Mobile Video Ad Drivers

We’ve had a couple of recent posts on the importance of mobile video. 
The reports that were the basis for our posts also gave information on what drives mobile consumers to watch mobile video ads.  Utilizing this information can help your video ad campaigns be more effective and create awareness for your brand.

• Over one-third of mobile users said they paid more attention to ads that appeared on relevant sites

• 31% said that fewer ads on a page increased the likelihood they would watch them

• Nearly 30% of mobile consumers said that they were more likely to watch humorous ads

• Almost one-quarter of users looked at informative or informational video ads

• 24% said that eye-catching animation drew them to ads

What Does This Mean To You

As a business, you need to make sure your message is placed on vehicles where it’s going to be seen and acted upon.  Before placing your ad, ask questions about traffic to the mobile site.  Inquire about page views and unique visitors.  If it’s on an app, ask about downloads.  The success of your message depends on targeting – make sure that the audience you want to reach is using the site and channel where your ad is going to appear.  Compare sites on a CPM (cost per thousand) basis.  Buying something purely based on a low price could end up being bad mistake.  You get the audience you pay for.  For more information on reaching your targets and getting results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Prosper Mobile Insights; Biginsight

Consumers And Mobile Video Ads

Mobile devices are on the verge of overtaking standard machines as the public’s main point of internet access.  As consumers rapidly shift to a mobile first mindset, new research has come out that shows what kinds of ads mobile consumers respond to.  Knowing what ads capture mobile user’s attention will help you build and keep top of mind awareness.

• Over 40% of mobile
users were likely to focus on video ads

• Over half said video ads were the ads most likely to grab their attention

• More than one-third said that video ads were the most enjoyable form of mobile advertising

• 11% of mobile users said they paid attention to sponsored stories or links

• Mobile pop up ads garnered the smallest amount of attention; just 5% of mobile users paid noticed them

What Does This Mean To You

With mobile becoming more important and so many companies recognizing that consumers are using mobile devices, making your message stand out is paramount.  Mobile video and rich media ads will set your message apart and grab user’s attention.  Consumers are likely to view mobile video more as content than as advertising, giving your message more cache.  One thing to remember is load times.  If consumers have to wait for the video to load, there’s a good chance they will dump out and never see your message.  For more information on mobile video and making an impact with consumers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Prosper Mobile Insights; Biginsight

The Growth Of Mobile Exclusives

Consumers are increasingly dependent on their mobile devices for everything from basic communication to researching & purchasing products.  This mobile dependency has led to a new segment of consumer, the mobile exclusive.  A new research report chronicles these mobile only consumers and there are some interesting implications for businesses.

• Over half of mobile users only use mobile devices to check
their email

• 45% of consumers who have mobile devices conduct mobile only searches

• Over 40% of mobile owners connect with friends on social networks using only mobile devices

• Three in 10 mobile owners bank without ever using a PC or laptop – they only use mobile devices

• One in four mobile consumers shop online exclusively with  mobile devices

• Nearly 70% of mobile users conduct at least one web-based activity solely on a mobile device

What Does This Mean To You

We’ve been saying for a while that mobile is important to your business and that not having a mobile presence could seriously hurt your bottom line. This study is just more information proving the importance of mobile. Look at the number of patrons your business has, examine how many are using smart phones. By not being involved in the mobile space, you are simply going to be at a disadvantage in getting your message to them.  The study also points to some interesting future developments.  With 30% of mobile users exclusively banking by mobile device, there is a good chance mobile payment are on the horizon.  Also, mobile social networking is on the rise – this means that customers can post about your business in real time. Your company should be prepared with a reputation management plan.  This will help you take advantage of positive postings and mitigate negative ones.  The bottom line is mobile is not a going away.  If you are not involved in mobile, you are giving your competition an open invitation to take shoppers from you.  For more information on creating a winning mobile strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Prosper Mobile Insights; Biginsight

Going For Audience Gold

The 2012 summer Olympics is nearly here.  While this is the 30^th summer Olympiad of the modern era, this will be the first one where mobile and digital will be major players.  A new study has been released detailing the types of Olympic information people worldwide are interested in and the devices they will be using to get it.

• Worldwide, its estimated that over 4 billion people will watch the Olympics in some form or fashion

• Over a billion of them watch events, get updates or check results through their PC, mobile phones or tablets

• Just over half of US residents plan to watch all or part of the Olympics on TV

• Four in 10 say they will read Olympic coverage in the newspaper

• Almost 30% will discuss the Olympics through a social network

• One in five will consume Olympic coverage through a computer, laptop or tablet

• 15% will catch coverage via smart phone

What Does This Mean To You

It can be hard to gauge interest in the Olympics.  Many times it’s driven by a compelling story, such as Michael Phelps during the last Olympiad or the Dream Team of 1992.  Local tie-ins can also generate a buzz in the games.  But it’s never a bad idea to show your customers how proud you are of our country or our athletes.  You can always use your social media offerings to update customers on event results or medal counts.  Follow it up by using counter displays with the same information.  You can also target your marketing efforts to take advantage of the games.  TV during the Olympics can be far too expensive for many advertisers.  But, with many people looking for coverage in print and digital vehicles, they can be a great place to deliver your message. The Olympics gives you an special two week window to create connections with consumers.  For more information on how to take advantage of interest in the Olympics, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Deloitte Consumer Review

Parents And Teens Online

Parents and teens have always had differences in their choices of music, clothes and food.  Surprisingly, today’s parents and teens have similar behaviors when it comes to internet enabled devices.  A new study has come out that looks at the time parents and teens spend online and the devices they use.

• Laptops were the devices used most often by both teens (37%) and parents (35%) to access the internet.  Desktop devices were second, teens (30%) parents (32%)

• Parents (15%) spent slightly more time
online with smart phones than teens (14%)

• More evidence was shown that gaming is not just for kids . Teens spent 6% of their time online with gaming consoles, adults spent 7% of their online time with consoles

• Teens (5%) spent more internet time with tablets than their parents (4%)

What Does This Mean To You

Both teens and their parents spend a large amount of time online using mobile devices.  Its further evidence proving that mobile web use will overtake standard access in short order.
We’ve recently showed research about how many companies currently have a mobile solutions and the amount that will be soon getting into mobile. Is your business currently optimized for mobile?
If not, why?  Mobile is the way many consumers find local businesses.  It also gives your message a conduit to active consumers.  Many consumers don’t just rely on their mobile devices, they are addicted to them.  By not utilizing a mobile solution, you are putting revenue at risk.
If you have a mobile solution, how current is it?  Is your staff well-versed in your mobile offerings? How well does the site operate?  These are questions that you need to ask because they have a direct bearing on if consumers will use it.  If shoppers do not have a good initial user experience, they will likely move on to another site.  A bad mobile experience can create a loyal customer for one of your competitors.  For more information on using mobile to create revenue, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; McAfee

Texting Teens

Before Men in Black, before Independence Day, Before Fresh Prince of Bel-Air, Will Smith had a hit single called “Parent’s Just Don’t Understand” (Bell Bottom Brady Bunch Trousers!).  Parents not getting their kids is nothing new and will probably continue as long as there are parents and teens.  While most parents today think kids communicate exclusively through electronic means, a new study shows something slightly different.

• Nearly half of all teens said they prefer to communicate with friends face to face

• One-third said texting was their favorite form of interaction

• Less than 10% indicated that they preferred to talk with friends through
social media

• Less than 5% said talk the phone was their top form of communication

• Online gaming, video chat, instant messaging, email and twitter all had low response rates

What Does This Mean To You

Teens may not be a group your business is currently targeting, but it’s important to know that they influence many decisions and they are going to be a powerful consumer group in the near future.  Teens are text oriented.  Not only does this mean that mobile in general and permission-based SMS campaigns are a great way to connect with them, it means you need to alter your communication style to keep teens interested.   I’m not suggesting that companies change to speaking in acronyms and initialisms, but shorter, more direct messaging.  Text messages max out at 160 characters, so keep your messaging concise and to the point.  Because teens are very savvy with text messaging, you want to make sure that your offer holds real value.  They may be getting many different offers already, so make sure yours stands out.  For more information on monetizing permission-based SMS campaigns, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Common Sense Media; Knowledge Networks

Purchase Decisions and “Likes”

One question many companies are asking is what the link is between social media “likes” and follows and purchase intent.  There has been a few research reports on social media’s effect on consumer buying patterns and if a consumer who “likes” a product is apt to make addition purchases. But a new report has come out that looks at how social brand evangelism brand “likes” effect the purchasing behavior of friends.

• Currently, 18% of online adults said they would buy a brand if a friend “liked” it on Facebook

• The percentage was virtually identical between men (17%) and women (18%)

• Nearly one in four adults under 35 said that if a friend “liked” a brand, they would buy it

• One in five adults age 25 to 49 would be more likely to purchase because of a friends “like”

• Less than 10% of 50 to 64 year olds would be affected by a friends “liking” of a brand

What Does This Mean To You

One recent report showed that the reason most consumers “liked” a product is because they were already loyal customers of the brand.  The ripple effect of friends “liking” a brand could prove beneficial to your business and create new customers virally.  There are two things you can do to cultivate “likes” and stir social affinity.  First is rewarding those who “like” with valuable offers that are exclusive to them.  By doing this, you will also help boost long-term loyalty that will last long after them have “liked” your company.  The other things you can do is monitor and protect your social reputation.  If a consumer is moved by the social activity of a friend, they are likely to socially investigate.  If they see lots of negative comments, it could deter them from buying your brand or patronizing your location.  For more information on creating more sales through social media, please contact, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Ipsos OTX

Relevant Ads More Effective With Women

Women can be a major factor when it comes to the success of any business.  Targeting them with online video content can help you build loyalty among them and increase brand affinity.  A new research report details how females feel about contextually relevant online video ads and the sites they appear on.

• Over six in 10 women say that relevant online video advertising makes them see the brand in a more favorable light

• 56% of women said they had a more favorable opinion of sites featuring relevant video ads

• Half of online females said that relevant video ads made their web experience more valuable

• Nearly 70% of female internet users said they were more likely to pay attention to video ads that were relevant to the site they were visiting

• 70% of women were likely to ignore video ads that were not relevant to the site they were visiting

What Does This Mean To You

These are just more examples of why targeting is so important to your business.  We’ve had recent posts showing how important online video is and consumers desire for it.  But if you are not focusing your message and using sites that don’t cater to your target audience, all your efforts could be wasted.
There are several ways to use video to your advantage.  Have customers create video testimonials and reward these loyal patrons with valuable offers for sharing them.  An actual customer saying how great your business is holds much more weight than you doing it yourself.  Besides posting these testimonials to your social offerings, ask the customer to put it on theirs.  Make sure all of your videos are share-able.  Make it easy for consumers to forward your video message to others.  Also investigate the ability to have your video ads expand to full page or cover the majority of the page.  This will give your message a dominant position and you won’t be competing with other messages.  For more information on how to increase customer engagement through video, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Vibrant Media; Dynamic Logic

Email Delivers Success

Email marketing maybe considered old-school digital engagement, but it is still extremely successful.  It doesn’t matter whether you are using house or prospect lists, newly released data shows that email is delivering better results now than in the recent past.

• Two-thirds of marketers worldwide said that email was their most successful marketing tool

• From 2010 to 2012, the open rate for house email lists jumped 13% -the current open rate for house lists is at 22%

• During the same period, the email open rate for prospect lists increased slightly, from 11.2% to 11.4%

• The click through rate for house lists increased 17% from 2010 to 2012 and the CTR for prospects jumped 86%

• Email has the highest return on investment of any direct marketing effort
at 28%

What Does This Mean To You

Email is a great tool for creating one to one digital connections. Through advances in audience targeting techniques and automation tools, email has become more effective.  The key to any successful email campaign starts with your target audience.  Delivering offers they find valuable will elevate your image with consumers.  Creating generic offers or not targeting specific messages for specific segments might get your communication classified as SPAM in consumers mind.  There are many legal caveats to marketing via email.  Consulting with an email specialist will help ensure your company doesn’t violate any laws and keeps your business in a positive light.  For more information on how you can develop loyal customers and get great results with email, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; CMO Council; Direct Marketing Association

Moms Are Active Social Networkers

Yesterday’s post showed us just how many moms are using social media and the types of content that shapes their opinions.  The influence of women with children on social media doesn’t just come from how many are using these networks; it’s how active they are compared to the total population.

• 80% of online moms use social media regularly – that’s 45% higher than general internet users

• Six in 10 moms “like” brands on Facebook – that’s 13% higher than the total online population

• Over half of moms have 200 or more online friends on Facebook – that’s over 60% higher than the general online public

• In 2012, over 70% of Metro Orlando women with children in their household have visited a social network in the past month

• Over half of them spend at least an hour everyday on social networks

What Does This Mean To You

Moms on social networks are not just a national fad – it’s a local phenomenon as well.  These are consumers that you can reach, influence and forge relationships with through social networks.  As we learned in yesterday’s post, these networks can also help you create loyalty with other shoppers as well.  Moms also tend to be keepers of the family purse strings, helping them save money and provide for their family can definitely help your business become a favorite of theirs.  Integrating offers, coupons and other ways to help drive “likes” among moms.  For more information on creating a winning social media strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; BabyCenter; The 2012 Scarborough Report, Release 1