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US Mobile App Time Expected to Continue Growing

April 17, 2017

Mobile internet usage is - not surprisingly - projected to keep rising over the next few years, particularly app usage, as more Americans rely on a few key apps for the bulk of their time on mobile, says eMarketer in its latest forecast. Read more »

Marketer Are Prioritizing Implementation Considerations When Evaluating Automation Systems

April 14, 2017

Ease of implementation is the most common factor evaluated by marketers when selecting a marketing automation system, new research [download page] from Ascend2 has found. In its survey of 228 marketing professionals - mostly from medium-to-large companies - Ascend2 found more respondents considering implementation (54%) an important aspect than cost of ownership and pricing (43%). Read more »

Consumers Have Mixed Feeling About AI’s Potential for Customer Service

April 13, 2017

Consumers aren't convinced that AI can provide the same, or better level of customer service that a human can provide today, according to a Pegasystems survey. In fact, more adults surveyed across the globe disagree (38%) than agree (27%) that AI can match human customer service. However, there's a bit more optimism about the future, as more agree (38%) than disagree (26%) that AI has the potential to improve service in the future. Read more »

The Biggest Challenge for Video Advertising Today is the Consumer Experience

April 12, 2017

Video advertising may be one of the most difficult channels to measure for ROI, but a new FreeWheel study [download page] says there's a bigger problem: the ad experience. At least that's the (slight) consensus among the people who should have some thoughts about this - decision-makers who've spent at least $1 million on video ads in the past year. Read more »

Top 10 Marketing Charts of the Month – March 2017

April 10, 2017

This month's quick-hit set of top charts includes the following topics: email list growth and deliverability metrics; shopping around vs. loyalty; Millennials' new media milestone; financial status, by generation; improving digital ads; obstacles to marketing analytics; CMOs and brand-building; corporate reputation drivers; and CX leader. Read more »

US Display Ad Viewability Benchmarks, by Unit, in H2 2016

April 10, 2017

Viewability continues to be a key concern for media buyers when planning digital campaigns. So what percentage of display impressions in the US actually are in view for at least 1 second? Integral Ad Science (IAS) dug into the data [download page] from its platform to reveal viewability benchmarks for various ad units. Read more »

Smartphone Share of US Site Visits in 2016, by Industry

April 10, 2017

Smartphones once again ramped up their influence last year as devices used to visit websites, with their share of visits growing across key industries, reports Adobe Digital Index in its latest "Best of the Best" report. The devices' largest share of site visits was again in the Media & Entertainment sector, where they grew to account for 42.1% of all traffic in the US last year. Read more »

How Much Riskier is Programmatic Than Direct Publisher Buys?

April 7, 2017

There's been a lot of talk lately about brand safety, owing in part to brands' ads being displayed in front of extremist videos on YouTube. Programmatic digital ad buyers indeed are prioritizing brand safety to a great degree, according to recent research. So how much riskier is it to buy programmatically than direct? Integral Ad Science (IAS) reviewed its data from H2 2016 to provide some answers in its latest Media Quality Report [download page]. Read more »

How Are Businesses Using Social Listening Tools?

April 6, 2017

Companies are using social listening tools primarily to enhance customer relations by monitoring customer requests, questions and concerns (86%), according to a report by Clutch that surveyed 300 users of social listening tools at companies with at least 100 employees. Utilizing these tools also helps them to keep tabs on the competition (77%) and to track brands and products (75%), per the report. Read more »

Marketers More Confident Measuring ROI From Paid Search & Email Than Other Digital Channels

April 5, 2017

Measuring the ROI of marketing and advertising efforts has been a consistent obstacle for some time, brought to light by greater pressures from the C-suite to prove marketing's value. Digital advertising - for all its growth - hasn't been spared this challenge, but some channels seem easier to measure than others. Indeed, respondents to SEMPO's latest State of Search Report seem relatively confident in their ability to measure the ROI from paid search and email. Read more »