Performics Weekly Digital Research Recap


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

United States

Channel Insights

Social

-Has Timeline Increased Engagement on Facebook? (eMarketer)

  • All brand pages were required to switch to Facebook’s new Timeline format, as of March 30, 2012, and have been seeing increased engagement as a result
  • For brands with less than 1 million “Likes,” comments per brand post grew 40% and “Likes” per post rose 60.3%.  The “People Talking About This” metric also increased, up 67.4%.
  • For brands with between 1 million and 10 million fans, comments per brand post dipped 17.43%, while “Likes” per post and “People Talking About This” both increased, by 13.56% and 28.58%, respectively.
  • However, a vast majority of all engagement takes place within the News Feed and Timeline has no direct impact on content within the News Feed. Therefore, it is a bit too early to determine exactly how Timeline will affect brand outreach on Facebook going forward.

-Google Adds a “Share” Button for Google+ (Google)

  • The new button enables website operators to more easily encourage visitors to spread content among connections on Google’s social network
  • The Share button joins the already existing +1 button, which enables Google+ members to indicate that they — for lack of a better term — like a page or an article
  • When visitors click the button, they have the option of sharing a page with specific people or Circles in their network
  • Read the full article here

Search

-Study: Click-through rate doesn’t correlate with conversion; focus on hover and view (Pretarget and comScore)

  • A study from Pretarget and comScore revealed that even when a user clicks on an ad, the correlation between that click and a conversion is virtually nonexistent
  • Pretarget found that the Pearson correlation (a common correlation methodology) between clicks and a conversion was 0.01, the lowest correlation rate tracked (0=absolutely no correlation, 1.0=strong possible correlation)
  • At the high end of the correlation spectrum was what the companies referred to as “ad hover/interaction,” or when a web user moves his or her cursor over an ad, thus “engaging” with it. That interaction registered a correlation of 0.49.
  • The findings lend credence to those who have long said it’s time that the industry makes a serious move away from measuring campaign success based on click-throughs
  • Optimizing to viewable impressions or hover time may be a better proxy for a brand advertiser than a click-through rate
  • Read the full article here

-Google Debuts New Algorithm (Google)

  • Google is releasing a new search algorithm, which it says will impact about 3% of search queries
  • The change will decrease rankings for sites that Google believes are violating Google’s quality guidelines
  • The goal of many of Google’s ranking changes is to help searchers find sites that provide a great user experience and fulfill their information needs. Google also wants the “good guys” making great sites for users, not just algorithms, to see their efforts rewarded.
  • Read about the change in Google’s Inside Search Blog

-Google Introduces Drive, A Cloud Storage Service (Google)

  • Google Drive allows users to search by keyword and filter by file type
  • The technology can recognize text in scanned documents using optical character recognition technology, as well as image recognition, so users can search on photos dragged and dropped into the Drive
  • Google Docs on the Drive allows people to collaborate on projects in real-time in documents, spreadsheets and presentations
  • Find out more on Google’s blog

Mobile

-Mobile Drives Global Search Advertising Surge in Q1 (eMarketer)

  • IgnitionOne found that global search ad spending grew 30% year over year, double the growth rate of Q1 2011
  • The ongoing popularity of tablets has clearly captured the attention of advertisers, who spent 67% of the total mobile search ad budget on the devices in Q1
  • eMarketer estimates search ad spending in the U.S. will reach $19.51 billion this year, up 27% over 2011.  Search will garner 49% of all online ad spending in the country and 49% of mobile dollars as well.

-Forrester Report: Tablets Will Become Our Primary Computing Device

  • Tablets anchor a new personal computing triad at work and at home
  • Tablets become our primary personal computing device and act as a conductor for working with our smartphone, PCs, and other devices. Personal cloud services coordinate digital content across devices. And a new type of PC/accessory, frames, amplifies tablets, PCs, and smartphones for group sharing and intensive desktop work.
  • In 2016, we’ll buy 375 million tablets globally and be using 760 million tablets
  • Almost one-third of tablets will be sold directly to businesses in 2016. And most individual purchasers will use their tablet for work as well as at home. Tablets will blossom in growth markets, particularly in China.
  • Frames, a new form of PC, will become ubiquitous stationary PCs and devices
  • Frames are displays that also incorporate sensors, wireless docking, and processing power to enhance the power of tablets, smartphones, and PCs that connect to them.  Tablets plus frames will substitute for laptops in significant volume.

Video

-Viddy, a Video-Sharing App, Attracts Biz Stone and Shakira as Backers (NY Times)

  • The application, which is currently available only for the iPhone, lets users upload short, 15-second videos, add special effects like filters and music, then publish them through the app to share with friends
  • Since its release a year ago, the application has attracted more than 10 million users, with another 300,000 signing up each day
  • Shakira, Jay-Z and Jay Brown’s Roc Nation, Will Smith’s Overbrook Entertainment, and tech influencers like Twitter co-founder Biz Stone and ShoeDazzle’s Brian Lee, have invested in Viddy
  • Viddy’s editing tools, filters and the easily-digestible format of the application allows users to capture small snippets that inspire creativity
  • Read the full article here

Global Insights

Channel Insights

Social

-China Social Networks: Tactics from the Marketing Trenches (eMarketer)

  • There are 307 million participants in China expected to use social networks in 2012.  But there are challenges. Social networks are censored. Facebook is banned. And finding trusted partners complex.
  • The broadest reach belongs to Sina Weibo, which spans approximately 80% of social media users in China, according to anecdotal estimates.  Experienced marketers say social network users in China are deeply engaged, experimental, highly aspirational and tolerant of brands.
  • These social media marketing tactics, developed by veteran marketing and agency executives in China, emphasize creativity, consistent engagement and responsiveness—just like in the West, but more so.

Mobile

-TNS Report: How mobile raises the bar for brand communications

  • A new study from TNS, “Mobile Life” identifies location-based services (LBS) as the function mobile users worldwide are most interested in using on their devices
  • Additional findings include: Nearly a fifth (19%) of the world’s 6 billion mobile users are already using LBS, with many of the non-users (62%) aspiring to do so in the future.  3% of mobile users take advantage of check-in offers like Foursquare or Facebook Places, up 50% from 2011.  One in five mobile users (21%) said they found mobile advertising interesting if it is offering them a deal near their current location.
  • Read the full study here

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