Other Research

IAB European Mobile Optimised Site Study

Details: 30 April 2014

IAB UK launches first European mobile optimisation study Research, which takes a look at the top 100 advertisers, to see how mobile ready they are.
The IAB UK European Mobile Optimisation site study was carried out in February 2014 in partnership with Kantar Media across the top 100 advertisers in each of the five EU countries for the period H2 2013.

The study breaks out the automotive, technology, retail, finance, media and FMCG sectors for each country.

Social, Search and Direct - Pathways to Digital News

Details: 13 March 2014

How someone gets to a news organization's website says a lot about the level of engagement and loyalty he or she displays toward the site and its content, according to a new Pew Research Center analysis conducted in collaboration with the John S. and James L. Knight Foundation. In this study of U.S. internet traffic to 26 of the most popular news websites, direct visitors—those who type in the news outlet's specific address (URL) or have the address bookmarked—spend much more time on that news site, view many more pages of content and come back far more often than visitors who arrive from a search engine or a Facebook referral. The data also suggest that turning social media or search eyeballs into equally dedicated readers is no easy task.

These are among the key findings that detail how 1 million people enrolled in one of the nation's most popular commercial internet panels have been connecting through their desktop and laptop computers with the most accessed or shared news sites of our time.

Full article: http://www.journalism.org/2014/03/13/social-search-direct/

Marketers Prefer Premium Content Publishers Over Facebook for their Brand Focused Campaigns

Details: 08 November 2013

The Online Publishers Association (OPA) has released "Branding on Display", a study providing insight into the role branding plays in online advertising as well as agency and marketer preferences of media for achieving their branding objectives. The study found that agency and marketer decision-makers report significantly higher levels of satisfaction with Premium Content Publishers (78%) than with Facebook (51%). Premium Content Publishers outpace Facebook across key advertising priorities, including: offering brand safety (71% vs. 36%); having the best creative options for brand-focused ad campaigns (64% vs. 26%); capturing the attention of the audience (63% vs. 29%); and offering a platform where the ads are considered viewable (59% vs. 42%).

According to "Branding on Display", 47% of decision makers believe Premium Content Publishers are the best media for brand-focused advertising campaigns, compared to 16% preferring Social Media, 13% favoring Video Ad Networks and 11% preferring Portals. Premium Content Publishers are also considered superior to Social Media at delivering the most important branding objectives: increasing consideration of brand (79% vs. 55%); increasing brand preference (84% vs. 54%); improving brand favorability (81% vs. 54%); and increasing purchase intent (78% vs. 50%).

"We wanted to better understand marketers' priorities for delivering their brand objectives online. The research undoubtedly demonstrates that decision makers value Premium Content Publishers for their branding messages over all other media," said Pam Horan, President, OPA. "With 63% of marketers perceiving Premium Content Publishers as a superior channel to reach their brand goals compared to Social Media at only 27%, the message is very clear: marketers believe that their brand campaigns benefit from the environment offered by top media brands."

More information: http://www.online-publishers.org/index.php/opa_news/press_release/branding_on_display

The Smartphone Choices for Media Companies

Details: 06 November 2013

Based on 18 case studies of media companies on six continents, "The Smartphone Choices for Media Companies" synthesizes best practices in smartphone development into a storyline of choices:

Are smartphone products designed to build new audiences or add value for existing audiences?
Is the smartphone a complement to other platforms or its own unique experience?
Is the company objective to build audience volume or fill up a tightly defined audience niche?
Will the smartphone be used for the core news brand or the development of smaller passion niches?
Each media company's choices drive the tactical realities of today: Mobile Web or app? Smartphone or tablet emphasis?

"The Smartphone Choices for Media Companies" by INMA looks at:

Market opportunities for publishers.
Emerging strategies for publishers.
A profile of the smartphone audience.
Trends in smartphone product development.
Monetisation, notably advertising.
What publishers see next for the smartphone.

The 145-page report is presented through two lenses:

A narrative developed by INMA based on the case studies.
The raw case studies themselves.

Western Europe Mobile: Trends, Case Studies and Best Practices

Details: 21 April 2011

Smartphone adoption and a sharp rise in mobile internet usage are poised to invigorate Western Europe’s mobile marketing landscape. As more industry verticals embark on mobile campaigns and marketers shift their focus from one-off experiments to ongoing execution, mobile ad spending is set to increase.

The global trend toward smartphone adoption and increased mobile internet access among consumers is igniting renewed marketer emphasis on mobile. eMarketer predicts that the number of mobile users in the EU-5 accessing the web from their phones will double from 2010 to 2015, reaching 94 million. App and browser usage rates are steadily rising as more users go online with their mobile devices. These trends are giving marketers new options to connect with customers.

Full report: http://www.emarketer.com/Report.aspx?code=emarketer_2000765