Weekly Digital Digest


Highlighted below are some of this week’s emerging trends and insights. As trends emerge and change, you will see that the topics covered each week may also vary. United States Channel Insights Cross-Channel

  • Mobile Video Audience Tops 100 Million In Q4, More Time On Mobile Web
    • Average time spent per user in mobile video increased 23% to one hour, 23 minutes per month.
    • Traditional TV is still easily the biggest time sink for Americans, at 155.32 a month, roughly the same as a year ago.
    • The number of people using the Internet on a computer fell to 204.4 million from 212.4 million, while App/Web smartphone users jumped 30% from 111 million to 144.3 million in the last year.
    • The biggest chunk (38%) of smartphone users by age fall into the 35-54 bracket, with those 25-34 making up 22%, and those 18-24 at 16%. 

Mobile

  • 30% of Ecommerce Site Traffic Came from Mobile in 2013
    • Up to 7% of total online revenue came from comparison shopping engines.
    • There was a 20 percent increase in mobile traffic during the 2013 holiday season alone.
    • Only 4% of orders were placed from mobile devices, but of those who placed an order, the order value was on par with those coming from desktop. 
  • Apple Bringing Full-Screen Video iAds to Mobile
    • Apple will roll out new video iAds this year that will automatically play full-screen within iPhone and iPad apps, according to people with knowledge of Apple’s plans.
    • The new video ads are described as “interstitials,” suggesting that they’ll interrupt whatever someone is doing in app.

 Social

  • Ready For Facebook’s New Ad Campaign Structure?
    • The major change in the new campaign structure is the addition of a new level, ad sets, which will be placed between the two existing layers, campaigns and ads.
    • All campaigns will be migrated to the new structure once the changes are rolled out to accounts, but delivery, ad spending, and performance of existing ads will be unaffected, and historical data will still be available. 

Search

  • Google Improves GDN Targeting With Bizo Audience Segments
    • Bizo has access to over 120 million business professionals across the world.
    • Their B2B database can be leveraged across email, display and social. In this case, with their audience targeting layered on top of GDN buy, you can guarantee your ads are getting in front of the right audience.
    • There is a wide array of audience segments available such as beauty, fashion, parenting, technology, music and many more.
    • Advertisers can select Bizo audience segments within Google AdWords for their display campaigns.
    • Performance data of the Bizo targeted campaigns is housed directly in AdWords, which can lead to real time optimization and performance reporting. 
  • Reach more customers across Search and Display with Search Network with Display Select
    • Last fall, Google launched a new high-performing way for advertisers to grow their businesses across both search and the very best of display opportunities in a single campaign: Search Network with Display Select. Early results include:
      • Search Network with Display Select campaigns are helping advertisers gain up to 15% more customers than search campaigns alone.
      • The average advertiser can see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase on the display portion of their Search Network with Display Select campaigns. 

Global Insights Global

  • Nielsen: A Battle of the Sexes Plays out in Shopping
    • As women exert more influence on traditionally male shopping categories—such as autos and financial services—men are getting more involved in household purchases.
    • In China, women’s shopping behavior has evolved with their changing role in society. Dramatic growth in women’s earning and spending power is transforming the face of the Chinese consumer.
    • In Russia, more than half of men are making shopping decisions for food, household and personal care products—and 43 percent are making shopping purchases, according to Nielsen Global Survey data.
    • Hispanic US women are expected to become 30 percent of the total female population by 2060, while the non-Hispanic white female population is expected to drop to 43 percent. 

Thanks for your time! Planning & Strategy Team  


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