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 |
This represents a 17-percentage-point increase in penetration over 2000. An even higher percentage would have made such purchases had they more spending money and access to a credit card.
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“Several payment alternatives like debit cards and student accounts not only enable teens to buy on the web but also let parents set spending limits and monitor payment activity,” said Jeffrey Grau, eMarketer senior analyst and author of the new report “Marketing Online to Teens: Girls Shop with a Social Twist.” “Yet rather than offer these options, many retailers seem content to drive online teenagers to their physical stores.”
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Coupons.com recently issued new data that shows digital coupons grew 100% during the 12-month period ending June 30, 2010, while free standing inserts in newspapers rose 8.4% for the same period. The data shows that more than $1 billion in digital coupon savings was printed or loaded to a store loyalty card via the Coupons.com network in the last 12 months, outpacing the growth of coupons distributed in newspapers 10 to 1. |
Growth is attributed to several key factors, including |
- Continued consumer adoption of online printable, save to store, loyalty card and mobile coupons
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- Increased use of digital coupons by brand marketers, manufacturers and retailers
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Steven Boal, CEO of Coupons.com Incorporated, ”… more and more (consumers) are tapping digital coupons as an important part of their savings strategy… we foresee substantial growth across the entire digital domain… with particular growth within social media and mobile environments.” Read more at www.mediapost.com |
The economy may have come back from the brink, but demand for digital coupons appears to be picking up steam, according to new data released by Coupons.com.
The company said savings from coupons printed out or loaded to a loyalty card from its online properties doubled to more than $1 billion from $529 million a year ago. The value of savings in June alone hit $110 million, the highest total to date for any single month via Coupons.com. That increase has come despite traffic to the site actually dropping in the last year from 18.2 million monthly visitors to 14.5 million. Read more at www.mediapost.com |
Apparently, in-text advertisements, those seemingly annoying little ads that pop up when someone moves a cursor over a hot-linked piece of text in an article, can create impactful campaigns. According to a comScore study, Kontera’s in-text targeted ads delivered five times greater brand awareness than traditional display ads, and twice as much lift in brand purchase intent. |
The study suggests 34% of consumers strongly felt Kontera in-text ads “clutter the page,” compared with 61% for interstitials, 52% for video ads, 45% for rectangle ads, and 36% for banners. |
Twenty-one percent of consumers strongly agreed the in-text ads are “related to content,” compared with 14% for rectangle ads, 14% for interstitials, 10% for video, 15% for Google text ads, and 11% for banners. |
Thirty three percent say in-text ads a less intrusive ad format, compared with 40% for rectangle ads, 53% for video ads, 63% for interstitial ads, and 29% for banners. Read more at www.mediapost.com |
| A flurry of paid-search reports released Tuesday may have marketers’ heads spinning, but each provides insights into specific parts of the process. |
SearchIgnite released the Q2 2010 U.S. Search Market Report Tuesday. Year-over-year paid-search spend increased 14% in the U.S., following an 11% YoY increase, sequentially. |
Similar to Efficient Frontier’s report, SearchIgnite found retailers spent more — about 7% — compared with the prior year. Microsoft’s search engine Bing gained market share by 26% from the year-ago quarter, but declined 9.6% sequentially. Overall, Bing dropped slightly to 6.2% share of search spend in the U.S., while Google and Yahoo reached 78.4% and 15.4%, respectively. |
Google increased the average number of paid-search ads shown per search session by 15%, followed by Yahoo at 22% and Bing at 11%. More premium ads in sponsored listings and down the right rail don’t necessarily suggest good news, however. Increasing ad coverage can diminish returns, and result in a poor experience for consumers, according to the report. |
Relying on Google for metrics, the report suggests that consumers can withstand between 5.5 and 6.0 ads per search query. Yahoo now serves up 6.85, making it unlikely the increase in ads will lead to additional revenue. Bing serves up about 3.85 ads per keyword, so it’s “extremely” likely that this will reflect in better-than-expected revenues for the search engine. Similarly, Google went from 4.97 to 5.72, so they could report healthy increases as well. |
| Google now monetizes nearly 8% more of their keyword searches. Stokes says keywords searched with no ads decreased from 43.6% in Q1 to 39.7% in June, making the inventory easier to monetize. |
In the Americas, paid-search spending by tech companies increased 12% during the second quarter, while the Asia/Pacific region rose 33%, sequentially. Combined, spending in Europe, the Middle East and Africa grew 25%. Google’s China strategy and move to serve content from Hong Kong has influenced performance. During the second quarter, Google’s share in the region dropped from 69% to 61%, while Baidu’s share of paid-search spending rose to 22% from 12%, sequentially. Read more at www.mediapost.com |
Interaction time translates to real-world branding impacts |
Online marketers recognize the inadequacy of the clickthrough as an ad performance metric but still rely on it for its simplicity and ease of use. A joint study from comScore and MediaMind (formerly Eyeblaster) gives marketers in the entertainment industry reason to look further, to measures of interaction and dwell time, for a more accurate indication of performance.
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“Young Male” Demographic Key Influencer in Entertainment Decisions
