Digital advertising has taken off along with customer expectations.

1. Say they’re better at
reaching customers
with relevant content
than two years ago.
DATA, DIVIDES, AND DECISIONS.
Digital advertising has taken off. Along with consumer
expectations. Here’s what we found, and how you can use
the data to create unified campaigns.
2017 ADOBE DIGITAL INSIGHTS
Not just big data. Huge data.
In the past decade, our digital lives have changed dramatically. So have digital
advertising costs—which have been climbing ever since.
A decade of change. And rising ad costs.
They use different screens for different things.
Consumers are choosing how to tune in.
But quickly tuning out.
The big debate: acquisition vs. retention.
Too many platforms.
When it comes to the effectiveness of digital advertising,
consumers and marketers don’t necessarily agree.
Different parties. Different opinions.
Despite multiple platforms and opinions, most marketers agree
that they need to unify the experience.
Striving for unity.
By bringing all of your data into an integrated platform, you can build single
customer profiles. You can create connected campaigns across all channels.
And you can deliver more personalized and meaningful brand experiences.
Bridge the gap. Create meaningful experiences.
To learn more about taking your digital advertising campaign to the
next level, read the full report at Adobe Digital Insights.
adobe.ly/ADIad17
To compile this report, we drew from billions of visits, impressions, and
video starts across multiple solutions. It was, in a word, huge.
In the past three years, growing companies saw a 30% increase in new
visitors, but getting them to come back isn’t easy.
Four out of ten companies still have multiple platforms, technologies and silos.
Adobe Digital Insights methodology:
Based on analysis of aggregated and anonymous data from surveys, Adobe Analytics, Adobe Media Optimizer,
Adobe Primetime, TubeMogul, and Behance. Includes direct and branded marketing, media planning, buying,
and ROI measurement.
Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the
United States and/or other countries. All other trademarks are the property of their respective owners.
© 2017 Adobe Systems Incorporated. All rights reserved.
But their attention span just keeps shrinking.
741BILLION
WEBSITE VISITS
450BILLION
AD IMPRESSIONS
11BILLION
VIDEO STARTS
11%
MOBILE SEARCH CPC
12%
MOBILE DISPLAY CPM
13%
VIDEO ADVERTISEMENTS
Most digital advertising
channels have seen
double-digit cost increases.
2014 - 2016
have 3 or more
44%
have 3 or more
38%
have 3 or more
37%
ANALYTICS PLATFORMS
OF MARKETERS
OF CUSTOMERS
ATTRIBUTION PLATFORMS DATA MANAGEMENT
PLATFORMS
1 IN 5
people move on from a video
ad after just 5 seconds.
drop in time spent on
websites year over year.
22SECONDS
increase in website
visits on smartphones
since 2014.
69%
SMARTPHONE
higher video viewing
on desktops than
smartphones.
42%
DESKTOP
higher TV Everywhere
viewing on TV connected
devices since 2015.
327%
BIG SCREEN
58%
Say it’s not
done well
enough today.
23%
of customers agree.38%
prefer personalized ads.
47% of customers
believe it's important
to break down silos.
Job postings that blend technology
and creativity saw 54% more visits
than two years ago.
OF MARKETERS
78%
And technology is making it easier.
NEW VISITORS
of first-time visitors
don’t come back.
73%
30%
54%