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Showing posts from May 2, 2016
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Maximizing your mobile impact

d8nn / Shutterstock.com Whenever people talk about mobile search, one of the first things that always comes to mind is location, location, location. Since mobile phones are… well, mobile, these devices open up opportunities to target consumers who may otherwise have been hard to reach.ProximityAccording to a Consumer Barometer Survey, 82 percent of smartphone users utilize search engines to look for a local business. This is evidenced by the growing number of searches containing “near me,” as shown in the graph below. According to Google’s internal data, 88 percent of “near me” searches happen on a mobile phone.Because of this, there’s an opportunity to leverage mobile phones to bring people in-store. Consider setting up campaigns with a hyper-targeted radius around brick-and-mortar locations and bidding up the mobile modifiers.You can also use a lot of different lists to be more specific about exactly who you might want to bid on (e.g., email subscribers, previous purchasers) or just …

Digital video to become “more important than TV,” creative best practices emerging

According to a new video ad spending study conducted by Advertiser Perceptions on behalf of the Interactive Advertising Bureau (IAB), 68 percent of marketers and agency executives think that digital video will be as or more important than TV programming in the next 3 to 5 years. In parallel, Yahoo released a digital video report that explores video advertising best practices.
Source: Yahoo: Creative Best Practices Video Ads report, 4/16According to Nielsen data cited in the Yahoo report, the greatest growth in digital video consumption is coming on mobile devices, while traditional TV viewing time has declined slightly. Indeed, mobile video is one of the key growth areas in the IAB report as well.The IAB found that marketers and advertisers anticipate spending more than $10 billion on digital video in 2016. This was based on a survey of 360 advertisers and marketing professionals.Source: 2016 IAB Video Ad Spend StudyDespite the importance of mobile video, data in the Yahoo report argue…

Facing Facebook, Google, and Amazon, brands pool their data

As the Net continues to blur many competitive differences like pricing and product selection, brands have increasingly seen their customer data as a key differentiator.But, as it turns out, there’s a bigger competitive headache beyond whether a customer is just a click away from buying something like what you’re selling, but cheaper. It’s the planet-sized customer webs run by Facebook, Google, and Amazon — online ecosystems so large, their centrality to advertising and retailing threatens even established, but smaller, brands.To gain the scale they need to compete, many brands are pooling their data and sharing it in some iteration of cooperation. The competitive angst of giving your treasured customer data to competitors and potential competitors — even when it is anonymized and grouped into segments — is exceeded by the need to know what your visitors/customers are doing elsewhere.This data can help target and retarget customers, know what they are interested in buying and when they…

Vertical video ads now available programmatically from Virool and Rubicon Project

Vertical Reveal video ad unit from Virool available via Rubicon Project With more video being created for vertical viewing (in large part thanks to Snapchat), video distribution platform Virool is launching a mobile vertical video ad unit. Called Video Reveal, the units appear dynamically inline within editorial content on mobile devices, including iOS and Android. The company claims it is the first vertical mobile video ad available via programmatic.Video Reveal ads are sold with 100 percent guaranteed viewability. The ads pause when less than 50 percent of the pixels are in view. The units also include social sharing icons, and advertisers can customize calls to action and end cards in the video ads. Above is an example of a Video Reveal ad from drone maker DJI.“We live in a world where content is being consumed on a vertical screen, particularly among millennials whose first digital language is mobile,” said Alex Debelov, CEO of Virool. “Vertical Reveal from Virool is the next adapt…

[VIDEO] Marketing Land Live #11: Facebook is printing money, Twitter stock struggling & more

It was a big week for earnings, with Facebook, Twitter, Apple, Amazon and others all reporting — and it was a week that had some clear winners and losers. In the latest episode of Marketing Land Live, we talked about why Facebook continues to practically print money, why Twitter stock is headed in the other direction and what happened to Apple.We also talked about a new Google AdWords test that expands ad copy headlines, the Getty Images complaint against Google in Europe and more. Marketing Land’s Ginny Marvin, Tim Peterson and Danny Sullivan joined me for this week’s show, which runs about 52 minutes. You can watch the replay below. Be sure to scroll below the video for this week’s Show Notes, with links to the stories we talked about.We record new episodes of Marketing Land Live every Friday at 12:00 p.m. ET / 9:00 a.m. PT on Blab, so we hope you’ll make plans to join us live in the future.Show NotesEarnings!Facebook’s mobile ad revenue grew by 76% to $4.26 billion in Q1 2016Twitte…

Yahoo CEO Marissa Mayer will receive nearly $55 million if terminated

Ken Wolter / Shutterstock.com Yahoo CEO Marissa Mayer was hired in July 2012 amid great fanfare and high expectations. There were many at the time who also expressed the sentiment that Mayer faced a “daunting challenge” in trying to right the Yahoo ship.Indeed. She has experienced successes and failures. Fundamentally, I don’t believe another CEO would have done a better job, though some of the choices may have been different. There were and are structural barriers that effectively prevented Yahoo from regaining its leadership position in display advertising (i.e., Facebook and Google). However, Yahoo remains a top brand and the number three US consumer property (by traffic) online.Under intensifying shareholder pressure, Yahoo put itself up for sale. Presumably, the winning bid was submitted on April 18.It’s not yet clear who the buyer will be or how Yahoo will proceed under new ownership — including who will run Yahoo. Verizon is the favorite to take control of Yahoo and combine it w…

Go ahead and swing at mobile, marketers — even if you miss

Let’s get something straight today that every major league baseball player already knows: It’s impossible to hit a home run if you don’t step up to the plate and take a decent swing at the ball.It sounds obvious, right? In order to smash it out of the park, the batter needs a certain level of knowledge of the mechanics of hitting, a solid bat, a helmet, some batting gloves, cleats — and maybe a final prayer or two for good luck.But here’s the catch: They also need a certain willingness to go all in and give it their all, whether that means hours of practice beforehand or a powerful swing in a World Series game. Success or failure is determined only after someone decides to face the challenge at the plate using tools and baseball-related skills that have been developed specifically for that purpose.If the game were basketball, the tools and skills needed to score a basket would differ from those necessary to bring a ball player around the bases and triumphantly back to home plate. You …

Show, don’t tell: How to inspire your customers to create and share on-brand user-generated content

How many times have you checked Facebook today? What about Twitter, Instagram or any other social channel?If you’re anything like 71 percent of millennials, you log into a social network at least once a day. You scroll through photos, videos and posts from friends and family about events, kids, news and opinions.If social media has taught us anything, it’s that people love to weigh in. That’s why some of the marketing tactics that brands once saw as reliable, such as TV commercials and print ads, are falling flat when compared with more engaging, participatory methods.To reach your customers, you need to speak their language. Those posts and photos on your social feeds are forms of user-generated content (UGC), which is an authentic way for consumers to express themselves, and can be leveraged as a powerful marketing tool.In addition to posts and photos, UGC includes product reviews, personal blog posts and any other kind of online expression from consumers. UGC can turn marketing mes…

Why fighting mobile click fraud is a waste of time

Fraud prevention is heating up in mobile. But trying to fight fraudulent clicks from mobile apps is a losing battle. Instead, try these three tips.Every week, a new industry expert or solution enters the fray to solve the billion-dollar fraud market. That’s great. Collectively, we can only combat fraud if as many parts of the mobile marketing stack embrace the techniques and implementations available.All the same, advertisers frequently want detection and reporting on fraudulent clicks.We refuse.Fighting clicks from mobile apps is not only foolish, but an utter waste of focus. Permanently out-fooling such fraud prevention filters is a trivial task for the average fraudster. At best, fraud detection for cost-per-click (CPC) campaigns would be a stopgap and an ersatz pacifier for concerned marketers. At worst, it’s counterproductive snake oil.Here’s why.The types of fraud occurring on websites only partially matches the types of fraud in apps. They work roughly the same: some software s…

MarTech Today: The MosQUito, prepping for voice search & Microsoft blocks Chrome from Cortana

Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:Look out for the MosQUito — a new kind of ad fraud that drains human traffic from infected websites
Apr 29, 2016 by Barry Levine
Marketing/anti-fraud agency eZanga says it could affect thousands, possibly millions, of WordPress and Joomla-based websites.IAB releases 2016 plan to develop LEAN scoring, its effort to take on ad blocking
Apr 29, 2016 by Ginny Marvin
The goal is to develop scoring algorithms that can show who’s doing things right by year-end.Tubular Labs launches first ecosystem-wide video content rating system
Apr 29, 2016 by Barry Levine
Ratings track 100 million videos for views and such engagement factors as likes, shares and comments.Is your brand prepared for voice search? 3 steps to get the conversation started
Apr 29, 2016 by Purna Virji
As voice search becomes more widely adopted, what can search marketers do to prepare? Colu…

Win a free ticket to SocialPro Conference 2016 in Seattle!

Ready to take your social media marketing to the next level? Enter now for an opportunity to attend SocialPro for free! SocialPro is the only social media marketing conference for professional-level paid, earned & owned social media tactics. You only have until midnight (ET) May 15th to enter to win! It’s easy and free to enter, just complete the form below and you’ll be automatically entered to win!Enter now! (Required fields are noted with a *)
What is SocialPro?You’ll learn strategies and tactics from the savviest brands and digital marketing agencies that manage paid, earned and owned social media marketing campaigns. While you are at SocialPro, you’ll have the opportunity to talk shop with your social media marketing peers and maximize facetime with industry experts in the sessions and through a variety of networking opportunities.To learn more about SocialPro, check out our incredible agenda and watch our 2-minute video about the conference. Contest rules and regulationsThe c…

Google’s New Patent Details Vision Improving Device that can be Directly Injected into Eyeballs

Google has been known for having vested interest in innovations and now the Mountain view company has applied for a patent regarding a device that can be injected directly into the eyeball. This device is expected to correct poor eyesight. The application also details the how the device would work, once injected in fluid the device would then solidify with the eye’s lens capsule and will blend with the transparent membrane on the periphery of the lens.The device will be made up of several components including sensors, electronic lens, storage and radio. The energy for the lens will be harvested from an “energy harvesting antenna.” An external companion device will be able to communicate with the eyeball computer and it is powered by a processor that takes care of the computing needs.The patent lists Andrew Jason Conrad as the inventor and he was also associated with the Google Contact Lens project. He has a PhD in cell biology from University of California and before Google he was the…

How to Delete the Useless Photos in your WhatsApp Automatically

WhatsApp is probably the largest space hog on our mobile phones. We all have friends and relative who diligently forward us every single motivation quote and meme they’ve received from their own network. Some think it is their duty to wake us with a “good morning” message accompanied with photos of the rising sun or chirping birds.The bigger problem with WhatsApp is that these ‘spam’ messages often originate from contacts who are close to you in real life and thus blocking them would be considered rude. You have an option to mute WhatsApps groups but the downloaded images would still take up precious space on your mobile phone.A simple solution to the problem would be that you open the Photo Gallery app on your Android phone, or use a File Manager app to locate the media folder of WhatsApp, and delete the entire folder containing those WhatsApps images. But since WhatsApp makes no distinction between real photographs and useless forwards, you risk deleting the good pictures too.Are ju…

Facebook Messenger is Apparently Testing out Self-Destructing Messages for iOS

Snapchat and self-destructing messages a combination that has undoubtedly helped Snapchat in its long run. While there is nothing cutting edge about the self-destructing messages, the very fact that now many platforms offer the same is making the feature stand out of the crowd. It was earlier speculated that Facebook Messenger would eventually come up with a similar feature and now its kind of confirmed for iOS.Privacy has been on the top of the bucket list for messaging app platforms and ever since WhatsApp introduced end-to-end encryption the race for privacy has further picked pace. The self-destructing feature we are now talking about is a part of revelation made by the Twitter account @iOSAppChanges, who also posted the screenshots of the feature actually being used on an iOS device. The screenshot also shows a “Change” option after the message which I believe is a toggle to set the time before the messages destroy themselves.#Messenger disappearing messages feature (68.0 iOS ver…