August 23, 2012
As we have in previous summers, we thought we would forward to you some reading for that last week of summer when you are on the beach but getting ready to hit the ground running after Labor Day. Hope you find this valuable.
The tablet experience for most magazines means that elegant designs and rich content are undermined by static 96-page PDFs that can take anywhere from a few minutes to over an hour to download. The last time I checked, no one wants to download an entire website to get one page. So why do publishers still make readers download an entire magazine? And why do they insist on delivering their content in 30-day packages that are often written months in advance?
Young and old consumers are showing the fastest growth in tablet uptake. eMarketer predicts the number of iPad users in the US will rise by over 90% this year to 53.2 million, as loyal users replace older models and new consumers purchase the device.
Early reporting by SocialCode, a Facebook Ads API partner, suggests that sponsored-story “Like” ads that appear in mobile news feeds get more clicks than the same units placed elsewhere.
Near field communication is a short-range wireless protocol already used by some smartphones and other devices. A younger cousin to RFID, the technology is like a lower-power, shorter-distance version of Bluetooth. That might not sound like a big deal, but it opens up exciting possibilities.
eMarketer estimates there will be nearly 70 million tablet users in the US by the end of this year, an increase of more than 100% over 2011, and that robust penetration gains will continue annually through 2015.
Last year, smartphone sales overtook PC sales for the first time, and Android is currently the global market platform leader.
A recent study by researchers at Monash University’s Australian Centre for Retail Studies (ACRS) looked at the role of the physical store within the context of multichannel retailing, and explored what customers are looking for in the store of the future.
Magid’s latest study shows just how strongly Smartphones and Tablets have emerged as mainstream, must-have devices – 58% of mobile consumers now have Smartphones, and over 1 in 3 uses a Tablet – with gaming, video, social media, news, and advertising showing some of the greatest usage and monetization potential. The Android OS also continues to show huge strength – approaching a majority of the installed base on both platforms.
A new study from Omnicom’s OMD concludes that the average content posting by an advertiser on a Facebook page has a surprisingly low shelf life: about 18 hours.
A study released last month reveals some interesting data about the use of public social media among Fortune Global 100 companies. The study shows not only a marked increase in the overall use of social media since 2010, but also growing engagement from the customer and corporate side, as well as more focused social media presence.
As much as social media has become an expected part of all business plans and marketing strategies, measuring ROI on social efforts continues to be a muddy area. And with new social platforms and their associated ad products cropping up all of the time, the issue of social ROI continues to be a challenge.
Facebook’s social ads projected to account for half of the social network’s ad budgets by end of year.
Brands face a dilemma in social media. People are spending lots of their time with Facebook and Twitter, and, at the same time, they don’t like advertising there, which is historically the case with ads in communication media. To help solve this issue, brands and social platforms have hit on the idea of making their advertising in social not look like advertising at all.
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Among health care marketing/communications professionals there is a gut level recognition that social media are an important part of a marketing mix. Yet, when it comes to pitching social media to the “c-suite,” it can be challenging to clearly quantify impact and return on investment (ROI).
You know Facebook’s getting big with marketers when it shows up in specific job titles. At online retailer Zappos, Nate Luman is the Facebook marketing lead.
It is easy to feel a bit of schadenfreude when it comes to the messy end to Digg, which was acquired for just $500,000 after taking $45 million in venture capital. And yet Digg was an innovator in one important way: It showed the way with an innovative ad system that was truly native to the experience. For all of Digg’s mistakes, it got the ad part mostly correct.
Curious what other people are buying?
A new feature called Gilt Live is launching today on Gilt.com, the New York-based flash sales site for women’s and men’s apparel — it lets you spy, in real time, on other people’s carts (anonymously, of course). The feature enables members of the site to see a livestream of what is being purchased at that exact moment.
Preteens are at the forefront of technology. They’re not only using gaming systems, CD players and TVs, they’re likely to have their very own, a new study by Mindshare shows.
Record political spending in 2012 will generate such rapacious demand for in-stream online video ads that it could actually outstrip supply come October, according to a new report.
“Online video has a scale problem when targeting comes into play,” said Tod Sacerdoti, CEO of BrightRoll. “What’s most attractive for online advertisers is advanced targeting, but when you start getting narrow, that’s when there are constraints on inventory.”
4 Metrics That Really Gauge Video Success
Online video is a continuously growing sector. According to comScore, more than 180 million U.S. Internet users watched 36.6 billion online content videos in May — of which more than 10 billion were video ads, setting a monthly record. Furthermore, eMarketer projects that $3.1 billion will be spent on online video ads this year. With so much money being invested into the medium, it is important to ensure the highest ROI possible. The best way to do this is by applying the appropriate metrics to your online video. Joseph Deluca suggests four ways you should be measuring your campaign in an article he wrote for iMedia Connection. Read more here…
Media and Data Reads
When thinking about the value of the data a company collects vs. the traditional value of the product it may produce, collecting and analyzing broad categories of customer + product data is becoming equally — if not more — valuable than the product itself.
And, if the data is becoming so valuable, then analyzing and mining it ought to provide incremental revenue streams beyond the traditional product-based business model.
Ad inventory is typically broken down into four buckets: sponsorships, premium guaranteed, audience targeted, and remnant. Each of these buckets can be sold through a variety of sales channels.
Barring a massive fiscal collapse, somewhere between 2 and 3 billion transactions will be made on the New York Stock Exchange tomorrow. The people trading and bidding on these stocks, bonds, and other derivative products will fail or succeed, in large part, because of the information they have that drives their trading. Information, as they say, is power.
Making Measurement Make Sense (3MS) has provided principles and solutions to pressing issues of digital measurement standardization. The one that seems to get the most attention is the proposed move from served to viewable ad impressions. The other one that people talk about is GRPs. But the more traction 3MS gets, the more we hear and read a variety of imprecise, even inaccurate stories about what 3MS or the current stage of testing is about.
Jer Thorp creates beautiful data visualizations to put abstract data into a human context.
The Economics of Online Advertising (Download required)
The industry is abuzz about viewable impressions and what a viewable impression currency would mean for the digital and multi-platform advertising industry. This ComScore white paper helps to advance this industry-wide conversation by using core economic principles of supply and demand to demonstrate how a viewable impression currency will provide a win-win scenario for the buy- and sell-side players in the advertising ecosystem.
A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.
Digital Advertising Reads
Integrated marketing has been a mantra of the media world for years. But it’s now becoming something of an imperative as media channels proliferate and consumer attention fragments.
A recent study by NBC Universal’s Integrated Media found that consumers feel that a brand’s real-world presence impacts their purchasing decisions (49 percent) nearly as much as a brand’s digital and major media presence does (51 percent). The implication for brands is a no-brainer: The combination of virtual and real-world campaigns is important.
Digiday has created a Tumblr blog called “WTF Digital Marketing” to compile examples of tone-deaf digital marketing and missed opportunities. Here are our last couple of finds from fan submissions and also from around the Web.
Consumer Behavior Reads
Nielsen reports that…
- 36% of global online consumers report owning a smart phone, up 15 percentage points since 2010
- 35% of online respondents worldwide say they are likely to make payments with their mobile phones
These digital scores, known broadly as consumer valuation or buying-power scores, measure our potential value as customers. What’s your e-score? You’ll probably never know.
Compelling Business Reads
Mornings are a great time for getting things done. You’re less likely to be interrupted than you are later in the day. Your supply of willpower is fresh after a good night’s sleep. That makes it possible to turn personal priorities like exercise or strategic thinking into reality.
Steve Wozniak really, really doesn’t like the cloud.
From a Wall Street Journal article on Pinterest: “Pinterest drives more traffic to Williams-Sonoma and Martha Stewart Living than Facebook and Google combined.”