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Showing posts from November 17, 2017

Addressable TV from the media buyer’s perspective: What’s hype vs. reality

TV buying is entering the realm that digital marketers have long operated in. Advertisers can target tens of millions of US households using third- and first-party data rather than buying in broad demographic strokes. TV buys are also becoming programmatic, results no longer take months to get in, and campaigns can be optimized on the fly. That’s the promise of data-driven TV targeting.It sounds great — especially to a digital marketer’s ear — but how much of the talk around advanced TV, an umbrella term (perhaps first coined by IPG’s Cadreon) for data-based TV buying on linear addressable TV, over-the-top (OTT), programmatic TV and more is reality-based, and how much is, well, still hype? (For a primer on some of the terminology and capabilities discussed here, see our FAQ: Addressable TV & the convergence of digital video and TV ad buying.)We talked to media buyers, strategists and others in the space to find out what it’s really like on the buying side of advanced TV these days…

Facebook debuts web-based VR experiences within standard News Feed

People can now enter virtual reality through their traditional Facebook News Feeds.Less than a month after Marketing Land reported that Facebook was testing web-based VR within News Feed posts, on Friday the social network debuted examples of brands that have developed VR apps that people can interact with through Facebook’s standard site and mobile apps. Facebook has labeled these VR-enabled posts as “360 experiences.”These experiences are built using Facebook’s React VR web development framework, which enables people to use them through a desktop or mobile browser that supports WebVR. However, WebVR support on Facebook remains limited among brands and developers.“We’ve started testing native React VR integration and experience playback within Facebook News Feed. Although we’re still in the experimentation phase, we’re inspired by the potential to let even more people experience quality VR content — wherever they may be,” according to a post published on Friday to Facebook-owned VR c…

Venzee launches the first middleware to optimize blockchain-bound data

Since 2014, Venzee has been making its living as a data transformation platform between manufacturers, vendors and e-commerce retailers.That is, it helps prep and clean data so it can be used by those various players in the retail ecosystem for product information management, inventory management, time sheets, invoices and the like.This week, the Vancouver-based firm is moving into the blockchain ecosystem with the launch of a closed beta of what it says is the first middleware — an API framework called Mesh — that is designed to provide a similar kind of data transformation, but optimized for blockchains. The full release version will be available in the first half of next year.[Read the full article on MarTech Today.]

via Marketing Land

PullString drops text-based chat for voice conversations in its new platform

The base of Amazon Echo, the smart speaker home of voice agent Alexa In September of last year, PullString announced its Author platform for developing text-based chatbots.A few months after the launch, the firm added the ability to create Skills — that is, conversational third-party applications — for Amazon’s Alexa voice agent.This week, PullString is launching a new platform called Converse that is solely focused on letting non-technical users create voice-based Skills.The company says this is the first end-to-end platform for non-technical users to create conversational interactions for Alexa. Converse is also PullString’s first self-service, cloud-based platform, as Author — which has now been discontinued — was desktop-based and required some professional services.[Read the full article on MarTech Today.]

via Marketing Land

Media Trust CEO: Most of what happens on your web site is not controlled by you

“Most companies are still afraid of everyone’s web site but their own.”In other words, Media Trust CEO Chris Olson told me recently, most brands are focused on competitors’ threats, when they should first be looking at the threats in their own sites and apps.The upcoming General Data Protection Regulation (GDPR), he added, will show them that they “have to be afraid of their own assets.”His company helps web sites and app publishers with ad verification and regulatory compliance. To do that, Media Trust pulls back the curtain and lets publishers see the dozens, if not hundreds, of third-party software programs that are running in their properties.[Read the full article on MarTech Today.]

via Marketing Land

Black Friday SEO: Last-minute tips for the holiday season

Black Friday kicks off a shopping season that lasts through Christmas each year, with online retailers vying for the profitable attention of consumers. With spending expected to rise by 47% this year, competition will be fierce.SEO can make a significant ecommerce contribution; some final tweaks can make the difference between rising to the top of results and languishing at the bottom of page one.The holiday season begins in earnest for ecommerce companies with the Black Friday weekend, bookended by Black Friday (November 24) and Cyber Monday (November 27).Black Friday (the day retailers traditionally go ‘into the black’ due to the bumper sales) follows Thanksgiving in the US and kicks off a spending spree that typically continues through the Christmas period. The digital revolution has facilitated huge growth in spending worldwide, even spawning the online-focused Cyber Monday counterpart to satiate consumers’ desire to pick up a bargain.Although dwarfed by China’s equivalent, known …

Marketing Day: Google Shopping ads, voice search & Facebook news

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:7 Google tips to supercharge your Shopping ads
Nov 16, 2017 by Matt Lawson
Shopping ads promote your online and local inventory. Columnist and Googler Matt Lawson reveals seven ways to get the most from your campaigns.Understanding the interplay of SEO and a 5-star reputation
Nov 16, 2017 by Stephan Spencer
How do online reviews impact search visibility, and what can you do to improve your online reputation? Columnist Stephan Spencer addresses these questions and more.Facebook officially launches mobile app, educational site for video creators
Nov 16, 2017 by Tim Peterson
With a channel management app and an educational site, Facebook is following YouTube’s playbook in hopes of winning over creators.Deck the halls with boughs of data
Nov 16, 2017 by Tom Mucklow
How can you win over more shoppers this holiday season? Contributor Tom Mucklow beli…

7 Google tips to supercharge your Shopping ads

Shopping ads are great, and they continue to improve. If you’re looking to get more out of your Shopping campaigns, there are some straightforward actions you can take. Some of these have been true since Shopping campaigns were introduced back in 2013, while others are relatively new.Regardless of where you are on your Shopping campaign journey, here are the top seven things I’d recommend to take your campaigns to the next level.1. Establish clear lines of communication with other teamsA Shopping ad assembles a bunch of data to deliver an ad to a user. For larger retailers, it often takes teamwork to ensure that you’re providing Google with the ideal set of data for the best possible ad.As a search engine marketer, you and your team may be primarily concerned with your Shopping campaigns within AdWords. In addition to that, you may have some control over your Merchant Center account. However, you may have to work with different teams for things like data feeds, your product catalog an…

Understanding the interplay of SEO and a 5-star reputation

Is your online reputation fully optimized? Online reviews are a fundamental part of local search. That’s because 97 percent of consumers read online reviews for businesses, and 85 percent report that they trust online reviews as much as personal recommendations, BrightLocal’s 2017 Local Consumer Review Survey found.It’s not a matter of if your business will get reviews, but when. Poor reviews can sink even the strongest businesses. Here’s a guide to understanding the interplay between reviews, local search and earning (or keeping) a five-star reputation.How reviews influence local searchOnline reviews are not only influencing consumers, they’re also influencing search engine results. According to this year’s Moz Local Ranking Factors Survey, local search experts believe that review signals (in terms of the quantity, velocity, diversity and so on) are estimated to determine about 13 percent of the local pack rankings and 7 percent of the local organic rankings in Google.The three pilla…

Facebook officially launches mobile app, educational site for video creators

Facebook is officially launching its standalone app for video creators to manage their channels on the social network. After previewing the Facebook Creators app in June, the iOS version is rolling out globally on Thursday to all Pages and individual accounts, though the Android version won’t be available until sometime “in the coming months,” according to Facebook.Similar to YouTube’s Studio app, Facebook’s Creators app is designed to make it easier for creators to manage their video channels on Facebook and therefore more likely that creators will upload videos to the social network as the company looks to grow its video ad revenue through the insertion of ads within some creators’ videos and the rollout of its hub for more TV-like video programming, Watch. The more videos posted to Facebook, the more videos for people to watch on Facebook, the more ads for Facebook to serve. Further to that end, Facebook is also rolling out a site to educate up-and-coming creators on how to get sta…