The Oban Blog

Digital World – Global Digital Marketing News: Tuesday 29 March 2016

In this week’s update of digital marketing news from around the world: Yandex.Direct launches its extended geo-targeting feature; we learn mobile banner ads are not a hit with smartphone users in France; China spends more on internet ads than most of the world; and consumers’ age and interests shape social media choices in Spain.

Yandex.Direct extended geo-targeting launched

Yandex.Direct’s extended geo-targeting has gone live! Several weeks ago, Yandex.Direct announced a new addition for advertisers’ geo-targeting options that will show ads to users worldwide who enter a specific location in their search query. This new option helps advertisers reach their target market and potential customers worldwide. According to test results show it will lead to an average increase of 3% CTR for geographical queries and in the household services, cafes and restaura
nts category tests showed increases of 26.2% CTR.

If you’re a current advertiser on Yandex.Direct the setting has been enabled automatically. If you wish to disable the setting you can do so in the display region settings via the Yandex.Direct web interface, Direct Commander, or the Yandex.Direct API.

surfing-the-net-in-the-city-cropped-rotateMobile banners don’t impress smartphone users in France

More than two in five internet users in France own a smartphone and use it to connect to the internet but, according to eMarketer, 94% of users believe banner ads aren’t useful. 2 in 5 even went as far as to say they specifically find the banners annoying and in turn develop a bad image of the brand. It is important for brands and advertisers to be aware of global banner ad preferences in order to protect reputation and brand image. It should also be noted that 89% of smartphone users in France state that when they do click on mobile banner ads it’s by accident!


China spends more on internet ads than most of the world

There has been a dramatic increase in the amount China’s advertisers spend online, which has put it miles ahead of the rest of the world when it comes to internet advertising. Compared to five years ago when China’s outgoings on internet ads accounted for less than 15% of their advertising market, new market research reports from GroupM now show that this has risen to 48.7%. As China’s internet advertising growth continues unsurprisingly it’s spend on traditional advertising decreases. Spending on newspaper ads dropped about 30 per cent last year and a similar drop is expected this year. Along with newspaper ads, spending on television ads has also decreased by 20 per cent over the past five years.


Social media choices in Spain shaped by consumers’ ages and interests

An eMarketer study of social media network choices in Spain revealed that all respondents followed brands on social media with the leading types of brands varying widely by social media site. Instagram and Facebook were more popular with respondents of all ages interested in fashion. Travel brands found themselves ranking in the top five brand categories followed on the photo and video sharing app, Instagram.
Leisure and culture brands took the top spot on Facebook – according to eMarketer, 61% of users aged 18 to 30 followed such a brand on the site in October 2015, and 52% of those aged 31 to 60 also did so. Twitter proved most popular with web users interested in media and technology brands. The research revealed 39% of younger adults and 42% of older ones follow a tech brand on Twitter. However, just 8% of Spanish users voted Twitter as their favourite social destination, Facebook is by far the most popular.

Image credits

Drawn away, from a wonder of the world by Flickr user michael davis-burchat

Diafragma Decafónico de Dígitos photo by Flickr user Camilo Rueda López