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Consumers’ Take on the Future of Advertising

September 19, 2014

GooTech-Consumer-Views-Future-of-Advertising-Sept2014Consumers are well aware of marketers' increasing data collection practices and focus on audience targeting, according to new survey results from Goo Technologies. Asked in which of various ways they believe advertising will change in the next 10 years, a majority of US adults surveyed indicated that advertisers will have more personal data about consumers (58%) and that advertisers will improve targeted ads towards certain demographic groups (52%). Read more »

Smartphone Users Estimate That 1 in 6 SMS Exchanges Are With Brands

September 19, 2014

SAPLoudhouse-Consumer-SMS-Interactions-With-Brands-Sept2014Some smartphone users are checking their devices "to obsessive levels," says SAP in a new survey conducted by Loudhouse. On average, about two-thirds of respondents - who are aged 18-65 and hail from 12 markets - claimed to check their smartphone for new messages or activity at least every hour, with 1 in 5 doing so at least every 10 minutes. This creates opportunities for brands to interact with consumers, per the study, which notes that on average, 16% of respondents' weekly SMS exchanges are with businesses. Read more »

Levels of Suspicious US Web and Mobile Traffic Ease in Q2

September 19, 2014

SolveMedia-Suspicious-US-Web-and-Mobile-Activity-Q1-2013-Q2-2014-Sept2014Source: Solve Media

    Notes: Some good news on the bot traffic front, as levels of suspicious web activity dropped to 45% - still a high figure, but an improvement nonetheless from the high of 61% in Q4 2013. Levels of suspicious mobile activity in the US also declined quarter-over-quarter, from 24% to 18%, the lowest figure in at least 6 quarters of measurement. Expect those levels to rise again, though, warns Solve Media, as the holiday season approaches and ad spending picks up. Overall, 31% of US web traffic was confirmed as bots, as was 12% of mobile traffic. Separately, Solve Media notes that the CPG vertical is seeing above-average levels of mobile bot traffic, with that attributed to rising mobile ad spend in the sector. Read more »

    How Do Senior Marketers Define Customer Centricity?

    September 18, 2014

    CMOCouncil-Customer-Views-Customer-Centricity-Sept2014The attributes that best define customer centricity are a senior management team committed to understanding the customer, functional alignment in support of a holistic customer experience strategy and a corporate culture that prioritizes customer satisfaction, according to a new study from the CMO Council and SAP. But while organizational processes must be in place to support a customer focus, what does customer centricity mean in the customer's eyes? Read more »

    Fastest-Growing Mobile App Categories, by Time Spent

    September 18, 2014

    Localytics-Mobile-App-Consumption-Increases-by-Category-Sept2014Source: Localytics

      Notes: The overall amount of time spent with mobile applications grew by 21% between August 2013 and last month, per Localytics data, with that increase spurred largely by an increase in the average number of app launches per month. The analysis indicates that music apps (79%) experienced the largest increase in time spent, followed by health and fitness (51%) and social networking (49%). Separately, the study notes that while social networking apps are launched the most times on average (25 per month) among the categories identified, users spend the least amount of time with them, at just 2.5 minutes per session. Beyond social networking apps, sports and news apps see a high number of monthly launches, while music and entertainment enjoy the highest average session lengths. Read more »

      Mobile Video Viewers Spending the Majority of Their Time With Snackable Content

      September 18, 2014

      Ooyala-Online-Video-Consumption-by-Length-Device-in-Q2-Sept2014Source: Ooyala [download page]

        Notes: A slim majority of time spent watching video on mobile phones during Q2 was spent with content less than 10 minutes in length, per Ooyala's latest quarterly report. The study shows a correlation between screen size and content preferences, as 81% of time spent watching video on connected TVs was with content longer than 10 minutes. In fact, content at least one hour in length comprised a majority 54% of time spent watching video on connected TVs, versus less than 10% of time spent with mobile video. Read more »

        How Are Enterprises Using Social Marketing – and Where Are They Seeing the Best Results?

        September 17, 2014

        SpredfastForresterConsulting-Enterprise-Use-Social-Marketing-Sept20147 in 10 senior leaders managing or overseeing digital or social marketing at enterprise (at least $1 billion in revenues) companies in the US and Western Europe say that senior management believes in the value of social marketing, reports Spredfast [download page] in a new study conducted by Forrester Consulting. With roughly two-thirds of respondents indicating that social marketing is prioritized at their organization and that it's integrated with broader marketing efforts, it's safe to say that enterprises are paying attention to social marketing. Read more »

        Brands Report Adoption of Data-Driven TV Ad Campaigns

        September 17, 2014

        Adap.tv-Data-Driven-Linear-TV-Campaigns-Sept2014Source: Adap.tv [download page]

          Notes: Brands surveyed for the Adap.tv report (limited to video ad buyers) estimate allocating 60% of their video budgets to programmatic channels versus traditional or direct publisher sales. And it appears that they're extending their use of data-driven practices to linear TV, too, as 43% say they currently use some form of automated or data-driven process to drive traditional TV transactions.
            Related: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence Read more »

            Only 53% of Inbound Marketers Measure ROI

            September 16, 2014

            HubSpot-Inbound-Challenges-Priorities-Sept2014Only a bare majority of inbound marketers are measuring ROI, according to HubSpot's latest annual "State of Inbound" report, with that result continuing a theme from past studies. But that doesn't appear to be stunting their confidence: a significant share of inbound marketers are reporting higher ROI than last year - perhaps as previous success is the top reason given for increasing inbound budgets. Read more »

            Consumers: Brands’ Online Product Recommendations Spur Purchases

            September 15, 2014

            StrongView-Product-Recommendations-as-Purchase-Drivers-Sept2014Brand enthusiasts find product recommendations based on prior purchase history to be both helpful and influential, details a new report from StrongView and Edison Research. The study analyzes the impact of digital communication from brands on consumers, noting that email is by far the leading online¬†communication channel in terms of influencing purchases, and that relevant communications that meet expectations for a brand can help prompt those decisions. Read more »