Internet Marketing News update #241, September 15, 2015

Online advertisers must prepare for life without Flash
Amazon and the Interactive Advertising Bureau are the latest heavyweights to announce they are turning their backs on Adobe's Flash. Firefox, Chrome, and Safari browsers already hamper or completely block material running on Flash, and as other major marketing and content providers follow suit, ads dependent on Flash are fast becoming Internet pariahs.

Facebook surges past Google as top referrer to news sites
A study of referral sources for the top 100 news sites found that over the past three years Facebook has closed a huge gap to overtake Google as the leading referrer of traffic to those news sites. Between the two of them, they dominate such referral traffic, with Facebook the source of 38.3 percent of it and Google with 35.8 percent. Facebook's surge is part of broader trend that has seen social media overtake search engines as the leading referral sources to top news sites.

2016 projected to be a breakthrough year for digital political advertising
The upcoming presidential election year should see digital political advertising break through the $1 billion mark for the first time, according to projections from Borrell Associates. This is a steep increase over the $159.2 million in digital advertising generated by the 2012 presidential election year, but still a relatively small portion $11.4 billion that is expected to be spent on all US political ads next year.

YouTube builds on ad popularity with effective data and analytic tools
YouTube captures 20 percent of all video ads currently, and is expected to see 39 percent growth this year to boost its total video ad revenues to $1.55 billion. While the primary driver of this growth is YouTube's popularity, the video site helps lock in its ad business by providing data and analytic tools that advertisers find useful. 85 percent of U.S. marketers said they were either very or somewhat satisfied by YouTube's data and analytic tools.

Implementation the key barrier to greater adoption of B2B marketing technology
While limits to budgets and technical capabilities hold business-to-business marketers back from greater use of technology, a bigger barrier seems to be that they need guidance on how to implement existing tools. A combined 59 percent of those surveyed said that whether or not they had all the tools they need, they do not currently fully utilize what they do have. The complexity of integrating technologies was sited as the leading reason B2B marketers don't make greater use of these tools.

Opportunity for new apps is slowing even while app usage continues to grow
Consumers are using apps more than ever, and marketers are scrambling to launch new ones. The disconnect is that usage is concentrated in a small number of favorite apps, and consumers are becoming less open to trying new ones. New app launches have grown by just 5 percent since last year, and according to one expert most people use a new app just 13 times before abandoning it.
MediaPost News

Facebook has more user trust than TV and newspapers, but old media still has marketing impact
A survey of 2,000 US consumers found that Facebook is a more trusted content provider than television, newspapers, e-mails, or other websites. Curiously though, when asked what type of medium most often prompted them to try new products, respondents cited TV first and print second.
Direct Marketing News

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