The rapid growth in mobile ad spending isn't stopping, and additional mobile dollars will come at the expense of print, TV and digital display ads in the coming year. Whether advertisers put their mobile dollars toward smartphone or tablet ads depends on what they're trying to achieve. Smartphones are better at delivering results, audience and targeting, while tablets are tops for engagement and user experience.
Marketers have glossed over Gen X because of its relatively small size. But Gen Xers are a powerful and unique consumer group—and will be even more important to healthcare marketers as they grow older. According to a new eMarketer report, Gen Xers show hybrid online-offline media behaviors when evaluating health-related sources.
More agency planners are including digital place-based (DPB) media in their approved and executed media plans. Demographic targeting and connecting with consumers on the path to purchase are the top reasons planners use DPB media. But challenges exist, with measurement issues the top hurdles.
Social networking is the No. 1 mobile app activity in Australia, used by nearly two-thirds of mobile web users monthly. Users are most likely to use app descriptions as well as recommendations from family and friends to find new mobile apps.
The smartphone and tablet audiences in Canada continue to increase by double digits, according to recent research. Smartphone penetration varies by region, with usage higher in Ontario and parts west, and younger adults and affluents are most likely to use such a device.
In France, 2.2 million people now use catch-up TV services daily, a year-over-year rise of 22%. The traditional television is the No. 1 device for watching catch-up TV, used by 1.3 million consumers on a typical day, followed by computers. Meanwhile, smartphones and tablets lag far behind, with respective daily user totals of 181,000 and 171,000.
The definition of "real-time marketing" is changing, according to a new eMarketer report. Many now refer to it as "right-time marketing." The difference is subtle, but important: Something delivered at the right time doesn't necessarily have to be created in real time. Even if it was developed days or weeks before, if it is delivered at the optimal moment, it feels real time.
In the coming year, marketers will focus most on improving the quality, not quantity, of their leads. While lead quality is the top objective for lead generation, marketers' lack of emphasis on data analysis could hurt their chances of accomplishing this. When asked about the obstacles to lead generation success, finding quality data and forming an effective strategy land at the top of the list of challenges.
Business-to-business (B2B) end-user buyers have arrived, and just like most consumers, they expect a good customer experience when shopping digitally. What do they look for when researching work-related purchases online? B2B end-user buyers want a mix of "traditional" digital and rich media content, as well as pricing, delivery and availability info.
Nine in 10 smartphone users in China have no interest in buying an iPhone 6 or iPhone 6 Plus, according to research. Why? High prices and contentedness with their current phones are the main reasons, but many also say they don't like Apple or iOS.
Total ecommerce sales in the Netherlands rose 5.6% year over year to reach €6.58 billion ($8.77 billion) in H1 2014, according to industry sources, and digital buyers totaled 11.76 million. While digital buying is popular in the country, mobile has a long way to go, with smartphones and tablets accounting for very small shares of digital purchases and sales compared with desktops and laptops.
Clickthrough and interaction rates for polite banner luxury ads were around twice as high as the overall average in H1 2014, and dwell rates for polite banner ads were also above average for the industry, according to recent figures. Beautiful creative is often the hallmark of luxury advertising, so it makes sense that the format does particularly well with these brands.
Facebook ad spending continues to shift to mobile. According to recent data, mobile accounted for 62.0% of ads served via Facebook worldwide last quarter, compared with 38.0% for PCs. This makes sense when one considers how consumer access to Facebook is changing. eMarketer estimates that mobile will account for 61.5% of the average 21 minutes US adults spend on Facebook each day this year.
Nearly 90% of data management professionals invest in data quality solutions, with the majority spending more than $500,000 on such technologies. But can they prove they're worth it? Results are mixed: Almost 80% of professionals say these tools have a positive return on investment; however, they're not all backing this up with hard metrics.
The mobile payments market in the UK has been in a state of stasis for some time, but the next few years could see this type of payment process take off in the country. As more and more players enter the space along with, most importantly, better underlying cohesion, what has so far been a "minority sport" could soon become a common occurrence.
The holidays present a big opportunity for small and medium-sized businesses' (SMBs') online sales. Over three-quarters feel optimistic that they'll drive more digital sales this season compared with the period last year, and more than half are prepared for the shopping frenzy to begin. When it comes to pushing consumers to complete purchases on their websites, SMBs are focusing on streamlining the checkout process, offering shipping discounts and personalization.
Consumers have taken to online TV because of its flexibility and convenience. While a decent percentage of internet users now take the timeshifting route, they don't usually push off their catch-up viewing for more than three days after a show airs, no matter where they end up watching.
More than 34 million people in Germany went online with a mobile device in Q2 2014—over half of the population—according to recent research. Many also bought via mobile, with apps, books and shoes the most popular purchases.
Android accounts for a huge majority of mobile internet traffic across Latin America, according to recent research. And most mobile devices in the region—including both tablets and smartphones—run on Google's operating system.
Just like in developed digital markets, marketers in developing markets are struggling to keep up with email marketing's shift to mobile. In India, for example, nearly 89 million people will access their email via mobile this year—a figure that will pass 200 million by 2018, according to recent estimates.
Thursday, November 6, 1pm ET
Click to Register. Space is limited.
Join eMarketer for a free webinar:
made possible by
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.