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Five national TV ads scored at least 20% higher than their respective categories' 12-month norm during Q1, reports Ace Metrix
, led by Google-owned Android's "Peaceful Co-Existence" spot, which fetched an Ace Score of 647, 28.4% higher than the software and website category norm. Two of the 5 ads scoring at least 20% higher than the norm were Super Bowl ads, with Budweiser's "Lost Dog" performing well in the beer category and McDonald's "Pay With Lovin'" topping the QSR category. Likeability was a common trait behind all the Super Bowl spots that topped their respective categories.
: Urban Airship
: Mobile applications examined by Urban Airship across 15 industries had a median push notification opt-in rate of 42% in 2014, according to an analysis of almost 3,000 apps and 100 billion push notifications sent to to more than 500 million users. Median rates were highest for charity/non-profit/foundation (58%) and business (54%) apps, and lowest for gaming (33%) apps. Top-performing apps (those in the 90th percentile in their categories) had opt-in rates above 50% in each industry, highest for travel apps (78%) and lowest for food & drink apps (51%). Of note, retail (46% to 36%) and media and entertainment (50% to 42%) had the biggest year-over-year declines in median opt-in rates.
B2B vendor websites are often lacking the content elements buyers perceive as most important, according to a report
[pdf] from KoMarketing, Huff Industrial Marketing and BuyerZone. As with last year's survey
, the results suggest that vendors sometimes miss the basic information that can help establish credibility and move a buyer to request a quote.
Few marketers and e-commerce professionals (predominantly based in Europe) agree that they use insight from phone calls to tailor on-site content (40%) or off-site advertising (27%), according to results from an Econsultancy study
[download page] produced in association with ResponseTap. The survey data also shows that fewer than half track the sales or lead value of the call (44%) or how callers have engaged online (43%).
: Video ad completion rates were lower on devices with smaller screens last year, reports Vindico, as smartphone (46%) and tablet (54%) viewers completed ads at roughly half the rate of those watching on gaming consoles (95%) and OTT boxes (99%). The overall video ad completion rate stood at 78%, but just 37% of video impressions were both viewable and viewed to completion. (Completion rate figures exclude skippable ad impressions from Google/YouTube.) Separately, the average click-through rate for video ads was 0.62%, with that figure highest for tablets (3.62%) and smartphones (2.36%) and lowest for OTT boxes (0.01%) and game consoles (0.11%).
: Not surprisingly, understanding buyer needs or pain points (69%) counts as the most important go-to-market strategy for a product launch, according to a Regalix survey of senior B2B marketing executives and business leaders, a significant share (39%) of whom hail from the software & internet industry. The survey finds that websites and email are the top digital channels used for product marketing, while trade shows are easily the most popular offline channel. As far as content marketing goes, respondents cited product videos as the most suitable for introductory and growth phases of the product lifecycle.