Key Insights: The internet landscape, advertising arena, and holiday shopping season is already here

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30-second summary: As of April 2020, there are 4+ billion internet users with unique mobile phone users crossing 5+ billion worldwide. The tea on the devices that people use the most, their digital habits, content types they’re increasingly engaging with, and more. Did you know? A user clicks on a Facebook ad at an average of 13 times and a LinkedIn ad can help brands reach around 676 million people. Pinterest is popular for holiday season shopping and planning as people begin here before any other search engine. Dive in to discover all of the insights! Although “hand sanitizers” are still one of the top searches, people are already digitally planning their holiday season. This week, we give you a good lay of the internet land topped with a quick run-down of the what, who, and how of digital advertising. Shape of the global digital landscape As of April 2020, there are 4+ billion internet users with unique mobile phone users crossing 5+ billion worldwide. Hootsuite compared data of April 2019 vs April 2020 to find an incredible increase in these figures worldwide. Internet users grew by 301 million while unique mobile phone users grew by 128 million. A whopping 59% of the global population are internet users. In fact, each internet user spends an average of 6 hours and 39 minutes on the internet every day. To top it all, voice search has risen 45% a month. There are no brownie points for guessing that these are the leading browsers globally. But some numbers here show surprising growth, especially for feature phones: Google Chrome – 63.7% with a 1.8% YOY growth Safari – 18.4% with a 17% YOY growth, the largest leap Firefox – 4.4% with a drop of user share by -6% The “mobile view” Mobile internet usage revealed that there are 4.2 billion people who access the internet through their palms. Of these, 91% of internet users are from smartphones while a mere 3.2% of the world’s phone population are feature phone users. The average daily time mobile users spent on the internet was 3 hours and 24 minutes. Top four devices Hootsuite’s latest Global Trends report further found a device wise spread of internet users to discover that the top four devices were: Smartphones Laptops Desktops Smart TVs or media streaming devices Screentime surges, media, and content habits In terms of watching activities, there’s a clear …

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Key Insights: Holiday shopping November spotlight, age profiles, preferences, and more

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30-second summary: Shining holiday lights on US consumer intentions for holiday shopping with age group profiles and more. The overall holiday shopping sentiment remains positive across all households with incomes from $40K to $100K. Most excitement can be seen in households that fall between the income range of $40K to $100K. Where businesses can capture consumer attention during the holiday season 2020. Key elements to consider for your holiday ads and messaging. Top holiday gift choices and the sharp shifts in cross-border shopping for gadgets. “Winter is coming” and so is the rise in TV, internet, and online shopping trends. Dive in to discover these insights. Acing holiday shopping sales is no piece of cake. This week we help you dissect all the elements across holiday shopping, consumer intentions, marketing, advertising, sales, with a frosting of the feelings you can tap into for bigger slices of revenue. Holiday shopping to …

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5 tips for adding connected TV to your holiday ad strategy

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There’s no doubt about it: this year you need to add Connected TV to your holiday ad strategy. With total viewing time on Connected TV devices jumping 81% year-over-year, millions of shoppers will be spending more time streaming television than ever before. And while you may initially think that viewers are mostly tuning in to subscription options like Netflix or Disney+, it’s ad-supported Connected TV that’s getting a major chunk of viewership; according to research from the IAB: 73% of streaming viewers watch ad-supported CTV content. 45% of streaming viewers watch ad-supported CTV the most. Meanwhile, this holiday shopping season is set to be massive for e-commerce. Last year saw holiday e-commerce sales grow by 13.2% to $137.6 billion. That double-digit growth occurred before the COVID-19 crisis forced millions of shoppers to turn to online options for everything from gifts to groceries. And with 66% of shoppers saying they plan …

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Key Insights: Ecommerce, omnichannel marketing, CTV, and holiday season conversions

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30-second summary: 73% of online shoppers are expected to chase post-holiday bargains while 76% of eBay buyers plan to take advantage of after-Christmas and New Year shopping deals. 33% of brands that shifted their ad dollars in Q1 and Q2 of 2020 moved money to ecommerce. SMS conversion rate increased 98% over Q2 making it a priority to add SMS to email strategies. Three must-have omnichannel touchpoints to induce conversions. CTV ad impressions grew by 2X, 55% YoY, the only medium to see such accelerated growth. 23% of consumers are more comfortable sharing data about their likes/dislikes, gender, and location data. 56% of businesses without CDPs have limited ability to apply insights holistically across their marketing efforts. D2C retail companies have a customer-first approach that is 2X better than their non-transactional counterparts. This week we share revenue-driving insights on omnichannel marketing and CTV advertising that can help ecommerce businesses increase …

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5 tips for adding connected TV to your holiday ad strategy

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There’s no doubt about it: this year you need to add Connected TV to your holiday ad strategy. With total viewing time on Connected TV devices jumping 81% year-over-year, millions of shoppers will be spending more time streaming television than ever before. And while you may initially think that viewers are mostly tuning in to subscription options like Netflix or Disney+, it’s ad-supported Connected TV that’s getting a major chunk of viewership; according to research from the IAB: 73% of streaming viewers watch ad-supported CTV content. 45% of streaming viewers watch ad-supported CTV the most. Meanwhile, this holiday shopping season is set to be massive for e-commerce. Last year saw holiday e-commerce sales grow by 13.2% to $137.6 billion. That double-digit growth occurred before the COVID-19 crisis forced millions of shoppers to turn to online options for everything from gifts to groceries. And with 66% of shoppers saying they plan …

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Why ecommerce marketers should look beyond Facebook & Google this holiday season

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30-second summary: COVID has triggered a massive spike in digital shopping, especially on mobile. Pursuing customers exclusively via Facebook & Google ignores the larger opportunity. Consolidated competition in walled gardens correlates to reduced returns for all. OpenRTB technologies provide a powerful programmatic alternative. The window of programmatic first-mover advantage is closing. For ecommerce marketers, the 2020 holiday shopping season represents an unprecedented opportunity. COVID-19 has hurled us five years into the future in terms of addressable market size, and giants like Amazon have doubled their profits . The industry at large is expected to grow by at least 20% before the end of the year, with much of that growth attributed to mobile shoppers . On the other hand, high unemployment, presidential election dynamics and a growing national debt could lead to a shorter, flatter, myopic holiday shopping season in the United States, traditionally a tentpole market. This confluence of …

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Social Shorts: Instagram pegs Reels and Shop, Pinterest’s engagement metric, TikTok’s size and more

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Why Pinterest moved beyond CTR to understand ad engagement Source: Pinterest Relying on a straight click-through rate metric to understand how ads are resonating has its shortcomings, explained Pinterest engineers in a blog post . Those shortcomings include not accounting for ad position bias, users’ Save or Hide actions and brand awareness objectives. Instead, Pinterest explains, it developed a User Metric defined as Weighted Engagement on Ads [Clicks, Saves, Hides, etc.] / Weighted Engagement on Neighboring Organic Content [To account for position bias]. In the table above, the team shows examples of how the “new metric better reflects user engagement,” says Pinterest. (Blue is statistically significant positive, red statistically significant negative, grey is neutral.) Why we care. While the post illustrates how the new metric helps Pinterest better account for user satisfaction with ads as it continually runs new experiments, understanding how platforms consider and account for ad quality (such …

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Advertising with a made-for-mobile mindset

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30-second summary: Advertisers need to review their approach to mobile advertising to not only ride the tide of ad blockers, but to provide a positive user experience that will make mobile users want to engage. Mobile users see little value in generic, sales-heavy messaging, they want mobile creative to tell an engaging brand story, mixing beneficial content with advertising to deliver an enhanced experience. At this time of global crisis, consumers are far more likely to engage with ads that tell a genuine story than with those displaying pushy and generic sales messaging. In addition to choosing made-for-mobile formats and telling a brand story, advertisers also need to ensure mobile ads reach users in the right context to engage. The number of unique mobile subscribers in APAC is expected to rise to over three billion by 2025 , when the region will account for half of all new subscribers globally. …

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Social Shorts: Instagram pegs Reels and Shop, Pinterest’s engagement metric, TikTok’s size and more

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Why Pinterest moved beyond CTR to understand ad engagement Source: Pinterest Relying on a straight click-through rate metric to understand how ads are resonating has its shortcomings, explained Pinterest engineers in a blog post . Those shortcomings include not accounting for ad position bias, users’ Save or Hide actions and brand awareness objectives. Instead, Pinterest explains, it developed a User Metric defined as Weighted Engagement on Ads [Clicks, Saves, Hides, etc.] / Weighted Engagement on Neighboring Organic Content [To account for position bias]. In the table above, the team shows examples of how the “new metric better reflects user engagement,” says Pinterest. (Blue is statistically significant positive, red statistically significant negative, grey is neutral.) Why we care. While the post illustrates how the new metric helps Pinterest better account for user satisfaction with ads as it continually runs new experiments, understanding how platforms consider and account for ad quality (such …

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Optimizing ecommerce & mobile for in-the-moment holiday shopping experiences

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30-second summary: Market conditions have shifted; they’re on a volatility roller coaster ride with an indeterminate amount of track of opportunity. US ecommerce sales in July rose 55% year-over-year (YoY) reaching a record $66.3 billion. 73% of consumers who are shopping online more since the pandemic plan to continue doing so in future. Ready or not, retailers need be planning new ways to deal with demand fluctuations across ecommerce categories now and plan for the holidays. In the face of dramatic shifts in consumer behavior, social distancing recommendations, and no end in sight to the uncertainty and changes in consumer behavior caused by the coronavirus, retailers are finding ecommerce and the mobile shopping experience more important than ever before. In fact, according to new data released from the Adobe Digital Index US ecommerce sales in July rose 55% year-over-year (YoY) reaching a record $66.3 billion. Strategies and technologies in the …

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Key Insights: Holiday shopping ecommerce trends and how your business can win brownie points

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30-second summary: As holiday shopping season inches closer ecommerce prepares for the biggest opportunities in 2020. Trends and consumer behaviors that will give your business a strategic benefit. COVID-19 sure has crunched wallets and purses but brands still stand a better chance as 36.6% of consumers shop with more brands as compared to 2019. What will win more love during holiday shopping season? Digital platforms you should invest in and target your advertising on. Which regions should you target? How values and tasteful social media content makes 58% of consumers more inclined to make a purchase. Bon appetite, your weekly key insights are served! How businesses can buckle up for the early holiday shopping season The global pandemic and its domino effect will fail to dampen the 2020 holiday spirit. In fact, our previous key insights have pointed towards the holiday shopping season arriving sooner than before. To help you …

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