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 Officially Begins Testing ‘Buy’ Button
    • After months of rumors and some tests spotted in the wild, Twitter is finally launching a button to make purchases on site.
    • The button will roll out to a select group of users first before being introduced more broadly.
    • The initial sellers range from brands like Burberry and The Home Depot to artists like Ryan Adams and Megadeth.
    • The button represents Twitter’s biggest step into ecommerce to date and is the result of many months of development and tests.
  • eMarketer Report: Paid Social Ads Convert More Customers
    • Nearly nine in 10 social content interactions are in the middle of the path to purchase
    • According to Convertro’s figures, 87% of interactions with social content were a middle touch, while just over one interaction in 10 was either the last or only touchpoint.
    • The research found that more impulsive purchases—such as subscriptions to services like Birchbox or Dollar Shave Club, personal care items and local services—were more likely to appear as social ads and lead immediately to a conversion, as the last or only touchpoint on a consumer’s journey.


  • Millennials Are The Largest Group Of Smartphone Owners, And Adoption Is Still Growing
    • Millennials adoption of the devices is still growing: by the second quarter of this year, 85% of those aged 18 to 24 owned a smartphone, and 86% of those aged 25 to 34 did.
    • Android dominates, with half of Millennials using Android, and 44% on the iPhone.
    • The millennials are very heavy mobile users, spending 14.5 hours per week on their phones, talking, texting or using social media, it’s also been said.
  • Apple Debuts Two New iPhones and a Watch
    • Apple on Tuesday debuted two new iPhones and its long-anticipated smartwatch. The iPhone 6 and iPhone 6 Plus will be in stores on Sept. 19, and pre-orders start Friday.
    • The Apple Watch starts at $349 and will be available early next year.
    • The iPhone 6 has a 4.7-inch “Retina HD” display and is nearly a millimeter thinner than its predecessor.
    • The iPhone 6 Plus, Apple’s first foray into phablet territory, will have a 5.5-inch display and Apple’s new A8 processor. 


  • Bing Ads Enhances Geo-Targeting for Increased Relevancy
    • Bing Ads is releasing enhanced location targeting that will include several new and important updates that help advertisers refine and define their geo-targeting for PPC.
    • Now, a radius can be specified in either miles or kilometers and new limits range from 1 to 500 miles or 1 to 800 kilometers in increments of 1 mile or kilometer.
    • New ZIP code targeting and exclusion features are in beta mode and are expected to be available to all advertisers by end of September.
    • Many advertisers may see lower volume as they narrow down location targeting. Since more specificity reduces volume, advertisers may need to test and optimize geo-targeting to find the right balance of volume/reach and relevance to get the best performance from Bing Ads.

Thanks for your time! Planning & Strategy Team

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