2017数字广告现状报告（英文版）_8页-1mb

Digital Advertising 2017 Summary

Core Content

Marin Software conducted a survey of 500 digital marketing managers from leading agencies and brands globally to identify the key trends, opportunities, and challenges in digital advertising for 2017. The report highlights the significant shift in advertising budgets towards mobile platforms, the importance of content marketing, and the challenges posed by the lack of expertise in emerging technologies.

Main Trends and Insights

Mobile Ad Spend Dominates

• 70% of marketers reported advertising on both search and social platforms.
• Google and Facebook collectively account for 74% of internet traffic, indicating their dominance in the digital space.
• Consumers use mobile devices extensively, unlocking their phones 150 times per day, which underscores the need for marketers to be present at the right moments with relevant content.

Budget Shifts to Mobile

• 43% of marketers expect to increase their mobile search budgets by 10–30% in 2017.
• 34% plan to increase mobile search budgets by more than 30%.
• 70% of respondents plan to increase their social advertising budgets.

Mobile-Optimized Strategies

Marketers are adopting various mobile-specific tactics to enhance paid search performance, including:

• Location Extensions: Display business details in Google text ads.
• Remarketing List for Search Ads (RLSA): Target previous website visitors with customized messages and keyword bids.
• Expanded Text Ads (ETA): A new ad format introduced by Google in 2016 for mobile and desktop.
• Call Extensions: Include business phone numbers in Google ads.
• Customer Match: Use customer data to show personalized ads.
• Store Visits: Track estimated store visits based on mobile location data.
• Third-Party Bidding: Set keyword bids based on goals like CPA or ROI.

Challenges in Paid Search

• Difficulty in Replicating Campaigns: Many publishers offer tools to import and sync AdWords campaigns.
• Low Conversion Rates: Marketers are advised to focus on conversion rate optimization through pre-click and post-click strategies.
• Lack of Understanding and Technical Expertise: Marketers are encouraged to start with learning programs from Google and Facebook.

What's Hot in 2017

• Content Marketing is identified as the top priority for 42% of marketers, slightly ahead of search and social media marketing.
• Consumers value instant access to information, which has shifted business models that rely on friction (e.g., asymmetric information or inconvenience).
• Marketers are focusing on providing rich content at the right time to support informed decision-making.

What's Next

• New technologies like voice search and augmented reality are being monitored, but they are not yet a top priority for marketers.
• Voice search is gaining traction, with 60% of smartphone users having used it within the past year.

Addressing the Challenges

• Third-party management platforms like Marin Software help marketers manage and optimize campaigns across multiple channels.
• Multi-channel synergy can significantly improve performance, with a 70% increase in performance when social and search ad buying efforts are integrated.
• Automation and machine learning are recommended for efficient campaign creation, syndication, and optimization.

Parting Thoughts

Marin Software emphasizes the importance of a unified approach to digital advertising, leveraging technology to streamline the process and improve ROI. Their platform supports the management of search, social, and display advertising, enabling marketers to make data-driven decisions and optimize ad spend effectively.

About Marin Software

Marin Software Incorporated (NYSE: MRIN) offers a leading Revenue Acquisition Management platform used by advertisers and agencies to measure, manage, and optimize billions of dollars in annual ad spend. The platform supports integrated advertising across multiple channels and is utilized in over 160 countries. For more information, visit Marin Software.