9 Digital Marketing Stats From This Week That Jumped Off the Page

Denny's viral tweet, Snapchat and YouTube data, and connected cars

It's been another strong several days for interactive branding numbers.
Sources: Snapchat, Facebook

It was a stellar week in digital marketing stats, and here are the nine that really stood out:

1. If one tweet can sell a thousand Moons Over My Hammy, this is it
Denny’s tweet on Wednesday represents a historic Twitter marketing achievement. The following message has garnered 108,000 retweets and more than 152,000 likes in the last couple of days.

The diner-style restaurant chain utilized a popular “zoom in” scavenger hunt meme to inspire such robust interest. How does it stack up compared to tweets of marketing lore? Well, it has surpassed the engagement seen by Arby’s iconic “Hey @Pharrell, can we have our hat back?” 2014 Grammys post.

2. Gen X is getting snappy
Snapchat is expected to grow its U.S. audience to 70.4 million by the end of 2017, according to a new report from eMarketer. This is an increase of 14.2 percent from 2016 usage numbers.

Perhaps most importantly, one of the biggest growing user bases in the U.S. are adults between 45- to 54-years-old, and they currently make up 6.4 percent of its American users. Previous eMarketer projections saw that demographic at 4.2 percent.

3. Holy foot traffic
Pokemon Go has driven more than 500 million store visits for retail brands that have partnered with the mobile game. John Hanke, CEO of Niantic, the company behind Pokemon Go, revealed the stat during his keynote speech at Mobile World Congress in Barcelona, Spain, this week.

4. Sir Martin shows a little budget leg in Barcelona 
Also at MWC, WPP chief Martin Sorrell said his company last year spent $90 million on Snapchat ads, $5 billion with Google and $1.7 billion on Facebook advertising.

5. Connected feedback
Adweek staff writer Lauren Johnson attended the four-day MWC in Spain and collected an interesting compilation of data points, including this one:

6. Among digital platforms, this one is hardly a stray cat
YouTube revealed that people watch 1 billion hours of video daily on its website and mobile app. An email from a representative for the Google-owned platform added more context to that figure: “We set this goal back in 2012, when we were at about 100 [million hours of video daily].”

So the video platform’s patronage has grown by roughly 10 times in four years. That’s a lot of cat clips.

7. Social town square
Local markets research firm Borrell Associates this week issued 23-page report in which, among many other details, it found that Facebook carved out a 7 percent slice out of U.S. local advertising and a 15 percent share of the digital advertising pie last year.

8. Mobile app marketers can afford to be coy
Leanplum and App Annie teamed up for a study, discovering that mobile app notifications that feature emojis have an 85 percent higher open rate compared to those sent without emojis.

9. Native violations
As native ads and sponsored content become more prevalent, the Federal Trade Commission has increased the number of regulations to try to guide publishers and influencers on what’s fair and transparent to their audiences. With that in mind, according to a new study from MediaRadar, 37 percent of publishers are “not native compliant.”