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Showing posts from March 20, 2020
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WPP wants to train 50K employes on AI. Here’s how they plan to do it.

Last month, WPP, the holding company for multiple agencies and networks including Oglivy, GroupM and Kantar, released its annual results for 2019. The company put forth a number of objectives across various business units, but one line especially caught our eye: “In the next two years, we plan to train 50,000 people to be able to articulate the power of artificial intelligence and its value to clients, and to accredit 5,000 data scientists, engineers and creative technologists in the key marketing technologies.”Training a full staff on AI is no easy task, but to undertake an initiative to train 50,000 people is something that takes enormous coordination.Martech training: It takes a village“Our AI skills development program is very exciting and spans executive education,” said WPP’s CTO Stephan Pretorius. To make its AI training goals a reality, WPP is currently developing a graduate diploma with Oxford Saïd Business School and rolling out a data science academy created in partnership …

Yelp sees huge decline in restaurant demand, offers $25MM relief package

Yelp is seeing a sudden and massive shift in demand among consumers engaging with local businesses on its platform, according to the company’s internal data. The coronavirus represents a kind of existential threat to a substantial number of small businesses, as more cities issue “stay at home” orders.Yelp’s relief package for bars and restaurants. Friday, Yelp CEO Jeremy Stoppelman announced a plan to help support local businesses, primarily in the restaurants and bars categories, but not exclusively. Yelp is offering the equivalent of $25 million in credits, waived fees and support, which takes the form of:Waived advertising feesFree advertisingFree access to Yelp page upgrades90 days of free access to Yelp Reservations and Waitlist  $100 in free search advertising to restaurants with delivery/takeoutSupport for local advertisers “in other categories that are struggling to pay their bills”According to internal Yelp data, consumer engagement with restaurants “has fallen by 54% and for…

Coronavirus: Emarketer lowers global ad spend projections for 2020

Worldwide ad spending is still expected to grow compared to last year, says research firm eMarketer, but it has lowered its growth projections by nearly 3%. Worldwide media ad spend will increase by 7.0% to $691.7 billion in 2020 over the prior year, down from the earlier growth estimate of 7.4% to $712.02 billion.The updated spend projections, released Thursday, include digital, directories as well as print, out-of-home, TV and radio advertising. Why we careChanging consumer and B2B behavior during this outbreak is causing marketers in all sectors to reevaluate their near-term advertising spend and allocations. The most recent estimates by analysts and research firms are based on an expectation that things will pick up in the second half of the year. Emarketer’s estimates are based on what it has seen in China’s ad market, where the virus was first discovered in late December 2019.The updated modeling assumes the virus will largely be contained in the coming months and that there will…

MarTech Minute: PubMatic launches Audience Encore, Domo’s new no-code solution

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.FIRST-PARTY TIME. Adtech company PubMatic has launched Audience Encore, a new offering designed to let ad buyers use a publisher’s first-party data across PubMatic’s entire programmatic ad exchange. Media buyers will have access to unique audience segments from publishers and data companies along with the other first-party audience segments they are already buying from traditional sellers. Why we care: This could be a major advancement for media publishers who have first-party data to start monetizing it programmatically alongside their current inventory. (Publishers are currently limited in their ability to sell both inventory and data side-by-side through DSPs). Publishers and data companies also get real-time reporting on audience performance, making it a more transparent process than the current industry s…

How to grow your YouTube rankings with the right SEO tools

We’re all aware that YouTube’s video consumption grows every year, so it’s kind of obvious that YouTube search engine is huge, possibly being outdone only by Google. There is also a simple fact: YouTube video content will always have lower competition compared to text.Still, to rank high, SEO matters. Optimizing for YouTube includes many tasks, and doing them right requires some tools.From writing the perfect description to looking up what your competition did right, there is SEO software for all aspects of YouTube optimization.In this list, those tools are organized first by functionality: keyword research, channel audit and competition research — and second by the tools’ complexity.YouTube SEO tools to choose the perfect keywords and topicTool highlights: YouTube Autocomplete, Google Keyword Planner, Rank Tracker, Keywordtool.io, Kparser, Keywords Everywhere.The topics for your YouTube videos need to be carefully optimized. What you need to do is communicate to the search engine tha…