2013 China's Digital Media Survey

IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 1

2013 CHINA DIGITAL MEDIA

SURVEY中国地区数字媒体营销调研

Conducted by R3 & AdMaster由胜三和精硕科技联合开展

Mar 2013 2013 年 3 月

IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES

Digital media is now mainstream. With the rapid development of digital media in China, the importance of digital media marketing has never been more important to marketers and brand owners. To help marketers fully leverage their digital marketing spends, R3 and AdMaster, have jointly conducted our third annual China Digital Media Survey.

随着数字媒体在中国的飞速发展，数字媒体营销占据了越来越重要的位置。为了帮助广告主充分衡量其数字营销花费及投资回报，自 2011 年开始， R3 和 AdMaster 每年都在中国地区合作开展数字媒体营销调研，此为第三轮。

In this latest wave, we contacted over 280 Digital Marketing professionals from leading marketing firms across the country and across different industries. Our report highlights the most up to date digital media and marketing trends and key issues facing marketers.

此次，我们广泛联系中国地区大型广告主，邀请了 280 多位数字营销专业人士参与。本次报告覆盖了 2013 年中国数字营销的最新现状和趋势，以及广告主最为关注的问题。

Background and Methodology背景以及方法论


We continue to track overall trends and digital ROI measurement and have added new insightful analysis on mobile media, digital media integration and Real Time Bidding (RTB).

此轮中，我们继续追踪了客户数字媒体营销的总体形势以及投放效果衡量，同时，对移动媒体、数字媒体整合以及实时竞价 RTB 进行了深入的分析。

Our report is generated entirely from data and insights provided by our participants - which we believe gives a really objective and independent view of China Digital Media Marketing.

我们报告的基础主要是将参与者的调研数据进行整合，从而对中国地区数字媒体营销领域有一个全局把控。我们旨在带给您一个客观、独立的对于2013 年数字媒体营销情况的报告。

Background and Methodology背景以及方法论


Technical data 数据

Companies contacted受访公司


2013 Summary关键点总结

Of marketers plan to increase Digital spending76% 的广告主计划增加数字媒体营销预算

Digital looks to be the big winner from this year's ad spending optimism. Marketing teams and their agencies will come under further pressure to squeeze even greater value from their offline spending to fund more Digital activity. 数字媒体营销花费看起来是这一年总营销花费的重头戏。广告主的营销团队和他们的代理商将面临更大压力 – 缩减线下花费，增加互动投入，以期获得更大投资回报。

Average year on year hike in Digital spending to RMB 23m广告主营销预算增长平均值为 38% 。年度营销预算预计在 2300 万人民币左右

Quarter of marketing spends allocated to Digital 数字媒体投放预算占总营销预算的四分之一

Marketers plan to increase their Digital spending by an average of 38% year-on-year to an average of RMB 23m - funded partly from overall increase in marketing budgets and from squeezing traditional offline media budgets. 广告主数字媒体营销预算增长平均值为 38% ，预算将达到 2300 万人民币左右 – 该增长部分归功于总营销预算的增长，部分则由传统线下预算缩减而来。

Digital is not ‘new media’ anymore. It’s firmly mainstream set to take nearly a quarter of all marketing spending. Ramping up Digital expertise, both external and in-house, now a big priority for marketing teams. 数字媒体已经不再算是“新媒体”。它几乎占据了总营销预算的四分之一，绝对能被称作主流媒体。如今，不管是专业代理商还是公司内部负责数字营销，提升数字能力都是营销团队的首要任务。

76%

+38%

24%



Video, Industry Verticals and Micro Blogs key platforms视频广告最受青睐视频广告，垂直行业网站，微博成为主要平台

Marketers ranked online Video, Industry Verticals and Micro-Blogging as all playing a much bigger part in their digital comms strategy this year. By contrast, Social Media(Weixin , WeChat) shows a pretty low trend. But integrating these cross screen platforms cited as a major challenge在 2013 年的数字传播策略中，广告主认为视频广告，垂直行业网站以及微博起着更为重要的作用，并且愿意在这些媒体上投放更多预算。相反，社会化媒体（微信）则比较低迷。而整合跨屏媒介则被认为是一个严峻的考验。

Marketers confident of Digital ROI 84% 的广告主对数字营销效果有信心

Marketers express overall confidence in their Digital outcomes – Search, Verticals and Video rate most highly but Social media most poorly. 92% highlight need for third party monitoring. 88% highlight need for third party help analyzing and consulting.大多数广告主表示对数字媒体营销效果有信心 – 搜索广告，垂直行业网站，视频广告是广告主最为满意的投放平台，而社交媒体投放效果并不尽如人意。分别有 92% 和 88% 的受访广告主表示需要第三方监测机构来进行数据监测和结果分析。

Measuring cross screen activity44% 的广告主衡量分析跨屏的营销效果

Measuring the outcome of cross screen activity – Paid, Owned, Earned seen as big challenge this year. 44% of marketers already have an evaluation system in place, further 36% have cross screen evaluation high on their agenda.衡量跨屏媒体的营销效果 - 数字媒体资源付费媒体、自有媒体、赚得媒体在这一年绝对是一个极大挑战。 44% 的受访广告主已经开始对电视媒体、电脑视频和移动视频多方跨屏媒体营销效果进行综合分析考量，并整体进行预算划分， 36% 的广告主仍需要更多努力。

VIDEO BIG

WINNER

84%

44%



24% of Marketers say mobile marketing is ‘very important’移动媒体持续观望24% 的广告主认为移动广告营销“非常重要”

Mobile marketing 2013 could get its much needed critical mass. 24% of marketers say mobile is ‘very important’ to their marketing mix, a further 40% see it as ‘quite important ‘ and are gearing up to use it. 2013 年移动平台营销预计会大幅度增长。 24% 的受访广告主认为移动媒体营销在他们的营销策略中占据非常重要的位置，另外 40%的受访广告主则认为其比较重要并考虑使用。

iPhone, Smartphone (Android), iPad most popular marketing platformsiPhone 最受欢迎iPhone, 安卓系统智能手机和iPad 平板电脑是最受欢迎的移动营销平台

Marketers see clear differentiation across platforms with iPhone, iPad and Smart phones clearly ahead of alternative rival systems. 76% of marketers cite iPhone as most popular digital marketing platform. 广告主对于各种不同的移动媒体平台表示出不同的偏爱， iPhone ，iPad 和智能手机领先。 76% 的广告主表示会选择 iPhone 进行营销活动。

Highlighted by 80% of marketers as a major concern夸大数字媒体真实流量80% 的广告主认为夸大数字媒体真实流量问题严重

Transparency was cited by the majority of marketers surveyed. Inflated site traffic figures was the biggest concern. Despite the rise of media agency trading desks lack of media pricing transparency only seen as a major issue by 16% of marketers. 大多数受访广告主都提到透明度的问题。夸大数字媒体真实流量被认为是最大的问题。尽管媒介代理商业务不断增长，但只有 16% 的受访广告主认为价格透明度是个严重问题。

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Contents主要部分

Overall Situation 总体情况

1 2 3 4 5

Digital ROI数字营销效果研究

Mobile Media Research移动媒体平台营销研究

Integrated Digital Media Research数字媒体整合营销研究

RTB (Real Time Bidding)实时竞价 RTB

8


9

Total Digital Spending: +38%

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

Digital Spend 数字媒体营销预算

37% of respondents plan to increase spending 50% or more – significantly higher than the % of respondents in 2012.

37% 的受访广告主表示今年将有 50% 以上的增长，远远高于 2012 年。

A further 37% of respondents plan and 11% - 20% increase in spend.

2013 年， 37% 的受访广告主选择增加 11-20% 的数字媒体预算。

Total spending on Digital Marketing set to increase by an average of 38% year on year.

2013 年，总体平均值相比 2012 年上升了38% 。

11%

37%

11%

5%

0%

37%

19%

31%

27%

4%

4%

15%

0% 5% 10% 15% 20% 25% 30% 35% 40%

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

2012

2013


In 2013, digital set to account for an average of 24% of total marketing spending.

2013 年，广告主们的数字媒体营销预算平均会占总营销预算的 24% 。

Over two thirds of all marketers surveyed state they plan to spend more than 16% of their total marketing budget on digital.

2013 年， 68% 的受访广告主表示会把超过总营销预算的 16%用于数字营销。

Digital Spend 数字媒体营销预算

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

Share of Digital: 24%

6%

13%

31%

28%

13%

0% 0%

9%

4%

8%

12%

8%

24%

12%

8%

24%

0%

5%

10%

15%

20%

25%

30%

35%

Less than 3% 低于3%

3%-5% 6%-10% 11% -15% 16%-20% 21% -25% 26%-30% More than 30% 30%

以上

2012

2013


Top Digital Media Platforms网络媒体投放平台

The top three digital platforms for marketers are Video, Industry Verticals and Social Media(Micro-blog), mentioned by 36%, 20% and 16% of marketers respectively.

广告主们选择的数字媒体投放平台前三名分别是视频广告（ 36%）、垂直行业网站（ 20%）以及社会化媒体（微博）（ 16%）。

-0%

0%

0%

4%

12%

12%

16%

20%

36%

2%

2%

16%

10%

13%

20%

14%

23%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Social Media(WeChat)

社会化媒体（微信）

AD alliance/network

广告联盟/广告网络

Mobile ( Tablet PC, Mobilephone)

移动广告（平板电脑、手机等）

SNS

社交媒体

Portal

门户网站

Search

搜索广告

Social Media(Micro-blog)

社会化媒体（微博）

Industry Verticals

垂直行业网站

Video

视频广告

2012

2013




1 2 3 4 5

2

Digital ROI 数字营销效果研究





Digital ROI 数字媒体营销效果

32% of marketers are satisfied with their Search activity, 28% satisfied with their Industry Verticals spending– both up on 2012.

2013 年， 32% 的受访广告主对搜索广告的投放效果最为满意， 28% 的广告主对垂直行业网站的投放效果最为满意，两者满意度均高于2012 年。

But just 8% of marketers say they are happy with the outcome of their Social Media (Micro-blog) activity – well down on last year.

仅有 8% 的受访广告主表示对社会化媒体（微博）的营销效果表示满意。而在 2012 年微博则被认为是广告主最为满意的数字媒体平台。

0%

4%

4%

8%

24%

28%

32%

0% 5% 10% 15% 20% 25% 30% 35% 40%

SNS

社交媒体

Mobile ( Table PC, Mobilephone)


Portal

门户网站

Social Media ( Mico-blog)


Videos

视频广告

Industry Verticals

垂直行业网站

Search

搜索广告

2012

2013

0%

4%

4%

8%

24%

28%

32%

22%

0%

3%

34%

19%

9%

13%

0% 5% 10% 15% 20% 25% 30% 35% 40%

SNS

社交媒体

Mobile ( Table PC, Mobilephone)


Portal

门户网站

Social Media ( Mico-blog)


Videos

视频广告

Industry Verticals

垂直行业网站

Search

搜索广告


48%

40%

20%

16%

16%

16%

12%

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

Digital platform traffic 数字媒体真实流量

Outcome measurement 营销效果衡量

others 其他

Data monitoring 数据监测

Outcome predictability 营销效果预知

Price competitiveness 购买价格竞争性

Data validity 数据有效性

Accuracy of site traffic is cited as the most serious concern – mentioned by almost half of those surveyed.

近半数的受访广告主认为网站流量真实性是他们面临的最严重问题。

Accuracy of evaluating digital ROI was highlighted by 40% of marketers. 40% 的受访广告主提及数字营销效果衡量问题。

Surprisingly digital ‘Pricing’ and pricing transparency wasn’t seen as a major concern – cited by just 16% of respondents

令人奇怪的是，仅有 16% 的受访者认为数字媒体价格和价格透明度是一个严重的问题。

Digital Media Transparency数字媒体透明度问题


“site traffic and coverage of digital can't compete with traditional media, lack of measurement capability and methods… fortunately some agency groups have started to address this”普遍来说数字媒体的流量和覆盖率尚无法达到和传统媒体竞争的级别，简单来说就是缺量；另外一个问题就是衡量能力和衡量方法的不足，这个问题已经看到一些媒体大户和代理商开始行动改善

KEY QUOTES Digital Media Transparency数字媒体透明度问题

“digital media overstates their actual traffic; don't know if the 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

“digital media overstates their actual traffic; not sure if their buying price is competitive or not; immeasurability of the cross-media marketing outcome of digital media and traditional media; unpredictability of integrated marketing outcomes”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，或整体营销效果的不可预知性

“digital media overstates their actual traffic; hard to get consistent data from different channels” 夸大真实流量；各渠道给出的数字不统一

“it's hard to monitor the media data, which is easy to overstate; some portal half-monopolize the market this makes it hard to score the best options”媒体数据难以有效监测，夸大流量；部门垂直类网站处于半垄断，无法达到最优选择


80% marketers highlight the problem of over stated site traffic – slightly up on last year.

80% 的受访广告主提出夸大数字媒体真实流量是个严重问题，比去年同期有少量增长。

36% believe this is a very serious issue. 其中， 36% 的受访广告主认为该问题非常严

重。

16

Over-stated Site Traffic夸大数字媒体真实流量

36%

44%

12%

8%

Very serious 非常严重

Quite serious 比较严重

Indifferent 一般

Unsure 不太确定

78%

19%

0%

80%

12%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Serious 严重 Indifferent 一般 Not serious 不严重

2012

2013




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Mobile Media Marketing移动媒体平台营销的重要性

Marketers are still figuring out to best use Mobile marketing with just 24% of respondents saying mobile marketing was ‘very important’ to their marketing mix but encouragingly a further 40% saw mobile marketing as ‘quite important’.

广告主们仍然在思考如何使用移动媒体平台营销才能获得效益最大化，仅有 24% 的受访广告主认为移动媒体营销在他们的营销策略中占据非常重要的位置。令人欣慰的是，仍有另外40% 的受访广告主认为其比较重要。

24%

40%

20%

8%

8%

Very important 非常重要

Quite important 比较重要

Indifferent 一般

Not quite important 比较不重要

Unsure 不太确定




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2






Cross-Media ROI跨屏媒体营销效果分析

44%

24%

12%

20%

Has started the evaluation, and will

make these all a separate part 已经

开始考量，并整体进行预算划分

Has started the evaluation, but no

idea how to divide the budget

已经开始考量，但还不知道如何进行

预算划分

Has started to consider the

analysis on overall outcome, but

no idea how to evaluate

开始考虑综合效果分析，但不知道如

何考量No such plan 没有考虑

Measuring the outcome of cross screen activity is seen as a major challenge over the coming year. 44% of marketers already have an evaluation system in place and a further 36% have cross screen evaluation high on their agenda.

2013 年，衡量分析跨屏营销效果对于广告主来说绝对是挑战。 44% 的受访广告主已经开始对电视媒体、电脑视频和移动视频多方跨屏媒体营销效果进行综合分析考量，并整体进行预算划分， 36% 的广告主仍需要更多努力。

2013 China's Digital Media Survey

Marketing

Transcript of 2013 China's Digital Media Survey