Survey says referral marketing brings them in, email keeps them active

o6swjsUDigital ad spending is on the rise. The industry is headed for a $137 billion dollar payday, representing one quarter of all paid media spending worldwide. Gigaom says that’s up from last year and it should go up again in 2015, as 60% of the companies they surveyed said they were going to spend even more on digital marketing in the coming years.

Gigaom’s “Work horses and dark horses: digital tactics for customer acquisition” tells us that there are ten types of digital advertising that marketers use to acquire new customers, retain current customers, boost company awareness and push for conversions.

When asked which tactic was the most effective, across the board marketers said email. 56% (the highest percentage on the chart) said that it was the most effective tool for retention, way ahead of the next highest, social media with only 37%.

Shoot, Upload, Repeat: Vine adds loop counter and milestone markers

We haven’t talked about Vine in a while, but that’s mostly because those little, loopy videos have become so commonplace on social media. But even though the novelty has worn off, we’re still captivated by the artistry of a well-made Vine video.

Digital Insights says Vine has 40 million users and 5 Vines are Tweeted every second. The best Vines are sticky. We watch them over and over and over and now Vine is counting. Going forward, every Vine will have a Loop Counter which shows how many times the wheels on the bus have gone round and round.

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Mobile video ads are on the rise and they’re not just for movies and games anymore

Summer time is movie time but according to the June S.M.A.R.T. Report from Millennial Media, the entertainment industry isn’t the only industry taking advantage of mobile, video advertising.

23% of the mobile campaigns in Q1 had a “Watch Video” action and that’s up from 17% last year. Surprisingly, Energy & Power companies delivered a large number of video ads in the first part of the year. Their goal was to drive traffic to mobile sites and for general consumer awareness. Energy & Power was also one of the biggest growth verticals in Q1 showing a 270% increase in mobile ad spend over last year.

Twitter opens app install ads to all advertisers

Twitter just opened app install ads to all advertisers. Say that three times fast.

The install ad comes with a variety of targeting options including keywords, gender, location, and mobile platform – especially important when it comes to app downloads.

The Promoted Tweet includes room for some text that you can either write or pull from your app download page. There’s a nice photo and a good sized install button.

Twitter Mobile App Install

After a user clicks to install, Twitter will show them an install complete message with a prompt to open the app. Seems intuitive but I’ve been known to download an app and then forget about it. Once you have them hooked, you want to keep the excitement going with an instant open.

Friday RoundUp: Facebook Home in foreclosure and the NSA has a Tumblr

Facebook HomeLet’s end the week with a look at a few bibs and bobs from around the web.

Facebook:

The New York Times says Facebook has disbanded the team working on Facebook Home. This was the app designed to turn everyone’s phone into all Facebook, all the time. It flopped and now it looks like foreclosure time for Home.

Not ready to give up, TechCrunch says Facebook is turning their attention away from Home and over to Work. FB@Work is a rumored enterprise communications platform. Seriously? Can you imagine explaining to your board of directors that you want your employees on Facebook while they’re at work. . . ?

YouTube teases new creator options at VidCon

VidConIf YouTube seems quiet today, it’s because 18,000 YouTube creators and fans are packed into the Anaheim Convention Center for VidCon!

Founders Hank and John Green call it an “industry conference and a great big party. We want people to make important business contacts to grow their companies and their careers, but we would prefer that they do it while dancing to a rock song about Doctor Who.”

How did I not know about this?

Though the event is open to people of all ages, there are enough young attendees that there’s even a FAQ response to inquires about reduced ticket prices for chaperones.

Facebook launches multiple image carousel ads

Facebook Multi AdFacebook just released a brand new ad unit that is nothing I’ve ever seen before (but maybe I simply haven’t been paying attention?) The ad contains a side scrolling carousel with three product images. In this screengrab, you can just see the second image coming in on the right. You can see it in action on the Facebook for Business blog.

I’m not a fan of ads that slide, jump, jitter or repeat but I’m digging this Multi-product ad. The scrolling movement is slow, giving you enough time to look at each image as it travels by. I wish that when it got to the end it would continue on like a solid loop. Instead it jumps back to the start like a Vine video. Smooth would be better but I can let that go. (Now that I’ve made my thoughts known.)