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Showing posts from February 20, 2019
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Digital ad spending to top traditional for first time in 2019

Digital ad spending in the U.S. will exceed traditional ad spending in 2019, according to a forecast out Wednesday by eMarketer. Much of that share will come from Google and Facebook, with Amazon gaining speed from behind.The report predicts that digital will make up more than two-thirds of total U.S. media spending by 2023The numbers. Digital ad spending is forecasted to grow 19 percent to $129.34 billion this year, and will make up more than half (54.2 percent) of total U.S. ad spending. At $87.06 billion, mobile will account for more than two-thirds of that amount.Amazon’s U.S. ad business will swell more than 50 percent this year and its share of the U.S. digital ad market will increase to 8.8 percent, knocking into the share formerly enjoyed by heavy hitters Google, Facebook, Verizon and Microsoft.2019 Digital ad spend | eMarketer The Interactive Advertising Bureau (IAB) released revenue numbers earlier this month showing that digital ad revenues rose to $26.2 billion in the third…

What marketers should know about Hulu’s new ‘pause’ ads

A few weeks ago, media platform Hulu unveiled a new “non-intrusive, viewer-initiated” ad unit that plays when viewers pause the show they’re watching.Hulu is currently testing the ad with Coca-Cola and Charmin, and expects to make it generally available for select content by next quarter.The availability of this type of ad is the clearest sign yet that advertisers are acknowledging the marked rise in streaming video viewing, and a shift in how people consume media.But is there a place for subtle, static ads in the age of louder and bigger? Hulu certainly thinks so, and so do marketers.Screenshot of the new ‘pause’ ad in action | Hulu ‘Non-intrusive’Jeremy Helfand, vice president and head of advertising platforms for Hulu, said that its research showed that “consumers generally preferred ads that were subtle and non-intrusive, and that extensive audio and video when pausing was considered disruptive. These insights led us to take our current approach to pause ads, and the research so fa…

Four tools to better structure your article for SEO and usability

Writing a good article is not enough for search visibility and good user engagement. What really matters is how well you structure it in order to optimize it well and give clear answers to users’ questions.Here are four factors to consider when creating effectively structured content, and tools to use for each.1. How to use your HTML headingsHTML headings are nothing new. In fact I was blogging on them over a decade ago (back then we referred to them as “semantic structure” which gives a good idea what they are for).HTML headings got back into the spotlight recently thanks to Google’s featured snippet algorithm.We have found that Google looks for an H2/H3 subheads to locate the best answer to the query (and consequently feature the page).Since featured snippets are also powering voice search results for the most part, we’ve seen a flood of newer articles on structuring your content with HTML headings over the past few months.Here are a few takeaways on how to use HTML headings correct…

Adobe Target testing tool gets improved personalization capabilities, reports

Adobe Target A/B testing screen. Adobe Target, a marketing tool used to perform A/B and multivariate testing to optimize digital experiences, is getting a number of new updates. Adobe announced on Wednesday the platform now includes an AI-powered “weighted relevance” algorithm for improved personalized recommendations, enhanced reporting tools and a new version of its “Personalization Maturity Model” solution.Personalized recommendations via a “weighted relevance” algorithm. Adobe Target will now include a “weighted relevance” algorithm that employs profile-matching and relevancy weighting capabilities to enable marketers to deliver more personalized recommendations.“Recommendations are one of the most powerful personalization tools that marketers can use to increase sales and customer engagement. Yet scaling personalized recommendations to a variety of audiences is a consistent challenge,” said Adobe in its announcement. The company says its newly-updated algorithm will go beyond trad…

Marketers, campaign success depends on actually identifying your goals

Digital marketing is more accountable than ever, but results only matter if they map back to a specific goal. That may seem obvious, but the fact is that many marketers still aren’t sure what results they need from a campaign actually are. So how can they know if their campaigns are successful? The first step is to establish a goal, own it and stick to it, no shifting mid-stream.It may seem silly to “own” your goals – but it’s so, so important to know what they are and understand their significance. The other, critically important factor to identify is your attribution model. There’s been much written about the many available attribution models, and it can be confusing, so here’s another opportunity to lean on your agency partners. Determine which attribution approach is best, supports your goals and use that to measure success.Know your goal – and the relevant KPIsOnce you know where you want to go, it’s much easier to determine the KPIs to ensure you’re on the path to success. Is th…

Oracle discovers another major fraud operation affecting Android users and mobile advertisers

A major new mobile ad fraud operation affecting Android phones, mobile apps and advertisers on the platform was revealed Wednesday by Oracle.The DrainerBot code appears to have been distributed via an infected SDK, which was integrated into hundreds of popular Android apps and games.Android operating systems have shown vulnerability to the actions of fraudsters — in October 2018, a botnet operation was uncovered that involved more than 125 Android apps and websites.What happened. Bad actors use bot networks to defraud advertisers and consumers, employing a malicious mix of spoofing and malware. In this case, unsuspecting users downloaded infected Android apps, which then delivered invisible, fraudulent ads to their devices. The infected apps then reported back to the ad network that each video advertisement had appeared on a legitimate publisher site, but the sites were spoofed, not real.The infected apps consume significant bandwith  — potentially more than 10 GB per month of data, e…

Singular can now track ROI across channels, with deterministic attribution

From Singular Marketing intelligence platform Singular has added a new capability to its platform that is designed to determine a complete return-on-investment (ROI) by combining cross-channel attribution with cross-channel marketing spend.Since its founding in 2014, the San Francisco-based company has offered attribution and ROI, but in device-specific silos, beginning with its origins in mobile.But the new Cross-Platform and Cross-Device ROI Analytics capability on its existing Marketing Intelligence Platform, CEO Gadi Eliashiv said in an interview, now connects attribution, spend and ROI across channels, giving a more complete view of an ad’s impact.An example of the different approach. In the past, Singular said, a brand might run a Facebook ad on desktop at a cost-per-acquisition (CPA) of $50. Suppose a user clicked on the ad, went to the website of clothing retailer StitchFix on desktop, and made a $100 purchase on that site.A month later, let’s say, the same person saw a Google …

Thursday webinar–‘Get More From Your Customer Data With Open Marketing Cloud’

With so many marketing automation options available, it’s hard to know where to start – or how to disengage from your current provider. Maybe you’re unhappy with your experience using a legacy marketing automation product. Maybe your martech stack keeps getting bigger and more expensive… and your results aren’t keeping pace.In this webinar, Mautic VP of Marketing, Katie Staveley, will provide an overview of the company’s Open Marketing Cloud, a fully-featured marketing automation platform that is different than everything you’ve tried. She’ll be joined by current Mautic customer, Michael Brown, CEO of nDash, who will share how Mautic has helped his company improve marketing results by making its customer data more actionable.Register today for “Get More From Your Customer Data With Open Marketing Cloud, produced by Digital Marketing Depot and sponsored by Mautic.The post Thursday webinar–‘Get More From Your Customer Data With Open Marketing Cloud’ appeared first on Marketing Land.

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