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US Local Mobile Ad Spending Will Overtake National Mobile Outlays In 2018


Local mobile ad spending in the U.S. is about to take off.

  • By 2018, local mobile ad spending in the U.S. will comprise 52% of all mobile ad spending, according to a forecast from BIA/Kelsey. Local spend will hit $15.74 billion in 2018, compared to $14.56 billion in national spend. BIA/Kelsey defines local mobile ads as ads that are geotargeted.
  • Local spend growth will far outpace that of national spend. In the five years between 2013 and 2018, local spend is expected to grow by an average 40% per year, compared to 27% average annual growth for national spend.
  • Local search will continue to comprise the largest share of local mobile ad spend, but its share will decline. Search made up 62% of local spend in 2013 but will only make up 50% in 2018.
  • Native-social local mobile ad formats will grow at the fastest rate, and will pass local display spending in 2018. Native social ad spend is expected to grow 81% per year on average from 2013 to 2018 and will make up 22% of local spend in 2018. Native social ads refer to ads on social networks that display as regular posts or messages.

The shift to local ad spending will actually be driven primarily by national brands looking to incorporate more location-based initiatives in their ad campaigns, according to BIA/Kelsey. Many are utilizing click-to-call ads, click-to-map, and more generic geotargeted ads for their local branches.

A big reason why analysts are so bullish on local native-social ads on mobile is because of Facebook’s and Twitter’s growing interest in leveraging location-based data. Of course, Facebook and Twitter are among the two largest mobile-social networks; mobile makes up 77% of Facebook’s audience and 76% of Twitter’s.

Twitter recently tested a click-to-call button on local ads for certain brands, with the end goal being to get users to engage more frequently with Twitter’s advertisers. Click-to-call is a highly effective mobile ad format made popular by Google Maps and Yelp.

In addition, Facebook recently incorporated a new feature that will allow users to share where they are traveling to. The effort should help Facebook gather more location-based data on users, which will allow the network to display more in-feed ads and sponsored stories from the local businesses in the area where users are traveling to.

Click here to download the chart and data ! in Excel


Here is a look at how each local mobile ad format will perform into 2018.


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Thursday, April 17th, 2014 news No Comments

drag2share: Most People On Twitter Don’t Actually Tweet (TWTR)


So this user thing is basically the No.1 problem that Costolo is working to solve right now.

Here’s how bad that problem is, according to Twopcharts, a company that tracks Twitter metrics:

  • There are 982 million registered accounts.
  • But there are only 241 million monthly active users, the most meaningful metric for users.
  • That suggests 741 accounts have been abandoned.
  • Only 83.4 million tweet more than once per day.
  • At least 419 million users’ most recent tweet was more than a month ago.

The slightly scary takeaway here is that after you put that altogether, you’re left with the conclusion that most people who have opened accounts on Twitter don’t use Twitter.

They don’t even tweet.

Listening, of course, is a thing. A lot of people use Twitter as a news feed and simply watch the tweets go by without engaging. But that kind of passive behavior is no good when you’re a company whose business model is dependent on user engagement.

Twitter is experimenting with a bunch of new stuff to make it easier for new users to get started, and to make it easier to use Twitter for everyone else. Even experienced users often find the user architecture at Twitter confusing (what’s the difference between “mentions” and “notifications”)? So Twitter has experimented with getting rid of its clunky nomenclature, such as “retweet,” and the @ symbol.

Here’s Twopcharts’ latest set of stats:

twopcharts twitter users

drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Friday, April 11th, 2014 news No Comments

drag2share: Pinterest Is The Most Mobile-Centric Among The Top US Social Networks


Americans now spend the lion’s share of their social media time on smartphones and tablets, with desktop PCs channeling only a narrow slice of time-spend, according to the latest comScore data.

In fact, there is a surprisingly strong skew toward mobile on several of the top properties. 

  • Perhaps most surprisingly, 92% of the time spent on Pinterest by U.S. adults was through mobile devices in December of last year. We suspect most of this usage originates with tablets, since separate studies have shown that Pinterest dominates social sharing activity on the iPad
  • Twitter saw 86% of users’ time-spend on the network originate from mobile devices.
  • Sixty-eight percent of users’ time spent on Facebook was on smartphones and tablets. 
  • Tumblr saw nearly half of user time-spend on the site channeled by mobile devices, while LinkedIn remains a desktop-centric social network. User time-spend was only 26% mobile.
  • Snapchat and Vine are mobile apps and the desktop is mostly irrelevant to their strategies. Google Plus was not included in comScore’s comparison. 

For executives at Twitter, Pinterest, and Facebook, these numbers confirm that their investment in apps and mobile have paid off. 

For LinkedIn and Yahoo-owned Tumblr, these numbers might signal a need to bolster their mobile strategies.

LinkedIn executives recently said that 41% of its users globally already visit the site on mobile devices, so these U.S. mobile time-spend figures are a bit disappointing. 

Click here to download the charts and data in Excel


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Wednesday, April 9th, 2014 news No Comments

drag2share: Hacked Twitter Accounts Can Be More Valuable Than Stolen Credit Cards


Hacked Twitter Accounts Can Be More Valuable Than Stolen Credit Cards

Hackers operate by the same rules of economics as we all do. Thanks to a high profile breach like Target’s , a glut of stolen credit cards has made them cheap cheap cheap. So you know what’s a more valuable target these days? Your Twitter account.

drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)


Friday, March 28th, 2014 news No Comments

drag2share: Twitter Users Want A More Relevant, Streamlined Experience


Slowing user growth at Twitter has the social network scrambling to make the service more appealing to users new and old. Twitter should start by streamlining the service, and doing a better job of allowing for photo- and video-sharing, according to recent survey data. 

Former Twitter users reported that the top factor that would encourage them to return to the service was “better sorting and filtering tools with less clutter.” This was the top response by a wide margin, cited by 80% of former Twitter users in the Deutsche Bank survey of some 1,100 Internet users (a subset were former and existing Twitter users.) The survey was conducted in March 2014. 

The next most popular response, at 67%, was former users saying they’d consider coming back to Twitter if more of their friends joined the service.

Click here to download the charts and data in Excel.

Twitter Functionality Former Users

Since getting friends to join up presents a chicken-and-the-egg problem for Twitter, we expect Twitter to work especially hard in coming months to make the site and app easier to manage and navigate.

Already Twitter has made moves on this front, trying to b! etter or ganize conversations so that users don’t feel like they’ve walked into a discussion they don’t understand.

The impetus to improve these features isn’t just coming from former users.

Twitter has a devoted base of users, as the survey showed. Over half of Twitter users reported signing in at least once a day. But even current users expressed a similar desire for changes that would make Twitter more manageable.

The highest percentage of existing users (35%) said the tweak they were most interested in was tweets sorted by relevancy. This echoes the desire of former users for more filtering to help them avoid non-relevant tweets. 

Twitter Functionality Users

While Twitter’s appeal and unique value may be based on its lack of an algorithm that privileges certain posts over others, the stream has clearly become too expansive for many users. 

For its part, Deutsche Bank expressed optimism regarding Twitter’s overall outlook saying, “We don’t know when Twitter’s MAU [Monthly Active Users] growth could accelerate, but we know the company is laser focused on this effort, and it’s not the most challenging problem we’ve seen facing a consumer Internet company.”

drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Wednesday, March 26th, 2014 news No Comments

Global Marketers Say Lead Gen A Bigger Social Ad Objective Than Branding


Econsultancy-Main-Objectives-for-Paid-Digital-Media-Sept2013More companies cite lead generation (37%) than branding (27%) as their main social media advertising objective, according to [download page] a new study from Econsultancy in association with Adobe. The survey – of company marketers around the world, but primarily from Europe – indicates that fewer respondents are looking to increase traffic (18%) or drive direct online sales (18%) from their social media advertising efforts.

The results mark somewhat of a departure from recent studies which have suggested more of a branding focus from social media ad buys (see here and here).

Lead generation is also the primary objective for a plurality (37%) of in-house marketers engaged in online display advertising, although direct online sales (26%) is their second-biggest objective. When it comes to paid search, direct online sales (40%) counts as the primary objective, followed closely by lead gen (38%).

The bulk of social advertising dollars are being spent on Facebook, per the report. Client-side respondents indicate that they’re allocating 41% of their social ad budgets to the platform, compared to 18% for LinkedIn, 17% for Twitter, and 24% to other networks. Agency respondents estimate that an even greater 53% of their clients’ social ad budgets are being directed to Facebook.

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Monday, March 24th, 2014 news No Comments

Brands Using Twitter Primarily to Boost Awareness; Sales an Afterthought



Those results mostly align with recent research from Ad Age, which found that brands advertising on Twitter were chiefly doing so to increase brand awareness rather than to generate leads or sales.

While the Ad Age study measured the objectives of paid advertising on Twitter – rather than marketing – the two studies’ results indicate that the platform is mainly being used for branding efforts. That’s in contrast to a recent study from Econsultancy and Adobe, which found that among global digital marketers, social media ad buys had evolved beyond branding goals to lead generation objectives.

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Monday, March 24th, 2014 news No Comments

More Data Suggests Social Traffic From Polyvore Spends the Most



Its AOV of $66.75 was ahead of others such as Pinterest ($58.95), Facebook ($55) and Twitter ($46.29).

There is a big caveat to the data – due to its fractional share of total visitors to Shopify’s clients, the average order value for Polyvore visitors comes from just 436 orders, an extremely small dataset. Nevertheless, the results align with a study released last year by RichRelevance, which used a much larger dataset in determining that visitors from Polyvore had a much higher AOV than those referred by other social networks.

Most of the other results from the two datasets differed in relative terms. For example, RichRelevance data showed Polyvore driving more shopping sessions than Pinterest and Twitter, a result not shared by Shopify’s clients. So while the results are certainly not conclusive, the convergence in results for AOV are at least interesting and food for thought.

Some ! other fi ndings from Shopify’s analysis:

  • Facebook’s 1.85% average conversion rate outpaced all others by a considerable margin, with Vimeo (1.16%), YouTube (1.16%) and Instagram (1.08%) the only others to crack the 1% margin (bear in mind that absolute figures are less relevant here than comparative analyses.);
  • Clients saw rapid growth in orders last year from Reddit (+152%) and Facebook (+129%);
  • Facebook accounted for 85% share of orders from social media overall, but other platforms were significant also in some particular industries, such as YouTube for automotive (26% share of orders) and Reddit for electronics and appliances (31% share).

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Tuesday, March 18th, 2014 news No Comments

Top Challenges Faced by Brands Marketing on Twitter



    Source: Social Media Marketing University

      Notes: While measuring ROI is a challenge, 65% of those surveyed agree that Twitter is an effective marketing tool. Still, close to one-third are undecided.

        About the Data: Based on a survey conducted March 1-12 among 1,112 US respondents using Twitter as a marketing tool.

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        Tuesday, March 18th, 2014 news No Comments

        Which of Twitter



        Overall, photos averaged a 35% boost in retweets across the 5 areas examined – TV, news, music, government and politics, and sports – followed by videos, which averaged a 28% increase. The three remaining “hard features” were more closely grouped: those with quotes averaged 19% more retweets, while those with a number saw 17% more retweets and those with hashtags a 16% increase.


        Friday, March 14th, 2014 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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