It's all about the numbers.

Our informational (we hope) and slightly irreverent (we think) take on all things analytics in the world of digital marketing and technology.
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Very interesting rankings.  Marketing/advertising agencies, please take note.

Totally unsurprisingly, the share of online video watched on mobile devices continues to grow.

#SaturdaySadStat: the outlook for print media is not looking any better…

#FridayFunFact: that’s a lot of SMS interactions with brands…

Social has become the top media platform for small and medium businesses when it comes to usage and spending, according to a new report from research firm BIA/Kelsey. The report found that 74.5% of small and medium businesses — defined as those with fewer than 100 employees — now use social media to advertise or promote their businesses. This is up from 71.7% last year.

Yet another sign that social media has become mainstream (and works as a customer acquisition medium).

(from: Small Businesses Spend More on Social Than Any Other Media | Digital - Advertising Age)

Although this may seem obvious, mobile video consumption favors shorter formats.  But this is something for content marketers to take into account when developing their strategy.

Lots of interesting findings in this chart:

  1. YouTube generating more top of the funnel and direct conversions than any other network. (surprising)
  2. Google+ showing strength in conversion. (not too surprising given Google’s favoritism in search for Google+-linked pages)
  3. LinkedIn helping at the top of the funnel but almost not at all at the bottom of the funnel (not surprising except for the relative strength at the top of the funnel)
  4. Tumblr’s emergence as a factor in the purchase funnel. (overdue)
  5. Twitter’s inability to have any impact at the top AND bottom of the funnel. (not that surprising but also not very promising for their newfangled Buy button)

Surprisingly (and interestingly), brands are ahead of agencies in programmatic buying usage.

The internet is the largest source of WOM “impressions”, even higher than TV (especially for Millenials).  Nothing really surprising here…

Very interesting chart showing where the online video advertising budgets are coming from.  It looks like there is a fair bit of cannibalization that will happen as this tactic expands.  And, not surprisingly, it looks like display and TV will be the two biggest losers in that shift.