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 Changing Ad Rank to Include Ad Extension Impact: Performance Strategies for Advertisers
    • This week, Google announced that it would be changing its Ad Rank calculation (the system for ranking paid search ads).
      • Formerly, Ad Rank used (1) max CPC bid and (2) Quality Score to calculate ad position.
      • Ad Rank will now consider a third component—the expected impact of the ad’s extensions and formats.
    • In estimating the impact of ad extensions/formats, Google will consider (1) relevance (2) click-through rates (CTRs) and (3) prominence of the extension/format.
    •  Ad Rank will also be increasingly emphasized to determine if an ad is eligible to be displayed with extensions/formats. 

Channel Insights

Mobile

  • eMarketer: Majority of US Internet Users Will Redeem Digital Coupons in 2013
    • More than 28% of people who own a mobile device redeemed a coupon this year. Nearly 70% of mobile coupon users will access coupons via smartphone.
    • eMarketer expects one one-third of all smartphone users ages 18 and older, or 42.1 million people, to use a coupon obtained via app, mobile internet, mobile barcode or SMS this year.
    • This year, 47.1 million people ages 18 and older, or 45.0% of tablet users, will redeem a coupon obtained from an app, mobile internet, QR code, or SMS on a tablet. This is up 45.6% from 2012, and double-digit growth is anticipated through 2015.

Search

  • AdAge: After a Long and Conspicuous Absence, Google Will Join the Facebook Exchange
    • After being absent for more than a year, Google will finally join the Facebook Exchange.
    • What finally resolved the impasse is unclear, but Google and Facebook are also working together in other areas.
      • Facebook-owned ad server Atlas is a certified buyer on the Google Display Network and can use the Google AdWords API for search, for example.
    • If more direct-response marketers use Facebook’s new, native retargeting, the social network wouldn’t have to share revenue with demand side platforms.

Video

  • Adap.TV’s  Study via Forbes: Brands Moving Budgets From TV To Online Video
    • Big brand advertisers are starting to divert TV ad budgets to online video–or at least they intend to.
    • This year, brands upped their video ad budgets by 65% from 2012. Some 86% of brands and 91% of agencies expect to spend more on them next year.
    • The study found that 31% of brands see video ad budgets coming from broadcast TV, 13% from cable TV.
    • Display, which to date has been the main target and may well continue to be for years to come, was cited by 30% of brands.
    • A lot more advertisers and agencies are also buying mobile ads than they were three years ago.

TV/Display

  • Nielsen: Old School TV Reigns Supreme At 58% Of Ad Spend, Internet Display Up 27% In Q2
    • While TV remains the very biggest of all mediums for ads, Internet ad spend continues to grow.
    • In Q2, television — not streamed online, but the stuff you get on the box, live, in your living room — accounted for 57.6% of all ad spend globally.
    • In the first half of this year, Internet display ads only took 4.3% of all spend. In other words, for every dollar spent on advertising by a brand, only 4.3 cents were online.
    • As in years past, Internet continues to be the fastest-growing of all mediums, growing by nearly 27%, nearly six times as much as TV spend (which, yes, is also still growing, compared to declines in other traditional mediums like newspapers, magazines and cinema).
    • ZenithOptimedia notes that for 2013, display ads globally will be worth $40.2 billion in sales, with total Internet ad spend at just under $100 million for all of 2013.

Thanks for your time!

Planning & Strategy Team

 

 

 

 

 

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