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Latest research and digital marketing trends

November 2014

The winning formula for digital strategies continues shifting, as this month Facebook finally kills free organic reach after 3 years of reducing the earned media brands enjoyed. Earned is still possible in many social platforms, but without paid budgets, most people will never see your content.

Here are other big developments:

  • Christmas ecommerce sales set to break all records
  • High street retailers like Walmart now match Amazon prices
  • Effectiveness of pre-rolls are compared to banners
  • Twitter's market value downgraded as it struggles to maintain audience
  • Google tests an "ad-free" web

Email us back if your team could use extra support for their 2015 digital plans. All these themes are included in more depth in our 2015 digital training.

Danny

Danny Meadows-Klue
Chief Executive
Digital Strategy Consulting Group

Rise of untrackable social sharing: Just 19% of social sharing occurs on Facebook

Brands are still in the dark about the traffic from three quarters of their online audience, with new research showing that UK consumers are sharing over three times more information on 'Dark Social' channels than via social channels like Facebook. 25/11/2014 | Full story and data...

Digital Intelligence - Rise of Dark Social channels Just 19 of social sharing occurs on Facebook

Apple taps into programmatic mobile ads for first time

Apple is moving into programmatic advertising for the first time, partnering with Rubicon Project to help brands automate the buying of its mobile ad unit iAds. 25/11/2014 | Full story and data...

Facebook to phase out unpaid posts from brands by 2015

Facebook has continued to squeeze out any free ad opportunities on its social network, with a new privacy policy that reduces the reach of brand's promotional messages from their fan pages... unless they pay for them.. 17/11/2014 | Full story and data...

Digital Intelligence - Facebook to phase out unpaid ads from brands by 2015

Walmart to start price matching Amazon in-store

Consumers will soon be able to get Amazon's bargain prices at their local Walmart in the US, as the supermarket giant looks to win back lost sales online and the growing phenomenon of 'showrooming'. 17/11/2014 | Full story and data...

Yahoo buys BrightRoll for $640m in video ad push

Yahoo has bought BrightRoll, giving the online media giant a programmatic video advertising platform as the firm continues its push for more ad dollars to compete with Google and Facebook. 12/11/2014 | Full story and data...

Ecommerce in China: Making the most of 'singles day'

This week saw the annual Singles Day take place in China, and retailers are eagerly anticipating the sales that are about to come through their websites. 12/11/2014 | Full story and data...

Digital Intelligence - Ecommerce marketing in China Making the most of singles day

YouTube takes on Spotify with 'Music Key' subscription

YouTube is taking on Spotify with a new paid for service that offers ad-free music, offline play and background listening on smartphones and tablets. Watch this video from the BBC reviewing the service. 14/11/2014 | Full story and data...

Digital Intelligence - YouTube takes on Spotify with Music Key subscription service

Twitter targets new users with instant timelines and non-subscriber tracking

Twitter is planning to convert casual visitors into registered members, counting them as users even if they never sign on, as the embattled social network looks to boost its flagging reach. 18/11/2014 | Full story and data...

Digital Intelligence - Twitter targets new users with instant timelines and non-subscriber tracking

Online video effectiveness: Which formats and frequency work best?

As brands increasingly go 'online first' to premier their latest commercials, just how effective is video advertising? A new study uncovers the formats and frequency that can get the best results to win consumers. 18/11/2014 | Full story and data...

Digital Intelligence - Online video effectiveness Which formats and frequency work best

Street smarts: How '10 hours walking in NYC' became the most talked-about viral of the year

Just what is it like to be a woman walking the streets of New York City alone? This controversial video from non-profit organisation Hollaback! filmed the real-life reactions of men as a woman walks around the city. This case study looks at how the video put street harassment in the spotlight, getting a huge 37 million views in just three weeks. 19/11/2014 | Full story and data...

Digital Intelligence - Street smarts How 10 hours walking in NYC became the most talked-about viral of the year

Case study: How Cardstore got 22m views with a surprise ending

To celebrate Mothers May 2014, retailer Cardstore created a viral video with a twist. This case study looks at how the US card retailer filmed fake webcam job interviews for the 'world's toughest job' to become a viral hit and get 22 million YouTube views. 20/11/2014 | Full story and data...

Digital Intelligence - Case study: How Cardstore got 22m views with a surprise ending

Lacoste runs Snapchat competition #SpotTheCroc

Lacoste has launched its first campaign on Snapchat, as the sportswear brand looks to boost its digital reach to young fans. 20/11/2014 | Full story and data...

Digital Intelligence - Lacoste runs Snapchat competition #SpotTheCroc

Asos lets viewers change colours of YouTube video

Asos' latest marketing campaign for its autumn/winter collection generated nearly half a million views in a week. 20/11/2014 | Full story and data...

Digital Intelligence - Asos lets viewers change colours of YouTube video

Chupa Chips turns to Instagram for Halloween adventure

Ahead of Halloween 2014, BBH Asia Pacific Singapore and Chupa Chups launched a choose-your-own-adventure style Instagram game, as the confectionery first looks to appeal to its young audience during the biggest time of year for sharing candy. 11/11/2014 | Full story and data...

Digital Intelligence - Chupa Chips turns to Instagram for Halloween adventure

John Lewis puts digital first for 'Monty the Penguin' Christmas ad

The annual John Lewis Christmas ad has become as much a part of a UK Christmas as Mince Pies, Santa Claus and woolly jumpers. This year, the retailer opted to preview its £1m ad on digital channels YouTube and Twitter first, ahead of its TV debut over the weekend. 06/11/2014 | Full story and data...

Digital Intelligence - John Lewis puts digital first for 'Monty the Penguin' Christmas ad

Ecommerce marketing at Target: Shop assistant Alex becomes internet meme

As retailer Target gets a leap in its digital coverage thanks to an unsuspecting teen heartthrob, what should other brands (and their staff do) when they're thrown into the spotlight? Or was it all a viral marketing ploy in the first place? Ecommerce marketing just got more complicated. 05/11/2014 | Full story and data...

Digital Intelligence - Ecommerce marketing at Target Shop assistant Alex becomes internet meme

Google tests ad-free web subscriptions

Google has launched a new ad-free subscription experiment, letting users pay a monthly fee to view content on select publisher's websites without any banners. 24/11/2014 | Full story and data...

Digital Intelligence - Google tests ad-free web subscriptions

Global advertising trends: Data-driven marketing now key

More than 80% of advertisers, marketers, service providers and technology developers across 17 countries believe that data plays an important role in supporting their respective efforts. 07/11/2014 | Full story and data...

Digital Intelligence - Global advertising trends Data-driven marketing now key

Digital to make up 36% of all US ad spend by 2019

US digital ad spend is forecast to reach $103bn (£64.6bn) by 2019, with search marketing taking the biggest slice and social media continuing to grow the fastest, according to a new report.. 06/11/2014 | Full story and data...

Understanding programmatic video: Choosing the right path for your brand

Programmatic video ads have become hugely popular in the past year, but can you tell the difference between an open auction and an 'automatic guaranteed' ad system? This infographic from Tremor Video that helps advertisers and publishers to understand the complex world of doing a programmatic video strategy. 05/11/2014 | Full story and data...

Digital Intelligence - Understanding programmatic video Choosing the right path for your brand

More top advertising stories from this month:

 - Publicis buys Sapient for $3.7bn to create digital marketing giant

Image search breakthrough: Google bots learn to describe entire scenes

Searches for images will soon get a lot smarter, with Google unveiling new technology that can understand entire scenes with a high level of accuracy. 19/11/2014 | Full story and data...

Digital Intelligence - Image search breakthrough Google bots learn to describe entire scenes

Top UK search advertising spenders: MoneySupermarket and Amazon biggest spenders

Financial services comparison site MoneySupermarket and online retailer Amazon top the ranking for Google AdWords spend, according to new research. 03/11/2014 | Full story and data...

Digital Intelligence - Top UK search brands MoneySupermarket and Amazon biggest spenders

Google expands AdWords Express app to small businesses worldwide

After a trial in the US, Google has expanded its AdWords Express app to 20 more countries, letting small businesses manage their search marketing campaigns on the move. 30/11/2014 | Full story and data...

Digital Intelligence - Google expands AdWords Express app to small businesses worldwide

More top search stories from this month:

 - Firefox ditches Google for Yahoo as default search engine
 - The great Christmas gift hunt - how marketers can get in on the action

Social media marketing tips: How sequenced ads improve Facebook engagement

Advertisers who position and sequence their Facebook ads to take customers down the conversion funnel can experience an uplift in view-through and subscription rates, according to research from Facebook. 24/11/2014 | Full story and data...

Zuckerberg to take on LinkedIn with 'Facebook at Work'

Facebook is planning a business-orientated social network to rival LinkedIn, according to a news report. 17/11/2014 | Full story and data...

Murdoch papers slam Facebook for 'audience tax' publisher deals

News UK, the publisher behind The Times and The Sun, has criticised Facebook's plans to encourage papers to publish their articles direct to the social network's mobile app, branding the move an 'audience tax'. 30/10/2014 | Full story and data...

More top Facebook stories from this month:

 - Facebook Messenger app now reaches 500m users
 - Facebook adds Ebola donation button

Twitter plans China expansion with Hong Kong office

Twitter plans to open offices in Hong Kong next year, as the social looks to rival the likes of Weibo in the hugely lucrative Chinese market. 10/11/2014 | Full story and data...

Tumblr debuts auto-play video ads

Tumblr is launching its first auto-paying video ads, with Universal, CW, and Hulu already on board as the Yahoo-owned blog network looks to boost its revenues. 31/11/2014 | Full story and data...

Digital Intelligence - Tumblr debuts auto-play video ads

Snapchat launches payment tool 'Snapcash'

Snapchat has launched a new feature that lets users send money to other clients of the self-destructing messaging app. 18/11/2014 | Full story and data...

Digital Intelligence - Snapchat launches payment tool Snapcash

More top social media stories from this month:

 - The power of a bad review: Couple fined for TripAdvisor comments
 - The ideal length for social media updates (infographic)
 - Reuters ditches reader comments in articles

Multi-screen trends: 40 somethings 'more likely to second screen than youngsters'

Web users In Britain in their late 30s and early 40s more likely than 18-24 year olds to watch TV whilst online, according to new research. 12/11/2014 | Full story and data...

Digital Intelligence - Multi-screen trends 40 somethings more likely to second screen than youngsters

Mobile now top device for product info for 16-34 year olds

Four in five UK smartphone owners use the Internet on their mobile everyday, meaning that mobile optimised sites have become a vital part of any brand's digital strategy, according to new research. 06/11/2014 | Full story and data...

Digital Intelligence - Mobile now top device for product info amongst 16-34 year olds

Channel 4 debuts mobile interactive video ads

Channel 4 has launched a selection of its sales division's interactive video ad formats (iVOD) on Apple iPhones and iPads as the UK broadcaster looks to capitalise on its growing mobile audience. 04/11/2014 | Full story and data...

More top mobile stories from this month:

 - Spotify partners Uber for personalised cab radio

Channel 4 debuts ad marketplace on cloud TV service 'All 4'

Channel 4 is to launch an digital marketplace for advertisers, letting them buy commercials on its VoD service, soon to be renamed as 'All 4'. 13/11/2014 | Full story and data...

Taylor Swift Vs. Spotify: Is streaming killing or saving the music industry?

Is music streaming killing music by paying paltry royalties to artists, or is it saving a stagnating industry riddled with piracy and greedy record companies? New research from Nielsen looks at how ad-funded streaming affects people's purchase decisions. 13/11/2014 | Full story and data...

Digital Intelligence - Taylor Swift Vs Spotify Is streaming killing or saving the music industry

Can money buy love? Tinder lets users pay to 'undo' mistaken rejections

Tinder is introducing a new feature that lets its users undo any mistakes they make when swiping through the popular dating app... provided they pay. 07/11/2014 | Full story and data...

More top multimedia content stories from this month:

 - Google debuts Fit app takes on Apple Health Kit and Samsung Health

How do mobile gamers use social media? Males go to YouTube, Females go to Facebook

With the success of Angry Birds, Temple Run and Candy Crush Saga, mobile gaming has become big business for advertisers and game developers alike. New research looks into the digital habits of the gaming generation. 17/11/2014 | Full story and data...

Digital Intelligence - How do mobile gamers use social media Males go to YouTube Females go to Facebook

Alibaba gets record $8bn sales on singles day

China's online retail giant Alibaba says it has pulled in almost $8bn (£5bn) in sales from its annual 'Singles' Day' shopping event. 12/11/2014 | Full story and data...

Christmas trends: Nov 25th first big online shopping day

The first spike in online Christmas shopping in the UK will be November 25th with a projected spend of £208 million, a 51% increase over an average day's online sales, according to a new report. 07/11/2014 | Full story and data...

Digital Intelligence - Online Christmas trends November 25th first big online shopping day

Showing your age: Online shopping habits dictated by age

Just how are millennials' shopping habits different from silver surfers? This guide from Google's consumer barometer breaks down the UK shoping habits by age, and uncovers some surprising results... 04/11/2014 | Full story and data...

More top ecommerce stories from this month:

 - Click and collect 'to boost high street sales this Christmas' - eBay

Hungary scraps internet tax after protests

The Hungarian government has decided to axe a planned tax on internet data traffic after mass protests against the plan. 03/11/2014 | Full story and data...

Google ad server outage: 'Bannergate' hits 60,000 sites

In a stark reminder of how reliant modern business is on digital marketing, a Google DFP power outage on Wednesday night affected 55,185 sites and cost millions of pounds in lost revenues for publishers. 14/11/2014 | Full story and data...

Facebook dabbles in 'Dark Web' for anonymous browsing

A new way to access Facebook securely and anonymously via the "dark Web" could provide a model for other site, letting users browse the social network anonymously via Tor. 04/11/2014 | Full story and data...

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