Almost 2 in 3 Internet Users Have Privacy Concerns

TRUSTe has released its third US “Consumer Data Privacy Study – Advertising Edition,” indicating rising privacy concerns among online adults. 9 in 10 consider the issue to be really (55%) or somewhat (36%) important and 64% are more concerned than a year ago. Coming on the heels of the DAA’s withdrawal from the W3C Tracking Protection Working Group(TPWG), TRUSTe’s survey also finds that 52% of respondents do not like being tracked by advertisers in order to provide more targeted advertising. While many (41%) are neutral on the topic, few (8%) actively like it.


Source: Marketing Charts


Lead Gen A Bigger Social Ad Objective Than Branding

More companies cite lead generation (37%) than branding (27%) as their main social media advertising objective, according to a new study from Econsultancy in association with Adobe. The survey – of company marketers around the world, but primarily from Europe – indicates that fewer respondents are looking to increase traffic (18%) or drive direct online sales (18%) from their social media advertising efforts.

The bulk of social advertising dollars are being spent on Facebook, per the report. Client-side respondents indicate that they’re allocating 41% of their social ad budgets to the platform, compared to 18% for LinkedIn, 17% for Twitter, and 24% to other networks. Agency respondents estimate that an even greater 53% of their clients’ social ad budgets are being directed to Facebook.


Read more: Marketing Charts

Outlook is Good for Google’s Product Listing Ads

Google’s Product Listing Ads (PLAs), which are enhanced search ads that include features such as price and image, received significant attention from marketers during the 2012 holiday season, according to a Marin Software study of advertisers who had made paid search buys through the Marin platform.

However, since December 2012, PLAs’ share of search ads has declined. In July 2013, 1.05% of text ads worldwide were PLAs, compared to 1.22% just two months earlier. This is likely to change as the 2013 holiday shopping season kicks into gear, and retailers increasingly opt for richer search ads.

While there has been some falloff in advertiser interest in the ads, the outlook for PLAs is good given that the ads do seem to garner higher clickthrough rates (CTRs) every month.

Google Product Listing Ads

Source: eMarketer

US Consumers Half as Likely to Buy From Social Media

35% of online consumers across 24 countries claim to have ever purchased a product or service based mostly on an ad they saw on a social media site, details Ipsos Open Thinking Exchange in new survey data. But that figure drops to just 18% in the US. Similarly, US respondents were about half as likely as the average global respondent to report having ever purchased a product or service based mostly on a posting they saw on a social media site (16% vs. 31%).

Within the US, social media’s influence on purchase decisions tends to be higher among the demographic groups that are its heaviest users: women and youth. Women were almost 50% more likely than men to report having bought something mostly as the result of a social media ad (22% vs. 15%), and roughly 67% more likely to have done so mostly on the basis of a social media posting (20% vs. 12%).


Source: Marketing Charts

Data Dive: US TV Ad Spend and Influence

Why do advertisers keep pouring money into TV, even amidst the rise of everything digital, and even as audience numbers plateau? Simply put, most consumer surveys that compare advertising media still find TV to be among the most influential and most favored – if not the most highly rated. Following is a select list of those pieces of research, in reverse chronological order.

    • TV is the top advertising medium for reaching affluent adults, and is rated one of the most effective by luxury buyers. (Shullman Research Center, 6/13)
    • College students are less likely to avoid TV ads than a variety of online ad types, such as ads on social media sites, pre-roll ads, and pop-up or banner ads. (re:fuel, 6/13)
    • While many point to a complete lack of attention paid to TV ads due to the rise in multi-screening, that may not be the case. A recent study indicates that participants spent one-third of TV ad viewing time looking at their mobile phone or tablet, with the researchers suggesting that “TV viewers may not be tuning away from commercials… just picking up the phone or tablet.” In fact, an earlier study signaled that multi-screen users are actually better able to recall TV advertisers. (Symphony Advanced Media, 4/13)


Source: Marketing Charts