Highly recommend this reading that highlights the importance of marketing technologies and ROI improvements.
“It’s a golden opportunity for retailers, as in theory and in practice, marketing technologies help drive conversion which drive sales, which is what retail is all about,” Herman said. “The benefit is better consumer experiences, better conversion rates, and a more modern retail construct.”
Read more http://www.adexchanger.com/data-nugget/dsps-stole-ad-networks-thunder-in-q4-at-least-on-retail-sites/
Facebook had the lowest score among social sites that were measured in categories like customer satisfaction. Google + tied in first place with Wikipedia. One of the reasons why Facebook users are dissatisfied with the platform is the interface changes. “As soon as they get used to one new interface, there is another rolling out. In fact, when asked what they like least about Facebook, a significant portion of respondents specifically mention the ‘timeline’ feature.” Read more: http://bit.ly/NFFuQR.
Twitter is growing up and as all successful online companies started TV adverting to reach wider audiences. I should note that a NASCAR race was the best vehicle. Is twitter going main stream? Read more. http://cnet.co/LfKS9F
This press release from comScore provides a strong case for the use of additional metrics when measuring results for an online campaign. They joined forces with Pretarget and used information from 18 advertisers to determine what metrics should be considered and their contribution to conversions. Their recommendation is to look beyond just a click. Read more http://bit.ly/HZeeXG
We have seen many reports that highlight the fact that Hispanics over index the general population on the consumption of digital media including mobile platforms. However, this research by uSamp that sampled 650 adults points out that they don’t share online as much as they consume. I look forward to research that explains the why’s. In the interim, I have a couple of hunches.
One looks at what we saw a few years back with television commercials that were translated versions of the English spots. Results were not in the range of what advertisers expected. Savvy marketers invested on the production of spots that used cultural elements as well as Hispanic actors. The results improved so dramatically that now most advertisers invest on the the production of TV spots that are in culture and mirror the Hispanic population.
The second focuses on the size of the total internet population and the portion that corresponds to Hispanic users. Hispanics are a fraction of that total population therefore, they only contribute a smaller portion of the total. In the future, as we combine one and two, we will see more culturally relevant content being uploaded as well as more Hispanics using the internet not just as passive viewers but as active participants, sharing content, reviews and other information. Read the report here http://bit.ly/HU48c5
YouTube is the second search engine right behind Google. It makes tremendous sense that users get more information on products they discover on videos. Humans are visual creatures, we learn by using our sight more than other senses. As more and more videos are uploaded to the different hosting sites, including branded content and videos with product placement, video will become a new frontier on the discovery of new products and services. Read the article from VidBlog here http://bit.ly/HD9AyK
The power of established talent from films, music and sports was at the driving seat on more than half of the spots that run during the Super Bowl. They drove large numbers of traffic to micro sites as in the case of Honda’s Matthew Broderick ad which succeeded in driving viewers to the company’s site, but the site wasn’t prepared for the traffic blitz and had a page load time of 40 seconds, making it the slowest of all monitored sites during the Super Bowl.
Super Bowl Ads Score Digital Response, H&M, ‘Voice’ Big Draws
When it comes to consumers’ digital responses to Super Bowl XLVI’s TV advertising, there are two big winners: The H&M commercial featuring soccer star David Beckham and NBC’s own efforts for the new season of “The Voice.”
According to media holding company IPG Group’s analysis of its Mediabrands Audience Platform digital units and social analytics researcher Simply Measured, “The Voice” doubled its nearest rival in terms of Twitter mentions. It scored with a spy-theme action spot featuring Christina Aguilera, Cee Lo Green, and Blake Shelton, Adam Levine and Betty White. Read more: http://bit.ly/yPe7cf
Several – maybe just about all – advertisers in major media events like the Super Bowl are augmenting their big media commitments with the kind of digital integration that begs the question: can people do more while watching the game, or any TV show, than eat nachos and drink beer?
Specifically, can they be digital multitaskers? An affirmative answer is more likely to happen among Internet-savvy Hispanics, according to the LMX Hispanic study, a yearly poll of 2000 U.S. Hispanic digital respondents by Ipsos MediaCT. Read more: http://bit.ly/yHeSh4