Nielsen

drag2share: Brand Advertisers Still Dominate On YouTube, But Direct Response Ads Are Up

source: http://feedproxy.google.com/~r/businessinsider/~3/k2OkJfaGzvo/youtube-isnt-just-for-branding-anymore-direct-response-ads-are-up-2013-9

As YouTube’s advertiser base diversifies, so too are the objectives brands have for homepage ads placed on the popular video platform. 

Branding has dominated past advertising efforts on YouTube. It’s not very surprising when you consider the fact that media companies — such as movie studios and music labels — have long formed the bulk of YouTube’s advertiser base.  

However, YouTube’s ad clients are diversifying to include more consumer-packaged goods, direct-to-consumer, and financial services brands, which means YouTube has had to accommodate a broader spectrum of ad objectives. 

Download the chart and data in Excel

BII ad objectives youtube

Ads with a branding objective — such as promoting an upcoming TV show — declined from a 91% share of ad objectives on YouTube in the second quarter of 2012 to 71% in the second quarter of 2013, according to Macquarie, an investment bank. 

bii tv branding ad

Direct response ads — which are intended to drive sales or traffic to a brand’s website — accounted for just 6% of ad objectives last qu! arter, b ut some variable combination of direct response and branding accounted for 23% of objectives among YouTube advertisers. 

What does a blended direct response and branding campaign look like? We see Old Spice’s successful “Smell Like A Man, Man” campaign as a prime example. The campaign relied on YouTube’s oversized masthead ad unit to push users to a promotional video, and to garner more followers on Twitter. Old Spice sales reportedly increased 107% during the month the campaign ran, according to Nielsen. 


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Friday, September 20th, 2013 news No Comments

No Spike in TV Tweets During Ads

source: http://www.marketingcharts.com/wp/television/no-spike-in-tv-tweets-during-ads-36798/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Diving a little further into specifics, the study finds that the share of airtime tweets sent during commercial time ranged from a low of 8% to a high of 43%, with those figures corresponding almost exactly with the share of airtime allocated to commercials (9% of airtime for the low end; 43% for the high end).

The same finding applied when sorting tweeting activity by genre. On the low end, 25% of tweets sent during sports programs were posted during commercials, and in turn, commercials accounted for 24% of airtime during those shows. On the high end, 35% of tweets sent during comedy shows were posted during commercials; commercials represented 35% of airtime.

Just because there’s no spike in tweeting during commercials doesn’t mean that viewers aren’t using their mobile devices, though: a recent study by Symphony Advanced Media found that participants spent one-third of TV ad viewing time looking at their mobile phone or tablet.

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Thursday, September 19th, 2013 news No Comments

How TV and Online Video Consumption Stack Up

source: http://www.marketingcharts.com/wp/television/how-tv-and-online-video-consumption-stack-up-36594/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Nielsen-TV-v-Online-Video-18-24-YO-Sept2013Online video has become an increasingly popular advertising channel, with many marketers shifting budgets from TV to fund those efforts (see here, here, and here). Such a response might imply that traditional TV consumption is falling off a cliff, succumbing to the soaring rise of online video. While TV and online video consumption are no doubt linked, looking only at their isolated trends can prove misleading, masking what continues to be a vast gap in consumption.

[Disclaimer: this is an agnostic look at consumption figures. It does not take into account attention paid to the medium, advertising effectiveness, or other such variables, for which one medium may be preferred to the other. It is simply an attempt to put in context the amount of time being spent with these various media.]

It’s true that TV’s audience has seemingly plateaued: according to Nielsen’s cross-platform reports (the latest of which can be downloaded here), the number of Americans aged 2 and up who watch traditional TV dipped by 0.2% year-over-year in Q2 2013, after declines of 0.1% in Q1, 0.2% in Q4 2012, 1.1% in Q3, and 1.7% in Q2. By contrast, the number of mobile subscribers watching video on a mobile device continues to grow by leaps and bounds, with the latest year-over-year increase at 36.5%. (Curiously, Nielsen’s figures show online video’s reach as being down by more than 7% year-over-year. Recent data from comScore indicates that reach has increased throughout this year.)

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Thursday, September 12th, 2013 news No Comments

Why Click On A Smart TV Ad?

source: http://www.marketingcharts.com/wp/television/why-click-on-a-smart-tv-ad-36566/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

YuMeLGNielsen-Reasons-Clicking-Smart-TV-Ad-Sept2013Smart TV ads are quite effective, with full package ad buys potentially outperforming traditional TV on several advertising and brand metrics. So say YuMe and LG in a new study [download page] conducted by Nielsen among a small pilot group of US participants. In a larger follow-up survey of smart TV users in the US, the researchers examine the reasons given for clicking on a smart TV ad. Not surprisingly, most said it was because they were interested in the advertised product or brand.

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Wednesday, September 11th, 2013 news No Comments

Are Young People Watching Less TV? (Updated – Q2 2013 Data)

source: http://www.marketingcharts.com/wp/television/are-young-people-watching-less-tv-24817/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Nielsen’s most recent study indicates that the 18-24 group, for example, watched a weekly average of roughly 21-and-a-half hours of traditional TV during Q2 2013, exactly one hour less than they did in Q2 2012. That equates to a little less than 9 minutes per day.

Of course, compared to two years ago (Q2 2011), the drop-off is more stark, reaching nearly 24 minutes per day, almost the length of a sitcom episode.

Traditional TV viewing by 18-24-year-olds has now dropped on a year-over-year basis for at least 6 consecutive quarters. Here’s what that decline looks like:

  • Q2 2013 vs. Q2 2012: 9 minutes per day
  • Q1 2013 vs. Q1 2012: 11 minutes per day
  • Q4 2012 vs. Q4 2011: 20 minutes per day
  • Q3 2012 vs. Q3 2011: 17 minutes per day
  • Q2 2012 vs. Q2 2011: 15 minutes per day
  • Q1 2012 vs. Q1 2011: 13 minutes per day

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Wednesday, September 11th, 2013 news No Comments

Smartphone Penetration Hits 60% of the US Mobile Market; Facebook Top App

source: http://www.marketingcharts.com/wp/interactive/smartphone-penetration-hits-60-of-the-us-mobile-market-facebook-top-app-36550/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Comparing the latest figures to the Q2 average (ending in June), Apple’s gain was 0.5% points, while Android’s dip was 0.2% points.

Although Apple continues to hold the lead among smartphone manufacturers, Samsung has been enjoying some movement of late. Compared to the period ending in April, these latest figures show Samsung’s share up 2.1% points to 24.1%, still trailing Apple (40.4%) by a considerable margin of course.

HTC (-0.9% points to 8%), Motorola (-1.4% points to 6.9%) and LG (+0.1% points to 6.8%) are further behind.

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Monday, September 9th, 2013 news No Comments

drag2share: Yelp’s Local-Mobile Success Shows How Consumers Are Using Mobile To Drive Local Purchases

source: http://feedproxy.google.com/~r/businessinsider/~3/OfBUn8s2Q9A/yelp-and-its-local-mobile-strategy-2013-9

bii_YelpMobile_cotdYelp has become the bellwether for a location-based service, as well as the huge opportunity in local-mobile marketing.

It’s also often mentioned in connection with social-local-mobile strategies, sometimes known as SoLoMo.

Consumers also use the Yelp app as an integral step in the local purchase cycle. 93% of U.S. Yelp users in a recent Nielsen study said they at least occasionally make a purchase from a local business after using Yelp.

At BI IntelligenceBusiness Insider’s paid subscription service, we recently analyzed over 20 datasets culled from a variety of sources to probe the viability of mobile and social media as loca! l commer ce and retail-drivers. We published our insights in two recent reports, “A Guide to Local-Mobile Marketing: The Best Strategies And Tactics For Leveraging Local Data,” and “How Location-Based Data Is Transforming The Entire Mobile Industry.”

Subscribers also gain access to over 100 in-depth reports and hundreds of charts and datasets on mobile, social, and their impact across industries, including retail.

Local-mobile strategies are certainly working for Yelp, and the businesses that advertise on Yelp’s app and mobile site. Local advertisements on mobile devices constituted 40% of Yelp’s overall local ad inventory in the last quarter for which data’s available. That’s up from 25% just two quarters ago.

In the same period, Yelp’s mobile user base climbed to 10.4 million. Yelp is now in fierce competition with Google’s local services, as well as FourSquare, which is trying to become a local recommendations engine.

Here’s a look at growth in Yelp’s local advertising share, charted against the growth in revenue from local advertising.

bii_YelpAds

Yelp’s mobile app users are engaged through local discovery and the ability to make on-the-! go reser vations and appointments. Some might even write reviews on their handheld devices. Yelp can harvest all that relevant user information while also pinpointing a user’s whereabouts.

As is the case with Google, the influx of mobile app users —  and the increase in local ad inventory on mobile  — have inflated Yelp’s overall local ad revenue.


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Tuesday, September 3rd, 2013 news No Comments

Who Doesn’t Use a Smartphone?

source: http://www.marketingcharts.com/wp/topics/elderly/who-doesnt-use-a-smartphone-36092/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Jumptap-Age-Distribution-Feature-Phone-Users-Aug2013Smartphone penetration stood at roughly 60% of the US mobile market in Q2, according to recent reports from comScore and Nielsen. That still leaves a sizable 40% chunk of the mobile market that hasn’t yet made the switch. So who is still using a feature phone? The demographics of the feature phone user are broken down in a new study [download page] released by Jumptap. As one might expect, the typical feature phone user tends to be older and come from a lower-income household.

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Thursday, August 22nd, 2013 news No Comments

Popular Shopping Activities Differ Significantly by Mobile Device

source: http://www.marketingcharts.com/wp/interactive/popular-shopping-activities-differ-significantly-by-mobile-device-35882/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Nielsen-Smartphone-Shopping-Activities-inQ1-Aug2013Recent data from comScore illustrated the types of items that are most commonly purchased by smartphone and tablet owners. New research from Nielsen gets in on the act, revealing the most common activities performed by mobile shoppers. While there are some predictable findings (such as smartphone owners more likely to perform on-the-go activities), it’s useful to see the various ways in which these devices are being leveraged during the shopping journey.

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Thursday, August 15th, 2013 news No Comments

drag2share: Facebook Reaches More Young Adults Daily Than Major TV Networks

source: http://feedproxy.google.com/~r/businessinsider/~3/toOpV1WPrn4/the-most-customer-oriented-brands-on-twitter-2013-8

bii facebook cable reach 1Facebook Reaches More Young Adults Daily Than Major TV Networks (BI Intelligence)
Facebook reaches more young adults in the U.S. on a daily basis than the television networks, according to a recent Nielsen study.


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Friday, August 9th, 2013 news No Comments

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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