Internet Marketing News Update #243, November 13, 2015

Latest move to thwart ad blockers introduced
Video ad platform provider Brightcove made the latest move in the ongoing chess match between advertisers and ad blockers. Since ad blockers work by focusing on the ad server, Brightcove introduced a method of integrating pre-roll ads directly into the requested video itself.
Direct Marketing News

Understanding millennial moms can unlock a major market
A new survey about how the concerns of millennial moms are distinguished from their Gen X counterparts can give marketers insight into consumer preferences. For example, millennial moms are more likely than Gen Xers to be worried about finances, but they are young enough that many still have not started significant long-term savings programs. Also, millennial moms are more concerned than Gen X moms that they will be judged according to how well they raise their kids.
Direct Marketing News

Instagram is forecast to catch Twitter's marketing penetration rate by 2017
A forecast by eMarketer predicts that 70.7 percent of marketers will participate on Instagram by 2017, up from 32.3 percent this year. That would pull Instragram past Twitter, which is currently at 65.8 percent and is not forecast to gain much ground over the next two years. Both companies trail Facebook, which currently attracts 84.7 percent of marketers, a number which seems close to a ceiling since 88 percent of marketers participate on social media.
Direct Marketing News

Google penalizes advertisers who make consumers wait for interstitial ads
Google has adjusted its mobile search rankings to devalue sites that force users to view an interstitial solicitation to download an app before displaying the requested site. Google recommends advertisers use a banner app download request rather than a full-page interstitial, or else their sites will no longer be considered mobile-friendly.
Search Engine Journal

Deceptive redirects may result in manual actions against sites
In another search-related enforcement move, Google has warned that deceptive mobile redirects may result in manual actions to block or devalue inclusion in search results. Mobile redirects that simply send the user to more mobile-friendly presentations of the requested information are fine, but those that send the user to content they did not request are considered deceptive. Site managers should be aware that mobile redirects can sometimes result from hacking or from the introduction of unauthorized script by advertisers.
Search Engine Journal

Smartphone penetration reaches a crossover point with young adults
A survey by the Pew Research Center found that among Americans aged 18 to 29, smartphone ownership now surpasses ownership of desktop or laptop computers. The survey found that 86 percent of that age group now own a smartphone, while 78 percent own a desktop or laptop computer. Since 2011, the penetration rate of smartphones in this age group has risen by 26 percentage points, while the penetration rate of desktop and laptop computers has fallen by 10 percentage points.

Moms turn to smartphones for a variety of shopping functions
Smartphone ownership among US mothers has not only soared in recent years, but they have come to lean heavily on those devices to support their shopping activities. A recent poll found that a majority of mothers who own smartphones use them to assist in shopping tasks, most notably making price comparisons which is the most common shopping usage of smartphones at 64 percent of the mothers surveyed.

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