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Chart of the week: Which online video ads are playing all the way through? Online video advertising is picking up. At least in the sense that the completion rate (VCR), instances in which the whole video played through, is up comparing Q2 2017 to Q2 2016 data. Play-through impressions from all devices showed growth, according to a report by Extreme Reach (http://extremereach.com/wp-content/uploads/2017/07/ExtremeReach-video-benchmarks-2017Q2.pdf). Connected TV, which comes closest to traditional TV, is on the forefront, with 94 percent of videos playing all the way through. The TV sets that are connected to the internet make up 18 percent of all relevant impressions. Looking at the numbers for desktop devices - that still serve the most impressions (35 percent) - year-over-year VCR growth is slow, growing just two percentage points to a still solid 68 percent completion rate. The tablet's share of impressions has gone down by 10 percentage points but the completion rate showed a lot of growth (20 percentage points). Mobile has gained in impression share, closing in on desktops, and has shown good growth in completion rate too.
Chart of the week: Facebook nation is more populous than China Facebook has just released its quarterly earnings, beating analyst's predictions. While revenue was up, standing at $9.32 billion for Q2, the number of users now tops 2 billion. As our infographic by Statista shows, there are more monthly active users (MAU) on Facebook than there are people living in the world's most populous nation, China. Twitter for is part can claim to have slightly more users than the United States has inhabitants. Overall, almost half of the world's population is online.
Chart of the week: Almost one third of the world uses social networks This year almost one third of the world's 7.55 billion inhabitants will be using social media. 2.46 billion social media users equal 71 percent of the world's total internet users, according to research by eMarketer (http://www.fipp.com/news/insightnews/emarketer-worldwide-social-network-users-forecast). This said, the research company also predicts a decline in social media penetration due to slowing growth: While year-on-year growth stood at 8.2 per cent for 2017 the share is set to drop by half to 4 per cent year-on-year growth in 2021. The penetration rate therefore will creep up two percentage points to 73 per cent by 2021. (The source counted in all people who use social media via any device at least once a month.)
Chart of the week: Native's going through the roof Native advertising is the biggest winner in a first-quarter year-over-year comparison. According to data provided by Mediaradar (https://resources.mediaradar.com/thankyoufordownloading_consumeradtrends?submissionGuid=0f2cb784-de6c-40a3-96ac-a03168bfbafd), the number of advertisers flocking to this form of advertising is up 74 per cent in Q1 2017. The report lists two more winners: email with an increase of 28 per cent and mobile gaining eight per cent. The biggest decline was registered in programmatic advertising, going down 12 per cent - probably due to advertisers seeking more control over where their ads are placed in the confusingly huge digital advertising market. Also, the overall number of advertisers placing digital ads is down by eight per cent.
[Chart of the week] Smartphones: Where do you read your news? Many people aren’t necessarily on the go when they use their mobile to keep informed. According to a recent report by Reuters Institute (http://www.fipp.com/news/insightnews/reuters-digital-news-report-2017), 46 per cent of respondents who use smartphones to access news do so in their bedroom. Albeit other places are pretty popular too. As the below chart shows, many people also browse the news in their bathroom - or rather sitting on the toilet (36 per cent). The smartphone becomes a truly mobile informational device when people use it to access news while commuting (42 per cent). This basically indicates that the smartphone really is a constant companion we have with us no matter where we go.
Chart of the week: Photo-centric magazines are doing well on Instagram Instagram has developed into an important marketing channel alongside the other usual suspects, like Facebook and Twitter. Data published by Magazine Media 360 (http://www.magazine.org/sites/default/files/MM360-Social-Media-Report-Q1-2017_0.pdf) indicates that some magazines really know how to exploit this channel well. Among them, National Geographic really stands out. It has the most followers on Instagram by far. Counting in the regular magazine and the Traveler spin-off, the brand has more than 90 million followers to show for! Instagram being a social media outlet that concentrates on images, it makes total sense that the more photo-centric magazines sport the most followers, among them other big names such as Vogue, Playboy and Time.
FIPP World Congress 2017 agenda Draft agenda for the Day 1 and Day 2 speaker programme (as of 25 July 2017). Please note this is a working draft and therefore remains subject to change. FIPP World Congress 2017 9-11 October 2017 Tobacco Dock, London fippcongress.com
Chart of the week: Millennials are the most prolific digital assistant users They haven't had their big-time breakthrough yet. Still, digital voice assistants - such as Amazon’s Alexa, Apple’s Siri, Google Now and Microsoft’s Cortana - are on the rise. The generation fastest taking a liking to the digital servants are Millennials (born between 1981 and 2000). This isn't all that surprising, as most of them are digital natives. However, the gap to the next youngest generation, the Generation X (born 1965 to 1980) will keep on widening, as their pace of adoption will likely lag behind that of the Millennials, according to predictions made by eMarketer (https://www.emarketer.com/Article/Alexa-Say-What-Voice-Enabled-Speaker-Usage-Grow-Nearly-130-This-Year/1015812). While the number of Millennial users is likely to jump 16 percentage points from 23.3 in 2016 to 39.3 per cent in 2019, the Xers could possibly leap a mere 3.8 points in the same time period.
Chart of the week: The biggest advertising markets worldwide With more than $190 billion in ad spend, the U.S. still dwarfs all other markets and has as much ad expenditure to show for as the six following markets combined in 2016. According to research by Zenith (https://www.publicismedia.de/wp-content/uploads/2017/03/2017-03-27-aef-executive-summary.pdf), the top seven advertising markets will remain stable until 2019. In second place, China has more than $80 billion on its books and is one of the largest contributors to growth. Indeed, the whole region is in bloom, including India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam. "Zenith predicts global ad expenditure will grow 4.4 percent in both 2017 and 2018, reaching $592 billion by the end of 2018," the authors of the report predict. The only region not contributing to growth is the Middle East and North Africa (MENA), which Zenith unsurprisingly puts down to political turmoil and conflict.
Chart of the week: Media and entertainment top in smartphone share According to a recent Adobe report released at the end of March (https://www.slideshare.net/adobe/adis-us-best-of-the-best ), the smartphone share of visits continued to grow by an average 18 per cent year-over-year across all industries in 2016 in the United States. The top 20 per cent of sites using Adobe Analytics Cloud outperformed their peers by an average of 53 per cent. As our infographic shows, the top 20 per cent in media and entertainment are setting the gold standard for mobile strategy, as 60 per cent of their traffic comes from smartphones. It’s the only industry in which the top dogs get more traffic from smartphones than from other sources. The travel and hospitality industry comes in at second place with 47.1 per cent, almost tying with the automotive industry at 46.8 per cent.
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