Digital Lifescapes

Starting today, I'm evolving my Digital Lifescapes postings on a Saturday. First and foremost, my weekly summaries of research by eMarketer will now be posted on my Transmedia Newswire site. Going forward, my weekend posts will be different than in the past -- I'll be sharing more about that editorial transition in an upcoming post. The eMarketer study insights that I share will now be shorter, more frequent and include a link to the source webpage - here's an example from today. Moreover, that content will no longer appear on Digital Lifescapes. Note, I'm the editor and publisher of the Transmedia Newswire. If you subscribe to the Digital Lifescapes feed , then you may want to also subscribe to the Transmedia Newswire feed -- which now includes the eMarketer study summaries and noteworthy insights from numerous other sources. Perhaps you're wondering, why change the GeoActive Group daily publishing schedule? First, I've wanted to increase my ...

comScore and the Coalition for Innovative Media Measurement (CIMM) released the results of their latest market study, revealing several new findings about the viewing habits of consumers who engage with media brands across multiple touch-points. “While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touch-points. While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude,” said Joan FitzGerald, comScore VP of TV & Cross-Media Solutions. By leveraging comScore's multi-screen measurement panel, they can reduce this complexity by providing media companies with actionable insights that can be used to determine how to effectively reach their target audiences -- and optimize cross-media planning. Key insights from the market study include: Consumers are Engaging with Brands Across Platforms -- A study of 10 broadcast ...

The evolution of online digital video will significantly impact the development of U.S. television advertising -- hopefully, for the better. comScore released a report entitled "Surviving the Upfronts in a Cross-Media World," an actionable guide for success in navigating the crossmedia landscape during this year's TV and digital upfronts. The report examines the maturation of the online video market as a supplement to traditional television advertising and the effectiveness of cross-media campaigns in television programming. Also featured in the report are actionable insights for advertisers, agencies and media buyers who are considering incorporating digital video formats into their media mix. "With the digital upfronts in their second year, more advertisers are considering adding digital video to their media mix in long-form TV programming and short-form video," said Judy Bahary, SVP, Marketing Solutions at comScore . According to the latest market stu...

Media tablet owners are more engaged with retail brands, making more purchases and website visits compared with mobile smartphone users, according to the latest market study by eDigitalResearch and IMRG in the UK. The results show that 30 percent of tablet users have used their device to shop online, while currently only 25 percent of smartphone owners have used their phone to do the same. Similarly, almost half (48 percent) of tablet owners have used their devices to research products in-store, but only 29 percent have done the same via their smartphone. Derek Eccleston, Research Director at eDigitalResearch comments, “While tablet device ownership remains relatively low compared to the number of consumers with smartphones, it is clear that tablet owners have the willingness and confidence to shop online via their devices." The savvy consumer now has the power to shop where, when and how they like -- therefore it’s important that brands and retailers have a strong presenc...

Today's technology-centric business success often hinges on the ability to inform and guide prospective customers who are entering the buying-cycle for complex products and services. However, few marketers have mastered this essential skill -- informing and guiding via digital multimedia content -- in a meaningful way. That said, eMarketer reports that findings from Focus Research indicate business-to-consumer (B2C) marketers are more likely to direct their attention to improving client understanding and retention this year than their business-to-business (B2B) counterparts, who are placing a higher emphasis on filling the sales pipeline. Among B2B marketers, lead acquisition was the top priority for 55 percent of respondents, followed by lead conversion (45 percent). Both B2B and B2C marketers were equally focused on building brand awareness. The inherent complexity of the B2B buying process often requires better sales support tools -- that facilitate and accelerate the ...

Legacy marketers continue to merely shift their obsolete advertising approach online, rather than invest the time and effort to learn how to effectively utilize today's digital media self-publishing opportunities. These traditional marketers have created a revenue bonanza for online social networking sites -- who gladly sell them the display ad space. Clearly, for those marketers that still see all marketing opportunites through the lens of traditional media buyers, writing a check to Facebook is a comforting alternative to embracing the disruptive transformation that's turning their whole world upside down. comScore released an overview of the U.S. online display advertising market for Q1 2011, indicating that nearly 1.11 trillion display ads were delivered to U.S. Internet users during the quarter. Facebook accounted for 346 billion impressions, nearly double the number it delivered in Q1 2010 -- and accounting for nearly one third of all display ad impressions deliver...