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Posts Tagged ‘advertising’

Consumers do respond to online & TV ad calls to action

Monday, May 20th, 2013

social mediaThe effectiveness of social cues in advertisements varies by the medium the ad appears in, according to a Burst Media survey revealing how and why web users interact with brands via social media.

Among respondents who recall social media prompts in advertising, digital ads (61.0%) and television ads (58.7%) are most effective at driving interaction with a brand’s social platforms such as Facebook, Twitter and Instagram.

These are followed by print ads (52.4%), radio ads (41.5%) and outdoor ads (39.4%).

Notably, two-thirds (67.6%) of 18 to 34 year-old respondents—including 73.9% of 18 to 34 year-old women—say digital ads that feature prompts to social media assets are effective at inspiring them to take action.

“We found that marketers who use social sharing and action prompts within advertisements create authentic interactions that drive further engagement,” said Mark Kaefer , marketing director, Burst Media.

“On the digital front especially, display, mobile and sponsored online content campaigns that include social media prompts can virally and exponentially extend campaign reach through consumer status updates, likes, tweets, pins and more.”

Survey Highlights

Web users interact with brands on social media for a variety of reasons.

  • More than one-half (53.8%) of women and 44.1% of men who interact on social media via cues in advertising cite “to show my support for a brand that I like” as a reason for doing so.
  • The gender divide is even wider with the next most-cited reason, which is to access special offers, coupons and/or promotions: 53.2% of women versus just over one-third (35.5%) of men cite this as a reason.
  • Notably, two-thirds (66.7%) of 35 to 44 year-old women cite the access to offers/coupons as a reason to interact with a brand’s social assets.

The majority (65.4%) of all survey respondents have at least one social media account set-up for personal use.

  • Facebook—at 53.0%—is by far the leading provider. Google+ follows a distant second, with one-quarter (25.6%) of respondents reporting they use the up-and-coming platform.
  • Three-fifths (58.6%) of respondents with social media accounts use them at least once a day, and another one-fifth (22.3%) check accounts at least once per week.

Interestingly, Pinterest and Instagram—as image and photo-driven social platforms—skew towards a female audience.

  • InstagramOne-fifth (21.9%) of all female respondents have a Pinterest account, versus only 4.8% of men. The disparity of Pinterest use between the sexes is even greater among 18 to 34 year-olds: 1-in-4 (25.5%) women in this segment have a Pinterest account, versus just 3.6% of men this age.
  • Instagram’s audience also skews more female than male—10.4% versus 5.8%, respectively. Again, the gender gap is biggest among respondents aged 18 to 34, as 20.8% of women this age have Instagram accounts, versus 8.4% of men.

Download the full “Expanding the Conversation: Leveraging Social Media for Brand Interaction” Online Insights report (PDF) athttp://burstmedia.com/pdf/burst_media_online_insights_2013_04.pdf.

 

 

Four steps to increase your social marketing success

Thursday, May 16th, 2013

social media

Marketers need to adopt more sophisticate social advertising and marketing tactics if they want to improve their ability to hit objectives.

So says, Kenshoo Social, a global social marketing platform, which has  published a commissioned study conducted by Forrester Consulting, “The Key to Successful Social Advertising,” that evaluates how marketers are using social advertising. The goal: educating marketers on how to develop social media strategy and activate the most effective tactics. Findings will also be presented by Kenshoo Social and guest from Forrester in a May 29 webinar.

Based on a survey of large social advertisers (i.e., social media and advertising professionals whose companies spend more than$100,000 per year on social media ads), Forrester found that, while social advertisers use a wide range of organic and paid strategies across a variety of social sites, more than one in three are not satisfied with their efforts.

The findings emphasized the increasing needs for more sophisticated social advertising tactics and methods to better match tactics to objectives.

“Generally, social advertisers get what they pay for,” according to the study. “They are more satisfied with the results they achieve from paid advertising than the results they achieve with less costly organic tactics like branded pages, groups or accounts alone.”

Notable findings from the study include:

Organic posting is the most popular social media tactic, but paid advertising is the most successful. Social advertisers use a wide range of social sites and strategies. The most popular tactic is maintaining branded pages on general social networks, business networks and microblogs. Branded pages alone, however, do not make an effective social marketing strategy.

Social advertisers still are not using advanced optimization tactics. More than half of large social advertisers use ad rotation, but only one-third use granular targeting to reach the right audiences. Most of those who do target primarily use basic criteria like demographic targeting.

Social marketers should pay for promoted content to drive awareness and buy ads to drive sales. The survey measured the tactics of satisfied social advertisers and found that different paid social strategies drove different kinds of success. Social advertisers who paid to promote their branded content were most satisfied with the awareness they created; while those who bought standard social ad units were happiest with their ability to drive purchases. Brand-focused social advertisers and response-focused social advertisers must deploy the tactics proven best for meeting their specific objectives.

“With billions of people around the world actively connecting on Facebook, Twitter, Google+, LinkedIn, and Pinterest, marketers have eagerly turned to social media to engage their target audiences,” said Aaron Goldman , chief marketing officer of Kenshoo. “Today, most marketers include some type of social advertising in their programs, but the options available to them have increased exponentially, as has the ability to measure the effectiveness of their outreach.

“This research study demonstrates the importance of using advanced technology platforms to create highly-targeted campaigns at scale, leveraging a portfolio approach across promoted content and standard ad units to achieve overall business goals,” Goldman continued.

“Furthermore, marketers must connect the dots across paid, owned and earned media placements to understand the impact of each touchpoint along the path to conversion.”

The Forrester study concludes with four initial steps marketers can use to immediately improve results:

- Start with clear marketing objectives.

- Promote your brand and your content.

- Take advantage of robust targeting.

- Develop a holistic approach for greater success.

Visit KenshooSocial.com/ForresterStudy to download the full complimentary study or KenshooSocial.com/ForresterSocialResearchto sign up for the May 29 Webinar.

Small businesses embracing mobile technologies

Wednesday, May 8th, 2013

mobilephonesFor those wondering if small business owners are actually using mobile technology for their business, the answer is a definitive “yes,” according to new survey data from Constant Contact®, Inc. (NASDAQ: CTCT).

Of those surveyed in March 2013, 66 percent report currently using a mobile device, including smart phones and tablets, or a solution, like mobile-optimized websites and text message marketing.

While this majority adoption is promising, it’s important to note that, of the 34 percent not using any mobile device or solution for their business, a resounding 65 percent have no plans to do so in the future, mainly citing a lack of customer demand.

Email and Social Media Marketing Paving the Way

How are small businesses using mobile technology? The top two ways are email and social media marketing, and they have a considerable lead over other uses:

  • 73 percent conduct social media marketing.
  • 71 percent conduct email marketing.
  • 44 percent advertise through social platforms.
  • 34 percent have a mobile-optimized website.
  • 18 percent run a mobile tablet-based payment point-of-sale.
  • 18 percent use mobile apps to manage operations, like accounting.

“It’s encouraging that a majority of small businesses recognize that their customers are relying more than ever on their mobile devices to find information, look for deals, and even to make purchases,” said Joel Hughes, senior vice president of strategy and corporate development.

“That said, small business owners are still getting their sea legs, so it’s not surprising that they’re leading with two areas where they have a solid track record of success with customer engagement: social media and email.”

social media logosWhen asked what types of mobile/social advertising they currently employ, 97 percent of respondents said social media like YouTube, Pinterest, Twitter, Facebook, and Instagram.

Location-based promotions (Foursquare® check-in, etc.) came in a distant second at 17 percent, and text message came in third at 15 percent.

A deeper look into mobile-optimized websites of small businesses reveals that 70 percent are social-media optimized. Other findings:

  • 44 percent contain a menu.
  • 40 percent contain individual product listings.
  • 39 percent contain videos.

Apple & Android– The New POS?

In the battle of iOS vs. Android, iOS is the clear winner.

iPhone 5

The iPhone 5

Among small business owners, iPhone users trump Android users 66 percent to 39 percent, while iPad users trump Android tablet users 49 percent to 15 percent. iOS popularity among small business owners is not reflected among the general public where, according to a recent comScore MobiLens study that measures the smartphone platforms used by everyone in the U.S., Android subscribers account for 52.3 percent of all subscribers, while iOS subscribers account for 37.8 percent.

Small businesses are using these devices for point-of-sale functions. Seventy-one percent of small businesses using mobile technology accept mobile payments and 52 percent utilize a mobile-/tablet-based point-of-sale system.

Mobile Apps for Managing Operations

Mobile apps are playing a growing role in how small businesses manage operations.

  • 82 percent use a calendar/time management app.
  • 74 percent use a customer communications app.
  • 52 percent use a GPS and mapping app.
  • 44 percent use an accounting/invoicing app.
  • 44 percent use an app for industry news/information consumption.
  • 29 percent use a travel planning app.

Why Aren’t All Small Businesses Mobilizing Behind Mobile?

mobilewalletWhen Constant Contact asked small business owners not using mobile the all-important question of why, here’s how they responded:

  • 56 percent said their customers haven’t expressed demand for mobile communications.
  • 47 percent said their customers haven’t expressed demand for mobile payment solutions.
  • 36 percent said they are interested in mobile solutions but don’t know enough about how to best use them.
  • 33 percent said they’re interested in mobile solutions but haven’t had time to implement any yet.
  • 31 percent said they don’t have a work-/business-related smartphone.
  • 28 percent said mobile is not relevant to their industry/business.

“Generally speaking, small business owners have very little spare time on their hands, so learning how to use mobile technology for their business is not necessarily tops on their ‘to do’ list,” said Hughes.

“We received some anecdotal survey responses that said ‘It costs too much’ and ‘I have no idea how this stuff works,’ representing the subset of small businesses that will forgo mobile opportunities until their customers start demanding mobile communications or payment solutions.”

Five tips on getting a coveted ad or marketing internship

Thursday, April 18th, 2013

CareerBuilderFor recent or soon-to-be graduates, internships can be a valuable bridge to a first job. But securing one of these opportunities may be easier said than done, a new survey by The Creative Group suggests.

Nearly six in 10 (58 percent) advertising and marketing executives interviewed said their agency or firm does not offer an internship program. Students who do manage to land coveted internships may receive more than just experience: Among companies that offer internships, 63 percent provide compensation.

The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals, and conducted by an independent research firm.

Advertising and marketing executives were asked, “Which of the following best describes your company’s internship program?” Fifty-eight percent of respondents said their company does “not have an internship program.”

Following is a breakdown of the results among the 42 percent of executives who said their company offers an internship program:

                  Offer paid internships, and interns must prove they are
                          active students receiving course credit……………………….   52%
                  Offer unpaid internships, and interns must prove they are
active students receiving course credit………………………….   28%
                  Offer paid internships with no requirement of
                         student status……………………………………………………………   11%
                  Offer unpaid internships with no requirement of
student status…………………………………………………………….     7%
Don’t know/no answer…………………………………………………….     2%
                                                                                                                     100%

In a separate survey of advertising and marketing executives, nearly one-third (32 percent) of respondents said the opportunity to identify new talent is the chief benefit to their business of offering internships. Receiving extra help on projects was the second most common response, cited by 28 percent of those interviewed.

“One of the greatest challenges for new graduates seeking employment is a lack of professional experience,” said Donna Farrugia, executive director of The Creative Group.

“Internships provide an opportunity for individuals launching their careers to apply their skills in a business setting, learn more about the type of work environment they prefer and make valuable professional connections that can serve them well in the future.”

Farrugia added, “Competing for internships can be challenging because many of the candidates are students and haven’t yet acquired the skills, work samples and experience that will make them stand out. Often, the decision comes down to how the applicant presents him or herself. A positive disposition can go a long way.”

The Creative Group offers five tips for landing a coveted internship:

  1. Go ahead, jump the gun. Get a leg up on the competition by starting your internship search early. Research organizations of interest, work with your university career center, scour job boards, and reach out to members of your personal and professional networks well before the school year ends.
  2. Be prepared. Most employers require a resume, cover letter and portfolio from internship applicants — so make sure yours are in tip-top shape. In addition, have a business-appropriate outfit ready should you be called in for an interview.
  3. Consider your options wisely. While internships that pay well are attractive, it’s also important to consider whether the position will provide exposure to a range of projects, people and experiences. The most valuable internships offer plenty of opportunities to learn and acquire skills that support your professional goals.
  4. Put yourself in their shoes. Managers are stretched thin and appreciate those who listen actively, exercise sound judgment and don’t require constant feedback. In your application materials and in interviews, emphasize your ability to take direction and work independently.
  5. Demonstrate strong social skills. Work teams communicate in many different ways today: via email, instant messaging, social media, conference calls and in-person meetings. Show you know how to collaborate effectively and professionally both online and off.

Online revenue growth rising for radio stations

Thursday, March 28th, 2013

antique radioWe’re big fans of online radio. We even have two dedicated online radios – one a desktop model and another portable one and we use both daily.

If you have a good broadband connection, online radio eliminates fuzzy tuning and opens up a world of stations, music, drama, and talk. So, it doesn’t surprise us that radio stations are seeing increased revenue from their online operations.

Radio industry over-the-air revenues inched slightly upwards in 2012, increasing to $14.3 billion, a 1.5 percent change from the year before, according to the first edition of “Investing In Radio® Market Report,” a quarterly report published by BIA/Kelsey, adviser to companies in the local media industry.

That slight change is due in large part to the sluggish overall economy for 2012 and the increased competition radio faces in the local media market.

Mix shifting to online advertising

The company also notes that station revenue mix will continue to shift somewhat and income from online advertising is expected to rise at a rate of about 10.8 percent annually over the next five years versus 2.5 percent from over-the-air.

For 2013, BIA/Kelsey forecasts over-the-air radio revenues should see 2.3 percent growth, or $14.7 billion, again due to the slightly stronger economy.

In 2012, online radio ad revenues reached $491 million, representing 3.3 percent for the industry.

Markets such as Boston saw 14.2 percent in online radio revenue with overall numbers rising by 3.6 percent. BIA/Kelsey forecasts radio’s online revenue growth will reach $818 million by 2017, while the industry’s combined total revenue will reach $17 billion by 2017.

Radio benefiting from web and mobile

“As the digital marketplace continues to rise in all sectors of advertising, radio is improving its listener engagement online and benefitting from the value of its web and mobile assets,” said Mark Fratrik, vice president and chief economist, BIA/Kelsey.

“Overall, the industry is still recognized as an important part of the media mix as it continues to meander around, rising slightly with the rate of inflation but not keeping up with the economy.”

A chart representing BIA/Kelsey’s historical and five-year forecast for the radio industry broken down by over-the-air and online is available athttp://www.biakelsey.com/Company/Press-Releases/130327-Radio-Stations-See-Online-Growth-Increasing-at-Faster-Pace.asp.

App-happy users: consumers spend more time on mobile than PCs

Tuesday, March 26th, 2013

mobile devicesMobile apps now represent 84 percent of traffic, up from 45 percent two years ago, according to  March MobileSTAT from Jumptap.

Two factors contribute to this rise: consumer preference for speed and browse-ability of apps, and the explosion of apps available. The time consumers spend with apps each day has already surpassed the time they spend with PCs online.

As a result, advertisers are shifting budgets to play catch up to consumers who have already dramatically shifted their content consumption to mobile.

“Consumer mobile media consumption has increased across the board, and with the rise of tablet ownership, we’ll see time spent continue to grow,” said Matt Duffy, VP of Marketing at Jumptap. “The next step for advertisers is to ensure that they are delivering a holistic message, regardless of medium, and targeting audiences with relevant messaging from screen to screen.”

Tablet Market Share via Jumptap MobileSTAT (Graphic: Business Wire)

March MobileSTAT Findings:

  • Galaxy Tab Shines; Kindle Fire Loses Glow: Data from the Jumptap network show that iPad still sits atop the tablet market with 57 percent share. While Apple won’t lose its top position anytime soon, Jumptap predicts that Samsung – with 16 percent share – will narrow the gap this year, riding the success of its Galaxy line.
  • Amazon Kindle Fire, which has lost some of its share since it burst onto the scene, will continue to struggle against the iPad mini and other mini-tablet competitors.
  • Advertisers looking to reach consumers as they multi-screen during the NCAA tourney and other events should include Samsung and Amazon tablets in the mix, which represent one-third of the U.S. tablet audience.
  • College Basketball Fans MAD for iPod Touch: Although iPhone is the number one smartphone among U.S. mobile customers, the top devices of choice for March Madness fans are the iPod Touch (12 percent of mobile traffic) and Samsung Galaxy 3 (9 percent of mobile traffic). Leveraging data from third-party partners in its Audience+ Insights Platform, Jumptap finds that March Madness fans skew slightly younger and less affluent than the overall mobile population – characteristics that are consistent with the demographics of iPod Touch users. Advertisers looking to reach March Madness spectators should include the iPod Touch and Samsung Galaxy S 3 in their media mix this season.
  • march-madnessMarch Madness Campaign Slam Dunk for National Food Chain: In 2012, a national restaurant chain tasked Jumptap to help it engage with college students and drive foot traffic to key store locations during the NCAA tournament. By leveraging Jumptap’s third-party data targeting, the campaign saw spikes during key points early in the tournament, and had an overall click-through rate of 160 percent above industry benchmarks.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through Jumptap’s network of over 46 billion impressions, 171 million U.S. users and 51,000 apps and websites. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. To download the full Jumptap MobileSTAT, click here.

App vs. Mobile Web Traffic Trends via Jumptap MobileSTAT (Graphic: Business Wire)

2013 digital marketing budgets expected to increase

Thursday, March 14th, 2013

GartnerDigital marketing spending averages 2.5 percent of company revenue, and these budgets are expected to increase 9 percent in 2013, according to a survey of U.S. marketing executives by Gartner Inc. The survey found that, on average, companies spent 10.4 percent of their annual 2012 revenue on overall marketing activities; these expenses include salaries, advertising research, agencies and software as a service.

These findings are included in Gartner’s U.S. Digital Marketing Spending report that is based on a survey of more than 250 marketers from U.S.-based companies with more than $500 million in annual revenue, across six industries (financial services and insurance, high-tech, manufacturing, media, retail and healthcare).

The survey was conducted in November and December of 2012. The report examines how marketers are allocating their budgets, what activities are contributing to marketing success and other factors.

Scope of digital marketing on the upswing

“While digital marketing has been a growing area of investment in many organizations for a decade, the scope is increasing and the techniques are maturing,” said Yvonne Genovese, managing vice president of Gartner for Marketing Leaders. “However, increased funding is a double-edged sword as it brings new opportunities, but it also puts more pressure on marketers to measure and attribute investments to revenue and profit growth.”

The majority of survey respondents are spending between 10 percent and 50 percent of their marketing budget on digital marketing activities, with the average at 25 percent.

“Digital advertising accounts for the largest share of digital marketing budgets at 12.5 percent, while content creation and management account for the second-largest share,” said Laura McLellan, research vice president at Gartner.

Content marketing emphasized

marketing scrabble tiles“Marketers today are emphasizing the use of content marketing as part of a shift to drive more inbound marketing. While outbound marketing emphasizes finding audiences and delivering messages to them (for example, digital advertising and email marketing), inbound marketing focuses on techniques to get found by potential customers and create an ongoing dialogue with them (for example, social marketing and communities).”

Improving commerce experiences is the activity that will get the largest budget increase in 2013. The focus on commerce experiences will be in improving the ability to find the commerce site and the shopping experience.

It will also include strategies to embed commerce in digital marketing channels such as search, social and mobile.

Reinvesting savings

When asked to identify how they are funding their digital marketing activities, two in five marketers said they realized savings from digital marketing compared with traditional techniques, and they are taking that money and reinvesting it into their programs. On average, 28 percent of marketers say they have reduced their traditional advertising budget to fund digital marketing activities.

The corporate website and digital advertising were both ranked as the top digital marketing activities for marketing’s success, while social marketing emerged as the next most important activity.

“The survey results suggest that the corporate website will not be displaced anytime soon by a brand’s social media presence,” said Bill Gassman, research director at Gartner. “That’s all the more reason for marketing leaders to continuously invest in measuring and optimizing their websites through Web analytics and testing, paying attention to all aspects — from customized landing pages to compelling content that encourages visitors to be engaged with your brand.”

Additional information is available in the report “Key Findings from U.S. Digital Marketing Spending Survey, 2013.” The report is available on Gartner’s website athttp://www.gartner.com/digitalmarketing.

Take a holistic view to succeed in the digital marketplace

Friday, February 15th, 2013

comScoreThe digital world is maturing and moving toward successful business models in social media, search, online video and digital advertising, according to comScore’s 2013 U.S. Digital Future in Focus report. Marketers need an understanding of the whole digital landscape to navigate it successfully, the report says.

“2013 is poised to be digital’s most exciting year yet as the growing ubiquity of digital platforms presents marketers with nearly endless opportunities to connect and engage with consumers,” said Linda Abraham , comScore CMO and EVP of Global Product Development.

“It’s clear that the dynamics of the marketplace have fundamentally evolved through the adoption of smartphones and tablets and the increasingly ‘digital’ nature of all media. Navigating this changing landscape requires a holistic understanding of the key trends, underlying drivers and new opportunities that the digital ecosystem will bring in the year ahead.”

To download a complimentary copy of the 2013 U.S. Digital Future in Focus report, please see: http://www.comscore.com/FutureinFocus2013

Key insights from the 2013 U.S. Digital Future in Focus include:

Social Media Market Matures 

social media logosAmericans’ usage of Social Networking sites continued to be dominated by Facebook, which accounted for 5 out of every 6 minutes spent online on these sites. Facebook’s 2012 IPO signaled a maturation of the social media market with a renewed focus on building strong business models and monetization streams.

Several other social media players also made waves in the public markets this year, including LinkedIn, Yelp, Zynga and Groupon. Several other notable social media players like Twitter, Tumblr, Pinterest and Instagram (now part of Facebook) have all posted strong user growth as they begin to ramp up their revenue engines.

Google Leads While Bing Grows Share in Search Market

GoogleGoogle continued its strong lead in the U.S. search market, while Bing managed to gain ground as the #2 search engine in 2012. The desktop-based U.S. core search market saw its first signs of flattening as an increasing number of searches shift to vertical-specific searches and mobile platforms.

Online Video Brings TV Dollars to Digital as Consumers Become More Platform Agnostic

The U.S. online video market also shows signs of maturing from a consumption standpoint, but monetization is picking up steam as YouTube ramps up advertising efforts while traditional media players find success with TV commercial content. Because the demand for high-impact video advertising exceeds the available inventory, look for continued momentum on the advertising side – particularly as targeting improves.

Digital Advertising Improves Accountability in Quest for Print and TV Ad Dollars

Nearly 6 trillion display ad impressions were delivered across the web in 2012 as brand marketers have become increasingly comfortable with a medium capable of delivering strong marketing ROI.

Despite delivering so many impressions, comScore research showed that an average of 3 in 10 ads are never rendered in-view, leading to significant waste, weaker campaign performance and a glut of poor-performing inventory that imbalances the supply-and-demand equation and depresses CPMs.

Through the continued adoption of a viewable impressions standard, the market is beginning to embrace a digital scarcity model that better aligns monetization with the value created by the inventory.

Smartphone and Tablets Carve Out Space in Multi-Platform Digital Media Landscape

smartphonesSmartphones continued to drive the mobile landscape in 2012, finally reaching 50-percent market penetration in 2012. The Android platform also hit a 50-percent milestone as it captured the majority of the smartphone market for the first time. Meanwhile, tablets continued to gain traction, with 52.4 million U.S. tablet owners as of December 2012.

The rapid adoption of smartphones and tablets, and consumers’ increasing use thereof, has resulted in a fragmented digital media landscape where the typical consumer now shares his time across multiple screens.

E-Commerce Gains at Expense of Brick-And-Mortar While Consumers Experiment with M-Commerce

Despite the backdrop of continued economic uncertainty, 2012 was a strong year for retail e-commerce. Throughout the year, growth rates versus the prior year remained in the mid-teens to outpace growth at brick-and-mortar retail by a factor of approximately 4x. Total U.S. retail and travel-related e-commerce reached $289 billion in 2012, up 13 percent from the previous year.

While e-commerce continues to gain share from traditional retail, the first signs of mobile commerce affecting the digital commerce landscape are starting to emerge. In Q4 2012, comScore estimates that m-commerce transactions (from both smartphones and tablets) now represent approximately 11 percent of corresponding e-commerce spending.

Location-based mobile rich media ad engagement soars (infographic)

Friday, December 14th, 2012

mobile devicesLocal advertising on mobile media is turning out to be the natural match-up it has been touted as. Location-based features in rich media mobile ads have overtaken branding and presentation as the most engaging. Engagement rates for those features nearly doubled in the third quarter 2012 seeing 187 percent growth to 18.8 percent.

So says  Celtra‘s quarterly Mobile Rich Media Monitor Report.

Overall, engagement rates for rich media mobile advertisements continue to show steady, quarter-over-quarter growth. In Q3, the average ad engagement rate was 13.7 percent, nearly a one percent increase over Q2.

Gaming features came in second.

Rich media mobile advertising maturing quickly

“Rich media mobile advertising is maturing quickly and its position within the marketing funnel is becoming clearer and more established — especially as engagement rates continue to grow,” said Matevz Klanjsek, co-founder and Chief Product Officer of Celtra.

“Mobile rich media advertising is emerging as a powerful and extremely effective asset in the mid-funnel, successfully driving purchase consideration and intent. Gaming, location-based and social media features in the mobile ads engage consumers in a meaningful way, providing an essential and often missing link between typically overcrowded upper and lower funnels.”

Here’s an infographic detailing the findings:

Connected TV platforms offer an immersive brand experience

Friday, November 9th, 2012
Samsung Smart TV

A Samsung Smart TV.

The number of North American households with a smart TV will reach 87 million by 2016, according to new research from Parks Associates, “Connected TV Environments: The Next Iteration of TV Advertising.”

This whitepaper, commissioned by Rovi, examines new opportunities in advertising based on the growing adoption and usage of connected TV platforms in the U.S. and Western Europe.

Changing viewer perceptions

“Connected TV systems have the ability to change viewer perceptions of advertising,” said Heather Way, senior research analyst, Parks Associates.

“These systems enable advertising to be integrated into device navigation and content search, engaging consumers at a point of high receptivity and enabling them to immerse themselves in a rich brand experience.

“As a result, over 50% of U.S. connected-TV households surveyed by Rovi consider these ads as content, containing useful and valuable information, and they are much more likely to remember and click on these ads.”

Other key data points:

55% of connected-TV households earn at least $75,000 annually and own 11 Internet-enabled devices on average

72% of connected-TV owners say the connected platform makes watching TV more convenient, and 65% said the technology makes the TV experience more enjoyable

49% of connected-TV viewers depend on the platform when they are unsure what to watch

58% of Rovi-served connected households indicate that advertising in the connected platform is an effective medium to communicate with viewers in the household

More immersive brand experiences

“Consumers are more receptive to advertising that takes this brand-infused approach,” said Jeff Siegel, senior vice president, Worldwide Advertising, Rovi Corporation.

“Advertising on connected TVs that provides more immersive brand experiences has a positive impact on consumers. Over 80% of our connected-TV households state they consider these advanced campaigns to be valuable sources of brand information.”

Connected-TV households in this whitepaper are defined as households with either a smart TV or Blu-ray player connected to the Internet. Adding connectivity to these devices has opened these screens to interactive advertising, new program guides, and opportunities to promote premium services such as video-on-demand.

Parks Associates research forecasts over 70 million Blu-ray players, the vast majority Internet-connectable, will be sold worldwide in 2016.

Brands have “incredible opportunity” to reach parents via mobile

Friday, September 14th, 2012

digital devicesMobile devices have become an important utility for parents, who are using their phones not only to entertain their children, but also to make product purchases for them, providing an “incredible opportunity for brands to reach parents on a daily basis through mobile advertising,” according to the  Mojiva Mobile Audience Guide (MAG) report.

More than half of respondents in the ongoing mojiva study said they give their child access to their smartphone or tablet on a daily basis. Consequently, parents are downloading more apps and bookmarking web pages and content specifically for their children to use.

Real shift in how parents are using mobile

“Parenting is a multi-billion dollar industry and mobile advertising should soon play a major role in activating many of those brands that sit within that space. Based on this research, we’re seeing a real paradigm shift in how busy parents are using their smartphones and tablet devices to help them with everyday tasks like shopping for their children and keeping them entertained,” said Amy Vale, vice president of Global Research and Strategic Communications at Mojiva Inc.

“The opportunity for brands to reach parents on a daily basis through mobile advertising is incredible – especially given the amount of time that families now spend on their smartphones and tablet devices.”

The findings from the Mojiva Parenting MAG reveal that parents are increasingly comfortable with using their mobile device for multiple activities specifically related to their kids including:

  • 49 percent of parents have previously purchased products for their child using their mobile device instead of visiting a brick-and-mortar store or using their computer, with 18 percent stating they do this with some frequency.
  • 70 percent of parents are comfortable spending money to purchase items for their child using their mobile device.
  • 25 percent of them feel comfortable spending more than $50.00 on a single item for their child using their mobile device.
  • 56 percent 
of respondents said they give their mobile device to their child for entertainment purposes at least once a day.
  • 57 percent of parents have previously downloaded or added an application or a web page on their mobile device for their child to use.

The Mojiva Mobile Audience Guide (MAG) on Parenting garnered more than 200 complete surveys, and was conducted with InsightExpress, a leading digital marketing research firm.

This study contains data that is specific to the United States, and was fielded on the Mojiva ad network from August 2011 through May 2012. The full Mojiva Mobile Audience Guide (MAG) can be downloaded via Mojiva’s Mobile Research Center.

Advertisers win no gold for use of social media during Olympics opening ceremony

Thursday, August 9th, 2012
Olympic opening

Photo by Alterego. Creative Commons License.

Advertisers did not win any gold metals for their use of social media during the Olympics opening ceremonies. In fact, mega brands at the so-called “Twitter Olympics” stuck to traditional marketing and barely mentioned the digital world.

So says A.T. Kearney, which this week conducted an intensive global study of advertising during the July 27th Opening Ceremony of the London 2012 Summer Olympics.

The Olympic Advertisers Study, which analyzed primetime television advertising content during the 2012 Opening Ceremonies across six continents, captured 246 television spots placed by 140 brands across eight countries.

Complete rejection of social media

The findings show a nearly complete rejection of social media by advertisers, with 50 percent of the spots making no reference to the digital world whatsoever.

The study awarded higher rankings to global advertisers according to three metrics around digital media – but it failed to find a gold medal winner.

Observed Jim Singer, study sponsor and a partner in A.T. Kearney’s Consumer and Retail Industries Practice, “For an event that was billed as the ‘Twitter Olympics,’ it was populated by a set of sponsors that rarely left the purview of conventional marketing and barely dipped into social media.

“Advertising by these mega-brands seems to be sticking to an analog go-to-market mindset in an increasingly digital-community minded world.”

Sponsoring Brands Misfire on Social Media

In an event that captures the attention of 1.3 billion people worldwide, three of the eleven sponsoring brands didn’t purchase primetime television spots during the Olympic ceremonies.

Of the eight brands that advertised, none covered all the surveyed countries, and only the U.S. saw ads from all seven of its participating sponsors.

Out of four McDonald’s ads, only its Polish spot contained any digital content – the others were two U.S. spots and one in Brazil – this one referring viewers to a website featuring Olympic promotional merchandise.

Of the 50 percent of advertisers who made any reference to the digital world whatsoever, four-fifths only posted a URL link to their brand’s website. Another advertiser, Visa Gold, did include a Facebook and Twitter reference in their advertising, but these efforts read as an afterthought.

The brand’s last post had updated its cover photo to an Olympic-themed photo taken the day before the Opening Ceremony, but after this the company ignored its page, failing to post any relevant ads, not responding to any consumer posts and not sharing any fresh or timely material.

Twitter Upstages Advertising, Sends Correct Message

“This digital disconnect is all the more surprising in light of the extensive use of social media references by many of these same advertisers during previous sporting events, such as the Super Bowl,” noted Christina Heggie, A.T. Kearney Senior Analyst and study leader.

“And especially for an event as multi-layered and fast-paced as the Olympics, it’s all in the timing. When President Obama sent a congratulatory tweet after Michael Phelps won his 19th gold medal, that sent a more relevant message, in this day and age, than a formal invitation to White House.

“And gold medalist Missy Franklin was almost as excited about Justin Bieber’s tweet as about her victory.  Clearly, advertisers need to start looking at communication channels differently,” she said.

Earlier this year, A.T. Kearney conducted a Social Media study that tabulated thousands of online company-consumer interactions, comparing them against findings from the same study last year.

The study showed a sharp acceleration in company-consumer interactions through social media, suggesting that social media marketing is not only here to stay, but is an initiative that needs to be followed by companies as quickly and creatively as possible.

“Despite the messaging put forth by marketers, people don’t think twice about how they communicate – only what they are communicating, with whom they are communicating, and what response they expect,” concluded Singer.

Mobile search headed for $15B, prime real estate for advertisers

Thursday, July 19th, 2012

mobile devicesnew report from analyst firm Juniper Research forecasts that revenue from mobile search & discovery will reach $15 billion by 2017, nearly three times the revenue it expects to be generated by these markets in 2012, with ad space in these markets representing prime real estate for advertisers.

Highest Rates in Mobile Advertising

The report found that clickthrough and cost-per-click rates for search & discovery, including web search, local search, augmented reality search and discovery apps, are some of the highest in mobile advertising due to the fact that users are in the market for a discrete group of products or services, and can therefore be accurately targeted by advertisers.

Local Search: Web versus Apps

Leading search engine providers, including Google and Microsoft, say a large percentage of web searches on mobile are localised, but the report highlights that local search apps arguably represent a greater opportunity for advertisers because of more relevant results and better UI (User Interface) optimisation.

According to report author Daniel Ashdown: “web search results, by their very nature, are more generalised, despite the local parameters search engines offer. Furthermore, the websites linked-to in search results are often not optimised for mobile devices.”

Juniper’s report notes that with local search apps like Poynt, Qype and Yelp, the search experience is mobile-optimised from end-to-end – which is crucial if the user is to be led through the whole process, to reaching a purchasing decision.

Other key findings from the report include:

  • Google’s domination of the mobile web search space means other players need to find ways to differentiate their products in a largely commoditised market.
  • Augmented reality search is increasingly being deployed as an add-on feature, rather than a stand-alone product.
  • Adoption of discovery services for apps is driven by the high number of applications on leading storefronts, but faces challenge from big brands (with Apple acquiring Chomp, and Facebook launching app centre).

The whitepaper, ‘A World of Search & Discovery!’, is available to download from the Juniper website together with further details of the study ‘Mobile Search & Discovery: Web, Local, AR & Discovery Markets 2012-2017’.

Print continues losing ground as Internet gains (chart)

Wednesday, July 11th, 2012

newspapersPrint continues to lose ground as an ad medium as the Internet and mobile gain. TV remains popular, despite the number of people who DVR programs and skim through the ads.

We have noticed that more newspapers large and small are setting up paywalls, a strategy that apparently proved successful for the New York Times, which has reduced the number of stories it lets viewers see free to ten a month.

Others, such as the celebrated New Orleans Times Picayune

This is not a trend that’s likely to turn around. Many local papers look anemic to us now. Fewer ads mean fewer news or feature pages as well.

Statista offers this chart based on Nielsen figures to show the print ad decline.

 

Four of five Facebook users never buy, a third tiring of the site

Tuesday, June 5th, 2012

FacebookA new Reuters/Ipsos poll has some bad news for Facebook, as if it needed more following its initial public offering of stock troubles. The poll says four out of five Facebook users never bought anything due to Facebook ads or comments.

And, the poll says, more than a third of those surveyed, 34 percent, spend less time on the site than they did six months ago.

I wonder if that could be due in part to users going to other social networks such as Pinterest and Google+? There’s only so much time in a day and the social network scene is ever more fragmented.

That IPO trouble soured some toward the social network. About 44 percent of the 1,032 Americans in late May and early June said the IPO troubles made them less favorable to Facebook.

An eMarketer analyst said the poll results show “Facebook has work to do in terms of making its advertising more effective.”

Personally, we think it has more work to do than that. For one thing, the Timeline feature seems like a nearly total waste of effort on the company’s part. Why doesn’t it try to figure out what its users want instead of just forcing changes upon them? – Allan Maurer

See the full Reuter’s poll story for more details.

For my take on Facebook (and other online social networks) forcing their will upon us willy-nilly see: I don’t need no stinking Timeline.

Google outperforms Facebook in ad click-through-rates (infographic)

Tuesday, May 22nd, 2012

FacebookFacebook’s much anticipated initial public offering of stock landed with a plop last week and is trading about $6 below its $38 a share opening price midmorning Tuesday. Many attributed part of its less than stellar reception to the fact that General Motors droppped its Facebook advertising shortly before the IPO, saying the ads were not performing well.

Despite its massive user audience, Facebook has not had great success with its advertising. Currently Facebook ads have a click-through-rate of just .05 percent, compared with Google’s .4 percent. The average U.S. click-through-rate is .1 percent.

Here’s an infographic pitting Facebook vs. Google in the online advertising battle:

Facebook vs. Google infographic

Gaming, social and tech publishers see increasing mobile ad impressions

Friday, March 30th, 2012
mobile devices

Personal mobile devices used at work can present a security problem.

Mojiva, a mobile ad network says its Mojiva MAP (Mobile Advertising Portal) highlighting mobile advertising trends in North America from November 2011 – January 2012 reports a dramatic 235 percent increase in rich media impressions, and gaming, tech and social publishers all saw significant increases in impressions.

Through the analysis of billions of ad requests, the findings showed that rich media ads experienced a phenomenal 235% spike in impressions over this three-month period across the globe.

In addition to the spike of rich media in mobile, several other device and advertising related trends are highlighted in the report:

  • Mojiva continues its momentum, reporting a global reach of 1.1 billion unique devices in January 2012.
  • More than 60% of ad requests in the North American region came from apps in January 2012.
  • Gaming publishers experienced a 24% boost in impressions, while Social and Tech publishers saw an impression increase of 33% over the reporting period.
  • An average of 70% of users on the Mojiva network used Wifi to browse the web or access their apps, instead of their carrier data signal.

“By analyzing billions of ad requests from the North American region, we saw two strong trends around rich media and gaming,” said Amy Vale, Vice President of Global Research and Strategic Communications for Mojiva. “The increase in rich media impressions in mobile will continue to grow as advertisers begin to realize its true value and how consumers gravitate towards those ads. Mobile publishers should take note of this and ensure inventory is certified for these types of ad units.”

*For more information or to download the full report, please visit: http://www.mojiva.com/news/mobile_research

Advertising on social media can backfire, lose customers

Friday, March 23rd, 2012

social media The social media bandwagon is an irresistible siren to many marketers and advertisers because it’s too easy and alluring of a means to communicate with consumers on a wide scale basis. But attempts to woo the customer can alienate them instead of strengthening the bond.

A recent study on social media conducted by Relevation Research found that 52 percent of US online consumers, 16 years+ have liked, followed or subscribed to a company/brand via social networking. But close to a third of these later turn around and dump the companies/brands with which they initially forged a relationship.

After distancing themselves from the brand on social media, many report they then view the brand more negatively, shop/visit it less often and wind up spending less. Males are quicker to make the break than females and to regard the brand more negatively after the break.

Relevation Research, a Barrington, IL-based market research company, surveyed 1,500 nationally representative online consumers to find the single biggest reason for the break up is the brand coming on too strong. That is, the brand pushed too hard and got clingy with excessive posts, tweets or other communications.

Failure to deliver on a promise of deals and failure to engage or offer value via communications are other leading brand break-up catalysts. Consumers also cite the old “it wasn’t you, it was me” as a reason for dumping the brand — meaning consumers lost interest in the topic, were never interested and only signed up at a friend’s request, or pruned their circle.

“At present, marketers are too cavalier, and even abusive, with their approach to social media relationships because it’s a powerful tool which can pay off but only if used thoughtfully,” Nan Martin, Managing Director at Relevation Research, said

. “It’s that very thin line between courting and annoying. Right now some brands are effectively drawing people in, but then undermining their equity by what happens next with their social media activity.”

Relevation Research, a management-owned, custom-marketing research firm, helps clients achieve greater competitive advantage through a better understanding of the relationships between products, services and brands and their markets. For more information on Relevation Research or this survey, visit http://www.RelevationResearch.com

TRENDS: Mobile gets more media time than TV

Tuesday, February 28th, 2012

InMobi, the largest independent mobile ad network, has announced the results of its comprehensive global Mobile Media Consumption Q4 2011 Survey, finding that mobile users spend more time consuming media on their device than on TV.

Key highlights include:

Mobile has surpassed TV in terms of time spent, with:

  • Mobile web users spending 27% of their media time on mobile
  • Spending 22% of their media time on TV

Mobile consumers recognize the impact of mobile advertising on purchase behavior and their willingness to transact over mobile, with:

  • Three quarters planning to conduct mCommerce activities within the next year (76%)
  • 42% claiming that mobile advertising has introduced them to something new

Some of the most notable findings from the InMobi’s Mobile Media Consumption survey are:

Media Trends

  • On any given day, mobile web users spend 27% of their media time on mobile, 22% on TV and 32% online.
  • Availability, ease of use, and privacy are the top three driving factors to be on mobile
  • Social media, entertainment, and search are the top three mobile media activities among mobile web users. This popularity will continue to grow in the next 12 months

Mobile Advertising and Commerce Trends

  • Mobile, PCs, and TV are the most powerful media that influence the purchase decision among mobile users
  • 66% of mobile users are just as comfortable with mobile advertising as they are with TV or online advertising
  • Advertising on mobile devices has led to mobile gaining tremendous popularity as a viable shopping channel, with
    • 42% of respondents indicating that mobile ads have introduced them to something new
    • 23% of respondents indicating that mobile ads save time and money
    • 14% of respondents indicating that mobile ads have influenced them to buy via mobile

Naveen Tewari, CEO, InMobi, says of the survey’s findings: “Mobile devices are redefining the media landscape across the world. As we move into 2012, we will continue to see these trends rapidly accelerate as consumers rely ever more heavily on their mobile device. While the opportunities to exploit mobile media remain strong, the stakeholders across the industry will be confronted with ongoing questions and challenges which need to be addressed in order to meet the growing expectations of the customer.”

Are Interactive marketers missing the social games opportunity?

Tuesday, May 31st, 2011

ForresterA new report from Forrester Research says that 84 percent of U.S. Interactive marketers have no plans to use games in 2011 marketing strategies.

That, says Forrester, makes social games “a large, untapped opportunity for marketers.” We think it’s also a large opportunity for startups with ideas on how to help marketers take advantage of what social games offer. For one thing, 250 million people play casual games every month.

With Facebook game-maker Zynga likely to launch a much-watched IPO soon, social games are going to be even more of a buzz topic than they already are. Almost everyone seems to like these social games, although privacy and security concerns keep some from playing them via Facebook or other social venues. Still, we get requests to join in some social game or other every day on our Facebook account.

It is rather startling that so few marketers have plans to take advantage of the vast audience and engaged attention social games offer.

Forrester says in the new report that “Marketers should start to take note from the marketers who are investing and reaping rewards as social games offer a diverse audience whose size rivals that of network TV audiences.”

It says that balancing brand interaction with game rewards such as currency, gaming offers marketers a myriad of “value-exchange marketing options” that place brands in front of “engaged consumers.” The report suggests offering currency as a reward for a service or taking a survey as one tactic to use.

The report also says that gaming audiences offer attractive demographics: 59 percent, for instance are women, many of them mothers. Gen X leads in the age group demo, with 30 percent gaming.

Forrester offers the report for $499.

Forrester recommends that marketers focus on games from established players such as Zynga, Playfish, or CrowdStar.

Companies can also create their own social games, but the report notes that such games may or may not catch on.