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Showing posts from December 8, 2017
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Fighting ad fraud: Study finds inventory on TAG Certified channels had 83% lower fraud rates

Photo © Bloomicon / Shutterstock.com A new study from The 614 Group has analyzed the impact of the Trustworthy Accountability Group (TAG)’s efforts on addressing fraud in the digital advertising supply chain.The top-line takeaway from the study is that when TAG Certified distribution channels were used, the level of fraud was lower by more than 83 percent compared to the industry average.  The study looked at more than 6.5 billion display and video impressions in campaigns run through TAG Certified channels by three major media agencies: GroupM, IPG/Mediabrands and Horizon Media.“This study validates TAG’s approach and sets a clear path for marketers that want to protect their brands and ad spend from fraud,” said Mike Zaneis, President and CEO of TAG. “Fraud thrives in the dark crevices of the supply chain, so we knew that we had to get the legitimate participants in the supply chain to adopt the same high standards for this effort to be successful. When the industry links its arms an…

How to nurture new vs. existing leads

Leads — they drive business forward. We advertise, blog, curate social accounts, use social networks and directly pay for leads because they are a means to profitable ends. Then why does collecting leads often create more questions than it answers?In my more than 25 years in marketing, I’ve come across countless people who struggle with lead nurturing. In most cases, there isn’t an established process for treating diverse types of leads with different approaches, so a lack of productivity arises. The most basic version of this dilemma comes from deciding how to segment brand-new from already existing leads.You can’t simply expect that new prospects will understand how your business can help them right away, or that existing contacts will suddenly read your newsletter or blog and identify themselves to you as someone who is ready to buy now. Segmenting leads should begin the second they arrive on your doorstep.While new and existing leads are different animals by nature, managing them …

Reddit now lets brands publish to subreddits, manage private messages thru Sprinklr

Reddit is making it easier for brands to manage their presence on its platform.Through a deal with social marketing platform Sprinklr, brands can now use Sprinklr to publish comments to Reddit’s topic-based forums, or “subreddits,” as well as to manage the private messages they receive from Reddit’s users, the companies announced on Thursday.[Read the full article on MarTech Today.]

via Marketing Land

Killer demand gen strategy, Part 3: Facebook advertising

If you’ve been keeping up with this series, you’ve got your audience defined and designed creative to match.You’ve constructed smart Google Display Network campaigns to get those users pouring into your funnel.Now let’s talk some of the most powerful targeting capabilities of all.In addition to advertising on the GDN, Facebook is a platform you must use to reach your target personas. Facebook’s audience targeting capabilities are among the most effective you can access.You can target interests, behaviors and a variety of demographic information to get in front of your ideal audience.Explore Facebook’s targeting optionsThink about the personas you have created and begin choosing the audience targeting available within Facebook that will help engage those users. For example, let’s say you’re selling luxury home décor. One of your personas is female, between the ages of 30-40, likes home décor, and is affluent. You would then pick targeting as relevant as possible to get in front of thes…

Marketing Day: Instagram’s Direct app, Twitter adds AMP analytics & YouTube ad prices

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:Instagram’s standalone Direct app can be its version of Snapchat’s new friends-only tab
Dec 7, 2017 by Tim Peterson
Instagram’s Direct app will give people a dedicated space for their friends, similar to Snapchat’s Friends tab.Twitter broadens its AMP support to include analytics
Dec 7, 2017 by Amy Gesenhues
Twitter says the new AMP analytics feature will help distinguish page views happening on Twitter versus organic page views.The importance of targeting branded searches
Dec 7, 2017 by Thomas Stern
Though many search marketers focus primarily on non-branded searches, columnist Thomas Stern believes it’s crucial to invest in a branded search strategy.Omnichannel shoppers collide with Black Friday and Cyber Monday, setting new records
Dec 7, 2017 by Christi Olson
Columnist Christi Olson shares consumer and search data from the recent holiday we…

Instagram’s standalone Direct app can be its version of Snapchat’s new friends-only tab

A week after Snapchat said that it was separating the social and media sides of its service, Instagram is making a similar move.Instagram is testing a standalone app for its private messaging feature, the Facebook-owned photo-and-video platform announced on Thursday. Called Direct, the app is being tested in six non-US countries — Chile, Israel, Italy, Portugal, Turkey and Uruguay — and Instagram plans to roll it out globally next year, according to a company spokesperson.By spinning its messaging tab out into its own app, Instagram’s move parallels its parent company’s when Facebook spawned Messenger into a standalone service in 2011. However, it also mirrors Snapchat’s recently announced redesign.Last week, Snapchat said that it would silo people’s friends into a separate part of its app. Now, Instagram is laying the groundwork to follow suit but in a separate app altogether.During the testing phase, Instagram’s standalone Direct app is comparable to the pre-redesign version of Snap…

Twitter broadens its AMP support to include analytics

Twitter is broadening its support of AMP (accelerated mobile pages) to include article analytics.According to the announcement on Twitter’s developer blog, when Twitter loads an AMP version of an article, it will now ping the original article URL to record the view, in addition to passing the query arguments from the original article redirect into the AMP run-time. This will allow publishers to receive the data using the amp-analytics component.“Pings to your original article are annotated as coming from Twitter,” writes Twitter product manager Ben Ward, “So that you can better understand the origin of the traffic, and distinguish it from organic views of your pages.”[Read the full article on Search Engine Land.]

via Marketing Land

The importance of targeting branded searches

Search experts understand the importance of targeting non-branded search terms: Optimizing for high-volume, non-branded terms can drive a significant amount of traffic to your brand’s site.While targeting non-branded search terms plays an essential role in your overall search strategy, many brands still underestimate and neglect the power of branded search terms. By relying on the strength of a brand and integrating branded search tactics with current non-branded search strategies, your business can discover more qualified leads — and, as a result, increase conversions.[Read the full article on Search Engine Land.]

via Marketing Land

Omnichannel shoppers collide with Black Friday and Cyber Monday, setting new records

Black Friday and Cyber Monday continue to gain cultural significance across the US and the globe as shoppers and retailers deepen their relationships through enhanced technology, stronger/more personalized deals and a singular online-offline approach. As for 2017, all major metrics trended up, including click volume, mobile purchases, foot traffic and overall sales. Cyber Monday 2017 marked the biggest shopping day in US history, with over $6.59B in sales, including a record-breaking $2B in mobile sales.Bing (my employer) also saw strong positive trends, with a YOY jump in clicks across Black Friday, Cyber Monday and the entire month of November. In the US, clicks were up 9 percent (cross-device) between Black Friday and Cyber Monday when compared with the same time period in 2016, and we also saw clicks up 12 percent YOY for the month of November. The rise in clicks is likely due to large retailers who extend Black Friday deals earlier and later — a trend US consumers have come to ex…

Here’s what marketers really want for Christmas: 3 tips for building a better approach to data

Be honest, what is it that you really want for Christmas? It’s a more effective marketing operation, right? One in which you can make quick, informed decisions based on data. Let this be your year.Marketers are drowning in spreadsheets, especially marketers who are overseeing performance campaigns. Even those who have sophisticated tools are still spending an exorbitant amount of time with manual reporting processes because different systems create disparate data buckets that must be manually merged.These inefficiencies are costing you in more ways than one. You are losing time — time that could be spent analyzing data instead of trying to clean it up — and you are making important budget allocation decisions based on suboptimal insights.The holidays are hectic, but trust me, it’s worth stepping back to evaluate your data processes, and to make changes that will set you up for success in 2018.[Read the full article on MarTech Today.]

via Marketing Land

AMP: A case for websites serving developing countries

Like Taylor Swift, Accelerated Mobile Pages (AMPs) have a reputation. In a not-very-official Twitter poll, 53 percent claimed AMP was “breaking the web.”What do you think about AMP?— Maximiliano Firtman (@firt) March 23, 2017 The mobile ecosystem is already complex: choosing a mobile configuration, accounting for mobile-friendliness, preparing for the mobile-first index, implementing app indexation, utilizing Progressive Web Apps (PWAs) and so on. Tossing AMP into the mix, which creates an entirely duplicated experience, is not something your developers will be happy about.And yet despite the various issues surrounding AMP, this technology has potential use cases that every international brand should pause to consider.[Read the full article on Search Engine Land.]

via Marketing Land