Top digital marketing data and case studies this week

09/07/2014

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

Getting seen on the App Store: US and UK optimisation tactics differ (infographic)

How can you ensure your app stands out from the crowd and is easily found on Apple’s App Store? This research from Yodel Mobile highlights missed opportunities when it comes to brands getting their apps noticed and downloaded.

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Marketers expect digital to make up ‘75% of budgets in next five years’

Most senior marketers expect digital to dominate their budgets within the next five years, but most fear they will not be prepared for the impact this will have on the industry and their roles, according to new research.

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Video ad trends: Media buyers want to link TV and video on demand

More than half of media buyers believe that linking TV and VoD (Video on Demand) is essential if they are to significantly grow their video spend, according to new research.

Key findings from the report include:

• 55% of media buyers placing an emphasis on the need to link TV and VoD

• 56% of media buyers plan to increase spend on VoD by more than 25% in the next six months

• 56% of digital media buyers claim to be responsible for both digital and VoD spends

• Average VoD spend exceeds £50,000

• 25% of buyers include VoD on over 90% of their plans

• 60% of buyers place more than half of their VoD campaigns on non-broadcast sites, up 5% over the previous survey

• View-through rate is considered the top measurement for judging an engaged viewers at 52%

• 49% cite audience demographic and behavioural data as the most important for targeting VoD, with 20% placing the emphasis on context targeting.

46% of Brits use mobile as ‘primary tool in purchase decision making’

Mobile is rapidly changing consumer purchase behavior, with nearly half (46%) of UK consumers now use mobile devices as their primary tool for purchase decision making, while one in four use mobile devices as their exclusive shopping research tool, according to research.

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US mobile users ‘spend 30 hours a month on apps’

Consumers are spending more time on their apps than ever before. Over the past half-decade, the proliferation of mobile devices has transformed us into an app-driven society, presenting marketers with new opportunities to connect with consumers by creating more interesting and sophisticated apps to command their attention.

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CASE STUDIES

World Cup marketing trends: Brands react to Germany thrashing Brazil

Germany’s spectacular 7-1 semi final victory over Brazil at the 2014 World Cup broke many records, including some on social media- with many brands joining the conversation. The game attracted a staggering 35.6 million Tweets on the night, becoming the 'most-discussed' single game ever on Twitter as brands flocked to the social network with their own take on the shock defeat for the host nation. The World Cup has become the latest showcase event for Twitter's second-screen ambitions, complete with a promoted section within the company's mobile apps when matches are playing.

This YouTube ad for a German Radio station summed up the night:

YouTube case study: Tampon ad throws most awkward party ever (and gets 25 million views)

Who knew a party to celebrate a girl’s first period could be so much fun? This taboo-breaking ad from tampon subscription service HelloFlo has taken the web by storm. In just over three weeks since launch, “First Moon Party” has garnered more than 25 million views. The spot’s also been widely shared on social media, receiving more than 200,000 Facebook interactions and 6000 Tweets.

Instagram case study: Levi’s gets 24% brand recall with frequency capping

Due to its popularity with the younger generation, Levi's turned to Instagram to boost its appeal. This case study shows how the jeans brand reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34.

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