Latest Articles
Wednesday, June 13, 2012
India, with a fast-rising population of 1.2 billion people, is far from typical in terms of the trajectory of ad spending among media formats. For instance, print, declining rapidly in the West as users migrate to digital and interactive media, will experience solid growth and maintain the largest share of total ad spending in the country through 2016. Digital ads, which started at a low base, are rising faster still and catching up.
A new eMarketer report examines 16 forces helping the integration of video advertising, hindering it, or doing both. From fears of cannibalization to fears of ad-skipping, there are plenty of pressures arrayed on both sides.
The overall percentage of US consumers on Twitter has stayed fairly stable, but the percentage using the site daily has doubled in the past year. Additionally, as Promoted Products on Twitter grow and gain traction among users, marketers have an opportunity to expand their advertising strategy.
Tuesday, June 12, 2012
Research indicates that Facebook’s social ad units, including Sponsored Stories, deliver higher returns for advertisers than Facebook Marketplace Ads. The social ads are more expensive, though, and their price is likely to climb higher as adoption grows.
Heavy mobile internet users clearly prefer browsing on the larger screens offered by tablets. But research shows the size of a mobile device has not yet had a discernible effect on clickthrough rates—though clickthroughs were significantly higher on Apple and Amazon products than their competitors’.
A new eMarketer report explores the mobile market in China, including users, their habits, the devices they own and how marketers are reaching them on a network that lacks the infrastructure of more advanced countries.
Monday, June 11, 2012
Amid Europe’s economic turmoil, it seems that one area is maintaining enviable growth: ecommerce. Online sales to consumers showed significant increases in 2011, and 2012 looks to be no different, especially for Italy. A relatively slow start for ecommerce in the country ensures growth, with online retailers diversifying their offerings and implementing social media in order to keep up the strong pace.
A new eMarketer forecast predicts the number of US iPad users will rise from 28 million in 2011 to over 53 million by the end of this year, representing nearly a quarter of all internet users and over three-quarters of tablet users in the country. Growth in tablet use will be fastest among the young and old, as they catch up to early adopters.
The proliferation of smartphones and other mobile devices is having a dramatic effect on mobile advertising spending in a number of verticals, and finance is no exception. Research shows that mobile ad budgets in the sector climbed 34% between 2010 and 2011. The top goal of ad campaigns? Generating leads and registering potential customers.
Friday, June 08, 2012
Nearly half of US companies tracked and followed up on social media mentions of their brands, according to recent research. Worldwide, consumer-facing companies managed social media monitoring and conversation better than business-to-business companies.
With an economy roughly equal to that of the rest of Latin America combined, Brazil is experiencing a strong increase in advertising as brands jump at the opportunity to establish themselves with an expanding middle class. Online ad spending is becoming an important slice of that pie, as eMarketer estimates the country will pass 86 million internet users in 2012.
Jason Falls, CEO of Social Media Explorer, an education and information products company focused on social media and other forms of digital marketing, spoke to eMarketer about what real engagement means in the context of social media marketing strategy.
Thursday, June 07, 2012
The continued adoption of internet-enabled devices by US consumers has made it even easier for them to go online. And while they are spending increasing amounts of time on the web, they’re not cutting anything else from their media diet. Television watchers, especially, are turning to digital devices to supplement their viewing habits, providing new opportunities for marketers.
Despite a slow start, Facebook is growing fast in Japan, and users are increasingly engaged with the network. With online ad spending a lone bright spot in Japan's tepid market, Facebook stands to benefit tremendously as users become more comfortable with the network.
A new eMarketer report analyzes the landscape of online gaming in the US, including among casual gamers, social gamers, console gamers and mobile gamers. Both the fastest growth and greatest number of users are in mobile, with social in second place.
Wednesday, June 06, 2012
Due to the constantly engaged nature of social networks, customers have high expectations of the customer service they’ll receive when they link up with brands in the social sphere. A majority of Facebook and Twitter users expected brands to respond to questions and complaints posted on the social networks within one day, according to recent research.
Mobile phone penetration in Canada is neither as wide nor as fast-growing as in the US, but the country that birthed the BlackBerry is rising rapidly when it comes to uptake of smartphones and tablets—and inspiring more mobile internet usage as a result. Marketers on both sides of the 49th parallel are taking note.
The goal behind “Big Data” is for marketers to track, treat and target their customers as individuals. Though most brands have the ability to do so at the customer profile level, few have access to the purchase or loyalty data essential to creating a 360-degree view of the individual customer.
Tuesday, June 05, 2012
A new eMarketer report discusses how the leisure travel industry can make marketing and customer service strides by taking advantage of the new realities of social media, focusing on two-way conversations and going beyond simple incentives to gain followers.
Consumers are encountering mobile video ads at a staggering rate, with research pointing to a 958% increase in views since 2011, according to one mobile ad platform provider. Smartphones are powering those gains, accounting for 73% of the provider’s mobile ad requests in Q1 2012.