Monday, April 30, 2012

Turning the Corner on Housing, Video, Social, Mobile

Real numbers for real B2B marketers

Despite languid GDP growth, more solid quarterly earnings reports pushed stocks to their biggest weekly advance since mid-March. Separately, a report showed U.S. consumers in late April felt better about the economy than earlier in the month and an index that measures the number of contracts signed to purchase previously owned homes rose in March to its highest level in nearly two years, up 12.8 percent from a year ago and 4.1 percent from February, the National Association of Realtors said on Thursday.

Housing rebound for real?

"We very much believe we've hit bottom," Ivy Zelman, chief executive of a Zelman Associates told the WSJ last week. Earlier this week, she raised her home-price forecast for the year, calling for a 1 percent annual gain, up from a 1 percent decline. According to the Journal,
real-estate agents consider a market balanced when there is a six-month supply of homes for sale. At the height of the housing crisis, in 2008, there was an 11.1-months' supply. In March, there was a 6.3-months' supply.

Out Take: We’re far from out of the woods but the worst is clearly over. When buyers and sellers have reached a statistical stalemate—buyers aren’t caving in, but sellers aren’t raising their bids—we take that as a positive sign that we’re slowly rebounding from the bottom. Consumer confidence ultimately finds its way to the B2B sector and we’re advising a modest green light on your hiring and infrastructure upgrade plans.

Facebook “Like” not the same as engagement

Appalachian State University’s Department of Communication found that even among 18- to 29-year-olds (aka the Facebook generation), while 75 percent said they had “liked” a profit or non-profit organization on Facebook, seven out of ten (69%) said that once they “liked” the organization, they rarely or never returned to the fan page. What’s more, only 15 percent of the respondents said they visited organizations’ fan pages weekly. Most respondents (44%) spent less than 30 minutes a day on Facebook.

Researchers found 18- to 29-year-olds are not as invested in an organization as the organization may think... when they click the ‘like’ button or click ‘follow’... It’s fairly consistent in the research that Millennials like organizations that give something back to them.”

Fickle "Digital Natives" switch platforms every other minute

If you think the younger generation has perpetual ADD, you’re not alone.
According to a new Time Inc. study, digital Natives switch their attention between media platforms (i.e. TVs, magazines, tablets, smartphones or channels within platforms) 27 times per hour, about every other minute!

Because Digital Natives spend more time using multiple media platforms simultaneously, researchers say their emotional engagement with content is constrained. Apparently they experience fewer highs and lows of emotional response and as a result. Digital Natives more frequently use media to regulate their mood; as soon as they grow tired or bored, they turn their attention to something new.

Our Take:
One key to these findings is that Digital Immigrants appear to be intuitively linear, whereas Natives, don’t necessarily need a beginning, middle and end to stories--they will accept it in any order. Digital Natives are subconsciously switching between platforms and can pick up different pieces of a story from different mediums in any order.

Mobile ad spend to double in 2012

A new forecast from technology research firm Strategy Analytics
projects mobile ad spending worldwide will grow 85 percent in 2012 from $6.3 billion to $11.6 billion. In the U.S., researchers predict mobile advertising will grow even faster, more than doubling (up 128%) to just under $4.2 billion.

Advertising is expected to grow much faster than consumer spending in mobile. Strategy Analytics projects that consumer outlays on mobile media will grow 13.4 percent from $121.8 billion to $138.2 billion globally in 2012. In the U.S., the corresponding figure will increase 15.5 percent to $33.7 billion. The majority of consumer dollars (60.2%) worldwide will go toward carrier data plans and mobile Internet services.

But the study anticipates that strong, continued demand for apps will also play a key role in driving growth. The number of apps downloaded in 2011 surged 38 percent from 23 billion to 32 billion, making apps the second-largest revenue category for both consumer and advertiser spending. Apps are expected to account for 18.9% of mobile consumer spend in 2012, rising 30.7% to $26.1 billion.
David MacQueen, Strategy Analytics’ director of wireless media strategies, explained that mobile video is either often free and ad-supported (YouTube) or bundled without extra charge into services, such as Sky Go in Europe and AT&T U-verse in the U.S. So despite a global audience of 271 million users, mobile video only generated $223 million in ad sales last year.

Strategy Analytics predicts that 125 million Americans will use their handsets to social network. But again, advertising and other types of revenue have yet to catch up with consumers. So related U.S. revenue will reach $412.7 million, or $3.48 per mobile user.

Mobile video to surpass web video

It shouldn’t come as a big surprise that the mobile video ad market will surpass the online video ad market later this year. “It’s happening fast and people are not quite comprehending the speed,” said Tod Sacerdoti, CEO of ad network BrightRoll in a recent statement. “By the end of this year we are pretty confident that more than half of all digital video ads will be mobile.” In March alone, more than 40 percent of the global video exchange requests at BrightRoll were for mobile. A year ago that figure was less than 5 percent, underscoring the rapid trajectory for mobile video, especially in the last few months.

One of the benefits of mobile video ads is they are often brand safe from the get-go, and are served to us in popular apps like Angry Birds, Draw Something, and Pandora, Sacerdoti said. Thus, the growth in mobile video advertising will spread well beyond the premium big name publishers. “You have an enormous influx of supply and this is almost universally good for marketers. For publishers this may be a different group though, and publishers who have a strong business online might not be as meaningful on mobile.”


Your best clients and customers are increasingly less tethered to their desks and desktop computers while working. You’ll not only have to work harder to reach them on the go, but you’ll have to reach them when they’re in the right mindset to be reached. In this digital society, the work/leisure line becomes fuzzier and fuzzier. They’re working when they’re playing and they’re playing when their working. Now more than ever, you have to be smart, fast and creative to get your message through.


TAGS: mobile, apps, video, Appalachian State, Time Inc., National Association of Realtors, Strategy Analytics, Brightroll, digital natives, digital immigrants 

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