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Showing posts from October, 2017
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Vistar launches private marketplace for Digital Out-of-Home

The Digital Out-of-Home (DOOH) market is heating up. And, to keep up, DOOH ad platform Vistar Media has launched a private marketplace.Called Marketplace Deals, it covers outdoor US and Canadian digital signage like billboards, bus shelter displays and screens in elevators and taxis.In a private marketplace, ad buyers and inventory sellers know from whom they are buying or selling, as opposed to open digital ad exchanges where the identities of advertisers and inventory owners are less visible.CEO Michael Provenano told me that Marketplace Deals is distinguished from other DOOH private marketplaces by two differentiators.[Read the full article on MarTech Today.]

via Marketing Land

Content Analytics launches retailers’ Scorecards for brands’ product pages

Content Analytics provides content management and analytical tools for brand product pages on big retailer sites.For instance, Samsung might use Content Analytics for managing the content of the page about its Galaxy Tab smartphone on the Walmart site.The four-year-old Content Analytics is one of several content/analytics tools provided by such major retailers as Target, Amazon, Walmart and Best Buy, for brands like P&G, Levi’s, Mattel, Pfizer and others.This week, the San Francisco-based company is adding another resource to its toolbox. Called VendorSCOR, it automatically generates Vendor Scorecards about a product page that an online retailer could send to its brands. Content Analytics says this is the first solution for generating these kinds of report cards.[Read the full article on MarTech Today.]

via Marketing Land

Ad-mageddon! Ad blocking, its impact, and what comes next

Since the mid ’90s, the internet has been filled with examples of something tiny becoming something big — and changing everything. Ad blocking is another of those stories that will be told, in years to come, around smoldering tweet-fires by grumpy old digital marketers like me.Ad blockers have already had a huge impact on the digital landscape. This impact could only grow larger if the popularity of blocking ads reaches a critical mass on mobile as well as desktop. For this article, I talked with numerous publishers, users, the Interactive Advertising Bureau, media agencies and Adblock Plus itself to get a complete view of the varying perspectives on ad blocking, and most importantly, to try to tackle where it will all wind up.Ad-blocking backgroundSkip ahead to the next heading if you already know the ad-blocking basics. If not, ad blockers are desktop/mobile browser add-ons or standalone browsers that cause most paid advertising to completely vanish from your surfing experience.Tire…

Ceridian CMO says internal communications are key to branding through an acquisition

Five years ago, Ceridian, a human resources management platform, acquired Dayforce, a cloud application focused on managing the entire employee process from hire to retire.“Ceridian had always had its roots in payroll,” says Ceridian CMO Kristina Cleary. “It was actually founded in 1932, and has always managed payrolls for some of the world’s largest organizations.”According to Cleary, Ceridian originally partnered with Dayforce to find a time and attendance-vendor to complement its payroll solutions. Before the acquisition, Cleary was the vice president of marketing for Dayforce.“Ceridian, at the time, had been partnering with a bunch of other solutions that weren’t necessarily meeting the needs of its customers, so it was looking for a new solution.”Cleary says Dayforce initially met with Ceridian during a trade show event. At first, the conversation centered on developing a partnership where Dayforce could fill in the gaps around the time and attendance management needs for Ceridi…

Google videos vs. YouTube: Which is the best video search engine?

Video is booming as a content marketing medium.People love watching videos online, and producing great video content is quickly becoming one of the most surefire ways to command attention and grow a following. In fact, by 2019, video is expected to drive an astonishing 80% of all internet traffic.Clearly, it’s important for businesses to start working on their video content sooner rather than later. And while producing great content is essential, that’s only half the battle. For your videos to benefit your business, people have to be able to find them, and that involves optimization.So which video search engines should you focus on optimizing for? This article will explore the differences between YouTube and Google Videos, the two biggest video search engines on the web.Keep reading to learn more about the types of traffic these search engines will bring you – and why your videos might rank well in one but not the other.How do people find your videos?There’s no shortage of video searc…

Facebook opens Collection ad format to Dynamic Ads for Travel campaigns

Fotos593 / Shutterstock.com Ahead of the holiday travel season, Facebook is giving airline and hotel brands new tools to catch people’s attentions.Brands retargeting travel-minded consumers through Facebook’s Dynamic Ads for Travel product can now use its full-screen, immersive Collection ad format for their campaigns, the company announced on Monday.Facebook introduced the iAd-like, mobile-only ad format in March 2017 for retailers who want to not only showcase their wares but sell some by linking a splashy photo or video to a product catalog. Now the company is extending the brand-friendly, performance-minded ad format to airline and hotel brands that want to win over holiday travelers.In addition to extending its latest eye-catching ad format to travel advertisers, Facebook is adding a couple of new cosmetic features for these marketers to grab people’s attention while they scroll through their News Feeds.Now, when a Dynamic Ad for Travel campaign appears in a person’s feed, Faceboo…

Marketing Day: Emerging marketing technologies, local SEO & Facebook ads

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:How emerging technologies will affect your business in 2018
Oct 30, 2017 by Tom Kuhr
Contributor Tom Kuhr takes a look at how voice search, artificial intelligence and augmented reality are changing the marketing game.Local SEO for service-area businesses requires a lot of servicing
Oct 30, 2017 by Andrew Shotland
What does it take to get noticed as a service-area business? Columnist Andrew Shotland explains some of the challenges facing these businesses and offers tips for how to approach your local SEO efforts.Audi campaign on UK digital billboards tracks traffic and weather
Oct 30, 2017 by Barry Levine
This is the latest in a series of campaigns around the world where the dowdy static billboard is becoming a kind of sensory visual response.Kochava expands into blockchain for ad insertion orders
Oct 30, 2017 by Barry Levine
The attribution/me…

How emerging technologies will affect your business in 2018

Remember just a decade ago when buzzwords like “mobile,” “social” and “the cloud” were still fairly new and exciting?These innovations forced businesses to re-evaluate their priorities and rethink how to use technology to engage their audiences. Now, technology develops faster than business can implement it.This rapid pace of innovation begs the question: What’s next?In 2018, a few major trends are expected to reach their peak. Voice search is changing the way people find information online, with Siri and Alexa now able to understand conversational search patterns.[Read the full article on MarTech Today.]

via Marketing Land

Local SEO for service-area businesses requires a lot of servicing

Today, let’s talk service-area businesses (SABs) and local SEO. Because every time I talk to an SAB, the first thing — and pretty much the only thing — they want to know is how to rank in the Local Pack in cities where they don’t have a physical location.I am sure I don’t need to tell you how, over the years, Google has made it much harder for these businesses to rank outside of their home cities. And since the advent of Google’s Home Services ads, it has been getting even harder.Digital marketing TED-talking hipster types have been predicting the demise of the print yellow pages for years, but you know what? A regional print yellow pages publisher in Texas told me he shows potential SAB advertisers a picture like this drawn on a napkin:He tells them something like, “Use SEO for your market, but use our books for the surrounding markets.” And I guess it works — he claims his sales have been up lately (although I suspect he was also spending some of his budget on AdWords).For those of …

Audi campaign on UK digital billboards tracks traffic and weather

You may still be thinking of billboards as big, static signs. If so, time to reboot that vision, because they are becoming giant screens that respond to their environment.The latest case in point: a campaign in the UK for Audi. Developed by creative agency BBH and digital-out-of-home production shop Grand Visual, the campaign began earlier this month and continues through this weekend on 211 digital screens in nine cities, including London, Birmingham and Manchester.The effort is designed to showcase the Sixth Sense technologies that come standard on Audis: the Quattro on-demand four-wheel drive and the Pre-Sense alerts that you are driving too fast or there is a potential accident down the road.[Read the full article on MarTech Today.]

via Marketing Land

Kochava expands into blockchain for ad insertion orders

New blockchain-focused startups are springing up right and left, but this week an established mobile measurement firm is jumping on the bandwagon.Kochava began in 2011 as a provider of attribution and other marketing analytics for mobile, and, in recent times, it has expanded into web, desktop, Xbox, Oculus VR and other channels.The Idaho-based firm is expanding again with its recent announcement of an open source blockchain framework for recording online ad insertion orders (IO) called XCHNG (pronounced “exchange”).This blockchain-based ecosystem of ad targeting, ad serving, billing, payment, attribution and ratings providers is currently existing as an internal alpha at Kochava, CEO Charles Manning told me, following several years of development. The intention is to get other providers of these services — including other attribution/measurement providers — on board and to launch in third or fourth quarter of next year.[Read the full article on MarTech Today.]

via Marketing Land

What you can learn from a bad email

Three years ago, I lived in California. I loved living in California, because I was close to the wine country and golf courses, and the weather was always lovely. But I ended up moving to Texas because the cost of living in paradise was too high. I could have bought a high-end Tesla for what I was paying in rent every year.That was three years ago, though. I’m a full-time Texan now. So, you can imagine my surprise to open my inbox one day and see an email from PG&E, the California power company.When I saw the sender name, I felt confused, surprised, alarmed and concerned. Was this a long-delayed demand for an overlooked payment? Trust me, marketers — you don’t want your subscribers experiencing any of those feelings, especially not all at once.Here’s what I found when I opened the email:Where the email went wrongThis email is a textbook example of what happens when you think your email message looks clear and sensible, but your end users end up confused.Lack of accurate customer d…

What are the SEO benefits of social media?

How does using social media benefit your efforts with SEO?Back in 2008, Search Engine Watch published the article ‘Social Media and SEO – Friends with Benefits‘, and I’d highly recommend reading it back now for a stark reminder of how far the digital world has progressed in the last nine years.Some of the key statistics and points featured in the article (although contemporary at the time) may seem somewhat archaic in 2017:Facebook having 140 million active users (when they are now over 2 billion)LinkedIn having 30 million users (less than 10% of their current user base)Popularity of now defunct social platforms like Digg (which sold for just $500,000 back in 2012)MySpace being mentioned in the same breath as Facebook, LinkedIn, Reddit and Twitter (ha!)Use of ‘SEO friendly’ anchor text when linking from social profiles (ahem… ‘money keywords’)Nobody could have guessed what social media would become in such a short amount of time. Nearly a decade later and Facebook is nothing short of …

Facebook’s dynamic creative can generate up to 6,250 versions of an ad

Facebook is rolling out a way for brands to automatically create thousands of different versions of an ad that will vary in content based on who they are shown to and where they appear.Facebook’s new dynamic creative tool enables brands to input multiple options for each of the elements that make up an ad — photo, headline, call to action and so on — and have Facebook automatically piece together various versions of the ad on the fly to appeal to different audiences and accommodate different placements. Think of it like being a chef laying out ingredients for a meal and a computer coming up with lots of different dishes with those ingredientsDynamic creative is available in Facebook Ads Manager and Power Editor. The supported campaign objectives are conversions, app installs and traffic.Once an advertiser clicks on the dynamic creative option, they can add up to 30 assets: five titles or headlines, 10 images or videos, five text entries that will typically serve as the ad’s caption, f…

Rothy’s uses Twitter Ads to drive brand awareness

Creating an impactful social strategy can be a difficult task. How do you ensure your content is on brand? How can you leverage social to drive brand awareness?One brand that stands out with their engaging Tweets and impactful Twitter Ads is sustainable fashion start-up @rothys. We chatted with their marketing team to learn about their Twitter strategy.Tell us a bit about yourself.Lacey Young: I’m the brand manager here at Rothy’s. I’m passionate about content creation, social strategy, and leveraging digital media to build brands.Jenny Robinson: And I’m Rothy’s interim VP of e-commerce and Digital Marketing. Previously I led e-commerce and digital marketing for luxury beauty brands.What does a typical work day look like for you?We are a lean team at a fast-growing brand, so we wear many hats. Our team focuses on brand strategy, acquisition, and honing our messaging. We tackle everything from marketing strategy, site optimization, and performance marketing to the planning and executio…

Squarespace vs. WordPress: Which Platform Should You Choose?

Trying to make the decision between Squarespace and WordPress?Both platforms make it easy for you to create a fully functioning website. But they go about it in two very different ways.So, before you start building your website, it’s important to know what you get with each platform, as well as some of the reasons why you’d want to choose one tool over the other.In this post, I’ll investigate the battle between Squarespace vs. WordPress, and give you a recommendation for which platform you should choose for building a website.Squarespace vs. WordPress: It’s A TradeoffWhen you make the decision between Squarespace and WordPress, your choice basically comes down to a simple tradeoff between two concepts:Ease of useFlexibilityDo you want the absolute easiest way to create a website? Or do you want a way to create a website that gives you the flexibility to add the exact styling and features that you want?Squarespace wants to offer its users the absolute simplest method to create a websit…

The Easiest Way To Create The Perfect Blogging Schedule For Your Business

In my many years of blogging, I’ve come to understand that one of the greatest challenges to running a blog is not really what to blog about, but rather how to do it in a strategic, consistent, and timely manner.
Your audience wants to build a stable relationship with you – not a “relationshit”: For you to win them over, you must establish some degrees of trust in their minds – you must consistently make out time for them, and do it in a way that they know what to expect from you.This single attitude, when done well, will be able to inspire their loyalty, trust, and most of all… sales.So, what’s the simple way to achieve all these?It’s by having an unbeatable blogging schedule.Let me tell you, my friend, you might have learned how to write top-notch blog posts, and also how to drive traffic to your site, but if you don’t have a good blogging schedule, all your efforts will be futile.This is because after writing those captivating posts, your blogging schedule is what will allow you to …