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Showing posts from April 21, 2018
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Marketing Day: YouTube’s latest brand safety issues, Facebook terms of service changes & more

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:YouTube ads found on extremist content channels, reigniting company’s brand safety issues
Apr 20, 2018 by Amy Gesenhues
Just over a year ago, multiple brands boycotted YouTube’s ad network after discovering their ads were being displayed alongside extremist content.How to increase B2B form submissions through conversion testing
Apr 20, 2018 by Abraham Nord
Contributor Abraham Nord looks at four tests that illustrate how improving the online experience can lead to dramatic increases in conversion rate and lead results.Facebook to change terms of service for members outside Europe ahead of GDPR
Apr 20, 2018 by Robin Kurzer
The company says that despite the timing of the move, all users will have the same data privacy protections.MarTech Today’s GDPR guide for marketers is now available
Apr 20, 2018 by Robin Kurzer
We created this easy-to-understa…

YouTube ads found on extremist content channels, reigniting company’s brand safety issues

After spending more than a year convincing brands it was addressing its brand safety problems, YouTube is under fire again for showing ads alongside extremist content.An investigation by CNN discovered ads from multiple brands and government agencies showing up on YouTube channels dedicated to white nationalist, pro-Nazi and North Korean propaganda content.A number of well-known brands were named in CNN’s report, including Adidas, Amazon, Cisco, Facebook, Hershey, Hilton, LinkedIn, Mozilla, Netflix, Nissan and Under Armour. Both Nissan and Under Amour said they were pausing their YouTube ads, and Hilton told CNN it was in the process of removing its ads from the site.A Nissan spokesperson told CNN: “Effectively immediately, we are freezing all of our advertising on YouTube until we resolve this issue.”Not only were ads from well-known brands placed against extremist content, but a number of US government agencies — the Centers for Disease Control, the Department of Transportation, Cus…

How to increase B2B form submissions through conversion testing

Nearly all business-to-business (B2B) marketers are focused on increasing leads, improving lead quality and improving return on investment (ROI).Conversion testing plays a key role in all three of these objectives. Let’s look at four tests that illustrate how improving the online experience can lead to dramatic increases in conversion rates and lead results.We will also analyze why the tests worked so you have a better understanding of how to apply the same principles to your own unique circumstances.Test #1: Form position and orientationTest variations:Hypothesis: By centering the registration form and moving it higher on the page, visitors’ eyes will more easily flow from the call-to-action (CTA) statement to the form. The benefit bullet points and asset imagery will now serve as secondary, supporting content.Results: Variation 1 won with a 34.47 percent higher conversion rate at 92.04 percent confidence.Conclusion: Many visitors were ready to get the downloadable asset without need…