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Intelligent Performance Marketing

Industry News For the Week of July 20, 2012

By Erin Snowden

Here’s a look at what’s going this week:

In-app Advertising Set To Hit $7 Billion By 2015
In-app advertising is on the rise, projecting to reach 2.4 billion this year and 7.1 billion by the end of 2015. Due to mobile advertising reaching consumers on a personal level, marketers now want to take advantage of the massive increase in app usage, by improving the quality of their ads to become more engaging.

LivingSocial Launches E-Commerce, A Business Worth $200 Million A Year
LivingSocial has finally announced their decision to sell tangible discounted products via their LivingSocial Shop. The company will continue to send email announcements to consumers listing the discounted items, but instead of consumers redeeming coupons, the product will be shipped straight to their doors. According to Yipit, based on a test of 15 product offers, LivingSocial Shop could bring in $200 million annually.

Women Embrace Contextually Relevant Ads
Contextually relevant ads have been making the overall online experience more valuable to women. These ads are not only generally relevant, but their relevance is specific to online tasks users are accomplishing when they notice the ad. According to Dynamic Lodge, contextual video ads made the women feel more favorably towards both the brand (62%) and the site where they saw the ad (56%). When further asked about video ads, 70% claimed that they ignore ads not relevant to the site.

Facebook Mobile Ad CPM Rates Near $10
Facebook’s recently introduced mobile ad product is driving greater click-through rates (4x as many as Twitter) and higher CPMs for brands. Currently, Facebook themselves are earning $9.86 for every thousand mobile ads served which results in 13 times more revenue than it receives for desktop ads.

Tablet Conversion Nearly Equivalent To Desktop
Tablets have become a force to be reckoned with when it comes to PC comparison. A new study shows tablets are reaching PC heights as well as overcoming PC numbers in other areas. For example paid search conversion rates surpass PC conversion rates by 3%. Furthermore, ROI for tablets is higher due to less competition in the tablet world resulting in cheaper advertising.