Gone are the days when advertisers solely worried about viewers constantly changing TV channels, now they face a new challenge: multiple screens. Currently consumers watch several different TV programmes and simultaneously use their smart phone, tablet or laptop. With advertisers facing ever-growing demands from consumers, cross-media campaigns are essential when turning a brand’s message into an all-screen experience. (more…)
How popular are the different devices and how well do they perform? What differences are there between the mobile sectors? To answer these questions QUISMA conducted a mobile sector comparison and evaluated the data of different customer groups for the last quarter of 2012.
Our study’s statistics could help with making the right decisions regarding the CPCs (cost-per-click), especially as Google’s changeover to “enhanced campaigns” comes into effect later this year. The study consists of two parts; in the first part, search rates, CPCs, and click rates were closely observed. The second part of the study will examine the conversion rates and the CPOs (cost-per-orders). (more…)
For years Google’s motto has been ‘mobile first’. Ever since Google’s inception, the search engine giant could hardly wait for the breakthrough of mobile and with it, the inevitable arrival of a huge number of additional users and search queries. So it is not surprising that Google has responded to an increase in mobile and multi device searches by modifying AdWords – one of the search engine’s most important products; while at the same time opening a new chapter in campaign management by introducing a new Enhanced Campaigns product. (more…)
While optimizing and distributing SEA-campaigns to different terminal devices in a performance-orientated way, several exciting questions arise: at what point in the buying cycle do you reach which user, through which device at what time, and does it generate a conversion? (more…)