More than 7 in 10 agencies believe that online video advertising is either as effective (41%) or more effective than TV (31%), finds BrightRoll in a survey of 120 agency respondents, although a separate survey from STRATA reveals that half of media buying agencies are unsure if they are getting good value from their online video ad buys. For the BrightRoll survey respondents, the targeting capability offered by digital video advertising is by far its most valuable aspect (for 56% of respondents), ahead of reach (20%), price relative to TV (8%) and others.
In other research data:
- As Gen X turns 50, a report from IMC notes that for women aged 50 and older, previous experience (91%) and recommendations from women like themselves (90%) rate as the most important purchase influences, with company websites (69%) and traditional advertising (34%) trailing. On the topic of demographics, Pew Research recently showed that Millennials will outnumber Baby Boomers this year, although the Washington Post noted that this may already have happened, depending on what definition is used for Millennials.
- Once the darling social media post type, photos are no longer the most engaging. The new figures (based on aggregated data from October 1, 2014 to February 4, 2015 among 4,445 brand pages) show that videos now boast a greater average organic reach and average fan reach than all other post types, with photos relegated to the bottom of the heap. Perhaps that’s why B2B content marketers figure videos to be their most indispensable content type this year?
- Mobile commerce is growing three times faster than overall e-commerce (including mobile commerce), pronounce PayPal and Ipsos, based on a survey of 17,500 consumers in 22 countries. The biggest barrier to growth appears to be screen size: among smartphone owners and users who haven’t used their device to shop in the past 12 months, preferring to purchase online from other devices such as a laptop or desktop (39%) and the screen size being too small (34%) were the most commonly cited hindrances. For its part, new data from Monetate confirms that e-commerce conversion rates on smartphones in the US continue to lag comparable rates on larger screens. It’s surprising not to see security emerge as a main barrier.