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Showing posts from May 23, 2017
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Getting ahead of the game with predictive analytics

Generating a return on your investment in analytics initiatives can seem like a tall order. First, you’ve got to complete a robust yet resilient implementation of an analytics platform across your sites and apps. Then, because collecting data doesn’t create value for your organization in and of itself, you need to build out some kind of analysis layer so that you can comb through the data, discover opportunities and plan to take advantage of them.Whether you build a team in-house or opt to work with a partner, good analytical talent is hard to come by, so putting together that capacity for analysis isn’t a trivial project. On top of that, somewhere along the way, you’ll need to put some governance in place so that your organization can have a “common language” for analysis, and orderly processes rather than chaos.So if you’ve tackled all that, pat yourself on the back — you deserve it! Now, are you ready for the next challenge?Consider this: Even after putting in all the work to build…

Instagram’s Location, Hashtag Stories are its spin on Snapchat’s search-driven Stories

It’s a weekday, so Instagram is copying Snapchat again.Roughly two months after Snapchat began showing algorithmically curated Stories in its search results, Instagram has started displaying algorithmically curated Stories on its Explore tab and in its search results, the Facebook-owned app announced on Tuesday.Now people can type a location or hashtag into Instagram’s search bar, and the app will return a list of normal results topped by a Story composed of slides from various people’s Stories that feature a corresponding location sticker or hashtag. Instagram will also show Location Stories in the Stories feed atop its Explore tab based on where someone is when they’re using the app.Instagram’s Location Stories will appear on Explore tab (left), and both Location and Hashtag Stories will appear atop search results. Instagram’s Location and Hashtag Stories will not feature ads (at least for now), according to an Instagram spokesperson.As similar as Instagram’s and Snapchat’s computer-…

Facebook wants to automate publishers’ direct-sold video ad deals

Already a dominant audience conduit, Facebook is looking to play an even bigger role in publishers’ ad businesses.A year after Facebook started auctioning off publishers’ in-stream video ad inventory through its Audience Network ad network, the social network has started taking part in the deals that publishers strike directly with advertisers for video ads running on the publishers’ own sites and apps, the company announced on Tuesday.Through a program called Audience Direct, Facebook will automate these direct-sold video ad deals by offering a self-serve platform that publishers and advertisers can use to plug in the details of these deals so Facebook can track that the ads were shown to the intended audience.The program enables Facebook to monitor the audiences on publishers’ properties and tie them to their Facebook profiles in order to assess the demographic information of a video ad’s viewership, like viewers’ age and gender. That’s the same kind of thing that Facebook had promi…

Twitter adds Direct Message Cards for advertisers to kick-start specific conversations

One of chatbots’ main challenges is kick-starting a conversation. So Twitter is introducing its own kind of ice-breaker.Twitter is rolling out Direct Message Cards that attach a menu of buttons to a Promoted Tweet that people can select to start a DM thread on a particular topic with the advertiser’s bot or the humans that may manage the brand’s private messages.Twitter’s Direct Message Cards are limited to advertisers, though they can be used in organic tweets, as well as Promoted Tweets. Twitter has been testing the Direct Message Cards with brands like Patrón Tequila. Marketers that want to try out the cards will have to ask a Twitter’s sales rep for access.Twitter’s Direct Message Cards are supposed to push a private conversation past the awkward small-talk stage. In that way, they are similar to Twitter’s welcome messages and Facebook Messenger’s referral codes, both of which tailor a brand’s opening message based on the link a person clicked to open the conversation (or, in Mess…

Facebook enables all Pages to add guests to Live broadcasts on iOS

Facebook is extending the option for all Pages and normal accounts to add a guest to their Facebook Live streams after opening up the feature to people with verified profiles last year. For now, guests can only be added if both the broadcaster and guest are using Facebook’s iOS app to stream themselves.If a broadcast is airing horizontally, the video will split-screen the broadcaster’s and guest’s streams side by side. If it’s airing vertically, the guest’s stream will appear as a thumbnail overlay like in a FaceTime chat.For marketers, the extension of the Live With feature means a brand can add a spokesperson to the stream or pick out a member of the audience to chime in on the broadcast. That’s already possible by using Facebook’s Live API, but not all brands staff the tech talent and production crews or want to pay for the software to support more TV-style programming. Using Live With, more Pages can approximate that level of production through an iPhone.Facebook is also starting …

Live blog: Google Marketing Next opening keynote #GoogleMarketingNext

Hello from San Francisco, where Google Marketing Next — Google’s annual summit for advertisers — is taking place. We’re live blogging the opening keynote, where it’s expected that a variety of product announcements will be made.Some news has already been released. See our stories for more:Google is extending in-market audience targeting to Search campaignsYouTube location extensions, in-store sales measurement now availableGoogle launches free Google Attribution, hopes to kick last-click attribution to the curbThe keynote begins at 9am PT. It will be livestreamed via the Google Inside AdWords bloghere and perhaps at the Google Marketing Next site. Our live blog is below:

via Marketing Land

Two social media heavyweights show us inside Amazon’s Influencer Program

Earlier this year, Amazon rolled out a beta program aimed at social media influencers with high follower numbers and frequent social posts that include shoppable content.Influencers accepted into the program are given an Amazon vanity URL where they can curate their own list of recommended products sold on Amazon, and in turn earn a commission when anyone buys a product from their page.Amazon hasn’t released a whole lot of information around the program beyond the enrollment page on its site, but we found two social media influencers who have been part of the program since its inception: Matt Granite, the force behind The Deal Guy, and Liane Mullin, COO of What’s Up Moms.In interviews conducted over email, Granite and Mullin share more about the program and what their experience has been so far as an Amazon Influencer.The Deal Guy founder Matt GraniteGranite’s The Deal Guy YouTube channel offers daily deals across a wide variety of categories. Subscribers are given daily tips on deals…

Lotame partners with Survata to validate third-party data with users’ survey answers

Data management platforms (DMP) often offer third-party data that you can match against the cookies or mobile device IDs of users you’re targeting. This outside data helps you add more attributes for that user, for better ad or content targeting.The problem, though, is whether the outside data is any good.DMP Lotame has now announced an exclusive partnership with market research firm Survata to rate that data with user surveys by those segments. The companies say this pilot of Segment Validation is, to their knowledge, the first of its kind.[Read the full article on MarTech Today.]

via Marketing Land

Publishers: Tell your users what they’re getting out of viewing ads

Despite Facebook’s claim that publisher adoption of Instant Articles has increased by 27 percent since the beginning of 2017, the fact that publishers such as The Guardian have removed their inventory from the platform sends a clear message to the industry: monetization of content through the platform is becoming increasingly challenging, while more needs to be done to build transparency and trust with the most valuable asset of all — the reader.The consensus of the digital media industry is also supported by a recent report from the Reuters Institute for the Study of Journalism, which reveals that almost half of respondents (46 percent) are more worried than last year about the influence of third-party platforms on the publisher-reader relationship.With these concerns mounting, how can publishers reclaim control over their inventory while building more robust direct relationships with their readers?Engaging with audiencesWith publishers continually looking for new ways to engage thei…

Targeting generational buzzwords like “Millennials” means targeting no-one

If I were to tell you that marketers were using astrological signs as a way to understand/target specific groups of people, you’d tell me that’s a ridiculous strategy.“Astrology is fake,” you’d say, and given the precision of modern marketing tools, using the stars to analyze customers or understand population segments would not only be lazy, but the chances of it working would be random at best. Yet, this is happening daily.How? For example, thinking that millennials, a 75.4 million cohort of people in the United States alone, share a universal set of attributes.Speaking in absolutes about a demographic that makes up ~20% of the total population of the United States with nearly no shared characteristics completely ignores the nuance, depth and uniqueness of humanity, and our diverse wants, needs and desires. We are complex creatures!Common sense would indicate that drawing conclusions about such a loosely defined group of folks is at best “pushing it,” and at worst completely ludicro…

Google Next: YouTube location extensions, in-store sales measurement now available

This morning at Google Marketing Next in San Francisco the company is making a number of ads and analytics-related announcements. Among them, Google announced a new multi-touch attribution tool called Google Attribution. It also announced location extensions for YouTube and in-store sales measurement for AdWords.The company is increasingly focused on showing the offline impact of online ad exposures. Location extensions, which have been available for search and display campaigns for quite a long time are now coming to YouTube. That means address/map location, hours, photos, call buttons and other information will soon be available for YouTube ads.Below is an example of the recently updated GDN mobile format with location extensions. Video will be similar with mobile users primarily in mind.Google Director of Product Management, Kishore Kanakamedela, said over the phone, that since 2014 Google has measured more than 5 billion store visits in 17 countries. He also discussed how machine …

Email vs. social: Which works best for B2C?

If you’re a busy professional with a digital company, you’ve likely lamented a thousand times over where to focus your limited resources. Email marketing and social media are two marketing tactics with a bundle of buzz, but which will give you the most efficient and effective results?Email and social media are two completely different beasts and could serve two separate purposes in your overall strategy. To narrow your focus, we have to first get clear on what you’re after.That said, keep in mind that it is not necessary to choose one or the other; each has its own place, and benefits and should be used in tandem to expand your business to new audiences and levels of success. But it’s always advantageous to have a core focus and know which modalities bring the most bang for your business buck.Email marketing is a powerful mainstayEmail marketing is the little engine that could. It’s one of the only evergreen strategies that has worked since the web first landed.This year, the number o…

Google launches free Google Attribution, hopes to kick last-click attribution to the curb

As it did with web analytics in 2005, Google is bringing attribution to the masses with the new free version of Google Attribution. Announced Tuesday ahead of the annual Google Marketing Next Event, Google Attribution is a simplified reformatting of Adometry, the multi-channel attribution service that Google acquired in 2014 and has woven into its enterprise offerings.The aim of Google Attribution is to simplify the complex problem of multichannel, multidevice attribution by leveraging data advertisers already have in Google Analytics, AdWords or DoubleClick Search, said Kishore Kanakamedela, ​director of product ​management​ at Google, by phone Monday. Bill Kee, group product manager at Google​, added that Google Attribution is focused on understanding the full customer journey versus being limited to looking at last-click impact.The long-running problem with last-click attribution is that the model ignores any touch point — e.g., email, display impressions, generic search ads — that…

Google I/O: What’s going on with Progressive Web Apps?

At Google’s developer jamboree, Google I/O, last week the search giant paraded a host of big name case studies and compelling stats to herald its success with two initiatives to make the mobile web better and faster: Progressive Web Apps (PWA) and Accelerated Mobile Pages (AMP).Progressive Web Apps are a Google innovation designed to combine the best features of mobile apps and the mobile web: speed, app-like interaction, offline usage, and no need to download anything.Google spotlighted this relatively new web product at last year’s Google I/O, where the Washington Post showed off a newly-built Progressive Web App to enhance its mobile experience.Whether companies believe in or plan to adopt Progressive Web Apps, the initiative (along with AMP) has done a fantastic job of highlighting a) the importance of making websites and apps lean and mean so they perform better on mobile and b) how ridiculously bloated, slow and inefficient websites and apps have become.PWA and AMP are not the o…

Amazon is paying Alexa game developers. Will that expand to all skills categories?

Voice analytics platform VoiceLabs recently launched audio ads, arguing that developers needed to get paid and Amazon wasn’t offering its own monetization. With ads only allowed in three categories — streaming radio, streaming music and news-flash briefings — how would that work?One way may be direct payments from Amazon. The company is currently paying game developers with high-usage skills.A letter recently sent to developers said, “We are exploring new ways to reward our developers for their skills in the US, UK and Germany. Starting this month, we are giving eligible game skill developers the opportunity to earn money for their skill based on customer usage.” The following is from Amazon’s FAQs about “rewards”:We will identify top game skills to reward each month. If your skill qualifies, you will be notified by email.Payment is based on your skill’s customer usage. The email you receive from the Alexa team will include the details of your payment amount.Customer usage could be me…

Quora’s ads platform is out of beta and available globally

Quora, the place to get questions on just about any topic you can dream up answered by people who know about it, has now opened its self-serve ads platform to advertisers globally.More than 300 advertisers from a range of verticals have been using on the platform while in beta. Shopify, Hubspot, Thinkific, Udacity, and Hired are among the companies that have been running campaigns.This under-the radar company is valued at $1.8 billion as of its latest funding round last month. Though it has been comfortable with a slow growth approach until now, as we reported in April, Quora has doubled its ads team, which includes of several Facebook ad alumns, and is planning to invest into building out the ads platform.Quora currently offers two native ad formats — text and app install ad — that run on question pages and include a call-to-action button. Ads are sold on a CPC basis in a real-time auction, and campaigns can be targeted by topics, location and device.The platform is intuitive to thos…

Marketing Day: IAB Tech Lab launches ads.txt, Tobii acquires Sticky & 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:Enterprise Call Analytics Platforms: A Marketer’s Guide — updated for 2017
May 22, 2017 by Digital Marketing Depot
The flood of mobile calls to US businesses continues unabated, changing the way enterprise brands view the telephone as an inbound marketing channel. It is also now changing the way brands view the telephone as an inbound marketing channel.To purge fake ad sellers from digital advertising, IAB Tech Lab launches ads.txt
May 22, 2017 by Ginny Marvin
Buyers will be able to see which sellers have been authenticated by publishers.At IAB Programmatic Symposium, digital advertising looks to grow up
May 22, 2017 by Barry Levine
The industry organization promotes the new name of ‘automation,’ a new framework and a new urgency as brands proclaim: ‘Enough is enough.’Eye-tracker Tobii acquires fellow eye-tracker Sticky
May 22, 2017 by Barry Le…

Enterprise Call Analytics Platforms: A Marketer’s Guide — updated for 2017

The flood of mobile calls to US businesses continues unabated, changing the way enterprise brands view the telephone as an inbound marketing channel. It is also now changing the way brands view the telephone as an inbound marketing channel. As consumers increasingly use their smartphones to research, browse and connect with businesses, brands are developing a newfound respect for the inbound call as an integral part of the conversion path.MarTech Today’s “Enterprise Call Analytics Platforms: A Marketer’s Guide” examines the current market for enterprise call analytics platforms and the considerations involved in implementing this technology. If you are considering licensing an enterprise call analytics platform, this report will help you decide whether you need to. This 41-page report provides:call analytics market overview with the latest industry statistics.in-depth analysis of call analytics features and capabilities.recommended steps for making an informed purchase decision.profil…