Internet Marketing News Update #229, September 15, 2014

Targeting trumps platform in getting users to click on mobile ads.
Though mobile users spend more time on apps than accessing web sites directly, they are more likely to click on an ad when on the web site than if the ad is imbedded in an app, by a 35% to 26% margin in North America. The problem seems to be poor targeting, as lack of interest and lack of relevance are overwhelmingly the biggest reasons given for not clicking on ads.

Solid metrics on social impact remain elusive.
Soft metrics are increasingly dominating social media campaign effectiveness, as social engagement has become the leading metric used, closely followed by web traffic and increase in followers or "likes." Meanwhile, the use of sales conversions as a social media metric has dropped by 38% over the past two years. The bottom line is that just 33.5% of executives feel they are accurately measuring the impact of social media.

Apple announces new enforcement of mobile ad requirements.
Apple has announced that all mobile apps submitted to the iTunes Store must use Advertising Identifiers. Any app which does not use these identifiers or follow the right display protocol will be rejected from the store.
MediaPost News

Researchers boost projection for 2014 smartphone growth.
Research firm IDC has increased its projection of global smartphone growth to 23.8% for 2014, up from an earlier projection of 19.3%. While smartphone growth rates have slowed to single digits in Europe and North America, explosive growth in developing countries is taking up the slack.
MediaPost News

Nielsen suggests that online advertisers may be targeting too narrowly.
Online advertisers have long had more precise targeting tools at their disposal than TV advertisers, but now Nielsen research indicates they may be targeting their campaigns too narrowly. Nielsen figures show that the percentage of campaigns targeted toward broad demographics has declined over the past year, and so has the percentage of campaigns that reach their intended audience.
MediaPost News

Apple tries to succeed where others have failed.
The highlights of Apple's big product announcement meeting were the introductions of a smartwatch and a payments system. These are two areas in which other tech companies have previously failed to gain traction, so this is not so much innovation on Apple's part as a test of their ability to gauge popular preferences. Apple also introduced two new versions of the iPhone, each with bigger screens than earlier versions.
The New York Times

FCC Chairman calls for stricter standards for wireless broadband.
Wireless broadband providers have largely been exempt from the Open Internet requirements made of wired providers, but FCC Chairman Tom Wheeler indicated in September that user reliance on wireless for web access has grown to the point that makes tighter standards necessary. Complicating the bid to impose tighter standards is the fact that a US Court threw out many aspects of earlier attempts at such guidelines.
The New York Times

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