Technology Consumers Are Devoted Web, Video, and Mobile Users
IDG Research Shows How Much Digital Is a Part of Consumers’ Lives
IDG Research Services surveyed more than 3,100 visitors to IDG technology media sites in the U.S., such as PCWorld, Macworld, CIO, and Computerworld, to determine information consumption behaviors. The research—“The Echo Effect: Understanding the Value of Tech Buyers”—underscores the power of social media, the widespread use of mobile devices, and the reliance on video to make purchase decisions.
Consumers find it hard to resist tech-related videos as 93% said they watched them and 72% reported they have forwarded, shared, or posted a video. And, given the mobile findings it is not surprising that four in 10 consumers are watching videos on a smartphone or tablet. Viewers are turning to video for product reviews, information to inform buying decisions, and to learn how to use a new product/service.
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In recent years, two important trends in digital have occurred simultaneously: real-time bidding (RTB) has taken off and revolutionized digital advertising, and the rise of mobile has forever changed the way we interact with digital content. And yet, surprisingly, when it comes to RTB on mobile, we’ve haven’t made a great deal of progress. Even some of the most fundamental questions remain unanswered.
What does mobile even mean? Is a tablet a mobile device? How about a laptop with an LTE or 3G connection? If we assume a mobile device is a tablet or mobile phone, then there is a further problem. RTB-based ads can appear inside an app, but they can also appear on a website being viewed on a mobile browser. Each experience is vastly different and has different limitations.
Let’s take a look at three distinct types of RTB on mobile — and see why one should be banished from the definition of mobile advertising.
Gannett’s flagship newspaper, USA Today, announced today it’s relaunching its brand identity, and with it a redesigned paper (starting Friday) and website (starting this weekend). The redesign comes on the heels of the paper’s 30th anniversary — the colorful, graphic-heavy paper launched Sept. 15, 1982.
Do consumers find retargeted display ads creepy or acceptable? According to new research by Bizrate Insights, the vast majority don’t have a problem with them.
When Bizrate Insights asked consumers how they felt about seeing ads for products or services that they’d recently looked at online, 85% said they were neutral (60%) or liked it (25%). Just 15% did not like retargeted display ads. The goal of behavioral retargeting is to remind consumers of their previous interactions and prompt them to revisit a website and reconsider a purchase. According to Bizrate’s results this is exactly what those ads are doing.
Have you taken a look at your Ghostery tool lately? The little tool that tracks the number of trackers on your Browser’s current Web site has been working overtime in the last year.
In fact according to a new report from Krux Digital, the number of tracking incidents on the top media Web sites has grown 400% in the last year. A related global survey by Evidon, one of the companies that facilitate the Ad Choices icon and service for ad nets, agencies and publishers, showed similar expansion. In their look at who is behind the massive reach of online tracking, however, the company found two clear data “winners.” When it comes to frequency and reach of trackers around the Web, the top five spots are occupied either by Google or Facebook. In fact using a “Commonality Score” that indexes the the actual depth and breadth of its presence around the Web, Google Analytics registers a staggering 398.6, compared to the next most common tracking element, Google AdSense, which scores 50.4. These measurements are for Q1 2012.
Retargeting is a form of online advertising in which a user that has been to your website can be displayed ads from your media campaign on publishers and ad networks across the Internet. This form of advertising is very effective, since you are only showing ads to users that have been to your site (i.e. showing an interest in your product or service), instead of relying on demographic or other types of targeting to find users. Retargeting can communicate with the user after they have left your site and be the extra interaction that drives the user to come back and purchase, at times slashing cost per conversion in half, and increasing conversion rates by 600%.1