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Showing posts from January 26, 2016
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AOL Launches Publisher Side Of ONE Platform

For AOL, One plus One equals One.In April, the Verizon-owned company launched its ONE consolidated, programmatic platform for advertisers. Yesterday, AOL announced at the Internet Advertising Bureau’s Annual Leadership Meeting in California that it is now adding another ONE, called ONE by AOL: Publishers.It’s all the same “umbrella brand for monetization” with a publisher side and an advertising side, AOL president of publisher platforms Tim Mahlman told me. The company claims that about 75,000 publishers employ its services.While the announcement unveils a new brand with a portfolio of products, he acknowledged this is not an announcement about a fully integrated product.The publisher components — a variety of distinct products/ brands that AOL said cost about a billion dollars in acquisition or development over the last six years — are not yet one. Mahlman said that the technical unification of the products, starting with a single sign-on and eventually ending up in a single dashboa…

Twitter Names Leslie Berland CMO

A new CMO has been announced a Twitter. Leslie Berland has been named the company’s new chief marketing executive. Hailing from the financial sector where Berland was Executive Vice President, Global Advertising, Marketing & Digital Partnerships at American Express, Berland brings expertise in working with a global team to create marketplace demand and driving commerce worldwide. Berland handled advertising, media, sponsorships, brand identity, content, and digital partnerships while at AmEx, allowing the company to forge successful partnerships that include Apple, McDonald’s, Uber, TripAdvisor, VeriFone, Samsung, Foursquare, Facebook, Jawbone, and Google. Her connection and tie-in to the financial world will likely be instrumental in allowing Twitter to build a bridge with institutions that can benefit from the reach of the microblogging social network.Jack Dorsey announcement Berland’s appointment today with this tweet, welcoming Berland to the team:Welcoming @leslieberland to T…

2 New Reasons That Email Attribution Is Not A Straight Line

Email has long had a reputation as a highly trackable channel. Marketers love it because you can see a subscriber open an email, click on links in the body content, visit their website and convert.The problem is that for many brands, this linear A-to-B-to-C-to-D email interaction is increasingly rare — and already rare enough to reduce most email attribution to the realm of proxies. It’s meaningful, but in most cases, you’re not getting the full picture by a long shot.Years ago, a retail client of the company I worked for did an exhaustive examination of their email marketing return on investment. Because of some unique circumstances, they were able to get visibility into email’s influence across all their channels for roughly 90 percent of their customers.And by using only the easy-to-see attribution, they discovered that they were undervaluing email marketing by 50 percent! It was actually having twice the impact they previously gave it credit for — which, needless to say, had resul…

Announcing the winners of our Connect contest!

Last week we ran a contest on Twitter and Facebook in order to giveaway a bunch of free tickets to our new search event Connect, taking place in Miami next week on 4-5 February.Connect will bring together all the best and brightest of the search marketing industry to discuss how to thrive in the new customer-centric landscape, as well as have a big party on the beach.Will you be lucky enough to join 500+ SEO specialists, digital marketers, webmasters, developers, business leaders and industry professionals for two days of sun, sea and search in Miami?Let’s find out…Between Tuesday and Friday last week we asked you to fill in the blank for a number of search-related statements. Below are the winning recipents of one free ticket to Connect and their replies…Jason Bauman:the biggest SEO trend in 2016 will be the shift from broad keyword based landing pages to personalized content. @sewatch#connectSEW— Jason Bauman (@JasonB_TI) January 19, 2016Amanda Dodge:@sewatch make their “Real Time” …

The War On Bots: No Time For Doom & Gloom

Last week, the Association of National Advertisers (ANA) and White Ops, a leading digital ad fraud detection and prevention service, put out its annual study on digital bot fraud, which estimated a $7.2 billion loss for advertisers.This report marked an increase from the duo’s 2015 report, which had pegged losses at $6.3 billion. Additionally, the IAB estimated $8.2 billion in losses from all fraud sources, including bots, infringed content and malware.Digital ad fraud and viewability issues were two lightning-rod topics in digital advertising in 2015, and this report may have a disheartening effect on the industry. Many might conclude that fighting ad fraud is too difficult, if not impossible.I’d like to take this opportunity to put the brakes on that engine of negativity before it becomes a runaway train. In this world of instant gratification, people seem to be losing the ability to cultivate patience.Sure, everyone in our ecosystem is rightfully nervous about the fraud challenge, …

Is Affiliate Marketing A Viable Business Model In 2016?

Affiliate marketing has been a long-standing monetization strategy on the web. But can publishers and business owners still find revenue success with it in 2016?In the early days of online marketing, most big brands struggled to see the yield of investing significant resources in things like SEO and paid search. The early SERP landscape consisted mainly of nimble small businesses and affiliate marketers who recognized the web’s potential as a significant revenue stream.The original model for affiliate sites was simple: Find a product to promote; find the top 50 keywords for the niche; write 50 pages of technically unique content centered around those keywords and build a website around the program.As a career affiliate, I can admit those websites had little to no unique value to the consumer by today’s standards. The value these websites had back then was in connecting consumers searching for a product and the underlying brand that sold it — that typically had no search presence thems…

Snickers “Happy Birthday” Super Bowl Teaser Ad Reimagines Marilyn Monroe’s Iconic Performance

Snickers has dropped its first Super Bowl 50 spot, releasing its “Happy Birthday” teaser ad on YouTube this morning with the note “The Blonde Bombshell salutes Super Bowl 50.”Filmed in black and white, the spot is a play on Marilyn Monroe’s famous rendition of the “Happy Birthday” song for President John F. Kennedy during his 45th birthday celebration at Madison Square Gardens.Taking the stage in a long evening gown, heels, and a fur, the singer sounds a lot more like Harvey Fierstein than Marilyn Monroe. “Since we’re kicking-off the ’50’ celebration of one of the world’s most iconic events it seemed only fitting to cast Marilyn Monroe,” says Snickers director Allison Miazga-Bedrick in a release announcing the teaser ad, “This is just a small glimpse of what America should expect from Snickers on Super Bowl Sunday.”According to the announcement, the new Snickers commercial is the latest addition to its “You’re Not You When You’re Hungry” campaign. Produced by New York’s BBDO, Snickers…

Video Ad Platform Videology Adds Ability To Buy Viewable Impressions Verified By Third-Party Vendors

Digital video advertising platform, Videology, is beefing up its options for advertisers to buy using viewability as a currency or metric.The company announced Tuesday that buyers on the Videology platform now have the option to buy impressions on a viewabile impression basis (vCPM), with all impressions verified as viewable by third-party vendors DoubleVerify, Integral Ad Science or Moat. With viewability set as the campaign currency, advertisers pay only for impressions deemed viewable by one of the independent measurement vendors at a guaranteed price. Videology stakes claim on being the first to offer third-party verified guaranteed viewability in a self-serve environment.Furthermore, advertisers can choose to measure viewability based on the MRC viewability standard (at least 50 percent of the video player must be in view for at least 2 seconds) or the so-called Extended viewability standard devised by GroupM (100 percent of the player is in view, and at least half the ad plays w…

MarTech Today: Google Glass Shutters Social Accounts, UnsubCentral’s Options & Fixing Link Rot

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:Google Glass Shutters Social Accounts
Jan 25, 2016 by Tamar Weinberg
Google Glass has killed its Twitter and Instagram accounts, and the social team has said goodbye to its followers on Google+.UnsubCentral Now Offers Choices Beyond Opt-Out For Email Recipients
Jan 25, 2016 by Barry Levine
In its new Preference Center for brands with multiple email service providers, recipients can choose other options besides unsubscribing.Cortana Providing Email-Based To-Do Reminders & Deeper Calendar Insights
Jan 25, 2016 by Greg Sterling
Microsoft’s personal assistant, Cortana, has introduced two very useful new features for Windows 10. Both are related to task completion and schedule management. The first feature is to-do remainders gleaned from email. This is similar to how Cortana (and Google Now) mine your email to provide travel reminders.Local…

OpenX Aims To Make Guaranteed Buys Truly Programmatic With RTG

With programmatic becoming the dominant way digital ads are bought and sold, OpenX is launching a solution aimed at automating guaranteed buys, which are still largely conducted manually, in a way that will leave both buyers and sellers satisfied.OpenX unveiled Real-Time Guaranteed (RTG) on Tuesday in what it is calling the industry’s first programmatic marketplace for direct, guaranteed deals.“At a high level, RTG provides the best of two different worlds: guaranteed business terms and spend that come from manual buys or automated guaranteed, and the automation offered by private marketplaces,” said Paul Sternhell, GM, Ad Server & Programmatic Direct by phone on Monday. Sternhell argues that publishers haven’t been able to see the benefits from either angle. “RTG is a a truly programmatic way for buyers to spend and target their audiences and provides publishers with a way to lock in inventory sales in advance.”Private marketplaces have become increasingly popular ways to facilit…

The 17 things Twitter should do to transform its fortunes

Twitter has been having a hard time of it in the past year or so, with various product missteps, plodding user growth and underwhelming results all negatively affecting its share price.Shares are now hovering just above the $17 mark, valuing Twitter at around $12bn. For a company that should post revenue of at least $2.3bn for 2015, its market price will be whetting the appetites of prospective acquirers.Where has it all gone wrong? That’s been well documented here, there and everywhere, but in short, the product and strategic vision seem to be unfocused. I thought it might be more interesting to think about how it can put things right.I’m not a shareholder, but I want Twitter to win, to preserve and evolve a platform that I’ve grown to love. I am hugely invested in it as a user.Do share your own thoughts in the comments section below…Do much more with dataIn the past eight years I have posted and shared 33,500 tweets, and have liked (or ‘favourited’) another 1,000. That’s a datagoldm…

China Smartphone Market 2015: Huawei and Oppo Shine as Xiaomi and Lenovo Lose Steam

Last year was the one wherein many of the incumbent smartphone manufacturers struggled to keep up their profit margins while new entrants in the market tried to entice the buyers with affordable handsets featuring top of the line hardware.It seems that Oppo had a great 2015 after it sold 50 million units amid which the R7 lineup itself constituted for a staggering 15-Million units. The report says that smartphones priced between $303.85 and $455 sold the most. This in itself is a very interesting trend unique to Oppo. What we need to realize is that unlike other manufacturers, Oppo doesn’t believe in low priced smartphones, instead the phones are usually priced higher as opposed to its competition, which needless to say includes Xiaomi and Huawei.On the contrary, Xiaomi failed to reach its much aspired goal of 100-Million smartphones as the total shipments accounted for around 72-Million units. It seems that Xiaomi had initially pegged the 100-Million target in lieu with its expansion…

Amazon Prime Membership Grew 35% In U.S. Last Year [Report]

Amazon Prime’s U.S. membership grew by 35 percent last year, according to new data from the investment research firm Consumer Intelligence Research Partners (CIRP).CIRP estimates that Amazon has about 54 million Prime members as of the end of 2015, a 35 percent gain from the 40 million estimated members at the end of 2014. The company says about half of those new members signed up for Prime in the 2015 holiday period. CIRP bases its estimates on surveys of 500 US-based Amazon customers who bought from Amazon.com between October-December 2015.Prime members pay $99 per year for benefits that include free two-day shipping, along with access to Amazon’s streaming video and music services, plus other content and services.Growth in Prime membership is good business for Amazon. CIRP says that members spend about $1,100 per year, compared to about $600 per year for non-members. And that growth has been mostly consistent over the past two years:Amazon created Prime Day last summer to boost sal…

Click-to-Call: 5 Surprising Insights About the Automotive Industry

The automotive industry is no stranger to click-to-call advertising, where there is an estimated $4 billion spend on Google call extensions. And with the automotive industry expected to spend $44 billion in advertising this year, according to a Schonfeld & Associates report cited by Ad Age, it is vitally important that this money be put to good use. With 48 percent of all searches for car dealers coming from mobile devices, this industry understands the value of tying online behavior to offline actions.  Data from Google shows that 60% of consumers who perform mobile searches regarding parts, service or cars will make a phone call. However, the vast majority of purchases are not made online or on the phone, but in the store, face to face. There is a huge opportunity for automotive service providers and dealerships to optimize every step of the customer journey — from the initial search all the way through walking into the store and finalizing the sale. Knowing when and where to ma…

Marketers Can’t Target Ads to Twitter VIPs

If you were a marketer hoping to reach the Twitter elite through its ad platform, think again. Re/code reports that Twitter VIPs are not seeing these paid promotions, giving them a completely ad-free experience.The decision stems upon keeping these top users engaged on the service, which is especially important nowq more than ever due to its recent company shakeup. However, this disappearance of ads has been noted for several months, where these top users have an ad-free or near ad-free experience.According to several sources, Twitter ads are displayed based on criteria such as potential volume and reach generated by displaying these ads. Twitter isn’t hurting too much for revenue in the ad department, making “likely… $2.2 billion in revenue in 2015, almost all of it from ads,” the Re/code piece says.One wonders if this is a strategic direction that makes sense at the end of the day. Do top users engaged in the service feel bothered by ads, to the point that Twitter felt the necessity…

How hub pages and internal links are paying off for Mail Online

Combining hub pages for key topics and keywords with a well-planned internal linking can be a very effective SEO strategy.It helps to ensure that, when you are creating content around a topic regularly, that you can rank consistently for the relevant keywords.I’m going to use examples from Mail Online which, by some accounts, is the most visited English-language newspaper site on the web. That doesn’t mean it’s the best – far from it – but it does provide a useful subject for this post.Mail Online recently started using hub pages on a consistent basis for many of its most popular topics, though not for all.This gives us an opportunity to see what effect this has had. So here I’ll look at the strategy for two topics, and an example of what happens when you don’t do this.Hub pages: what are they and why do you need them?In this context, a hub page is a page themed around a certain topic or keyword. It could be a tag page, like this for SEO, or perhaps a category page.Sites which produce…

Microsoft’s Curved Keyboard to Make Single-Handed Typing on Large Phones a Merrier Affair

Windows Phone is famous for its word flow keyboard which also held the record for the fastest keyboard (a title now held by the Flesky app). While we wouldn’t mind much about it being the fastest keyboard but the accessibility and the ease of typing is something that would immensely interest me. It was being speculated for a couple of months that Microsoft will be readying a version of its keyboard for iOS and Android, and as a matter of fact, invitations were also sent out to Windows Insiders.Verge had recently published pictures of the Keyboard in flesh and this gives us a good idea of how the keyboard would actually look and if the layout can manage to score on the utilitarian front. Swipe keyboard has always been a problem in large screened phones even though I’m blessed with a relatively big sized palm, it still is difficult to clutch the phone tightly and swipe the message. Most of the ROMs/UIs on the Chinese phones offer a one handed mode that actually shrinks the size of the s…