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2 in 3 Marketers Say Tech Is Very Important to Their Performance. How?

October 22, 2014

CMOCouncilTealium-CMOs-on-Impact-of-Marketing-Tech-Oct2014Two-thirds of marketers (mostly senior level) describe the importance of new technologies to their group's overall effectiveness and performance as "essential" (29%) or "very important" (38%), according to a new report [download page] from the CMO Council and Tealium. In fact, only 5% say that their investments aren't producing tangible business value, with many working on it (39%) or already seeing value (46%). But in what ways are they impacting marketing ROI? Read more »

Enterprise-Class Advertisers’ CTRs, by Channel and Device, in Q3

October 22, 2014

Marin-Enterprise-Advertiser-CTRs-by-Device-and-Channel-in-Q3-Oct2014Source: Marin Software [download page]

    Notes: Smartphones have the highest click-through rates across search, social and display ads, finds Marin Software in a review of the Q3 performance of enterprise-class marketers who spend in excess of $1 million annually on paid search, social and display channels. When it comes to conversion rates, though, desktops reign supreme across each of the channels. Separately, the study notes that tablets account for a larger share of conversions than spend across search and display channels. Notably, while mobile devices captured more than 60% of social ad spend, they accounted for only about 35% of social ad conversions. Read more »

    In the US, Ad Spending on Mobile Now Tops Desktop Banners

    October 21, 2014

    IABPwC-US-Online-Ad-Revenues-by-Format-in-H1-Oct2014The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) have teamed up to release their latest US internet advertising revenue report [pdf], with this latest edition covering activity in the first half of the year. The study details the continued growth of mobile ad spending, which comprised almost one-quarter (23%) of total online ad spend. Read more »

    Which Media Budgets Are Being Used to Fund Increased Mobile Ad Spend?

    October 21, 2014

    AdvertiserPerceptions-Funding-Sources-Mobile-Ad-Budgets-Oct2014Source: Advertiser Perceptions

      Notes: Mobile advertising spending is growing apace, but are these budgets incremental or coming from other sources? According to a new report from Advertiser Perceptions, print budgets are most susceptible to cannibalization, as 41% of respondents (all representing large advertisers and all with some involvement in mobile advertising) are using these budgets to fund additional mobile advertising dollars. Mobile ad funding is also coming from an overall expansion of advertising budgets (38%), TV ad budgets (34%) and digital display budgets (32%). Read more »

      Online Video Completion Rates, by Device, in Q2 2014

      October 21, 2014

      Adobe-Online-Video-Completion-Rates-by-Device-in-Q2-Oct2014Source: Adobe [pdf]

        Notes: Few videos were watched to full completion during Q2, reports Adobe, although videos viewed on desktops were 3 times more likely than those viewed on mobile devices to reach 75% completion. Separately, the study finds that mobile devices were responsible for more than 1 in 4 video starts in Q2 (26.6%), up from 18.6% a year earlier. Read more »

        It’s Q4. Do You Know Where Your Target Demographic Is?

        October 20, 2014

        Experian-Cable-TV-Viewers-by-Age-2014v2009As the end of this year approaches, marketers are already planning forĀ 2015. And as marketing becomes an increasingly audience-focused affair, understanding the demographic profile of media audiences is becoming more critical than ever. A new MarketingCharts Debrief, Media Audience Demographics, provides essential data for marketers by breaking down the demographics of various media channels. Read more »

        4 in 5 Companies Report Steady or Increasing Costs-Per-Lead

        October 20, 2014

        Ascend2-Cost-Per-Lead-Trends-Oct2014A slim majority of marketers and salespeople from around the world say that their lead generation effectiveness is improving, while just 1 in 10 see it worsening, finds Ascend2 and its Research Partners in a new study [download page]. While that may be the case, respondents (chiefly B2B-focused) were more likely to say that their costs-per-lead are increasing (25%) than decreasing (19%). Read more »

        Facebook Post Interaction Rates, by Industry, in Q3 2014

        October 20, 2014

        Adobe-Facebook-Post-Interaction-Rates-by-Industry-in-Q3-Oct2014Source: Adobe

          Notes: The retail industry topped all others tracked in Q3 post interaction rates (comments, likes, shares, and other interactions), with its 4.18% average representing a 13% increase over the year-earlier period. No other industry experienced an increase in post engagement rates. Separately, the study notes that average organic impressions on Facebook decreased by 50% year-over-year in September, while paid impressions grew by 5%. Read more »

          How Do B2B Execs Find Content? Search

          October 17, 2014

          EIUPeppercomm-Top-Content-Sources-for-B2B-Execs-Oct2014Source: Economist Intelligence Unit / Peppercomm

            Notes: Online search tools are more important to B2B executives than company websites and recommendations when it comes to finding content from companies that is credible and trustworthy, according to a recent survey. Separately, when asked how they use various sources to find content created by a particular organization, 63% of respondents said they use search often, far ahead of the proportion saying they often consult the official online presence of the company (42%). Read more »

            More Data Indicates That Consumers Want TV on Their Own Schedules

            October 16, 2014

            comScore-Drivers-Online-TV-Viewing-Oct2014Although most consumers continue to watch original TV series on traditional TV, many are time-shifting their TV viewing, and this desire to watch on their own schedule is one of the primary drivers of online video viewing. That's one of the chief takeaways from a new comScore report [download page] based on a survey of more than 1,100 online adults. Read more »