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Showing posts from September 11, 2017
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Facebook tests a new ad format that puts it further ahead of its competitors

Consumers’ fondness for and engagement with social media platforms are often cited as reasons that advertising on these sites is effective. There are even numbers to support those claims, with analytics from Facebook that show the great performance of marketing through the platform. But is Facebook an appropriate bellwether platform to gauge the entire social media industry?Below, I take a look at some recent studies regarding advertising on social media as a whole, which indicate that with the exception of Facebook, most social media advertising performs rather poorly.I also look at new advertising products that Facebook is testing that exemplify why it is so successful, and that differentiate it from other social media platforms. Lastly, I provide four takeaways to use whenever planning a social media campaign.The effectiveness of Facebook ads compared to search and other social mediaFirst, let’s look at Facebook numbers and see how they compare to search marketing. According to dat…

How to market your brand using interactive native content, Part 6

via Marketing Land

At IAB’s Podcast Upfront, stories-in-sound strut spectacular ad specs

If radio married a blog and had offspring, they would be podcasts.And these youngsters — personally expressive posts in audio — are growing up quickly, if the Interactive Advertising Bureau’s (IAB) third Podcast Upfront last week at the Time, Inc. building in Manhattan was any indication.As do other Upfronts in TV and digital video, this one pumped upcoming new programs from a variety of podcast producers, distributors and networks. Included were podcast divisions from major entertainment and news brands like ESPN, Time, and NPR, as well as growing lineups from up-and-coming podcast shops, like Midroll Media, Gimlet Media, Public Media Marketing, PodcastOne, Wondery and HowStuffWorks.From the breadth of programming and the sheer volume of cleverness and talent, we’re clearly entering into some kind of golden age of the spoken word, what Kai Falkenberg from the New York City Mayor’s Office called “the age of the voice.”[Read the full article on MarTech Today.]

via Marketing Land

Google Analytics adds feature to unify users to Google AMP Cache pages & non-AMP pages

As more site owners have adopted AMP for speeding up mobile pages, measurement has lagged. That’s quickly changing.A visitor who went to an AMP-enabled page and a non-AMP page of a site was being counted as two separate people in Google Analytics. In May, Google fixed the double-counting issue for visitors to publisher domain pages, but visitors to AMP Cache pages have still been counted separately in Analytics. On Tuesday, Google announced a fix for AMP pages served via Google AMP Cache, including from Google search results.Google’s new AMP Client ID API, coupled with Google Analytics, allows pages that are partially served on Google platforms like search and partially on site owner domains to communicate with each other. Google Analytics “can understand if a user on your non-AMP pages had ever visited an AMP page displayed by Google. When true, Google Analytics can help you understand user behavior across these two page types as a single cohesive experience,” according to the blog p…

12-part recipe for product descriptions that sell

When it comes time to write a product description, you need to do a lot more than simply describe the product. You need to actively market it.Unfortunately, many digital strategists don’t take the time to do that. Instead, they just copy and paste some plain-vanilla specifications about the product and throw in a little more detail for good measure.That doesn’t compel people to make a purchase.Shoppers who land on a product detail page are like fish who’ve just started nibbling at the bait. The product description is meant to set the hook and reel them in — and as we head into the busy shopping season, that’s more important than ever.In this article, we’ll go over how you can write product descriptions that land sales.1. Get to the pointThe first thing to keep in mind when writing product descriptions is to get straight to the point.Why? Because online shoppers generally won’t spend a lot of time reading text.Shoppers don’t exhaustively read every word of a product detail page, accord…

iSpot.tv launches attention-getting analytics for TV ads

An example of iSpot.tv’s new Creative Wear analytics, showing attention drop over time. iSpot.tv monitors TV ads, getting regular data streams from software on 10 million Vizio TVs.The Bellevue, Washington-based company is now taking its ad monitoring a step further by releasing three analytics products to measure viewers’ attention when ads are shown. CEO and founder Sean Muller told me that this is the first large-scale real-time solution for measuring attention and its falloff across all ads.Owners of these Vizio sets have opted in or out when the set first turns on. If they ignore the option after five times of set turn-ons, Muller says the software assumes that’s an opt-out. But, he added, if you opt, out you don’t get the TV program recommendations made available from iSpot data.The three new analytics products are based on data iSpot has been collecting over the last several years, which measures four kinds of explicit interruptions: changing the channel, pulling up the guide, f…

Google rolling out support for AMP landing page in AdWords search campaigns globally

In May, Google announced it was running a beta test with advertisers to test driving traffic from mobile search ads to AMP landing pages. On Thursday, the company said all advertisers will be able to point mobile search ads to AMP landing pages beginning in two weeks.The functionality is limited to landing pages from search text ads for now. The lighter-weight AMP landing pages typically load instantly, as opposed to the lag of even speedy responsive landing pages on mobile.AMP landing pages are supported for all mobile clicks, though caching is only available for Chrome on Android. Google says it’s working on support for other mobile browsers in the coming weeks.For testing and validation purposes, advertisers with access to the new AdWords interface will be able to see the percentage of clicks that go to invalid AMP pages. They can then identify issues and ensure the landing pages comply with AMP guidelines.On Wednesday, the AMP team released some early results from several e-commer…

Lead the charge to use data in every stage of your design process

It can be hard to change things. I know. I started writing about conversion optimization in 2007, when it wasn’t even big enough to be called “nascent.” It took many years of writing and teaching before people started asking for optimization services.But the alternative is to simply be a follower.If you’ve been working to change the way your organization does advertising and marketing, I welcome you to our tribe. Welcome to those who choose to lead.The key to a data-driven organization, as I have written, isn’t just in the analytics and A/B testing. It’s about using data throughout the design process.Forcing data on someone may sound authoritarian, but you will find that it reduces the time your design team wastes, frees your copywriters to do what they do best and builds confidence with your executive team.Eventually, everyone will love it. For now, my leader, you will have to deal with some bumps along the way.The data-driven design process is a winding roadWe are shifting our desig…

Google responds to Apple’s Intelligent Tracking Prevention with AdWords tracking update

Starting this month, Google is making changes to the way it captures and reports on conversions in AdWords in the response to Apple’s coming Safari update.In June, Apple introduced Intelligent Tracking Prevention, an initiative aimed at limit third-party trackers from capturing cross-site browsing data, in the next version of Safari, coming out this fall. The move has implications for ad performance tracking for Google and others. On Thursday, Google sent an email to AdWords advertisers outlining changes it is making in response to Intelligent Tracking Prevention.What is Intelligent Tracking Prevention?In short, with ITP, third-party cookies that are determined to be able to track users across sites can only be used for 24 hours from the time a user visits a website via Safari. After 24-hours, the third-party cookies can only be used for log-in purposes. The cookies are purged entirely after 30 days.This means that unless a user converts within 24-hours of last visiting an advertiser’…

FAQ: Addressable TV & the convergence of digital video and TV ad buying

The line between TV and digital video is blurring. Increasingly, TV is becoming a digital ad buy, with the ability to automate data-driven buying decisions to target audiences. As video on demand and streaming gains viewer share and content producers seek distribution across platforms, ad buying across channels and devices is becoming a more singular process.With this shift, TV ad buying is undergoing a rapid evolution away from a one-to-many to a one-to-one addressable, audience-based and cross-screen approach. It’s moving away from Gross Rating Points (GRPs) and Cost per Point (CPP) metrics for reaching broad demographic targets and toward audience targets. Using programmatic trading technology and first- and third-party data to target audiences, the ability to buy TV spots in concert with digital is finally becoming a possibility.“What’s most exciting in smart/connected TV is that it is most closely aligned with traditional digital capabilities,” said Tore Tellefsen, VP of TV solut…

How to optimize VR content for search

Virtual reality (VR) has been the talk of the town for a little while now and its marketing potential is getting difficult to ignore.Whether using it to look around a potential new home without leaving your sofa, or to explore a popular scuba diving spot without touching a drop of water, the possibilities are endless and exciting.There is a proliferation of content on the web, and virtual reality offers a new and exciting way of presenting this content. Now more than ever, there is a need to distinguish yourself from the competition, to provide content that excites, inspires and influences. This is a chance to get creative and be different.With VR content, storytelling is immersive and messages more impactful. An experiment carried out last year demonstrated that VR drives engagement and empathy significantly more than traditional video. These factors make virtual reality a powerful weapon in a marketer’s arsenal.However, despite the clear benefits of VR, businesses are still hesitant…