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 Mobile

  • Mobile Devices Boosting, Not Hurting, In-Store Shopping
    • Among US consumers polled, 22% said that mobile had increased their retail store trips, beating out those who said it decreased by 3 percentage points.
    • The research found that the use of mobile devices before or during in-store shopping trips influenced or helped to convert approximately $593 billion in US in-store retail sales in 2013—or 19% of total brick-and-mortar sales—compared with $159 billion in 2012.
  • BIA/Kelsey Report: Mobile Will Account for Half of Social Advertising Revenue by 2017
    • The research firm estimates that spending on social advertising in the U.S. will nearly triple over the next five years, swelling from $5.1 billion last year to $15 billion by 2018.
    • In 2017, the firms expects that marketers will spend $6.7 billion — or half of all social media advertising revenues — on mobile ad formats.
    • The spike is due in large part to the faster-than-expected growth of Facebook’s mobile business.
    • The portion of social media spending on location-targeted ads accounted for a little over a quarter of the industry’s total revenue last year, and the firm projects that its share will only increase a few points over the next five years.


  • Going Local: How Advertisers Can Extend Their Relevance With Search
    • New research shows that four in five U.S. smartphone users believe search ads should be customized to their city, zip code or immediate surroundings.
    • Location-based ads can quickly satisfy consumers’ expectations by featuring a store’s address, directions to a nearby business and a phone number.
      • 60% of consumers said they used the local information in an ad, specifically the link for directions and the click-to-call button (or the local address and phone number if on a computer or tablet).
    • By adopting a local strategy—one that takes people’s locations into consideration—businesses can provide consumers with the information they need to take action.
  • Bing Ads Launches Live Chat Support And Industry Insights Portal With Research, Case Studies
    • Live Chat will be available at all hours every day of the week for in its English-language markets. Customers can use Live Chat to ask questions about campaign set up, optimization tactics, billing issues and more.
    • The Bing Ads Industry Insights Portal is launching in the United States and will feature case studies, videos and research around events like Mother’s Day and the World Cup as well as in several verticals such as home improvement, retail, financial services, automotive, travel, health and wellness and technology and telecom.


  • Facebook is testing Foursquare-esque cards to tell you more about where you’ve checked in
    • Facebook has begun testing a new feature in its iOS app that pops up relevant information when you check in or attach a song, TV show, movie, or friend to a status update.
    • Facebook might show friends who have also been there, photos of some lattes, or photos of you and the friends you’ve checked in with.
    • These cards can help you discover information about where you are or what to do next, or inspire conversations with your friends around you.
    • If Facebook follows Foursquare’s lead, it might even consider sticking ads related to your check-in inside the space. But for now, the cards are only tests. If they see high engagement, it’s very likely that Facebook will roll them out more broadly.

Thanks for your time! Planning & Strategy Team

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