This is big. A new forecast from eMarketer states online spend will pass print for first time in 2012. US online advertising spending, which grew 23% to $32.03 billion in 2011, is expected to grow an additional 23.3% to $39.5 billion this year pushing it ahead of total spending on print newspapers and magazines, according to the report. Print advertising spending is expected to fall to $33.8 billion in 2012 from $36 billion in 2011.
eMarketer's previous US online advertising forecast from July 2011 forecasted 20.2% growth to $31.1 billion in 2011. Stronger than expected results from major industry players and the IAB/PwC benchmark through the first three quarters of 2011 contributed to the upward revision.
A recent Vizu-sponsored Digiday survey of 450 advertising executives and marketers found 60 percent of online budgets will be allocated to brand advertising in 2012, an indication spending on online branding may surpass spending on direct response advertising for the first time in the coming year. Top findings from the study:
- 64 percent of marketers plan to increase their online brand advertising budgets in 2012, with 22 percent saying they will increase spending by more than 20 percent.
- In contrast, only 56 percent of marketers plan to increase their online direct response advertising budgets in 2012, with only 15 percent saying they will increase spending by more than 20 percent.
- Additionally, 60 percent of marketers responding indicated they are allocating dollars away from direct response to brand advertising initiatives.
Of the findings and in a statement that is sure to spark debate over what some see as the attempt to fit a square peg in a round hole, Vizu CEO Dan Beltramo said, "These growth predictions are clearly optimistic, but very encouraging nonetheless. There's still more that needs to be done in order to realize those numbers and make online the medium of choice for brand advertisers. I believe that when brand advertisers understand that their online ads can now be measured and optimized using classic offline brand metrics such as awareness and purchase intent, we will see a further growth in their online ad budgets."
The Social Commerce Summit is out with a white paper, Social Commerce Trends Report. In the report, part of our white paper series, industry luminaries Clay Shirky, Jeremiah Owyang, and Facebook's Dan Rose discuss what works and what's next in social. The information is pulled from the 2011 Social Commerce Summit held last year. Successes and failures from brands like P&G, Best Buy, L.L.Bean, and Rubbermaid were shared and predictions as to what the next round of "innovation in customer-centric business" were presented.
Core themes at the conference and in the white paper focus on how businesses are profiting from the evolution of social. You can grab the white paper here.
It seems a an increasing number of people are opting for the couch versus the crowd come Black Friday. IBM's fourth annual Black Friday Benchmark study which gauges online shopping found year over year Thanksgiving Day sales were up 39.3 percent with Black Friday sales up 24.3 percent.
Mobile devices accounted for 10.2 percent of Black Friday shopping with the iPhone and iPad topping the mobile device list with 5.4 percent and 4.8 percent. 9.8 percent of all online Black Friday sales were completed through a mobile device. Although sure to increase in future years, social networks accounted for 0.53 percent of online sales.
Social media is, of course, all the rage these days. After all, "everyone's doing it so why shouldn't I?" is what most marketing directors think. So they dive in, created a Facebook page, open a Twitter account, start a blog and maybe even field a few questions on Quora. But then they sort of walk away. Well, 30 percent of them do according to a recent study from cloud computing company Pardot.
A recent study from the University of Massachusetts at Dartmouth has found the adoption of social media usage among Fortune 500 companies has leveled off. Across multiple industries, usage of Twitter, Facebook and blogs in 2011 is level with or below that of 2010.
In 2010, 23 percent of Fortune 500 companies had a blog. In 2011, that figured remained unchanged at 23 percent. In 2010, 60 percent of Fortune 500 companies have a Twitter account. In 2011, 62 percent have an account. In 2010, 56 percent of Fortune 500 companies had a Facebook account. In 2011, 58 percent have an account.
Just as it did four years ago, digital media will play an integral part in the upcoming 2012 Presidential election. A new study and infographic from Digitas finds 61 percent of social media users expect candidates to have a social media presence and 38 percent say candidate information found on social networks will influence their vote.
Unsurprisingly, younger folks (18-34) were most likely (51%) to say social networks will influence their choice of candidate.
Eighty six percent of social media users own mobile phones. Of these, 24 percent aged 18 - 34 feel it's important to receive information about presidential candidates on their mobile phones. The study also found that 88 percent of social media users who are registered voters have mobile phones.
The survey was conducted online with the United States by Harris Interactive on behalf of Digitas from September 21 - 23, 2011 among 2,361 U.S. adults aged 18 years and older, 1,701 of whom are registered voters.
A recent IBM study found that only 26 percent of CMOs are tracking blogs, 42 percent are tracking third party reviews and 48 percent are tracking consumer reviews to help shape their marketing strategies. The study was conducted across 1,700 chief marketing officers in 64 countries and 19 industries as a means to determine the focus on market circumstances versus individual consumer feedback.
Of the study and the shifting focus of CMOs, IBM researcher Carolyn Heller Baird said, "The inflection point created by social media represents a permanent change in the nature of customer relationships. Approximately 90 percent of all the real-time information being created today is unstructured data. CMO's who successfully harness this new source of insight will be in a strong position to increase revenues, reinvent their customer relationships and build new brand value."
Last month, a study conducted by Boston University researchers John Byers and Georgia Zervas and Harvard University researcher Michael Mitzenmacher found that while Groupon and LivingSocial deals can increase the number Yelp reviews, they can also reduce Yelp scores by ten percent. Yelp reviews that mentioned the words "Groupon" or "coupon" lowered star ratings by ten percent. Reviews that mentioned both words showed a 20 percent drop.
The researchers examined 16,692 Groupon offers and 2,609 LivingSocial offers in 20 cities and 56,000 Yelp reviews for 2,332 merchants that ran 2,496 deals.
Nielsen has released two new white papers, "Reaching the Right Audiences Online: Early Findings from Nielsen Online Campaign Ratings," and "Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building." Tidbits from the two papers include:
- Online campaigns are being consistently delivered to people outside the advertiser's intended audience.
- Campaigns with high impressions are still only reaching a fraction of the intended audience.
- Online delivers audiences more effectively than some popular TV shows.
- Click-through rate is not the right metric to measure brand impact - virtually no relationship exists between clicks and brand metrics or offline sales.
- But, brand metrics for online campaigns can predict offline sales impact.
You can download each of the white papers here and here.