Apr 17, 2013
Good morning, AdLand. Here’s what you need to know today:
A new study [pdf] by the Internet Advertising Bureau (IAB) and Nielsen, supported financially by Microsoft Advertising and Yahoo, argues that shifting ad budgets from TV to online video can enhance campaign reach at lower cost. The study examined 18 real TV schedules across key advertiser verticals, finding that a 15% reallocation of TV-only budgets [...]
Phishing emails often pose as being sent by major league sites rather than princes from far-flung countries, but Twitter’s implemented a new measure to stamp out phonies that borrow its name. Costolo and Co. announced that, earlier this month, they began leveraging a tech called DMARC that establishes a way for email providers to authenticate senders and reject messages penned by impostors. While the DMARC specification does need support from e-mail services, outfits including AOL (which happens to be our parent company), Gmail, Hotmail / Outlook and Yahoo already make use of it. According to Twitter, it’s now “extremely unlikely” that the majority of their users will receive emails masquerading as being sent from a Twitter.com address. We’re sorry to disappoint, but it looks like you’ll have to get your fix of foreign lottery notices from somewhere else.
Filed under: Internet
Source: Twitter Blog
A couple weeks ago, Marissa Mayer surprised a lot of people in the industry when the company she runs now, Yahoo, announced plans to outsource some of its ad sales to the company that made her famous and she quit in July, Google.
In a note on its corporate blog, Yahoo said it had signed “a global, non-exclusive agreement with Google to display ads on various Yahoo! properties and certain co-branded sites using Google’s AdSense for Content and Google’s AdMob services.”
The news was surprising for a couple reasons.
- When Mayer quit Google in July for the job at Yahoo, she didn’t do it in the friendliest way.
Social network Pinterest now refers more users to websites than either Twitter or Yahoo!, according to new figures.
The figures, released by social sharing widget provider Shareaholic, reveals that 1.84% of users to websites using its tools were sent from Pinterest, which has now overtaken Yahoo! (1.37% of visitors), Bing (1.03%), StumbleUpon (0.97%) and Twitter (0.80%) as a source of visitors.
However, Pinterest remains significantly behind Google (41.28%), direct traffic (20.03%) and Facebook (5.9%) as a source of traffic.
The figures were drawn by examining traffic sources from 200,000 websites using Shareaholic’s web tools.
UPDATED Feb 12, 2013
Search engines still dwarf email and social media as an e-commerce traffic driver. 32% of e-commerce site visits in Q4 came from search, compared to 4.3% from email and just 1.9% from social media. In fact, Q4 marked the third consecutive quarter that social media’s influence waned.
Traffic from search engines also tends to have a larger average order value (AOV) than the other sources analyzed by Monetate. In Q4, AOV from search was $97.54, about 9% higher than from email ($89.64) and roughly 40% higher than from social ($69.46).
About the Data: Monetate’s E-commerce Quarterly analyzes a random sample of over 100 million online shopping experiences using “same store” data across each calendar quarter. Averages throughout the EQ are calculated across the entire sample. Key performance indicators, such as average order value and conversion rate, will vary by industry/market type. These averages are published only to support the analysis in each release of the EQ, and are not intended to be benchmarks for any e-commerce business.
Blogging platform Tumblr is very popular. According to Comcore, it had almost 100 million worldwide visitors in December. What’s particularly impressive about that huge number is that Tumblr only has 145 employees. That means it has nearly 700,000 visitors per employee. That’s way more than Facebook, Google, or Yahoo.
It’s an incredibly lean company.
Check out this chart from Goldman Sachs (which we hear is working with Yahoo on strategy):
Another reason why Yahoo needs mobile help is that it depends on traffic to its Webpages from home PCs, and those are being replaced by tablets.
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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