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Showing posts from April 11, 2017
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Dailymotion to relaunch in June with focus on professionally produced video programming

According to a report from Variety.com, France’s DailyMotion, a video platform mirroring YouTube, is planning a major relaunch in June that will include a move away from user-generated content (UGC) to focus on professionally produced video programming around news, sports, music and entertainment.The video platform’s CEO, Maxime Saada, says the company wants to highlight the “Daily” in Dailymotion by creating a daily digest of topical programming. Variety says Dailymotion is aiming to create a “new and improved product built around premium content” for its more than 300 million unique monthly visitors.“A lot of companies are trying to build audience, and we have massive, global reach already,” Saada told Variety. The CEO says they will target 18- to 49-year-olds, with an emphasis on live-streaming events.As far as content partners are concerned, the Variety report only listed Universal Group, which is owned by Vivendi, the parent company of Dailymotion. Saada did not share Dailymotion…

What’s really holding back your messaging program?

Marketers want to innovate. They want automation and personalization because the ROI can be huge. For many companies, this desire leads to an RFP (request for proposal) for marketing technology to fuel a transformation. But is that really the answer?From what I have seen, a lack of technology is not what’s keeping companies from building successful, targeted messaging programs. Today’s marketers have access to a wide range of industry-leading solutions that will allow them to meet their specific needs. Like most business problems, the answer lies in a mix of vision, focus and budget.A company can have the best technology in the market across social, CRM (customer relationship management), messaging, web analytics, DMP (data management platform), DSP (demand-side platform), and other platforms, but without the proper skills or strategy, the opportunity will be lost.The problem lies in harnessing the power of the platforms you have.[Read the full article on MarTech Today.]

via Marketing…

Strategies for capturing ‘made in the USA’ searches

In a 2013 survey of 1,000 Americans, conducted by market research firm YouGov, 47 percent of respondents indicated they would most likely purchase an item if it had “made in the USA” branding on it. And in 2015, Consumer Reports found that eight out of 10 American consumers said they would rather buy a product made in America than an imported one, while 60 percent said they would pay 10 percent more for it.Furthermore, according to an August 2016 article by the Made in America Movement:[Google] searches for “Made in USA” and “Made in America” have climbed sharply from just a few years ago. In May 2016, “Made in USA” hit 94 on a 100-point scale, indicating peak search interest.I’m one of those consumers who buys US-made goods whenever possible. I made the commitment in 2014 for a number of reasons, but mostly because I wanted to help bring jobs back to the US. According to the Million American Jobs Project, if each of us purchased just one more item (or an additional 5 percent) made in…

No content strategy is an island

As we’re (hopefully) all aware by now, content strategy is the foundation of content marketing. But content strategy requires its own foundational elements, too. Without them, that strategy is very, very difficult to architect.Creating a content strategy obviously must precede content marketing, but your brand must have some marketing fundamentals in place to enable that process to occur. Time and time again I’ve run up against this obstacle with my clients. They’re often smart enough to know not to go ahead and just “do” content without that all-essential strategy, but they’re nevertheless lacking some of the foundational strategic elements a content strategy must hook into.I’ve identified four essential marketing elements that must precede a content strategy. Am I leaving anything out?1. BrandWhat is a brand? There are various elements in the concept of “brand.” One is what a prospect thinks of when they consider your products or services. Another is the promise your organization ma…

How to keep your brand message from being hijacked by surrounding content

Suffice it to say, Google has not had a good past several weeks, given that some of the world’s largest brands have been pulling millions of dollars in marketing budget from YouTube after an investigation revealed that ads were appearing adjacent to extremist or inappropriate content. By their actions in response to the YouTube scandal, brands have once again proven the point that “money talks” and that they’re not willing to pay for allowing the possibility to betray an audience’s trust.This YouTube story reminded me of a conversation I recently had with a friend. Let’s call him “James” for the purpose of this column. James manages a neighborhood cafe with his wife, “Gemma,” in New York.As with many New York businesses, James’s workforce includes immigrants. During the recent one-day nationwide work stoppage by immigrants, James and Gemma supported the strike and their workers. The next day, James had a customer who voiced his disapproval of the cafe closing and disagreed with the ow…

Protagonist’s new platform finds the stories told about brands

Every brand wants to tell a story. But a new narrative analytics platform has launched to help brands figure out the stories that are actually being told about them.The platform is called Protagonist, from a company by the same name. Formerly called Monitor 360, the San Francisco-based firm was spun off three years ago from the consulting firm Monitor Group.Protagonist says its newly released platform is the first “specifically designed to analyze complex, cross-platform data to reveal the underlying beliefs and motivations of consumers.” Customers include General Mills, MetLife, Warner Brothers and Microsoft.When it spun off, CEO and founder Doug Randall told me, Monitor 360’s main occupation was conducting studies that resembled ethnographic research for government agencies.They used available polling data, field research and expert analysis to tackle such questions as whether most Afghans agreed with America’s policies, or what kind of messaging by terrorists helped them attract re…

Mobile-First Indexing: Everything we know, and how it could affect you

For the past five to six months the search industry has been buzzing with talk around the biggest change to Google search results for quite some time – the mobile-first index.In the midst of this noise, it is very easy to get lost with what you actually need to know about the update.This post will give you a quick overview of what the update entails, as well as the main things to check for on your site to prevent a loss in traffic.What is the Mobile-First Index?The mobile-first index is a change in the way Google is going to index content.Currently, Google looks at the desktop version of a site and then bases how it will rank the mobile site according to that information. Once this update rolls out, the opposite of that will happen. Google will begin looking at your mobile site and from that, will rank the desktop site.When will it be released?While we are still waiting for an official release date, we do know the update is in the pipeline and being tested.Whenever Google gives us fur…

Taykey integrates its Trend Advertising product with TradeDesk and AppNexus

New York-based Taykey, the company that enables ad targeting based on real-time social trend data, announced its first integrations with third-party media buying platforms on Tuesday. Taykey says its data helps brands reach their target audiences while avoiding the pitfalls of fake news and inappropriate content that have recently ensared Google and YouTube’s ad networks.As the company explains it, the new integrations with TradeDesk and AppNexus give buyers a way to bid on brand-safe, targeted inventory at scale, “like a ‘virtual’ private exchange.”TradeDesk and AppNexus users can target predefined audience segments within those platforms or build their own custom audience definitions in Taykey. The service then surfaces content, including video, that is currently trending among those audiences for ad targeting.To weed out fake news and other objectionable content, Taykey uses sentiment detection to exclude negative and controversial trending content.For example, Kendall Jenner is of…

Twitter’s latest ad format turns Periscope hearts into branded ones

Twitter is ramping up the revenue options for its live-streaming app, Periscope. A couple of weeks after inserting ads before some Periscope videos, Twitter is introducing an ad format that can appear atop a live or recorded Periscope broadcast, the company announced on Monday.Called Custom Hearts, the new ad format takes the standard hearts that appears on-screen when people like a Periscope video and mixes in branded ones. For viewers, there’s no action required to use a Custom Heart. If the brand and/or person posting the live stream has activated the campaign, then the branded hearts will be automatically blended with the regular hearts that appear when a viewer likes the video.To buy a Custom Heart campaign, brands will need to contact Twitter’s sales team and will be charged a flat fee, according to a Twitter spokesperson. That’s similar to the way Twitter has been selling the sponsored emoji ads it introduced last year. The direct-only sales strategy can help to ensure that Per…

Marketing Day: New Facebook metrics, Twitter adds 3rd party measurement & 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:Facebook changes some measurements for Pages’ organic videos
Apr 10, 2017 by Tim Peterson
Facebook adds more minutes-viewed metrics, adjusts period-based measurements and removes aggregate 10-second view count.Three-year long study finds native ad spend jumped 600 percent between 2014 & 2016
Apr 10, 2017 by Amy Gesenhues
Conducted by native ad platform Nativo, the study looked at native ad spends for 10 different verticals, including Food and Drink, Automotive and CPG.Twitter adds 3rd-party measurement for viewability & audience verification
Apr 10, 2017 by Ginny Marvin
Partnerships provide independent verification for video ad viewability and audience metrics.3 steps for retailers to perfect one-to-one customer segmentation
Apr 10, 2017 by Digital Marketing Depot
In retail, customer segmentation is a basic building block of personaliz…

Facebook changes some measurements for Pages’ organic videos

If you’re a brand or publisher who’s finally adjusted to Facebook’s updated organic video metrics following last year’s measurement mishaps, well, at least that’s done. Now it’s time to familiarize yourself with the latest changes that Facebook is making to the measurements it provides for Pages’ organic videos.On Monday, Facebook added some new measurements, changed an existing one and eliminated another for brands and publishers that track their organic videos’ performance using the social network’s Page Insights tool. Here’s a breakdown of the changes, from the measurement that is going away to one that is being changed to a few that are being introduced.If you care how many of your total video views lasted at least 10 seconds…
… you’ll have a hard time finding that stat anymore. Facebook will no longer display a chart plotting the total number of views by day and time period that lasted at least 10 seconds. So brands and publishers will need to content themselves with the chart pl…

Three-year long study finds native ad spend jumped 600 percent between 2014 & 2016

After a three-year long study analyzing more than a billion native ad impressions across 10 verticals, Nativo says that native ad spending increased 600 percent between 2014 and 2016.Between Q1 2014 and Q4 2016, the native advertising platform evaluated the native ad spend for more than 700 brand advertisers. The verticals represented in the study included: Automotive, Tech B2B, Tech B2C, Entertainment, Finance and Insurance, Food and Drink, Travel, CPG, Business and Health & Fitness.According to the study’s findings, Food and Drink advertisers saw the biggest year-over-year increase in share for native ad spend at nine percent.Nativo found that verticals that were slower to come to native advertising — Business, CPG, Travel, and Food and Beverage — all grew, owning a 45 percent aggregate share of the native ads by the end of 2016.The verticals Nativo identified as early adopters of native ads — Automotive, Tech B2B, Entertainment, Tech B2C and Finance and Insurance — saw a 20 per…

Twitter adds 3rd-party measurement for viewability & audience verification

rvlsoft / Shutterstock.com Twitter announced new and expanded partnerships with third-party measurement vendors on Monday.Moat and Integral Ad Science will measure viewability for video ads and allow advertisers to compare attention metrics on Twitter to other channels. Twitter says Moat’s initial survey found that 99 percent of video ad impressions measured were viewable. The MRC threshhold for a viewable video ad is that at least 50 percent of the video player be in view for at least two seconds.Twitter already partners with Nielsen and comScore. Now it will enable audience verification metrics such as demographics, reach, frequency and GRPs with Nielsen Digital Ad Ratings (DAR) and comScore validated Campaign Essentials (vCE).comScore vCE is available now for US campaigns and will be available in Spain, Canada and the UK later this year. Nielsen is available in the US and more than 20 other countries, and Moat and Integral Ad Science verification are available globally.Twitter’s thi…

3 steps for retailers to perfect one-to-one customer segmentation

In retail, customer segmentation is a basic building block of personalization. Dividing shoppers into groups that share demographics, purchase histories, social networks, onsite behaviors, or any number of other characteristics allows retailers to target these groups with highly relevant communications, products and offers.When personalization is effective, it boosts conversion rates, increases average order values, creates greater customer engagement and contributes to higher revenue and profitability.This white paper from Klaviyo will identify three ways retailers can move their customer segmentation efforts closer to the ideal of “one-to-one marketing”:use behavior-based triggers to target dynamically;deploy sophisticated email analyticsto boost open and click-through rates; anduse device, location and other contextual data to make personalization more dynamic and create a greater sense of purchase urgencyVisit Digital Marketing Depot to download “3 Steps To Perfecting One-To-One C…