Tag Archives: tablets

Weekly News Roundup

IgnitionOne Redesigns DMS Analytics With Focus On Heat Maps, Speed

IgnitionOne announced an update to the Analytics solution within the Digital Marketing Suite this Thursday. The tool will help marketers improve their workflow and increase reporting speeds. DMS Analytics will add to IgnitionOne’s platform of simplification in the online marketing and advertising industry.

Good Advertising is Good Storytelling

Every successful brand has good storytelling. Where to place the stories is a hard task, in addition to deciding where to spend money. Telling the story on all the platforms they can afford is the ideal situation. “The essence of that story should be a point of difference that is effectively dramatised.” This article notes that it is where (read: digital channels) the stories are told that is critical.

Paid Search Pays Off in a Bigger Way for Online Retailers

Paid search continues to dominate the digital advertising world. The National Retail Federation and Forrester Research Inc. released a report that showed that 76% of e-retailers said the paid search drove up more sales than the year before. 99% of the respondents said that they allocated some of their budget to some sort of PPC advertisements. However, display was also a factor in many companies marketing strategies. 77% of respondents said they spent more on display this year than they did last year. It is exciting to see the growth of digital marketing and how greatly it has changed the marketing world.

Facebook’s Revenue Soars 61% On Mobile Ads

Mobile advertising took off for Facebook, so much that it increased their revenue up 61% since last year. That is $2.91 billion, where active mobile users grew 40%. The mobile industry has continued to make Facebook boom, as it holds the second highest spot after Google in mobile ad earnings. It is evident that Facebook holds itself high on the pedestil for gaining ad performance.

Mobile-Ad Spending Leaps, but Trails User Growth

Mobile ad spend is predicted to gain a much higher outcome and get more money from advertisers than ever before. The article claims that the spending on smartphones and tablets combined will reach 83% and $18 billion in 2014. On the contrast, Newspapers will generate $17 billion, bringing radio at $15.5 billion. industry experts are advocating for marketers to gear their ads towards the mobile world, and focus less on print sources. “As the measurement tools develop, industry experts say marketers will become increasingly comfortable with shifting more money to mobile.”

Mobile Marketing Trends Dominating First Half of 2014

The number of smartphone users is expected to reach 1.75 billion by the end of 2014. There have been some key trends in mobile marketing that came along with this increase of smartphone users. A few key trends have been geo-targeting, the use of micro-content, emails shifting towards mobile first and personalisation of mobile. Sooner, rather than later, mobile will be the number one platform on which companies advertise on.

Most Companies Expect CMO to Lead Digital Transformation

When going through a digital transformaiton, 54% of companies believe it is up to the Cheif Marketing Officer to get the job done efficiently. “The role of marketing is bigger than just awareness and discovery, it’s about the relationship,” said Brian Solis. Companies need to know how to implement their technology in a way that is easy to understand for the marketers.

Mobile Programmatic 101: The Potential (And Challenge) of Mobile

The programmatic ad market is set to grow from $12 million to $32 million in 2017. Adults in the United States are averaging spending two horus and fifty-one minutes each day on their mobile devices. One challenge that mobile poses is the tracking mechanism, seeing as there is no universal cookie that can be used in the mobile environment.

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Source: Shade of Info

Weekly News Roundup

Second Quarter Maintains Positive Growth for Digital Ads as Smartphones Close Gap with Tablets

IgnitionOne just released its highly anticipated Quarterly Report. IgnitionOne’s quarterly report is the longest continuously running quarterly report on Digital Marketing trends. IgnitionOne had some extremely interesting key findings in their report. Search advertising spend is up 9% since last year. Google regained engine market share increasing their share to 79%. On the basis of the report, Roger Barnette says, “our clients closely track ROI and will follow results when deciding where to spend their next dollar.”

Confirmed: Mobile Commerce is Here To Stay

Just in case anyone had doubts, mobile commerce is here to stay. New research conducted by Australian Communications and Media Authority shows that mobile commerce has grown by 448% since 2010. As a matter of fact, the report shows that Australian consumers would rather shop from their mobile device. This growth of mobile commerce can be attributed to the increased ownership of smartphones worldwide. Smartphone ownership has increased 8% since May 2013. Mobile commerce is still growing and show no signs of slowing down.

Facebook Tracking is Changing

Facebook has once again changed the way they track their customers. Facebook has now decided to track what users do outside of their site. This can be viewed as a huge breach in the users privacy. However, facebook claims they are doing this in order to provide more relevant advertisements to their users. Jeff Chester, executive director of the Center for Digital Democracy, explains that “Facebook is going to use multiple ways to track their users and sell them to their advertisers.”

CMOs Are Preparing for Digital to Grow to 75% of Marketing Budgets: But almost half are worried about managing this change

The infographics in the article show the future of digital marketing and the trends of the industry over the past years. According to the article, “within the next 5 years, digital will account for 75% of the Marketing budget.” Email and mobile both have grown greatly in channel effectiveness since 2012. Many executives say the biggest problem with switching to digital, is “managing the change.” However, it has been proven that digital is effective, so managing the change should be worth it. 

Ad Age Survey: How Advertisers Are Spending on Facebook, Twitter and YouTube

Which social media platform are advertisers spending most of their time and money on for the future? The answer is Twitter. The largest goal for marketers, when polled, was bringing “awareness and sentiment” for their brands. Facebook was by far the most dominant social media platform, where 83%, up from 70% of advertisers are now paying for ads on Facebook. However, for a future outlook, advertisers are looking at Twitter as their favored way of promotion. Youtube came behind Twitter and Facebook, falling fourth as the best ad platform for ROI.

Twitter Globally Expands Mobile App Promo Ads, Enhances Targeting

Twitter is now growing to expand its mobile app promotion ads worldwide. The ads ultimately redirect users to download new apps or open their existing apps already downloaded on their smartphone. There is no doubt that Twitter has incredible targeting capabilities. Twitter also offers conversion tracking capabilities for its advertisers, allowing marketers to measure the impact of their campaigns. According to BIA/Kelsey, most of the credit for the success goes to Facebook’s News Feed ads and Twitter’s Promoted Tweets.

Paid-Search Spend Rises, But Marketers Pulling Out Of Partner Programs

9% more was spent by U.S. Marketers this year in paid-search ads. Mobile and tablet devices made up for 27% of total search spend. Running campaigns on smartphones alone rose 173%. The article mentions IgnitionOne’s study on the move away from advertising on search partner sites. “The difference in efficiency on Google is likely due to how quality score is calculated separately for their partner sites,” per the study.

US Paid Search Spend Continues to Rise

IgnitionOne is mentioned on its Q2 2014 marketing report, contributing to large improvements in innovation in paid search technology. The article also mentions different growth engines, such as Google and Facebook’s remarketing platform, Facebook Exchange. It takes note on how much mobile and tablet devices are growing in the market. Smartphone spending amazingly grew by 173%.

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Source: Spartan PR

 

Mobile is Star this Thanksgiving Day – Smartphone Search Spend Up 1000%

Today we released a mid-quarter report highlighting a strong Thanksgiving weekend for digital marketing. In the report, we discuss how mobile devices represented a growth area for retail marketing, with huge increases in search spending for both smartphones and tablets, the growth of Thanksgiving Day as an important event for online retail marketing, as well as the increasing value of programmatic display advertising.

Key findings in the report include: 

  • Mobile devices drive major growth:  Thanksgiving weekend saw a magnification of the importance of mobile devices with huge increases in US paid search spending, especially for smartphones, which saw a 542% increase year-over-year (YoY) for the full weekend, peaking at over 1000% growth in spend on Thanksgiving Day.
  • Holiday weekend metrics up over last year: US retail advertisers had a busy Thanksgiving weekend, with a 52% YoY increase in spend. Impressions were also up 40% compared to the 2012 shopping weekend.
  • Thanksgiving growing in importance for online retail: Thanksgiving Day, along with Black Friday, saw the biggest increase in US paid search spending among retailers in what was a perfect storm of wide adoption of mobile devices, a shortened holiday shopping season and increased promotion of Thanksgiving as a shopping day.
  • Programmatic Display increases in effectiveness for US retailers: Retailers saw conversions increase 52% on Black Friday and 79% on Cyber Monday YoY as the effectiveness of programmatic display advertising benefited from both technology and marketers becoming more sophisticated.

“Online advertisers are shifting tactics to meet consumer demand – resulting in increased messaging across mobile devices and adding Thanksgiving Day as a major shopping day,” said Roger Barnette, President of IgnitionOne. “With a shortened holiday shopping season in 2013, this past weekend resulted in impressive growth for digital marketing that will help push through to a strong overall Q4.”

To download the report, click here.

Tablets: Disrupting the Way we Consume Media Since 2010

Tablet related statistics and predictions have tremendous implications for marketers, such as “20% of tablet owners claim to have shopped less in brick-and-mortars since purchasing their tablet,” and “tablet makers are on track to sell 110 million units in 2012 alone.” If, as a marketer, you believe that you must reach your audience in the places they populate, consider adding the tablet to your collection of canvases.

How? You ask.

Revamp your search strategy. Tablets are expected to reach 670 million in number by 2017, helping to generate over $12 billion in mobile search advertising spend within the same year.

Users have unique search habits and expect different results when they are on various mobile devices. If I Google “gas” on my smartphone, I’m probably driving on empty, looking for a nearby gas station and am minimally interested in a Wikipedia page, gastrointestinal advice or articles on gas price surges in the results that I might see on my laptop. This mindset must be reflected in an online marketer’s strategy. The same applies for tablets; we need to consider where and when people are using these devices and define our marketing strategy around what the user needs at those points in time.

For example, like most tablet users, I wouldn’t be caught dead without my tablet at the airport. And I travel a lot. Just a few weeks ago, I was at an unfamiliar airport and learned that my flight was delayed by two hours. I wanted to know what kind of options I had for food, so I Googled the airport name. The first thing to come up was a search ad (with promotion) for a restaurant in my terminal. As a proponent of digital marketing, I rewarded the restaurant for its crafty paid search efforts by eating there. As an average search engine user, the immediate connection coupled with the promotion prompted me to bypass two other restaurants en route to my destination. The power of digital advertising!

Establish cross-device marketing campaigns. More than 50% of media interactions span two or more screens. Research indicates that tablet users are feeding information absorbed from television into their search queries onto tablets in real-time. Also, users are continuing to read the results from their computers’ and smartphones’ search queries on their tablets, adding to their shopping baskets while using a tablet and then making the actual purchase on their PC.

So many factors affect this process. I might browse LOFT.com during my lunch break at work and then convert from a device at home. I also might prefer to recline on the couch that evening rather than sit upright, thus influencing my choice of device at the time of purchase. Marketers must consider these and many other factors when developing their strategy.

Engage with your customers. Our Q3 report found that consumers are spending 30% more time surfing the Internet on their tablet than their PC and are 20% more engaged online than PC users. Marketers: it’s time to get creative! Consider the best ways to really connect with your audience. Whether that translates to personalization, enhanced content, pop-ins, etc is really determined by your business needs and the product or service you are marketing.

It took years for companies to recognize the business potential in e-commerce and developing an online brand presence, and a little less time to recognize the importance of creating sites that make sense for mobile. Marketers today don’t have the luxury of time. If they want to be competitive, they must adapt with this shift in technology.

Think it’s just a fad? The industry is telling you it’s not. 37% of tablet users say that they will be purchasing a new device in the next 12 months and tablet prices are falling, making them more readily available to more groups of people. Three years ago, only techies and high-income households had tablets, much like the demographics of smartphone users in their infancy – and look at them now! Next year, we are going to see a lot more people on trains, planes, and buses (as well as cars, living rooms, bedrooms – the list goes on!) with tablets. Make sure you are maximizing your online marketing presence on these devices in order to stay ahead of the curve.