How Big Is Facebook on Mobile? Facebook has quickly ramped up its mobile ad revenues, according to company reports, and eMarketer expects this trend to continue for several reasons.
First, the social network holds great appeal for many web users who have already taken up smartphones. In addition, the native mobile advertising offered by the social network makes for a fairly seamless experience that does not put users off as they browse the news feed. According to a December survey by AYTM Market Research, nearly four in 10 internet users say they never access Facebook via mobile—in addition to the 15.2% who said they didn’t use Facebook at all. Still, that left over a third of respondents who said they used Facebook on mobile at least sometimes, including 17.5% who did so “often.”
Which Enhanced Tablet Ads Get the Highest Marks? Tablets will be in the hands of more than half of US internet users this year, according to eMarketer estimates.
With reach at a tipping point, advertising on tablets is shaping up to be a big opportunity for marketers. That said, the interactive devices are still fairly new and require a fresh approach that best leverages the device’s features. VivaKi, a digital advertising solutions company, conducted a broad 14-month study in the US, which concluded in October 2012, to determine how certain enhanced tablet ads compared with standardized versions of common ad types. The study found that the banner to full-page ad, pre-roll with overlay ad and rich media interstitial ad showed the greatest lift across specific metrics, compared with the standardized version of each of these ad types. At a clickthrough rate (CTR) of 8.7%, the banner to full-page ad’s clickthrough performance on tablets was more than four times greater than the static web banner.
Which Social Media Marketing Tactics Work Best? Now that marketers’ tenure on social networks is at least a few years old, they are zeroing in on what they are best able to accomplish on the sites, what their biggest challenges are and how to most effectively track their performance.
Ascend2, an agency consulting company, surveyed marketing professionals around the world in February 2013, and the greatest percentage of respondents from both business-to-business (B2B) and business-to-consumer (B2C) companies considered customer engagement to be the primary purpose of their social media marketing. Website traffic also ranked high for both types of marketing professionals. Leads were a more important end for B2Bs than B2Cs. Twenty-nine percent of B2Bs used social to generate better quality leads, and 27% sought to get more leads with the tactic. Search engine rankings remain an important part of businesses’ digital strategy, and social media plays a role here too.
Previous Article. For Ad Clicks, Tablets Outperform Smartphones. Tablets are in the hands of an increasing share of high-value consumers worldwide.
And as a result, more mobile ad dollars are going toward the devices. Mobile ad-buying platform Adfonic found that tablets’ share of mobile ads served on its network climbed from 9% in Q2 2012 to 14% at the end of Q4 2012. And as the inventory of tablet ads expands, ad placements on the high-resolution, interactive devices are proving their worth. Examining the performance of ads on smartphones vs. tablets, Adfonic found that tablet ads performed better across a range of metrics and industries in December 2012. Branding campaigns, in particular, garnered 250% higher clickthrough rates on tablets vs. smartphones.
Further proving the value of tablets for those industries employing rich visual content, the style and fashion, as well as lifestyle and health categories each saw clickthrough rates double on tablets. Entertainment and media is a particularly significant player in the mobile ad market. iOS Still Leads in Smartphone, Tablet Internet Traffic in the UK. On both tablets and smartphones, Android continues to gain market share and chip away at Apple’s position.
According to eMarketer, iPad users will decline from a 59% share this year to 40% in 2017, as lower-priced tablets, including those running Google’s operating system, become more popular. Tough European Economy Lowers Expectations for World Ad Market. Ad spending around the world passed the half-trillion-dollar mark last year, eMarketer estimates, with spending in North America and Asia-Pacific accounting for well over half of the total.
Growth was solid in 2012, at 5.4%, up from just 3.8% growth in 2011. This year, growth will continue at a similar 5.2% pace to reach $535.5 billion, and annual increases will hover between 4.4% and 5.5% throughout the rest of the forecast period, before spending hits nearly $650 billion in 2017. eMarketer is relatively distinct in its methodology for global ad spending. The company forms its forecasts through an analysis of various elements related to ad spending—including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, investment banks and other forecasters, and consumer media consumption trends—at a country and regional level before building its worldwide model.