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: Brand Keys
: Amazon, Apple, YouTube and What's App are among this year's brand loyalty leaders, finds Brand Keys in its latest annual survey that ranks customer engagement and loyalty for 721 brands across 65 categories. Those brands were among the ones most likely to meet consumer expectations for their respective categories, with Amazon edging Apple in the tablets category, and Apple topping Samsung in the smartphone category. Of the top 20, just one (Dunkin' Donuts) is not a tech-oriented company.
: Marin Software
: Smartphones have the highest click-through rates across search, social and display ads, finds Marin Software in a review of the Q3 performance of enterprise-class marketers who spend in excess of $1 million annually on paid search, social and display channels. When it comes to conversion rates, though, desktops reign supreme across each of the channels. Separately, the study notes that tablets account for a larger share of conversions than spend across search and display channels. Notably, while mobile devices captured more than 60% of social ad spend, they accounted for only about 35% of social ad conversions.
Almost 9 in 10 consumers want more meaningful relationships with brands, yet fewer than 1 in 5 believe brands are delivering on that wish, details Edelman
in its second annual "brandshare" report. The study, based on surveys of 15,000 consumers in 12 countries who have had some level of engagement with brands, also finds that consumers believe they get the short end of the stick when it comes to the value exchange with brands.
The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) have teamed up to release their latest US internet advertising revenue report
[pdf], with this latest edition covering activity in the first half of the year. The study details the continued growth of mobile ad spending, which comprised almost one-quarter (23%) of total online ad spend.
: Advertiser Perceptions
: Mobile advertising spending is growing apace
, but are these budgets incremental or coming from other sources? According to a new report from Advertiser Perceptions, print budgets are most susceptible to cannibalization, as 41% of respondents (all representing large advertisers and all with some involvement in mobile advertising) are using these budgets to fund additional mobile advertising dollars. Mobile ad funding is also coming from an overall expansion of advertising budgets (38%), TV ad budgets (34%) and digital display budgets (32%).
: Few videos were watched to full completion during Q2, reports Adobe, although videos viewed on desktops were 3 times more likely than those viewed on mobile devices to reach 75% completion. Separately, the study finds that mobile devices were responsible for more than 1 in 4 video starts in Q2 (26.6%), up from 18.6% a year earlier.