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Rideshare Passengers Prefer Toyota, Tesla https://ift.tt/38Omi1d More than one-third (40%) of rideshare passengers are making plans to purchase a new vehicle in the next two years. Rideshare advertising platform Octopus Interactive, which deploys interactive screens in Uber and Lyft vehicles across 30 markets in the U.S. and Canada, surveyed more than 1,000 passengers from August to November via the screens using multiple choice questions. Passengers range in age from 18-49, skew male (52%), and have a household income of $70k per year (51%) to $150k a year (31%). Almost three-quarters (72%) are cord-cutters and cord-nevers. The overwhelming brand preference is Toyota, with 34% selecting it as their first choice. Ford is second (21%). Hyundai and GM are tied for third with 13% each. In the luxury category, Tesla is the number one choice (33% followed by Mercedes (23%), BMW (20%) and Cadillac (10%). The preferred brand attributes in order of preference are price (51%), eco-friendly (19%), latest technology/connectivity (16%) and style/looks (14%). More than half (54%) plan to buy the vehicle in person at a dealership while 24% plan to go through a car-buying site and 22% anticipate using a dealership’s online services. The surveys help Octopus and its advertisers to understand passenger buying habits, says Cherian Thomas, CEO of Octopus Interactive. “We have received over two million survey responses over the past two years via our in-car interactive screens,” Thomas tells Marketing Daily. “We've found the rideshare audience is a highly desired consumer segment, made up of age ranges, household incomes, and consumer behaviors that are at the core of many brands' customer-base.” The rideshare passenger is a “first-mover” in a post-pandemic world, she says. Automakers who reach these individuals in a unique context will support building a long-term buyer relationship which is particularly important as attitudes around mobility continue to change. “We have seen individuals beginning to move from urban centers to more suburban residences,” Thomas says. “As this migration continues, rideshare serves as a stepping stone from relying on public transportation to purchasing their own vehicles." Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 29, 2020 at 04:47PM
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New App Is Designed To Help Brands With Data Compliance https://ift.tt/2KK7b0J A British technology company, dramds.com ltd., is offering an app that it says can help brands avoid compliance problems. The new product, DataGovernanceApp, protects firms against non-compliance claims from regulators and customers, the company says. The app works on mobile phones, tablets, laptops, and desktops, and is configured to meet regulatory frameworks such as ISO 27001, Cobit 5, COSO, Generations of Basel and SOX, it adds. DataGovernanceApp creates an audit trail for regulators via time-stamped emails. DataGovernanceApp can produce “a risk or controls certification pack routinely and email out via your own servers," says Anthony McDonagh-Smith, director of dramds.com. It was not clear when or if the technology will be available in the U.S. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 29, 2020 at 03:38PM The Politics Of Shopping: Blue State Consumers Less Likely To Shop In-Store https://ift.tt/3nYUwFC National brands trying to segment their email lists might look again at one of those tried-and-true variables from direct mail: geography. A new study by Esquire Advertising found that in-store shopping surged in some states during the holidays, and declined in others as consumers moved online. There are many other factors, but the “starkest differences” have to do with the politics of the states, the study notes. To start with, brick-and-mortar stores in blue states suffered a 24% decline in store traffic. The biggest hits were in California, Illinois and New Mexico. But red states saw a 45% combined increase, Mississippi and Alabama enjoying the biggest hikes. Anecdotal evidence suggests that Blue State denizens are more likely to take seriously the advice to wear masks and social distance. Red state citizens are more prone to think the pandemic is a fake. Of course, those perceptions are stereotypical, and do not reflect the feelings of everyone in either group of states. advertisement advertisement The study covers shopping behavior at 6,150 furniture, home appliance and other retail stores during Black Friday weekends in 2020 and 2019. Esquire captured mobile IDS for over 670,000 consumers, and matched them to demographic profiles. “Some of the results were pretty surprising and underscore the unique situation retailers are in right now,” says Eric Grindley, founder and CEO, Esquire Advertising. Esquire found that Gen X were the most active-in-store age cohort. And overall, families with children showed a greater propensity for shopping in-store. Blue State millennials were more likely to stay at home than older age groups that face greater risk. The biggest decline in in-store shopping was among consumers who dwell in multi-family housing. Assuming these stats are accurate, ecommerce brands could face hurdles in trying to convert red state shoppers. Are these folks driven by a desire to visit stores, regardless of the pandemic? The findings are hardly uniform. Georgia -- while it went blue in the Presidential election -- had less of an uptick in foot traffic than Mississippi, although it still saw some. North Carolina seemed to see no increase, whereas Pennsylvania, New Jersey, Vermont and Maine experienced jumps. Illinois, California and New Mexico saw declines in in-store visits. There is an opportunity here for ecommerce brands. Break out the millennials in those states, and attempt to move them toward online conversion. Offer discounts and BOPIS options. This is less about politics than convenience.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 29, 2020 at 01:40PM Google Services Just The Beginning Of Subscription-Based Services In 2021 https://ift.tt/2WUJzco Apple did it. The company created the hardware, and then a services business. Subscriptions followed, no doubt to offset any future declines in advertising based on antitrust lawsuits. In any case, 2021 will become the year of subscription services. While the majority of Google’s apps are free, based on the ability to offset the costs with advertising, the company during the past few years has built several paid-service tiers led by YouTube for steaming television and music. As 9to5google points out, The Google Store pretty much advertises offerings with a dedicated subscription landing page. What does that mean for brands? "Good question," said Jonathan Kagan, vice president of search at Cogniscient Media, a 9Rooftops brand. Would it lower the price for advertising, I asked. "Not likely," he said. advertisement advertisement "Google never does anything that makes them less money," Kagan said. "You can lower the base price, but it will bring them in more volume, theoretically." On the home page it reads "Your subscriptions work better with our packages." Those packages are broken down into Video Entertainment, Audio Entertainment, and Security. There are bundles and plans for services like phone, television, music, and security. Think of the combined data these services generate, along with Nest, which Google insists are tying with your Gmail account.
In November, TripAdvisor said “in a couple of months” it would offer consumer a subscription service. Those that buy into the package will initially get discounts on tens of thousands of hotels worldwide, and discounts off attractions sold through the service, last counted at nearly 400,000. Microsoft not only thinks about software subscriptions, but Xbox Series X and Xbox Series S game console subscriptions. Xbox All Access, which is the ability for Microsoft to combine Game Pass plus a hardware purchase into a $24.99 a month or a $34.99 a month subscription. The hardware and services are bundled, something Microsoft CFO Xbox Tim Stuart said during the company’s earnings call said “we haven't had in the past.” In the summer, Twitter posted a job for an engineer who could help build a subscription revenue platform, after realizing the importance of a diverse revenue mode, whether direct response or subscriptions and commerce. In the company quarter, Twitter will experiment in with things around premium services that consumers and businesses may choose to pay for, Ned Segal, Twitter CFO, said on the company's latest earnings call. "You'll see us all try kinds of different things," he said. "It could be higher quality video. It could be analytics. It could be business presence. It could be the ability to look at something in a different way than you might be able to today." During the next few quarters, he said, the industry will see Twitter experiment with subscription service ideas for tangible revenue opportunities. Services aren't something Google has really focused on in the past. But, as you can see, they are now. And that’s why this is important. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 29, 2020 at 01:18PM Amazon Twitch Score Highest Viewing For Streaming NFL Game -- 4.8M 'Average Minute' Viewers12/29/2020 Amazon, Twitch Score Highest Viewing For Streaming NFL Game -- 4.8M 'Average Minute' Viewers https://ift.tt/3rFhXpx
Saturday’s NFL regular-season game between the San Francisco 49ers and the Arizona Cardinals posted 4.8 million "average minute" viewers on Amazon Prime Video and its live video-gaming platform Twitch, according to the league -- the highest ever for a streaming digital NFL game.
NFL says its figures are based off estimated numbers of viewers per living-room device that streamed the game. By comparison, the average exclusive game on the NFL Network -- the league's cable TV channel -- is 5.5 million viewers, according to Nielsen measurement data. This comes from three exclusive “Thursday Night Football” games and two exclusive Saturday games. Amazon's Saturday game also included viewing on mobile apps from the NFL, the 49ers and Cardinals apps, and Verizon Media mobile platforms. When including over-the-air TV stations in local markets -- San Francisco (KNTV) and Phoenix (KSAZ) -- the game earned 5.9 million viewers. NFL's “average minute” metric comes in reference to Nielsen, a third-party data research company that offers data in terms average minute program viewing and average commercial minute viewing. advertisement advertisement The NFL says the average viewing duration for the Amazon streaming game was 82 minutes -- more than the average 67 minutes for an NFL game so far this season. NFL says the average audience watching the game for at least 30 seconds on Prime Video or Twitch was an estimated 4.5 million. Through 15 weeks, NFL games have averaged 15.1 million Nielsen-measured viewers. Fox and the NFL Network have simulcast 10 “Thursday Night Football” games. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 29, 2020 at 08:03AM T-Mobile Offers Free Replacements For Older Phones That Won't Work In 2021 https://ift.tt/2MioRkF
Nothing is as sure as change -- and as some T-Mobile customers may have learned on Monday, things sure are changing. The wireless operator is texting customers to tell them that if they own certain older Android smartphones, those won’t work as of Jan. 29. But on the plus side, T-Mobile is offering affected customers their choice of four phones, for free, to replace the one they’re losing. PhoneArena and other sites that follow the cell phone business say subscribers were already notified via U.S. mail about 19 models that will stop working Jan. 29. According to PhoneArena, the phones known to be affected include the Samsung Galaxy Note 4 (AT&T model), HTC Desire 650, Quanta Dragon IR7, Sony Xperia Z3 Compact, the Soyea M02 and the Google Nexus 9. T-Mobile says the older phones -- all from 2015 or so and earlier -- can’t support T-Mobile’s updates. The shutoff affects phones owned by T-Mobile, Metro and former Sprint customers. T-Mobile’s free replacement offer may just be shrewd, generous marketing or a way to ward off alarms from federal regulators (who took a while approving the merger with Sprint), who could see de-commissioning all those phones as a way to get old customers to pay for an upgrade. T-Mobile is also offering discounts on other phones to those affected by the Jan. 29 cutoff. T-Mobile didn’t respond to a Marketing Daily request for more information. During the holiday season, Samsung announced that its Gear smartwatches from 2013 or so wouldn’t be compatible with Samsung smartphones introduced in 2021 and beyond. Despite all those models, most customers aren’t affected because few people hold on to phones that long. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 28, 2020 at 01:26PM 'Tastemade' Acquires ChefsFeed, Retains Platform https://ift.tt/37S3r68 Digital video media company Tastemadehas acquired dining and drinking site ChefsFeed. The content platform shares recipes and restaurant reviews from culinary experts and chefs, with videos, guides, stories, virtual cooking classes and carryout meal kits. The sale gives Tastemade access to ChefsFeed's 40 million viewers and network of more than 6,000 chefs, according to dot.LA, which covers tech and startup companies in the Los Angeles area. ChefsFeed was cofounded by brothers Jared and Steve Rivera. The ChefsFeed platform will remain, and content will be added to Tastemade's distribution channels. Eleven of ChefsFeed's 14 employees will join Tastemade, dot.LA reports. advertisement advertisement This acquisition, according to a statement from Tastemade, provides the ChefsFeed community with more opportunities to reach a larger, more global audience via livestream classes, experiences, social content and streaming TV shows, such as “Make This Tonight,” Tastemade’s weekly series featuring a rotating cast of chefs. The partnership also gives chefs the opportunity to ticket and promote their own events and to connect them to brand sponsorships. Tastemade says it has a global audience of more than 300 million monthly viewers across digital, mobile and streaming TV platforms. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 28, 2020 at 12:31PM TikTok To Host New Year's Eve Party, Introduces Creative Visual Feature https://ift.tt/37WuOfr How do you reach younger generations? Put the content on TikTok. The company not only hosted a live forum earlier this month to mark the UK's COVID-19 vaccine rollout, but also plans to host a virtual New Year's Eve celebration to help bring friends and family together as the world continues to battle COVID-19. TikTok is saying #bye2020 and #welcome2021 with new visual technology and a live broadcast from the platform. The first virtual New Year’s Eve celebration will allow spectators to ring in the New Year from their couches, while connecting to friends and loved ones. On December 31, beginning at 9:30 pm ET on the TikTok account, the platform’s hosts Brittany Broski with 5.9 million followers and Lil Yachty with 5.6 million followers will kick off the live event, featuring musical performances, creators, Year on TikTok: Top 100 trend explainers, and special segments for social causes. advertisement advertisement Jason Derulo, Saweetie, Aly & AJ, Tai Verdes, and others will perform. Cardi B, Liam Payne, Charli & Dixie D’Amelio and others will make special appearances, as well as the iconic Mick Fleetwood, who was born in 1947 and began his career in 1963, long before many TikTok users were born. While he is not scheduled to perform on New Year's Eve, legendary artist Paul McCartney earlier this year, welcomed TikTok users into his studio for a revealing and whimsical peek behind the music he created for his most recent album McCartney III. TikTok also will introduce new visual effects for iPhone 12, 12 Pro, and 12 Pro Max. The effects — Snow Playground, and Confetti Celebration — are powered by the LiDAR Scanner technology, which adds depth-sensing capabilities for better images. The visual technology can immerse viewers deeper into the images. LiDAR, which stands for light detection, is new to Apple phones. Allowing creators to become more creative, a smartphone with this type of LiDAR tech sends waves of light pulses rather than infrared dots and can measure each one with its sensor, creating a field of points that map out distances and can "mesh" the dimensions of a space and the objects in it. The effect go live on December 26, allowing users with the new iPhone 12 to create unique videos in celebration of 2021. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 28, 2020 at 11:47AM CHEQ Warns Of Bots Skewing Ecommerce Metrics As Ad Fraud Increases https://ift.tt/3aO83fx Cybersecurity CHEQ company uncovered a sophisticated ad-fraud bot scheme that attacks ecommerce sites as more consumers shop online. CHEQ analysts studied the pay-per-click (PPC) ad-fraud effects of 30 ecommerce companies spending at least $500,000 monthly to bring in new online shoppers during 2020. The increase in ecommerce will require support for fraudulent activities. And beyond the immediate waste of budget, CHEQ founder and CEO Guy Tytunovich addresses the challenge of the hidden activities of bots, from filling up carts to scraping content. All this will have a long-term negative impact on the industry. Despite the pandemic, Tytunovich believes ecommerce companies will continue to spend their advertising budgets on paid search and paid social campaigns, but the challenge of sophisticated bots entering funnels must be addressed. Brands are estimated to spend $58.5 billion on ecommerce advertising in 2020, responding to the increase in online shopping, according to the Global Advertising Trends report from WARC Data. advertisement advertisement The report tracked the journey of bots clicking on paid search and social media ads designed to attract customers to sites. This time bots clicked on ads in a bid to deplete marketing budgets, skew vital metrics, clog up online baskets, scrape content and other intellectual property for monetary gain, and create damaging fake reviews. In fact, CHEQ tracked millions of bots on sites after clicking on the ad campaigns of ecommerce companies in the United States, United Kingdom, Japan, and Australia. They infiltrated a well-known global skin care brand, automotive companies, and grocery sites, as well as a top DIY online marketplace, a personal finance company, fashion site, a leading travel site, and a major global provider of glasses and contact lenses. The study found that 92% of bots will click on a company’s branded search terms or paid ads, and then remain static for an average of 12 seconds on the landing page without clicking, scrolling or interacting with other pages. This relatively normal bot bounce rate of 12 seconds -- along with the percentage of visitors who enter the site and then leave -- is designed by fraudsters to act like a human to ensure bots do not arouse suspicion. It shows the level of sophistication of bots that appear human and the ease with which bot visits can skew vital ecommerce metrics. The bounce rate, the percentage of instances where bots enter the site and then leave, was 22% for bots arriving via desktop ad 58% for bots clicking via mobile devices. The bounce rate -- higher than average for ecommerce sites -- shows the sophistication of bots made to mimic human movement to avoid detection, according to the CHEQ report. Analysis of the data also found that one in 50 bots that click on ads will find their way to a site's online checkout page, with multiple carts loaded with items. This leads to infrastructure and software slowdowns and some instances of chargeback fraud, where bots complete the transaction and then seek a refund. At least one in five bots used VPNs or other location obfuscation methods clicking on company’s ads from locations that e-commerce players did not ship to or target, including Vietnam and Pakistan. An online retailer wasted $3,500 from retargeting bots that had visited its site, and a site invaded by scraper bots copying online recipes. It was then monetized by the fraudsters. The online travel site suffered 2,500 invalid clicks providing fake and damaging online reviews.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 28, 2020 at 11:33AM Report: McDonald's, Lidl, TK Maxx Capture Hearts Of UK Viewers https://ift.tt/3nVo9Yo Every year, UK viewers eagerly await the high-quality, heart-warming advertisements released by many brands. Retailer John Lewis remains a perennial favorite. This year, tech shop Realeyes tested 43 videos to uncover which ones were the most effective in retaining attention. As its report states, “Creativity is one thing in ads, sustaining attention is the real key to effectiveness and intent to purchase.” McDonald’s, TK Maxx (TJ Maxx in the U.S.) and Lidl, scored the highest of all the ads analyzed based on their abilities to capture attention in the first seconds, retain them throughout the ad, and “encode” the brand message into the brain through emotional engagement. McDonald’s spot, developed with Leo Burnett, follows a boy with no Christmas spirit, but re-discovers it and his inner spirit after visiting the fast food chain with his father. Lidl and agency partner Karmarama developed a spot that showcases a CGI-created young girl who enjoys a holiday dinner with her family thanks to all of the items purchased at the store. An ad from TK Maxx and Wieden + Kennedy London humorously shows an older couple gazing through their window at one of their goats, for whom the husband has purchased fashionable clothes at the retailer. Similarly, Pepsi Max’s “Christmas Refreshed,” created by Truant London, swapped Christmas trees for palm trees and “tat for taste.” The ad hooked viewers from the get-go, but doesn't manage to retain this initial level of attention as the video unfolds. The ad features UK grime and rap artists Kamakaze and TrueMendous to encourage people to try something new, declaring that “Traditional is so cliché.” The fast edits may have been challenging for some audiences, suggests the research. Realeyes’ researchers measured naturally occurring human response using front-facing cameras as opt-in viewers watch the ads from their PCs, laptops, mobile phones and tablets. This study included between 150-220 participant views per ad, for a total of 1,916 views across 43 videos. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 28, 2020 at 09:23AM |
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