It’s been another intriguing several days in online marketing. Getty Images
Last week, holiday shopping dominated a steady stream of digital marketing stats. During the last several days, the data points were more varied, providing a cornucopia of marketing intelligence.
Here are 11 numbers that caught our eye:
1. IG TW
Is Twitter about to officially fall to third place for social marketing platforms? Well, per eMarketer, 74 percent of U.S. companies with at least 100 employees will use Instagram for marketing in 2017, while 66 percent will use Twitter.
2. Houseparty takes advantage of Vine’s demise
Downloads for Houseparty, a group video chat app, have at times been growing at a rate of 10 percent daily since late October, when Vine shut down. It was co-founded in late September by Meerkat founder Ben Rubin. The company gave Adweek that daily growth figure and said that it recently surpassed 1 million daily active users.
3. Online gains again
WPP’s GroupM, a huge international ad buyer, forecasted that digital will likely account for 77 percent of total spend in 2017. Digital spending jumped 31 percent this year, and GroupM predicted that the space will lift by 33 percent in ’17. More generally, global advertising next year will lift 4.4 percent to $547 billion, the media agency said.
4. Booyah, Bezos
Content marketing software company OneSpot surveyed 1,500 U.S. consumers, and 55 percent of them indicated that Amazon sets the standard for delivering personalized digital experiences, followed by Google (39 percent) and Facebook (38 percent). Here’s another data point Amazon CEO Jeff Bezos will probably enjoy: Slice Intelligence found that the ecommerce giant dominated Black Friday through Cyber Monday, accounting for 38 percent of digital spending.
5. Irrelevance sucks
Austin, Texas-based OneSpot’s research also found that 45 percent of Americans won’t spend time with branded content if it’s not relevant to their interests. Also, 42 percent said they are less interested in a brand’s products and services if the content the brand provides is not personally relevant.
6. Dynamic app-install ads
Facebook just launched its « dynamic ads » for mobile app installs that could help target people who might actually download an app—and who might actually also want to use it. In a test related to app event optimization—a way of targeting users who are likely to take action within an app after downloading—Facebook worked with Zynga to drive downloads for the mobile gamemaker’s Wizard of Oz Slots game. Early results showed the personalized app install ads doubled the conversion-to-player rate and increased installs by 60 percent. (Overall, return on ad spend for Zynga was 4.5 times higher than before.)
7. Five-figure influencer
FuckJerry, an Instagram account that focuses on humorous memes and works with brands, averages 6 million to 7 million impressions per post at a cost per 1,000 impressions, or CPM, of $5. That means marketers can expect to pay at least $30,000 for a piece of sponsored content.
8. Canary in the coal mine for digital streaming?
If you thought the vinyl record’s comeback story was just a bunch of hoopla about hobbyists, consider the latest developments from across the pond. The U.K.-based Entertainment Retailers Association, or ERA, said Monday that Britons spent 2.4 million pounds on the old-school wax last week while only doling out 2.1 million pounds for digital downloads.
9. Holiday mobile ads lean toward video
According to IronSource, 73 percent of in-app mobile ads served during Thanksgiving weekend were videos, while nearly 15 percent of such promos were native ads. Check out the mobile distribution and monetization company’s full infographic here.
10. Ladies often buy what they’re blog-reading
Bloglovin’ surveyed 22,000 women readers and found that 53 percent of them purchased a product or service due to an influencer’s post.
11. Arnold
The most-viewed ad on YouTube of 2016 belongs to Mobile Strike’s Super Bowl ad, which has been watched nearly 103 million times. It stars Adweek’s 2016 Brand Visionary award winner, Arnold Schwarzenegger, so check out the mobile video game’s spot below.
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