Takeaway

‘99% Of Sales Come From People Who Don’t Interact With Ads’

Source: http://www.businessinsider.com/facebook-99-of-sales-come-from-people-who-dont-interact-with-ads-2012-10

facebook money

Facebook is trying to close the loop between ad exposure on the social network and real-life buying habits. 

For years, it has been difficult to prove that someone seeing an ad on Facebook (or anywhere else for that matter) became more likely to buy the product.

Brad Smallwood, Facebook’s director of Monetization Analytics, expanded on what the social network’s new partnership with Datalogix means for marketers at the IAB Mixx Conference during Advertising Week.

The partnership will allow Facebook clients to match user data with Datalogix sales data, and draw conclusions about whether ads on Facebook actually increased purchases. (Datalogix purchased data on 70 million American households.)

“The outcomes that happen in the grocery store, at the car dealership,” Smallwood said of the initiative that “for the first time ever that draws that elusive straight line from ad exposure to purchase.”

One overall takeaway from the data — which Smallwood said doesn’t identify consumers by name — is clear: Unless you’re dealing with a specific type of campaign (i.e. direct online sales) the answer isn’t direct response or clicks.

According to Smallwood, “99 percent of sales come from people who don’t interact with ads. They consume the message and then when they go to the store they purchase.”

Other important takeaways include:

  • Of Facebook’s study that measured 50 campaigns, 70 percent saw a 3x greater return on ad spend, and 49 percent saw a 5x or greater return on ad spend.
  • “Reach is a crucial driver,” Smallwood! said. A nd digital campaigns that managed to find the proper reach were 70 percent more effective at driving purchases than ROI.
  • Smallwood said that marketers see a 40 percent increase in ROI by finding the “optimal frequency point.” He compared finding the frequency “sweet spot” in social to other platforms: “In TV you don’t want to send 50 impressions to one person, but you also don’t want to send one.”

Although some privacy groups are asking the FTC to investigate whether this partnership violates consumers’ privacy, Smallwood portrayed the new initiative as a “move away from the models that don’t maximize.”

“We at Facebook are dedicated to help you understand stuff like that.”

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Monday, October 1st, 2012 news No Comments

Research Reveals That Tablets Are Used More Like PCs Than Like Smartphones

Source: https://intelligence.businessinsider.com/welcome

The Internet Advertising Bureau and ABI Research recently released a presentation about mobile activities and advertising. The data is the result of a survey of over 550 U.S. smartphone and tablet owners, which is not totally comprehensive but gives a pretty good window into consumer mobile behavior.

The biggest takeaway: tablets are much more like small personal computers than smartphones are. People use their tablets much more frequently at home, are more receptive to ads, and are more likely to buy big ticket items from them.

Here are some important insights from the report.

People with smartphones are connected to each other and the world all the time. Smartphone users frequently send email, view social networking sites, and surf the web even while they’re performing other tasks.

Rates of “companion TV activity” are high for both smartphones (almost 50%) and tablets (over 60%), confirming that they are being used as second (or third) screens. This could pave the way for interesting advertising and promotional scenarios.

Devices are used as a fun distraction at home. Gaming was one of the most popular activities on smartphones and tablets while users are engaged in “other home leisure activities.” 

ABI smartphone activities Tablet Activity

A slight majority of mobile device owners read the mobile editions of newspapers and magazines, but there are a surprisingly high numbers that still stick with print:

Mobile Print Consumption

Tablet use is more concentrated in the home, where users are probably more likely to watch videos, read, or shop. Less than half of tablet users employ their devices outside the home.

Mobile Device Use

Tablets are a far more desirable advertising platform than smartphones. A little under half of smartphone owners have never even come across an ad in the past 3 months, and tablet owners are more likely to encounter them on a frequent basis.

Frequency Of Ad Interactions

Tablet owners are much more likely to react to the ads they do see. For instance, tablet owners are more than twice as likely to make a purchase after seeing an ad than smartphone owners. 

Mobile Ad Reception 

Tablet owners spend more money on their devices too. Tablets owners are about twice as likely to spend anything at all and 50 percent more spent in excess of $20 a week than smartphone owners. 

Mobile Spending

Download the Excel spreadheet used to make the charts here→

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Tuesday, July 17th, 2012 news No Comments

Facebook Owns 95% Of Social Networking Time

Source: http://www.businessinsider.com/chart-of-the-day-facebook-owns-95-of-social-networking-time-2011-12


Facebook accounts for 95% of social networking time on the web in the U.S. according to an analysis of comScore data provided to us by web publisher Ben Elowitz of Wetpaint.

(We would think this holds for mobile, but it’s possible Twitter has more of a hold there than on the desktop.)

Elowitz’s takeaway from the data: “There’s now no question that ‘social’ means ‘Facebook.'” And if you want to be in front of consumers, you have to figure out a way to be in their Facebook news feed.

This is important for Facebook, since it just announced plans to insert ads into users news feeds. If publishers agree with Elowitz, then it could be the big revenue generator Facebook needs to sustain itself for the next ten years.

chart of the day, minutes spent on social newtworking sites, dec 20 2011

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Tuesday, December 20th, 2011 news No Comments

Sony’s New Point-and-Shoot Press Shots, Brought To You By a Canon Camera

Source: http://gizmodo.com/5582621/sonys-new-point+and+shoot-press-shots-brought-to-you-by-a-canon-camera

Sony's New Point-and-Shoot Press Shots, Brought To You By a Canon CameraLook at this pleasant tableau: two square-jawed gentlemen and one of their attractive lady friends enjoying a brand new Sony point-and-shoot. And so beautifully photographed! (By a Canon 5D Mark II.)

OK, ok, it’s not that damning—did anyone really think that companies exclusively used their own products?—but it’s hard not to be amused by this little bit of EXIF sleuthing that popped up over at Photography Bay. Basically, all the shots Sony sent out this morning of handsome people enjoying their new Cyber-shot cameras were taken with a Canon 5D Mark II.

Sony's New Point-and-Shoot Press Shots, Brought To You By a Canon Camera

The takeaway here? Life looks pretty swell when you’re using a Sony camera. Especially when someone’s shooting you using that camera with a much more expensive Canon camera. [Photography Bay]

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Friday, July 9th, 2010 news No Comments

Source: http://feeds.gawker.com/~r/gizmodo/full/~3/2nqSfouIN8s/one-third-of-us-11+year+olds-have-cellphones

More kids are getting mobile phones: Last year, more than 35% of U.S. children ages 10-11 had cellphones, almost double the amount in 2005, according to Mediamark data, via eMarketer. And more than 5% of 6-7-year-olds had cellphones last year.

Takeaway: The audience for kids-focused mobile content, apps, and advertising is growing rapidly.

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Tuesday, January 19th, 2010 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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