Media Notes Canonical

64% Of Consumers Say Watching A Marketing Video On Facebook Influenced Purchase Decision In The Last Month

Every day, hundreds of millions of people watch video on Facebook and new findings suggest a majority make time for branded fare. In an article written by Gavin O’Malley in Digital News Daily (060617), 60% of Facebook users say they view at least one branded video a day, according to Animoto. More notable, 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month. In response to this receptivity, brands are diving into social video. Among those marketers surveyed by Animoto, nearly half say they are presently publishing four or more videos per month.

Plus, 92% of marketers say they are repurposing assets they already have for video creation. ‘Businesses need to learn to ‘speak video’ fluently if they want to connect with their customers on social media’, Brad Jefferson, CEO of Animoto, notes in the new report.

In February, Facebook reported 1.74 billion mobile monthly active users. According to Animoto’s research, 84% of consumers say they watch social video content on mobile devices, while 81% of marketers say they optimize their social videos for mobile, which includes things like planning for sound-off viewing.

Some 1,000 consumers and 500 marketers already in the business of putting out social video were surveyed for the report. While the marketplace continues to evolve, YouTube and Facebook still dominate in terms of video viewership numbers.

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By |June 7th, 2017|Media Notes Canonical|Comments Off on 64% Of Consumers Say Watching A Marketing Video On Facebook Influenced Purchase Decision In The Last Month

How Shoppers Think About Brick & Mortar

As retailers try to figure out how to optimize their brick-and-mortar assets,
a new study adds further evidence of shoppers’ conflicting emotions
about the entire experience of in-store shopping.

The study, by payments platform Adyen, identified three key criticisms
consumers make about in-store shopping:
◉ First, they don’t like lines. More than three-quarters said they leave
stores because of long lines
◉ Second, they like to be left alone. About half (49%) said they don’t
want to be helped by a salesperson
◉ Third, they don’t like the pressure. The same percentage, 49%, said
they are not always in buying mode, and they don’t feel the need to walk
out of the store with a purchase in hand.

The study was based on a February 2017 online survey of more than 2,000
US consumers.

The survey results closely align with a slew of recent data signaling
American shoppers’ evolving preferences, including an increasingly
distinct desire to be left to their own devices (literally) while in stores.

An International Council of Shopping Centers (ICSC) survey released in March showed that more than three-fifths of consumers expect that by
2020 they will actually prefer to be left alone to do their own thing while in
stores instead of engaging with a sales person.

And in April a survey from Salsify, which provides content management
services for digital commerce, found that 77% of shoppers use a mobile
device while shopping in-store, whereas just 35% opt to speak to a
salesperson if they have a question.

But the ICSC data also pointed up the value of the physical location,
noting that nearly three-quarters of shoppers said they’ve made a
purchase using their mobile device and picked up the product in store.
And more than half said they want to compile a shopping list on a store
app […]

By |May 9th, 2017|Media Notes Canonical|Comments Off on How Shoppers Think About Brick & Mortar

US Adults Now Spend 12 Hours 7 Minutes a Day Consuming Media

US adults will spend more than half the day with major media

According to eMarketer, thanks to multitasking, US adults’ average daily time spent with major media will slightly exceed 12 hours this year, according to eMarketer’s latest report, “US Time Spent with Media:eMarketer’s Updated Estimates and Forecast for 2014-2019”. But while their reports early in the decade told a story of robust gains—with increases in digital usage more than compensating for declines in time spent with nondigital media—growth has been petering out.

People are often using multiple media at the same time. That is how the figure for time spent can add up to 12 hours a day. And note our method of accounting for simultaneous usage: If someone spends an hour watching TV (for example) and uses a smartphone to surf the web during the same hour, this is counted as an hour of usage for each medium, and hence as 2 hours of total media time. One might have thought average time spent with smartphones by users would decline as the smartphone population broadened far beyond early adopters and technophiles. Instead, average time spent among users has steadily increased.

eMarketer estimates that nonvoice time spent per day by smartphone users will have risen from 2 hours 18 minutes in 2014 to 2 hours 42 minutes by 2019.

The proliferation of apps is clearly a factor in this increase. More and more of the digital universe is designed to cater to smartphones, and this often takes the form of apps. For users of smartphones—and, to a slightly lesser extent, users of tablets—time spent using those devices mostly means […]

By |May 1st, 2017|Media Notes Canonical|Comments Off on US Adults Now Spend 12 Hours 7 Minutes a Day Consuming Media

No One Note Samba

In the world of music, there is no such thing as a song with just one note.

In the world of integrated marketing, there is no such thing as just one ad placement or just one post that will generate significant traffic or sales. Integrated Marketing is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other.

In music, it take a series of notes, precisely placed and measured, to make a song that is compelling to the ear to which people will respond.

In today’s world of retail branding, it takes more than seeing one ad to prompt a consumer to buy that new sofa, switch brands, walk into a store or press the button for the shop online. As Matan Bik of Nielsen stated (041217), ‘It takes a combination of relevant, timely and engaging content that truly drives consumers through the total purchase process.

The Score

In the world of integrated marketing, like advertising before, it takes the correct data to understand what motivates consumers and then act on those insights. The content has to have specific tailored marketing messages based on specific personal preferences. Then it takes a deft hand in sequencing ads or posts at the appropriate time across various devices to improve consumer engagement and ultimately drive sales, whether it is through physical traffic into the store or sales via one’s website.

Mr Bik states that data insight is meaningless unless it can be acted upon. And this is one of the paralyzing factors in making integrated marketing work. Brand management tends to wash themselves in data about desktops, smartphones, tablets and other connected […]

By |April 21st, 2017|Media Notes Canonical|Comments Off on No One Note Samba

Small-Business Websites Are Expected To Be Top-Notch Just As Large Business Websites

Why is this important? If disappointed, consumers less likely to purchase and that means having a mobile-optimized site.

Consumers know what they want, and when it comes to visiting a small business’ website, they expect the same experience they would get from a larger chain. Rimma Kats, writing in eMarketer (041217) stated, ‘If website visitors don’t get that experience, whether because the site doesn’t provide simple information like an address or business hours, or because it has a poor mobile experience, then they are left with a bad impression. March 2017 research from Vistaprint Digital found that roughly half of US internet users surveyed said they would most likely be left with a bad impression if a small-business website had outdated contact information. And almost as many respondents said they would have a bad impression of a site that provided no address, directions or business hours.

A poor mobile user interface, difficult fonts and an unprofessional design were other factors cited by respondents. Surprisingly, some small-business websites are still not mobile.

A separate survey from Yodle conducted by Research Now, found that four in 10 US small businesses don’t have a mobile-optimized site. Ultimately, a bad impression, like that from a poor mobile site, can affect whether or not consumers make a purchase. In fact, nearly 60% of respondents surveyed by Vistaprint said they would be less likely to purchase something from a small business based on a bad impression of its website.’

Yet when surveying company heads, they nearly all believe their websites are mobile-optimized. Why? They are being told by their internal personnel that their websites are mobile-optimized when in fact, they are not. It […]

By |April 13th, 2017|Media Notes Canonical|Comments Off on Small-Business Websites Are Expected To Be Top-Notch Just As Large Business Websites

Smartphone Share Of US Site Visits In 2016 By Industry

Smartphones have increased their influence last year as devices used to visit websites, with their share of visits growing across key industries, Adobe Digital Index reported in its latest “Best of the Best” report. The devices largest share of site visits was again in the Media & Entertainment sector, where they grew to account for 42.1% of all traffic in the US last year.

Smartphones also comprised roughly one-third of all visits to US automotive (33.8%), travel (33.1%) and retail (30.9%) sites for the year overall. Their share of visits to finance (14.9%) and technology (14.9%) sites remained much lower.

For some sites, smartphones are the primary devices. In fact, for the top 20% of Media & Entertainment sites by smartphone visits, these devices alone comprised more than 60.4% of traffic.

Yet, desktops remain important, retaining their majority share of website traffic in some sectors, despite continued declines. Desktops were the device of choice in particular for consumers accessing telecommunications (74.6%) sites.

In other results from the report:
◉ The visit rate to websites increased by an average of 4% year-over-year across all industries
Finance experienced the highest average visit rate with 1.88 visits per month
◉ Time spent on websites declined across all industries
◉ Conversion rates for both the Retail and Travel & Hospitality industries increased on desktops and smartphones, with desktop conversion rates remaining well ahead of the smaller screens
◉ Website stickiness, measured as the percentage of traffic that stays and engages with a site, was highest in the Travel & Hospitality (40.9%) and Automotive (40.3%) industries but declined across most sectors
◉ Paid search click rates were highest for the Travel & Hospitality (7.4%) and Media & Entertainment (5.8%) […]

By |April 11th, 2017|Media Notes Canonical|Comments Off on Smartphone Share Of US Site Visits In 2016 By Industry

Trust In Advertising Is On The Rise

Given what seemed to be current negative attitudes towards advertising, new survey data from YouGov suggests a large shift towards greater trust in ads. Fifty-Six Percent (56%) of the general population believe that the ads they saw, read or heard were honest. It has risen from 50% in 2014. Looking at responses across demographic groups, this latest study indicates that:
◉ The proportion who feel that the ads they’re exposed to are very or fairly honest is above-average among females (75%), 35-54-year-olds (75%), Black Americans (79%) and Hispanics (78%), with Black Americans also showing less skepticism in the 2014 survey.
◉ Perceptions of ads’ honestly declines alongside rising educational attainment and income levels, also in line with the 2014 findings; and
the same general demographic patterns are apparent when analyzing trust in ads.

Another report reveals that the advertising medium affects perception of trust as well: print ads and TV ads are the most trusted, whereas online pop-ups are perceived as being notoriously untrustworthy.

Finally, almost two-thirds of US adults (64%) surveyed by YouGov felt that there should be stronger requirements for proving claims in advertising, a gain of approximately 10% points from 2014.

About the Data: The 2017 results are based on a survey of 1,019 US adults who see any advertising at least once a month. Survey-takers were advised that, by advertisements, YouGov was referring to “any commercials you see on television or hear on the radio or any advertisements you may read in newspapers, magazines or see online.”

By |March 30th, 2017|Media Notes Canonical|Comments Off on Trust In Advertising Is On The Rise

Small Business Trends In Mobile…Mobile Matters

Mobile is now clearly the way forward for small businesses with an online presence. More consumers are experiencing the internet through their phones as opposed to their desktop computers, according to SmartInsights. It has become not only a profitable addition to the marketing toolbox, it has become a priority for any business. In fact, according to comScore, the average person spends 2 hours 51 minutes per day on mobile. To give you some perspective, mobile time spent continues to progress upward, hitting a huge milestone in reaching an eye-popping level of one trillion minutes of aggregate media consumption per month in 2016. This is nearly double what desktop internet usage accounted for at its peak. Kimberly de Silva writing in Entrepreneur online stated that the time has come for small businesses to jump on the bandwagon and learn how to optimize mobile interaction with their audience. She discusses seven mobile trends that every small business should take note of.

1. Respect Your Mobile Relationship

The smartphone has become a personal, and almost sacred, object. For half of the mobile phone users, it’s the last thing they see when they go to bed and the first thing they wake up to. As a result, getting your message on your customer’s phone is a process that needs to be treated with respect. If users opted to receive text messages, push notes or emails from you, make sure it’s a message they appreciate. Don’t spam, otherwise customers will divorce you as fast as they can.

A “message they want” might include notifications of promotions, special offers, news and exciting events. Messages should not include daily reminders to shop, overly gushing testimonials, […]

By |March 24th, 2017|Media Notes Canonical|Comments Off on Small Business Trends In Mobile…Mobile Matters

New Milestone for Millennials’ Media Time: Smartphone Web+Apps Tops Traditional TV

Nielsen recently released its latest Comparable Metrics report, a quarterly look at device and media usage trends across various demographic groups. Upon review of the latest report as written by JC Lupis of MarketingCharts (032217), one statistic jumped out: for the first time in Q3, Millennials (18-34) as a group spent more time using smartphones (app + web) than watching traditional TV.

It seems inevitable that such a milestone would be reached, given the seemingly endless growth in smartphone use (although app use may be peaking) and continuing decline in traditional TV viewing, at least among this age group. Yet it took a surge in smartphone internet use in Q3 (a 21% quarter-over-quarter and 48% year-over-year jump) to get there. TV time, by contrast, remained quite steady, down only a little more than 4% year-over-year.

What are the actual numbers? In Q3, according to the study, Millennials as a cohesive block spent 1084 minutes during the average week (or about 18 hours a week) accessing the web and apps on smartphones versus 1059 minutes a week (or slightly less than 18 hours a week) watching TV. The gap was just 25 minutes a week (or about 3-4 minutes a day), but it reflects what is happening within this demographic.

It’s worth remembering that there are two elements that factor into the overall time spent equation: the number of users, and the amount of time spent by users.
In Q3 (the latest report available), 9 in 10 Millennials (90.8%) used smartphone web and apps during a typical week versus roughly three-quarters (75.8%) who watched TV. In other words, in terms of reach, smartphone web and apps has a significant […]

By |March 22nd, 2017|Media Notes Canonical|Comments Off on New Milestone for Millennials’ Media Time: Smartphone Web+Apps Tops Traditional TV

Advertisers To Increase Investing In Social Media During 2017

Advertisers in 2017 are allocating more money to paid social, particularly Facebook. Over the next 12 months, close to two-thirds plan to increase their investment to the social platform, according to December 2016 data from ClickZ Intelligence.

According to Rimma Kats in eMarketer (032017), Facebook is the largest recipient of social media advertising dollars in the world. eMarketer estimates the company will take in more than two-thirds of social media ad revenues worldwide in 2017.

But Facebook isn’t the only platform where advertisers plan to increase their paid social spending. According to the ClickZ survey, 40% of respondents said they plan to increase their spending on Instagram—whose ad business is on a rapid trajectory—and another 40% said they plan to increase it on LinkedIn. Increased interest in LinkedIn is likely because of its expanded advertising offerings with Sponsored InMail. And LinkedIn’s ad business is also growing.

Meanwhile, investment in Twitter is expected to increase by more than a quarter, according to ClickZ.

By |March 20th, 2017|Media Notes Canonical|Comments Off on Advertisers To Increase Investing In Social Media During 2017