Customers more likely to act on commercials seen on computer than on other devices.
A Harris poll found that 29% of respondents are likely to take some action related to commercials they saw on a computer. This is higher than the 24% who act on commercials seen on a traditional television, but perhaps more significantly, it is also higher than the 21% who are likely to act on commercials seen on smartphones and tablets.
Negative online reviews may come from a surprising source.
Underhanded competitors and dissatisfied customers are generally assumed to be behind negative online reviews, but a new academic study of an online apparel retailer found a different source. Regular and devoted customers may feel so invested that they write negative comments in an effort to influence company policies and practices such as product design or distribution methods. These armchair product managers may comment on products they haven't even bought just to get their two cents in.
The New York Times
Twitter announces ad re-targeting program.
Twitter is gaining access to cookies and email addresses that brands have in their records so that the website can direct Promoted Tweets to those users based on their areas of interest. A "Do-Not-Track" option was also announced. Some suspect that releasing the information right before the July 4 holiday may have been an attempt to minimize public outcry. Twitter's program for U.S. advertisers echoes the strategy Facebook adopted about a year ago with Facebook Exchange.
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.