JC Lupis | Marketing Charts | Fri, 11 Sep 2015 13:30:07 +0000

Who has the most emotional response to online video ads? Apparently it’s young men, according to recent research from Unruly. Of 18 emotional responses to video ads, males aged 18-34 had the highest emotional response in 14, per the study, which notes that Millennial men’s emotional reactions were on average 14% higher than those of Millennial women. Why does it matter? Unruly data suggests that 7 in 10 viewers who experience an intense emotional response to an ad are very likely to buy the product advertised.Unruly-Millennial-Males-Emotional-Response-to-Video-Ads-Sept2015

The following is a brief list of other intriguing data points culled from recently-released research.

  • Half of US internet homes now have a connected TV device such as a connected TV, video game console, streaming media player, or Bluray Disc player, according to the NPD Group. Smart TVs appear to be a driver of this growth, with more owners using their internet capabilities: 69% of installed internet-capable TVs in Q2 were connected, up from 61% last year. In related research, a survey from the Association of National Advertisers (ANA) and BrightLine finds that marketers are increasing their spending on connected TV, though just 22% have engaged in connected TV advertising during the past year. Audience targeting is identified as connected TV’s top benefit, though the lack of reliable metrics and small audience penetration (perhaps not for too long) are seen as hindrances to further budget growth.
  • Radio revenues dipped by 1% year-over-year during the first half of this year, reports the Radio Advertising Bureau (RAB), with off-air the big gainer (+11%) and digital showing just a modest increase of 2%. Spot revenues – by far the largest – were down by 3%.
  • Switching gears, a new survey from Contently suggests that a majority of adults feel that news sites lose credibility when publishing native ads. But, across the various publications tested, respondents tended to identify native ads as published articles rather than as ads.
  • In a survey of 1,000 consumers (predominantly those aged 18-34, who accounted for 73.2% of the sample), Fractl and Moz discover that traditional advertising (such as TV, radio and print) is the most likely to have grabbed respondents’ attention, ahead of promotional emails and social media ads. In terms of online channels, customer reviews and online search have the most positive effect on respondents’ buying decisions. But in comparison to online outbound and paid tactics (such as social ads, PPC, mobile app ads), traditional advertising and direct mail have the strongest positive influence on buying decisions. For more on the influence of various advertising channels, see the MarketingCharts report on this topic.
  • In terms of software marketing, while virtually all marketers are using social media, many are yet to see it driving value, according to a survey from the Software and Information Industry Association (SIAA). In fact, fewer than half find social effective for lead generation, per the study. Among social platforms, though, LinkedIn is considered the most effective, followed by blogs and Twitter. Overall, customer referrals and events and trade shows are considered the top generators of quality leads, a finding in line with other research (see here and here). For more on B2B marketing, see MarketingCharts’ newest study, the 2015 B2B Digital Marketing Insights Report.
  • Only 12% of the top 100 e-commerce sites (by site visits) analyzed by Radware are meeting customer expectations for content and page speed (3 seconds), according to the company’s latest State of the Union report on e-commerce page speed. The report blames slow load times in part on page size and complexity, also noting that many sites have not implemented core optimization techniques such as image compression.
  • Bluewolf has released its latest annual State of Salesforce study [download page], which finds that one-third of Salesforce users count an employee experience-related initiative to be among their top 3 initiatives this year. Other highlights include a jump in the share of companies releasing frequent changes to their Salesforce instance and data being a prime obstacle to deriving business insights.
  • Senior data and IT decision-makers are enthusiastic about the impact of big data, with two-thirds indicating that big data and analytics initiatives have had a significant and measurable impact on revenues, per a report from Teradata developed with Forbes Insights and McKinsey. Senior-level sponsorship was identified as a top driver of big-data success, while adopting a data-driven culture is the single largest barrier. Overall, big data initiatives are driving innovation most in creating new business models (54%), discovering new product offers (52%) and monetizing data to external companies (40%).

Have a great weekend!

The post Friday Research Wrap, 9/11/2015 appeared first on Marketing Charts.