Digital Advertising Solutions | Centro Media Logistics » Natalie Drugan

Mobile Ad Spend Jumps to $4B, Half of Media Planners will Try Native Advertising, and 2013 Digital Marketing Trends

Natalie Drugan — Fri, 21 Dec 2012 17:44:19 +0000

eMarketer expects overall spending on mobile advertising in the U.S., including display, search and messaging-based ads served to mobile phones and tablets, to rise 180% this year to top $4 billion (previously forecasted at a slower growth of 80% in September). The jump in growth is largely attributed to “native” ad formats like Facebook’s mobile newsfeed ads and Twitter’s Promoted Products. Read More: US Mobile Ad Spending Jumps to $4 Billion
What’s all the buzz about native advertising? A recent study reveals that half of media planners will try native advertising in 2013. Native advertising is considered to be a natural, integral part of how people consume information vs. unwelcomed, interrupted messages; however, the debate is still out on the agreed upon definition. Regardless, the more inviting, emotionally-stimulating, and relevant the ad, the better chance it will connect with consumers. Can an ad format become too native to an environment? Read More: Half of Media Planners will Try Native Advertising

In the year ahead, digital marketing budgets are expected to increase by 50%-150%. According to a recent MediaPost article, key trends that are driving this growth include: near field communication, gamification, second screen, wearable tech, cineprint, geofencing, and augmented reality. What other trends should we expect to see in 2013? Which trends will soar and which will sink? Read More: 2013 Digital Marketing Trends: Brand Conversation To Commerce

2013 – the Year of Viewable Impressions and Time Spent with Mobile Apps Rivals TV

Natalie Drugan — Sat, 15 Dec 2012 15:19:29 +0000

Quality Matters. 2013 is expected to be a new year rallied around viewable impressions. As part of the Making Measurement Make Sense (3MS) initiative, endorsed by the IAB, ANA and 4A’s, widespread adoption of viewable impressions as a measurement standard for advertisers and publishers is set to take root, according to AdWeek. This initiative is sparking an increased focus on quality, particularly for premium brands. Read More: Advertisers Ready to Make an Impression
Times are definitely changing… A recent eMarketer article reported that U.S. consumers spent more time in apps than on the web. And their time spent with mobile apps (127 minutes) was nipping at the heels of their time spent watching TV (168 minutes). Top mobile app usage categories included games, social networking, and entertainment. This is another indication that mobile should be a top priority for media, rather than an afterthought. Read More: Time Spent With Mobile Apps Rivals TV

Success with Mobile Display, Internet Advertising to Overtake Newspapers, and Viewability is Key to Clicks

Natalie Drugan — Fri, 07 Dec 2012 15:00:21 +0000

Mobile display is proving its worth according to eMarketer. As for success metrics, mobile CTR surpasses online advertising norms while engagement with rich media ads have shown significant lift to brand metrics. U.S. advertisers are on track to spend $1.8 billion on mobile display advertising in 2012 and this number is expected to grow in 2013. Read More: Mobile Display Proves Its Worth
ZenithOptimedia predicts internet advertising will increase its share of the ad market from 18% in 2012 to 23.4% in 2015, while newspapers and magazines will continue to shrink at an average of 1% a year. The agency forecasts internet advertising to overtake newspapers for the first time in 2013, and then exceed the combined total of newspaper and magazine advertising in 2015. Read More: Zenithoptimedia Forecasts 4.1% Growth in Global Adspend in 2013
Recent research suggests that for ads that are not in-view, the difference in clicks is significant. MediaMind reported that overall, rich media ads boasted .22% CTR. However, for ads that were actually viewable—defined as 50% viewable for at least one second— CTR averaged 0.34%, a 54.5% lift. While viewabilitiy is an important factor in success, so are other factors such as engaging and relevant content, appropriate audience targeting, site quality, optimal reach and frequency levels, etc. Read More: Viewability Is Key to Clicks

Cyber Monday Makes History, Consumers Prefer Online Channels and Experiences, and Top Mobile Savvy Cities are Identified

Natalie Drugan — Fri, 30 Nov 2012 15:15:48 +0000

‘Tis the Season! According to comScore, $16.4B has been spent online (16% increase vs. the corresponding days last year). Cyber Monday reached $1.46B in online spending (up 17% vs. a year ago), representing the heaviest online spending day in history and the second day this season (in addition to Black Friday) to surpass $1B in sales. Holiday shoppers are clearly hungry for digital deals. It’s up to marketers to ensure their brand voice is not only heard online, but it must also invoke action. Read More: Cyber Monday Spending Soars to $1.46 Billion, Ranking as Heaviest U.S. Online Spending Day in History
Why digital media? Findings from a recent Accenture survey found that consumers prefer personalization and they are more likely to purchase from companies who leverage online communications and channels, specifically social media and mobile applications. Additionally, more than half of young adults indicated that they believe prices are higher in-store than online. Read More: Accenture Interactive Survey: Shoppers Prefer Personalization over Privacy and Final survey results
The IAB released the top mobile savvy shopping cities. Houston takes the lead with the savviest mobile shoppers followed by Seattle-Tacoma, San Francisco Bay, LA, and New York. The four key data points measured were: 1) ownership of a smart mobile device 2) propensity to be influenced by mobile coupons 3) ownership of a mobile retail application and 4) ownership of a mobile social media app. Read More: Mobile Shoppers: Growing Adoption Shifts Shopping Landscape

Cyber Monday Expected to Outpace Black Friday, Ad-Supported Online Video Grows by 17%, and E-Commerce to Grow 19% In Q4

Natalie Drugan — Fri, 23 Nov 2012 15:00:50 +0000

nydailynews.com

More consumers are expected to ditch the crowds and enjoy a hassle-free Cyber Monday shopping experience. A new Nielsen survey asked consumers about their plans for both key shopping days and the findings revealed that the majority (82%) of consumers do not plan on shopping on Black Friday this year.Meanwhile, 30% of consumers stated they will be shopping online this Cyber Monday. Key shopping sources include retailer web sites, newspapers and circulars, and social media. Read More: Cyber Monday Draws More Consumers than Black Friday
Ad-supported online video viewership has grown 17% YOY, according to a new survey by research firm FreeWheel. The study also discovered that online video ad views have grown 49% this year. The research attributes the uptick in ad views to consumers’ growing acceptance of online video advertisements. Read More: Viewership of Ad-Supported Online Video Has Grown 17% This Year
According to a new research study conducted by a JPMorgan analyst, mobile could represent about 12% of e-commerce sales this holiday season as a result of higher smartphone and tablet penetration. Spending overall is expected to grow 19% across desktop and mobile. And, showrooming is a key holiday trend that will be bigger than ever, with 37% of consumers browsing products in physical stores, but buying online or on mobile devices at lower prices. Read More: E-Commerce To Grow 19% In Q4

Nearly Half of National Brands will Increase Local Marketing, Mobile Web Connections are on the Rise, and Cross-Platforms Result in a Modern, Connected Community

Natalie Drugan — Fri, 16 Nov 2012 14:43:15 +0000

According to a recent study, nearly half (47.3%) of brands said they plan to invest more in local marketing for 2013 than they did in 2012, and much of that investment will go into mobile local marketing. These results as well as other recent studies show the growing importance of local marketing for national brands. Read More: Over 47% of National Brands Look to Increase Investment in Local Marketing for 2013
Half of Americans have mobile connections to the Web through either a smartphone or tablet, according to Pew Research. Nearly a quarter of U.S. adults (22%) now own a tablet device – double the number from a year earlier, while (44%) of U.S. adults have smartphones, up from 35% in May 2011. With this increased usage, marketers should not overlook the opportunity to increase their digital presence. Read More: 50% – Number of Americans with Mobile Connections to the Web on the Rise
Nielsen released its new Cross Platform Report yesterday, which reveals that simultaneous usage continues to grow. According to the report, close to 40% of Americans now use their tablets or smartphones while watching TV at least once a day, and twice as many do it at least once a month. “Modernity, in its new form, enables myriad content access points. It’s a fact of which Americans are taking full advantage. These devices are omnipresent, and not just among the youth.” Read More: The Cross-Platform Report: A New Connected Community Also, see attached report.

Mobile Local Ad Revenue Expected to Grow, A Record Year for Online Holiday Shopping, and Mobile Is Key To Cross-Media Marketing Strategy

Natalie Drugan — Fri, 09 Nov 2012 18:07:22 +0000

Click to expand. (BIA/Kelsey.com)

BIA/Kelsey forecasts U.S. mobile local advertising revenues to grow from $664 million in 2011 to $5.8 billion in 2016, representing a compound annual growth rate of 54.2%. This puts locally targeted mobile ads at 41% of overall U.S. mobile ad spending in 2011, growing to 58% in 2016. Growth drivers include smartphone penetration, location data, ad targeting innovation, and advertiser evolution. Read More: BIA/Kelsey Forecasts U.S. Mobile Local Ad Revenues to Grow from $664M in 2011 to $5.8B in 2016
The holiday season is off to a running start. eMarketer expects it to be a record year for online holiday shopping; U.S. retailers will earn $54.47 billion online during November and December this year, up 16.8% over online holiday season sales in 2011. Consumers are shopping online, and it’s up to marketers to attract, engage, and guide them through the optimal shopping experience. Read More: Kicking Off the Online Holiday Season
Separate-channel marketing is a thing of the past. Today, cross-channel marketing is imperative. Forrester recently released a report that views mobile as the backbone to cross-channel strategies, and recent advertiser campaigns that incorporate these strategies are proving to be quite successful. For example, a recent Adidas cross-channel awareness campaign increased sales between 30% and 100% across each of their primary markets. Read More: Mobile Is Key To Cross-Media Marketing Strategy

Majority of Ad Sellers Offer Mobile Display, 9.4+ Billion Video Ads Were Seen in Sept, and More than a third of tablet users read newspapers

Natalie Drugan — Mon, 05 Nov 2012 20:00:51 +0000

Marketers and publishers are keeping a close eye on the fast-moving mobile market. According to a new study, nearly 86% of publishers will offer mobile display ad inventory within the next three months. Additionally, nearly 95% of ad sellers said their clients were interested in buying mobile display ads. The #1 factor cited for helping sell more digital ads was the need for better education on the value of digital ads. One thing is for sure, if more consumers are moving to mobile, marketers should certainly follow. Read More: Vast Majority of Ad Sellers to Offer Mobile Display
Mobile device readership is on the rise. More than a third of tablet users in the U.S. read newspapers on their devices each month, and even more check out magazines, according to comScore. Another recent study found that tablet users ages 25 to 44 over-indexed for newspaper consumption, while magazines were popular among a slightly wider age group (18 to 44). These age groups are most likely to use a tablet and they also represent marketing opportunities, since they are an engaged audience. Read More: Who’s Reading Magazines and Newspapers on Tablets?
According to comScore, 181 million U.S. Internet users (85% of the U.S. internet audience) watched more than 39 billion online content videos in September, while video ad views totaled 9.4 billion. Time spent watching video ads totaled 3.4 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 681 million minutes. Video ads reached 51% of the total U.S. population an average of 60 times during the month. Read More: comScore Releases September 2012 U.S. Online Video Rankings

The State of the Agency, Tablet News Is Up, and Small and Mid-Size Businesses Rely on Digital

Natalie Drugan — Fri, 26 Oct 2012 16:00:54 +0000

In collaboration with BOLO, The Agency Post surveyed advertising professionals to understand the state of their agency. The study offers interesting findings across different categories, such as outsourcing services, client interests, areas where agencies feel unprepared, including media, ROI analysis, mobile, and segmentation, and internal staffing. For example, 93% of respondents stated they will not be hiring in the next six months, which could lead to more agency strain. Read More: State of the Agency Infograph
Tablets increase news consumption according to a new PewResearch study. “While most (55%) of tablet news users say the news they get on their tablet is replacing news they would have gotten in other ways, nearly as many (43%) say the news they get there is adding to the overall news they consume.” This further proves that high quality news sites serve as great environments for marketers due to high readership/consumer penetration. Read More: Are New Devices Adding to News Consumption?
“Today’s small and medium-sized businesses are well aware that, in the modern marketplace, to ignore digital channels is to be left out in the cold,” according to eMarketer. A recent study found that 40% of small and mid-sized firms plan to increase their digital spending budget within the next 12 months, while only 3.7% said they plan to decrease digital budgets. These businesses recognize that their audiences are more fragmented, which is also pushing them towards a multi-channel approach. Read More: For SMBs, a Path Toward Digital

Light the Night: Final results!

Natalie Drugan — Fri, 26 Oct 2012 14:00:29 +0000

Thank you to all of those who contributed to Centro’s Charleen’s Angels Light the Night team! We were able to successfully meet our goal and raise a total of $32,125.62!

Check out photos from the walk this past Saturday below:

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