Performics Weekly Digital Research Recap


Posted by Cristina Lucero & Christina Mannarino, Performics Research & Insights Team

United States

Performics Authored

-Mobile Paid Search Reaches New Heights in May

  • In May, mobile impression share of all paid search impressions (desktop + mobile) rose again to 20.9%
  • Tablet impression share grew by a smaller margin.  As a result, tablet share shrunk slightly to make up a third (33.3%) of all mobile impressions.
  • Mobile paid search clicks were 28.2% of all search clicks (desktop + mobile) vs. 14.2% in May 2011.  Tablets now make up 35.2% of mobile clicks.
  • Performics expects mobile CPCs to rise due to more competition as major shopping periods approach—starting with back-to-school and moving into holiday 2012
  • Read the full article on the Performics Blog

-Performics POV: The New Google Places, Google+ Local

  • Google recently up-ended their organic local search product (up until a few days ago, coined Google Places) and wedged it inside its growing Google+ social platform
  • By placing the local channel exclusively within its social network, it will inevitably drive more traffic and awareness to Google+ (and, likely, future integration with its search product) 
  • Performics recommendations: (1) Ensure that your Place pages have been claimed;(2) Align location-level URLs to these Place pages so that qualified traffic will click through to the appropriate local page with the intended content; (3) Be cognizant of social activity happening at the location-level, including reviews and photo uploads from the Google+ community, (4) Continue to manage, update, and keep local listing data fresh and accurate in the Google Places platform
  • Read the full POV on the Performics Blog

Channel Insights

Mobile

-Apple Combats Google-Microsoft-Facebook Troika in App Race (AdAge)

  • Apple is releasing a fresh lineup of computers and software tools to woo participants and keep developers making applications amid accelerating rivalry from Google, Microsoft and, now, Facebook
  • With more than 600,000 downloadable games, magazines and productivity tools, Apple is the application leader
  • Microsoft is playing catch-up before the release of its next operating system
  • Google will host a developers conference this month and Facebook just opened its own store
  • Releasing the new computers puts Apple ahead of rival PC makers such as Hewlett-Packard and Dell, which will introduce machines later in the year to work with Microsoft's coming Windows 8 release
  • Read the full article here

-Do Mobile Users Pay Attention to Mobile Ads? (Prosper Mobile Insights)

  • Nearly three in four mobile users (74%) say they fully pay attention to mobile ads while browsing the Web, either on a regular (35.3%) or occasional (38.7%) basis
  • 59.5% surveyed smartphone and tablet users say they regularly (26.9%) or occasionally (32.6%) pay full attention to ads they see while visiting social media sites on their devices
  • Men are more likely than women to regularly pay attention to mobile ads, particularly when surfing the Web (38.2% of men vs. 32.8% of women), watching video clips (17.8% vs. 12.6%) and, surprisingly, shopping (21.7% vs. 16.1%)
  • 51% of men say ads viewed via smartphone or tablet regularly or occasionally influence the products and brands they purchase, compared with 43.7% of women who say the same
  • Read the full article here

-Apple’s iOS 6 Includes Deep Facebook Integration (Mashable)

  • The latest version of iOS — the software installed on iPhones, iPads and iPods — will integrate Facebook
  • Facebook events and friends’ birthdays, for instance, will now show up in users Apple device’s calendar
  • Users will be able to post locations to Facebook directly from the maps app and post photos to Facebook directly from the photos app
  • Other Apple apps getting the Facebook treatment include iTunes, game center and Siri — which now allows you dictate Facebook posts
  • Read the full article here

Social

-comScore Study: Facebook ads are effective & affect the buying behavior of the site's members

  • comScore unleashed a research report that examined the affect paid and earned Facebook media had on both in-store and online sales
  • One of the key issues that brands have been overlooking is the way that Facebook works, and the steps involved, to reach goals
  • Not only do brands need fans, but they must have their messages seen (hence the aforementioned Social Ads,) have users talk about content, and spread the content viraly via amplification
  • Using Starbucks as a case study, the report showed a 38% lift in purchase among fans and friends of fans exposed to brand impressions
  • Amazon Fans spent more than twice as much at Amazon as the average Internet user
  • In the four weeks after seeing an ad on Facebook from a major offline US-based retailer, fans and their friends bought 56% more frequently online from this retailer

-Facebook to Launch Real-Time Bidding for 'Marketplace' Ads (Facebook)

  • Facebook has confirmed that it's launching a real-time ad exchange, which allows advertisers for the first time to target audiences on Facebook using their own first-party data and data from third parties
  • It's a way for intent to finally be layered onto Facebook ads and to potentially make it more appealing for direct-response advertisers in categories like travel, hospitality or education that shovel money to Google for paid search ads
  • 8 DSPs and retargeting firms will be cleared to buy the inventory: TellApart, Triggit, Turn, DataXu, MediaMath, AppNexus, The Trade Desk and AdRoll, according to spokeswoman Annie Ta
  • Facebook said users will be able to opt out of ads from specific third parties, though not out of seeing display ads bought with third-party data altogether
  • Read the full article here

Multi-Screen Participation

-How Multi-Screen Participants Are Changing Media Dynamics (comScore)

  • An average of 90% of participants engaging with a given brand did so on TV, while 25% did so online and 12% via online video
  • For most of the media brands, the multi-screen participants who use the media brands via TV and online video spend more time with the content on any platform, and spend more time consuming the content on TV
  • 60% of a media brand’s participants accessed TV and online during concurrent 30-minute increments
  • 29% of the media brand’s participants accessed Facebook concurrently with their TV viewing, suggesting digital platforms may be used to supplement the viewing experience and drive multi-platform engagement

Search

-Bing Integrates Qwiki Videos Into Search Results (Bing)

  • The integration shows up as a single line below the main search result with a small “play” icon and a “Watch the Qwiki” call to action
  • Clicking that launches Qwiki’s machine-generated video right in the search result. Various elements that appear in the video are clickable.
  • Some will launch new Bing searches, some will take users to the Wikipedia page and others will lead to a video on YouTube, for example.
  • While the Qwiki videos are currently only attached to Wikipedia pages in Bing’s search results, the two companies say the integration will expand to other results in the future
  • Read the full article here

-Google Battles Amazon for Hot Domains .Search, .Movie, .Store (AdAge)

  • The Internet Corporation for Assigned Names and Numbers — the nonprofit group that manages the web's infrastructure — unveiled all applications for new web address suffixes, called generic top-level domains, or gTLDs
  • It appears that Google and Amazon will be competing against each other for at least 21 new gTLDs. And Google has applied for 101 new gTLDs in total.
  • ICANN has said that it anticipates the evaluation process to take at least nine months for new gTLDs
  • In a best-case scenario, the first gTLDs wouldn't roll out until next year
  • Read the full article here

-comScore Releases May 2012 U.S. Search Engine Rankings

  • Google Sites led the explicit core search market in May with 66.7% of search queries conducted
  • Followed by Microsoft Sites with 15.4% and Yahoo! Sites with 13.4%. Ask Network accounted for 3% of explicit core searches, followed by AOL, Inc. with 1.5%
  • In May, 68.9% of searches carried organic search results from Google (up 0.2 percentage points versus April), while 25.6% of searches were powered by Bing
  • Read the full report here

Demographic Insights

Moms

-Nielsen Report: The American Media Mom: Always-On, In Control, and Changing the Rules for Marketers

  • Moms with children under 6 years old watch 19 hours less TV per month than the average TV viewer
  • Moms spend significantly more time on social networks on computers than average user
  • Moms spend approx. 976 min. on Facebook/month and 108 min. on Pinterest/month
  • Moms with young children (under 5 years old) significantly over index (159) on using their tablet several times a week while shopping or running errands
  • 10% of all Moms own a tablet
  • 23.2% of moms use a tablet while watching TV several times a week
  • Marketers, it is important to plan campaigns that synthesize activations across platforms so that Moms feel engaged with brands across all devices
  • Read the full report here

Global Insights

LATAM

-Latin America Leads as the Most Socially-Engaged Global Region with Users Spending 7.5 Hours on Social Networking Sites in April (comScore)

  • According to comScore Media Metrix service, more than 127 million Latin Americans ages 15 and older visited a social networking destination from a home or work computer in April 2012
  • That’s an increase of 12% from the previous year, with the average visitor spending 7.5 hours on social networking sites during the month
  • Once an undisputed leader in Brazil, Google’s first social network Orkut has now fallen far behind Facebook
  • Facebook now accounts for 1 in every 4 minutes spent online in Latin America. With 114.5 million visitors, its audience grew by 37% year-on-year.
  • Twitter had 27.4M Latin American visitors, while Tumblr’s audience doubled to 7.2m. More generally, it is interesting to see that many different social destinations are registering good results in the region.
  • Read the full report here

APAC

-Chinese participants pay more, but expect more, too (Associated Press)

  • China's consumer market is forecast to become the second largest in the world after the U.S. by 2015. Both Chinese and foreign companies are struggling to keep up as the market evolves.
  • Chinese are increasingly concerned with health and quality of life
  • As growing numbers travel abroad, they are becoming more familiar with foreign brands and the variety and quality of goods available overseas and expect the same at home
  • Chinese participants can afford to splash out more on higher quality products but also expect better value for their money than in the past
  • Those with lower incomes are more price conscious, but also choose from a much wider range of products than in the past — making the markets increasingly competitive for both foreign and local companies
  • Read the full article here

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