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Latest research and digital marketing trends

July 2014

Big trends this month

  • Media buying gets smarter and better value with 'programmatic' ads
  • SEO: More changes from Google are discovered
  • Facebook and Snapchat plan 'buy' buttons in their ads
  • Why people only have five 'best friend brands' online

And we interview Google's leadership team for how real time ad bidding changes the market.

Videos, research and case studies on click through - and strategy development support available to help you apply these in your business.

Best from all the strategists and analysts,

Danny

Danny Meadows-Klue
Chief Executive
Digital Strategy Consulting Group

Top stories this monthTop stories this month

www.DigitalStrategyConsulting.com/intelligence

The biggest stories that show how your markets and audiences are changing.

Mobile advertising to overtake print (and TV by 2016)

The mobile ad market in the UK is set to overtake print this year in terms of adspend, and is likely to overtake TV by 2016, according to new research. 02/07/2014 | Full story and data...

The rise of programmatic ads: Forget Mad Men - we now need 'math men'

Google held its first UK conference on programmatic ads last week to shed more light on the fast-growing industry. Digital Intelligence, was there to report on their take on the future of ad trading. 17/07/2014 | Full story and data...

Facebook tests 'buy' button for direct purchases in ads

Facebook is trialling a 'buy' button for ads and page posts from brands, letting users purchase goods directly from Facebook without leaving the social network. 21/07/2014 | Full story and data...

Programmatic ads grow up: Spend moves 'beyond display'

Programmatic advertising is growing and real-time bidding is now being used far beyond traditional display advertising, according to new global research. 16/07/2014 | Full story and data...

Digital Intelligence - Programmatic ads grow up Spend moves beyond display

Microsoft confirms 18,000 jobs axed in Nokia cull

Microsoft has emailed its staff to confirm a reorganisation of its operations will result in thousands of roles being 14% of its staff are 'eliminated' from the workforce. 22/07/2014 | Full story and data...

Twitter offers mobile app install ads

Twitter is now offering a mobile app installation format to all of its advertisers, encouraging users to download apps rather than click on links to web pages. Watch this promo video showing how the service works below. 02/07/2014 | Full story and data...

Digital Intelligence - Twitter offers mobile app install ads

Consumers only have 5 'best friend brands'

Consumers only actually have five 'Best Friend Brand' companies, from which we'll repeatedly open emails and buy products from. 17/07/2014 | Full story and data...

Digital Intelligence - Consumers only have 5 best friend brands

Google+ authorship photos removed 'to boost ad clicks' - report

Last month, Google made the controversial decision to remove Google+ author photos from search results. Now, new research suggest that the move has substantially boosted clicks on AdWords ads as users are less inclined to click on organic ads without photos. 15/07/2014 | Full story and data...

Digital Intelligence - Google+ authorship photos removed to boost ad clicks - report

1 in 9 UK homes to be 'smart' by end of year

One in nine (11%) UK households will have at least one smart system by the end of this year, rising to over one in four (27%) households in five years, according to new research. 18/07/2014 | Full story and data...

Digital Intelligence - 1 in 9 UK homes to be smart by end of year

Snapchat to offer 'buy' features for advertisers?

Snapchat could soon let advertisers offer a 'buy' option to users directly from the chat app, rivalling the likes of Facebook and Twitter, following two trademarks being filed earlier this month. 22/07/2014 | Full story and data...

Top 20 sites in Germany

Google, Facebook and eBay were the most popular sites in Germany during May 2014, according to new data from comScore. 31/07/2014 | Full story...

Top 20 sites in Germany

VideoVirals

www.DigitalStrategyConsulting.com/intelligence/viral-marketing

When videos go viral they cut through the communication clutter. Getting messages forwarded from friends is the most powerful marketing, and this is the best of what our friends sent us. Send us what impressed you!

Twitter fail: KLM apologises for offensive Mexico World Cup tweet

Dutch airline KLM has been forced to apologise for joke tweet following Netherland's victory over Mexico at the World Cup. 01/07/2014 | Full story...

Digital Intelligence - Twitter fail KLM apologises for offensive Mexico World Cup tweet

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. 08/07/2014 | Full story...

Digital Intelligence - Tampon ad throws most awkward party ever and gets 25 million views

Heineken ditches branding for 'credible' social media campaign

Heineken has created a new social tool on Twitter as the next phase of its global 'Cities of The World' campaign, which has seen the beer and cider brewer omit its own brand name to provide 'more credibility'. Watch this recent promo video for Heineken's cites campaign below. 14/07/2014 | Full story...

Digital Intelligence - Heineken ditches branding for credible social media campaign

Peugot drives crowdsourced social media campaign

Peugeot UK appointed 33Seconds to undertake the management of its social media strategy in March. Following the Goodwood Festival of Speed, the company has created a crowd-sourced short film documenting its 208 T16 Pikes Peak car using original video content filmed by fans at the event and stitched it altogether. 08/07/2014 | Full story...

Digital Intelligence - Peugot drives crowdsourced social media campaign

Lexus uses 'three screen sequence' advertising with Microsoft

Car brand Lexus ran a six-week test to grab the attention of 25- to 34-year-old male users with a campaign for its F-series performance vehicles, using an ad campaign that spanned three platforms in partnership with Microsoft. 10/07/2014 | Full story...

Digital Intelligence - Lexus uses three screen sequence advertising with Microsoft

World Cup marketing trends: Brands react to Germany thrashing Brazil

Germany's spectacular 7-1 semi final victory over Brazil last night broke many records, including some on social media - with many brands joining the conversation. This YouTube ad below for a German Radio station summed up the night. 09/07/2014 | Full story...

Digital Intelligence - World Cup marketing trends Brands react to Germany thrashing Brazil

AdvertisingAdvertising

www.DigitalStrategyConsulting.com/intelligence/online-advertising

Just how big will digital marketing get this decade? A new marketer survey shows most in the industry expect 75% of their budgets will be on digital in the next 5 years. Meanwhile, new analysis from Nielsen suggests that markets need to see beyond viewability when measuring ad success online.

Ad sales methods: programmatic Vs. direct (UK)

This chart shows the sales methods for digital display advertising. Programmatic refers to display ads that are bought and sold using automated systems and processing, such as real time bidding. 23/07/2014 | Full story...

Digital Intelligence - Ad sales methods programmatic Vs direct UK

Display ad tips: "Viewability alone does not equal success"

Only about 50 percent of all online ads are considered "viewable". That means about half of ads are never viewed. And associated spend on those ad spots could have been wasted. 21/07/2014 | Full story and data...

Digital Intelligence - Display ad tips Viewability alone does not equal success

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. 09/07/2014 | Full story and data...

Digital Intelligence - Marketers expect digital to make up 75 of budgets in next five years

More top advertising stories from this month:

 - Yahoo profits drop but keeps share of Alibaba ahead of IPO

SearchSearch

www.DigitalStrategyConsulting.com/intelligence/search-engine-marketing

The cost of a Google CPC ad has been falling steadily for the past 11 quarters - a sign that adspend is shifting to search and mobile (and that international markets are less open to the practice). Meanwhile, Europe's 'Right to be Forgotten' law continues to spark controversy as previously deleted articles returned on its listings after complaints from publishers.

Search ads lift brand awareness across sectors

Across many sectors, having an ad appear in Google for your company or brand will get you 6.6% more top-of-mind awareness among your consumers. The B2B and Automotive sectors seethe best levels of top-of-mind awareness both achieving 9% high awareness levels when running an ad In Google. 01/07/2014 | Full story...

Digital Intelligence - Search ads lift brand awareness across sectors

Google CPC revenues vs ad revenues

This chart shows the year-on-year change of Google ad revenue and cost per click (CPC) . Cost per click shows consistent losses each quarter with a reported -6% loss for Q2 2014. Ad revenue also sees a dramatic fall from Q3 2011 but shows steady gains since Q2 2013, finishing Q2 2014 with 19%. 23/07/2014 | Full story...

Digital Intelligence - Google CPC revenues vs ad revenues

Search engine keyphrase CPC ad rates fall further as search battles social

Google's revenue from Cost Per Click (CPC) ads, a key measure of the quality of its advertising, have fallen for the 11th quarter in a row, as pressure from international markets and the rising popularity of social media push the value of paid search ads downwards. 22/07/2014 | Full story...

Google's 'forgotten' articles return as censorship row rumbles on

Google has responded to criticisms over their early implementation of the "right to be forgotten" ruling after various complaints. Watch this video from Bloomberg discussing the link removal row. 07/07/2014 | Full story...

Digital Intelligence - Googles forgotten articles return as censorship row rumbles on

More top search stories from this month:

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

FacebookFacebook

www.DigitalStrategyConsulting.com/intelligence/facebook-marketing

Facebook teamed with Nielsen this month to trial a new mobile TV monitoring platform. The move coincides with the social network's purchase of Live Rail to ramp up its video features.

Facebook brand posts by time of day-interactions

This chart shows the average number of interactions brands can expect when they post at different times of the day. As to be expected, posts that are made after work hours achieve the highest number of interactions with 2.49 per hour. 01/07/2014 | Full story...

Digital Intelligence - Facebook brand posts by time of day-interactions

Facebook brand posts by time of day

Interestingly the majority of branded posts are made during the workday (62.7%), but this approach may offer little reach for brands as their fans may not be able to access Facebook during work hours. 01/07/2014 | Full story...

Digital Intelligence - Facebook brand posts by time of day

Facebook pushes mobile users over to standalone Messenger app

Facebook is set to remove the in-built messaging function from its mobile app over the next few days, in favour of its standalone Facebook Messenger app. The company has been trialling the strategy in Europe since April, and has now decided to roll-out the change worldwide. 29/07/2014 | Full story...

Facebook: 62% of all ad revenues driven by mobile growth

Mobile advertising grew to 62% of all Facebook's ad revenues in Q2 (from 41% in 2013) as the company continued to develop and enhance its mobile platform. Year-on-year, profits for Q2 rose 138% to $791m (?464m) as total revenues from advertising grew 67% to reach $2.68bn (?1.58bn). 24/07/2014 | Full story...

Facebook and Nielsen track mobile TV habits in US

Facebook has teamed up with Nielsen to monitor how its users watch TV via their mobile devices in the US, as the social network continues to ramp up its appeal to mobile advertisers. 17/07/2014 | Full story...

Facebook ramps up video ads with LiveRail buy

Facebook has bought video ad technology firm LiveRail for an undisclosed sum, as the social network looks to ramp up its ad appeal to high profile publishers. Watch this promo video explaining how LiveRail works below. 03/07/2014 | Full story...

Digital Intelligence - Facebook ramps up video ads with LiveRail buy

More top Facebook stories from this month:

 - Facebook investigated for secret experiment
 - Beginners guide to Facebook advertising: Turning lost visitors into fans
 - Facebook lets users save posts to view later

SocialSocial - beyond Facebook

www.DigitalStrategyConsulting.com/intelligence/social-media-marketing

Twitter got a 'WhatsApp'-style makeover this month with improved directed messaging to mimic conversation formats found on popular chat apps. Meanwhile, Google finally ditched its much maligned real name requirements to log into YouTube- a sign that it is dialling back its ambitions for social network Google+?

Google+ ditches real name requirements for YouTube

Google has dropped its requirement for people to use their real names on its social networking service Google+ and its video service YouTube, in a move that suggests the web giant is scaling back its social media ambitions. 18/07/2014 | Full story...

Twitter takes on WhatsApp with direct message chat upgrade

Twitter is simplifying its direct messaging service, as the social network looks to compete with the rising popularity of chat apps such as Facebook's WhatsApp, Line and WeChat. 22/07/2014 | Full story...

More top social media stories from this month:

 - Moshi Monsters boss steps down on YouTube
 - Moshi Monsters maker launches 'Instagram for Kids' with PopJam

MobileMobile and tablets

www.DigitalStrategyConsulting.com/intelligence/mobile-marketing

How reliable is mobile analytics? A new report exposes 'fat finger syndrome' and slow networks that are distorting the real results from mobile campaigns. Meanwhile, Adidas made its move into the wearable tech market with a fitness band to rival the likes of Nike and Samsung.

Android claims 85% share of smartphones shipped in Q2

New research from Strategy Analytics has revealed that the Android OS accounted for 85% of the 295m smartphones shipped worldwide during Q2. In contrast Apple, Windows Phone and BlackBerry all saw their market share decline, as Android performed well on both low-cost and high-end devices across the World. 31/07/2014 | Full story...

Android claims 85 share of smartphones shipped in Q2

Top 5 most preferred sectors for push notifications (UK)

Consumers are most likely to want to receive deals or offers from their supermarket, or updates on their favourite music with both categories having a 22% favourability rating. 23/07/2014 | Full story...

Digital Intelligence Top 5 most preferred sectors for push notifications UK

Push notifications: What customers want from a mobile message (UK)

This chart shows customers' preferred mobile push notifications. Customers are most responsive to sales promotions with 34%. 23/07/2014 | Full story...

Digital Intelligence - Push notifications What customers want from a mobile message UK

Fat fingers and slow networks: Half of mobile ad-clicks 'are redundant'

Poor network speeds, click fraud and user error are distorting mobile ad campaign metrics, with half of all clicks failing to reach their destination, according to new research. 10/07/2014 | Full story...

Adidas takes on Samsung with $199 'personal trainer' fitness band

Adidas has launched its $199 Fit Smart wristband that differentiates from a crowded wearable tech market itself by acting as a personal trainer. Watch this promo video below. 11/07/2014 | Full story...

Digital Intelligence - Adidas takes on Samsung with 199 personal trainer fitness band

More top mobile stories from this month:

 - Tablet advertising effectiveness research: 'As effective as print ads'
 - Third of Brits say no to push notifications (infographic)
 - Former rivals Apple and IBM team up for business apps
 - EasyJet tests iBeacon to 'enhance airport experience'

Multimedia contentMultimedia content

www.DigitalStrategyConsulting.com/intelligence/content-marketing

Most marketers are increasing their content marketing budgets, but they aren't getting the result they want, according to new research. Meanwhile, a new survey shows that media buyers are still looking to link their TV budgets with video on demand- but technology and industry knowledge is hampering progress.

Firms 'still failing at content marketing' - Forrester

Over half (51%) of marketers find their content marketing strategies only somewhat effective, according to a new survey. 22/07/2014 | Full story...

Digital Intelligence - Firms still failing at content marketing - Forrester

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. 08/07/2014 | Full story...

More top multimedia content stories from this month:

 - Simon's Cat raises ?88,000 via crowdfunding in one week
 - YouTube to fund new content via Hollywood deals?

MobileMobile apps

www.DigitalStrategyConsulting.com/intelligence/mobile-marketing

Key mobile app industry developments and trends.

US app usage nearly doubles in 2 years

This chart shows the number of apps that consumers own and the amount of free time per month. People who have over 30 hours free time a month also download the most apps with almost 27 apps installed on their smartphones. 23/07/2014 | Full story...

Digital Intelligence - US app usage nearly doubles in 2 years

10-steps to build and market a successful app [Infographic]

Apps are big business now- acting as a powerful self-contained new channel to reach customers on the move within a branded environment. 14/07/2014 | Full story...

Digital Intelligence - 10-steps to build and market a successful app

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. 07/07/2014 | Full story...

Digital Intelligence - US mobile users spend 30 hours a month on apps

EcommerceEcommerce

www.DigitalStrategyConsulting.com/intelligence/ecommerce-and-eretailing

Amazon's new Netflix for books, called Kindle Unlimited, looks set to shake up the ebook market. Meanwhile new research reveals that nearly half of all Brits use their mobile as a 'primary tool in decision making'.

Amazon posts biggest loss since 2012 as firm keeps spending

Amazon has posted a quarterly loss of $126m (?74m) on the back of significantly heavy investment in smartphones, warehouses, delivery systems and digital content. This compares with a $7m loss for the same quarter in 2013. 25/07/2014 | Full story...

Amazon goes on the offensive: card readers, 3D printing store, video shorts and DRM-free comics

With headlines last week focussing on Amazon's unexpectedly high quarterly loses, it's easy to miss just how how far and wide the company is continuing to expand and experiment across the digital landscape. Here are four new products or shifts worth keeping an eye on... 28/07/2014 | Full story...

Amazon launches 'Netflix for books' service Kindle Unlimited

Amazon has launched a new ebook subscription service, giving customers access to thousands of titles (including some audiobooks) for $9.99 a month. Watch this promo video here. 21/07/2014 | Full story...

Digital Intelligence - Amazon launches 'Netflix for books' service Kindle Unlimited

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

Mobile is rapidly changing consumer purchase behaviour, 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. 09/07/2014 | Full story...

Digital Intelligence - 46 of Brits use mobile as primary tool in purchase decision making

 

More top ecommerce stories from this month:

 - eBay expands Argos partnership to 650 stores

RegulationRegulation and protection

www.DigitalStrategyConsulting.com/intelligence/digital-marketing-regulation

As the Internet of Things starts to show its potential, big players such as Samsung, Google and Intel are forming industry groups to get their standards into the technology early. In a year dominated by web surveillance practices, its little surprise that Government spies such as the NSA and GCHQ have been named 'villain of the year' at a recent awards show.

Google's Nest and Samsung form new Internet of Things consortium

Google's smart home company Nest has joined forces with Samsung and others for form a new Internet of Things group aiming to set industry standards for connected devices. 15/07/2014 | Full story...

Internet firms required to store data on Russia soil under new "anti-terror" law

Russia's parliament has passed a new amendment that forces Internet firms such as Facebook, Google, Skype and Twitter to physically store all electronic data involving its citizens within the country. 24/07/2014 | Full story...

Govt spies named 'villain of the year' at web awards

The UK spy agency GCHQ has been named as the biggest "internet villain" at the annual Internet Services Providers' Association (ISPA) awards. 15/07/2014 | Full story...

More top regulation stories from this month:

 - Digital regulation steps up with emergency surveillance laws in UK
 - Samsung, Intel, Dell unite for Internet of Things connectivity standards

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