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CASE STUDY: Audience Extension

acer logo e1435248713675 CASE STUDY: Audience Extension

Program ran in United Kingdom

GOAL

Educate and inspire gift-givers about the benefits of computing products in enhancing the lives of their loved ones while increasing awareness of Acer brand & products. Screen Shot 2015 06 25 at 12.03.33 PM CASE STUDY: Audience Extension

SOLUTION

Leverage the reach & influence of premium IDG editorial media outlets to deploy a dual-function program aimed at engaging target consumer audiences on two levels:

NativeNews Package  (Hub, Articles, Videos, Article Spotlight, Sponsored Article Posts & Newsletters):

Built platforms aimed at engaging target audiences, providing extensive brand exposure and communicating Acer’s messaging. Custom articles and video scripts were authored by IDG subject-matter experts and were hosted on IDG properties. Custom ad units ran in tandem with the native activities to promote content and reinforce brand recognition.

Custom Built Ad Units (Mobile & Desktop Product Line Showcase & InFunnel Ad Units):

This was an interactive solution utilized to create awareness, provide information and ultimately drive consideration and sales.

RESULTS

  • High average time spent on site (3:54mins) and a high overall average video completion rate (73%).
  • 38% of all video views were on the IDG-produced videos.
  • Impressions: 1,352,434 ; Page views: 6,682

The Web is Getting Slower

 

Source: CNN Money

The spinning wheel of death never seems to stop turning these days.

It’s not you. Web pages really are loading slower.

The average site is now 2.1 MB in size — two times larger than the average site from three years ago, according to data tracked by HTTP Archive.

There are a few reasons for this added weight.

Websites are adding more attention-attracting videos, images, interactivity plug-ins (comments and feeds) and other code and script-heavy features that clog up broadband pipes and wireless spectrum.

Sites also have ramped up their usage of tracking and analysis tools to learn more about their visitors. Inserting third-party data trackers not only increases a website’s weight, but also the number of separate data fetching tasks, which leads to slower load times as well.

Photos and videos continue to be the bulkiest part of websites, making up almost three-fourths their size. That proportion has stayed relatively constant over the past three years, even as the total size of websites has grown.

But as more smartphones, tablets, watches and other gizmos are built to go online, developers have to create even more versions of websites and Web components to fit evermore formats. Some websites, for example, have more than 50 different image sizes which can be called upon to load depending on device. This additional complexity requires more code to run, and adds to a website’s bulk.

“The shift from desktop to mobile requests and consumption have had the biggest impact on website performance,” said Craig Adams, VP of Web experience products at Akamai, a content delivery network that services 15% to 30% of all online traffic daily.

On top of all this, websites are using stronger encryption to make themselves more secure. Shielding themselves behind secured protocols requires more code and data crunching power, too.

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Report: Mobile Ads Drove 80 Percent Increase In Store Visits Within 24 Hours

Source: Marketing Land

Between smartphones and tablets, mobile devices now play a larger role in product and brand discovery than laptops. According to a new “Mobile Audience Insights Report” from NinthDecimal 54 percent of consumers in 2014 “shopped on a mobile device over a laptop before making a purchase” and 34 percent “preferred to use a smartphone over a tablet or laptop.”

In the context of the waves of data coming out, these findings, which are a mix of behavioral and survey data, shouldn’t surprise anyone. However it remains the case that mobile marketing efforts (and budgets) still don’t reflect the reality of consumer behavior in the market.

In terms of cross-device shopping and buying, NinthDecimal found that the share of mobile commerce purchases grew at the expense of in-store buying, while the PC share remained flat. One interesting thing to understand, not published in the report, would be the location of these mobile buys (was there a pattern? did they occur at home, in stores, elsewhere?).

Screen Shot 2015 06 08 at 8.09.12 AM 800x411 Report: Mobile Ads Drove 80 Percent Increase In Store Visits Within 24 Hours

In addition, NinthDecimal found that in-store visits increased 80 percent within 24 hours of mobile ad exposure and stayed above average store-visitation benchmarks for the following six days. We don’t know much about the specific ad creative generating these visits. It appears however that they’re mostly offer-based ads (see bottom chart below).

One of the most interesting sets of findings in the report involves an analysis of ad performance in relation to store proximity. Here it appears performance is measured by CTR, which is a questionable mobile metric for ultimate performance. Nonetheless it can be a directional indicator of intent.

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How the BBC is Harnessing Mobile Platforms to Engage Global Audiences

Source: The Media Briefing

Trushar Barot is a busy man.

As Mobile Editor for the BBC World Service and Global News services, his portfolio covers content across the BBC World Service’s English and 27 other language services, alongside the bbc.com website and BBC World News Television Channel.

A key component of his current role involves determining how the BBC can best develop editorial propositions around mobile apps. This includes dedicated BBC apps and third party services, particularly messaging platforms.

Mobile first formats

“I am increasingly looking at mobile first formats,” he told TheMediaBriefing, “as we move beyond reversioning content for other sources for mobile to thinking about mobile as your primary platform.”

Inverting the way that mobile has often been thought of in many media organisations, “this means making bespoke content that works for mobile first, before worrying about it how it works elsewhere.”

As it currently stands, Barot cites three formats which he feels meet these criteria:

  • BBC Shorts – News in 15-second videos, which original began life on Instagram as #Instafax.
  • BBC Go Figure – daily visualised data journalism or captions which are shared on social media accounts such as Twitter and Facebook, acting as teasers for further stories.
  • BBC Minute a 60 second news bulletin produced in a “Newsbeat” style (i.e. short, sharp and more youth in tone) that is updated for a global audience every half an hour.

“So now I have a video product, a visual product and an audio product,” Barot says. “And that’s great because these are three things I can arm myself with as content propositions [for potential partners].”

gofigure bullock How the BBC is Harnessing Mobile Platforms to Engage Global Audiences

This image promoted a story on India’s Mars mission

Strategic rationale – the 3R’s

In doing this, Barot says his thinking is shaped by three strategic priorities: reach, referral and revenue.

“Most of these projects tend to be around reach, which is still very important, but we are also thinking about return path and referral potential,” he says.

From a referral perspective, this means “drawing people back from offsite platforms” which he says encourages people “to snack on our content” by endeavouring to entice them “back for a full meal.”

He also suggests that media companies like the BBC need to ask themselves if they fully understand the true value of their contribution to third parties.

“These are the new media giants and players of the world today. I think that sometimes because of the behaviour patterns that news organisations have got into when they deal with social media platforms they just rush into saying ‘we need to be on it, open an account and just get going,’ but they don’t really think about the value they’ve just brought to that platform.”

“As Facebook has discovered, having news platforms on the platform is huge for its growth and audience retention,” he says.

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Video Will Dominate Mobile Usage by 2020

Source: MediaPost

The number of smartphones in use around the world will more than double over the next five years, from 2.6 billion in 2014 to 6.1 billion in 2020, according to a new forecast from network equipment manufacturer Ericsson. That means around 70% of the world’s population will have a smartphone by the latter date, with the bulk of  new mobile subscriptions (two billion) located in the Asia-Pacific region, and another 750 million in the Middle East and Africa.

Meanwhile the total number of connected devices of all kinds, including wearable devices, will soar to 26 billion worldwide over the same period. Mobile handset subscriptions of all kinds (including non-smartphones) will increase from 7.1 billion in 2014 to 9.2 billion in 2020.

Ericsson also predicts that by 2020, 90% of the world population will have access to mobile broadband networks, causing mobile data usage to soar. Worldwide smartphone data usage will increase fivefold, from one gigabyte per month in 2014 to 4.9 gigabytes in 2020, when smartphones will account for 80% of all global mobile data usage. Overall two out of three dollars spent on Internet services will go to mobile access rather than landline services five years from now.

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Mobile Fraud: It’s Time To Start Paying Attention

Source: AdExchanger
There’s something fishy going on in China.According to mobile attribution company Apsalar, for every valid in-app purchase (IAP) made in China, there are 273 fraudulent ones.But China isn’t the only place with IAP problems. Taiwan sees 54 fake in-app purchases for every valid one, while Saudi Arabia clocks in at 24.6 and Israel and Hong Kong tie for 18. The digital goods were sold, but payment was never received, a fact Apsalar verified with both Google and Apple.IAP is just one of the new ways fraudsters are looking to game the mobile system.

As Forrester analyst Susan Bidel noted in a recent report titled “Fraud and Fat Fingers Distort the Mobile Advertising Landscape,” “Fraudsters not only apply techniques tested and proven in desktop advertising to the mobile web, but also fashion new strategies specifically to target the mobile app environment.”

Over the past year, online click fraud and bot-generated traffic have become obsessive topics in the ad industry, but mobile hasn’t factored too deeply into that conversation, and there’s a reason for that – dollar bills.

In the words of White Ops CEO and co-founder Michael Tiffany, “Bad guys follow the money.” As long as mobile ad spend remained nascent, fraudsters didn’t appear all that motivated to diversify from their desktop cash cow.

That’s changing. According to recent research from eMarketer, mobile ad spend is on track to reach $28.72 billion this year, accounting for 49% of all digital ad spending, a number forecast to hit $65.87 billion by 2019.

Timur Yarnall, SVP of corporate development at comScore, did not mince words: “Any suggestion that mobile fraud is not an issue today is laughable.”

Video CPMs might still beat mobile CPMs, said Yarnall, who co-founded MdotLabs, the cybersecurity startup comScore acquired in August, “but the money in mobile is there and it’s growing fast, which means people need to monitor it just as aggressively as they’re monitoring desktop fraud now.”

Out Of Place

The fraudster’s bag of tricks runneth over. Bidel’s report cited bad traffic, domain laundering, in-app ad stacking, phantom apps – when a user clicks to download an app, only to find that the app doesn’t exist but the click was recorded – mobile emulators and shady redirects as issues already plaguing the mobile ecosystem.

But mobile location data spoofing is a particularly prime example.

“Location is increasingly important on the mobile side for targeting and offline attribution purposes,” said Michael Tuminello, director of product at video platform Innovid. “But mobile location data is frequently inaccurate due to the lack of standards and a complicated ecosystem.”

Adding GPS coordinates to a bid request ups the price, and in some cases it’s legitimate, but a lot of the lat/long information available on the open exchange is coming from players who have no business providing it.

Location spoofing isn’t black and white, however, said Alec Greenberg, VP of media operations at Dstillery.

For example, when an app asks a user to share his or her location and that user declines, the app still gets some sort of data – albeit general information like, ‘This person is in Brooklyn” – relayed from a local cell tower. Broad data like that is far less useful in terms of driving foot traffic than precise lat/long data – it’s also not opt-in, considering in that case that the user had declined to share location data – but Greenberg isn’t convinced the players purveying it are necessarily always malicious rather than just opportunistic.

But the end result is the same and Dstillery isn’t taking any chances.

“We throw out 50% to 70% of all the GPS coordinates we see every day because they’re questionable,” Greenberg said. “That’s a huge percentage.”

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5 Steps to a Premium Mobile Site

INMA

To construct a first-rate mobile Web site, news media companies need to make sure their CEO is on board with creating the optimal user experience and invest resources in designing a seamless multi-screen customer journey.

Having recently attended the INMA World Congress in New York, I was particularly inspired by the session on creating a better mobile experience.

Expanding on this further, it seems to me there are, in essence, five obstacles or challenges we all need to overcome in delivering a first-rate mobile site for our readers and advertisers:

  1. Winning over your stakeholders (very often, with your CEO).What do your readers want from your Web site? Maybe it’s a combination of getting news, checking restaurant and theatre reviews, booking tickets/buying reader offers, and reading free or paid content? Researcher IMRG statistics show that 37% of online sales in the United Kingdom, for instance, are now on mobile (equating to US$12 billion in 2014).So how does this translate to the resources and budget we need to develop the best performing news Web site? This can depend on your niche, your corporate culture, and, ultimately, your CEO’s attitude to it all.

    Tracking the bulk of site traffic on mobile, it’s generally clear that a bad mobile user experience (UX) loses existing customers and puts off prospective customers, too.

    A senior European news executive told me recently that his CEO will only invest in mobile when presented with concrete evidence that he can monetise existing subscribers based on their predicted Web browser volumes, frequency, time on site etc.

    Surely, a more radical approach is required? We can’t afford to sit and wait.

    Alternatively, take the view of a more visionary CEO who accepts mobile will transform your news business as we know it, and realises that organisational change and breaking down disciplinary silos is critical.

    By way of example, I recall that a few years ago, eBay’s CEO John Donahoe set up a horizontal mobile team strategy to “agitate and disrupt” the rest of the business. Today, mobile is the main focus for everyone at eBay, and the approach has unified the company and championed an exciting future for the business.

    “He created internal unrest when he created a mobile commerce unit. He gave them absolute permission to step on other functions’ toes,” said the company’s vice president of marketing.

  2. Personalising the site experience with the “customer first” in mind.Many brands are proud to say they are “mobile first” with a clear focus on developing mobile products, for example, with mobile-optimised sites and apps. But that’s not the real issue.We may, in fact, share our tablets with, say, our family members, but we don’t normally share our mobile phones. We should therefore consider replacing “mobile first” with “customer first.”

    Think about the many ways we can personalise our mobile sites based on that unique reader – that unique user and his previous browsing patterns and purchasing history, geo-location, time-based “day parts” – and then make recommendations to him for other services and products that he most likely will want to buy from us.

    Think Amazon! Many leading retailers are now realising this with great success. Are you doing the same in news media?

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Which Content Marketing Initiatives Are B2B Tech Marketers Working On?

Content Marketing Institute, Marketing Profs, IDG

Throughout this report, you’ll see how technology marketers have changed their content marketing practices over the last year and how they compare with the overall sample of B2B marketers who completed our annual content marketing survey. Among all groups we studied this year, technology marketers are the most likely to use content marketing. They’re also the group that is most focused on lead generation as the primary goal for their content marketing efforts. Producing engaging content continues to be a challenge for technology marketers; however, 73% are presently working on initiatives to improve in this area. View the infographic below to see which content marketing initiatives B2B tech marketers are working on today and tomorrow…

Download the full report here

WATCH A VIDEO on paid, owned, earned content marketing trends from this research

CMI Initiatives 19 Which Content Marketing Initiatives Are B2B Tech Marketers Working On?

Boomers And Smartphones: The Freedom To Be Connected

MediaPost

by Gordon Plutsky

There have been few products or technical advances that have had as far reaching an impact as the smartphone. The modern era started with Blackberry and Treo, which soon gave way to the iPhone and various Android and Windows models. The Pew Research Center just completed a comprehensive study of how Americans use their smartphones and the results shed light on how Boomers (50-64) are using these devices. Overall, 64% of American adults own a smartphone, up from just 35% in 2011, and 2014 was the first year that the majority of access to the Internet was via mobile platforms.

Looking at the age breakouts, a few things become clear about Boomer smartphone usage. Among them, 54% own smartphones, only 10 points behind the overall adult population. While Boomer phone owners are behind 18-29 (85%) and 30-49 (79%), they have passed the critical 50% mark, and it is easy to see how that will rise over the next few years. Among Boomer smartphone owners: 94% make calls, 92% text, 87% use email, 80% access the internet, and a smaller number access social media (55%), videos (31%) and music (21%).

Any lingering perception that the 50+ populations is not using mobile devices to communicate can be put to rest at the same time there is room to grow for their usage of social, video and music. Boomers are active, but lagging behind the younger groups when it comes to activities such using a smartphone for: accessing information about a health issue (39%), online banking (34%), real estate info (26%), and government services (29%). Boomers are much closer to younger generations when it comes using smartphones to access breaking news (61%), sharing info about local events (60%) and learn about community events (45%).

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U.S. Mobile Users Spend The Most Time In Facebook And Instagram, Elsewhere Messaging Apps Dominate

 U.S. Mobile Users Spend The Most Time In Facebook And Instagram, Elsewhere Messaging Apps Dominate

By Sarah Perez

Messaging apps are becoming the most heavily-used type of app in a majority of key markets worldwide, based on both smartphone sessions and time spent in apps. However, according to new data from App Annie, the U.S. is an exception to that trend. Here, Facebook still dominates in terms of smartphone sessions, while both Facebook and Instagram led by time spent in apps.

The data collected was based on Android sessions in the first quarter of this year, so it’s not necessarily a full picture of the mobile application ecosystem or app usage – but it is sourced from one of the industry’s largest datasets on mobile data. In fact, App Annie’s dataset recently grew following its acquisition of  mobile measurement firm Mobidia last week. The firm is able to now detail app usage data from millions of users across 60 countries.

With Mobidia and App Annie’s data combined, the company put out its first-ever report examining usage-level trends regarding mobile applications, which looked, in particular, at countries like the U.S., U.K., Germany, Japan, and South Korea.

Not surprisingly, given that smartphones are primarily communication devices, the report found that within every key market, apps in the Communication and Social categories accounted for at least 40% of smartphone sessions on Android. And that trend was similar to how users spent time in apps, says App Annie.

In the U.S., Social remained the top category based on sessions per active user, thanks to Facebook’s prominent position here. But in the U.K., Germany, Japan, and South Korea, Communication was in the #1 position, referring to their preference for messaging apps.

 U.S. Mobile Users Spend The Most Time In Facebook And Instagram, Elsewhere Messaging Apps Dominate

In many of these countries, the Communication and Social categories dominate app sessions. For example, in South Korea, the two categories accounted for around 60% of smartphone app sessions. And the U.S. and Germany were not far behind. (See chart below.)

That means users are launching these sorts of apps more often than any other category of app on their phones, including mobile games.

 U.S. Mobile Users Spend The Most Time In Facebook And Instagram, Elsewhere Messaging Apps Dominate

Meanwhile, time spent in apps was also ruled by the Social and Communication categories. In both the U.S. and Germany again, the two accounted for approximately 60% of time spent in apps on Android smartphones. In South Korea and Japan, the time spent in the apps was slightly lower, but still accounted for 45% of total time spent in apps during Q1.

There are some differences about which apps are most popular in these countries, however, which speaks to regional differences and preferences for communication. For example, in the U.S., users seem to lean more towards one-to-many communication through social networks, while other countries appear to favor one-to-one communication.

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