Weekly Digital News Roundup: October 3 – 7
Marketers Spending Big on ‘Social Ads’ That Drive Traffic to Facebook
- Many packaged-goods marketers have built out elaborate fan pages on Facebook, but they’re focusing their media spend on internet ads that aren’t on Facebook, according to new research from comScore.
- A comScore analysis of online ad impressions from July shows CPGs have become the heaviest users of “socially enabled” ads that appear on sites outside Facebook but include “visit us on Facebook” or other “Click to Facebook” appeals to get users to brand pages.
- Despite their focus on internet ads to drive fan counts, consumer-goods companies are actually below the overall advertiser average in use of ads on social networks. Overall, ComScore found nearly a third or 32.5% of all online display ad impressions were on social networks in July. But only 28.7% of consumer goods online ad impressions were on social networks.
Tributes to Steve Jobs Flood Social Media Platforms
- Many people who were touched by the vision, work and life of Steve Jobs, the Apple co-founder, are turning to the Web to share their thoughts, reflections and some creative and moving tributes, which continue to flood social media platforms from around the world with millions of 140-character messages on Twitter, more than 3,000 videos uploaded onto YouTube and tens of thousands of people sharing news links and making comments on Facebook.
- By noon on Thursday, people had uploaded more than 3,000 videos tagged “Steve Jobs” onto YouTube. In many of the videos, people are solemnly sharing their sadness and reflections about Mr. Jobs.Others are proudly displaying the Apple products they love and use.
- To show how the conversation spiked about Mr. Jobs, there were 50,016 mentions of him on Wednesday, rising to more than 879,000 on Thursday, which was the single largest volume of conversation about him since he resigned as Apple’s chief executive.
Paid-Search Investments Strengthen, Display Rises, RTB Heating Up
- Advertisers invested 7% more in search advertising during Q3 2011, compared with 6% in the year-ago quarter, according to a report released Wednesday. Overall, IgnitionOne’s quarterly summary finds online ad budgets rose 10% during the quarter.
- Most of the growth went to Google domestically. The company now takes about 81.6% of the search advertising budgets for companies supported by IgnitionOne, representing $1 billion in annual media spend globally. Google’s U.S. search share rose 12.3% year-over-year, and grew sequentially by 5% compared with the year-ago quarter.
- Display continues to grow as more advertisers increase investments in advertising sold via real-time bidding (RTB). CPMs on RTB display are also declining as more inventory floods the market, making it an increasingly more cost-effective channel for advertisers’ budgets.
Facebook Execs Pitch Effectiveness Of Social Advertising
- Two of Facebook’s top ad executives made the case for brands to expand their marketing activities on the social network beyond building up “likes” during a Tuesday industry presentation in New York. David Fischer, head of global advertising and operations at Facebook, emphasized that new features will boost sharing activity and create new opportunities for advertisers.
- In particular, he highlighted the new Timeline feature on the redesigned profile page, plus the rollout of a new generation of Facebook applications that allow users to tell friends what they’re reading, watching, and listening to, in addition to what they like. “This is going to generate a huge amount more of sharing and engagement on Facebook,” said Fischer, who noted that each day 100 million connections are made between users and brands on the site. He also pointed out that 51% of those who “like” a brand are more likely to buy from it.
- Fischer also discussed new ad unit and ad analytics that Facebook introduced on Monday. These include an expanded ad format that combines a friend’s endorsement with a separate brand message, and a new metric that tracks various types of social actions (comments, Wall posts) that a brand post generates over a week.