What Are Large Advertisers Looking to Get Out of Mobile?

AdvertiserPerceptions-Top-Reasons-Using-Mobile-Advertising-Oct2014
It's worth taking a step back to see the reasons why large advertisers are investing in mobile ads.
Continue reading » | October 23, 2014

TV Multitasking Continues to Grow

TiVo-Share-TV-Viewing-Time-Spent-Multitasking-Oct2014
More TV viewers are multitasking - but they're keeping their focus on the main screen.
Continue reading » | October 23, 2014

Paid Search Trends in Q3

MC-Paid-Search-Trends-in-Q3-Oct2014Source: IgnitionOne, The Search Agency [download page], RKG [download page], Kenshoo
    Notes: Reports from IgnitionOne and The Search Agency are in agreement that search ad click-through rates in the US saw significant year-over-year increases, while impressions were down by upwards of 20%. RKG's clients upped spending to a considerably greater degree, though, and saw higher costs-per-click (otherwise reported as being down among IgnitionOne and The Search Agency clients). On a global basis, Kenshoo reports that spending and click-through rates were, while impressions declined by 10%.
    Continue reading » | October 23, 2014

    Consumer Magazines’ Revenue Sources, Per Executives

    FOLIO-Consumer-Magazine-Revenue-Sources-Oct2014Source: FOLIO: Magazine
      Notes: The consumer magazine CEO survey finds that an estimated 44% share of revenues came from print ads last year, while only 11% came from digital advertising and 1% from mobile advertising. As for next year? Not much change in the works: respondents predict that 42% of revenues will come from print ads, compared to 13% from digital ads and 2% from mobile ads. The study authors note that "from 2010 to 2013, respondents have consistently overestimated digital earnings and underestimated how much they'd still rely on print."
      Continue reading » | October 23, 2014

      How B2C and B2B Content Marketing Efforts Compare

      CMIMarketingProfs-B2C-B2B-Content-Marketing-Compared-Oct2014With the release of their latest annual report [pdf] on B2C content marketing, the Content Marketing Institute and MarketingProfs offer the ability to measure the similarities and differences between both groups in their approaches to content marketing. Interestingly, while the two differ in some tactics and priorities, they do converge in some areas.
      Continue reading » | October 22, 2014

      2 in 3 Marketers Say Tech Is Very Important to Their Performance. How?

      CMOCouncilTealium-CMOs-on-Impact-of-Marketing-Tech-Oct2014Two-thirds of marketers (mostly senior level) describe the importance of new technologies to their group's overall effectiveness and performance as "essential" (29%) or "very important" (38%), according to a new report [download page] from the CMO Council and Tealium. In fact, only 5% say that their investments aren't producing tangible business value, with many working on it (39%) or already seeing value (46%). But in what ways are they impacting marketing ROI?
      Continue reading » | October 22, 2014

      Top Brands Ranked by Customer Loyalty

      BrandKeys-Customer-Loyalty-Leaders-Oct2014Source: Brand Keys
        Notes: 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.
        Continue reading » | October 22, 2014

        Enterprise-Class Advertisers’ CTRs, by Channel and Device, in Q3

        Marin-Enterprise-Advertiser-CTRs-by-Device-and-Channel-in-Q3-Oct2014Source: Marin Software [download page]
          Notes: 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.
          Continue reading » | October 22, 2014

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