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: Integral Ad Science
: While more than three-quarters of video ads were played to completion in Q3, just 1 in 5 overall were actually in view to the users, reports Integral Ad Science in its latest Media Quality Report, based on an analysis of billions of impressions measured daily. Separately, the report notes that viewability for display impressions ranged from 36.7% (networks and exchanges) to 53.4% (publishers), while 3 in 10 video impressions were viewable.
: Simply Measured
: 98 of the Interbrand 100 companies have a Twitter account, and 94 tweet at least once a day, per Simply Measured. Roughly half tweeted 1-5 times per day (including @replies and Retweets), according to the analysis of Q3 2014 activity, and 29% tweeted more than 10 times daily. Excluding @replies and Retweets, 77% of brands tweeted 1-6 times per day, while only 4% tweeted at least 10 times a day. Are they wasting their time? Forrester Research thinks so
, suggesting that marketers concentrate instead on platforms with high engagement rates, such as Instagram.
: [Cheat Sheet] Brand Post Engagement on Instagram
Revenues grew last year in each of the nation's 11 service sectors for employer firms, reports the US Census Bureau
in new data from the 2013 Service Annual Survey. The information sector saw revenue growth of 3.4% to $1.3 trillion, with the sub-sector of internet publishing and broadcasting and web search portals seeing the fastest growth, of 10.3%. The fastest-growing of the 11 service sectors examined was real estate and rental and leasing, with a 7% rise.
: World Cup-related video ads trounced Super Bowl ads in sharing activity across Facebook, Twitter and the blogosphere, says Unruly. Ads related to the World Cup accounted for 4 of the 20 most-shared video ads of the year, led by "La La La" (Activia's collaboration with Shakira), which picked up more than 5.8 million shares from launch in May through November 19th. In fact, the video is now the most-shared ad of all time, per Unruly's figures. Meanwhile, Budweiser's Puppy Love (#4 with slightly fewer than 2 million shares) was the only Super Bowl ad to make the top 20 most-shared.
Among Americans who made a donation in the past 12 months, more gave online (27%) than via regular mail (23%), while about 1 in 1 donated via their mobile device, finds Cone Communications in a new study
[pdf]. But donations aren't the only form of digital activism: the report also notes that 58% of American adults believe that tweeting or posting information about an initiative on social channels is an effective form of advocacy and support. So what motivates them?
More than 9 in 10 senior technology marketers believe that it's critical or very important that their media partners deliver on promises (92%) and demonstrate reach into key targets (91%), according to a new study from IDG Research Services. Beyond those top values, tech marketers are also looking for competitive pricing and demonstrated ROI (86%) as well as high quality premium audiences (84%). These attributes reflect the priorities of tech marketers today, as detailed in the study.