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August 2014

Top 10 Marketing Charts of the Month – August 2014

August 29, 2014

MarketingCharts-Top-10-Charts-of-August-2014-entryThis month's quick-hit set of top charts includes the following topics: marketers' changing media mix; online channel goals and digital metrics; top concerns among CMOs; content marketing's effectiveness; the most-desired brand video types; social's growing impact on TV; and consumer spending patterns by category and generation.

College Students’ Purchase Influencers and Favorite “Splurge” Categories

August 29, 2014

Fluent-Undergrad-Back-to-School-Purchase-Influencers-Aug2014Undergraduate students are less likely to rely on brand advertising than word-of-mouth when it comes to their purchase decisions, finds a new survey from Fluent. The study, fielded among more than 1,400 undergraduate students, also finds that online coupons have a significant effect on back-to-school shopping decisions. And for all the popularity of visual-sharing social media, these channels don't have much of a stated influence. Read more »

Top Devices Used to Stream Video

August 29, 2014

TNS-Top-Devices-Used-to-Stream-Video-Aug2014Source: TNS ReQuest

    Notes: While the laptop computer is the most common device used by US streaming households, streamers are also using game consoles (21%), Blu-ray or DVD players (12%), Roku boxes (11%) and smart TVs (10%) to stream video, suggesting that TVs remain a popular form factor for video, no matter the content source. While more streaming households use smartphones (34%) than tablets (29%) as a streaming device, it's likely that tablets are the choice for long-form content. Read more »

    Top Sources of OTC Information, by Generation

    August 29, 2014

    AccentHealth-Top-Sources-OTC-Info-by-Generation-Aug2014Source: AccentHealth [pdf]

      Notes: Family and friends are a much larger source of OTC information for Millennials (18-34) than for Gen Xers (35-49) and Baby Boomers (50+), per the study, with word-of-mouth rivaling healthcare practitioners as a resource for the younger generation. By contrast, Baby Boomers - who are the most apt to use OTC drugs - are more likely to rely on product advertising, a result which aligns with prior research on purchase influencers by generation. Overall, healthcare practitioners are the most trusted source of OTC information for each generation. Read more »

      What’s the General Sentiment of the Most-Shared Articles on Social Networks?

      August 28, 2014

      FractlBuzzSumo-Emotional-Sentiment-Most-Shared-Articles-SocNets-Aug2014A recent study from ShareThis found significant differences in the types of content categories most likely to be shared on various social networks. Now, a new study [download page] from Fractl - in collaboration with BuzzSumo - analyzes the million most-shared articles from the first half of 2014 to identify the emotional sentiment of the top articles being shared on major social networks, with some intriguing discrepancies. Read more »

      Social Ads Continue to Efficiently Reach New Audiences

      August 28, 2014

      NeustarAK-Media-Spend-Efficiency-Comparison-in-Q2-Aug2014Social ads continue to outperform portals, networks, and exchanges in cost-effectively reaching new and exclusive audiences, although the data may be skewed by social users who use private browsing, details Neustar Aggregate Knowledge in its latest quarterly "Media Intelligence Report" [download page] covering Q2 activity. The study reveals that social ads performed 167% better than the 4-channel average in reaching new and exclusive users at a low cost. Read more »

      Few Investors Seek Financial Advice Online

      August 28, 2014

      WellsFargoGallup-Financial-Advice-Resources-Used-by-US-Investors-Aug2014Source: Wells Fargo / Gallup

        Notes: While 8 in 10 investors (people in households with total savings and investments of at least $10,000) receive financial advice in some form, they're far more likely to say they get it from a dedicated personal financial advisor (44%) or advisory firm (35%) than from an online financial planning or investing website (20%). Interestingly, though, survey respondents with at least $100,000 in investments are more likely than those with less than that amount to seek out advice on financial websites. Read more »

        US Ad Spending Forecast to Reach New Peak Next Year

        August 28, 2014

        MAGNAGLOBAL-US-Ad-Spend-Growth-in-2015-Aug2014Source: MAGNA GLOBAL

          Notes: US ad revenues are expected to increase by 3.5% next year, with the 4.9% normalized growth rate excluding the effects of Political & Olympic (P&O) spending being the fastest rate of growth since 2005. That would bring core media advertising revenues to $172 billion, a new peak. Digital media ad sales are predicted to grow by 15.7%, fueled by social media (+32%) and video (+31%). Meanwhile, this year's ad revenue growth forecast has been downgraded from the prior forecast of 6% to 5.1%, due in part to macro-economic conditions and to lower incremental P&O spending estimates. Read more »

          Top 10 at Domestic Film Box Office, Weekend of Aug. 22-24, 2014

          August 27, 2014

          Content in Rentrak Theatrical box office updates is produced and/or compiled by Rentrak Corporation and its Box Office Essentials theatrical box office data collection and analytical service.  Read More »

          North American Digital Marketers Rank Key Goals and Challenges

          August 27, 2014

          Forrester-NA-Digital-Marketers-Top-Goals-Aug2014North American digital marketing decision-makers are more focused on winning new customers than they are on retaining existing ones, according to [download page] a study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud. Interestingly, few identified the orchestration of personalized customer experiences across multiple digital touch points to be a top-3 goal. Read more »