spending the most on Insta-gram ads.However,the scope of the survey has broadened since last year to include chan-nels other t
23、han social media,such as con-nected TV,which 6%spend the most on,and digital out-of-home(DOOH),which 3%spend the most on.27%Google Ads24%Instagram17%Facebook14%YouTube 6%Connected TV(CTV)5%TikTok 3%Digital Out-of-Home(DOOH)2%Snapchat1%LinkedIn1%TwitterOn which single channel or platform are you spen
24、ding the most on digital ads?10YOUTUBE AND INSTAGRAM EMERGE AS MOST POPULAR ADVERTISING PLATFORMSFor social advertising specifically,which platform is giving you the best ROAS?48%Youtube35%Instagram11%Facebook3%TikTok2%Snapchat1%TwitterThere has also been a significant shift in re-turn on ad spend(R
25、OAS)across the plat-forms compared to last years report.Al-most half of the respondents from last year(46%)said they received the best ROAS from Instagram.This year,48%of the respondents say they receive the best ROAS from YouTube,and only 35%say they receive the best ROAS from Instagram.11YOUTUBE A
26、ND INSTAGRAM EMERGE AS MOST POPULAR ADVERTISING PLATFORMSThis has led most of the respondents(79%)to plan to increase their advertising spend-ing on YouTube.The respondents are also investing more of their spend in other plat-forms that have proven promising,such as Instagram(75%)and Google Ads(66%)
27、.These results are significant when com-pared to those of last year.In the previous study,87%of the respondents planned to in-crease spending on Facebook,compared to only 64%this year.Most notably,only 51%of last years respondents planned to in-crease spending on YouTube,and 37%planned to decrease s
28、pending.YouTube has since emerged as the digital advertising channel with the most potential among B2C companies.YOUTUBEINSTAGRAMGOOGLE ADSFACEBOOKTIKTOKCONNECTED TV(CTV)DIGITAL OUT-OF-HOME(DOOH)LINKEDINTWITTERPINTERESTWe will increase spending We will decrease spending We will do neither/this doesn
29、t applyOn which of the following channels and platforms do you plan to increase or decrease your advertising spend in 202312%17%25%30%29%33%42%11%38%21%9%79%8%75%9%66%64%19%52%31%36%23%35%70%19%45%17%62%17%6%12Achieving alignment,streamlining collabo-ration,and removing manual processes are the most
30、 important steps to improving col-laboration and optimizing campaigns.These steps can be achieved with technology,but organizations must implement the neces-sary solutions and achieve buy-in from ev-ery party for them to be effective.Visual assets are often the most challenging to create.Generating
31、creative like anima-tions and videos can involve multiple teams working in tandem.About one-third of the respondents(33%)say they are planning to increase their use of motion creative in 2023.Accomplishing this may require new processes,as well as tools that enable teams to collaborate more effectiv
32、ely.Digital Advertising is Becoming More Stream-lined and AutomatedDigital Advertising is Becoming More Stream-lined and AutomatedWhich type of visual asset does your digital advertis-ing team plan to increase usage of THE MOST in 2023?33%Motion creative(e.g.,animations,videos,reels)24%Static creati
33、ve(e.g.,photos,images)24%Innovative creative(e.g.,3D/AR/Lens,Dall-e)14%Creator content/influencer content5%Neither/this does not applyDigital advertising and creative teams must work together to develop promising ad creative and optimize campaigns across various digital platforms.This has been a dif
34、ficult task for consumer-facing organizations in previous years,especially when those teams were separated by departments or even companiesmany organizations rely on agencies and other providers for creative development and other types of services.NO 23%13DIGITAL ADVERTISING IS BECOMING MORE STREAML
35、INED AND AUTOMATEDThankfully,compared to last year,there has been a significant increase in the collabora-tive effectiveness between companies cre-ative and digital advertising teams.In the previous study,55%of the respon-dents said their advertising and creative teams collaborated effectively.This
36、year 77%of the respondents say their teams collabo-rate effectivelyDo you feel your digital advertising and creative teams collaborate effectively in all stages of the marketing process?YES 77%NO 23%14Likely,many organizations have imple-mented new solutions and processes in that time to streamline
37、collaboration between these two departments.They may also have increased investments in their digital adver-tising programs considering consumers ongoing shift toward digital purchasing.There has also been a dramatic shift in the number of respondents who say they still rely on manual processes for
38、advertising creation.Although the scope of the study has ex-panded since last year from social media advertising to digital advertising as a whole,only 27%of the respondents last year said their digital ad creation process didnt in-volve manual processes that were often time-consuming.This year,most
39、 of the re-spondents(68%)say this process doesnt in-volve cumbersome manual processes.Less than one-third(32%)are struggling with manual processes.In verbal responses,these respondents say these manual processes remove personnel from other important tasks and that they dont have the solutions in pla
40、ce to fully au-tomate processes like the hand-off of creative assets.Multiple respondents say that“collecting images”is significantly time-consuming,as is aligning creative with the brand.Most(74%)also say they dont contend with manual processes in the digital advertising campaign delivery process.H
41、owever,26%say this process does involve time-consum-ing manual processes.Among these respondents,many say they struggle because they dont see a way of verifying their campaigns without at least some“manual interference from time to time,”according to one head of performance marketing.Other responden
42、ts say they must still en-gage in manual processes to“generate in-depth insights,”“build a story around each campaign,”and“measure performance.”These tasks can be difficult to automate.However,with the right platform,these or-ganizations could be generating insights from their campaigns automaticall
43、y.They could also automate some of the processes relating to campaign generation,such as media delivery.DIGITAL ADVERTISING IS BECOMING MORE STREAMLINED AND AUTOMATEDDo you agree with the following statement:“Our digital advertisement creation involves manual processes that are often time consuming.
44、”?Do you agree with the following statement:“Our digital advertising campaign delivery involves manual processes that are often time consuming.”?NO 32%YES 68%NO 26%YES 74%15Based on these results,it shouldnt be surprising that most of the respondents say they use automation technology for digital ad
45、vertising campaign creation and optimization.Specifically,31%of the recip-ients use automation successfully for this purpose,while 55%say they automate at least part of their process but need to make improvements.Only 14%of the respondents say they dont automate parts of the digital advertising camp
46、aign creation and optimization process.31%YES55%YES14%NODIGITAL ADVERTISING IS BECOMING MORE STREAMLINED AND AUTOMATED31%Yes we automate campaign creation and optimization sufficiently and successfully.55%Yes we automate at least part of this process,but it needs improvement.14%No but we are interes
47、ted in automating at least part of this process.Does your team currently use automation technology for its digital advertising campaign creation and optimization?16Furthermore,most of the respondents also use automation technology for digital ad creation.Over one-third of the respondents(35%)say the
48、y do so successfully,while 54%say they automate at least part of the pro-cess but need to make improvements.Only 11%of the respondents dont auto-mate this process,and 10%are interested in doing so.Researchers asked the respondents who are interested in digital ad creation auto-mation to describe wha
49、t theyd have their teams do with the additional time they could free up thanks to the technology.Many of the respondents say their teams would have more time to“verify”and“monitor”content,taking on a much more editorial role.The teams would also have more opportuni-ties to“analyze the quality of con
50、tent,”says one ecommerce head.Enabling teams to take a less“hands-on”role in creative development could help to streamline these companies ad creation processes.As noted in previous responses,manual tasks like gathering and creating images are especially time-consuming.This process,and others,can be
51、 automated us-ing the right advertising platform.DIGITAL ADVERTISING IS BECOMING MORE STREAMLINED AND AUTOMATED35%Yes we automate the creative production of digital ads sufficiently and successfully.54%Yes we automate at least part of this process,but it needs improvement.10%No but we are interested
52、 in automating at least part of this process.1%No and we are not interested in automating any part of this process.Does your team currently use automation technology for its digital ad creation?54%YES35%YES10%NO1%NO17Some of these challenges can be overcome with process and technology changes,wherea
53、s others,such as economic factors,are outside of companies control.At 50%,one of the biggest pain points of dig-ital advertising facing companies in 2023 is the economy.Macroeconomic factors like inflation and supply chain disruptions can significantly impact the effectiveness of advertising campaig
54、ns.Inflation alone has led to drops in consumer spending,which means less ROAS for individual campaigns.In each case,about half of the respondents also cite increased competition(49%),max-imizing efficiency and ROI(48%),producing enough creative(48%),and measurement and attribution(47%)as their bigg
55、est pain points.As we will learn,brands will likely turn to technology investments to help alle-viate some of these pain points.What are your biggest pain points for digital advertising in 2023?50%Macroeconomic factors49%Increased competition48%Maximizing efficiency&ROI48%Producing enough creative47
56、%Measurement and attribution38%Managing a growing number of channels and platforms37%Privacy/targeting changes35%Securing sufficient budget 29%Ensuring we have the right tools in place to execute our strategies successfully11%Lack of talent/the need to expand teams through hiringB2C Companies Will U
57、se Technology to Overcome Advertising Challenges in 2023The results of the study so far indicate that most companies will continue to invest heavily in digital advertising.Moving into 2023,consumer-facing companies must take steps to reduce inefficiencies in their advertising and creative developmen
58、t processes if they hope to stay competitive.That means overcoming the challenges and pain points theyve struggled with in 2022.Specifically,they are likely to address issues arising from the acquisition and generation of creative assets.The respondents previ-ously stated that generating creative,su
59、ch as images,animations,and 3D renderings,can be a painstaking manual process.Final-izing these assets also requires hand-offs and verifications between creative teams,campaign teams,and brand leaders to en-sure they align with the brands strategy.18Any efforts to streamline these processes could re
60、duce cost and delays considerably.This will become more important in 2023 if macroeconomic factors continue to work against brands.Automation,for example,could enable digital advertisers to launch campaigns quickly and at scale,with less overhead.The respondents are split on which chal-lenges are mo
61、st pressing when it comes to producing creative assets.However,there are some noteworthy trends in the survey results.For example,38%of the respondents say personalizing creative and making sure each variation adheres to the platform is a challenge.The same percentage of respon-dents also say findin
62、g time for creativity and idea generation is a significant challenge.Automation could speed up these pro-cesses considerably.Personalization can be accomplished by feeding demographic and firmographic data into a digital advertising platform.A platform could also enable ad-vertisers to generate mult
63、iple versions of ads,so they can deliver personalized ver-sions to different target audiences.Some of the challenges brands face in asset generation are directly related to data.In each case,about one-third of the respondents say creating assets based on historical performance data(33%)and receiving
64、 data on creative performance (32%)are challenges.Using data in this way is often difficult be-cause brands are using multiple platforms to post and report on advertisements.B2C COMPANIES WILL USE TECHNOLOGY TO OVERCOME ADVERTISING CHALLENGES IN 2023They may not have a centralized location to monito
65、r ad performance across all chan-nels,such as Google,Facebook,and even connected TV.Platformization may be cru-cial in this respect,as it would enable adve-tisers to pull data from disparate sources into a single location for attribution,analy-sis,and creative development.What are your top three cha
66、llenges when producing creative assets?Personalizing creative and making sure each variation adheres to each platformTime for creativity and finding new ideasCreating assets based on historical performance dataReceiving data on creative performanceThe review and approval process happening in many di
67、fferent placesTesting creative concepts and variationsSourcing assets to produce the ads(UGC,stock image,sounds,etc.)Number of assets needed,and the manual work involvedAd rejected by the platforms and time to fix the assetsFinding the best practices for each channel or platformEnsuring Im following
68、 guidelines on each asset 38%38%33%32%32%31%27%23%21%16%9%19Ad testing could also be a considerable help in improving ROAS for specific campaigns and making them more cost-effective.Al-though 52%of the respondents say they al-ways conduct formal testing as part of the creative process,42%do so only
69、sometimes and 6%do so rarely.Respondents who say they always conduct formal testing say it is“vital.”As one digi-tal marketing director puts it,testing helps them“remove any flaws from our creative thought-process.We will reach more cus-tomers when we encourage testing.”Other reasons cited for rigor
70、ous testing include,“consistency,”“stability in the pro-cess,”and“to maintain quality.”B2C COMPANIES WILL USE TECHNOLOGY TO OVERCOME ADVERTISING CHALLENGES IN 2023Respondents who only test occasionally say they do so because they are more con-cerned about“procedures working prop-erly,”as one digital
71、 marketing director says,rather than determining the effectiveness of individual campaigns.Other respondents who test only occasion-ally say they have leveraged automation for some aspects of their testing,which“re-duces any major requirement of testing at every stage of the creative process,”says a
72、 digital advertising head.Brands will likely continue to only test their creative as much as they deem necessary,but automation is an important component of their processes.With the right technology,companies that only test occasionally could gain more effective means to maintain quality and consist
73、ency across their campaigns.52%We always conduct formal testing as part of the creative process42%We sometimes conduct formal testing as part of the creative process6%We rarely conduct formal testing as part of the creative process.How often do you conduct formal testing as part the creative process
74、 when producing a digital ad?20We will invest more in digital advertising tools and technology.We will spend more on programmatic advertising in general than we did in 2022.We will spend more on social media advertising in general than we did in 2022.We will invest more in creative automation.We wil
75、l expand our in-house marketing team to better manage digital advertising.We will outsource digital advertising more.We will spend less on digital advertising in general than we did in 2022.Please indicate which the following statements are true in terms of your plans for 2023.B2C COMPANIES WILL USE
76、 TECHNOLOGY TO OVERCOME ADVERTISING CHALLENGES IN 2023Indeed,most of the respondents(60%)say they plan to invest more in digital advertis-ing tools and technology in 2023 compared to 2022.This is the only statement pre-sented in the question with which a majority of the respondents agreed.Notably,44
77、%of the respondents also say they plan to invest more in creative automation.About half of the respondents(49%)say they plan to spend more on programmatic advertising,while 45%say they plan to spend more on social media advertising.60%49%45%44%36%34%19%21Additionally,a significant portion of respon-
78、dents is still struggling with manual pro-cesses or a lack of collaboration between teams,despite considerable improvement from last years results.These new invest-ments will be necessary to make the most of every advertising dollar spent.Brands are favoring some advertising chan-nels over others in
79、 2023,especially YouTube and Instagram.This is likely a reaction to consumer usage trends,especially among younger generations.However,most of the companies surveyed will spread their advertising spend over a variety of channels.This type of board strat-egy cant be conducted through disparate techno
80、logy solutions.By utilizing a digital advertising platform,these companies can generate and deliver creative assets more effectively,align their teams,gain better at-tribution from their campaigns,and obtain clearer insights about their customers.The results of the study show that most brands are pl
81、anning to invest more in digital advertising tools and technology in 2023 to streamline their creative development and campaign optimization processes.This will be key to bridging the gaps between teams and delivering effective creative at scale.Conclusion:A Year for Technology Enablement22Key Sugge
82、stions1.Use a digital advertising platform to generate and deliver creative assets more effectively.Automation will be key to delivering creative at scale.Generating effective creative continues to be one of the most pressing pain points among digital advertisers.2.Align your teams to bridge the gap
83、s between them and enable better collaboration.This is a crucial step for overcoming barriers between the brand and creative teams.3.Invest in technology that can provide attribution and insights about your customers.The right platform can also provide a holistic view of your entire digital advertis
84、ing operation.4.Consider prioritizing channels like YouTube and Instagram.These are two of the most popular channels among the respondents,and they are important avenues for reaching younger generations of consumers.23Smartly.io automates every step of digital advertising,em-powering teams to delive
85、r beautifully effective brand expe-riences across social platforms.A cross-platform approach enables marketers to reach audiences across all stages of the buyers journey,from finding new brands to making a purchase all while delivering an exceptional,consistent customer experience.For more informati
86、on,please visit smartly.ioWBR Insights is the custom research division of World-wide Business Research(WBR),the world leader in indus-try-driven thought-leadership conferences.Our mission is to help inform and educate key stakeholders with research-based whitepapers,webinars,digital summits,and other thought-leadership assets while achieving our clients strategic goals.For more information,please visit