Gemma Houghton

Study Reveals Differing Click-Through Rates In The US And Europe

click-through-rates-17052016

Global Marketing News – 17th May 2016

Study reveals differing click-through rates in the US and Europe

Research company AdRoll has presented a comparison between click-through rates, or CTRs, of European countries and the United States.

The original study was based in the States, before being carried out in Europe.

The European results showed that Eastern European countries had the highest CTR on average, only behind Spain and Portugal.

However, both studies have since been linked in order to compare the results from Europe and the USA.

The results found that if the US were a European country, it would be in 24th place with just half of the click-through rate as the survey’s highest country, Portugal.

In fact, it also found that when Europe was split into North, East, South and West, the United States had a lower CTR than the whole of Europe apart from the North, which includes the United Kingdom, Finland and Lithuania.

This was found to be likely due to similar broadband adoption rates of around 90% in both regions.

Native advertising is popular in Asia-Pacific

Native advertising is becoming the go-to format for agencies in the Asia-Pacific region, and it seems to be due to direct consumer reaction.

According to research by Warc and King Content, the primary reason that advertisers are using the format was that they felt it increased customer engagement.

Over 21% of users said that it increased engagement, whilst 16% said they felt it aligned with their brand better than other forms of marketing.

The increase in the use of native was noted in another survey at the start of this year, where it was the most popular form of digital advertising in the Asia-Pacific region, with 18% of respondents confirming that they used it.

This increase in the use of the format follows a forecasted trend put forward by marketers in 2015.

Ray Ban launches Indian ecommerce site to tackle fakes

In order to fight off counterfeit eyewear that floods the local market, Ray Ban has converted its Indian website into an ecommerce platform.

Whilst previously only acting as a reference point for consumers, the website will now offer fully integrated online shopping capabilities to hit back at the spread of fake items across online platforms.

Ray Ban’s parent company Luxottica has recently filed cases against many online retailers for marketing counterfeit sunglasses.

Aksh Goyle, country manager for Luxottica India, said that it was “fully committed against counterfeiting [and had introduced a] partnership with local law enforcement” in order to seize products and arrest perpetrators.

Android share in EU5 rises to over 75%

Google’s Android operating system has seen its share in the EU5 market rise to its highest point in two years.

The operating system has seen sales increase dramatically in the UK, Germany, France, Italy and Spain, giving it  75.6% of the market.

Lauren Guenveur, mobile analyst for Kantar Worldpanel ComTech, said that Android has also seen strong growth in places like the US and urban China and that “the growth is coming not just from one or two players, but from different brands and ecosystems”.

Notably, and in the same EU5 region, Apple’s iOS system saw a decline of nearly 2% in the same period.

This new success has come from increased sales of mid-range Samsung devices, particularly in the UK.

Apple invests $1 billion in Chinese taxi-hailing app

And finally, the Chinese taxi-hailing app Didi Chuxing has received a one billion US dollar investment from Apple.

The investment was announced by Apple CEO Tim Cook, who said that it would help them better understand the Chinese market.

This new investment comes while Apple struggles to get the same foothold in the country as it has around the majority of rest of the world, and recently had its iPhone trademark denied by courts in Beijing.

The app is a direct competitor with taxi-hailing app Uber, and currently holds a larger market share in China than its US rival, at 87% and 11 million rides per day.

Uber also recently announced that it was losing the same one billion dollars every year in the country, trying to subsidise discounted rides.

Webcertain’s global marketing news bulletins are daily 5-minute videos, providing marketers with the latest international digital marketing news in an easy-to-digest format.

Gemma Houghton

Gemma Houghton

Marketing Manager at Webcertain
Gemma has been working in international search for 6 years and leads Webcertain's marketing team. As well as managing Webcertain’s global online and offline marketing activities, she also organises and programs WebCertain's International Search Summit, a search marketing conference focusing on international and multilingual online marketing and contributes regularly to the Webcertain blog. She has also spoken at conferences such as SES and SasCon and writes regularly for State of Digital. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honors Degree in French and German.

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