Search + Mobile Marketing Research 6-9-2014

Google wants brands to fix the links in search engine query results that make people think they found the information, only to click and land on the mobile site’s home page instead.

From a desktop it’s different. The smartphone screen is too small. The idea to reduce the frustration of landing on irrelevant pages and help webmasters fix the faulty redirects requires something other than providing searchers with a preview of the page, similar to the way the engine does on desktop searches.

Facebook Ad Trends Show CPCs & CTRs Increasing

To analyze quarterly data in its historical context, an aggregate data set was built from the advertisers and partners who have been active on the Nanigans Ad Engine platform from Q1 2013 to Q1 2014. Nanigans clients include 200 of the world’s leading performance marketers in ecommerce, gaming and other internet businesses such as online travel and mobile app developers.

Key findings for Q1 2014

CPCs increased 10% from Q4 2013.
CTRs increased 4% QOQ and 167% YOY, indicating that marketers are continuing to see high engagement on Facebook.
App discovery continues to be a priority for app developers. Mobile app install ads were the most popular mobile ad unit, capturing 74% of Facebook mobile ad spend.
Advertisers have shifted their focus to the News Feed, with 81% of desktop ad spend allocated to News Feed ad units. 76% of ad spend was allocated to ages 25+.

Click-through rates (CTR) increased 4% QOQ and 167% YOY. The increase in YOY CTRs across all mobile and desktop ad formats shows that marketers are continuing to see high engagement on Facebook, says the report.

Mobile Advertising Global Trends Revealed in Smaato Mobile RTB Report

New Data in Quarterly Report Suggests Worldwide Growth in Role of Data in Mobile Advertising and Spread of Mobile Real-Time Bidding

SAN FRANCISCO – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), releases its global mobile RTB Insights Report for Q1 2014. The report is an in-depth analysis of worldwide exchange data, auctions, bids and impressions across Smaato’s SMX platform. It highlights the continued growth of mobile RTB in 2014 and the growing importance of data in mobile advertising across all regions.

“company to watch in 2010? by Financial Analyst Company GP Bullhound.”

Smaato owns and operates the leading global mobile RTB ad exchange and SSP. Smaato’s SMX platform helps 76,000+ publishers monetize their inventory across 240+ Ad Networks and Demand Side Platforms. SMX has access to 70 billion+ ad impressions per month from ad-serving platforms across 450MM uniques. Some of the key findings from the quarterly report are:

More advertisers and publishers are leveraging programmatic buying

RTB ad spend continues to grow in 2014 and shows an increased advertiser interest in mobile programmatic buying. The aggregated RTB performance on SMX experienced a significant growth in Q1 2014 with uplift of 459% compared to Q1 2013.

Mobile RTB will remain the growth engine for digital advertising spend in 2014

The US continued to lead RTB ad spend across SMX, followed by the United Kingdom and Italy. Certain countries worldwide have seen the largest percentage increase in ad spend; some of the notable countries were: Turkey (225%), South Africa (190%), Brazil (104%), Mexico (88%) and Spain (77%) in Q1 2014.

AdWords Enhanced Campaigns: Google Announces Big Changes to Mobile Ad Campaign Management

We live in a multi-screen, constantly connected mobile world today, and marketers need to be able to easily reach people across all devices with relevant ads. Over the last 5 years, growth in search query volume from mobile phones has greatly outpaced growth in query volume from desktop computers – the number of daily searches on Google from mobile devices is expected to surpass daily desktop search volume by next year. February 06, 2013

We believe that the ROI of mobile search is very compelling – you have a lot of valuable leverage, like precise location, immediacy, commercial intent, and 1-click-to-call going for it. It’s always been a matter of just getting the advertiser to adopt the somewhat complicated best practices in terms of campaign setup and reporting to realize these benefits. By simplifying this process, We are confident that there will be an uptake in mobile advertising adoption and ROI. We think the new AdWords enhanced campaigns will be particularly helpful for the SMBs who are not yet taking advantage of mobile search. .

We are introducing Estimated Total Conversions for search ads on as an exciting first step to give marketers more insight into how AdWords drives conversions for your business. Estimated Total conversions will show you both the conversions you see today, like online sales, as well as an estimate of conversions that take multiple devices to complete. Over time, we’ll be adding other conversion types like phone calls and store visits as well as conversions from ads on our search and display network.

“iCrossing is focused on consumers’ changing behavior. People are researching products in stores, on their phones during work and on their tablets while watching TV.”

“Using the cross–device conversion tracking beta, we worked with our telecommunications client and saw a 97% increase in mobile-initiated conversions — which would have otherwise been credited to direct site visit conversions. Overall, by measuring all cross-device activity, we were able to determine 7.6% more conversions total in AdWords for this client. This type of intelligence is critical for us and our clients to make real-time media mix and performance decisions.”

—Jonathan Adams, Head of Media for North America at iCrossing

3 Keys to Millennial Marketing: Smartphones, Social Media, Hyper-Targeted Content [Study]

A deeper look at Millennial media habits reveals that they prefer hyper-targeted content, in the form of personalized social networks, customized online news feeds, and music streams. For example, 71 percent of the respondents choose hyper-targeted music streaming services like Pandora and Spotify, compared to 11 percent who listen to non-targeted local radio.

Based on the findings, the report provides some suggestions for better marketing to Millennials:

Create interesting and sharable content that can be consumed quickly on any device.
Incorporate social media into your marketing mix.
Tailor content to your audience and make it appropriate for their particular context.

SDL surveyed 1,800 millennials around the world, consisting of 53 percent female and 47 percent male. You can get more insights from this SlideShare file.

5 Ways to Run Effective Facebook Ads at Different Stages

To make it easier for you, I have decided to show you the top five ways you can effectively run Facebook Ads at different stages, to target different audiences. Are you ready for it?

Introducing Facebook’s Audience Network

Improved Ways for Direct Response Marketers to Reach People on Mobile and Desktop

Enhanced calls to action for your News Feed ads
Businesses will soon have a better way to drive people to their landing pages on both desktop and mobile. When a marketer creates a Page post ad driving traffic to their desktop or mobile website, they will have an option to add a call-to-action button, which will show up in the lower right-hand corner of the ad. Marketers will be able to choose from five action buttons: Shop Now, Learn More, Sign Up, Book Now or Download.

Facebook on ‘Collision Course’ with Google over Direct Response, Says Topeka

Facebook’s decision to continue to test video ads, Instagram ads, and the mobile ad network this year, sets up 2015/2016 revenue growth rates for possible re-acceleration when all three are fully launched. For Instagram, advertisers we speak with appear enthusiastic at the possibility of placing ads on the platform, given its highly engaging nature. We see a gradual increase towards $1B in revenues annually for Instagram. For video ads, depending on the level of spend per day, Facebook could generate between $400M and near $1Bmm in revenues annually in the U.S., and substantially more internationally. FAN opens up an incremental revenue stream that has the potential to add billions of revenues given the data FB has on 1B mobile users.

Facebook pits itself against Google in direct-response pitch

Digiday obtained a pitch deck Facebook has recently been circulating to clients and its preferred marketing developers. Titled “Facebook for Direct Response,” the presentation highlights Facebook’s ability to drive conversions, especially across devices. It’s clear from the language and images included in the pitch deck that Facebook is directly pitting itself against Google in a play for ad dollars.

Define It – What Is Programmatic Buying?

As the data-driven, digital ecosystem expands, so are the number of people looking to understand its intricacies.

In an effort to bring transparency to the many industry terms and buzzphrases spinning ’round, AdExchanger asked several executives their thoughts on the following:

“What is programmatic buying?”

Andy Cocker, COO/ Co Founder, Infectious Media
George John, CEO, Rocket Fuel
John Nardone, CEO, [x+1]
Philip Smolin, SVP of Market Solutions, Turn
Joe Zawadzki, CEO, MediaMath

Andy Cocker, COO/ Co Founder, Infectious Media

“Programmatic Buying describes online display advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms. While it includes RTB it also includes non RTB methods and buy types such as Facebook Ads API and the Google Display Network. Programmatic also implies the use of multi sourced data signals to inform targeting and optimization decisions. An increasing share of online display advertising is moving towards programmatic due to its inherent efficiency (both workflow and performance). The majority of inventory available via programmatic is non-guaranteed, auction traded during the ad call although we expect to see more guaranteed reserved ‘premium’ inventory available in the future. Although ‘Programmatic’ suggests little or no human intervention, algorithmic optimisation can only do so much. Smart macro optimization by analytical ‘traders’ can amplify programmatic performance significantly.”

google adsense image ads

Image ads compete in the same auction for your ad space that text ads do. So, choosing to display both text and image ads increases the competition for ads to appear on your site, and may help you earn more. Google’s technology determines on a page-by-page basis which ads are likely to make you more money, and serves those ads to your page.

Twitter Prepares 15 New Ad Products to Compete With Facebook

“One of Twitter’s most powerful targeting capabilities is the option to target based on keyword usage. Unfortunately, because Twitter’s user base is still relatively small, it is hard to scale out a big enough audience for more niche topics,” says Ross Sheingold, chief strategy at Laundry Service, a social media agency.

He further points out that Twitter charges advertisers on a cost-per-engagement (CPE) basis, so inflated costs could be a concern. “When using Twitter ads, advertisers should know their intended business objective and optimize the tweet for that result. If they want to drive link clicks, embedding an image in the tweet might drive up their costs, because they’ll get charged when people engage with either of them,” Sheingold tells ClickZ.

“To date, Twitter hasn’t been as cost-effective at driving direct-response results, but they’re clearly trying to change that with the addition of the new ad products. The challenge now is being able to prove that Twitter ads can drive business results as effectively as Facebook has,” Sheingold says.

Google Unveils Premium Programmatic Video Marketplace

The new offering, called Google Partner Select, aims to connect premium publishers and brands through direct buying.

“This new premium programmatic marketplace will connect a select set of publishers investing in top-quality video with the brands that want to buy against it,” Neal Mohan, Google’s vice president of display and video advertising products, said in a statement.

According to Mohan, both brands and publishers have difficulty leveraging programmatic video buying. On one side, brands want to take advantage of premium video content, but they have a hard time finding high-quality video inventory; on the other side, publishers want to have control over programmatic.

To meet needs on both sides, Google’s new marketplace will bring together “the best of brand with the best of programmatic.”

40% of Twitter Users Will Be in Asia-Pacific by 2018 [Study]

A look at different countries in the region reveals that India and Indonesia will experience the most consistent growth from 2012 to 2018. The number of Twitter users there this year will reach 18.1 million and 15.3 million, respectively, both exceeding the U.K.’s numbers for the first time.

The U.S., which now represents more than one-fifth of global Twitter users, will have the largest number of individual Twitter users throughout the forecast period. But the share will drop, says eMarketer, as the Twitter user growth in the U.S. matures.

Social Ad Revenues to Hit $15 Billion by 2018 [Study]

This trend is down to a striking revenue growth in Facebook, Twitter, and other social media channels in the past few years, primarily through mobile, Fratrik explains. “Young people check Facebook pages and Twitter feeds every few hours,” he tells ClickZ. “Based on every quarterly report we get from Facebook, we find that this social network has successfully moved into mobile area.”

Fratrik points out that marketers and advertisers are continuing to transition from traditional media to online and mobile. “We expect that growth to continue,” he adds. “In our research, we see many marketers are incorporating successfully social and online digital sites into their campaigns.”

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