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

  • Social-Savvy Brands Favor Facebook, Twitter
    • On average, the 20 most social-savvy brands had about 14.5 million Facebook fans in March, along with 1.9 million Twitter followers, and north of half a million YouTube subscribers.
    • Phone carriers were the most “socially devoted Facebook brands” in March, Socialbakers found. T-Mobile achieved the highest response rate last year (97%) compared to the industry average of 55%.
    • With nearly 32 million Facebook fans, Walmart remained the social giant’s most popular brand in March. Each with about roughly 20 million fans, other top Facebook performers included Amazon, Target, Samsung Mobile USA and Subway. 

Search

  • Search Market Share: Yahoo Hits New Low About To Slip Into Single-Digits
    • Yahoo is continuing its long, slow market share decline and about to slip into single digits for the first time. In absolute numbers, however, Yahoo search query volumes were up.
      • Google Sites led the U.S. explicit core search market in March with 67.5%market share, followed by Microsoft Sites with 18.6%(up 0.2 percentage points) and Yahoo Sites with 10.1 percent.
    • By comparison Google was flat and Bing was up 0.2 points. It appears that Bing continued to siphon off Yahoo’s usage.
    • It’s worth noting that the combined Search Alliance share (Bing + Yahoo) has remained essentially flat since its inception. 
  • RKG: Q1 US Paid Search Up 17 Percent, Fueled By PLAs; Smartphones Drove Just 7%Of Spend
    • US paid search spend increased 17%year-over-year.
    • Paid search spend growth slowed slightly after the holiday-fueled Q4, which saw 19%year-over-year growth. Clicks rose 11 percent, while CPCs were up 6%compared to the previous year.
    • Google’s growth trends reflect those of the overall market, with year-over-year growth slowing slightly from 19%in Q4 to 17%in Q1.
    • Isolating non-brand Google traffic, ad spend growth was above overall levels at 18 percent, while CPCs increased 10 percent. Non-brand clicks on Google grew more slowly than the overall market, coming in at 8%. 

Display

  • IAB sets out ‘baseline standard’ for display ad impressions
    • The IAB has set out standards for desktop display advertising which will allow marketers to buy ads based on “viewability” for the first time, bringing display more in line with other media such as TV and outdoor.
    • The new self-regulatory Viewable Impressions guidelines state that 50% of the pixels in a display banner must be visible for a minimum of one second to qualify as an impression.
    • The percentage of the area visible goes down to 30% for larger “rising stars” or ”canvas” ad formats.

Video

  • eMarketer: Majority of Interactive Videos Viewed Through the End
    • While clickthrough rates for such ads in 2013 were much lower than those for HTML5 polite video and in-stream video, at 0.17%, 0.39% and 0.60%, respectively, interactive videos did just what they set out to do: Engage those who did view them.
      • Interaction rates in North America were 6.62%, and impressions with any interaction were 5.35%.
    • The start rate for interactive videos in North America was impressive, at 84.0%. And of those that were started, 83.0% were played up to 50% of the video’s duration, and 70.0% were watched all the way through.
    • eMarketer expects US digital video ad spending to grow 41% this year to hit $5.9 billion. This will more than double by 2018, when total spending reaches $12.3 billion. 

Mobile

  • Reports: Mobile Traffic Up 50%, M-Commerce Doubles
    • Mobile web traffic has grown 50% over the past year and now represents more than 25% of all internet visits according to a study by Wpromote.
    • Consumer services was the category with the highest percentage of mobile traffic at 33%. B2B sites had the lowest percentage of mobile traffic at 16%.
    • With a much larger sample of sites, StatCounter shows a higher aggregate percentage of mobile traffic in the US market:
      • Desktop: 68.8%
      • Smartphone/mobile: 21.4%
      • Tablet: 8.7%
    • As impressive as some of these data are marketers need to also remember that most mobile-influenced conversions happen offline. 

Thanks for your time!

Planning & Strategy Team

 

 

 

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