Internet marketing news update #224, April 15 2014

Twitter makes mobile video more accessible.
Twitter has enabled new features for iPhones and Android devices that provide a sample stream of videos in the user's newsfeeds, and makes it possible to play those videos with just one click. Twitter is trying to revamp its image in the wake of disappointing 4th quarter earnings and the embarrassment of having the site crash due to traffic generated by the Ellen DeGeneres Oscar selfie.
The New York Times

Silicon Valley enjoys the allure of secret sharing.
A new social app named Secret is generating a buzz in Silicon Valley by allowing people to post information anonymously, with just a vague description of connections such as "friend" or "friend of friend." The service has become a hotbed of juicy Silicon Valley gossip, though some wrestle with the dangers of character attacks and stock manipulation under the cover of anonymity.
The New York Times

Twitter study identifies what drives retweets.
Twitter released a study of 2 million tweets showing which elements tend to spur the most engagement. Photos were found to be the biggest factor, showing a 35% increase in the frequency of retweets, followed by videos at 28%. By segment though, the results were sometimes different - attaching quotes moved into the number 2 slot for generating retweets in the news category, and into the number 1 slot for the TV category.

Instagram growth starting to level off, but at a high level.
Instagram is estimated to have reached 34.6 million monthly US users in 2013, according to estimates from eMarketer. This represents 23.9% of the smartphone audience, a figure which exceeds Twitter's share of that audience. As its growth cycle is maturing, Instagram's annual growth rates are expected to slow dramatically, but should still be in double digits for this year and the two after that.

Marketers are still gearing up to use big data.
For all the buzz about big data, many marketers are still in the preparation stage rather than executing strategies based on the information. KPMG found that the biggest changes firms had made relating to big data were increasing capacity to deal with it and obtaining management buy-in; only 25% were at the stage of putting big data insights to use on a regular basis.

Google gives advertisers a choice for evaluating audience delivery.
Google is integrating data from both Nielsen and comScore into its advertising platform. The move will allow advertisers to choose which data source they use to evaluate the audience for video content they place, with that audience information being used to set advertising rates.
MediaPost News

Advertising dollars are flowing towards digital television.
While traditional television still captures the lion's share of advertising dollars, digital television is making rapid inroads. Traditional TV ad spending is expected to grow by 3.3% in 2014, bringing it to $68.54 billion. Meanwhile, digital TV ad spending is expected to grow by 41% this year, bringing it to $5.89 billion. Although the growth rate of digital TV ad spending is expected to decline after this year, it is projected to continue double digit growth for at least the next four years. This would take digital from 9% of traditional TV's ad revenue to 16%.
MediaPost News

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