The more a consumer gets targeted by one message on television, the more that consumer loses respect for the brand and the message. The same occurs online. Some 55% of consumers put off buying products or services if they see the same ad run online multiple times, according to a study in which InSkin Media and RAPP Media commissioned ResearchNow to recruit and survey a panel of more than 1,600 U.K. adults.
When it comes to charting the path to purchase within product categories, mobile raises the level of complexity by introducing a new layer of variable that are determined in part by comfort with the technology along with when, where and by whom the device is being used -- and for what purpose.
Marketers relying on a traditional method for calculating return on investment (ROI) of advertising sources and customers bid blindly on media. The social predictive analytics company Ninja Metrics, the brainchild of a University of Southern California professor, believes it can change that by calculating ROI for customers based on a person's social influence.
One of the salient themes of OMMA Chicago's first day was the radical fragmentation of big ideas into much more segmented and targeted smaller executions that require creative elements appropriate to each channel.
It has become so much easier to pick up a smartphone and say "Okay, Google" before using voice search to seek information, compared with trying to type a long query into a tiny little box. It's become such a natural extension of everyday life that 55% of teens between the ages of 13 and 18 use voice search daily, according to a study released by Google Tuesday.
The real value of data to a company is starting to become an issue, as data becomes the core asset for many emerging media companies.
What tech devices are teens attracted to? Perhaps not the Apple Watch. A recent Piper Jaffray survey of 7,200 U.S. teens found that 7% of teens own a smartwatch, but a relatively modest 16% said they might buy an iWatch for $350, compared with 17% in the spring survey.
A half century TV tradition of Saturday morning cartoons came to an end this season. Kids have better things to do with their TV sets and tablets. Game on.
Bitly expanded its Certified Partner Program Wednesday by creating a vertical within the company to focus on tracking and analytics, naming Simply Measured and SumAll as the first platform companies to participate.