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Pedro Gonçalves

Internet Ad Revenues Again Hit Record-Breaking Double-Digit Annual Growth, Reaching Nea... - 0 views

www.iab.net/...pr-041613

Online Advertising Online Marketing Mobile Advertising

shared by Pedro Gonçalves on 30 Apr 13 - No Cached
  • 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.
  • ...6 more annotations...
  • Digital video, a component of display-related advertising, brought in $2.3 billion, marking a significant year-over-year increase of 29 percent in 2012, compared to $1.8 billion in 2011. Search revenues in 2012 totaled $16.9 billion or 46 percent of 2012 revenues, up 14.5 percent from $14.8 billion in 2011. Display-related advertising revenues in 2012 totaled $12 billion or 33 percent of 2012 revenues, up almost 9 percent from $11 billion in 2011. Retail advertisers continue to represent the largest category of internet ad spending, accounting for 20 percent in 2012, followed by financial services, which is responsible for 13 percent of the year’s revenues.
  • For the second year in a row, mobile achieved triple-digit growth year-over-year
  • Mobile accounted for 9 percent of total internet ad revenue in 2012.
  • “These record-breaking numbers represent a paradigm shift when it comes to marketers recognizing the role a multiplicity of screens plays in effectively reaching today’s consumers,”
  • “As Smartphones get smarter, cellular networks get faster and user penetration of smart mobile devices increases, the combination of personalization and location will have tremendous appeal to marketers,”
  • Performance-based 64.6% $20,491 65.9% $24,093
Pedro Gonçalves

Multiscreening Distracts TV Viewing in the UK - eMarketer - 0 views

www.emarketer.com/...2

Audience Advertising TV Social TV Marketing

shared by Pedro Gonçalves on 15 Jan 14 - No Cached
  • UK TV viewers are not as focused as they once were on the gogglebox, according to new research from BT (British Telecom), which suggested almost eight in 10 (78%) now perform other activities while watching the tube.
  • Forty-seven percent of respondents checked email, 37% shopped and 36% used social media. Multiscreening is very much a common activity in the UK now, and those with a smart device or laptop are more likely to veer toward a second screen during ad breaks.
  • While the proliferation of smartphones and tablets has undoubtedly spurred viewers to multitask during TV time, July 2013 polling by Deloitte found that the preferred device to use while watching TV was neither the smartphone nor the tablet, but the laptop.
  • ...1 more annotation...
  • Of UK internet users with a laptop, 91% multiscreened with such a device at least weekly while watching TV. For those with tablets, this dropped to 89%, and smartphone users came in at 83%. Perhaps the fascination with smart mobile devices ignores the fact that laptops fulfill users’ needs to use social media and the other activities pinpointed by BT at least as well—and some might say better than—tablets or smartphones.
Pedro Gonçalves

To Monetize Social Media, Humanize It - Amy Jo Martin - Harvard Business Review - 0 views

blogs.hbr.org/..._social_media_humanize_it.html

Social Media

shared by Pedro Gonçalves on 25 Jul 11 - No Cached
  • Whoever invented the term "social media" didn't do the world a favor because, while that's the accepted term now, it's completely wrong, and I believe it's part of what drives this disconnect. Social media is not really media. I think of it as a channel, more like a telephone than a TV commercial. And when's the last time a CEO asked, "How are we monetizing the telephone?" And has a CEO ever threatened to not invest in phones because the company can't make money off of them?
  • Truth is, companies monetize the telephone quite well, and if you don't think so, take away your company's phones and see what happens to your top and bottom lines. Likewise, companies can monetize social media, but they have to stop thinking about it as a way to market products and start thinking about it as a way to communicate and build a brand.
  • Formal research typically takes months and requires healthy investment and long planning cycles. Smart companies are trading in highly rigorous research for quick, nearly scientific data collected through social media platforms.
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  • Social media is not a popularity contest. Followers don't equal influence. Don't make this a volume game.
  • Social marketing is a brand-building tool first and foremost. For decades, traditional advertising media have been let off the hook when it comes to measuring direct financial ROI. You should do the same with your organization's efforts in social media.
  • Traditional branding focuses on logos. Social media branding must be focused on people. Humanize your brand is the golden rule of social media, because humans connect with humans, not logos. Traditional marketing has always approached branding as a way to control the message.
  • Controlled messages are distrusted in a world where social media can expose them so quickly. Revealing the people behind your brand builds trust. Trust is the first step to building loyalty.
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