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chart of the week

Chart of the week: Feeling tracked and the counter-measures against ads The internet has opened up untold benefits for marketers and the online advertising industry. The data trail provided by possible consumers makes targeting specific audiences easy. This way personalised advertising can help the industry maximize the return on ad spend. However, the consumer doesn't always feel comfortable with being followed around the web. According to the "Statista Survey Advertising & Privacy 2017" (https://www.statista.com/study/49088/personalized-advertising/), 86 per cent of respondents often or occasionally realise that their online behaviour is being tracked and used for ads. While 37 per cent do not take any counter-measures, the remaining 63 per cent take action, such as using an incognito window in their browser, to shake off the digital tail. Albeit, only 14 per cent do this always. Contrasting the findings of other studies there are people out there who are rather spooked out by personalised ads, or knowing that they're being followed. Digital media, marketing their web space for personalised ads, need to at least acknowledge that some of their audience is aware and wary of being followed. And, the customer cannot be coerced to be turned on by cookies.
Chart of the week: Mobile first for the news industry Smartphones are the main motor for growth in web traffic across all industries. Overall, there has been a 68 per cent increase in traffic from smartphones in the United States since 2015. Data compiled by Adobe Analytics (https://www.slideshare.net/adobe/adobe-mobile-trends-refresh-q2-2017?ref=http://www.cmo.com/adobe-digital-insights/articles/2017/9/8/media-and-entertainment-study-on-consumer-behavior-adi-.html) also holds a clear message for all publishers involved in distributing news: mobile first all the way! Although this isn't a radically new insight, the pace at which this transformation seems to be taking place still is astounding. For large US companies in the news segment Adobe has measured a 52 per cent increase in smartphone visits year-over-year for Q2 2017. National news also shows the biggest growth for traffic from tablets. Media and entertainment shows below than average growth, with an increase of eight per cent for mobiles. This is also due to the fact that this sector already stands at an overall 58 per cent mobile share for Q2 2017, the highest share for all industries. Adobe tracked more than 150 billion visits to or launches of 400 large company sites and apps since January 2015.
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