In this week’s update of international digital marketing news: digital overtakes traditional media in China, but TV consumption holds strong; 70 million people view ads each day on Yandex; Mother’s Day spending in the US is expected to reach $21.4 billion and Google launches bumper ads on YouTube.
eMarketer shares its facts and figures on the transition from traditional to digital media in China. For the first time in 2016, the internet now takes up more of people’s time than TV, radio, and print combined. However, due to the lack of internet connectivity across rural areas, TV still holds the attention of its user. A second wave of digital growth is predicted due to Alibaba and JD.com increasing their focus on expanding e-commerce within rural areas. Alibaba and the Chinese government have also committed to expand rural connectivity. The trajectory from traditional to digital marketing is reinforced by the behaviours of advertisers, devoting almost 60% of budgets to digital media in 2016.
Russian Search Marketing has published an insightful blog, focusing on the Yandex internet audience to discover Russian digital advertising preferences and user targeting. According to Russian Search Marketing, 60% of the population (83 million) are internet users; making Russia the largest internet audience in all of Europe. General online activity, social media use, online sales and pre-payment were the main areas studied where advertisers can place their display ads. Yandex processes 5 billion search queries per month equating to 70 million people viewing ads every day. Advertisers can benefit from the demographic research, but also use Yandex.Direct to plan their geo-targeting by searching relevant keywords on Yandex. Yandex also provides social demographic targeting which allows advertisers to target audiences based on gender, age and income level.
Click here for more information on Yandex services for banner, video and audio display ads.
According to research carried out by National Retail Federation consumers plan to spend $4.2 billion on jewellery, $4.1 billion on special outings such as dinner or brunch and a whopping $2.4 billion on flowers. Similarly to last year, consumers are expected to send an average of $177.22 per person. 19% of respondents stated their planned spending has increased since last Mother’s Day. The survey, conducted by Proper Insights and Analytics, revealed 27.3% of respondents planned to purchase Mother’s Day gifts online. Unlike the UK, Mother’s Day in the US takes place on the 8th of May.
With half of 18-49 year olds turning to their mobile device to watch video, it is not surprising that earlier this week Google announced the introduction of Bumper ads.
Bumper ads will be a new six second video format sold through the Adwords auction on a CPM basis. Google describes bumper ads as being “ideal for driving incremental reach an frequency, especially on mobile, where “snackable videos” perform well”.
The new format is expected to roll out in May and will not be skippable. Currently a long form video allows you to skip after five seconds. Audi Germany and Atlantic Records are currently testing the new ad format before it becomes available to everyone. It is clear that this ad unit aims to target the young, device first audience.
Russia_1771 – The drinks are on me by Flickr user Dennis Jarvis
Flower market by Flickr user John Gillespie