What’s The Most Expensive (Per User) Acquisition? Hint: Not WhatsApp

money-cash-600 Last week when Facebook made its jaw-dropping $19 billion announcement that it was buying messenger WhatsApp many people, including me, marveled at the astonishing figure. But almost immediately others said, "Facebook got a deal; WhatsApp was actually cheap." I certainly wouldn't go that far but by some measures WhatsApp (even at $19 billion) is not the most expensive startup acquisition in memory. If one considers the price per user, WhatsApp does emerge as a relative bargain. This morning, I was pointed to a chart, based on public/third party data, created by Brightside that compares a [...]


Amazon Up But Satisfaction With E-Commerce Lowest In A Decade

ecommerce-credit-retail-shopping-featured This morning, the latest American Customer Satisfaction Index (ACSI) retail and e-commerce report came out. It covers retail, grocery stores, online brokerages and e-commerce. The results are mixed and largely negative for e-tailers. According to the report, based on data compiled through "interviews with roughly 70,000 customers annually" by the University of Michigan and its research partners, customer satisfaction with online retail sunk to its lowest aggregate score in more than a decade. Some brick-and-mortar retailers fared better, although department store performance was lackluste [...]


Report: 60 Percent Of Internet Access Is Mostly Mobile

mobile-chart-growth-analytics-featured In a new global Mobile Media Consumption report, ad network InMobi asserts that, outside the US and UK, mobile media time spent now exceeds TV. However in the US, TV is still the top screen. The Mobile Media Consumption research was conducted by Decision Fuel and OnDevice Research and had roughly 14,000 respondents in 14 countries.  In emerging and especially less affluent markets, the InMobi report also confirms that mobile media time exceeds the PC internet. That's now also true in the US. Also consistent with other data, InMobi says that 61 percent of mobile internet users [...]


Report: New Global Internet Growth Will Mostly Be Mobile

global marketing Late last week, the Pew Research Center released the results of multiple country surveys about mobile technology adoption and internet usage. The countries in focus were 24 "emerging markets," including Russia, China, Pakistan, Philippines, various South American markets, Turkey and South Africa among others. The associated report has a lot of statistics about user behavior, demographic variables (e.g., education, income) and online activities. For example, the following chart shows mobile phone ownership and top activities across all the countries in the report. Mobile phone ownersh [...]


Ace Metrix Awards P&G Gold Medal As Top Brand At Sochi Olympics

Ace Metrix logo Television ad analytics firm Ace Metrix has awarded Proctor and Gamble a gold medal for being the most effective brand sponsor to date at this year's Sochi Olympics. With an Ace Score of 622, P&G's 'Thank You Mom' campaign helped the brand beat Febreze, which was awarded a Silver Medal for a series of ads promoting its Bounty, Crest, Dawn, DayQuil, NyQuil and Oral-B ads. United Airlines won the Bronze medal for its patriotic-inspired ads. Ace Scores measure an ad's creative effectiveness based on viewer response, using eight separate attributes: Persuasion, Likeability, Information, [...]


Survey: Only 6 Percent Of SMBs Have Mobile Sites, 45 Percent Don’t Have Any Site At All

Hibu Local directory and advertising provider Hibu published a study on small businesses (SMBs) and mobile marketing in the US and UK. It was based on a survey of 1,800 US and UK SMB respondents conducted in November and December 2013. The sample included a range of industries and business sizes. The survey found that a whopping 45 percent of US and UK SMBs still didn't have a website let alone a mobile optimized site. In both cases only 6 percent of respondents with websites said they were mobile optimized. Source: Hibu Among other findings Hibu exposes the distribution of SMB reven [...]


Nielsen: More Time On Internet Through Smartphones Than PCs

Mobile Nielsen report Nielsen has released a smörgåsbord of data on "the new digital consumer." The just released report covers a variety of categories, from device ownership and video streaming to mobile's impact on social media usage. One of the standout findings in the report is that US adults spent on average 34 hours per month using the mobile internet on smartphones. By comparison, they spend 27 hours on the PC internet. Of that smartphone internet time, apps capture 86 percent of usage. Only 14 percent of smartphone internet access time comes via the mobile web. TV is still the top screen. Consum [...]


Social Networks Generate Least Loyalty In 2014 Brand Keys Survey

loyalty-600px Facebook, Twitter, LinkedIn and the other major social networks might want to consider this a warning: Social networks generated the lowest loyalty scores in the 18th annual Brand Keys Customer Loyalty Engagement Index (CLEI). This year's study (which can be requested here) looked at consumer relationships with 555 brands across 64 categories -- ranging from hotels to coffee to restaurants and a number of tech/marketing-related categories. In most categories (38 of 64), the winning brand -- the one that did the best job of meeting consumer expectations -- scored above a 90 percent sa [...]


Ace Metrix Names Microsoft’s “Empowering” Ad Most Effective Super Bowl Ad This Year

Ace Metrix logo While iSpot.tv and Unruly both ranked Budweiser's "Puppy Love" the No. 1 most popular Super Bowl ad, Ace Metrix says Microsoft's "Empowering" 60-second spot was this year's most effective Super Bowl commercial. Earning an Ace Score of 710, the television and video advertising analytics firm claimed, "Microsoft eloquently demonstrated the expansiveness of their technology portfolio as evidenced by the ad's broad demographic appeal, scoring high on a number of dimensions including Emotion, Attention and Likeability as well as Change and Information." According to Ace Metrix, Microsoft [...]


Budweiser “Puppy Love” Ad Wins This Year’s Super Bowl With Over 1.3 Million Shares

puppy-love-ad-featured Budweiser has been declared this year's official Super Bowl brand winner by video analytics firm Unruly, with its "Puppy Love" ad generating more than 1.3 million shares. The ad received over a million more shares than the No. 2 spot, which was also a Budweiser ad. Budweiser won three of the top ten most shared ads this year, with its "A Hero's Welcome" taking the No. 2 spot, and "Ian Up for Whatever" taking the No. 5 spot. According to Unruly's data, Budweiser's heartwarming ad, featuring a friendship between a puppy and a Clydesdale horse, is already the sixth most shared Super Bowl ad [...]


Will Chipotle “Series” Usher In Era Of Advertainment?

Chipotle logo If you want comprehensive coverage of yesterday's Super Bowl ads check out our #Hashtag Bowl site. My own view is that most of the ads failed and won't help the brands or their products at all. Indeed, studies indicate that most Super Bowl advertising has little or no impact. In contrast, Mexican QSR chain Chipotle may be ushering in a new era of "strategic entertainment" (not my term) with its Farmed and Dangerous mini-series on Hulu. It premieres on February 17 and reportedly cost about $1 million to produce the four-episode series. Time offers a good synopsis: [Farmed and Dangerous] [...]


Twitter: More Super Bowl Tweets Than Ever, No Blackout Or Wardrobe Malfunction Required

tpm-five Twitter's shared that this year's Super Bowl generated 24.9 million tweets, more than ever before, edging out last year's record of 24.1 million tweets -- and this without a blackout or any other unexpected events other than the Seattle Seahawks's complete stomping of the Denver Broncos. Twitter is still churning through the data, but the top three peak moments were actual game action, followed by two half-time moments. Here they are (TPM stands for number of tweets per minute): 381,605 TPM: @Percy_Harvin 87 yard kickoff return for a TD to open 3rd quarter (8:32pm EST) 271,775 T [...]


The Big Smartphone Market Share Data Roundup

smartphones There are now so many sources of mobile and market share data that no one of them can or should be seen as entirely authoritative. We now have perhaps a dozen firms pushing out smartphone data on a regular basis, using shipments, survey data or traffic as measures of market share. Below are a selection of these sources and their most recent numbers. Kantar US smartphone market share (survey based, December 2013) Android -- 50.6 percent iPhone -- 43.9 percent Windows -- 4.3 percent BlackBerry -- 0.4 percent Other -- 0.8 percent Comscore US smartphone market share (survey [...]


1 Billion Smartphones: Samsung On Top But China Rising

iphone-android-ios-phones-featured Samsung finished 2013 as the undisputed global smartphone leader, increasing its marketshare lead over arch-rival Apple. However Chinese handset makers such as Huawei and Lenovo gained ground on the Korean giant. Propelled by lower-cost handsets in emerging markets, global smartphone shipments hit or exceeded a billion units according to Strategy Analytics and IDC (their numbers disagree). According to the IDC data Apple maintained its number two position (Strategy Analytics says Apple is number three). Samsung had nearly one third of the global smartphone shipments market. Apple capt [...]


Samsung, Surface Tablets Gain Traffic But iPad Still 78 Percent

surface Following its immediate post-Xmas tablet traffic report, ad network Chitika has released new data showing the relative positions of the various tablet makers in North America. The iPad has lost roughly three points since a year ago, but it remains dominant. Samsung tablets and Microsoft Surface appear to be the "big gainers" on the list vs. a year ago. However Amazon Kindle is the number two tablet overall, by traffic, according to Chitika. After an initial post-Xmas lift Kindle traffic is flat year-over-year. Source: Chitika  The data were compiled from millions of North Ameri [...]


Volkswagen Wins Title Of Most Shared Super Bowl Brand Ever With Over 7 Million Shares

unruly_logo-76 After putting together its list of the top 20 most shared Super Bowl ads of all time, video marketing firm Unruly determined the top ten most shared Super Bowl brands ever, with Volkswagen leading the list. To rank the most shared Super Bowl brands, Unruly measured the combined number of online shares earned by each brand's catalog of Super Bowl ads. Not only did Volkswagen's 2011 "The Force" win the No. 1 spot for most shared Super Bowl ad of all time, the automotive brand's full list of Super Bowl ads has earned more than 7,071,522 combined shares, making Volkswagen the most shared Sup [...]


Nielsen: All Top Brands Lost Web Users To Mobile In 2013

mobile-web-apps-featured According to data released last week by Nielsen, all the major web brands lost uniques on a year-over-year basis in 2013. The period measured was January through the end of October. The ranking of the top sites was more or less the same as we've seen in other data. However the relative loss of monthly uniques was not uniform. According to Nielsen, Ask lost the highest percentage of its monthly uniques. Next was Facebook and then YouTube. Nielsen broadly attributes the decline in "web" traffic to the rise of tablets and smartphones. However the company didn't provide a holistic vie [...]


Report: Super Bowl Ad Shares Jumped 89% Between 2012 & 2013

unruly_logo-76 According to a report released today by video technology firm Unruly, the number of shares for the top ten Super Bowl ads climbed from 5.4 million in 2012 to more than 10 million shares in 2013, representing an 89 percent increase in total shares across Facebook, Twitter and the blogosphere. Not only did the number of shares for Super Bowl ads dramatically increase between 2012 and 2013, but shares have climbed 30 times during the last three Super Bowls, with ads aired during the 2010 Super Bowl generating only 355,325 shares. Unruly claims the most shared Super Bowl ad of all time remai [...]


Galaxy S3 And 10″ Tablets Dominate Samsung-Android Traffic

Galaxy S3 Android is the world's dominant smartphone operating system; and Samsung is the dominant Android handset maker. In North America the Samsung devices that generate the most traffic are the Galaxy S3 handset and the 10-inch Galaxy tablet. These data come from ad network Chitika, which analyzed "tens of millions of [North American] Samsung smartphone- and tablet-based online ad impressions" in December. According to the Chitika data, the Galaxy S3 generates a full third of Samsung-Android handset traffic. That's followed by the Galaxy S4, roughly 10 points behind. North American Samsung-An [...]


Study: What Makes You Click On A Headline?

news-headlines-featured The form of the headline for this article -- a question headline with "self-referencing cues" ("you") -- is more likely to generate a click than a question-only headline or a pure "declarative" headline. However  the success of question headlines reportedly varies by topic or category. That's according to new academic research from BI Norwegian Business School in Oslo Norway. The researchers sought to determine empirically what sorts of headlines drive more click-throughs (CTRs). They performed two experiments, one exposed various headlines in Twitter and the other involved writing d [...]


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