percentages

Canada’s Web Users Grin and Bear Loss of Online Privacy – eMarketer

source: http://www.emarketer.com/Article/Canadas-Web-Users-Grin-Bear-Loss-of-Online-Privacy/1010233

They’re not so willing when it comes to giving up privacy to retailers

Most internet users in Canada assume conducting virtually any activity online—from participating on social media to sending an email to making a purchase—will result in a loss of privacy. But it doesn’t deter them from their digital habits.

In the aftermath of public revelations that the US National Security Agency has been monitoring normal online activities for many US residents, the Canadian Internet Registration Authority (CIRA) commissioned Ipsos Reid to query web users in Canada about their assumptions about privacy online. And the July 2013 survey found a strong tendency among respondents to assume little such privacy existed.

Women were more likely than men to agree that they lost their privacy when they went online, as were older internet users compared to younger ones. And respondents in Quebec were significantly less likely than those in any other province to believe they lost their privacy when they went online.

Overall, 55% of internet users reported being OK with that tradeoff—and the percentages were higher among those who were heavy users of social media, as well as among those who generally agreed that government monitoring of email was generally acceptable. But that doesn’t mean they were equally happy to lose their privacy to advertisers or merchants. While 59% of respondents thought it was acceptable to trade privacy for security, just 20% said they would exchange privacy for retail purposes.

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Friday, September 20th, 2013 news No Comments

Marketers Put More Work in the Hands of In-House Agencies

source: http://www.emarketer.com/Article/Marketers-Put-More-Work-Hands-of-In-House-Agencies/1010228

Cost-cutting drives changes

A growing contingent of client-side marketers are turning to in-house agencies to take more ownership of their advertising and marketing strategy.

According to an Association of National Advertisers (ANA) survey, 58% of US client-side marketers said their company used an in-house agency this year, compared to only 42% who five years earlier said the same. And 56% of respondents said in May 2013 that in the past three years, they had moved at least some established business previously handled by an external agency to their in-house agency.

Magazine advertising, social media, online display advertising and search engine marketing were the services most commonly handled by an in-house agency, according to the study. The proliferation of digital marketing channels may be convincing companies to move more marketing in-house, so they can be more responsive and create a full breadth of material at lower cost. Still, only small percentages of in-house agencies handled most of these services, indicating that much work still sits squarely with external agencies.

Traditional TV and radio advertising were the least likely formats to be handled in-house.

Marketers cited cost savings as the most significant advantage of bringing agency work in-house in 2008. This year, it remained the top advantage, however one cited by far fewer respondents.

Five years earlier, more than half of marketers saw cost efficiencies as an in-house agency’s primary advantage, whereas in! 2013, that figure had dropped to 35%. Other factors instead took on greater precedence: 19% of marketers cited brand expertise, as well as institutional knowledge and the added benefit of a team dedicated to the company or brand. This indicates that marketers have become more satisfied by the quality of work created by in-house agencies.

But the disadvantages also stacked up. Forty-five percent of the survey respondents said it would not be as easy to stay on top of key trends with an in-house agency. That was more than the percentage of marketers who saw this as a challenge in 2008, and suggests that digital channels amplify the importance of understanding the latest marketing opportunities. Creative innovation was also seen as more lacking when agencies moved in-house, along with limited skill sets among the staff.

The digital marketing age seems to be forcing marketers to navigate between two competing impulses—the need to produce more marketing than ever before across ever-proliferating channels is making in-house agencies particularly attractive. But the skills needed to effectively leverage and communicate via these channels are still often seen as best handled by agencies fully dedicated to the advertising and marketing space.

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Thursday, September 19th, 2013 news No Comments

US Total, Digital Ad Spend See Solid Expansion

source: http://www.emarketer.com/Article/US-Total-Digital-Ad-Spend-See-Solid-Expansion/1010217

AT&T tops L’Oréal as second-place advertiser

For the first half of 2013, Kantar Media estimated that the total US ad spend market rose 2.0%, compared with the same period one year earlier. But Q2 2013 was notable for an even faster rate of increase, at 3.5% over Q2 2012, suggesting that the ad spend market may be gaining some momentum.

TV ad spend expanded even faster than digital display spend in Q2 2013, growing 6.4%, vs. 4.1% for digital display. Big winners among the TV segments included cable TV, which jumped up 10.1% in H1 2013 over that period in 2012, and Spanish-language TV, which grew 9.4%.

For H1 2013, digital display ads saw a 5.3% increase. But this estimate excludes video and mobile ads, two digital formats that are seeing among the biggest bumps in investment, suggesting that total digital spending rose by significantly more than the figure cited for display only.

Retail remained the top spending ad category, but growth in Q2 2013 was minimal compared to a year prior, at only 0.1%. The telecom industry grew fastest, at a 19.5% rate, and restaurants and insurance also grew ad spend by double-digit percentages.

As for which companies were shelling out the most cash for ads, Procter & Gamble was the top spender, putting up $804.8 million in Q2 2013, and it was also No. 2 for growth, increasing outlays over Q2 2012 by 35.3%. Only Pfizer, the No. 10 advertiser, increased spending by a greater 54.0%. AT&T made a significant ad investment in Q2, upping spending by 33.2% to become the No. 2 advertiser in the US, edging out L’Oréal, whi! ch was No. 2 a year earlier. L’Oréal increased spending by a relatively meager 4.6% in Q2 2013 over Q2 2012.

eMarketer estimates that total US ad spending will grow 3.6% this year, which is in keeping with Kantar’s estimate of Q2 performance, but ahead of its half-year projections. eMarketer’s inclusion of all digital formats may account for some of this difference in spending estimates. Kantar put total ad spending for the year at $68.9 billion. eMarketer expects full-year 2013 ad spending to reach $171.0 billion.

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Monday, September 16th, 2013 news No Comments

Just How Popular Is YouTube? – eMarketer

source: http://www.emarketer.com/Article/Just-How-Popular-YouTube/1009787

Facebook is the No. 2 online video property, but doesn’t hold a candle to YouTube’s dominance

When most users think of digital video, they most commonly think of YouTube. And it’s no coincidence, given the dominance of the video platform, that visits to YouTube trump those of any other video platform.

A study by AYTM Market Research examines just how popular YouTube is as a platform—and to what degree users consume YouTube content. The study showed that the vast majority of US internet users (about 60%) visited YouTube at least once a week in March 2013. Out of that percentage, 22% visited YouTube every day, and nearly 30% visited YouTube a few times per week.

Perhaps most striking are the low percentages of internet users who rarely or never visit YouTube. Only 14% of internet users surveyed reported “rarely” visiting the platform, and only 9% never did so.

To put YouTube’s popularity into perspective, AYTM also looked at the frequency of internet users watching videos on sites other than YouTube. Thirty-seven percent said they rarely watched on a site other than YouTube—11% said they never did.

Although 16% watched on sites other than YouTube a few times per month, and 27% watched more than a few times per week, the amount of video consumed is likely dramatically lower than on Google properties. According to comScore data from December 2012, Google sites made up the vast majority of online vid! eo viewership in the US in terms of unique viewers, videos viewed and time spent per viewer. The No. 2 video property, Facebook, was dramatically lower in terms of unique viewers, videos and average time spent per viewer.

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Thursday, August 22nd, 2013 news No Comments

Mobile, Social See Biggest Digital Ad Spend Bumps

Source: http://www.emarketer.com/Article/Mobile-Social-See-Biggest-Digital-Ad-Spend-Bumps/1009926

Three of the hottest digital formats—mobile, social and video—will see the greatest percentages of US marketers upping their investments. Marketers are still more likely to treat digital marketing as a direct response tool, compared with offline marketing.

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Saturday, June 1st, 2013 digital 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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