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eMarketer in the News: June 8, 2012

The Wall Street Journal – Aiming to Bag Canadian Online Sales
June 7, 2012: This year, the average Canadian online shopper will likely spend about $1,527 online, matching their US shopping peers, who are expected to spend about $1,497, according to ecommerce research firm eMarketer. Read more.

The Wall Street Journal – Facebook Seeks to Boost Revenue From Mobile Ads
June 5, 2012: That presents a challenge for Facebook, as well as an opportunity, said eMarketer analyst Debra Williamson. “Facebook is going to have to make sure the quality of the advertising remains high,” she said. “You will see a greater depth and breadth of advertisers than you might have seen than just being sold to premium advertisers.” Read more.

The Wall Street Journal – Ad Networks Bypass iPhone Privacy Rules
June 5, 2012: The cat-and-mouse game comes as advertisers try to replicate the tools they have for tracking consumers online for mobile phones, where the ad market is far more nascent but growing quickly. US mobile advertising revenue is expected to reach $2.61 billion in 2012, almost double from last year, according to eMarketer. Read more.

Reuters – Analysis: In Scare for Newspapers, Digital Ad Growth Stalls
June 7, 2012: Overall, however, the newspaper industry’s share of online advertising dollars is shrinking. US online advertising revenue is forecast by research firm eMarketer to rise 23.3% to $39.5 billion this year, on growth in video advertising and web search ads. Read more.

Reuters – Facebook Comments, Ads Don’t Sway Most Users-Poll
June 4, 2012: While the survey did not ask how other forms of advertising affected purchasing behavior, a February study by research firm eMarketer suggested Facebook fared worse than email or direct-mail marketing in terms of influencing consumers’ decisions.

“It shows that Facebook has work to do in terms of making its advertising more effective and more relevant to people,” eMarketer analyst Debra Williamson said. Read more.

Reuters UK – Facebook Allows Bespoke Mobile Ads, Shores up Achilles Heel
June 6, 2012: Debra Williamson, an analyst at eMarketer, said that some companies which committed to large advertising purchases on Facebook last year are now evaluating the performance of those ads and buying new ads on an as-needed basis.

“There’s been a general acknowledgement by marketers that last year they spent a lot of money acquiring ‘likes’ and now they want to know what to do with them,” said Williamson. Read more.

Advertising Age – Facebook Mobile Ads Now Open to Masses
June 5, 2012: eMarketer projects that 60% of Facebook’s ad revenue comes through its self-serve tool and companies like TBG. “That’s probably going to increase as we see Facebook opening up more ad slots to [these sales tools],” said eMarketer analyst Debra Aho Williamson. Read more.

Crain’s New York – Video Boom to Help NY Websites Grab Pharma Ads
June 8, 2012: Despite the loss of patent protections for some blockbuster drugs like Lipitor, online ad spending by US healthcare and pharma companies is expected to grow 23% this year, to $1.58 billion, and another 18% in 2013, according to eMarketer. Read more.

Forbes – For B2B Marketers, the Zero Moment of Truth Is Also Mobile
June 4, 2012: In her report about mobile and B2B marketers for eMarketer, analyst Lauren Fisher writes “By establishing a mobile web presence and optimizing that presence to provide business professionals greater efficiency, B2B companies can more effectively reach and resonate with this decision-making audience.” Read more.

Forbes – Why Is Twitter Soaring While Facebook’s Slowing?
June 4, 2012: The revenue estimates for Twitter that eMarketer issued in January still stand: $260 million this year, $400 million next year and $540 million in 2014. “I’m not saying they can’t get to a billion, but we’re a long way from that,” says Williamson. Read more.

Bloomberg – Google Advertising Service Tracks Success Of Digital Marketing
June 5, 2012: This year, Google will account for 16.5% of the US display-ad market, which includes banners and videos, according to eMarketer. By next year, Google is expected to grab almost 20%, unseating Facebook as the market leader. Read more.

paidContent – Search Beats Display by Large Margin in Mobile Ad Spending, Study Shows
June 6, 2012: Research firm eMarketer predicts US mobile advertising will grow five fold to $10 billion by 2016 and the spending split between search and display will be about equal. Read more.

Los Angeles Times – Facebook App Center Officially Opens for Business
June 7, 2012: “We know that social recommendations from our peer network and people we trust are as important for the apps that we download as they are for the products we buy,” said Noah Elkin, eMarketer’s principal analyst for mobile. “Facebook is obviously huge in terms of its scale and number of users. It will very quickly become a very important player in the recommendation game.” Read more.

Posted on June 12, 2012.