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 Search
- Google Starts Running Consumer Surveys About Select Advertisers, Highlights Data In Search Ads
- Google is launching a new feature for advertisers today that highlights data it gathers from its Consumer Surveys in their ads.
- These so-called “consumer ratings annotations” can appear under Google’s regular text ads.
- There is no additional charge for adding these ratings to ads. During its beta tests, Google says click-through rates increase by 10% on average for ads that showed these extra ratings.
- Yahoo kicks off Yelp partnership to boost local results in search and maps
- After details of the deal leaked last month, Yahoo formally announced its partnership with Yelp, bringing Yelp local business reviews immediately into Yahoo Local Search and Maps.
- With this deal, Yahoo is boosting its local search results to better compete with services like Google.
- Among the changes, Yahoo is placing new emphasis on photos of local businesses — that feature is powered by Yelp but also allows businesses to upload content directly to Yahoo.
- Google Tests Desktop-to-Mobile Retargeting With Brand Data
- Google is pitching advertisers on a new kind of ad targeting that aims to improve on the ubiquitous tracking cookie.
- The technology allows advertisers to target people who’ve visited their web sites with ads on tablets and smartphones, according to agency execs who’ve been briefed.
- This could help bridge the desktop-to-mobile gap, which has been considered a top motivation for Google’s cookie-replacement plans since cookies currently don’t really work on mobile devices.
- Desktop Search to Decline $1.4 Billion as Google Users Shift to Mobile
- Desktop search in the US is poised for a significant decline this year as paid clicks on Google shift toward mobile devices.
- US mobile search ad spending grew 120.8% in 2013, contributing to an overall gain of 122.0% for all mobile ads. Meanwhile, overall desktop ad spending increased just 2.3% last year.
- eMarketer estimates that desktop search ad spending will drop $1.4 billion this year, a decrease of 9.4% from 2013, while mobile search will increase 82.3% year over year.
- Mobile search will total $9.02 billion, compared with $13.57 billion for desktop search. Overall, US spending on advertising served to desktops and laptops will decline 2.4% in 2014 to $32.39 billion, down from $33.18 billion in 2013.
- Mobile payment users spend twice as much: report
- Mobile payment users, on average, spend approximately twice as much through all digital channels than those not using mobile payments.
- While the widespread use of mobile devices bodes well for mobile payments, adoption has not yet taken off because many consumers remain anxious over data security and privacy breaches.
- The key to driving mobile payments adoption will be in successfully making the case for the value for consumers, including faster checkouts, discounts and/or promotions, access to real-time balances and location-based marketing offers.
- Twice As Quick, Half As Large: Instagram Updates Android App
- Instagram joined WhatsApp in updating its Android application, saying that the app now loads twice as quickly and takes up half the space.
- These changes mean a faster, more responsive app. Your profile screen now loads twice as fast, and we’ve cut the overall app size in half to increase speed throughout Instagram.
Thanks for your time! Planning & Strategy Team