This week: YouTube releases new toys for live streamers, Google offers two more reminders about the importance of mobile, and wait until you hear about how much online ad spend increased this year.
Here’s what happened this week in digital marketing.
Google Releases 2 New Mobile Testing Tools
Google is yet again emphasizing the importance of mobile. This time, it’s doing so with the release of two new tools.
The Mobile Scorecard tool uses Chrome Experience Report data to compare the speed of numerous sites on a mobile platform. It taps the same source that PageSpeed Insights began using in January.
Google recommends that a website loads in no more than 5 seconds on a 3G connection and 3 seconds on a 4G connection.
The second tool is the Impact Calculator. It calculates how much additional revenue a website can earn by improving its load time.
Most Mobile Marketers Plan to Increase Video Spend This Year
According a report released this week, most mobile marketers plan to invest more in video this year than they did last year.
The CMO Mobile Marketing Guide, published by YouAppi, shows that 85% of digital strategists will up their video spend in 2018. That’s an increase of 10% from the previous year.
Additionally, more than three-quarters of those surveyed said that video was very important to the customer journey. Sixty-five percent of respondents use video for awareness and 71% use it for acquisition.
“Video gives brands a golden opportunity to personalize and connect directly with the consumer,” said YouAppi CMO Jennifer Shambroom. “Eighty-five percent of respondents in our survey will increase their investments in video ads this year. 2018 will be the year that video content surges in popularity and the medium will become king.”
Most of the marketers surveyed (61%) said they prefer social media as their video platform of choice.
Report: U.S. Online Ad Spend Will Increase by $48 Billion This Year
According to a new report by Forrester released this week, marketers will increase online ad spend by $47.8 billion in 2018.
Almost all of that growth (91%) will come from mobile ad spend. That includes mobile search, display, and social channels.
The report also scolds marketers for embracing new technologies instead of focusing on strategies that will help them reach potential customers.
“Mobile is still at the heart of digital transformation, a unique catalyst for business transformation and a key enabler for adjacent technologies,” Forrester said in the report. “Marketers wrongly think they can leapfrog to emerging tech once they have checked the box on mobile apps and responsive websites.”
The report said that more than half (53%) of marketers are still not using mobile with an emphasis on customer experience.
Rand Fishkin Formally Leaves Moz, Launches Startup
Rand Fishkin officially left Moz this past week, but he’s not done with digital marketing.
About 17 years ago, Fishkin launched Moz, one of the most popular SEO platforms in the industry.
In 2014, he stepped down as CEO. Last July, he announced that he would be leaving the company for good.
His departure was not entirely voluntary.
“I have a lot of sadness, a heap of regrets, and a smattering of resentment too,” he said. “But I am, deeply, deeply thankful to all the people who supported me and Moz over the last two decades. The experience of building a company like this, of helping to change and mature an industry, of learning so much about entrepreneurship, marketing, and myself has been an honor and a privilege.”
Fishkin is launching SparkToro, a company that will soon release an audience intelligence platform.
YouTube Removes Analytics From Demographic Data
YouTube has eliminated some of the info displayed in the Demographic Data report.
Now, you can no longer view demographic data by Translation Use. Additionally, data from YouTube Kids, YouTube Gaming, and YouTube will all be aggregated.
Also, you won’t be able to see demographic data for private or unlisted videos. The exception to that rule is if you’re running unlisted videos that are ads.
YouTube says that the change is necessary to protect the privacy of viewers.
Search Delivered More Referral Traffic Than Social Last Year
According to Shareaholic, search outpaced social for referral traffic in 2017. That hasn’t happened since 2014.
Search delivered more than third (34.8%) of referral traffic last year. Social delivered 25.6%.
Chartbeat has seen a similar trend.
“Google Search has always been the largest referrer to Chartbeat clients,” according to Chartbeat CEO John Saroff. “In late August, Chartbeat data scientists noticed that Google Search referrals across our client base were trending up.”
Shareholic based its report on traffic to more than 250,000 websites.
YouTube Announces New Live Streaming Tools
YouTube is releasing a new bag of goodies for publishers who are into live streaming.
For starters, the company will allow people to watch replays of live chat alongside replays of the video itself.
“Live chat plays a key role in creating connections between creators and their community, so we’re starting to roll out chat replay to YouTube, so you can follow the conversation even after a live stream is over,” YouTube said in a statement. “Live chat replays will show up alongside the video, exactly as it appeared live.”
YouTube is also extending English auto captions to live streams. That way people can follow along with the dialog even if they can’t hear it.
Additionally, YouTube is adding geographic tags that will help users discover live streams.
Finally, YouTube will enable users to connect their channels via IFTTT. That way, they can link streams to other Internet-connected platforms.