2012 Digital Media Survey Results

R3 -

Admaster

Digital Survey

胜三 –

精硕科技

互动营销调查

April 2012

2012年4月

• A joint survey between R3 and Admaster

此调研由胜三(R3)和精硕科技(Admaster)联合开展

• Emailed to 150+ Marketers in China , March 2012

共邀请中国地区150多位营销专业人士参与

• Collective insights and trends for digital

为数字营销提供深度见解及趋势解答

Methodology

方法论

Companies interviewed

受访广告主

Technical data 数据

Respondents Breakdown

行业分布

44%

13%

9%

6%

6%

3%

3%

3%

13%

FMCG 快速消费品

Apparel 服装服饰

Household Appliances 家用电器

IT Industry IT产业（软硬件、通信、系统集成）

Finance 金融服务

Consumer Electronics消费电子（电脑、手机及周边配件）

Luxury 奢侈品

Medical Care医疗保健

Others 其他

Digital Marketing Budget in 2012

2012年年度数字营销预算

6%

9%

6%

6%

3%

25%

6%

13%

6%

19%

0-1 million 0-100万

1.01-2 million 101-200万

2.01-3 million 201-300万

3.01-4 million 301-400万

4.01-5 million 401-500万

5.01-10 million 501-1000万

10.01-20 million 1001-2000万

20.01-50 million 2001-5000万

More than 50 million 5000万以上

Unsure不清楚

Ave: 18.66 million

1,866万

1. Overall situation: growth is seen in digital budget and more money will be invested in Video, SNS

and Weibo, which show strong confidence on marketing outcomes

• Compared with 2011, the overall market is seeing a growth in the digital media budget ( increase by 26.9% on

average); when it comes to media buying spending, 22.8% increase are seen on average .

• Digital media is becoming one of the most important marketing channels, expecting to represent 11.8% of the

total media spend on average.

• Video, Weibo and SNS are the top three platforms where marketers tend to invest, with significant growths in

budget. This is also consistent with the marketers’ high satisfaction rate on the marketing effect of these three

platforms.

2. Social media and video: digital agencies are currently playing an important role in educating

marketers about analyzing marketing outcomes; however, less than 40% of the respondents are

satisfied with the quality of measurement.

• Most of the respondents realize the necessity of social media and online video marketing. Sina Weibo, Tencent

and Renren are the most popular choices in marketing campaign.

• Working experience (31% in social media, 44% in online video) and agency’s training (9% in social media and 17%

in online video) are the major channels for marketers to learn about industry benchmarks.

Results Summary

关键点总结

• Marketers (50% in social media and 39% in online video) don’t know much about the benchmark. They rely

more on their agencies to monitor and analyze the outcomes of marketing campaigns.

• However, only under 40% of the marketers are satisfied with the quality of measurement on social media

(38%) and online video marketing (39%).

3. Marketing effect: current challenges in marketing evaluation bring opportunities for third

parties in the future in monitoring, analyzing marketing outcomes and providing industry

benchmarks.

• Lack of data on actual impact of digital marketing, overstated site traffic and lack of price transparency are

considered as the top three challenges in evaluating digital marketing effect.

• Challenges in the marketing effect evaluation left third parties great opportunities in monitoring and

analyzing the outcomes of marketing campaigns, as well as in providing industry benchmark. This is also

consistent with the fact that 84% of the respondents believe the third party monitoring is important.

Results Summary

关键点总结

Part 1

Overall Situation

总体情况

81% of marketers plan to increase their digital

media budget in 2012 – on average by 26.9%

How would your digital marketing budget in 2012 compare with 2011, including media buying, marketing creatives,

campaign website development, iWOM, research evaluation, social media etc?

2012年，您在数字媒体营销上的市场预算对比2011年的情况如何？

（(预算包括：媒介购买、营销创意、活动网站建设、舆情监测、调研评估、社交媒体活动等所有支出)）

•How does the increase compare to 2011 on percentage

81%

6%

13%

Increase 增加

The same 持平

Decrease 减少

19%

31%27%

4%

4%

15%

0-10% higher 0-10%的增长

11-20% higher 11-20%的增长

21-30% higher 21-30%的增长

31-40% higher 31-40%的增长

41-50% higher 41-50%的增长

More than 50% higher 超过50%的增长

Ave: 26.9% higher

18%

53%

12%

18%

19%

41%

28%

13%

0% 10% 20% 30% 40% 50% 60%

The same, or less 相同

或略微减少

0-20% higher 0-20%的

增长

20-50% higher 20-

50%的增长

More than 50% higher

超过50%的增长

2012

2011

2012 digital budgets to increase 26.9% on

average, a 47% increase on 2011

Digital budget 2011 VS. 2012 on percentage, including media buying, marketing creatives, campaign website

development, iWOM, research evaluation, social media etc. NO MEDIA BUYING INCLUDED IN 2011)

数字媒体营销的市场预算，2011与2012年对比情况，预算包括媒介购买、营销创意、

活动网站建设、舆情监测、调研评估、社交媒体活动等所有支出，2011未包括媒介购买)

On average,

13.7% of total marketing budget will be spent on digital

In 2012, what do you think is the proportion of digital media budget as a % of total marketing budget, including

media buying, marketing creatives, campaign website development, iWOM, research evaluation, social media etc.

2012年，您预计在数字媒体营销上的预算占整体市场营销预算的百分比范围在

（预算包括媒介购买、营销创意、活动网站建设、舆情监测、调研评估、社交媒体活动等所有支出）

6%

13%

31%28%

13%

9%

Less than 3% 低于3%

3%-5%

6%-10%

11% - 15%

16%-20%

More than 30% 高于30%Ave: 13.7%

22%

41%

15%

4%

11%

7%

0-10% higher 0-10%的增长

11-20% higher 11-20%的增长

21-30% higher 21-30%的增长

31-40% higher 31-40%的增长

41-50% higher 41-50%的增长

More than 50% higher 超过50%的增长

84%

6%

9%

Increase 增加

The same 持平

Decrease 减少

84% marketers plan to spend more on digital

Media Buying in 2012 – on average by 22.8%

How is your digital media spend in 2012 compared with 2011? (media buying budget only)

2012年，您在数字媒体投放预算对比2011年的情况如何？(仅限于媒介购买预算)

•How does the increase compare to 2011 on percentage

Ave: 22.8% higher

Digital media spend in 2012 to increase by

22.8% on average

How is your digital media spend in 2012 compared with 2011? (media buying budget only)

2012年，您在数字媒体投放预算对比2011年的情况如何？(仅限于媒介购买预算)

6%

59%

18%

18%

16%

53%

25%

6%

0% 10% 20% 30% 40% 50% 60% 70%

The same, or less 相同

或略微减少

0-20% higher 0-20%的

增长

20-50% higher 20-

50%的增长

More than 50% higher

超过50%的增长

2012

2011

Digital expected to represent an average of

11.8% of total media spent

In 2012, what do you think is the proportion of your digital media budget as a %

of total media budget? (media buying budget only)

2012年，您预计数字媒体投放预算占整体媒体购买预算的百分比范围在：(仅限于媒介购买预算)

3%

25%

31%

22%

13%

6%

Less than 3% 低于3%

3%-5%

6%-10%

11% - 15%

16%-20%

More than 30% 高于30%Ave: 11.8%

Online Video, Micro-blogs and SNS are where

majority of marketers would invest more on

In 2012, what types of online media do you plan more investment?

2012年，您预计将在哪种类型的网络媒体投入更多的预算?

23%

20%

16%

14%

13%

10%

2% 2%

Video 视频广告

Social Media(Micro-blog) 社会化媒体（微博）

SNS 社交媒体

Industry Verticals 垂直行业网站

Search 搜索广告

Portal 门户网站

Mobile 移动广告

AD alliance/network广告联盟/广告网络

How would your media budget in following digital platforms compare with 2011?(media buying budget only)

2012年，您在以下数字媒体上的投放预算对比2011年将有什么变化？(仅限于媒介购买预算)

Industry Verticals perform better than Portals

3%

34%

28%

16%

19%

Industry Verticals

垂直行业网站

Large increase 大幅增长

Slight increase 略有增长

The same 持平

Slight decrease 有所减少

Large decrease大幅减少

No budget 没有预算

9%

19%

28%

31%

3%

9%

Portal

门户网站



The same 持平




- Portal, Industry Verticals

31%

25%

25%

3%

16%

Video

视频广告



The same 持平




9%

38%

38%

9%

6%

Search

搜索广告



The same 持平






Video significantly outperforms Search for 2012 growth

- Video, Search

3%

28%

47%

9%

6%

6%

SNS

社交媒体



The same 持平




28%

44%

16%

3%3%

6%

Social Media(Micro-blog)

社会化媒体（微博）



The same 持平






Micro-blogs significantly outperform SNS for 2012 growth

- SNS, Social Media

16%

34%

13%

38%

Mobile

移动广告



The same 持平




19%

31%

13%

38%

AD Alliance/Network

广告联盟/广告网络



The same 持平






Mobile and AdNetworks remain two of the

weaker channels - Mobile, Ad Alliance/Network

Part 2

Marketing Effect

Research

投放效果研究

Confidence towards Digital

91% positive attitude in 2012 versus 12% in 2011

How confident are you on the outcome of digital media marketing?

您对于数字媒体的营销效果信心度如何?

82%

0%

6%

0%

12%

0%

3%

0%

0%

6%

75%

16%

0% 20% 40% 60% 80% 100%

Unsure 不太确定

Very unconfident 非常没有信心

Not quite confident 不是很有信心

Indifferent 一般

Quite Confident 比较有信心

Very confident 非常有信心 2012

2011

69% of marketers see the lack of data

as the biggest challenge

• “No benchmark to measure campaign performance. Unable to tell correlation of digital’s impact on

brand health. No investment related benchmark.

“没有基准衡量活动表现，没有看到从互动到品牌健康的相关性，没有投资相关的衡量基准”

• “How to measure the integration with sales, as well as the e-commerce and retail”

“如何评估与销售的结合度、电商和实体门店落地的效果”

• “How to measure the effectiveness cross-marketing between digital and traditional media”

“数字媒体和传统媒体交叉营销的有效性以及如何衡量”

• “It's hard to measure how digital marketing impacts sales performance, or to quantify sales increase”

“数字媒体营销效果对真实销售业绩带来的影响或增长幅度无法量化或准确衡量”

31% of marketers believe that over-stated site traffic

is also a key challenge

• “Digital media over-stated their actual traffic; high price; unpredictable effect; hard to predict the

effectiveness of reach rate”

“媒体夸大真实流量，价格虚高，效果不可预知，到达率的有效性不可估量”

• “Digital media over-stated their actual traffic”

“数字媒体夸大真实流量”

• “Reliability of traffic; evaluation of outcome”

“流量的可靠性，效果的评估”

• “Digital media over-stated their actual traffic; not sure if their buying price is competitive or not;

immeasurability of the integrated marketing combining digital media and traditional media”

“数字媒体夸大真实流量，不清楚自身购买价格是否具有竞争性，数字媒体与传统媒体交叉营销的综

合效果不可衡量性”

19% of marketers see the lack of pricing

transparency as a challenge

• “Not sure about the industry price system”

“不清楚行业价格标准”

• “Digital media over-stated their actual traffic; not sure if their buying price is competitive or not;

immeasurability of the integrated marketing combining digital media and traditional media”

“不清楚自身购买价格是否具有竞争性，数字媒体与传统媒体交叉营销的综合效果不可衡量性”

• “Price is not transparent; evaluation is not objective”

“价格不透明，评估不客观”

• “Digital media over-stated their actual traffic; not sure if their buying price is competitive or not ”

“数字媒体夸大真实流量，不清楚自身购买价格是否具有竞争性”

97% of marketers believe that there is

overstated traffic versus 65% 2011

How serious do you think the problem is in digital media over-stating their actual traffic?

您认为数字媒体夸大真实流量的问题有多严重？

29%

0%

6%

41%

24%

3%

0%

0%

19%

63%

16%

0% 20% 40% 60% 80%

Unsure 不太确定

None 没有

Not quite serious 并不严重

Indifferent 一般

Quite serious 比较严重

Very serious 非常严重 2012

2011

Do you think you are paying competitive rates for digital media?

您认为您所投放的数字媒体价格是否具有竞争力?

16%

69%

6%

9%

Very competitive

非常具有竞争力

The same as industry average

与行业平均价格水平持平或差距不大

Uncompetitive

不具竞争力

Unsure about industry average

不太确定行业平均水平

Only 16% of marketers believe that they are paying

competitive rates

In 2011, which digital media were you most satisfied with the outcome?

2011年，您认为哪种数字媒体的投放效果让您最满意?

3%9%

19%

13%

22%

34%

Portal 门户网站

Industry Verticals 垂直行业网站

Video 视频广告

Search 搜索广告

SNS 社交媒体

Social Media(Micro-blog)社会化媒体（微博）

Mobile 移动广告

AD Alliance/Network 广告网络

Micro-blogs (31%) believed to have brought the

most satisfying results

How important is it for a third party to monitor digital marketing outcome?

第三方监测机构对数字媒体营销效果进行监测评估的重要性是?

28%

56%

16%

Very important 非常重要

Quite important 比较重要

Indifferent 一般

Not quite important 比较不重要

Very unimportant 完全不重要

Unsure 不太确定

84% think third party monitoring is important

How important is it for a third party consultancy to analyze digital marketing outcome

and provide industry benchmark?

第三方咨询公司对数字媒体营销效果进行分析，并提供行业投放衡量基准的重要性是?

31%

53%

16%

Very important 非常重要

Quite important 比较重要

Indifferent 一般

Not quite important 比较不重要

Very unimportant 完全不重要

Unsure 不太确定

84% think third party Cost Benchmarking is

important

Part3

Social Media

社交媒体研究

How important do you think for social media marketing to your business?

您认为，社交媒体营销对公司业务的重要性是?

31%

50%

16%

3%

Very necessary 非常有必要

Quite necessary 比较有必要

Indifferent 一般

Unnecessary 不必要

Very unnecessary 完全不必要

Unsure 不太确定

81% think social media marketing is important

Which social media platforms do you choose for your marketing campaign?

您主要选择哪些社交媒体平台进行营销活动?

40%

14%

14%

10%

7%

5%

4%

4%2% 1%

Sina Weibo 新浪微博

Tencent Weibo 腾讯微博

Renren 人人网

Douban 豆瓣

Baidu Tieba 百度贴吧

Tianya 天涯

Sohu Weibo 搜狐微博

Kaixin 开心网

Tencent Qzone 腾讯空间

Others 其他

Sina Weibo, Tencent Weibo and Renren are

top three platforms Note: all marketers interviewed has social media platforms for marketing

Are you satisfied with the evaluation of current social media marketing outcome?

您对于目前社交媒体营销效果的评估是否满意?

Only 25% are satisfied on the quality of

measurement on social media

25%

63%

13%

Very satisfied 非常满意

Quite satisfied比较满意

Indifferent 一般

Not quite satisfied 不太满意

Very dissatisfied 非常不满意

Unsure 不太确定

9%

31%

50%

9%

Know well, from professional agency training

非常了解，主要来源于专业代理公司的培训

Know well, based on exeperience

非常了解，主要来源于经验的累积

Don't know much, but I have professional agency to do marketing

不太了解，但我有专业的代理公司进行营销Don't know much

不太了解

Do you know the industry benchmark of current social media marketing?

您对于目前社交媒体营销模式的行业基准是否了解?

Only 40% claims to be familiar with industry

benchmarks

Part4

Online Video

网络视频媒体投放研究

Is it necessary to standardize budget allocation and outcome measurement for both oniine video and TV advertising?

是否有必要将网络视频媒体投放预算设定及效果考量与电视广告投放进行统一?

33%

39%

11%

11%

6%

Very necessary 非常有必要

Quite necessary 比较有必要

Indifferent 一般

Unnecessary 不必要

Very unnecessary 完全不必要

Unsure 不太确定

72% believe that TV and Online Video measurement

and budget allocation need to be standardized

Are you satisfied with the evaluation of current online video marketing effect?

您对于目前网络视频广告投放营销效果的评估是否满意?

11%

28%

44%

6%

6%

6%

Very satisfied 非常满意

Quite satisfied比较满意

Indifferent 一般

Not quite satisfied 不太满意

Very dissatisfied 非常不满意

Unsure 不太确定

Only 39% are satisfied with online video

measurement

Do you know the benchmark of current online video advertising?

您对于目前网络视频广告的行业基准是否了解?

17%

44%

39%

Know well, from professional agency training

非常了解，主要来源于专业代理公司的培训

Know well, based on exeperience

非常了解，主要来源于经验的累积

Don't know much, but I have professional agency to do marketing

不太了解，但我有专业的代理公司进行营销Don't know much

不太了解

61% claims to be familiar with online video

benchmarks

2012 Digital Media Survey Results

Business

Transcript of 2012 Digital Media Survey Results