Women spend more time on smartphones, tablets
While the desktop PC may still have the greatest reach among US web users, time spent accessing the internet via mobile has surpassed time spent on the PC, according to research from mobile ad network Jumptap and comScore. This is in keeping with eMarketer’s findings, which estimate that this year, for the first time, time spent on nonvoice mobile activities will surpass time spent online on desktops and laptops.
comScore and Jumptap found that in April 2013, time spent accessing the web on smartphones and tablets surpassed time spent online on the PC by 2 percentage points. The amount of time women 25 to 49 years old spent on the smartphone and tablet was particularly notable, reaching above 60%, while for men in that age range, the PC remained the platform where they spent more than half their online time.
Plenty of online content areas were still firmly rooted in PC use, with the desktop accounting for more than 60% of time spent accessing auto, business, TV, news and sports content. Game playing and radio were predominantly mobile activities, while two-thirds of social activity went to the smartphone and tablet. And visual-focused content, including food, entertainment, lifestyle and retail, were beginning to tip toward mobile.
Performance metrics based on the size of US video ads saw a clearer trajectory than ad length. The larger the video ad, the higher the completion rate, with a 93.0% completion rate for extra-large video ads vs. a 66.0% completion for extra-small video ads. Clickthrough rates (CTR) also seemed to rise with video ad sizes. However, once ads were medium-sized or bigger, CTRs went up to at least 0.9% and continued to hover in that range.
Ads in the medium to large range were also the most common video ads, accounting for 77.4% of served impressions, indicating that marketers know these sizes are strongest.
E-commerce retail sites are acquiring just .18% of their online customers via Facebook and Twitter, according to a study released June 25 by Custora.
The study analyzed Google Analytics data linked to 72 million customers — an online visitor who purchased something — from 86 U.S. online retailers across 14 industries.
(E-commerce sites typically add tags to their links across the Web, in both paid and non-paid placements, in order to track the source of their leads and sales in Google Analytics.)
Organic search continues to grow as a channel, accounting for nearly 17.53% of customers acquired in the first half of 2013, according to the study, led by data scientist Aaron Goodman.
E-mail has more than quadrupled its share of customer acquisition volume over the last four years, making it the fastest-growing among all the channels tracked in the study.
Other search-related channels also performed well.
Social media ranked low as a customer-generation channel. That said, Facebook is showing some potential. In 2009, less than .01% of new online retail customers came from Facebook, compared to .17% so far this year.
Twitter has never accounted for more than .01% of new retail customers during the five-year study. Worse, a Twitter customer’s lifetime value was 23% less than the average across all customer sources.
There is more than one way to interpret Custora’s data.
One could conclude that social! media i s ineffective as an e-commerce customer acquisition tool. But another way to look at it is that online retail sites simply aren’t putting a lot of resources into marketing themselves on social media, and are favoring search and e-mail channels instead.
Also, even if social media still isn’t there yet as a reliable direct source of customers, there’s no way to tell how many customers were in fact influenced by content they saw on social media, and visited retailers’ sites later.
Android’s share of the Chinese smartphone market ended the third quarter at 90 percent.
According to Analysys International, Android’s share is up from 83 percent a quarter prior and 58 percent a year ago.
With the Chinese market now accounting for a quarter of global smartphone shipments, Android’s dominance there is driving its widening lead in global smartphone platform market share.
Apple, meanwhile, has never really gained traction after a weak market entry on only on! e of the country’s major providers. The iPhone 5 will be available on two carriers, but as of now will not be distributed by the largest carrier, China Mobile. Additionally, while many Chinese consumers may fawn over iPhones, they are simply out of reach financially for a substantial part of the market.
The bloom is slightly off the rose for Facebook. After a banner first post-IPO quarter, it’s recording a net loss in its fiscal third quarter of $59 million despite its revenue climbing to $1.26 billion — a big swing that the company is blaming on payroll tax tweaks and income taxes, which becomes clearer when you learn that the company posted a $311 million profit before factoring in standard accounting practices. Facebook hasn’t said exactly what had the biggest impact, although its closing the Instagram deal wouldn’t have helped matters. Still, the company isn’t glum about its prospects: following an earlier mention of the milestone by founder Mark Zuckerberg, the earnings report touts that there are over 1.01 billion active Facebook users who check in at least once a month, over 604 million of which were mobile. Between a reworked iOS app, a freshened Facebook Messenger and new ad-friendly SDKs, the social network is bracing for a potential bonanza ahead.
Facebook posts $59 million net loss in fiscal Q3, touts 1.01 billion active users originally appeared on Engadget on Tue, 23 Oct 2012 16:32:00 EDT. Please see our terms for use of feeds.
Mobile advertising is on fire.
According to a report released today by the Interactive Advertising Bureau, mobile ad revenues have increased by 92 percent in the last year, rising from $344 million in Q2 2011 to $661 million in Q2 2012.
Digital advertising revenues had an increase of 14 percent in the first six months of 2012, growing from $14.9 billion in 2011 to $17 billion in Q2 2012. Although it’s interesting to note that 73 percent of digital advertising dollars are spent by 10 ad-selling companies, and the remained is spread across approximately 75 other companies.
In spite of the rapid growth of digital and mobile advertising, it’s search that’s on top, accounting for 47 percent total digital revenues, totaling $4.1 billion.
Here’s a breakdown of the data:
Historically search has retained the largest share of advertising revenues, but as the chart below shows, even though mobile’s the youngest format, it had the largest percent revenue between 2010 and 2012.
Earlier this summer, the ANA commissioned law firm Reed Smith to do ask advertisers about “media rebates” and incentives in the ad agency business.
Media rebates are one of the most controversial areas of advertising. They are, as Reed Smith defines it:
The industry practice of media companies providing rebates/incentives to agencies for referring or influencing client spending towards that media company, and then the agencies not reimbursing those funds to the client …
Rebates are a type of bribe: Media companies pay them to agencies to keep client dollars—in the form of ad buys—coming, even when those dollars may be more efficiently spent elsewhere.
In the U.S., ad executives can go to jail for attempting this. This year, two executives at Aegis’ Posterscope unit pleaded guilty to an accounting scam that, in part, revolved around a sketchy volume discount scheme. In Germany, Aegis president Aleksander Ruzicka also went to prison for exactly this kind of thing a few years ago.
The survey identified how widespread the practice is, and who clients believe are the worst offenders in the business.
Media rebates are common outside the U.S., but 28% of clients said they had encountered them domestically, too.
Television, magazi! nes and outdoor are the industry’s with the worst reputation for the practice. In the U.S.,
The vast majority of marketers believe agencies should not be allowed to keep rebates.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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