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Showing posts from May 6, 2016

The #1 way advertising budgets will change this year

Brands continue to invest more in digital advertising: This year, spending on digital display ads in the US is anticipated to hit $32.17 billion, eclipsing search ad spending for the first time.However, a rise in spending doesn’t necessarily translate into better customer relationships or more ROI (return on investment). Click-through rates remain paltry, and consumers are indifferent to or annoyed with advertising — tuning out the vast majority of display ads that they see.Marketers are still struggling to engage people across devices and channels, and consumers have never been harder to understand and reach.It’s not that marketers don’t realize the need to deliver relevant experiences. Their primary challenge in a cross-device world is this: The cookie-based tracking methods they have used since the mid-1990s don’t work well in a mobile-first world.But the tide is turning. Advertisers are realizing that addressability is the solution to the many challenges created by cross-channel b…

YouTube announces Google Preferred Breakout Videos ad package at #Brandcast

During last night’s YouTube Brandcast event, CEO Susan Wojcicki announced a new “Breakout Videos” ad package, the site’s latest offering on the Google Preferred ad network.“With the launch of Google Preferred Breakout Videos in the U.S., brands can be there alongside the next breakout star,” claims YouTube.Wojcicki said the new Breakout Video ad package will give brands access to the “hottest and fastest-rising videos” on YouTube.The Breakout Video ad packages can be bought programmatically via DoubleClick Bid Manager. Google noted in its announcement on the YouTube blog that all video campaign programmatic buys – TrueView, Google Preferred and cross-exchange – will soon be made in one place through DoubleClick Bid Manager.During its Brandcast NewFronts event, YouTube made a number of new announcements, including a new deal with the NBA and original Sesame Street programming. You can read more about it at: YouTube brings Sesame Street’s Big Bird & the NBA Commissioner on stage at …

Yelp reports Q1 revenues of $159 million, 269 percent ROI for advertisers

Yesterday, after the stock market’s close, Yelp reported Q1 revenue of nearly $159 million, which beat financial analyst consensus estimates. Guidance for the second quarter was also higher than expected, as was full-year guidance of roughly $700 million.The company reported that it had 121,000 active local advertisers with a 76 percent “repeat rate,” meaning year-over-year retention. Local (small business) revenues grew 40 percent to $138.1 million. National accounts contributed 20 percent of Q1 revenue. Transactions revenue from (mostly) Eat24 generated $14.5 million in the quarter.
Yelp said 77 million unique visitors came to its PC site in Q1 and that it had 69 million mobile web visitors. There were also 21 million “app unique devices” (app users).This is the most engaged part of Yelp’s audience, generating approximately 70 percent of page views and 10X those of website users. Yelp added, on the earnings call, that it is now in list of the top 20 mobile apps tracked by comScore in…

Act-On adds Account-Based Marketing

Marketing automation platform Act-On is jumping with both feet onto the account-based marketing (ABM) bandwagon.The company has announced its new ABM Marketing Automation solution, so that marketers can more readily promote brands, generate demand, and maintain customers with an account-oriented, multi-channel strategy. Act-On channels include email, social media, display ads, website visitors, and direct mail. The ABM functionality will be available next month.VP of product management and marketing Gal Josefsburg told me that, while the previous platform iteration had some account-related identification, it was not really designed for coordinated marketing to accounts.“This is our foray into ‘true ABM,’” he said, adding that the new capabilities offer account-level orchestration and intelligence.Before, he added, the platform allowed a marketer to segment by company, but you couldn’t determine the right sequence and timing for marketing to individuals there, for instance, and you cou…

Enough analysis, already! 8 tips for avoiding data fatigue

“Not everything that counts can be counted, and not everything that can be counted counts.” — William Bruce Cameron, sociologistIt may be heresy coming from a marketing analytics company like Quantifind (my employer), but today’s marketer simply has too much analysis. We’ve finally passed that tipping point where the human capacity to absorb and act on data has become over-saturated with a deluge of dashboards and visualizations.This very human problem is one of data fatigue. As a discipline, marketing is suffering from stimulus overload.Social media listening. Predictive analytics. Customer sentiment analysis. NPS scores. Brand studies. Real-time customer surveys. We’re past the point of diminishing returns.Marketers are beginning to intentionally shy away from marketing analytics offerings for the simple reason that it’s all become too much to be useful. We’re like a kid who’s been to an amusement park, watched a 3-D movie, gobbled down some cotton candy and a cola, and now we’re cr…

YouTube brings Sesame Street’s Big Bird & the NBA Commissioner on stage at #Brandcast

Last night, Google rolled out the red carpet for its most famous YouTubers at the opening of its 2016 NewFronts Brandcast. The entrance to the event was lined with screaming fans waiting to take selfies with their favorite YouTube personalities, including Tyler Oakley and Lilly Singh, who served as the show’s emcee.Hosted at the Javits Center, this year’s Brandcast event started with CEO Susan Wojcicki listing all of YouTube’s accomplishments during the last year. The CEO said, on mobile alone, the site now reaches more 18 to 49 year-olds than any broadcast or cable network.“We reach more 18-49 year-olds during primetime than the top ten TV shows combined,” said Wojcicki, claiming brands that choose to advertise on YouTube versus primetime broadcast could reach 56 percent more of the designated age group.The CEO also said that the number of hours people spend watching YouTube on TV screens more than doubled year-over-year in the last quarter of 2015. She also referenced a report from …

MarTech Today: Adblock Plus’ content payment partnership, next gen virtual assistant Viv & Google’s penalties for mobile redirects

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:Adblock Plus teams up with content funding tool Flattr to pay cooperating publishers
May 5, 2016 by Barry Levine
The newly announced partnership says its goal is to evolve the web into “what it was supposed to have been.”13 content marketing metrics to track for optimum conversions
May 5, 2016 by Khalid Saleh
Are you using the right metrics to measure the success of your content marketing? Columnist Khalid Saleh outlines what you should be focusing on to understand the ROI of your campaign.News360 adds native ads to its free publisher analytics
May 5, 2016 by Barry Levine
The news discovery platform says the ads can be targeted toward a million+ different interests among site and app visitors.Periscope starts testing a way to #save live broadcasts
May 5, 2016 by Matt McGee
CEO Kayvon Beykpour says a full video management tool is on the way,…

8 Personal Checklist For Starting a Profitable Startup? [Part 2]

In here I am not talking anything about popping out of the boxes business ideas.Read part I: Do you have the eye of an Entrepreneur?Startup culture has already set in and numerous future aspiring entrepreneurs today are giving it a go. Their zeal is worth appreciating, isn’t it? Yes! It is, but on numerous occasions, it has occurred that they decide starting up in hassle. Only because of the reason that the market is coping up, doesn’t mean that you can toss a rock in the water and it will set afloat.The reason behind numerous startups/ businesses collapsing is, that they are not electing the right business suited for them. According to a survey 93% of the businesses that stall, stall because of wrong choices made by the entrepreneurs. Electing a business isn’t easy as it seems. It’s not just about what’s working in the market, there are various distinct elements associated to it. Let’s find out what they are.Analyzing Personal CapabilitiesBefore setting on to the quest of starting a …

Twitter wants to be better at searches for Vines, Periscopes and GIFs

Earlier today I wanted to watch the “Damn Daniel” video. The viral video that turned a pair of white Vans sneakers into a symbol of the life originated as a tweet, so I searched for it on Twitter. Bad idea. Then I remember Google has access to Twitter’s full firehose. Great idea.That’s all to say: Twitter isn’t very good at search. But Twitter seems to recognize that and the need for it to get better.In an abusively technical blog post published on Thursday, Twitter’s director of engineering for search infrastructure, Sam Luckenbill, said the company is taking another stab at the technology underpinning its search engine to make it better at identifying what exactly it is that people are searching for.“Currently, the core search infrastructure team only maintains indexes of Tweets and users,” Luckenbill wrote.But Twitter isn’t just tweets anymore. There are also Vine videos, Periscope livestreams and Moments, um, collections(?). You might see those things in your feed, or in their res…

Report: Engagement with branded content on mobile 63% higher vs. PC

It’s now well established that people spend more time with their smartphones than they do with their PCs. The obvious implication of that is a “mobile-first” or cross-platform marketing strategy.That extends to branded or sponsored content as well, according “The State of Branded Content,” a new report from Polar. The document exposes aggregate customer data surrounding time spent by publisher category, advertiser category, geography and device type. The data are drawn from campaigns running on its platform over the course of the previous year.Notwithstanding the general time-spent mobile metrics, it’s still surprising that people are more engaged with branded/sponsored content on smartphones than devices with larger screens. In accordance with the above graphic, Polar says that “smartphone time spent [with sponsored content] is 63 percent higher than desktop.”As an explanation for the finding, Polar argues smartphones offer fewer distractions than PCs:Several factors can be attribute…

Marketing Day: Peloton CMO interview, content marketing & Yahoo at NewFronts

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:Where does your business stand in the eCommerce market?
May 5, 2016 by Digital Marketing Depot
Even the most forward-thinking businesses struggle with marketing in today’s fast-paced, digital world. The online marketing landscape is notoriously unstable, complex, and dynamic. In order to grab hold of your marketing, you need to know how you stack up. Brand bidding & PPC optimization: future of brand protection (part 8)
May 5, 2016 by Lori Weiman
What’s on the horizon for brand bidding in PPC? Columnist Lori Weiman wraps up her 8-part series on brand bidding by looking to the near future and discussing trends that search marketers can capitalize on. 5 super-common SEO mistakes content marketers make
May 5, 2016 by Stephan Spencer
Obstacles are bound to arise in any SEO effort, but columnist Stephan Spencer reminds us that many of these are a…

Where does your business stand in the eCommerce market?

Even the most forward-thinking businesses struggle with marketing in today’s fast-paced, digital world. The online marketing landscape is notoriously unstable, complex, and dynamic. In order to grab hold of your marketing, you need to know how you stack up.This benchmark report from Yotpo includes data from stores of all sizes among thousands of verticals and ranges from single-founder startups to multi-million dollar businesses with hundreds of employees.Visit Digital Marketing Depot to download your copy.

via Marketing Land

Brand bidding & PPC optimization: future of brand protection (part 8)

Welcome to the conclusion of my eight-part series on brand bidding. If you’ve stuck with me this far, you’ve seen why brand bidding deserves the 10,000+ words I’ve written on the topic.As an ad monitoring platform with global reach, The Search Monitor (disclosure: my employer) is privy to a wealth of performance data on brand bidding. We’ve had two major “aha” moments lately:The top PPC performers are vigorously defending their branded terms, while simultaneously bidding smartly on others’ branded searches.Many marketers pay little attention to their own branded searches and are outright missing opportunities to bid on their competitors’ branded terms.Today’s article focuses on the future of brand protection. I will provide five important trends in brand bidding, each accompanied by a tip for taking advantage of the trend. So, let’s go!Trend #1: Agencies will incorporate brand bidding into best practicesI predict that brand bidding as an optimization tool will grow into an agency best…

5 super-common SEO mistakes content marketers make

Without a sufficient amount of link authority, Google isn’t going to give your site the time of day. If it seems that despite all your content marketing efforts, the needle just isn’t moving in the Google SERPs, then you’re probably making one of these five avoidable SEO mistakes:1. Hustling for likes instead of linksYour social strategy is completely misaligned if you aren’t incorporating SEO goals into it. SEO mustunderpin your social media strategy. It’s not the likes, retweets, shares and plus-ones that are going to prop you up in Google; it’s the links. As such, getting influential bloggers to link to your site should be a primary raison d’être for your social campaigns.Consider, for example, Old Spice’s gag website The site got plenty of press, but did they put even a single link back to to leverage their link authority? Nope.2. Misplacing the contentRemarkable content needs a home where it will attract the most links to your main site, where t…

Performing a manual backlink audit, step by step

It might be every SEO’s least favorite job: the backlink audit. This is not because the work itself is horrible (though it can be tedious on sites with large link footprints), but because it’s almost always performed when a domain is in trouble.Whether you’re reading this article because you’re an SEO looking at new strategies or a site owner that has received a link-based penalty, I hope you find the methodology below helpful.I should note before proceeding that I prefer robust datasets, and so I’ll be using four link datasets in the example. They are:Google Search ConsoleMajesticAhrefsMozThough I have paid accounts with all of the tools above (except for the Search Console, which is free), each offers a way to get the data for free — either via a trial account or free data for site owners. There are also other link sources you can use, like Spyfu or SEMrush, but the above four combined tend to capture the lion’s share of your backlink data.Now, let’s begin.[Read the full article on …