12-5-14 Search + Mobile Marketing Research


Indian TV channels up digital spend
MUMBAI: India’s TV broadcasters have been ramping up their advertising expenditure in digital this past year to the point where it may now account for up to one quarter of the total http://tinyurl.com/o35tdl7

UK will take digital adspend lead
LONDON: More than half of all adspend in the UK will be spent on digital media in 2015, making it the first country in the world where the majority of adspend goes on digital, according to the latest data from GroupM.

Australian online adspend to double
SYDNEY: Australian online advertising expenditure is set to double over the next four years according to a new study, which highlights the growth of online video. And within this, it said online video was the fastest growing type of online general advertising inventory, with a growth rate of 60% during 2013/14. This now accounts for 17% of overall online general advertising expenditure.



Adspend & Media Trends
Latest media investment forecasts

With its war on promotion, Facebook is now an ad critic

For years, Facebook urged marketers to think less in terms of creating ads and more about creating “content.” And it blurred the lines between ads and content, choosing euphemisms for its ad products like “sponsored stories.”

Those days are now over. Facebook announced late last Friday that it would decrease the reach of brand posts it deems too “promotional.” But while Facebook is construing the practice as a way to better serve its users, advertisers are worried that the social network is being unclear about what constitutes “quality content,” and in turn preventing advertisers from reaching consumers who affirmatively asked to hear from them — often thanks to ads on Facebook


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Tumblr looks to capitalize on Facebook’s chokehold on brand content

One of the unlikely beneficiaries of decreased organic reach on Facebook and the corresponding decline in brand publishing activity may be Tumblr.

At least Tumblr hopes so—the platform is courting marketers with a pitch that pits itself as a solution to brands’ frustrations with Facebook and Twitter. Tumblr is telling brands that its platforms offers greater longevity for individual posts and no algorithm that stands between those brands and their followers on the platform. Left unsaid: Facebook just wants your ads, Tumblr’s where you can really build a bond with your audience through creative content, not just retargeted banners.


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Facebook explains its decreased organic reach

After weathering months of criticism at the hands of brands and their agencies, Facebook finally replied on Thursday to the stream of complaints about decreased organic reach. Organic reach on Facebook — the number of Facebook users who see any given post from a Facebook page — has fallen off for brands in recent months due to an internal tweak, causing some to call Facebook a “bully” that hoodwinked marketers.

Facebook had previously told brands and their agencies that the key to effective marketing on the social network was accumulating likes and followers. Agencies and brands spent years doing just that, operating under the belief that they’d be able to access the audience they generated for free.

In April 2012, brands were reaching about 16 percent of their fans on average. That number has reportedly slid into the low-single digits, but Facebook would neither confirm nor deny that figure.


Hooray, brands get choosier about their social content

Real-time marketing, the advertising buzzword that has plagued our Twitter streams since Oreo decided to dunk in the dark during the 2012 Super Bowl, is becoming less annoying. Thanks to changes to Facebook’s news feed algorithm for brands, some agencies are advising their clients to publish fewer social media posts.

“The fad of jumping on every little moment in pop culture has jumped the ‘Sharknado,’” Ken Kraemer, chief creative officer at digital agency Deep Focus. “The days of people forcing real-time reactions to popular culture as brands is over.”

Deep Focus is one of several social-savvy agencies that spoke with Digiday about being more measured in its approach to real-time marketing. Now that social has matured into a paid media channel with appropriate measurement, gone are the days of using every pop culture event, regardless of its significance, as an excuse to send a brand tweet. http://digiday.com/platforms/brands-social-media-content/

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The Mobile Browser Is Dead, Long Live The App

Analytics firm Flurry has published data on mobile usage by US consumers during Q1 2014. While users are spending more time on their devices (an average of 2 hours and 42 minutes per day, up four minutes on the same period last year), how they use that time has changed as well. Only 22 minutes per day are spent in the browser, with the balance of time focused on applications.

Looking at breakdown of that time, users are living in their smartphone’s applications. That gaming requires apps is a given, but almost every other area provides the user with a choice – go for an app to access the data or go to the web.


With a Big Push From Facebook, Facebook Video Is Booming. Heads Up, YouTube.

Do you like watching videos on Facebook? You’re not alone. And you’re going to be seeing a lot more of them.

That’s the word from Facebook, which is excited about the rapid uptake of its new, autoplaying videos — both the kind that users pass along on their own and the ones advertisers are paying to get in front of users.

You should generally ignore most companies’ “momentum” announcements, and at Re/code we try hard not to bother you with them in the first place. But in this case it is worth paying attention to Facebook, because there’s a very good chance that its push into video could be a very big deal.



Facebook’s Strategy to Take on YouTube Comes Into View
Autoplay Videos Plus LiveRail Ads Could Equal Trouble for Google’s Video Service

Facebook made a small update to its video product on Monday that points the way to a potentially big business. Videos uploaded to Facebook using the social network’s own video player will now publicly display how many views they receive. Facebook’s YouTube-like move is an attempt to show online video networks and advertisers how Facebook’s ability to attract audiences compares with YouTube’s as the social network looks to rival Google’s dominant online video service.

“Views themselves don’t really lead to anything overtly commercial at this stage. But in the world of video, views are the currency of the marketplace so having an idea how your videos is performing is important,” said an executive at one network that uploads videos to YouTube.


It’s Time to Figure Out Your Facebook Video Strategy
During Facebook’s third-quarter earnings call, Mark Zuckerberg said he expects to see a rise in video on Facebook.

If you haven’t yet figured out a strategy for Facebook videos, you should probably get on it soon.

This week Facebook held its third-quarter earnings call, and the company reported revenue of $3.2 billion for the quarter, up 59 percent from $2.02 billion in the year-earlier period. During the call, Mark Zuckerberg discussed the importance of mobile in its success, but he also mentioned the importance of video for the social network.

During the Q&A portion of the call, Cowen & Co. analyst John Blackledge asked how we should view Facebook as a video platform and how it will be used on the site moving forward. Zuckerberg answered by explaining the growing popularity of photos and video as a way to share with friends.



Estimated Total Conversions: New Insights for the Multi-Screen World

As consumers are increasingly on the go and switching between devices, marketers need to see a more complete and accurate picture of how their online advertising drives conversions. Conversions can come in many forms – visits to your store, phone calls, app downloads, website sales or purchases made after consulting various devices. Estimated Total Conversions provides you with a holistic view of all of the conversions driven by your search ads on Google.com that can be used to make important decisions like how much to bid and how to allocate budgets.


Online Marketing For Q4 2014 – Benefits Of Display Ads

Online marketing should be at the top of the “must do” list as we enter Q4 2014. If this holiday shopping season snuck up on you, as it always does and you find yourself in panic mode, needing fast results from online marketing efforts, fear not! Not all online marketing efforts create immediate results and if you need results quickly and are growing impatient waiting for results of SEO or SMO efforts, you should consider display advertising. I wrote about display advertising earlier this year in my blog post, Display Ads For Online Marketing Success which I highly recommend you read if you would like to learn a little about the basics of this effective method of advertising.


Understanding Facebook’s FBX — Social Media’s First Ad Exchange

Introducing Facebook’s Audience Network

Today we’re announcing an expanded test of Facebook’s Audience Network — a new way for advertisers to extend their campaigns beyond Facebook and into other mobile apps.

The power of Facebook ads, off Facebook
Facebook ads work because they’re personal, relevant and easy to measure on both desktop and mobile. The Audience Network brings these same powerful features to additional app-based mobile experiences, giving marketers even more scale for their Facebook campaigns.

The Audience Network uses the same targeting available for Facebook ads today, including Custom Audiences, core audiences and lookalike audiences. It features the same measurement tools marketers use for their Facebook ads, too.


Hair Fish

The History and Evolution of Social Media

Social media has become an integral part of modern society. There are general social networks with user bases larger than the population of most countries. There are niche sites for virtually every special interest out there. There are sites to share photos, videos, status updates, sites for meeting new people and sites to connect with old friends. It seems there are social solutions to just about every need. In this article, we’ll review the history and evolution of social media from its humble beginnings to the present day.


Why Google is Hurrying the Web to Kill SHA-1

Most of the secure web is using an insecure algorithm, and Google’s just declared it to be a slow-motion emergency.

Something like 90% of websites that use SSL encryption — [green lock] — use an algorithm called SHA-1 to protect themselves from being impersonated. This guarantees that when you go to [green lock for facebook.com] , you’re visiting the real Facebook and not giving your password to an attacker.

Unfortunately, SHA-1 is dangerously weak, and has been for a long time. It gets weaker every year, but remains widely used on the internet. Its replacement, SHA-2, is strong and supported just about everywhere.

Google recently announced that if you use Chrome, then you’re about to start seeing a progression of warnings for many secure websites:


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