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

  • Facebook and Pinterest are the King and Queen of Social Referrals
    • Facebook’s referral traffic share grew over 37% in Q1 2014, Pinterest was up 48%, Twitter increased only 1%.
      • Facebook’s referral traffic share grew from 15.44% to 21.25%, Pinterest was up from 4.79% to 7.10%, while Twitter moved from 1.12% to 1.14%.
    • In other words, just like in the previous quarter, Facebook and Pinterest showed phenomenal growth given their positions, while Twitter remained essentially flat. 
  • Adobe Q1 2014 Social Intelligence Report
    • Adobe’s quarterly social report finds that more people are seeing Facebook ads, which should translate to more profit for the social network and better results for its advertisers.
    • Clicks on Facebook ads were up 70% year-over-year and 48% quarter-over-quarter, while ad impressions also grew 40% and 41%, respectively,
    • For retail sites, Facebook was also an increasingly important source of revenue as referral traffic generated $1.24 per visit, up 2% from the previous quarter and 11% from the same quarter last year.
    • Other social networks such as Pinterest, Twitter, and Tumblr showed substantial year-over-year growth in revenue per visit, but quarterly declines, meaning they were less desirable platforms outside the hot holiday shopping seasons. 

Search

  • Google To Offer Targeted Mobile App Install Ads In Search And YouTube
    • Google announced plans to offer targeted app install ads on mobile search and YouTube, following moves made by other tech industry companies, including Facebook and more recently Yahoo and Twitter.
    • Google says that businesses looking to promote these app installs across the AdMob network will be able to target consumers based on data Google already has on file, like what apps they use, how often they use them and what purchases they’ve made.
    • Google will help marketers target users using insights from Google Play, offering tips as to what keywords worked best to convert searches to downloads. 
  • Expands App Deep Linking To AdWords
    • Google expanding its mobile app deep linking initiative to integrate deep linking with AdWords.
    • What that means is that businesses can buy advertisements that, when clicked, will redirect users directly inside their already-downloaded and installed mobile apps.
    • Google notes that there’s demand for ads that can get consumers to re-launch their apps because today over 80% of apps are only used once after being downloaded. Businesses are struggling to convert application installs into regular, engaged customers.
    • App install ads and deep linking to apps go hand-in-hand, of course, as the former gets the app on consumers’ mobile devices, then the latter points consumers to the right information in their app when searching. 

Mobile

  • Consumers Frustrated by Stalling Mobile Video Ads
    • Only 12% of US mobile phone owners cited video as their preferred mobile ad format.
    • More than twice as many favored banners, likely because that format can more readily be ignored; even more chose coupons, likely because coupons can give something back to them.
    • 35.1% of females and 24.4% of males cited loading or buffering video content as a problem with smartphones and tablets. 

Global Insights

China

  • China overtakes U.S. e-commerce market
    • China recently overtook the USA as the biggest e-commerce market in the world and is set to be worth $541 billion by 2015.
    • This makes China an ideal location for expansion, with 49% of its population making an online purchase last year.
    • The Chinese e-commerce market is predominantly young, with 60% below the age of 30, and affluent; spending is highest in China’s tier one cities and those earning more than 5,000 Yuan a month are more likely to buy online.
    • It is also a market dominated by mobile devices, with 464 million of its 591 million internet users choosing to go online via a smartphone or wireless device.
    • Baidu is China’s most prominent search engine and it currently holds almost two thirds of the market share. 

Thanks for your time!

Planning & Strategy Team

 

 

 

 

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