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

  • Facebook Ad Exchange to Now Include DoubleClick Bid Manager: Implications & Performance Strategies
    • Facebook is welcoming DoubleClick Bid Manager as a DSP partner, enabling advertisers to buy Facebook Ads though DoubleClick rather than directly through Facebook or the aforementioned DSPs. Performance Strategies include:
    1. Exploit Integration Opportunities – Advertisers can now combine Google capabilities with Facebook capabilities to increase performance.
    2. Get in the FBX Game with No Extra Work – Facebook noted that including DoubleClick Bid Manager (DBM) provides it with an opportunity to scale FBX to additional advertisers and agencies.
    3. Focus on Efficiency – Google’s significant spending clout could drive up FBX costs.  To keep costs down, current—and new—FBX advertisers should focus on delivering relevant messages to specific audiences at the right time, for the right price. 
  • Holiday 2013: An Omni-Channel Approach for Retailers
    • This year, the Holy Grail in maximizing holiday performance will be engaging the omni-channel shopper. Retailers must focus on building omni-channel experiences for holiday and beyond., including:
      1. Elevate Measurement – By not building assist data into attribution models, retailers are missing opportunities to invest in keywords/channels/devices that influence eventual conversions.
      2. Master Mobile – Many retailers aren’t positioned to capture this demand, mainly because they can’t visualize mobile’s true omni-channel impact.
      3. Utilize Marketplaces – Many retailers fear that marketplaces are agents of cannibalization.  In reality, most marketplace sales are incremental.
      4. Optimize Content – Optimized content (articles, video, social media/blog pages and posts) is more likely to achieve visibility in organic search and social media, which increases sharing.

Channel Insights

Social

  • Adobe: Q3 2013 Social Intelligence report
    • On Facebook alone, cost-per-click (CPC) is down 40%, while the click-through rate (CTR) is up 275%, leading to an increase in ROI of 58%.
    • While Facebook still dominates when it comes to referring people to retail sites, those referrals are down 20%. Meanwhile, Twitter was up 258%, year over year, when it comes to referrals.
    • Consumer are not only engaging more with brands, their engagement growth is outpacing brand messaging -Likes were 87% of all social engagements, but growth of comments and shares outpaced that of likes year over year.
    • Overall, social engagement is up 115% year over year, while brand postings rose only 9% in the same period. Each brand post averages 945 likes, 88 shares and 58 comments.
  • Google+ Overhauls Photo, Video Features in Major Update
    • Google+ announced 18 new features on Tuesday, including multiple updates to Hangouts and additional tools for users who utilize the site for photographs.
    • Hangouts: New geo-location feature that adds a user’s location to a message with a single click using Google Maps; Google+ has added SMS to the messaging service, meaning users can message with others using text.
    • Photos: A new tool, Auto Awesome Erase, removes other people or objects from your photos.
    • Videos: A new Auto Awesome Video feature automatically converts a user’s photos and video clips into a short movie, complete with an audio overlay.

Search

  • Microsoft: Microsoft’s FY2014 Q1 Earnings Report Includes 47% Growth In Search Ad Revenue
    • Earnings report showed the company generated $18.53 billion in total revenues, with 47% growth in search advertising revenue.
    • Revenue growth in [the devices and consumer] segment was driven by both an increase in advertising revenue and also volumes in our online marketplace
    • Microsoft categorized search advertising in the devices and consumer segment which experienced a 4% growth overall, climbing to $7.46 billion in FY2014 Q1.
  • Search Engine Land: Google Testing Huge Banner Ads For Branded Queries
    • Google has confirmed that they are testing incredibly large banner ads for specific branded queries.
    • The ad seems to take up the majority of the screen real estate. I assume since it is a very branded query, Google finds this ad to be relevant and they are testing to see the click-through on this ad.
    • The “brand image experiment” is live with about 30 advertisers, including Crate & Barrel and Virgin America. The test is showing for less than 5% of search queries.

Mobile

  • The Effectiveness of Geotargeted Mobile Ads: Location Data Pumps Up Performance
    • Ad performance will vary by location, but marketers are discovering that proximity plays an important role in determining an ad’s strength.
    • The average clickthrough rate (CTR) for both geoaware and geofenced campaigns in 2012 was roughly two times the industry benchmark used (0.4%).
    • Brands benefit the most by pairing geographical data with third-party audience or behavioral data to reach specific groups of consumers within certain locations (0.93% CTR).
    • Using historical location data-where the device has been and where it’s detected frequently-to find, and hone in on, specific audience segments enables brands to deliver ads that are relevant to a mobile user’s immediate surroundings.
    • Knowing where a device has been can be used from an analytics standpoint to pin audience types to particular places and even build unique audience segments based on visitation patterns.
    • Performics employees can access the full report here.
  • Mobile Marketer: 65% prefer watching full-length movies on mobile vs. shorter content
    • The preference for longer content is particularly noticeable among younger consumers, with 74% of those under the age of 18 sharing this preference.
    • By gender, the interest in longer content is stronger for men, at 67%, compared to the 57% of women preferring longer videos.
    • 84% of respondents said they would watch their favorite TV series on their phone if it were available via mobile. For those under 18, the number rises to 92%.

Seasonal Insights

Holiday

  • NRF: Black Friday is getting new competition — Thanksgiving
    • More than 88 million consumers shopped online and in stores on Black Friday, the most of any day during the entire holiday weekend. But we can’t ignore the evidence: more than 35 million shoppers headed downtown on Thanksgiving Day.
    • 28% of shoppers surveyed who shopped Cyber Weekend were at stores by midnight on Thanksgiving, up from 24% in 2011 and just 10% in 2010.
    • illennials seem especially interested in hitting the stores a day early: 36% of those between 18 and 34 shopped on Thanksgiving Day, the highest of any age group. That same demographic was also the largest group to shop on Black Friday (72%).
  • Google & Ipsos Report: 2013 Holiday Shopper Intentions: Peering Through the Digital Window
    • One in four smartphone owners surveyed plan to use their devices to make a purchase – a 21% year-over-year increase.
    • 95% of millennials plan to use the internet as a holiday shopping resource, versus 87% of adults ages 35 and above.
    • 80% of shoppers will use more than one device at once while holiday shopping, and 84% will start on one device and finish on another.

Thanks for your time!

Planning & Strategy Team

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