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Almost Half Of U.S. Smartphone Users Find In-App Ads ‘Disruptive’

MediaPost

Almost half (47%) of U.S. smartphone users ignore in-app ads, and 43% find them disruptive, according to a new Forrester study. Only 28% found these ads to be relevant — and just a quarter said the ads were inventive or creative. Based on these findings, the report concludes that marketers are not crafting ads carefully enough to suit the smaller smartphone screen and appeal to the task-oriented mindset of on-the-go consumers. But it also underscores the potential for in-app ads as 40% recall seeing ads for an app, app upgrade or brand and product in an app.

Plus, half of smartphone owners who use apps and have seen at least one in-app ad have researched and/or made a purchase after seeing an ad. Ads for app upgrades are the most likely to result in a purchase (20%), while those for products or services saw the lowest conversion rate, at 11%.

In-app ads for new apps or apps related to ones they are using were the most pervasive type of ads — seen by 47% — followed up ads for app upgrades (40%), and brands or products (37%). The balance included either none of the above or survey participants couldn’t recall the ad type.

The Forrester study emphasizes the importance of getting advertising right in apps, given the growing adoption of mobile devices and apps generally. Last year, about two-thirds of all mobile phone users had apps, up 22% from 2011. And 80% of mobile time takes place in apps rather than the mobile Web, according to comScore.

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Google has 5 of the 6 most popular apps in America (and more crazy data from ComScore)

VentureBeat

ComScore’s Digital Future report for 2013 just came out, and the analytics company has a lot to say about what happened in 2012 … and what might be coming up in 2013.

Online advertising, for one thing, was way up, with almost six trillion display ads published in 2012. That’s up 500 billion from 2011. Shockingly, AT&T accounted for a massive 1.04 billion of them, more than double the next largest online advertiser, Microsoft, which bought almost 50 billion impressions.

ComScore’s massive report also includes data on the top web properties, the battle for search dominance between Google and Bing, and smartphone market share, among other things.

Facebook, for instance, is the most popular app on phones in America, according to ComScore, showing up on 76 percent of phones. That’s impressive, but not as impressive as Google’s utter domination of the mobile charts. The search engine/social network/advertising giant has no less than five of the top six mobile apps in the U.S. Google’s apps such as Maps, Google Play, Google Search, Gmail, and YouTube take positions two through six.

View the report’s findings… 

Video Ups Mobile Ad Engagement

MediaPost

Ad features such as video and image galleries help boost engagement with mobile ads, according to a new study commissioned by Say Media and conducted by comScore. For the ad-related part of the study, the companies looked at 100 recent mobile campaigns on the Say Network to understand which elements made them most effective.

The study found that rich media features, such as product carousels, mapping and “lookbooks,” saw click-to-site rates three times as high as similar mobile ads without these interactive tools. Video in mobile ads increased time spent. For auto ads, average time spent increased 28% compared to ads without video, and 32% for technology industry ads.

Continue reading… 

Instagram surges past Twitter in mobile user race

Computerworld

By Sharon Gaudin

Instagram has seen a huge spike in popularity among mobile device users over the past six months, pushing it past Twitter for the first time.

Instagram, which is just two years old, went from 886,000 daily mobile users in March to 4,589,000 in June and 7,302,000 in August, a nearly 8.5-fold increase, according to comScore, an online tracking and analytics firm. Twitter had 6,868,000 daily active mobile users in August, up 24% over the same six month period. comScore said.

Continue reading… 

Online Video Viewing Hits Record In August Of 188 Million Viewers, Ads Lag

MediaPost

The online video business might be enjoying a record number of viewers, but the number of ads seen hasn’t returned yet to the highs hit in the spring. In comScore’s just-released monthly report on video viewing, the measurement firm said a record 188 million Americans watched 37.7 billion online videos in August. That’s a rise from 184 million Americans checking out online videos in July.

The trouble is, the numbers of ads viewed in August was about the same as the month before, clocking in at 9.5 billion video ads, on par with July. The ads-viewed figure has not shot past its previous high of 11 billion in June, or even the 10 billion mark that it hit for the first time in May.

The top ten online video content properties for the month of August were Google-owned YouTube, Yahoo sites, Microsoft sites, Vevo, Facebook, AOL, Viacom Digital, NDN, Grab Media and Amazon sites. By ads viewed, the top properties were Google-owned YouTube, Brightroll, Adap.tv, Hulu, SpotXchange, TubeMogul, Tremor Video, Specific Media, Auditude and Videology.

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Apple’s U.S. share of smartphones grows to 33.4% – Android still dominates at 52%

Computerworld (US)

FRAMINGHAM- Apple’s iPhone share of U.S. smartphone subscribers bumped upward 2 percentage points from May through July, giving it 33.4% of the market, online tracking and analytics firm comScore said Tuesday. The increase could be attributed to broad availability of the iPhone on several U.S. carriers and the availability of more affordable, older iPhone models, including the iPhone 3GS and iPhone 4, as Apple prepares to release a new model, comScore analyst Andrew Lipsman said in an email. Apple is expected to announce a fifth-generation iPhone on Sept. 12.

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Facebook Beats Yahoo to Become No. 2

Marketing Profs

Facebook overtook Yahoo as the second most popular website for online video viewing in July 2012, attracting some 53.0 million unique viewers during the month, compared with 48.7 million for Yahoo, according to data from the comScore Video Metrix service. Yahoo users, however, watched more videos during the month, and spent more time doing so:

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Online Data Collection Explodes Year Over Year in US

eMarketer

In today’s interactive advertising ecosystem, data has become a valuable form of currency. In fact, an April report from Adap.tv and DIGIDAY found a significant majority of marketers in North America used data to enhance their ad targeting efforts. But advertisers aren’t the only ones reaping benefits from online data—and using it to inform campaign decisions.

Cloud-based data management platform Krux Digital sampled and analyzed data collection activity among the top 50 ad-supported content publishers (by comScore’s ranking) and found that ad servers, networks and publishers accounted for the majority of US data collection volume thus far in 2012.

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The NYT’s & WSJ’s Push To Online Video

Digiday

The Wall Street Journal and the New York Times often disagree, at least in their editorials, but both are in agreement that the future of the newspaper will involve a healthy dose of video. It’s not surprising that the leading newspapers are branching out to video. The Web is clearly moving in a less static direction, and big brand advertisers will pay more for sight, sound and motion. Both sites have produced video over the years, and lately it’s starting to pay off in numbers that aren’t exactly YouTube, but aren’t anything to sneeze at either.

According to ComScore, the Times had 561,000 viewers and 1.6 million video views in June. The WSJ had almost 1.3 million viewers who accounted for 4.2 million video views that month. Each company professes to be feeling its way with its video strategy, with some divergences in tactics, but both believe it is becoming critical to their businesses — and news missions.

 Continue reading… 

Mobile Rich Media To Top $7B In 2015

MediaPost

New data from comScore this week showed more than half of U.S. mobile users downloaded apps during the three months ending in May. Increased app usage globally will help increase spending on in-app advertising from $2.4 billion this year to $7.1 billion by 2015, according to a new forecast by Juniper Research. Besides a growing app audience, wider use of rich media in ads will also contribute to higher in-app ad spending.

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