second quarter
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.
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.
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.
drag2share: Pinterest Still Drives Higher Value Orders On E-Commerce Sites Than Other Social Media
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.
Download the chart and data in Excel.
E-Commerce in Q2: Tablet Traffic as Valuable as Traffic From Computers
source: http://www.marketingcharts.com/wp/topics/e-commerce/e-commerce-in-q2-tablet-traffic-as-valuable-as-traffic-from-computers-36679/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
During the second quarter of the year, tablet traffic converted as well as traffic from traditional computers, while maintaining a similar average order value (AOV), according to [download page] the latest quarterly e-commerce report from Monetate. Tablet traffic converted at an average rate of 2.54%, on par with computers’ average rate of 2.56%, with smartphone conversion rates continuing to lag far behind at 0.96%, though that was an improvement from prior quarters. The three device types were more closely aligned in terms of average order values.
Computers led with an AOV of $115.74, compared to $113.15 for tablet tablets and $112.73 for smartphones.
[Editor’s note: Monetate’s previous report covering Q1 had found tablets converting at a higher rate than computers, while data from this latest report indicates that the opposite was true for Q1. The discrepancy owes to a different random sample of clients being used for each quarterly report.]
Among tablets, the iPad continued to boast the highest conversion rate (2.6%) during the second quarter, with Android (2%) also out ahead of the Kindle Fire (1.6%). The iPad also sported the highest average order value ($114.18), outpacing Android ($101.22) and Kindle Fire ($91.84).
The iPhone re-assumed the lead in conversion rates among smartphones, just exceeding 1%, and putting some distance between itself and Android (0.88%) and Windows (0.77%) phones. i! Phone tra! ffic also ended up with the highest average order value, of $114.45, followed closely by Windows ($112.36) and Android ($109.52).
All told, smartphones (9.7%) and tablets (12.4%) together accounted for more than 1 in 5 e-commerce visits during Q2, up from about 15% a year earlier. In the past year, tablets have overtaken smartphones in terms of e-commerce traffic share, with the gap between the devices steadily increasing.
The iPad continues to dominate tablet e-commerce traffic to the tune of 90.6% share, while the iPhone also retains its lead (62.7% share) of smartphone visits.
Most Mobile Video Ad Views Take Place on an Apple Device
source: http://www.marketingcharts.com/wp/interactive/most-mobile-video-ad-views-take-place-on-an-apple-device-36649/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Online video is gradually becoming more mobile, per results [download page] from the most recent quarterly FreeWheel report. During the second quarter of the year, 17.5% of US rights-managed online video views occurred on a mobile phone (13.2%) or tablet (4.3%), almost double the 9.2% from Q2 2012, but still a far cry from the 81.3% of views on a PC or Mac. Mobile phones and tablets continues to present a monetization challenge, according to the report, accounting for an undersized 8.6% of online video ad views. Most of those occur on an Apple device.
In fact, during Q2, 6.2% of total online video ad views tracked occurred on an Apple device, compared to 2.4% on an Android device. In other words, iOS devices accounted for more than 70% share of mobile and tablet video ad views. And while the share of total ad views has been rising on both platforms, Apple’s growth has been more rapid (up from 2.4% in Q2 2012) than Android’s (up from 1.3%).
Looking at the full spectrum of non-desktop video ad views (not limited to just mobile phones and tablets), Apple devices still control a majority 62% share, split between iPhones (28.6%), iPads (27.3%) and iPods (5.8%). Android phones (21.8%) and tablets (2.3%) comprise about one-quarter of non-desktop video ad views, with OTT devices (such as gaming consoles and Roku) picking up the remaining 13.2% share.
Interestingly, the study results suggest that screen size and viewing behavior correlate. That is, iPad and OTT devices tend to follow more of a TV-style viewing, with roughly 45% of ad views on these devices occurring during long-form content. The corresponding percentage for PC/Macs and mobile phones is about 20%.
B2B Print Ad Sales Continue Steady Decline in 2013
source: http://www.marketingcharts.com/wp/print/b2b-print-ad-sales-continue-steady-decline-in-2013-36675/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
The first third of the year proved to be a tough one for B2B print ad sales, per the latest Business Information Network (BIN) data from the Association of Business Media (ABM). After declining by 4.8% last year, total Q1 ad sales this year dropped by 6.2%, from $1.83 billion to $1.72 billion. The second quarter didn’t start much better, with sales falling by about 5.5% year-over-year.
Ad sales declined have been particularly pronounced in some industries. During the first quarter, for example, sales wer down by almost 20% year-over-year for the business, marketing and advertising (-19.97%), aviation, aerospace and military (19.75%) and electronic engineering (-19.62%) sectors. In fact, of the 22 sectors measured, only 7 posted increases. Only one sector – travel, business conventions and meetings – registered increases in ad sales throughout the first 4 months of the year.
Print continues to be one of the key B2B media and information revenue sources behind trade shows and events, but its contribution to overall revenues is declining. Last year, print accounted for 29% of revenues, down from 37% in 2008.
drag2share: CHART OF THE DAY: Phablet Shipments Are Exploding Across Asia, As Tablet Sales Stagnate
Phablets have experienced phenomenal growth in shipments across the Asia-Pacific region.
Shipments increased by an average of 88 percent quarter-on-quarter between year-end 2011 and June 30 of this year, according to IDC.
Much of the growth can be attributed to emerging markets like China and India where there is now high consumer demand for phablets, devices that straddle the line between tablet and mobile phone.
It may be a sign of the phablet’s cannibalization of the tablet market (much as tablets took the air out of the PC market.)
Low-cost phablet alternatives have also removed price barriers to device adoption.
In fact, the rise of low-cost phablets has ended Samsung’s dominance of this market. Samsung, maker of premium phablets like the Samsung Note, was responsible for 90 percent of phablet shipments in the fourth quarter of 2011, but the company’s share had shrunk to less than 50 percent by the second quarter of this year, according to IDC.
On average, low-cost phablets are priced at around $220, compared to $560 for Samsung devices.
IDC’s data excludes Japan but covers the entire Asia-Pacific region, including Australia, Korea, Malaysia, New Zealand, China and India. The research firm defines phablets as having a screen size of five to just under seven inches.
IDC groups phablets with tablets and laptop PCs into a market for “portable devices,” and in fact phablets are the only device category in the group that’s experiencing growth. Over the first half of this year, tablet shipments have decreased quarter-on-quarter, and laptop growth has been flat.
Strong Quarter for TV Propels US Ad Spend to a 3.5% Increase in Q2
source: http://www.marketingcharts.com/wp/television/strong-quarter-for-tv-propels-us-ad-spend-to-a-3-5-increase-in-q2-36545/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
US ad spending increased by 3.5% year-over-year in the second quarter of the year to reach $35.8 billion, dragging first-half expenditures up by 2% to $68.9 billion, per the latest figures from Kantar Media. TV’s 6.4% bump in spending buoyed the overall totals, with TV’s increase partly a result of NCAA Final Four basketball games being counted in the Q2 rather than Q1 figures. The researchers also note that the year-over-year gain is exaggerated by dampened spend in Q2 2012 as advertisers pulled back in advance of the Summer Olympics.
The total spending figures may actually underestimate growth, as Kantar’s online spending estimates only include display advertising, which the report says increased by 4.1% for the quarter. (Given the recent growth trajectory of online ad spending, it’s more likely that online ad spending growth was somewhere in the double digits.)
drag2share: CHART: Pinterest Has Exploded As An E-Commerce Player, Driving Nearly One-Fourth Of Social Commerce
It wasn’t so long ago that Twitter was thought to be a non-starter for retail, and many suspected Pinterest might not drive enough volume, but recent data has shown that they’re both driving significant e-commerce traffic.
During the second quarter of this year, Pinterest accounted for 23% of social-generated e-commerce sales and Twitter 22%. Facebook’s share was slightly higher, at 28%.
But a year ago the space looked extremely different. Pinterest was a blip, and accounted for just 2% of social commerce. Facebook dominated with a whopping 55% of social-mediated e-commerce sales.
At BI Intelligence, Business Insider’s paid subscription service, we recently analyzed over 15 datasets culled from a variety of sources to probe the viability of social media as a commerce and retail-driver. We published our insights in a recent report, “The New Art Of Social Commerce: How Brands And Retailers Are ! Converti ng Tweets, Pins, And Likes Into Sales.”
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.
This data was provided by AddShoppers, which relies on tracking code embedded on thousands of retailers’ websites worldwide to determine whether sales revenue can be attributed to a referral from a social media site.
In the grand scheme of things, social still represents a small source of direct e-commerce traffic. However, we know that social does play a very important role in multi-touch attribution, as 74% of consumers rely on social networks to guide their purchases, according to Gartner.
Native Mobile Ad Formats Seeing Strong Engagement Rates
An analysis of mobile expandable banner ad performance indicates that native mobile ad formats delivered an average expansion rate/click-through rate of 1.37% during the second quarter of this year, according to the latest quarterly report from Celtra. That compares favorably with benchmarks from other studies, which put the average click-through rate for standard mobile banner ads at 0.35% (Opera), desktop rich media ads at 0.14%, and standard desktop banner ads at 0.1% (MediaMind).
According to Celtra’s study, which was based on more than 100 mobile rich media campaigns running across a mix of different suppliers, native ad formats enjoyed an ad engagement rate of 39.1%, while social rich media ad formats sported an even higher engagement rate, of 55.2%.
Expansion rates for standard rich media ads appeared to grow alongside the quality of the media, rising from 0.36% for standard ad networks to 0.57% for premium ad networks and 0.73% for data-driven premium ad networks. Ad engagement rates did not follow the same pattern, though, highest on premium ad networks (162%) and lowest on data-driven networks (12.1%).
LinkedIn’s Massive Opportunity In The Social Recruiting Market
Source: https://intelligence.businessinsider.com/welcome
LinkedIn’s revenue from Talent Solutions is growing at a faster rate than Premium Subscriptions and Marketing Solutions, according to quarterly earnings.
Talent Solutions — which are hiring tools that LinkedIn sells to recruiters — accounted for 48% (or $58.6 million) of the company’s total revenue in the second quarter of 2011. In the second quarter of 2013, Talent Solutions brought in 56% (or $205.1 million) of total revenue.
For comparison, Marketing Solutions — which includes ad space sold by LinkedIn — accounted for 32% (or $38.6 million) of total revenue two years ago, but just 23.5% (or $85.6 million) today.
Meanwhile, Facebook just reported its best quarter yet in terms of ad revenue.
LinkedIn stated in one of its investor presentations that the addressable market size for worldwide talent acquisition and staffing services is $27 billion. Keep in mind, this number includes revenues from recruitment agencies, but if LinkedIn’s Talent Solutions become ubiquitous in that industry, it gives you a sense of the demand for social media-based recruiting tools.
Revenue generated from Premium Subscriptions has grown steadily, but has not fluctuated from its 20% stake in total revenue.
Download the chart and data in Excel.
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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