In May 2010, a DM2PRO and AudienceScience survey found that 72% of responding publishers offered their clients some form of audience targeting other than contextual.
The benefits to publishers of doing so were numerous and spanned a range of revenue-friendly reasons. These included higher CPMs, better performance, the ability to sell more inventory and the acquisition of new customers.
Results from “Social Media Usage, Attitudes and Measurability” indicate that 87% of companies currently use LinkedIn as part of their social media strategy, while 12% plan to in the next 12 months. Similarly, 84% use Twitter and 16% plan to in the next 12 months, and 78% use Facebook and 22% plan to in the next 12 months.
This means that within 12 months, usage of all three of these social networks will be near or at 100% in corporate marketing strategies. While corporate blogs (65%) and YouTube (47%) have lower current usage rates, high percentages of companies planning to use them indicate their usage will also be universal within 12 months. YouTube has the highest planned usage rate (53%) of any social network listed.
Only a third of companies with revenues of more than $100 million each are using Facebook to connect with customers in local markets around the world, and 43% of all companies, according to a new study from Harris Interactive commissioned by social media marketing firm Buddy Media.
The findings were based on a survey of 105 brand managers in June, with 60 from companies with sales in excess of $100 million and 36 below that level. The study suggests that businesses view social media as a potentially valuable tool to reach customers in specific global regions but haven't fully embraced it for that purpose. The focus is still on the U.S. as the world's biggest ad market.
ComScore found that social networking sites reach a higher percentage of women than men globally -- with 75.8% of all women online visiting a social networking site in May 2010, versus 69.7% of men.
"We have seen that women across the globe share some similar usage patterns online, such as strong engagement with social networking sites," said Linda Boland Abraham, comScore chief marketing officer and EVP for global development.
Although women account for 47.9% of total unique visitors to the social networking category, they consume 57% of pages and account for nearly 57% of total minutes spent on these sites. What's more, women spend significantly more time on social networking sites than men, with women averaging 5.5 hours per month compared to men's 4 hours.
Spending on ads globally will grow 3.5% this year, to $447.5 billion, according to the latest quarterly forecast from ZenithOptimedia. That's up from the research firm's prediction in April of a 2.2% increase this year -- and it's the third consecutive upgrade after six downgrades.
The soothsayers are particularly impressed with recent signs of strength in North America, for example, in ad sales for the TV season that begins in September. A few months ago, ZenithOptimedia expected advertisers to spend 1.5% less on all major media in the U.S. and Canada in 2010 than they did in 2009. Now the firm projects a 1.3% increase.
OPA Europe's upcoming Best Practices meeting will take place on June 21-22 in Zurich, Switzerland. Its central topic is "Reader Revenue Strategies", examining major initiatives that premium publishers are undertaking in terms of subscriptions and/or membership schemes.
Participating companies inclu...
On March 1-2, the members of OPA Europe met at Il Sole 24 Ore in Milan to discuss Managing Resources and Processes: Newsrooms, Marketing, Tech & Sales. Presentations covered areas including organizational changes, tools, HR, KPIs, agile operations, and department integration, among others.
OPA Europe's upcoming Best Practices meeting will take place on March 1-2 in Milan. Its central topic is "Managing Resources and Processes: Newsrooms, Marketing, Tech & Sales".
The meeting will focus on both human resources and technology assets, and will examine diverse issues such newsroom or...
This report focuses on the initiatives premium publishers are undertaking to improve and optimize the management of their resources and processes. It examines a series of crucial issues such as structure and workflow across functions (e.g. newsroom or sales), while focusing also on technology and av...
This report focuses on mobile publishing as an increasingly critical area of business activity. It aims to examine current policies, key trends and emerging best practices from leading Press Groups, in key aspects of business operations, namely content, design, advertising sales, marketing, and avai...
This report deals with innovations in the advertising sales operations of digital premium publishers. It covers major trends and addresses best practices across a wide range of current and emerging areas such as programmatic trading, native advertising, ‘high growth’ sectors – prin...