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Showing posts from June 2, 2016
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Twitter’s throwing the doors to its pre-roll video ad biz wide open

Twitter is making it easier for advertisers to spend their digital video budgets on the social network.After opening up its pre-roll video ad marketplace in October 2015, Twitter will now make it easier for advertisers to buy these ads, which play before videos posted by top publishers like BuzzFeed, Complex Media, The Young Turks and Tastemade.Previously the easiest way for an advertiser to buy these pre-roll slots was to manually log into Twitter’s system and select content categories that it wanted to run ads against. That’s easier than having to call up a Twitter sales rep to do a deal — the only other previously available option — but not as easy automating the process the same way that a brand may have already automated its Promoted Tweet ad buys or video ad campaigns running elsewhere.Now an advertiser will have the option of buying these Twitter pre-roll ads through an automated ad-buying system provided by AdParlor, Amobee, TubeMogul or Visible Measures, Twitter announced on …

Six lessons advertisers can learn from local SEO

Last month, ClickZ Intelligence published its report into ‘The State of Mobile Advertising’, in partnership with Search Optics.Among the report’s findings was the revelation that mobile advertisers are missing out on hyperlocal opportunities in a big way. As our Editor in Chief Graham Charlton observed in the article linked, “With the near ubiquity of smartphones, and their growing use to access digital content, the opportunity to target based on location has never been greater.”And yet, advertisers aren’t taking advantage of these opportunities to employ hyperlocal tactics in their advertising. When asked which of the hyperlocal tactics listed they used to target consumers with ads – including tactics like customer match, retargeting and basic radius based on GPS data – less than half of respondents said they were using any of the given strategies.One survey respondent said, “Armed with their mobile devices, consumers are conducting ‘near me’ searches that require brands to be more r…

Twitter peeks at 360-degree video with Samsung campaign for NBA Finals

Twitter has started to take a look at supporting 360-degree videos on its service, like YouTube and Facebook already do.On Thursday night the NBA will post 360-degree videos to its Twitter account through a sponsorship deal with Samsung struck through Twitter’s Amplify video ad program. The videos will be shot before and after Game 1 of the NBA Finals using a Samsung Gear 360 camera so that people can get an all-around look during the pregame shootaround and postgame activity.The campaign marks the first Amplify deal that incorporates 360-degree video as well as the first time premium-quality 360-degree video content has been distributed on Twitter, a Twitter spokesperson confirmed.Samsung’s 360-degree video campaign with the NBA doesn’t mark the start of Twitter officially supporting 360-degree video on its service. It’s more like a test. That likely explains why people won’t actually be able to watch the campaign’s videos within Twitter, like they would on YouTube or Facebook. Inste…

Google has a new tool for small businesses to check how well their web site scores

Google launched a new small business friendly tool at testmysite.thinkwithgoogle.com that will show them how mobile friendly and fast their site is.The new tool combines the mobile friendly testing tool and the page speed testing tool into one and gives the small business owner a clean and understandable report he or she can forward to their web site developer. Google’s goal with this tool is to drive more mobile friendly and fast web sites on the web.The tool gives you three scores:Mobile-friendlinessMobile speedDesktop speedIn fact, this is the first Google tool to score your mobile-friendliness, the previous tool just said if your page is or is not mobile friendly. Not it says how mobile friendly your page is.Here is a sample report:You can learn more about this on our sister site at Search Engine Land.

via Marketing Land

How Google’s latest design choice impacts consumers’ ability to search and discover

Google is constantly maintaining a healthy tension in its search engine results page (SERP) real estate between more ad space and less ad space. More ad space means more opportunities for advertisers to reach out to their audiences, while less ad space allows for a cleaner, less cluttered user experience.The latest set of changes Google made, back in February 2016, aimed to address this tension. Google updated the SERP display by removing standard text ads from the right rail and increasing the number of text ads above the organic results to four (up from the previous maximum of three) for certain “highly commercial” queries. This change only applied to the desktop SERPs.Overall, how does the change impact the market?AdvertisersIt appears that advertisers are spending the same amount of budget for the same volume of clicks. The top ad positions are costing a bit more — no surprise here.For smaller advertisers who have relied on lower-volume, long-tail terms, the change will cause prob…

True performance baselines & ROI for SEO without attribution modeling

It’s an old trope of the Search Engine Optimization industry that SEO is the channel with the greatest return of any online marketing channel. But, given Google’s increased ability to identify and penalize sites employing poor quality link-building practices, my experience in the new business trenches with QueryClick (my employer) tells me that many agencies today are failing to deliver return for their clients. And, in some cases, they report fantastic ROI figures despite presiding over declining organic traffic!If you oversee SEO and want to get a true picture of your (or your agency’s) real return on investment improvement, what criteria do you need to use? Though this is a seemingly simple question, it’s a very important one to ask because SEO truly can — and should — be at the very core of your online marketing strategy.So, what is my baseline?Again, a seemingly simple question with an obvious answer: year-on-year improvement in revenue from the channel (independent of any attrib…

3 Google AdWords hacks to drive high-quality leads

You already know that Google AdWords can be an important tool for scaling your business, even if you’re new to PPC marketing. If that’s something you didn’t know, beware of the spoiler to follow: Google AdWords can be an important tool for scaling your business. The problem for most advertisers is that AdWords can be expensive. Every dollar you spend paying for clicks is a dollar you can’t allocate to other areas of your business, so it’s vital to make each one count.Today, I’m going to walk you through three Google AdWords hacks to help you drive high-quality leads and ensure that every dollar you spend is well spent.These are hacks that I used with almost all of my clients during my time at Google and now employ with all our customers at AdHawk. They have been very successful for these clients and will help you save some serious time and money.Let’s dig in!Google AdWords hack #1: the only way to bulk-modify broad match modified keywordsOne AdWords feature I consistently see advertis…

Intex Unveils iRistPro Smartwatch at Rs 4,999 on Flipkart

Smartwatches still haven’t penetrated the mainstream consumer market, mostly because of the higher price tag and incomplete software along with poor battery periods. Intex, today has unveiled a successor to their iRist watch, called iRist Pro that costs merely Rs 4,999 and offers a built-in pedometer for tracking various fitness activities.The iRist Pro features an all aluminium Apple Watch-inspired design flaunting a 2.5D curved glass 1.6-inches display with a dull resolution of 240×240 pixels on the front. The trans-reflective screen claims to improve outdoor visibility under sunlight and additionally, shows time even if the display is turned off. The Bluetooth-enabled device can withstand water splashes and syncs notifications from your phone. Technical specifications include 64MB of RAM (ahem!), 128MB of internal storage, Bluetooth v4.0 and there’s a 400mAh battery that the company claims can provide a standby and talk time of up to 150 and 3 hours respectively.Unfortunately, it d…

Using data science to improve your enterprise paid search marketing results

If you’ve been in the enterprise search game for as long as I have, you’ve seen many of the same vendors dominate the ecosystem for the better part of a decade. Marin Software, Kenshoo, Adobe Media Optimizer/Efficient Frontier, Google DoubleClick and others have been the major players, yet many of these have yet to capitalize on the trend of using data science to automate the optimization of your PPC.QuanticMind recently announced that it’s capitalizing on the re-platforming of Marin Software’s core infrastructure — offering current Marin Software customers a free migration tool to make the integration of, and transition to, QuanticMind as smooth as possible.QuanticMind is one of the leading predictive advertising management software companies, and when it announced that it was an improvement over Marin Software’s platform, there were plenty of naysayers. After all, Marin has repeatedly shaken up its products, including social, display and search.Marin Software has been a staple of pa…

12 reasons for brands to use GIFs in content marketing

GIFs are nothing new, but their use is more popular than ever. Here’s why brands should include them as part of their content marketing strategy.GIF, which is an acronym for Graphics Interchange Format, was introduced back in 1987 by Steve Wilhite of CompuServe as a new way to present a moving image.The internet quickly embraced the GIF and the fact that it’s still relevant after 29 years proves its value in web terms.Here’s why…1. They’re easy to consumeGIFs are easy to consume and this makes them very attractive to any brand trying to meet the audience’s content needs.According to Twitter, people shared more than 100 million GIFs in 2015 through tweets and direct messages and we are not expecting this number to reduce this year.Want to know what the digital DNA of the most progressive organisations looks like? https://t.co/BC58I02CENhttp://pic.twitter.com/4KLsaebaog— Digital Shift (@ShiftEvents) May 11, 20162. Appealing, but also effectiveGIFs are not only appealing, but also effect…

3 big brands on the cutting edge of mobile share secrets to their mobile-first success

Before Google’s mobile update in April of last year, 40 percent of sites were not mobile-friendly. This is why it’s so remarkable to find brands today that are not just mobile-friendly, but mobile-first: They aren’t just resizing content to fit on smaller screens, but they’re creating unique content and features for mobile users based on their specific needs.For this article, I reached out to three such brands, Hotwire, TurboTax and Walgreens, to talk about how and why they decided to go beyond mobile-friendly to a multiscreen experience that considers mobile users first.The mobile-first experienceIf you’re not one of the millions of Android and iPhone users who are estimated to have installed one of these apps, I’d highly recommend you do so, not just as a potential customer, but as a marketer looking to understand how to better leverage the specific properties of mobile to reach your potential customers.I know there are plenty of companies that are thinking mobile first these days, …

Know your digital marketing strengths, but more importantly, acknowledge your weaknesses

One of the most common sentiments we hear as digital marketers is “Always be learning.” It’s a necessary mentality, as our industry is constantly evolving, and we need to stay up to date with the latest changes.It’s critical to continue your personal growth by learning new processes and continuing to challenge yourself. It’s also crucial to determine what you’re good at and what you can improve upon.Whether it’s personal pride or curiosity to try something new or something else, we tend to run before we can walk when it comes to digital marketing. Unfortunately, this scenario can play itself out when working with clients.For example, an eager account manager may want to run AdWords Scripts for a client but doesn’t fully understand the implications. After the script has run, the account manager notices that the wrong changes have been made due to an error in how the thresholds were set up. This error could lead to a tough conversation with the client.The purpose of this post isn’t to d…

Hybrid SEO: bright futures for personal & professional career progression

SEO is a challenging and rewarding career for people from a number of different types of backgrounds.It requires a degree of comfort with numbers, as SEO professionals should be able to look at the data coming in and understand how to make adjustments to improve the success of their campaign.SEOs should also understand how to take the big picture– of business goals and objectives– and be able to translate it into a marketing SEO strategy. Professionals need to understand where their SEO efforts should thrive to help the brand achieve the stated goals.SEOs also need to excel at experimentation. If there is one constant in the world of online marketing, it is that it is always changing.Google regularly issues new updates, customer preferences change and the technology updates, all forcing marketers to be able to work well within these parameters of constant change. The professionals that can judge trends and make accurate predictions about how websites can prepare for impending changes …

What business leaders should know about digital transformation

“The blind leading the blind” is a poignant idiom — one that evokes powerful imagery. And while it’s a misfortune when it happens on an individual level, it’s a disaster when organizations fall victim to the phenomenon.Yet how often have we all witnessed situations where an uninformed, ignorant or clueless leader drives a company or business into the ground?This scenario is becoming more frequent in the modern world of business, where innovation and progress happen at the speed of light. In boardrooms and strategy workshops, at consultation sessions and review meetings, business leaders are embracing the transition to digital in order to stay competitive.Digital transformation requires an ability to move quickly and decisively. Unfortunately, leaders at large organizations often don’t have the detailed knowledge necessary to make the right decisions.What’s the solution?Prioritization is the key that’s critical to transformation — and to know what to prioritize takes experience, knowle…

Swipe Launches Elite Plus with Snapdragon 615, 2GB RAM and 3050mAh Battery at Rs 6,999

Swipe has launched yet another budget smartphone called Elite Plus. Priced at Rs 6,999 Elite Plus will retail exclusively on Flipkart starting from next week. The Elite line-up is known to offer budget smartphone with special emphasis on design aspects. Swipe Elite lineup consists of Note, Elite and Elite 2.The Elite Plus comes with a 5-inch FHD display and DragonTrail glass protection and is powered by Snapdragon 615 clocked at 1.5GHz and paired with a 2GB of RAM. On the storage front the device packs 16GB of onboard storage and microSD card slot up to 64GB. Elite Plus packs a 13-Megapixel primary camera and an 8-Megapixel secondary camera.Elite Plus is equipped with the usual bevy of connectivity features including 4G LTE, Bluetooth, Wi-Fi and is backed by a 3050mAH battery pack. The device will be available in two colors- Ivory and Midnight Blue. As far as software is concerned the Elite Plus runs the custom Freedom ROM which is inturn based on Android Lollipop.The Elite Plus offer…

MarTech Today: Salesforce creates Commerce Cloud, “frictionless logins” & AMP roadmap

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:Salesforce creates Commerce Cloud with $2.8 billion purchase of Demandware
Jun 1, 2016 by Barry Levine
The acquisition helps “close the circle” for services it can offer to businesses.All new Marketing Land report: “B2B Predictive Marketing Analytics Platforms”
Jun 1, 2016 by Digital Marketing Depot
Marketing Land’s all new “B2B Predictive Marketing Analytics Platforms: A Marketer’s Guide” examines the market for B2B marketing analytics software platforms and the considerations involved in implementing this software into your business.7 great reasons to attend SMX Advanced in 3 weeks
Jun 1, 2016 by Marketing Land
SMX Advanced is just three weeks away. Don’t miss your only opportunity to attend this year! Fewer than 100 tickets are remaining. Register now!Live from your brand: streaming video and the new consumer connection
Jun 1, 2016 by Ma…