With all the discussion around how social platforms can be used to fuel divisions within society by facilitating the spread of fake news, and reinforcing filter bubbles due to algorithms showing users more of what they agree with, the latest Pew Research study on social media news consumption comes at an important time, and underlines, yet again, why this is a significant area of concern.
According to Pew’s latest data, which incorporates responses from more than 4,500 Americans, 68% of American adults say that they now get at least some news coverage from social media, making it an influential source of updates on the latest issues and affairs.
1. Video is King
Video is quickly becoming the main source of content for many brands. Cisco projects that 80% of online traffic will be driven by video content by next year. About 80% of social media users say they’d rather watch a video than read text.
When it comes to healthcare content, mobile video will likely be the best bet for marketers. Video content and live streaming has a unique way of engaging viewers.
Harvard’s T.H. Chan School of Public Health posts live broadcasts on their Facebook page regularly. Medical supplies company Avacare Medical routinely posts videos on their Facebook page that features educational or uplifting content.
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Perhaps the biggest marketing issue facing brands in the digital age is ad fraud. Brands putting money into a system want to know, quite reasonably, where that money goes—to which site and to which audience.
Juniper Research released a report in May that found brands “lose” $51 million per day, or about $19 billion a year, on fraudulent ads. And if nothing is done to curb this, Juniper reports that by 2022, that number will be $44 billion per year.
Big spenders, like Procter & Gamble and Unilever, have issued clarion calls to the industry to clean up its act. Platforms that contribute to the messiness—Facebook, Google, YouTube—often find combating ad fraud is easier said than done. It’s a game of Whack-a-mole.
Publishers, too, are affected by ad fraud, to the tune of $1.27 billion per year, according to a study conducted by 16 publishers.
Often lost in this discussion, however, are the complex questions of what exactly is ad fraud, and how does it happen?
Adweek recently spoke with Chad Peplinski, svp of media at Conversant. In the video above, he explains some of the different types of ad fraud. In the video below, he tells us how an ad becomes fraudulent.
Watch the video HERE.
Mobile vs Desktop average CTR
Knowing what device your potential audience is using for their search query is important. you need to make sure your desired landing pages are optimized for mobile use (not that it shouldn’t be anyway), but if you’re paying for a user’s click you want to be getting their conversion too. Mobile CTR was far higher in Q4 2017 than desktop averaging 10% CTR.
Read full article here.