On 22nd February 2016 Google matched its ad placements on desktops with mobile searches. Instead of three ads above the organic search results and a flexible number of ads to the right, there will now be four ads shown above and three below the organic search, as is currently found on smartphones and tablets. This reduction in ads on the first results page has not led to price increases as was feared at first. We have analyzed for you, what consequences this has for advertisers.
Christmas shopping is increasingly happening online: More than half of consumers purchased Christmas gifts on the internet in 2015. Accordingly, Christmas season is make or break time for many online shops. to help you maximize your profits, we’ve analysed when and where consumers make their choices and what influences their purchasing decisions during christmas shopping.
Peak online spending coincides with prime TV time (8pm to 11pm). This has been shown by our current customer journey analysis which examined around 1.2 million online purchases from eleven sectors (including fashion, travel, electronics) between 1st April and 20th June 2015. Webshops not only register more traffic during prime time but also the best conversion rate and above-average order sizes. E-commerce therefore shares its peak revenue generating periods with TV prime time. The use of mobile end-devices such as smartphones and tablets is also disproportionately stronger during prime time. They account for around 40% of traffic and one quarter of all conversions.Read More
A total of 13.3 billion Euros was spent by German companies in the first half of 2015 on advertising. But which channel makes what contribution to the buying decisions of customers? We are now offering advertisers the opportunity to use dynamic attribution modelling for optimal control of their advertising channels and measuring their success. Familiar static attribution models (e.g. the last click model) have merely evaluated the position of touchpoints within the customer journey. With Dynamic Attribution intelliAd has created self-learning modelling which relies on intelligent algorithms. This results in the best possible mapping of the actual advertising effect. Read More
We are happy to present you the results of a current customer journey analysis. We analysed over one million online purchases made between 15th January and 15th April 2015 in a total of ten sectors and product areas.
The most important findings: Tablet computers in Germany are the devices for relaxed shopping on the couch. Sunday is therefore the most popular day for online shopping via iPads et al. in terms of revenue and conversion rate. However, users who make online purchases on a tablet need significantly longer than buyers who surf the internet using a desktop PC or smartphone. There are also large differences between individual sectors and products.
Start-Ups sind der beste Weg für große Unternehmen, Digital-Kompetenz, Know-How und Zukunftschancen zu akquirieren – das sagt einer, der es wissen muss:
Florian Heinemann, ehemals Geschäftsführer von Rocket Internet und Kopf hinter Zalando, ist einer der Rockstars der deutschen Start-Up Szene. Jetzt ist er mit seinem Incubator “Project A Ventures” selbst als Investor und Business Angel unterwegs. Auf den #OMR15 verät er Mischa Rürup im Interview für die W&V außerdem, was andere Unternehmen hinsichtlich Start-Up Strategie von der Pharmaindustrie lernen können:
@garyvee, der Superstar des Content Marketing, erklärt euch zusammen mit Mischa Rürup die Besonderheiten von Mobile Advertising und wie man sich die Aufmerksamkeit der Konsumenten verdient. Das Interview führte Mischa für die W&V bei den Online Marketing Rockstars.