The average cost per influencer engagement was 24 cents in 2017, according to the findings of RhythmOne's just-released Influencer Marketing Benchmark Report. That's the average for all marketing categories, but the range is considerable -- from just 9 cents per engagement in the retail category to $4.14 per engagement in the ultra-competitive telecommunications category.
The percentage of Americans that deem the internet a "good thing" for society has fallen to 70% -- down from 76% four years ago -- according to results of a new survey released this morning by Pew Research Center. The report, which found a corresponding six percentage point increase in the number of Americans who say the internet has had "both good and bad impacts," was conducted in early January, before the Congressional hearings on Facebook, but after reports about Cambridge Analytica's breach of Facebook users' personal data.
Amazon is on track to be a nearly $20 billion advertising business -- ranking it among the world's biggest ad-supported platforms -- in just two years' time, according to projections released Thursday as part of BMO Capital Research's analysis of the e-commerce giant's first-quarter earnings. "This was the second most profitable quarter in the company's history and we believe the continued growth of the company's advertising business played a key role," writes BMO's Daniel Salmon in an analysis sent to investors Thursday.
An analysis of Americans' time spent with major digital platforms supports continued ad investments in Google's properties, but may question the longer-term wisdom of rapid expansion in Facebook's demand pool. The analysis of Nielsen data on digital content consumption shows that overall usage for all platforms is up 13% this year -- but not all platforms are performing equally, according to the analysis of Nielsen data by Pivotal Research Group.
The headline in Facebook's first-quarter earning results continues to be its surging ad demand -- which despite consumer and regulatory concerns about its use of data expanded unabated, jumping a whopping 50% year-over-year. The subhead is that much of that expansion is coming not just from increasing supply, but from higher prices. While Facebook's volume of ad impressions expanded 15% during the quarter, the price per ad rose 25%.
Given the b-to-b audience nature of the medium, the sweet spot of webinar marketing from a media planning point-of-view is midday and midweek, according to findings of an exhaustive analysis of webinar marketing events held in 2017. The 2018 Webinar Benchmarks Report, which is being released today by webinar marketing platform ON24, is based on an analysis of 19,640 webinars with an audience of 100 people or more during calendar 2017. Not surprisingly, the "prime-time" was the middle days of the week, especially Tuesday, Wednesday and Thursday, which accounted for 79% of all webinar impressions last year.
Long-time U.S. media research executive Mitch Lurin died March 28. He was 76. Lurin, who served as president of Monroe Mendelsohn Research's Mendelsohn Media Research division until his retirement in 2008, is remembered not just as supplier of industry research, but as a friend to many who worked with him.
Marketers will invest more than $122 billion in marketing technology expenditures by the year 2022, according to estimates released by Forrester Research. That's an increase of 27% from the $96.3 billion Forrester estimates they will spend this year, including outlays on both technology and data/analytics. According to the report, the share of marketing budgets going to marketing technology will also go up, from 30% today to 32% by 2020.
Automation -- including the role of newsfeed algorithms, artificial intelligence and voice assistant technology -- will have the greatest impact on the way journalists work, finds a survey of top journalists released this morning by Cision. The 2018 "State of the Media" report found social media algorithms was the most likely technology change to impact journalism, with 34% citing it, followed by AI (33%). Specifically, the journalists believe "back end" AI (21%) would be more significant than "front end" AI (12%). Voice recognition/assistants were cited by 7% as having the greatest potential on the way they work. "Better and cheaper" ...
Slightly more than half of Facebook users would pay for a version of the social network that didn't user their data and target them with advertising, according to a Research Intelligencer survey conducted April 16 via Pollfish. Less than a third (31%) said they would not pay to subscribe to such a version of Facebook, while 17% said they were not sure or did not know.