Stats, facts & future trends – July 2016

Stats, Facts & Future Trends August 10th, 2016

This month, we explore how emojis make your brand more relatable, how quickly people reach for their phones when waking up, and how multi-screeners are actually more observant of off-screen advertising.

Emojis make brands fun and relatable

Research has found that more brands are using emojis in their messaging than a year ago and most mobile phone users have a positive perception of brands that use them. Mobile app engagement provider Appboy surveyed mobile phone users in the UK and US about their attitudes to emojis and found that:

  • Most UK and US mobile phone users over the age of 14 had a positive view of brands who use emojis in messages.
  • 39% thought that brands that used emojis were fun, while 13% of respondents thought they were relatable.
  • Females are more likely than males to have a positive perception of brands who used emojis in their messages.
  • However, 12% of respondents thought brands that used emojis were childish, while another 11% thought they were inappropriate.

According to analysis of activity on the Appboy platform, more brands are sending mobile messages with emojis than a year prior. In June 2015, brands sent 145 million mobile messages containing emojis. A year later, Appboy reported that 814 million emoji-containing mobile messages were sent, an increase of 461%.

Source: Appboy

To read the full article, click here.

Facebook gets strong majority of the world’s social ad spending

Facebook is the largest recipient of social media advertising dollars in the world – by a long shot. It’s estimated that the social media company will take in more than two-thirds of social media ad revenues around the globe this year. Key findings from the eMarketer research include:

  • Facebook takes 67.9% of the world’s total social network ad revenue.
  • The next largest is Twitter, which takes just 7.9%.
  • Facebook will take in $22bn in net ad revenues this year, up from $17bn in 2015.
  • Most of those revenues – $12bn this year – will come from outside the US.

“Facebook is seeing momentum across its ad business,” said eMarketer principal analyst Debra Aho Williamson. “On the branding side, video ads are becoming more and more popular for marketers whose objective is broad awareness. And products like Dynamic Ads, which let advertisers upload their product catalogue to Facebook and then deliver relevant targeted ads, are proving highly effective for marketers that want to drive lower-funnel activities, such as purchases.”

Source: eMarketer

To read the full article, click here.

How quickly do users reach for their smartphones after waking up?

Almost all consumers, whether they’re in a developed or an emerging market, check their mobile devices within three hours of waking up, with some reaching for their device as soon as they wake up. The international research by Deloitte found that:

  • 24% of smartphone users in developed markets check their phone immediately after waking up.
  • 49% check their phone within five minutes of waking, while after 30 minutes, 83% will have checked their phones.
  • Once they reach for their phones, 37% will look at text messages and instant messaging.
  • Next is email (19%), followed by social media (10%).

While morning-time smartphone activity for consumers in emerging markets roughly follows that of those in developed markets, there are key differences in what they do once they do pick up their phones. While 10% of consumers in developed markets first look at social media, 22% of those in emerging markets check their social feeds.

Source: Deloitte

To read the full article, click here.

Multi-screeners are more observant

Rather than being distracted, multi-screeners who shop online, check social media and browse the internet while watching TV turn out to be more observant of advertising than the average consumer. New data from YouGov Profiles suggest that they are significantly more likely to notice outdoor ads, for example, than the general public. Other findings from the data include:

  • 64% of multi-screeners notice ads at bus stops or on the subway, opposed to 50% of the general public.
  • 57% notice billboards showing dynamic content such breaking news, compared to 46% of the general public.
  • 62% notice ads in newspapers and magazines, compared to 51% of the general public.
  • 80% of multi-screeners indicated a preference to get advice before buying new things, compared to 68% of the general public.

“While people who stare at multiple screens tend to get a reputation for being distracted and fickle, data shows they might possess a greater capacity to both consume and process more information than one screen can offer,” said YouGov.

“For the vigilant multi-screener, what might come across as too much discordant noise for the typical consumer is actually a harmony of sensible sound.”

Source: YouGov

To read the full article, click here.

Measuring ROI is still the top struggle for social marketers

Social marketers in the US still find measuring ROI to be their toughest challenge. According to research by social analytics firm Simply Measured, well over half said they had a hard time figuring out how much return they were getting on their social efforts, topping other potential obstacles such as securing budgets and tying efforts to business goals.

  • The largest share of marketers (61%) said evaluating the return on their investment is a challenge.
  • The next largest was securing budgets (38.2%), followed by tying social to business goals (33.6%).
  • Tasks such as integrating social tools and monitoring competition were much less likely to be threatening—both chosen by under 13% of respondents.

Looking at ROI and the social networks that produce the best results for marketers, Facebook appears to be firmly on top. In a separate March 2016 study, nearly all (95.8%) marketers surveyed worldwide touted Facebook, followed by Twitter (63.5%). Meanwhile, only 2.1% felt this way toward newcomer Snapchat.

Sources: Simply Measured, Social Fresh, Firebrand Group

To read the full article, click here. 

Marketers in Europe hope native advertising will stop the increase in ad blocking

A report by eMarketer has found that European marketers are aiming  to engage audiences with native advertising to respond to the increase in use of ad blockers. The report, titled ‘Native Advertising in Western Europe: Paid Content Placements Gain Fans Throughout the Region’, cites research by a number of firms, which finds that:

  • Spending on native advertising in Europe is surging, with expenditures jumping by a third in 2015 alone.
  • Trust is a central issue for consumers. In a September 2015 Nielsen study, online video ads, banner ads and ads in search engine results were among the least-trusted types of marketing for internet users ages 15 and older worldwide.
  • 31% of online UK consumers found traditional banner advertising distracting and would actively avoid sites where it interferes too much with the user experience.
  • Around one-third of adult internet users in France, Germany, Italy, Spain and the UK had an ad blocker installed on their desktop PC, and at least 27% on their mobile device.

“Native advertising is one way to counter ad blocking, but it doesn’t resolve the problem,” said Maylis Chevalier, country manager for Spain at native and performance firm Ligatus, a Cologne-based subsidiary of the publisher Gruner+Jahr. “That requires a common effort from the entire industry—advertisers, networks, publishers and agencies—to offer consumers advertising which doesn’t intrude on their experience or indeed enriches it, so they have no reason to use an ad blocker.”

Sources: Enders Analysis, Nielsen, Research Now, Teads

To read the full article, click here.

B2B marketers struggle to create effective content marketing materials

More B2B marketers are realising the benefits of content marketing as a method to generate leads and drive customer engagement. But even as marketers recognize the importance of the discipline, many still struggle with the logistics necessary to produce compelling content. Research by marketing intelligence firm Ascend2 has found that:

  • Asked what the most important goals for a content marketing strategy are, 58% of B2B marketers worldwide mentioned lead generation, while 55% named customer engagement.
  • In order to achieve these objectives, 61% mentioned white papers, while another 58% mentioned webinars, the two most-popular answers.
  • Other answers included case studies (44%), blogs (32%) and videos (29%).

But even though B2B marketers recognise that materials such as research reports, blogs and videos are effective, producing them is another matter entirely. In Ascend2’s study, which asked respondents to gauge the relative effectiveness of different types of content compared to the difficulty of creation, research reports and videos were ranked two of the most difficult content formats, even though they also ranked among the top three most effective.

Sources: Ascend2, DemandWave

To read the full article, click here.

Ad-funded content drives mobile video

Ad-funded content will be the main driver of the mobile video market, according to a new report. Titled Global Mobile Video Forecast: 2010-2021, the study from research firm Strategy Analytics found that:

  • Worldwide revenue from mobile video is projected to reach $25bn by 2021.
  • Users of mobile video will more than double to 2bn by the end of 2022, equal to a 36% penetration among global mobile users.
  • A study of native mobile video ad effectivenessadvised hooking users in the first 2-3 seconds, using quick cuts and close-ups, using oversized text, using call to actions and making sound secondary.

The report noted that social platforms with audience scale such as Facebook, Twitter, and WeChat, are increasingly looking to video to increase user engagement rates while reducing churn.

“The strongest growth in mobile video revenue will come from advertising-funded content as advertisers look to catch up with the increasing quantity of video consumption,” said Wei Shi, analyst at Wireless Media Strategies. “Advertising spending on mobile video will grow at a 28% CAGR in the next five years.”

Source: Strategy Analytics, Opera Mediaworks, comScore

To read the full article, click here.

Commissioned by The CMA

 

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