Famously known for its retail price slashes, Black Friday has again drawn consumers to both the high street and online sites. However, there has been another contender in the retail sales – Thanksgiving. According to a recent reports by IBM, 2012 saw mobile traffic grow by more than 67 percent, with Thanksgiving turning out to be a huge shopping success for consumers as they responded to retailers’ early Black Friday promotions.
- Online sales on Thanksgiving grew by 17.4 percent followed by Black Friday where sales increased 20.7 percent over last year.
- Consumers shopped in store, online and on mobile devices simultaneously to get the best bargains. Overall 58 percent of consumers used smartphones compared to 41 percent who used tablets to surf for bargains on Black Friday.
Local digital ad revenues on the rise
Revenue from local digital advertising continues to rise, driven by social advertising and local search. BIA/Kelsey, an independent market researcher, forecasts local online/interactive/digital advertising revenues will grow 13.1 percent in 2012. According to the report, several local media segments, such as mobile search and online video, are on target to exceed this overall growth rate.
- Digital/Interactive ad revenues on mobile have grown 44.9 percent throughout 2012. Jed Williams, program director for social local media at BIA/Kelsey, commented: “If you look at the overall growth of mobile social advertising, it has the most explosive or volatile growth of all of the various components of social advertising.”
- Williams also offers this advice to traditional media companies who are looking to embrace social media ads: “With traditional media getting more than three-quarters of the total local media ad budget, coordination between traditional and online media is the best way to explore how to effectively optimize new media, such as social networks and online video, to increase the chance of achieving business goals.”
RTB unlocking real returns
Real-Time Bidding (RTB) is gaining traction as a smarter, more efficient way of buying and selling mobile inventory. No wonder since it goes a long way toward giving publishers greater control over their inventory, enabling them to generate the best return as many bidders compete for every ad request. The Global AdMetrics Q3 2012 report released by mobile advertising buying platform Adfonic, suggests RTB could indeed be the key to unlocking digital advertising, especially in the mobile space. The new report reveals a 36 percent growth in ad requests processed through RTB, compared with 26 percent growth the previous quarter.
- In Q3, Real-time Bidding (RTB) inventory achieved higher CTRs across all publication channels. In particular, RTB generated CTRs of 127 percent above average for the Social Networking channel. RTB-enabled inventory also achieved higher eCPMs across all publication channels, with the Social Networking channel exhibiting eCPMs of 663 percent above average.
- North America saw a sharp increase from Q2 in ad requests from Social Networking publications, and from News, Sport & Information publications. Europe also saw a rise in ad requests from News, Sport & Information, but a fall in requests from Entertainment publications.
(Editor’s note: This 38-page report is chock full of data, and Sophie will have more from Adfonic — including an exclusive look at Black Friday stats — next week.)
This regular feature, which highlights the key takeaways from mobile reports and insights important to running your business, is curated by Sophie Young , a member of the éclat team who has a passion for mobile trends, apps and her new Galaxy Note. If you have a report or survey you think should be included in this regular roundup, then reach out to Sophie directly via email firstname.lastname@example.org or Twitter (@PheeYoung).