IgnitionOne’s February 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.

IgnitionOne in the News
Is Facebook Missing an Opportunity in Mobile Search?
Mobile Marketer
January 17, 2013

Roger Barnette, President of IgnitionOne, comments on the importance of the user experience on mobile and the necessity for Facebook to integrate advertising into its mobile experience.

IgnitionOne’s Margiloff: Google PLAs are Extending Search Ad Spending, Not Cannibalizing It
AdExchanger
January 22, 2013

Q&A with Will Margiloff, CEO of IgnitionOne, that focuses on Google PLAs and IgnitionOne’s role with them, the mobile factor, and future plans for the company.

2013 SEM Landscape
PPC Associates
January 22, 2013

IgnitionOne is listed as a Campaign Manager in an infographic that educates on the existing SEM landscape.

Thought Leadership
Making a Small Thing Big
Cream Blog
January 11, 2013

A featured article by Lucy Cleary, Marketing Manager, IgnitionOne UK, describes the need for marketing, which can be overlooked as a core function of a business.

Six Questions: Will Margiloff; Market Attribution Modeling 101 with the IgnitionOne Boss
ADWEEK
January 16, 2013

Video interview with Will Margiloff, CEO of IgnitionOne, discusses the unification of a fragmented marketing landscape, the definition of marketing attribution modeling, what to know about Big Data, proving that social works, and more.

PLAs are Here to Stay: A Few Tips on How to Take Advantage
Search Engine Watch
January 25, 2013

Dave Ragals, SVP Client Services, discusses changes brought on by Google PLAs and what change is on the way, and identifies Q1 as the ideal time to note what is working and what’s not in order to plan for the remainder of the year.

Q4 Report Coverage
Report: Paid Search on Tablets Up Sharply
BtoB
January 10, 2013

Marketers Turn to Tablets for Paid Search Spending, Yahoo! Bing Gains Steam
Tech Journal
January 10, 2013

Tablets Pull Ahead of Pack in Strong Q4 2012 for Paid Search Advertising
Pymnts
January 10, 2013

Mobile Accounted for 18% of US Search Spend in Q4 2012
Econsultancy
January 11, 2013

Mcommerce Sales to Account for 15pc of Total Ecommerce Volume this Year
Mobile Commerce Daily
January 11, 2013

USA: Tablet Ad Spend Overtakes Smartphones
The GMA
January 11, 2013

Tablets Pull Ahead of the Pack in Strong Q4 2012 for Paid Search Advertising
Ad Operations Online
January 11, 2013

Tablets Beat Smartphones for Paid Search Ads
Strategy Digital Media
January 11, 2013

Mobile Marketing Paid Search Led by Tablets in Q4 2012
QR Code Press
January 11, 2013

Study: Mobiles are Searching, Clicking
Biz Report
January 11, 2013

Google Results Suggest Mobile, Desktop CPCs are beginning to Converge
Mobile Marketer
January 11, 2013

DigitalMarketingSuite.com
It All Adds Up: Optimizing Your SEM Creative
DMS.com
January 3, 2013

Katherine Wrobleski, Media Coordinator for IgnitionOne, discusses components of ad copy that affect Quality Score, best practices for testing multiple variations before optimizing text ads and more.

The 12 Days of Online Christmas Shopping
DMS.com
January 8, 2013

Rachel Young, Marketing Coordinator, IgnitionOne EU, puts together a timeline of inefficient and stellar remarketing campaigns that she experienced during her 2012 Christmas shopping experience.

Savvy Marketers Drive Attribution with User Engagement Metrics
DMS.com
January 15, 2013

Michael Alexander-Campbell, Sales Executive, IgnitionOne UK, discusses the need for attribution and how IgnitionOne uses an audience scoring algorithm to evaluate the effectiveness of media interactions and provide customer-driven scientific weighting that eliminates the guess work in delivering suitable attribution profiles.

Remember When We Used to Use Search Engines?
DMS.com
January 17, 2013

Article by Joe LaSala, Marketing Director, IgnitionOne, that speculates on the future of technology.

From Data to Insights: Leveraging User-Level Data
DMS.com
January 24, 2013

Recap and video of Roger Barnette’s webinar centered on how to leverage user-level data. See the video here.

Search Myths Uncovered
DMS.com
January 25, 2013

Judy Chan, Head of Search, IgnitionOne UK, identifies popular myths and indicates whether they contain truth or not.

Finding the Balance: How to Leverage Facebook Marketplace & Exchange
DMS.com
January 29, 2013

David Hill, Senior Product Manager, IgnitionOne, discusses the differences between Facebook Exchange and Facebook marketplace, and when marketers should use them.

Mission Fun at IgnitionOne
DMS.com
January 31, 2013

Mary Baldwin, HR Assistant, IgnitionOne, discusses how IgnitionOne retains its talented employees, including birthday parties, Tasty Tuesdays, Global Employee of the Month and more.

General
Holiday Retail Ecommerce Spend Grows by 14% YoY
Marketing Charts
January 4, 2013
Marketing Charts details retail e-commerce spend up 14% from 2011 to $43 billion spent between November 1 and December 31 and notes that Cyber Monday was the busiest email marketing day of the years and the biggest online spending day at $1.465 billion.

Online Ad Spending Tops $100 Billion in 2012
Forbes
January 9, 2013
eMarketer reported that online ad spend topped $100 billion for the first time last year, further indicating digital’s rapid growth rate, expected to increase in the double-digits through at least 2015. This year, eMarketer reckons online ad sales will rise 15.1% to $118.4 billion and by 2016, digital ad spending will pass a quarter of all ad dollars.

Emerging Markets in Asia-Pacific Propel Digital Ad Spend Growth in the Region
eMarketer
January 11, 2013
Last year, expenditures in Asia-Pacific reached $27.3 billion and is expected to becoming the second largest digital ad market in the world by the end of this year, surpassing Western Europe by nearly $2 billion. India and China will see growth of around 30% each this year, and maintain a pace of increase of about 20% or higher throughout the forecast period. China’s share of digital ad spending in Asia-Pacific is expected to rise to 36.1% in 2016 from 27% in 2012, while Japan’s share will drop from 35.1% to 25.8%.

We Reach Everyone Online. No, We Do!
ADWEEK
January 25, 2013
Mike Shields’ comical article discusses a very common occurrence in ad tech – where companies exalt their unrivaled performance and unprecedented funding. “But at a certain point, these eye-popping data boasts become more akin to rap brags. Saying “I’ve got more rhymes than the Bible’s got Psalms” sounds impressive, until you read on Wikipedia that there are only 150 Psalms. And that’s not even close to the whole Bible.” Shields asserts that these ad tech companies need to figure out a better way of communicating what they do and why it’s groundbreaking.

What a $4 Million Super Bowl Ad Could Buy in Digital
Digiday
January 28, 2013
A portal roadblock every day for at least a week, over 100 million video impressions on Hulu, 200 pieces of BuzzFeed-sponsored content, an eight-day YouTube homepage ad, Twitter’s promoted Trending Topic every day for a month, a lot of impressions on Tumblr’s “Radar,” 50 million Forbes.com first-page interstitials and over 100 million video network impressions.

Web Development Top B2B Priority in 2013
eMarketer
January 28, 2013
This year, email marketing will become a largest priority for marketers than social presence or search marketing. 70% of respondents planned to increase spending on websites this year. Content marketing has grown to become a major focus for B2B marketers.

Search
Google, Mobile Search and the Paradox of Competition
Search Engine Land
January 8, 2013

Google’s traditional search model and content presentation are not well suited to a range of new search and discovery scenarios that are emerging. Google is trying to combat threats to its business, such as the plethora of mobile apps that are offering new competition to Google. The popularity of Android has solidified Google’s mobile presence, but the company remains vulnerable. It’s hard to bet against Google but it’s equally hard to imagine Google search hegemony into the indefinite future.

Facebook May Surprise Search Marketers with Familiar Tech
MediaPost
January 14, 2013

Facebook’s work to develop proprietary technology platforms would lock in third-party companies. A Facebook mobile operating system would support the company’s move into its own search platform and device strategy. It makes sense for Facebook to go after the mobile ad market with its own OS, a segment that brings Google riches. Google’s share of the U.S. mobile ad market continues to strengthen thanks to its search business with estimates that Google share sits at 56.6% of U.S. mobile ad revenue, compared to the next-highest competitor, Facebook, at 8.8%.

How Unique Does Content Need to Be to Perform Well in Search Engines?
SEOMoz
January 25, 2013

Interesting video that discusses what makes content unique in the eyes of the crawlers, and the bane of duplicate content.

Social
What Facebook Paid Messages Could Mean for Brands
eMarketer
January 11, 2013

Facebook is currently testing a paid messages program that will allow users to reach out to those outside their network of friends for a fee of $1 per message. Although early in its testing, it holds potential to alter the messaging function for both brands and consumers alike. AYTM surveyed Facebook users about this capability and found that 90% of users said they would definitely not pay $1 to send messages to users outside of their network. Brands might be less opposed to the option, however.

Facebook Takes Search Social with Graph Search
ClickZ
January 15, 2013

Graph Search, designed to direct users to answers, not just results, is Facebook’s recent attempt to tackle search integration.

Top Five Targeting Secrets for the Facebook Exchange
MediaPost
January 15, 2013

Shares some targeting options through Facebook Exchange, including the availability of retargeting the marketers’ own site visitors first, using third-party data, targeting search data, using geo-targeting and time-of-day targeting.

Mobile
State of Retailing Online 2013 Launches on Shop.org Today
Forrester
January 14, 2013

Report highlights include that web sales continue to grow, key ecommerce metrics continue to improve, mobile growth rates are strong and 2013 initiatives will focus on site optimization.

Five Steps for Improving Lead Generation ROI
Econsultancy
January 18, 2013

Converting leads into sales requires steps that consist of validating, scoring, segmenting and following up with leads.

Display
Why Advertising through RTB Needs a New Buying Model
AdAge
January 22, 2013

CPM is preventing the online advertising industry from realizing the full potential of RTB. There are several challenges preventing RTB buyers from capitalizing on the value-based buying opportunity today: it demands a mind-set shift from the media-buying community, value-based buying requires accurate insight into the actual value delivered by each seller, and understanding the value of each impression and acting on it in milliseconds is hard.

Why 2013 will be the Year of Programmatic Premium Guaranteed
ClickZ
January 22, 2013

The market is placing the majority of its money into premium guaranteed, despite that “programmatically bought” media will only account for roughly $2 billion of the anticipated $15 billion in digital display spending this year, or a little over 13 percent depending on who you believe. Reasons for this: there’s a natural cap on RTB growth, the pool is still dirty and it’s not about private exchanges.

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