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Showing posts from May 16, 2019
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Advertisers seeing dwindling results with Facebook’s 1% Lookalike Audiences

Facebook’s Lookalike Audiences have long been a favorite ad targeting tool for advertisers, allowing marketers to use Custom Audience lists to find like-minded users on the platform. Advertisers can select their Lookalike Audience size from 1% to 10% — the smaller the audience size, the more closely the results will match the source list.Many advertisers have relied on the laser-focused capability of 1% Lookalike Audiences since the launch of the ad targeting tool all the way back in 2013, but some are no longer seeing the results they once experienced.What’s happening with 1% Lookalike Audiences?“We have used 1% Lookalike audiences since it has been available, and we were pretty happy with the results,” said Pierre-Olivier Carles, CEO of the social media marketing agency Digidust. Carles said his agency’s best campaigns were based on Pixels’ data rather email databases or FB Pages audiences.“The beauty of the 1% Lookalike targeting was to help us reach the right people even when the …

New visual search innovations tap human emotions and biological buying triggers

There’s a science behind what engages shoppers and gets them to purchase and new visual search tech implementations promise to exploit that and reinvent ecommerce as we know it.A shopper’s decision to buy products is more influenced by the primal brain areas and less from the analytical side. Us humans are hard-wired to our emotions which spring from the same areas of the brain, the right side, that processes and reacts to visual stimulation. In the early days of mankind, it’s largely how our ancient ancestors survived in the wild.Similar to Facebook’s emoticons it rolled out as “reactions” in 2016, our modern emotions emerge from four core feelings, happy, sad, afraid/surprised (“wow”), and angry/disgusted, based on research conducted by the Institute of Neuroscience and Psychology at the University of Glasgow.Smart marketers can appeal to our right brains that communicate in feelings and respond to images that increase conversions and sales because people tend to act based on emotio…

Could machine learning solve attribution challenges?

If your digital marketing team struggles with attribution, you’re not alone. Nielsen reports that only one out of every four marketers can confidently attribute revenue to their digital efforts. But does that surprise you?Probably not — attribution is a pressing issue and can be a serious challenge for marketing and sales teams. Activating cross-channel campaigns through different platforms leads to siloed data in various, disconnected systems. The continued growth of your martech stack could create significant challenges, including attribution accuracy. But despite these challenges, your team still needs to be able to confidently track ROI and communicate value to your organizational leaders.The attribution issueMany marketers feel the frustration on a day-to-day basis, and attribution disparities often expose larger organizational challenges. If marketers can’t demonstrate to their leadership the ROI behind their digital marketing, how can they ask furthered martech investments?Sing…

New visual search innovations tap human emotions and biological buying triggers

There’s a science behind what engages shoppers and gets them to purchase and new visual search tech implementations promise to exploit that and reinvent ecommerce as we know it.A shopper’s decision to buy products is more influenced by the primal brain areas and less from the analytical side. Us humans are hard-wired to our emotions which spring from the same areas of the brain, the right side, that processes and reacts to visual stimulation. In the early days of mankind, it’s largely how our ancient ancestors survived in the wild.Similar to Facebook’s emoticons it rolled out as “reactions” in 2016, our modern emotions emerge from four core feelings, happy, sad, afraid/surprised (“wow”), and angry/disgusted, based on research conducted by the Institute of Neuroscience and Psychology at the University of Glasgow.Smart marketers can appeal to our right brains that communicate in feelings and respond to images that increase conversions and sales because people tend to act based on emotio…

Is Amazon friend or foe? Retailers must weigh the opportunity before tapping revenue gains

One of the most discussed topics in e-commerce over the past 18 months has been The Amazon Effect. Amazon has been throwing its weight around the industry, threatening to disintermediate retailers from their customers while eating into their profits.The reality is, Amazon and other marketplaces are not going away. Marketplaces represent approximately half of all e-commerce sales, and Amazon alone drives 40% of e-commerce sales in the U.S. It sells 12 million products across almost every retail vertical, including its private label brands as well as products from more than 5 million other sellers.Amazon’s growing influence leaves retailers with a primary question: How do we continue to coexist with a 500-pound gorilla?The answer lies in understanding a few key factors: what Amazon can, and cannot, help you achieve; the risks and rewards of selling and advertising on the marketplace; and best practices to navigate the environment. Selling on Amazon requires a balancing act, but retailer…

Location intelligence companies react to new Android privacy controls

Privacy is the new black. At F8, Google I/O and, this week, Google Marketing Live, privacy has been front and center, with Facebook and Google going to great lengths to discuss how they’re beefing up data transparency and privacy controls for users. In addition, this week Facebook announced a “Clear History” tool, which will impact data available to marketers.There’s a lot to unpack in all these changes, coming amid growing regulatory scrutiny and consumer discontent. Specifically, on the question of location and privacy, Google previously announced a number of changes in data collection and management:Google will enable users to delete location activity data directly in Google MapsThere will also be an auto-delete capability for location history (after 3 or 18 months)Maps will also operate in Incognito Mode and not capture user location historyBeyond this, Google’s new Android Q matches Apple’s location privacy controls and provides a new option to share location with developers “whi…

Key takeaways for brands after Google Marketing Live 2019

There were a couple of telling stats from this week’s Google Marketing Live event, which included many digital ad product announcements and was attended by around 5,000 industry players in San Francisco. In a Google-led study, the tech giant sussed out one particular shopper who wanted to buy a single pair of jeans—the person spent 73 days looking and interacted with more than 250 digital touchpoints (searches, video views and page views) before making a purchase. The modern customer journey can be long and complicated, indeed.This reality underscores the need for a wide range of customer intelligence—from social media listening and email insights to call data—so brands can act with as much relevance and real-time empathy as possible. Google, as much as any martech or adtech player, understands this need all too well and wants to make it easier for marketers to meet customers where they are at in the shopping cycle.Now that Google Marketing Live is coming to a close, let’s take a look…

The big picture from Google Marketing Live: With multi-channel campaigns, Google aims to own the funnel

Google Ads SVP of Ads and Commerce Prabhakar Raghavan on stage at Google Marketing Live Tuesday. SAN FRANCISCO – A trend that has been building for several years came to the forefront this week at Google Marketing Live, the company’s annual conference for advertisers. The initiative? Automated campaign types that deliver ads across multiple Google properties.What started with Universal App Campaigns (now App campaigns) in 2017 to automate app promotion ad delivery and creative messaging across multiple Google properties has become the model for new Google Ads campaign types.App campaigns are held up as the model for this approach, but if we go back even further, Google’s relatively short-lived mouthful Search Network With Display Select campaign type — which launched in 2013 and used an algorithm to extend Search campaigns to GDN placements predicted to perform well for its small budget advertisers — could be seen as the original harbinger of where we are today.The idea of running Sear…

Google Display & Video 360 adds more tools to streamline cross-screen TV buys

In an effort to scale advertising opportunities through connected TV, Google introduced Tuesday a batch of new tools available in Digital & Video 360 – the company’s programmatic buying platform.The new tools take on a three-pronged approach with the intent of giving advertisers more functionality around privacy regulations, linear TV placements and consolidated TV buying.Narrowing the privacy gap. Display & Video 360 is now integrated with IAB Tech Lab guidelines, designed to provide a framework for high-quality and privacy-safe connected TV advertising. The guidelines formalize the Identifier for Advertising (IFA), giving advertisers alternative means to reaching audiences and obtaining metrics – as opposed to collecting device IP addresses without user consent. Advertisers will be able to manage reach, frequency, and audience segmentation in line with privacy regulations.Fine-tuning linear TV buys. More U.S. network affiliates can now be reached in Display & Video 360 t…

Google is focused on Ether and Ozone rather than on Amazon

We were marveled at Google Marketing Live. Fascinating demos and ground-breaking announcements like the Discovery Ads and the Bumper machine. The keynote also emphasized that Google is taking privacy seriously, which I was particularly pleased to hear. And in the ad innovations keynote, there was an overwhelming feeling that Google takes competition from Amazon more than seriously without ever mentioning it.“Did they just say that?” was one of my common reactions during the keynote. I like the format of their presentations and the fact that you can go back and review presentations via the online portal almost immediately after they are finished. “Yes, they did!”, they said they were going to allow advertisers to book campaigns on national broadcast networks and local TV stations programmatically later this year. Google is reaching into the Ether. They also said they wanted to enable purchasing from a whole host of places within the Google properties; via voice commands, in images, in …