Neil O’Keefe is DMA’s SVP of Content.
Earlier this week, internet and technology investor Mary Meeker released her 2017 Internet Trends Report. Like many of you, I am always eager to pore through Meeker’s analysis, using it as a guidepost for how and where to reach the modern consumer.
Here are five takeaways from the report which jumped out to me:
1. Within the next six months, Global Internet Ad Spend will be EQUAL to Global TV Spend. This figure comes without a steep dropoff of TV ad spending (which has remained steady), but is fueled by a sharp increase in internet ad spending in recent years.
2. The leading online ad platforms are expanding options to target and measured ads. Facebook, Google, Snapchat, and others are improving their back-end data and front-end measurement tools to improve the targeting of ads, improving the customer experience.
3. Ads are evolving rapidly and organically, but data remains at the core. “A lot of the future of search is going to be about pictures instead of keywords,” said Pinterest Founder/CEO Ben Silberman. Brands are embracing pictures and others types of user-generated content (UGC).
4. Smartphone sales have slowed, but mobile media use continues to grow. The user-base may not be growing as fast, but people are spending more time on their mobile devices (average time increasing to 3.1 hours per day, from 2.8 last year).
5. With 20% of mobile queries made via voice, it could replace typing. Marketers are starting to think about how to interact to consumers through voice requests, with 70% of requests in conversational language and voice recognition reaching 95% accuracy.
Of course, with 355 pages, this is only a small piece of the insights in Meeker’s report. You can view the full slide deck here:
See anything else that jumps out at you? Intel you’ll use to change your marketing strategy? Tweet at @DMA_USA and @NeilOKeefe and we will retweet the best comments!
Neil O'Keefe 
Leave a comment