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Which Media Budgets Are Being Cannibalized to Fund Video Ad Spending?

September 15, 2014

Adap.tv-Budget-Shifts-to-Fund-Video-Ad-Increases-Sept2014Source: Adap.tv [download page]

    Notes: Video ad buyers are most likely to be drawing from display budgets to fund spending increases in the next 12 months, with broadcast and cable TV also under the gun. Interestingly, unlike agencies, trading desks and ad networks, brands are more likely to be cannibalizing cable than broadcast TV budgets, as there has been a significant increase from last year's results in the proportion of brands that will be drawing video ad budgets from cable TV. Also of note, brands are more likely to be pulling funds this year from display and search, but less likely to be diverting funds from print. Read more »

    Top Social Channels Used by SMBs For Advertising and Promotion

    September 15, 2014

    BIAKelsey-Top-Social-Channels-SMBs-Advertising-Promotion-Sept2014Source: BIA/Kelsey

      Notes: Not surprisingly, Facebook tops the list of social channels among SMBs, with 55% having a business page, per BIA/Kelsey's latest report. While LinkedIn is next in adoption, the analysts believe that SMBs' promotional use of the platform is more for recruiting and HR purposes than for business advertising and promotion. Of note, SMBs are as likely to be using Facebook ads or promoted posts as they are to be using Twitter (each at 20%). Also of interest, Instagram (10.6%) and Pinterest (10.3%) show solid levels of adoption in their first year of being tracked in the study. Read more »

      4 in 10 Senior Execs at Large Organizations Don’t Measure Customer Lifetime Value

      September 12, 2014

      ForbesInsightsSitecore-Use-of-CLV-Sept2014A recent survey of global marketers found a greater focus on customer acquisition than retention, and a new Forbes Insights and Sitecore survey [download page] of North American senior executives indeed finds that attracting new customers is considered a greater priority for marketing organizations today than turning current customers into customers for life. And while more than three-quarters say that average customer lifetime value (CLV) is a highly or extremely valuable indicator, only 58% regularly calculate it. Read more »

      Services Most In Demand From Local SEOs

      September 12, 2014

      BrightLocal-Local-SEOs-Most-In-Demand-Services-Sept2014Source: BrightLocal

        Notes: For the second consecutive year, local SEOs report on-site SEO is the service most in demand from their customers. Google+ optimization and website development are the next-most in demand, per the survey, with citation building taking a step up from last year's results. Separately, 39% of respondents believe that social media is a very powerful marketing channel for local businesses and 49% believe it works for some. Those figures compare with 25% and 57%, respectively, last year. Read more »

        Search Ranking Factors Data Points to Importance of Quality Content

        September 11, 2014

        Searchmetrics-Top-Google-Search-Ranking-Factors-Sept2014Quality content creation is considered the most effective SEO tactic (and also the most difficult to execute) per recent Ascend2 research, and a new Google search rankings study from SearchMetrics [download page] gives further weight to the importance of quality, relevant content. Indeed, the study notes that "content is no longer an addition to, but is the main focus of, SEO." Read more »

        Most Popular Mobile Videos Watched by Moms

        September 11, 2014

        BabyCenter-Most-Popular-Smartphone-Videos-Among-Mothers-Sept2014Source: BabyCenter [pdf]

          Notes: Some 88% of expectant women and mothers with children up to 8 years old own a smartphone, reports BabyCenter, with the most common activities being texting and social media. The study finds that roughly one-third of smartphone-owning mothers surveyed watch videos on their devices daily: the most commonly viewed videos are short clips for entertainment, with how-to/tutorial videos also popular. Among how-to or tutorial videos, cooking, DIY home improvement and crafts are the most commonly viewed. Read more »

          US CMOs Report No Growth in Use, Influence of Marketing Analytics

          September 10, 2014

          DukeCMOSurvey-Percentage-Projects-Using-Marketing-Analytics-Sept2014Despite all the focus on analytics, fewer than one-third of projects use available or requested marketing analytics, and that figure hasn't changed in some time. That's according to the latest installment of the CMO Survey [pdf] from Duke University's Fuqua School of Business, which also finds the reported contribution of marketing analytics to firm performance to be flat, and few companies to be formally evaluating the quality of their analytics. Read more »

          US LGBT Media Habits, by Age Group

          September 10, 2014

          CMO-US-LGBT-Media-Habits-Sept2014Source: Community Marketing, Inc. [download page] Notes: LGBT websites and blogs are popular among respondents aged 18-34, with almost three-quarters having visited one during the 7 days prior to the survey. Interestingly, this age group is more likely to have recently streamed video on their computer (64%) than to have watched network or cable TV (50%), although the reverse is true for older age groups. Overall, interaction with LGBT websites and blogs is rising, while engagement with LGBT print media is steady. Read more »

          US Consumers Far More Likely to Recommend OTT Than Pay-TV Service Providers

          September 10, 2014

          Ericsson-TV-Video-Service-Provider-Satisfaction-Sept2014Source: Ericsson ConsumerLab [pdf]

            Notes: US users of aggregated OTT on-demand and regular TV provider services are much more likely to recommend their OTT provider than their TV provider, with average Net Promoter Scores (NPS) of 39 and 12, respectively. The Ericsson ConsumerLab report links that to key satisfaction attributes, noting that consumers are significantly more satisfied with the cost of their OTT service than their traditional TV service, while scoring their OTT service's video and audio quality on par with that of their regular TV provider. Read more »

            When is the Best Time For US Brands to Post on Instagram?

            September 9, 2014

            Instagram-Entry-ImageInstagram was the fastest-growing top mobile application of the year in 2013, and it continues to add users at a rapid rate. While it appeals primarily to youth, consumers aged 35 and older are projected to account for almost half of its US user growth over the next 2 years. Most importantly for marketers, it boasts unparalleled brand post engagement rates. So how can brands take advantage of this opportunity? A new MarketingCharts Cheat Sheet [download page] provides insights. Read more »