Skip to main content

Posts

Showing posts from December 19, 2018
Instapage

Oath to become Verizon Media Group as telecom doubles down on umbrella brand

Oath announced on Tuesday the company is changing its name to Verizon Media Group, a decision that will take effect beginning Jan. 8, 2019. Founded in June 2017 as a result of the Yahoo-AOL merger, Oath aimed to be an advertising powerhouse — competing with the likes of Facebook and Google — but has never been able to live up to former CEO Tim Armstrong’s vision.Too little too late. Oath’s new name may give advertisers a more relevant reference of its media offerings — a list that includes the likes of Yahoo, AOL, HuffPost, Makers, TechCrunch and Tumblr — but it’s not likely to deliver any real business results. A September eMarketer report showed Oath owning only a 3.2 percent share of digital ad revenue in 2018, falling far behind Google and Facebook, which owned a combined 58 percent share. (Amazon and Microsoft also beat out Oath, but only by less than one percentage point each.)Verizon Communications missed it’s $10 billion year-end goal by $8.2 billion, according to a recent NBC…

Year in Search: the top Google Search trends for 2018

Whether you’re working in marketing, SEO or content, it’s useful to know the top search trends for 2018 to learn more about your audience.2018 is almost over and Google has compiled a list of the most popular search trends for the year.Google search has turned 20 years old in September and it’s interesting to think how our searching habits have changed in these two decades.That’s why their annual Year in Search is a good reflection on the changing search trends, the latest cultural moments or events that shaped the most popular searches, but also what we can learn from all of these.Here are the most popular search trends of 2018.People search for goodAccording to Google, the world was searching for “good” in 2018 in a higher frequency than the previous years. The trend was popular enough to inspire their video’s story for the year.People searched for different kinds of queries, from “how to be a good dancer” to “what makes a good role model.”It has been a busy year full of unexpected …

Study finds 61 percent of electronics reviews on Amazon are ‘fake’

Large majorities of consumers rely on product reviews to help make online purchase decisions. But what percentage of those reviews are reliable and authentic? According to recent survey data, 33 percent of consumers believe they saw “a lot” of fake local business reviews in 2018.Paid or fake reviews rampant on Amazon. According to an analysis by the Washington Post, a majority of reviews in certain Amazon product categories are fraudulent or paid. That is supported by a more recent analysis from Fakespot, which analyzes and grades review content on Amazon.According to the company, the top 10 product categories with the highest percentage of falsified reviews on Amazon are:Consumer Electronics:Wireless headphones/earbudsPhone cases and screen protectorsSmart watchesPhone charging cablesThird party apple accessories/any other known brand (Fitbit, Gopro, Garmin)Beauty/Cosmetics:MakeupAnti-aging creamsHair-loss productsClothing: popular sneakers from Adidas or NikeSupplements and Vitamins…

Data ownership is shifting so enterprises are stepping up their tech game

For years, companies have been collecting data almost without any strategy in place. While the amount of data continues to grow, the General Data Protection Regulation (GDPR) discussions have also developed around topics like Cambridge Analytica, causing a rethink. Everyone is trying to gain more control over their data – advertisers, agencies, publishers, tech providers and yes, the end user. Advertisers, in particular, have recognized the competitive advantage in terms of personalization and individualization. We can, therefore, prepare ourselves for a significantly intensified focus on the topics of data quality, governance, analysis, and risk management for 2019.This is just the beginning because data ownership is no longer a niche issue. It is gaining strategic importance. Advertisers have already started examining their own investments in ad servers or DSPs in addition to DMPs, which presents a new challenge for Adtech providers. Suddenly there are completely different requireme…

3 prospecting features for Google Display campaigns

Google discussed three features aimed at helping advertisers reach new customers with Display campaigns in a blog post Tuesday. Here’s what you need to know.Dynamic prospecting with product feeds. Google announced this feature recently, and you may be familiar with the concept if you run them on Facebook. As opposed to showing product ads based on what visitors viewed on your site, dynamic prospect ads show products based on people’s past interactions on Google and publisher sites in Google’s network. Google says it deploys machine learning to evaluate product performance from your feed and match products determined to be most relevant to users’ interests and most likely to generate conversions. To enable dynamic prospecting, you just need to link a product feed to a Display campaign.Fine-tuned audience expansion. The Targeting expansion option available under campaign settings can be used to increase audience reach “to drive more conversions at the same average cost-per-acquisition (…

Amazon VP reaffirms: ‘No plans’ for ads on Alexa devices

The base of Amazon Echo, a smart speaker home of voice agent Alexa Some marketers might think Amazon wants to turn devices featuring its Alexa intelligent voice agent into vehicles for advertising.Nope, says an Amazon VP.‘No plans for advertising.’ At Fortune magazine’s conference last week in California on “Most Powerful Women Next Gen,” Amazon VP of Alexa experience and Echo devices Toni Reid pointed to the continuation of a service-based monetization model for the platform.There are “no plans for advertising” she said, noting that customers pay for services like Amazon Music Unlimited, audio books and others.In June, an experiment in audio ads for Alexa was discontinued, and a report in January that Amazon was testing consumer brand ads for Alexa was later denied by the giant retailer.The launch of ‘consumables.’ This past September, the company introduced one potential revenue stream: “consumables,” or premium content sold within skills, the custom applications made by developers a…

IBM points to Director of Marketing Data as ‘hottest new role’

Artificial intelligence, which became a mainstay for many marketing tools in 2018, isn’t just a power booster. It can change the nature of customer targeting and personalization, and, according to a new IBM Marketing Trends report released Monday, it creates the need for someone to fill the “hottest new role” in marketing: Director of Marketing Data.Feeding the CDP. That position is one of several AI-driven trends cited in the report as “redefining what it means to be a modern marketer.” Others include the acceleration of agile marketing adoption, the final merging of ad tech and martech, the transformation driven by customer-centricity and the improvement of data hygiene and customer trust because of the new consumer privacy regulations.The new Director of Marketing Data role, IBM forecasts, will work with vendors and internal teams on data integration and create processes for the collection of data into a customer data platform (CDP).While there are different definitions for CDPs, t…

Marketing Day: YouTube ad targeting for TV, IAB podcast compliance program, 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 ad campaigns target ‘TV screens’ by default, coming to AdWords API in Jan.
Dec 18, 2018 by Ginny Marvin
For YouTube TrueView and bumper ad campaigns, TV screens targeting is enabled as a device type in the UI and can soon be managed via the API as well.Get started with marketing automation–learn the terms you need to know
Dec 18, 2018 by Digital Marketing Depot
For businesses involved in digital marketing, marketing automation has quickly become a game-changer. Customizable and scalable platforms are available to businesses of just about any size. Whether you work for an agency or are an in-house marketing professional, it’s time to get familiar with some basic automated marketing and sales concepts.Twitter recognizes Heinz Ketchup, Budweiser, NBA and more in its ‘Best of 2018’ list
Dec 18, 2018 by Amy Gesenhues
The brands recognized th…

YouTube ad campaigns target ‘TV screens’ by default, coming to AdWords API in Jan.

Soon AdWords API users will be able to target, report and manage connected TV targeting for YouTube campaigns.API availability January 8. The AdWords API capabilities for  TV targeting will be available as of January 8. With the API, “ConnectedTV” will appear as a new platform name along with desktop, tablet and mobile with an ID of 30004. Connected TV reporting via the API can be accessed with the Device segment named CONNECTED_TV.Targeting TV screens by default. Google opened up connected TV inventory targeting this fall. It added “TV screens” as a device type for ad targeting Display & Video 360 in October and quietly rolled it out in Google Ads in mid-November. That means all YouTube TrueView (for brand awareness, shopping and action) and bumper ad campaigns now automatically target connected TV inventory.Where is the TV screens inventory? The TV screens device type targets YouTube channel inventory on smart TVs, set top boxes, gaming consoles and streaming devices such as App…

Get started with marketing automation–learn the terms you need to know

For businesses involved in digital marketing, marketing automation has quickly become a game-changer. Customizable and scalable platforms are available to businesses of just about any size.Whether you work for an agency or are an in-house marketing professional, it’s time to get familiar with some basic automated marketing and sales concepts. As with many industries, this niche may seem buried under its own confusing jargon. The good news is that the basic ideas really aren’t that complicated.Breeze through this guide from Sharpspring to learn the terms you need to know. Visit Digital Marketing Depot to download “The Ultimate Guide to Marketing Automation Terminology.”The post Get started with marketing automation–learn the terms you need to know appeared first on Marketing Land.

via Marketing Land

IAB Tech Lab rolls out podcast measurement compliance certification program

The Interactive Advertising Bureau Technology Lab (IAB Tech Lab) officially rolled out its podcast measurement compliance certification program Tuesday, formalizing a program that attempts to apply standards to a medium that’s been hard to measure.Advertisers and platforms can now get certification that says they are compliant with IAB Tech Lab’s guidelines, which establish a common set of podcast ad metrics pertaining to downloads, listeners and ad delivery. The IAB Tech Lab initially introduced measurement guidelines in 2016, and unveiled a revised version a year ago.NPR and podcasting platform Rawvoice/Blubrry are the first companies to earn the IAB Tech Lab Seal of Compliance for Podcast Measurement.Why you should carePodcasting has enjoyed a meteoric rise in popularity over the past few years — 2017 revenue topped $314 million. But without server-side standard metrics and measurements, marketers can’t adequately analyze and optimize the ads they are buying.“Podcast advertising ha…