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 Social

  • Twitter Takes Over a Shuttered Twitpic
    • The deal preserves a large trove of user photos and captions, giving Twitter more data on its users.
    • “[Since] Twitpic’s user base consists of Twitter users, it makes sense to keep this data with Twitter.”
    • Twitpic will no longer be taking on new photos or data (the site will be in a read-only mode) and You can still export and download your data / photo archive on Twitpic.com.
  • Tumblr Launches Autoplay Video Ads
    • Tumblr introduced autoplay video ads this week with 11 launch partners, whose content will arrive in user feeds under the label Sponsored Video Posts.
    • Universal Pictures, Lexus, J.C. Penney and others will use Tumblr’s new video player designed to let users watch and replay content more easily.
    • Tumblr’s Lee Brown says that it was important to make brand videos “not a pre-roll product that’s in front of the content that you want to see.”

Mobile

  • Turning mobile ads into games helps them perform better
    • With mobile-advertising revenues on track to surpass $31 billion in 2014, every marketer and agency is looking for an edge — and Celtra thinks game-like ads, which it refers to as “gaming ads,” are exactly that.
    • Compared to a banner or 30-second video spot, companies like Celtra design game-like ads to encourage interactivity with the audience. And that is working.
    • Video play rates for the game-like ads were 36.4% compared to 11.7% for non-game ads. The gamified ads also saw a clickthrough rate of 28.8%, which is a huge increase over the 3.9% of the standard ads.
  • Report: 10% of mobile ads are now video
    • In 2014, mobile video impressions grew 3.5 times, and mobile video continues to be the fastest growing category in mobile advertising.
    • Overall, brand spending on in-app HD mobile video ads has increased by 36% from the previous quarter.
    • Advertisers running video-ad campaigns on apps in the Shopping, Sports, Social and Health & Fitness categories, saw the highest percentages from the upper 80s into the high 90s.
    • Shorter-form video formats are becoming more popular, with more than half of video ads served in the range of less than 20 seconds.
  • Study: Mobile ads most effective with incentives attached
    • Twenty-seven percent of consumers say that mobile coupons are their preferred format for receiving ads on smartphones, followed by banner and video ads at 25% and 12%, according to a PwC study.
    • Consumers say the length and size of the ad are the most important element, with relevant content a close second.

Seasonal Insights Holiday

  • Holiday Shoppers Will Move Between Online and Offline More Than Ever Before
    • In two new studies, the Gannett-owned digital marketing company G/O Digital took a look at the capabilities and offerings that will drive shopper behavior during the holidays for national and smaller retailers respectively.
    • When given a choice, 75% of shoppers said they preferred to shop, either online or offline, with an established brick-and-mortar retailer.
    • Meanwhile, 65% of respondents in a separate survey said they planned to complete three quarters of their shopping at small local businesses.
    • 84% of online shoppers said they planned to use an online channel to help decide where to shop before purchasing a gift in store at a small business.
    • 45% of shoppers in the small business survey said they planned to use a mobile device for shopping-related research during Black Friday and Cyber Monday.

Thanks for your time! Planning & Strategy Team  


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