Group items tagged

You click. You buy. An advertiser pays. In an over-simplified sense, that’s how desktop digital advertising works. That system doesn’t work as well on mobile, however, where an estimated 40% of clicks are accidents (or fraudulent) and advertisers are still wary of their value. Research firm eMarketer projects that advertisers will dedicate just 2% of their budgets to mobile advertising this year--even though customers are increasingly logging in through their mobile devices.

At Google and other companies that sell advertising, the golden question has become not how to get consumers to simply click more mobile ads, but how to measure effectiveness beyond the click--even if that means tracking offline actions or purchases made on another screen.

“There’s this incredibly new, incremental engagement point called ‘out and about’ or called ‘sitting on public transportation’ or called ‘at home on the couch in front of the TV' and these are places where we didn’t used to be connected,” Jason Spero, Google's head of mobile ads for the Americas, tells Fast Company.

TBG Digital’s CEO Simon Mansell tells me “this is huge news that show mobile is potentially going to be the big revenue driver that Facebook needs, especially because the usage in there.”

According to a new study by TBG Digital on 278,389,453 Sponsored Story ad impressions across 17 clients, mobile news feed Sponsored Stories (the only ads Facebook shows on mobile) have a stunning click-through rate of 1.14% at a $0.86 CPC. That means Facebook earns $9.86 per 1000 impressions (eCPM), and that could actually rise as more advertisers realize the power of mobile Sponsored Stories and compete for impressions there.

Compare those numbers to the desktop news feed Sponsored Stories that get a 0.588% CTR at $0.63 CPC and earn Facebook an eCPM of $3.72, and Facebook is getting 1.93x the CTR and earning 2.65x as much on mobile sponsored stories compared to what it makes on the web.

audience for mobile apps has hit 58 million in primetime — 8 p.m.

The IAB estimates that the U.S. mobile ad market brought in $3.4 billion in 2012. The IAB didn't break out revenues for apps vs. the mobile web, but Flurry has estimated that 80% of mobile activity occurs on apps

Kantar Media calculated that TV advertising accounted for $74 billion in ad revenues in 2012. Even if apps generated 100% of mobile ad revenues, the market would still be just 4.5% that of TV.

As much as 40% of clicks on mobile ads are so-called worthless clicks, offering no return on investment for the advertiser, according to a new study.

The study, which was released on Wednesday, was commissioned by Trademob, a Berlin-based mobile app marketing platform. The company analyzed six million mobile advertising clicks on 10 of the biggest mobile advertising networks. Conclusion: Advertisers are wasting a lot of money on mobile ads.

The study, which was released on Wednesday, was commissioned by Trademob, a Berlin-based mobile app marketing platform. The company analyzed six million mobile advertising clicks on 10 of the biggest mobile advertising networks. Conclusion: Advertisers are wasting a lot of money on mobile ads.

Overall desktop ad spending set to decline in 2014 while mobile grows 83.0% Desktop search in the US is poised for a significant decline this year as paid clicks on Google shift toward mobile devices, according to new figures from eMarketer. US mobile search ad spending grew 120.8% in 2013, contributing to an overall gain of 122.0% for all mobile ads. Meanwhile, overall desktop ad spending increased just 2.3% last year, according to eMarketer.

desktop search ad spending will drop $1.4 billion this year, a decrease of 9.4% from 2013, while mobile search will increase 82.3% year over year. Mobile search will total $9.02 billion, compared with $13.57 billion for desktop search. Overall, US spending on advertising served to desktops and laptops will decline 2.4% in 2014 to $32.39 billion, down from $33.18 billion in 2013. Google will have a notable influence on the overall shift from desktop to mobile search spending. In 2013, 76.4% of the company’s search ad revenues came from desktop. However, that share will fall to 66.3% in 2014 due to a $770 million decrease in desktop search ad revenues year over year, eMarketer estimates. At the same time, the company’s mobile search revenues will increase $1.76 billion, totaling approximately one-third of Google’s total search revenues.

Up from 19.4% in 2013, mobile search will comprise an estimated 26.7% of the company’s total ad revenues this year. Desktop search declined to 63.0% of Google’s ad revenues in 2013, having already fallen from 72.7% in 2012.

71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.

These are some of the key findings from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010.

General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone 72% use their smartphones while consuming other media, with a third while watching TV 93% of smartphone owners use their smartphones while at home 

Twitter has confirmed our scoop with the announcement of Tailored Audiences - its name for retargeted ads. Available globally to all advertisers via a slew of adtech startup partners, advertisers will be able to target recent visitors to their websites with retargeted Promoted Tweets and Promoted Accounts.

Twitter’s users are on mobile. Seventy percent of its ad revenue already comes from the small screens, and it likely follows that a majority of engagement is on mobile, too.

retargeting happens like this. You visit a website, say a travel booking site, and look at a page for buying a flight to Hawaii. You chicken out at the last minute, don’t buy, and navigate away, but the site has dropped a cookie for that Hawaii flight page on your browser. Then, when you visit other sites or social networks that run retargeted ads, they detect that cookie, and the travel site can show you an ad saying “It’s cold in SF. Wouldn’t a vacation to Hawaii be nice?” to try to get you to pull the trigger and buy the flight it knows you were already interested in. But without cookies on mobile, you can’t retarget there… …unless you can tie the identity of a mobile user to what they do on the computer. And Twitter can. It’s one of the few hugely popular services that individuals access from multiple types of devices.

Market-research outfit eMarketer projected that Facebook will account for 21.7 percent of the global mobile ad market in 2014, up from 17.5 percent in 2013 and just 5.4 percent in 2012. Google still commands the lion’s share of the sector, with eMarketer pegging it for a 46.8 percent share in 2014, and attributing its drop from nearly 50 percent in 2013 to the social network’s growth. eMarketer also predicted a modest gain for Twitter, to 2.6 percent in 2014, from 2.4 percent in 2013 and 1.5 percent in 2012. For the sector as a whole, eMarketer projected that mobile advertising will jump 75.1 percent in 2014, to $31.45 billion, accounting for nearly one-quarter of total worldwide digital ad spending.

In 2012, only 11 percent of Facebook’s net ad revenues worldwide came from mobile, and last year, that figure jumped to 45.1 percent. In 2014, eMarketer estimates that mobile will account for 63.4 percent of Facebook’s net digital ad revenues. Mobile accounted for 23.1 percent of Google’s net ad revenues worldwide in 2013, and eMarketer estimates this share will increase to 33.8 percent this year.

Facebook confirmed to me it quietly unlocked the new device and OS mobile ad placement options when it officially launched its new mobile app install ads two weeks ago. These ads let developers pay to show links to their App Store or Google Play apps in the Facebook mobile news feed. Facebook needed a way to make sure devs were reaching users on the devices they build apps for.

Device and OS placements are somewhat similar to Facebook’s “broad category” device targeting that lets advertisers reach people with specific makes and models of phones like LG Androids or iPhone 5s. However, these ads can show up on both desktop and mobile. Placement targeting lets advertisers choose where they show up, not just to who.

there’s also the Android vs iOS socio-economic divide. A recent Forrester study found that iPhone-using households had an average yearly income about $16,000 higher than Android households. That means operating system and device type could augment data like biographical info, interests, and work and education history for targeting high or low-end products via Facebook ads.

Facebook reported $1.8 billion in advertising revenue, with mobile ads accounting for 49% of that sum—and roughly 44% of all revenue. At this time last year, the company generated only 14% of its advertising revenue from mobile.

Facebook now boasts 874 million mobile monthly active users, an increase of 45% year-over-year. And it remains the world's largest social network, with over 1.19 billion people using the service each month.

There were 2.4 billion people on the internet at the end of 2012, up 8% from 2011.

While many Facebook advertisers justly focus on the US, UK and Western Europe, a lot can be said about considering other countries.  India, Indonesia and Brazil and Mexico are among the top 5 countries on Facebook according to Socialbakers.

Compared to TV, there is a significant discrepancy in the amount of time consumers spend on mobile devices relative to advertising spend.  While we spend 12 percent of our time on mobile devices, mobile advertising dollars only account for 3 percent of total spending.

Digital advertising revenues climbed to a milestone high of $36.6 billion in 2012

That historic number marks a 15 percent rise over 2011’s full-year number, which itself had been the highest on record, at $31.7 billion.

2012’s fourth quarter numbers, at $10.3 billion, rose by 14.9 percent from $9 billion in the final quarter of 2011. These 2012 Q4 figures represent an uptick of 11.6 percent over Q3 2012, which came in at $9.2 billion.

According to Millward Brown’s 2012 U.S. AdReaction Report released Tuesday (Nov. 27), men looked more favorably upon all eight types of mobile ads they were asked about compared to women in a survey involving around 1,000 consumers. However, it's worth noting that neither ladies nor gents are exactly crazy about getting on-the-go product pitches, according to the study.

The biggest difference was augmented reality ads, which men view as a positive experience at a 15 percent clip compared to 6 percent for women. Mobile video and mobile display ads also significantly tilted toward the guys when compared to their female counterparts—16 percent versus 8 percent for both types of ad unit.

Facebook has lost 10 million users in the US and seen no growth in monthly visitors in the UK over the past year

Research shows that the number of unique visitors to the Facebook website from computers, smartphones and tablets has fallen from 153m in March 2012 to 142m in March this year, having peaked at 158m last August.

On Sunday, the Guardian reported that Socialbakers, which produces Facebook traffic estimates for advertisers, had recorded falls in monthly visits in the US and Europe

at the social network served up 39 percent more ad impressions in the most recent period than Q1 2012.

That impression increase likely has as much to do with Facebook's daily active user base growing by 26 percent year-over-year to 665 million people as it does any efforts to further boost its advertising revenue—up 43 percent year-over-year to $1.25 billion

Facebook’s mobile monthly active user base climb 54 percent to 751 million people (including 189 million people who only check Facebook from their mobile devices, up 128 percent year-over-year), but once again mobile jumped as a percentage of Facebook’s ad revenue, having gone from 0 percent in Q1 2012 to 14 percent in Q3 to 23 percent in Q4 to 30 percent in Q1 2013. Desktop ad revenue "stayed flat," Ebersman said, before qualifying the stagnation. "Flat desktop revenue does not reflect a particular trend relative to desktop demand. Instead, more inventory is being shown on mobile because that’s where people are spending more time," he said.

To guarantee the ads you pay for actually appear and look great on all screens, you should insist to your ad agencies that your advertising creative be developed in a mobile-compatible format.  And the one open, industry-standard, universal format for building mobile-ready creative is HTML5.

Your opportunity has never been greater. Nearly half of the US population has a mobile phone with internet access*, and one out of five pageviews on the web happen on a mobile device - a number that is growing every month.**

Mobile advertising is continuing to grow, but it's doing so at the cost of desktop ad spending

U.S. digital ad spending to grow 14% this year and reach $41.9 billion, much of that incremental growth ($7.7 billion) will be driven by spending on mobile, not desktop, ads. In fact, spending on desktop ads is expected to decrease after it hits its peak in 2014

The Washington Post. Its native ad program, WP BrandConnect, is adopting the multimedia, longform template that’s been used in the newsroom for features like this one. 

This isn't the first time the sales side has peeked over the proverbial Chinese wall to get inspiration from the editorial side. The New York Times has done it via its Idea Lab. The Post has an Ad Innovations team that sits in the marketing group but looks for inspiration in the newsroom. 

Publishers have been slow to migrate their native ads to mobile devices, despite native being seen as the solution to ineffective and poorly paying display advertising on mobiles. Nearly half of the Post’s online traffic comes from mobile devices

Mobile interaction is the Internet 3.0. If Internet 1.0 was static websites and Internet 2.0 was all about the first social sites designed for interaction, 3.0 is now about the mobile platforms and apps that are driving more and more online traffic and more customized user experiences. As noted above, there will be a huge increase of mobile-only Internet users in the next few years, leading to whole new ways of web usage that demand marketers’ attention.

say ads that are disguised as content have higher click-through and engagement rates than intrusive banners because they’re contextual and have quality conte

a new survey due out today by Harris Interactive for MediaBrix, a social and mobile ad firm, says otherwise. Harris asked online adults what they thought about three native ad formats—Twitter’s promoted tweets, "Sponsored Stories" on Facebook, and video ads that appear to be content. According to the survey, a majority found the ads negatively impacted or had no impact on their perception of the brand being advertised.

45 percent found promoted tweets misleading, while 57 percent and 86 percent said the same about sponsored stories and video ads, respectively.