Pulling data from thousands of campaigns and almost 300 billion impressions across a mix of advertisers and publishers, comScore says that 54% of ads are not in-view, according to a presentation given by VP of Marketing and Insights, Andrew Lipsman, at the Advertising Research Foundation conference (first reported by AdAge here). That’s significantly worse than figures released by comScore last year, which estimated 31% of impressions to be not in-view. The latest figures are more representative of reality, whereas the earlier ones are more of a “best-case scenario,” according to Lipsman.
publishers
CPMs Hold Strong as the Standard for Digital Ad Measurement – eMarketer
source: http://www.emarketer.com/Article/CPMs-Hold-Strong-Standard-Digital-Ad-Measurement/1010302
Though all of these value-adds justify the command for higher CPMs called for by publishers offering native advertising opportunities, the greater focus on engagement might have brands calling for pricing that follows suit. One such model is CPE, which native ad providers such as YouTube and Twitter offer. Such a pricing structure is a direct reflection of the metric an Online Publishers Association (OPA) and Radar Research study found the majority of US marketers used to measure native advertising: engagement.
Different Definitions of Native Advertising
source: http://www.emarketer.com/Article/How-Native-Ad-Campaigns-Shaping-Up/1010064
But even as more publishers roll out native advertising, there is still variation in how they think about and begin to define the new ad products. Nearly all publishers attested to the most essential definition of native advertising as “integration into the design of the publisher’s site and [an ad that] lives on the same domain.” And nearly nine out of 10 also said that native advertising was “content produced in conjunction with the advertiser, or by the advertiser, that runs within the editorial stream.” A slightly lesser 79% believed native advertising must be clearly delineated and labeled as such.
These may be crystallizing as the central tenets of native advertising.
Variety of Sign-In Options Still Key for Social Logins – eMarketer
source: http://www.emarketer.com/Article/Variety-of-Sign-In-Options-Still-Key-Social-Logins/1010067
As has long been the case, the type of site being accessed has an effect on user preferences. Facebook has the strongest hold when it comes to sign-ins on gaming and entertainment sites (64% of the total in Q2 2013), music sites (61%) and retail sites (59%).
Despite Facebook’s rising popularity for social sign-in functions, however, publishers and retailers would be wise to note that its takeover is far from complete. Significant chunks of every audience still prefer to sign in with an ID from Google, Yahoo! or some other site—and since a large part of the draw of social sign-in is its convenience, users still need these options to be satisfied.
drag2share: CHART: How Tablets Are Driving A Huge Explosion In Mobile Video
Mobile video has begun to accumulate scale, and has also turned out to be one of the few types of mobile content — along with games — that monetizes reliably and drives premium ad rates.
That’s reflected in the much higher prices that mobile publishers can command for mobile video ads, compared to standard mobile formats like banners. eMarketer estimates mobile video will account for $520 million in ad spending in the U.S. this year, or 13% of the digital video ad market.
In a recent report, BI Intelligence breaks down the mobile video ecosystem, analyzing the behavior and devices behind the growth in consumption, and examining the demographics and behavior of mobile video consumers.
We specifically detail how mobile video monetization is booming, and look at the new video ecosystem that is taki! ng shape , with tablets — rather than television — at the center.
Access The Full Report And Data By Signing Up For A Free Trial Today >>
Take look at this chart from our report:
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Here are some additional key points about tablet video habits:
- Video is one of the main reasons people use tablets: Two video-related activities — playing videos and sharing them — are among the top ten favorite things to do for tablet users. For smartphone users, neither activity cracks the top-10 list.
- Tablet owners are far more likely than the average U.S. consumer: to disconnect their pay TV subscriptions: and! use alt ernative streaming and download services like Hulu, Apple TV, iTunes, Netflix, and Google TV.
- Tablet users tend to have higher conversion rates than those on smartphones. This has already been borne out in the context of search ads and e-commerce, and the touchable surfaces and larger screens suggest that tablet video ads would enjoy the same benefit.
- Among younger viewers in the U.S., millennials aged 14 to 23: tablets are nearly as popular for watching TV shows as Blu-rays or DVDs. Twenty-five percent of respondents in this age group say they watch TV shows on tablets everyday or weekly, compared to 24 percent who do so on DVD or Blu-ray,
54% of Online Ads Aren’t Viewed – comScore
by MarketingCharts staff
Hearst starts publishing iPad magazines days before print editions
Source: http://www.engadget.com/2013/01/18/hearst-starts-publishing-ipad-magazines-days-before-print/
Magazine publishers have more directly embraced tablets over more than a year as it became clearer that they were boosting the bottom line. We may be witnessing a watershed moment today, however. Hearst has started publishing issues for 22 of its magazines in the iOS Newsstand days before their print equivalents hit the racks — that we can tell, the first time a major magazine producer has given tablets an early lead. While the full terms aren’t public, Apple has confirmed to AllThingsD that other publishers are welcome to take the same route, and it mentions in the App Store that other online stores don’t have the same privilege. The early access has clear competitive benefits for both Apple and Hearst, which get customers to flock away from competing e-bookstores and publications, but it’s also a sign of Hearst’s confidence in the tablet as a medium: much like movie studios, it’s betting that digital is strong enough to stand on its own.
Via: AllThingsD, TechCrunch
Source: App Store
When People Use Mobile Devices (AAPL, GOOG, MSFT)
Source: http://www.businessinsider.com/chart-of-the-day-mobile-and-pc-content-2012-9
Ad company Kontera tracked data from 15,000 publishers to find out when people are using their PC versus iPhones, Android phones, and tablets, which are lumped as “mobile” in the chart below.
This chart shows for each hour of the day what percentage of total mobile and PC content is consumed. As you can see, mobile usage is strongest from 6 PM to midnight. PC usage is strongest from 11 AM to 5 PM.
What this tells us is that people are using PCs at work, and mobile gadgets at home. Sort of a duh, right? Maybe, but it suggests a big shift in what “personal computing” really means. If we’re doing mobile computing largely during our personal time, which is when we’re out of work, it means people are more likely to buy tablets than traditional PCs in the future.
Follow the Chart Of The Day on Twitter: @chartoftheday
When People Use Mobile Devices (AAPL, GOOG, MSFT)
Source: http://www.businessinsider.com/chart-of-the-day-mobile-and-pc-content-2012-9
Ad company Kontera tracked data from 15,000 publishers to find out when people are using their PC versus iPhones, Android phones, and tablets, which are lumped as “mobile” in the chart below.
This chart shows for each hour of the day what percentage of total mobile and PC content is consumed. As you can see, mobile usage is strongest from 6 PM to midnight. PC usage is strongest from 11 AM to 5 PM.
What this tells us is that people are using PCs at work, and mobile gadgets at home. Sort of a duh, right? Maybe, but it suggests a big shift in what “personal computing” really means. If we’re doing mobile computing largely during our personal time, which is when we’re out of work, it means people are more likely to buy tablets than traditional PCs in the future.
Follow the Chart Of The Day on Twitter: @chartoftheday
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Young Women Are The Most Valuable Mobile Ad Demographic
Source: http://www.businessinsider.com/young-women-are-most-valuable-mobile-ad-demographic-2012-2
Business Insider Intelligence is a new research and analysis service for real-time insight and intelligence about the Internet industry. The product is currently in beta. For more information, and to sign up for a free 30-day trial, click here.
Data is starting to trickle in and shape our understanding of the nascent mobile ad market. According to data from Flurry Analytics, 25- to 34-year-old females are the most valuable demographic for advertisers and publishers (as measured by the underlying click-through and conversion rates).
This is not surprising: Young people have adopted smartphones at a much higher rate than their parents. However, mobile CPMs will eventually even out as penetration picks up amongst older age groups. Furthermore, women should be more valuable because they historically have controlled household expenses and there is some evidence that they use smartphones more than men while shopping.
Finally, the eCPMs strike us as pretty high—even as smartphone usage has exploded, demand seems to have held up.
Feedback? Questions? Send us an email
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See Also:
- Smartphone Sales Will Reach Nearly 1.6 Billion Units By 2016
- Here’s What Retail Customers Are Actually Doing With Their Smartphones
- Online Video Advertising Takes Off
A Leak From The USA TODAY Shows How The Kindle Fire Is Blowing Away Other Android Tablets (AMZN, APPL)
Here’s an interesting look at how the platform wars are playing out across smartphones and tablets.
GeekWire landed an internal slide from USA Today that lists how many times its application has been downloaded. USA Today has a wider, more geographically diverse readership than most other newspapers, giving us insights into the ecosystem that we might not get from the typical measurement companies.
If USA Today’s internal statistics are any indication, the Kindle Fire is blowing other Android tablets out of the water. The slide shows 260,000 downloads of its app for Kindle Fire compared with only 130,000 for other Android tablets. That’s a two-to-one ratio.
The Kindle Fire still trails the iPad by some ~2.6 million downloads, but that’s unsurprising. What’s more impressive is how much headway the Kindle Fire has made in the short time since its release.
Further, you can see that the iPhone app is still beating the Android app in downloads. And Windows Phone has a lot of work to do.
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Join the conversation about this story »
See Also:
- iPad Magazine App Zite Reportedly Selling For $20-$25 Million To CNN
- The NBC iPad App Finally Supports Streaming For Full Episodes
- Magazine Publishers Are Basically Just Stealing Cable’s Business Model For Their Tablet Plans
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