TREND WATCH: Facebook Launches Graph Search, Global Mobile Ad Sales, How Millennials Shop Online
Facebook Launches Graph Search
Months after the initial announcement, Monday, July 8th Facebook officially launched its updated search engine, Facebook Graph Search. The new feature allows you to search your Facebook social graph for people, places, photos and interests. Users can use Graph Search to ask specific questions, for example, “which of my friends live in Chicago?”
The search engine is powered by Microsoft’s Bing. Facebook users who have their language set to U.S. English should start seeing the upgraded search box. Facebook reps claims the mobile version will launch soon.
Global Mobile Ad Sales Reach to $8.9 Billion
According to a new report by the Interactive Advertising Bureau’s Mobile Marketing Center of Excellence, mobile ad revenue worldwide increased 82.8% to $8.9 billion in 2012 from $5.3 billion in 2011. North America saw the most growth at 111%, followed by Western Europe (1%), Latin America (71%), Central Europe (69%), the Middle East and Africa (68%), and Asia-Pacific (60%). North America and Asia-Pacific are nearly even with the share of mobile ad sales, at $3.52 billion and $3.55 billion.
Breakdown of Ad Sales by Ad Formats
- Search – 52.8%
- Display – 38.7%
- Messaging (third-party ads in SMS or MMS messages) – 8.5%
The IAB believe the forces driving mobile ad growth point to rising smartphone adoption, the spread of 3G and 4G networks, more time spend on mobile devices and growing focus by companies like Google, Facebook, Amazon and Microsoft on mobile media and advertising as well as devices.
According to a survey by DDB Worldwide, both males and females ages 18 to 34 were more likely than their 35- to 64-year-old counterparts to engage in nearly every online shopping activity, with 40% of males and 33% of females in the millennial age group reporting that ideally they would buy everything online.
Below are the results of the millennial shoppers served:
- 45% said they spend an hour or more per day checking out retail oriented sites.
- 38% said they preferred to purchase electronics online.
- 45% said they preferred to purchase sports equipment online.
- Time Spent Per Page – High time spent per page isn’t always a good thing. Sometimes it indicates that a particular page isn’t getting users the information they are looking for fast enough. If your page doesn’t have a video, article, or other interactive element on it, there’s probably an issue.
- Retweets – Users who retweet your content signify active engagement with your brand. It’s better to have brand evangelists than a large number of annoymous fans who visited your page once and never returned.
- Unfollows and Defriends – Make sure you understand why users unfollow or defriend your brand. Investigate if their following a competitor.
- 7-day and 30-day Active Users – Having a big audience is great, but pay attention to the percentage of users who are returning to your page or app on a regular basis.
- Exit Page/Last Page Visited – If a page accounts for 5 percent or more of your total exits, you need to revise that page. Consider adding a clearer call-to-action or suggest related pages.
- Human Response Lag – Track how long it takes your brand to respond inquires from users. Draft some boilerplate messages based on around the types of inquires you typically receive.