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Showing posts from June 9, 2017
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Sharethrough’s latest SSP update aims to dramatically simplify ad ops for publishers

Sharethrough, the native advertising SSP, has launched Unified Auction features in its Sharethrough for Publishers platform. The features are designed to reduce workflow friction in reporting and optimization by making mediation, adding multichannel demand sources and rolling up reporting across all demand sources a breeze.With the Unified Auction update, publishers can see all of their header bidders and direct sources in one place and facilitate a simultaneous auction. The Sharethrough header wrapper supports traditional display and video demand, in addition to native. “You’ll only have one header wrapper, and publishers will want one that’s multichannel, and other wrappers don’t support native,” said Alex White, Sharethrough VP of product marketing, by phone.While Sharethrough believes growth will come from native executions, “there is still a robust business in display, and that’s where the liquidity still exists in programmatic,” said White. “We’re not restricting to native forma…

Why notifications deliver great CX

How many notifications did you receive on your phone today? More than you realize (or maybe even count), I bet.Looking at my own lock screen, I see a handful of likes from social networks like Twitter, Facebook and Instagram. There are some breaking headlines from The New York Times and The Washington Post. Two colleagues pinged me in Slack. There’s a calendar appointment and a weather forecast. Headspace is inviting me to meditate. A notice that the flowers I sent to my wife were delivered. And an email from her as well.And I haven’t even yet unlocked my phone.In another context, all of this might be annoying and verging on spam. After all, attention is an acutely scarce resource. But on the contrary, I not only welcomed these alerts but also interacted with most of them.Why? Well, part of it is choice. I personally chose which apps have the privilege of alerting me, and I know I can tailor the alerts whenever I wish. At a basic level, that control is thanks to how my phone’s systemw…

Report: Facebook’s Instant Articles faster than AMP, both formats boost user engagement

Chartbeat released a report this week that quantifies the benefits of faster mobile page-load times, and specifically of publisher usage of Google AMP and Facebook Instant Articles (FIA). Called “The New Speed of Mobile Engagement,” the report seeks to answer some basic questions about the formats:Does improving page load time positively impact readership and revenue?Does it deliver on the promise of a quicker, cleaner mobile user experience?How does AMP compare to Facebook’s Instant Articles format?What is the impact on consumer engagement?The report concludes that page speed matters to mobile readers and faster pages equal more engagement. The findings are based on Chartbeat’s analysis of user interactions with “360 sites using AMP and FIA from June 2016 to May 2017.”Chartbeat found that on AMP the median page-load time was 1.4 seconds. By comparison, Facebook’s Instant Articles loaded in a fraction of a second, while the standard mobile web page-load time was over five seconds. How…

AdColony launches a new interactive mobile video format

A screen shot of an ad using AdColony’s Aurora video format, with interactive choices. Mobile ad platform AdColony is out this week with a new proprietary video format for in-app ads that offers in-video interactivity, haptic effects, responsiveness to device tilting and more.The company describes this new suite of interactive mobile video products, released under the name Aurora HD video and available for iOS and Android smartphones and tablets, as “the most advanced, interactive and immersive video format in mobile.”[Read the full article on MarTech Today.]

via Marketing Land

Brandwatch adds a Reddit ‘mini-firehose’ to its social data

For marketers, the popular Reddit community is a largely untapped reservoir of unvarnished opinions.This week, Brandwatch announced that it is the first social intelligence provider to get access to significant volumes of Reddit data through what VP of Data Amy Collins described to me as “a mini-firehose.” The data will be made available in Brandwatch’s two main products, its Analytics and Vizia 2 platforms.Previously, she said, her company and other social analytics firms have used Reddit’s public API, but that was “not intended for commercial purposes.” Brandwatch, she added, had used the API to occasionally crawl a few specific subreddits — the site’s term for discussion forums, of which there are over 139,000 active ones — when a brand requested feedback on a specific product.But now, Brandwatch is the first to have access to a high-volume feed, making about 7,500 Subreddits available for analysis. The site is working their way up to eventually offering data access to all the subr…

Blueshift’s AI helps platform focus on individuals and continuous journeys

This week, personalization platform Blueshift is launching AI-powered customer journeys that move its targeting from user segments to individuals, and its focus from single campaign responses to continuous customer journeys.Blueshift provides personalized marketing through content recommendations, email marketing, and, for mobile devices, push notifications and SMS.The company’s AI has previously been employed to provide capabilities like Predictive Scores for evaluating such things as which customers are likely to bolt, or to make the most appropriate product or content recommendations to site visitors. The Score might look at data showing, for instance, that certain telco customers are rarely using their data services.Now, the AI is being used to continually optimize customer journeys. While the Predictive Scores were previously a point-in-time, resulting in a specific campaign effort to a group of users, like sending a discount offer via email, now the scores are continually read s…

How to reduce the impact of images on your mobile site speed

Images are the main culprit for causing oversized web pages (average size 2.2MB) that can perform slowly on mobile devices.Last week, we looked at how to optimize your mobile site speed and test for issues that might be slowing your site down. With Google placing more and more emphasis on mobile site speed and user experience in order to achieve a good ranking, discovering issues with your mobile site speed is critical. But how can you fix those issues once you’re there?This column, the second of three, will discuss the different ways to reduce the impact of images on the performance of your mobile site.You need to fix your mobile image problem. You are not alone. As detailed in my previous column, the average mobile webpage is now a ludicrous 2.2MB and this can severely impede how quickly the page loads on a mobile device.At 68% of total page weight, images are the main culprit. This column will look at the different ways to reduce the impact of image on the performance of your websi…

Five Ways To Win With Artificial Intelligence

Artificial intelligence is growing quicker than we think. It’s exciting to be around to see the rise of artificial intelligence, but also to see how it actually affects us.The presence of artificial intelligence today means that the current way of doing things will be completely reinvented, products and interactions alike.The business world and modern workforce will also be enabled to leverage artificial intelligence and advanced analytics to better function.Artificial intelligence will be a definite part of our future, for example Expert System already offers Cogito, a cognitive artificial intelligence technology based on semantics and machine learning that applies a human-like comprehension of language to make sense of unstructured information in big data.It is able to analyze text and even understand the sentiments from the text to interact with humans. This is only a taste of what is possible and what is to come with AI.These developments make it more important than ever for compa…

Local Vs. Cloud Backup: Which is the Best and Why?

You may have heard of cloud computing, without really investigating any deeper.The name itself sounds like a vague thing that only tech geeks bother with. This should not be the case. In fact, cloud computing can benefit you in your every day, ordinary computing needs.As you know, it is of extreme importance to back up any sort of data you may have on your computer. This is where cloud computing can come in.It allows for remote storage of applications and documents through an online server. This means you can access your important data from anywhere, at any time.There is essentially free range to your computing life. When choosing what to do with your business data, you currently have two main choices: you can either stick to the traditional method of storing data locally, or store your data on the cloud.When it comes to making decisions about where/how to store your data, it is always best to inform yourself through tutorials and specific cloud training courses online, and/or seeking…

9 pitfalls to scaling content and how to avoid them

As more companies start to see the value of content marketing, the pressure is on to scale up production and keep up with your competition. Marketers who started with writing product descriptions are now asked to produce daily blog posts and weekly videos. Any time you have this type of rapid expansion, there are bound to be growing pains. Some common themes include:companies lack the internal resources to produce large-scale quality content.departments are expected to maintain the same KPIs despite their change in size.managers struggle to keep a steady fow of on-topic, on-brand content.As a result, content strategies grow out of control. Exhausted content managers get stuck with pages full of low-quality content, and wonder why they’re not seeing the same ROIs as before.Read this ebook from Copypress to discover the top nine issues marketers face when failing to scale their content and how to solve them. Visit Digital Marketing Depot to download 9 Pitfalls to Scaling Enterprise Con…

Marketing Day: AdWords 2017 roadmap, Facebook Instant Articles & 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:Who should optimize content: SEOs or content writers?
Jun 8, 2017 by Stoney deGeyter
Search engine optimization (SEO) and content marketing have a lot of overlap, but they’re still separate disciplines. Columnist Stoney deGeyter discusses who should ultimately own content optimization.The AdWords 2017 roadmap is loaded with artificial intelligence
Jun 8, 2017 by Frederick Vallaeys
What’s on the horizon for Google AdWords? Columnist Frederick Vallaeys provides a behind-the-scenes look at some new AdWords features from a presentation at Google Marketing Next.Facebook slots ads in Instant Articles’ Related Articles sections
Jun 8, 2017 by Tim Peterson
All publishers in Facebook’s ad network can now feature ads within “Related Articles” sections at the bottom of their Instant Articles.How a degree in theology led to a career in marketing for Slack’…

Who should optimize content: SEOs or content writers?

Content marketing and SEO are pretty closely related in the digital marketing sphere, but they can also be miles apart in execution. There are certainly some overlapping areas between the two, but is there enough to allow your SEO practitioner to also be your content marketer, or vice versa?In my (almost) 20 years of performing and overseeing successful digital marketing campaigns, I’ve come across a lot of “jack of all trades” types. I have argued over the years that having one person do everything isn’t a solid model for a high-performing web marketing campaign. After all, the skills required to, say, optimize a PPC campaign are vastly different from those required for organic SEO.Let’s get back to content and SEO. On-page optimization is a core piece of the optimization process — and that means working with content is part of an SEO’s job. But does that mean that the best person to optimize your content is the SEO specialist? Or should optimizing content be left to the writer — and…

The AdWords 2017 roadmap is loaded with artificial intelligence

Google recently shared their 2017 AdWords product roadmap at Google Marketing Next. Because the audience is primarily comprised of executives at big agencies and big brands, and Google is doing its best to get them excited about all their capabilities, the event sometimes skims over some of the details that matter to those of us managing accounts day-to-day.I’ll share my take on the announcements and what excited or frustrated me the most. Even though it’s now been five years since I left Google, all but one of the presenters are people I used to work with, and they were kind enough to invite me backstage to get a bit more detail than what was covered in the keynote.Custom in-market audiences for searchI’m a PPC geek, so I obviously love better targeting. That’s why the announcement of in-market audiences for search got me so excited. How often have we all wished for a way to look beyond the query and distinguish between a prospective buyer and a kid doing research for a school projec…

Facebook slots ads in Instant Articles’ Related Articles sections

Facebook’s Instant Articles format is supposed to be a better, faster version of the web’s standard article page. Now it’s adding what has become, for better or worse, a hallmark of digital publishing’s current state: ads within below-the-fold “recommended articles” boxes.On Thursday, Facebook announced that all Instant Articles publishers can feature ads within the “Related Articles” section appearing below their actual articles. Facebook had started to test these ads in March 2017 and had seen that they generate an “incremental increase” in the amount of money publishers can make per thousand page views, according to a company blog post published on Thursday.Facebook describes these ads as “native” ads, even though they’re really not. Here’s an example that Facebook included in today’s blog post:The ads appear to be the same photo-and-link ads that typically appear in people’s Facebook feeds, but now they’re placed among a feed of article links. In fact, to feature an ad inside an I…