Fresh Data Blog
Fresh Data Archive
2013 – Looking Back at the Year’s Biggest Game Changers
Date: December, 2013 --
the month of reflecting back on the year and taking stock. How far have we
come? What obstacles have we overcome? Which ones are left? What were the waves
that lifted us up and crashed us down? For marketers, this was an incredibly
powerful year of evolution. It was substantially about technology and data,
especially Big Data, with a little bit of politics thrown in. And we’d be
remiss if we neglected to mention the mobile story.
Data. Data. Data.
October, the DMA’s new Data Driven Marketing Institute published its landmark
economic study of Big Data. It showed that in the “Data Driven Marketing
Economy” (DDME), goods and services producers added $156 billion in revenue to
the US economy and created or drove 676,000 jobs in 2012 alone. Fully 70% of this
economic activity could not have
occurred if individual-level consumer data was not available to be shared or
exchanged. This is good reason for our legislators to go slowly in tinkering
with privacy legislation and data exchanges and another reason to question the
motivation of Canadian and EU regulators who are even now on the verge of
adopting more strict data “protection” laws.
that respect, we look back on the increasing scrutiny by the Federal Trade
Commission of consumer data collection and exchange by “data brokers”. This
included investigative questionnaires sent to ten of the largest companies in
this industry which is so critical to effective marketing. The public also
appears to be more concerned about the market in personal information,
reflected in numerous bills being put forward in Congress advocating enhanced
personal privacy rights.
of course the level of public and official scrutiny and insecurity rose with
the disclosures of Edward Snowden of the spying activities of the NSA. But should it really be any surprise that
government gets caught with its hands in the cookie jar and then tries to point
the finger at private industry as the ones who are really violating the public
trust? Just another instance of a maneuver commonly referred to in Washington
as the “Potomac Two-Step.”
Mobile. Mobile. Mobile.
data is a cross-media subject, the medium that we think was a “power point” of
2013 was the mobile phone, especially of the “smart” variety. In November, the
periodic report by the Internet analytics company comScore disclosed that the favorite
tool of our data-driven society, the smart phone, now dominates the personal
phone market (further signaling the trend that seems destined to leave word
“telephone” going the way of “typewriter”).
mobile traffic as a percent of Internet traffic indicates the speed of our
adoption of this technology to keep ourselves informed and connected. This is
projected to reach 20% by the time you are reading this, up from only 8% at the
beginning of 2012. Furthermore, fully 62.5% of the mobile market used smart
phones as of the end of October. Apple phones lead this market with a 40.6% share,
followed by Samsung at 24%. The most popular platform used on these phones is
Google Android at 52.2% followed by Apple at 40.6%.
to you if your website does not incorporate some level of responsive design or
at the very least is not mobile-friendly.
we use these phones as much to find information as to stay in touch, perhaps
even more so. Google’s reach is over 92% and Facebook’s is 84.6%, nearly
universal in each case. And these are certainly significant enough to support
the consistent demand of advertisers for presence in those environments (this
in spite of the somewhat lackluster figures regarding social media advertising
observation, of course, brings us to the size of this ad market which according
to the Interactive Advertising Bureau had grown by 145% to $3 billion through
June alone. This number suggests that the big brands were discovering the
The Global Ad Play
least in importance, the two largest mobile phone markets in terms of phones in
service are India and China. These BRIC’s are taking up more space, but China
takes up the most. Mobile aside, it is now the third largest advertising market
in the world, after the US and Japan, and ad spend reflects its rapidly
developing consumer market. The three
largest advertisers are Yum Brands (KFC), with nearly a third of the spend,
beverage company Red Bull, and watchmaker Swatch Group. Many observers predict China will surpass
Japan in 2014 as the world’s second largest ad market.
Swan Song for Papers?
2013, the largest advertising medium world-wide has ceased to be newspapers and
is now the Internet. According to Ad Age, 20.6% of 2013 global ad spending was
devoted to that medium, with 21.7% of ad spending in the U.S. being there. This
doesn’t mean newspapers are finished, of course, but it tells us they need to
evolve to engage new revenue streams to continue their undeniably valuable
in all, the year gave the direct marketing industry slow growth in general with
pronounced exceptions, mainly digital ones, and some difficult bumps as the
industry and the public came to grips with the implications of the Internet and
new digital technologies. Marketers struggled with Big Data and how to manage
and use it with a sizable percentage of marketers slated to make investments in
data management technology and services in 2014.
at Data Services, Inc. we have stayed on the cutting edge of those developments
to continue to bring our clients the best data hygiene, database management and
analytics tools available to meet their evolving requirements. We thank you for giving us the honor of
serving you and wish you the very best for the Holiday Season and a Happy New