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BizReport : Advertising archives : November 22, 2013

Reports: Social performing well, mobile lagging

The Q3 Global Media Intelligence Report from Aggregate Knowledge indicates social platforms are performing well for many brands. According to the report social is performing 58% better than ad exchanges and is delivering 'high quality' customers to brands.

by Kristina Knight

The Aggregate Knowledgereport also indicates that targeting the top performing audience segments is pushing campaign ROI higher:

• Conversion rates average 300% higher (Retail) when targeted by performance
• Auto shows 410% higher conversions, CPG brands show 590% higher conversions
• Video impressions are up 15% and click revenue up 48%

Mobile, however, is a bit of a quandary. While mobile campaigns have pushed impressions 288% higher, mobile is generated 11% fewer clicks (Q2 vs. Q3)

Meanwhile, data out from The Search Agency indicates most of the Top 100 Retailers are making their customers wait. According to the data, most of the Top 100 sites had mobile load times of at least 4 seconds; Google recommends mobile sites load within 1 second. It's also interesting to note that only one retailers - children's brand Carter's - used responsive design elements.

"Today's consumers expect to be able to get anything on the go, and it's surprising that many retailers are not meeting industry standards and search engine best practices when it comes to providing a great mobile and app experience," said Grant Simmons Director, SEO and Social Product at The Search Agency. "With retail top of mind as we enter the holiday season, now is the time to let retailers know where they are falling short, and guide consumers to the best mobile shopping experiences. Those retailers that are falling flat are most certainly losing valuable customers before they get to the checkout."

Other interesting findings from The Mobile Experience Scorecard: 100 Multichannel Retailers:

• The average retailer score was 3.17; 5 is considered a perfect score
• 91 of the Top 100 use dedicated mobile sites
• Apple scored dead last with 0.68
• REI scored highest with 4.74

Image via Shutterstock

Tags: Aggregate Knowledge, mobile marketing, online advertising, social marketing, The Search Agency

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