Wednesday Industry News Roundup

Wednesday Industry News Roundup

by Alice – 16th April 2014

In this week’s roundup, why video content is the most successful to share over social channels, why ‘storydoing’ is the way forward over storytelling, Google’s shift towards more secure searches and how this will affect advertisers, and digital ad spend hits record highs.

VIDEO MOST SUCCESSFUL CONTENT

Video is the most successful content to share over social channels, according to new research published by B2B Marketing.

Fifty-five per cent of marketers said video was ‘very effective’, followed by images (47 per cent) and contributions to conversations (40 per cent). However, this is in contrast to what brands are sharing on social media. The most popular content to share on social is written copy, which is shared by 79 per cent of B2B companies, followed by images (69 per cent) and headlines (64 per cent).Video came fourth on the list with only 63 per cent of brands sharing this type of content, despite deeming it the most effective.

See the infographic here: http://bit.ly/1jK3xMs

BEYOND STORYTELLING

Storytelling for companies is outmoded, according to Ty Montague, author of the book True Story, who advocates “storydoing” as the way forward.

The rise of social tools, coupled with powerful new approaches that go beyond traditional concepts of storytelling, offer marketers the chance to make their brands really stand for something in the minds of consumers.

Find out more here:  http://bit.ly/1ePyLNR

DON’T PANIC! ADVERTISERS WILL BE MINIMALLY AFFECTED BY GOOGLE QUERY ENCRYPTION

This week Google announced another shift towards more secure searches. Starting immediately, Google will remove query data from the referrer on ad clicks originating from signed in users on Google.  As this data will no longer be passed outside of Adwords, marketers will soon see “Not Provided” on third-party Pay-Per-Click analytics reports, including Google analytics.

Consumer privacy has been particularly top-of-mind for Google executives recently and its these privacy concerns that drive this latest encryption trend  and we also expect other major search players, like Yahoo and Bing to likely follow suit in the near future.

Read more: http://bit.ly/1p9vnXS

DIGITAL AD SPEND HITS A RECORD HIGH, WITH 2014 SET TO ROCKET

The Digital Britain conference returned to Manchester last week, for the unveiling of the latest IAB/PwC 2013 digital ad spend report.
Key take-outs included; digital spend grows to £6.3 billion, display advertising sees 22% year-on-year growth, 42% of top 100 brands do not have mobile optimised websites, and mobile spend is set to rocket in 2014.

Read the full article here: http://bit.ly/1qZTtzW