12 Interesting Digital Marketing Stats From the Past Week
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Mobile search hits the tipping point, and Avengers ads get analyzed
Mobile now makes up more than 50 percent of search in 10 countries, including the U.S.
The past week has been filled with data points, as Digital Content NewFronts
presenters and researchers have been out in force to share their
statistical learnings. Here are 12 of the more intriguing numbers we've
recently come across:
1. The mobile revolution is complete. Smartphones account for more than half of searches in 10 countries—including the U.S. and Japan—according to Google, which didn't release exact percentages or a full list of countries.
2. At the NewFronts, content giant Collective Digital Studios said it had 1.5 billion video views throughout its 1,000 channels last month, and claimed it had a growing presence on Vine, with its top 15 campaigns reaching 158 million loops.
3. Via a True[X] Media video ad product,
when online viewers recently watched The Mindy Project, they were given
the option to either watch one interactive spot for 30 seconds (for
Microsoft) or five 30-second commercials throughout the show. According
to True[X], 83 percent who participated chose the shorter, interactive ad option.
4. Amobee Brand Intelligence analyzed the digital consumption around
The Avengers: Age of Ultron to see how well brands were doing when
partnering with the movie. The analysis looked at more than 600,000
online/mobile websites and social media pages. Gillette is performing
the best, Amobee learned, thanks to a superhero-themed ad. The brand's
online impressions, mentions and other appearances jumped 1,074 percent due to the Avengers association.
5. Innerscope Research ran a biometric monitoring test on 390 folks
aged between 18 and 34 to measure their responses to the video ads on
Facebook and television. The Boston-based researcher discovered that Facebook viewers were 2.5 times more likely to look away from video ads compared to TV, per an OnlineVideo.net post.
6. Google claims that YouTube video ads are viewable 91 percent of the time. It makes sense—why else are people visiting the site but to watch clips?
7. The Interactive Advertising Bureau recently worked with researcher GfK to survey 1,900 consumers and found that digital video consumption is up 13 percent since last year.
8. Whistle Sports—whose investors include former Yankees shortstop Derek Jeter and Denver Broncos quarterback Peyton Manning—reaches 78 million fans across its social media platforms. What's more, the millennial-focused publisher says it's adding about 2 million fans each week.
9. Don't count out AOL. The company's global ad sales were up 12 percent year-over-year during the first quarter, at $483.5 million.
10. Reality TV and music-based programming generate 91 million social signals a month, according to tech company ShareThis.
11. Branded emoji company Snaps shared intriguing numbers with Digiday. For instance, the company said that 3.6 million emojis have been shared via the branded keyboards it has created for marketers.
12. Lifestyle publisher HealthiNation's videos average more than 1 million views per day.
Bonus stat: Richard Kosinski, U.S. president of Unruly, said Coca-Cola's "Grandpa" video ads got an 8 percent share rate in a campaign that ran last year. "Ads that are emotional are twice as likely to be shared," he explained.
Check out the spot below.
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