Here are the 10 most intriguing digital marketing statistics from Feb. 2 through Feb. 6, including a healthy dose of data about Big Game advertisers and a programmatic number that should grab the car industry's attention.
1. GoDaddy (+7), Budweiser (+5), Esurance (+5) and Loctite (+4) saw the greatest increases in brand favorability from their Super Bowl ads on Feb. 1, per Bully Pulpit Interactive's research. So GoDaddy's decision to pull "Puppy Mill" for "Working" at the last second proved wise. What makes these findings interesting for a digital marketer is that GoDaddy barely moved the needle on the social media front. Since more than 28 percent of Bully Pulpit's online panel were millennials, you can argue that GoDaddy missed an opportunity to do even better with a strong Facebook/Twitter/Instagram/Snapchat game plan. Read more about BPI's panel-driven study here.
2. Budweiser's "Lost Dog" Big Game spot has accrued nearly 26 million YouTube views, grabbing the No. 1 spot on our weekly branded videos chart. Bud's huge number does not even count how many people have seen the commercial on Facebook and other digital channels.
3. Salesforce exec Jeff Rohrs lamented the lack of calls to action in this year's Super Bowl spots, and his disappointment is supported by Omnicom's Big Game study. The agency holding company said there were hashtags in half of the Super Bowl commercials, but few calls to action encouraged viewers to actually follow a brand's social media accounts. Procter & Gamble's Always and Anheuser-Busch were exceptions as both called out hashtag in their spots. Always' "Like a Girl" ad generated 920 million engagements, followed by Budweiser's "Lost Dog" spot with 177 million engagements, according to Omnicom.
4. New York-based eXelate has combined its automotive online shopping data with J.D. Power's deal-level sales figures to give car brands a clearer sense of what works best for ad targeting as well as a campaign's return on investment after the promos run. CarsDirect.com and TheCarConnnection.com, both part of Internet Brands' publishing group, have used eXelate's programmatic system in recent weeks. The sites claim they've generated 14 times more vehicle sales compared with their benchmarks.
5. Twitter yesterday said its monthly active users were up 20 percent year over year to 288 million people. But investors and brands alike expect to see a faster growth rate.
6. Mobile games marketer uCool's ad for Heroes Charge was among the smallest Super Bowl advertisers on Sunday. The brand ran a 15-second promo during the fourth quarter of the game that showed a scene from the game. A call to action at the end of the ad promoted viewers to download the app, and Benjamin Gifford, vp of user experience for Heroes Charge studio uCool, explained to us why on Monday.
"Through television, we're seeing a ten-fold growth in our player volume," he said, "and with more than one million apps for players to choose to engage with, it's really increased the cost to market in what is now an overly saturated area."
7. Publishers, beware: More than 25 percent of Web viewers in the United Kingdom and 50 percent in Germany employ ad-blocking technology, per DigiDay.
8. Beauty shoppers appear to be leaning on digital channels more and more. Nielsen research this week revealed the average store visits per consumer for beauty products fell by 2 percent in 2014. And while much larger declines in shopping at brick-and-mortar locations happened across top beauty retail channels, including drug (-16 percent), department (-6 percent) and mass merchandise (-2 percent), online shopping increased 15 percent last year.
9. File this one under either "surprising" or "misguided." According to SDL research, only 35 percent of retail marketers believe they can differentiate their position in the consumer marketplace using mobile.
10. Sixty. That how many pot websites Mantis has partnered with to create the industry's first digital ads network dedicated to the legalized marijuana space.