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For Most Youth, Smartphone Use In-Store Can Affect Purchase Decisions

April 15, 2014

LocalSearchAssn-Smartphone-Use-Shopping-In-Store-Apr2014

    Source: Local Search Association
      Notes: Some 65% of 18-29-year-old smartphone users (and 62% of device users aged 30-43) are willing to stop moving forward with a purchase based on new information they've turned up using their mobile device while shopping at a local business, a result that makes sense given that the leading reason they use their devices in-store in the first place is to compare prices. At least 9 in 10 young smartphone users rely on their devices at least sometimes while shopping in-store, per the study, as do 7 in 10 device users aged 54 and older. The younger crowd, not surprisingly, is much more likely to be found checking in at a local business or sharing their location. Read more »
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      Key Trends Consistent As Online Ad Revenues Grow Another 17% in 2013

      April 14, 2014

      IABPwC-Online-Ad-Revenues-2004-2013-Apr2014Online advertising set yet another peak in Q4 2013, growing by 17.5% to reach $12.1 billion, the largest quarter on record, according to the latest revenue report [pdf] from the IAB and PricewaterhouseCoopers (PwC). Needless to say, the full-year total of $42.8 billion was also the largest seen yet, representing a 17% increase from the prior year. What didn't change? The prevailing trends in the online advertising industry. Read more »

      Who’s Using Marketing Automation to Manage Email, And How Many Messages Are They Sending?

      April 14, 2014

      Marketo-Email-Frequency-by-Use-of-Email-Marketing-Tool-Apr2014Some 24% of marketers say they don't use any tools to manage their email campaigns, according to a recently-released Marketo study [download page]. But that figure masks significant differences when sorting by company size, as small companies (0-50 employees) are almost twice as likely (43.5%) to eschew the use of email marketing tools. Among larger companies, by contrast, marketing automation platforms are a popular choice - and use of these tools is linked to greater emailing frequency. Read more »

      Consumer Attitudes to Local Search Reveal Problems and Opportunities for Brands

      April 11, 2014

      Placeable-Consumer-Attitudes-Local-Search-Apr2014A study from ConstantContact last year found that 1 in 2 small businesses failed to ever update their online listings, and that an equal share have seen inaccurate listings for their businesses online. Now, new research [download page] from Placeable reveals the extent of the damage inaccurate listings can have on a brand: some 73% of consumers surveyed said they lose trust in a brand when the online listing shows incorrect information. Read more »

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      2013 Rich Media Ad Benchmarks, by Vertical

      April 11, 2014

      PointRoll-2013-Rich-Media-Benchmarks-by-Vertical-Apr2014

        Source: PointRoll [pdf]
          Notes: Rich media click-through and interaction rates were higher when including video. Large format IAB Rising Star units tended to outperform standard rich media ads in CTR, but trailed in interaction rate. Looking at days of the week, the study indicates that rich media CTR is about 10% higher on the weekends than during the week, but interaction rates are better on weekdays.
            Related: Mobile Rich Media and Video Ad CTRs Significantly Outpacing Standard Banners

            Online Video Ad Views, Dec. 2011 – Feb. 2014

            April 11, 2014

            comScore-Feb-2014-Online-Video-Ad-Views-Apr2014

              Source: comScore
                Notes: Despite online video ad views (desktop/notebook only) falling during the first couple of months of the year, the February total (24.6 billion) remains significantly above the year-earlier period (9.9 billion). Meanwhile, online video ads reached 51.6% of the online population, the lowest monthly total since February 2013. AOL continued to lead in the number of ads served (3.2 billion), narrowly ahead of Google Sites (3 billion). And while Google had the largest content video audience (152.8 million), the number of videos viewed on Facebook continued to climb, reaching 6.8 billion in February.
                  Related: Which Online Video Content Genres Account for the Most Ad Views?

                  Majority of Content Sharing to Social Networks Now Occurs via Mobile

                  April 10, 2014

                  ShareThis-Content-Sharing-Trends-Mobile-v-Desktop-in-Q1-Apr2014Some 52% of "social sharing actions" - sharing of website content such as articles, photos and videos via social networks - occurred on a mobile device during the first quarter of this year, reveals ShareThis in a new report. Mobile took the lead on the back of a quarter-over-quarter growth rate in sharing that was more than twice as high as desktop's (28% vs. 11%). While the iPhone (25%) remained the top mobile device used for sharing, Android smartphones (17%) narrowed the gap. Read more »

                  Big Gains Forecast for Location-Targeted Mobile Ad Spend

                  April 10, 2014

                  BIAKelsey-Local-Media-Outlook-2013-2018-Apr2014US mobile ad spend is projected to grow from $7.2 billion last year to $30.3 billion in 2018, with a slight majority 52% - or $15.7 billion - of that eventual figure being location-targeted spending, according to a new forecast released by BIA/Kelsey. The projections represent a significant uptick from last year's forecast, and the analysts see search accounting for the bulk of the location-targeted mobile ad spend at the end of the forecast period, with native social ads and display also playing a role.  Read more »

                  North American Email Open and Click Rate Trends, Q4 2009-Q4 2013

                  April 10, 2014

                  Epsilon-email-open-and-click-rates-q42009-q42013-Apr2014

                    Source: Epsilon [download page]
                      Notes: Open rates have been trending up, while click rates are moving in the opposite direction. The report also notes that about 45% of emails deployed during Q4 2013 could be characterized as marketing messages, with these seeing below-average open (29.2%) and click (12.8%) rates. Meanwhile, triggered emails continued to outperform business-as-usual emails in open (49%) and click (10%) rate. As for list performance, half of the average list had at least one open or click during the prior 12 months, though 62% of new subscribers (during the prior 3 months) had no opens or clicks. Read more »

                      Instagram Now Tops Twitter, Facebook as Teens’ Most Important Social Network

                      April 9, 2014

                      PiperJaffray-American-Teens-Most-Important-Social-Network-Apr2014Teens' social networking platform preferences are rapidly changing. According to the latest semi-annual survey from Piper Jaffray, Instagram has now surpassed both Twitter and Facebook to become teens' single "most important" social network. In the previous survey, Twitter had assumed the lead, while in the two surveys before that, Facebook had been the top choice. Read more »