2017数字广告现状报告（英文版）_6页_1mb

Digital Advertising 2017 Summary

Core Content

In 2017, digital advertising was evolving rapidly in response to the increasing online presence of consumers. The average user unlocked their mobile phone 150 times per day, highlighting the central role of mobile in daily life. Marketers were tasked with identifying target audiences and delivering relevant content at the right moments, especially when users were engaged in critical decision-making processes such as researching major purchases.

Budget Shifts Toward Mobile

Marketers were actively shifting their budgets to mobile platforms, with the following trends:

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

The rise of Facebook's traffic over Google in 2016 reinforced the importance of both platforms in the digital marketing strategy.

Mobile-Optimized Strategies

Several tactics were being adopted to enhance mobile advertising effectiveness:

• Location Extensions: Display business information 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 larger ad format introduced by Google in 2016.
• Call Extensions: Show business phone numbers in ads.
• Customer Match: Use customer data to show targeted ads.
• Store Visits: Track estimated store visits based on mobile location data.
• Third-Party Bidding: Set keyword bids based on specific goals like CPA or ROI.

These strategies aim to improve ad relevance and user engagement on mobile devices.

Challenges and Solutions

Lack of Expertise

Marketers faced challenges due to the rapid introduction of new ad features and products. To address this, they were advised to:

• Start with learning programs like Google AdWords Fundamentals Course and Facebook Blueprint Course.
• Use advertising partners that provide support and expertise, such as Marin Software.

Difficulty Replicating Campaigns

Many marketers struggled to replicate their AdWords campaigns across other platforms. The solution was to use tools that allow import and continuous synchronization of campaigns.

Low Conversion Rates

Conversion rate optimization was highlighted as a critical area. Techniques included:

• Pre-click optimization: Testing targeting, messaging, and bids.
• Post-click optimization: Reducing friction after a user clicks, such as improving the landing page experience.

Ad optimization partners like Marin Software, Optimizely, Monetate, and Mixpanel were recommended for these tasks.

Content Marketing as a Priority

• 42% of marketers identified content marketing as their top priority for 2017, slightly ahead of search marketing and social media.
• Marketers focused on providing high-quality content at the precise moments when consumers needed it to make informed decisions.

Emerging Technologies

While new technologies like voice search and virtual reality were being monitored, they were not yet a top priority for most marketers. However, the growing use of voice search was noted, with 60% of smartphone users using it within the past year.

Key Takeaways

• Mobile is central to consumer behavior and advertising strategy.
• Marketers are increasing their investment in mobile search and social advertising.
• A variety of mobile-optimized strategies are being used to improve ad performance.
• Conversion rate optimization and data measurement are critical for success.
• Content marketing is a top priority, emphasizing the need for timely and relevant content.
• Emerging technologies are being watched, but not yet prioritized.