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

Mobile

  • Study: 80% of Mobile Searches Result in a Purchase
    • 79% of smartphone owners and 81% of tablet owners use their devices to search for information on local businesses.
    • Approximately 80% of those mobile searches result in the purchase of a product or service, and 75% brought the customer into the physical store.
    • But only 50% of those searchers were satisfied with what was available to them via mobile, as buried information and non-mobile-friendly websites proved to be hindrances. 

Social

  • Survey finds teens still tiring of Facebook, prefer Instagram
    • Teens continue to lose interest in Facebook but are showing an increasing appetite for Instagram, a Facebook property.
    • Just one year ago, Facebook was the preferred social network for roughly 33% of teens, marking a relatively steep decline in interest from an important audience in a short amount of time.
      • The report, then, adds to a mounting pile of evidence suggesting that teens, in search of a more fun zone, are tiring of Facebook.
    • As Instagram gets serious about serving up advertisements, the social network can use its photo app to continue to pull in advertising dollars around the desired demographic. 
  • Twitter goes after mainstream users with redesign
    • Twitter’s new look has some users saying it looks similar to Facebook. The messaging service is making changes to solve its most pressing issue—how to obtain and keep new users—as it looks to grow.
    • Redesign and other changes that Twitter is making for advertisers and users include:
      • Profile page – Now it comes with a Facebook style large photo at the top and a profile picture inset.
      • Tweet size – Tweets with more engagement appear larger than ones with less engagement.
      • Pinned tweets – Users can choose their favorite tweet to appear at the top of their profile feed. 

Search

  • Search Was Largest Digital Channel In 2013 ($18.4B), Mobile Fastest Growing ($7.1B)
    • Search advertising in 2013 brought in $18.4 billion, up from $16.9 billion in 2012. Last year search represented 46% of total digital ad revenue. This year however it’s down to 43%, although it remains by far the largest single ad category.
    • While search was the largest category, mobile was the fastest growing. Awkwardly, in the IAB scheme, “mobile” is identified as a stand-alone category rather than a format like the others.
    • Last year online advertising generated $42.8 billion, which exceeded broadcast TV for the first time, by nearly $3 billion. However broadcast and cable TV combined were worth $74.5 billion. 

Local

  • Local mobile ad spend increasing with inventory growth: report
    • As more national brands adopt local advertising tactics such as geo-fencing, click-to-call and click-to-map, the share of overall mobile ad revenue attributed to location-based campaigns will grow from 40% in 2013 to 52% in 2018.
    • Big brand advertisers are expected to shift a bigger share of their mobile ad budgets to location-based targeting as inventory increasingly becomes available and they witness the effectiveness of the strategy.
    • In 2014, ad spend on mobile location-based ads is expected to reach $4.5 billion and by 2018, that number is forecasted to reach $15.7 billion. 

Participant Insights

US Hispanics

  • Millennial Hispanics will fuel next-generation mobile marketing
    • According to comScore, there are 17 million Hispanic millennials in the United States today that are roughly between the ages of 18-30 years old.
    • 76% of U.S. Hispanic adults with a mobile device own a smartphone, up from 67% of the overall population.
    • Hispanic millennials do not view a difference between being online and offline. In fact, this group only views themselves as going offline when they want to hide or make themselves unavailable to others.

Thanks for your time!

Planning & Strategy Team

 

 

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