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

  • Performics Q3 2013 Benchmarking & Industry Developments Report: Paid Search, Mobile, PLAs
    • Paid Search spend as increased by 11.2% YoY.
    • CTRs indicate that paid search advertising is becoming more effective, which is also stimulating spend.
    • CPCs are decreasing, largely driven by ad enhancements and better processes to boost relevancy.
    • Mobile search share of total paid search rose signifincantly in Q3 due to tablet and mobile force –in in Enhanced Campaign (GEC). 

Channel Insights

Search

  • SEW: U.S. Paid Search Spend Continues Rising in Q3 2013
    • RKG reports an overall increase in paid search spend of 21% year over year (YoY), slightly down from the Q2 spike in growth this year.
      • Bing Ads continues to outpace Google, according to RKG, with 39% YoY growth.
      • IgnitionOne reveals that paid search spending increased by 13% YoY, with a 6% rise in both CPC and clicks.
      • With 22.6% market share in Q3, Bing recovered from Q2 losses, when it represented 20.8% of share. Nevertheless, Google eclipses all others, taking 77.4% of ad spend.
      • Kenshoo reports that search spend gained 10%.
      • Click volume is down 6% from last quarter, while impressions fell 10% in the same time.

Social

  • Facebook: Teens Now Start With “Friends” Privacy for New Accounts; Adding the Option to Share Publicly
    • Facebook is now allowing teenagers, ages 13-17, to post status updates, videos and images that can be seen by anyone, not just their friends or people who know their friends.
    • While only a small fraction of teens using Facebook might choose to post publicly, this update now gives them the choice to share more broadly, just like on other social media services.
    • Teens will have the option to turn on Follow so that their public posts can be seen in people’s News Feeds.

Video

  • eMarketer Report: Video Advertising Beyond the Top of the Funnel
    • The use of digital video for awareness is near universal, cited by 94.6% of US media agencies as an objective for brand video efforts in a December 2012 study from Sharethrough.
    • 37.2% of US marketers and agencies surveyed by Netmining in April 2013, using attribution helped them minimize media spend waste.
    • While classic 15- and 30-second spots remain prime tools for generating awareness, shorter ads may not offer enough opportunity for the kind of engagement that builds consideration and purchase intent.

Mobile

  • Forrester Report: Push Mobile Engagement To The Next Level
    • Participants want to be in control – There is clear evidence that push notifications can be perceived as extremely intrusive if they do not deliver relevant content and are not sent in a timely manner.
    • Rewards increases participant satisfaction – Reward your best customers at specific moments of engagement to increase satisfaction and brand engagement.
    • Rich Content increases app engagement- The ability to use image and video push on Android is also a way to maximize the value of publishers’ inventory, thanks to higher mobile video CPM rates.
    • Invest in analytics to understand participant behaviors – Push notification platforms can be extremely powerful tools but will be useless if you don’t invest resources to analyze participant behaviors and evolve your product and marketing.
    • Performics Employees can access the full report here.

Seasonal Insights

Holiday

  • NRF: Cautious Participants Trim Holiday Gift Giving Budgets
    • The average holiday shopper will spend $737.95 on gifts, décor, greeting cards and more, two% less than the $752.24 they actually spent last year.
    • NRF is forecasting holiday sales will increase 3.9% to $602.1 billion.
    • 57% of shoppers are planning on cutting back on “self-gifting,” or treating themselves to something because the deals are too good to pass up.
    • Four in 10 (41.2%) Americans say they will begin holiday shopping before Halloween. Specifically, 12.4% say they started before September, 8.2% began in September, and 20.6% will begin in October.

Thanks for your time!

Planning & Strategy Team

 

 

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