Media Notes Canonical Briefs

Older Adults Show Greater Propensity to Click on Social Video Ads

How Strong Are Facebook & Instagram In Clicking On Social Video Ads?

Video accounts for a large portion of the advertising spend of major national advertisers, with marketers contending that video has high conversion rates than other content. When it comes to video, advertisers are still turning to social media platforms, with Pixability’s State of Digital Advertising Report revealing that the majority of agencies run campaigns on Facebook (90%), YouTube (88%) and Instagram (88%).

Pixability analyzed data from campaigns that ran on YouTube, Facebook, Instagram, Amazon Fire TV, and other connected television channels through their PixabilityONE platform. From this analysis, Pixability found that Facebook delivers the best click-through rates (CTR) at an average of 1.15%, followed by Instagram (0.47%) and YouTube (0.11%).

One notable finding from the report is that older consumers are more apt to click on video ads than younger consumers. Indeed, the average CTR for consumers 65 years and older on Facebook and Instagram is 3.42% and 1.8%, respectively. Meanwhile, those consumers between 55-64-years-old have an average CTR of 2.38% on Facebook and 1.73% on Instagram. This is far higher than the comparable CTR rates for the youngest group of adults (18-24-year-olds), which averaged 1.05% on Facebook and 0.46% on Instagram.

In contrast to Facebook and Instagram, YouTube videos appear to have low CTR across all age groups. The highest was an average of 0.13%, which was shared by those across the 25-54-year-old age brackets.

The good news for advertisers is that cost-per-view (CPV) has fallen for both Facebook and YouTube. YouTube’s CPV fell by one-third (32.5%) between 2018 and 2019, […]

By |September 5th, 2019|Media Notes Canonical Briefs|Comments Off on Older Adults Show Greater Propensity to Click on Social Video Ads

How Should Brands Measure Success On Instagram If ‘Likes’ Are No Longer Relevant?

In July, Instagram announced their test of hiding ‘Likes” on posts. Instagram says the reason for the new feature is to have users concentrate on their posts and interacting with the app, rather than likes.

However, as Emily and Sarah Hamilton wrote in The Drum (090219), ‘The big question is, how will this affect a business that is purely built on social media marketing and relies on social proof? This is a massive change for business.

Likes’ are one of the most recognizable elements of social proof, and a former core element to engagement metrics of a brands’ social platforms. If not engagement, what social metric will drive business results at top? A new era is here. It will be defined by personalized content. 

More than just a ‘Like’ 

In the beginning, social media was a new way people used to connect. Over time, people started to rely on social media platforms more and more. As a result, business owners started to take advantage of the data to understand a specific audience to create strategies to market their products on social media. Today, social media has become one of the most important aspects of digital marketing.

When you think about successful social media content, you are probably already thinking of the generic metrics like the number of ‘Likes’ you get. The number of ‘Likes’ a post receives helped brands to determine how engaged their followers were, what worked and what didn’t.

The number of double-taps can be considered as an acknowledgement. However, today’s social […]

By |September 3rd, 2019|Media Notes Canonical Briefs|Comments Off on How Should Brands Measure Success On Instagram If ‘Likes’ Are No Longer Relevant?

The Real Reason Shoppers Aren’t Returning

Analysts expect that more than 6,000 stores will close in 2019.

Shep Hyken, writing in Forbes (090119) stated, ‘Malls are closing. Retail stores are fighting to stay afloat. Analysts expect that more than 6,000 stores will close in 2019. More than 40,000 employees are expected to be laid off. The blame is often cast on the new digital retail experience. Yes, the way a consumer shops is radically different than even just a few years ago, but consider the stats from ServiceChannel’s recent research outlined in The State of Brick and Mortar Retail Report.

The shopping experience is a buying experience, regardless of the industry.’

His first point was intriguing. ‘Eighty-six percent (86%) of consumers continue to make most of their purchases at brick and mortar locations. Yet many brick and mortar retailers fear how much business they are losing to online retailers. Yes, retailers must learn to compete with an online business, but that’s not the only reason a customer doesn’t return. Something as simple as a dirty restroom or a broken shelf could impact a return visit. Even something about the parking lot – too much traffic, having to walk too far, trash on the ground, etc. – could impact the experience enough to make a customer look for an alternative store.
In addition, 40% of customers surveyed said they are likely to spend less money in a store where there is a negative experience, while 43% said they are likely to jump to a competitor if they encounter any of these negative experiences. In other words, customers know what good service is. What’s more, they expect […]

By |September 1st, 2019|Media Notes Canonical Briefs|Comments Off on The Real Reason Shoppers Aren’t Returning

The Importance Of Incremental Lift

Nielsen Brings A New View To Lift

Marketers like to try new things. One of the reasons many of us got into this profession is the ever-changing nature of it and the fact that there is always innovation: new channels, tools, tactics and technology to learn and master.

Just in the last few years, we’ve seen the marketing technology landscape grow to include more than 7,000 different solutions.

But rolling out something new isn’t as easy as flipping a switch. Before initiatives are debuted, they require two things: budget approval and buy-in from the executive team.

This is especially true when companies launch a new marketing effort. Let’s say you have an original campaign that you’re sure will resonate with customers. You think it could propel your organization ahead of the competition and set the stage for future growth.

The best way forward is to test your hunch before investing too much of your budget in an unproven message, channel or tactic. Running a sample campaign and measuring the results will help you either prove that it worked and/or iterate to improve outcomes.

By making a direct connection between your advertising efforts and actual sales, you’ll have the proof to win over leadership and get the resources you need to scale up.

In the past, marketers have relied on historical campaign data to build a case for future initiatives. This data included traditional metrics such as clicks, using last touch attribution. 

But in today’s hyper-competitive world, relying on old school metrics won’t give […]

By |August 30th, 2019|Media Notes Canonical Briefs|Comments Off on The Importance Of Incremental Lift

Consumer Trust in Brand Message Grows With Increased Exposure

Brands cannot live on a good reputation alone; they need to earn consumers’ trust. Analysis in a new report from Edelman shows that while two-thirds (67%) of global consumers say that while a good reputation will inspire them to try a product, they will stop buying that product if they cannot trust the company behind the product.

That being said, only one-third (34%) of consumers trust most of the brands they use. While the level of trust in brands they use are within the average across age groups and gender, trust varies significantly across income levels. Only 29% of those consumers in the lower 25% income bracket trust the brands they buy. This is compared to the 38% of consumers in the top 25% income bracket.

In a time when brand ethics are an influential factor in many buying decisions and there is a customer expectation that companies shold have a positive impact on society instead of just being focused on profit, Edleman’s report found that more than half (56%) of the respondents surveyed say that too many brands use societal issues as a marketing ploy to sell more of their product.

This skepticism makes it difficult for brands to get their messages heard and, more importantly, trusted. But in what will likely be good news for those selling ad space, the research did find that if consumers are exposed to a brand’s message across a number of channels, the trust in the message strengthens.

For respondents who engaged with a message on just one channel, only 32% had a […]

By |July 28th, 2019|Media Notes Canonical|Comments Off on Consumer Trust in Brand Message Grows With Increased Exposure

What Do Emotional Interactions With Brands Mean For Consumers?

Emotions are greater drivers of brand loyalty than rational factors such as price competitiveness or brand values including social responsibility, according to consumer research from Capgemini. A new report from Invoca and Adobe reveals what a high emotional quotient means to consumers.

Found in MarketingCharts 101818, Invoca surveyed 1,000 US consumers, finding that when making a typical purchase of less than $100, just 9% feel that the ability to understand their emotions is the most important attribute a salesperson can display. But when they were asked about making stressful or complicated purchases, 25% said that emotional quotient (EQ) is most important.

Consumers attribute a range of characteristics to high EQ interactions. However the most important are:
⦿ Problem-solving (90% identifying as important or very important);
⦿ Support (89%);
⦿ Efficiency (88%); and
⦿ Adaptability (87%).

These generally reflect what consumers to be the most important aspects of a great customer experience, which revolve around speed, convenience and efficiency.
Humans Still Preferred
Seven in 10 respondents believe that brands will mostly rely on artificial intelligence (AI) for communications 5 years from now, but that doesn’t necessarily mean they’re excited about it.

Eight (8) in ten (10) respondents feel that human representatives in person offer the best emotional quotient, with human representatives on the phone (49%) perceived as offering the next-best interactions. Far fewer feel that voice assistants (24%) and chatbots (22%) can offer a solid emotional quotient, indicating that human interaction is still crucial.

In fact, recent research has found that in the US, almost 2 in 3 consumers (64%) feel that companies have lost touch with the human element of the customer experience, and 71% would prefer […]

By |October 19th, 2018|Media Notes Canonical|Comments Off on What Do Emotional Interactions With Brands Mean For Consumers?

Internet Adoption, Social Media Usage Have Been Flat Since 2016

While the overall numbers have peaked, there is still growth and change within categories.

A new Pew Research Center study indicates the use of social media and internet adoption more broadly are flat. Greg Sterling writing in Marketing Land (100118) stated ‘The organization found the percentages of users who own smartphones, use social media and the internet overall is roughly identical to 2016 figures, or even down slightly.

◉ The shares of U.S. adults who say they use the internet, use social media, own a smartphone or own a tablet computer are all nearly identical to the shares who said so in 2016.
◉ The share who say they have broadband internet service at home currently stands at 65%, nearly identical to the 67% who said this in a survey conducted in summer 2015.
◉ And when it comes to desktop or laptop ownership, there has actually been a small dip in the overall numbers over the last two years, from 78% in 2016 to 73% today.

Imagine, only 65 percent broadband penetration. What is striking about the above excerpt from the report is that broadband internet penetration stands at only 65 percent of all US adults.’ One of the reasons for this surprisingly low penetration is an aging America who never adapted to tech and the price of entry. ‘Pew says that multiple factors are standing in the way of further penetration:rural availability, cost, complexity or basic lack of interest.

On the latter point, a Pew survey in 2013 found that about 34 percent of non-internet users had no interest in going online and said the internet wasn’t relevant to their lives.

By |October 2nd, 2018|Media Notes Canonical|Comments Off on Internet Adoption, Social Media Usage Have Been Flat Since 2016

Nearly Half of Young Facebook Users Have Taken A Break From the Platform

Some forty-two (42%) percent of Facebook users ages 18+ report having taken a break from checking the site for several weeks or more at some point in the past year, according to survey results from the Pew Research Center. That includes a high of 47% of users ages 18-29, per the study.

The survey, which was fielded in late May and early June (a couple of months after the Cambridge Analytica story had broken), reveals a seemingly higher degree of discomfort with Facebook among its younger than older users.

Although there wasn’t a huge age gap in terms of taking a break from the site (4 in 10 users ages 65 and up also had), there were considerable differences in other actions taken.

64% of 18-29-year-olds Facebook users reported having adjusted their privacy settings on the platform within the previous 12 months. That was roughly double the share (33%) of users ages 65 and older who reported having done so.

Younger users were also far more likely to say they had deleted the app from their phone. While 1 in 4 Facebook users overall said they’d done so, that figure jumped to 44% among 18-29-year-olds, almost 4 times the rate of the oldest bracket (12%).

The results continue what has been a steady run of difficult news for the social networking giant as relates to youth. That has been most true for teenagers, who have drastically shifted their preferences from Facebook to Instagram and Snapchat in recent years, leading one firm to question if teen use of Facebook had peaked.

The latest Pew survey turns up another ominous sign for Facebook: it […]

By |September 25th, 2018|Media Notes Canonical|Comments Off on Nearly Half of Young Facebook Users Have Taken A Break From the Platform

US Digital Buyers Stick Close to Home … For Now!

Thanks to digital commerce, a shopper anywhere in the world can buy light fixtures from Scandinavia, cosmetics from South Korea or furniture from North Carolina without leaving their house. But compared with other countries, relatively few US online buyers engage in cross-border ecommerce.

As Krista Garcia wrote in eMarketerRetail, ‘According to a May 2018 PayPal and Ipsos survey, roughly one-third of US online buyers had made a cross-border purchase digitally in the past 12 months. The majority (66%) find all the retailers they need on their home turf. The US tied with India for third place, ranked by countries that shop online domestically. Only Germany (68%) and Japan (94%) had higher levels.
The eMarketer Ecommerce Insights Survey, conducted in July 2018 by Bizrate Insights, showed that just 10.8% of US internet users had bought from a foreign site in the past 30 days. This figure is lower than PayPal’s because it covers a shorter timeframe and includes all internet users, not just digital buyers. There wasn’t wild variance with age. The most active age the 30-to-39 age group (14.4%), the lowest incidence occurred with those 60 and older (9.6%).

Half of these sales occur on a desktop computer, according to PayPal, while 32% were via smartphones, which was a much higher rate than neighboring Canada (15%) and higher than all of the 16 countries in Europe included in the survey.

But will it last? Will US digital buyers cross their regional trends today to expand in the future?

This is the state of U.S. Adult Media Consumption today:

As you […]

By |August 3rd, 2018|Media Notes Canonical|Comments Off on US Digital Buyers Stick Close to Home … For Now!

For Retailers Digital Transformation Hinges On Customer Experience

You Have To Be Agile At ‘The Speed Of Social’

According to the annual digital trends study by Consultancy and Adobe, retailers worldwide who were surveyed at the end of 2017 and into 2018 plan to put a great deal of effort into omnichannel marketing and customer experience this year. 

The two most exciting opportunities cited by retailers for 2018 were optimizing the customer experience (23%) and data-driven marketing focusing on individuals (19%). These were the top opportunities cited by all sectors surveyed, but more retailers were in agreement. 

The two areas where other sectors had far more excitement than retailers were creating compelling content for digital experiences (14% vs. 7%) and using video to increase brand engagement (9% vs. 4%). It is also likely that retailers are already on top of content, visuals and video as merchandising and selling tools.

Looking back, most retailers also said optimizing the customer experience was the biggest opportunity last year (18%). Social marketing turned out to be the next biggest opportunity in 2017 (16%). It also appears that retailers have a better grip on mobile this year. The number of retailers who said understanding how mobile users research and buy products will be very important for digital marketing over the next few years shrunk considerably between 2017 and 2018 (79% vs. 62%). Using offline data to optimize online experience as well as using online data to enhance offline channels have both grown in priority. 

When asked by Econsultancy and Adobe about digital-specific priorities for 2018, targeting and personalization was at the top for 34% of retailers in North America and Europe. (Retailers in Asia-Pacific […]

By |May 31st, 2018|Media Notes Canonical|Comments Off on For Retailers Digital Transformation Hinges On Customer Experience