Optimize the Metric That Matters: Impact
You are more likely to summit Mount Everest than click a banner ad. Your chances of viewing an ad targeted to you? Flip a coin. Ad viewability is a mere 48%. The odds of an impression leading to a statistically significant uptick in purchase intent? 1 in 100. The time-tested “Deliver my ads to the right people, in the right place, at the right time, with the right message” simply does not work–and it’s only getting worse.
Brand Tweets Drive Automotive Shopping Action
Following the exciting automotive year-end shopping season, Compete and Twitter partnered together to understand the impact that Tweets posted by automotive companies have on the consumers who see them. Specifically, we wanted to know whether Tweets influence consumer behavior; are people exposed to an automotive Tweet more likely to visit the manufacturer’s website and take action…
Optimize Digital Touchpoints: Attribution or Path to Purchase?
Attribution modeling vs. path to purchase analysis: What’s the difference between the two? Which model is better? The purpose of both models is to establish optimal touchpoints for consumer interaction with the brand and to achieve the best cost savings and customer experience. Attribution is ad-centric; path to purchase is consumer-centric…
Agencies Need a New Set of Glasses
Many agencies hope that a single media metric can one day emerge to simplify the unwelcome complexity of new media. Compete’s Chief Research Officer, Yaakov Kimelfeld, warns they shouldn’t hold their breath. Brands increasingly have less control over their messages; they no longer travel in a straight path from advertisers through publishers to consumers. New technology empowers consumers to manipulate the media and insert their personal perceptions…
Mobile Twitter Users Are the Ideal Audience for Advertisers
A new study by Compete and Twitter found that primary mobile Twitter users in the U.S. are more engaged than regular users. These users are 86% more likely to be on Twitter several times a day than the average Twitter user. They interact more with tweets and follow more brands. What do marketers need to know to better connect with these mobile consumers?
Super Bowl ’13: If It Wasn’t For Chrysler, Nothing Would Beat An Astronaut
Each year, the Super Bowl attracts a significant audience that is not limited to any one specific demographic. As a result of its vast reach, it has become a very attractive and expensive opportunity for companies to market their product(s). Based upon this significant investment (approximately 4 million dollars per 30 second in-game spot), and the importance of its return, Compete conducted a top-line analysis…
2013 Super Bowl Pre-Game Analysis
Image from: Superbowl / Shutterstock Each year, the Super Bowl attracts a significant audience that is not limited to any one specific demographic. As a result of its vast reach, it has become a very attractive and expensive opportunity for companies to market their product(s). Based upon this significant investment (near 4 million dollars per 30 second in-game spot), and the importance of its return, Kantar Media Compete conducted a
Big News About the Compete API
I hope you all enjoyed the Holiday season! Here at Compete, we certainly had an exciting close to the year. The Compete API user base is growing faster than ever and we have seen rapidly increasing interest in our demographic data-points, organized by age, income, and gender, as well as our Daily Visit and Time share metrics, which provide daily trend data. Thank you! Now, the big news. I am extremely
August 2012 US Search Market Share Report: Same story, new month. Bing grows, Google down. AOL and Yahoo! remain fairly flat.
The recent share trends between the two largest search engines continued this month. Google’s share declined by 0.2ppts, the same decline from the previous M-O-M. Yahoo!’s share is staying consistent at 15.1% of the US core search market. AOL’s share declined slightly by 0.1ppt, despite its search query volume only moving from 103 to 101 million queries in August. Bing currently stands at capturing 19.2% of the market. It was
Go Ahead, Take the Search Challenge: Bing vs. Google at Bingiton.com
Image from: Bingiton! / Bingiton.com For those of you who have been tracking the shifts in search market share for at least the last year, or even since the launch of Bing, you will have noticed that Bing has been steadily increasing its share of the US search market. And perhaps you’ve also noticed, especially in 2011 and in 2012 so far, that Bing has been chipping away at Google’s
Quora Gives You Answers You Actually Want
Image from: Asking Questions / Shutterstock At the beginning of the internet, if you needed to know something you also needed to know where to look for it. Nowadays finding information is a totally different game; you just need to know how to ask. You say to yourself, “Hmm. How would someone knowledgeable about this information phrase a title? What words would they use? What jumble of words do I