Posts Tagged ‘mobile’

Google Says Faster Mobile Ads Are Boosting Clickthrough Rates Up to 200 Percent

December 2, 2016  |  Media Week  |  No Comments

As tech giants continue their push to speed up load times for advertising and publishers across the mobile web, early numbers from one of them seem to show that faster ads really do work better. According to research released today by Google and Teads, the video tech company, mobile publishers using Google's AMP (Accelerated Mobile Pages) video inventory perform better than those that stick with the traditional mobile web. Results showed publishers using AMP, an open-source Google initiative, saw clickthrough rates increase by 200 percent, completion rates increase by 15 percent and ad performance increase 18 percent. Nearly 100 publishers are now using AMP including Mashable, Rodale, L'Express and Trinity Mirror. In a blog post detailing the findings, Eric Shih, global svp of business development at Teads, said videos by brands and publishers don't just need to be fast, they also should "engage, educate and entertain." "If you've ever waited impatiently for your favorite site to load only to watch an annoying pop-up take over your smartphone screen, you can probably understand why user engagement decreases," Shih wrote.

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Lyft’s New Device Aims to Increase Safety and Eliminate Awkwardness With Drivers

November 15, 2016  |  Media Week  |  No Comments

Do you even Lyft, bro? Lyft, a ride-sharing service, is shaking things up in a major way. The young company, which was launched in 2012, has already gone through a few identity iterations. The most recent one is sort of a cool-older-sibling vibe. Today, the brand announced a new part of it's in-car experience: the Amp. What looks like one of those fancy Bluetooth speakers everyone has at pool parties is actually a cool new way for drivers to communicate with riders. By day, the Amps will be the signature Lyft pink/magenta color. But when it's pulling up to a Lyft user who has ordered a ride, the display will turn green, thereby eliminating the awkward moments that plague a lot of ride-share app users. Bonus feature: if multiple people in a specific area all order a Lyft, their cars will each display a different color, as specified in their app. "We've seen three times our typical growth in the last 18 months," said Melissa Waters, Lyft's vp of marketing. "And we want to expand as we grow." Getting into someone else's car means agreeing on a shared assumption of safety.

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Twitter Is Cutting 9% of Its Global Workforce

October 27, 2016  |  Media Week  |  No Comments

Twitter is planning to lay off 9 percent of its global workforce, as the ailing San Francisco tech giant struggles to please Wall Street despite beating earnings expectations. The company officially announced the cuts today in its third-quarter earnings, days after reports began to surface of the impending cuts. According to Twitter, the majority of the reductions will take place in its sales, partnerships and marketing divisions in order to "continue to fully fund our highest priorities," according to a letter to shareholders. However, the earnings also came with some good news. Total monthly active users grew for the second consecutive quarter to 317 million users, gaining 4 million over the past three months since its second-quarter results. Daily active users also increased, rising 7 percent year over year. Twitter's revenue totaled $616 million—an 8 percent increase year over year. Earnings per share totaled 13 cents, beating expectations of 9 cents per share and $606 million in total revenue. However, the company reported profit fell by $103 million. Advertising revenue grew 6 percent to $545 million, with mobile now accounting for 90 percent of total ad revenue. U.S. revenue grew just slightly, increasing 1 percent to $374 million year over year, outpaced by international ad revenue, which grew by 21 percent to $242 million

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Snapchat Beats Instagram and Facebook as the Top Social Platform for Teens

October 14, 2016  |  Media Week  |  No Comments

Snapchat's growth as the preferred social platform for teenagers continues to outpace other social platforms, and it's cutting into Facebook usage. According to investment firm Piper Jaffray's new "Taking Stock With Teens" report, 80 percent of teens use Snapchat at least once a month, up from 74 percent in the fall of 2015. While 79 percent of teenagers said that they use Instagram once a month—an increase from 76 percent one year ago—the photo-sharing app's reach is slightly less than Snapchat. Perhaps more interesting is Snapchat's impact on Facebook, which has fought off reports that teens have fled the social network for cooler platforms in recent years. Piper Jaffray's study now suggests that's true when teenage usage for Facebook is compared to Snapchat. Just 52 percent of respondents in Piper Jaffray's study (which includes 10,000 responses) said that they use Facebook once a month, down from 56 percent in fall 2015. Specifically, younger teens are dropping off of Facebook, while Snapchat and Instagram are neck-and-neck for teens between the ages of 14 and 18. Among 14-year-olds, for example, 80 percent use Instagram once a month, while just less than 80 percent use Snapchat. With Facebook, roughly 30 percent of 14-year-olds use the social network each month, the lowest percentage of all age groups to use the site

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Here Are 8 Must-See Digital Marketing Stats From the Last Week

October 7, 2016  |  Media Week  |  No Comments

The past week has been fruitful when it comes to digital marketing stats being revealed. The following eight in particular caught our eye: 1. What brands shouldn't do Almost 58 percent of social media users find the number of promotional posts by marketers to be annoying, according to Sprout Social, which surveyed more than 1,000 Facebook, Twitter and Instagram users. Check out more numbers from its third-quarter study below. 2. American vs. British VR According to ClickZ Intelligence , 37 percent of U.S. consumers—in a poll of 1,000 people here and 1,000 folks in the United Kingdom—have tried out a virtual reality headset. That figure is almost double that of the U.K., where only 19 percent of people have tried one out. 3. Snappin' in the U.S.A. EMarketer yesterday predicted that Snapchat's American user base will jump nearly 14 percent next year to 66.6 million people. The New York-based researcher also reiterated that it expected Snapchat to near $1 billion ($935.5 million) in ad sales during 2017, generating 95 percent of such revenues in the U.S. 4

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Twitter’s First NFL Livestream Drew an Average Digital Audience of Just 314,000 a Minute

September 16, 2016  |  Media Week  |  No Comments

CBS's first Thursday Night Football game of the season drew 28 percent fewer viewers than last season's inaugural prime-time game on the network. But don't blame Twitter. While the New York Jets-Buffalo Bills matchup was also the first of 10 Thursday Night Football games that to be livestreamed on Twitter this season, the game had an average digital audience of 314,000 per minute, including viewers streaming on Twitter, NFL Mobile from Verizon, Watch NFL Network and authenticated users on CBS Digital platforms. The game averaged 15.4 million viewers on CBS and NFL Network—49 times the size of the digital audience—and a 5.4 rating among viewers ages 18 to 49. Those numbers were down 28 percent in the demo and 27 percent in total viewers compared with last year's Thursday Night Football kickoff between the Denver Broncos and the Kansas City Chiefs (21.18 million total viewers, 7.5 demo rating). The audience drop came even though Thursday night's game remained competitive until the very last play, with the Jets winning, 37-31. Prime-time NFL ratings, which have been the last remaining reliable source of robust ratings, have been down across the board this season. Last Thursday's NFL kickoff game—which technically is part of NBC's Sunday Night Football package—was watched by 25.2 million viewers (and got a 9.4 demo rating), off around 9 percent from last fall. And the Sunday Night Football kickoff averaged 23.1 million viewers (and an 8.4 rating among 18- to 49-year-olds), down 16 percent in audience and 18 percent in the demo from last fall's numbers. CBS Sports said 2.4 million viewers streamed some portion of the game, watching for an average of 25 minutes.

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What Google Learned From the Digital Diaries of 1,000 Mobile Users

September 12, 2016  |  Media Week  |  No Comments

There's that old saying about how it takes walking a mile in someone else's shoes to know them. But for Google, all it takes is a week of tracking a person's digital and physical footsteps. In one of its most comprehensive studies yet for how people benefit from mobile devices, Google asked 1,000 users to take a survey several times a day for a week to help the company better understand their needs throughout the day and how a smartphone helped them. The results, released today, provided more than 14,000 responses that helped illustrate when people want to know something, buy something, watch something or do something. The results are good news for Google, which now receives more than half of its search traffic from mobile devices. It also now gives the company more evidence for pitching mobile-first advertising campaigns for both marketers to drive online sales, mobile application installs and offline visits. According to Google, 92 percent of respondents who did research on their phone made a purchase within a day, and 76 percent of those searching for something nearby visited a related business within a day. (Back in May, Google said mobile shopping searches had gone up 30 percent in the past year.) "What we found in this diary setting is what we've been seeing over the last few years," said Lisa Gevelber, Google's vp of marketing. "This shift to mobile is not just a shift in biases—it's a dramatic shift in consumer behavior and in expectations." According to Google, smartphones were the most popular type of device for addressing daily needs. In fact, 96 percent said they used their phone, while just 33 percent used a tablet and 73 percent used a laptop. (Exactly half said they used more than one device.) Most people said they used their phone the most because it was the closest device or easiest device at any given time.

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Snapchat Will Hit Nearly $1 Billion in Ad Revenue by the End of 2017

September 6, 2016  |  Media Week  |  No Comments

Snapchat is on track to make $366.7 million in advertising sales this year, according to a new report from eMarketer. It's the first time that eMarketer has tracked the app's revenue, and the research firm expects it to make $935.5 million—a 151 year-over-year increase—by the end of next year, close to the $1 billion that was revealed through leaked documents earlier this year. Despite its daily audience of 150 million users—many of whom are the young millennials that advertisers covet—Snapchat only makes up 2.3 percent of total social ad dollars compared to Facebook, Twitter, Google and others. The app also launched its API earlier this summer with a group of ad-tech companies to power data about advertisers' campaigns, which has been a lingering concern for brands. "Snapchat has improved its targeting capabilities and partnered with 11 measurement firms to address the concerns voiced early on," said Cathy Boyle, a principal analyst at eMarketer. "What they have yet to prove is whether they can consistently deliver a better return on investment for advertisers than other social networks." In terms of inventory, Snapchat Discover ads that run within the publisher hub section of the app make up 43 percent of Snapchat's U.S. revenue currently, but eMarketer predicts that to change in the coming years. Over the past year, Snapchat has added ad formats like sponsored lenses, geofilters and Live Stories where advertisers run 10-second video ads alongside user-generated content collected from events and holidays. By 2017, eMarketer expects for Live Stories to become Snapchat's biggest moneymaker, bringing in 37.8 percent of the company's U.S. sales. By 2018, Snapchat's year-over-year growth is expected to slip a bit—by 88.2 percent—to reach $1.7 billion in ad sales. Here's a more detailed look at how eMarketer sliced up Snapchat's ad placements

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Google’s Ad Revenue Hits $19 Billion, Even as Mobile Continues to Pose Challenges

July 28, 2016  |  Media Week  |  No Comments

Google is still the primary moneymaker for parent company Alphabet. During the second quarter of 2016, Alphabet's revenue hit $21.5 billion, a 21 percent year-over-year increase. Of that revenue, $19.1 billion came from Google's advertising business, up from $16 billion a year ago. Even as consumers shift toward mobile, Google has struggled to make more money from smartphone-size ads that are typically priced less than desktop ads. During Thursday's earnings call, Google said cost per click was down 7 percent from last year. Meanwhile, aggregate clicks on paid ads increased 29 percent from the second quarter of 2015. And Google saw a 37 percent year-over-year jump in paid clicks on its websites.

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Google Wants to Give You Better Control Over the Personalized Ads You See

July 1, 2016  |  Media Week  |  No Comments

Google is changing the way it stores the information it collects while also giving users the ability to update their privacy settings. The search engine giant is introducing a feature that lets users opt in to a new way of storing info that over time could lead to ads that are more personalized for individuals. The company is already collecting massive amounts of information about each user's search activity, Gmail messages and YouTube views, but according to a source, the update will change what information is associated with a user's account instead of having data for each Google product stored separately. According to the source, the feature is rolling out in the coming weeks and will ask users if they want to opt in. If they don't, the user's privacy settings will remain the same.

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