Weekly Digital Digest

Highlighted below are some of this week’s emerging trends and insights. As trends emerge and change, you will see that the topics covered each week may also vary.

United States

Performics Authored

  • Google Estimated Total Conversions Enables Advertisers to Better Quantify Cross-Device Value of Paid Search
    • Google announced Estimated Total Conversions for search ads, a new conversion metric that provides advertisers with a holistic, cross-device view of all conversions driven through Google paid search.
    • Estimated Total Conversions will feature three new conversions types:
      • Estimated Cross-Device Conversions (available now):  This conversion type tracks clicks on Google.com paid search ads on one device that end in conversions on other devices.
      • Store Visits & Calls: (coming soon): In the coming months, Google will also release phone calls and store visits in Estimated Total Conversions, enabling advertisers to better connect offline actions—calls and foot traffic—to paid search campaigns.
    • The ability to visualize a more holistic view of conversions—directly within AdWords—enables advertisers to make better budget allocation and bid optimization decisions by device and web browser. 

Channel Insights

Mobile

  • Mobile Commerce Daily: Product research via smartphones more than doubles
    • The percentage of shoppers who conduct research for goods and services locally on a mobile device nearly doubled in 2013, growing from 34% in 2012 to 73% a year.
    • 44% of shoppers are turning to their device throughout the entire purchase cycle.
    • Smartphone screens are bigger, the processors are faster, and overall, they’re becoming a lot more versatile enabling smartphones to move up the food chain to become much more like a tablet.

Social

  • eMarketer Report: US Social Network Users: Mid-2013 Forecast and Comparative Estimates
    • 163.5 million people in the US will be regular social network users in 2013.
    • This year, 89.5 million females and 74.1 million males will access a social site at least once per month, equating to respective shares of 54.7% and 45.3%.
    • The number of US smartphone social network users will rise 19.4% this year and maintain double-digit growth through 2017.
    • The US Hispanic social network audience will continue to expand substantially. Percentage gains will come in at 9.4% in both 2013 and 2014 and will be higher than overall social network user growth throughout the forecast period.
    • Performics employees can access the full report here.

Search

  • Google Introduces Cross-Device and Offline Conversion Tracking
    • The large majority of consumers now use the internet (on PC and mobile devices) to do research before buying in stores.
      • US government figures still put e-commerce at less than 6% of total US retail.
    • Google has launched an “Estimated Total Conversions,” This is an effort to capture cross-device shopping and offline conversions.
    • The new analytics capability will roll out over the next 4 – 6 weeks. However the offline tracking/conversion feature will roll out next year.
  • Bing: Bing Adds Pinterest Collections To Image Search
    • Pinterest is a popular tool that allows its users to aggregate images of any genre and share those “Pinboards” with others.
    • Bing, which already allows you to “Pin” directly to your Pinterest board from image search, places the image collections to the right of its normal results.
    • Naturally the most important part of the above is the inclusion of the “View on Pinterest” button, completing the circle.

Digital Spend

  • ZenithOptimedia released their global ad spend figures for 2013:
    • Digital in 2013 will account for 21.8% of all ad spend ($109.7 billion), up from 19% the year before.
    • Mobile remains a solid minority of activity: in the U.S., mobile ads will account for 3.7% of all ad spend ($6.2 billion).
    • Mobile continues to lead the way, growing by 81% this year in the U.S. market, with that rate slowing down to 61% in 2014 and 53% in 2015, when mobile will make up 8.4% of ad spend.

Thanks for your time!

Planning & Strategy Team

 

 

 

Speak Your Mind

*