Twitter’s pitch that its ads amplify brands’ messages beyond TV is now supported by agency-backed research.
The company, in conjunction with Starcom Mediavest Group, released on Tuesday the results of a six-month study into the effectiveness of pairing TV and Twitter ads, the upshot of which is that Twitter users are more receptive to advertising than the typical TV viewer and that pairing Twitter and TV makes for some powerful brand advertising.
Twitter-supported TV campaigns deliver a 50 percent greater ROI than TV-only campaigns, SMG’s Kate Sirkin said. Brand awareness was 6.9 percent higher among audiences to such campaigns while households exhibited a 4 percent increase in sales versus TV alone. Favorability rose 6 percent for users who interacted with a promoted tweet, meanwhile.
Curiously, Twitter president of global revenue Adam Bain was not using the study as evidence for why brands need to transition their ad dollars from TV to digital. Rather, the study should entice some brands to migrate “underperforming” digital dollars to TV (and Twitter).
“When you run both TV and Twitter together, we actually think budgets can go from the digital side to TV,” Bain told Digiday on Tuesday in Cannes. “Spending on Twitter makes your digital outcomes go farther, but your TV outcomes go farther as well.”
Bain positioning Twitter as the “bridge” between digital and TV makes it an alluring ad platform for brands looking to test whether their TV budgets might be better spent than solely on TV spots.
But that message is also integral for Twitter’s ad business, and thus the health of its business in general going forward. Twitter’s response to Wall Street worries about its decelerating user growth has been to emphasize that Twitter’s influence extends far beyond Twitter itself. That may well be true for celebrities taking selfies, but a promoted tweet is not as likely to generate the same kind of press coverage. And perhaps more damning was when an NBC exec said this April that Twitter had no effect on boosting ratings.
For senior executives, smartphones are a critical business tool. The majority of senior executives (92%) own a smartphone used for business, with 77% reporting they use their smartphone to research a product or service for their business. While the majority (93%) go on to purchase that product via the Internet using a laptop or desktop, 50% of these executives have purchased IT products for business using their smartphone, with 13% reporting making a purchase between $1,000 to $4,999 (£600–2,999; €700–3,499).
Security concerns (45%) and having a website not mobile enabled (43%) were the most common reasons for this audience not to purchase a product via smartphone. Like mainstream consumers, senior executives want an omni-channel purchase environment to seamlessly move between devices to make IT purchases.
To download the 2014 IDG Global Mobile Survey white paper and to view other infographics, click here
A global content revolution is upon us. These days practically every piece of con- tent we discover, share or engage with comes as a stream of digital information – real-time search results, social media feeds or swathes of rich media ads and advertorial experiences.
Nearly all respondents aged 18 to 34 owned a smartphone, and 91% of 18- to 24-year-olds and 85% of 25- to 34-year-olds used social networking sites and apps on their smartphone. Only 38% of 18- to 24-year-olds owned a tablet, however. Tablet ownership jumps to 55% among 25- to 34-year-olds, and 65% report using another device or screen, primarily television (83%) at the same time as their tablet.
To reach these audiences, tech marketers are now competing with mainstream brands on Facebook or trying to grab their audience’s attention during television programs. B2B brands investing in quality social content or video with high production values comparable to television are most likely to engage young influencers and stimulate social media shares.
To download the 2014 IDG Global Mobile Survey white paper and view other infographics, click here
Content Marketing Institute/ Marketing Profs/ International Data Group (IDG)
Looking for insight into how technology marketers are using content marketing? Check out Content Marketing Institute’s newest research report, 2014 B2B TECHNOLOGY CONTENT MARKETING TRENDS — BUDGETS, BENCHMARKS, AND TRENDS, NORTH AMERICA, sponsored by International Data Group (IDG).
This infographic video focuses on budget, insourcing vs. out sourcing and the challenges tech marketers face with content marketing.
The Data+ infographic presents a complete picture of the Data+ attendee – from their level of IT influence to their data challenges and their search for solutions. Data+, a conference providing a holistic view on how to manage and analyze data to predict business outcomes, is uniquely positioned to help address the needs of both attendees and sponsors by providing unmatched event content and exclusive networking opportunities, while connecting IT and Line of Business decision-makers to solution providers, technical experts, and successful practitioners. The statistics included come from IDG Enterprise’s 2014 Big Data Study as well as the 2013 Data+ event profile.
This report highlights key areas of difference between the most effective technology marketers and their less effective peers. This infographic specifically focuses on content marketing volume, effectiveness, metrics and goals for technology marketers.
Knowing how to engage with Millennials who visit technology sites can be tricky. IDG Research Services conducted a survey of Millennials (18-34 years old) who have an interest in technology: tech marketers, tech buyers, and consumers in both B2C and B2B. The survey reveals which tech topics Millennials are most interested in, their top reasons for visiting websites, and which sources they rely on most for tech-related information. View the Millennials infographic now…
We have covered the evolution of Big Data several times over the years and have more recently discussed new areas of interest such as big data in films, advertising and even sports. With the growing interest in this area there is certain to be considerable interest and investments being made. Included as an excellent infographic provided by the team at BigData-Startups which jumps right into the topic of investments.
An IDC study present’s the first forecast and analysis of the cellular machine-to-machine (M2M) market in Asia/Pacific (excluding Japan), or APEJ. The total number of cellular M2M connections in APEJ will grow from 26.8 million connections in 2012 to 72.4 million in 2017, a 22% compound annual growth rate (CAGR). M2M spending will grow from US$3 billion in 2012 to US$6.7 billion in 2017, a CAGR of 17.3%.
Another IDC study analyzes the worldwide opportunity for the burgeoning “Internet of Things” (IoT) market. It provides a market outlook for 2013–2020 and sets the forecast within the context of the IoT ecosystem including intelligent systems, connectivity services, platforms, analytics, and vertical applications in addition to the security and professional services required to build out a complete picture. The study discusses the key market trends contributing to the growth of the IoT on a worldwide basis. A forecast of installed “things” and revenue is included.