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

  • TV + Video on Demand (VOD): Friends with Benefits
    • VOD builds incremental reach vs TV. Across 5 campaigns buying a mix of between 200-600 TVRs and 4-6m VOD impressions across broadcasters, networks, publishers and AOD Video, VOD increased reach by up to 1.33%.
    • VOD delivers a unique audience to TV. Between 10-41% of the audience exposed to the ad online, did not see the TV ad (higher % amongst young audiences).
    • TV and VOD work in unison to increase message association better than TV alone. Message association base level of 29% increases to 43% with TV. This jumps to 48% when VOD is added to TV. During VOD solus activity in Nov this drops to 32% of those exposed to VOD ads (higher than base level) vs 26% not exposed to VOD.

 Channel Insights Mobile

  • Google: Mobile In-Store Research: How in-store shoppers are using mobile devices
    • 90% of smartphone shoppers use their phone for pre-shopping activities, this includes:
      • 58% use their smartphone to find a location; 57% find hours; 44% make price comparisons; and 44% find promo offers.
    • Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store, followed by store websites (62%).
    • One in three smartphone shoppers will turn to their devices for information in stores rather than asking employees.
    • Frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping.
  • eMarketer: Mobile Gets One Out of Five Paid Search Clicks
    • In the US, year-over-year paid search spend growth reached 24% in Q1 2013.
    • In Q1 2013, the tablet and phone accounted for nearly 20% of paid search clicks, but the devices only garnered about 14% of search spending.
    • The biggest lag was on the phone, which accounted for about 9% of clicks but only 5% of total spend.
    • Mobile search spending tripled last year and eMarketer expects append to increase another 80% this year, to reach $3.6 billion.
    • By 2017, more than half of search spending will go toward mobile formats.

Search

  • MediaPost: Microsoft Expands Bing Rewards, Members Earn Credits For Content Searches
    • Bing Rewards supports more than 3 million members that redeem credits earned across Bing and MSN to the Bing Rewards redemption center for rewards.
    • The rewards program fully integrates services with the Bing search experience across Microsoft properties.
    • One login gives Microsoft a clear attribution path across devices and services to track users and serve up ads.
    • Google Sites still led the U.S. explicit core search market with 67.1% market share in March 2013, followed by Microsoft Sites with 16.9% and Yahoo Sites with 11.8%.

Social

  • CNET: YouTube reportedly near launch of paid channel subscriptions
    • YouTube reportedly could launch its paid subscription service for some of its specialist video channels as early as this week.
    • A paid content platform could give the Google-owned video site another revenue stream while allowing channel operators to finance different content production, such as TV shows and movies.
  • eMarketer: Social, Digital Video Drive Further Growth in Time Spent Online
    • The average daily time spent online reached 3 hours, 7 minutes last year, up from just less than 3 hours in 2011.
    • Besides the internet, video games were the only other media to gain daily time spent in 2012.
    • US consumers spent an average of 37 minutes daily on social networks in 2012.
    • Online video was the only digital activity to gain as many minutes as social, increasing from 17 minutes in 2011 to 24 minutes in 2012.
      • A proliferation of digital TV and movie content can be largely credited with this growth, along with the wider availability of cord-cutting options.

  Thanks for your time! Planning & Strategy Team


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