This week, we take a look at advertising across social media channels, times of day and what not to do when trying to attract new customers.
Mobile Game Madness
According to Newzoo, global app revenues will reach $44.8 billion in 2016 and grow to $80.6 billion by 2020. There are three billion smartphone and tablet devices actively used across the world, according to the report, and Apple is the global leader with a market share of 34.8 percent. Samsung is the second-most popular device at 23.2 percent. Chinese brands account for seven of the top ten global brands, a testament to the sheer size of the Chinese market, which accounts for 30 percent of the actively used mobile devices worldwide.
Tweet Up And Take My Money
Twitter has released some interesting data to encourage brands to respond to their customers on the social media platform. Research found that when a customer Tweets at a business and receives a response, they are willing to spend 3 to 20 percent more on an average-priced item from that business in the future. Twitter users are also 44 percent more likely to share their experience with others and 30 percent more likely to recommend that brand.
23 Percent Of Mobile Purchasers Buy On Mobile Devices Every Week
A new study by IAB found that mobile users are not only buying, but discovering their purchases through advertising. The study, which surveyed mobile users in 19 countries, found that 76 percent of mobile purchasers had engaged with a mobile ad in the last six months. Thirty-three percent clicked on the ad to find out more information, while 28 percent clicked to visit the advertisers’ websites, and 21 percent clicked to purchase. The highest levels of clicking to purchase originated from Brazil, Canada, Colombia, the UK and the US.
The Best Part Of Waking Up Is . . .
According to a recent study by YooMe, internet viewers are more open to viewing ad content and making purchases in the morning than other times of day. Fifty-nine percent of respondents were more receptive to viewing ads in the morning versus 45 percent in the evening. The same goes for making purchases—purchase intent is highest at 11 percent from 3:00 a.m. to 11:59 a.m., followed by the night from 9:00 p.m. to 2:59 a.m. at 5 percent, and trailed by the afternoon from 12 p.m. to 4:59 p.m. and evening from 5 p.m. to 8:59 p.m. at 4 percent each.
Instagram Is Sportier Than You Think
Teenagers may be staring at their phones all day, but a lot of them are interested in sports, according to Instagram. In fact, 30 percent of the top 100 accounts teens follow on the social platform are sports-related. During New York Advertising Week, James Quarles, Instagram’s vice president and general manager of monetization said that one out of every three Instagram users follows a sports account—about 165 million accounts.
Programmatic Is Where It’s At
According to eMarketer, programmatic advertising (buying ads through a computer program) will account for 73 percent of all US digital display ad spending in 2016, and 21 percent of that will go to YouTube. Programmatic’s share of US digital display ad spending will continue to climb over the next couple of years, reaching 82 percent or $37.8 billion by 2018.
Social Marketing: Good Buy Versus Goodbye
A study by Sprout Social asked more than 1,000 social media users across Facebook, Instagram and Twitter to see what makes them want to click “buy” versus “unfollow.” With 85 percent of those surveyed following brands on social, over 75 percent said that they made purchases because of something they saw on social media. Don’t be too pushy or try too hard to be “hip to the youngsters,” though, because 46 percent named “too many promotional messages” as the number one reason for unfollowing a brand. 29.9 percent named the use of slang or jargon that doesn’t fit the brand as another major turn off. Discretion is totes, bae.
Does The Bell Toll For Pre-Roll?
The latest Ooyala Video Index, “The Rise Of The Mid-Roll,” found that mid-roll ads had a 90 percent average completion rate, compared to 78 percent for pre-roll and 65 percent for post-roll. The success of mid-roll completion rates may be attributed to the viewer already being invested in the video content they are watching, and therefore more willing to watch the entire ad. Another explanation offered by Ooyala is that mid-roll ads look and feel like watching TV where people are already accustomed to breaks in the video content they’re watching.
Technology And Refreshment Rule The World
Interbrand has released its 2016 Best Global Brands report identifying the world’s 100 most valuable brands. Apple and Google hold the top two spots for the fourth year in a row, with Coca-Cola coming in at number three, and Microsoft at number four. Overall, the most valuable global brands are dominated by the automotive and technology industries with a few newcomers. Tesla and Dior entered the top 100 brands this year at number 89 and number 100, respectively.
Advertisers Get More Social (And Influential)
Gartner’s 2016 Digital Marketing Channel Survey revealed that 80 percent of social marketers have or will have social advertising programs, and 28 percent will have employee and/or customer advocacy (influencer) programs in place within 12 months. “Influencer marketing programs that identify, engage and provide a value exchange between brands, industry thought leaders, content creators, celebrities and media outlets are a prime way to scale advocacy in social,” said Jay Wilson, research director at Gartner, in a statement. “These programs are also on the rise as a hedge against declining reach of brand posts.”