JAN-2015 – Viewability for 2015

Your Monthly Prescription for Ad Industry Updates | January 2015

Has your site recently had a big boost in organic traffic or conversely have you been left hanging out to dry with a noticeable decrease in organic traffic? You might have been hit by a Google Algorithm update. Google has three major algorithms that can have a significant impact on your traffic each time they are updated. Read Pandas, Penguins and Pirates, Oh My!for a brief overview of each Google Algorithm and how it may be impacting your traffic.

FDA approves weight-management drug Saxenda

On December 23, 2014, the FDA approved Novo Nordisk’s Saxenda (liraglutide [rDNA origin]) injection as a treatment for weight loss. "The drug is approved for use in adults with a body mass index (BMI) of 30 or greater (obesity) or adults with a BMI of 27 or greater (overweight) who have at least one weight-related condition such as hypertension, type 2 diabetes, or high cholesterol (dyslipidemia)."

Weight loss medications have a history of safety concerns and failure, what makes this one so different? Saxenda is the first glucagon-like peptide-1 (GLP-1) receptor agonist approved for weight loss. GLP-1 tells your brain when you’re full. Clinical trials with 4,800 patients have shown that over 60% of the patients getting the injection lost at least 5% of their weight. 31% of the patients lost over 10% of their excess weight.

Read more about the safety, efficacy and side effects.

Email & Social Media are the Winners!

In 2015, looks like Email and Social Media programs will benefit the most from budget increases, while Print is facing a downward trend. Mobile, Search (both Organic and Paid), and Display Advertising are tied for third in projected spending increases.

Increasing subscriber engagement through Welcome and Loyalty email programs are a top priority for marketing plans in 2015. Integrating Email with Social and Mobile will also be at the top of the list. Getting customer data from multiple sources and coordinating messaging across all marketing mediums (mobile, social, display, search, etc.) are still the biggest challenges.

Check out the 2015 Marketing Trends Survey from Strongview for more 2015 marketing budget highlights. While this reflects multi-market industry trends, what we’re hearing from many medical publishers is that print is rebounding slightly.

Viewability Benchmarks for Q1 2015

What is the number one thing you should do to move your analytics into 2015?
What is viewability?
How do I measure viewability?
What are viewability benchmarks?
Curious about above and below the fold benchmarks for viewability?

Renee Kennedy, resident EHS SEM & Analytics Guru answers these questions and more.