IgnitionOne November Digest

This is the most recent issue of the IgnitionOne Industry Digest, created to keep you up-to-date on the latest industry insights and company news.

DigitalMarketingSuite.com

Media and Conversion Optimization – A Holistic Approach
DigitalMarketingSuite.com
October 2, 2012

Stephan van den Bremer, Managing Director, IgnitionOne, Europe discusses the advantages associated with coupling media and conversion optimization in order to bolster ROI in his DigitalMarketingSuite.com blog post.

IgnitionOne Continues Global Growth and Opens Warsaw
DigitalMarketingSuite.com
October 4, 2012

In early October, IgnitionOne announced the opening of an office in Warsaw, Poland in order to accommodate advertisers across Central and Eastern Europe.

It’s a Small Mobile World, After All
DigitalMarketingSuite.com
October 9, 2012

Lisa Arsenault, Director of Client Solutions, reflects on the innovative nature of smartphones, including their origination and the way we use them.

Conversion Optimization: Your Own Online Sales Associate
DigitalMarketingSuite.com
October 11, 2012

Stewart Holt, Director of Sales in the UK, compares conversion optimization to a suit salesman that understands when and how to approach a shopper in order to maximize the chances of conversion.

Five Ways to Maximize your Digital Marketing Team
DigitalMarketingSuite.com
October 17, 2012

Jani Rayner, an Account Manager from IgnitionOne, suggests five tips for getting the best from your digital team. This post was also mentioned in MediaPost here.

Planning the Holiday Season with an Unexpected Change in Consumer Behavior
DigitalMarketingSuite.com
October 23, 2012

Shayna Stewart, Algorithmic Media Analyst, elaborates on three key factors that will help marketers leverage consumer behavior this holiday season.

Tablets: Disrupting the Way we Consume Media Since 2010
DigitalMarketingSuite.com
October 25, 2012

Vanessa Ralls, US Marketing Coordinator, discusses three areas that marketers should address in order to stay relevant in the wake of the rise of tablets.

Case Studies: The Secret Weapon
DigitalMarketingSuite.com
October 31, 2012

Lucy Cleary, UK Marketing Coordinator, illustrates the importance of case studies and how they aid companies in the sales process by providing solid evidence, eliminating guesswork through real-life examples and results.

Bylines

Marketing to Mobile Users: Proof is in the Numbers
MediaPost
October16, 2012

In his byline, Roger Barnette, President of IgnitionOne, covers some key points that were revealed in our Q3 Report regarding marketing to mobile users.

Search Marketing Horror Tales
Search Engine Watch
October 25, 2012

Dave Ragals, SVP of Client Solutions at IgnitionOne, terrifies us in his Halloween-inspired byline with search marketing mistakes to avoid.

The Myth of “Self Service” in Ad Tech
AdAge
October 25, 2012

Will Margiloff, CEO of IgnitionOne, discusses whether self-service in ad tech is as much of a fantasy as the Loch Ness Monster and Bigfoot in his AdAge byline.

IgnitionOne in the News

Study: Tablet Users Most Engaged with Websites
BtoB
October 1, 2012

Coverage of IgnitionOne’s Q3 Report which discusses tablet engagement and an increase in mobile search spending.

Tablet Users are More Engaged on Websites than PC and Smartphone Users
DM Confidential
October 2, 2012

Discusses paid search spending and tablet engagement in the third quarter with data from IgnitionOne.

Facebook’s 1 Billion Users and What They Say about the Future of Computing
Mercury News
October 4, 2012

Mentions IgnitionOne’s Q3 report regarding tablet engagement.

IgnitionOne Opens Office in Poland
Biz Journals
October 4, 2012

The opening of an office in Warsaw, Poland marks the 11th IgnitionOne office in the world.

More Research Reveals Higher Engagement Levels of Tablet Users
Biz Report
October 8, 2012

Uses IgnitionOne data regarding tablet engagement in Q3.

Positive Growth: Paid Search, Market Spend Up
MediaPost
October 11, 2012

References paid search data from the IgnitionOne Q3 Report.

Chris Knoch Returns to IgnitionOne as US VP of Sales
Adotas
October 8, 2012

Chris Knoch returns home to IgnitionOne after ten years of experience in the digital space.

Google’s Bad Day: Accidental Early Earnings Release Shows Falling CPCs
AdExchanger
October 18, 2012

Roger Barnette, President of IgnitionOne, is quoted in this AdExchanger article discussing Google’s Q3 earnings.

Advertising Experts: Ignore Google’s Earnings, It’s Doing Just Fine
Forbes
October 18, 2012

Roger Barnette is quoted regarding Google’s Q3 earnings, noting that the “stock drop is a reaction to a stock that had already risen to meet high expectations and doesn’t indicate a long-term problem.”

Paid Search Growth Continues to Slip, CPCs Down but ROI Improves in Q3 2012
Search Engine Watch
October 24, 2012

Mention of IgnitionOne’s Q3 Report regarding search spending.

Mobile Paid Search Gives Higher CTR than Desktop: Report
AdExchanger
October 31, 2012

IgnitionOne’s Q3 Report is referenced regarding mobile search spend.

Industry Insights

Pew and Economist Group Panel Shows Mobile Ads Grab Users’ Attention
ADWEEK
October 1, 2012

Although mobile users display strong loyalty to their preferred news outlets, generally returning to the same brands over and over, consumers display an ongoing resistance to actually paying for that content. About half of mobile users said that they’re likely to notice ads on a tablet or smartphone, allowing publishers to capitalize on this growing mobile news landscape.

Mobile Ads are Booming, with More Sales and More Investment
paid Content
October 9, 2012

According to new figures from PwC for Internet Advertising Bureau, half-year mobile ads revenue boomed by 132% YoY to 290 million, comprising 7% of all digital advertising outlay, leading to increased investment, meaning the rise in mobile advertising may suggest a slightly more free future for consumer mobile content.

Mobile Shoppers Will Increase 50 per cent in Two Years, Juniper says
Mobile Marketing Magazine
October 10, 2012

According to Juniper research, 580 million people worldwide will buy physical goods on mobile by 2014, which is a growth of 47% from 393 million shoppers this year. Total value from these purchases will hit $730 billion within five years.

Remarketing Campaign Success Factors
DMNews
October 10, 2012

67% of online shoppers who do not convert during their first visit to a website make the purchase. They key to remarketing is broken down into how interested the visitor was and how much permission they gave the marketer to reengage them. The success rate of four remarketing efforts—ad retargeting, social marketing, abandoned shopping cart marketing, remind-me service—illustrates the effectiveness of a campaign based on these criteria.

To Expand Online Access, Brazil Goes Mobile
eMarketer
October 11, 2012

eMarketer estimates that 86.4 million internet users, or 42% of Brazil’s population, will be online in 2012. Much of that growth has been due to Brazil’s general economic expansion, but the increase has also been driven by a broadening menu of services, and price points, being offered by internet service providers. The effort to expand and improve online access has largely been spurred by two upcoming world events: the 2014 World Cup and the 2016 Summer Olympics, which will put the country’s telecommunications infrastructure to the test.

US Online Ad Revenues Set Another Peak in H1, Up 14% YoY
Marketing Charts
October 12, 2012

Online ad revenues increased 14% YoY in the first half of this year, according to the latest revenue report from the Internet Advertising Bureau and PwC, bringing revenues to a record total of $17 billion, up from $14.9 billion one year ago.

Less than 2 in 10 Facebook Users Willing to Pay for Promoted Posts
Marketing Charts
October 16, 2012

According to Sterne Agee, 83.6% of users are unwilling to pay to use Facebook’s promote posts feature that guarantees that an important post is seen by friends.

Mobile Ad Tactics: What Works? What Doesn’t?
Adotas
October 17, 2012

Smart mobile ad buyers have learned that the challenges of mobile can be overcome by targeting mobile users’ behaviors and preferences to encourage engagement and avoid annoying them. Creating useful mobile ads, search-based advertising and ad takeovers seem to be working best, while traditional banner ads seem to be driving users away.

Industry Predicts 4.1% Sales Gains for Holidays
MediaPost
October 17, 2012

The National Retail Federation is forecasting a 4.1% gain in holiday spending this year, with the average holiday shopper spending a total of $749.51. The trade group says it expects total spending to reach $586.1 billion. 60% of shoppers in this year’s survey also plan to splurge on themselves, spending an average of $139.92 on “self-gifting.”

Optimizing for Viewability? Know the Risks
AdExchanger
October 18, 2012

Viewability, as a metric, captures one component of ad effectiveness, but when used in isolation, it can lead to a step back for marketers rather than a step forward. When aggregated across good and bad sites, viewability scores can be manipulated and misunderstood. In order to maintain the integrity of viewability as a metric, marketers must make sure they are buying space on quality pages as viewability of available impressions is often inversely related to page quality.

Tis the Season for Brand Safety
Adotas
October 17, 2012

Family-driven online brands who are planning to conduct aggressive digital campaigns this holiday shopping season need to protect themselves from negative placements, recognize red flags, look at context and steer clear of poor retargeting in order to ensure brand safety.

Holiday Buyers Make it Mobile
eMarketer
October 22, 2012

A September 2012 survey of US online buyers, conducted by the e-tailing group and MarketLive, found that ecommerce will continue to siphon business away from traditional brick-and-mortar retailers, with mobile playing a growing role in that evolution. The report also indicated that mobile has emerged as a channel that provides shoppers with a new level of convenience in both researching and making purchases, with online purchasers who plan to buy a gift on a mobile device up to 21% this year from 11% in 2011.

Consumers Spend More Time with Mobile as Online Growth Slows
eMarketer
October 23, 2012

This year, the amount of time US consumers spent using mobile devices, excluding talk time, will grow 51.9% to an average 82 minutes per day, up from just 34 minutes in 2010, eMarketer estimates. Time spent online will grow just 3.6% to an average 173 minutes per day, compared to 7.7% growth in 2011 to 167 minutes per day. Mobile advertising is expected to grow rapidly in the next few years: eMarketer estimates that overall US mobile advertising spending will reach $2.61 billion this year before rising to nearly $12 billion in 2016.

Forget Traditional TV Ads, Think Online Video Advertising!
ClickZ
October 22, 2012

Studies show that online media consumption has now surpassed TV viewing which is most true of teens and young adults, with time spent online now surpassing time spent watching TV or talking on the phone. According to Forrester, spending on online advertising is set to eclipse TV spends by 2016. A survey by BrightRoll found that 64% of advertisers said that online video advertising is equally or more effective than ads on television and 87% said that video was more effective than display advertising.

Ushering in the first Nonline Holiday Shopping Season
Google Retail
October 23, 2012

This year, online and offline shopping experiences are more seamless than ever before – across pricing, functionality, and promotions – making this the first Nonline holiday season. Shoppers plan to spend almost $50 more this year on holiday shopping and 46% plan to spend more time shopping around for gifts this year. Google found that 80% of shoppers will research online before making a purchase this season, and they will switch devices to suit their needs. For example, 51% of shoppers will research online and then visit the store to purchase, while 17% will visit a store first and then purchase online. Another 32% will research online, visit store to view a product, then return online to purchase

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