Australian Digital Marketing Landscape
28
Transcript of Australian Digital Marketing Landscape
AUSTRALIAN DEMOGRAPHIC
2
3
HOW WE’RE CONSUMING OUR MEDIA.
ONLINE
TELEVISION
EVERYTHING ELSE
CINEMA
VIDEO GAMESPRINT
RADIO
The average Australian spends a whopping 4 hours and 30 minutes on the internet each day! Hours spent watching television = 3 hours.
4 SPITFIRE / DIGTIAL MARKETING AGENCY
69% of the population own a smart phone and 47% of homes have a tablet.
5 SPITFIRE / DIGTIAL MARKETING AGENCY
• 90% use it to search for information • 78% use it for product information • 41% have made a purchase on their
smartphone
38% of Australian households have four or more internet enabled devices.
6 SPITFIRE / DIGTIAL MARKETING AGENCY
60% of television viewers are using a second screen (browsing the internet) at the same time as watching tv.
7 SPITFIRE / DIGTIAL MARKETING AGENCY
8 SPITFIRE / DIGTIAL MARKETING AGENCY
9 SPITFIRE / DIGTIAL MARKETING AGENCY
1 in 2 Australians watch internet TV.
10 SPITFIRE / DIGTIAL MARKETING AGENCY
We can use digital marketing to target consumers with cost effective campaigns. We can measure the results and funnel consumers to sales outcomes. Leads = sales.
AUSTRALIAN ONLINE AD SPEND
11
Australia’s online advertising spend increased 19.3% and outgrew traditional media channels in 2013.
12 SPITFIRE / DIGTIAL MARKETING AGENCY
“Digital advertising continues to evolve in terms of offerings and its ability to demonstrate strong ROI (return on investment) for marketers so we expect to see the growth rates sustained for some time to come.” Gai Le Roy, IAB Australia’s director of research.
13 SPITFIRE / DIGTIAL MARKETING AGENCY
SPITFIRE / DIGTIAL MARKETING AGENCY 14
Advertising spend by channel
4% 7%
3% 4%
1%
26%
29%
26% Out of hone Radio Subscrip4on TV Magazines Film Television Internet Newspapers
Digital is forecast to significantly outperform TV, Radio, Newspapers, Magazines & Outdoor over the next 5 years growing a further 12%
16 SPITFIRE / DIGTIAL MARKETING AGENCY
REACHING THE CONSUMER
17
80,000 people are likely to engage with your brand for every million banner impressions. Display advertising click through rates average 0.08%. With a relevant and effective digital strategy this can be much higher.
18 SPITFIRE / DIGTIAL MARKETING AGENCY
SOCIAL DEMOGRAPHIC
19
Over 12 million Australians are on Facebook.
20 SPITFIRE / DIGTIAL MARKETING AGENCY
9 million of them log in everyday to update their status, check what friends are doing and to engage with brands.
Social demographic
SPITIFRE / NEVER OUTGUNNED 21
7%
11%
14%
14%
53%
62%
15%
23%
30%
42%
81%
89%
Google+
Any Social Network
Own an account Active users
SPITFIRE / DIGTIAL MARKETING AGENCY 22
Top 5 industries for Facebook users
That means nearly every Australian on Facebook ‘likes’ and ‘follows’ an FMCG brand!
23 SPITFIRE / DIGTIAL MARKETING AGENCY
SPITFIRE / DIGTIAL MARKETING AGENCY 24
Top 10 Australian Brands on Facebook
SPITFIRE / e n g a g e 25
ENGAGINGPEOPLE WITH BRANDS.
27
Connect people and brands with the most engaging and rewarding experiences possible, creating long term, sustainable relationships that deliver beneficial outcomes for our customers.
OUR MISSION.
SPITFIRE / e n g a g e
Colin ProebstelCLIENT SERVICE DIRECTOR AND PARTNER M 64 21 874 330 [email protected]
John MaddenCREATIVE DIRECTOR AND PARTNER M 64 21 874 333 [email protected]
28
Spitfire*LEVEL 2, 25 CRUMMER ROAD PONSONBY, 1021, AUCKLAND NEW ZEALAND T 64 9 361 5758 www.spitfire.co.nz
