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Showing posts from September 26, 2017
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Google announces new anti-fraud initiatives for DoubleClick Bid Manager

The demand for greater transparency and coordinated efforts to eliminate fraud in the digital advertising supply chain has become a rallying cry across the industry. Last week, Google announced several measures it is taking to address concerns of media buyers using its demand-side platform, DoubleClick Bid Manager (DBM).The initiatives break down into three buckets:More information about filtered invalid trafficAdvertisers will get more detail about the prebid and post-serve impressions that DoubleClick Bid Manager detected and filtered out. Invalid traffic details include the total number of filtered bids broken down by type, such as sophisticated invalid traffic (SIVT) and traffic from data centers, crawlers and abnormal activity.Additionally, supply partners will also get reports on the invalid traffic from their platform that DBM is filtering out so that they can take action.Automated refunds for invalid traffic from supply sourcesGoogle has been working with supply partners to im…

Retailers, get ready: It’s the most mobile time of year

It may still feel like summer, but it’s never too early for consumers to start thinking about what that special someone has been eyeing for the holidays. Before we know it, we’ll be in the midst of the Black Friday and Cyber Monday sales cycle, followed immediately by December’s holiday shopping frenzy.This holiday season is set to be by far the most mobile yet. As many of us return home to spend time with our families, we tend to leave our bulky devices behind, with only our phone or tablet to access the internet.This holiday season isn’t just busy for retailers; shoppers are running around with a million things on their minds, from selecting the best turkey to picking the perfect present. Smart marketers recognize consumer anxiety and offer as much convenience as possible. Setting the right strategy for the next few months is critical.With fewer than 100 days before the post-Thanksgiving shopping mania, marketers need to focus on some key details to power a magical holiday experienc…

Find your target audience with YouTube video advertising

Advertising on YouTube is a cost-effective way to reach potential customers for nearly any product or business. YouTube users consume more than a billion hours of video content per day on the site. Within that large volume of traffic, advertisers are able to target specific demographics and regions.For startups and international corporations alike, the video-sharing website has become an increasingly popular place to advertise. In 2017, 20 percent of all video ad revenues in America will go to YouTube, according to eMarketer forecasts. Below, find out why so many businesses are turning to YouTube for online marketing.1. High rate of consumptionWith over a billion users, YouTube hosts nearly one-third of all the people online. And the platform reaches more 18- to 49-year-olds than any cable network in the US, according to YouTube.With younger generations reluctant to pay for television and cable, YouTube provides a free alternative for all kinds of media content, from music videos and …

How Valassis used bots on Facebook Messenger to drive offlline auto sales

Bots are often discussed as a kind of magic solution for marketers: scalable, customizable and attractive to millennials. Some of that is accurate, but as always, there’s a more complex story beyond the hype. There’s also the very real risk of poor execution.A recent case study from Valassis is valuable for insight into what an intelligent use of bots looks like. Chatbots (on Facebook Messenger) were integrated into a larger automotive lead-generation campaign that involved careful targeting of prospects and human follow-up.Valassis worked with Feldman Automotive Group in Detroit, Michigan, to drive leads and sales offline to local auto dealers. Valassis and a partner built a chatbot on Facebook Messenger for Feldman to help qualify leads.Prospects were exposed to targeted Facebook ads in the News Feed. Audience members were in-market automotive shoppers. The audience was further qualified using location targeting: car shoppers within a specified radius of Feldman dealership locations…

5 things that Bing does better than Google

I have to be honest. When approaching this article, my initial reaction was something along the lines of, ‘Ha! Bing doesn’t do anything better than Google!’.But on brushing aside my Google superiority complex and after a bit more considered thought and research, I came to the realization that Bing does do some aspects of search better. Quite a few things actually.Let’s first take a look at the market share between the two rivals. In the US, Bing occupies a third of the market. A third! That’s pretty high given that ‘Google it’ is now a heavily used phrase by the masses, whereas have you ever heard anyone say ‘Bing it’? Probably not. In the UK, Bing isn’t far behind with a 26% share of the market. It is, however, worth noting that worldwide Bing only has 5% of the desktop search engine market share, whereas Google has 87%. That’s a big discrepancy.Bing is undeniably still a key player in the search engine rivalry contest and it has many enviable features. So back to the question in poi…

YouTube unveils new tools to create custom ads at scale, sequence videos & more

In the race for user attention in an increasingly competitive video advertising landscape in which multiple players are bidding for brands’ video dollars, YouTube announced new tools, during Advertising Week in New York City, Monday. Designed to help advertisers reach their audiences with relevant messaging, at scale, the new features touch on improved targeting options, creative offerings and measurement tools.Custom Affinity Audiences based on other Google dataCustom Affinity Audiences allow advertisers to define audience targeting based on YouTube searches. This gives advertisers more flexibility and specificity in their targeting versus relying on Google’s pre-defined affinity audiences or in-market segments.Custom Affinity targeting in YouTube is expanding further by allowing advertisers to reach users on YouTube based on other behaviors exhibited across the network of Google products. This can include locations visited on Google Maps, search queries, the installed apps or downlo…

Digital billboard ads for Virgin Train display live travel times in the UK

Digital out-of-home (DOOH) advertising has taken another step toward becoming a fully online medium, following a UK-based campaign this month that shows live data of current travel times.Launched the second week of September and continuing till October 1, the campaign for Virgin Train is designed to show that “taking the train is faster than driving.” On various digital video billboards in London, Birmingham and Leeds metropolitan areas, car drivers see a real-time comparison of car and train times along popular routes to various destinations.The travel times are automatically updated throughout the day, based on live data, and the campaign creators say this is the first time traffic and location data have been combined in an outdoor campaign.When traffic on a given route gets heavy, the travel time comparisons are also shown on small digital video displays in gas stations, restaurants and shopping facilities at rest stops along the route, a break-out into additional screens during pe…

Keys to Driving Webinar Registration and Attendance

Are you getting enough people to register and attend your webinars? A webinar is one of the best tools marketers have to generate leads and drive pipeline. As webinars become a bigger part of our demand generation strategy, it is more important than ever to master the science of building your webinar audience.Join ON24 VP of Content Marketing Mark Bornstein as he provides the best practices and secrets that have helped companies build their webinar audiences from tens to thousands. You’ll hear how to increase webinar registrations and build an audience for your brand.Register today for “Keys to Driving Webinar Registration and Attendance,” produced by Digital Marketing Depot and sponsored by ON24.

via Marketing Land

Pinterest signs visual search & advertising deal with Target to license its Lens technology

People will be able to use Target’s app to scan items in the real world and find similar products sold by the retailer. Pinterest has signed a deal with Target to license its visual search technology, Lens, the retail brand announced on Monday. In exchange for a multiyear ad spend commitment, Target will be the exclusive retailer in the US with access to Lens.The deal marks Pinterest’s second to integrate Lens into another company’s product. After debuting Lens in February 2017, Pinterest signed a deal with Samsung in April to embed Lens within the hardware company’s line of S8 smartphones.Target will plug Pinterest’s visual search technology into its Target Registry mobile app so that people registering gift ideas for their new baby, new home or wedding can use Lens to scan objects in the real world and be shown a list of similar products sold by Target. Eventually, Target plans to make Lens available through its main mobile app.In addition to getting more data to improve its computer…

Marketing Day: Google My Business, AI for link building & Instagram’s 2M monthly advertisers

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:3 ways to improve link equity distribution and capture missed opportunities
Sep 25, 2017 by Chris Long
You’ve worked hard to accumulate as much link equity as possible from external sources, but is your internal linking structure diluting that equity? Columnist Chris Long details how to reclaim your lost link value.Google is making strides with Google My Business
Sep 25, 2017 by Brian Smith
Though Google My Business isn’t perfect, columnist Brian Smith believes that recent updates and added features illustrate Google’s commitment to making the platform work for local business owners.How to use AI for link building and improve your search rankings
Sep 25, 2017 by Kevin Rowe
As artificial intelligence (AI) continues to grow in popularity among consumers, marketers working in search engine optimization must consider how it can make their work easi…

3 ways to improve link equity distribution and capture missed opportunities

There’s a lot of talk about link building in the SEO community, and the process can be time-consuming and tedious. As the web demands higher and higher standards for the quality of content, link building is more difficult than ever.However, few SEOs are discussing how to better utilize what they already have. There seems to be an obsession with constantly building more and more links without first understanding how that equity is currently interacting with the website. Yes, more links may help your website rank better, but your efforts may be in vain if you’re only recouping a small portion of the equity. Much of that work dedicated to link-building efforts would then be wasted.For many websites, there is a big opportunity to improve upon the link equity that has already been established. The best part about all of this is that these issues can be addressed internally, as opposed to link building which typically requires third-party involvement. Here are some of my favorite ways to re…

Google is making strides with Google My Business 

If you wanted to boil down marketers’ fears in the digital economy to one single idea, you might argue it would be loss of control.How your brand is being presented and talked about across all the various sites, channels and platforms out there can sometimes feel entirely out of your hands. There’s always that lingering concern that potential customers will be misled, either through malicious reviews or inaccurate business information that pushes people toward your competitors.Google My Business (GMB) has been one path to help brands solve the latter issue. GMB serves a similar function to business listings, much like Yelp or Yellow Pages, but has the added benefit of being tied directly to the tech giant’s search engine.Customers search for your business, and Google My Business returns a customizable listing to go along with other search results. Information like location, store hours and customer reviews is available right from Google’s search engine results page, giving users a mor…

How to use AI for link building and improve your search rankings

The use of artificial intelligence (AI) has permeated the mainstream, as companies like Apple, Microsoft, Amazon and Google work diligently to make voice commands and voice search integrative parts of their OS and user experience.AI’s applications in the search engine optimization (SEO) world are continuing to expand to new horizons. Many have likely heard of the Y Combinator-backed RankScience, which uses thousands of A/B tests to determine how best to positively influence search engine rankings. Complete handling of SEO from AI is likely not going to catch on quickly, however, and there isn’t software currently that handles many of the important aspects of SEO.While no software exists that leverages AI to build links, we can nonetheless use multiple types of software for various stages of the link building process, including:data collection, by using natural language processing to determine if the sites are contextually relevant and keyword relevant.site analysis, to determine if th…