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Showing posts from October 13, 2017

Using the ‘Russia strategy’ on programmatic

The news over the last several weeks and months has highlighted how the Russian government engaged in a multiplatform social media, search, video/YouTube (and perhaps display) strategy to influence the American public last year.You can make your own decisions about how effective these tactics were; in the context of meddling with the US election, they’re downright disturbing. But some of them are actually worth considering within programmatic display, programmatic native, programmatic, video, and even programmatic audio.Let’s deconstruct their overall strategy and apply it to traditional businesses, including B2B and B2C e-commerce (products and services).Target the audience that can make a differenceFacebook hasn’t revealed the exact targeting levers that the Russian government used, but people close to the investigation allege that Russia (or its cutouts) used demographic targeting, targeting by gender, geography, interest and targeting via Custom Audiences (possibly using stolen vo…

Free, paid or gated content: Which option is right for you?

What content should you give away for free, and should you charge for any?One of the biggest questions online marketers have is what content should they give away for free (or in exchange for an email address/contact information). Sometimes it’s hard to know what you should share for free versus when you should charge for the information. This is an important strategic decision.Free, gated or paid content? What’s right?When you’re trying to decide whether or not to share content freely, gate it (require an email address or contact information) or charge for it, you need to think about your overall marketing goals. If you’re trying to build an email list and want to sell those people a product or service in the future, then gating content in exchange for their contact information may be the right option.If you’re looking to boost your SEO efforts and build your website’s domain authority through earned links, then gating content may not be the best option, and sharing it freely might b…

Barometric launches a free tool to spot fraudulent web traffic

Attribution and ad-tracking platform Barometric has released a free tool so that web publishers can identify fraudulent traffic.This is the first entry into traffic fraud monitoring for Barometric, a separately managed division of mobile ad network AdTheorent. The new tool, called Clean Score, was launched as a separate tool after invalid traffic filters were built into the platform to assist in the tracking of ad clicks and impressions.Clean Score lets publishers identify invalid traffic, with the aim of generating more valid ad impressions. A study last year by cybersecurity firm White Ops and the Association of National Advertisers found that advertisers are losing more than $7 billion each year to traffic generated by malicious bots.[Read the full article on MarTech Today.]

via Marketing Land

Adobe Ad Cloud’s first app lets marketers manage ad campaigns

Adobe’s Advertising Cloud is out this week with its first mobile app, which the company says is the only app that can manage advertising campaigns across a wide variety of channels.Advertising Cloud Vice President Keith Eadie told me via email that development on the app was started by the team at TubeMogul, the video ad platform that Adobe bought late last year. At the time, Adobe noted that its TubeMogul acquisition boosted video ad capability across channels, including linear TV as well as digital channels.This new iOS and Android app for smartphones and tablets is free for current customers.[Read the full article on MarTech Today.]

via Marketing Land

IAB Tech Lab issues first software: A universal SDK for viewability

The struggle over ad viewability has been compounded by the different kinds of data available.To help remove that variable about ad display, the Interactive Advertising Bureau (IAB) Tech Lab has released in limited beta an Open Measurement software development kit (SDK) that it hopes will become the standard for acquiring data about ad viewability in apps. This the first software product issued by the Tech Lab.An API to do the same thing for websites is scheduled for publication by year’s end, with code available early in 2018.Although there are a variety of ways to look at the data, viewability comes down to measuring how much of a digital static, rich media or video ad was shown, and whether it was seen by — you know — an actual human.[Read the full article on MarTech Today.]

via Marketing Land

Seven SEO trends to watch in 2018

As we reach the fourth quarter of 2017, it’s time to start thinking about the year ahead and what to expect from SEO in 2018.There are number of search industry trends that we’ve seen the very beginnings of this year and last, which will come into greater prominence in 2018.Here are seven you should be keeping an eye on in order to stay ahead of the curve.Voice search and digital assistants Voice search technology presents a big opportunity for changing the way we communicate and process information. The rise of digital assistants has presented a growing market that can change the way search queries are performed. According to Google, 1 out of 5 searches already come from voice queries.This changes the search market and we’re expecting to see an even bigger shift towards voice search in 2018. When it comes to setting up an SEO strategy, the rise of voice search brings out the need to focus on more long-tail search keywords and a natural language that matches the user’s conversational …

How To Fix “Error Establishing A Database Connection” In WordPress

The “error establishing a database connection” message is an especially frustrating WordPress error where your entire site gets replaced by a message that looks like this:If you’re reading this post, there’s a good chance that you’re experiencing this error right now. If not, you are in luck.And even if you’re not staring at this message, learning how to fix the error establishing a database connection problem is still something that every WordPress user should know.In this post, you’ll learn three things:What the “error establishing a database connection” message meansSome of the most common reasons why this message appearsHow to fix this error in WordPressWhat Does The “Error Establishing A Database Connection” Actually Mean?If you’re not familiar with how WordPress works, there are two essential parts to a WordPress website:Your files – this includes the WordPress software, your themes, your plugins, your media uploads, etc.Your database – this is where the actual content of your p…

Where some see data suppression, Facebook says it was only following privacy policy

An article appearing in the Washington Post about Russian interference in the 2016 US presidential election says Facebook “scrubbed” thousands of organic posts associated with accounts used by Russian operatives. The implication is that Facebook is suppressing information to avoid further embarrassment or negative PR.Facebook told Marketing Land that the Post article doesn’t reflect what actually happened. The company explained it “is cooperating fully with federal investigations and providing info to the relevant authorities.”I spoke at some length with a Facebook spokesperson on the record and on background. CrowdTangle was the tool used to unearth the disputed posts. The browser plug-in was acquired by Facebook in roughly November 2016.I was also told by Facebook that the accounts in question were all “inactive,” which means they were either deleted or deactivated by the Page administrator or in some way violated Facebook’s terms of service and deactivated by the company.Facebook’s…

LinkedIn launches autoplay mobile video ads

LinkedIn has announced a closed beta for testing video ad units as Sponsored Content. This comes just two months after enabling native videos in the LinkedIn Feed. Beta testers include Prudential Financial and Microsoft Canada.The video ads will autoplay, and appear as a standalone unit with a “Promoted” label to distinguish them as paid content. They are only being tested on mobile at this time.Advertisers can upload videos through the Campaign Manager, their Company Page, or their Showcase Page and promote them with a Sponsored Content campaign. Audience targeting options will be the same as all other LinkedIn ads, including the Matched Audiences option.There will be some ad performance metrics available to advertisers in the beta test, including view count and views by the percent of video completed. Several additional metrics and data points specifically for video will be added in the next several months.This is LinkedIn’s second go-round with video ads. In 2012, LinkedIn launched…

Oculus looks to improve VR app discovery with content-based search

Oculus is giving developers more options for getting their virtual reality apps in front of the right people.Until now, owners of Samsung’s Oculus-powered Gear VR headset could only search for apps by name. For example, to find The New York Times’s NYT VR app, a person had to type “nyt” or “nyt vr.” That was fine but limiting. People interested in an app that would take them to space would have a hard time finding that the NYT VR included an experience that put people on Pluto. But like Pluto’s planetary status, that will soon be in the past.Oculus plans to roll out content-based app search for Gear VR “soon,” said Oculus product manager Florence Koskas during a session at the company’s annual developer conference on Wednesday.The rollout of content-based app search should help Gear VR owners find more apps to use. According to Koskas, only 40 percent of queries on Gear VR search for apps by name, and the remaining 60 percent of searches are for content types like “football” or “dinos…

Marketing Day: ANA & IAB standards, Facebook Stories for Pages and Oculus Connect day 2

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:4As, ANA & IAB push self-regulatory digital ads standards program
Oct 12, 2017 by Ginny Marvin In a letter to the Coalition for Better Ads, the industry groups make their case for adoption and enforcement of ‘The Better Ads Experience Program’, in part to provide a ‘safe harbor’ from browsers.Facebook opens up Stories to Pages so that someone will use the feature
Oct 12, 2017 by Tim Peterson Facebook won’t offer a way for brands to promote their Stories as ads yet, but for now it doesn’t need to.YouTube location extensions & in-store visits measurement come out of beta
Oct 12, 2017 by Ginny Marvin The new features are now generally available for TrueView in-stream and bumper ads.Live from Facebook-owned Oculus’s annual VR conference: Day 2
Oct 12, 2017 by Tim Peterson Oculus CTO and gaming legend John Carmack takes the stage for today’s…

‘High-quality content’ tips from Google’s own style guides

Google has long stressed the importance of “high-qualitycontent” but has provided little, if any, help for those seeking to create it. Until now.Last month, Google’s Developer Relations Group publicly published five different guides aimed at helping its own creators “striving for high-quality documentation.” And “documentation,” when posted online, means digital content.Now available:Developer Documentation Style GuideHTML/CSS Style GuideJavaScript Style GuideJava Style Guide[Read the full article on Search Engine Land.]

via Marketing Land

4 ways to revamp your email creation process

Think of a sloth. Yes, the sleepy, slow-moving mammal with long limbs and hooked claws that hangs upside-down. It’s never in a hurry, moving sluggishly from one tree branch to the next.Now think of how your company creates emails, from ideation to deployment. It’s a complicated process, which means big companies with multiple teams often move at sloth speeds. Yawn.Sound familiar?[Read the full article on MarTech Today.]

via Marketing Land