Reports Show Paid Search Spend Is Up Over Last Year

color_graph_going_up_shutterstock Second quarter reports coming out from the large search marketing firms this week point to continued growth in paid search investment in the US and globally. The reports also underscore the increasing influence of mobile and image-based product ads on growth. RKG's analysis of the US search market, based on its client portfolio, which skews retail, showed Q2 spend increased by 23 percent year-over-year, with investments on both Google and Bing rising. Google spend grew 24 percent year-over-year with a 13 percent increase in click volume and CPCs rising by 10 percent. Bing Ads spend rose [...]


ANA Launches Month-Long Study Of Bot Fraud With 30 Top Advertisers

online-internet-fraud-featured To better understand the extent to which bot fraud penetrates the digital advertising ecosystem and how to combat it, the Association of National Advertisers is embarking on a month-long study tracking the campaigns of 30 advertisers. The initiative is dubbed "The Marketers’ Coalition." The industry group has hired digital advertising security firm, White Ops, to track and monitor fraud instances throughout August via JavaScript tracking tags on participating advertisers' campaigns. The group will publish a report with insights and recommended actions in mid-October. The participating [...]


‘Sponsored’ Brings Suspicion: Report Shows Paid Posts Have A Reputation Problem

Native-Thoughts While native advertising has been the hot topic over the past year, it turns out that this ad type may be leaving users feeling burned. Contently, a content creation company, took a deep dive into how native advertising is perceived by audiences. The short answer -- not well. A survey was implemented between users 18-65 that was administered online. The first finding was that "sponsored content" came with a very wide array of thoughts as to what it is. While 48.2% of respondents believed that the sponsor paid for and influenced the article, another 20% believed that the news site wro [...]


Top 10 Most Shared Video Ads Of 2014: World Cup Scores 4, Super Bowl Only 1

Shakira World Cup video Almost half of the top ten most viral video ads so far this year are World Cup related spots. Analyzing the most popular branded videos for the first half of 2014, Unruly discovered four of the top ten most shared ads are World Cup related videos, with Shakira's "La La La" taking the top spot. According to Unruly, the Shakira video - a collaboration with yogurt brand Activia - is the fourth most shared ad of all time, generating more than 4.5 million shares. Ads from Nike and Castrol, an official World Cup sponsor, also made Unruly's viral video list. The only Super Bowl ad to keep a spot o [...]


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 [...]


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 [...]


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 [...]


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 [...]


Nielsen: Cross-Channel Campaigns Aren’t Living Up To Their Potential

Integrated campaign overlap A new Nielsen study suggests that integrated ad campaigns that incorporate exposures on both TV and online aren't delivering any better results than when TV and digital campaigns are planned separately. The weakness, according to the study, lies in planning for online. Online and mobile video viewing numbers are relatively small now, but as the report illustrates, digital video viewing is growing much faster than TV viewing and will only continue to catch up. We're already seeing brands starting to shift ad dollars from TV to online. [caption id="attachment_85298" align="aligncenter" wid [...]


Digital Video Advertising Becoming Next Frontier For Ad Fraud

online-internet-fraud-featured As marketers increasingly shift brand advertising budgets from television to digital video, online ad fraud perpetrators are shifting their focus from lower CPM static banners to premium digital video ads from leading brands. Programmatic, or automated, ad buying technology used increasingly in media buys for digital video makes bogus ad views harder to track, and fraudsters continue to display ever-evolving ingenuity in their scams. Reporting by the Wall Street Journal spotlights some of the latest tactics being used to defraud the booming digital video ad ecosystem. Lured by the promise [...]


Surprise: CTRs For Skippable Video Ads Fare Well Compared To Non-Skippable Ads

Mobile Video Ad Click Through Rates Mobile Marketing Association 2013 The Mobile Marketing Association published its first Mobile Video Benchmark Study this week, aggregating 559 million ad impressions served in March 2013 by a number of different publishers such as BrightRoll, Hulu and Brightcove. The report shows some interesting performance metrics for skippable versus non-skippable video ads, which accounted for 32 percent and 68 percent of the impression volume, respectively. Not surprising, completions rates for skippable video ads were significantly lower than non-skippable ads, which, by their nature, have completion rates in the 90th percentile. C [...]


Nonprofit Save The Children Takes No. 1 Spot On YouTube’s March Ads Leaderboard

youtube-logo-200 Following the recent introduction of its quarterly Brand Channel Leaderboard, YouTube has posted a March Ads Leaderboard, ranking its top ten paid ads for last month based on viewcount. According to YouTube, the No. 1 video ad for the month is from a nonprofit organization. With over 28 millions views, Save the Children UK's "Most Shoking Second a Day" video outranked videos from brands like Samsung, Old Spice and Subaru. There is a notable disparity between the number of views for the top two videos and the rest of the list. Both the No. 1 and No. 2 videos generated over 20 million view [...]


3 Tips to Get Your Affiliate Network Working For You

shutterstock_171989792-gears-work Times are tough for affiliates. In February 2014, the affiliate channel accounted for only 7% of e-commerce transactions -- down from 9% in February 2013, and a drop in the bucket compared to major e-commerce traffic sources like organic search (24%), paid search (19%), and email (18%). The above figures come from The Custora Pulse, a free US e-commerce industry benchmark, aggregating transaction and customer data from over 100 US e-commerce retailers, developed and updated by e-commerce marketing analytics company Custora (disclosure: my employer). But don't go feeling bad for affili [...]


Display To Eclipse Paid Search Ad Spend In 2016, Mobile Set To Become 4th-Largest Ad Medium

display-ad-featured Spending on display advertising will soon overtake paid search. That's according to ZenithOptimedia's latest global advertising forecast. With display advertising growing at 21 percent a year, it's expected to hit $74.4 billion in 2016. While paid search, which is experiencing 13 percent annual growth, is estimated to come in at $71 billion at that time. Zenith expects search to keep dominating this year, however, with search spend projected at $55.7 billion versus $ 51.8 billion for display. Programmatic buying is boosting the pace of expansion of display advertising, now the fastest [...]


Survey: Half Of Not-Online Seniors Say They’re Not Missing Out

Older Americans internet adoption Newly released telephone survey data from the Pew Research Center reflect that Americans over 65 use the internet in much the same way that younger people do, just not at the same penetration levels. However a large number of seniors who do not currently use the internet don't feel that they're missing out. The Pew survey, sponsored in part by the Gates Foundation, included more than 6,000 US adults and was conducted in Q3 of last year. According to the data, 59 percent of US seniors use the internet, compared with 86 percent of the overall population. However among more affluent ($75,00 [...]


Key Data From Pew’s “State Of News Media” Report

Pew State of News Media 2014 The Pew Research Center’s Journalism Project has released its 11th State of the News Media report. A comprehensive "document," it covers TV, newspapers, magazines, radio and digital. I won't try to summarize the full sweep of this "best of times, worst of times" report. However, below I've excerpted a few key findings and charts that provide a snapshot into where things stand in US journalism and news consumption. Across platforms and industries news generates just over $63 billion in annual (mostly ad) revenues. The charts above show the revenue breakdown by medium and revenue so [...]


Massive Web Traffic Fraud: Digital Advertising Confronts “Crisis”

scam-fraud-600 Digital media, and specifically display advertising, is facing a "crisis" even as brand marketers are increasingly serious about shifting budgets online and into mobile. That phrase, "crisis," comes directly from the chair of the IAB, Vivek Shah, as quoted in the Wall Street Journal. The WSJ article cites IAB estimates that suggest more than a third of all online traffic is fake or fraudulent: About 36 percent of all Web traffic is considered fake, the product of computers hijacked by viruses and programmed to visit sites, according to estimates cited recently by the Interactive Advertisi [...]


Study Confirms Smartphones Now #1 Screen, Beating TV

smartphones-featured A report released this week by Millward Brown takes a quantitative and qualitative look at multiscreen activity from a number of perspectives. The report is based on a global survey (n=12,000 respondents, 30 countries). The US sample was 444 people, with some behavioral monitoring and interviews. I'm going to discuss just a few of the findings. However, there's a great deal of interesting material in the report, which is free. While this has been asserted by others in the past, Millward Brown confirmed that in the US daily smartphone screen time has now surpassed TV. That's also true wor [...]


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