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Showing posts from September 27, 2017
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Spotify launches self-serve platform for audio ad campaigns

Spotify has launched what it says is the first self-serve platform for marketers to set up and manage audio ad campaigns.Advertisers can choose to upload preproduced ads or upload a script and have Spotify create ads with background music and voiceover in the new Spotify Ad Studio platform. Advertisers also provide an image to display while their ads play on the streaming music service. The platform supports 15- or 30-second audio ads that play during programmed breaks between songs.Streaming audio, which IAB broke out for the first time in its 2016 annual survey of the US internet advertising market, topped $1.1 billion in ad revenue in last year, according to the report. Spotify’s self-serve advertising platform is designed to bring more small-to-midsize businesses onto Spotify, which claims an audience of more than 70 million users.Unlike traditional radio, advertisers can target audience segments meeting various criteria.[Read the full article on MarTech Today.]

via Marketing Land…

Vimeo launches its first live-streaming product & announces plan to acquire Livestream

Vimeo, the video platformed owned by IAC, announced yesterday it is acquiring Livestream and has launched its first-ever live video product, Vimeo Live.“We’re focused on bringing a new level of quality, convenience and craft to this evolving medium,” says Vimeo CEO Anjali Sud, noting that live streaming has been the top request from the creator community during the past year.With the acquisition of Livestream, Vimeo says creators will be able to capture, edit, stream and archive live events, in addition to hosting, distributing and monetizing video content.Founded in 2007, Livestream offers both a platform to broadcast and production tools for live video content. According to Vimeo’s announcement, nearly 50 million viewers watch “hundreds of thousands” of live events per month via Livestream. The company’s client list includes organizations like Spotify, the Philadelphia Eagles and Dow Jones.Livestream co-founder and CEO Mark Kornfilt also gave a statement in the announcement, saying…

B2B products are facing a CX make-or-break moment. Here’s why

If you’ve spent any time researching customer experience best practices for apps and services, you’ve probably read a lot about the ways sites like Facebook, Twitter and Pinterest treat CX as a core differentiator for their brands and platforms. And it’s true — these social apps and other prominent consumer-oriented services ranging from Uber to Eero offer a master lesson about the power of leveraging CX in growth strategies.But what about B2B products? Long (although perhaps unfairly) pigeonholed as the ungainly sibling of more glamorous consumer brands, business service providers are the real powerhouses behind today’s cloud economy.Whether it’s a giant like Salesforce or disruptive innovators such as Atlassian and Intercom, the ways successful B2B services convert engaged users into serious, paying customers provide a lesson for other, up-and-coming businesses — B2B and B2C alike.Grounding CX in B2BYou know the expression, “talk is cheap?” Perhaps it’s a bit glib, but the adage is …

MailChimp adds Google Ads as it becomes a multichannel platform

MailChimp took another step this week toward becoming a multichannel marketing platform, announcing that users can now create and deploy Google Remarketing Ads within its dashboard.With two clicks in the new feature, a marketer can connect her store to MailChimp and set up a campaign that shows a site visitor follow-up ads for a product left behind on your site, after the visitor had viewed it on a page or perhaps left it unbought in a shopping cart.MailChimp automatically builds ads from the stores’ best-selling products, and the marketer can tweak the ad’s headline, content or product selection. The ad is then displayed on related sites in Google’s Display Network.[Read the full article on MarTech Today.]

via Marketing Land

How SAP’s purchase of Gigya could change the identity management landscape

The announcement earlier this week by enterprise software firm SAP that it is acquiring identity management platform Gigya could accelerate the transformation of the Customer Identity and Access Management (CIAM) market.Gigya’s tech allows sites and apps to accept social sign-ons, where your Facebook, Twitter or other social logins can be readily used to log on to other sites. Here’s a sample screen for a demo “Gigya Fashion” site, but similar logins are seen on countless sites across the web:Gigya’s platform allows you to give those sites access to your social network profile. With 1.3 billion customer identities under its management under varying kinds of consent, Gigya has also expanded its scope to include a broader offering of identity management tools.[Read the full article on MarTech Today.]

via Marketing Land

The last word on Fred from Google’s Gary Illyes

This month’s Brighton SEO delegates all hoped for Google’s Gary Illyes to enlighten them on the major talking points in search this year. They weren’t disappointed. Google algorithm updates are frequently on the minds of SEOs and webmasters, and have been a hot topic for years. We are always on tenterhooks, waiting for the next change that could damage our site’s rankings.We are never able to rest, always at risk of being penalized by the next animal to enter Google’s zoo of updates.Past assumptions about Google FredBack on March 7th 2017, many webmasters reported unexpected fluctuations to rankings. The name Google Fred then began to circulate following a chat on Twitter between Barry Schwartz and Google’s Gary Illyes where Gary joked about future updates being named Fred.sure! From now on every update, unless otherwise stated, shall be called Fred— Gary "鯨理" Illyes (@methode) March 9, 2017We safely assumed there was an adjustment to the algorithm as Google confirmed there …

Facebook’s two-year NFL deal for Watch shows includes sharing ad revenue

Facebook’s NFL deal may serve as a playbook for how the social network plans to score TV viewers and advertisers.On Tuesday Facebook and the NFL announced that the sports league would distribute game highlights, recap clips and weekly shows through the social network’s new home for TV-like video, Watch.The two-year deal will have Facebook pay the NFL a guaranteed amount upfront. Then, after Facebook makes back that money from selling ads within the NFL’s videos, the two companies will split the ad revenue, according to a person familiar with the matter.An NFL spokesperson declined to comment. A Facebook spokesperson did not immediately respond to a request for comment.The NFL deal bolsters Facebook’s bid to cultivate TV-style viewership and attract TV-favoring advertisers. While Facebook has operated a video ad business since introducing autoplay video ads in 2014, those ads appeared while people scrolled through their news feeds, making it harder for advertisers to capture audiences’…

Twitter tests doubling the length of tweets to 280 characters

Twitter’s defining feature — the tweet’s 140-character limit — may soon go the way of Instagram’s square posts and Vine’s, well, everything.Twitter has started a test to double the length of tweets to 280 characters, the company announced on Tuesday.Twitter will use the open-ended test to decide whether to officially change the maximum tweet length, but the company has not yet committed to that change. If Twitter does opt to officially adopt 280 characters as the new maximum length, it would mark the biggest change to the social network since its founding in 2006 and the biggest big bet yet by the company to increase its user base.Beginning today, people may start to see these twice-as-long tweets in their Twitter feeds, though the option to post 280-character tweets will be limited to “a small group” during the the testing phase, according to a company blog post published by Twitter product manager Aliza Rosen and senior software engineer Ikuhiro Ihara. Those extended tweets could in…

Marketing Day: Facebook Messenger news, Google’s latest anti-fraud initiatives & YouTube advertiser tools

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:Facebook spins off ‘messages’ as standalone ad objective to boost Messenger bots
Sep 26, 2017 by Tim Peterson
Facebook aims to make businesses more aware of ways to make people more aware of their Messenger accounts.How the Russian search market looks now
Sep 26, 2017 by Brendan McGonigle
Contributor Brendan McGonigle examines shifts in the Russian search market resulting from Google’s recent move to come into compliance with Russian competition law.The PPC challenge of selling manufacturing capability vs. stock products
Sep 26, 2017 by Dianna Huff
Google AdWords is a powerful advertising platform, but it can be tricky for companies whose products and services aren’t so clearly defined. Columnist Dianna Huff shares how she overcame this problem and got results for a small manufacturing client.Martech enablement series: Part 8 — Executing martec…

Facebook spins off ‘messages’ as standalone ad objective to boost Messenger bots

Every month, 18 million businesses exchange more than 2 billion messages with people on Messenger, according to David Marcus, head of the Facebook-owned messaging service. That sounds like a lot, and it is. It’s 100 percent more messages than were exchanged a year ago, he said. Now, to spark more conversations between people and businesses, Facebook is making its option for businesses to buy ads to promote their Messenger accounts more apparent.Advertisers using Facebook’s self-serve ad-buying tool, Ads Manager, can now set “messages” as their campaign objective, Marcus announced during an Advertising Week session in New York on Tuesday.Brands can use the new objective for campaigns intended to get people to click on an ad and open a conversation with the brand’s account on Messenger. When brands select the “messages” objective, Facebook will try to serve their ads to the people most likely to communicate with the brand on Messenger, in the same way its “app installs” objective will a…

How the Russian search market looks now

As Search Engine Land first reported in October of 2015, Russia’s Federal Antimonopoly Service (FAS) determined that Google violated Russian competition laws by banning phone manufacturers from preinstalling competitors’ apps, and requiring those same phone manufacturers to preinstall selected Google apps on Android in exchange for access to the Google Play Store.Well, after nearly 20 months of negotiations, a voluntary settlement was reached on April 17 of this year. According to the FAS press release:Google will no longer demand exclusivity of its applications on Android-based devices in Russia; Google will be obliged not to restrict pre-installation of any competing search engines and applications (including on the default home screen); Google will refrain from stimulating pre-installation of the Google search as the only general search engine[…].[Read the full article on Search Engine Land.]

via Marketing Land

The PPC challenge of selling manufacturing capability vs. stock products

While running a successful advertising campaign can be complex at the best of times, it presents a special challenge to small industrial manufacturers.It’s one thing to advertise a widely understood product, such as a running shoe or blender, to a large consumer market. It’s another thing entirely to sell a manufacturing capability that’s only really understood by those in the industry — especially when products look and function differently based on the specifications of the buyer.This challenge is particularly pronounced in the world of search engine marketing, where industrial manufacturers must adapt to an ad platform (e.g., AdWords) that seems more geared to retailers.My company, Huff Industrial Marketing, faced this challenge with a manufacturing client. I’m pleased to report that through carefully and patiently running a variety of experiments, based on different approaches and ideas, we’re now seeing good results.In this column, I’ll share how we did it.[Read the full article …

Martech enablement series: Part 8 — Executing martech enablement

Welcome to Part 8 of: “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the prior sections and focused on outlining a process to build a data-driven, technology-driven marketing organization within your company. Below is a list of the previous articles for your reference:Part 1: What is martech enablement?Part 2: The race team analogyPart 3: The team membersPart 4: Building the teamPart 5: The team strategyPart 6: Building the carPart 7: Insights, intelligence and integrationIn these previous parts, we looked at how your martech team is parallel to an automobile race team. We spent time investigating how a race team constructs their crew and then builds a strategy for winning their individual races and the overall series. We also looked at how they build the car and supporting technology to win their races. All the while, I drew a comparison showing how your marketing organization can use this successful approach to build a ma…