Performics Weekly Digital Research Recap


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

United States

Performics Authored

-Google Experiments with 7 Organic Page-One Listings Instead of 10: Implications for Brands

  • Reducing the number of organic listings simplifies an increasingly cluttered SERP
  • SEO Implications – about 80% of organic traffic comes from the top seven listings anyway.  Searchers will likely always find what they want for brand keywords, right on top
  • Additionally, Google is providing brands with more opportunities to dominate the SERP for brand terms
  • In particular, Google has recently given great prominence to organic sitelinks and Google Plus profiles.  Therefore, this change shouldn’t affect your SEO brand-term traffic.
  • Paid Search Implications – it’s possible that this change could increase ad exposure.  With less organic-search real estate, paid ads may catch more searchers’ eyes, thus increasing click-through rates (CTRs)
  • On a SERP that has only seven organic results, Bottom Ads are more prominent and could garner more clicks from searchers that scroll
  • Read more on the Performics Blog

Channel Insights

Mobile

-Mobile Barcode Scanning Explodes (MediaPost)

  • There were more than 16 million mobile barcode scans in the second quarter of 2012 with more than 5.3 million scans in June, becoming the highest scan month ever
  • Among mobile barcode scanners, half were aged 35 or older in Q2, a 22% increase over the first quarter
  • Those aged 35-44 have grown to a 24% share, from 20% in Q1, while the 45-54 set and 55+ bracket also represent a growing proportion of barcode scanners
  • 69% of mobile barcode scanners were male in Q2, and the gender breakdown has not moved significantly from Q1, when 68% were male
  • QR code scanning activity is lowest in the morning, highest from 4PM to peak at 7PM
  • Read the summary of the report here

-Ad Age Releases First Mobile Marketing Fact Pack

  • Report highlights include:
  • 26.4 million US adults use mobile barcodes
  • The average smartphone user spends nearly an hour a day consuming mobile content
  • 17% of cell phone users say they go online mostly via their cell phone
  • 45% of tablet users shopped on their device as opposed to 23% of smartphone users
  • Read the full report here

Social

-YouTube Rolls Out Mobile-Video Ads You Can Skip (YouTube)

  • 65% of Pre-Roll Ads on YouTube Are Now Skippable
  • Viewers using desktop and laptop computers can skip YouTube's video ads, dubbed "TrueView," after five seconds
  • Advertisers only pay if a viewer watches it for 30 seconds or completion, whichever comes first
  • The operating theory for YouTube is that advertisers will pay more to reach a viewer who has chosen to watch an ad
  • That penetration coupled with the explosion of content consumption on mobile devices made the ads' extension a no-brainer, according to YouTube
  • Read the full article here

-Facebook Officially Launches “Sponsored Results” Search Ads (Facebook)

  • It lets marketers target users searching for specific apps, Pages, and Places and insert a link into the typeahead results that points to their own app, Page, custom Page tab, or post
  • Businesses cannot direct users off-site with the ads yet, though they can appear above the top organic result making them powerful for diverting traffic from competitors
  • Facebook has made some alterations to the Sponsored Results design since they rolled out. They now appear in a separate, black-bordered section in the typeahead results. 
  • That makes the fact that they’re paid for much more clear than the tiny gray word “Sponsored” at the bottom of the ads
  • Read the full article here

Video

-Product Videos Nudge Apparel Shoppers Toward Register (eMarketer)

  • According to a study conducted by Google and Compete, 4 in 10 online shoppers visited a store or retailer website as a result of watching apparel videos online
  • Online shoppers are giving time and consideration to video ads while shopping for apparel online
  • The most commonly watched product videos are for the auto, consumer electronics and entertainment categories
  • Apparel may still be a growing category in terms of creation of and consumer consumption of online video
  • Although video appears to be a growing opportunity for online retailers, metrics, budgets and distribution may be barriers

Seasonal Events

Back-to-School

-School, College Shoppers’ Lists Still Long (NRF)

  • The survey found that more college students and their families have already finished their shopping (16.4%), than school shoppers (7.8%)
  • There are fewer school and college shoppers who say they have not started their shopping yet (28.5% vs. 31.1% of college shoppers last year, and 26.9% vs. 28.3% of K-12 shoppers last year)
  • To wrap up their shopping lists, school and college shoppers will continue to look for bargains as they comparison shop in stores and online
  • Back-to-school shoppers will do the remainder of their shopping at discount stores (59.6%), department stores (54.4%), clothing stores (42.9%), electronics stores (13.7%), and online (27.2%)
  • Nearly 7 in 10 tablet owners will utilize their tablets to shop for school and college items, and more than half of those who own smartphones will shop in some way via their mobile device for both school and college merchandise
  • Read the full article here

Global Insights

APAC

-Asia-Pacific to Grab Greatest Share of Ecommerce Sales (eMarketer)

  • Historically, North America has been the source of the greatest share of worldwide business-to-consumer ecommerce sales
  • However, by next year, 34% of all ecommerce sales will come from Asia-Pacific, up 8 points over 2010 and finally surpassing North America’s share
  • Also next year, China will become the main source of online buying in Asia-Pacific, jumping ahead of traditional leader Japan
  • By 2013, China will have increased its share of the B2C ecommerce total by 10 points compared with 2010, when it made up just 3.7% of the worldwide total

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