The last several days were full of highlights from the realm of online marketing data.
Here are 9 numbers that really stood out:
1. A real cinematic beauty
Pinterest unveiled data about its one-year-old Cinematic Pins yesterday, chiefly pointing to a case study with beauty giant L'Oréal. Between September and November last year, L'Oréal ran a campaign using both static Promoted Pins and the cinematic looping-video format to show consumers how to apply a new highlighter product. Would multimedia outperform static or vice versa?
While the results are not exactly shocking, it's still intriguing to know the beauty brand's study found that the Cinematic Pins increased purchase intent by 37 percent and boosted brand awareness by nearly 31 percent. Meanwhile, for people who saw the static Promoted Pins, purchase intent increased noticeably less—by roughly 31 percent—and boosted product awareness by only 21 percent.
2. Women reign on Pinterest, Instagram and Facebook
Eighty-one percent of Pinterest users are women, per GfK MRI, which talked to 25,000 U.S. adults to gain insight about multiple social platforms' user characteristics. What's a little more surprising is that the media and consumer research company found that 61 percent of Instagram users were women, as were 57 percent of Facebook users.
3. Even in Vegas, this is a lot of action
Here's another case study finding of note: The Las Vegas Convention and Visitors Authority (LVCVA) and agency R&R Partners worked with Pandora to drive tourists to Sin City. Targeting Pandora's listeners of electronic dance music in seven cities—Chicago, San Diego, Phoenix, San Francisco, Los Angeles, Dallas and Houston—last fall, the effort brought in an additional $110 million in revenue for the city. Check out all of the details here.
4. Millennials love email?
Trusty email—so often overshadowed by social media channels—appears to be making a comeback thanks to the Gen Y set. According to Epsilon, 43 percent of millennials, compared with 32 percent of other shoppers, said they have been checking out retailers' emails more often in the past six months.
5. Measurement coming of age
Moat raised $50 million in funding, the Wall Street Journal reported earlier this week. The Web media analytics company's cash haul underscores how the digital ads measurement space has been unusually active so far in 2016, with Foursquare, Facebook and plenty of other players making moves.
6. Mobile radio rising
Of Spotify's 70 million users and 30 million subscribers, 65 percent of global streams are now on mobile devices, Jeff Levick, the streaming service's chief revenue officer, told Adweek.
7. Streaming beats downloads
According to VentureBeat, the Recording Industry Association of America (RIAA), says revenue for streaming music in the U.S. last year was bigger than for music downloads for the first time. The RIAA claims that music streaming domestically accounted for 34.3 percent of the industry's recorded revenue in 2015, followed by downloads, at an even 34 percent. Meanwhile, physical music revenues (e.g: CDs, vinyl) made up 28.8 percent of the industry's sales.
8. "BOPIS" is a thing
If you are not a retail marketer, you may have yet to hear of the term "BOPIS," which stands for buy online pickup in store. A study by digital ads company Retale, polling 500 U.S. consumers who had previously bought online and picked up in-store, found that 44 percent of respondents "BOPIS" at least once every three months.
9. Social follower growth
Throughout 2015, analytics company TrackMaven measured the social accounts for nearly 27,000 brands across industries, tracking platforms such as Facebook, Twitter, Instagram, Pinterest and LinkedIn. The brands in TrackMaven's study, on average, saw a year-over-year follower growth of 42 percent, per Marketing Land. Given how many marketers are worried about the future of "free social," that number is certainly interesting.