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Mobile Payments Said to Near 1 in 4 Online Payment Transactions

October 24, 2014

Adyen-Mobile-Share-Payment-Transactions-by-Region-in-Q3-Oct2014Source: Adyen

    Notes: Globally, payments over mobile devices represented 23.3% of total online payments during Q3, according to Adyen's latest quarterly report. (Expect that figure to rise sharply with the launch of Apple Pay.) Smartphones accounted for 57% of mobile payments, and the preference for smartphones rather than tablets widened from Q2. Although iOS continues to lead Android in mobile payment share (62% vs. 38%), the latter is closing the gap - though that trend may well reverse. The study also notes that while consumers used smartphones more than tablets when purchasing digital goods, the opposite was true for physical goods. Read more »

    What Are Large Advertisers Looking to Get Out of Mobile?

    October 23, 2014

    AdvertiserPerceptions-Top-Reasons-Using-Mobile-Advertising-Oct2014Mobile advertising spending is soaring in the US, now representing close to one-quarter of all online ad spending. With mobile ad revenues predicted to continue growing at impressive rates, the buzz isn't likely to end anytime soon. So what goals underpin this trend? A new study from Advertiser Perceptions offers some insights. Read more »

    Paid Search Trends in Q3

    October 23, 2014

    MC-Paid-Search-Trends-in-Q3-Oct2014Source: IgnitionOne, The Search Agency [download page], RKG [download page], Kenshoo

      Notes: Reports from IgnitionOne and The Search Agency are in agreement that search ad click-through rates in the US saw significant year-over-year increases, while impressions were down by upwards of 20%. RKG's clients upped spending to a considerably greater degree, though, and saw higher costs-per-click (otherwise reported as being down among IgnitionOne and The Search Agency clients). On a global basis, Kenshoo reports that spending and click-through rates were, while impressions declined by 10%. Read more »

      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 »