Performics Weekly Digital Research Recap


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

United States

Channel Insights

Search

-Impact of Organic Ranking on Ad Click Incrementality (Google)

  • Google reported last summer that nixing paid search ads (from a balanced paid and organic search marketing strategy) would result in an 89% drop in clicks
  • In response, Google just released new research that sheds light on the original findings — particularly that 89% figure, which makes more sense when you consider that paid search ads appear without an accompanying organic search result on pages 81% of the time, on average
  • Based on the revised data, Google found that even when a brand is ranked No. 1 for search on an organic basis, they can get 50% more clicks on average by paying up for an accompanying ad
  • Read the full report here

-Optimizing News for Searchers, Search Engines & News Publishers (Search Engine Watch)

  • It appears that readers of news data are still more likely to go directly to a “news” specific search engine than they are to run news searches on search engines themselves
  • Based on the intelligence available, there are opportunities for news publishers and marketers to better allocate their advertising resources that could drive better click-through rates and engagement
  • News searchers type in a news destination first, and then search for specific news stories after arriving on those news sites. Being that the branded destinations are key to the way searchers navigate to news stories from search engines, marketers have to allocate marketing resources accordingly across search, display, and video.
  • Read the full article here

-Find Everyone You Can’t Google Or Facebook With YC’s Ark People Search (TechCruch)

  • With a variety of layerable filters, Ark (in beta) lets you search through public profiles and the private data of your friends across Facebook, Google, LinkedIn and other networks
  • Ark gives you a selection of filters to whittle down the web’s population–geo, gender, relationship status, sexual preference, music, etc. 
  • Search results each show a ton of info so you don’t have to dig into each to find the right person. With one more click, every interest and other piece of data Ark has on them from Facebook, Google+, LinkedIn, Foursquare, Myspace, Orkut, Meetup, Vkontakte, and Ren Ren is revealed.
  • Read the full article here

Mobile

-The State of Mobile Search Advertising in the U.S. (Marin)

  • By year's-end, mobile will contribute 25% to total paid-search ad clicks, up from 12%
  • Marin also estimates that nearly one-quarter (23%) of “Google’s US paid-search spend [by December 2012] will come from mobile campaigns”
  • Marin's analysis in the report suggests tablets will account for 45% of all mobile clicks by December 2012. Smartphones and tablets have click-through rates at 72% and 31% higher, respectively, compared with desktop computers.
  • The report includes best practices advice about mobile creative and bidding. In addition, there’s data on international mobile search trends
  • Read the full report here

-Luxury Institute Study: 67% of affluent smartphone owners use mCommerce

  • More than two-thirds of affluent consumers who own a smartphone have used their mobile device to shop for products and services.  Since they prefer the in-store experience, luxury brands have to start creating humanistic experiences on mobile.
  • Of the 67% of affluent consumers who shop via mobile, 63% of them have made purchases in the past 12 months, according to the study
  • Of luxury consumers with smartphones, 28% of them own an iPhone, 22% own an Android, 16% own a BlackBerry and 2% own another smartphone
  • Read the full article here

-Localized Creative Improves Click-Through Rates, Engagement (MediaPost)

  • Across channels, participants increasingly find ads with localized creative to be more relevant.  Even the simple mention of a location or city name in a mobile ad can improve click-through rates by 200%, according to mobile network ThinkNear.  Google recently reported that click-through rates are 6% to 8% higher on mobile search ads featuring local telephone numbers compared to those without.
  • In addition, mobile ad network xAd recently published data showing that locally targeted mobile display ads saw 5% to 8% click-through rates versus 0.6% for typical mobile display ads.  Google reported that 88% of people conducting a mobile search took some kind of action–call, purchase, or in-store visit–within 24 hours.
  • Read the full article here

Social

-Pinterest: a spammer's newest best friend?

  • Pinterest is a topic of interest on spammer forums like Black Hat World, and a number of spambots that allow spammers to take advantage of the site's apparently significant shortcomings have hit the market.  One individual who claims to be a 24 year-old Pinterest spammer told the Daily Dot that he generated $2,000 in his first week of Pinterest spamming. Before long, he claims he was averaging $1,000 per day, and expects to earn at least double that by next week.
  • Catching and deterring the more sophisticated spammers could be more difficult, and Pinterest, like Facebook and Twitter before it, should gear up for a perpetual fight.
  • Read the full article here

-Google reportedly plans a third-party commenting system. (Google)

  • Google is about to launch a new commenting system that will tie into the search giant’s Google+ platform, web services and web search, a source close to the product’s development.
  • A third-party Google comment system would ensure that users are further plugged in to their Google accounts, and one step closer to Google+
  • In addition, Google+ will be rolling out vanity URLs–a much needed feature, but one which several third party apps already offers Google+ users
  • Read the full article here

-Will Brands See User Engagement on Google+? (eMarketer)

  • Brand posts and engagement peak midweek and in the morning on Google+.  According to comScore, users spent an average of 3.3 minutes on Google+ in January 2012, a drop from 5.1 minutes in November 2011 and 4.8 minutes in December.
  • When it comes to engagement, or how many times users commented on, +1ed or reshared that content, there were 56,980 points of engagement on brand posts on Wednesdays between November and March
  • As marketers start to become more comfortable on Google+, it will be interesting to see whether active brands can bring more active users, or whether usage must improve on Google+ before it becomes a significant channel for brand communication.

Demographics

African-Americans

-UniWorld Group, Inc. Study: African-Americans: Web-, Smartphone-Centric (Marketing Daily)

  • African-Americans rely heavily on online sources for brand information, and 95% of the demographic does online research at least some of the time before making a purchase
  • African-American men 18-34 years of age are most likely to engage in posting and acting on recommendations on social media sites
  • African-American women are more likely to engage with a brand by "liking" it on Facebook, because of special offers, discounts and coupons
  • Read about the study here

Global

Channel Insights

Social

-eMarketer Report: Canada's Social Scene: More Sophisticated Marketing Meets a Growing Audience

  • Marketers find efforts to reach social media-savvy consumers in Canada are starting to pay off
  • In 2011, Canada ranked first globally in social media penetration as a percentage of population, according to eMarketer estimates, and will slip to second in that statistic by just a fraction of a percent in 2012, behind only the United States
  • Social network users in Canada ages 18 to 24 spend almost twice as much time on social sites as social network users ages 55 and up, but every age group in Canada is above the worldwide average
  • Unsurprisingly, Facebook is a major force for social networking in Canada

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