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You’re prepping for an important ad campaign, and you’ve got several different pieces of creative ready to go. With the help of your tech partners, you deploy several highly targeted ads across social media platforms and publisher sites, reaching viewers on desktop, mobile devices and connected TVs. When all is said and done, you appear to have achieved your target reach with your chosen demographics just as you reached the end of your budget.But that doesn’t mean all of your ads were effective.In today’s multiplatform environment, it’s not enough to assess whether a given campaign reached its target audience. The savviest brands and agencies go out of their way to figure out which parts of a campaign worked.In February 2018, Thunder surveyed 213 brands and agencies to find out how common ad testing really is, as well as which tactics see the most use and how those efforts are affecting today’s digital campaigns. Read this white paper to see what they found.Visit Digital Marketing Dep…

The top 10 ads on YouTube’s March leaderboard earned a total of 82.1 million views, and 35.8 million were generated by Google’s spot promoting International Women’s Day.The “Searching for Gender Equality” took 43 percent of all views generated by the top 10 ads and four times the number of views earned by the second-ranking ad from Apple for its HomePod, which had 8.3 million views for the month.Of the top 10 ads, six were evenly split between Samsung and Apple products. Apple had three ads in the top 10: one for the HomePod and two for the iPhone X. Samsung’s three ads to make the list included two specifically for the Samsung Galaxy S9 phone and one titled, “Make it Yours,” which was a spot promoting the brand.There was a narrow margin between the number of views earned by Apple’s iPhone X spots and Samsung’s S9 phone spots. Apple’s two iPhone X spots earned a combined 11.3 million views, while Samsung’s S9 ads won a combined 11.1 million views.One brand, XYZAL Allergy, made its deb…

A complete overhaul of Gmail is in the works, according to an email sent to users earlier this week. Google says the Gmail redesign, which will include a new web interface design, new features and offline support, is scheduled to launch in coming weeks.Gmail users will be able to opt into the new “Gmail experience” via Google’s Early Adopter Program (EAP). The announcement confirmed the Gmail web version will get a “fresh, clean” look and “Smart” replies, which are currently only available in the Gmail mobile app.There will also be a snooze feature that lets users “snooze” emails and decide when to make them reappear in their inbox.Google says offline support will be available following the EAP announcement: “We previously announced that we’re moving Chrome apps, like Gmail Offline, to the web. As part of this effort, we’ll introduce native offline support in the new Gmail experience by June 2018.”The announcement recommended users watch for more details on Google’s The Keyword and G …

6sense, which helps marketers generate and manage B2B leads and accounts, announced earlier this week it has completed the purchase of ZenIQ, which also helps marketers manage leads and accounts.The question is: What does 6sense get from the acquisition that it didn’t have already?“We were looking to complete our platform,” 6sense CEO Jason Zintak told me. Several weeks ago, 6sense announced the addition of a new media platform that creates micro-segments and serves ads, based on user behavior and a firm’s characteristics.[Read the full article on MarTech Today.]The post Here’s why 6sense bought ZenIQ appeared first on Marketing Land.

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SEO is often a long and convoluted process which takes time, dedication and expertise.Therefore, anything that can simplify or speed up aspects of a campaign are welcome additions: cue plugins! If your website is hosted on a WordPress CMS, then you are fortunate enough to have access to a plethora of handy plugins.But with over 54,000 plugins to choose from, selecting the most appropriate and effective plugins for your SEO needs can seem a bit overwhelming. Luckily for you, in this article we have picked out the 14 WordPress plugins which we believe are essential for improving SEO.From general all-rounder SEO plugins to those engineered for more specific tasks, our recommendations will cover a range of SEO needs.1. Yoast SEOWe’ll start with the all-rounder SEO plugins and arguably the most well known of the lot. Yoast SEO is an exceedingly popular plugin for fulfilling SEO needs, and is suitable for total newbies and seasoned pros alike.Yoast is easy to use and intuitive, making it po…

YouTube is closing off access to third-party ad serving and pixel tracking globally, just ahead of the date when the European Union’s sweeping privacy regulation takes effect next month.“YouTube will no longer support third-party ad serving on reserved buys in Europe beginning May 21, and it will assess whether to extend that policy globally,” a memo obtained by AdExchanger this week stated.Advertisers who aren’t using DoubleClick Campaign Manager (DCM) to host video are asked to “retraffic their ads” by May 21 “to avoid any downtime in delivery,” according to the memo. Google owns YouTube and DoubleClick.YouTube will also greatly limit third-party pixel tracking as of that date. The company first announced it would be limiting the use of pixels and cookies last January, the same time it announced YouTube’s access to Google account data for ad targeting.In the name of GDPRThe memo states that these changes are being made to prepare for the upcoming General Data Protection Regulation (…

This week, Mark Zuckerberg, CEO of Facebook, testified before a joint congressional committee to respond to questions arising from the Cambridge Analytica scandal and Russian interference in the 2016 presidential election.The questions ranged widely across topics including users’ data privacy, hate speech policing, disclosures of usage terms, data security, and even into whether Facebook is a monopoly. But one key moment that caught the attention of many was when Zuckerberg stated that Facebook was responsible for the content transmitted through their platform.Heretofore, the “party line” of most of these larger internet companies has been that they are not responsible for, and should not be legally liable for, what others say or write via their platforms. According to them, they are merely communications systems that transmit what others create or share. This position has caused significant challenges for victims of libel, reputation attacks and harassment, who’ve struggled to get ma…

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:Snapchat looks to offer new e-commerce options for Discover Publishers
Apr 12, 2018 by Amy Gesenhues
A feature is being tested that will let users swipe on a product and buy it from the Snap Store within Snapchat’s Discover platform.Instagram tests scannable Nametags, taking another page from Snapchat’s playbook
Apr 12, 2018 by Amy Gesenhues
Similar to Snapchat’s Snapcodes, Nametags will allow users to create a scannable image that makes it easier to gain followers.Report: Sales of Apple smart speaker stall
Apr 12, 2018 by Greg Sterling
According to Slice Intelligence Apple saw 10 percent of Q1 US smart speaker sales but the number has fallen more recently.Grabbr employs blockchain tech to lock-record its social sharing
Apr 12, 2018 by Barry Levine
The company charges marketers by shares, so this solution offers a permanent vehicle for tracking…

Snapchat is testing an e-commerce option on some of its Discover publisher channels. The feature will allow users to swipe on a product and then purchase it within the Snap Store, an in-app shopping section Snapchat launched in February.The Snap Store sells Snapchat merchandise, such as hats, sweatshirts and a stuffed-animal version of its “dancing hot dog” Lens, but the company clearly has greater ambitions for the store’s potential.Multiple Discover publishers told Digiday that they have tested the feature, with one source reporting Snapchat was not taking a revenue share of products sold via the tests.Two other publishers also confirmed they have been approached by Snapchat about the new e-commerce feature’s coming launch.A representative from one of Snapchat’s Discover publishers told Digiday they believed Snapchat was committed to its partnerships with the media companies that make up the Discover platform. “There’s an interest on [Snap’s] end on how to work with partners to driv…