Here are this week's 10 most interesting data points from the digital marketing world, including numbers that show how the space continues to grow as well as stats for holidays marketers. Check them out below.
1. Forrester Research prognosticated that interactive spending will achieve a 12 percent compound annual growth rate, totaling $103 billion by 2019. The development is driven by huge gains for the search, display and social media niches, though mobile is truly spearheading the change. The Cambridge, Mass., researcher found mobile advertising will account for 66 percent of growth across interactive categories in the next half decade.
2. Smartphones and tablets will account for $1.6 billion in sales on Thanksgiving, Black Friday and Cyber Monday combined, said Adobe, which predicted those three days will generate roughly $6.5 billion in sales across mobile devices and desktops. "We may be too low with [the mobile numbers]," said Tamara Gaffney, principal analyst for Adobe Digital Index. "The reason why is the iPhone 6 and 6 Plus weren't factored into our research."
3. Gaffney's team at Adobe also found that 18 percent of mobile marketers plan to use iBeacon technology to target consumers. "We expect that to double next year," she said.
4. McDonald's takes its hits in social media but keeps coming back to the arena. For such determination, the Golden Arches probably deserves a little credit. What's more, from Oct. 1 through Oct. 29, according to SocialFlow, McDonald's led all fast-food brands with 51,037,243 likes for its Facebook posts.
5. Who knows what exactly the deal was with #AlexFromTarget this week? But Target seemed to benefit greatly, getting 46,000 Twitter mentions in the first day as well as 77,500 retweets and favorites for its single tweet in the effort.
— Target (@Target) Nov. 3, 2014
6. Phoenix Marketing International finds that Mercedes-Benz is the best advertiser—but not by much—in its category when it comes to television, print, digital, social and out of home. In fact, 30 percent of respondents to Phoenix's major survey said they recalled the brand after seeing the automaker’s ads compared to a 29 percent industry norm for the luxury category.
7. Location data has long been troubled and apparently not much has changed. For instance, xAd said this week that it tosses out 80 percent of inventory from publishers because of inaccurate location data. Similar numbers from mobile firm ThinkNear back up xAd's claim—a mere 34 percent of ad requests based on latitude and longitude data are accurate within 100 meters of a consumer's location.
"[With] one of the big players in this space, we saw 85 percent of all impressions served [in a campaign] were not within the location that we specified for our client," noted Jon Hook, head of mobile at Mediacom International. "I'm not talking about minor discrepancies—these are significant discrepancies that we're seeing."
8. AOL beat expectations big time for Q3, reporting an 18 percent increase in overall advertising revenue driven by a massive 37 percent boost in the company's programmatic ad revenue.
9. Magisto, a mobile video software firm, recently completed a contest-based campaign with the brand All that provided a plethora of social media clips and marketer shout-outs. The laundry detergent sponsored a Summer Play theme via Magisto, which corresponded with three different contests centered on: little league baseball (#LLmoments); favorite family sports moments (#gameon); and summer memorable events (#summerfun). In total, 646,894 movies were created with the Summer Play theme, which were viewed almost 4.3 million times. In addition, Magisto cleared 1,000 branded movies for All, which had the right to use the films in its own video album on Magisto or All.com.
10. 428,675. That's how many people watched Mark Zuckerberg's Facebook video about helping fight Ebola in the first five hours after it was posted. And after Zuck put a troll-like critic in his place for suggesting the aid effort was disingenuous, that number only grew.