In a detailed new set of data, search giant Google explains the extent to which the digital marketing industry has evolved over the past 12 months, redefining advertising, how companies get creative and how integrated campaigns are carried out as a result.
20% of organizations decided to incorporate digital into each marketing function, as the benefits that come with online advertising and marketing were quickly realized.
Combining both technology and creative aspects, companies were pushed to make their advertising more attractive to consumers by investing in ‘click-able’ ads on YouTube, which now make up 75% of the ads on the video giant’s site.
As well as this, advertisers were more keen to take advantage of the opportunities social media offered, with 73% saying they invested in social media ads this year.
Multi-screening has also taken the world by storm recently, with 81% of people saying they now watch the TV whilst on their smartphone and 66% saying they use their smartphone and computer simultaneously.
Brands are thus increasingly looking to take advantage of this rising trend by utilizing more integrated campaigns that see, for example, a social media campaign launch right after they reveal a new TV ad. As a result, 48% of marketers now rate multi-screen campaigns as very important, with 20% of media spend now being on integrated campaigns.