June 18, 2013
Marketers on Twitter are warming to Vine, and it appears that consumers are too. TechCrunch recently pointed out that Vine climbed past Instagram on the Google Play charts to take the mantle as the top social application, and has also noted that Vine shares on Twitter have surpassed Instagram shares. Now, new data from Socialbakers indicates that tweets containing Vine uploads have a 0.031% engagement rate, not far behind tweeted YouTube videos' rate of 0.048%. Read more »
June 14, 2013
Asked what they would do if they saw a friend like a product on social media or a social networking site, around 3 in 10 consumers from around the world said they would check out the product themselves, according to results from a survey from Adobe and Edelman Berland. The figures range from a low of 22% in the UK to a high of 39% in South Korea, with US respondents somewhere close to the mid-point of that range, at 29%. A friend's product like would also cause upwards of 1 in 10 respondents to visit the product's website or social media page. Read more »
June 13, 2013
About 2 in 3 in-stream video ad impressions come from 4 advertiser categories, according to [pdf] a new study from Google DoubleClick. Looking at video ads served on DoubleClick for Advertisers (DFA) and the Ad Exchange between March 2012 and March 2013, Google reveals that automotive (19%), retail (18%), technology (17%) and CPG (14%) brands led all others, with these categories chiefly the realm of large advertisers seeking branding opportunities. And it looks like that trend isn't going away: 2 in 5 video ad impressions in Q1 came from advertisers new to digital video, with the majority of those being large brand advertisers. Read more »
June 12, 2013
Omnichannel marketing efforts can drive significant value in enhancing brand identity and recognition, according to [pdf] a group of 120 executive-level though leaders across advertising, marketing, media and technology industries surveyed by the Winterberry Group in partnership with the IAB. Referring to omnichannel strategies as those "which seek to promote a long-term, channel-agnostic approach to managing and optimizing" the consumer-marketer relationship, the study finds that respondents were most likely to recognize stronger brand identity/recognition as a benefit of the successful application of an omnichannel approach, giving it a score of 3.37 on a 4-point scale (where 4 refers to a frequent benefit, and 0 to a lack of benefit). Read more »
June 11, 2013
A study [pdf] commissioned by the IAB and Vibrant Media and conducted by comScore has concluded that not only do Mobile Rising Stars ads generate more user interaction than standard mobile banner ads, they inspire higher brand and message recall among those who interact with them. The 6 Mobile Rising Stars ad units studied enjoyed a 9.3% interaction rate (slide, swipe, tap), almost double the the rate for the standard mobile banner ad (5.2%) analyzed. Brand recall was an almost perfect 98.1% among those who interacted with the Mobile Rising Stars ads, compared to 83% for those who viewed the standard banner ad. Read more »
June 10, 2013
TV may hold the largest share of ad spending worldwide, but many marketers are eyeing the potential of online video as not only a viable alternative, but perhaps even a better one, according to a recent study from AOL's Be On. Among the 772 respondents from leading brands, media and creative agencies in the UK, Europe and North America, 58% believe that for the same investment they can achieve better share of engagement with online video than with TV. Another 15% said online video would drive the same amount of engagement. Read more »
June 10, 2013
About half of SMBs engaged in digital marketing devote at least 50% of their marketing budgets to digital, according to [download page] a new study from Inc.com and Vocus. And with more than 1 in 5 devoting at least three-quarters of their budgets to digital, it's not surprising that they're looking for tangible value out of their efforts. Asked to rate their most important digital marketing objectives on a 5-point scale (where 5 is most important), respondents indicated that driving sales (4.45) is most important, ahead of increasing brand awareness (4.36). Read more »
June 3, 2013
Compete and GroupM have released a new report that analyzes more than 168,000 purchases of consumer electronics in which the consumer used digital media somewhere along their purchase path. The study, revealing that digital media and advertising heavily influenced almost half of all purchases, identifies 6 types of digital shopper. The researchers argue that purchase journeys are more influenced by behavioral factors than demographics, as each shopper segment sports "remarkably" similar demographics. Read more »
May 31, 2013
71% of American adults aged 21 and older drink some type of alcohol, whether that be beer, hard cider, liquor, wine, or wine coolers, and Millennials (21-34) make up 27% of that group, according to [pdf] a study from Scarborough. The researchers, dubbing this group "Shaken and Stirred Millennials," examine some of their characteristics, as well as their purchasing and media habits. Read more »
May 31, 2013
More CEOs are taking to social media, according to [pdf] a new survey from Weber Shandwick. Executives from around the world surveyed about their CEOs' social media usage forecast a 50% increase in CEO participation in social media over the next 5 years, from 42% to 63%. Those executives who have a "social CEO" report feeling inspired (52%), technologically advanced (46%) and proud (41%) as a result, and are more likely than other executives to describe their leaders as forward-looking, effective, and good communicators. Read more »
