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Showing posts from October 31, 2017

Vistar launches private marketplace for Digital Out-of-Home

The Digital Out-of-Home (DOOH) market is heating up. And, to keep up, DOOH ad platform Vistar Media has launched a private marketplace.Called Marketplace Deals, it covers outdoor US and Canadian digital signage like billboards, bus shelter displays and screens in elevators and taxis.In a private marketplace, ad buyers and inventory sellers know from whom they are buying or selling, as opposed to open digital ad exchanges where the identities of advertisers and inventory owners are less visible.CEO Michael Provenano told me that Marketplace Deals is distinguished from other DOOH private marketplaces by two differentiators.[Read the full article on MarTech Today.]

via Marketing Land

Content Analytics launches retailers’ Scorecards for brands’ product pages

Content Analytics provides content management and analytical tools for brand product pages on big retailer sites.For instance, Samsung might use Content Analytics for managing the content of the page about its Galaxy Tab smartphone on the Walmart site.The four-year-old Content Analytics is one of several content/analytics tools provided by such major retailers as Target, Amazon, Walmart and Best Buy, for brands like P&G, Levi’s, Mattel, Pfizer and others.This week, the San Francisco-based company is adding another resource to its toolbox. Called VendorSCOR, it automatically generates Vendor Scorecards about a product page that an online retailer could send to its brands. Content Analytics says this is the first solution for generating these kinds of report cards.[Read the full article on MarTech Today.]

via Marketing Land

Ad-mageddon! Ad blocking, its impact, and what comes next

Since the mid ’90s, the internet has been filled with examples of something tiny becoming something big — and changing everything. Ad blocking is another of those stories that will be told, in years to come, around smoldering tweet-fires by grumpy old digital marketers like me.Ad blockers have already had a huge impact on the digital landscape. This impact could only grow larger if the popularity of blocking ads reaches a critical mass on mobile as well as desktop. For this article, I talked with numerous publishers, users, the Interactive Advertising Bureau, media agencies and Adblock Plus itself to get a complete view of the varying perspectives on ad blocking, and most importantly, to try to tackle where it will all wind up.Ad-blocking backgroundSkip ahead to the next heading if you already know the ad-blocking basics. If not, ad blockers are desktop/mobile browser add-ons or standalone browsers that cause most paid advertising to completely vanish from your surfing experience.Tire…

Ceridian CMO says internal communications are key to branding through an acquisition

Five years ago, Ceridian, a human resources management platform, acquired Dayforce, a cloud application focused on managing the entire employee process from hire to retire.“Ceridian had always had its roots in payroll,” says Ceridian CMO Kristina Cleary. “It was actually founded in 1932, and has always managed payrolls for some of the world’s largest organizations.”According to Cleary, Ceridian originally partnered with Dayforce to find a time and attendance-vendor to complement its payroll solutions. Before the acquisition, Cleary was the vice president of marketing for Dayforce.“Ceridian, at the time, had been partnering with a bunch of other solutions that weren’t necessarily meeting the needs of its customers, so it was looking for a new solution.”Cleary says Dayforce initially met with Ceridian during a trade show event. At first, the conversation centered on developing a partnership where Dayforce could fill in the gaps around the time and attendance management needs for Ceridi…

Google videos vs. YouTube: Which is the best video search engine?

Video is booming as a content marketing medium.People love watching videos online, and producing great video content is quickly becoming one of the most surefire ways to command attention and grow a following. In fact, by 2019, video is expected to drive an astonishing 80% of all internet traffic.Clearly, it’s important for businesses to start working on their video content sooner rather than later. And while producing great content is essential, that’s only half the battle. For your videos to benefit your business, people have to be able to find them, and that involves optimization.So which video search engines should you focus on optimizing for? This article will explore the differences between YouTube and Google Videos, the two biggest video search engines on the web.Keep reading to learn more about the types of traffic these search engines will bring you – and why your videos might rank well in one but not the other.How do people find your videos?There’s no shortage of video searc…

Facebook opens Collection ad format to Dynamic Ads for Travel campaigns

Fotos593 / Ahead of the holiday travel season, Facebook is giving airline and hotel brands new tools to catch people’s attentions.Brands retargeting travel-minded consumers through Facebook’s Dynamic Ads for Travel product can now use its full-screen, immersive Collection ad format for their campaigns, the company announced on Monday.Facebook introduced the iAd-like, mobile-only ad format in March 2017 for retailers who want to not only showcase their wares but sell some by linking a splashy photo or video to a product catalog. Now the company is extending the brand-friendly, performance-minded ad format to airline and hotel brands that want to win over holiday travelers.In addition to extending its latest eye-catching ad format to travel advertisers, Facebook is adding a couple of new cosmetic features for these marketers to grab people’s attention while they scroll through their News Feeds.Now, when a Dynamic Ad for Travel campaign appears in a person’s feed, Faceboo…

Marketing Day: Emerging marketing technologies, local SEO & Facebook ads

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:How emerging technologies will affect your business in 2018
Oct 30, 2017 by Tom Kuhr
Contributor Tom Kuhr takes a look at how voice search, artificial intelligence and augmented reality are changing the marketing game.Local SEO for service-area businesses requires a lot of servicing
Oct 30, 2017 by Andrew Shotland
What does it take to get noticed as a service-area business? Columnist Andrew Shotland explains some of the challenges facing these businesses and offers tips for how to approach your local SEO efforts.Audi campaign on UK digital billboards tracks traffic and weather
Oct 30, 2017 by Barry Levine
This is the latest in a series of campaigns around the world where the dowdy static billboard is becoming a kind of sensory visual response.Kochava expands into blockchain for ad insertion orders
Oct 30, 2017 by Barry Levine
The attribution/me…

How emerging technologies will affect your business in 2018

Remember just a decade ago when buzzwords like “mobile,” “social” and “the cloud” were still fairly new and exciting?These innovations forced businesses to re-evaluate their priorities and rethink how to use technology to engage their audiences. Now, technology develops faster than business can implement it.This rapid pace of innovation begs the question: What’s next?In 2018, a few major trends are expected to reach their peak. Voice search is changing the way people find information online, with Siri and Alexa now able to understand conversational search patterns.[Read the full article on MarTech Today.]

via Marketing Land

Local SEO for service-area businesses requires a lot of servicing

Today, let’s talk service-area businesses (SABs) and local SEO. Because every time I talk to an SAB, the first thing — and pretty much the only thing — they want to know is how to rank in the Local Pack in cities where they don’t have a physical location.I am sure I don’t need to tell you how, over the years, Google has made it much harder for these businesses to rank outside of their home cities. And since the advent of Google’s Home Services ads, it has been getting even harder.Digital marketing TED-talking hipster types have been predicting the demise of the print yellow pages for years, but you know what? A regional print yellow pages publisher in Texas told me he shows potential SAB advertisers a picture like this drawn on a napkin:He tells them something like, “Use SEO for your market, but use our books for the surrounding markets.” And I guess it works — he claims his sales have been up lately (although I suspect he was also spending some of his budget on AdWords).For those of …