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Online

Display Grabs Larger Share of Rapidly Growing Global Mobile Ad Spend

August 14, 2014

IABIHS-Global-Mobile-Ad-Revenues-by-Format-2013-v-2012-Aug2014Global mobile advertising revenues almost doubled from $10.1 billion in 2012 to $19.3 billion in 2013, details a new report [pdf] from the Interactive Advertising Bureau (IAB) and IHS. While search remained the dominant revenue format, its share of total revenues remained flat at 48.9%, as its 92% year-over-year increase in revenues was on par with the overall gains. Display ad spending showed more rapid growth, more than doubling en route to 41.5% share of total revenues, up from 35.7% the year prior. Read more »

Facebook Offers Draw Young Shoppers to Local Businesses

August 14, 2014

G-ODigital-Youth-Influence-Local-Biz-Facebook-Marketing-Tactics-Aug2014Local deals and offers on Facebook have a strong pull with youth, says G/O Digital in a new survey fielded among 18-29-year-olds who own at least a desktop/laptop computer and a smartphone or tablet, and who have an interest in making purchases from local/small businesses. Of the various Facebook marketing tactics identified, respondents were most likely to ascribe influence to Facebook offers that can be redeemed at a local store. Read more »

Almost One-Third of Paid Search Clicks Estimated to be Mobile in Q2

August 14, 2014

Kenshoo-Mobile-Paid-Search-Spend-Click-Share-Q2-Aug2014Source: Kenshoo

    Notes: Kenshoo reports that mobile accounted for 28% of Q2 paid search spending and one-third of paid search clicks in the US among its clients. That's fairly consistent with figures reported by RKG Digital among its clients (28% and 37%, respectively). On a global basis, 32% of paid search clicks were mobile, per Kenshoo, with that figure considerably higher in Australia (44%). Read more »

    Consumers: Social Care Response Can Boost Brand Perception

    August 13, 2014

    Parature-Social-Use-Customer-Service-Interactions-Aug2014Social media is the preferred customer service channel for just 2% of consumers, far behind other channels such as phone (43%) and email (22%), finds a Parature survey of roughly 1,000 US adults. Even so, respondents aren't shy about using social to interact with brands: 35% claim to have asked a customer service question on social media, while 35% have complained about a brand and 52% have praised a brand. Among those that got a response, 51% said it gave them a somewhat or much more favorable view of the brand. Read more »

    Who’s Using Snapchat?

    August 13, 2014

    comScore-Snapchat-Penetration-Growth-Apr2013-Jun2014-Aug2014It's well established that Snapchat is more popular with youth, but new data from comScore and CivicScience [pdf] offer some updated figures relating to Snapchat's popularity. According to comScore's numbers, Snapchat penetration is now at about half of 18-24-year-old smartphone users, up from less than one-third a year earlier and closing in on Instagram (54.6%). And while Snapchat's popularity does tail off among older smartphone users, it has still been growing quickly. Read more »

    Top 10 Streamed Titles on SVOD Services

    August 13, 2014

    GfK-Top-Streamed-Titles-US-SVOD-Aug2014Source: GfK

      Notes: TV series accounted for all of the top 10 titles streamed during the 13-week survey period in which respondents kept a diary of their viewing on Netflix, Amazon Prime Instant Video and Hulu Plus, with 8 of those 10 programs being cable TV series. This has important implications for the TV industry, consistent with a discussion in the new MarketingCharts Debrief on the TV industry that suggests that legacy TV still has a strong grip on quality content (though that's loosening - as apparent by the appearances of 2 Netflix shows on the above chart), and that much of online video viewing is driven by a desire to catch up on TV shows. Read more »

      Digital Coupons Build Loyalty and Drive W-O-M, Say Users

      August 12, 2014

      RetailMeNotForrester-Digital-Coupons-Positive-Brand-Effects-Aug2014When it comes to the types of digital promotions most likely to influence purchase decisions, coupons beat out sales and daily deal vouchers by a wide margin, according to [pdf] a survey of 500 US consumers who used a digital coupon, offer, or online promotion code in the prior 3 months. The study, conducted by Forrester Consulting on behalf of RetailMeNot, also finds consumers professing to word-of-mouth and loyalty benefits for brands offering online coupons or promotion codes. Read more »

      Which Online Brand Content Formats Get the Nod From Consumers?

      August 11, 2014

      VibrantMedia-Consumer-Receptiveness-Brand-Content-Formats-Aug2014Recent research has found a general distrust for sponsored content, but new survey results from Vibrant Media indicate that such distrust doesn't extend to brand-produced content in general, with US respondents (aged 13-64) as likely to trust content from a brand they know of (but whose products they don't buy) as they are to trust content from journalists working for media titles they're familiar with. As part of the study, survey respondents were asked to rate their receptiveness to a variety of online brand content formats, with some fairly surprising results. Read more »

      Most Popular Social Apps Among Millennial Smartphone Users

      August 11, 2014

      comScore-Top-Social-Apps-Millennials-in-June-Aug2014Source: comScore

        Notes: Roughly one-third of 18-34-year-old smartphone owners used Snapchat in June, per comScore's figures, making it the third-most popular social media application among this demographic. Roughly three-quarters used Facebook, the most popular (largely consistent with itspenetration among adult smartphone owners overall), while 43.1% used Instagram (versus 30.4% of adult smartphone owners). Snapchat was followed by Twitter (23.8%), Google+ (18%) and Pinterest (17.9%) in the rankings among Millennials. Read more »

        Retail Brands Increasingly Advertising Discounts in Their Emails

        August 11, 2014

        L2-Retail-Emails-Promoting-Discounts-in-Q1-Aug2014Source: L2 Think Tank

          Notes: Some 55% of emails sent during Q1 by the 100 omnichannel retail brands tracked in L2's "Intelligence Report: Omnichannel Retail" [download page] study advertised discounts, up from 49% in last year's study, and 38% advertised the discount in the subject line. Home brands were the "worst offender," per L2, as they advertised discounts in 88% of their emails and 69% of their subject lines. If nothing else, this practice may have resulted in some email opens, though. Read more »