The first four months of 2014 show dramatic changes in marketer spend and data-driven strategies in new markets and channels, according to the new Advertising Intelligence Index from Turn (turn.com), the marketing software and analytics platform.
As brands and agencies increasingly search for customers across the media landscape, the amped-up real-time bidding (RTB) marketplace is changing rapidly beyond traditional display advertising.
The report shows mature markets such as financial services and travel stabilising at high levels of competition and spend – with much less volatility – as marketers plan better for data-driven budget allocation. The data also indicates advertisers are investing heavily in emerging regions and channels; for example, competition and spend surged in mobile advertising across Asia and Europe.
The Turn research shows data-driven marketing trends worldwide from January through April 2014, compared with the same period in 2013.
Advertisers sold on the benefits of display ads continue to ramp up budgets, while getting smarter about harnessing data and targeting spending to find customers across all other channels.
The report notes a massive increase in how much advertisers from all industry verticals allocated to mobile, video, display, and social channels from January through April 2014 vs. 2013:
-Marketer spend on mobile was up 109%
-Video ad spending increased 65%
-Display, which has become a more mature channel globally, was still up 20%
-Social advertising budgets rose 20%
The global analysis found that marketers are paying more to reach their target customers as competition increases, with eCPM (effective cost-per-thousand impressions) for social, display, and mobile advertising increasing year-over-year from January through April 2014:
-Social advertising eCPM soared 64%
-Display eCPM was up 21%
-Mobile eCPM rose 8%
-Video eCPM was essentially flat, decreasing 1%, as an increase in inventory suppressed pricing
“Spend and competition are increasing in mature markets, leading to smarter data-driven budget allocation this year,” said Pierre Naggar, Managing Director EMEA, Turn. “Brands and agencies are using sophisticated audience-first strategies to drive planning for programmatic advertising, turning insights into an advantage against the competition.”