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Showing posts from February 15, 2018

Pinterest Lens one year on: Where is Pinterest’s visual search tool now?

It’s been a year since Pinterest announced the launch of Lens, its new visual search tool. How has it evolved since then?When Pinterest Lens launched in 2017, it was the latest – and boldest – step in Pinterest’s evolution from a visual social network into a powerful visual search tool.
Pinterest knew that there was great potential to blend its “inspiration”-focused online platform, full of enticing DIY, craft, beauty and recipe ideas, with the offline world to help its users make their ideas into reality. The goal was to offer a camera search that helps you discover online what you come across in the offline world.The idea seemed ambitious, but Pinterest made it clear at the time that its Lens technology was still developing, encouraging users to help it build a powerful tool:“Lens is still learning, and doesn’t always recognize exactly what you’re looking for.Lens will stay in beta as it gets even better at recognizing all the things. And that’s where you come in!If you get results t…

Branch rolls out Universal Ads across mobile, web and native apps

Can an advertiser serve up advertisements across channels that truly target the consumer? With an identity graph that the company says has at least some data from every smartphone user in the country, Branch believes it can.Universal Ads, a new product from the mobile linking platform that does just that, launched today.“When we launched people-based attribution [in December], it was an upgrade of our attributes and capabilities,” Eric Stein, Branch’s chief revenue officer, told me. “It now underpins all of Branch’s offerings. It helps marketers tie together across channels, across platforms — web and app — it’s a pretty unique capability.”Branch’s core technology helps businesses to properly attribute users across mobile, web and apps. Universal Ads is just one of its applications.“So if you’re the CMO thinking about the impact of all of your marketing activities, you can see across all those channels from an omnichannel perspective,” Stein said. The company says that Universal Ads c…

Outbrain launches Sphere, a platform for content recommendations between premium publishers

Content recommendation services like Outbrain and Taboola post linked thumbnail images leading to what is supposed to be related material, but the quality and relevance often leave something to be desired.In a move intended to offer high-quality and more relevant content to readers, Outbrain is announcing this week the launch of Sphere.It’s a closed content recommendation platform, available on an invitation-only basis to selected premium publishers. Content suggestions lead only to the websites of other publishers in Sphere.[Read the full article on MarTech Today.]

via Marketing Land

Tru Optik leads consumer privacy initiative for OTT TV

With the General Data Protection Regulation (GDPR)’s May 25 implementation looming, most of the attention has been focused on consumer privacy as it relates to visiting websites or mobile apps or targeting by web-based ads.But Over-the-Top (OTT) online television services and net-connected TVs are booming, and those platforms are starting to become a focus of consumer privacy issues. Consumer Reports, for instance, reported this month about security vulnerabilities in Roku devices and Samsung smart TVs.To get ahead of the demand for consumer privacy, OTT data provider Tru Optik has initiated its own privacy effort, called OptOut.TV.[Read the full article on MarTech Today.]

via Marketing Land

How Intel uses real-life stories to build campaigns around its B2B technology solutions

When Alyson Griffin took over Intel’s B2B marketing strategy in July of 2016, the technology brand had been focusing its dollars and resources on its consumer marketing and PC marketing.“The marketing before July of 2016 was ecosystem marketing — and what I mean when I say that, is the people who would buy our chips from us and incorporate them into a product that then gets sold somewhere else,” says Griffin. She says Intel eventually realized its opportunity for real growth was not just in PCs but was on the data-center side of the business.“Specifically, Xeon processors, but also storage, memory, fabric, network, things like that,” says Griffin, “At first, it was thought that we’re known, we’re Intel — B2B servers — our market segment share is in the 90th percentile, so why do we need to market?”According to Griffin, Intel didn’t actually have strong brand leadership in the places where the company wanted to grow.“We are new in some of the areas, we are a challenger in some of the …

Everything you need to know about the Google Chrome ad blocker

Google launches a new version of its Chrome web browser today (February 15), which will include an in-built ad blocker to try and eradicate intrusive ads from the browsing experience.There are some clear standards and some unanswered questions relating to this new approach, so what exactly do marketers need to know?Google announced last year that certain ad types would be blocked automatically within Chrome. This seemingly seismic update is due to go live today in the latest upgrade to the world’s most popular web browser.The integration of an ad blocker within Google Chrome is just a small part of a much bigger movement to improve the quality of online advertising, however.This has been driven by consumers, who are increasingly frustrated with ads that interrupt and distract them from the content they want to view. As people spend more time on mobile devices and advertisers invest more in video, that tension has only heightened. The survey results in the image above tally with the fi…

Vimeo’s live simulcasting to Facebook, YouTube, Twitch, Periscope comes with a catch

Vimeo wants creators to broadcast more live videos on its service. But first, it needs to convince creators why they should fork over at least $65 a month for a feature that’s free on other platforms, like Facebook, Google’s YouTube, Amazon’s Twitch and Twitter’s Periscope.  So it’s decided to use its competitors’ services as a selling point.On Wednesday, Vimeo announced that creators paying to use its live streaming service can simultaneously broadcast to Facebook, YouTube,  Twitch and Periscope, as well as Vimeo. The idea being that if Vimeo can make it easier for creators to go live on larger video services like Facebook, YouTube and Twitch, then they will be more likely to go live on Vimeo as well and pay the company for the capability.However, there’s a catch.Facebook prohibits companies from using its Live API to enable others to broadcast live videos to its social network and third-party sites at the same time. In other words, a company like Vimeo is forbidden from enabling cre…

FAQ: Google Chrome ad blocking is here. Everything you need to know

Today, February 15, 2018, is the day Google begins blocking “annoying” or intrusive ads by default in its Chrome browser. Publishers that repeatedly serve up obnoxious ads after they’ve been flagged will find all of their ads, even those served by Google, blocked by Chrome.Publishers have had months to prepare. Google confirmed the default ad blocker would be coming to Chrome this year last June. In December, the company specified the rollout date and provided additional guidance.Here’s our guide to understanding why Google is doing this, how it all works and what impact ad blocking in Chrome may have on publishers, advertisers and users.What are the blocking criteria?Google is using the Coalition for Better Ads‘ Better Ads Standards for determining what makes an obnoxious ad experience for users. Examples include video ads that play at full volume, flashing display ads, popups with hard-to-find exit buttons and prestitial ads that block users from seeing content on the page.The 12 ad…

All the right marketing technology for advanced TV media buying

Every marketer, regardless of discipline, has a holy grail in mind. For analysts, it may be having a holistic view of the customer journey. For creatives, it may be having the team and tools to conceptualize and generate impactful experiences. And for media buyers, it may be the ability to take a single media plan and easily purchase ad space across devices, channels and platforms.This particular vision for media buyers has been discussed for decades, and it is finally starting to change at the big agencies. This seismic shift is trickling down to small to midsize agencies, and it’s happening now because TV is finally becoming measurable. Agencies and advertisers can now buy data-driven local and national TV that includes conversion or attribution measurement. Other data-driven video formats like Connected TV (CTV) and Over-The-Top (OTT) are also starting to gain traction among buyers, and they will show greater promise once they become scalable and measurement is more consistent. TV …

Ways to generate traffic without SEO – A #ShoutersChat Recap

Are you able to divert loads of traffic towards your blog because your blog is Search Engine Optimized? Well, that is a very good thing for your blog. But do you realise that what would happen if your prime source of attracting readers fails?SEO surely is a brilliant way to generate traffic for your website. But relying on SEO alone to get traffic can be bad idea.We as Bloggers need relevant traffic on our blog. We need high-quality audience. Our purpose is to convert all our readers into subscribers and that happens only when you have good content and great traffic. Your SEO helps you to create brand awareness. However, what if, it vanishes in seconds. You might lose your traffic and hence your readers. You cannot afford to lose your traffic for a small change in Google’s algorithm.Thus, you need to know about various ways through which you could generate subsequent traffic. To solve your problem and to help you out with it, this week we took a look at the different ways through whic…

How do you optimize content for a voice-first world?

For years, the use of voice search and voice assistants to answer questions has been on the rise. According to Google, 20 percent of all mobile search queries are voice search, and that number will only go up.Voice recognition technology is getting better and better: Google’s technology is now 95 percent accurate.Yet for most SEO professionals, not much has changed in the way they optimize content for this new way to search. Now is the perfect time to pay attention to voice search and to start incorporating SEO strategies that can increase your chances to show up in voice results.[Read the full article on Search Engine Land.]

via Marketing Land

Google says 100+ ad networks support AMP, releases 3rd-party technology support

Last spring, Google started automatically converting Google-delivered display ads to AMP when served on AMP-enabled pages on publisher sites last year. Now, Google is sharing some stats on how those conversions are working for publishers at AMP Conf and in a year-in-review post. The company also released Real-Time Config to enable publishers to integrate third-party technology without compromising speed.Google says 31 million domains have adopted AMP. Publishers who have are earning three times more ad revenue per day from their ads delivered by Google’s ad networks, AdSense and DoubleClick Ad Exchange. The company also says there are now more than 100 ad networks supporting AMP.Real-Time Config: Third-party technology partner supportReal-Time Config is a new component to support third-party technology partners that works with Fast Fetch, a mechanism that launched last August for loading ads on AMP pages — up to 2.7 seconds faster than the legacy mechanism, according to Google.As part…

Marketing Day: Apple’s HomePod, Snapchat’s analytics tool & a checklist for web migrations

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:In (partial) defense of Apple’s HomePod
Feb 14, 2018 by Greg Sterling
HomePod sound quality beats Google Home and Echo devices, and Siri performed better than expected.Snapchat rolls out analytics tool to win back the influencers it has lost to Instagram
Feb 14, 2018 by Tim Peterson
Snapchat will detail influencers’ audiences using the same categories brands use to target ads, making it easier for influencers to sell brands on sponsoring their Stories.SMX West is coming! Here’s everything you need to know
Feb 14, 2018 by Chris Sherman
Search Engine Land’s SMX® West is just five weeks away, and it’s shaping up to be an exceptional show. You can expect the quality content, speakers, networking activities and meals for which SMX events are famous. SMX West features three packed days exploring the marketing topics that matter most to professionals …

In (partial) defense of Apple’s HomePod

Apple’s HomePod is being hailed as the best speaker among the current smart speaker cohort, which includes Google Home, Amazon Echo, Alexa-enabled Sonos and others. But it’s also being heavily criticized for several flaws.The consensus of the criticism basically focuses on two or three main areas:It doesn’t natively support music services other than Apple Music (and iTunes Match).Siri isn’t as “good” as Alexa or Google Home (and there are no “skills”).It won’t work with Android devices (or as a conventional bluetooth speaker).I own multiple Echo devices (Show, Dots, original Echo), two Google Home devices and a Home Mini. I don’t own the Google Max or the Cortana Harman Kardon speakers. I’ve placed the HomePod right beside Google Home and a Ninety7-enhanced Echo Dot in my living room.In terms of sound quality, I agree: it’s not close. It’s hard to go back to listening to music on the other devices after the HomePod, although one could argue whether HomePod has too much bass (believe i…

Snapchat rolls out analytics tool to win back the influencers it has lost to Instagram

Snapchat is finally giving influencers the analytics tool that they have been clamoring for, and that may bring them back to using its app.Snapchat will give certain influencers access to an in-app analytics tool breaking down how their Stories perform and who their audiences are, the app’s parent company Snap announced on Wednesday. Influencers who are part of Snapchat’s Official Stories program — its version of Instagram’s verified profiles — or who have large audiences on Snapchat will be the first with access to the analytics tool. A Snap spokesperson did not immediately respond to a question asking what specific criteria Snap will use when deciding which influencers outside of the Official Stories program will be given access to the analytics tool.Snapchat’s analytics tool will detail the viewership of influencers’ Stories, as well as their follower bases, in a few different ways.Snapchat will detail influencers’ Stories viewerships and follower bases. View counts: Snapchat will t…