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Showing posts from March 30, 2018
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The rise of passive opt outs: Four ways to boost engagement

In a recent survey, Yes Lifecycle Marketing (my company), found that nearly half (45 percent) of marketers ranked email as their top priority for 2018.Obviously, we know email is kind of a big deal. What surprised me is that the next closet channel, website, was a distant second with only 24 percent of marketers ranking it as their top priority.What does that really mean? First, it continues to support email marketing’s ROI and reputation as a well-established channel. Second, competition for that inbox engagement is only going to continue becoming fiercer.The factors contributing to the issueLooking at the last two years here, we saw an increase in emails sent of 12 percent year-over-year (YOY), with an even greater increase in Q4 (15 percent.) Between flooded inboxes and email remaining a top priority in 2018, it is now more difficult than ever for marketers to retain subscribers’ attention.Currently, users can actively opt out of email lists by unsubscribing or hitting the ‘SPAM’ f…

IAS launches brand safe, fraud-free programmatic tech solution for in-app ads

Integral Ad Science (IAS) has unveiled a first-to-market technology solution that helps programmatic advertisers target mobile in-app ads that are brand safe, free of fraud and have a viewability goal. The tool is already integrated into the trading process on several demand-side platforms (DSPs).Eight in 10 US mobile digital display ads are traded programmatically, an amount that is expected to rise to 85.2 percent by 2019, according to eMarketer.[Read the full article on MarTech Today.]The post IAS launches brand safe, fraud-free programmatic tech solution for in-app ads appeared first on Marketing Land.

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BIMI launches to add trusted logos to emails

If you get an email from Amazon, how do you know it’s actually from the ecommerce giant?You could look for the “@amazon.com” domain. And now you will have another option, if the new BIMI approach catches on.BIMI — which stands for Brand Indicators for Message Identification — is a new open standard for logo display in emails that was announced this week. It provides that the brand’s logo appears next to the email subject line in your inbox and in the upper left corner (outside of the email body) once you open the missive.[Read the full article on MarTech Today.]The post BIMI launches to add trusted logos to emails appeared first on Marketing Land.

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Reaction: Advertisers cautiously optimistic after Facebook says it’s pulling third-party targeting data

On Thursday, Facebook said it would be phasing out the use of third-party data for ad targeting on the platform over the next six months.Since the ignition of the firestorm over Facebook’s handling of Cambridge Analytica’s misuse of user data, there has been one group that hasn’t had pitchforks out for the social network: advertisers. With few exceptions, they’ve sat tight, largely insulated from the fallout. Until now.The removal of third-party data sources means a large number of ad targeting attributes such as in-market behaviors and household income will no longer be available. See our companion FAQ on the what and whys of the announcement for more details.While the change is significant, marketers I corresponded with yesterday are cautiously optimistic. Some will remember the early days when Facebook ad targeting was pretty terrible, the product changed constantly, and communication was mostly maddening. They’ve seen the company skyrocket from nothing to a $40 billion ad business…

Facebook’s removal of third-party targeting data: what we know

Facebook announced it will be removing access to data provided by third-party data brokers within its advertising system. It marks a significant change and signals ways in which Facebook is trying to shift under mounting scrutiny and regulatory pressure. Here’s what we know.What’s changingThere has been some confusion about the extent of this change, largely due to Facebook’s reference to “Partner Categories” in its communication.Facebook has so-called private audiences from vendors such as Acxiom, Oracle Data Cloud (Datalogix), Epsilon and Experian that advertisers can request through Facebook. In the ads interface, those audiences are categorized under “Partner Categories By Request,” as shown in the example below.However, we have confirmed that Facebook is phasing out the use of all third-party targeting capabilities, both private and public.The public categories include behavioral targeting parameters such as purchasing, in-market audiences and more.It also includes household inco…

How To Use Geni.us To Make More Money From The Amazon Affiliate Program

Are you an Amazon affiliate partner & would like to earn more money without doing extra work?If your answer is yes, then today is a lucky day for you.Today, you will be learning about a crucial aspect of the Amazon affiliate program that could help you earn more money without lifting a finger.Did you know the Amazon Associates program is country-specific?This is one factor most newbies & intermediate Amazon affiliates don’t know. They end up leaving a lot of money on the table. Well, today I will show you exactly how you can take advantage of new technology to start earning more from the Amazon Associates program.Many of the existing Amazon affiliate partners don’t know about one important thing:Amazon doesn’t pay you for a sale which is made on stores in a different country other than the one you have signed up for.Call it intelligent links, link localization, global linking, universal linking, or link globalization, it all means the same thing with regards to the Amazon ecos…

Marketing Day: Facebook boots data brokers, Instagram improves Stories ads & LinkedIn rolls out native video advertising

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:Facebook booting data brokers, simplifying privacy tools to bolster user confidence
Mar 29, 2018 by Greg Sterling The company is turning off ‘Partner Categories’ and adding privacy shortcuts.Instagram makes Stories advertising easier with automatic full-screen support
Mar 29, 2018 by Greg Finn No full-screen vertical content? No problem! Instagram will automatically make full-screen creative for Stories on the fly.LinkedIn is rolling out native video advertising & video for Company Pages
Mar 29, 2018 by Robin Kurzer Video for Sponsored Content and Company Page video will be available to all business in the coming weeks.Twitter emoji ad targeting is still new territory for some brands
Mar 29, 2018 by Amy Gesenhues After nearly two years since its launch, Twitter’s emoji targeting remains a new concept for advertisers.Programmatic performance…

Outbrain partners with Telaria to offer video ads

Content discovery platform Outbrain is announcing this week a partnership with video ad platform Telaria, resulting in the content discovery platform’s first sustained offering of outstream video ads.Outbrain’s grid of recommended stories appears as thumbnails underneath a site’s stories, providing “other content you may like.” The video ad will appear above or below the Outbrain grid, as wide as the grid.Site publishers can determine if they want the video ad at all, or whether the ad will appear in the above or below position, and there will be no contextual matching with page content. The video ads — available in 30-, 90- and 120-second lengths — will automatically play when the user scrolls down to that part of the page — silently, unless a user clicks on the video.[Read the full article on MarTech Today.]The post Outbrain partners with Telaria to offer video ads appeared first on Marketing Land.

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Unleash the power of 1st and 3rd party data

First-party data — it’s what a company generates through interactions with their customers. It can include transaction data, website visitation, marketing, Customer Relationship Management (CRM) data and more. All of these data sources can and should be used to inform your understanding of who your existing customers are and how to attract new ones. But, for all of its value, first-party data alone cannot be relied on to singlehandedly drive the most optimized campaign strategy.You need more than just first-party party data to truly unlock your campaign’s potential. Combining first and third party data broadens your reach of potential customers with highly relevant messaging that cuts through the noise. This powerful combination also deepens your connections with existing customers by layering purchase-based, in-market, or behavioral third party data.Download this white paper from Oracle to start unleashing the power of first and third party audiences today.The post Unleash the power…

ContentSquare’s new integration with Adobe Analytics lets marketers know which page elements perform best

Marketers often determine which full-page design works best for driving traffic and sales. Paris-based ContentSquare goes one additional step, with a user experience analytics platform designed to monitor the impact of individual page elements.This week, the Paris-based firm announced a new integration with Adobe Analytics and Adobe Target that ContentSquare says offers the most granular attribution available on that major platform, so that marketers understand the value of each content component.ContentSquare director of marketing strategy Akin Arikan told me that his company’s platform is optimized to answer Adobe Analytics’ and Target’s missing question. They are designed to tell which screen or path should get credit, he said, while ContentSquare goes deeper, tracking the results of user behavior surrounding specific content elements. Here’s a screen shot of ContentSquare showing page elements by revenue generated:[Read the full article on MarTech Today.]The post ContentSquare’s n…

Programmatic performance marketing (aka affiliate marketing) questions and answers

Within certain marketing circles, the term “performance marketing” is equated with affiliate marketing and therefore associated with lots of unnecessary baggage (much of it unwarranted). However, when considered as a digital marketing layer, the term “performance programmatic” becomes more useful and more instructive in terms of describing where it fits into the performance marketing ecosystem as well as the overall marketing ecosystem.It takes resourceful CMOs and senior marketers, ones comfortable with math (an area often under-emphasized by universities training marketers on the “creative” side) to move budgets where they work hardest, both short term and long term.In addition to media buying considerations, CMOs need to make sure messaging and positioning are resonating with their target audience(s).  So, it’s not just the media plan and the earned media marketing plan that influence success (or failure), but also the positioning and the creative messaging.Since digital marketing …