Digital Trends: 50% of online ads are still non viewable

If you believed that your million dollars display campaign would generate massive brand recall and consideration, a European ad verification company Meetrics is ready to spoil your party.

According to the definition given by IAB on ad view-ability:

An ad is considered viewable if 50 per cent of it is in view for at least one second.

Meetrics Ad View-ability Study 2015

Meetrics Ad View-ability Study 2015

One of the key reasons identified above is the longevity of the ad, keeping that in mind, it won’t be long when ads (including banner ads) would be purchased on viewable time spent by the audience.

Online ad view-ability is a complex concept with several stakeholders ranging from brands and agencies to ad networks and measurement vendors.

Also ReadAd Viewability – a boon or bane for advertisers?

In 2012, in an exercise governed by MRC ( Media Ratings Council ) , a total of 17 advertisers and 12 agencies participated in pilot across 22 campaigns, representing more than 3 billion served impressions that ran in variety of different environments.

Data released by the MRC to pilot participants revealed the following key findings.

  1. View-ability rates – or, the percentage of impressions for which the viewable/non-viewable status was determined – varied widely by campaign; from a high of 78.6 percent to a low of 7.3 percent.
  2. The percentage of served impressions measured for view-ability ranged from a low of 0 percent to a high of 76.7 percent.
  3. Network placements in pilot programs generally had lower measured and viewable rates.

In another detailed and more recent study published jointly by Google & DoubleClick, there were some fascinating insights (including some from media planning and creative perspective) which opens this discussion further:

56.1% of all impressions we measured are not seen, but the average publisher view-ability is 50.2%. (Refer below graph)

Ad VIEWABILITY DISTRIBUTION ACROSS DOMAINS

Ad’s page position matters, as the most viewable position is right above the fold, not at the top of the page.

Average viewability by vertical position

The most viewable ads units are vertical units.

VIEWABILITY RATES BY AD SIZE

Page position isn’t always the best indicator of view-ability. Not all above-the-fold impressions are viewable, while many below-the-fold impressions are.

Page Position Ad View-Ability Distribution

While it ranges across content verticals, and industries, content that holds a user’s attention has the highest view-ability.

industry wise ad-viewability

Key Take Away

There is no doubt that with increasing spends in digital it is important to not overlook what just might be the most profound potential impact of a new view-ability metric: how it may change the experience for consumers.

View-ability data enables advertisers to identify both high- and low value inventory and then shift budgets and targets accordingly to maximise reach and ROI. By understanding trends about what inventory has the highest view-ability, advertisers can better formulate their media strategies.

Social Media Trend : Twitter buy now button may alter consumer journey forever

In the last few years, e-commerce has transformed the way brands are looking at their businesses.

Not just the retail, but it has forced the entire services sector to build a unique experiential model online and create newer revenue channels (powered by e-commerce) to their existing business models.

Without doubt, social media platforms like Facebook, Twitter and Pinterest have literally altered the consumer’s path to purchase across industries, by making it more dynamic and real-time.

Talking about real-time, Twitter is the undisputed king of real-time marketing in social media. And yet brands are often challenged to work out exactly what role it should play in the mix. It can be used to create awareness, drive engagement, and play a crucial role in customer service.

Twitter users’ shopping habits make them a valuable audience for retailers and the findings can help businesses maximise sales by “sending Twitter shoppers the right message at the right moment.”

According to a Millward Brown survey of women on Twitter who had recently purchased household staples, Twitter users have bigger budgets and buy more often than non-users.

For five major retail categories, Crimson Hexagon used keyword analysis to quantify the share of conversation on Twitter for each stage of the purchase process.

 

“Whether they’re learning about a new product or on the cusp of buying, shoppers rely on Twitter for information and advice. The survey showed that nearly half (49%) of female Twitter shoppers say Twitter content has influenced their purchase decisions, which makes the platform prime real estate for brands,” Twitter says.

For five major retail categories, Crimson Hexagon used keyword analysis to quantify the share of conversation on Twitter for each stage of the purchase process.

Twitter Buy Now Button for e-commerce

After two years of testing, Twitter is finally making it easy for millions of merchants to sell products through a tweet.

The micro blogging network announced Wednesday that its “buy now” button will be available to any merchant in the United States that uses one of three major e-commerce platforms to run its online shopping operations. A store that is a customer of Demandware, Bigcommerce, or Shopify can use the software to tweet out a link to a product that will show up with a buy button.

What does this means for ecommerce startups and small business?

Technically speaking, you could run a startup business with the Twitter Buy button without even owning your own website. If the button allows you to connect directly with a payment processor it would work like Amazon or eBay where some people simply create an account on one of those sites and start selling — without ever having to slog through the hassle of launching their own site.

With Twitter Buy button, you can possibly cut down on the steps it takes for people to buy items from your store. From the looks of it, this button can be used as a one-click feature wherein your followers can link credit cards to their profiles.

Since no one has to go out of their way to get to your website, this feature constitutes a huge advance for the user experience. You won’t have to worry about how your shopping cart is working.

Honestly, I assume some stores would transition most of their resources to Twitter and other social outlets if this ended up working well, since the maintenance is so low and your entire checkout is handled by Twitter.

That, ladies and gentlemen, is quite frankly, a revolution in making.

Digital Trends : 14% CMOs anticipate mobile spends to rise upto 50%

The Interactive Advertising Bureau’s (IAB) recently released “Marketer Perceptions of Mobile Advertising” report, which surveyed more than 200 marketers, found that more than three-quarters of marketers believe that programmatic mobile is important, or at least somewhat important.

Surprisingly, only 27 percent of the marketers surveyed had actually purchased mobile ads programmatically.

The good news for the programmatic industry, and for marketers as a whole, is that the technical hurdles that once prevented programmatic targeting on mobile are now largely a thing of the past.

A variety of solutions have emerged to solve mobile’s cookie problem: client log-in, app SDKs (Software Development Kits), and mobile Web behavioural data to name a few. Tie a shiny bow around all of that with geo-location, and we’ve begun to master mobile.

Here are some of the key digital trends from the report:

  • Marketers expect that their spending on mobile advertising will increase over the next two years: 14% anticipate it will rise by more than 50% while 57% expect it to rise by less than 50%. 
  • About one-third of mobile advertising spend is substitution from other channels, with print media hit hardest (58%), followed by PC digital and TV. 
  • Marketers in our 2014 survey show a high level of satisfaction with the results of their mobile marketing activities. The majority is either satisfied (50%) or fairly satisfied (37%) while a further 8% completely satisfied.
  • Marketers show a strong interest in mobile programmatic, as 41% agree that it will help them reach target audiences. However, relatively few are actually buying mobile inventory programmatically today: 18% via private exchanges and 17% via open exchanges. 
  • Marketer uneasiness over potential data privacy issues is pronounced. 37% of respondents in 2014 cited privacy as a very important issue compared to 22% in 2013.

Ranking for Mobile Advertising Inventory

  • Mobile websites continue to take a central role in mobile advertising, with 22% of respondents ranking these as the most important type of inventory for their mobile campaigns.
  • Sixteen percent of respondents prioritised mobile search as most important for their mobile campaigns.
  • Mobile optimised social media campaign is gaining its popularity slowly and steadily, with 14% audience placed their bets on it.
  • Mobile rich media is losing its popularity due to diversity in type and size of devices in the market.

Here is a short summary presentation of the 2015 IAB Mobile Advertising Report:


Digital Trends showing Mobile as de-facto for content consumption

In the past half a decade, various consumer & media researches have shown a downward trend for Digital Consumption on PC, and it is no longer a breaking news for the hardware manufacturers around the globe.

Mobile is de-facto for interactive content consumption

When it comes to digital consumption for content, Smartphones & Tablets have become the de-facto device for all audience segments and hence the most preferred platform of engagement for the advertisers. In terms of media consumption, tablets are perfect devices.

More portable than a laptop and yet larger than the minuscule screens of phones, tablets are easy on the eyes and allow you to really get immersed in the content while still being able to take on the go.

In the past 12 months, Millennial Media digital trend reports that the number of internet users grew by 4% to 201 million users. However, mobile-only users grew nine times faster during the same time period while desktop users decreased by 45%.

Here’s what Millennial Media found out:

There were few content categories that were consumed on Mobile Devices more than the Desktop Computers:

  • Streaming Radio: Mobile = 95% (79% smartphones and 16% tablets) and Desktop = 5%
  • Games: Mobile = 85% (79% smartphones and 6% tablets) and Desktop = 15%
  • Social Media: Mobile = 72% (61% smartphones and 11% tablets) and Desktop = 28%
  • Weather: Mobile = 70% (61% smartphones and 9% tablets) and Desktop = 31%
  • Retail: Mobile = 53% (39% smartphones and 14% tablets) and Desktop = 47%

Content Categories Consumed on Desktop Computers More than Mobile Devices:

  • News: Mobile = 45% (39% smartphones and 6% tablets) and Desktop = 55%
  • Sports: Mobile = 44% (38% smartphones and 6% tablets) and Desktop = 56%
  • Food: Mobile = 42% (27% smartphones and 15% tablets) and Desktop = 58%
  • Business/Finance: Mobile = 38% (36% smartphones and 2% tablets) and Desktop = 62%
  • TV: Mobile = 33% (22% smartphones and 11% tablets) and Desktop = 67%
  • Travel: Mobile = 32% (21% smartphones and 11% tablets) and Desktop = 68%
  • Auto: Mobile = 24% (19% smartphones and 5% tablets) and Desktop = 76%
  • B2B: Mobile = 20% (12% smartphones and 8% tablets) and Desktop = 80%

Content Categories Consumed Equally on Mobile Devices and Desktop Computers:

  • Health: Mobile = 50% (45% smartphones and 5% tablets) and Desktop = 50%

Digital Trends : App consumption versus mobile web

  • Time spent consuming content on mobile devices is overwhelmingly huge through mobile apps, according to comScore data.

According to Mediabriefing:

2014 was the first year in which more time online was spent in mobile apps than on desktops, and mobile web barely got a look-in. That’s not the case for news consumption, but publishers should take note of those proportions are underscored by an increase in the time spent in-app for news applications, which analysts Localytics showed rose 14 percent over the past year.

While mobile responsive websites are likely to remain a priority for publishers, people are increasingly choosing to consume news in-app on their mobile devices, more and more publishers would be looking to  build their native app in 2015.

Popular categories in Apps belong to leading news content publishers

According to statista, business, lifestyle and entertainment categories are in the top app categories of 2014. If you are a Television Producer or a Programming head of any popular TV Channel, you have every reason to go ecstatic seeing the possibilities that Smartphones & Tablet can offer.

What this also meant is that content producers can no longer create & distribute their content from a myopic standpoint as it is now being viewed across multiple devices.

Mobile doing better than Tablets in e-commerce conversions

According to recent report on Marketing Land:

Device trends held steady, with mobile devices (tablets and smartphones) accounting for 42 percent of traffic and PCs driving 58 percent of shopping traffic. Smartphones continued to lead tablets, driving 24 percent of traffic compared to 18 percent for tablets.

PCs accounted for 73 percent of orders in week two of December, tablets drove 12 percent and smartphones drove 15 percent of orders.

Digital Trends : Publisher priorities in 2015

Recently, Jeff Jarvis pointed out we’re all mobile now, since the ubiquity and interconnectivity of tech means we’re essentially always connected to the internet and whatever information we need. He argues this means publishers need to focus less on delivering content tailored to individual platforms and more on the context (location, time etc.) of its audience at a given time.

All these stats point in the same direction, with tablets on the rise, consumer is shouting out loud to the media companies & brands to create responsive web experience & highly engaging content that is available across devices.

Digital Trends in Mobile App Marketing for 2014

With the pace at which connected tech is evolving, very soon Smart TVs, integrating television along with the power Internet technologies and social media, will replace Television.

Having said that, India is still world’s third largest television market in the world with a combined viewership of 415 million. Millions of these potential Consumers still consuming majority of their daily entertainment & infotainment through television broadcast on a daily basis.

Continue reading

Digital Trends for Automotive in 2015

According to a survey conducted by Dimensional Research, an overwhelming 90 percent of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86 percent said buying decisions were influenced by negative online reviews.

 

has-reading-online-reviews-impacted-purchase-decision

 

Without doubt, we can now say that the conventional purchase lifecycle has changed (and continuously changing) with the ever increasing dominance (& relevance) of social media in our daily lives.

For those who are new to digital marketing, here’s a simple video that compares the purchase lifecycle back in 1990s vs 2014.

Unlike mediums like television or radio, internet audience can stumble upon your brand / product from anywhere. In today’s complex digital environment, there are more than 24 possible touch points that any auto buyer can go through in order to make a purchase decision. It would not be an exaggeration to say that the fortune of a brand gets decided somewhere between those never ending twitter feeds & Facebook timelines.

24 research touch points for auto purchase

24 research touch points for auto purchase

Take an example of car buying which is one of the most dynamic purchase life cycle concept in the modern day marketing.

Last year, Google Insights released a report according to which In-market auto shoppers are doing their digital homework. Auto video research is on the rise and mobile usage has increased 35% year over year. ( Read how digital drives auto shoppers in stores)

In this Google infographic, you can learn some of the digital automotive trends showing how consumers use the web to search for and buy cars.

Google_Auto_Trends_Infographic_2014

 

Key Digital Automotive Trends from the above infographics:

  • With more than 48% of car dealer search queries are now coming from mobiles, smartphone is increasingly becoming an important platform using which auto shoppers are doing their research.
  • Digital Search & Product Reviews are becoming an integral part in the auto purchase lifecycle.
  • Auto shoppers checking for product videos & video reviews is on the rise year on year.
  • Online Video is becoming most critical content piece in the entire buying decision.

In a multiscreen world, everything is online

Multi Screen User Behavior Analysis

One does not require to browse any strategic research to acknowledge the growth of digital devices. It is more than apparent now that consumer is not going to stay happy with just a single (TV) screen. From Television to PC to Mobile phones to Smartphones & now Tablets, consumer is hungry for more & more screens to satiate his hunger for information, content & communication. With the advent of more & more devices, consumer’s attention span on any single device is getting minimal but his habit of screen hopping is rising exponentially. The trend is certainly in the favour of new age media specialists who have learn to thrive in randomness.

There are few eye opening trends which have forced us to look at Multi Screen user behaviour as the next big wave in the media industry, not just from theoretical perspective but from pure business standpoint as well, here’s why:

If you notice the graph below, according to the latest comscore reports, Almost 40% of total TV viewing audience across all age groups (in US) are showing light TV viewing
pattern.

US Average TV viewing per week ( by age group ) - Comscore 2013

The trend doesn’t change much on weekends(refer to graph below) where Almost 40% viewers are falling in zero to light viewership status. This clearly suggests that consumption is shifting in big numbers to other devices.

US Weekend TV viewing analysis (by age group ) - Comscore 2013

Lets look at couple of more interesting statistics in this regard. To tell you honestly, I was not surprised by this one, especially when I myself an owner of multiple information/ communication devices.

According to comScore data, Over 70% of US consumers (all ages) are now using TV & PC in the same room

US Multi Screen viewership Pattern Analysis - Comscore 2013

Close to 65% are watching TV while surfing computer at the same time.

US TV Watching while using other gadgets like PC
It is however even more interesting to see what these users are surfing while they are watching TV. According to comScore data,
Multi Screen Marketing - reasons for watching TV shows online
57% of audience at least once watch their TV show online.
This is a great eye opener for all broadcast companies to rejig their programming strategy. This can open up not just new revenue opportunities for all content owners but a step towards a handshake between traditional & new media marketing companies.

Alarmingly, 67% users are watching their favourite shows online.

because they missed it on TV or they want to match it to their schedule, classic example of a modern family who is on the move or hectic lifestyle/busy with jobs/ kids at home with remote control in their hands.

The statistics above clearly demonstrate a paradigm shift in the social landscape which is now becoming more predominant as the number of nuclear families increasing day by day. As media & marketing professionals, we cannot afford to have a narrow point of view about things simply because the line between online and offline is about to vanish.

Before I sign off here, I would like to leave you with this Keynote speech  on “Winning with Mobile in a Multi-Screen World” from Bon Mercado Head of Mobile, Google