Marketing research and insights news and information. This issue's keywords: ad revenue, tablets, digital advertising, tween digital behavior, Web traffic
Global ad revenue will reach $536 billion in 2015, an increase of 4.8 percent, with digital accounting for 30 percent, according to New York marketing firm Magna Global in its 2015 Global Advertising Revenue Forecast. The report predicts that the “tipping point” of digital ad spend in the U.S., when it will exceed TV ad spend, will occur in 2017.
There were 109 million tablets in use in the U.S. by the third quarter of 2014 according to NPD Group, a Port Washington, N.Y., researcher. This compares to 35 million in 2013. The NPD report Connected Intelligence, Connected Home, which surveyed 5,000 U.S. consumers aged 18+, found that 55 percent of tablet users use video features of the tablet, including watching video from a streaming service or TV app or taking, posting and uploading videos.
In a review of its own display advertising platforms, Google, Mountain View, Calif., has found that 56.1 percent of digital ads sent to consumers were never viewed. The Google study analyzed a week’s worth of data from impressions on DoubleClick for Publishers, DoubleClick Ad Exchange and the Google Display Network. Its analysis of the data suggested reasons for low viewability rates included the page position of the ad, with the most-viewed position being just above the bottom of the viewable screen, the ad size, with vertical ads have better viewability levels, and the ad content, since reference sites, online communities and gaming had higher rates than food and drink, news and real estate.
YouTube is used by 93 percent of tweens, with 69 percent of U.S. tweens claiming to have a YouTube account, according to a report by The Marketing Store, Chicago, and KidSay, a research firm in the Kansas City area. Any researcher wanting to reach tweens will need to include YouTube in its outreach , as the research reviewed digital behavior of 8 to 11 year olds, examining how often they access the Internet, their devices and favorite Web sites. . Compared to adults, who share YouTube videos by e-mail or social media, tweens prefer to “clustershare,” viewing videos while with friends and family. While 58 percent of tweens use the Internet daily, 78 percent of all respondents reported visiting less than five sites regularly and half said they visit less than two sites regularly.
Within the first minute of a consumer’s visit to a brand’s Web site, 30 percent of the viewers lose interest and leave the site, while 18.9 percent move on to product detail pages and only .01 percent make a purchase, reports Philadelphia marketing software specialist Monetate. Most purchases are made between the fifth and eighth minutes of exploring a Web site. The statistics were reported in Monetate’s Ecommerce Quarterly Report.
These reports were compiled from recent issues of the Daily News Queue, a free e-newsletter digest of marketing research and insights news and information delivered each business morning. Not already in the Queue? Sign up here!