Monday, September 30, 2013

Content Takes a Notable Share of Marketer Budgets

Digital marketing has driven home the importance of content, as marketers strive to keep customers engaged and drive brand awareness. These were the top two benefits of content marketing, according to an August 2013 survey of marketers in North America from Unisphere Research. And marketers are certainly putting money behind that effort: 48% of respondents reported devoting at least 10% of their budget to content creation, with 19% of marketers allocating 25% or more.

That said, there are still holdouts among marketers who either do not think content is critical to their strategy or have not yet moved significant resources into the category. A notable 36% of marketers spent less than 10% of their budgets on content creation.

Improved performance seen as main benefit of real-time bidding

Our new Online Advertisers Survey Report asked 1,000 advertisers and publishers about the benefits of real-time bidding and found that more than half of advertisers see improved performance (62%) as the main advantage.

This was followed by reduced wastage (54%), lower cost per acquisition (53%) and better targeting capabilities (46%).

This is the third Online Advertising Survey Report, produced in association with advertising technology company Rubicon Project. 

What do you see as the advantages of real-time bidding?

Sunday, September 29, 2013

Mondelez opts for investment in social

Snack foods giant Mondelez has said that it plans to invest heavily in social marketing after running a campaign which resulted in the same purchase consideration as television but at one third of the cost.

Mondelez used Promoted Posts, daily posts, user feedback and user-generated content as part of its "Have a Fling" promotion for Cadbury's Creme Egg.

The result was that brand consideration on TV increased by 20% over three months, while the increase attributable to Facebook rose 18%.

Furthermore consumers exposed to both TV and Facebook were 66% more likely to purchase than the expected combined effect of both channels.

Saturday, September 28, 2013

M-commerce accounts for all online growth

New data from the IMRG and Capgemini shows that mobile devices now account for all online sales growth as the amount of sales through desktop computers has plateaued.

Though total online retail has averaged around 15% growth since Q1 2011 figures excluding mobile have actually seen a steady decline before flat-lining in Q2 2013.

The data also shows that 23% of all online retail sales in Q2 2013 came from mobile devices.

Who's Using Mobile Location Services?

Whether checking in at a coffee shop or finding a tailor down the block, the prevalence of smartphones has turned mobile users into active sharers of their location and searchers for nearby establishments. And these two trends offer significant opportunity to advertisers and retailers, as social-local-mobile integration can help businesses better target users in the right place at the right time.

According to a May 2013 study from the Pew Internet & American Life Project, three out of 10 US male and female social media users had their accounts set up to include their locations in their posts. Unsurprisingly, younger users were the most likely to use location tagging, at a rate of 32% to 34% for those between 18 and 49 years old. But 26% of older social users in the 50-to-64 age bracket also used location tagging.

Consumers 7% more likely to click on ads during the weekend

Consumers are 7% more likely to click on a display ad during the weekend, with a significant rise on Saturday and Sunday compared to the rest of the week.  At the same time, the average cost for online advertising at the weekend was found to be lowest, around 12% lower than during the week.

The findings are revealed in Adform’s Quarterly Media Barometer which measures consumer trends and engagement with online display advertising.

Overall, the report also revealed that brands raised their real-time bidding (RTB) advertising spend by 92% through the summer.  This is despite the rising costs from publishers, who saw their CPMs increased by 30% across the quarter.

Friday, September 27, 2013

Mobile capabilities are top priorities for marketers

A survey of 400 US companies found that 40% of respondents said that mobile is a top priority for their brand and core to their overall marketing strategy.

Additionally, 80% of respondents in the MMA survey cited that mobile is not only transformational for their companies, but also strategic for their careers to stay on the cutting edge of emerging trends and technology.

The survey identified that data offers significant value when paired with mobile as 61% of companies plan to invest more in data capabilities over the next year.

10 inspiring uses of mobile in retail

Mobile is growing and forward-thinking retailers are looking at ways to use mobile to increase sales, bring customers into stores, or to enhance the experience when people are shopping. 
Mobile commerce sites are an obvious one but there are plenty of other ways to use mobile, such as to take payments, help customers navigate stores, and more...

Pizza Express payment app

This has been going for a while, but it's still a good example and one I wish more restaurants would use (I hate waiting ages for the bill). 
Rather than waiting ages for the waiter to take your payment, you can use the app to pay by PayPal. It's convenient for customers and saves staff time. 

Walmart Scan and Go

Scan & Go, a feature on the Walmart app, allows users to scan merchandise in certain stores and pay at a self-checkout counter.
The retailer has recently updated the app to offer new digital coupon capabilities as well as the ability to scan a QR code on a printed receipt to receive an electronic version.

Read Full Article Here

Thursday, September 26, 2013

Are Mobile Facebook Ads, Facebook Exchange Delivering Better ROI?

Facebook has made a big push to enhance its advertising opportunities by rolling out both mobile ads and the Facebook Exchange (FBX) ad-buying platform—two of the social giant’s most high-profile efforts to increase ad revenue. Now that both mobile ads and Facebook Exchange (FBX) have been around for a little while, marketers are beginning to assess their efficacy.
When it comes to Facebook ads on mobile vs. desktop, the results seem to be moving in mobile’s favor. In a September 2013 survey by RBC Capital Markets and Advertising Age, 35% of US marketers found the return on investment (ROI) from mobile at least somewhat greater than from desktop. That’s compared to a lesser 27% who rated desktop’s ROI as better. The remaining 38% of respondents saw mobile and desktop Facebook ads as offering about the same ROI.
While mobile Facebook ads are intended to reach the fast-rising share of social users who access via mobile, the rollout of FBX was the company’s effort to help advertisers capitalize on the targeting potential of Facebook, by allowing advertisers to serve ads based on users’ web-browsing behavior. Although FBX isn’t widespread yet—the study found 18% of marketers had used the platform in September—advertisers who have purchased through FBX seem reasonably happy with the results.