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October 2012

Online Video Ad Views Held Ground In September After Summer Slide

October 31, 2012

Americans viewed 9.4 billion video ads in September, as data from comScore VideoMetrix reveals. That is a slight dip from August's 9.5 billion ads, but, fairly positive news after the June-to-July 2012 plummet from 11 billion to 9.6 billion. Turning from ads to content videos, overall, 181 million US internet users watched in excess of 39 billion online content videos in September. Reaching 85% of the US internet audience, that represents a small dip from August’s 87.7%. Read more »

AdWords Conversions Highest (And Least Costly) In Internet & Telecomm

October 31, 2012

Of the 10 industries that spent the most on Google ads in Q3 2012 (both search and display), the Internet and Telecommunications industry achieved the best overall results according to WordStream, with a 6.27% average conversion rate from Google Search, and 8.59% on Google Display Network. The finance industry enjoyed the second highest average conversion rate (6.12% on Google Search, 5.12% on Google Display). Its top advertisers were State Farm, Geico, Quicken Loans, and Bank of America. Read more »

Local Search Used By At Least 60% In Any Product, Business Category

October 31, 2012

Local search incidence is very high across 11 product and service categories, according to [download page] an October 2012 report from YP, conducted by Immr and in collaboration with Street Fight. 4 in 10 respondents use local search once a day, and two-thirds use local search at least 3-4 times a week. Read more »

7 in 10 Would Recommend A Brand Or Company After A Good Social Care Response

October 30, 2012

Effective social care (being customer service through social media channels) fosters strong customer loyalty, finds NM Incite [download page] in a new report released October 2012. Among customers who have sought a social care response, 71% of those who experienced a quick and effective response say they are likely to recommend a brand or company, versus just 17% who had an effective but slow response. 33% would recommend a brand or company that offered a quick but ineffective response, and 19% would still recommend a brand or company, even without a social response. Read more »

Agencies Say Referrals, Networking Best For Drumming Up New Biz

October 30, 2012

About 8 in 10 agencies surveyed by RSW/US [pdf] believe that the number of opportunities for new business are about the same as last year (34.4%) or have increased (44.8%). But, that doesn't mean that getting new business is any easier. In fact, more than 8 in 10 say that obtaining new business is either as hard (47.6%) or harder (34.9%) than it was last year. So what has been most effective for generating new business? Asked to select their top 3 marketing tools, most agencies chose referrals (59%), networking (57.4%), and business from existing clients (57.4%). Read more »

Tweeted Links Said Clicked Most on Weekends, Late Afternoons

October 30, 2012

A new study by Sign-Up.to of tweets sent and tracked through its marketing tools finds that click-through rates (CTR) on links contained within those tweets are higher on the weekends than during the week, echoing January research from HubSpot's Dan Zarrella, but contrasting later findings from Bit.ly. The Sign-Up.to research found that the average CTR ranged between 1.49% and 1.76% during the weekdays, but jumped to about 2.5% during the weekend. Read more »

Social Media A Customer Service Channel For 1 in 2 Users

October 29, 2012

47% of American social media users aged 18 and older have used "social care," finds NM Incite [download page] in a new report. That figure, unsurprisingly, is highest among younger groups, with 60% of 18-24-year-old females and 57% of males of that age accessing customer service through a social media platform. And although the use of social media for customer service drops among more mature groups, around 3 in 10 social media users aged 65 and older report having used social care. Read more »

Americans Find Funny Online Ads More Appealing Than The Rest of the World Does

October 29, 2012

Almost 6 in 10 global adults aged 18-64 prefer online and mobile ads that are clear and straightforward, rather than humorous, according to new data released by Ipsos in October. But Americans, who value storytelling in their ads, apparently want those stories to be funny, at least when they're online. In contrast to the global average, 56% of Americans surveyed by Ipsos said they prefer their online ads to make them laugh rather than to just give them the facts. Read more »

Gen Xers Prove Cost-Conscious When CPG Shopping

October 29, 2012

However self-indulgent they are perceived to be, Millennials and Gen Xers (those born after the post-WWII baby boomers) are a cost-conscious lot, according to SymphonyIRI's quarterly MarketPulse findings, released October 2012. Fully 37% of Gen X adults surveyed buy brands that are on sale, rather than the brands they prefer. Just under one-third select products to create more meals at the lowest possible cost, and one-third choose products based on loyalty card discounts. Read more »

Paid Media Turbo Charges Reach, Says Facebook

October 29, 2012

For even the most successful brands on Facebook, paid media can significantly amplify total reach over organic reach alone, argues Facebook [pdf] in a study conducted in partnership with comScore. The study examined 100 brand pages that were among the top in the US by fan count and that reached an organic audience of at least 1 million during a single week in June. Separating those pages into 2 groups (50 organic-only pages and 50 paid and organic pages) with similar fan counts, the report finds that while both groups had similar organic reach of roughly 2.9 million, the group that used both organic and paid media had an average total reach more than 5 times higher - of almost 15.5 million. Read more »