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Showing posts from January 29, 2019

What will the SERP of tomorrow look like? Four changes to prepare for today

Over the last several years, we’ve seen the typical search engine results page (SERP) change a great deal.It was once primarily a list of blue links.To that, we’ve seen direct answers added — sometimes replacing a list of links entirely.We’ve seen video answers added, we’ve seen the advent of the local pack, the knowledge graph, and tools built directly into the top of the page (e.g., calculators).And while it’s important to evolve for the changes we’re seeing today, what we really need to do is focus on what’s coming next.The common thread that runs through all of these consumer options is data. The public-facing information about your business, website, products, services, and people within your company.You need to identify all these points of data (sometimes also referred to as entities), catalog them, and mark them up so the engines and services can easily identify, consume, and trust the information they provide.If you want to remain on the radar with consumers, this should be a …

Best practices for a new era of brand safety

After years of breaking news, brand safety challenges continued to steal headlines in 2018. Despite improved dialogue between brands, media owners and tech partners, it is clear that execution belies the perceived simplicity of the topic.The term “brand safety” is defined as “the controls that companies in the digital advertising supply chain employ to protect brands against negative impacts to the brand’s consumer reputation,” according to a report co-commissioned by TAG (Trustworthy Accountability Group).To date, most brand safety efforts have centered on all-or-nothing solutions, blocking anything that has even remote potential to harm a brand.Some brands want to block all news placements for a given week until news around a disturbing event subsides. Such sweeping exclusions are understandable but can do a disservice by excluding valid inventory and missing opportunities to reach desired customer segments in what should be approved, premium venues.As we move into 2019, brands now …

Riding the wave of AI: Is your marketing campaign as smart as it can be?

As 2019 gets underway and your marketing plan unfolds, you’ve probably set some goals for the coming year:We’re going to break down the data silos that keep us from understanding our customers.We’re going to improve our messaging relevance.We’re going to target customers more accurately on their preferred channelsSound familiar? What if you could just find the time to make any one of these resolutions a reality?Although the promise of one-to-one marketing has been around for many years, brands still send customers too many marketing messages that are irrelevant, generic or only slightly personalized. The problem is that marketers today have too much data and not enough creative time to respond to soaring customer expectations for a personalized buying experience.Enter artificial intelligence (AI) and machine learning-based marketing tools that are changing the nature of how marketers make decisions and deploy campaigns. For example, an AI-powered marketing assistant can help you quick…

Are brands behind the times when it comes to gender stereotypes in ads?

Though 76 percent of female and 88 percent of male marketers believe they avoid gender stereotypes when creating advertising, according to a global survey detailed in a Kantar report, researchers noted that ad targeting is still extremely skewed within specific product categories like baby products, laundry products and household cleaners — where females make up 98 percent of the targeted audience.Why you should careAccording to Kantar’s report “Getting Gender Right” (free with registration), which was released Monday, there is a disconnect between marketers and consumers when it comes to gender stereotyping in advertising. Kantar’s 2018 data shows that a majority of female and male marketers believe they’re avoiding stereotypes when creating advertising, but a 2015 report from Kantar discovered 76 percent of female consumers and 71 percent of male consumers believe the way men and women are portrayed in advertising is “completely out of touch.”Ad targeting is also heavily skewed towa…

Data: Walmart wins holiday store visits, Sears’ failure is likely JCPenney and Kohl’s gain

Over the holiday shopping period a surprisingly small number of retailers dominated store visits. According to Reveal Mobile, roughly one out of three U.S. shoppers visited Walmart or Target between November 12 and December 31, 2018.Walmart saw almost 25 percent of all store visits. According to the company’s mobile-location data, nearly 90 percent (86 percent) of total retail store visits during the period were monopolized by Walmart, Target and a few others.Unsurprisingly, embattled retailer Sears isn’t on this list. Kmart, which is also owned by Sears Holdings, didn’t make the cut either. Sears and Kmart may yet survive. But the parent company decided to close more than 140 stores last October and another roughly 40 in Q1 2019.They benefit if Sears goes under. Using a store-visitation methodology similar to Reveal Mobile’s, location analytics company Placed found there are some clear potential beneficiaries to Sears and Kmart store closures. Placed said there was “roughly 19-25 per…

Marketing Day: Digitally native vertical brands, multi-touch attribution, Optimove adds new features

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:The digital natives are restless
Jan 28, 2019 by Lewis Gersh
Columnist Lewis Gersh looks at the innovative ways digitally native vertical brands are creating “tactile extensions” to further their reach.MarTech Today Research: A marketer’s guide to enterprise SEO platforms
Jan 25, 2019 by Amy Gesenhues
The report offers an in-depth review of the market, tips on the buying process and 18 vendor profiles.Assessing Multi-Touch Attribution’s value: Is it worth the effort?
Jan 25, 2019 by Barry Levine
While MTA helps marketers assess the impact of individual steps in increasingly complicated customer journeys, some marketers are brewing their own solutions to avoid MTA’s complexity.CDP Optimove adds ability to test campaign strategies
Jan 25, 2019 by Barry Levine
Its new Streams feature lets marketers test the incremental effect of one series of mult…

CBS packaging Super Bowl LIII digital stream spots with linear

CBS is offering national advertisers packages that bundle its linear broadcast and digital stream versions of Super Bowl LIII on February 3. The digital stream is being sold nationally, with no local spots available for affiliates.More than 90 percent of the ad inventory for the big game had been sold by January 10, according to Jo Ann Ross, president and chief advertising revenue officer, who spoke at a press conference on that day.Why you should careLive events streaming is becoming just as important a distribution method as linear TV. The streaming audience for the Super Bowl is expected to swell 160 percent this year, according to a January survey of 1,000 U.S. viewers conducted by marketing agency AdTaxi. CBS seems to be aware of this demand and is fueling it with plenty of content explaining where people can find the free live stream.Search results for “Super Bowl 2019 online” In 2017, Fox’s digital stream for Super Bowl LI featured local advertising. CBS is not offering any addr…

OpenX becomes first major ad exchange to operate completely in the cloud

OpenX is moving its operations entirely into the Google Cloud, becoming the first major ad exchange to do so.The recently-announced five-year, $110 million partnership between OpenX and the Google Cloud Platform, OpenX CTO Paul Ryan told me, is the first step toward the exchange’s move this year into people-based marketing.15,000+ servers. Previously, he said, his company operated on 15,000+ servers it owned and maintained in five locations worldwide, and it only used the cloud for specific projects.But a completely cloud-based infrastructure, he said, offers greater flexibility for innovation, a much lower latency, a more efficient platform that opens up new capabilities for bidding optimization and a faster ability to scale up or down. Plus, it frees up about 25 percent of OpenX’s engineers to work on development not related to infrastructure.Competitively, he said, differentiators for his company’s exchange had become focused more and more on price and on a features-war that requir…