June 18, 2013
Marketers on Twitter are warming to Vine, and it appears that consumers are too. TechCrunch recently pointed out that Vine climbed past Instagram on the Google Play charts to take the mantle as the top social application, and has also noted that Vine shares on Twitter have surpassed Instagram shares. Now, new data from Socialbakers indicates that tweets containing Vine uploads have a 0.031% engagement rate, not far behind tweeted YouTube videos' rate of 0.048%. Read more »
June 18, 2013
Pay attention to "upscale Latinos," says Nielsen, calling them "the most influential segment since the baby boomers." In partnership with the Association of Hispanic Advertising Agencies (AHAA), Nielsen has released some data concerning this demographic, which accounted for 29% of the Hispanic population last year but an outsized 37% of its total spending power. Defined as Hispanic households earning between $50k and $100k in annual income, these Latinos tend to be fairly young, with three-quarters of them under the age of 45. Read more »
June 18, 2013
It's easier to understand the online customer's experience than the mobile customer's, say e-commerce executives responding to a survey from Econsultancy and IBM Tealeaf [download page]. 44% of respondents rated their company's understanding of the online customer experience as either excellent (7%) or good (37%), while only 30% could say the same about their understanding of the mobile customer experience. Indeed, respondents were as likely to rate their understanding of the mobile customer experience as poor (24%) or very poor (5%) as they were to rate it good or excellent. Read more »
June 17, 2013
In light of recent data from comScore suggesting that a majority of display ads go unseen (at least per the 3MS standard for 50% of pixels in-view for at least a second), it's worth taking a look at viewability benchmarks according to PointRoll's latest benchmark report [pdf]. Covering 2012 activity, the data shows that viewability rates were lowest on shopping and auction (34.3%) and ad network (36.7%) sites, and highest on employment (68.5%), news (67%) and music and streaming media (66.1%) sites. Read more »
June 17, 2013
Americans who watched video ads in May seemed to have watched a whole lot of them, according to the latest Video Metrix figures from comScore. The data reveals that about 53% of the US population watched online video ads in May, relatively unchanged from April's 52.6%. But in May, those Americans watched an average of 96.5 ads each, up significantly from 81.6 the prior month. Back in January, the US population reached by online video ads viewed them slightly more than 58 times during the month. Read more »
June 17, 2013
Media and entertainment executives from around the world feel that digital is about to become their primary source of revenue, details Ernst & Young in a new report. Digital's share of top-line revenue is expected to grow from 47% on average this year to 57% by 2015, a more bullish forecast than given recently by PricewaterhouseCoopers, which also noted a shift to digital spending and revenues. In order to digitally transform their organizations, most respondents cite the creation of a culture of innovation as one of their top strategic priorities. Read more »
June 14, 2013
Measuring and evaluating campaign effectiveness is the top challenge when running multi-screen video advertising campaigns, according to [download page] recently-released results from a Mixpo survey. The survey - of more than 300 industry professionals across agencies, media companies, and ad tech entities - indicated that perceptions regarding which metric is most important vary. While completion rate (with a rating average of 2.56, where 1 is most important) shows up as the most important metric, brand uplift (2.69) is close behind in value. View rate (3.14), click-through rate (3.18) and time spent viewing (3.43) also received some first place votes. Read more »
June 14, 2013
Asked what they would do if they saw a friend like a product on social media or a social networking site, around 3 in 10 consumers from around the world said they would check out the product themselves, according to results from a survey from Adobe and Edelman Berland. The figures range from a low of 22% in the UK to a high of 39% in South Korea, with US respondents somewhere close to the mid-point of that range, at 29%. A friend's product like would also cause upwards of 1 in 10 respondents to visit the product's website or social media page. Read more »
June 13, 2013
Consumers around the world generally find website customization to be of some value, with 33% of respondents to a new Adobe and Edelman Berland survey attributing some value to personalized product and service recommendations on websites, compared to 26% seeing little to no value. But, privacy concerns abound, according to the study, with 84% agreeing that there are too many technologies tracking and analyzing behavior and 82% agreeing that companies collect too much information on consumers. Some practices simply cross over from customization to an invasion of privacy: 79% feel that way about their information being collected without them knowing it. Read more »
June 13, 2013
Whereas 5 years ago, marketers needed media planning and buying skills and the ability to implement overall campaign strategy (including timing and targeting) to be successful, the most important skills today are very different, according to [pdf] a survey by the Economist Intelligence Unit, sponsored by Lyris. Attributing the largest drivers of change to a digital environment that requires much more agility and speed (58% selecting as one of top 2) and a much more knowledgeable customer (40%), respondents indicated that the most necessary skill today is the ability to use data analysis to extract predictive findings from big data (40% selecting as one of top 3). Read more »
