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May 2015

Weekend Reading, 5/29/15

May 29, 2015

BrandZ-10-Most-Valuable-Global-Brands-May2015Apple is back on top as the world's most valuable brand, according to the 10th annual "BrandZ Top 100 Most Valuable Global Brands" report from WPP and Millward Brown. With a total brand value of almost $247 billion, representing a 67% year-over-year rise, Apple soared past Google's $173.7 billion value (+9%). Read more »

Brands’ Email Volume Continues to Grow in Q1

May 29, 2015

Experian-Email-Volume-Growth-Trends-Q2-2012-Q1-2015-May2015Source: Experian Marketing Services [download page]

    Notes: Brands' email volume grew by 15.5% year-over-year in Q1 2015 says Experian Marketing Services in its latest quarterly email benchmark report, marking the 10th consecutive quarter of volume growth and the 9th featuring a double-digit increase. This latest study spotlights reactivation series (re-engaging with inactive subscribers), noting that while the first email outperformed the second in open and click rates, second mailings provided incremental lifts of at least 50% in opens, clicks and revenues relative to the first email's amounts. Read more »

    B2B Research: Don’t Sleep on the Sales Rep

    May 28, 2015

    SiriusDecisions-B2B-Buyer-Sales-Rep-Interactions-May2015A recently-released study from SiriusDecisions made some waves in the B2B marketing world, as it challenged the notion (spurred in part by SiriusDecisions' own research) that digital has disintermediated sales, with much of the buying process complete before contact with a vendor is made. Read more »

    B2C and B2B Marketers Name Their Most Important Social Platforms

    May 28, 2015

    SocialMediaExaminer-Most-Important-Social-Platform-B2B-v-B2C-May2015B2C marketers are most likely to be found using Facebook (96%) and Twitter (77%), while for B2B marketers LinkedIn is on par with Facebook (88% each) as the most commonly used social platform, according to Social Media Examiner's latest annual "Social Media Marketing Industry Report" [pdf]. But which platform is most important? Read more »

    Share of Digital Ad Dollars Spent on Branding, by Industry, in 2015

    May 27, 2015

    eMarketer-Digital-Ad-Spend-by-Industry-Objective-May2015Source: eMarketer [download page]

      Notes: Branding will be the primary objective of 42% of US digital ad spending this year, forecasts eMarketer, a slight increase from 40.9% last year but well below the 48.5% share previously forecast for 2017. Nevertheless, objectives vary widely by industry, with CPG and consumer product digital ad spend heavily weighted towards branding (65% share) and travel to direct response (72% share). Read more »

      Not All City People: Millennials Just as Likely to Identify as “Suburbanites”

      May 27, 2015

      UrbanLandInstitute-Gen-Y-Self-Characterization-by-Race-Ethnicity-May2015Source: Urban Land Institute [pdf]

        Notes: Some 37% of Millennials (aged 19-36 at the time of the survey) identify as "city people," while 36% consider themselves "suburbanites," according to an Urban Land Institute survey. In fact, white respondents were more likely to consider themselves "suburbanites" (37%) than "city people" (33%), although the opposite was true for Hispanics and Black Americans. Interestingly, only 13% of respondents live in a downtown area or near downtown, although another 35% live in "other" city neighborhoods. As such, Millennials appear less likely to identify as "city people" (37%) than they are to actually live in a city (48%). Read more »

        Majority of US Smartphone Owners Say They’ve Used A Mobile Payment Service. For What?

        May 26, 2015

        YouGov-Smartphone-Owners-Mobile-Payment-Services-May2015Some 91% of US adult smartphone owners have heard of a mobile payment service such as PayPal (85%), Google Wallet (51%) and Apple Pay (45%), and of those almost 6 in 10 currently use at least one, according to recent survey results from YouGov. While estimates of mobile payment services adoption vary quite markedly from one survey to the next, the YouGov research offers some insights as to how these services are being used. Read more »

        Out-of-Home Media Touted For Ability to Reach Consumers Prior to Mobile Activities

        May 26, 2015

        OAAA-Media-Exposure-Before-Smartphone-Activities-May2015Out-of-home (OOH) media outpace other traditional media in reaching smartphone users in the hour before they engage in specific mobile activities such as mobile shopping, mobile search, and mobile social networking, says the Outdoor Advertising Association of America (OAAA) in a recently-released study conducted by RealityMine. Read more »

        One-Quarter of Premium Video Ad Views Occurred on Mobile Devices in Q1

        May 22, 2015

        FreeWheel-Share-Digital-Video-Ad-Views-by-Device-May2015Source: FreeWheel [download page]

          Notes: Premium digital video ad views continue to migrate to devices outside of desktops and laptops, per FreeWheel's latest quarterly report, with strong growth in particular coming from smartphones, which accounted for 17% of overall views, more than double a year earlier. OTT Devices also demonstrated rapid growth year-over-year, though their 8% share was consistent with the previous quarter. Read more »

          Consumers’ Spending Trends, by Category

          May 22, 2015

          Gallup-Consumer-Spending-Trends-in-Q12015-May2015Source: Gallup

            Notes: Consumers are spending more on necessities such as groceries (55% spending more), utilities (45%) and healthcare (43%), with these being the three categories in which the largest percentage of survey respondents have increased their spending compared to a year ago, according to Gallup. Meanwhile, the bottom categories in terms of increased spending are retirement investments (17%), consumer electronics (18%) and travel (19%), suggesting, per Gallup, that "Americans continue to spend more on things they need, but not on things they want." Read more »