Mobile Ad Revenues To Surpass Newspapers, Magazines, Radio This Year — Forecast

mobile-devices-featured According to a new forecast from eMarketer, total media spending in the US will see its largest increase in a decade reaching $180.1 billion. The firm says that the growth will be lead by TV and mobile. Overall digital ad spending will represent almost 30 percent of all US ad spending this year according to eMarketer, which bases its forecasts on a wide range of third party data including other firms’ media spending forecasts. The eMarketer forecast predicts that mobile advertising will represent roughly 10 percent of all media ad spending. That would mean it would exceed tradition [...]


iPhone Has Largest Market Share Growth Over Past 3 Years

iphone-5-featured With US smartphone penetration among mobile subscribers now at 70 percent, comScore released its May smartphone data yesterday. Compared with last month there isn't much change in the numbers. Android remains the top OS, the iPhone is the top individual device and Facebook is the most widely distributed and used mobile app. When we look at the data over the past three years however it becomes more interesting. BlackBerry has seen a precipitous decline in share (you knew that). Microsoft's share is essentially flat and so is Android's (despite millions more devices in the market in real numb [...]


4 Data-Driven Tips For A Successful Mobile Marketing Plan

mobile-devices-trends Mobile marketing is coming into its own. With the 2013 mobile e-commerce market valued at $43 billion and mobile traffic making up nearly 50% of site visits in the first quarter of 2014, the savviest retailers -- e-commerce, brick-and-mortar and omni-channel alike -- are investing in building out dedicated mobile marketing teams and capabilities. These numbers come from the Custora E-Commerce Pulse Mobile Report, soon to be published by Custora (disclosure: my employer). These metrics and others hint at the size of the opportunity for marketing teams that are able to harness the power [...]


Comscore: Apps Now Account For Half Of All Digital Media Time

mobile-devices-trends Even if you never looked at a single survey or piece of data you'd know that time spent with smartphones and tablets is growing dramatically, just from anecdotal experience. However, there are multiple studies that have reported mobile devices drive more than 50 percent of internet time. Digital metrics firm comScore now says that mobile devices (smartphones and tablets) "accounted for 60 percent of total digital media time spent" in May. More remarkably apps represent 51 percent of all digital media time. (Per comScore, apps constitute roughly 83 percent of mobile time spent; Nielsen sa [...]


5 Key Trends To Watch (And Use) In Mobile/Location-Based Marketing

mobile-devices-trends Mobile is quickly becoming one of the most important (if not the most important) channels for marketers to focus on. As more and more users do more and more on their smart phones and tablets, understanding the needs and wants of prospects and customers is critical. On the heels of mobile/internet analyst extraordinaire Mary Meeker's now famous Internet Trends presentation -- and with a nod to the fact that we are halfway through 2014 -- the timing seems right to take a look at some key trends in mobile and location-based marketing. The Trends Within Ms. Meeker's report, it's interes [...]


Tablets Vs. Smartphones: Online Engagement Patterns Present Opportunities

shutterstock_200036231-tablet-vs-smartphone Two of the overarching goals for online marketers are maximizing the reach of their campaigns and increasing engagement levels. While delivering on the reach portion of this equation can be achieved through a number of well-known tactics, increasing campaign engagement is a much more nuanced task. The optimum content and delivery method of a campaign will vary from industry to industry -- and with consumers browsing across multiple device types, context (and how that impacts engagement on a larger scale) needs to be taken into account. In this article, we examine a month's worth of No [...]


Chipotle Customers Are Smarter Than McDonald’s And Other Insights From Smartphone Data

PlaceIQ QSR Where do the smartest QSR customers eat? Where do the wealthiest go? What about the youngest? These questions could previously be answered (sort of) by surveys and other expensive market research. Now, smartphones and real-world behavior provide the answers. Using a variety of information sources, including anonymous aggregated smartphone and Census data, location intelligence provider PlaceIQ profiled fast-food customers at several competing restaurant chains: Chipotle, McDonalds, KFC, Five Guys, Chick-fil-A, Subway, Panera and Taco Bell. According to the data, McDonald's customers [...]


Nearly 90 Percent Of Google Apps Revenue Coming From “Freemium” Games

Google Play Logo black Mobile developers have long complained that Google Play doesn't generate as much revenue for them as the iOS app store. However, a new report from App Annie argues that revenue growth is increasing rapidly. The firm said that Google Play "quarterly app revenue more than doubled from Q1 2013 to Q1 2014." The top market for Google Play revenue is Japan, followed by the US, South Korea, Germany and the UK. By comparison the top markets for download volume are the US, Brazil, Russia, South Korea and India. There are now roughly 1.5 million apps on Google Play according to t [...]


Most Retailers Get “D” Grade On Digital Marketing Scorecard

poor-bad-review-survey-600 According to Wpromote, photography processing site Shutterfly does the best overall job of online marketing among 500 companies evaluated for its Online Marketing Scorecard. The scorecard is a clever lead-gen tool for Wpromote. However it also provides a snapshot of how effective these 500 marketers are in promoting themselves online. To generate the scores, Wpromote evaluated a range of activities: PPC, SEO, social, email, mobile, blogging and e-commerce. The categories were weighted as follows: PPC -- 25 percent SEO -- 25 percent Social Media -- 10 percent Email Marke [...]


Study: 56% Of Viewers Skip Online Video Ads & 46% Say Any Ad Over 15-Seconds Is Too Long

ignore-skip-click-600 After surveying viewer engagement with online video and video ads, data provider Adroit Digital found 56 percent of all its survey participants are likely to skip online video ads, while 46 percent said a video ad should be no more than 15 seconds in length. The study surveyed 2,000 random consumers, age 18 and older, who claimed to own a television, smartphone and personal computer or laptop. At 64 percent, Adroit Digital said 18 to 24 year olds are most likely to skip online video content, while respondents age 35 to 44 year olds are least likely to skip an online video ad. Of all the [...]


Interactive Content: The Successor Of The Landing Page

Passive vs. Interactive Content Conversion I've written about marketing apps and their role in the 4th wave of content marketing in my past two columns, describing some of the concepts behind them. To me, they are the interactive successor of the landing page -- the next generation of lightweight web experiences for marketing campaigns. This month, I'd like to share some independent evidence about how well interactive content performs in that role. Millions Of Reasons To Like Quiz Content As marketers are told to behave "more like publishers" with content marketing, it can't hurt to look at what the most successful digital [...]


Report: Climbing To 48%, Mobile Email Open Rates Nearly Overtake Desktop in 2013

mobile-email-600 After evaluating mobile activity for permission-based email marketing campaigns during 2013, digital marketing provider Knotice claims the number of emails opened on mobile devices reached 48 percent by the end of last year. Dividing its findings per the first half and second half of 2013, the Knotice Mobile Email Opens Report is based on a sampling of 500 million emails sent across 11 industry segments, auditing email opens and engagement rates on phones, tablets and desktops. Going back to 2010, Knotice has tracked mobile email activity for the past four years now. As the data proves, [...]


Nearly $12B In Q1 Ad Revs, Mobile Likely Above 20 Percent

Q1 IAB This morning, the IAB released topline digital ad revenues for Q1 2014 in the U.S .market. The trade group said that revenue hit $11.6 billion, representing 19 percent growth over last year's $9.8 billion in Q1. (The press release reflects $9.6 billion but the full year 2013 report says $9.8 billion). The IAB did not provide ad-category breakdowns. The chart below reflects how full year 2012 and 2013 revenues were broken out by ad format/type. We can assume most of the distribution is consistent with the 2013 allocation. An exception may be mobile, which grew from 9 percent of tot [...]


Study: Top Performing Email Marketers Earning 9.5% CTR, 6 Times Higher Than Median CTR

email-marketing-600 A new Email Benchmark Study from Silverpop revealed top performing email marketers are earning a 9.5 percent click-through rate, six times higher than the median click-through rate of 1.5 percent. Analyzing marketing emails sent by 3,000 brands from 40 different countries during 2013, Silverpop reported on the mean and median benchmarks for various email metrics, including click-through rates, open rates and bounce rates. From the study: Top quartile performers had click-through rates that were more than six times higher than the median CTR of 1.5 percent. In contrast, bottom-quartile p [...]


Social Media The Most Efficient Channel — Report

social-network-data-featured Neustar has released its Q1 2014 Media Intelligence Report, based on customer data comprising 28 billion impressions across 152 billion "ad events" from 1300 "inventory providers" in multiple verticals. (Search marketing was not part of the analysis.) On the basis of looking all that data, Neustar pronounces social media the most cost effective channel in Q1. It also found that social media offered the most efficient reach of the channels analyzed. This means it costs less to reach audiences on social sites than other categories of sites. Source: Neustar Q1 Media Intelligence Re [...]


Turkish Airlines Takes No. 1 Spot On YouTube’s Top 10 Ads Of The Year List

Turkish Airlines ad snapshot YouTube has released its top ten "Cannes to Cannes" video ads, ranking the most popular global video ads between March 1 of last year through April 30 of this year. Based on the number of views and percentage of organic views versus paid views, Turkish Airlines took the No. 1 spot with its ad featuring NBA star Kobe Bryant in a "selfie shootout" against professional Argentine football player Lionel Messi. Turkish Airlines interactive marketing manager Neşet Dereli told YouTube, "The competition between two superstars and a script revolving around the popular concept of travel selfies pr [...]


Highly Targeted Push Messages 293 Percent More Effective — Study

mobile-map-checkin-featured Mobile push messaging platform Urban Airship released its latest "Good Push Index" study. It found that an average of 62 percent of mobile users share their location with apps that request it. This leads Urban Airship to assert that privacy advocates' fears about location may be overstated. As I wrote earlier today, about the Forrester survey on consumer trust and privacy, people are willing to share personal information -- California treats location as "personally identifiable information" -- in a specific context when there's a clear benefit. Use of location to personalize mobile [...]


Trust Vs. Bribes And The Consumer Privacy Paradox

personal-data-privacy-featured Survey after survey shows that consumers are wary of marketers and concerned about tracking and privacy. However, they also want more personalization, relevant ads and are happy to divulge personal information when they get something in return. Is this a contradiction, a paradox? It's really the difference between being confronted with the idea of "tracking" or targeting in the abstract vs. the often concrete rewards of those processes. A Forrester survey is the latest published piece of consumer research to capture and reflect this tension. Last year the firm surveyed more than 5,000 U [...]


Report: Google Chrome & Android Browsers Surpass IE, Become Most Popular Browsers In US

google-chrome-600 A new report from Adobe Digital Index reveals Google browsers have surpassed Microsoft IE in US market share, with Chrome and Android browsers winning 31.8 percent of the combined desktop and mobile browser market, compared to IE's 30.9 percent market share. Adobe claims this is a six-percent year-over-year increase for Google, while IE is down six-percent year-over-year. Apple's Safari ranked No. 3 with 25 percent of the combined desktop and mobile market share, yet it owns more than half of the mobile market share. "Device defaults matter," said ADI analyst Tyler White, "Today mobil [...]


ComScore April 2014 Smartphone Report: Apple & Android Continue To Lead

comscore-logo According to comScore's recent smartphone market share numbers, Apple was the top manufacturer in April, while Android kept its lead as the top smartphone platform. Facebook was the No. 1 smartphone app, followed by three Google apps: Google Play, YouTube and Google Search. With 41.4 percent of the market share, Apple kept its lead as the top manufacturer even though its market share had a slight drop (.2%). Samsung ranked No. 2 with 27.7 percent market share, followed by LG, Motorola and HTC. Representing 52.5 percent of the market share, Android was the top smartphone platform i [...]


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