Top digital marketing data and case studies this week

03/07/2014

Here are the top digital marketing data and case studies that caught our eye.

Programmatic now accounts for 28% of UK display ads- IAB

Almost three in every 10 pounds spent on online display ads in 2013 were bought through ‘programmatic’ technologies, with a forecast that these types of ads will make up nearly half (47%) in 2014, according to new research.

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E.g. 51% of all digital display ads were purchased direct

Third of Brits say no to push notifications (infographic)

One in three UK smartphone or tablet owners are still out of reach to brand marketers using app push notifications, according to new research.

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Top food and drink chains on social media: Nando's leads on Twitter and Facebook

Nando's currently leads the UK food and drink chain market for social media, ahead of Dominos, TGI Fridays and Starbucks, according to a UK-based study.

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Customer service trends: Just 33% of tweets answered successfully by retailers

UK retailers are performing poorly on social media for customer service, but are becoming more effective at answering email enquiries, according to new research.

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Non-sponsors get three-quarters of all World Cup shares

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Almost three-quarters (71.2%) of the online shares generated by World Cup ads have come from non-sponsors, according to new data.

Leading the way for the sponsors is Castrol, in fourth. The only other official FIFA partners to make it on to the Dream 11 are Coca-Cola (6th) and Emirates (9th). ESPN, an official World Cup broadcaster, is currently 8th.

Other highlights from the data include:

• Newcomers to the top 11 are non-sponsors Beats by Dre, Japanese noodle company The Nissin Group and Banco de Chile, one of the biggest banks in South America;

• Official sponsors Visa (12th), McDonald’s (14th), and Kia (18th) only make the subs bench, while Budweiser and Sony fail to make it into the top 20;

• Three-quarters of Nike’s and adidas’ ad shares have been generated by Nike (75.6%);

• The average sponsor’s ad has generated 66,156 fewer shares than those created by a non-sponsor;

• Even if you took out Activia’s monster hit “La La La”, non-sponsors would still lead the way, attracting 62.2% of the shares;

• However, one sponsor that does have the edge over its fiercest competitor is Coca-Cola (6th). The soft drinks giant is currently 13 places ahead of Pepsi after attracting 87% of the shares between the two.

CASE STUDIES

Twitter fail: KLM apologises for offensive Mexico World Cup tweet

Dutch airline KLM was forced to apologise for joke tweet following Netherlands' victory over Mexico at the 2014 World Cup. This case study looks at the perils of tweeting before you think, especially when caught up in the euphoria of sporting victory over large segment of your customer base.

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Case Study: How American Apparel adapted their brand to Tumblr to boost referrals

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American Apparel needed to engage young metropolitan adults aged 20-32 without restraining the brand’s unique fashion aesthetic or diluting its brand equity. This case study looks at how the clothing brand used popular blog network Tumblr, via owned content and sponsored ads, to get hundreds of thousands of referrals to their online store.

Display ad case study: Specsavers uses visual engagement to smash benchmarks

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Extending their ‘Should’ve gone to Specsavers’ TV campaign online, the Specsavers i-Roll campaign smashed visual engagement benchmarks. The case study looks at how the optician expanded its appeal to a broad 25-54 audience.

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