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USA Today Tells Facebook Its Services Are No Longer Needed For Super Bowl (FB)
Last year, USA Today partnered with Facebook to create its Super Bowl Ad Meter, which for better or worse has become the most prominent measure of a Super Bowl ad’s success.
The partnership was innovative because it asked all Facebook members to vote on ads, instead of just a panel of a handful of people selected by USA Today. And it brought the power of social media to an inherently social event on behalf of a stolidly traditional media property.
But no more.
This year the newspaper is going it alone — again. It’s told Facebook its services are no longer needed. Publisher Larry Kramer told Ad Age:
“We want to do this ourselves because we’re going to do a lot of these,” he said. “We need to build the apparatus ourselves do we’d own it.”
“Look, Facebook is great and we like working with them, but if you look at this organization today top to bottom vs. a year ago, we’re a lot more digital … And we need to build that internally.”
The Ad Meter’s qualifications for being the nation’s top rater of Super Bowl ads have previously been called into question. It doesn’t measure halftime ads, even though those ads — such as Clint Eastwood’s “Halftime in America” spot for Chrysler — are some of the most talked-about commercials.
And it consists of a voting panel of just 300 people in two separate locations — even though dozens of social media analytics companies can measure chatter about the Super Bowl online from millions of people.
USA Today will replace Facebook with a “a password-protected microsite” that users will have to sign up for in order to vote.
If you can’t be bothered to do that, don’t worry: Business Insider will bring you our “Super Bowl For Quants” roundup of social media analyses of the ads the day after the game.
Please follow Advertising on Twitter and Facebook.
The Scariest Thing About Google’s Earnings (GOOG)
Source: http://www.businessinsider.com/chart-of-the-day-google-cost-per-click-change-2012-4
On Google’s earnings call yesterday, some analysts honed in on a particular trend: declining cost-per-click rates, or CPCs.
Google’s ad revenue is determined largely by two factors: the number of clicks on ads (“paid clicks”) and how much advertisers pay for each click (“CPC”). The first number has been rising fast — it was up 39% in Q1 of 2012, compared with the previous year.
But the second number has started to decline, and was down for the second consecutive quarter (as compared with a year ago).
Google said that the factors driving CPC are very complicated, and include foreign exchange rates, rising mobile usage of Google (where advertisers pay lower prices per click), faster growth in developing countries (where prices are lower), and changes in ad quality all have an effect.
Most analysts seem to agree that CPCs, taken in isolation, are not the best measure of Google’s business. But if you’re looking for a reason why the stock went down today, other than the new class of stock the company announced, this might be it.
On Facebook, A Wal-Mart Employee Is More Valuable Than A Goldman Sachs Employee
Source: http://www.businessinsider.com/chart-of-the-day-facebook-ads-2010-6
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In the real world, using salary as a measure, a Goldman Sachs staffer is worth much more than a Wal-Mart employee. An average Goldman Sachs employee is paid a bonus of $500,000, while the average Wal-Mart employee salary is $20,000.
On Facebook, the opposite is true. In the eyes of an advertiser, a Wal-Mart employee is worth nearly twice as much as a Goldman employee, according to Facebook’s suggested advertising bid prices.
Kim-Mai Cutler at VentureBeat looked at Facebook’s suggested advertiser bid price on per category basis. What she found is pretty interesting.
As you can see in this chart, the most expensive company to target is Facebook. The next most expensive is Wal-Mart. Goldman and Bain employees are duking it out for the cheapest.
Follow the Chart Of The Day on Twitter: www.twitter.com/chartoftheday
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Android Phones Surpass iPhone in Web Traffic
Source: http://lifehacker.com/5525578/android-phones-surpass-iphone-in-web-traffic
According to data collected by mobile advertising network AdMob, Android phones have surpassed the iPhone in mobile traffic—at least in terms of ads served to the devices, which is a pretty good measure for overall traffic. As mobile browsers account for more and more of our online time, it’ll be interesting to see how the OS distribution works out. [TechCrunch]
Google issues statement on Nexus One sales, touts Android Market’s 30,000 apps
Source: http://www.engadget.com/2010/03/17/google-issues-statement-on-nexus-one-sales-touts-android-market/
Numbers released by Flurry Analytics yesterday suggested that Google’s Nexus One had sold around 135,000 units in 74 days (the same amount of time it took the iPhone to hit a million) — not a staggering number by any measure. Now, we don’t really have any way to assess the accuracy of Flurry’s data, but we spoke with Google’s team about a few things, and here’s what they had to say. For starters, Google wanted to assert the idea that selling lots of a single handset isn’t the company’s primary goal, an idea which makes sense considering how many handsets are currently available with Android. In our conversation, Google actually called out the sales figures for the Droid and seemed eager to make the point that their game is more of a war of attrition fought on a variety of fronts. Read their statement — and lots more — after the break…
Continue reading Google issues statement on Nexus One sales, touts Android Market’s 30,000 apps
Google issues statement on Nexus One sales, touts Android Market’s 30,000 apps originally appeared on Engadget on Wed, 17 Mar 2010 13:39:00 EST. Please see our terms for use of feeds.
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Digital Consigliere
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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