Search and social continued robust mobile growth in April.
According to newly-released comScore data, both social networking and search activity on mobile devices showed huge year-over-year growth in April. Social networking via app access was up 240%, and up 90% via browsers. Search gained 90% via apps, and access to news, sports, and weather information via apps all experienced better than 100% growth, as did mobile banking.
Will a simplified privacy setting take the heat off of Facebook?
Facebook has greatly simplified its privacy settings, in an attempt to silence critics of its efforts to capitalize on user information. It was more than just sensitivity that prompted Facebook's change, as talk of regulatory and legislative action may have forced the social network's hand. Still, with a huge roster of users and as yet little way to capitalize on them, expect Facebook to continue to probe for ways to turn its popularity into profits.
The FTC approves Google's acquisition of AdMob.
The Federal Trade Commission (FTC) has unanimously approved Google's acquisition of mobile advertising company AdMob. Significantly, the FTC cited in its statement "Apple's acquisition of Quattro and its subsequent introduction of iAd" as a reason why Google's acquisition of AdMob would not represent an unfair advantage that would limit competition.
Internet advertising figures present a glass half full.
According to a report from the Interactive Advertising Bureau and PricewaterhouseCoopers, interactive advertising revenues are up 7.5% year-over-year, to $5.9 billion. This is the highest first-quarter figure on record. On the other hand, it is a decline from the previous quarter, and while that can be dismissed due to the fourth-quarter peak in holiday spending, this first quarter is only moderately higher than the first quarter of 2008.
Interactive Advertising Bureau
Many metrics are applied to online ads, but click-thrus are still #1.
Chief Marketer looked at eleven different metrics used to measure online advertising, and according to a survey of marketing executives, click-thrus are the most widely used. 60% of those surveyed used this metric, compared to lead generation in second place with 48.7%, and response rates at 45.6%. Only 38.4% of those surveyed measure the return on investment of online ads.
Privacy concerns affect advertiser behavior.
Concerns raised by privacy advocates over behavior-based ads appear to be holding some advertisers back from using those ads. A survey of 90 advertisers found that they use behavior-based ads 75% less than they would if privacy were not an issue, despite the fact that those advertisers estimate that behavior-based ads are 50% more effective than conventional ads.
The New York Times
New service seeks to give advertisers metrics on mobile results.
As marketing via mobile devices continues to draw more interest, a new service from the Audit Bureau of Circulations and Verve Wireless will endeavor to give advertisers hard data on the impact of these campaigns. The service seeks to measure the mobile audience by size, unique views, page views, and changes by day and time of day.