Tag Archives: YAHOO

Study: iPad Accounts for Almost 95 % of Tablet Web Traffic

 

Aiming to get a sense for how powerful the tablet is, online advertising network Chitika looked at what devices it was serving ads to and found that it was almost exclusively Apple tablets.

For every 100 iPad impressions, Chitika is serving slightly more than one ad to a Samsung Galaxy and Asus Transformer Prime and under one ad to the Motorola Xoom, BlackBerry PlayBook and Kindle Fire. The Nook Tablet share is even lower, though clearly both the Nook and Kindle are marketed less as Web browsing devices and more as media consumption tools.

In total, the iPad accounted for more than 94 percent of ads, Chitika said.

It shows that not only are iPads outselling their rivals, but each one that is sold is also more heavily used, at least when it comes to Web surfing.

“Going forward the competition is going to be hard pressed to find a way to overthrow the seemingly omnipotent Apple,” Chitika said. “Not only do they offer a great product, they have the undying devotion of their enthusiasts.”

GM’s Super Bowl commercial helped Ford

Super Bowl Ad Aftermath: Ford Boosted By GM’s Fallout?

Playing dirty might be de rigeur in politics, but it seldom helps in selling products—even dusty pickups ravaged by the apocalypse.

That might end up being GM’s tough lesson from its Super Bowl XLVI ad which, to some, spoke less about the strengths of GM products than it did attack Ford’s reputation for durability and longevity.

GM’s Super Bowl commercial helped Ford

Based on traffic and visitor data collected by the shopping and pricing site Kelley Blue Book, more visitors browsed Fordafter the GM commercial—a lot more—even though Ford didn’t have a big Super Bowl ad. Whether looking at the controversy in the days surrounding, or specifically at the window of time during and after the ad aired, Fordappeared to benefit most, if an immediate browsing or shopping of new vehicles was the goal.

Full-size pickup truck visitors on Super Bowl Sunday, 2012 – Kelley Blue Book

KBB.com data shows consumer interest in the Silverado lifting during the commercial airing, leveling off after the commercial and declining after the game, as interest in the F-150 surged, curiously. Despite the Silverado’s lift during the game, Ford’s F-150 still drew a greater share of week-over-week attention from KBB.com consumers.

In comparing consumer interest on kbb.com among the Full-size truck segment, KBB analyst Akshay Anand noted that the share of visits to the F150 surged over 26-percent week-over-week, while the Chevrolet Silverado 1500 saw a 25-percent drop in traffic during the same period.

“Looking at the data for that whole day, Ford did see some lift, and I don’t think that’s a coincidence,” said Anand.

That leads to how some might have heard the commercial…something along the lines of this: What kind of truck do you drive to the impending apocalypse? If it’s a Ford, oh you sorry sap, you’re just not going to make it.

Advertising 101: Don’t make the competing product your punchline

And that hits hard at one very important factor: brand loyalty. To many, the commercial was less a declaration of the strengths of GM products than it was the buildup to an attack on Ford’s trucks. And it may have sent Ford loyalists to their laptops and tablets to search for reassurance about Ford’s reputation, as their GM counterparts gloated and stayed on the sofa.

“Truck owners tend to be more loyal than those in any other segment,” said Anand, and when a product with that level of loyalty is mentioned negatively in an ad, argued Anand, the response is likely to be one that’s on the defensive.

Other potential explanations: Ford was mentioned bluntly and clearly right near the end of the ad, so is that somehow the name that stuck with viewers? Or does the lesson to be learned really have more to do with etiquette?

It is, after all, one of the first commercials in some time to blatantly call out a competing product without mention of a number or metric as basis.


Yahoo’s fourth-quarter net earnings decline 5 percent

Yahoo’s fourth-quarter earnings fell 5 percent as newly minted CEO Scott Thompson acknowledged the company needed to do better, but was short on details about his plans.

The company’s fourth-quarter net earnings declined 5 percent year-over-year to $296 million, with revenue off 3 percent to $1.17 billion. And search advertising revenue dipped 3 percent year-over-year to $388 million.

Yahoo’s full-year revenue hit $5 billion, a far cry from the $6.3 billion it recorded in 2010. During the company’s earnings call Tuesday, Thompson said he’s spent “a lot of [his] time and attention”understanding the problems facing Yahoo’s display advertisingbusiness. Referring to the company’s results, Yahoo CFO TimMorse said during the earnings call, “we expected better.”

Thompson repeatedly said that it was too early to discuss how he plans to improve Yahoo’s performance. But he isolated the consumer data Yahoo holds as “the key component for driving innovation.”

“Our data may be Yahoo’s most underrated, underappreciated and underused asset,” he said.

Thompson said he aims to mine the data collected from Yahoo’s 702 million monthly unique visitors to improve the site experience for consumers, which he said would lead to more time spent on site and better results for advertisers.

Thompson and Morse downplayed the uncertainty that has dogged Yahoo throughout the fourth quarter and continues to follow the company. Morse—who took over as interim CEO after Carol Bartz’s ouster in September—termed the period “challenging” with “numerous distractions,” and Thompson said there was a lot of “commotion” surrounding the company.

Thompson’s appointment earlier this month may have settled the CEO question. ButYahoo co-founder Jerry Yang resigned from the company’s board last week, and questions persist over whether Yahoo will be sold.

As to the latter, all Thompson would say was that Yahoo “remains open to anything that’s good for our shareholders.”

Here are the latest online video advertising numbers

December 29, 2011
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Though advertisers and agencies are often increasing their investments in digital video advertising at the expense of offline/traditional branding/advertising efforts, findings from DIGIDAY and Adap.tv suggest funding also comes at the expense of current display advertising budgets.

According to a November study, advertisers were more likely to fund their online video advertising efforts from offline channels such as print and broadcast TV than their agency counterparts. Advertisers most often planned to shift budget from print (41%), while 29% said they would take dollars from broadcast TV to fund their digital video advertising efforts. Just 24% planned to pull from display.

Agencies said boosts to online video budgets would most come at the expense of display (43%), indicating a general move away from less dynamic ad formats, such as banner ads, in favor of those with greater engagement potential.

Channels Their Clients Plan to Shift Budget from to Fund Online Video Ads According to Agencies and Advertisers in North America, 2010 & 2011 (% of respondents)

In addition, 39% of agencies said they would fund video from broadcast TV budgets. Though findings appear to suggest advertisers and agencies are shifting budgets away from TV toward video ads, more than half (56%) of respondents viewed online video as a direct complement to—and not a replacement for—their TV ad programs. Just 11% looked to online video to replace their TV ads, reported eMarketer.

In the past year, both advertisers and agencies have shifted their primary video advertising objectives from brand awareness to brand engagement, perhaps suggesting marketers are moving away from viewing digital video as a mere extension of TV ads and moving toward embracing online video for its ability to more directly engage viewers in a dynamic way.

By enabling video ads with social sharing and other calls to action, marketers can use digital video as a springboard to additional online engagement on social networks, their website and even mobile apps.

Online Video Ad Objectives According to Advertisers in North America, 2010 & 2011 (% of respondents)

Mobile is a growing area of interest for video advertisers, yet publisher offerings lag brand adoption. For example, 42% of advertisers and agencies have purchased iPhone-compatible video ads, yet only 35% of publishers supported such ads. Differences for Android video ads (31% vs. 28%, respectively) and iPad ads (41% vs. 35%) were similar.

300+ million users now access Facebook via mobile apps

Facebook is being boosted by app use, with it being reported in the last couple of days the world’s largest social network saw monthly active users of its mobile apps pass 300 million users.

Enders Analysis analyst Benedict Evans writes that the figure is correct as of 27 December, with iOS and Android applications accounting for more than two-thirds of mobile app use on the social network.

Evans uses Facebook’s own mobile data, comparing iOS, Android, BlackBerry, Windows Phone, Symbian and featurephone use, to the network’s 800 million total users and 350 million mobile users, which the company announced at the end of September.

fb Report: 300 million users now access Facebook via its mobile apps

Evans writes:

Quite unsurprisingly, these are dominated by the two platforms that have traction, iOS and Android. As Techcrunch pointed out a few days ago, Android has now passed iOS in DAUs, though Apple has passed the round 100m MAU figure.

Windows Phone remains quite insignificant, though that may change next year as Nokia’s efforts come fully on stream. Meanwhile around 70% of RIM’s 70m active users have installed the Facebook app. That’s a high penetration rate (it comes to around 50% for Android and iOS) on what is supposed to be a corporate product, pointing to RIM’s strength in messaging, but also to the way that the mix is shifting away from business customers and towards emerging markets and teenaged girls (in the UK at least).

From his breakdown, Evans deduces that 70% of mobile users and more than 30% of all users used apps to access Facebook.

Facebook has worked hard to rebuild its mobile websites, partnering with operators worldwide to offer free access to its service. The company also introduced social app discovery on its mobile website, making it almost as feature-rich as its apps.

Apple’s Siri Could Destroy Local SEO

It’s worth taking the time to learn more about the iPhone 4S’s digital ambassador Siri , as it could represent the future direction of local search engine optimization.

On the surface, Siri — the voice recognition app that allows iPhone users to control their cell phones verbally — seems like a cool party trick, sending text messages from your spoken instructions, checking the weather and setting up calendar reminders. But does this added functionality really mean the end of traditional local SEO as some experts are predicting?

In some ways, yes. The real impact of Siri isn’t just that she acts like a personal assistant. The potentially huge ramifications for local SEO come from the depth of information Siri is able to access and the range of actions she can perform.

For example, Siri can call you a cab after a night on the town by automatically processing information about local cab companies in response to the query, “Call me a cab.” Automating the search process means you never look up “cab companies in your area” in the search engines, avoiding the traditional search engine results pages and pay-per-click advertisements entirely, therefore limiting their importance and influence.


Little is known about how exactly Siri collects and processes information, although it’s reasonable to assume that the program is drawing on well-cultivated public data sources, including Google Places, Yelp and similar sites. If Siri is eventually able to pull information from third party apps — as many predict she will be — she could effectively eliminate traffic to some traditional websites. As an example, automatically checking people in to Facebook places eliminates the need to visit those places’ websites.

 And when you take into consideration that the iPhone 4S has become the company’s best-selling iPhone in just a few short weeks, due in large part to the innovative Siri technology, localbusiness owners should take note of this trend and invest time in optimizing their sites for mobile discovery.

Here’s what you need to do to make your business website as accessible as possible to Siri and related voice recognition tools:

Optimize your website for mobile. This isn’t new advice, as the rules for mobile SEO — and the idea of local SEO in general — have been around for years. But as some sources estimate that 30 percent of all searches could include a local component by 2015, it’s more important than ever to make local SEO a priority for your business.



In addition to thinking about how consumers access your website while on the go, consider whether or not Siri can access important information about your business as well. Here’s what you need to do:

  • Add a mobile site template. Having users land on a mobile version of your website willmake them much happier, and it isn’t difficult to do, as mobile-ready themes already exist for publishing platforms including WordPress, Joomla and Drupal.
  • Enhance your local SEO. Prominently feature your physical address, local phone number and operating hours on the home page of your site for maximum local SEO benefits.
  • Remove data obstructions. Yes, Flash graphics and Javascript are already “no-no’s” when it comes to mobile optimization, but also consider how easily Siri can access the information on your site. Burying pertinent information in PDFs and sub-pages could put your site at a disadvantage.

Enhance your digital presence. It’s no longer enough to simply set up profiles on Facebook and Twitter and call it a day. Instead, establish a profile on any of the following directories and review sites and encourage customers to rate your business there for maximum exposure.

• Foursquare
• Savings.com
• Retailmenot
• Judy’s Book
• Citysearch
• Superpages
• Yellow Pages

To determine which of these options are the best fit for your business, do a quick search to see which business sites in your geographic area and industry are ranking well in Google and create profiles on whichever of the following sites they’re using.

Implement microdata. If you’re savvy in the ways of SEO or have an IT manager who is you’ll want to consider adding “schema tags” to your website. Schema tags allow your site to incorporate relevant microdata — local business, address, telephone and open hours, for example — that could help Siri and the search engines process important information about your site more quickly.

While Siri on her own doesn’t necessarily spell the end of local SEO it’s worth taking note of the popularity this mobile data management system has gained in a relatively short period of time. As Siri evolves and other operating systems adopt similar technology, the businesses that benefit most will be those that best understand how their customers interact in a mobile environment and optimize their sites to engage them.

 

40% of Tablet /Smartphone Owners Use Them While Watching TV Almost 20% searched for product information, coupons or deals while watching TV

American consumers are increasingly connected and our recent survey shows they are increasingly multitasking when it comes to multimedia.

Roughly 40 percent of tablet and smartphone owners in the U.S. used their devices daily while watching TV, while only 14 percent of eReader owners said they watched TV while using their device every day.

And what are smartphone and tablet owners doing while watching TV? Checking email. Email was the top activity for both men and women during television programming and commercial breaks. In addition, women reported engaging in social networking more than men, while men checked sports scores more often.

q2_2011-simultaneous-usage-cm11-3943

Advertisers should take note that while viewers may be splitting attention between two (or three!) screens, 19 percent of smartphone and tablet owners searched for product information and 13 percent searched for coupons or deals while the television was on.

Google to Marketers: Get Better at Mobile search growth rates rivaling those on desktop

Google, which recently shared some big numbers from its mobile advertising business, has some advice for marketers hoping to join in its success: make your mobile presence presentable, now.

“Businesses need to be ready for mobile as soon as they can, particularly this holiday season,” said Surojit Chatterjee, Google’s lead product manager for mobile search ads. “You need to have a mobile site irrespective of whether you think people will actually make purchases from it. How good your site looks on mobile determines how people think about your business.”

Even though mobile advertising is still in early days, he said, mobile search volume is growing at a rapid clip. Over the past two years, Google has seen mobile search queriesgrow fivefold—a growth rate he compared to the early days ofdesktop search.

According to research firm Forrester, while 13 percent of the U.S. population searched with a mobile device in 2010 (90 percent with Google), mobile searchers will account for 28 percent of the U.S. population by 2015.

Early experiences now can have lasting consequences, Chatterjee said. Citing analysis from Gomez, another research firm, he said that 60 percent of users indicated they would be unlikely to return to a mobile site if they had trouble accessing it once and 40 percent said they would actually visit a competitor’s site. Beyond that, 63 percent said they would be less likely to buy from the same company through other channels (online or in the store).

“Users are looking at the mobile site to make conclusions about the business as a whole,” Chatterjee said.

Given the increasing number of smartphone users, he said as the holidays approach it will be ever more likely that consumers will try to reach marketers on the go.

This holiday season, Google expects that 44 percent of total searches for last minute gifts and store locator terms will be from mobile devices.

While Google has a clear lead in search now (on mobile and desktop), some industry watchers have wondered whether the search giant can maintain its top position as more consumers transition to mobile devices.

Its earnings report earlier this month, however, gave Wall Street a reason to have some confidence in CEO Larry Page’s belief that mobile search could be as big for Google (if not bigger) than desktop search.

In a rare move, the company broke out revenue from mobile advertising and said it was on track to bank more than $2.5 billion in that category in the coming year, and grew twofold in the last year.

Chatterjee said its success comes from building specifically for the new medium and catering to user behavior on the platform. For example, leveraging research that users tend to act more quickly after a mobile search, Google recently launched new ad formats that let users download apps from a mobile ad or reach a specific destination with a mobile app they already have on their phone.

A user searching for a pair of boots from her mobile phone, for example, can now go directly from an ad to a shopping app on her phone, so that she can more easily complete a purchase.

Other mobile features capitalize on the interest in local information—according to Google, 40 percent of mobile searches on Google are related to location. Two years ago, the company released a click-to-call feature that lets smartphone users call a business directly from an ad. This month, Google announced that proximity to a business would be a factor in mobile search ads ranking.

“We are building specifically for the medium,” Chatterjee said. “We are really, as an industry, speaking to the mobile user and taking into the account the signals we have on mobile phones, the constraints on mobile phones and the user behavior trends on mobile phones.”

Online advertising becoming as important as spot TV

According to Q3 2011 research from media buying solutions provider STRATA, clients are becoming just as focused on digital media as they are on spot TV. US ad agencies reported 34% of clients were thinking most about online advertising in Q3, compared with 24% the previous quarter. Meanwhile, the number of clients whose primary focus was on spot TV dropped from 41% to an almost-even 35%.

The online marketing tactics in use by the agencies surveyed did not change much, with online display, search and social media coming out on top, their usage rates stable from quarter to quarter. On social media, similarly, priorities remained the same, with Facebook, YouTube and Twitter the clear leaders, though LinkedIn, in fourth position, gained ground.

The number of agencies purchasing mobile advertising for their clients also stayed relatively stable, at 23%, but the types of ads they were creating began to change. In Q3, display advertising took an even larger lead over SMS. More than half of agencies said they are now creating more mobile display ads for their clients than other mobile formats, compared to just 16% of agencies that are still mostly creating SMS ads.

The mobile devices being targeted by those ads were changing, too. Agencies cut their interest in BlackBerry by half between Q2 and Q3, according to STRATA. Still, Android-targeted efforts lagged behind iOS-focused ones.

eMarketer forecasts display will take 33% of mobile ad dollars in 2012, pushing it ahead of SMS and even with mobile search spending. It also estimates that the iPhone will lose its spot as the No. 1 smartphone in America by the end of this year, when Android’s share will far surpass it.

Google revenue soars, G+ network grows to 40 million

Google reported third-quarter earnings that handily beat estimates, and announced that its three-month-old Google+ social network now has 40 million users.

That’s a big increase from the 10 million users Google+ had at the end of Google’s last quarter, when it remained in a “limited” trial phase. The network opened to the public in late September.

In an earnings release late Thursday, Google said it earned $9.72 per share. Analysts polled by Thomson Reuters had forecast earnings of $8.74 per share.

Advertising and profit: Investors are looking to Google’s advertising figures as a barometer of the overall economy, and the numbers were good — though the cost-per-click increase was not as high as it was last quarter.

Profit rose as both the number of clicks on Google’s ads and the amount that advertising partners pay per click increased. Paid clicks rose 28% and cost per click ticked up 5% compared to last year.

Sales for the Mountain View, Calif., company rose 33% over the year to $9.7 billion. Excluding advertising sales that Google shares with partners, known as “traffic acquisition costs,” the company reported revenue of $7.5 billion, which beat analysts’ forecasts of $7.2 billion.

Shares of Google (GOOGFortune 500) rose 6% after hours.

Spending and hiring: Google is continuing to spend at a quick clip. Capital expenditures totaled $680 million in the third quarter, including investments in Google’s massive data centers.

But Google has plenty of cash to back up its shopping spree. As of September 30, the company had $42.6 billion on hand.

Google is also continuing to ramp up its hiring. Full-time staffers totaled 31,353 as of September 30, up 9% from the previous quarter.

Motorola: On Google’s earnings call, analysts asked about Google’s $12.5 billion acquisition of Motorola Mobility (MMI). The deal was announced in August and, once finalized, will score Google some valuable Motorola patents. Intellectual property is turning into a battlefield among tech giants including Apple (AAPLFortune 500) and Microsoft (MSFTFortune 500).

When an analyst asked whether Google will license Motorola software to other companies, Google CEO Larry Page said “it would be premature” to discuss details before the deal is approved.

“We’re very excited about Android, and we see that ecosystem growing,” Page said, adding that the strategy is “getting stronger” — and the Motorola deal is part of that.

Browsers and search: Page also revealed that the Google Chrome browser now has more than 200 million users worldwide.

Susan Wojcicki, Google’s senior vice president of advertising, talked up theFlight Search that Google launched last month. She also said Google data shows that “ads that are socially annotated are more useful for users.”

Google execs did not talk specifically about recent antitrust concerns. The Federal Trade Commission has been investigating the company for evidence of abusive practices, and a federal judge recently rejected Google’s planned settlement deal in its attempt to create a universal online book library.

Page instead offered up a “view of the future” sentiment that echoes some of his past statements: “We are still at the very early stage of what technology can deliver. These tools will look very different in five years.”