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Showing posts from December 13, 2018
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Facebook expands Ad Breaks to 14 more countries, launches Watch globally on desktop

Facebook announced Thursday it is rolling out Ad Breaks to 14 more markets, bringing the total number of countries with access to the 15-second in-stream ads to 40. It is also launching Watch globally on desktop and Facebook Lite.The company shared a long list of Watch announcements — from the original programs it is renewing in 2019 to stats that show more than 75 million daily Watch visitors spend an average of 20 minutes on the video platform.Why you should careThe expansion of Facebook’s video Ad Breaks — and by extension the global roll-out of Watch — signals the company is putting more of its efforts on video and hoping advertisers will follow suit.With the global roll-out of Watch on desktop and Facebook Lite, video advertisers running international campaigns on Facebook will have access to larger audiences as users will be able to access the video platform beyond their mobile app. According to Facebook, more than 75 million daily visitors spend, on average, 20 minutes on Watch…

YouTube sunsetting call-to-action overlays in favor of new ad extension

Starting in Jan., YouTube will phase out the call-to-action overlays that have been around since 2009. In its place will come a new ad extension.What’s the difference? Not much, except that ad extensions can be applied to new and existing ads, while the overlays are created as part of an ad. Just like the overlays, the call-to-action extensions are aimed at getting viewers to click through to the advertiser’s website to take further action. The button can be customized with an appropriate call-to-action, such as “Book Now,” “Get a quote” or “Sign up.” Below is an example of what the extension can look like in a TrueView in-stream ad.A call-to-action extension displayed on a TrueView in-stream ad. Image: Google. What campaign and ad types will be affected? This change will apply to campaigns with branding objectives. The new ad extension will be available first for TrueView in-stream ads and eventually to bumper ads and TrueView video discover ads.Why would you use this ad extension? Wh…

Google’s Pichai answers to Congress: The good, the bad and the frustrating

The appearance of Google CEO Sundar Pichai in front of Congress yesterday has been eagerly anticipated by those of us following the company’s tumultuous year in the face of criticism from international press, human rights organizations, and its own staff.The hearing – lasting more than three hours – was titled Transparency & Accountability: Examining Google and its Data Collection, Use and Filtering Practices and promised to give Pichai an opportunity to publicly clarify the search giant’s position on consumer rights in regards to privacy in an increasingly data-dependent world – as well as reflecting on its openness as a business in the political context at home and abroad.Overall, the hearing was a bit of a mixed bag. This was less to do with the substance of Pichai’s answers and more to do with the flawed questioning from the assembled. Here are what I took away as good and bad responses from the Google chief, as well as a few of my frustrations.The goodSome of Pichai’s most su…

Agenda alert: Adobe is keynoting at MarTech!

We’re excited to announce a newly-confirmed keynote speaker!Join us for a candid keynote conversation to learn first-hand insights about how Adobe leverages marketing technology to accomplish their business goals. The complete agenda will be posted soon – stay tuned!Connect with Ann and your martech tribe April 3-5, 2019 in San Jose. Get all keynotes, sessions, networking, and amenities with an All Access pass. Register now to save $450 off on-site rates!See you in San Jose!The post Agenda alert: Adobe is keynoting at MarTech! appeared first on Marketing Land.

via Marketing Land

How effective acquisition strategies can drive growth

For companies in the marketing industry, expanding your footprint is the name of the game. To penetrate new markets and broaden your reach with relevant customers, marketing executives must plot growth strategies for establishing their companies as leaders in the sector with the skills and technologies critical to success.Along with an organic expansion plan, a well-planned acquisition strategy can offer a promising roadmap to success. Acquisitions can diversify revenue streams, broaden a company’s capabilities and propel a business to dominance in critical sectors.Salesforce’s recent announcement that it would acquire the marketing analytics company Datorama for $800 million brought renewed attention to martech industry acquisitions – but such blockbuster deals aren’t the only way to leverage the immense benefits of an acquisition. Acquisition strategies can have many objectives ranging from merging market leaders to attaining new technologies at a lower cost. No matter a company’s m…

Content marketing for Google SERPs in 2019

Adhering to the whims and fancies of Google’s unpredictable nature can be a tasking ordeal for content creators around the world.What once seemed like a harmonious relationship, the bond between consumers and producers of content has become somewhat volatile, asking marketeers to be agile in their approach to content. As click-through rates and organic opportunity steadily drops, what are we required to do with our content to compete in the SERPs?In this post, we’ll reflect on the recent ‘zero results’ update, mobile web, featured snippets and Google’s ‘biases’ can inform the next steps for 2019, ensuring a bright content-filled future for all.Staying mobile?Mobile web has been subject to immense change in recent times, and while the stats may prove daunting, the stakes have never been higher for producing valuable content on the platform.In years gone by, Google has appeared to be giving preferential treatment to mobile over desktop. In 2015, the mobile-friendly update or ‘Mobilegedd…

Bing releases Clarity, an open-source UX analytics tool

Bing announced Wednesday the beta release of a new analytics product that lets webmasters see how users interact on their websites. With Clarity, site owners can replay user sessions and use the behavioral insights to optimize their sites for better conversion, engagement and retention.The free, open-source tool collects users’ mouse movements, touch gestures and click events.Why you should careA bad user experience can quickly cost you a lead or sale, and it may be an indicator of a bigger problem with your website. There are many user experience analytics tools already available to help webmasters and marketers identify website pain points for users. Clarity could be a complement to those tools or be a good place to start for sites not currently using one.By watching user session replays, you can see how users interact with a web page, including mouse movements, touch gestures and click events.Food blog Cook with Manali was an early tester . In using Clarity, the site owner discover…

Jivox adds visual journey maps, site content to its resume

On Wednesday, personalized digital ad platform Jivox launched two tools to help drive customer journeys with customized ads and use that customized content on web sites and in emails.Customer Journey Optimization, Channel Connector. One new tool, Customer Journey Optimization, is Jivox’ first entry into tracking customer journeys, although it previously had access to the underlying data from site visits, email responses and engagement with its ads.This tool shows a customer’s journey to a sale from the starting point of a prospecting ad, such as a video ad, social media ad or display ad. Jivox’ platform generates the customized content for the ad, while demand side platforms handle the bidding, delivery and return of engagement data, like clicks.In journey highlighted in yellow in the Jivox visualization below, 18,680 users who viewed the video ad but didn’t engage with it were then shown a variation of the ad on social media. Of the 18,576 who viewed the ad on social, 2851 converted.…

HubSpot: We’re now focusing on being a platform vendor

From the HubSpot web site HubSpot is moving its focus from product suite to platform.That was the word from CEO Brian Halligan, in a tweet Tuesday that referenced two new announcements.HubSpot announced a big partnership with Amazon Web Services and a $30million venture fund today, moving us from an application vendor to a platform vendor.— Brian Halligan (@bhalligan) December 11, 2018AWS partnership, HubSpot Ventures. The AWS announcement expands HubSpot’s current partnership into a three-year commitment that provides more benefits for vendors belonging to HubSpot’s current Connect ecosystem of integrated applications as well as for those in its Startups program.For instance, companies in Startups will now receive memberships and credits in the AWS Activate program that provides infrastructure resources for startups. AWS will also co-invest in building an ecosystem for HubSpot partners, and partners will receive AWS credits.Additionally, HubSpot announced the launch of a $30 million f…

Marketing Day: Groupon voted YouTube’s top bumper ad, SMX West preview, IAB’s in-app ad viewability

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:Groupon voted top YouTube’s 6-second bumper ad of the year
Dec 12, 2018 by Amy Gesenhues
The ad featuring actress Tiffany Haddish shows how brands can hook viewers in just six seconds.Data orchestration – learn how it works and why it can help you do more with your data
Dec 12, 2018 by Digital Marketing Depot
The modern digital landscape is a complicated one. Whether it’s the issue of how to manage massive amounts of data, an increased focus on consumer privacy, or the general shift in customer preferences towards personalization, keeping up with the evolution of the digital space is a challenge for small businesses and Fortune 1000 companies alike.Here’s your exclusive insider look of SMX West
Dec 12, 2018 by Chris Sherman
TL;DR: Here’s my epic 3,000-word preview of all the sessions, speakers and networking you’ll experience at SMX West. Read …

Groupon voted top YouTube’s 6-second bumper ad of the year

A six-second Groupon spot featuring actress Tiffany Haddish was voted the best YouTube bumper ad of 2018.YouTube, in partnership with the Webby Awards, has released its full list of the top ads for 2018 spanning across seven different categories. The six nominees in the top bumper video ad category also included ads from Sargento Cheese, Pringles, Frigidaire, Colgate and Gorilla Tape.Why you should careVideo advertising continues to grow and the video marketing landscape is becoming more crowded across all platforms. Knowing which ads are most appealing to audiences offers a valuable point of insight for marketers — especially when considering video ads like YouTube’s bumper ads that run only six-seconds in length, a short amount of time to grab anyone’s attention.Groupon’s spot with Haddish was an extension of a campaign the brand kicked off during the Super Bowl.First introduced in 2016, YouTube’s bumper ads are designed to be add-ons to skippable TrueView ad campaigns. They are sol…

Data orchestration – learn how it works and why it can help you do more with your data

The modern digital landscape is a complicated one. Whether it’s the issue of how to manage massive amounts of data, an increased focus on consumer privacy, or the general shift in customer preferences towards personalization, keeping up with the evolution of the digital space is a challenge for small businesses and Fortune 1000 companies alike.With about 2.5 exabytes of data produced per person each day and the expected annual world data total to rise to 44 zettabytes (44 trillion gigabytes) by 2020, an urgent question is emerging: How can companies leverage data effectively to drive more personalized marketing experiences?Read this white paper from Lineate to learn how your business can leverage data orchestration to overcome internal data silos, connect disparate consumer touchpoints, and leverage data to create more personalized customer experiences that drive results. Visit Digital Marketing Depot to download “The Ultimate B2C Guide To Data Orchestration.”The post Data orchestrati…