1) The document analyzes how ad visibility, attention, and memory differ across editorial, social media, and search environments on mobile devices.
2) It finds that ads receive the highest visibility and longest viewing times in the editorial environment, with ads visible for an average of 44 seconds, compared to just 3 seconds in social media and 6 seconds in search.
3) However, ads are more likely to be actually viewed by users in social media (99% view rate) and search (93% view rate) compared to editorial (72% view rate), likely due to how content and ads are presented.
Medialets H1-2014 Mobile & Tablet Advertising Benchmarks ReportMedialets
The H1-2014 Medialets Mobile and Tablet Advertising Benchmarks report includes analytics derived from more than 300 billion data points occurring between January 1st and June 30th, 2014 on Medialets' mobile and tablet ad serving platform.
What Savvy Brand Marketers Must Know About MobileInMobi
You'll learn:
- What the latest research tells us about consumer behavior and how they relate to their favorite brands.
The crucial components of a successful mobile campaign
How rich media campaigns can blend realtime A/B testing and personalization for stunning results.
How to go beyond impressions, clicks and engagement to measure – and maximize – your customer's lifetime value.
Medialets H1-2014 Mobile & Tablet Advertising Benchmarks ReportMedialets
The H1-2014 Medialets Mobile and Tablet Advertising Benchmarks report includes analytics derived from more than 300 billion data points occurring between January 1st and June 30th, 2014 on Medialets' mobile and tablet ad serving platform.
What Savvy Brand Marketers Must Know About MobileInMobi
You'll learn:
- What the latest research tells us about consumer behavior and how they relate to their favorite brands.
The crucial components of a successful mobile campaign
How rich media campaigns can blend realtime A/B testing and personalization for stunning results.
How to go beyond impressions, clicks and engagement to measure – and maximize – your customer's lifetime value.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
5 Essentials to Get More Downloads for Your Mobile AppInMobi
From on the top tactics and techniques to market your mobile app and build your userbase.
You'll also learn:
How smart targeting can maximize your app's exposure in the app stores
Use different ad formats to reach different demographics and new pockets of users
Key details to include when promoting your app to ensure maximum results
Can't make the call? Sign up anyway and we'll be sure to send you the recording.
State of mobile mobile developers:ecosystem and marketing mixSumit Roy
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever growing
ecosystem better. The Mobile app developer survey from InMobi drawn from over 1000+ respondents across 155
countries showcases some insightful data on the latest trends in the mobile app ecosystem, including developer
mindshare, platform of choice , revenue models, challenges and motivations and mobile ad network preferences.
This presentation outlines the current state of mobile apps in the fall of 2014. It covers the general state and popularity of mobile apps, trends, successful marketing methods, and predictions for the future.
This particular slideshow served as a visual aid for a presentation, and does not include text descriptions of the content covered. I will upload in-depth descriptions of the concepts covered on my personal website.
If you have any questions or would like to know more, please email me at andrea.renee31@gmail.com
Growing global competition,saturated markets and media
fragmentation are putting more pressure on marketersto
justify how they spend their marketing budgets. Digital has
proved to be a unique and flexible medium that can deliver
across all areas of marketing communication and within the
entire purchase funnel.
We’ve come a long way since the first online advertising
banner wassold and displayed. What began with the humble
fullsize banner has evolved into hundreds of online ad formats.
New media advertising offers multiple opportunities and
benefitsthat traditional media do not; it isthe ability to target
audiences precisely and accountability through measurement
that we are most concerned with in this white paper.
Learn How Mobile Marketing Can Work For Youjaadedios
A presentation done by Telos Media Works and Millward Brown Beijing, sharing challenges and learnings on how to make mobile marketing relevant and measurable.
Mobile marketing for healthcare and pharmaceutical- EyeForPharma presentation...Sam Walmsley
EyeForPharma presentation on Mobile Marketing for healthcare and pharmaceutical companies. Covering the need for web friendly content, mobile marketing tactics including SEO for mobile, PPC, Advertising, SMS/MMS, discussion on augmented reality (AR) and NFC
Maximize Revenue with the New InMobi Lifetime Value PlatformInMobi
Join us to learn more about our exciting new platform, InMobi Lifetime Value Platform (LTVP), which allows premium publishers and app developers to better understand and engage their users, helping to maximize Lifetime Value (LTV), and ultimately increase revenues.
InMobi LTVP is an absolutely free developer enablement platform that works by identifying different in-app user groups and provides deep behavior insight to the premium publisher or app developer. The app publisher using the InMobi platform then has the ability to rapidly modify the app behavior for the different user segments without having to resubmit the app for approval.
InMobi LTVP will help you:
- Gain advanced user insights based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app.
- Define granular user segments based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app.
- Deliver rich in-app messages and modify app behavior at a segment level using targeted actions such as selling unique virtual goods, displaying highly customized ads, rewarding power users or cross promoting other apps.
Multi-Screening: The Who, What, and When for Marketers 6-12-13 10am ISTInMobi
Marketers have been paying attention, and are utilizing the activity on multi-screens to push their brands in several ways: by leveraging the small screen during big live events, by incentivizing ad engagement, by gamifying ads etc. Find out how to exploit the full potential of the multi-screen viewing experience and succeed in this new era of personalized marketing.
Industry Pulse: Consumer Attention in Digital AdvertisingUndertone
For digital advertising, attention is the metric that now matters most. Find out how this is causing shifting budgets and changing success metrics, as well as the role of viewability.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
5 Essentials to Get More Downloads for Your Mobile AppInMobi
From on the top tactics and techniques to market your mobile app and build your userbase.
You'll also learn:
How smart targeting can maximize your app's exposure in the app stores
Use different ad formats to reach different demographics and new pockets of users
Key details to include when promoting your app to ensure maximum results
Can't make the call? Sign up anyway and we'll be sure to send you the recording.
State of mobile mobile developers:ecosystem and marketing mixSumit Roy
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever growing
ecosystem better. The Mobile app developer survey from InMobi drawn from over 1000+ respondents across 155
countries showcases some insightful data on the latest trends in the mobile app ecosystem, including developer
mindshare, platform of choice , revenue models, challenges and motivations and mobile ad network preferences.
This presentation outlines the current state of mobile apps in the fall of 2014. It covers the general state and popularity of mobile apps, trends, successful marketing methods, and predictions for the future.
This particular slideshow served as a visual aid for a presentation, and does not include text descriptions of the content covered. I will upload in-depth descriptions of the concepts covered on my personal website.
If you have any questions or would like to know more, please email me at andrea.renee31@gmail.com
Growing global competition,saturated markets and media
fragmentation are putting more pressure on marketersto
justify how they spend their marketing budgets. Digital has
proved to be a unique and flexible medium that can deliver
across all areas of marketing communication and within the
entire purchase funnel.
We’ve come a long way since the first online advertising
banner wassold and displayed. What began with the humble
fullsize banner has evolved into hundreds of online ad formats.
New media advertising offers multiple opportunities and
benefitsthat traditional media do not; it isthe ability to target
audiences precisely and accountability through measurement
that we are most concerned with in this white paper.
Learn How Mobile Marketing Can Work For Youjaadedios
A presentation done by Telos Media Works and Millward Brown Beijing, sharing challenges and learnings on how to make mobile marketing relevant and measurable.
Mobile marketing for healthcare and pharmaceutical- EyeForPharma presentation...Sam Walmsley
EyeForPharma presentation on Mobile Marketing for healthcare and pharmaceutical companies. Covering the need for web friendly content, mobile marketing tactics including SEO for mobile, PPC, Advertising, SMS/MMS, discussion on augmented reality (AR) and NFC
Maximize Revenue with the New InMobi Lifetime Value PlatformInMobi
Join us to learn more about our exciting new platform, InMobi Lifetime Value Platform (LTVP), which allows premium publishers and app developers to better understand and engage their users, helping to maximize Lifetime Value (LTV), and ultimately increase revenues.
InMobi LTVP is an absolutely free developer enablement platform that works by identifying different in-app user groups and provides deep behavior insight to the premium publisher or app developer. The app publisher using the InMobi platform then has the ability to rapidly modify the app behavior for the different user segments without having to resubmit the app for approval.
InMobi LTVP will help you:
- Gain advanced user insights based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app.
- Define granular user segments based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app.
- Deliver rich in-app messages and modify app behavior at a segment level using targeted actions such as selling unique virtual goods, displaying highly customized ads, rewarding power users or cross promoting other apps.
Multi-Screening: The Who, What, and When for Marketers 6-12-13 10am ISTInMobi
Marketers have been paying attention, and are utilizing the activity on multi-screens to push their brands in several ways: by leveraging the small screen during big live events, by incentivizing ad engagement, by gamifying ads etc. Find out how to exploit the full potential of the multi-screen viewing experience and succeed in this new era of personalized marketing.
Industry Pulse: Consumer Attention in Digital AdvertisingUndertone
For digital advertising, attention is the metric that now matters most. Find out how this is causing shifting budgets and changing success metrics, as well as the role of viewability.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
Four forces reshaping the digital advertising landscapePwC España
Móviles y vídeo están llamados a cambiar los hábitos de los usuarios relacionados con el aumento del uso de nuevas tecnologías y el consumo de contenidos multimedia, expandiendo así el grado de interacción y el volumen del mercado de la publicidad, accesible ya en todo momento a través de los 4 canales protagonistas del estudio.
Executive summary of a seminar given by Kickframe to a group of Canadian marketers. The focus of the session was providing a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Attention: The Common Currency for Media | Lumen Research 2018JCDecaux Group
Campaign measurement requires more than impressions and viewability. Lumen’s Mike Follet discusses eye-tracking research that defines Attention as the first common currency across different media, highlighting how audiences really identify with brand messaging in today’s multi-media world.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Mobile Marketing presentation from Magnus Jern, CEO Golden Gekko, at CREA Dig...DMI
The presentation covers the following topics
* Why Mobile - latest stats and trends that you need to know
* Why Mobile First - why mobile is more important than desktop PCs
* Apps vs Web - what technology should you go for?
* How do I create a great mobile service - tips and tricks
2017 Retrospective: A Monumental Year for the App EconomyFilipp Paster
In our annual end-of-year retrospective report, App Annie sheds light on the key indicators of a booming app economy and explores the most important market trends of the last year.
With 2017 officially behind us, it’s time to take stock of the year that was for the app economy - and what a year it was. Today, we’re excited to release the App Annie 2017 Retrospective Report, our annual deep dive into the numbers and trends that defined the year.As always, the report is a balance between top level takeaways and in-depth data analysis about the booming app economy, delving into everything from the top regional markets to monetization trends within particular categories.
[2018] Tech Trends For Journalism and Media – The Future Today InstituteFilipp Paster
Key Takeaways
2018 marks the beginning of the end of smartphones in the world's largest economies. What's coming next are conversational interfaces with zero-UIs. This will radically change the media landscape, and now is the best time to start thinking through future scenarios.
In 2018, a critical mass of emerging technologies will converge finding advanced uses beyond initial testing and applied research. That’s a signal worth paying attention to. News organizations should devote attention to emerging trends in voice interfaces, the decentralization of content, mixed reality, new types of search, and hardware (such as CubeSats and smart cameras).
Journalists need to understand what artificial intelligence is, what it is not, and what it means for the future of news. AI research has advanced enough that it is now a core component of our work at FTI. You will see the AI ecosystem represented in many of the trends in this report, and it is vitally important that all decision-makers within news organizations familiarize themselves with the current and emerging AI landscapes. We have included an AI Primer For Journalists in our Trend Report this year to aid in that effort.
Decentralization emerged as a key theme for 2018. Among the companies and organizations FTI covers, we discovered a new emphasis on restricted peer-to-peer networks to detect harassment, share resources and connect with sources. There is also a push by some democratic governments around the world to divide internet access and to restrict certain content, effectively creating dozens of “splinternets.”
Consolidation is also a key theme for 2018. News brands, broadcast spectrum, and artificial intelligence startups will continue to be merged with and acquired by relatively few corporations. Pending legislation and policy in the U.S., E.U. and in parts of Asia could further concentrate the power among a small cadre of information and technology organizations in the year ahead.
To understand the future of news, you must pay attention to the future of many industries and research areas in the coming year. When journalists think about the future, they should broaden the usual scope to consider developments from myriad other fields also participating in the knowledge economy. Technology begets technology. We are witnessing an explosion in slow motion.
The 300 influencers who responded to the survey are heavily engaged on social media. 56 percent spend at least four hours per day on social media, and more than 20 percent spend in excess of seven hours per day on social sites.
Brain Food! Volume 2: Winners of the year 2016 [Awwwards].Filipp Paster
The latest instalment of our Brain Food! Case Studies for Digital Creatives is served. Featuring sumptuous case studies from the winners of the best web sites of 2016, Volume 2 reveals their delicious recipes for:
Interactive illustrations made with WebGL shaders, artwork making Web Audio APIs, highly converting eCommerce lookbooks, glitchy WebGL bubbles, UI and Three.js scenes rendered as Pixi.js texture in the canvas, and globally connected multi-device experiences.
comScore: Cross-Platform Future in Focus report (2017)Filipp Paster
Idea of this report to provide an examination of recent history in the worlds of TV and digital media with an eye toward what’s to come. One of the threads that immediately jumped out to us in our analysis of the digital media landscape is that there are now clear signs that the mobile media era – which has seen an explosion in incremental digital media usage – appears to be at the latter stages of its growth supercycle. Now, of course, mobile will continue to be a massive channel in terms of how consumers spend their media time, but the rate of growth is clearly beginning to taper off as the market reaches maturity.
Criteo: State Of Cross Device Commerce 2016 | 2-nd QuarterFilipp Paster
Кросс-девайс – это надолго
В этом году более половины розничных онлайн
транзакций были совершены с использованием как
минимум двух устройств.
Старые подходы не работают
Ритейлеры, использующие традиционные методы
аналитики, ориентированные на устройства, рискуют,
поскольку недооценивают вовлеченность
потребителей и упускают возможность
оптимизировать рекламные расходы
Никаких исключений
Кросс-девайс покупки становятся нормой во всех
категориях ритейла.
Забудьте вариант «Выбирай со смартфона,
покупай с компьютера».
Поскольку на смартфонах теперь не только
выбирают товар, но и покупают, ритейлеры должны
позаботиться о том, чтобы пользователи уверенно и
успешно работали не только с мобильными, но и со
всеми другими устройствами и платформами
You Missed Mobile — Don't Miss Immersive VideoFilipp Paster
Users aren't seeing as many ads thanks to ad-blocking technology. Furthermore, people have been shifting to mobile as their primary media consumption device in the last three years, while ad spend lagged. The industry is reactive rather than proactive. As a result, U.S. digital ad revenue has become Google and Facebook, followed by everyone else.
But immersive video through virtual and augmented reality could change all that.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
1. AJ MATHEW, VP RESEARCH, KARGO
FEEDVS. READIMPACTS OF SCROLL VELOCITY
2. ABSTRACT
The digital ecosystem brings speed and convenience to consumers’ lives and enables
advertisers to promote products and services to them across a variety of platforms. The
growing digital, and more specifically mobile, ad industry has to adapt to these new
distribution channels with an eye on how these environments impact ad effectiveness.
Today, advertisers face challenges that were not necessarily issues in the days of traditional
media. For example, in TV or print advertising an advertiser had to worry about their ad
within that one medium, reducing the variables to consider. In the mobile world, advertisers
face many variables—multiple operating systems, platforms and distribution channels—
that can impact the delivery, attention, and effectiveness of their marketing efforts. Add
to those challenges the varying mindsets consumers bring to specific mobile activities
across these environments, and we have to ask—how does it all impact ad performance?
TELEVISION
DESKTOP
DESKTOPTELEVISION FIA ANR AMP SNAPCHAT APP 3 MOBILE SITE APP 2 APP 1
APPLE
WATCH
MOBILETABLET
MOBILE SITE APP 2 APP 1
MOBILE
APP 3
ANDROID IPHONE
3. BACKGROUND
Smartphones are highly task-oriented devices—users engage with them via specific platforms
to pursue specific activities. It’s likely these mobile environments impact ad engagement and
effectiveness. Users’ mindsets and intentions within specific environments can influence whether
an ad was given any attention or remembered. Therefore, behavioral and attitudinal measures
were utilized to determine the level of visibility, attention, and effectiveness of ads within editorial,
social, and search environments to help answer the following:
1. How visible are ads in these different environments?
2. How many ads are actually seen by the human eye in each environment?
3. How well are ads in these environments remembered?
METHODOLOGY
Partnering with Nielsen, 100 smartphone users were recruited to experience premium
editorial, social, and search content in a live in-market test. Each participant was given 10
minutes within each environment to experience the content as they normally would in a
use session. Eye tracking and post-exposure survey tools were used at Nielsen’s Media Lab
facility at Television City in Las Vegas, NV.
Testing/Analysis Summary
Devices: Participants’ personal smartphones: iOS & Android sample representative of the US
mobile population1
Premium Editorial Content: A single publisher’s mobile website (same publisher for all, freedom
to explore at participants’ leisure)
Social: Participant’s own social media feeds
Search: Cued search categories, freedom to explore at participants’ leisure
Analysis: Findings are based on 90% statistical significance
EXECUTIVE SUMMARY
> Significantly more fully-visible ads appear in long-term reading environments than in
social feeds.
Editorial remains the visibility leader as time progresses. More fully-visible ads remain
on screen over time, while significantly less of them stay on screen in social during
the same time span.
Fully visible ads are visible in editorial content for an average of 44 seconds, compared to
6 seconds in search, and 3 seconds in social.
Overall ad recall is competitive among all tested environments, however brands in editorial
in-article ad units are remembered significantly more than those in social.
Time viewed and ad recall suggest that editorial is the most efficient environment for
media investment on mobile, with ads needing much less view time to be remembered.
4. USAGE ATTENTION
Consumers state that they are using all three environments for expected purposes:
Editorial is used most to catch up on current events and learn about breaking news
Social is used to learn different perspectives on news and to kill time
Search is used to look up information and discover new products
In our results, we saw a notable distinction in how younger and older demographics
use social for seeking out different perspectives on news stories—67% of 18-34 year
olds vs. 33% of 35-54 year olds. That latter percentage aligns more closely with how
all ages use editorial and search for the same purpose.
VISIBILITY
Ad visibility tells us if consumers had the opportunity to see an ad. In this study eye tracking tools
provided the opportunity to measure what was on each smartphone screen and for how long.
ANY VISIBILITY VS. FULL VISIBILITY
All three environments succeeded in displaying at least partially visible ads for at least a
second. This means that only some of the ad is on screen and not necessarily key parts
like messaging and branding. Therefore, our focus remained on “fully visible” ads. An ad
being fully visible on screen assures that a consumer had the ability to see all branding,
imagery and messaging.
When evaluating ads that were 100% visible on screen, differences emerged. Editorial was
more successful in displaying fully-visible ads, with nearly all (96%) ads being 100% on-screen.
Meanwhile almost 4 out of 5 ads on social and 9 out of 10 on search were fully visible.
EDITORIAL (A)
To catch up on current events
SOCIAL (B) SEARCH (C)
70% BC
69% BC
33%
2%
5%
47%
35%
21%
14% A
A
B
32%
To learn about breaking news
To hear different perspectives
on news stories
To look up information
about products or brands
To discover new
products or brands
To kill time when bored
93% AB
67% AB
54%
54%
43%85% AC
50% AC35%
18-34 y.o.
35-54 y.o.
67%
33%
5. IMPACTS OF SCROLL VELOCITY
Time is, of course, important for marketers to communicate their message to consumers.
Differences between ads in each environment become more apparent as we evaluate
visibility based on time. Significant differences emerged between fully-visible ads in
each environment that are present for 1+ seconds and 2+ seconds. Fully-visible ads
in editorial maintain visibility, with 92% and 82% of ads being fully visible for 1+ and
2+ seconds, respectively. Ads in social experience a significant visibility drop off, with
only 44% of ads fully visible for 1+ seconds, and less than a third (32%) visible for
2+ seconds. These findings reflect the differences in consumer scroll speeds between
editorial content and social feeds.
TIME IN VIEW
The scroll velocity factor of these environments not only results in different volumes
of full ads on-screen, but also the length of time that ads are visible. Ads in editorial
are at least partially visible for an average of 37 seconds. Ads that are fully visible in
editorial are on screen for an average of 44 seconds. There are significant differences
when compared to ads in social and search.
98%
99%
98%
67%
32%
82%
VISIBLE
1+ SEC
FULLY VISIBLE FULLY VISIBLE
1+ SEC
FULLY VISIBLE
2+ SEC
Statistical difference with editorial at 90% CISEARCHEDITORIAL SOCIAL
EDITORIAL
VISIBILE FULLY VISIBLE
SOCIAL SEARCH
AVERAGESECONDS
EDITORIAL SOCIAL SEARCH
37
10
9
44
3
6
6. AD VIEWS
Once an ad is visible, we must determine if it was seen by human eyes. Eye tracking tools
provided data to demonstrate the varying levels of visual attention that ads received within
the tested environments. There are distinct variables that impact natural visual attention.
People visit editorial sites to consume journalistic content. Ads there are surrounded by the
sought-after content, which occupies visual attention and makes it easier to consciously
ignore them. Contrarily, ads within social feeds are not only blend in with a user’s regular feed,
but they also take up much of the screen space, and in some cases, extend beyond the screen
borders. Therefore, it’s nearly impossible for a user’s eyes to miss the ad. Search is based on
a user actively looking for something, so their eyes will naturally skim through the search
results—and the ads seamlessly integrated within them.
This is clearly observed in the eye-tracking data for ads that were actually viewed. Nearly
three-quarters of ads in editorial were seen, significantly less than ads in social and search.
99%
SOCIAL
72%
EDITORIAL
93%
SEARCH
7. MEMORY
The field of psychology outlines for media researchers how memory works. There are three
mental processes involved—encoding information, storing it and retrieving it. These are
measured through recognition, cued recall and free recall.2
Free recall, or cognitive retrieval, is the strongest measure of memory since it includes all
three processes. It works without any cues to the participant, and is where brands strive
to land—with their messages retrievable by stored information and remembered without
any assistance.
There was an exception, however. In a 2015 study by Kargo and Media Science, adhesion ad
units—those that appear and stay at the bottom of the screen as users scroll down the page—
received significantly lower visual attention compared to in-article units—those that appear
within the flow of editorial content. In addition, in-article ads received the lowest biometric
response among other tested ad units in editorial—indicative of a better user experience.3
RECOGNITION CUED RECALL FREE RECALL
ENCODING STORAGE RETRIEVAL
Overall, significantly more ads in search
were recalled than in editorial or social—an
expected outcome given that ads in search
are delivered based on a user’s explicit
search terms, creating a strong association
between sought-after information and
branded messaging (cognitive storage
phase of memory).
38%
63%
% LOOKED
ADHESION IN-ARTICLE
1.64
3.13
TIME LOOKED (SEC)
2.67
4.17
# OF FIXATIONS
3.45
4.23
# OF REVISITS
EDITORIAL (A) SOCIAL (B) SEARCH (C)
3%
2%
5% AB
OVERALL AD RECALL
Letters indicate significant difference at 90% confidence
ADHESION IN-ARTICLE ADHESION IN-ARTICLE ADHESION IN-ARTICLE
8. When isolating editorial in-article units
for recall in the current study analysis,
there was significantly higher recall for
ads in social, and alignment with recall
for ads in search.
EFFICIENCY
Previous research shows that viewers spend roughly 3 seconds viewing an ad.4
By analyzing
both the time an ad was viewed, and its ability to be remembered, we can evaluate the
level of efficiency of different environments. The editorial environment proves to be very
efficient compared to social and search, requiring much less time to pass a message to
users. Editorial averaged 1.6 seconds for ads that were successfully recalled, compared to
nearly 11 seconds for social and 2.8 seconds for search.
EDITORIAL
IN-ARTICLE(A)
SOCIAL (B) SEARCH (C)
6%
2%
5%
AD RECALL (EDITORIAL IN-ARTICLE)
Letters indicate significant difference at 90% confidence
ADVERTISING PERCEPTIONS
Environments effect the perceptions of brands that advertise within them. In this study,
brands that advertise in editorial environments are perceived as reliable, high quality,
intelligent, and trustworthy. Meanwhile, brands advertising in social are associated with
being fun, youthful and cool.
ADRECALL(EDITORIALIN-ARTICLE)
10.7sSOCIAL
2.8sSEARCH
1.6sEDITORIAL
9. CONCLUSION
Editorial ad environments provide an exceptional value to marketers. As seen in comScore’s
2016 study on the halo effect of premium publishers, “the overall effectiveness of an ad is the
combined effect of its increased likelihood of being seen and the value of its surrounding
context…ads appearing on premium publishers were significantly more effective in driving
brand lift. While some of this effect was due to higher ad viewability on premium sites, the
more significant driver was the halo effect of appearing on these sites.”5
The visibility, or average length of time on screen, for ads in editorial helps brands
communicate their message. These premium environments prove to deliver not only longer
visibility times, but also the greatest efficiency when it comes to recall. It takes consumers
less view time to remember ads delivered in editorial than it does in social or search.
Millward Brown Digital’s research showing that viewers spend roughly 3 seconds
viewing an ad (Millward Brown Digital Eye Tracking Norms, 2012), aligns with findings
from research by Kargo and MediaScience (Captivate vs. Aggravate, 2016). With Feed
vs. Read, we have learned that editorial has a higher percentages of ads being fully
visible for over 2 seconds after inception and that it takes less than 2 seconds of view
time to recall ads in that environment—all substantiating the value of advertising in
premium editorial.
1
comScore: Mobile Metrix, 2016
2
MediaScience, 2008
3
Kargo MediaScience: Captivate vs. Aggravate, 2016
4 Millward Brown Digital: Eye Tracking Norms, 2012
5 comScore: “The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness,” 2016
EDITORIAL (A)
Reliable
SOCIAL (B) SEARCH (C)
Intelligent
Trustworthy
High Quality
Fun
Youthful
Cool
52% BC
46%
46%
BC
BC
37%
5%
6%
4%
4%
9%
2%
7%
48%
56%
62% AC
AC
AC
B
B
B
18%
12%
6%
15%
21%
2%
10%