CNN ad deals based on away-from-home viewers
Australia: social media epicenter
We might seem a long way from the rest of the world on most conventional measures but Nielsen Online has found that Australia is the global center of the social web universe, with the average Aussie spending an average of seven hours a month on social networking sites.
Nielsen, which attempted to measure the average time spent on social media, found that two-thirds of the world’s Internet population visited social media sites and that the global average for time spent socializing on the web was 5 ½ hours. It also found that time spent on social network sites was growing rapidly – from one in every 15 minutes in 2008 to one in every 11 now.
“Social networking has become a fundamental part of the global online experience,” said John Burbank, CEO of Nielsen Online.
The news had the country’s academics theorizing as to just why Aussies are spending so much time socializing on the web.
Distance is a tyranny in this country,” Mike Minehan, a communications lecturer from the University of Technology Sydney’s Insearch college told Britain’s Daily Telegraph.
“There’s a subconscious drive in Australia to step outside this isolation we find ourselves in. I think that’s what’s driving it here, the desire to be part of the world and not to be an insignificant island nation in the southern hemisphere.”
The good news for businesses with a strong social media presence is that Aussies are also spending an increased amount of time engaging with brands while they’re doing their socializing, with the number of people interacting with social media advertising rising by 60%. Aussie users are also increasingly using social media outside of the home or office, with one-in-four accessing via their cell phones.
“The opportunities for brands and companies to tap into the social media phenomenon are really just beginning to emerge and to date we’ve only seen the tip of the iceberg,” said Melanie Ingrey, research director for Nielsen Online.
Who needs any more convincing that a social media plan is essential to any growing business.
Online ad spend down, says Nielsen
The Nielsen Company just reported that U.S. advertising for the first half of 2009 fell more than 15 percent compared to the first half of 2008. Preliminary figures show that U.S. ad expenditures declined over $10.3 billion to a total spend of $56.9 billion in the first two quarters.
Cable Television ad spending was the only medium to show growth. Though only a 1.5 percent increase, it’s significant since cable ad spend was down nearly 3 percent this year’s first quarter. Spanish Language Cable TV ad spend increased .06 percent. African-American television (a subset of Network, Cable, Syndicated, and Local), continues to grow, increasing 14.3 percent through the first six months of 2009.
“While some of the larger categories have cut back spending, we see others that continue to raise the ante on their media investments,” said Annie Touliatos, VP for Nielsen’s advertising information services, in the report. “What’s interesting is that we’re not just seeing a rise in spending for recession-friendly products like fast food restaurants. We’re seeing a lot more promotion of technological innovations like smartphones, computer software, and consumer-driven web sites. These advertisers see potential for their products despite our stressed economy and are leveraging advertising to drive their success.”
Social networks trump e-mail for content sharing
Publishers who want to more widely distribute their content should pay attention to new data from AddToAny. According to the firm, more people use Facebook to share links than any other service, including e-mail.
Facebook accounts for 24 percent of uses of a widget created and marketed by AddToAny to share links to articles, videos and other content. E-mail came in at only 11.1 percent.
Yahoo’s properties, which include Delicious, Yahoo Bookmarks, Yahoo Buzz and Yahoo Messenger, came in second at 14.4 percent. Twitter came in third with 10.8 percent.
The results from this report are important. Most newspapers distribute headline and breaking news via e-mail, but how many have a regular publishing strategy focused on social media applications? Yet that’s where the sharing, re-publishing and re-tweeting is happening, not with forwarded e-mails.
The data isn’t all that surprising. Already in March, a Nielsen report, “Global Faces and Networked Places,” found that by the end of 2008, social networking had overtaken e-mail in terms of worldwide reach. According to the report, 66.8 percent of Internet users across the globe accessed “member communities”—social networking or blogging sites—compared with 65.1 percent for e-mail.
Nielsen also found that social communities accounted for nearly 10 percent of all Internet time.
Seattle PI online traffic drops…or rises?
Going online only may be the only way for some newspapers to survive, but it isn’t necessarily directing traffic from print to the newspaper’s Web site.
New numbers from Nielsen for March show that traffic at the new online-only version of the Seattle Post-Intelligencer dropped 23 percent to 1.4 million, making it the 32nd largest newspaper website in the U.S.
Seattlepi.com owner Hearst Corp. says its own internal numbers actually showed a substantial increase in visitors.
Whoever’s right, Nielsen had another piece of bad news for the PI: the number of unique visitors to rival SeattleTimes.com jumped 70 percent to 2.2 million. In February, Seattlepi.com had the lead.
Hearst’s numbers from Omniture show that there were 4.5 million unique visitors to Seattlepi.com in March, up 9.6 percent from a year ago.
China online ad spend half of U.S., but growing fast
China may have the world’s largest number of Internet users, but you wouldn’t know that from the amount marketers in the country spend on online advertising – less than 5 percent of their ad budgets, half of what their counterparts in the U.S. spend. The data comes from Nielsen.
The flip side: online ad spending is growing quickly. Q3 Internet ad spending grew 42 percent from the same period in 2007 to $541 million. That was more than twice as fast as ad spending growth in TV, newspapers or magazines. For all of 2008,
EMarketer estimated that China’s online ad spend would be $1.4 billion, which is 37percent more than in 2007.
GroupM went even higher, predicting $2.3 billion in 2008, up nearly two-thirds over 2007. The company said advertisers would spend a whopping $3.2 billion online in 2009.
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