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Leading Spot Radio Ad Growth Categories, Q1 2012 [TABLE]
Radio posted its third consecutive Q1 increase in 2012 with a 1% rise to $3.814B. Surges in Digital (+10%) and Network (+8%) and a significant increase in Off-Air (+3%) combined with a stable Spot sector, led to the positive results, according to [pdf] a report by the Radio Advertising Bureau (RAB). Q1 2012 results confirm that radio commands a solid position in brands’ total marketing plans, stated Erica Farber, RAB President and CEO. “While advertisers continue to capitalize on Radio’s Spot and Network efficiencies, they’re increasingly utilizing local digital capabilities and audience engagement that this medium affords.” Read the rest at Marketing ChartsRead the rest at Marketing Charts.
Global Social Video Ad Views, Q1 2011-Q1 2012 [CHART]
According to data released in April from social video measurement firm Visible Measures, views of social video ads served to English-speaking audiences increased to almost 1.33 billion in Q1 of this year, a 78% rise over Q4 2011. The measurement company noted that Q1 is typically a busy time of year for video ads shared socially, as many internet users turn online to find—and spread the word about—their favorite Super Bowl commercials. But this year’s Q1 results were also 72% better than the same period in 2011, indicating a real rise in social video ad viewership. Read the rest at eMarketer.
Facebook Advertiser Goals [CHART]
there’s a discrepancy between marketer intent and user interest—according to a March 2012 poll by social media education company Social Fresh, 61% of US Facebook advertisers used ads for awareness purposes. Yet a hefty 44% expected them to generate conversions. Read the rest at eMarketer.
Facebook Ad Click Frequency [CHART]
Facebook users are disinclined to spend much time with Facebook ads. According to a May 2012 poll by the Associated Press (AP) and CNBC, 83% of Facebook users in the US hardly ever or never clicked on online ads or sponsored content when using Facebook. Read the rest at eMarketer.
Mainstream & Niche Marketing Tactics [TABLE]
In a March 2012 online survey of US marketing professionals, trade publication Chief Marketer found that the most popular tool in digital campaigns was tried-and-true email marketing, which 78% of respondents said they used. Email newsletters were the No. 2 tactic (59%), followed closely by a social network presence (58%). This year, for the first time, Chief Marketer asked respondents if they hosted original video content on their sites or on aggregator sites like YouTube; one-third of respondents said they did. Read the rest at eMarketer.
Facebook vs. Google [INFOGRAPHIC]
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US Facebook Ad Performance Metrics by Gender, 2011 [CHART]
In the US, in almost every instance, costs per click and CPMs were higher for both genders than worldwide rates in each quarter of 2011, and clickthrough rates tended to be higher too. Similar to worldwide behaviors, differences between the clicking rates of men and women were pronounced in the US: During Q4, females’ click rate of 0.075% was 12% higher than males’ rate of 0.067%. In Q3 the difference was even starker, at 21.2%. Read the rest at eMarketer.
Global Facebook Ad Performance Metrics by Gender, Q1 2011-Q2 2012 [CHART]
Worldwide, AdParlor found that the average clickthrough rate for men on Facebook ads was 0.066% in Q1 of this year and 0.048% in Q2. Women, by contrast, clicked at rates of 0.073% in Q1 and 0.063% in Q2—differences of 10.6% and 31.3%, respectively. Read the rest at eMarketer.
Mobile Ad Post-Click Actions [CHART]
Placing a call to a local business was the leading secondary action after a mobile-local search ad click on the xAd network in Q1 2012, according to a report released by xAd in May 2012. 58% of secondary actions post-search click led to calls, ahead of maps and directions (36%), description (5%), and more info (1%). Overall, the secondary action rate (SAR - the percentage of users who took action after the initial ad click) stood at a healthy 36%, while the click-through rate (CTR) on search campaigns rose from 7% in Q4 2011 to 8.13% in Q1. Once again, search CTR far outpaced display ad CTR, which was 0.72%.
Local vs. National Social Media Ad Spending, 2011-2016 [CHART]
Breaking down the forecast into local vs. national spend, BIA/Kelsey predicts that the local segment of US social media advertising revenues will grow from $840 million in 2011 to $1.2 billion this year, representing a 43% increase. This means that this year, the local segment will hold 25% share of total social media advertising revenues.
By 2016, BIA/Kelsey expects local to account for $3.8 billion in social media ad spend, while the national segment will have increased from $3.6 billion (in 2011) to $6.7 billion. In 2016, then, local will represent 31.6% share of total spend. Read the rest at Marketing Charts.
