comScore in Journal of Advertising Research on How Data Analytics, Social Media, and Creative Strategies Shape U.S. Presidential Election Campaigns
In the following article entitled “The Power of Political Advertising: Lessons for Practitioners,” comScore Co-Founder and CEO Gian Fulgoni is joined by comScore VP of Political Technology Carol Davidsen and comScore VP of Marketing and Insights Andrew Lipsman in describing the combined use of data analytics, creative messaging, and social media in the 2012 and 2016 political campaigns—strategies that, they believe, commercial advertisers should take better advantage of to improve efficiencies and effectiveness in their own marketing efforts. The article was recently published in the September 2016 issue of the Journal of Advertising Research and is reprinted with permission.
Mobile Audience Campaign Measurement Arrives in Canada and the UK
This expansion of mobile campaign measurement comes as mobile devices play an increasingly dominant role in consumers’ digital lives. In Canada and the UK, smartphones and tablets together account for nearly two-thirds of all time spent online (in the UK, 59% of online time is accounted by mobile devices compared to 41% on desktop; in Canada it’s 60% vs 40%).
Millennials Use More Apps, but Spend a Greater Share of Time on Top Apps
In the recently released 2016 U.S. Mobile App Report, we reported that Millennials concentrate more of their mobile app time within the Top 10 ranked apps in their cohort than older age groups do. In fact, half of Millennials’ total engagement on mobile apps occurs on the group’s Top 10 highest usage apps. This concentration of activity in the Top 10 decreases with age, highlighting the greater consensus among younger users on their favorite apps to spend time with.
OpenTable, Nike+ and United Airlines Top List of Highest Indexing Apps Among Affluent Users
*Based on apps with >1 million users in that income bracket.
Part 2: Why the Power of Habit Drives Power Law Distributions in Mobile App Usage
This one is also commonly used to describe the Pareto Principle or the 80/20 rule. In this context, it means that a small percentage of users account for a very high percentage of activity. Or a small percentage of market participants accrue most of the value.