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March 2012

CMOs Say Digital Cannibalizing Budgets From Traditional Media

March 30, 2012

dataxu-budget-shift-traditional-to-digital-march2012.jpgAlmost three-quarters of enterprise decision makers report a shift in budgets from traditional advertising to digital in the past year, according to [download page] a March 2012 report from DataXu. These shifts are not minor, either: in fact, about one-third of those say that more than half of their budgets have shifted from traditional to digital marketing, while an additional 23% report between 26% and 50% of their budgets moving to digital. And this trend appears not to be short-lived, as more than 4 in 5 who have seen an internal shift expect it to continue in the next year. Read more »

Social Shares Drive 1 in 4 Online Shoppers to Purchase

March 30, 2012

sociablelabs-social-sharing-purchase-funnel-march2012.jpg1 in 4 online shoppers, who shop at least quarterly online and login to their Facebook account at least monthly, have made a purchase based on a social recommendation, details Sociable Labs in a March 2012 report. 62% of survey respondents said they had ever read a comment on their Facebook page from a friend talking about a product they purchased, while of those, three-quarters clicked on the product link in their friend's comment. Once at the retailer's site, 53% purchased the product they learned about through their friend's comment. Read more »

Ethnicity Highly Influential to 1st Gen Hispanics’ Brand Decisions

March 30, 2012

yahoo-ethnicity-brand-decisions-hispanics-march2012.jpgEthnicity plays a vital role in influencing the brand decisions of 1st generation Hispanic Americans, although it has a much lesser role among later-generation Hispanics, finds Yahoo! Insights [pdf] in a March 2012 report. 70% of 1st generation Hispanics say they notice products and brands that make the effort to reach their ethnicity through advertising, while more than 3 in 5 are more likely to try such a product or brand, and be more trusting of it. Read more »

Product Videos Found Boosting Purchase Confidence Among Viewers

March 30, 2012

invodo-online-retail-product-videos-march2012.jpgOnline product viewers can have a powerful impression on consumers, according to [download page] a March 2012 report from the e-tailing group, sponsored by Invodo. 51% of respondents, who qualified by having watched product videos on retail or brand manufacturer websites, said that they have more confidence in the purchases they make after watching a related video onsite. A similar 52% said that they are more confident when they watch a product video in advance of making a purchase online, and therefore are less likely to return that product. Read more »

Marketers Say Social Media, Search Are Industry’s Hottest Ad Tools

March 29, 2012

pointroll-most-popular-advertising-tools-in-2012-march2012.jpgSocial media and search advertising are projected to be the most popular advertising tools this year, each cited by 24% of respondents to a PointRoll survey [pdf] of US marketing professionals, conducted by Kelton Research and released in March 2012. Display advertising followed closely, chosen by 22% of respondents. There was then a significant drop-off to online video (11%), mobile or tablet ads (7%), and mobile or tablet apps (6%). Just 1% chose email, text/SMS, or social gaming. Read more »

Most Search Ad Clicks Incremental; Organic Ranking Has Some Impact

March 29, 2012

google-incrementality-of-search-ad-clicks-march2012.jpgOn average, half of the search ad clicks that occur with a top rank organic result are incremental, meaning that visits to the advertiser's site from the ad clicks are not replaced by organic clicks when the search ads are paused, says Google in a March 2012 follow-up to a 2011 report. Looking at 390 search ad pause studies, Google found that when the organic search result was between 2 and 4, incrementality of the ad clicks rose to 82%, while 96% of the ads were incremental when the organic result ranked lower than 4. Read more »

Rich Media Ads Seen Providing Significant Boost in Site Visits

March 29, 2012

mediamind-site-visits-by-ad-type-march2012.jpgRich media ads perform far better than standard banner ads in driving users to websites, while banners with video provide an even greater lift in visitors, says MediaMind [download page] in March 2012 analysis of 24,000 creatives with more than 12 billion impressions served in North America between July and December, 2011. In fact, when compared to standard banners, post-ad site visits were 3 times higher for rich media and 6 times higher for rich media with video. Read more »

Skepticism Remains Concerning Companies’ Environmental Messages

March 29, 2012

cone-attitudes-to-environmental-claims-march2012.jpgCompanies appear to have their work cut out from them when it comes to getting their environmental claims across to consumers, finds Cone Communications [download page] in its 2012 Green Gap Trend Tracker, released in March. Just 44% of American consumers trust companies to tell them the truth when it comes to environmental messaging, relatively unchanged from 43% who showed such trust last year, but down from 47% in 2008. And consumers will not be shy in their response: slightly more than three-quarters said they would stop buying a product if they discovered that an environmental claim was misleading. Read more »

Top 10 Cable TV Engagement, Week of Mar. 12-18, 2012

March 28, 2012

Source: Rentrak. Content in Rentrak updates is produced and/or compiled by Rentrak Corporation and its TV Essentials data collection and analytical service. The “Stickiness” Index is the average percentage of the program viewed, divided by the average percentage viewed for all programs of that duration (i.e. 30 min, 60 min,  Read More »

Top 10 TV Engagement, Week of Mar. 12-18, 2012

March 28, 2012

Source: Rentrak. Content in Rentrak updates is produced and/or compiled by Rentrak Corporation and its TV Essentials data collection and analytical service. The “Stickiness” Index is the average percentage of the program viewed, divided by the average percentage viewed for all programs of that duration (i.e. 30 min, 60 min,  Read More »