Twice As Many Brands Have Gone Multichannel In 2013
Like consumers, brands have gone multi-channel. The number of brands advertising across multiple digital channels has more than doubled (137%) in 2013. Brands are reportedly averaging a threefold increase in ROI when moving from single to multichannel campaigns.
The data comes from Turn's Q3 2013 Digital Audience Report, which also says that consumers who see ads in multiple channels are 24% more likely to convert than those who see ads in just one channel. The "multiple" channels include mobile, display, social and video.
On the programmatic front, competition for Facebook and Facebook Exchange ads continues to heat up. The eCPM of Facebook ads was $0.45 in Q3, up from $0.39 in Q2. Since January, the eCPM for Facebook ads has increased 87%. Turn's report says that "Facebook and Facebook Exchange ads represent the vast majority of advertising in the social channel."
In a similar vein, display ad eCPM rose 4.9% quarter-over-quarter, reaching $1.28. The eCPM rose steadily on a month-to-month basis during Q3, but the report notes that an "amp up" in holiday media buying started at the end of September.