Google ranked as the top smartphone property in March, with 94 million unique visitors — representing 97% reach of the U.S. mobile audience, according to new data from comScore. Facebook was second across both the mobile Web and apps, with 78 million monthly visitors, followed by Yahoo (66 million), Amazon (44 million) and Wikipedia (39 million). Other top properties included eBay, The Weather Channel, Rovio (“Angry Birds”) and ESPN.
Agencies, advertisers win additional display budget based on audience targeting effectiveness, reach
In the early days of online display advertising, marketers equated a target audience with the demographic of a selected premium site placement. But in today’s data- and technology-driven world, display advertisers can supplement and even substitute standard premium buys with audience targeting.
With audience targeting, advertisers tap into a wealth of first-hand and third-party data, including demographic, geographic or behavioral audience information to identify potential audiences or retarget previous site visitors. Read more
Media Business, 4/29/11
Audience developers’ relationship with consumers is changing. Because media companies have an ever-increasing amount of information about customers available to them, a more one-to-one relationship can be established.
“The world is now one of instant gratification, and information is readily available from many sources. You want that customer to feel that they are your BFF,” said Jo Ann Binz, circulation-audience development manager at Quality Circulation Services.
Kim Clothier, director of audience development at FMA Communications, said she is trying to make that relationship stronger every day. “If our customer can’t get what they want, how they want it from us, they’ll go find it somewhere else. It really is that simple,” she said.
Marketers and publishers are excited about the tablet boom. But there are signs that tracking audiences (and ads) across all these mobile devices will be more difficult than initially thought.
There’s already concern about the accuracy of online traffic stats from companies like Nielsen and comScore. How can advertisers and publishers trust that their audiences will be measured appropriately on an iPad, Samsung Galaxy Tab or other mobile device?
Tech industry analyst Frédéric Filloux outlines a number of challenges that the industry is facing with the influx of mobile devices, including smartphones and tablets.
Speakers offer guidance as audience members tweet, blog, e-mail and update Facebook during presentations.
A decade ago, Kristin Arnold, president of the National Speakers Association, began noticing audience members who kept their heads down, typing away on their laptops, rather than making eye contact during speeches.
In recent years, the phenomenon has exploded, with the spread of BlackBerries and iPhones that enable audiences to tweet, live-blog, check a quarterback rating or e-mail their regrets about that dinner invitation.
These days, speakers everywhere are facing crowds apparently more interested in what’s going on in their own laps than in the talking head at a conference they forked out good money to hear. Meanwhile, audiences are finding more effective ways than ever to trumpet a good point—or register a verbal yawn that everyone but the speaker can see in real time.