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Showing posts from November 11, 2016
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Adobe turbocharges its multi-platform video ad capability with TubeMogul purchase

Adobe is boosting its commitment to multi-platform video ads with its announcement yesterday that it has agreed to buy programmatic video ad platform TubeMogul.The price is about $540 million, or $14 per share. The Emeryville, California-based TubeMogul offers a demand-side platform (DSP) that enables the planning and buying of video ads on all platforms, including TVs as well as desktops and mobile.In its announcement, Adobe said the acquisition “will create the first end-to-end independent advertising and data management solution that spans TV and digital format, simplifying what has been a complex and fragmented process for the world’s biggest brands.”More specifically, Adobe EVP and GM of digital marketing Brad Rencher said that the acquisition allows Adobe to now offer a “one-stop shop” across platforms.[Read the full article on MarTech Today.]

via Marketing Land

A step-by-step guide to developing your 2017 digital marketing strategy

We’re almost halfway through Q4, and as a marketer, you know what that means. It’s time to start thinking about next year, if you haven’t already.To put together a comprehensive marketing plan, there are certain details that should be taken into consideration. Below is an outline of the analyses and components that should factor into the foundation of your strategy.Your target customerLikely, you know your target customers like the back of your hand, but it helps to outline personas when creating your marketing plan. Personas go beyond the general demographic descriptions into detailed descriptions, which can be helpful in identifying opportunities to reach all of the consumers that make up your target audience.For example, you might target middle-aged mothers differently from the way you target young single women, because their priorities are different, which could impact messaging. Their browsing, social media and search habits likely differ as well, which impacts ad placement and t…

Survey: 30% of Prime members order from Amazon every week

Jeramey Lende / Shutterstock.com Amazon Prime members are wrapped around the e-commerce giant’s proverbial finger. New data from Feedvisor, an e-commerce platform that works with Amazon’s third-party sellers, shines a light on how committed Prime members are to online shopping — mainly on Amazon.com, but also on other e-commerce sites.Feedvisor surveyed more than 1,500 US-based Amazon shoppers this past summer — about half of which identified as Prime members — for its Amazon User Study 2016.The company found that 30 percent of Prime members said they order something from Amazon at least once a week. Only about five percent of non-Prime Amazon shoppers admitted to making weekly purchases. Stretch out the timeframe to monthly, and 81 percent of Prime members place an order compared to only 35 percent of non-Prime members.When they’re not shopping on Amazon.com, the survey respondents mainly make their e-commerce buys from brand and retailer websites — 61 percent said they’ve ordered in …

A standout content example: Budweiser and the Cubs

LunaseeStudios / Shutterstock.com So often we talk about what not to do in content marketing. Today, I want to share what I think is a perfect example of finding a way to be a part of the story without trying to make it about yourself. If brands can learn from examples like this, we will see a shift in our field and, in turn, a change in how content marketing and brands are viewed by consumers.I’m sure that by now, you’ve heard the Cubs won the World Series in a very dramatic Game 7 against the Cleveland Indians last week. The game was up and down, and the lead was big. And then it was tied, and the stress levels were crazy. We saw fans literally biting their nails watching the game. It was that intense.Anyone who has followed the Cubs knows who Harry Caray was. He was their beloved announcer for years. Caray didn’t live long enough to see the Cubs go to the World Series. Their win last week was the first one in 108 years for the franchise. And even though it’s been almost 20 years sin…

[Podcast] Marketing Land Live #35: What is OTT TV? with guests from Adobe & Tru Optik

As more video content is consumed online, rather than via a traditional TV set, advertisers are following along and looking for new ways to reach viewers as they watch film and TV content on their smartphones, tablets or anything else with an internet connection.That kind of content delivery — when it bypasses traditional cable and satellite providers — is called “over the top,” or OTT for short, and it’s a fast-growing space for marketers and advertisers. It’s also the subject of the latest episode of our weekly podcast, Marketing Land Live. Our martech reporter, Barry Levine, hosts a conversation with Andre Swanston, co-founder and CEO of Tru Optik, and Campbell Foster, Director of Product Marketing at Adobe, covering topics likethe current state of the OTT advertising ecosystemhow ad targeting works in OTT delivery and how differs from web-based targetingthe current state of ad inventory in OTT deliverywhere the space will be five years from nowThis episode runs about 29 minutes. Y…

Five most important search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond.I hope all of our readers are holding up okay after the absolute bombshell development that took place earlier this week.I’m talking, of course, about the news that Facebook is to begin delivering its Audience Network to television devices, bringing a new level of ad targeting to the space. (What did you think I was referring to?)Also in search news, Google Home Services ads appear in mobile search before disappearing again; a look at how Google Symptom Search will affect the healthcare industry; and Match.com is the top-ranked dating site for paid search advertising.Facebook is bringing its Audience Network to televisionAudience Network, Facebook’s answer to Google AdSense, is an increasingly important asset for Facebook as it sets out to address ad load challenges that could become a real problem in 2017.Al Roberts wrote this week on Search Engine Watch about how Facebook…

Facebook puts some limits on controversial, quasi-racial ad targeting option

No, Facebook isn’t getting rid of its pseudo-racial ad targeting option. No, it hasn’t decided to prevent advertisers from using it to exclude their ads from being shown to people with “affinities” to certain ethnicities. Instead it’s excluding a few types of ads from being targeted based on people’s “ethnic affinities.”Two weeks ago Facebook’s ethnic affinity ad-targeting option — which identifies people who may be interested in topics specific to a certain ethnicity but aren’t necessarily of that ethnicity — caught a lot of negative attention, including from members of Congress, after ProPublica drew new attention to how the option could be used as a proxy for discriminating against people of certain races, which can be illegal if those ads are promoting things like housing or job listings.Now Facebook has come up with a way to identify when ethnic affinity targeting is being used for housing-, employment- or credit-related ads and will reject those ads, the company announced on Fri…

The Crowd Sourced Eve V Windows 10 Hybrid Promises to Overdeliver on Specifications

Windows 2-in-1 devices are literally swarming the market while Microsoft and Lenovo are competing with high-end ultrabooks or even the mid range Yoga series other players like Micromax are trying to get a foothold in the budget segment. Now Eve V is an interesting Windows 10 2-in-1 device as it has been developed from scratch and the company claims that almost every aspect of the machine has been inspired by the input from the community at eve.community.Also, the Eve V is crowdsourced and will be live on Indiegogo by the end of this month. The company has already revealed the complete specifications of the Eve V and it is impressive indeed. Buyers can choose between Intel 7th Gen Core M3/i5/i7 along with a RAM of 8GB or 16GB. On the storage front, the Eve V offers SSD starting from 128GB to 512GB. Display shapes up un the form of a 12.3-inch IGZO LCD set to resolve at 2736×1824 resolution and 450 nits of brightness. Also, the display comes with a Gorilla Glass with Anti-reflective and…

Why local matters, even for national advertisers

There’s been a lot of talk recently about personalization as Google, Facebook, and others continue to roll out new targeting features.These features like Customer Match and Custom Audiences allow advertisers to target consumers based on previous data captured. These targeting capabilities have been incredible at driving improved return on investment.I think these features are not only better for advertisers, but also consumers. However, what I continue to find interesting in these campaigns is the lack of focus on localization.LocationThe power of location is incredibly valuable, especially with the growth of mobile.According to eMarketer, 93% of retail sales still happen in-store. Google data shows that 66% of people want ads customized to their location.Now I understand why localization is often over looked. It’s harder to manage ads at local levels. Things are just easier to manage at scale, one bid, one keyword, one ad. Localizing things still requires a tremendous amount of effor…

6 Must-Have Features Every OEM Should Include in Premium Smartphones

In the past year, OEMs have tended to shift their core focus towards budget handsets. After all, it is the most substantial category where the majority of buyers invest. Today, you can spend as low as $175 (or Rs 10,000) and still get a phenomenal handset. However, this eventually led to flagship devices lose market share and justifications as to why someone should pay the hefty price tag. As a result, there are a series of important aspects apart from the obvious hardware upgrades that a manufacturer should include in their premium offerings. Here we discuss six such features.1. WaterproofingSmartphones are expensive and you don’t want it to become useless after spilling a glass of water. As of now, only Samsung’s S7 and Apple’s latest iPhones are resistive to liquids, no one else. Sony removed the feature from its Xperia branded handsets for some bizarre reason they didn’t care to specify. It’s quite certain waterproof smartphones are a boon whether you plan to use it for taking pic…

How Black Friday can lead to valuable organic search opportunities

Black Friday can be a great commercial opportunity for brands, but how can you create a successful strategy for the big day?Black Friday is a perfect retail opportunity, but it still requires the proper analysis of data to create a strategy that will lead to desired results.According to Adobe Digital Index, US online sales on Black Friday increased by 14.3% in 2015, while The Guardian reports that shoppers spent £1.1bn online in the UK on Black Friday in 2015.The Pi Datametrics Gamma report offers interesting insights on what makes a successful Black Friday strategy and how US and UK brands react to it.What makes Black Friday so appealing and what’s the first step towards an effective strategy?The PIRP strategyThe first step is to create an effective plan to organise your actions. Pi Datametrics introduces the PIRP strategy:Plan earlyInfluence at the right timePeak at the right timeRepeat – utilise last year’s pageEvery step is important and you can’t be prepared for a seasonal event …

How to Set Up Yoast WordPress SEO Plugin [Updated]

This is the guide to configure the SEO By Yoast plugin. In the 3.0 version there are some changes in the UI, but configuration is still the same. I have updated this with editing meta description & title for single post which is changed in version 3.0.Whenever we talk about best SEO Plugins for WordPress SEO by Yoast emerges as a prominent name. Many of you who are using the All In One SEO plugin should know about the much-advanced version of the plugin, which is available in WordPress with the name “WordPress SEO by Yoast“.This plugin has integrated many known features of other plugins by Joost de Valk, for example, Meta robots plugin, RSS Footer plugin, and many others. Since this plugin offers many features, setting up Yoast WordPress SEO plugin is not that easy.  For this reason, I am sharing this tutorial, which will help you to transition from All In One SEO to Yoast SEO plugin, and configure this plugin for optimal performance.A Guide for configuring WordPress Yoast SEO plu…