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Performance Agencies Skai, Tinuiti Release Data Showing Search, CTV Trends https://ift.tt/Ybicpvw Skai, an omnichannel platform for performance marketing, and Tinuiti, a large independent performance marketing agency, released separate reports this week highlighting data and trends from Q4 2022. Search and YouTube advertisers are looking toward connected television (CTV) to broaden their performance marketing campaigns. Tinuiti's data, which highlights trends among the customers it supports, shows strength in connected TV -- specifically on YouTube. Spend reached 26% in Q4 2022 -- up from 19% a year earlier. While total YouTube spend increased just 3% YoY in Q4 2022, it was up over 34% for CTV. Tinuit’s report notes that those gains were offset by decreased spending on desktop, as the platform’s share of spending fell from 26% in Q4 2021 to 17% in Q4 2022. Phone share of YouTube spending increased two points to 50% over the same period. Tablet spend share fell by a little under one point. Apart from YouTube, CTV plays a larger role in the streaming video ad market. CTV accounted for 34% of streaming video ad spending across both real-time bidding and traditional inventory in Q4 2022, up from 24% a year earlier. advertisement advertisement Mobile devices -- including both phones and tablets -- generated 44% of streaming ad spending in Q4 2022, down from 52% in Q4 2021. Desktop streaming spend share held up better on non-YouTube platforms, coming in at 21% in Q4 2022, down just three points from a year earlier. Tinuiti data also shows that growth in Google's search ad-click remained relatively steady during the past year-and-a-half, but weakening pricing growth led to reduced spending across Google’s text and Shopping ads. Average CPCs were up by as much as 36% YoY in 2021, as ad prices rebounded against soft performance a year earlier. In Q4 2022, average search ad CPC was up just 2% YoY. With Google search ad clicks up 8% in Q4, search spending increased 10% YoY -- down from 15% growth in the earlier quarter. While the growth rate of CPCs in Google search slowed compared with 2019, Google search CPCs were up by 28% for retailers compared with Q4 2022. Retail CPCs fell nearly 20% Y/Y in the early days of the pandemic before recovering over the second half of 2020. CPCs rose sharply throughout 2021 before stabilizing relative to 2019 levels in early 2022. High inflation remained one of the biggest concerns during the quarter. Growth in retail average order values (AOVs) from Google Search Ads slowed since it peaked in the mid-teens in Q2 2021. During the next year-and-a-half, AOV growth slipped to under 4% YoY to start Q4 2022. After rising a bit in November due to strong Cyber Week results, AOV growth fell to just 2% Y/Y in December 2022. Even text ad-click growth remained sluggish. Spending on Google search text ads rose a mere 9% in Q4 2022 -- down from 13% growth a quarter earlier. Text ad-click growth trailed that for Google Shopping ads since the second half of 2021, and this continued through Q4 2022. Text ad clicks were up just 2% in Q4 -- down from 6% growth in Q3. While Shopping CPC growth continued to decelerate in Q4, text CPC growth remained at 7% Y/Y with some advertisers reporting that CPCs for their brand names are back on the rise. Skai published its Q4 2022 Digital Marketing Quarterly Trends report on Thursday, analyzing market trends that defined Q4 2022. According to Skai, strategies, diversification, competition, inventory, and the economy likely helped to reduce prices in aggregate. Data shows the volume of ads that served up online, and the number of ads receiving a click among Skai’s clients rose in retail media, search, and social channels compared with Q4 2021 and Q3 2022. Total impressions for the paid social channel grew 57% year-over-year (YoY), and retail media and paid-search impressions grew 45% and 22% YoY, respectively. Clicks showed similar growth in each channel. Skai’s data also shows that advertisers were more likely to see lower YoY ad prices in Q4 than higher prices across channels. Some 79% of paid social advertisers in Skai’s analysis had a lower cost-per-thousand impressions (CPM) than in Q4 of 2021. In retail media and paid search, 53% and 48% of accounts paid a lower cost per click (CPC) in Q4 2022, respectively. Spending increased during Q4 2021 in all channels, but lower ad prices yielded lower growth rates than previous quarters. Retail media spend saw the biggest increase, up 34% YoY, but 17% quarter over quarter. Total investments in paid search grew 7% YoY and 21% QoQ. Mobile Marketing via MediaPost.com: mobile https://ift.tt/a3Z5MQX January 27, 2023 at 10:41AM
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Elevate B2B Marketing News: LinkedIn Tops 900M Members, Microsoft’s Growing OpenAI Investment, & New Global Digital Trends Report https://ift.tt/0LdOoy6 LinkedIn Now Up to 900 Million Members, Continues to See ‘Record Levels’ of Engagement Microsoft’s latest quarterly performance report has revealed that its LinkedIn (client) professional social network has topped the 900 million member mark and seen record levels of engagement, with the number of user sessions expanding by 18 percent, accompanied by revenue that grew by 10 percent during the most recent quarter year-over-year, and a ten-fold increase in newsletter creation on the platform, Microsoft recently announced. Social Media Today 2023 Global Digital Report [Meltwater / We Are Social] During 2022 some $27.51 billion was spent on online influencer activities, which was a 20.4 percent increase year-over-year, while influencer advertising represented 4.1 percent of total digital advertising spending during 2022, a rise of 4.6 percent year-over-year, with 71 percent of brands having said that they expect influencers to play a bigger role in 2023, according to newly-released data from Meltwater's Digital 2023 Global Overview Report. Meltwater Here’s what B2B is borrowing from B2C commerce 73 percent of B2B buyers have come to expect a B2C-type purchasing experience, as sales on B2B commerce websites climbed to over $1.6 trillion during 2021, an increase of 17 percent — two of several findings of interest to B2B marketers contained in recently-published report data, and VentureBeat takes a look at the B2B-B2C crossover shifts taking place in 2023. VentureBeat B2B Brands Urged To Use Email Signatures, Messaging [Study] Email signatures saw click-through rates (CTR) from 0.5 percent to 0.8 percent, representing the top spot in newly-released study data, with LinkedIn ads also having recorded some of the top CTR performance, according to benchmark findings of interest to B2B marketers. MediaPost Microsoft & OpenAI Extend Deal To Make AI Accessible To Everyone The partnership that helped drive the popular ChatGPT artificial intelligence (AI) chatbot technology has been extended, with Microsoft leaning in to the partnership in the form of a multi-billion dollar investment over multiple years, OpenAI and Microsoft recently announced. Search Engine Journal Account-Based Marketing Is On the Rise [Report] 66 percent of B2B marketers have said that their organization uses account-based marketing (ABM), and some 82 percent of those who don’t noted that they plan to start doing so over the next year — two of numerous findings of interest to B2B marketers contained in newly-published report data. ANA The 99:1 rule: How to invest in a recession Economic headwinds are causing B2B firms to adjust the traditional notion of 95 percent of customers being out-of-market, and shift economic demand even more to future buyers, and Marketing Week takes a look at how B2B brands are investing in advertising that is focused on driving future success. Marketing Week [bctt tweet="“Even in good times, only 5% of customers are ready to buy right now. 95% of customers are future buyers, who won’t need to purchase anything for months, years, or decades.” — Peter Weinberg of @B2BInstitute" username="toprank"] Which Digital Platforms Are Marketers Prioritizing for Investment This Year? 46 percent of marketing executives have said that they plan to increase investment on the LinkedIn social media platform during 2023, with Twitch, Google, YouTube, and TikTok also seeing expected increases, according to nearly-published survey data of interest to digital marketers. MarketingCharts LinkedIn’s New Feature Can Help You Find Must-Read Newsletters Greater LinkedIn newsletter visibility has begun rolling out with LinkedIn’s latest update, which highlights the newsletters that users subscribe to on the platform, as part of the firm's efforts to expanded the audience for its growing newsletter functionality, LinkedIn recently announced. Search Engine Journal Where is Technology Proving Most Valuable in Account-Based Marketing? 54 percent of U.S. B2B marketers at organizations with over $50 million in annual revenue have said that technology is very important in account-level advertising campaigns, especially when it comes to measurement and execution, with activation also a top area related to wielding tech in B2B ABM, according to newly-published survey data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “More with Less” by Marketoonist Tom Fishburne — Marketoonist What To Know About ChatGPT — The Onion TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post Elevate B2B Marketing News: LinkedIn Tops 900M Members, Microsoft’s Growing OpenAI Investment, & New Global Digital Trends Report appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/syROmD6 January 27, 2023 at 06:39AM
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'Extremists' Aim To Wipe Out Ad Industry, IAB's Cohen Says https://ift.tt/BPlkqLg "Extremists” are trying to “cripple the advertising industry and eliminate it from the American economy and culture.” That's according to David Cohen, CEO of the ad organization Interactive Advertising Bureau. Speaking this week at the IAB's annual leadership conference, Cohen offered some pointed criticism of politicians, privacy advocates and Apple -- which since 2021 has prohibited app developers from tracking iPhone users without their express consent. “Washington D.C. leaders including Amy Klobuchar and Ted Cruz will throw our industry under their campaign buses, if we let them,” he said, according to a transcript of his remarks. “And by 'this industry,' I don’t just mean digital marketing, media and advertising - I mean all media and entertainment, all advertising, and all the consumer and B2B brands that depend on them.” Cohen went on to warn against the American Data Privacy and Protection Act (ADPPA), a federal privacy bill that would have outlawed some forms of behavioral advertising. “I’m here to tell you that if the national data privacy law (ADPPA) that made progress at the end of 2022 had passed, it would destroy our industry,” he said. “Big Tech, Small Tech and everything in-between Tech.” Last July, the House Energy and Commerce Committee advanced the bipartisan bill by a vote of 53-2, but the full House did not vote on the measure, and the Senate did not hold hearings on it. The IAB leader also condemned the nonprofit Accountable Tech, describing it as "one of the more virulent anti-advertising groups trying to shut down the ad-supported internet." In 2021, Accountable Tech petitioned the Federal Trade Commission to outlaw “surveillance advertising” -- including serving ads to consumers based on their activity across sites. Consumer Reports and the Electronic Privacy Information Center backed that request in a joint FTC filing. Cohen also had some sharp words for Apple, accusing it of trying “to smother the advertising industry.” It's no secret that the IAB opposed Apple's decision to require developers to obtain consumers' consent before tracking them. In Europe, IAB France went so far as to bring an antitrust complaint over Apple's consent setting, which rolled out in 2021. On the other hand, advocacy groups -- including Nobel Peace Prize winner Amnesty International -- told Apple they supported the opt-in approach to mobile tracking. In any event, Apple clearly intends to stay the course for the foreseeable future. Just this week, the company released a five-minute ad touting the iPhone's privacy features, including the one that only allows tracking after users consent. Mobile Marketing via MediaPost.com: mobile https://ift.tt/a3Z5MQX January 26, 2023 at 10:43PM
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TikTok Users Show Strong Response To Advertising https://ift.tt/KQy4C9B In the past few years, TikTok has become one of the popular social media apps in the United States, though its ownership by a Chinese technology company has invited scrutiny from lawmakers and cybersecurity professionals. Its popularity also has inspired rivals, including Google’s YouTube and Meta Platforms’ Facebook and Instagram … Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members. Mobile Marketing via MediaPost.com: mobile https://ift.tt/a3Z5MQX January 26, 2023 at 08:42PM
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Paging Dr. Retail: Kroger, Dollar General Latest In Health Disruption https://ift.tt/ElXKLZk People in the U.S. are facing one healthcare dilemma after another, and retailers keep looking for new ways to help. The latest to tap this trend is supermarket giant Kroger, which is wading into the scientific research business, starting with a large colorectal cancer effort. And Dollar General, which operates in many rural and underserved markets, is teaming up with DocGo, a provider of mobile health services, offering walk-in services and appointments at health vans parked outside three locations. Kroger's first trial effort partners with Persephone Biosciences, actively recruiting people for colorectal cancer gut and immune health observation. Called the Argonaut clinical study, the goal is to identify microbiome-based biomarkers that might indicate colorectal cancer. The effort begins in the Toledo, Ohio, area, selecting customers of Kroger pharmacies and patients at locations of the Little Clinic, its health services brand. The Cincinnati company plans to add participants through more locations throughout the year. advertisement advertisement Between Kroger's grocery sales and extensive network of pharmacists and healthcare professionals, "we are positioned at the nexus of food and healthcare, which provides us with the unique opportunity to increase access to clinical trial opportunities," says Colleen Lindholz, president of Kroger Health, in its statement. "We envision a future where our work transforms the clinical trial landscape and provides expanded trial access." This particular study aims to explore how the bacteria living in the gut might influence cancer risk. The company says clinical data may help develop personalized medicines and identify cancer-specific indicators. That could lead to new treatments, such as utilizing food as medicine. The idea is that the company offers a much larger footprint than many health institutions, with 51% of Kroger stores located in socially vulnerable areas. It says it's well positioned to support such trials, with the ability to offer virtual care visits, digital tools and personalized communication to help retain study participants. The Dollar General's news is quite different, but also based on increasing health options in areas some might call healthcare deserts. The company, which hired its first chief medical officer in 2021 and has gradually been advancing its health agenda, is working with DocGo. It is operating mobile clinics outside three of its stores in Tennessee, offering appointments for preventive care, such as check-ups, vaccinations and screening, and walk-ins for urgent care. While many retailers offer healthcare services, mobile units are quite different. Dollar General, based in Goodlettsville, Tennessee, has close to 19,000 stores in 47 states. And its DGwellbeing effort, which includes expanded square footage and up to 400 more health-related products, offering health-related products, has rolled out to more than 3,000 stores. Medical Economics reports that the pilot is the retailer's latest effort to serve customers closer to home. And while many other retailers are already offering more health options, Dollar General has a geographic advantage, with 75% of the U.S. population living within five miles of one of its stores. The company quotes its chief medical officer, Albert Wu, MD: "These clinics demonstrate our ability and desire to work with our customers to bring affordable health and wellness closer to home, while equally establishing Dollar General as a trusted partner where customers can access health services." Mobile Marketing via MediaPost.com: mobile https://ift.tt/a3Z5MQX January 26, 2023 at 05:42PM
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Cordial Forms Two-Way Partnership With Snowflake https://ift.tt/Gu1NP8M Cross-channel marketing platform Cordial is partnering with Snowflake, a data cloud company, to list its data offering Snowflake Marketplace. Joint customers can unify their data and make it available across their business ecosystem, the companies say. The integration makes “traditional sharing methods obsolete, eliminating the need to move or copy data, rebuild schemas or manage data pipelines with traditional extract, transfer and load (ETL) solutions, which are costly and labor intensive,” says Jeremy Swift, CEO and co-founder of Cordial. Cordial helps brands communicate in personalized ways via email, SMS, mobile app, and and other channels. The new arrangement provides joint customers with access to customer data, allowing then to monitor engagement trends and consumer behaviors. Also, data access can be extended bi-directionally, enabling users to query and use data from Snowflake in the Cordial platform. advertisement advertisement Swift adds, “This means marketers can spend more time activating their data rather than managing it.” One joint client is Purple. “Sharing data that used to take hours, now only takes a few minutes to complete," says Hyrum Ward, manager of data engineering at Purple. "All our valuable first-party data from Cordial is now instantly available and query-able alongside our hundreds of other data sources in Snowflake, so we can easily marry up a variety of data points to gain new insights about our business." Mobile Marketing via MediaPost.com: mobile https://ift.tt/a3Z5MQX January 26, 2023 at 03:28PM
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Trust Tossup: Consumers Are Wary When Brands Ask For Data https://ift.tt/fVzjgPZ Email is by far the most trusted channel, beating SMS and digital advertising. But people are suspicious of brands in general when it comes to privacy judging by The Optimove 2022 Trust Of Online Retailers Survey, a study released Thursday. Of the consumers polled, 55% do not trust brands with their personal information -- up from 48% in an Optimove survey conducted last summer. Moreover, 77% say they will unsubscribe from brands if they feel their data is being misused. And 41% of consumers believe that trust between brands and consumers is diminishing, while 35% say it remains the same and 24% say it is improving. Yet 32% use and shop brands they mistrust every day. And 32% patronize brands they don’t trust, although they try to avoid them. The most trusted marketing channels are:
advertisement advertisement In line with that, consumers are most comfortable sharing these personal details:
Despite that willingness to share data, consumers fear they lack control once they do so. They believe:
But almost all consumers say that control is important, 51% extremely so. What do consumers fear the most when shopping online? They say:
What can brands do to instill trust? Consumers are reassured when:
Yet shoppers seem indifferent to privacy notices, saying:
Optimove surveyed 406 U.S. consumers in the fourth quarter of 2022. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tqEvs7r January 26, 2023 at 11:54AM
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BBH London Win's F&F Business https://ift.tt/1SkYfq7 BBH London has won F&F, Tesco’s clothing brand. The shop has been Tesco's creative agency for the past seven years, winning the business from Wieden + Kennedy. F&F plans to relaunch its brand platform in the second half of this year. Holly Ripper, managing director at BBH, said called Tesco "a big part of our creative heritage." In the past year, BBH has completed an integrated campaign for Tesco Mobile calling out the frustration for mobile phone users of mid-contract price hikes. BBH began working on F&F’s positioning alongside the new communications strategy and creative in October 2022. Jan Marchant, managing director home and clothing at F&F, said: “We have a brand with strong momentum that brings aspirational, high-quality fashion at supermarket prices to the nation. We are working with our partners at BBH to define the strategic and creative direction for the brand." advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/tqEvs7r January 26, 2023 at 10:03AM
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Comcast Q4: Peacock's Loss Widens Despite Advertising, Sub Gains https://ift.tt/zCsODnJ Peacock’s losses widened in Q4 2022 despite advertising, subscription and overall revenue gains during the period, parent company Comcast reported in its earnings call today. The streaming service helped drive a 4% gain in advertising for NBCUniversal’s media unit, to $2.86 million, and more than doubled its overall revenue year-over-year, to $2.1 billion, according to CEO Brian Roberts. Peacock also hit 20 million in paid subscribers by year’s end — more than double the number at the close of 2021, and up from more than 15 million at the end of 2022’s third quarter, representing the streamer’s strongest growth since its launch quarter in 2020. Growth was driven by live sports—including coverage of FIFA World Cup tournament (also on Telemundo) and Peacock’s recent original films and shows, Comcast said. advertisement advertisement However, increased expenses resulted in an adjusted EBITDA (earnings before interest, taxes, depreciation and amortization) loss of $978 million for Peacock in the period, up from Q4 2021’s $559 million in losses. NBCU’s media unit as a whole recorded $660 million in revenue, up from Q4 2021’s $335 million. Despite a revenue gain of $5.9%, to $9.89 billion, NBCU overall saw EBITDA drop 36.3%, to $817 million, from $1.28 billion a year ago, again reflecting increased expenses — including a large severance hit of $541 million due to restructuring ultimately aimed at reducing overall costs. Comcast’s adjusted profits of 82 cents per share were up 6.5% year-over-year, and 5 cents higher than analysts’ consensus forecast. Revenues rose 0.6% to $30.52 billion, beating estimates of $30.32 billion. "Importantly, we achieved these results while continuing to invest in broadband, our 10G network evolution, Xfinity Mobile, Peacock, and theme parks, and we also took cost actions to further our growth in the future," Roberts stated in the results release. Comcast’s cable business, its largest unit, saw revenue rise 1.4%, to $16.64 billion, ana added 365,000 wireless lines. The company lost 440,000 video subscribers and 26,000 broadband subscribers in the quarter, although it estimated it would have added 4,000 broadband subscribers were it not for negative impacts from Hurricane Ian in Florida. Revenue at Comcast’s Sky pay-TV unit declined to $4.4 billion from $5.1 billion a year ago. Theme-park revenues rose 12%, to $2.11 billion. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tqEvs7r January 26, 2023 at 10:03AM
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Ford Expands Ownership Services https://ift.tt/Vlw8OEA Ford Motor Co. is expanding its pickup and delivery and mobile service to customers nationwide in an effort to enhance the ownership experience. The nationwide acceleration is part of Ford’s effort to provide convenient options for vehicle service, from oil changes to recall repairs for retail, fleet, commercial and government customers. According to the J.D. Power 2022 U.S. Customer Service Index Study, customers who use remote experiences for vehicle repair are more likely to recommend their brand to a friend or family member. Customers who have used pickup and delivery and mobile service indicate they love the convenience and flexibility, says Todd Rabourn, North America regional CX director. “This program increases the access customers have to remote service options, so whether you’re due for an oil change or need to resolve a recall, it’s easier to have your vehicle serviced with less disruption to your life,” Rabourn says in a release. advertisement advertisement The expanded program provides dealers with additional support to offer the complimentary remote services. The program is voluntary for dealers. “We’ve been working with multiple teams at Ford to offer our customers more ways to personalize vehicle service,” said Tim Hovik, national dealer council chairperson. “By expanding the remote experiences offerings, we can accelerate our ability to be there for customers whenever and wherever they need us.” With pickup and delivery, the customer’s preferred Ford dealer will come to their home or place of business, pick up their vehicle and return it when the repair has been completed. This adds convenience and choice to the service experience while minimizing downtime. For light repairs and routine maintenance, a mobile service van is dispatched to perform service at an eligible location of the customer’s choice. Participating dealers have the ability to set their own service and mileage limits for each type of remote experience. Rabourn says that Ford customers appreciate the time savings and consistently rate their satisfaction and willingness to recommend the Ford brand higher as a result of offering remote experiences. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tqEvs7r January 26, 2023 at 09:27AM |
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