Jul 23 2012 Basis Team Blog Industry News Local Media, Ad Engagement, Mobile and Holistic Strategies Marketers are finding more value in local, digital environments. According to BIA/Kelsey, advertising revenues from all local interactive and digital will grow 13% in 2012. For this year, top performers will include mobile search (up 77.2%), online video (up 51.6%), and social media (up 26.3%). Additionally, for some media, like newspapers, digital ad revenues will be the only source of growth. The growth in different local media segments will drive an overall increase making digital over 25% of the local ad market. Read More: Digital Ad Revenues for Local Media to Grow 13.1% in 2012, According to BIA/Kelsey Engagement is high for mobile devices. According to a recent IAB report, nearly 50% of tablet users and 25% of smartphone users indicated that they engage with ads more than once a week. A large majority (80% or higher) of these users also take action following engagement. Also interesting, 48% of smartphone users and 59 percent of tablet users said that they regularly conduct local searches on mobile devices while at home watching TV. This proves that there is a need for holistic plans that incorporate local environments. Read More: Ads on Tablets: 47% Engage, Says IAB Another recent study proves the value of media channels working together vs. separately. One key takeaway is to determine the best way to use each channel within the purchase funnel. For example, the study found that display, specific to retail, works best when the media appears early in the conversion path. Display ads drive a 29% higher AOV than other single-channel paths. Combined with search channels (paid and organic), it drives a 16% higher AOV when at the top of the path, and converts consumers 43% faster than other multichannel paths. Read More: Attribution Requires Marketers To Understand Display Ad Impact
Jan 31 2023 Blog Search and Social Innovations List [January 2023] LinkedIn's plans, PPC trends, CES, ChatGPT, and more feature in this month's list of search and social ...Read More
Jan 27 2023 Blog The Impact of CPRA on Digital Advertising and Consumer Privacy Learn all about the CPRA, what companies have to do to comply, and how it will impact the programmatic ...Read More
Jan 26 2023 Blog Scout: Justice Department Sues Google, Media Agencies Leverage AI, and More in This Week’s Digest of Top Digital Marketing Content Looking for the top digital marketing content from the week of 1/20-1/26? We've got it right here.Read More