DOCSLIB.ORG

Social Media Trends Report

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Social Media Trends Report Social Media Trends Report Q4 2020 About the Report In the Q4 2020 Social Media Trends Report, Socialbakers provides an Brands dramatically increased their investment in social media advertising in Q4. At its analytical look at paid, organic, and influencer marketing at the end of the Q4 peak, worldwide ad spend increased by 50.3% compared to the holiday peak in Q4 year and what it means heading into 2021. 2019. In Northern America alone peak spend increased by 92.3%. Doubling down in digital ad spend has become the new normal, as brands work to build lasting Highlights of this report include a 56% YoY increase in digital ad spend, as relationships with their customers and increase their online sales. well as regional and industry breakdowns of ad spend and CPC. The report also details the performance of different post types on Instagram and The increasing popularity of Live Video content and the momentum around Instagram Facebook, offering a glimpse at the content distribution opportunities Live Shopping experiences highlights just how important social media is as a revenue available for marketers. generation tool. Live shopping is already a megatrend with the Gen Z in China and it's rapidly gaining traction with brands and consumers in the West. ​ Additionally, Socialbakers takes a closer look at developments in influencer marketing, including the impacts of the pandemic on overall influencer ​When it comes to influencer marketing, 2020 saw a 17% decrease versus 2019 in the usage as well as changes in the use of influencers based on their follower usage of #ad on Instagram overall. However, Socialbakers' data shows that the number size. of brands working with influencers with an audience of more than 100K returned to almost pre-pandemic levels at the close of 2020, as brands shift their focus away from 2020 was a year unlike any other, and many of the changes in user habit influencers with smaller audiences. will affect digital marketing in 2021 and beyond. This report from Socialbakers can help you make sense of the current landscape in order to Yuval Ben-Itzhak, President, SocialBakers make the best decisions moving forward. Trends Report | Q4 2020 1 Table of Contents Advertising 3-15 Distribution of Post Types 21 Ad Spend by Region 4 InterActions by Post Type 22 Ad Spend by Industry 5 Top FAcebook Live by InterActions 23 Evolution of BrAnd Ad Spend 6 Proportion of Video on InstAgrAm And FAcebook 24 Evolution of CPC by Region 7 Proportion of Live Video 25 CPC by Industry 8 Evolution of ReAch And PerformAnce by Video Length 26 Evolution of CPC And CTR 9 InterActions And ReAch by Video Length 27 CPC And CPM by Ad PlAcement 10 Post InterActions by Region 28 RelAtive Spend And CTR by PlAtform 11 Post InterActions by Industry 29 Distribution of Ad Spend 12 OrgAnic TAkeAwAys 30 Evolution of FAcebook Ad ReAch by Region 13 Influencers 31-36 Evolution of FAcebook Ad ReAch by Industry 14 Influencer MArketing And #Ad UsAge 32 PAid TAkeAwAys 15 Top Influencers Mentioning BrAnds 33 Organic Engagement 16-30 BrAnds Mentioned by Most Influencers 34 Number of Followers, Posts, And InterActions 17 Effective Influencer CAmpAigns 35 FAns Online BehAvior 18 Influencer TAkeAwAys 36 Distribution of InterActions by Industry 19 Methodology and Glossary 38-42 Evolution of RelAtive InterActions 20 Trends Report | Q4 2020 2 Advertising Trends Report | Q4 2020 3 Advertising Ad Spend by Region Peak Global Ad Spend Median Weekly Value Increases 50% YoY The holiday season routinely sees the highest annual ad spend, and 2020 was no different. But this year spending was higher than 2019 across the globe. Ad Spend At its Q4 peak, worldwide ad spend increased by 50.3% compared to the holiday peak in Q4 2019. In Northern America, peak spend increased by 92.3%, while in Western Europe it increased by 39.6%. Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2019 2019 2019 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 The global spend average increased steadily throughout Q4 and then decreased right at the end as most holiday campaigns were ending. In East Asia Northern America Latin America Southeast Asia most regions, spend peaked in mid-December before decreasing at the Southern Europe Western Europe Central America Worldwide end of the year. Chart Time Range: September 30, 2019 - January 03, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q4 2020 4 Advertising Ad Spend by Industry Industry Ad Spend Median Monthly Value Increases 33% QoQ According to Socialbakers data looking at median monthly values, the average industry ad spend increased by 33% in Q4 2020 compared to where it was in Q3. Ad Spend Looking at the quarter-by-quarter breakdown, you can see how the pandemic impacted different industries. For example, Accommodation and Fashion decreased in Q2 before climbing back up, while Alcohol and Retail increased each quarter. Auto Retail Alcohol Beauty Fashion Finance Ecommerce ad spend increased by 24.8% in Q4 compared to Q3, and it FMCG Food Ecommerce All Industries Accommodation was more than double where the spend had been in Q1. Q1 Q2 Q3 Q4 Chart Time Range: January 01, 2020 - December 31, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q4 2020 5 Advertising Digital Ad Spend 2020 vs. 2019 Comparison of Ad Spend Increases 56% YoY Median Monthly Value Digital ad spend for all brands was 56.2% higher at the end of 2020 compared to the end of 2019, according to Socialbakers data looking at median monthly values. After the initial stages of the pandemic forced a decrease in ad spend as Ad Spend everything paused, digital spending increased significantly the rest of the year. Part of that was certainly due to the fact that it made more sense for marketers to put spend into digital channels that could reach people at Jan Mar May Jul Sep Nov home, as opposed to some other options like outdoor advertising or event sponsorships. 2019 2020 Chart Time Range: January 01, 2019 - December 31, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q4 2020 6 Advertising Cost per Click by Region Median Weekly Ad Value Peak Global CPC 0.8 Increases 9% in Q4 0.6 The worldwide cost per click peak in Q4 2020 was 9% higher than it had been in Q4 2019 ($0.180 vs. $0.165). The global average mostly increased 0.4 throughout Q4, reaching a high in mid-December and then decreasing at the very end of the year. 0.2 Cost per Click (in USD) In Northern America the peak was nearly identical as last year, but the year-end CPC increased by 14.7% ($0.506 vs. $0.441), and East Asia 0 increased by 5.4% while Western Europe decreased by 4.5%. Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2019 2019 2019 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 Overall, the worldwide CPC ended 2020 35.6% higher than it started the East Asia Northern America Latin America Southeast Asia year ($0.141 vs. $0.104). After a tumultuous spring, these and other paid Southern Europe Western Europe Central America Worldwide figures in this report show how important digital advertising was throughout the rest of the year. Chart Time Range: September 30, 2019 - January 03, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q4 2020 7 Advertising Industry CPC Climbs Cost per Click by Industry 27% in Q4 Median Monthly Value 0.25 0.20 The average cost per click for all industry brand pages increased by 27.4% in Q4 2020 compared to the previous quarter ($0.144 vs. $0.113), 0.15 according to Socialbakers data looking at median monthly values. 0.10 The overall trend – decrease in Q2, then a progressive increase the rest of the year – was seen in every industry that Socialbakers examined. There Cost per Click (in USD) 0.05 were still outliers, though. For example, Alcohol increased by 54.4% in Q4 compared to Q3, and 0 increased by 100.8% compared to Q2 ($0.247 vs. $0.123). Auto Retail Alcohol Beauty Fashion Finance FMCG Food Ecommerce All Industries Accommodation Other industries like Ecommerce (16%) and Retail (24.4%) saw more Q1 Q2 Q3 Q4 moderate increases in Q4 compared to Q3. Chart Time Range: January 1, 2020 - December 31, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q4 2020 8 Advertising Cost per Click on Facebook and Instagram Brands 0.18 Cost per Click 0.15 0.12 Increases 25.2% QoQ 0.12 0.08 0.05 0.03 Cost per Click (in USD) 0 In Q4 2020, the cost per click for all brand ad accounts increased by 25.2% Nov Jan Mar May Jul Sep Nov 2019 2020 2020 2020 2020 2020 2020 ($0.174 vs. $0.139). According to Socialbakers data, that was the highest Cost per Click the CPC had been all year and it was 12.3% higher than the end of Q4 2019 ($0.155). Click-Through Rate on Facebook and Instagram Brands Meanwhile, the click-through rate for all brand ad accounts remained quite 1.20 stable. It averaged 1.01% during Q4 2020. That was a small increase 1.00 compared to Q3 2020 (1%) but was a decrease compared to Q4 2019 0.80 (1.06%). 0.60 0.40 0.20 0 Click-Through Rate (in %) Click-Through Nov Jan Mar May Jul Sep Nov 2019 2020 2020 2020 2020 2020 2020 Click-Through Rate Chart Time Range: October 01, 2019 - December 31, 2020; Sample: Brands Ad Accounts Benchmark; Source: Socialbakers data Trends Report | Q4 2020 9 Advertising Cost per Click by Platform Position Top 5 by Relative Spend Facebook News Feed CPC 0.6 Increases 12% YoY 0.4 0.2 0.0 Cost per Click (in USD) Looking at the top 5 placements by relative ad spend in Q4 2020 vs.
Load more

Recommended publications
  • Online Advertising
    Online advertising From Wikipedia, the free encyclopedia Jump to: navigation, search This article may require cleanup to meet Wikipedia's quality standards. Please improve this article if you can. (July 2007) Electronic commerce Online goods and services Streaming media Electronic books Software Retail product sales Online shopping Online used car shopping Online pharmacy Retail services Online banking Online food ordering Online flower delivery Online DVD rental Marketplace services Online trading community Online auction business model Online wallet Online advertising Price comparison service E-procurement This box: view • talk • edit Online advertising is a form of advertising that uses the Internet and World Wide Web in order to deliver marketing messages and attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, advertising networks and e-mail marketing, including e-mail spam. A major result of online advertising is information and content that is not limited by geography or time. The emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brand’s website, or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial.
    [Show full text]
  • The Social Economy
    McKinsey Global Institute McKinsey Global Institute The social economy: Unlocking value and productivity through social technologies social through productivity and value Unlocking economy: The social July 2012 The social economy: Unlocking value and productivity through social technologies The McKinsey Global Institute The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, was established in 1990 to develop a deeper understanding of the evolving global economy. Our goal is to provide leaders in the commercial, public, and social sectors with the facts and insights on which to base management and policy decisions. MGI research combines the disciplines of economics and management, employing the analytical tools of economics with the insights of business leaders. Our “micro-to-macro” methodology examines microeconomic industry trends to better understand the broad macroeconomic forces affecting business strategy and public policy. MGI’s in-depth reports have covered more than 20 countries and 30 industries. Current research focuses on six themes: productivity and growth; the evolution of global financial markets; the economic impact of technology and innovation; urbanization; the future of work; and natural resources. Recent reports have assessed job creation, resource productivity, cities of the future, and the impact of big data. MGI is led by three McKinsey & Company directors: Richard Dobbs, James Manyika, and Charles Roxburgh. Susan Lund serves as director of research. Project teams are led by a group of senior fellows and include consultants from McKinsey’s offices around the world. These teams draw on McKinsey’s global network of partners and industry and management experts. In addition, leading economists, including Nobel laureates, act as research advisers.
    [Show full text]
  • Buying Advertising: Guidance for Specialty Crop Growers Direct Marketing to Consumers
    PB 1824 Buying Advertising: Guidance for Specialty Crop Growers Direct Marketing to Consumers September 2014 Authors Megan Bruch Leffew Marketing Specialist Center for Profitable Agriculture Matthew D. Ernst Independent Writer Amy Ladd Lucky Ladd Farms, Inc. Acknowledgments Reviewers Editing, Layout and Design Tiffany Howard April Moore Massengill Director of Advancement Editor, Marketing and Communications UT Institute of Agriculture UT Institute of Agriculture Jean Hulsey Mary Puck Assistant Director Graphic Designer Marketing and Communications UT Institute of Agriculture Margarita Velandia Associate Professor Agricultural and Resource Economics UT Institute of Agriculture B University of Tennessee Institute of Agriculture Table of Contents Introduction......................................................2 Steps to Developing an Effective Advertising Campaign.............................3 Identifying the Target Audience................4 Defining the Goals for the Advertising Campaign and Developing a Marketing Budget...........5 Comparing Advertising Channels Available for Specialty Crop Growers...........................7 Selecting the Right Advertising Medias.................................13 Negotiating Advertising Purchases........14 Tips for Purchasing and Developing Advertisements for Specific Media Types ......................16 Evaluating the Effectiveness of Advertising...........................................24 Summary.........................................................25 University of Tennessee Institute of Agriculture
    [Show full text]
  • Social Networking: a Guide to Strengthening Civil Society Through Social Media
    Social Networking: A Guide to Strengthening Civil Society Through Social Media DISCLAIMER: The author’s views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government. Counterpart International would like to acknowledge and thank all who were involved in the creation of Social Networking: A Guide to Strengthening Civil Society through Social Media. This guide is a result of collaboration and input from a great team and group of advisors. Our deepest appreciation to Tina Yesayan, primary author of the guide; and Kulsoom Rizvi, who created a dynamic visual layout. Alex Sardar and Ray Short provided guidance and sound technical expertise, for which we’re grateful. The Civil Society and Media Team at the U.S. Agency for International Development (USAID) was the ideal partner in the process of co-creating this guide, which benefited immensely from that team’s insights and thoughtful contributions. The case studies in the annexes of this guide speak to the capacity and vision of the featured civil society organizations and their leaders, whose work and commitment is inspiring. This guide was produced with funding under the Global Civil Society Leader with Associates Award, a Cooperative Agreement funded by USAID for the implementation of civil society, media development and program design and learning activities around the world. Counterpart International’s mission is to partner with local organizations - formal and informal - to build inclusive, sustainable communities in which their people thrive. We hope this manual will be an essential tool for civil society organizations to more effectively and purposefully pursue their missions in service of their communities.
    [Show full text]
  • Study Guide TABLE of CONTENTS
    1 | Study Guide www.iab.com/salescert TABLE OF CONTENTS INTRODUCTION and HOW TO USE THIS GUIDE ................................................................................................4 PART ONE: THE IAB DIGITAL MEDIA SALES CERTIFICATION EXAM CHAPTER 1. ABOUT THE DMSC EXAM ..................................................................................................................5 Exam Format.....................................................................................................................................................5 Scoring...............................................................................................................................................................5 Exam Content Overview...................................................................................................................................5 Exam Blueprint ................................................................................................................................................6 PART TWO: EXAM CONTENT CHAPTER 2 . CORE DIGITAL MEDIA SALES KNOWLEDGE..................................................................................7 Calculations ......................................................................................................................................................7 Specialized Knowledge .....................................................................................................................................7 Skills, Abilities and Attributes........................................................................................................................10
    [Show full text]
  • Campaign Essentials Develop Successful Digital Marketing Strategies with These Four Frameworks
    Campaign Essentials Develop successful digital marketing strategies with these four frameworks. Introduction 3 Table The Objective-First Framework 4 of How to Build a Strong, SMART Marketing Objective 5 Applying the Objective-First Framework Contents to Your SMART Objective 7 The Scale and Efficiency Metrics Framework 9 How to Use Scale and Efficiency Metrics Together 10 5 Key Efficiency Metrics 11 Applying the Scale and Efficiency Metrics Framework 13 The Content Honeycomb 14 Valuable Content Breakdown 15 Meaningful 15 Educational 16 Helpful 16 Participatory 16 Entertaining 17 Unique 17 The Paid, Owned, and Earned Media Framework 19 Paid Media 21 Owned Media 21 Earned Media 22 How to Plan a Converged Media Campaign 22 Paid, Owned, and Earned Media Evaluation Worksheets 23 Where Do We Go From Here? 26 About General Assembly 27 Campaign Essentials: Table of Contents 2 If you’ve ever watched Mad Men, the acclaimed TV drama about the 1960s heyday of Madison Avenue ad agencies, you have an inkling of Introduction how marketing worked before digital media and the internet. Back then, businesses: • Identified their target markets and customer value propositions. • Crafted creative messages to inspire the audience to try their products. • Launched a campaign on TV, on radio, and in print, and… • Waited weeks or even months to find out whether or not it worked. This approach reached potential customers at the top of the marketing funnel, at what’s known as the awareness stage. It was challenging for traditional marketers to target certain demographics and strategically serve different ads to specific audiences. Today, however, marketers can reach people much further along in the funnel.
    [Show full text]
  • Social Media Trends Report
    Social Media Trends Report Q2 2020 About the Report The Q2 2020 Social Media Trends Report reveals the current state of social “Q2 was a dynamic quarter from a marketing perspective. We saw paid advertising media marketing trends based on analysis of Socialbakers data. The study bounce back and CPC increase as business started to return to normal across most reveals where things stand in the middle of a tumultuous year that has regions and industries. However, after largely increasing throughout the quarter, we did affected nearly every industry worldwide to one degree or another. see a dip in ad spend in early June, most notably in the US, which corresponds to #BlackoutTuesday. However, we saw ad spend returning to normal almost immediately as In paid advertising, there was an increase in ad spend and CPC in many brands have no real alternative to Facebook to reach and engage with users at such regions and industries worldwide. However, after largely increasing scale.There was another dip in ad spend at the end of June, which was likely related to throughout the quarter, ad spend declined at the end of June, which was an ad boycott that could also affect figures in Q3 2020. possibly related to an ad boycott that could also affect figures in Q3 2020. Another trend we saw Q2 was the surge in video usage on Twitter and Facebook Live. On the organic marketing side, video usage surged on Twitter and Video is a great way to drive organic engagement and we saw usage increase by 85% Facebook Live usage increased by 85% as marketers attempted to adapt as marketers attempted to reach audiences who were largely stuck at home.
    [Show full text]
  • Pay Per Click 1
    Pay Per Click 1 Pay Per Click About the Tutorial Pay Per Click (PPC) is an internet advertising system meant to direct online traffic to particular websites where the advertiser pays the publisher a certain price when an ad is clicked. This is a brief tutorial that explains how you can use PPC to your advantage and promote your business. Audience This tutorial is primarily going to help all those readers who are into advertising and specifically those who aspire to make a career in Internet Marketing. Prerequisites Before proceeding with this tutorial, you should have a good understanding of the fundamental concepts of marketing, advertising, and analyzing product and audience. Disclaimer & Copyright Copyright 2018 by Tutorials Point (I) Pvt. Ltd. All the content and graphics published in this e-book are the property of Tutorials Point (I) Pvt. Ltd. The user of this e-book is prohibited to reuse, retain, copy, distribute, or republish any contents or a part of contents of this e-book in any manner without written consent of the publisher. We strive to update the contents of our website and tutorials as timely and as precisely as possible, however, the contents may contain inaccuracies or errors. Tutorials Point (I) Pvt. Ltd. provides no guarantee regarding the accuracy, timeliness, or completeness of our website or its contents including this tutorial. If you discover any errors on our website or in this tutorial, please notify us at [email protected]. i Pay Per Click Table of Contents About the Tutorial .........................................................................................................................................
    [Show full text]
  • Social Media Monitoring Tools and Services Report Public Excerpts 2018
    www.ideya.eu.com EXTENSIVE COVERAGE OF SOCIAL TOOLS Social Media Monitoring Tools and AND SERVICES ― OVER 150 TOOLS AND SERVICES FEATURED Services Report Public Excerpts 2018 SMM CONCEPTS, PRODUCT SEGMENTATION, PRODUCT USE CASES, INDUSTRY FOCUS, AND MARKET TRENDS Analysis and Elaborate Profiles of more than PRODUCT COMPARISON, PRICING AND CLIENT INFORMATION 150 Social Technologies & Services Worldwide DESCRIPTION OF KEY PRODUCT FEATURES AND PRODUCT SCREENSHOTS TO AID YOU Ideya Market Report, 9th Edition IN SELECTON PROCESS PARTNERSHIPS MAPPING AND VENDOR’S November 2018 CONTACT INFORMATION INCLUDING ADDRESS, TELEPHONE, EXECUTIVE NAMES, EMAILS SOCIAL MEDIA SOCIAL SOCIAL SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA MONITORING LISTENING INTELLIGENCE MANAGEMENT MARKETING CUSTOMER SOCIAL SUITES ANALYTICS TOOLS TOOLS TOOLS TOOLS TOOLS CARE TOOLS Contact: Luisa Milic, Director, Ideya Ltd. tel.: +44 (0)789 1166 897 Email: [email protected] Company Website: http://ideya.eu.com © 2015 Ideya, Ltd. All rights reserved; Social Media Monitoring Tools and Services Report Excerpts, November 2018 Ideya Ltd Dear Readers, Ideya Ltd. is pleased to share with you the 9th Edition of the Social Media Monitoring Tools and Services Report. We bring you this report with the expectation that it will save you time and guide you through a myriad of choices that now exist for social media monitoring and analysis. We conducted extensive market research of key features, clients, and current pricing of the tools and services. We hope you will find it useful and look forward to your feedback. Yours sincerely, Luisa Milic, Director, Ideya, Ltd. Ideya Ltd is a business and marketing consultancy. It offers customized and innovative services to help its clients face the challenges of market disruptions and turn them into opportunities.
    [Show full text]
  • Social Dmos: the State of Social Media and Destination Marketing
    REPORT Social DMOs: The State of Social Media and Destination Marketing Researched by Douglas Quinby, Deepak Jain, Chetan Kapoor, Bing Liu and John DiStefano Written by Cathy Schetzina Walsh March 2015 Social DMOs: The State of Social Media and Destination Marketing analyzes social media practices and perspectives among destination marketing organizations. The report also provides benchmarks for DMOs to evaluate their use of social media, tracks which social networks DMOs use and value, and offers insight into key goals, challenges, tools and techniques related to social media. This content is published by Phocuswright Inc., a wholly owned subsidiary of Northstar Travel Media, LLC.The information herein is derived from a variety of sources. While every effort has been made to verify the information, the publisher assumes neither responsibility for inconsistencies or inaccuracies in the data nor liability for any damages of any type arising from errors or omissions. All Phocuswright publications are protected by copyright. It is illegal under U.S. federal law (17USC101 et seq.) to copy, fax or electronically distribute copyrighted material beyond the parameters of the License or outside of your organization without explicit permission. © 2015 Phocuswright, Inc All Rights Reserved. Social DMOs: The State of Social Media March 2015 About Phocuswright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, Phocuswright fosters smart strategic planning, tactical decision­making and organizational effectiveness. Phocuswright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. Our marketplace intelligence is the industry standard for segmentation, sizing, forecasting, trends, analysis and consumer travel planning behavior.
    [Show full text]
  • On the Privacy Implications of Real Time Bidding
    On the Privacy Implications of Real Time Bidding A Dissertation Presented by Muhammad Ahmad Bashir to The Khoury College of Computer Sciences in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Computer Science Northeastern University Boston, Massachusetts August 2019 To my parents, Javed Hanif and Najia Javed for their unconditional support, love, and prayers. i Contents List of Figures v List of Tables viii Acknowledgmentsx Abstract of the Dissertation xi 1 Introduction1 1.1 Problem Statement..................................3 1.1.1 Information Sharing Through Cookie Matching...............3 1.1.2 Information Sharing Through Ad Exchanges During RTB Auctions....5 1.2 Contributions.....................................5 1.2.1 A Generic Methodology For Detecting Information Sharing Among A&A companies..................................6 1.2.2 Transparency & Compliance: An Analysis of the ads.txt Standard...7 1.2.3 Modeling User’s Digital Privacy Footprint..................9 1.3 Roadmap....................................... 10 2 Background and Definitions 11 2.1 Online Display Advertising.............................. 11 2.2 Targeted Advertising................................. 13 2.2.1 Online Tracking............................... 14 2.2.2 Retargeted Ads................................ 14 2.3 Real Time Bidding.................................. 14 2.3.1 Overview................................... 15 2.3.2 Cookie Matching............................... 16 2.3.3 Advertisement Served via RTB.......................
    [Show full text]
  • Social Media in International Student Recruitment
    Social Media in International Student Recruitment Dr. Rahul Choudaha Director of Research and Strategic Development World Education Services, New York [email protected] wes.org/RAS Association of International Education Administrators (AIEA) Issue Brief March 2013 SOCIAL MEDIA IN INTERNATIONAL STUDENT RECRUITMENT 1 Abstract The landscape of international student recruitment is changing. It is getting tougher to compete in an environment of decreasing budgets and increasing competition. Many institutions are now facing intense pressures to adapt to the change by becoming more prompt and efficient in achieving their recruitment goals. However, institutions face several challenges in prioritizing and optimizing their recruitment efforts. These challenges include the increasing complexity of recruitment practices with the emergence of controversial channels such as commissioned agents, as well as the changing communication and decision-making process of prospective students using new channels such as social media. Given the potential and relevance of social media to deliver results in an efficient manner, the purpose of this issue brief is to highlight the value of social media in international student recruitment. It deconstructs the complexity of social media, highlights changes in communication patterns of prospective students, and proposes models of engagement to encourage institutions of higher education to prioritize social media as an integral component of their international student recruitment strategies. The author would like to express his appreciation to Li Chang ([email protected]) for her research assistance. SOCIAL MEDIA IN INTERNATIONAL STUDENT RECRUITMENT 2 Social Media in International Student Recruitment Higher education institutions are complex and loosely coupled systems where decision- making is distributed and change is inherently difficult to implement throughout the organization (Kezar, 2001).
    [Show full text]