Performics Weekly Digital Research Recap


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

United States

Performics Authored

-The New “Google Shopping” Experience

  • By October 1st, the free Google Product Search and the paid Product Listing Ads (PLAs) will transition to a new paid model.  The new experience is called “Google Shopping”
  • For more information, visit the Performics Blog

Channel Insights

Social

-Survey Finds Participants Using Pinterest To Engage With Retailers More Than Facebook, Twitter (NRF)

  • Almost two out of five (38%) online participants follow retailers through one or more social networking sites.  The survey found company blogs, YouTube, and Facebook command the majority of participants’ social activity.  68% of participants use YouTube to browse and research a retail company.
  • One-third (33%) of those who own smartphones say they have shared their location with retailers.  The study found that men are more likely than women to share their location with a retailer (40% vs. 25% respectively), and nearly half (46%) of those aged 18-34 say they have shared their location, compared to just two in 10 (22%) of those aged 35-54.
  • Read more about the survey here

-The “Paid Organification” Of Facebook: Why Facebook’s Plan Isn’t About Display Ads (Facebook)

  • Facebook ads are moving away from standard ad units with set characterful numbers and images to post/page ads, a paid inclusion model and promoted posts. The crux of future Facebook advertising is brand participation and interaction.
  • The most obvious current iteration of the paid organic model is the sponsored stories.  Whether it comes as a page or post, user data is leveraged for brand promotion.
  • The newest test ad unit for Facebook, might be their most revolutionary offering for marketers.  
  • The promoted post promotion helps posts be seen by a greater percentage of one’s audience, much like a paid inclusion model
  • Read the full article here

-Facebook could open its doors to pre-teen users (Facebook)

  • Facebook is developing technology that would allow children younger than 13 years old to use the social-networking site under parental supervision.  A step that could help the company tap a new pool of users for revenue but also inflame privacy concerns.
  • Consumer Reports last year said 7.5 million children under the age of 13 were using the site, including more than five million under the age of 10
  • A study sponsored by Microsoft Research released last fall found that 36% of parents were aware that their children joined Facebook before age 13 and that a substantial percentage of those parents helped their kids in the effort
  • Read the full article here. Read more on how to engage with Tweens on the Performics Blog.

Search

-Google Plans New Small Business Service as Part of Local Push (Google)

  • Google plans to have its newest small-business service—which at one point was calling Business Builder—up and running as early as July, said a person familiar with the matter
  • The project combines several products and services aimed at small businesses under a single banner
  • Central to the effort is Google+, the company’s social network, which it hopes participants will use to interact with local businesses that now have special Web pages on the network. Those Google+ pages will draw traffic from the company’s Web-search engine.
  • Read the full article here

-Google Buys Meebo to Help Bolster Google+ (Google)

  • Meebo, the chat service that morphed into a website toolbar and ad platform, is selling to Google
  • After raising some $70 million in four venture rounds, Meebo’s acquisition was around the rumored $100 million
  • The product team will be using its expertise to help build out publisher tools for Google+
  • Read the article here

Mobile

-Study: Video Boosts Mobile Ad Engagement Rates (ClickZ)

  • Mobile ad engagement rates can be improved by 35% with the addition of video
  • The users who decided to expand these mobile ads spent a total of 20 seconds within the advertisement
  • Handset device advertising consists of 64% expandable ads, 22% interstitial ads, and 14% banner ads
  • When it comes to larger devices such as tablets that can support larger banners, 60% of ads are expandable, 26% are banners, and 14% are interstitials
  • Read the full article here

-Report: 3 in 5 mobile users pay attention to mobile ads while visiting social media sites (Prosper Mobile Insights)

  • Men appear more likely than women to regularly pay attention to mobile ads, especially 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 advertisements viewed on a smartphone or tablet regularly or occasionally influence the products and brands they purchase.  Fewer women (43.7%) said the same.
  • Women (51%) were more likely than men (40.1%) to be not at all or not very willing to pay for an ad-free Facebook or other social site sans ads
  • Read the full article here

Industry Insights

Automotive

-Automotive Shoppers Look to Mobile to Research Purchases (eMarketer)

  • Almost 70% of participants in a recent study were interested in using mobile devices to investigate vehicles
  • Additionally, one in five said they were interested in clicking on ads to learn about the features of a vehicle, or to watch a video about it.
  • As of March 2012, fully 57% of respondents said they would browse a website as a result of seeing an ad on their phone, while 43% said they would download a mobile app
  • 38% said they would request more information after watching a mobile ad
  • Auto brands that incorporate mobile into their overall strategy, instead of considering it an afterthought, will benefit from the practice

Participant Insights

Online Shopping Experience

-comScore & UPS Study: Online Shopping Customer Experience

  • 86% of participants are satisfied with the experience they have when shopping online, but creating a simple return policy and offering more shipping options could improve those numbers even further
  • 63% of respondents look at the return policy before making a purchase online 
  • More than half of the respondents said they would recommend a retailer to a friend and make another purchase from the same retailer if they had a lenient return policy
  • 48% of online shoppers won’t wait more than 5 days for packages to be delivered
  • 58% of online shoppers say they want retailers to step up free or discounted shipping
  • 42% of online shoppers abandon shopping carts because of delivery timing estimates
  • Knowing that holiday planning is right around the corner, this type of information should be used as research and insights for clients
  • Here is a good infographic that summarizes the findings

Global Insights

Canada
-Mobile Set to Reshape Canada’s Marketing Landscape (eMarketer)

  • The number of mobile Internet users in Canada jumped more than 28% in 2011, with 25% of the population using the mobile Internet by year’s end
  • In 2011, mobile ad spending in Canada reached a relatively paltry US$80 million, but that figure is expected to balloon past $777 million in the next four years, as “mobile-first” strategies begin to dominate marketers’ efforts
  • Canadians are heavy users of the mobile web from mobile phones and tablets. New standards like HTML5 are vastly improving the browser experience, meaning the mobile web and apps are becoming more alike.

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