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Showing posts from June 14, 2017
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IAB: 2017 Q1 is 7th straight with double-digit growth in US digital ad revenues

Digital ad revenues in the US jumped 23 percent year over year to $19.6 billion. That’s the seventh consecutive quarter to see double-digit growth, according to the IAB, which released its Q1 overview conducted by PricewaterhouseCoopers (PwC) Wednesday.“The first quarter of 2017 represents the strongest beginning to any year yet in digital ad spend,” said David Silverman, a partner at PwC US. “It’s a testament to interactive’s ability to attract audiences and the marketing dollars that follow.”The IAB digital revenues estimates are based on survey data from online media sellers.In 2016, the IAB reported that mobile accounted for 51 percent of online ad revenues in the US, marking the first time mobile outpaced desktop. For the year, total US digital ad revenues rose to $72.5 billion in 2016, up 22 percent from $59.6 billion.The IAB doesn’t report on a company basis, but Google and Facebook dominate growth. Based on the IAB’s data and other soures, Kleiner Perkins’ Mary Meeker estimate…

37% of consumers say ads placed next to offensive content impact brand perception

In March, Google faced a firestorm from brands after an investigation by The Times of London revealed Google Display Network and YouTube ads were being served up alongside extremist content.At the time, a number of advertisers — first in the UK and then in the US — boycotted Google’s ad network.“Until Google can ensure this won’t happen again, we are removing our ads from Google’s non-search platforms,” said an AT&T spokesperson who confirmed the brand was very concerned its ads had possibly shown up alongside content promoting terrorism and hate.In response, Google increased its brand safety controls within its ad platforms — but the situation put a spotlight on an issue that is now more relevant than ever: how the placement of an ad, and the content around it, could impact brand perception as much as the ad itself.According to the newly released “How Brands Annoy Fans” survey from The CMO Council, 37.3 percent of 2,000 consumers polled said ads that appear next to objectionable …

Why content matters (no matter what type of marketer you are)

No matter what kind of marketer you are, content matters.The reasons for this are manifold. Yes, there’s content marketing, which has long been called the “new black” in the marketing arsenal. Content marketing has risen to prominence for a slew of very, very good reasons. It’s customer-centric, rather than sell-centric. It’s about you rather than me, and it’s the marketing of attraction rather than interruption.Content has also become popular due to the democratization of media. Everyone can do it (though doing it well is another story entirely). Blog? Podcast? Video? All you have to do is own a phone.But there are other, more strategic reasons why content is paramount in marketing. Let’s examine why.The eclipse of advertisingDigital advertising: banners, takeovers, video and other formats are plummeting in efficacy. Ad fraud is rampant, as are ad blockers. Marketers are challenged to reach consumers in new ways, and in ways that delight rather than anger them.Enter content marketing…

Facebook addresses Audience Network, mid-roll ad transparency problem with publisher lists

Buying ads from Facebook doesn’t always mean those ads will run on Facebook. They could appear across Facebook’s Audience Network of third-party apps and sites. Even on Facebook they could show up inside an Instant Article or in the middle of a publisher’s video — all without the advertiser knowing where its ad appeared and with whom its brand is being associated. Problematically, major ad buyers have advised marketers to avoid some of Facebook’s inventory over the lack of transparency. Now Facebook is cracking open its black box.Facebook plans to start providing advertisers with lists of publishers on whose sites, apps, Instant Articles and native Facebook videos their ads may appear, the company announced on Wednesday.The word “may” may stick out in the previous sentence. That’s because Facebook will still not be providing advertisers with lists of where their ads actually appeared. Instead Facebook will provide advertisers with lists of where their ads could potentially appear, tho…

Instagram debuts tool for celebrities, publishers to label sponsored posts, Stories

Instagram is a popular place for brands to pay celebrities and publishers to piggyback their organic audiences. But if those celebrities and publishers don’t disclose when a post is paid for — and many do not — they and the brands risk running afoul of the Federal Trade Commission’s disclosure guidelines. While some opt to add #ad or #spon to their posts’ captions, there hasn’t been a set standard to tell viewers when something is sponsored — until now.A little over a year after Facebook introduced a sponsored-content labeling system, Instagram is rolling out a way for celebrities and publishers to label their organic posts, including Stories, as sponsored.Sometime “in the coming weeks,” when a person or publication posts a photo, video or Story to Instagram that was paid for by a brand, they will be able to flag it as sponsored content, and the post or Story will feature a “Paid partnership with [brand name]” label when people view it. Instagram will not be doing the tagging for crea…

PowerInbox launches premium email ad network

Since 2013, PowerInbox has provided an ad network for media publisher emails called RevenueStripe.Now, the New York City-based company is launching another ad network that is focused on premium email inventory, called InboxChoice.At launch, selected publishers include ABC, Hearst, The Enthusiast Network and Bonnier, with such advertisers as DermStore, Casper, Home Advisor, PCH, ForRent.com and eBay.[Read the full article on MarTech Today.]

via Marketing Land

LinkedIn partners with Acxiom for brand targeting

With its half-billion users worldwide, LinkedIn contains a treasure trove of personal and professional data about businesspeople.A marketer can target people on LinkedIn by their type of business, geography and other factors. Or a brand can export a list of email addresses for its customers and, through LinkedIn’s Matched Audiences, target those customers on the professional site via addresses.To help brands target their customers on LinkedIn, data service Acxiom — and its data onboarding subsidiary LiveRamp — have announced a product integration with LinkedIn.[Read the full article on MarTech Today.]

via Marketing Land

Progressive Web Apps versus Android Instant Apps: Which is better for marketers?

Much has been made of the fight between mobile apps and the mobile web, but the line between the two is no longer as clear-cut as it used to be.Broadly speaking, a mobile-friendly or mobile-responsive website is less costly and time-consuming to develop than a native mobile app, and tends to attract a wider audience – it’s quick to access, with no downloading or storage required.Native mobile apps, meanwhile, tend to offer a better user experience and see more engagement from a dedicated core of users who are loyal enough to download a company’s app and come back to it time and time again.But in the last couple of years, two hot new contenders have been added to the mix which aim to combine some of the best features of the mobile web and the app world for a better all-round mobile experience. They are: Progressive Web Apps (PWAs), and Android Instant Apps.Image via Google DevelopersBoth Progressive Web Apps and Android Instant Apps are Google initiatives that put a new spin on the tra…

Google rolling out GMB simple website creator

According to Mike Blumenthal, Google is now broadly rolling out its simple website creator for small businesses: websites. It first appeared in January and can be accessed through the Google My Business dashboard.It’s an even simpler tool than Google Sites and was reportedly designed for developing markets (e.g., India). However, it’s also accessible to US businesses.It takes advantage of the local business data already in GMB to pre-populate certain content on the site (hours, location, phone and so on). However, as Mike points out, it’s a very basic (but visually polished) solution for new businesses or those that have no website. In the US, a substantial minority — in some surveys approaching 50 percent — of small businesses don’t have a site.While it’s not going to work for sophisticated e-commerce and B2B sellers, it may be sufficient for many business categories — and it’s responsive. Indeed, something slightly more than a landing page may be all that is now required for a large…

Marketing Day: Twitter DM buttons for brands, Facebook value metrics & 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:4 reasons your PPC programs can fail
Jun 13, 2017 by Pauline Jakober
Are you your own greatest obstacle to paid search success? Columnist Pauline Jakober explains four ways you may be inadvertently setting your PPC campaigns up for failure.Incremental innovation: How to make big changes in your email program, one step at a time
Jun 13, 2017 by Ryan Phelan
Launching a new full-blown email program takes time and money most marketers don’t have. Contributor Ryan Phelan suggests focusing on one small innovation at a time to move the business needle.The Periodic Table of SEO Success Factors: 2017 edition now released
Jun 13, 2017 by Danny Sullivan
Mobile, direct answers & site speed factors gain greater weight.Twitter gives brands DM buttons for people to open links, post pre-written tweets
Jun 13, 2017 by Tim Peterson
Twitter is rolling out fou…

4 reasons your PPC programs can fail

None of us set out to have our PPC programs fail. But sometimes they do, despite our best intentions.Why do these programs fail? There can be many reasons. But sometimes, behind those failures, is some inadvertent self-sabotage — sabotage that will virtually guarantee a failed PPC program.To help you avoid inadvertently setting your PPC programs up for failure, I’ll use this column to describe four ways to “help” your PPC programs falter or self-destruct.1. Put too many options on your landing pageI know, I know. I’ve talked before about how landing pages are critical to PPC success and how important it is to keep them focused. But I’m going to repeat myself because it’s that important.As you know, the purpose of landing pages is to facilitate conversions. You want people who’ve clicked on your ad to take the next step, whether it’s requesting a quote, giving you a call, downloading a package or something else.Landing pages go astray when they provide too many options for visitors. Id…