• The majority of marketers claim digital growth is having a detrimental impact on creative quality, new research reveals.
  • 67% of marketers agree that “Digital growth in advertising has come at the expense of the quality of creative.”
  • Marketers have been neglecting digital creative for years and often fail to implement the basics such as testing digital creative.
  • Ad blocker usage surged 30% in 2016, according to a new report from PageFair, a company that helps publishers regain revenue lost to the software.
  • There were 615 million devices blocking ads worldwide by the end of 2016, 62% (308 million) of those mobile.
  • Desktop ad blocker usage grew 17% year-on-year to 236 million.  PageFair noted that 90% of ad blocker users surveyed have encountered an “ad block wall” that blocked them from viewing content unless they disabled their ad blocker.
  • However, [inlinetweet prefix=”” tweeter=”” suffix=””]almost three-quarters (74%) of those users said they simply left those websites rather than performing the steps required to whitelist them.[/inlinetweet]

The engagement ratio per brand — or [inlinetweet prefix=”” tweeter=”” suffix=””]average interactions per post per brand per 1,000 followers — decreased on Instagram (by 25.85%), Facebook (by 8.27%), and LinkedIn (by 7.6%).[/inlinetweet] On Twitter, the engagement ratio per brand increased slightly, up 1.08% across the first half of 2016.  And yet for some stupid reasons brands continue to invest in social media?

Social media is a  mechanism for capturing, manipulating and consuming attention unlike any other yet they refuse to acknowledge their power and influence over consumers. [inlinetweet prefix=”” tweeter=”” suffix=””] Adults in the US spend about 20 hours on the top three social media apps a month[/inlinetweet].  Overall, Americans touch their smartphones 2,600 times a day with the heaviest users double that.  Content is looked at for a few seconds, but Facebook doesn’t care as long as they can be your “daily fix” of likes and comments.

CPC was up 27% YoY, and did not see the typical decline from Q4 into Q1. In fact, in a lot of cases, CPC has increased since the 2016 holiday season. As expected, [inlinetweet prefix=”” tweeter=”” suffix=””]much of the overall increase can be attributed to more aggressive competition on mobile[/inlinetweet]. More surprising is the CPC increase that is coming from desktop, especially as both impressions and clicks on desktop devices are decreasing.

unknownA report from the nonprofit ChangeAdvertising.org [inlinetweet prefix=”” tweeter=”” suffix=””]found that 41 of the top 50 news sites — including The Guardian, CNN, Time and Forbes — embed widgets from so-called content-recommendation companies[/inlinetweet].  These “teasers” often have titles like “famous last word of celebrities” and require users to click several pages to get stories thus being exposed to more ads.  It’s an insult to readers and a clear indication that they don’t understand users are in control not them.