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

Channel Insights

Social

  • TechCrunch: Facebook Videos Now Auto-Play On Mobile, Expect Video Ads Soon
    • On mobile, auto-play gives natively uploaded Facebook videos and ones shared from Instagram an advantage: you don’t have to think about playing them, they play themselves.
    • At first, videos will play in-line even as you scroll, but with no sound. If you tap the video, it will expand to full-screen and the audio kicks in.
    • Videos uploaded to third-party sites retain the old click-to-play-format.

Video

  • eMarketer: Do Millennials Watch Online Videos Differently?
    • Millennials, defined in the survey as those ages 18 to 34, were more likely to watch digital videos in almost all content categories than their older counterparts.
    • While 37% of millennials watched TV shows online frequently, only 26% of Generation Xers (those ages 35 to 54) and a mere 16% of baby boomers (those age 55 or older) did the same.
    • 49% of millennials admitted to multitasking on a web-enabled device when watching videos on TVs, PCs, smartphones or tablets. That figure dropped to 36% for Gen Xers, and fell even further to 26% for baby boomers.

Search

  • TechCrunch: Google Starts Testing Paid +Post Ads For Google+ Content
    • Google testing a new +Post ad system in the form of promoted posts that translates public Google+ content from their brand sites into a display ad that can run across Google’s Display Ad network.
    • Brands can now take any photo, video or even Hangout that they create as a publicly visible piece of content on Google+, and then pay Google to turn that into an ad for its network, which is used by over 2 million sites worldwide.
    • +Post ads expand to become full screen lightboxes, which is going to appeal to those looking to do more with design and media in their online advertising.
    • Google is claiming that these +Post ads have expansion rates (how often an ad that expands when interacted with is actually expanded) 50% better than the current average for rich media advertising.
  • Search Engine Land: Brand Bias: 70% Of Consumers Look For Known Retailers When Doing Product Searches
    • New research from Search Engine Land and SurveyMonkey shows that consumers have a definite brand bias when it comes to searching for products online.
    • 70% of US consumers said they look for a “Known retailer” when deciding what search results they click on. That was the most popular response, followed by “Free shipping” and then “Discount or sale offer.”
    • Google and Amazon were the runaway choices for sites consumers go to for search for gifts, at 67% and 66% respectively.

Mobile

  • Ooyala Study: Mobile, Tablet Video Streaming Sees Major Year-Over-Year Jump
    • Mobile and tablet video consumption grew 133% year-over-year.
    • Video that was streamed to tablets and mobile devices accounted for 15% of all streamed video in Q3
    • The average video consumer watched 46 minutes of live, streamed video last quarter.
    • Tablet and mobile viewers spent 57% of their viewing time watching videos more than 10 minutes long.

Industry Insights

Ad Spend Forecasts

  • ZenithOptimedia released new global ad spending forecasts
    • Between 2013 and 2016 ZO expect the US to contribute 26% of the US$90bn that will be added to global adspend.
    • The internet is still the fastest growing medium by some distance. It will have grown 15.8% by the end of 2013, and ZO forecasts an average of 15% growth for 2014 to 2016.
    • Display is the fastest growing sub-category, with 19% annual growth, thanks partly to the rapid rise of social media advertising, which is growing at 28% a year.
    • ZO forecasts paid search to grow an average rate of 14% a year to 2016, driven by continued innovation from search engines, including the display of richer product information and images within ads, better localisation of search results, and mobile ad enhancements like click-to-call and geo-targeting.
    • Mobile is now the main driver of global adspend growth. ZO forecast mobile to contribute 36% of all the extra adspend between 2013 and 2016. Television is the second largest contributor (accounting for 34% of new ad expenditure), followed by desktop internet (25%).

Thanks for your time!

Planning & Strategy Team

 

 

 

 

 

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