Written by: Kaylene Hong, Asia Reporter for The Next Web.
may be getting harder for Facebook to stand out among other social sites for ad revenue, given the increasingly crowded space, but Adobe’s latest social media intelligence report for the first quarter of 2014 found that revenue referred from most social channels to retail sites dropped quarter-over-quarter, except for Facebook.
Facebook’s referred revenue-per-visit rose 2 percent quarter-over-quarter, while Twitter and Tumblr’s figure declined by 23 percent and 36 percent respectively. Year-over-year though, Tumblr’s referred revenue-per-visit was up 55 percent, followed by Facebook at 11 percent and Twitter at 5 percent.
Adobe noted in its report: “While Pinterest and Tumblr are doing better than last year, they’re still unable to provide consistent referred revenue outside of the holiday shopping season. Facebook, however, continues to provide value year round.”
It’s worth noting for comparison that Shareaholic’s Q1 2014 numbers reflect a more positive outlook for Pinterest, with data showing that Pinterest’s referral traffic share grew 48 percent quarter-over-quarter, up from 4.79 percent to 7.10 percent. Meanwhile, Shareaholic also found that Facebook’s referral traffic share grew from 15.44 percent to 21.25 percent, while Twitter remained essentially flat — moving from 1.12 percent to 1.14 percent.
Adobe’s report also found that Facebook’s ad click-through rate jumped 160 percent year-over-year and was up 20 percent quarter-over-quarter. However, its cost-per-click declined 2 percent year-over-year and 11 percent quarter-over-quarter, with Adobe attributing it to a strong performance during the holiday season in the previous quarter.
Meanwhile, Facebook ads with embedded videos are gaining traction. Adobe’s report found that Facebook video plays increased by 758 percent year-over-year and 134 percent quarter-over-quarter after auto-play for videos was introduced last quarter, while engagement with video posts rose 25 percent year-over-year and 58 percent quarter-over-quarter.
Senior analyst Joe Martin said: “Facebook is back at the top of the mountain… It was declining for some time, but now it’s at about 75 percent of retail referrer traffic, for example. All the other networks are still growing, but the majority of referring traffic is still attributed to Facebook. That means that Facebook’s adaptions for marketers are working.”
Adobe taps on aggregated data from Adobe Marketing Cloud to produce paid social data. Its overall estimates are based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, as well as seven billion brand post interactions including comments, likes and shares.
Charts via Adobe
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From the Adobe Digital Marketing Blog:
Most people know that mobile is the way to go. Mobile sites and apps make it easier for most brands to communicate to their customers who are constantly on the go. But we wanted to dive a little deeper into the discussion. So in November 2013, Adobe Campaign ran a survey focused on “SoLoMo” (Social, Local, Mobile) strategies, where 741 marketers were surveyed worldwide. The survey results were impressive, and a quick snapshot can be summed up in an infographic.
Cross-screen commerce has become a focus for many brands. Consumers are looking for convenience and instant access to their favorite stores and products. As mobile technology has grown increasingly “smarter,” so has shoppers’ reliance on their devices for more of their retail needs.
In a report from Nielsen, 91 percent of adults have their mobile phone within arms reach 24/7; with that kind of immediate dependence, online retailers and mobile marketers should be prepared with a cross-screen commerce strategy. But while the marketing concepts and strategies for mobile are similar to those for desktop, the tactics are not.
Beginning this year, marketing teams need to think more aggressively about mobile and multiscreen. They must also reach beyond just downloads as the main performance metric. Downloads are easy–2014 will be about mobile monetization, and marketers will need to go the extra distance to find success.
Following are five essentials mobile marketers should take into account to leverage multiple devices for driving purchases and lifetime value.
For Immediate Release
Acquisition Brings Cross-Channel Campaign Management to Industry’s Most Comprehensive Offering for Marketers
SAN JOSE, Calif. – June 27, 2013 – Adobe Systems Incorporated (Nasdaq:ADBE) today announced it has entered into a definitive agreement to acquire privately held Neolane, a leader in cross-channel campaign management technology, headquartered in Paris, France, for approximately $600 million in cash.
Neolane integrates online and offline marketing data from across an enterprise – performing robust audience segmentation and delivering marketing messages across channels. It offers a best-in-class platform for sophisticated automation and execution of campaigns across the Web, email, social, mobile, call center, direct mail and point of sale (POS). This enables marketers to deliver consistent customer experiences, personalized campaigns and increased ROI.
“The acquisition of Neolane brings critical cross-channel campaign management capabilities to the Adobe® Marketing Cloud,” said Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing business. “Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane. From campaign creation through planning, execution and optimization, Adobe technology is driving the entire marketing process.”
Neolane will become a sixth solution in the Adobe Marketing Cloud, complementing the existing Analytics, Target, Social, Experience Manager and Media Optimizer offerings. This creates an unparalleled platform for delivering rich, personalized experiences to consumers across channels and devices, and giving a unified view of the customer to marketers. The Adobe Marketing Cloud enables marketers to drive what once were incredibly complex campaigns – delivering marketing ROI that is highly measureable.
The Neolane acquisition builds upon Adobe’s strategy of combining organic innovation with key acquisitions to deliver the most robust set of solutions for digital marketers today. This most recent acquisition complements other strategic digital marketing acquisitions, beginning with Omniture in 2009 and followed by Day Software (2010), Demdex (2011), Auditude (2011) and Efficient Frontier (2012).
“Neolane has more than 400 customers worldwide, many of whom are Adobe customers as well,” said Stéphane Dehoche, CEO and co-founder of Neolane. “Combining our capabilities into Adobe Marketing Cloud will open up a level of visibility that makes these marketers’ day-to-day work easier and more effective. Adobe has an incredible vision for the future of marketing along with a connection to the creative process that no other company can match. We’re ready to help take their market leadership to the next level.”
The transaction, which is expected to close in July, is subject to customary closing conditions. The potential financial impact to Adobe of this transaction is not reflected in financial targets previously provided by Adobe. Until the transaction closes, each company will continue to operate independently. Assuming the completion of the transaction, Adobe believes the acquisition of Neolane will not materially affect the company’s forecasted revenue and non-GAAP financial results in fiscal year 2013. Due to the absence at this time of certain acquisition-related cost estimates and purchase price accounting, Adobe is currently unable to provide an estimated impact on future GAAP earnings. Neolane CEO Stéphane Dehoche will continue to lead the former Neolane team as part of Adobe’s Digital Marketing business.
For more information, see the Adobe Corporate Blog.
Forward-looking Statements Disclosure
This press release includes forward-looking statements, within the meaning of the Private Securities Litigation Reform Act of 1995, that are subject to risks, uncertainties and other factors, including risks and uncertainties related to Adobe’s ability to integrate Neolane’s technology into Adobe Marketing Cloud. All statements other than statements of historical fact are statements that could be deemed forward-looking statements, including statements regarding: the ability of Adobe to extend its leadership in digital marketing and other anticipated benefits of the transaction to Adobe; the emergence of new marketing channels, the effectiveness of Neolane’s technology; the ability of Adobe and Neolane to close the announced transaction; any statements of expectation or belief; and any statements of assumptions underlying any of the foregoing. These risks, uncertainties and other factors, and the general risks associated with Adobe’s business, could cause actual results to differ materially from those referred to in the forward-looking statements. The reader is cautioned not to rely on these forward-looking statements. All forward-looking statements are based on information currently available to Adobe and are qualified in their entirety by this cautionary statement. For a discussion of these and other risks and uncertainties, individuals should refer to Adobe’s SEC filings. Adobe does not assume any obligation to update any such forward-looking statements or other statements included in this press release
About Adobe Systems Incorporated
Adobe revolutionizes how the world engages with ideas and information – anytime, anywhere and through any medium. For more information, visit www.adobe.com.