Wednesday, May 22, 2013
Ad agency executives expect strong growth in their use of both online and mobile videos in 2013, likely because they now consider these channels equally or more effective at reaching audiences than traditional television. Agencies have also seen an evolution in the way clients are measuring the success of online ads.
Travel is already a mature online sector in the US and digital sales will continue to rise at a healthy clip, even as travel’s share of total ecommerce sales begins to decline, according to a new eMaketer report. Mobile will be a big part of the continued growth story.
Smartphone users in China are by no means cynical about apps. Users in the country were more likely to download and try out new apps than those in the US. China’s smartphone users were also more likely to make in-app purchases.
According to eMarketer estimates, 36.6% of mobile phone users ages 0 to 11 used smartphones in the UK in 2012, and this is expected to almost double by 2017. Kids are increasingly utilizing the device’s full capabilities, making limited-function mobile phones a potentially tough sell.
Tuesday, May 21, 2013
Mobile is becoming an essential part of moms’ daily shopping routine. More than one-third of US moms reported using mobile devices every day to shop, rising to more than half who used a smartphone or tablet every week for shopping. Clothing and beauty were the top mobile shopping categories.
The tactic B2B email marketers most want to improve on is getting content out to the right segments. Most use email marketing for customer acquisition and lead nurturing, pointing to the importance of making sure the right people are reading the content most useful to them.
The smartphone and tablet user base is rising quickly in Canada, but advertisers have still been hesitant to put ad dollars to mobile. According to a new eMarketer report, spending will rise as metrics improve and brands create innovative approaches to the channel.
Two out of five UK moms who used parenting forums said they bought a product based on a comment or review they saw there. Parenting blogs like Mumsnet were the most popular destinations for UK moms, followed by Facebook, individual blogs and Twitter.
Monday, May 20, 2013
With web users consuming content across TVs, computers, smartphones and tablets, publishers have had to adjust their displays for the multiscreen environment, and responsive design is a solution many are embracing. For advertisers, however, there are still questions about how to handle responsive design.
Mobile devices are great tools for shoppers looking to get pricing information on products. But research shows that only a small percentage are actually making purchases on them with any frequency. Consumers are also taking advantage of shopping-specific apps during the path to purchase.
Research finds that six out of 10 consumers in the UK now own smartphones, with women accounting for a growing share of users. As smartphones become so common among the population, mobile behaviors are getting further ingrained.
Friday, May 17, 2013
Consumers have become adept at tracking the best prices online and comparison shopping. According to a new eMarketer report, the biggest retailers have responded by adopting dynamic pricing to keep up with consumers and achieve better margins, and now the technology is becoming more widely available.
Ryan Spoon, senior vice president for digital product development at sports network ESPN, talks about how consumers use each of the media entity’s screens differently and how he plans for that.
Social networking in Japan is not nearly as widespread as in other tech-savvy countries. There is an exception, however. Twitter is especially popular in the country, with nearly as high a penetration rate as Facebook.
Quebec makes up around a quarter of the population of Canada, but its residents aren't spending as much time with PCs as their counterparts in the rest of the country. The internet reaches less of the largely French-speaking province’s residents, and they’re less persuaded by online advertising than average.
Mobile payment technology is getting more interest from consumers, and now one out of 10 UK internet users says near field communication (NFC) technology is a feature that will be important for their next phone purchase. And an even greater percentage said they were likely to use contactless payments in 2013.
Thursday, May 16, 2013
Seeing digital advertising integrated into the content experience on social networks, news sites and streaming services is a somewhat new phenomenon, but it has taken off quickly. However, a new eMarketer report finds that many publishers and consumers are wary of these ads, but growing investment seems all but assured.
The vast majority of agencies and advertisers are now targeting their digital display ads, and social and third-party data are leading data sources for differing types of campaigns’ targeting efforts.
Mobile already accounts for a significant portion of digital budgets in the UK, according to a new eMarketer report, and its role will only get bigger. Better targeting gives mobile an advantage, even as there are still limits for measuring mobile ad performance.
Wednesday, May 15, 2013
Research finds lift across a variety of brand metrics for mobile ad campaigns. The greatest US mobile spend is going to mobile web and apps, with investments in mobile returning substantial overall sales.