Infographic: In Online Advertising, 2011 Was the Year of Mobile [Google Benchmarks]

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Google is taking a look back at 2011.

First at how the world searched in 2011, and now at how consumers and businesses engaged with online advertising.

Given the size of its business — Google is the leader in both the U.S. search and mobile advertising markets, and somewhere between first and third in display.

Google’s online advertising figures stand as a decent benchmark for trends in the industry.

As with Black Friday and Cyber Monday, mobile was the big story for Google this year.

Smartphone and tablet use accelerated rapidly: Google saw a 440% increase in traffic from tablets on its AdMob network between Dec. 2010 and in Nov. 2011, according to stats posted on the Google Mobile Ads Blog.

The use of mobile in physical retail environments was particularly interesting: In a study conducted with IPSOS earlier this year, eight in 10 smartphone owners said they use their devices to help with shopping, from locating retailers to running price comparisons — a trend Amazon smartly capitalized on this December by offering consumers a discount for running a price comparison on its Price Check App. A full 70% of smartphone owners claim to use their devices while in stores, and 77% have used their phones to contact local businesses.

It wasn’t just the numbers that improved: the technology underlying mobile advertising improved too, thanks to new standards such as HTML5 and MRAID (Mobile Rich Media Ad Interface Definitions). Many retailers also redesigned their websites to optimize them for tablet and smartphone use.

Below, an infographic highlighting some of Google’s online advertising benchmarks in 2011, as well as some successes from individual brands.

Source Information: Google

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Infographic – Highest Value Digital Consumers – Social Media, Local Social Media and Mobile

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According to Nielsen, these days, Social Media, Local Social Media and Mobile seems to be driving much of the conversation about online opportunities. But at the end of the day, there is only one constant common denominator across the Web: the consumer. An understanding of this consumer and how they are influenced by social, mobile and local experiences online is vital to big brands looking to reach them on the Web. Nielsen and NM Incite, a Nielsen/McKinsey company, illustrate some findings that highlight digital consumer behaviors and consumption patterns that can help brand advertisers understand their most valuable customers and how they’re engaging across social media, local social media and mobile.

Highest Value Digital Consumers – Social Media, Local Social Media and Mobile: Social Media Infographic

Highest Value Digital Consumers – Social Media, Local Social Media and Mobile: Local Social Media Infographic

Highest Value Digital Consumers – Social Media, Local Social Media and Mobile: Mobile Infographic

Source Information:

Social Media:
1. Nielsen, @Plan (Release 3 2011). Social Networking Activities, Online 18+
2. Nielsen, @Plan (Release 3 2011). Social Networking Activities, Online 18+
3. Nielsen, @Plan (Release 3 2011). Social Networking Activities – Comment on others postings, Profiled by Demo
4. Nielsen, @Plan (Release 3 2011). TV/Internet Concurrent Usage (Yesterday) – Used TV/Internet Concurrently (Yesterday), Online 18+
5. Nielsen, @Plan (Release 3 2011). Social Networking Activities – Any Social Networking Activity, Profiled by TV Programming Viewership
6. NM Incite, State of Social Media Survey (April 2011). Parents = Have Children <18 7. Nielsen, Global Online Survey (Q1 2011) Local Social Media: 1. Nielsen, Cross-Platform Report (Q2 2011) 2. Nielsen, App Playbook (Q1 2011) 3. Nielsen, NetView, Home & Work (August 2011 v. August 2009) 4. NM Incite, State of Social Media Survey (April 2011). Access locations among social media users 5. Nielsen, @Plan (Release 3 2011). PRIZM Segment, Own PDA Smartphone, Profiled by DMA 6. Nielsen, App Playbook (Q1 2011) Mobile: 1. Nielsen, Mobile Connected Device Report (Q2 2011) 2. Nielsen, Mobile Connected Device Report (Q2 2011) 3. Nielsen, Mobile Media View Internet, All Carriers (August 2011). Mobile Internet refers to the use of a Web browser on a mobile device. 4. Nielsen, App Playbook (Q1 2011) 5. Nielsen, App Playbook (Q1 2011) 6. Nielsen, App Playbook (Q1 2011) Return to top: Infographic – Highest Value Digital Consumers – Social Media, Local Social Media and Mobile

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