Latest Articles
Thursday, April 11, 2013
Smartphone penetration is rising fast in Canada, having reached nearly half of adults, according to research. And tablets more than doubled in use over the past year as well, to 21% penetration. As a result, mobile ad spending is on a steep growth trajectory.
UK web users made over 1 billion visits to online video sites in February 2013, and clocked more than 320 million hours of viewing. As the popularity of digital video continues to climb, advertisers are following the eyeballs.
Wednesday, April 10, 2013
Marketers overwhelmingly see Big Data as an opportunity, even if its proliferation is also causing a fair bit of head-scratching. The greatest percentage would like to add predictive analytics around the lifetime value of customers to their data roster, but better online customer profile information is also in high demand.
The auto industry prizes search and puts a significant portion of its ad dollars into the tactic. The results page is shared among manufacturers and local dealerships, with local dealerships getting more of an edge in recent years as their strategy matured. New tactics like social media and video, though, will upend the industry and car brands will likely lead the transition.
Digital spending in the UK will reach £6 billion ($9.52 billion) this year, up 14% over 2012. Google will account for 44% of the total compared with Facebook’s 5%. The display market is more competitive between the two companies.
Tuesday, April 09, 2013
Fcommerce, Facebook's digital storefront effort in 2011, brought retailers running. But by the end of 2012, most had closed up shop. According to a new eMarketer report, retailers are now assessing how best to leverage the social network to maximize sales.
Small businesses with limited resources must choose carefully among tactics that attract new customers and those that retain old ones. For many, the best balance of the two can be found through an effective business website or blog. Mobile optimization is a priority as well.
As in other mature markets, consumers in Australia are spreading their attention over a number of screens and devices. And research shows that audiences engage with ads in different ways depending on the screen.
Social network penetration in the UK is rising across the marquee sites, with Twitter seeing the fastest growth—more than doubling penetration in the past two years and showing notable engagement among older consumers. Meanwhile, LinkedIn penetration has grown by only 2 percentage points.
Monday, April 08, 2013
Content marketing is only getting more important to companies, especially those in the business-to-business (B2B) space. According to a new eMarketer report, strategies to effectively use the tactic include segmenting and personalizing content and making sure the content keeps coming.
The phenomenon of second screeners in the US turning to social media while watching TV has been known for some time now. But research shows that social media users are engaging in networking activities while simultaneously shopping, exercising and performing a number of other tasks as well.
Consumers in Germany were relatively slow to take up social networking—compared to residents of the US and the UK, for example. That may be one reason why many of the country’s online retailers are lukewarm about really delving into the data and opportunity in social media marketing.
Friday, April 05, 2013
Because of the ubiquity of YouTube across Google properties, Google sites dominate in the US in terms of unique video viewers, videos consumed and the average time per viewer. Facebook is the No. 2 online video property but far behind Google.
Jason Hartley, 360i’s group media director and search marketing practice lead, spoke with eMarketer about the expected growth of investment in mobile across organic, paid search and display this year and the agency’s mobile search strategy.
Cumulatively, the Middle East and North Africa region has an online population of about 39.2 million, according to research. However, internet penetration rates in many of these countries remain very depressed. Wealthier countries like Saudi Arabia and the United Arab Emirates have much higher rates of internet use.
The percentage of UK consumers visiting retail sites via mobile is rising fast, and the number actually making mcommerce purchases is growing even faster. As more consumers turn to mobile shopping, they are using their devices to price compare against competitors.
Thursday, April 04, 2013
Mobile ad spending in the US is set to rise to $7.29 billion in 2013. Google will take home more than half of total mobile dollars, while Facebook will make a strong showing in mobile display revenues, accounting for nearly 30% of the total this year.
eMarketer estimates real-time bidding display ad spending will grow by 73% this year in the US, to account for nearly one in five digital display ad dollars. Growth rates will moderate in coming years but remain in the double digits as advertisers and publishers alike take advantage of the benefits of programmatic buying.
Teens in the UK are at the leading edge of a variety of digital behaviors and already show high smartphone and tablet penetration rates, which are comparable to the country as a whole. The internet is central to a variety of teen activities, such as searching for info and listening to music, and its role will grow in areas like shopping and watching videos.
Major players in Canada’s banking industry, including Toronto-Dominion, Bank of Montreal and the Royal Bank of Canada, increased digital ad spending dramatically in 2012, research suggests. Financial services digital ad spending growth is being driven largely by marketing for lending, insurance and credit card products.