21/05/2015 - Posted by Roshelle Curtis
In Neilsen’s advertising landscape review for 2014 (which compares 2013 vs 2014 trends), IAB/PwC Internet Advertising Expenditure Report data provided some interesting digital insights.
The automotive sector was estimated to be the largest online spender in 2014, with a market share of 18.1%, according to AdNew’s April 17th Special Report. Finance (10.6%), retail (10%), real estate (10%), and computers and communications (6.9%) rounded out the top five sectors embracing digital. This was followed by FMCG (6.8%), entertainment and leisure (6.8%), travel and accommodation (4.8%), and health, beauty and pharmaceuticals (4%). Does your sector fall under one of these? If yes, be sure you’re getting on-board to compete in the online medium, so prospects know you’re out there. If not, then your business may be able to capture an untapped audience!
Australian Connected Consumers 2015 (Neilsen’s recently published study) found 1 in 4 online Australians recall seeing an online video whilst using a PC (in the last 24 hours), and 1 in 10 have seen a video whilst on their mobiles. So obviously the digital medium is achieving cut-through, unlike some traditional mediums that may go unnoticed.
In Neilsen’s advertising expenditure report total online advertising in Australia is valued $4.6 billion (up from $4 billion in 2013). Advertisers are jumping aboard, as it’s claimed that just over a third or 34% of total advertising budgets now covers online media. So how much of your advertising budget is directed to the online medium? As that’s up from 2013 levels – by 118% for mobile across display and search, and 52% for video display.
When it comes to video display online ads, the latest trends in Twitter are Periscope, and Meerkat (also on Facebook) which are apps allowing live-streaming video from your mobile to Twitter (or Facebook) feeds. Adding #Periscope or #Meerkat into search terms enables access to any live streaming videos shared. This offers creative advertisers a new breakthrough way to reach their online audience – for instance with real-time events – which competitors may not have yet jumped onto. It’s another great way Twitter allows users to customise their experience, and stay up to date.
Remember, it’s all about getting discovered by more qualified leads. You can convert these at faster rates, via personalising their experience, through monitoring your website’s data to understand their online behaviour. Don’t frustrate potential customers by not customising interactions to their needs. Learn their interests on social media, or by how visitors use your website, and the content preferred. Need advice about your online strategy? Talk to the experts at PSE to help you take advantage of the latest trends, and make technology work for your business.