Two researchers Mark Graham and Stefano De Sabbata at the Oxford Internet Institute mad use of Alexa to determine the most visited websites by Internet traffic. Although the findings are quite obvious for some regions like the US and Europe where Google dominates, Facebook has already taken over Spanish-speaking parts of the America, the Middle East, and North Africa. Still, in those 50 countries where facebook „rules“, Google or YouTube appear just behind. Yandex is leading in Russia with approx. 60% of search traffic, Baidu in China (however, the researcher doubted their leading position in South Korea). Interesting for me to see that Yahoo is still powerful in Taiwan and Japan.
dmexco 2013 is over.
The growth trend of the digital marketing show is impressive and continues to write a promising history.
Visitors: 26.300 – increase by 16% compared to 2012
Exhibitors: 742 – means over 164 exhibitors more than 2012
International attendance: approx. 25% of visitors and of exhibitors
Satisfied visitors: More than 80% were happy with the event and exhibitor presentations
Future of Digital Marketing
1. „The era of digital marketing is over. It’s almost dead. It’s now just brand building.“ Marc Pritchard, P&G http://bit.ly/15eHlWR (Tweet by Armando Alves) – Watch Closing Keynote Day 1
Future of the Moment
2. „Twitter is a reflection of our individual and shared moments, which is why it gives all of us, including brands, the opportunity to engage and to act. In short, it allows us to be in the moment.“ (Quote by Katie Stanton) – Watch Closing Keynote Day 2
In another year as a co-moderator of the dmexco conference program, it was a great honor to moderate
the „Women Leadership Table“ for the second time – this year Denise Colella (Maxifier), Noelia Fernández Arroyo (Yahoo!), Anne Frisbie (InMobi) and Ashley Swartz (Furious Minds) attended. Thank you ladies, you were smart and know why analytics, mobile, social, and content seed the future of brand success.
The moderation of the panel „Realtime Branding“ (Social Media) was a great pleasure for me. Here we had Sarah Wood (Unruly), Surjit Chana (IBM), Brian Goffman (LinkedIn), Holger Luedorff (Foursquare) and Markus Spiering (Flickr/Yahoo!) at the dmexco bar table. Learnings? If there was a network with a limitation of 50 words, they would be able to manage it perfectly. Just watch the debate until the end to get their expert view on what you as a marketer should invest in to leverage social media.
The challenges for brand marketers haven’t changed massively since 2012. Big Data is still rocking and not yet fully understood in companies in terms of how to make use of it in the future. In case they are seeing the benefit, they still need to hope for a value chain between publishers, agencies and the LUMAscape players to cope with the evolution of adtechnology – and some will still try to find an agency to manage the data for them. Marketing and cloud services might become a new opportunity to analyse and measure the data for a clever strategy between going to market with long-term „content strategy“ (community, monitoring, pull) and the short-term „campaign“ (banner, SEO, push) approach – whether in social commerce, mobile or social. The digital future will remain exciting – stay tuned.
Looking forward to the next dmexco in Cologne, September, 10. and 11., 2014 – CU there!
Data and online privacy is a big topic, especially in Germany where the National Security Agency (NSA) did their research without anyone knowing of it. While some people might be handling this issue from a legal perspective, many people use social networking without paying attention to what kind of data they might share with friends and foreigners. The latest Universal McCann Wave 6 study makes clear that people are quite superficial in handling their privacy on the Web. The question remains whether people have any idea of to what extent data might be collected.
The team from Baynote has published a great infographic which illustrates the privacy issues of the different platforms. Somehow, this might result in some scared faces, for some it might be just what they expected.
How about you? Does this scare you of? Is it impressive? Do you see challenges that social networking might cause for you in the future? Looking forward to getting your views on how and what kind of data Google, Facebook, Apple, Amazon and Yahoo collect from you.
These days it is easier than ever to position yourself as an expert in your field…even if you are not actually an expert. It is something that more and more people are doing and this can make it really difficult to figure out who the most trustworthy sources of information (and opinions) are. Nowhere is this truer than on the Internet. So how do you know which sources are worth trusting and which aren’t?
The first thing that you should do, when figuring out whether or not a source is trustworthy, is to check out their background. Do a Google search on the person and see what you can find. If all you can find are blog posts but no actual biographical information or records, you should probably move on to someone else. A trustworthy source will have done the work to build up that expertise. He or she will have verifiable degrees or practical experience backing them up. This doesn’t mean you can’t agree with a person’s opinion. It simply means that you shouldn’t use it as the reason to make a decision about important life matters.
For example, let’s look at Charles E Phillips former co-President, Oracle Corp.. When you put his name into Google a plethora of articles and records come up. This information goes beyond the boundaries of a simple Wikipedia entry (though Wikipedia can be a worthwhile source once in a while). There are articles in trusted publications about him and his background. The first page of the Google search brings up sources like The New York Times, the Wall Street Journal, Forbes, etc. This is what you want to see. If all you find are links to Ezine articles pieces, self published Yahoo News Network articles and a blog? You might want to treat carefully.
If you aren’t sure whether or not to trust a publication, check out its history. How long has the publication been in business? Who sits on its board? Who owns the publication? What are the backgrounds of these people? Do you trust that their opinions aren’t influencing the reporting done by the publication you want to cite?
Basically, when you want to know whether or not a source is trustworthy, you need to do a little “leg” work. You can’t assume that someone is automatically trustworthy because he has been published. Gone are the days of “well he has a book so he must know what he’s talking about.”
This is the main finding of a recent study conducted by MPP Global Solutions which tried to figure out which company has the best strategy to be successful in terms of the connected TV market. The findings of the study which was done during an online webinar showed that the respondents were undecided on where the successful future could be found.
The research which was called ‚Redrawing the Lines in the Battle for the Living Room‘ states that just 26% of senior industry managers identified Apple’s future TV service as successful in the long run. However, this findings was also mentioned by others with 22% who saw Google-TV and Netflix (17%) as creating the right effective strategy for the future. The MPP Global Solutions study analyzed the current position of the connected TV market as a whole and the major players within the industry.
„This inconclusive result reflects the content of the discussion; that the Connected-TV market is still coming out of the early adopter phase and even major players such as Apple, Google and Netflix are still trying to identify the best approach for success“. James Eddleston, Head of Marketing, MPP Global Solutions.
Although some big companies like Google, Apple and the likes are working on their connectedTV strategy, the user is not there yet. A recent study by YouGov found out that just 35% of connected TV owners use their devices for on-demand services, with one in four (25%) having never connected it to the internet at all. It will take time until the user is following the connected TV trend as a whole. The study makers said connected TV sales is set to increase by 70% by 2016.
For companies trying to address the connected TV market, it is essential to develop an effective strategy for the right user experience. Until companies find some intelligent solution the user will probably stay with the magic combination: TV and the second screen: smartphones and tablets. At the moment, users love to do multitasking as we learned from the latest Yahoo and Razorfish study. The respondents of that study said 80% do multitasking while watching TV. More than 60% use their mobiles once or twice while watching TV. And I am quite sure this will stay for quite a while. Or is the split screen a solution? Or the one-in-one program as a time-shift solution? While you change to the internet, the TV program goes in a stand-by mode?
Isn’t it hard to get people on websites in general? And even more to keep them there reading as much of your business information as possible? How much time do your customers spend on your site? If you are not satisfied with the results you achieve with your visitors, here is some information that might boost your website staying time.
A recent research by the SaaS technology company Gigya helps companies and brands to become more social in order to engage more with their customers. And if they are doing their job properly, their aim is always to get people from social platforms to their website for a better conversion.
The Gigya research states that companies and brands, and obviously their websites, can increase the stickiness of their desired target groups with their website just by encouraging the coming back effect of visitors through social logins.
The Gigya’s results illustrate that site owners who implement Facebook Connect, Twitter sign in or Yahoo Login will be the winners. Users spend 50% more time on websites when they’re logging in through social networks. Just imagine if users spend four more minutes after a social login – whether it be on the Web, the mobile web, or apps. All of these options were tracked by the Gigya study.
The value of Facebook Connect in terms of giving an option to easily log-in on different other platforms and sites makes people carrying around their social graphs wherever and wherever they are online. And with all these connections our closest fellows, fans and friends find our restaurant reviews, cinema recommendations and places where I am immediately. With a target group of approximately 800 million users Facebook states a case for social sign-in opportunities.
The findings also show that it is the most popular source of social logins with 61%. It gets followed by Yahoo with 15% and Google 12%. It surprises me that Twitter is only at 10% and LinkedIn just gets 2% although we have over 120 million LinkedIn user. And users who logged in with a social network double the view of pages on a website.
Another interesting aspect is that with social plugins, users generally spend the most amount of time on the site, and page impression increase does obviously follow. Companies and brands should think about integrating value-add areas with log-in or comment or Newsfeed functionalities as the later come in first when it comes to spending more time with the site. So, add a comment section.
Some months ago, we already mentioned the importance of social sign-in processes with a study by Janrain and Blue Research. In that study, 42% agreed that companies offering a social sign-in option “are more up-to-date, innovative and leave a positive impression compared to those which do not offer this capability” on their sites. Well, it seems I should start thinking about integrating social sign-in here… From a comment technology point of view, which option would you recommend? Livefyre, Disqus,or the WordPress standard…? Open to suggestions…
Some weeks ago, I have written about ConnectedTV as the new hype. And we have acknowledged that mobile apps and TV have got TV prime time as the main usage time. Still, we don’t really know how much people use mobile and TV at the same time. A new study sheds some light here…
According to a new survey issued by Yahoo and Razorfish, 80% of web-enabled mobile device owners say they multitask while watching television. They rely on smartphones and tablets to communicate with friends and family. They look up content which is related to the program they’re watching. They might also access information which has no relationship with the TV program.
And the combined usage of mobile and TV is not low. The study shows that 70% of mobile multitaskers use both platforms at least once per week. 49% even report multitasking daily. Over 60% use their mobiles at least once or twice during a TV program. And 15% don’t leave the mobile web for the time of the show they are „watching“.
The main categories for multitaskers are: reality, news, comedy sports, and food. The statement „Using the Internet on my mobile or tablet device while watching TV enhances my viewing experience“ was agreed by 38% of the respondents. Nevertheless, another 38% „find using mobile devices while watching TV to be distracting“. Text content leads all channels, beating talking, email, social networking and IM.
„This seems to be an opportunity for content producers and advertisers alike. Some people find multitasking to be a boon, and we have only begun to scratch the surface in terms of providing an engaging dual-screen experience. It’s like the early days of smartphones where it was remarkable that people were making purchases from sites that were not mobile-optimized. If folks were willing to go through that much effort, it stands to reason that making the experience easier and more streamlined will lead to even more passionate participants.“ Jeremy Lockhorn, Vice President Emerging Media, Razorfish
Some more findings from the study…
• 94% of multitaskers engage in some kind of mobile communication
• 58% of men „fact-check“ information on their mobile browser while attending a live sporting event, with 47% checking out scores of other games and player updates.
• 52% use their mobile device to escape awkward social situations
• 44% seek information unrelated to the current program – 38% searching for data related to it
• Apple’s iPhone 4S leads all mobile phone searches according to Yahoo Shopping data, followed by the Samsung Galaxy S2, the Samsung Galaxy Nexus, the Motorola Razr and the Nokia N9
Men seem to be more comfortable with mobile shopping processes. A former Performics study suggests that men are social shoppers and women the „Likers“. This study also finds that 70% of men under the age of 35 have made online purchases on their smartphones, compared to 64% of women in the same age demographic. And obviously the extention of TV to mobile starts to work: 36% say they go looking for more information related to a commercial they just viewed. Marketers need to start thinking multiscreen when planning their campaigns and ideally sync their mobile and TV campaigns immediately…
Old studies come to your mind when new studies are being published. This week, Yahoo released their study „The Long and Winding Road: Gamesmanship of Shopping“ which talks about how much people trust the internet these days. And in some way it reminded me of a Nielsen study from 2009 and which was referenced so often in my trainings. The outcome of the Nielsen study was: „Personal recommendations and consumer opinions posted online are the most trusted forms of advertising globally“. Remember this chart…?
Well, the Yahoo study now states when people are searching for information about products they’d like to purchase, 69% of the study respondents said they trusted the internet. The selling item of the study is obvious from Yahoo’s point of view. By using search engines and finding online content to evaluate their purchase options, every deal is much more a win than it was.
We all know, that consumers do a lot more research today, in the era of Social Media, without knowing how much their Social graph influences their buying behavior. People receive more and more input through the conversations in their social networks. Thus, they are getting permanent recommendations from friends. The result is that buyers are deciding less impulsive, says the study. Marketers can draw their own conclusion whether this is bad or good for their business opportunities…
Some further key findings of the survey that asked 2,485 purchasers or intenders…
82% of surveyed people are finding a great deal on a product contributed most to the feeling of winning
69% are now seeking more deals and coupons online
60% said, getting a better price than other people made them feel like a winner.
49% of respondents are using more coupons now because of the Internet.
In some way, the findings are persuasive, in some way those studies should dive much deeper into the modern shopping influence, and maybe ask… How much do you rely on recommendations? Do you check age, interest and preferences of the person that gave the recommendation? A shame that it is difficult to find these insights… Maybe Yahoo will include these and more questions next year?!
And I am asking this as according to a Netpop Research, most of our friends don’t trust Facebook for example. But then again, they shall be believing in what the users of Facebook are saying and recommending. Sunds a bit bizarr to me…
The Yahoo study concludes that shopping is a collaborative effort. People take their time to evaluate and seek information, and listen to what their social graphs are advising and telling them. If we take the Nielsen study into account, then it becomes apparent that marketers have to face a much broader challenge scope than in the past. Finding and supporting the right brandvangelists in order to spread the message through trusted sources and make information easy accessible will be changing the shopping landscape in the future. More importantly, marketers need to rethink their funnel management in order to create a modern network of shopping enablement which reaches out to the social ecosystem.
Ok, this is my view. Very much interested in yours…
One-on-one interview with Michael Barrett.
Michael Barrett joined Admeld from Fox Interactive Media, where he was Executive Vice President, Chief Revenue Officer and oversaw worldwide revenue for all properties, including MySpace, IGN, FoxSports.com, Fox.com, AmericanIdol.com and Scout.com. Before Fox, Mr. Barrett held senior sales positions at interactive leaders AOL Media Networks, GeoCities/Yahoo! and Disney Online.
The Strategy Web spoke briefly with Mr. Barrett about Real-Time-Bidding (RTB) and the benefit that Admeld can offer to publishers… and advertisers.
What is a private Ad Exchange and which role does Admeld play in this context?
The private exchange is built on Admeld’s core technology, it is an invite only marketplace. First, it leverages our yield optimisation engine, which connects to every major programmatic buyer. Second, it has an audience analytics module which enables the publisher to identify their most valuable users. And third, it has the analytics and controls necessary to help them stay aware of buying trends, price effectively and sell only to those they want.
Do you think, this model is right for every publisher?
The model makes sense for many large European publishers, but the solution isn’t right for every publisher. It’s meant for those that have the scale and brand equity to attract advertisers into their own marketplace. The private exchange is customized to a publisher’s needs, and delivers cutting-edge control over how you sell your inventory, to whom, and for how much.
Can you still put inventory through RTB on private exchange?
Yes, Admeld’s private exchange platform has been developed to primarily handle RTB and gives the publisher unprecedented, direct access to Admeld’s audience analysis and optimisation technology. The exchange platform works in concert with a publisher’s ad server and demand flows from the trading desks, DSP’s, and direct sold deals. This methodology gives the publisher truly informative access, control (including the ability to set price floors), and insights on their inventory, regardless of demand source.
The RTB technology approach is still quite new to the advertising industry. Admeld just recently launched a RTB network with quadrantOne on premium local audiences. sociomantic entered the European market last week – just some weeks after my company IDG signed a global agreement with Admeld to start their own RTB system called Techmediaexchange which will be going live soon. One of the latest studies by Forrester claims that RTB is accounting for 8% of the online display ad market in 2011. An interesting market for clients and publishers in the future…
Today, many companies and brands try to detect the value and a successful integration process of social networking and social media inside their offices. Silvia Chambie writes about Unicredit’s path of approaching social media strategically. From implementing OneNet, a social media site, that facilitates „networking, knowledge sharing and online collaboration” among its employees to encouraging people to participate. But also, management sent a clear message to their employees: „Our message to them is ‘don’t suffer – but take charge through social media“.
Talking about the future of TV (with respect to the influence of online) seems to be one of the topics this week. hulu CEO Jason Kilar shares the Hulu team’s point of view on the future of TV on the one hand. On the other, Yahoo comes up with a study that predicts the future of TV will be online, and states the convergence of online and TV is here already. Advertising will play a key role in the development.
„Two in five consumers said they are interested in content relevant to the commercials they see. In fact, more than 50% of survey respondents reported that they are likely to interact with an ad on Yahoo! Connected TV. This increases to 63% for current Internet TV users and among those interested in Yahoo! Connected TV (70%).“
Maybe this is an example for the TV future proof above? Versus might not be a sports network you know but their commercial engages the audience of those who like their sports offering. Maybe one minute too long and not the best editing, still somehow nicely produced…