Here are this week's 10 most compelling data points from the digital marketing space, including one whopper stat that reveals what a success #BreakTheInternet was for Paper Magazine as well as numbers that show how automakers should focus more on mobile. Check them out below.
1. As we all now know, Paper delivered a whole lot of Kim Kardashian in the flesh when its newest print issue hit newsstands Nov. 12. Well, per a rep for the publication in an email to Adweek last night: "November 12, our traffic hit 6.6 million page views with 5 million of those being unique visitors. This is just direct traffic to the site, and does not include the billions of impressions created on social channels and news outlets." Impressive, indeed. And the publication wasn't shy on Twitter, posting a bare-chested picture or two of the sexy bombshell. In total, as of late Thursday, Paper had tweeted eight Kardashian photos that collectively totaled 7,993 retweets and 7,078 favorites on the social channel. Her husband, Kayne West, retweeted one of the magazine's photos and almost immediately accrued 76,000 retweets and 85,000 favorites for his effort, cheekily dubbed #AllDay.
2. According to Dealertrack, smartphones and tablets accounted for 40 percent of total Web traffic for the automotive space in October. Per its research, the software company concludes those on-the-go eyeballs helped drive a 32 percent overall increase in online lead-generation forms being filled out last month. The theory is that consumers started their research via mobile and then often completed forms—if not on their phones—at their home computers.
3. Wednesday morning's Google/DoubleClick ad server crash took down ads for more than 55,185 websites, equivalent to 315 ad network outages, said online monitoring firm Dynatrace.
4. Twitter revealed that 200 million people visit the social platform monthly to see a celebrity's profile, but they don't actually stick around. And Kardashian's social performance did little to discredit such a figure.
5. The IAB U.S. and China Mobile Report 2014 found that 71 percent of China's mobile-toting consumers watch full-length TV shows weekly on a smartphone or tablet. Twenty-eight percent of U.S. respondents said the same.
6. John Lewis's awesome #MontyThePenguin video has been watched nearly 14 million times since being uploaded Nov. 6. (If you haven't seen it, scroll down to the end of this post when you are done reading.)
7. Spotify CEO Daniel Ek said his company has paid musicians $1 billion in the last year in a response to a diss from Taylor Swift. His privately held firm has previously stated that it pays artists around 70 percent of its revenues. With a little back-of-the-napkin math, that means Spotify's sales were nearly $1.43 billion in the past year. According to the International Federation of the Phonographic Industry, the global music marketplace generated $15 billion in business last year, down from $16.5 billion in 2013. So unless the last 12 months have shown unusual growth in the music business, Ek's remarks suggest that Spotify has been responsible for roughly $1 for every $15 (or 6.6 percent) in the last year.
8. Speaking of Taylor Swift, she isn't just killing it with record sales, but she's slaying Instagram video too. A 15-second clip of the pop singer lip-syncing Kendrick Lamar's hip-hop tune "Backseat Freestyle" quickly garnered 864,000 likes and comments.
9. Here's to $640 million, Yahoo—because that's how much a sought-after programmatic video system such as BrightRoll is worth in late 2014, evidently. By this time next year, though, the cash that CEO Marissa Mayer doled out may represent a bargain. Programmatic will total $20 billion and account for 63 percent of digital ad spending by 2016, eMarketer recently said.
10. And last but not least, let's close the marketing book on #AlexFromTarget, shall we? Social stats player ViralHeat this week gave Adweek exclusive data on how the situation benefited Target Nov. 3 through Nov. 7. Take a look at the sentiment analysis in the intriguing charts below.