The Weekly Digital Digest


The Performics Weekly Digital Digest provides a recap of this week’s latest digital news. The news covered each week may vary, due to new trends and hot topics continuously emerging. United States Performics Authored

  • Twitter’s New Keyword Targeting in Timeline: Opportunity for Advertisers
    • The new capability creates “real-time” targeting for advertisers, similar to traditional paid search ads on search engines or content networks.
    • Promoted Tweets appear to users within minutes of the user tweeting or engaging with a tweet about a certain keyword/topic.
    • The ability to target ads to users when they are tweeting about a specific topic enables advertisers to create highly relevant ads with perfect timing.
    • Keyword Targeting can also be a particularly effective tactic for local (and mobile) marketers.
  • The Rise of “The Human Algorithm”: A New Approach to Search Marketing
    • Participants are moving beyond traditional search results to discover alternative (human!) authority for crowd-sourced decision making.  What’s a marketer to do?
      • All marketing campaigns must be squarely focused on spurring participants to create positive content about your brand (e.g. earned content) in order to positively influence search results.
      • Paid media—TV, out-of-home, email, paid search, display, paid social ads—is key to encouraging the creation of this earned content.
      • Focusing on inspiring participants to advocate for your brand will help you achieve greater search marketing success than ever in the era of The Human Algorithm.

 Channel Insights Social

  • eMarketer: Google Grabs Social Sign-In Share
    • Social login allows users to sign in to sites using their social network ID and avoid creating yet another username and password.
    • In Q3 2012, Facebook’s share of the social login space had risen to 54%, compared with Google’s 25%. By Q1 2013, Facebook had dropped down to a 46% share, while Google rose to 34%.
    • Although Facebook still holds on to the majority of consumer brand social logins, between Q4 2012 and Q1 2013, Google increased its share from 23% to 28%. Google also made a slight gain on media sites.
  • Facebook Revamps Mobile Brand Pages
    • Facebook unveiled a new look for mobile brand pages aimed at making it easier for users to get key information about local businesses while on the go.
    • The updated pages feature a more streamlined design tailored to smartphone screens.
    • More relevant information up front so people can see the information they care about most – such as location and photos – at a glance.
    • Streamlined and prominent ways to interact with Pages, including actions such as Like, Call, Message, and Share, all of which now appear at the top of Pages.

Mobile

  • eMarketer: Smartphones, Tablets Drive Faster Growth in Ecommerce Sales
    • This year, 15% of online retail sales will take place via mobile devices, up from 11% in 2012. By 2017, the percentage will rise to 25%.
    • US retail mcommerce sales will reach nearly $39 billion in 2013, up 56.5% over 2012 and almost triple the amount spent in 2011.
    • By 2017, tablets’ share of US retail mcommerce sales will rise to 71.5%, vs. 27% for smartphones.
  • The State of Mobile Benchmark-Q2 3013
    • Tablets Convert Consumers More Often Than Smartphones.
    • While users on tablets prefer shopping on retail and e-commerce sites, consumers on smartphones tend to frequent telecom and media sites more often.
    • iOS remains the operating system used most frequently accounting for 49% of smartphone searches or browsing in the U.S., followed by Android at 45%.
    • Android and iOS account for nearly 90% of smartphone searches.

Media

  • Nielsen: Advertising & Audiences: State of the Media
    • 29% looked up information related to the TV program they were watching.
    • 33% shopped while watching TV.
    • 36% visited a social network site during a TV program.
    • One out of five looked up product information for an ad they saw on TV. A full third shopped on their tablets while watching TV.

Search

  • Kenshoo Global Search Advertising Trends
    • After peaking at an average of $0.46 per click in the third quarter of 2012, the cost continued to fall in Q1 2013 globally, reaching a five-quarter low of $0.39.
    • This average cost per click (CPC) fell just below $0.41 noted in Q1 2012.
    • While the U.S. saw a 15% boost in global paid search, ad spend was fueled by a 24% increase in U.S. search ad spend, while European investments fell 11% YoY in the U.K. and 4% for the rest of continental Europe.

Video

  • comScore: UbiquiTV: Video Fragmentation is the New Reality
    • 28 percent of all premium TV digital video content is currently being accessed via smartphones and tablets. Desktops account for the balance.
    • A growing number of consumers today are spending their time watching exactly what they want when they want it, which translates to a higher level of consumer engagement and a better environment for marketers to land their message.
    • While video monetization rates aren’t cheap and prices are increasing, 7 out of every 10 digital video content views still don’t carry advertising, presenting an untapped opportunity for marketers.

Industry Insights Wireless Market

  • PwC Report: U.S. Wireless Market Reaching Saturation
    • The U.S. wireless market is reaching a point where pretty much everyone who wants a mobile phone has one, leaving providers at a point where they have to determine other ways to boost their revenues.
    • Tablet connections grew an average of 43% year-over-year, thanks to higher demand from businesses and consumers.
    • Smartphones accounted for 60% of new device sales in 2012 (up 46% from 2011) and 70% of upgrades (an increase of 40% from 2011).
    • Driven by the complexity and cost of maintaining multiple technologies, more carriers are preparing improve their networks as more subscribers continue to upgrade more quickly to new devices.

Global Insights EMEA

  • eMarketer: UK Teens Far Outshine US Counterparts in Smartphone Usage
    • 93% of UK teens will use mobile phones in 2013. This is a giant leap from the 17.1% of children ages 11 and younger expected to use mobile devices this year.
    • eMarketer estimates that smartphone penetration as a percentage of mobile phone users among teens will reach 81% this year and rise to 96% in 2017.
    • 85% of UK teen internet users will watch video content online via any device at least once per month in 2013.

APAC

  • TNS: Nearly All  Participants in Asia’s Developing Nations Showroom
    • About 90% of Asians from developing antions “showroom,” visiting stores only to test products and to buy them later elsewhere, compared with 29% in developed nations and a global average of 33%.
    • 62% who showroom use their mobile phone.
    • 25% of showrooming occurs from 16-30 year olds, with women being slightly more likely to showroom.

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