DOCSLIB.ORG

The Transformation of Digital Marketing and Advertising

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Transformation of Digital Marketing and Advertising The Transformation of Digital Marketing and Advertising BRANDS AND AGENCIES IDENTIFY THE PERFORMANCE FUTURE SPONSORED BY What’s on the Minds of Digital Marketers? The era of digital transformation in marketing is hardly over. What’s a marketer to do? Data in all its forms has become the driving force behind To find out what’s on the minds of digital marketers right now, marketing innovation. The tools in the tech stack have become Adweek Branded, in association with Salesforce, conducted an critical competitive differentiators, as a marketer’s ability to exclusive survey of more than 250 brand and agency marketers. organize, access and derive insights from data is what can give They were asked about their strategic priorities for digital their brands the advantage they need. marketing, the challenges they are facing, their spending on At the same time, customers’ expectations are changing rapidly. technology and where they believed their companies were using They expect a lot more from the companies they do business with. their marketing stacks to create a competitive advantage. Their shopping journeys now take place across a plethora of digital The results boiled down to five key trends: and real-world channels, and at each step along the way, they want information and offers that are personalized, appropriate and speak THE CHALLENGE OF THE CUSTOMER JOURNEY to their unique needs at a particular moment. As customers demand more personalized and seamless It’s no wonder that the most recent Salesforce “State of the experiences, the traditional, predictable marketing funnel of Connected Customer” report found that 84% of customers believe awareness, consideration, intent and purchase is much less that the experience a company provides is as important as its valid. With the channels available to them, consumers go on products and services. their own unique journeys, and marketing data needs to be able to identify where they are and what their current needs are. said that measuring campaign effectiveness is what is on their Throughout the survey, respondents cited the importance of mind right now. And conversions and leads are two of the three getting a richer, clearer view of the customer journey; in fact, most common metrics being used by marketers right now. it bubbled to the top of the list of their most pressing concerns right now. At the same time, they acknowledged the need to be BUILDING AN EFFECTIVE able to engage with customer and prospects more effectively in INFRASTRUCTURE FOR TRANSFORMATION real time. Digital transformation necessitates a more advanced marketing tech stack. Real-time marketing requires organizations to break A RENEWED AND GROWING down the silos from their marketing data and put in place the FOCUS ON PERFORMANCE technology that can organize customer data, provide insights Building brand equity, maintaining brand reputation and creating into the customer journey and transform measurement into a loyalty certainly remain important, but there is a growing tool that can deliver actionable results. emphasis for marketing to generate leads and drive conversions. This is a shift that has been going on for some time and has THE CDP IS CRITICAL certainly been amplified by the economic uncertainties caused by Central to the forward-looking tech stack is implementing a the Covid pandemic. Asked about their marketing mix, marketers customer data platform (CDP), but many organizations look at in the survey tipped the scale toward performance goals and it as part of their down-the-road infrastructure. But those with a indicated they will move more in that direction over the coming CDP already in place feel they are much better positioned than year. Simply put, keeping the pipeline full has become a huge their competitors across all aspects of digital marketing. They marketing priority. also view themselves as better able to execute many advanced digital marketing tactics, such as targeting customers in real time. THE NEED FOR AND IMPORTANCE Clearly, as digital marketing continues through this period of OF ACCURATE MEASUREMENT disruption—pushed by everything from Covid-driven shifts in Marketers must generate proof of performance. As data-driven consumer behavior to the cookie-less future—organizations need tactics increasingly drive marketing success, identifying and to set themselves up with the strategies, skills and technologies tracking the KPIs that gauge that success becomes more to succeed. See the charts on the following pages for more of the important. It’s little surprise that respondents overwhelmingly survey’s findings. METHODOLOGY The findings in this report are based on an exclusive online survey of 260 marketers completed in September 2020 by Adweek. The goal was to find out what’s important to digital marketers right now. All respondents were involved in marketing for a brand or agency. Representatives of ad tech and marketing tech vendors were screened from the results. WHAT ONE THING COULD YOU DO RIGHT NOW TO MAKE YOUR DIGITAL MARKETING PROGRAMS MORE EFFECTIVE? Tracking the Create a clearer view of the individual customer journey 23% customer Analyze the performance of every investment 17% journey Perfect our data 15% measurement capabilities As consumers demand greater Manage our customer data personalization—as well as greater more effectively 11% privacy—marketers need a clearer window into the individual customer Make our outreach more 10% journey, identifying where someone personalized is and what their intent is. Asked to Improve our overall 7% identify the one thing they could do customer experience right now to improve their digital Generate a single, accurate 7% marketing’s effectiveness, nearly identity for customers a quarter of survey respondents Eliminate wasted ad spend by 6% (23%) chose creating a clearer view detecting fraudulent ad activity of the customer journey. Streamline our marketing tech and ad tech stack 5% WHAT IS TOP OF MIND FOR YOU RIGHT NOW AS A MARKETER/ADVERTISER? Measurement Measuring the effectiveness of digital marketing and advertising 62% is top of mind Selecting the right advertising channel mix 39% As marketers may be under greater Creating personalized 35% pressure than ever to justify their experiences for customers spending and demonstrate campaign Keeping up with technology solutions 29% results and advertising effectiveness, for digital marketing/advertising metrics and measurement get a lot Real-time insights 26% of their attention. Over six out of 10 respondents said that measuring the Collecting and managing 25% effectiveness of digital marketing and customer data ad campaigns was top-of-mind for Managing advertising/ 23% them, even the other top responses— marketing budgets selecting the right advertising Engaging with customers 19% mix and creating personalized in real-time experiences—point to the need for Managing and establishing a single 17% robust measurement. source of truth for customer identity Handling data privacy and consent/ regulatory environment 9% Other 2% HOW DOES YOUR ORGANIZATION’S MARKETING A greater MIX BALANCE BETWEEN BRANDING (I.E. BRAND EQUITY, REPUTATION, LOYALTY, ETC.) focus on AND PERFORMANCE MARKETING (I.E. LEAD GENERATION, CONVERSIONS) TODAY? performance Branding Performance In 2020, everyone is a performance marketer. More robust measurement 57 and the ability to track specific campaign results often means that performance tactics—such as lead generation—are growing in importance. That doesn’t spell the end of typical HOW DO YOU ANTICIPATE YOUR ORGANIZATION’S branding actions like building brand MARKETING MIX WILL BALANCE BETWEEN equity, which remain critical. But it BRANDING AND PERFORMANCE MARKETING could mean that marketers are more ONE YEAR FROM NOW? cognizant that the programs they execute ultimately need to fill their Branding Performance companies’ sales pipelines. In the survey, most marketers see their strategies leaning toward performance 60 today, with performance’s importance increasing in the near future. HOW WILL YOUR ADVERTISING SPEND CHANGE ACROSS THE FOLLOWING AREAS OVER THE NEXT 12 MONTHS? 2% Digital 16% 19% 53% 10% advertising budget 2% Search 8% 30% 53% 7% 2% Out with Facebook/Instagram 11% 29% 48% 10% 4% the old… Digital video (including 48% 14% YouTube) 7% 27% As marketing budgets face 1% increasing scrutiny, spending on Other social (LinkedIn, 10% 45% 39% 5% Twitter, etc. digital tactics will grow or remain constant. In fact, even with the 4% current economic uncertainty, Digital display 15% 41% 36% 4% 63% of respondents expect 3% their overall digital ad budgets Email 15% 40% 34% 8% to increase over the next year, 3% with more money earmarked for Overall 26% 33% 34% channels like social and digital advertising budget 4% video. But more traditional “linear” channels—such as print, direct Connected TV 11% 11% 38% 31% 9% mail and linear TV— are facing sizable cutbacks. Direct mail 17% 30% 42% 9% 2% Linear TV 17% 26% 50% 6% 1% 4% Print 23% 41% 31% 1% Decrease significantly Decrease Stay the same Increase Increase significantly WHICH TYPES OF METRICS DO YOU USE TO MEASURE THE SUCCESS OF YOUR DIGITAL MARKETING AND ADVERTISING? Measuring Conversions 79% success Impressions (e.g., web traffic) 62% As marketers become more focused on performance metrics, Lead generation 57% they are keeping a close eye on the sales pipeline in their ROI per channel 52% measurement of campaign success. Asked to identify the New customer acquisition 50% metrics they currently use for their digital campaigns, Ecommerce sales
Load more

Recommended publications
  • Understanding Pay-Per-Click (PPC) Advertising
    Understanding Pay-Per-Click Advertising 5 Ways to Ensure a Successful Campaign WSI White Paper Prepared by: WSI Corporate Understanding Pay-Per-Click Advertising 5 Ways to Ensure a Successful Campaign Introduction Back in the 1870s, US department store pioneer, John Wanamaker, lamented, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” In today’s increasingly global market, this is no longer a problem. Every successful marketing agent knows that leveraging pay-per-click (PPC) advertising is the key to controlling costs. This unique form of marketing makes it easy to budget advertising dollars and track return on investment (ROI), while attracting traffic to your Web site and qualified leads and sales to your business. Compared with other traditional forms of advertising, paid search marketing, or PPC, is far and away the most cost effective. This report examines the role of PPC as a central component of a successful marketing strategy. It begins with an overview of PPC’s place in the digital market place and the reasons for its continuing worldwide popularity among business owners and entrepreneurs. It also provides tips to ensure your business is getting the most from its PPC campaign. i FIGURE 1. PPC PROCESS 1. Attract Visitors 2. Convert 4. Measure Visitors to and Optimize Customers 3. Retain and Grow Customers Source: Optimum Web Marketing Whitepaper: Understanding Pay-Per-Click Advertising Copyright ©2010 RAM. Each WSI franchise office is an independently owned and operated business. Page 2 of 19 Understanding Pay-Per-Click Advertising 5 Ways to Ensure a Successful Campaign 1.
    [Show full text]
  • How 12 Big Brands Chose Their Marketing Agency
    How 12 Big Brands Chose Their Marketing Agency Lessons from Hilton, Patrón, Office Depot, and 9 More No two brands look for the same things in an agency. These stories show how 12 brands chose agencies based on their goals, their product types, their company size, and the maturity of their marketing operations. Two common factors stood out—brands love agencies that can execute on marketing, and brands often chose agencies where they felt relationship chemistry. 1 Hilton Worldwide Got Their Conditions Straight Before they began the creative search process, Hilton Worldwide underwent a formal preparation period. The hospitality company defined what they needed in terms of confidentiality, fees, idea ownership, and non- compete clauses before they were ready to negotiate. Getting their legal issues clarified was their top priority. But they were also transparent about how their organization operated. They took the approach that their agency should act like an extension of their company, so trust levels needed to be high. “The way [brands] should think about this is that they're “Thepicking way a [brands] strategic should partner think that aboutwill be this an isextension that they're of their pickingteam for a thestrategic next several partner years.” that will be an extension of their teamNancy Deck, for VPthe of Multi-Brandnext several and Loyalty years.” Marketing at Hilton Worldwide* Nancy Deck, VP of Multi-Brand and Loyalty Marketing at Hilton Worldwide* *From http://www.inc.com/guides/201108/how-to-choose-an-advertising-agency. 2 Patrón Split Activities Across Multiple Agencies Patrón chose their lead agency from two top finalists.
    [Show full text]
  • Digital Marketing Strategies – from Brand Awareness to Engagement
    Digital Marketing Strategies – From Brand Awareness to Engagement Diana Isabel Leite de Almeida Internship Report Master’s Degree in Marketing Digital Porto – 2014 INSTITUTO SUPERIOR DE CONTABILIDADE E ADMINISTRAÇÃO DO PORTO INSTITUTO POLITÉCNICO DO PORTO Digital Marketing Strategies – From Brand Awareness to Engagement Diana Isabel Leite de Almeida Internship Report presented to Instituto de Contabilidade e Administração do Porto for the Master’s degree in Marketing Digital under the guidance of Dr. José Magalhães Author Note This internship was carried out under the Erasmus Program for college students and under the agreement between the sending institution, Instituto Superior de Contabilidade e Administração do Porto and the host company, eRise, located in Budapest, Hungary, under the guidance of Vilmos Schwarz. Porto – 2014 INSTITUTO SUPERIOR DE CONTABILIDADE E ADMINISTRAÇÃO DO PORTO INSTITUTO POLITÉCNICO DO PORTO Acknowledgements To my parents, those mainly responsible for this step in my life, supporting me along the years and always pushing me to be better. Without them and all their work none of this would be possible, so to them I leave my biggest thank you. To my brother, my sister-in-law and my nephews, for being the best family anyone could ask for and for never letting me forget the child within myself, bringing up the best in me even on the cloudiest days. To my boyfriend, for always believing in me even when I doubted myself, for always knowing how to make everything easier and for being with me every step of the way, thank you. To my dearest and oldest friends, the ones that know all the parts of me and that for better and worst keep on being one of the most important parts of my life, for never needing words.
    [Show full text]
  • Digital Marketing Institute, Digital Marketing Course and Digital Marketing Training
    1 2 3 4 [LECTURER NOTES] You will have already had your lecture on SEO, which gives you a good idea of the context behind Search as a whole. You will have an in-depth lecture on Analytics later in this course, but this lecture will touch briefly on Analytics in the context of PPC. 5 6 [LECTURER NOTES] All eyeballs, or ‘impressions’ of your ad are free. However the goal of PPC is to drive traffic to your site – so it’s in your best interest to generate as many clicks as possible within your budget. This is why this revenue model works for search engines. 7 [LECTURER NOTES] This is Irish data – however this could be universally applicable. 8 [LECTURER NOTES] Irish research data. [RESOURCES] IAB/Amárach. 9 [LECTURER NOTES] What is the difference between SEM & SEO? SEO impacts the organic/ natural listings on the Search Engine Results Page. SEM (Search Engine Marketing/Paid Search/PPC) impacts the sponsored listing areas on the SERP. Both SEO & SEM are about getting more visibility on and traffic from the search engines. 10 [LECTURER NOTES] It is important to consider your Search Engine Marketing strategy in the context of the entire search engine – so both SEO and PPC. This will allow you to develop a more comprehensive search strategy and make decisions that result in the best outcome for your business. Which leads us to the strategic considerations – using PPC to fill in gaps where organic search is weak, increase (or double) your visibility across both paid and organic search for certain terms, or have immediate visibility while you wait for the results of your SEO work to come to fruition.
    [Show full text]
  • Digital Marketing– Elixir of Business
    IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668 PP 10-12 www.iosrjournals.org Digital Marketing– Elixir of Business Dr.G.Venugopal, Assistant Professor, Department of Corporate Secretaryship and Professional Accounting, Kongu Arts and Science College, Erode. Abstract: The Internet era has thrown open a new pathway for today’s marketing. The Internet has made all traditional modes of business outdated and generated amazing new possibilities in business. Online marketing or internet marketing – a combination of marketing acumen and technology – uses the Internet as a medium to advertise and sell services and goods. Digital marketing includes affiliate marketing, search engine marketing including search engine optimization, article marketing, blog marketing, pay-per-click search engine advertising, and e-mail marketing. Digital marketing is one type of marketing being widely used to promote products or services and to reach consumers using digital channels. Digital marketing extends beyond internet marketing including channels that do not require the use of Internet. It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing and many other forms of digital media. In future, the scope of the digital-marketing is very wide and it’s going to be the life blood of business. Keywords: Digital Marketing, Promotion, Effectiveness, Customer Reach I. Introduction Digital or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms Digital Marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. Digital is the process of marketing a brand using the any form of electronic device with or without the Internet.
    [Show full text]
  • Internet Marketing As a Business Necessity
    Interdisciplinary Description of Complex Systems 16(2), 265-274, 2018 INTERNET MARKETING AS A BUSINESS NECESSITY Aleksandar Grubor and Olja Jakša* University of Novi Sad – Faculty of Economics in Subotica Subotica, Republic of Serbia DOI: 10.7906/indecs.16.2.6 Received: 27 November 2017. Regular article Accepted: 9 May 2018. ABSTRACT The pace at which marketing discipline evolves each year is challenging for both individual marketing experts and companies as systems, which are permanently competing for global consumers. With the development of the Internet as the main channel and best opportunity for the implementation of the optimal “one-to-one” marketing model, Internet marketing as a new area of marketing theory and practice has emerged and is constantly improving. On the other side, the power and attractiveness of online surrounding have also transformed the way consumers behave, creating new patterns and lifestyle that have to be taken into account when creating appropriate Internet marketing strategies, far different from the traditional ones. Thus, the aim of this article is to examine fundamentals of Internet-based marketing, and to analyse challenges and opportunities that should be addressed by modern companies in their Internet marketing strategies, together with possible limitations and risks that emerged in the electronic marketplace. The method used in the article is secondary research, and implies a detailed analysis of researches and studies in the given field. KEY WORDS internet marketing, digital marketing, online marketing, online consumer CLASSIFICATION JEL: L89, M31 * Corresponding author, : [email protected]; +381 69 130 1224; * Faculty of Economics in Subotica, Segedinski put 9-11, RS – 24 000 Subotica, Republic of Serbia A.
    [Show full text]
  • Direct Marketing with a Digital Twist Direct Mail Versus Email Marketing
    Direct Marketing with a Digital Twist Direct Mail Versus Email Marketing Multi-channel marketing is today’s standard, and it seems the debate continues to rage on over Direct marketing vs. Email Marketing. It is never easy to determine whether direct mail or email is the better delivery option for your offer. Both have pros and cons, so why choose. Marketing campaigns always perform better when using multiple channels, and these channels bring their owns strength's to the table. Mail is: Tangible and gives them something to hold. More responsive than digital channels. Trustworthy and legitimate. Email is: The best digital channel. Easy to create. Affordable, interactive and mobile When and How to Send Timing is everything. A well timed campaign can win loyal customers when done correctly, or damage your reputation if done incorrectly. So when is the right time. When: Once you have clearly defined the goal of your campaign, and all the creative is completed. How: Schedule out your approach. It all depends on the audience you’ve chosen to communicate your offer. If you’ve communicated to prospects, here is an example of a good campaign plan: Week 1: Initial Welcome emails (1-3 emails). Identify their need Week 2: Direct mail – Prospects needs and your solution Week 3: Email follow-up Week 4: Call USPS® Informed Delivery®: Mail with a Digital Twist Informed Delivery® , is a service used by consumers to view grayscale images of the envelopes that are delivered to their mailboxes. The service not only allows mail to be viewed online in a digital format, but it also allows the mailer to actively engage the consumer by serving up alternative creative.
    [Show full text]
  • Understanding Digital Marketing—Basics and Actions
    Understanding Digital Marketing—Basics and Actions Teresa Piñeiro-Otero and Xabier Martínez-Rolán Abstract This chapter provides a technical outline of the basics of online mar- keting. The outline includes an introduction to digital marketing and strategic planning and development. Our contribution offers theoretical and practical insights relative to this growing marketing area, with information on the main areas for which online marketing is particularly suited: (1) the E-commerce section explores different business models and what techniques are used for their development; (2) Web Search Marketing focuses on SEO and SEM, as well as in keyword selection for optimisation; (3) E-mail Marketing offers interesting content to develop a successful newsletter; and (4) Social Media Marketing addresses plan- ning and the most important tools used to maximise communication through social media. In a nutshell, this chapter offers an overview of digital marketing and its strategies for an active and effective Web presence. 1 Introduction In The Third Wave, Toffler [1] predicted the demarketisation of postindustrial societies. Three decades later, the end of marketing is still not in sight, even though, as Kotler [2] already suggested, marketing had to rethink its foundations to adapt to Third Wave societies and individuals. In 1999, Schutz and Holbrook [3] referred to the tragedy of the commons to stress the low efficiency of market strategies due to overuse and reiteration of strategies and tools. In the last decade of the twentieth century, organisations were T. Piñeiro-Otero (&) Faculty of Communication Sciencies, University of A Coruña, Campus de Elviña s/n, 15071 A Coruña, Spain e-mail: [email protected] X.
    [Show full text]
  • Strands and Standards Digital Marketing
    STRANDS AND STANDARDS DIGITAL MARKETING Course Description The Digital Marketing course is designed to give students a general background in digital marketing and an introduction to the rapidly growing and evolving career field. Students will be exposed to the fundamental concepts and principles of the digital experience, focus on the learning tools and skills necessary for solving business problems, and developing marketing opportunities. This course will provide practical experience in, but not limited to: eCommerce, media planning, branding, online advertising, display advertising, digital campaigns, social media marketing, and mobile media. Core Code 11-12 Concurrent Enrollment Core Code .5 Units of Credit 37.01.00.00.001 Intended Grade Level 37.01.00.13.001 Prerequisite None Skill Certification Test Number 412 Test Weight 0.5 License Type Secondary Education 6-12 Required Endorsement(s) Endorsement Business and Marketing Information Tech. " Learning that works for Utah ADA Compliant: July 2018 DIGITAL MARKETING STRAND 1 Students will be able to define Marketing and Digital Marketing and identify trends in the Digital Marketing Industry. Standard 1 Students will demonstrate a basic understanding of Marketing and Digital Marketing ● Define the marketing terms: • Marketing • Digital marketing • Marketing mix • Marketing concept • Advertising and promotion ● Explore current trends in Digital Marketing such as: • Artificial intelligence • Real-time marketing • (Cx) Customer experience • Marketing automation • Location based marketing • Cloud computing • Software as A Service (Saas) Standard 2 Students will demonstrate understanding of brand and brand positioning techniques and strategies. Why is branding important to a business and consumers? ● Explore branding as it relates to a business and its influence on consumers ● Explain the concept of brand equity, brand values, and experiential branding.
    [Show full text]
  • Transforming Direct Mail with Print Embellishments
    Transforming Direct Mail with Print Embellishments A white paper from the Foil and Specialty Effects Association The term embellishment has been around for a long time – associated with the creative ornamentations for bakery decorations, hobbyists, sewing and architectural fabrication. But now, it has taken on a new meaning in the graphics industry: Embellishments are a unique method for enhancing printed materials that transform the readers’ perception and assessment of what they are seeing. A previous FSEA white paper further defines print embellishments: “Today, processes that increase visibility, stimulate attraction, hold attention and convey an image of value are known as high-visibility enhancements. The list of high- visibility enhancements includes … foil stamping, embossing, specialty UV coatings and metallic finishes.” This white paper will define ‘embellishments’ as the process of enhancing a printed piece with tactile textures, scents, shapes and foils. It is strongly viewed that embellishments added to direct mail pieces increase visibility and captivate a reader’s attention to stimulate a call to action. DIRECT MAIL ENGAGES MORE THAN DIGITAL ADS Historically, one of the great attributes of printed pieces is the ability to engage the attention of those who receive them. Recently, that thought …tactile has been tested by the heavy use of digital marketing technologies. As marketers seek out alternative and less expensive digital media choices, embellishments direct mail has lost some of its popularity. However, a great deal
    [Show full text]
  • Digital Marketing Strategy & Plan
    DIGITAL MARKETING STRATEGY & PLAN Digital Marketing Strategy & Plan What matters the Digitization… Introduction Digital Strategy Funnel Digital Blueprint (Plan) Customer`s Reach Digital Accelerate (Act) Conversion Strategy (Convert) Engagement Lifecycle Digital Next? Introduction Through the download of Digital Marketing Plan document - Congratulate for taking a step ahead for digital marketing strategy that helps in improvising eBusiness. Lemonoids provides opportunities through different strategy and planning documents (as an advice) to boost online presence and internet based businesses. It’s a sample digital marketing strategy and plan to act on Research and Development, Website Quality Audits, Link Building Strategies, Paid Advertisements, Social Enhancements, Email & Affiliate Marketing. With recent research and digital survey, it’s been surprising and shocking that eBusinessess are executed digital marketing without a plan. (And it’s a big dumb for online presence) – Commonly it’s a big RISK. Our digitization process defined step-by-step is an agile or systematic approach to gain productivity, improve sales, generate leads and maximize ROI. With Lemonoids Digital Planning Framework (Digital Strategy Funnel, Digital Blueprint, Customers Reach, Digital Accelerate, Conversion Strategy, Engagement Lifecycle and Digital Next?) These digital segments quantify and qualify the case to reach “Next level of Marketing”. Digital Marketing Strategy & Plan Digital Marketing Strategy Funnel Digital Blueprint How do we want to grow our online business?
    [Show full text]
  • Competition in Digital Advertising Markets
    Competition in Digital Advertising Markets 1 Competition in digital advertising markets COMPETITION IN DIGITAL ADVERTISING MARKETS © OECD 2020 2 Please cite this publication as: OECD (2020), Competition in digital advertising markets, http://www.oecd.org/daf/competition/competition-in-digital-advertising-markets-2020.pdf This work is published under the responsibility of the Secretary-General of the OECD. The opinions expressed and arguments employed herein do not necessarily reflect the official views of the OECD or of the governments of its member countries or those of the European Union. This document and any map included herein are without prejudice to the status or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city, or area. © OECD 2020 COMPETITION IN DIGITAL ADVERTISING MARKETS © OECD 2020 3 Foreword Digital advertising is now the leading form of advertising in most, if not all, OECD countries, and offers businesses the ability to reach individual consumers in ways that could only have been imagined previously. Increased Internet coverage and mobile phone penetration has fundamentally changed the ability of advertisers to reach a broad range of consumers at almost any time of the day and in any context through digital advertising. In addition, developments in artificial intelligence (AI) and machine learning, coupled with the stores of personal data available online, have allowed for cost-effective targeted advertising at scale. Such advertising is traded electronically in real time across a complex supply chain involving numerous actors. Digital advertising is increasingly the business model of choice in the digital economy, with many businesses providing zero-priced services in exchange for access to consumer data to fuel the sale of targeted digital advertising.
    [Show full text]