Games Dominate Mobile Apps, Set for Revenue Growth

Games (49%) and social networking (30%) capture the largest proportion of consumer’s time spent with mobile applications, according to January 2012 analysis from Flurry, which notes that it does not track Facebook usage, such that the social networking category is actually larger than represented. Entertainment (7%) and news (6%) are the other major categories by consumption, though both trail the frontrunners by a large margin.

Apps Increase Lead Over Mobile Web

Flurry’s analysis shows a significant shift in daily interactive consumption over the last 18 months between the web (both desktop and mobile) and mobile native apps. Using Flurry Analytics data for mobile consumption, and comparing it to publicly available data from comScore and Alexa for web consumption, the analysis finds that smartphone and tablet users spent 94 minutes per day using applications in December 2011, compared to 81 minutes in June 2011. By contrast, during that time period, the average time spent on the web shrunk, from 74 minutes to 72 minutes.


Games (49%) and social networking (30%) capture the largest proportion of consumer’s time spent with mobile applicationsaccording to January 2012 analysis from Flurry, which notes that it does not track Facebook usage, such that the social networking category is actually larger than represented. Entertainment (7%) and news (6%) are the other major categories by consumption, though both trail the frontrunners by a large margin.

Apps Increase Lead Over Mobile Web Leer más “Games Dominate Mobile Apps, Set for Revenue Growth”

2 de cada 3 usuarios estadounidenses paga por contenidos digitales

El 65% de los usuarios en Estados Unidos ha pagado por contenidos digitales en internet, un punto por debajo de aquellos que han comprado bienes físicos a través de la red, según revela Pew Internet & American Life Project. Los contenidos más populares son la música y el software, con un 33% de los usuarios cada uno. Por debajo se sitúan las aplicaciones (22%), los juegos (19%) y las noticias (18%).

Hombres y mujeres tienen hábitos de compra similares, aunque en el caso de las compras de software online, son más hombres los que utilizan estos servicios. En cambio, en los grupos de edad las diferencias son más notables y, mientras son el 64% de los adultos entre 18 y 49 años los que compran contenidos digitales, entre los mayores de 65 son aún una minoría.


http://www.marketingdirecto.com/actualidad/digital/2-de-cada-3-usuarios-estadounidenses-paga-por-contenidos-digitales/

El 65% de los usuarios en Estados Unidos ha pagado por contenidos digitales en internet, un punto por debajo de aquellos que han comprado bienes físicos a través de la red, según revela Pew Internet & American Life Project. Los contenidos más populares son la música y el software, con un 33% de los usuarios cada uno. Por debajo se sitúan las aplicaciones (22%), los juegos (19%) y las noticias (18%).

Hombres y mujeres tienen hábitos de compra similares, aunque en el caso de las compras de software online, son más hombres los que utilizan estos servicios. En cambio, en los grupos de edad las diferencias son más notables y, mientras son el 64% de los adultos entre 18 y 49 años los que compran contenidos digitales, entre los mayores de 65 son aún una minoría. Leer más “2 de cada 3 usuarios estadounidenses paga por contenidos digitales”

2011 Trends: Content Marketing Is Critical

Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.

Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.

Marketers, especially those working in social media, have seen the proven value of branded content, sometimes also referred to as “earned media.” Nearly three-quarters of US companies with a social media strategy used such content in their campaigns, making it the most common type of content used, according to a June 2010 study by King Fish Media, HubSpot and Junta42.


 

Geoff Ramsey—CEO, Co-Founder

http://www.emarketer.com/Article.aspx?R=1008070

Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.

Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.

Marketers, especially those working in social media, have seen the proven value of branded content, sometimes also referred to as “earned media.” Nearly three-quarters of US companies with a social media strategy used such content in their campaigns, making it the most common type of content used, according to a June 2010 study by King Fish Media, HubSpot and Junta42.

Content Used for Social Media Campaigns, June 2010 (% of US companies that currently have a social media strategy) Leer más “2011 Trends: Content Marketing Is Critical”

Los blogs seguirán creciendo, a pesar de los nuevos social media

El funcionamiento simple de las plataformas de blogs personales y el aumento de la confianza en los blogs como medios de comunicación son algunos de los factores que están impulsando el crecimiento de los blogs. Pero, los social media como Twitter o Facebook, al mismo tiempo, están ofreciendo a los consumidores una manera alternativa y menos intensiva de comunicar sus pensamientos al mundo.


//marketingdirecto.com

Las redes sociales y los microblogs han logrado sacar a los blogs del panorama de los social media y muchos consumidores han logrado encontrar en Facebook y Twitter el canal de comunicación real que antes les ofrecían los blogs. Pero a pesar de esto, los blogs siguen siendo importantes. Este año, más de la mitad de los usuarios de internet leerán algún blog al menos una vez al mes, y en 2014, el número de lectores crecerá hasta los 150 millones de norteamericanos, un 60% de la población de Estados Unidos, según las últimas estimaciones de eMarketer.

Una de las razones principales por las que el consumo de blogs aumentará es que cada vez son más aceptados como medio online. “Las tendencias en la lectura de blogs se mantendrán al alza a medida que los blogs sigan ganando influencia en los medios generales”, declaró Paul Verna, analista de eMarketer. Reconoce además que “con el tiempo, los blogs se distinguirán cada vez menos de los otros canales mediáticos”. Leer más “Los blogs seguirán creciendo, a pesar de los nuevos social media”

Los usuarios de social media estarían dispuestos a promocionar marcas a cambio de incentivos

Según los encuestados, sus esfuerzos deberían valorarse en unos 179 dólares por cada post en un blog y 124 dólares por tweet. Además, afirmaron que prefieren recibir dinero por estas promociones por encima de otro tipo de incentivo. Los productos gratuitos también son considerados un buen reclamo, pero los descuentos y cupones les resultan menos atractivos.

Las estimaciones de PQ Media de mayo de 2010 señalan que se gastarán unos 56,8 millones en patrocinios de los social media en Estados Unidos, y la mayoría de estas compensaciones no serán incentivos económicos.

Para proteger a los lectores de los social media del mal uso de estos contenidos patrocinados, la Comisión Federal de Comercio de Estados Unidos lanzó, en diciembre de 2009, una serie de pautas a seguir en este tipo de actividades. Pero, según el estudio de IZEA, más de un tercio de los profesionales de relaciones públicas, social media y marketing no ha oído hablar nunca de estas reglas y sólo el 29,9% afirmó haberlas leído y entendido. La Comisión ha declarado que no actuará contra los bloggers o usuarios de los social media que incumplan estas pautas, pero los anunciantes tendrán que ser responsables de las asociaciones que crean con ellos.


http://www.marketingdirecto.com

Los social media y otras herramientas online han logrado elevar el valor del boca a boca, una forma de publicidad cuya clave es que no se puede comprar, es la opinión sincera de quien lo publica sobre algo. Pero parece que muchas de las personas que publican estos contenidos sociales estarían dispuestas a establecer relaciones con los anunciantes para convertir sus contenidos sociales en contenidos pagados, según ha publicado eMarketer.

En una encuesta realizada la compañía de social media marketing IZEA se preguntó a usuarios de Twitter, blogs y otros tipos de social media qué pensaban de que se patrocinaran los contenidos sociales que publicaban. Más de la mitad afirmó haber monetizado ya sus actividades (un 56%) y más de un tercio se mostraba dispuesto a hacerlo (32,1%). En general, el 71,3% ya había recibido algún tipo de incentivo, como dinero, productos gratis o descuentos, por un post en su blog o un tweet que promocionara la marca. Muchas de estas ofertas eran como compensación directa a una publicación o serie de publicaciones, pero también hay algunos encuestados que afirmaron haber recibido ofertas sin necesidad de escribir sobre ningún producto. Leer más “Los usuarios de social media estarían dispuestos a promocionar marcas a cambio de incentivos”

APAC to surpass North America as biggest ad market in 2014 : SMG, eMarketer

Digital marketing dollars is shifting significantly to developing countries like China and India due to the growing middle class. The two countries records the fastest-growing internet population in the world with 581.6 million users in 2010.

Some highlights by countries:

China will see an annual growth of 20 per cent throughout 2012 in online ad spend. This year already saw a total of US$3.8 billion which will rise to US$6.4 billion by 2012.

India is still developing in terms of media penetration. Only 51 per cent of the population owned a TV in 2008, 31 per cent had a mobile and 20.2 per cent went online monthly. The country is estimated to have 63.6 million internet users in 2010. While penetration is low, India remains the fifth-largest internet user population worldwide.

Unlike other markets, Japan is seeing a decline in media spend to an estimated US$43 billion in 2010. Digital spend has also dropped slightly to US$8.2 billion this year, but is expected to make a comeback over the next two years.


ASIA-PACIFIC – Starcom MediaVest Group (SMG) and eMarketer has issued a report forecasting Asia-Pacific will surpass North America to become the world’s biggest advertising market in 2014.

APAC to surpass North America as biggest ad market in 2014 : SMG, eMarketer

The Global Media Intelligence Report is a collection of data for six major regions, spanning 29 countries in total. It is led by Laura Desmond, global CEO of SMG, and Geoff Ramsey, CEO and co-founder of eMarketer.

The report looks at digital and total media advertising spend trends between 2009 to 2014. Excluding Japan and Australia, the Asia-Pacific region is currently trailing second after North America in media ad spend, but is expected to surpass the US with US$173.2 billion or 30.7 per cent of the world’s ad spend share in 2014, the report noted.

Asia-Pacific currently holds 28 per cent of the pie. Leer más “APAC to surpass North America as biggest ad market in 2014 : SMG, eMarketer”

Following the Money in the Social Media Advertising Boom

Citing a recovering economy and increasing marketer interest in the space, research company eMarketer recently raised its 2010 spending forecast for advertising on social networks by nearly 30% to $1.68 billion domestically.

Within the social media world, however, a number of trends are dictating how, why and where money gets spent — trends that will push the industry past the $2 billion mark in 2011, according to eMarketer’s projections.
A Snowball Effect at Facebook

Not surprisingly, the biggest beneficiary of the current euphoria around social is Facebook (Facebook), with several estimates now pegging the company’s 2010 revenue at better than $1 billion. That growth is being fueled in part by what some advertisers see as competition to scoring prime advertising space on the site.

“Most of our clients see a real need to spend a lot on Facebook ads … the amount of dollars other brands have spent has forced spends up overall,” says Andrea Wolinetz, a partner at MEC Global, which represents the likes of Ikea, AT&T, and Citi. “There’s so much noise and clutter on Facebook now, that spending a good deal has become important in order to be heard.”

There’s also a growing sense that social media advertising can deliver a return on investment. Neil Kleiner, head of social media at Havas Media UK, says “We’ve found advertising on social networks to be very effective, but mainly as a part of a larger piece of activity that involved more ‘traditional’ social media techniques … ads on social media work best when they drive interaction and engagement. Interaction and engagement can then drive purchase.”

Kleiner, whose firm does work for brands ranging from McDonalds to Warner Brothers, adds that Facebook advertising has become a “default for most brands as a part of their media spend.”


Adam Ostrow

Money ImageThis post originally appeared on Forbes.com, where Mashable regularly contributes articles about social media, business and technology.

Citing a recovering economy and increasing marketer interest in the space, research company eMarketer recently raised its 2010 spending forecast for advertising on social networks by nearly 30% to $1.68 billion domestically.

Within the social media world, however, a number of trends are dictating how, why and where money gets spent — trends that will push the industry past the $2 billion mark in 2011, according to eMarketer’s projections.


A Snowball Effect at Facebook


Not surprisingly, the biggest beneficiary of the current euphoria around social is Facebook (Facebook), with several estimates now pegging the company’s 2010 revenue at better than $1 billion. That growth is being fueled in part by what some advertisers see as competition to scoring prime advertising space on the site.

“Most of our clients see a real need to spend a lot on Facebook ads … the amount of dollars other brands have spent has forced spends up overall,” says Andrea Wolinetz, a partner at MEC Global, which represents the likes of Ikea, AT&T, and Citi. “There’s so much noise and clutter on Facebook now, that spending a good deal has become important in order to be heard.”

There’s also a growing sense that social media advertising can deliver a return on investment. Neil Kleiner, head of social media at Havas Media UK, says “We’ve found advertising on social networks to be very effective, but mainly as a part of a larger piece of activity that involved more ‘traditional’ social media techniques … ads on social media work best when they drive interaction and engagement. Interaction and engagement can then drive purchase.”

Kleiner, whose firm does work for brands ranging from McDonalds to Warner Brothers, adds that Facebook advertising has become a “default for most brands as a part of their media spend.”


Twitter’s Experimental Phase


Promoted Tweets

After years of fielding questions about how it plans to make money, Twitter (Twitter) has launched numerous experimental business models over the past several months. At the forefront is Promoted Tweets, a program that inserts a brand-sponsored topic into Twitter’s “trending topics” list and presents a tweet from that sponsor to users, in hopes of generating retweets, replies and other forms of engagement.

Early testers of the program include Virgin America and Coca-Cola, the latter of which reported 86 million impressions and an “engagement rate” of 6% back when it used the program in June during the World Cup. More recently, the online brokerage firm Zecco reported that engagement on its promoted tweets was 50% higher than its regular tweets, with “200 to 300% increases in some cases.”

Case studies are still limited, though. Kleiner says, “Promoted Tweets have not seen that much traction [with my clients],” though he sees an opportunity to “add real value to a long tail of advertisers.” For the moment though, that long tail is mostly left out of Promoted Tweets, as the program remains in limited beta.

As the program sees public rollout later this year, the results could be significant for Twitter and advertisers. In its report, eMarketer wrote that it expects “spending on the microblogging service [to] be low in 2010,” but adds that, “the potential for 2011 and beyond could be dramatic if it proves that its ‘resonance’ model of measuring advertising effectiveness works.”


Location Excites Marketers, Maybe More than Consumers


Location Image

The latest extension of social — knowing not just what your friends are doing but where they’re doing it — is one of the hottest trends of the year.

The field collectively referred to as “location” has marketers from Starbucks to Best Buy excited about the possibilities of increasing foot traffic through programs that reward customers for “checking in” and sharing their location and brand affinity with their friends.

That said, such programs are largely experimental, and many of the startups in the space lack the critical mass to significantly move the needle for big brands. “Foursquare is the buzz word on a lot of people’s lips,” says Kleiner, “but it has such a comparatively small audience that are niche to the point of incestuous. It’s mainly used by people that work in marketing, not ‘normal’ people.”

Still, getting started in the location realm requires less of an investment than competing for space on Facebook, says Wolinetz. “We spend a lot of our time testing and focusing interest in location-based services and Twitter, as our clients are eager to ‘master’ these emerging platforms, and [they] generally require less of a paid media investment than Facebook does.“

Kleiner concedes that he’s bullish on the potential of Facebook getting into location with the recent launch of Places, though the tools aren’t yet there for advertisers. “We will have some real mass to play with when Facebook allows advertisers to buy against location,” he said.


Social No Longer Sits at the Kids’ Table


While the market sorts out the winners and losers from a platform perspective, one thing that’s becoming clear is that social — which eMarketer estimates will account for 6.7% of total online ad spend this year — is being thought of in a much broader light than even the increasingly optimistic projections show.

“Social campaigns used to be more siloed from the rest of the communications and marketing strategies,” says Wolinetz, “but now we’re seeing social as either an extension of an overall activation idea that occurs throughout other media outlets, or conversely, the marketing/communication strategy is at its heart and inception social, and we’re using other media outlets to drive awareness and scale.”

And while that might mean social’s share of ad dollars is still relatively small, its importance within organizations is as high as it has ever been. “The biggest shift for us is that we are now seeing brands move away from pure campaign planning altogether and are allowing social media to be the bedrock for a 24-7, 365 days a year chance to engage their customers,” says Kleiner.

With increasing interest in social media marketing among advertisers, we’re excited to see where the industry will go in the next year. Let us know your thoughts on the topic in the comments below.

http://mashable.com/2010/09/10/social-media-advertising-boom/