Skip to main content

Posts

Showing posts from November 9, 2018
Instapage

Hooked on a feeling: The forgotten factor in online advertising

If there’s anything the recent past has reminded us, it’s that feelings still trump considered thought. This is also true for advertising, but not in the way you might think.The marriage of ad and tech has brought some amazing advances. But as we move to the future, does that mean we’re also doomed to repeat the mistakes of the past?The CPM pricing model we still use today is a direct handover from the world of print and TV. And we still use it, even though ads are more often bought and sold one at a time in programmatic marketplaces these days.Maybe that’s a minor point. But what if the entire basis of programmatic were also based on an old, outmoded idea? Even as we’d inherited and hadn’t even noticed it, the ghost is at the programmatic feast.Outmoded targeting ideasWe forget, but the process of segmenting and targeting users based on demographic or other personal data stretches back to the 1920s, arguably even further. Even if today’s proxy is 3rd party cookie collection instead o…

Top retailers spent majority of 2017 holiday ad budgets on TV, investing only 6% on Facebook ads

Source: Kantar Based on 2017 holiday ad spend, the top ten retailers in the U.S. spent a combined $1.2 billion on advertising during November and December last year, with 62 percent of ad spend going to TV. According to data from Kantar Media, a total of 27 percent of the top retailers’ holiday ad spend went to digital sources, which included search, display, online video and Facebook. The firm broke out Facebook spend separately — six percent — to compare how retailers were allocating to TV compared to the social platform.TV won majority of 2017’s holiday ad budgets. Kantar Media analyzed ad spend strategies for the top ten retailers last holiday season, a list that included Walmart, Target, Best Buy, Home Depot, Lowes, Amazon, Macy’s, Kohls, JC Penney and Kay Jewelers. Among the retailers, Walmart spent the most on TV, allocating 76 percent of its budget to television ads — accounting for $193 million of its ad spend. At 96 percent, Kay Jeweler spent the largest share of its budget o…

Organic reputation management & brand protection

Driving visitors to your site is about much more than just rankings. Branding is playing a larger and larger role in acquisition. In this article we look at the importance of branded searches and provide guidelines to help you understand, keyword by keyword, what you need to do to maximize your branded traffic. All you’ll need is Google Search Console and as many days of data as possible.Firstly let’s go over why this is important.It’s your company’s trafficBranded traffic is very rarely traffic you’d be happy to have leak through to another site. Aside from reviews and similar searches, you’d hope that 100% of branded searches land on your site. Unfortunately we see that this is not always the case. Between the floorboards of SEO and PPC there are cracks that rob you of valuable visits, sometimes deliberately, often by simple chance — regardless, we want to help you reclaim that lost traffic.In a recent talk at BrightonSEO, Rand Fishkin of SparkToro (and previously Moz) suggested tha…

Webinar: Google and Salesforce integration–how the two technologies fit together

The new Salesforce and Google Analytics 360 integration is enabling next-level understanding of the customer experience — from the earliest touchpoints right through to purchase — by combining Salesforce customer data with Google Analytics 360 online data.In this webinar, you’ll hear from Salesforce and Cardinal Path, whose combined expertise is helping brands get ramped up to take full advantage of this game-changing integration. Topics include:What this new integration enables, and how the two technologies fit together.How you can elevate your marketing capabilities across personalization, forecasting and predictive analytics..How to power your brand’s digital transformation by combining online and sales data.Register today for “Google & Salesforce Integration: Bringing customers and brands closer together” produced by Digital Marketing Depot and sponsored by Cardinal Path.The post Webinar: Google and Salesforce integration–how the two technologies fit together appeared first on…

Is your DevOps team allergic to marketing?

Nobody likes the idea of being “marketed to,” but developers especially are inherently allergic to marketing. Try traditional marketing methods on developers and they will backfire. At the same time, figuring out a way of communicating to developers in a smart, impactful way and gaining their loyalty is critical; they are now integrated into so many departments within an organization (IT, finance, marketing) that they have an enormous impact on tool change and sales, in addition to being key players in digital innovation.As current CMO of Nutanix and prior CMO of F5 Networks, Veritas and Aruba Networks, I have seen and heard many perspectives on the best ways to reach developers through marketing. Here’s a couple of the most important do’s and don’ts.Scale back on traditional hackathonsThere is a common misconception among marketers that traditional hackathons are the only “cool” way to engage with developers. Historically, hackathons used to be the primary, and sometimes only, develo…

Viant’s Adelphic acts to solve ad pricing transparency by offering ‘all-you-can-eat’ monthly subscription

Marketers regularly complain about transparency in digital advertising and, this week, Viant’s Adelphic announced a pricing change that it believes solves the problem for a demand-side platform (DSP).What’s new. Instead of charging a percentage of media spend as other DSPs do — typically 10 to 15 percent  — Adelphic will now charge an all-you-can-eat monthly subscription price of $3,000 per log-in, with a 12-month minimum. And all vendors involved in the process — targeting data providers like data management platforms, inventory providers like ad exchanges, verification services and others — are billed directly to the advertiser.For those of us who don’t use DSPs on a daily basis, it seems surprising that a subscription model and direct billing is new, but Viant CEO Tim Vanderhook said in an interview that he is unaware of any other DSP that has a similar structure.SaaS versus media agency pricing model. Adelphic, which Viant purchased two years ago, also previously charged a percent…

Marketing Day: Facebook Portal, email personalization, smart speaker report

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:Here’s what Facebook says about ads and targeting on Portal
Nov 8, 2018 by Amy Gesenhues
As Facebook starts shipping Portal devices, it trying to allay privacy concerns.Step up your email personalization game
Nov 8, 2018 by Kyle Henderick
To give your email marketing program a competitive edge, leverage timing, location and behavior to provide relevancy for customers.Report: As Facebook portal goes on sale, smart speaker growth is slowing
Nov 8, 2018 by Greg Sterling
There are now 53 million smart speaker devices in U.S. households according to an analyst firm’s estimate.Another survey shows brand trust affects purchase decisions
Nov 7, 2018 by Barry Levine
The online survey is yet another indicator that consumer trust of brands affects the bottom line.Foursquare can now measure TV ads’ impact on offline store visits
Nov 7, 2018 by Greg Sterlin…

IAB Tech Lab releases final version of VAST 4.1 that incorporates ‘unprecedented’ level of feedback

The Interactive Advertising Bureau (IAB) Tech Lab released final specs Thursday for its digital Video Ad Serving Template (VAST ). VAST 4.1 incorporates what the organization says was an “unprecedented” amount of feedback collected during the public comment period, which started in June.VAST is one of three specs for in-stream video ad formats in the IAB Tech Lab’s Digital Video Suite, or VSUITE. Like VAST, VPAID (Video Player-Ad Interface Definition) was initially released in 2008; Video Multi-Ad Playlist (VMAP) was added in 2012. The three specs can be used separately or in some combinations. Why you should careIn a blog post announcing the release, Amit Shetty, president of the IAB’s Digital Video Technical Standards Working Group, said that VAST 4.1 corrected a “major gap [in VAST 4.0] that prevented it from being fully adopted – the lack of direction for how verification should work in a world where the MediaFile node has to be separated from any executable code.”In the absence of…

Invoca can now dynamically update local branch phone numbers

Suppose you’re a motel chain with lots of franchises across the US.Ad campaigns, search results or web site calls-to-action direct the user to local phone numbers, based on the viewer’s location.In this case, there is no central call center with an 800 number, but a different local number for each location, with each location responsible for its own revenue, acting as its own call center and tracking its own analytics.The problem with attribution for local phone numbers. The central problem, says call analytics firm Invoca, is that call tracking was originally built for centralized or regional call centers, not for hundreds or thousands of individual locations.Each ad campaign is generally optimized for the local number, and any centralized management by the overall chain is limited by the local phone numbers and specific rules for each, which are often coming from the franchises. One motel, for instance, might want to direct high-value customers to a particular person, as identified …

Here’s what Facebook says about ads and targeting on Portal

As Facebook’s new video-calling device — Portal and Portal+ — begins shipping Thursday, the company issued an update for consumers about how it uses data it collects from the devices and what ads may show up on them. Essentially, it amounts to a kind of “don’t worry, trust us,” explainer.Much of it was a reiteration of the ways in which Facebook says it doesn’t capture data from Portal (that it’s not listening to or recording video call content), but mentions of ads caught our attention.Portal data used to target ads. Facebook confirmed it will process “the same kinds of information” it processes when people use Facebook products on their other devices and that some of that data may be used for ad targeting purposes.“When you make a Portal video call, we process the same device usage information as other devices with Messenger installed,” writes Facebook on its news blog, “Some of this information may be used to target ads. For example, if you make lots of video calls, you might see s…