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Online

Top Search Ad Position More Important on Mobiles Than Desktops

September 25, 2014

Marin-Share-of-Clicks-by-Search-Ad-Position-and-Device-Sept2014It's well known that search ranking positions affect click-through rates (CTRs), but new data from Marin Software goes a step further in quantifying click-through rates by ad position on mobile devices and desktops, finding some interesting discrepancies between them. The data demonstrates that the top position is most important on smartphones, and that the distribution of tablet clicks tends to be more closely aligned with smartphones than with desktops. Read more »

Top Social Sharing Channels, Millennials vs. General Population

September 25, 2014

ShareThis-Content-Sharing-Distribution-by-Social-Channel-Sept2014Source: ShareThis

    Notes: Facebook leads among Millennials (18-34) and the general population, representing 55% of content shared to social channels by the former and 70% by the latter, per ShareThis' study. Twitter and Pinterest are on equal footing among Millennials, each at 10% of sharing, although Twitter tops Pinterest in sharing activity for the general population. Of note, Millennials show an above-average likelihood to share content via email. Read more »

    Mobile to Contribute More Than 40% of Ad Spend Growth Between 2013-2016

    September 25, 2014

    ZenithOptimedia-Contribution-Global-Ad-Spend-Growth-by-Medium-2013-2016-Sept2014Source: ZenithOptimedia

      Notes: The forecasts keep getting more enthusiastic for mobile, now expected to account for 42% of all additional global ad spending between 2013 and 2016 (excluding markets where ZenithOptimedia doesn't break down ad spend by medium). That translates to US $35.1 billion in new ad spending on mobile, up from an April forecast of $31.6 billion in growth. By contrast, TV, the second-largest contributor of new global ad spend during the period, is now predicted to contribute $25.6 billion, down from $31.1 billion in the April forecast. Read more »

      What and When Millennials Share on Social Media

      September 24, 2014

      ShareThis-Millennials-Content-Sharing-by-Category-Channel-Sept2014Millennials (18-34) are far more likely than the general population to share content on social networks and to click on shared content, details ShareThis in a new study of the sharing habits of Millennials. Understanding how Millennials approach social sharing is important given that online shares could be as influential as in-person recommendations. The ShareThis report contains some intriguing data concerning the types of content categories Millennials typically share on various social networks - and the time of day in which most of their sharing occurs. Read more »

      North American Email Open and Click-Through Rates, Q1 2010-Q2 2014

      September 24, 2014

      Epsilon-email-open-and-click-rates-Q12010-Q22014-Sept2014Source: Epsilon [download page]

        Notes: Email open rates declined on a quarter-over-quarter basis in Q2 to 30.8%, although they remain up from the year-earlier period (28.5%). Click-through rates, however, continue to decline, reaching their lowest rate (4%) going back at least as far as Q1 2010. Marketing messages - content containing merchandise information and incentives for purchasing - comprised the bulk (59.3%) of messages sent, but continued to have below-average open rates, averaging 26% in Q2. Read more »

        Marketers Continue to Rate Email the Most Effective Digital Marketing Tactic

        September 23, 2014

        Ascend2-Most-Effective-Difficult-Digital-Marketing-Tactics-Sept2014The accolades keep coming in for email marketing. At various times this year, surveys have found both US and global marketers rating it the most effective digital marketing tactic and the one that delivers the best ROI. Now, a new survey report [download page] from Ascend2 and its Research Partners finds email again rated the most effective type of digital marketing - and the least difficult to execute. Read more »

        Global Ad Spend Share Forecast, by Medium

        September 23, 2014

        ZenithOptimedia-Share-Global-Adspend-by-Medium-2016-v-2013-Sept2014Source: ZenithOptimedia

          Notes: Mobile is the fastest-growing advertising medium around the world, says ZenithOptimedia, which predicts global ad spending growth of 5.3% this year and next and 5.9% in 2016. Despite accounting for just 2.9% share of global ad spending last year, mobile is expected to capture more advertising dollars than magazines by 2016, with 8.6% share of total spend. Separately, while desktop internet spend isn't growing nearly quite as quickly, it's projected to exceed print (magazines and newspapers combined) in ad spending share by the end of the forecast period. Read more »

          Twitter: TV Shows That Live-Tweet Enjoy Lift in Follower Growth Rate

          September 23, 2014

          Twitter-Live-Tweeting-TV-Show-Follower-Growth-Sept2014Source: Twitter

            Notes: TV shows that live-tweet have a better follower growth rate than those that don't, declares Twitter, with that generally true across genres and handle (show, host, and contestant, in the case of reality shows). The study also finds that shows that live-tweeted tends to see a higher overall volume of tweets than those that did not. The results follow other studies which have demonstrated that Twitter-supported TV campaigns drive higher ROI and that tweets have influenced ratings for some TV episodes. Read more »

            1 in 6 Commercial Emails Fail to Reach the Inbox. Which Industries Fare Best?

            September 22, 2014

            ReturnPath-Global-Inbox-Placement-Rate-by-Industry-Sept2014Some 17% of permissioned emails from legitimate senders around the world failed to reach the inbox during the year-long period from May 2013 to April 2014, with 11% classified as missing and 6% ending up in spam folders, details Return Path in its "Inbox Placement Benchmark Report 2014" [download page]. The overall 87% inbox placement rate hides some wide discrepancies in performance, though, as industries reliant on customer relationships were most likely to be successful. Read more »

            Local Digital Media Ad Spend Set For Double-Digit Growth

            September 22, 2014

            BIAKelsey-Local-Digital-Media-Ad-Spend-Forecast-Sept2014Source: BIA/Kelsey

              Notes: Local digital media (online and mobile) ad spending will grow by 13.1% to $35 billion next year, forecasts BIA/Kelsey. Overall local media ad spend growth is expected to be a more muted 1.6%, as traditional media ad budgets decline by 1.7%. By next year, then, digital will comprise slightly more than one-quarter of local media ad revenues, up from 22.6% this year. Local search ($7.2B) will continue to be the largest component of local digital media ad revenues, but will experience the slowest growth. Local mobile ad spend, however, is expected to shoot up by 54.2% year-over-year to $6.6 billion, outpacing display ($4.9B), social ($3.6B) and video ($3B). Read more »
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