There was a great variety of digital marketing stats bubbling to the surface in the last week, and here are 9 that we found most compelling:
1. Ah, the power of the viral video. Squatty Potty's pooping unicorn—a wide-eyed mythical creature with active bowels—is the main character in the brand's popular clip, which is credited with driving a 600 percent leap in the brand's online revenue and a 400 percent increase in its retail sales at Bed Bath & Beyond. For the uninitiated, Squatty Potty is a foot stool for toilets. Read more about its hugely successful marketing effort here.
2. Ah, the power of gaming. Google partnered with Ipsos MediaCT to survey 4,803 adults in the U.S., out of whom 2,802 go online at least once per month. The two companies found that 47 percent of the YouTube gamers surveyed are—get this—parents.
3. Amobee Brand Intelligence analyzed the digital content engagement around the three-hour Victoria's Secret Fashion Show on NBC Wednesday night and found there were 530,757 tweets around on the topic. Ah, the power of supermodels walking down a runway in lingerie.
4. The Interpublic Group's Magna Global research group found that digital continues to catch up with TV in terms of advertising. The company says television will account for 38.4 percent of the $503 billion international ad market this year and will drop to 38 percent in 2016, per The New York Times. Meanwhile, Magna Global said digital ad spend jumped 17 percent in 2015 to almost $160 billion and will lift another 13 percent next year.
5. Uber raised another $2 billion from investors, lifting the car-booking mobile app's valuation to $62.5 billion, according to a Bloomberg report.
6. Researcher IDC found that wearables sales for products like Fitbit and Apple Watch jumped to 21 million units during the third quarter, representing a nearly 198 percent boost year over year, VentureBeat reports.
7. Social Media Link surveyed 21,000 social media users this fall and discovered that 83 percent said they first learn about new products and services on platforms like Facebook, YouTube and Twitter at least once a month. Fifty-four percent of the respondents said Facebook is their favorite way to unearth products and services, with YouTube coming in second.
8. Whisper now has 20 million monthly users, which is twice as many as the anonymous mobile messaging app claimed in May.
9. Port City Nissan, Portsmouth, N.H., recently ran a campaign in which it claimed a 49 percent closing rate on the automotive leads it generated online using Dealertrack's system. The key to such success is pretty simple, Dealertrack told Adweek: Create as much digital transparency as possible when it comes to every car and give consumers a ton of control over e shopping experience.
Bonus stat: A young woman has garnered 21,000 Instagram followers by posting videos that show her pushing her face into various kinds of bread. Called BreadFaceBlog, she regularly gets thousands of likes and comments on the social platform. If she's not collecting product-placement dollars yet, a call from the likes of Wonder or King's Hawaiian may not be far off.