Friday Research Wrap, 7/31/2015

July 31, 2015

This article is included in these additional categories:

CPG & FMCG | Email | Mobile Phone | Privacy & Security | Retail & E-Commerce | Spending & Spenders | Tablet | Top Brands | Video

AHAA-Retail-CPG-Hispanic-Media-Ad-Spend-Trends-July2015CPG and retail advertisers among the top 500 advertisers boosted Hispanic media spend by 67% between 2010 and 2014, far above the 20% aggregate growth in spend during the prior 5-year period of 2006-2010, reports AHAA [pdf]. The study indicates that 28% of these companies’ growth in top-line revenues between 2010 and 2014 is the result of the shift in spending from English to Hispanic media. As of 2014, these companies dedicated 10.7% of their media spending to Hispanic dedicated media, up from 6.3% share in 2010 and higher the 8.4% average for the top 500 advertisers.

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

  • Views of branded video content posted by the Interbrand Top 100 brands on YouTube have nearly doubled over the past year and brand channel subscriptions have grown by 47%, according to a report from Google and Pixability, which also indicates that 1 in 10 videos are more than 10 minutes long and that Thursday is the most popular day for these brands’ video uploads.
  • Shutterstock reports that, based on images purchased by brands, the following emotions have grown in demand in 2015: sadness (+101%); joy (+86%); love (+73%); fear (+71%); surprise (+61%); and anger (+52%). While demand for images emoting sadness have grown the fastest, joyous images are chosen five times as often, per the study, while fear wins over surprise by an almost 2:1 ratio. But love is the top emotion chosen by brands. Separately, the study indicates that searches for emojis and emoticons have grown by 225% over the past year. While emoticons are searched for more often than emojis, searches for the latter are growing more quickly.
  • Switching to email, data from Listrak shows that average conversion rates were up on a quarter-over-quarter basis in Q2 for all retail email campaigns, with back-in-stock and post-purchase campaigns leading the way in growth. Revenue-per-email sent also increased on a quarter-over-quarter basis for all triggered campaigns, with shopping cart abandonment and back-in-stock emails demonstrating the largest gains.
  • Few online shoppers who intended to make a purchase but didn’t are cart abandoners, says Connexity [download page], citing results from surveys of more than 60,000 e-commerce shoppers by Bizrate Insights. In fact, half left before ever reaching the cart, most commonly because they could not find the item they were looking for. Another 32% are abandoned at checkout, most frequently due to technical problems. The remaining 18% were cart abandoners, most of whom said their reason for leaving the site was that they were saving items to buy later. Among those, a majority said the best time to purchase is after 6PM, and 20% said a notification of when the item goes on sale would help them make a purchase. Given that 59% would make a purchase with a 20% or less discount, the company suggests testing a discount offering of 10-20% after 6PM.
  • Based on an analysis of “tens of billions of emails sent through Constant Contact’s servers each year,” the company has determined that emails with 20 lines of text and 3 or fewer images have the highest click-through rates, and that after 5-7 links, additional links result in minimal incremental click-throughs. (Obligatory disclaimer: results will vary, so test away!) Email engagement turns out to be quite concentrated, with 38% of all opens coming from 5% of openers and 33% of all click-throughs coming from 5% of clickers.
  • In another interesting study about email, HubSpot data suggests that plain-text email beats HTML email in opens and clicks. More on the study from Forensiq indicates that 13% of in-app pre-bid advertising inventory is subject to “mobile device hijacking” – an activity performed by apps that “rapidly load hidden ads and emulate human behavior.” This fraud is expected to cost advertisers more than $1 billion globally this year. Separately, mobile security firm Zimperium says that 950 million Android devices (or 95% of Android devices) are vulnerable to hacking from a single MMS. Ouch.

Have a great weekend!

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