Skip to main content

Posts

Showing posts from May 29, 2019
Instapage

LinkedIn looks to improve ad targeting, attribution capabilities with Drawbridge acquisition

LinkedIn announced on Tuesday it has entered a deal to acquire Drawbridge, an identity resolution platform that uses AI and machine learning technology to provide marketing, customer experience and security solutions.Why we should careWith the addition of Drawbridge’s technology, LinkedIn is aiming to boost ad engagement and ROI for marketers.A LinkedIn spokesperson told Marketing Land that, when integrated into the LinkedIn Marketing Solutions portfolio of products, Drawbridge’s technology will benefit advertisers in two specific ways:Improved reach via LinkedIn’s Matched Audiences and Audience Network campaigns.Better attribution, allowing advertisers to measure the results they’re generating from LinkedIn campaigns across channels and devices.“Our data shows that mobile accounts for the majority of ad engagement yet most of our conversions happen on desktop. Drawbridge’s technology will help us better connect our mobile and desktop experiences,” said a LinkedIn spokesperson.LinkedI…

The fall of ad copy, long live ad copy

As digital advertisers, driving strong performance is at the heart of what we do. But, what is the true goal of paid search ad copy? If clicks, conversions, and demand generation are what is most imperative to client success and satisfaction, do you really need fresh ad copy to accomplish these goals?At first glance, you might think, yes.Forbes estimated that in 2017, Americans were exposed to 4,000 different forms of ads and brand messaging each day. With ads packed on top of each other, it can sometimes be difficult to fully capture user attention and interest. This idea leads some people to believe that they have to consistently develop and redevelop novel ad copy that breaks through the clutter. While it isn’t wrong to try and separate yourself from competitors within the marketplace, you don’t have to spend too much time creating niche variances in your copy.Do users actually care about ad copy?In this highly saturated ecommerce landscape, people aren’t going to spend time readin…

Facebook gives game developers new ad options within Audience Network

Facebook is introducing new ad options for mobile gaming advertisers, now making rewarded video and playable ads for game apps available via its Audience Network. Advertisers are also getting new metrics to see how their playable ads are performing and a new way to create playable ads that simplifies the process.Rewarded Video in Audience Network. Gaming advertisers will now have access to rewarded video ads — a video ad unit that offers players incentives like extra lives or in-game currency to watch the ad — in Facebook’s Audience Network, allowing them to monetize their apps beyond the platform.Facebook said that over the coming weeks, game developers and publishers that do not already have access to these ad units should start seeing it as an option within their Facebook monetization manager dashboard. (To start using rewarded video ads, advertisers must download the latest version of Facebook’s Audience Network SDK.)Facebook reports payouts from rewarded video ad placements in Au…

Shopping as entertainment and how social commerce will succeed

From automobiles to television to the internet, changes in consumer social behavior drive changes in buying behavior. The reason many brands dismissed or underestimated the disruptive power of Amazon early on because they miscalculated the extent and speed at which those social changes in the internet age now impact commerce decision making. What’s been made clear over the past ten years or so is that while consumers may still love touching and feeling physical products, modern e-commerce sites have transformed their ability to discover new products, compare, read reviews, and get recommendations – and they like it that way.Today, the time U.S. adults spend on their mobile devices is estimated to outpace the time they spend watching TV, and social channels are taking up large shares of that time. For brands that don’t want to get caught flat-footed again, it’s critical to begin laying the groundwork to execute on social commerce.This requires a strategic mindset that reflects the futu…

Android vs. iOS 2019 Security Face-Off

The “Android vs. iOS” debate is one of those that will never die down as long as the two operating systems are alive and relevant on the market. It’s the same story as with many other popular products and brand names, and some users will always favor one choice over the other.And this is not necessarily a bad thing – quite the opposite, in fact. It drives competition and promotes innovation. But while choosing between the two operating systems comes down to personal choice, in most cases, there are some grounds for objective comparison which should be thought about more carefully. Security is one of those areas. Considering how much data we trust our mobile devices with these days, it makes sense to take a careful look at how the two operating systems measure up.General Security FeaturesBoth operating systems are quite secure in general terms, although they have different fundamental philosophies in this regard. Android tends to be a bit more open, giving more freedom to users who kno…

Marketing operations as the agent of change

One of my key takeaways from attending Martech West was that change management is no longer a dirty word. In addition, I see marketing operations in the unique position to lead explosive change that affects the fundamental role of marketing and the perception of marketing’s value to the firm. Key to this type of change is for marketing operations leadership to step up as the agent of change.There are many characteristics of a change agent.  I’d like to highlight three that best describe successful marketing operations leadership. They include:Communicating compelling reasons for changeDiversified knowledgeOwnership and accountabilityCommunicating compelling reasons for changeChange-oriented marketing ops leaders are excellent communicators. The mere presence of a marketing operations team represents a change in how marketing functions. Leveraging this as a platform, effective change agents hone compelling reasons for change within marketing and with outside key stakeholders. The reaso…