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Showing posts from December 10, 2015
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Facebook’s Cost Per 10-Second Video View Ad Option Is Now Available Globally

Advertisers concerned that a three-second video view on Facebook isn’t enough to get their message across can now explicitly ask for more.Facebook this week rolled out the option to bid for 10-second video views on a cost per view basis. The company had been testing the CPV bidding option since June; now it’s available for all advertisers globally.Facebook said it’s enabling this option for advertisers “who value price certainty for video views or value video views as their primary performance metric” but still believes that brands are better served by optimizing for reach, frequency and overall video views (even short ones).“For the vast majority of brand marketers, auction optimized for video views, the brand awareness objective and/or buying via reach and frequency are the most optimal bidding options,” Facebook wrote in a Marketing Partners post. “These options are the best way to predict and control delivery, which we know enhance brand metrics and maximize ROI.“We also understan…

Exclusive: Twitter’s Richard Alfonsi Talks Direct Response Advertising Growth Efforts

Copyright Aaron Durand (@everydaydude) for Twitter, Inc. Over the past couple of years, Twitter has been investing in products for direct response advertisers to spearhead revenue growth. Twitter’s initial ad products — promoted tweets, promoted accounts and later, Amplify for video – primarily addressed upper funnel efforts. In an interview with Marketing Land, Richard Alfonsi Twitter’s vice president of global online sales, discussed the company’s work to develop products and tools that drive actions, add scale and offer deeper measurement insights.“We are now focused on targeting and measurements tools that focus on mid and lower funnel goals,” explained Alfonsi by phone last week, who joined Twitter three-and-a-half years ago after five years at Google. “Twitter is a huge opportunity for direct response marketers. There are live conversations happening that pass a signal of intent that marketers can tap into,” says Alfonsi.During our discussion, Alfonsi announced three test expansi…

Six Steps To AdWords Conversion Tracking Bliss

To those of you who are still using Converted clicks as your primary success metric in AdWords: It’s time to change.The era of the “Conversions” column is upon us. In the last few months, the “Conversions” column has gotten better and better. By following a handful of straightforward but oh-so-important steps, you can ensure that you’re using that column to the fullest of its abilities.In case you haven’t given much thought to Converted clicks versus Conversions, here’s a good refresher. Basically, Converted clicks is very limited as a metric. It’s not customizable, you can’t segment or differentiate conversion types, and it doesn’t track some really cool stuff, like store visits or cross-device behavior. It only tracks whether or not a click led to a conversion (any type of conversion) later on.The “Conversions” column, on the other hand, has a lot of great features to take advantage of. Let’s get into it.A Recap Of Recent ChangesBack in September, Google introduced optimization sett…

Facebook Makes Another Accommodation For People With Slower Connections

Twin Design / Shutterstock.com Facebook’s latest News Feed update aims to make sure people with slower internet connections still have good stuff to thumb through on their phones.Like most of Facebook’s slow-connection efforts, the update is primarily intended to improve the mobile experience for people in the developing world, where Facebook is seeing its fastest growth, but should also be a welcome change for those who temporarily are without a strong connection to the internet.Here’s what’s new. Previously, people with sketchy cell signals had to wait for stories to load in Facebook’s mobile app. Now Facebook will look at all the previously downloaded stories that have not been viewed yet, rank them based on relevance and display them for users. It will also factor in whether images associated with the story are available.Facebook explained more about the update in a blog post:“This way we can immediately display relevant stories you haven’t seen yet, instead of showing a spinner wh…

New Insights: The Consumer Journey For Electronics

Understanding the twists and turns consumers take on their path to purchasing electronics is an important step in capturing their attention — and their dollars.Microsoft (my employer) has a done a great deal of work to understand this journey over the years. And we’ve learned that there are always fresh ways to look at the winding path from first contact to purchase.In new research that’s especially relevant during this holiday shopping season, we looked at the consumer purchase decision journey for mid-range electronics purchases — things like tablets, smartphones, laptops and TVs.Here are the questions we were trying to answer:When on the journey do consumers cross over from cyberspace to the physical world — and vice versa?Which influencers have the greatest reach and impact on consumers?Along the journey, where are the pain points? Conversely, which delights along the way resonated most?And perhaps the biggest question of all: What does a typical purchase path even look like?We sc…

How Personalization Made Email Marketing Cool Again

Channels like social media, mobile apps and immersive in-store experiences are exciting touch points for digital marketers looking for the coolest new ways to engage consumers. However, those same marketers may have inadvertently pushed email to the back burner.Although the appeal of such innovative marketing channels is completely justified, the shift in focus has caused some marketers to toss their email strategies into the same bargain bins as DVDs and light-up sneakers.Email marketing never went out of style. Instead, it has undergone a complete makeover from a classic model to the in-depth contextual emails that, with the right tools in place, can help any brand perfect its cross-channel marketing strategy.The Evolution Of Email MarketingWhen I think back to where my email journey began, the landscape is almost unrecognizable. During the time that personalization and targeting efforts really started to take shape, contextual email was still a foreign concept.At that time, it was …

YouTube’s New Trending Tab Shows Videos As They Go Viral

As part of its #YouTubeRewind 2015 announcement, the site rolled out a new “trending tab” that monitors the latest viral videos.“This new tab in your YouTube app delivers the top trending videos directly to your Android, iOS and desktop device,” says YouTube on its blog, “See ’em as they take off and before they appear in YouTube Rewind 2016.”A Google spokesperson told VentureBeat the videos are not curated based on a viewer’s watch habits, but via an algorithm that tracks comments, views, novelty and external references, and that the videos listed in the tab differ from country to country.YouTube Trending TabVentureBeat also reported that videos rated for mature audiences are excluded from the trending tab.

via Marketing Land

YouTube Rewinds With Its Biggest Creators & Shares The Most Viral Videos Of 2015

In addition to releasing its top video ads of 2015, YouTube shared its most viral videos of the year.With Silento’s “Watch Me Whip/Nae Nae” featuring the young dancer Heaven King at No. 1, YouTube says its the first time four of the top ten viral videos were from TV shows.Two of the videos ranked in the top ten were ads – the Clash of Clans’ “Revenge” at No. 2 and the Ad Council’s “Love Has No Labels” at No. 4.According to YouTube, this year’s top ten most viral videos generated more than 25 million hours of watch-time, and the channels behind them earned more than 40 million subscribers collectively.YouTube’s Top 10 Most Viral Videos of 20151. Silento: Watch Me Whip/Nae Nae 2. Clash of Clans: Revenge l3. Roman Atwood: Crazy Plastic Ball Prank 4. Ad Council: Love Has No Labels 5. The Tonight Show Starring Jimmy Fallon: Will Ferrel and Kevin Hart Lip Sync Battle 6. Late Show with James Corden: Justin Bieber Carpool Karaoke 7. The Slow Mo Guys: 6ft Man in 6ft Water Balloon 8. Britain’s Got Tal…

A Data-Driven Approach To Customer Retention

Ask someone why he would choose one brand or company over another, and he’ll likely say “price.” It’s certainly true that a competitive price will differentiate one choice from another. However, that doesn’t mean it’s the only way brands can stand out from competitors to win customers and (perhaps more importantly) their loyalty.Earlier this year, Jake Sorofman, a research director at Gartner, stated that “hypercompetition has eroded traditional product and service advantages, making customer experience the new competitive battlefield.”A good price will often earn a one-time purchase. But brands want loyalty — and they achieve that by developing a personalized customer experience focused on starting and maintaining customer relationships. At the center of it all is data.Supporting Customer Acquisition And Retention With TechnologyData-driven marketing isn’t a new concept. Gartner reported that 69 percent of marketers expect nearly every decision they make to be motivated by data and a…

To Buy Or Not To Buy: When “Quick And Simple” Is Just A Lie

I’m fortunate to have traveled to London and Romania this Thanksgiving holiday. One of the things I love is theatre, and Shakespearean theatre in particular. London seems like the ultimate place to see Shakespeare because that’s where it was created.London is to Shakespeare what Wisconsin is to cheese, what Philadelphia is to cheese steaks, and what Houston is to humidity.So I was surprised that the Royal Shakespeare Company website wasn’t more accommodating to out-of-town Shakephiles like me.A Broken PromiseFirst, they broke a promise. When I had selected my tickets (for “Henry V”!) and clicked checkout, I was given the opportunity to login or create an account.I didn’t have an account, but they assured me that “Creating an account is quick and simple.”The Royal Shakespeare Company asks us to create an account, saying the process is “quick and simple.” As it turns out, this wasn’t really true. While I know the answers to most of these questions, this looks like quite a bit of work. Si…

Advertisers Can Now Tap Into The Total Twitter Audience As Promoted Tweets Will Be Served To Logged Out Visitors

Over the past year, Twitter has had a bit of a growth problem though ad revenues have been shown nice growth. A new ad targeting option test released today gives marketers the ability to advertise to signed out users; an addition that will help monetize traffic regardless of increased account growth.The new targeting will allow advertisers to reach the 500+ million people that visit Twitter each month that visit the site without logging in. Previously this traffic wasn’t able to be monetized by Twitter, nor reached by advertisers. The 500+ million number includes both those direct visitors on the Twitter.com domain and those that click through from a Google search result, essentially anyone that lands on a desktop version of a Twitter page:Of course targeting logged-out users may not be as lucrative to advertisers as they won’t have access to the plethora of targeting and demographic options that Twitter offers for logged-in users. The announcement states that advertisers can “with a …

MarTech Today: Yahoo’s Spin-Off, Oracle’s Responsys & AMP’s Momentum

Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:Yahoo Announces It Will Spin Out Main Business Rather Than Alibaba Assets
Dec 9, 2015 by Greg Sterling
In a reversal, Yahoo announced this morning that it will abandon its planned spinoff of its remaining Alibaba shares and instead do a “reverse spinoff” of the rest of Yahoo. The reason the Alibaba spinoff was scrapped was uncertainty over tax liability.Oracle’s Responsys Adds Machine Learning-Driven Personalization Via Boomtrain Integration
Dec 8, 2015 by Barry Levine
Email marketers on the Oracle Marketing Cloud can now skip creating multiple email variations and segments when they want to target individuals.CampaignChain Launches Its Open-Source “Cockpit For Digital Marketing”
Dec 9, 2015 by Barry Levine
Germany-based company offers beta of a central dashboard to handle email and social campaign management through several tools.Google To…

Mobile Attribution Platform AppsFlyer Unleashes Really Real-Time Reporting On App Installs

When it comes to data, you can’t be too real-time.That appears to be the moral of AppsFlyer’s announcement today that it is a releasing the appropriately-named Right Now reporting feature for its mobile marketing attribution platform.The company’s main dashboard — which the company said tracks more than 800 million app installs for more than 10,000 advertisers monthly — already shows real-time stats on app installs, co-founder and CEO Oren Kaniel told me. But the stats don’t change unless you reload the page:With the additional Right Now dashboard — which Kaniel said no other attribution platform offers — reloading is one less thing to think about. The screen shows app installs on a world map and a bar graph, both automatically updating every five seconds without the need for a page refresh. A chart on the same screen has a slightly longer time window, of 10 minutes:This really real-time dashboard gives a better sense of momentum, Kaniel told me. When I mentioned a recent report by mo…

San Francisco Advertising Agencies Targeting | Psychographic Hot House

There are any number of reasons one might market to marketers! Perhaps you offer a symbiotic service and seek agency partners or investors. Ad agencies can be fertile territory. Advertising agencies and marketers:Subscribe to publicationsBuy conference passesPurchase appsLicense softwareAnd MUCH moreMaybe you’re even an AdWords professional, creative strategist, social media-marketing manager or CMO softening up the Bay Area marketplace with thought-leadership content amplification prior to upcoming interviews.San Francisco is marketing heaven if you have the chops, with many agencies offering advertising and marketing services of various stripes.  Our team researched agencies, targetable using Facebook ads.  The criteria for making the list is that some part of services-offered include advertising and marketing.  Some shops on the list are also focused on other industry areas like creative and PR.A Holiday Season Gift From aimClear®There are two psychographic segments below, download…

Xiaomi Redmi Note 2 Prime Spotted on Amazon, Hints at an Imminent Launch

Xiaomi has finally decided to launch a smartphone after a long hiatus with Redmi Note 2 Prime in India. The phone was spotted on an Amazon.in teaser which directly points out at the imminent launch and says “PrimeIsComing”. The teaser however didn’t reveal anything else about the phone. Xiaomi has been sluggish when it comes to launching the Note 4G successor, this may be partly due to the fact that they had a patent issue with Ericsson, which is now settled (almost) thanks to their recent patent licensing deal with Qualcomm.The Redmi Note 2 Prime is fitted with a 5.5-inch FHD display and is expected to be powered by the MediaTek Helio X10 paired with a 2GB of RAM. The internal memory will be bumped up from 8GB to 32GB along with a microSD card slot that can accommodate another 32GB. On the imaging front, the Redmi Note 2 Prime is expected to feature a 13-Megapixel primary Samsung/OmniVision sensor with PDAF and 1080p video recording. The secondary camera is a 5-Megapixel sensor which…

IRNSS is India’s Version of GPS Navigation System for the Entire World

GPS has shaped up as an essential technology on our daily lives. Apart from the fact that it helps us navigate and track phones, it also helps us use on–demand service apps like Uber, Swarm and a ton of other location based applications. Till now we have been relying on the American Global Positioning System (GPS), but now we have a new choice in the form of Indian Regional Navigation Satellite System, abbreviated as IRNSS.Starting from today, ISRO will be holding a major meeting in Bangalore which will involve talks with the location and navigation device manufacturers, phone manufacturers and GIS (Global Information System) developers. The gathering will focus on explaining them the advantages of IRNSS over the current GPS technology.ISRO’s seven IRNSS constellation satellites will be operational from July next year and they are expected to be more accurate than the American GPS system. The meeting will be presided by senior scientists from Space Application Centre (SAC), Ahemedabad…

Motorola Moto G Turbo Edition Launched in India for Rs 14,499; Features IP67 Protection and Turbo Charging

Motorola has added a new Moto G Turbo Edition to its line-up in India. The Moto G Turbo was consistently teased by the company on their Twitter handle over the past week after it was launched in Mexico almost a month ago.The Moto G Turbo Edition is expected to give the Moto G 3rd edition a much needed boost in terms of extra features. The Turbo Edition comes with IP67 resistance and can be comfortably submerged in water up to depths of 1 meter unlike the Moto G3 which boasts of Water resistant feature which only protects it from occasional spills and acts like a protective feature. It also includes a TurboPower charger, which gives you 6 hours of power in just 15 minutes of charging.The Moto G Turbo Edition debuts with a 720p HD display and draws its power from an octa core Snapdragon 615 processor mated with a 2GB of RAM. On the storage front, the Moto G Turbo will offer 16GB of internal storage along with the microSD card slot. However, the camera sensors remain unchanged and the Tu…

Safer is a New Wearable Jewellery Aimed at Helping Women Stay Safe on the Streets

Wearables have been assuming many shapes and sizes with some of them focusing solely on fitness, while others are trying to become the perfect device to bring in the phone notifications. Amidst the scores of different wearables, Safer, from Leaf Wearables, is one of the handful that manages to distinguish itself from the crowd, with a clear target audience in mind.The USP of the product is that it’s not just a fancy looking piece of jewellery for the ladies to wear, but it also doubles up as a device that will help them be safe wherever they go. Unlike other wearables, Safer doesn’t wrap around your wrist. Instead it comes as a pendent that can be worn around the neck.The Safer companion app will let you pre-set guardian’s numbers so that in case of emergency, all you have to do is press the button twice and a SOS alert along with your location will be sent to your guardians. Additionally, Safer will also let you nominate your guardians to monitor your movements on map whilst travelin…

Facebook’s Year In Review Is Heavy On Heavy News

Year in review season is here and Facebook’s entry is big on major news.The social network parsed all the posts from its 1.5 billion active users and pulled together a list of the topics that sparked the most discussion in 2015. Hard news crowded out everything else; US politics, terror attacks, an earthquake in Nepal, the Supreme Court marriage equality ruling, the Greek debt crisis, protests in Baltimore and a mass shooting in Charleston are all represented.The US presidential election topped the list, a somewhat surprising fact given the global scope of the survey of Facebook posts from Jan. 1 to Dec. 1. But then with Donald Trump in the mix, there’s bound to be heat and the business mogul-turned reality star-turned polarizing candidate brought in Facebook crowds even with seemingly uninspiring posts like this one:Tax Plan Press Conference LIVEPosted by Donald J. Trump on Monday, September 28, 2015 Not surprisingly, the Paris attacks also were highly discussed, marking the outpourin…

Marketing Day: Google Touts AMP, More Facebook Instant Article Ads & YouTube’s 2015 Wrap-Up

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:CampaignChain Launches Its Open Source “Cockpit For Digital Marketing”
Dec 9, 2015 by Barry Levine
Germany-based company offers beta of a central dashboard to handle email and social campaign management through several tools.Google Touts “AMP” Momentum: We See 16,000 New Pages Each Day
Dec 9, 2015 by Greg Sterling
This morning Google held a meeting to provide updates about its Accelerated Mobile Pages (AMP) publishing initiative. The project launched as an open source effort with a range of publishers on October 7 this year. Some see AMP as Google’s answer to Facebook Instant Articles and Apple News.Facebook Bows To Publishers, Will Serve More Ads In Instant Articles
Dec 9, 2015 by Martin Beck
The social network will now allow one ad for every 350 words in the new feature to make sure publishers aren’t “leaving money on the table,” the Wall Str…