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Showing posts from December 14, 2017
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Facebook announces 6-second pre-roll ad test, new mid-roll ad restrictions

Facebook will begin testing a six-second pre-roll ads hub next year, the company announced on Thursday, confirming earlier reports. Facebook is also introducing new restrictions on when and which publishers and creators can insert mid-roll ads in their videos and changing how its algorithm decides which videos to prioritize in people’s News Feeds.Taken together, the changes underscore Facebook’s pivot from the one-off videos that popularized the medium on its social network to the episodic series that the company has been investing in to cultivate a more TV-like audience and attract TV-level ad dollars.Pre-roll adsFacebook’s pre-roll ads will only run within its Watch video hub. That limitation maintains Facebook’s long-held stance against pre-empting in-feed videos with ads and, since people must sit through the unskippable ads to see a video in Watch, makes it more likely that the shows Facebook has paid publishers to produce for Watch will return revenue to the company.“While pre-r…

Snapchat’s Lens Studio app opens augmented-reality format to everyone, including self-serve advertisers

Snapchat’s Lens Studio desktop app Snapchat’s Lenses have largely been responsible for popularizing augmented reality. Since the mobile app introduced Lenses in September 2015, its in-house team has created more than 3,000 Lenses, and on a typical day, roughly 70 million people interact with Lenses for more than three minutes on average, according to the company. Now Snapchat is democratizing the format so that anyone, including brands, can create their own Lenses and attach them to posts, as well as ads on Snapchat.On Thursday, Snapchat launched Lens Studio, a desktop app for Mac and Windows that anyone can use to create augmented-reality Lenses that can be applied to photos and videos shared on Snapchat. Snapchat’s Lens Studio is similar to Facebook’s AR Studio, which the company unveiled in April for developers to produce “camera effects” (Facebook’s version of Snapchat’s Lenses) and made more widely available earlier this week.There are limitations to the types of Lenses that can b…

3 ways Gmail has changed email marketing

You’ve developed a killer email marketing campaign, spent hours on hours developing that sweet creative, just finished your third round of quality assurance, and you can’t wait for it to drop into your subscribers’ inboxes. After all that work… what if those emails never land in those inboxes? Unfortunately, that’s a very plausible scenario in today’s ISP (internet service provider) landscape.Like it or not, email deliverability can make or break your brand’s email marketing strategy. And now that Google is in the driver’s seat, it’s critical to understand how Gmail is changing the rules of the game in email marketing.Gmail accounts for 1 in 3 inboxesGmail has rapidly expanded its user base. In a recent study, Yes Lifecycle Marketing (my employer) found that 30 percent of email subscribers use Gmail, a significant jump from 17 percent of subscribers four years ago.There are a lot of reasons Gmail gained popularity with subscribers so quickly, and it all starts with the user experience…

People have held 17B video chats on Messenger so far in 2017

Brands take note: Facebook’s messaging service Messenger isn’t only for text-based conversations.People held 17 billion video chats on Messenger between January and November 2017, the company announced on Wednesday. That’s twice as many video chats as they held on Messenger in all of 2016, and the influx of video calls is likely due to Messenger’s adoption of group video calling in December 2016.The popularity of video calling on Messenger may entice brands to try their hand at hosting group video calls through their own Messenger accounts. Weird as that may sound, it’s not inconceivable that people would be willing to participate. Maybe they wouldn’t care to join a Messenger-hosted video focus group (they might), but they may be lured by the opportunity to have some face time with a celebrity spokesperson.In addition to the video chat stat, Messenger put out some other figures that may be of interest to brands looking to make Messenger into more of a marketing vehicle.On any given da…

How much should SEO cost?

How much should you be paying for SEO services?This subject can be a real minefield, so we first recommend some quick background reading of Jayson DeMers’ commentary from 2015 on how much time SEO should take, and also Clark Boyd’s recent article on choosing the right SEO agency.All read up? Great, let’s get cracking.Determining a price for a service like SEO is unlike buying a product with a set amount of industry standard component parts and an easily distinguishable utility, which tends to allow for a tighter range of pricing.The price associated with an SEO campaign can be determined by a significant amount of factors: what work has been conducted previously? What internal resources are available to support the campaign? How competitive is the industry? What are the goals of the campaign?These are but a handful of the types of factors involved. As a result, putting a cost on SEO can sometimes feel akin to a ‘how long is a piece of string’ scenario.(Twice half its length, in case y…

Marketing Day: YouTube’s top November ads, GDPR compliance & net neutrality

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:A balanced approach to data-driven SEO
Dec 13, 2017 by Ryan Shelley SEOs have access to massive amounts of data, and columnist Ryan Shelley asserts that we must learn how to overcome information overload and focus on what drives results.2017: The year identity changed everything
Dec 13, 2017 by Mike Sands Columnist Mike Sands takes a look back at this year’s notable events in digital advertising and examines the underlying theme of identity that’s transforming brands.Samsung Galaxy had the most-watched ad on YouTube in November with 23.9M views
Dec 13, 2017 by Amy Gesenhues
The ad owned more than a third of the views generated by the top 10 ads combined last month. Why the end of Google’s ‘First Click Free’ is a step in the right direction
Dec 13, 2017 by Ben Barokas
Subscription-based consumption is on the rise, and contributor Ben Barokas bel…

A balanced approach to data-driven SEO

We have nearly unlimited access to information and data. For search marketers, this can be a blessing or a curse. It’s very easy to get sucked into the never-ending pool of data — but this rarely, if ever, benefits our work. So how do we protect ourselves from information overload?Futurologist Alvin Toffler predicted in 1970 that the rapidly increasing amounts of information produced would eventually cause people problems. More than a few times, I’ve found myself overwhelmed and overloaded with information, and my guess is that you have also experienced this phenomenon.If you take your SEO seriously, then you understand the necessity of tracking your efforts — after all, data is at the core of good SEO.[Read the full article on Search Engine Land.]

via Marketing Land

2017: The year identity changed everything

This year was a tumultuous one for brands across the board. Newsfeeds were dominated by Amazon, on pace to become the first trillion-dollar company any day now. The Facebook-Google duopoly grew even more powerful, raking in half of global ad revenues this year, and more than 60 percent in the US, according to eMarketer’s digital ad forecast. And the explosive growth of newer, smaller, more innovative companies that have forever transformed consumer behavior put the old guard on high alert.In other words, identity really shook things up in 2017.You see, inherent in brand success today is the ability to literally know you — not you as a demographic segment with 10,000 attributes, but you as someone a brand recognizes on a 1:1 basis within its ecosystem. This is how Facebook propelled “people-based” into the marketing mainstream. It’s how “Google” became everyday vernacular for finding answers. It’s how Amazon legitimized “customer obsession” as a business strategy. Moving forward, it’s …

Samsung Galaxy had the most-watched ad on YouTube in November with 23.9M views

With 23.9 million views, Samsung Galaxy’s “Growing Up” ad owned more than a third of the 66.7 million views generated by the top 10 ads on YouTube in November.Last month’s most popular ads accounted for 82.4 million minutes of watch time on YouTube. Not only did Samsung take more than a third of the total views earned by November’s most-watched ads, its lead was substantial over the No. 2 spot — Audi’s “Parking Lot” ad, which received 7.3 million views.Three brands — Apple, GEICO and Nintendo — had two ads each that ranked in the top 10, but even the combined views for each brand’s two ranking spots didn’t compete with Samsung’s No. 1 ad. GEICO’s two ads generated a combined 8.3 million views, and Nintendo’s two ranking spots earned a total of 7.3 million views.Apple came the closest with a combined 10.4 million views but still didn’t get half the views Samsung received.Three holiday spots made it into November’s top 10 ad leaderboard: Audi’s “Parking Lot,” which is part of the carmak…

Why the end of Google’s ‘First Click Free’ is a step in the right direction

Many would argue that Google’s move to pull the plug on its controversial “First Click Free” policy was inevitable, following The Wall Street Journal’s decision to boycott the feature earlier in 2017. In reality, the move highlights Google’s acceptance that subscriptions are driving a refreshed approach to publisher monetization.Now, instead of Google dictating that subscription-driven publishers must provide access to three articles a day to feature in search results, publishers can decide how many, if any, articles they offer for free.Premium publishers understand the importance of search to drive traffic but must also balance this with the realization of their content’s value and how this should complement their chosen monetization strategy. Coupled with the fact that almost a fifth of online users are willing to pay for an ad-free browsing experience, according to Nielsen Media Labs, it is increasingly evident that alternative models of compensation — such as subscriptions — are g…

Email Marketing For Your Blog – A #ShoutersChat Recap

We all know that simply creating a blog is not enough. One needs to market and promote it effectively to yield good results. Although creating a blog can be easy, getting attention online, establishing your authority and getting found in the search engines can be a difficult task.That is where Email Marketing comes in. It helps you connect with your audience on a more personal level. It builds trust with your audience and serves as a platform to make relevant offers to your audience. Email Marketing is the best way to serve your audience and to get closer to your content marketing goals.But the big question is how. How do you promote a blog through emails? We at ShoutMeLoud will help you get answers to all your queries.That is why, in Saturday’s #ShoutersChat, the topic of discussion was Email Marketing for your blog.In the Shouter’s Chat we discussed everything from the benefits of capturing email subscribers on your blog to the number of emails a blogger should send. We also talked …