During the second quarter of the year, the highest-risk inventory was served via ad exchanges. That’s according to a report to be released Wednesday by AdSafe Media, a company that markets proof-of-performance and content safety solutions.
A full 16.9% of inventory served by ad exchanges was high risk for advertising, while 6.3% of inventory served via ad networks was high risk, and 3.8% directly via publishers was considered high-risk.
What’s more, inventory transparency is the lowest on ad exchanges, which served 64.4% IAB Category I inventory — with full transparency regarding referring URL — while ad networks served 82.6%, and publishers directly served 97.4%. Read more at www.mediapost.com |
According to a new poll of brand marketers by Harris Interactive for Buddy Media, 72% of brand managers agree that social media offers great potential to reach existing and potential customers across the globe, but they are lacking tools and information to leverage it successfully. |
| Major Obstacles in Using Social Media to Reach Local Market Customers |
Major Obstacles in Using Social Media to Reach Local Market Customers (% of Brand Managers) | | Obstacle | % of Respondents Agreeing | | Tracking or measuring success or ROI | 48% | | Managing information | 45 | | Engaging audience | 42 | | Identifying influencers to carry brand message | 39 | | Keeping specific content fresh | 32 | | Posting multimedia content | 28 | | Tracking real time metrics | 24 | | Finding creative for online social marketing | 23 | | Tools to customize content anywhere | 22 | | Source: Buddy Media / Harris Interactive, August 2010 |
Read more at www.mediapost.com |
Almost 9% of Tweets sent out each day come from UberTwitter. The next most popular is Tweetdeck at 5%. Twitter for BlackBerry comes in at 4%. |
U.S. adults ages 50 and up who use the Internet are flocking to social networks, according to the results of a survey of 2,252 adults ages 18+ by Princeton Survey Research Associates on behalf of the Pew Internet & American Life Project. The survey provides more evidence suggesting social media could become an effective advertising and marketing platform for reaching older Internet users (chronic offense-takers, please note that I did not write “old people”). The Pew findings are pretty dramatic: Among Internet users ages 50+ overall, social network use increased from 22% in April 2009 to 42% in May 2010. To boot, 10% of the 50+ cohort uses Twitter or a similar “status update” service, either to post updates or check other people’s updates. Looking at specific age cohorts, social network use among Internet users ages 50-64 surged from 25% to 47%, with 20% of this group saying they check into social networks on a daily basis — up from 10% last year. Meanwhile the proportion of Internet users ages 65+ using social networks doubled from 13% to 26% over this period, with the number checking in daily jumping from 4% to 13%. By contrast, social network use among Internet users ages 18-29 appears to be reaching saturation, growing from 76% in April 2009 to 86% in May 2010. Read more at www.mediapost.com |
The new comScore report, Q2 2010 U.S. retail e-commerce sales estimates, shows that online retail spending reached $32.9 billion for the quarter, up 9% versus year ago. This growth rate represented the third consecutive quarter of positive year-over-year growth following a year of flat or negative growth rates. | Retail E-Commerce (Non-Travel) Growth Rates (Excludes Auctions, Autos and Large Corporate Purchases Total U.S. Home/Work/University Locations) | | Quarter | E-Commerce Spending ($ Millions) | Y/Y Percent Change | | Q1 2007 | $27,970 | 17% | | Q2 2007 | $27,176 | 23% | | Q3 2007 | $28,441 | 23% | | Q4 2007 | $39,132 | 19% | | Q1 2008 | $31,178 | 11% | | Q2 2008 | $30,581 | 13% | | Q3 2008 | $30,274 | 6% | | Q4 2008 | $38,071 | -3% | | Q1 2009 | $31,031 | 0% | | Q2 2009 | $30,169 | -1% | | Q3 2009 | $29,552 | -2% | | Q4 2009 | $39,045 | 3% | | Q1 2010 | $33,984 | 10% | | Q2 2010 | $32,942 | 9% | | Source: comScore, Inc. | Read more at www.mediapost.com |
Many marketers believe that adult women make all the household purchase decisions, and younger women make or break most movies. From the home to Hollywood, however, you can’t discount the influence of 18-34 guys, according to a new report from entertainment portal/ad network Giant Realm.
Indeed, nearly three in five — 58.5% — of 18-34 guys say family and friends ask for their opinion on which video games to buy, and a whopping three-quarters — 77% — say they are asked for recommendations on which movies to see.
Young men also might be seen as a good source for movie recommendations, given that one-quarter — 24.8% — hit the theaters on opening weekends for movies they want to see. An additional 39.8% say they might go to the premieres if the movie suits them. Read more at www.mediapost.com |
According to a study presented at a Pivot Conference (in partnership with Extra Mile Research) entitled “Marketers’ Current and Future Use of Social Media,” 63% of marketers are already investing in social media marketing, and of the 37% that are not currently investing in social media marketing, 62% are planning to invest, including 46% who plan to do so within one year. Other key findings include: - 57% welcome social media users involvement and participation with their brands
- Of those already investing in social media marketing, 87% plan to increase their expenditures in the next 12 months, including 56% who plan significant increases in spending.
- Only 30% of marketers who conduct social media marketing have measurement and analysis strategy fully implemented.
- 43% of marketers who conduct social media marketing have not begun implementing any measurement or analysis programs
- Of those who have measurement and analysis programs in place, 62% are only “somewhat satisfied” with their programs
- Despite all of the focus and investment in social media marketing, only 30% consider their social media marketing efforts “very successful.” 59% rate their efforts as “somewhat successful.”
- 75% of marketers consider the “always-on” 18-34 year old consumers as a primary or secondary target.
- Marketers feel that the “always-on” 18-34 year old consumers have unique characteristics:
- 70% of marketers consider them to have a shorter attention span
- 67% consider them to have different motivations than previous generations
- 59% consider them to be less accepting and more questioning of marketing messages in general
Read more at www.mediapost.com |
Little wonder that marketers find it difficult to stay on top of the hottest social media trends. A May 2010 survey from staffing firm The Creative Group found that 65% of US marketing executives considered it at least somewhat challenging to keep up.
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17% of Ad Exchange Inventory Deemed High Risk
