Google’s U.S. desktop audience shrunk slightly in August, allowing Yahoo to stretch its lead as the largest desktop site, with more than 196 million monthly active users.
Although Yahoo’s desktop audience has remained flat since July, other top Web properties such as Google, Microsoft, Facebook, and AOL have all seen a decline on desktop.
Facebook’s has seen one of the largest declines — 10% fewer monthly active users in August 2013 compared to one year ago.
(Of course desktop audience leaves out the large gains on mobile many of these properties have made.)
So what’s driving Yahoo’s audience growth?
We don’t credit Yahoo’s resurgence to any single event or acquisition, but rather its overall strategy. but rather its overall strategy. Marissa Mayer is an accomplished product manager. She helped build some of Google’s most-used products, such as Search and Maps. And now, at the helm of Yahoo she has helped redesign Yahoo’s Weather, News, and My Yahoo.
“When you look at the products that Yahoo has redesigned recently, you see a trend: they all involve the daily habits of users,” Lisa Giacosa, senior vice president and global director at Starcom MediaVest Group, told us over the phone. “I think Marissa is really smart and she understands people and how Web products touch on certain emotions.”
In an interview with Charlie Rose earl! ier this week, Mayer said Yahoo’s new strategy is to focus on mobile, personalization, and partnerships. That strategy appears to be hitting a chord with users.
Earlier this month, Mayer said Yahoo now has 800 million users worldwide (not including Tumblr traffic), a 20% increase since she was hired as CEO 15 months prior. For comparison, Facebook had 1.15 billion users worldwide as of July.
drag2share: The Mobile Payments Rush Is On, And The Winners Will Shape The Future Of Transactions And Commerce
PayPal is close to a deal to acquire Braintree, a company that specializes in powering mobile transactions. Meanwhile, Facebook announced that it’s pairing up with payment companies to roll out “Autofill,” which makes it easier for its users to buy things straight from their phones.
Mobile devices are edging closer to fulfilling their long-delayed promise as digital wallets, and tech and financial services players do not want to be left out.
Consumers and merchants are beginning to see the advantage of channeling offline payments through mobile devices, rather than transacting in coins and cash, credit cards — or clunky register systems.
In a new report from BI Intelligence, we explain the main reasons why mobile payments are poised for takeoff, provide proprietary estimates for the growth and size of the mobile payments market in the years to come, and analyze the specific trends that will help shape the growth in mobile payments, including user concerns around security. We track the demographic and geographic nature of ! the cons umers who will drive the growth, merchant-side adoption, and the mobile payments solutions that will lead the charge.
Online video ad views have been increasing rapidly this year, reaching a new high of 22.8 billion in August after a slight dip in July, according to the latest data from comScore. Last year, video ad views totaled 9.5 billion in August, when comScore’s methodology changed, demonstrating just how many more online video ads Americans are now watching on a monthly basis. Interestingly, this year’s increases aren’t the result of far greater reach among Americans. Rather, viewers are each seeing a much larger number of ads.
During the month, 55.6% of the US population was reached by online video ads, up only slightly from 55.4% the previous month. While reach has increased every month this year, the growth has been incremental, up from 50.5% in January.
Video ad frequency, though, has been growing more rapidly. In August, the average viewer saw 132 ads, besting the previous high of 121 set in June, and more than doubling January’s average of 58.
Google remained the top online video ad property in August, delivering roughly 3.2 billion ads. ADAP.TV moved back into the second spot (2.45 billion), ahead of BrightRoll (2.39 ! billion),! LIVERAIL (2.2 billion), and Specific Media (1.67 billion), as 8 properties delivered more than 1 billion impressions.
In terms of video content, Google Sites again had the highest number of unique viewers (167 million), followed by AOL (71.2 million), Facebook (62.2 million), NDN (50.7 million) and VEVO (49.4 million).
Overall, comScore’s data indicates that 87% of online Americans watched video content in August, with the total number of videos viewed dropping to 46.7 billion from 48.5 billion in July. The duration of the average content video was 5.2 minutes, with the average online video ad lasting 24 seconds.
The average online video viewer spent about 21.6 hours watching video content during the month. A comparison of TV and online video consumption can be found here.
- Among the top 10 video content properties, Google Sites generated the highest engagement, at an average of 522 minutes per viewer during the month. NDN was next at 92 minutes per viewer.
- VEVO retained its top spot in the YouTube partner rankings with almost 48 million unique viewers, followed by FullScreen and Maker Studios.
A larger slice of Facebook marketing budgets is being spent on paid ads, according to recent surveys from Ad Age and RBC Capital.
In the August 2013 survey, 74% of respondents said their Facebook marketing budgets includes spending on paid ads.
That’s up from just 54% who said so in June 2012.
However, in many cases, paid ads still account for a small proportion of their spending on Facebook. For 27% of survey respondents, paid ads made up just 1% to 10% of their Facebook budget. Only 18% of respondents spent more than half of their Facebook budgets on paid media.
Many brands spend the lion’s share of their Facebook marketing budgets on content production and social media management, rather than paid advertising. However, as Facebook’s paid ad products mature, we expect to see more and more marketers wading into paid media.
Meanwhile, the percentage of companies using Facebook as a marketing channel is 80%, and that proportion has remained consistent over the past 15 months. Survey participants noted that brand awareness was the most important reason for advertising on Facebook, followed by driving traffic to their website.
The survey encompassed 1,200 Ad Age subscribers who answered questions on three separate occasions since June 2012.
We recently looked at how customers referred by social media are making larger purchases, $87 on average or $11 more than a year before. Let’s take a closer look at which social media companies are driving this increase in average order values.
Pinterest drives the largest purchase orders among social media, with an average order value of $93 in the second quarter of this year (6% growth year-over-year), according to Monetate’s most recent quarterly report.
Customers referred by Twitter now average a $90 purchase, a 25% increase year-over-year. (That’s more than the average order value of $86 attributable to Facebook users.)
Still, the biggest spending e-commerce customers are those who were not referred by any channel. They went to the e-commerce site directly. Of course, those “no referrals” may have been influenced by a brand’s Facebook page, an ad they saw alongside Google search results, or some other form of marketing or advertising. One in three global consumers say social media has influenced their purchases, according to Ipsos OTX.
Pinterest doesn’t yet offer any paid advertising opportunities that brands and retailers might use to promote sales and offers, which probably explains Pinterest’s dramatic dip in average order value during the 2012 holiday quarter.
<i! mg src=” http://static2.businessinsider.com/image/523760b86bb3f77a58dca741-620-/bii-social-average-order-value-1.png” border=”0″ alt=”BII social average order value” width=”620″>
Although social media shows promise as an e-commerce referrer, the volume is still not there. Search and email still trump social media when it comes to conversion rates. Leading the charge is AOL Search with a 4% conversion rate.
Facebook revealed in a white paper that its users have uploaded more than 250 billion photos, and are uploading 350 million new photos each day. To put that into perspective, that would mean that each of Facebook’s 1.15 billion users have uploaded an average of 217 photos apiece. These numbers do not include photo uploads on Instagram.
Facebook is the world’s largest photo-sharing site, and the acquisition of Instagram solidified its place at the top of all photo-sharing activity on the Web. However, Snapchat, despite being much smaller than Facebook, has proven to be a serious contender and drives incredible photo-sharing volume. Snapchat has also reported that its users share an average of 350 million photos daily. Read >
Majority Of Brands Plan To Increase Social Media Spending (Socialbakers)
Socialbakers surveyed more than 1,000 marketers to find out how much their social media spending will increase over the next three years; 82% of respondents said their Facebook marketing budgets will increase. Read >
Facebook Testing New Marketing Analytics Tool For Retailers (Inside Facebook)
Facebook Marketing Lead Joshua Opoku says Facebook has developed a marketing analytics tool that lets retailers evaluate return on ad spend and volume per dollar spent on Facebook. Such a tool will provide advertisers with much-needed transparency about the performance of their ads on Facebook and help them determine how much of their marketing budget should be allocated to Facebook. Read >
Twitter is going public soon, so it’s worth knowing how the micro-blogging site makes money.
It is an advertising-based business. Twitter also sells data. It will generate about $583 million this year. Twitter is expected to generate a little less than $1 billion in 2014, according to eMarketer.
Most of Twitter’s revenue comes from three types of ads, although it plans to have a more robust advertising offering next year.
The New York Times’ Vindu Goel gives a good rundown of those three money-making ad products:
- Promoted tweets: Advertisers pay to have brief messages show up in users’ stream of Twitter messages. They can use keyword targeting to reach specific users. Advertisers can also use a little bit of demographic targeting, although Twitter doesn’t know as much about its users as Facebook does. Twitter gets paid when users engage with the promoted tweets (when they favorite, comment on, or retweet the ad).
- Promoted trends: Twitter lists which topics are being talked about most on its platform. The trends vary by location, so Twitter’s list of topics in the US might not be the same as the list in England, for example. Advertisers can pay to have a topic of their choice listed too. A promoted trend costs roughly $200,000 for a day of exposure on all US Twitt! er accou nts, the New York Times reports.
- Promoted accounts: If a brand wants more Twitter followers, it can pay to have its account recommended to Twitter users.
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.
Collaborators – Digital Profs
- Bitcoin Developer Sells $8 Million Worth Of Hardware In 24 Hours, As Mining Technology Arms Race Goes Insane
- Netflix vs Blockbuster - Perfect example of an industry replaced by a more efficient version of itself
- Coke vs Pepsi vs Dr Pepper
- Marketing Costs Normalized to CPM Basis for Comparison
- 10 Shocking But True Display Advertising Stats
- More E-Commerce Content Is Being Shared On Pinterest Than Facebook
- Samsung 52 inch HDTV $9.99 at BestBuy - purchase receipt below (6:21a eastern time August 12, 2009)
- How Google Decimated A $2 Billion Search Business
- The Grand Unified Theory of Marketing(tm) - Digital String Theory
- Brand Advertisers: Escaping an Ecosystem of Digital Advertising Fraud
- #SESNY: Toward a Performance Mindset for All Advertising
- Tips for Marketers Selecting a Digital Agency
- Context Is Not King or Queen; It's Just Necessary
- 2013 New Year's Digital Marketing Resolutions
- The Good, Bad, and Ugly of Online Campaign Ratings and eGRPs
- Why You Should Banish the Net Promoter Score Immediately
- Digital Strategy To-MAY-to vs. To-MAH-to
- The Agency-Client Relationship is Forever Changed
- Targeting vs. Privacy - Who Will Win?
- December 2013 (135)
- November 2013 (111)
- October 2013 (116)
- September 2013 (214)
- August 2013 (210)
- July 2013 (200)
- June 2013 (87)
- May 2013 (87)
- April 2013 (70)
- March 2013 (114)
- February 2013 (89)
- January 2013 (136)
- December 2012 (96)
- November 2012 (130)
- October 2012 (147)
- September 2012 (94)
- August 2012 (93)
- July 2012 (112)
- June 2012 (71)
- May 2012 (82)
- April 2012 (80)
- March 2012 (122)
- February 2012 (114)
- January 2012 (129)
- December 2011 (60)
- November 2011 (54)
- October 2011 (29)
- September 2011 (17)
- August 2011 (30)
- July 2011 (18)
- June 2011 (19)
- May 2011 (23)
- April 2011 (23)
- March 2011 (52)
- February 2011 (69)
- January 2011 (108)
- December 2010 (82)
- November 2010 (67)
- October 2010 (68)
- September 2010 (44)
- August 2010 (101)
- July 2010 (61)
- June 2010 (28)
- May 2010 (28)
- April 2010 (26)
- March 2010 (33)
- February 2010 (21)
- January 2010 (12)
- December 2009 (4)
- November 2009 (2)
- October 2009 (14)
- September 2009 (6)
- August 2009 (19)
- July 2009 (34)
- June 2009 (11)
- May 2009 (4)
- April 2009 (6)
- March 2009 (13)
- February 2009 (32)
- January 2009 (25)
- December 2008 (1)
- October 2008 (1)
- June 2008 (1)
- November 2007 (1)