Ad blocking costs publishers billions
A study by OnAudience estimates that 26% of U.S. online consumers now employ ad blockers, up from 22% last year. The study estimates that this results in $15.8 billion in lost revenue annually. A previous study found that consumers are more than twice as likely to use ad blockers on laptop and desktop machines as they are on mobile devices.
Mobile expanding its lead in usage and ad revenue
Zenith's Mobile Advertising Forecasts for 2017 found that 53% of all online ad revenue will go to ads viewed on mobile devices, and this share is expected to rise to 62% by 2019. This is actually under-representative of the portion of user time that is spent on mobile devices. Zenith projects that next year mobile devices will account for 73% of the total time spent on the internet, and that this percentage will rise to 76% in 2019. These figures are up dramatically from the 65% share last year.
Native video gains more engagement than shared video
A study by Quintly found that native video (essentially, first-person video posted by the account owner) earned 530% more comments on Facebook than video content shared from other sources. Video is growing in popularity in general, with 48% of the pages studied having posted at least one video between January and July of this year. Of those videos, 92% were native content.
Search Engine Journal
Most e-mails now are opened on mobile devices
Mobile has not only captured a leading share of browsing activity, but also has become the medium of choice for opening e-mail. An updated study by Return Path found that worldwide 55% of all e-mails are opened on mobile devices. This compares to 28% via web mail and 16% via desktop. The battle for market share is especially important given the maturity of e-mail penetration - eMarketer estimates there are now 248.2 million e-mail users in the US alone, representing 76% of the total population.
Twitter giving longer posts a trial run
As a test, Twitter is giving a limited number of users the option of posting 280-character tweets, twice the traditional 140-character length. This trial is in response to research Twitter conducted showing that users were frustrated with the 140 character limit. Significantly, given how younger users tend to lead adoption trends, support for the longer format is strongest in the youngest (18-29) adult age group.
New study finds viewability standards leave a lot on the table
Taking issue with a Media Rating Council standard that deems an ad is "viewable" if 50% or more of it is visible for at least one second, a study by Interpublic found that conversions could increase 97% if an ad improved on this standard by raising the on-screen time to just 4 seconds.
Google and Salesforce team up to exploit consumer data
Google and Salesforce have formed an agreement to use their respective strengths to help marketers make the most of consumer data. The agreement will use CRM technology from Salesforce to organize and deploy Google's vast store of data on its users.