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Showing posts from February 13, 2018
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Snapchat opens its advertising API to everyone

Snapchat is going all in on automation.More than a year after Snapchat’s parent company Snap officially launched its advertising API for approved developers to build software to programmatically buy ads on Snapchat, the company is opening up the automated ad-buying toolkit to all advertisers, agencies and third-party developers, Snap announced on Tuesday.Through Snap’s Marketing API, companies can develop their own programs to buy and target Snapchat’s vertical video Snap Ads and Sponsored Filters. They can access the API — which is no different from the one previously only available to approved ad tech firms — and its corresponding documentation on Snap’s developers site.“We’ve been listening closely to third-party developers as we transition Snapchat ad products onto our self-serve platform. Today we’re opening up our Marketing API to give every developer tools to build the Snapchat ad solutions that perform best for them and their customers,” said Snap’s director of revenue program…

Lotame introduces Precision Audiences to boost its data accuracy

Data providers are increasingly looking to differentiate themselves with assertions of a higher level of accuracy.Recently, for instance, predictive analytics firm EverString launched a new platform that it said offered twice the standard rate of accuracy for its business data. And now, data management platform Lotame has launched Precision Audiences, which it says results in higher accuracy levels than industry benchmarks.In Precision Audiences, SVP and GM Jason Downie told me, a seed audience segment of known user profiles — grouped by gender and age range, such as female, 18-34 — is used to create a model for a machine learning engine, which is then trained on a separate segment of profiles.[Read the full article on MarTech Today.]

via Marketing Land

IAB data report: More investment, more confidence, more interest in AI and blockchain

Marketers and media practitioners are feeling more confident about their internal skills for getting a return from data-driven marketing. And they’re beginning to think more seriously about artificial intelligence and blockchain as tech for handling data.Those are among the findings of the third annual report on the use of tools and people for managing audience data from the Interactive Advertising Bureau’s Data Center of Excellence.“The Outlook for Data 2018: A Snapshot into the Evolving Role of Audience Insight,” conducted by management consultancy firm The Winterberry Group, surveyed 99 members of an IAB special-interest council on this topic in December and January. Although a small sample, it consisted entirely of professionals focused on this topic.[Read the full article on MarTech Today.]

via Marketing Land

Kardashian & Jenner sisters take Calvin Klein’s #MYCALVINS ad to top of Youtube’s January ad leaderboard

Calvin Klein climbed to the top of YouTube’s January ad leaderboard with its “Our Family. #MYCALVINS” spot featuring Kim Kardashian, Kylie Jenner, Kendall Jenner, Khloe Kardashian and Kourtney Kardashian playing a game of “I never.”The spot won the brand 15.4 million views, making it the most-watched ad on YouTube last month. Following Calvin Klein were ads from Nintendo and Special K breakfast cereal brand.GEICO had two ads in the top 10, earning the insurance brand 8.5 million views total for the month.Three of the top 10 ads were Super Bowl spots — Budweiser’s “Stand by You,” Michelob ULTRA’s ad featuring Chris Pratt, and Amazon’s “Alexa Loses Her Voice.” YouTube says it was the first time Michelob ULTRA has ranked on its monthly top 10 list of most-watched ads.“The Wet Test,” What’s Up Mom’s branded spot with Pampers, squeezed in at No. 10 with 1.6 million views. While the spot ranked last, it was the third appearance on the ad leaderboard in the past five months for What’s Up Mom…

How to deliver a data-driven search marketing strategy using customer intent trends

Where is the biggest opportunity in marketing at the moment?According to Sophie Moule, Head of Marketing at Pi Datametrics, it’s the sheer amount of customer data that we can get from search.With 3.5 billion searches per day being carried out by Google, not to mention on vertical-specific websites like Amazon, YouTube and Pinterest, there is a huge sea of data available on customer intent which marketers should be taking advantage of.But what is the best way to go about doing so? Having reams of data available to you is all well and good, but as any marketer knows, the tricky part is in knowing exactly how to sort through that data, find trends, and apply it to your marketing strategy.If you can get it right, however, it can elevate the topic of SEO within your business and bring about great results.At the Figaro Digital Marketing Summit in London, Moule gave a jam-packed presentation on exactly how to look for customer intent trends in search data, and how to align your marketing str…

Does “search satisfaction” matter more than click-through rate in SEO?

Click-through rate (CTR) has historically been an important factor in gauging the quality of results in information retrieval tasks.In SEO, there has long been a notion that Google uses a metric called Time-To-Long-Click (TTLC), first noted in 2013 by AJ Kohn in this wonderful article.Since then, Google has released several research papers that elaborate on the complexity of measuring search quality due to their evolving nature.Most notably:Direct AnswersPositional biasExpanding ad resultsSERP featuresSERP layout variationsAll of these factors can have varying effects on how users interact and click (or don’t click) on Google results for a query.  Google no doubt has various click models that set out expectations for how users should click based on search type and position.This can be helpful in understanding outlier results either above or below the curve to help Google do a better job with satisfaction for all searches.Search satisfactionThe reason this is important is that it can h…

Google announces AMP for Email – delivering Accelerated Mobile Pages experiences to your inbox

Along with the new AMP Story format, Google announced, today at its Conference in Amsterdam, a new way for developers to leverage the fast-loading, mobile-friendly AMP framework.Starting today, developers can sign up for preview access to the AMP for Email spec and begin developing rich, interactive, engaging email experiences within Gmail.Google notes the following benefits for incorporating AMP experiences into Gmail:Content that is kept up-to-date in real-timeThe ability for recipients to browse and interact with contentUsers getting more done in less time without having to leave email“With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date and actionable.” Email continues to be a primary channel for driving positive ROI in digital marketing. Providing fast and engaging content in a contact’s inbox is a no-brainer.From the announcement:For example, say an external contractor wants to schedule a meeting with you but can’t see your calendar, so they …

Facebook will create a section for ‘hard news video’ within Watch

Since joining Facebook as its head of news partnerships early last year, former CNN anchor Campbell Brown’s two priorities are: (1) to help publishers improve the revenue they generate from the content they distribute on the social network and (2) to increase the visibility of higher-quality sources of news on the social networkOn Monday, Brown offered details on two ways she will try to satisfy those ambitions.First, Facebook will experiment with a section within its Watch video hub dedicated to “hard news video,” Brown said on stage at Recode’s Code Media conference in Huntington Beach, California. In addition to being a destination for people seeking out news videos, the section will also serve as an opportunity for Facebook to highlight coverage of breaking news events, she said.Details of the test, such as when it will roll out and to how many of Facebook’s users, are scarce. Also unclear is how Facebook will try to ensure that Watch’s hard news section drives not only viewers bu…

A final call? Unilever threatens to pull ads from platforms swamped with ‘toxic’ content

Consumer packaged goods maker Unilever, an advertising force with a $9.8 billion annual marketing budget, is ringing the alarm bells that all is still not well in the environments fostered by the likes of Google and Facebook.Unilever Chief Marketing and Communications Officer Keith Weed spoke about the need for platforms to regain consumer trust and provide safer surroundings for advertisers during a talk at the IAB’s annual leadership meeting in California on Monday. He also threatened to take action and stop advertising on the platforms unless they make changes: “Unilever, as a trusted advertiser, do not want to advertise on platforms which do not make a positive contribution to society.”“We cannot continue to prop up a digital supply chain — one that delivers over a quarter of our advertising to our consumers — which at times is little better than a swamp in terms of its transparency,” he said, echoing P&G’s Marc Pritchard’s call a year ago for the platforms and digital adverti…

Snap sales boss Jeff Lucas steps down as its programmatic sales ramp up

Snap is losing its global sales boss with the big-time traditional media pedigree at a time when Snapchat’s parent company doesn’t necessarily need a global sales boss, let alone one with a big-time traditional media pedigree.Snap VP and Head of Global Sales Jeff Lucas is leaving the company less than two years after he joined, a Snap spokesperson said on Monday, confirming an earlier report from Cheddar.The news may be something of a shock given the raft of executive departures Snap has experienced of late and in light of its latest earnings report that marked its most positive since the company went public in March 2017. But it shouldn’t be such a surprise, especially in light of that earnings report.When Lucas joined Snap in June 2016, the entirety of Snapchat’s ad inventory was sold directly. So it made sense that a company looking to sell ads in a TV-esque way for TV-level dollars to TV-loving advertisers would hire someone from the TV world to oversee the effort. And it made sen…

Marketing Day: Super Bowl ad winners, Amazon Go & IAB’s GDPR advice

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:Who won the Super Bowl ad game? The spots that generated the most buzz across YouTube, social & search
Feb 12, 2018 by Amy Gesenhues
While the Philadelphia Eagles were this year’s Super Bowl champs on the field, the overall Super Bowl brand winner isn’t as easy to name.Pixability guarantees YouTube brand safety for advertisers
Feb 12, 2018 by Ginny Marvin
Two new solutions offer refunds on YouTube placements that don’t meet each advertiser’s own brand-safe criteria.The power of shared beliefs: Market what you believe, not only what you do
Feb 12, 2018 by Matt Zilli
Rather than focusing on your products or services, contributor Matt Zilli suggests you’ll be most successful if you demonstrate to customers that you share their values.How should retailers respond to Amazon Go? 7 experts weigh in
Feb 12, 2018 by Greg Sterling
Retailers need to i…

Who won the Super Bowl ad game? The spots that generated the most buzz across YouTube, social & search

This year’s Super Bowl saw over 40 brands pay more than $5 million dollars each for ad time during the big game.There were the usual contenders like Budweiser, Pepsi and Kia; brands like Doritos and M&Ms that returned after taking a Super Bowl break; and debut advertisers like Pringles, Kraft and Intuit making their first-ever Super Bowl appearance.What there hasn’t been since the close of the big game is a clear winner among the advertisers. Last year, Budweiser’s “Born the Hard Way,” a spot that retold the immigration story of the brand’s founder, Adolphus Busch, was not only the most shared Super Bowl ad, but it ranked No. 1 in views on YouTube’s 2017 Super Bowl ad leaderboard.This year, no single Super Bowl LII ad appears to have climbed to the top of everybody’s list the way Budweiser’s 2017 spot did. According to YouTube, the most popular Super Bowl ad was Amazon Alexa’s “Alexa Loses Her Voice.”Unruly, the video analytics platform that formerly ranked Super Bowl spots by the…