IgnitionOne’s January Industry Digest

This is the most recent issue of the IgnitionOne Industry Digest, created to keep you up-to-date on the latest industry insights and company news.

Events

The Death of Text Ads
Search Insider Summit
December 14, 2012

See video of Chris Knoch as a panelist at this Search Insider Summit event.

Sponsor Luncheon Presentation
Search Insider Summit
December 14, 2012

See video of Roger Barnette, President of IgnitionOne, giving a presentation on the value of user-level data.

Bylines

Bright Lights, Big Data
MediaPost
December 11, 2012

Roger Barnette, President of IgnitionOne, discusses how marketers can best leverage user-level data, and highlights a true understanding of attribution paths and how media affects engagement, a more efficient display ad delivery, and the ability to optimize the user experience. Attend his webinar on this topic on January 23 at 2 PM EST by clicking here.

Search Marketers’ Guide to Facebook Exchange Part II
FBPPC
December 11, 2012

Chris Knoch, VP of Strategic Solutions, discusses how an RTB Exchange works, and how the players within the Exchange work together.

Five Bets on How Digital Marketing Will Change in 2013
AdAge
December 26, 2012

Will Margiloff, CEO of IgnitionOne, makes some 2013 predictions within the ad tech space.

IgnitionOne in the News

IgnitionOne Report Highlights Growth for Advertisers
Mobile Commerce
December 1, 2012

Discusses IgnitionOne Mid Q4 findings, regarding a rise in spend and impressions, growth in mobile paid search and mobile technology’s impact on the way advertisers engage with consumers.

Mobile Search Budgets Surging
BtoB
December 3, 2012

Covers IgnitionOne’s Mid Q4 Report, which shows Smartphone spending on pay-per-click search ads having risen 307% over the year-earlier period, and budgets devoted to tablet search having jumped 231%. The report also discusses Thanksgiving Day weekend e-commerce results.

Interrupting the User: From Dark Art to Bright Science
Smart Cog
December 14, 2012

A look at how to approach customer interruptions in the form of pop-ins and live-chats, covering rules on how to engage the site visitor, criteria for whom to interrupt and when to interrupt them.

Amazon to Take on Google in the Ad Business with AdSense-Like Offering of Its Own
Android Authority
December 17, 2012

Will Margiloff, CEO of IgnitionOne, responds to the announcement that Amazon has developed and will launch its own bidding-based advertising platform: “I’ve always believed that the best data is conversion data. Who has more conversion data in e-commerce than Amazon?”

DigitalMarketingSuite.com

Reflections from a Site Optimization Veteran
DMS.com
November 27, 2012

Dominique Rolin, Senior Onsite Developer at IgnitionOne EU, discusses the progress made by the site optimization team over the four years she has been with the company.

New Report: Thanksgiving Weekend Indicates Strong Q4 for Advertisers
DMS.com
November 28, 2012

Brief recap of IgnitionOne’s mid-quarter report.

Introduction to Facebook Exchange
DMS.com
November 30, 2012

Recap and recorded version of the Introduction to Facebook Exchange Webinar.

Attribution is Where It’s At
DMS.com
December 3, 2012

Donella Cohen, Senior Product Manager, reflects on her experience at ad:tech NYC.

Marketing to the Fiscal Cliff
DMS.com
December 6, 2012

Matthew Silverman illustrates how marketers can find opportunities in the midst of the fiscal cliff.

Site Optimization for Nonprofit Organizations: the Cure for Retention
DMS.com
December 11, 2012

Hélène Tournesac, Marketing Assistant, IgnitionOne EU provides a nonprofit’s guide to site optimization and digital marketing.

Musings of a Digital Newbie
DMS.com
December 13, 2012

Alice Travers, Sales Executive, exposes five things she learned in her first month working for a digital marketing solutions company.

Google Maps Back on the iPhone: What it Means for Marketers
DMS.com
December 18, 2012

Discusses how Google Maps for iOS provides new advertising opportunities for marketers.

Leveraging Rich Ads and Branded Sitelinks in Yahoo!/ Bing
DMS.com
December 20, 2012

Shayna Stewart, Algorithmic Media Analyst, explains how rich ads work, illustrates an appropriate strategy and indicates best practices for marketers.

Online Gaming Giant Uses Site Optimisation to increase Conversions by 49%
DMS.com
December 27, 2012

An illustration of how Betfred.com, an online gaming company, utilized IgnitionOne to maximize the potential of non-converting users already on its site.

General

OMG: Getting Inside the Millenial Mind
December, 2012
An infographic on the Millenials’ unique media trends and the attitudes that motivate the purchasing decisions and lifestyle behaviors of 20% of American adults.

Should CMOs Aspire to be CXOs?
eConsultancy
December 5, 2012

Digital marketing has shifted from the need to be first to market to the need to provide an outstanding customer experience to deliver ROI. With these changes in expectations, CMOs should strive to incorporate experience in their roles.

The Rise of the ‘Big Data’ Driven CMO
eConsultancy
December 17, 2012

Marketing departments are moving further away from their creative-centered stereotypes, and more toward being able to prove measurable impact on the bottom line. Marketing now has a focus on data management and optimizing segmentation and targeting, enabling customer service staff and salespeople to engage with consumers in a meaningful way and coordinating all communications channels to deliver consistent messaging.

Brazil’s Robust Digital Ad Market Still Has Room to Grow
eMarketer
December 20, 2012

In response to a growing Internet penetration in Brazil, marketers are directing more substantial portions of their budgets to digital advertising. For 2012, total media spending projections range from $15.5 billion to $20.3 billion. Zenith Optimedia estimates that the country will take the UK’s spot as fifth-largest spender by 2014. eMarketer expects mobile’s share of digital ad spending to reach 4.9% by 2016, totaling $198.3 million, on the strength of still-rising penetration rates.

2013 Trend Predictions

Digital Marketing in 2013: What’s In and What’s Out
Business2Community
December 3, 2012

Mobile, analytics and content testing are in while outbound, daily deals and gaming SEO are out in the New Year.

Digital Marketing Trends 2013
Smart Insights
December 5, 2012

Mobile, content marketing, brand niche/ vertical communities, conversion rate optimization (CRO), increased use of marketing automation, a move from big to small data, contextual ad targeting, and search personalization are predicted to play major roles in marketing in 2013.

The 2013 CMO Challenge: Content, Digital and Organizational Attribution
eConsultancy
December 12, 2012

The evolution of marketing over the last year paves way for immense growth in social, a continued maturation of search and the relationship with content marketing reveals new opportunities for the CMO.

Social

Why Search is Facebook’s Tailbone
Web-Strategist
December 13, 2012

Facebook is sitting on a trove of social data that hasn’t fully surfaced, and they have an opportunity to evolve and truly be a dominant force in finding content – not just served on a newsfeed.

Facebook Kills its Mobile Ad Network
Adweek
December 19, 2012

Facebook ended its three-month test for advertisers to target ads on third-party mobile apps and sites using its rich data supply. This news may renew the idea that Facebook has trouble monetizing mobile, which shadowed the social Internet for much of 2012.

Mobile

Q3 Update: Mobile Advertising Continues to Grow, as Does Interest in RTB
AdExchanger
December 3, 2012

Market intelligence firm IDC predicts that mobile advertising will reach $8 billion globally in 2012, jumping to $14.2 billion by 2014. Looking just at the U.S., market research firm eMarketer forecasts that $2.6 billion will be spent on mobile advertising this year, an 80% increase compared to 2011. In Q3, Adfonic found that tablets saw 11% of all mobile ad impressions, while 89% of impressions came from mobile phones.

The Mobile Train Has Left the Station: Are You Onboard?
Econsultancy
December 13, 2012

This eConsultancy article shows the timeline of mobile communications – from a 2lb cell phone from 30 years ago, the beginning of 3G ten years ago, to the smart phone – and how brick-and-click retailers have embraced mobile as a channel for driving consumer engagement.

New GfK Study: Are Smartphones Limiting How We Use our PCs?
MediaPost
December 17, 2012

This year, consumers have narrowed the range of their PC activities. Phones now account for 17% of total time spent with the Internet across all devices, compared to 12% in 2011, according to GfK. The time used on desktop and laptop computers to access the Internet has dropped off considerably; representing 73% of Internet time consumers spend there in 2012, compared to 83% a year ago, suggesting that consumers are surfing less and their time online is more purposeful.

Google Maps on Apple iPhones will Boost Ad Sales
Investor’s Business Daily
December 20, 2012

As a preinstalled application on the iPhone, Maps could not advertise for local businesses. This time around, Google Maps as a download in the Apple App Store, can carry ads. Mobile maps with paid advertising have the potential to make as much as, or more than, Google Maps on desktop PCs, says Global Equities analyst Trip Chowdhry: “The CPC (cost-per-click) rate for a click on a plumber on the Web might be 5 cents,” Chowdhry said. “But the pay-per-action rate, what you’d get if you clicked ‘call’ on a mobile ad for the same plumber, could be $2 or $3,” representing a very intelligent business move for Google.

What Will Mobile Ads of the Future Look Like?
Digiday
November 27, 2012

Several opinions regarding the future of mobile ads as told by Jonathan Greene, Managing Director of Mobile and Social Platforms, R/GA, Kevin Delaney, Editor-In-Chief, Quartz, Brian Colbert, VP of Mobile Advertising Sales, Pandora, and Alastair Green, Executive Creative Director, Team One.

Search

Google’s SEM Platform is Mediocre, Which is Fine for Google
All Things Digital
November 28, 2012

Forrester research ranked Google’s DoubleClick Search last in its Wave Report of Search Engine Marketing (SEM) providers. The research firm dubbed Google’s DoubleClick search a “risky bet” for advertisers and agencies, citing shortcomings from “no keyword list expansion tools” to “limited support for campaign testing and error management.”

Google’s Zeitgeist
Google
December, 2012

Google’s list of most popular search trends in 2012, using 1.2 trillion searches in 146 languages.

Location-Based Search Revenue Will Reach $6B by 2017: Study
Mobile Marketer
December 10, 2012

In the Strategy Analytics’ report, the company looks at how location is increasingly taking on a bigger piece of media spend. The findings point to the need for mobile navigation and map apps to increase monetization efforts. The organization forecasts mobile and search spend to reach nearly $30 billion globally by 2017 and that location-based search revenue will reach $6 billion by 2017. Therefore, more than 20 percent of mobile advertising will come through location-based search in 2017.

Bing Adds Social Sidebar Mod – Backyard Fence for Friendly Advice
SEJ
December 12, 2012

Microsoft’s Bing released a new design for their social sidebar, a version that is less cluttered and better linked to friends and trends. While not exactly what anyone would call “sweeping innovation”, the incremental change is nice.

Display

Mobile Display Proves its Worth
eMarketer
December 4, 2012

Display advertising spend nearly tripled in 2012 from 2011. Despite all the positives, however, advertisers still want better audience-targeting and user-tracking capabilities on mobile. This will be a key ingredient for realizing the full potential of mobile advertising.

2012 Review: RTB Gained Ground thanks to Major Brand Participation
AdExchanger
December 6, 2012

According to eMarketer, RTB will make up 25% of the display advertising space by 2015. In 2012, RTB digital display ad spending will reach $1.95 billion, rising to $5.78 billion by 2015. This includes all display formats served to all devices. The top 10 advertisers by RTB spend in the third quarter were all well-known national brands. The top five brands were AT&T, Toyota, Sprint Nextel, American Express, and Southwest Airlines, and more premium publishers are getting into this space.

Amazon to Launch RTB in 2013
eConsultancy
December 18, 2012

Amazon will jump into the real-time bidding space next year with the launch of its own RTB platform.
“Over the past year, Amazon has built a proprietary real-time bidding platform that plugs into exchanges and supply-side platforms, including Google’s AdX and PubMatic. This platform lets the company retarget its users across the Web based on their browsing and purchase habits on Amazon’s owned-and-operated properties,” said Adweek’s Tim Peterson.
Amazon began testing its platform this year, but in 2013 will make it available in a self-serve fashion to media buyers so that they can manage their own media buys.

The Most Common Misconception Of 2012: Display Looks Like Search
Search Engine Land
December 19, 2012

The rise of the auction-based marketplace in display has led to the common misconception that display looks like search. The concept of delivering the right ad to the right person at the right time exists in both search and display. However, RTB does not exist in search, as it does in display, the two channels do not share metrics, and search retargeting is not even a function of search, but rather a display strategy. In display, you are buying inventory based on audiences that have been targeted based on search history. In search, you are bidding on keywords.

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