Tag Archive | "Engagement"

Powerful Habits, Potent Engagement, and a Double Dose of Pink

How’s your January going? I’ve been having a great time looking at our publishing themes and brainstorming cool new topic ideas with our editorial team. And I’m so glad you’re here starting the year with us.

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7 Real-World Tips for Better Social Engagement

Pepsi… Fox News… Uber. Look at recent headlines, and you’ll see the impact social media can have on a brand. In today’s 24/7 news cycle, responding quickly and appropriately to customers on social media can be the difference between success and disaster. Why do brands still struggle with…



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Do Website Engagement Rates Impact Organic Rankings?

Posted by larry.kim

[Estimated read time: 11 minutes]

Your organic click-through rate is ridiculously important. While it may not be a direct ranking signal that’s even part of Google’s core algorithm, I believe CTR is an indirect signal that definitely impacts rank. And if you improve your click-through rate, you should see your rankings and conversions improve.

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Although having a high organic CTR is crucial, having positive website engagement metrics is even more critical. What value is there in getting hundreds or thousands of people to click on your brilliant headlines if those people don’t stick around for more than a few seconds?

If Google values dwell time, is there a way to see it? YES! Today I’ll share some data that shows the relationship between engagement rates (such as bounce rate and time on site) and rankings.

One important note before we get started: Please don’t focus too much on the absolute bounce rate and time on site figures discussed in this article. We are only looking at figures for one particular vertical. The minimum expected engagement will vary by industry and query type.

Does Google measure dwell time? How is that different from bounce rate & time on site?

Yes. We know Google measures dwell time, or how much time a visitor actually spends on a page before returning to the SERPs.

In 2011, Google announced a new option that allowed us to block domains from appearing in our search results. If you clicked on a result and then returned to the SERP from the website within a few seconds, Google’s blocked sites feature would appear. Clicking it would let you block all results from that site.

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Google told us they would study the data and considered using it as a ranking signal.

Although that feature is no longer with us, we know it was based on whether (and how quickly) you bounced back. So we know Google is definitely measuring dwell time.

The problem is, we don’t have a way to measure dwell time. However, we can measure three engagement metrics that are proportional to and directionally equivalent to dwell time: bounce rate, time on site, and conversion rate.

Does Bounce Rate Impact Organic Position?

OK, let’s get the official Google line out of the way. Google’s Gary Illyes tweeted the following in 2015: “we don’t use analytics/bounce rate in search ranking.” Matt Cutts said similar in the past. Pretty clear, right?

However, I’m not saying that bounce rate is used as a direct ranking factor. And Google definitely doesn’t need Google Analytics to compute dwell time. What I believe is that, in some Rube Goldbergian way, bounce rate does in fact (indirectly) impact rankings.

Does the data back that up? We looked to see if the bounce rate of the pages/keywords we were ranking for had any relationship to their ranking. Check out this graph:

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This is very peculiar. Notice the “kink” between positions 4 and 5? In mathematical terms, this is called a “discontinuous function.” What’s happening here?

Well, it seems like for this particular keyword niche, as long as you have a low bounce rate (below 76 percent) then you’re more likely to show up in positions 1 through 4. However, if your bounce rate is higher (above 78 percent), then you’re much less likely to show up in those coveted top 4 positions.

Am I saying bounce rate is part of the core search algorithm Google uses? No.

But I think there’s definitely a relationship between bounce rate and rankings. Looking at that graph, it leads me to believe that it’s no accident — but in fact algorithmic in nature.

My guess is that algorithms use user engagement as a validation method. Think of it more like a “check” on click-through rates within the existing algorithm that hasn’t been quantified.

Undoubtedly, click-through rates can be gamed. For example, I could promise you the digital equivalent of free beer and have a ridiculously high click-through rate.

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Image via Fox.

But if there’s no free beer to be had, most (if not all) of that traffic will bounce right back.

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Image via Fox.

So I believe Google is measuring dwell time (which is proportional to bounce rate) to check whether websites getting high CTRs actually deserve it and if the clicks are indeed valid, or if it’s just click bait.

One other question this discussion obviously raises is: do higher rankings cause higher engagement rates, as opposed to the other way around? Or could both of these be caused by some a completely unrelated factor?

Well, unless you work at Google (and even then!) you may never know all the secrets of Google’s algorithm. There are things we know we don’t know!

Regardless, improving user engagement metrics, like bounce rate, will still have its own benefits. A lower bounce rate is just an indicator of success, not a guarantee of it.

Does time on site impact organic position?

Now let’s look at time on site, another metric we can measure that is proportional to dwell time. This graph also has a “kink” in the curve:

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It’s easy to see that if your keyword/content pairs have decent time on site, then you’re more likely to be in top organic positions 1–6. If engagement is weak on average, however, then you’re more likely to be in positions 7 or lower.

Interestingly, you get no additional points after you cross a minimum threshold of time on site. Even if people are spending 2 hours on your site, it doesn’t matter. I think you’ve passed Google’s test — passing it by even more doesn’t result in any additional bonus points.

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Image via Fox.

Larry’s Theory: Google uses dwell time — which we can’t measure, but is proportional to user engagement metrics like bounce rate, time on site, and conversion rates — to validate click-through rates. These metrics help Google figure out whether users ultimately got what they were looking for.

Conversion rates: The ultimate metric

So now let’s talk about conversion rates. We know that higher click-through rates typically translate into higher conversion rates:

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If you can get people really excited about clicking on something, that excitement typically carries through to a purchase or sign-up.

So what we need is an Engagement Rate Unicorn/Donkey Detector, to detect high and low engagement rates.

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Before we go any further, we need to know: what is a good conversion rate?

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On average across all industries, site-wide conversion rate for a website is around 2 percent (the donkeys), while conversion rates for the top 10 percent of websites (the unicorns) get 11 percent and above. While absolute conversion rates vary wildly by industry, unicorns always outperform donkeys by 3–5x regardless of industry.

Remember, conversion rates are a very important success metric because you get the most value (you actually captured leads, sold your product, got people to sign up for your newsletter, or visitors did whatever else it was you wanted them to do), which means the user found what they were looking for.

How do you turn conversion rate donkeys into unicorns?

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Image via Fox.

The way you don’t get there is by making little changes. The difference between donkeys and unicorns is so huge. If you want to increase your conversion rates by 3x to 5x, then small, incremental changes of 2 or 3 percent usually won’t cut it.

What should you do?

1. Change your offer (in a BIG way)

Rather than A/B testing button color or image changes, you might be better off trashing your current offer and doing a new one.

Ask yourself: Why in the world are 98 percent of the people who see your offer not taking you up on it? Well, it’s probably because your offer sucks.

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Image via Fox.

What can you offer that will resonate enough that +10 percent of people would be excited about signing up for it or buying it on the spot?

Be open-minded. The answer is probably something adjacent to what you’re currently doing.

For example, for my own company, five years ago our primary offer was to sign up for a trial of our software. It was somewhat complicated, people had to learn how to use the software, and not everyone made it through the process.

Then I had an epiphany: Why don’t I just grade people’s accounts without having them do a trial of our PPC management software, and just give them a report card? That increased my conversion and engagement rates by 10x, and the gains persisted over time. There is much more leverage in changing the offer versus, say, the image on an existing offer.

2. Use Facebook Ads

You can influence users even before they do searches. Brand awareness creates a bias in people’s minds which has a ridiculously huge impact on user engagement signals. We can do this with Facebook Ads.

You want to promote inspirational, compelling, memorable content to your target market. Although they’ll consume your content, they won’t convert to leads and sales right away. Remember, love takes time.

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Image via Fox.

Rather, your goal is to bias them so in the future they’ll do a search for your product. If it’s an unbranded search, having been exposed to your marketing materials in the past, they’ll be more likely to click on and choose you now.

Facebook and many other vendors have conducted lift studies that prove that Facebook ads impact clicks and conversions you’ll get from paid and organic search.

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You won’t get away with promoting junk. You have to promote your unicorns.

For this, we’ll use Facebook’s:

  • Interest-Based Targeting to reach people who are likely to search for the things you’re selling.
  • Demographic Targeting to reach people who are likely to search for the stuff you’re selling, maybe within the next month.
  • Behavioral Targeting to reach the people who buy stuff that is related to the stuff you’re selling.

For example, let’s say you’re a florist or jeweler. You can target Facebook ads at people who will celebrate an anniversary within the next 30 days.

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Why would you want to do this? Because you know these people will be searching for keywords relating to flowers and jewelry soon. That’s how you can start biasing them to get them to have happy thoughts about your business, increasing the likelihood that they’ll click on you, but more importantly, convert.

It’s not just Facebook. You can also buy image display ads on Google’s Display Network. You can use Custom Affinity Audiences to target people who have searched on keywords you’re interested in, but didn’t click through to your site (or you can specify certain categories related to your business).

3. Remarketing

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Image via Fox.

People are busy and have short attention spans. If you aren’t using remarketing, essentially you’re investing a ton of time and money into your SEO and marketing efforts just to get people to visit one time. That’s crazy.

You want to make sure the people who gave you a look to see what your site was about never forget you so that subsequent searches always go your way. You want them to stay engaged and convert.

Remarketing greatly impacts engagement metrics like dwell time, conversion rate, and time on site because people are more familiar with you, which means they’re more likely to be engaged with you for longer.

There’s a reason we spent nearly a million dollars on remarketing last year. Investing in remarketing:

  • Boosted repeat visits by 50 percent.
  • Increased conversions by 51 percent.
  • Grew average time-on-site by 300 percent.

These are huge numbers for a minimal investment (display ads average around $ 10 for 1,000 views).

It’s your job to convert or squeeze as much money as you can from people who are already in the market for what you sell. So use remarketing to increase brand familiarity and increase user engagement metrics, while simultaneously turning the people who bounced off your site in the past into leads now.

4. Clean up your bad neighborhoods!

If you’ve tried all of the above (and other ways to improve engagement rates) and still have bad neighborhoods on your websites that have low CTR and/or user engagement rates — just delete them. Why?

I believe that terrible engagement metrics will lead to a death spiral where your site gets less clicks, less leads, less sales, and even lower rankings. And who wants that?

Now, I don’t have any proof of this, but the software engineer in me suspects that it would be very difficult for Google to compute engagement rates for every keyword/page combination on the Internet. They would need to lean on a “domain-level engagement score” to fall back on in the event that more granular data wasn’t available. Google does something conceptually similar in AdWords by having both account-level and keyword-level Quality Scores. It’s also similar to how many believe that Google considers links pointing to your domain and also individual pages on your site when computing organic rankings (a moment of silence for our beloved Google PageRank Toolbar). Dumping your very worst neighborhoods — only if all attempts to resuscitate have failed miserably — would, in theory, raise a domain-level score, if it existed.

Obviously better CTRs, higher engagement rates, and improved conversion rates lead to more leads and sales. But I also believe that improvement in these metrics will lead to better organic search rankings, creating a virtuous cycle of even more clicks and conversions.

Conclusion

It’s becoming increasingly clear that organic CTR matters. But you might not realize that high CTRs with low engagement rates aren’t that meaningful.

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Image via Fox.

So no cheap tricks, guys! Don’t invest in sites that specialize in gaming your click-through rates. Even though they might work now to an extent, they won’t work well in the future. Google is good at fighting click fraud on ad networks, so you can expect them to apply those same learnings to fight organic search click fraud.

I would prioritize click-through rate and conversion rate (or engagement) optimization at the very top of the most impactful on-page-SEO efforts.

At the very least you’ll get more conversions. But if I’m right, you’ll not only get more conversions, but you’ll get better rankings, which will lead to more conversions and even better rankings.

So use the tactics and strategies from this post to diagnose your engagement rates, and then start optimizing them!

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Instagram Sees Uptick in Engagement, Follower Growth (Still Way Down From A Year Ago)

For months, we’ve been looking at Locowise’s monthly Instagram engagement and growth reports, and things haven’t looked good for quite a while. This week, they released their look at March finding follower growth to be down 83.59% year-over-year, though it did increase by 50% compared to February.

According to the firm, post engagement in March was 1.1% of the total followers, which is a 30.95% increase from February, but still a 60.71% decline from April 2015.

It found that 91.23% of all posts in March were images and that images engaged 1.13% of the total followers. Videos engaged 0.91%, it found.

“You get a 24.18% boost in engagement by posting images rather than videos,” says Locowise’s Marko Saric (via SocialTimes).

His report references Instagram’s proposed algorithmic feed changes that have had so many people in a panic.

“Algorithm should be a good move for the platform. It will hopefully bring new life, and more growth and engagement for those that publish great content that people want,” he says. “We can expect something like the Facebook algorithm. Some factors that will impact it would be the format of the post, the organic engagement on the post and the amount of time people spend on the post.”

The whole point of the changes is to increase engagement, so those who are able to cut through should benefit greatly. Make no mistake though. You’re going to have to spend money to really get ahead.

Image via Instagram

The post Instagram Sees Uptick in Engagement, Follower Growth (Still Way Down From A Year Ago) appeared first on WebProNews.


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Intelligent content creation in 2016: engagement and experiences

There has been a shift away from creating content for contents’ sake and a much greater emphasis on the value of creating content with specific goals for specific people.

Search Engine Watch

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How to Improve Influencer Engagement? Avoid These 50 Fails

Influencer Marketing

Brands: Stop Doing These Things!

Influencer Marketing is hot and that means the value of influencer relationships is higher than ever.

Working hard to romance in-demand experts to collaborate, co-create and even advocate can be a substantial investment. The mutual benefit from these long term relationships can mean anything from hugely successful marketing programs for brands to top billing at speaking events, book deals and consulting work for the influencers.

Unfortunately, outreach communications, expectations and negotiations with influencers to work together are often so lacking of empathy, relevant context or even courtesy that the industry expert “checks out”. Losing influencers is sad and wasteful.

But it doesn’t have to be that way if you know what makes them leave. Trust me, I work on influencer outreach nearly every day (sending and receiving) and am both guilty of committing some of these influencer marketing sins and having them committed against me.

So, with a little help from some of my marketing influencer friends, here’s a big list of what NOT to do.

50 ways to lose your influencer:

  1. Using the wrong name in a pitch email or other inaccurate information (that should really be correct).
  2. TLDR requests that take forever or never get to get to the point.
  3. Irrelevant requests that have little if anything to do with the influencer’s expertise.
  4. Not making it clear what the value exchange is.
  5. Being too familiar and friendly with influencers on the first contact. Hey, we’re not actually friends (yet) are we?
  6. Making it difficult by asking numerous, complicated questions, like those fun essays in college.
  7. Unreasonable deadlines: “Hi you don’t know me,  but please send me 1,000 words by tomorrow.”
  8. No credibility. Emailing a pitch from a gmail address and pointing to a website that looks really spammy or just bad.
  9. #influencerstalking Following up one day after the first pitch. Then again the next day. Then again the next day and so on.
  10. #failuretofollowup Asking for participation and then never following up.
  11. Cold shoulder. Engaging an influencer online several times and then ignoring them when in person at industry events.
  12. Lying or being disingenuous in any way.
  13. Bait and switch. Offering access to a tool to preview, then requiring an guided demo where the influencer is “sold to”.
  14. Bait and switch 2. Inviting the influencer to an event, then requiring attendance of a presentation where the influencer is “sold to”.
  15. Micromanage. Requiring an unpaid influencer to cover specific topics in specific ways to the brand’s benefit that are not natural to the influencer (or their community).
  16. Taking advantage. Expecting an influencer to do for free, what really should be paid for – moderating a panel, writing substantial content, extensive participation requirements.
  17. When a brand takes unearned credit for ideas the influencer created, wrote about and used in their business.
  18. Misappropriating. Using influencer content in ways never intended, especially when it is monetized by the brand or someone else entirely. Also, misrepresenting how the influencer’s contribution will be used. For example, saying it is for a public article and then using it for a gated ebook.
  19. Making public, disparaging remarks or being disrespectful about an influencer.
  20. Not being patient – these people are busy!
  21. Switching the conditions of participation – shame on everyone if there is not a written, signed agreement for specific expectations.
  22. Not being thankful for the influencer’s efforts. This goes both ways too – influencers should be thankful for the opportunity as well.
  23. Failure to communicate. Managing communications and coordination poorly, in a disorganized way and without clear direction.
  24. No edits. Publishing influencer content “as-is” without copyediting.
  25. Being an asshat. Going over the line with sarcastic humor in influencer communications – you really need to know if they’re in to that.
  26. Slimy SEO. Taking the influencer’s contribution and then SEO-ing the heck out of it with keywords and anchor text galore.
  27. Backchannelling. Reaching out the the influencer’s “boss” or co-worker to ask why the influencer hasn’t responded to pitch emails.
  28. Not being clear about the premise or context of the ask and thereby confusing the pitch.
  29. Being one sided. When brands do not follow through on commitments made to the relationship.
  30. And you are? Changing the client side contact and not doing any kind of hand off to ensure continuity.
  31. Making it incredibly difficult to share the result of the brand/influencer collaboration. i.e. not providing pre-written tweets and social shares, properly sized graphics, embed codes, etc.
  32. Inappropriate asks. “As for asks like promoting your product (books, webinars, conferences, etc.) in exchange for affiliate revenue please DON’T.” via Carlos Gil
  33. “Out-of-the-blue Asks. I get requests from people I know really well every week. What makes you think I’ll make time to work with you if I’ve never interacted with you before? Take some time to comment on my posts, rate my podcast, review my book. I’ll return the favor in a heartbeat. If you hit my inbox out of nowhere… Delete.” via Drew Davis
  34. Too soon. “My pet peeve is when someone follows me on Twitter or Instagram and/or fans me on Facebook and immediately reaches out to me with a request to check out their business.” via Kim Garst
  35. “Ask Them To Sell. Your influencer is there to help you increase the awareness, association and consideration of your brand in a certain space – not to shill for you.” via Gerry Moran
  36. Using the wrong channels to communicate: “Sending me a message about LinkedIn using Facebook.” via Jason Miller
  37. Hello, can I interrupt you? Calling an influencer without an appointment to pitch. via Mark Schaefer
  38. Peerless pressure. PR people that try to persuade influencer involvement because their peers are involved too – except they are not. via Mark Schaefer
  39. Impersonal pitches. When companies send out generic en masse pitches, like a robo-call, but via email. The personal touch can make or break an influencer’s decision to engage. via Chad Pollitt
  40. “Don’t tell me your story, let me tell my story. ‘LESS fabrication, MORE facilitation’ = a boost to your Return on Relationship, #RonR.” via Ted Rubin
  41. Lazy duplication. “When you get that really interesting Tweet inviting you to take a look at something and then when you click through to it you also see that they have composed basically the same message to 579 other people on Twitter.” via John Jantsch
  42. Delegated and impersonal. “Reach out to me directly yourself. Do NOT delegate this critical step to your marketing agency, PR professional, team member, assistant or intern. Do it yourself and make your note personal. If you want me to respond, I expect you to do the asking yourself.” via Heidi Cohen
  43. “Not greasing the skids. Influencers are most likely to add commentary if there is some kind of existing relationship.  This means at least some kind of history where the person reaching out has already been sharing the influencer content.” via Joe Pulizzi
  44. “Expecting too much in one ask. For example, writing a 1000 word article on your platform due this week without a previous relationship.” via Joe Pulizzi
  45. Misleading opportunity. “Asking for 30 minutes of my time to discuss a “partnership” – which actually means you want me to sell your stuff to my clients.” via Ardath Albee
  46. Asks that are complicated, ambiguous and without deadlines. via Rebecca Lieb
  47. Not following up with that blog post, ebook, or copy of the interview the influencer contributed to. Influencers are indeed interested in seeing the fruits of their labors. via Rebecca Lieb
  48. Abusing the kindness of an influencer by asking over and over again without showing any special consideration. “Set the tone and rules upfront. Influencers can’t be expected to take part in everything you do, so say that. Set the ground rules and expectations.” via Bryan Kramer
  49. Giving up, as in not being persistent (over time) with credible, relevant offers and reasons to engage. “Give them a reason to come back, ask them what they are working on and keep the conversation going.” via Bryan Kramer
  50. Spamming. “Signing up for an app that spams your “top influencer” with automated messages is a sure path to a rocky relationship.” via Glen Gilmore

Basically your takeaway from this list is, don’t do these things! Learn from these mistakes, pet peeves and advice.

To be successful with an influencer relationship, brands need to consistently make an effort to research the experts they want to engage and find out what motivates them. Create value and set clear expectations. Make working with your brand a very easy and satisfying experience. Listen and communicate in a meaningful way – not too different than any relationship, actually.

For brand marketers that want to point their influencer marketing efforts in the right direction, I recommend these collections of resources for best practices:

  • Featured Influencer Marketing ResourcesTraackr
  • What You Need to Know About Content & Influencer Marketing. BONUS: Case Study and 18 articlesTopRank Marketing
  • Influencer Marketing eBooksGroupHigh
  • Influencer Marketing EducationOnalytica
  • Social Listening in Practice: Influencer MarketingBrandwatch

You can also learn more about the influencer marketing services at TopRank Marketing.

If you’ve been on the receiving end of influencer outreach and communications, what are some of your pet peeves?

Photo: Shutterstock


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Etsy Boosts Search For Better Content Discovery, User Engagement

Etsy has more than 30 million items for sale from more than one million sellers globally. There are no SKUs and most of the data is unstructured, creating a messy and massive discovery challenge for both Etsy and its users. Accordingly the company is today rolling out more sophisticated search…



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Nina Dobrev Reportedly ‘Devastated’ and ‘Completely Shocked’ Over Nikki Reed and Ian Somerhalder Engagement

Nina Dobrev is said to be devastated after learning that her former long-time love, Ian Somerhalder, is engaged to Nikki Reed after dating for only six months.

Despite years of dating Nina Dobrev, Ian Somerhalder never committed to his Vampire Diaries co-star. But, it sure didn’t take much time for him to decide that Nikki Reed was the woman of his dreams.

According to a Hollywood Life source, Nina Dobrev is reportedly “devastated” over the news of the engagement, especially since he made the decision so quickly, according to a source close to the actress.

“Nina is devastated over the engagement news. She can’t believe this is all happening so fast. She is completely shocked. She heard the news from mutual friends and can only shake her head in disbelief. She knew Ian and Nikki were into each other but she never thought in a million years they would get married this quickly! It’s a tough pill to swallow,” said the source.

Nina Dobrev has been dating since her breakup, including Derek Hough and most recently, Vampire Diaries co-star Chris Wood.

Hollywood Life reported that Nina Dobrev and Chris Wood attended a Golden Globes after party last week and did everything possible to avoid seeing Ian Somerhalder and Nikki Reed at the party.

#TBT #Regram from @selenagomez What a glorious night the Globes were..

Ein von Nina Dobrev (@ninadobrev) gepostetes Foto am

“It was really uncomfortably because Ian and Nikki were walking around like they were the prom king and queen. Nikki has been in the business forever and has so many friends in the film and music industries. She and Ian were glued at the hip and put on some serious PDA, kissing throughout the night,” said a source.

On Wednesday, Nina Dobrev posted a somewhat cryptic message on her Instagram account on Wednesday night.

The Vampire Diaries will return for Season 7, but there has been no confirmation on whether Nina Dobrev and Ian Somerhalder will reprise their roles on the popular CW series.


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Engagement over display: Video leads the way in online ad growth

October-2019-PDF-Calendar-Style-6-PNG“Static display ads are so 2014!”

That’s what they’re going to be saying in 2019, when video ads rule the internet airwaves.

Forrester just released their latest North American Online Display Advertising Forecast and the numbers are incredible.

They predict that US online display advertising will grow from $ 19.8 billion this year to $ 37.6 billion in 2019. That’s a compound annual growth rate of 13.7%.

By comparison, the offline market is expected to grow at an average annual rate of only 1%. Dollar wise, offline is still way ahead of online with a whopping $ 239 billion in revenue but it’s a continuation of a shift that started a few years ago.

Fueling the online fire is the move from static (or bouncing) banner ads to truly interactive, engaging forms of advertising.

Video and Mobile Continue to Climb

Forrester predicts 21% annual growth for video advertising. That means video will be responsible for more than half of all desktop online display ad revenue by 2019. Part of the reason for the growth is that video translates well on mobile.

Mobile is expected to rise 24.5% CAGR making up 38.6% of total online display ad revenue.

Here it is, all mapped out for you. (Courtesy of Forrester Research)Forrester 2019 Growth

 

Static images and text ads are on the decline. It’s a slight slope but clearly these old school ads are on the way out. Text ads work on a Google search results page but when you see them on a blog they just look dated. Rich media in general is on the rise but video is likely to overtake it in the next two years.

As we move toward more engaging ads, we’re also going to look for new ways to measure success. Counting clicks is fine – though you can run into an issue with click fraud – but we should also be looking at time on task and sharing. Are people watching your entire video message? Are the majority of people hitting “skip” on YouTube. Why are they hitting skip? Is it badly targeted or maybe you need a more compelling pitch at the start of the ad.

The same goes for other types of rich media ads. Are people sharing your content with others through social media? Are they playing your games and taking your quizzes?  The longer someone stays engaged, the more likely they’ll be to remember your brand. I might not be interested in your hotel now, but which hotel chain am I going to think of when I have to go away on an unexpected trip next month?

I’m excited to see what advertisers will come up with because as a customer, I feel bad when I click to skip or close or ignore your ad. I want to engage, you just have to find a way to get me excited enough to stick around for the full ride.

Marketing Pilgrim – Internet News and Opinion

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App engagement is up but it’s still a game for the fortunate few

What time is it? It’s digital time. (Insert snappy dance music here.)

Here in the US we do love our internet connection. Between desktop, laptops, tablets and smartphones, digital time spent rose 24% in just the past year. The real star of the show is Mr. Mobile App. He’s so popular, comScore wrote a whole report about him.

Look at his meteoric rise over the past year. He basically swapped places with the desktop and is now responsible for 52% of digital time spent.

Comscore Digital Time 2014That means the app business must be booming, right? Well, yes and no.

The Chosen Few

iTunes and Android users both have around 1.2 million apps to choose from. That’s insane. Now, let’s be honest, a large number of apps no longer work, never worked or simply didn’t deserve to be called an app in the first place. But that still leaves a huge collection of apps that are fun, helpful, engaging, addictive and totally worth the little amount you paid for them.

comScore says that 57% of smartphone owners and 26% of tablet owners use at least one app every day. I’m part of that tablet percentage. A day doesn’t go by that I don’t use either YouTube, Podcasts or my eBay app. I’d guess that on average, I use three tablet apps a day. With my smartphone, it’s probably more like three a week.

Here’s the issue. As much as we love our apps, we’re attached to the ones we have so we’re not really in the market for more. comScore’s report says 65.5% of smartphone users download ZERO apps per month. 8.9% download 2 apps a month and it drops off considerably from there.

It gets more interesting:

Comscore Time on AppsApp users spend 42% of their time on only 1 app! That’s bad news for marketers. . . unless, of course, you happen to have ads on that one, really popular app.

The type of app that comes out on top varies if you’re on an iPhone or Android phone (believe it or not.) iPhone users spend more time on News, Radio, Photo and Social Networking apps. Android users lean toward Search, Email and Games.

Across the board, Social Networking, Games and Radio apps account for more than 50% of the time spent.

Apps with the most unique visitors? (Unique meaning not a duplicate, not unique as in unusual.) You can probably guess them; Facebook, YouTube, Google Play, Google Search and Pandora Radio. Twitter, Instagram, Pinterest and eBay also show up in the top 25.

What does this mean for marketers? It means that you pretty much have to do business with the big boys if you want to reach a mobile audience. And with mobile driving an increasingly large portion of all digital traffic we have no choice but to make it work.

You can download the full comScore U.S. Mobile App Report for free on their website.

 

Marketing Pilgrim – Internet News and Opinion

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