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Showing posts from March 17, 2017

Havas, the Guardian, British govt. blacklist Google, YouTube for ‘unacceptable’ ad placements

Google’s programmatic advertising network is coming under fire for supporting extremist sites and content at the expense of the brand safety of its advertisers.On Thursday, The Guardian reported it has pulled its advertising from Google and YouTube, after learning its ads were appearing next to extremist content. It was not alone. The British government also found its ads running next to inappropriate content and has summoned Google to address the British Cabinet Office about the issue. British advertising trade group Ibsa has called on Google to address brand safety concerns on its programmatic exchanges.Global marketing giant Havas said it has pulled its UK ad spend with Google on Friday over brand safety concerns for its clients. The Guardian reported Havas was not satisfied with Google’s response, stating it was “unable to provide specific reassurances, policy and guarantees that their video or display content is classified either quickly enough or with the correct filters.”The Gu…

What influencer marketing can learn from PR’s history

Influencer marketing is one of the most exciting marketing tactics brands are using today, uniting branded content development with the amplification power of networked social media audiences, within or outside of the social networks themselves. The parallels with PR abound — content married to the distributive power of media/social platforms, and the challenge of measuring the organic impact of an earned media placement.As marketers wade into the burgeoning space of influencer marketing, they should keep in mind what the PR industry has learned when it comes to measurement.To be sure, public relations is difficult to measure. It’s of value to the enterprise, without question, yet it finds expression in different ways across different campaigns.A successful PR initiative can drive increased visibility for company executives, fuel new business activity, boost site traffic, grow social media followers, brand sentiment and share of voice, and even impact stock price or employee retention…

Email in 2017: Dying platform or still a worthy investment?

Email has proven to be a solid investment; over the past few years, it’s seen over $365 million in investment across a broad range of email-centric companies. In 2016, we saw a flurry of funding events, exits, consolidation and divestments.This series of events begs the question: Which way are the winds blowing for companies in the digital communications space? The “marketing clouds” appear to be getting bigger, but that hasn’t stopped the industry from growing new, highly specialized point solutions that address new channels, consumer behaviors and the swelling treasure trove of data available to marketers today.,FundraisingIn 2015, SparkPost (then Message Systems) raised $21 million. Just recently, the company announced a $10 million round of funding.Another high-profile funding event involved Iterable, a multi-channel marketing front end. Iterable raised $23 million in a series B funding round in December, demonstrating that there’s still space and interest from investors in the id…

Mapping keywords to the buyer journey in SEO

I often teach classes on SEO, and I start my presentations off by talking about keywords. When it comes to organic search, keywords form the foundation of all of our SEO efforts. What search queries do we want our websites to show up for in search results? Everything in SEO really ties back to this fundamental pillar.The importance of effective keyword research is certainly not lost on marketers. In a November 2016 survey, Ascend2 found that keyword research was one of the top SEO tactics, but more than a third of respondents indicated that it was a difficult task:Data from Ascend2’s Search Engine Optimization Survey, November 2016 Keyword research doesn’t have to be difficult, though. Keywords are simply the words and phrases that our buyers are likely to use when trying to find our products and services. We just need to put ourselves in the mind of our customers and prospects — and that starts with personas.[Read the full article on Search Engine Land.]

via Marketing Land

MediaBrix – now Receptiv – adds programmatic video marketplace and DMP

A Receptiv in-app ad, where a user “unlocks” a message and then gets rewarded (after returning to the app) Mobile marketer MediaBrix is undergoing a transformation this week.It’s now called Receptiv, a name that CEO Ari Brandt says reflects his company’s mission to provide in-app ads that are better received because they are delivered at the right moment.It is also launching three new offerings.First, there’s a Video Marketplace, which programmatically delivers the kind of moment-oriented interactive mobile ads that previously had been delivered through an automated managed service.[Read the full article on MarTech Today.]

via Marketing Land

Surprise: Only 12% of top websites are using header bidding

In the world of digital advertising, header bidding hit superstar status in the last year or so.But a new report from New York City-based ad tech firm GetIntent — out this week — indicates that header bidding is not as popular among one group of leading publishers as you might think. And it shows that the open source Prebid.js is not the leading solution among those sites.Header bidding places some code in a website’s page header to offer site inventory to advertising bidders at the same time. The winning bid then competes with the site’s own direct-sold ads, with the aim of getting the highest price for the space. In some cases, publishers are conducting the auction using server-to-server connections instead of the more popular client-side (browser) implementation.It was developed as an alternative to the common waterfall auction conducted by Google’s DoubleClick, where the inventory goes from one bid to another until an acceptable price is found. But, in DoubleClick’s popular implem…

Aprimo adds digital asset management with ADAM acquisition

In January, marketing operations platform Aprimo began to rebuild itself, announcing its first major platform update since it split from data analytics/warehouse provider Teradata.This week, Aprimo takes another step, announcing it has purchased leading digital asset management (DAM) firm ADAM Software. Deal terms were not made public.Although Aprimo had previously listed an asset library among its capabilities, CEO John Stammen told me that the new acquisition will enable the platform to offer management of any kind of digital visual asset.[Read the full article on MarTech Today.]

via Marketing Land

Five most interesting 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.This week, Mobile World Congress confirms that mobile video is massive; Pinterest has launched its new Lens visual discovery tool to the US; and Target’s stock has reached a two and a half year low, despite being confirmed as the most effective marketer in retail.Meanwhile in the UK, Google has come under fire over its advertising appearing next to extremist material; and Chinese search giant Baidu has released an AI-powered transcription app.Mobile video is massive at Mobile World CongressThe annual Mobile World Congress in Barcelona recently drew to a close, but industry pundits and publishers are continuing to analyze the the discussions and product demonstrations that were held over the Congress’ four days.One thing that the Mobile World Congress confirmed, says ClickZ mobile expert Andy Favell, is that mobile video is the most important trend in marketing at the presen…

What makes people love the brands they love?

In today’s consumer-driven world, there’s an onslaught of competing products that have identical features but differing brand names. As someone who actively toes the line between consumer and marketer, I can’t help but wonder what it is that makes us love some brands; why are we so loyal to some but not others?I recently read an article in the Harvard Business Review that discussed how brands gain and maintain competitive advantages. It stated that given a choice, the human brain would like to do the same things repeatedly, claiming that each time a consumer chooses a product, that product gains an advantage over the products the consumer didn’t choose.The article argued that customer loyalty is created based on accessibility and routine. If a consumer develops a view that her clothes are cleaner when she uses Tide, and Tide is available and accessible, the consumer will continue to buy Tide again and again.While I agree that this is often how consumers make purchases, I believe that …

Bing rolls out ‘Sportscaster’ Messenger bot for March Madness

Just in time for the NCAA men’s basketball tournament, Bing has launched a “Sportscaster” Messenger bot to help fans stay updated on their favorite teams, players and game schedules.According to the announcement, users can search “Bing Sportscaster” to find the bot on Facebook Messenger, and, from there “…start the conversation.”Bing says users only have to tell the bot the name of the team they want to follow, and it will return relevant results, including player information and game schedules.Bing says the Sportscaster bot will message a user if the team they are following advances to the next round of tournament play. It also has integrated Bing Predicts technology to offer insight into which teams are most likely to win.

via Marketing Land

Marketing Day: YouTube to end Annotations, Amazon adds Alexa to iOS app & more

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:Is the way you think about reach outdated?
Mar 16, 2017 by Digital Marketing Depot
Today, digital marketers believe they have to choose between scale and precision targeting. This white paper, from Oracle Data Cloud, offers the proof that supports they don’t have to. The more relevant the audience, the stronger the campaign performance will be.Google Home gets ‘Beauty & The Beast’ promo, but Google says it’s not an ad
Mar 16, 2017 by Danny Sullivan
Appears to be the first-ever commercialization of Google’s home assistant product.YouTube to end Annotations in May
Mar 16, 2017 by Amy Gesenhues
YouTube says Annotation usage has decreased 70% since it launched mobile-friendly End Screens and Cards.Amazon adds Alexa to its main iOS app
Mar 16, 2017 by Greg Sterling
Integration will provide more utility in the shopping app and expose new audienc…

Is the way you think about reach outdated?

Today, digital marketers believe they have to choose between scale and precision targeting.This white paper, from Oracle Data Cloud, offers the proof that supports they don’t have to. The more relevant the audience, the stronger the campaign performance will be. While Oracle found that maximizing reach is important, it’s all about Relevant Reach.Readers will learn how to harness the power of Relevant Reach by carefully crafting an audience of the highest-potential buyers with data-driven targeting to push better campaign results.Visit Digital Marketing Depot to download this MarTech white paper.

via Marketing Land

Google Home gets ‘Beauty & The Beast’ promo but Google says it’s not an ad

Ask Google Home what your day is like today, and it will remind you that Disney’s Beauty and the Beast is opening today? Google says it’s not a ad but it’s definitely an out-of-the-ordinary cooperation with a Google Home “partner.”The promotion was spotted by Bryson Meunier, whose child was definitely excited to hear the news delivered by Google Home (listen for the “yeah!” at the end):New Beauty & the Beast promo is one way Google could monetize Home. cc: @gsterling@dannysullivan— brysonmeunier (@brysonmeunier) March 16, 2017 Google sent Search Engine Land this statement:This isn’t an ad; the beauty in the Assistant is that it invites our partners to be our guest and share their tales.That’s a head-scratcher. Disney is the company behind Beauty and the Beast. Disney is not one of the official “partners” listed for Google Home.Moreover, this isn’t something that any partner could simply make happen, without Google’s deep cooperation, to my understan…