Weekly Digital News Roundup: Oct 24 – 28
Google to Marketers: Get Better at Mobile
- Google has some advice for marketers hoping to join in its success: make your mobile presence presentable, now. “Businesses need to be ready for mobile as soon as they can, particularly this holiday season,” said Surojit Chatterjee, Google’s lead product manager for mobile search ads. “You need to have a mobile site irrespective of whether you think people will actually make purchases from it. How good your site looks on mobile determines how people think about your business.”
- Over the past two years, Google has seen mobile search queries grow fivefold—a growth rate he compared to the early days of desktop search. According to research firm Forrester, while 13 percent of the U.S. population searched with a mobile device in 2010 (90 percent with Google), mobile searchers will account for 28 percent of the U.S. population by 2015.
- “Users are looking at the mobile site to make conclusions about the business as a whole,” Chatterjee said. Given the increasing number of smartphone users, he said as the holidays approach it will be ever more likely that consumers will try to reach marketers on the go. This holiday season, Google expects that 44 percent of total searches for last minute gifts and store locator terms will be from mobile devices.
Former MySpace CEO: News Corp’s Marketing Miscues Killed the Social Network
- The former chief executive of MySpace has spoken for the first time about the demise of the once-dominant social network, admitting that News Corporation should have relaunched the site as “an entirely new brand”.
- Rupert Murdoch, News Corp chairman and chief executive, gave his frankest assessment yet of the Myspace debacle at the company’s annual shareholder meeting in Los Angeles on Friday. He admitted making a “huge mistake” by not selling the social network for $6bn shortly after News Corp paid $580m for it in 2005.
- Jones said that it was a “mistake” to keep the MySpace brand after it was repositioned as a social entertainment hub in October last year, adding that a bigger marketing budget might have changed perceptions of MySpace, which lost its position as the leading social network to Facebook shortly after News Corp’s purchase and never recovered. “In the end, I believe MySpace would have had a better chance for success if we had relaunched it as an entirely new brand,” Jones said.
Click-Through Rates Significantly Higher for Rich Media Campaigns
- Mobile advertising campaigns run with rich media ad units show a significant performance lift over those with standard media, according to a new report from Jumptap, which compared advertisers’ use of standard mobile ads units such as banner ads with rich media ad units. It found click-through rates are significantly higher for the latter. In one example, a major retailer saw a 337 percent lift in click-through rates with rich media ad units compared with its standard mobile banner campaign.
- “Rich media provides real lift in CTR,” said Paran Johar, CMO of Jumptap, Cambridge, MA. “When compared to static banners, rich media offers a dynamic way to engage with consumers and promote brand awareness,” he said. “The rising smartphone adoption and the sudden prevalence of tablets are increasing the ability of brand advertisers to reach consumers with extremely effective rich media advertising.”
- In addition to the 337 increase in click-through rates seen by a major retailer, Jumptap found that many other advertisers experienced a similar lift in click through rates when using rich media. These include the 357 percent jump seen by a popular luxury auto manufacturer, the 340 percent lift experienced by an advertiser for a new theatrical release, the 455 percent increase for a quick service restaurant and the 214 percent upswing seen by an athletics manufacturer.