Marketers lag behind consumers in adapting to mobile email.
Digital communications company Yesmail Interactive found that while over a third of all emails now are opened on a mobile device, most marketers have not converted their email campaigns to mobile-friendly formats. Those adaptations should include larger print, formats that require less scrolling on a smaller screen, and easy links to websites.
Digital ad spending sees some websites winning big while others lose.
May 2013 figures for digital ad spending, based on companies representing the majority of agency spending, show that Twitter and YouTube enjoyed huge year-over-year gains. Ad spending on Twitter was up 95% for the period, while spending on YouTube climbed 43%. Meanwhile, Yahoo saw a 4% decline in ad spending, and Facebook slipped by 1%.
Social media sharing gives extra legs to branded videos.
Social media can help brands get more mileage out of their promotional videos. Branded videos are shared over half a million times a day, according to a new study by Unruly Social Video Lab. And in a survey of the online audience aged 18-34, Decipher Research found that if a video is recommended as opposed to discovered independently, there is a 14% greater chance that the viewer may enjoy it.
Spending shares hold steady as digital ad growth slows.
Projections from eMarketer indicate that retail, financial services, consumer products and travel, respectively, should hold onto the top four spots in U.S. digital ad spending over the next few years, with retail's share hovering around 22%. Industry-wide, U.S. digital ad growth rates are expected to be in the low double-digits over the next few years before dropping to the high single-digits in 2016.
Amazon creates a multi-purpose log-in for cloud platforms.
Amazon joined the ranks of providers of web identity services, with a multi-purpose log-in that its 200 million users can choose as their access credentials for apps, games and websites. This would give Amazon even more information about its customers, and could position the retailer to provide an advertising platform for app developers.
Consumers more willing to put up with ads than pay for content.
Though digital consumers sometimes bristle at the presence of advertisements, they are much more willing to accept those ads than pay for content. A study by the Yankee Group found that only 31% of smartphone owners and 46% of tablet owners would be willing to pay for even a moderately priced ($0.99 to $2.99) upgrade to an app, while 67% of smartphone owners and 73% of tablet owners would be willing to engage with advertising to view the same content for free.
Despite questions, growth expected for native ads on social media.
BIA/Kelsey expects native advertising on social media to grow more quickly than display advertising over the next few years, becoming a $4.57 billion market by 2017. Despite this optimism, some doubts remain for both agencies and consumers. Roughly a third of agencies believe it is too early to tell whether native advertising is more effective than conventional ads, and many Internet users think native advertising -- with its integration into web content -- can be misleading.