In this week’s Digital Week in Review: Most U.S. marketers are using promoted Tweets, Facebook introduces cross-ad reporting, and Google invests in $300 million submarine cable.
Most Marketers Used Promoted Tweets in 2014
Since Twitter launched “Promoted Tweets” back in April of 2010, it has been found that four out of five American marketers have used Promoted Tweets in advertising campaigns in a study conducted by Advertising Age. This is up 44 percent from last year. In 2014, 32 percent of marketers had also used Promoted Accounts, compared to only 21 percent in 2013. About 1 in 5 marketers used Promoted Trends and Twitter’s Amplify program. Currently there are only about 12 percent of U.S. marketers that have not used any of Twitters promoted products in their campaign.
In another study by Ad Parlor, it was found that marketers are paying more for both clicks and engagement in promoted Tweets than they were even just six months ago. The average CPC (cost per click) has risen from 10 cents to 29 cents, and average CPE (cost per engagement) has risen from 10 cents to 28 cents.
Read more here.
Facebook Introduces Cross Ad Reporting
Facebook in its attempt to become the “cross platform-platform” announced this week a way to track the performance of advertising on different devices.
“Facebook already offers targeting, delivery and conversion measurement across devices. With the new cross-device report, advertisers are now able to view the devices on which people see ads and the devices on which conversions subsequently occur. For instance, a marketer can view the number of customers that clicked an ad on an iPhone but then later converted on desktop, or the number of people that saw an ad on desktop but then converted on an Android tablet.” – Facebook
This will now allow advertisers to see how a device has influenced a conversion and other online actions. Facebook believes that having access to this information will lead to greater revenue for advertisers because they can now see how users behave on mobile, desktop and tablet, before making a purchase.
Google Invests in $300M Submarine Cable
Google announced Monday its plans to join a consortium with five other companies to build a submarine cable that will improve the connection between Japan and the United Sates. The project is called FASTER, a trans-pacific cable system that will connect Japan to west coast America, with speeds of up to 60 TB/s. The other companies involved in this consortium include China Telecom Global, China Mobile International, Global Transit, KDDI, and SingTel.
Back in 2008, Google also invested in a 3.3Tb/s submarine cable called the Trans-Pacific Unity cable, that also linked the United States to Japan. Google also joined with its subsidiary, Google SJC Bermuda Ltd., in building the Southeast Asia-Japan Cable, costing $400 million; it became operation June 2014.
Read more here.
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