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1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.DIGITAL DISPLAY ADVERTISING TRENDSResearch Created for Marketers20233.Methodology and Participants4.Introduction5.Digital Display Advertising Efgectiveness6.Types of Display
2、Ads Used7.Top Challenges8.Extent of Integration9.Use of Programmatic Advertising10.Measuring Performance11.Concern About Digital Ad Fraud12.Partner and Vendor Transparency13.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:ENGAGE YOUR AUDIENCE by turning the charts and insights into
3、 your own content.TIP#2:DISCOVER STRATEGIES,TACTICS AND TRENDS that are working for fellow marketers.TIP#3:IMPROVE YOUR OWN STRATEGY by using data that is relevant to your business.This Survey Summary Report is part of a series conducted in partnership with our participating Research Partners.Please
4、 feel free to adapt,copy,distribute and transmit this work.However,you must attribute the work as produced by Ascend2 and its Research Partners,but not in any way that suggests that they endorse you or your use of the work.When you share this content,please provide a link back to Put this content To
5、 good use!3Ascend2 benchmarks the performance of marketing strategies,tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format.This survey was fielded to a panel of marketing professionals and marketing research subscribers.Primary
6、 Marketing ChannelB2B(Business-to-Business)25%B2C(Business-to-Consumer)47%B2B and B2C Equally28%Number of EmployeesMore than 50044%50 to 50037%Fewer than 5019%Primary role in companyOwner/Partner/C-Level25%Vice President/Director/Manager53%Non-Management Professional22%SURVEY RESPONDENTSMETHODOLOGYN
7、=384 Marketing Decision-Makers4Marketers have long used digital advertising campaigns to get their brand in front of a wide audience of potential customers,but with rapid advances in technology,marketers now face a new set of challenges when it comes to executing digital display ads.So how are marke
8、ters executing digital display advertising campaigns as a part of an integrated marketing strategy?To help answer this question,Ascend2 and our Research Partners fielded the Digital Display Advertising Trends 2023 survey.We thank the 384 marketers who responded to this survey during the week of Augu
9、st 14,2023.This Survey Summary Report,titled Digital Display Advertising Trends 2023,represents the opinions of all the market segments responding to the survey.Specific market segments from the survey are reported on separately and exclusively by our participating Research Partners.This research ha
10、s been produced for your use.Put it to work in your own marketing strategy.Clip the charts and write about them in your blog or post them on social media.Please share this research credited as published.Love research?Click here!DIGITAL DISPLAY ADVERTISING TRENDS 2023 JOIN OUR COMMUNITY OF MARKETERS5
11、Digital Display Advertising Trends 2023 Conducted by Ascend2 and Research Partners Published September 2023DIGITAL DISPLAY ADVERTISING EFFECTIVENESSNine out of ten marketing professionals surveyed find that their digital display advertising is effective at driving conversions and sales according to
12、our research.One-third(33%)of those surveyed describe digital display advertising as extremely effective in supporting these sales efforts,with another 57%reporting moderate effectiveness.33%57%8%2%EXTREMELY EFFECTIVESOMEWHAT EFFECTIVESOMEWHAT INEFFECTIVEEXTREMELY INEFFECTIVEHOW EFFECTIVE DO YOU FIN
13、D DIGITAL DISPLAY ADVERTISING IN DRIVINGCONVERSIONS AND SALES?6Digital Display Advertising Trends 2023 Conducted by Ascend2 and Research Partners Published September 2023TYPES OF DISPLAY ADS USEDTwo-thirds(66%)of marketers surveyed commonly use banner ads as a part of their digital display advertisi
14、ng programs,the most commonly reported format.For another 61%of marketers,video ads are frequently used.Interstitial ads,or full-screen ads that provide interactive opportunities for marketers,are the least common format used with only 16%of respondents reporting their use.16%29%40%61%66%INTERSTITIA
15、L ADSNATIVE ADSPOP-UP ADSVIDEO ADSBANNER ADSWHICH DIGITAL DISPLAY AD FORMATS DO YOU COMMONLY USE?7Digital Display Advertising Trends 2023 Conducted by Ascend2 and Research Partners Published September 2023TOP CHALLENGESFor 41%of marketers,finding the right target audience for digital display adverti
16、sing is among their top challenges when executing their strategy.Measuring performance,working with limited budgets,and ad viewability are also listed as the most significant challenges for 38%,33%,and 30%of marketers surveyed,respectively.16%20%26%26%29%30%33%38%41%AD FRAUD AND INVALID TRAFFICOPTIM
17、IZING FOR MOBILE AND CROSS-DEVICE COMPATIBILITYAD BLOCKERS IMPACTING AD REACHBALANCING CREATIVE ELEMENTS WITH PERFORMANCE GOALSAD PLACEMENT AND CONTEXTUAL RELEVANCYAD VIEWABILITY AND VISIBILITYBUDGET CONSTRAINTS FOR EFFECTIVE CAMPAIGNSMEASURING ACCURATE ROI AND PERFORMANCE METRICSFINDING THE RIGHT T
18、ARGET AUDIENCE FOR THE ADSWHAT ARE THE MOST SIGNIFICANT CHALLENGE(S)REGARDING DIGITAL DISPLAY ADVERTISING?FINDING THE RIGHT TARGET AUDIENCE FOR THE ADSMEASURING ACCURATE ROI AND PERFORMANCE METRICSBUDGET CONSTRAINTS FOR EFFECTIVE CAMPAIGNSAD VIEWABILITY AND VISIBILITYAD PLACEMENT AND CONTEXTUAL RELE
19、VANCYAD BLOCKERS IMPACTING AD REACHBALANCING CREATIVE ELEMENTS WITH PERFORMANCE GOALSOPTIMIZING FOR MOBILE AND CROSS-DEVICE COMPATIBILITYAD FRAUD AND INVALID TRAFFIC8Digital Display Advertising Trends 2023 Conducted by Ascend2 and Research Partners Published September 2023EXTENT OF INTEGRATIONIntegr
20、ating digital display data and strategy with adjacent channels along the customer journey can help improve the customer experience and improve campaign performance,but only 29%of marketers report doing so extensively.Another 55%say they are integrating their digital display ad efforts with other mar
21、keting channels to some extent and 10%are planning to do so.29%55%10%6%YES,EXTENSIVELYYES,TO SOME EXTENTNO,BUT PLANNING TO DO SONO,NOT CONSIDERING INTEGRATIONARE YOU INTEGRATING YOUR DIGITAL DISPLAY ADVERTISING EFFORTS WITH OTHER MARKETING CHANNELS(E.G.,SOCIAL MEDIA,EMAIL MARKETING)FOR BETTER CAMPAI
22、GN PERFORMANCE?9Digital Display Advertising Trends 2023 Conducted by Ascend2 and Research Partners Published September 2023USE OF PROGRAMMATIC ADVERTISINGOnly 18%of marketing professionals surveyed are currently leveraging programmatic advertising,which uses automation and algorithms to purchase and
23、 sell digital advertising space,for their digital display campaigns.Over half(53%)of those surveyed are using programmatic advertising to some extent and another 17%say they are planning to implement it.18%53%17%14%YES,EXTENSIVELYYES,TO SOME EXTENTNO,BUT PLANNING TO IMPLEMENTNO,NOT CONSIDERING IT AT
24、 THE MOMENTARE YOU CURRENTLY LEVERAGING PROGRAMMATIC ADVERTISING FOR YOUR DIGITAL DISPLAY CAMPAIGNS?10Digital Display Advertising Trends 2023 Conducted by Ascend2 and Research Partners Published September 2023MEASURING PERFORMANCEWhat are marketers using to gauge the overall performance of their dig
25、ital display advertising campaigns?Engagement metrics such as likes,shares,and comments as well as click-through rate(CTR)are the most commonly used metrics according to 54%and 53%of those surveyed,respectively.Nearly half(47%)of marketers use conversion rates to measure success.31%41%47%53%54%VIEW-
26、THROUGH CONVERSIONSRETURN ON AD SPEND(ROAS)CONVERSION RATECLICK-THROUGH RATE(CTR)ENGAGEMENT METRICS(LIKES,SHARES,COMMENTS)HOW DO YOU MEASURE THE SUCCESS OF YOUR DIGITAL DISPLAY PERFORMANCE ADVERTISING CAMPAIGNS?11Digital Display Advertising Trends 2023 Conducted by Ascend2 and Research Partners Publ
27、ished September 2023CONCERN ABOUT DIGITAL AD FRAUD81%of marketing professionals express some extent of concern over wasted budget spend and the potential impact on ROI that can be brought on by digital ad fraud or bots.Nearly one-quarter(23%)of those surveyed say they are very concerned about this a
28、nd 16%report not being at all concerned.Another 58%feel just some concern.23%58%16%3%VERY CONCERNEDSOMEWHAT CONCERNEDNOT CONCERNEDUNSURERANK YOUR CONCERN ABOUT DIGITAL AD FRAUD/BOTS WASTING ADVERTISING SPENDING AND/OR IMPACTING YOUR ROI.12Digital Display Advertising Trends 2023 Conducted by Ascend2
29、and Research Partners Published September 2023PARTNER AND VENDOR TRANSPARENCY93%of those surveyed are using an agency partner or marketing vendor as a part of the execution of their digital display advertising programs.Just 20%of all marketers surveyed feel that these vendors are being fully transpa
30、rent with them when it comes to critical campaign elements.72%of those surveyed feel that the transparency is satisfactory or needs improvement.20%45%27%1%7%YES,FULLY TRANSPARENTSATISFACTORYCOULD USE IMPROVEMENTNO,I FEEL LEFT OUTDONT USE AGENCY PARTNERS/MARKETING VENDORSARE YOUR AGENCY PARTNERS AND/
31、OR MARKETING VENDORS FULLY TRANSPARENT WHEN IT COMES TO CRITICAL CAMPAIGN ELEMENTS?(e.g.,audience building,attribution models,KPIs,pricing,budget allocation,ad fraud,bot impact)13We fjnd the right audience,ask the right questions,and gather insightful data to create useful and afgordable research th
32、at will help you generate demand and increase engagement.Join the industry powerhouses that use Ascend2 to create compelling research content that speaks to their audience.CUSTOMIZED B2B RESEARCH delivered to you with a plan to use it.Need Research?Click here!WORK WITH US14Dont just take it from us.
33、Heres what some of our customers have to say.Need Research?Click here!“I highly recommend Ascend2 for any research projects in the B2B marketing space.Coming from a heavy academic-research background myself,Im quite demanding when it comes to fielding and analyzing market surveys.Intentsify had very
34、 specific goals in mind to support multiple use cases with original research.Todd and Jenna of Ascend2 had the requisite knowledge,skills,and resources to achieve our weighty objectives.Further,the program was affordable(even for an early-stage startup),and the results to date are already surpassing
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37、d on time in an easily workable format,and any minor corrections were handled with rapid turnaround and excellent customer service.In the end,the research deliverable ended up influencing hundreds of thousands of dollars in closed-won business,achieving an 85x ROI on the purchase price of the resear
38、ch.I am extremely impressed with Ascend2 and will use them again any time I require original research on industry influencers for my marketing campaigns.-Jonathan Greene,Director of Marketing,LeadCrunch“Good news to report back to you we are seeing a lot of success with the leads we have gotten,not only from you but from the report in general(website,our emails,ads,etc.).My CEO is super pleased.”-Emily Wingrove,Director of Marketing,Synthio WORK WITH US