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Showing posts from December 24, 2018
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Without marketing strategy, the LUMAscape is one hand clapping

It’s difficult not to be awed by the LUMAscape, both in its growth rate and in the level of innovation that it represents. Consider this: in 2011, there were only 150 unique companies on the LUMAscape, in 2018 there are 7,000. And it’s not merely a matter of vendors throwing their hats into the ring to take advantage of a flush industry; these are enterprises on the cutting edge of Big Data, AI, machine-learning and programmatic technologies.Click to enlarge Clearly, this innovation has been a boon to marketers and publishers, and yet, to a large extent, it represents just one hand clapping, with the entire LUMAscape ecosystem focusing on marketing operations and execution. The people who are responsible for buying media have a great deal of technology and data at their disposal, but what about the marketing strategists, who are responsible for generating personas, campaign ideation and targeting? They have nothing like the level of tools enjoyed by the marketing orchestration team.Mar…

Gravy’s ‘location data forensics’ seeks to identify, minimize fraud in programmatic bidstreams

Location intelligence company Gravy Analytics is introducing what it’s calling “location data forensics.” Its purpose is to filter out unreliable, inaccurate or fraudulent location data from the bidstream.Location data often unreliable. Mobile ad exchange bid requests including location are often significantly more valuable than those without. That results in a lot of questionable location data being passed in the system. A publisher or app may pass questionable or fake location just to satisfy the bid request. According to Gravy CEO Jeff White, between 40 and 80 percent of bidstream location data it sees is either “fraudulent or suspicious.”White added that the scale of the problem is largely unrecognized by advertisers and even the exchanges themselves. Location data is used for a widening array of marketing and analytics purposes: audience segmentation, offline attribution, proximity marketing, internal benchmarking and competitive intelligence, among still others.Location accuracy…

3 inspiring campaigns that remind brands to be human during the holidays

We’ve heard a lot lately that brands need to show empathy, that they need to make a “human connection” with consumers. While that has always been true, it’s recently become more important with consumer trust at a historic low. This development makes trust a vital trait for brands to build—more than one in three consumers rank “trust in brand” as among their top three reasons they shop at a particular retailer.The holidays represent an unusually promising time for brands to show their human side. When it comes to branding, major American companies tend to focus a lot on the Super Bowl. Meanwhile, across the pond in the U.K., yuletide campaigns have long been valued as the best branding juncture on the calendar. During this moment in time when empathy and authenticity are seen as keys to branding success, U.S. marketers have an opportunity to reimagine their holiday season strategies as more inspirational and less transactional.Sure, some leading U.S. brands have made a habit out of app…

Merkle launches bidding platform tailored for Amazon sponsored brand ads

Sponsored brand ads can appear at the top of Amazon search results in addition to several other spots on the platform. Performance agency Merkle has developed an internal automated bidding platform designed specifically for Amazon sponsored brand ads. Announced Thursday, the technology can update bids on sponsored brand inventory as often as 48 times per day, leveraging the Amazon advertising API.Why you should careAmazon sponsored brand ads (previously called headline search ads) have become an increasingly important ad unit for sellers on the e-commerce platform. Merkle says the bidding platform employs machine learning to calculate a base bid informed by a client’s KPIs. However, it’s not left entirely to automation. Strategists adjust bids “according to signals from multiple platforms.”“Before this integration, efficiently bidding on these ad units required building numerous custom processes, because Amazon itself hasn’t provided bulk editing capabilities until recently,” said Todd…

SEO 2019: Nine tips for beginners

Interested in learning more about SEO in 2019? Here are the key trends you need to follow to improve your search optimization skills.It’s easy to get confused by the information overload when you’re just starting with SEO. Too many tactics can discourage you from practicing your skills. However, it doesn’t have to be scary to learn more about search engine optimization.That’s why we’ve analysed the key SEO trends for 2019 and what they mean to someone who’s just getting started with search engine optimization.1. Start with optimizing your site for mobile devicesMobile optimization is critical when you’re getting started with SEO. Start by testing your site’s performance and load speed across all devices.Every delay in browsing may be a missed opportunity to engage a new visitor.People are spending more time on their phones every year, which means that a new SEO strategy cannot ignore mobile optimization. Moreover, it goes beyond improving e.g. the site speed on your site. SEO in 2019 …

The brand storytelling genius of the Coca-Cola Santa

Since 1995, Santa trades in his sleigh once a year for a Coca-Cola truck and tours the UK, sharing the soft drinks that have become closely associated with the winter holidays. This year, facing pressure from health advocates, Coca-Cola plans to scale back the campaign.Controversy aside, the Christmas trucks are a prime example of brand purpose and messaging aligning. The brand, which encourages consumers to “share happiness,” enacts this same principle on tour – embodied by the festive Santa that adorns the modern sleighs.Coca-Cola and Santa Claus have developed an effective “partnership” in a series of holiday ads that stretch through the better part of a century. The two are so close in the popular consciousness that many (falsely) attribute Santa’s modern appearance to the brand.In truth, the Santa that we know and love didn’t spring fully-formed from a hat (or a Coke ad). Brought to the U.S. as St. Nicholas—a benefactor to the poor and sick — Santa Claus gradually took shape in o…