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Nearly all business-to-business (B2B) marketers in North America use event marketing, which many view as critical to lead generation. According to recent research, B2B marketers have different spending habits throughout the event cycle. They rely on more expensive channels for pre-event marketing, social and mobile during the action and email post-event. When it comes time to analyze these efforts, it all comes back to lead generation—the top metric used to measure event return on investment.
Recent research finds that there is a huge gap between cost per hour spent with mobile gaming apps vs. cable TV. Consumers pay an average 11 cents per hour with mobile games, compared with 64 cents for every hour with cable TV.
The big winner of Black Friday 2014 was mobile. According to industry sources, around 30% of all Black Friday online revenues came from shoppers on mobile devices. Tablets edged out smartphones in online purchases on Black Friday, and iOS beat out Android in mobile traffic share.
More than 20% of UK internet users have mistaken paid media placements on the web for editorial content, with about half of this group finding these misleading. But how can advertisers distinguish these written ads from editorial?
Despite the buzz around personalization this year, much room for growth remains as we enter 2015, with few marketers and agency professionals reporting extensive usage. And though advancements in technology have been made, for many, personalization remains more of a manual process than an automated one.
Disruptive business forces, technological changes in the product and a newly smartphone-empowered consumer will upend the auto dealership model in 2015, according to a new eMarketer report. Mobile remains an area of distinct opportunity for dealer innovation, especially as consumers have yet to fully integrate smartphones and tablets into the buying process.
In the UK, Black Friday and Cyber Monday are largely arbitrary shopping days, and both are fair game for digital shoppers. But while the Black Friday headlines centered on physical in-store altercations, most of the action was going on online.
One-off deals and low prices are great, but customer loyalty is better. As many as 50 million people consider themselves Amazon Prime members, an RBC analyst told investors earlier this year. And though the price of membership has increased more than 25% since the same time last holiday season, from $79 to $99, its members remain engaged—and purchasing more than non-Prime members.
Ad spending on mobile internet-based formats in China skyrocketed this year by 600.0%, according to eMarketer estimates. By the end of this year, advertisers in the country will invest more than $6.39 billion in mobile internet ads, representing 15.9% of all mobile internet ad spending worldwide. When messaging-based formats are added to the mix, mobile ad spending in China rises to $7.11 billion in 2014 to account for 30.0% of all digital ad spending in the country.
US smart-home device and controller shipments are each expected to rise by 20% or more annually over the next three years, with respective totals estimated at 20.7 million and 1.4 million this year. And according to recent forecasts, smart-home service revenues will double between 2014 and 2019, from $18 billion to $39 billion.
Glenn Fishback, head of global display for eBay Enterprise, eBay's advertising division, works with Internet 500 retailers to drive sales and demand. Increasingly, those efforts mandate a cross-device approach. Fishback spoke with eMarketer about how cross-device targeting tends to be a more effective tactic for customer retention vs. prospecting.
We've all heard about "in the light" sharing on social platforms, but dark social—when people copy and paste content or links and send it to their contacts in a private message—matters just as much, if not more. Over 90% of internet users who share content online do so via dark social, which accounts for nearly 70% of content shares globally.
Tablet owners in Japan are most likely to cut back on PC usage as a result of tablet use. Tablet shipments in the country rose nearly 20% between Q2 2013 and Q2 2014, according to recent research, with Apple devices accounting for nearly 40% of these.
Mexico's digital video viewership has undergone a rapid expansion in the past two years. The number of digital video viewers in the country reached 37.9 million in 2013, and a further 16.7% improvement will take the total to 44.2 million in 2014. Adoption is particularly high among younger consumers, with at least one poll finding 100% digital video penetration among individuals younger than 20 years old.
It's the most wonderful time of the year. As frost and holiday sales nip at consumers' tails this season, where are the affluents? A September 2014 survey outlining the shopping habits of consumers in the US with a household income at or above $100,000 found that affluents planned to do most of their holiday shopping online this year.
One digital advertising trend rising to greater prominence in the UK is programmatic buying of digital display ads. UK advertisers are among the world's biggest proponents of this ad trading technique, and the market for it is only going to get bigger, according to a new eMarketer report.
The number of smartphone users worldwide will surpass 2 billion in 2016, according to new figures from eMarketer, representing over one-quarter of the global population. Our latest mobile user forecast added 19 new countries, bringing our total to 41—including our first estimates for any individual countries in the Middle East and Africa and expanded coverage of countries in Southeast Asia, Central and Eastern Europe, and Latin America.
Studying mobile advertising through the lens of CPMs shows advertisers placed greater value on mobile display ads in 2014. Prices held steady or increased year over year, despite the rapid rise in available inventory, according to a new eMarketer report, which identifies five factors that worked in harmony to keep mobile CPM prices up in this environment.
The prevalence of social media has made the art of oversharing all too simple. The majority of US teens feel their peers share too much online, leading a significant portion of them to regret something they once posted. Research shows US teens overwhelmingly prefer to engage with their friends in person rather than communicate via social media.
Is this the end of SMS in Brazil? In recent research, 60% of smartphone users in the country ranked mobile messaging apps as their most preferred form of smartphone communication, compared with just 7% who favored SMS. Mobile phone users in Brazil show different preferences when communicating with companies, though, favoring email and phone calls far more than any type of mobile messages.
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