IgnitionOne’s April Industry Digest

Announcements

Download IgnitionOne’s definitive Integrated Marketing Playbook here.

We will also be hosting a series of integrated marketing webinars. Learn more about them and register here.

IgnitionOne in the News

Humans vs. Machines: Who’s Winning? 
MediaPost
March 1, 2013

IgnitionOne is mentioned as a partner of Casale Media, in order for them to “maintain a more personal touch with publisher relationships.”

IgnitionOne Publishes “The Integrated Marketing Playbook”
Mobile Marketing Watch
March 1, 2013

Highlights the release of our comprehensive Playbook.

Hotels Strive to Own Organic Search Results
FinChannel
March 4, 2013

IgnitionOne organic search data is cited as most often being the last exposure before a conversion within the travel industry.

Diageo Marketing Exec on Brands’ Evolution Into Integrated Digital Marketing
Broadcasting Cable
March 5, 2013

Covers the interview with Peter McDonough, chief marketing and innovation officer for Diageo North America, in the Integrated Marketing Playbook.

Facebook Plotting Major Video Push
ADWEEK
March 7, 2013

IgnitionOne’s CEO, Will Margiloff, is quoted, discussing how Facebook video ads would be welcomed by buyers.

AOL Waits for a Huffington Post Payoff
Businessweek
March 28, 2013

Bloomberg Business article cites data from an IgnitionOne report, which discusses how ad rates have dropped industry-wide, falling as much as 23% in 2011.

Q1 Report Coverage

Tablet Paid Search Spend Continues to Grow as Engagement Tops PCs
Marketing Charts
March 27, 2013

Study: Paid Search Spend for Mobile is Exploding
Mobile Marketing Watch
March 27, 2013

Search Budgets Rise for Mobile, Total Search Spend Flat
MediaPost
March 27, 2013

Tablet, Smartphone Paid Search Spend Doubles on Higher Engagement Figures
CMSWire
March 27, 2013

Something Meaningful Shocked the eCommerce Ecosystem in January
Seeking Alpha
March 27, 2013

Report: PPC Tablet Spending Up 112%
SearchEngineLand
March 27, 2013

Tablet and Mobile Marketing in Front Seat With Strong Growth and High Engagement
MarketWatch
March 27, 2013

Is Google (GOOG) Earnings Miss Unthinkable? Stifel Says No
Street Insider
March 27, 2013

Tablet and Mobile Marketing in Front Seat With Strong Growth and High Engagement
Virtual-Strategy
March 27, 2013

Tablet Devices and the Future of Paid Search
Business2Community
March 27, 2013

Dow And S & P 500 Down Slightly – NASDAQ Stock Market Little Changed
Focus.de
March 27, 2013

Tablet and Mobile Marketing in Front Seat with Strong Growth and High Engagement
AdOps
March 28, 2013

US Smartphone Search Spend Jumps 113pc Year-Over-Year: Study
Mobile Marketer
March 28, 2013

Thought Leadership

Search Marketing Shouldn’t End at the Click
MediaPost
March 5, 2013

Roger Barnette, President of IgnitionOne, identifies closer cross-team relationships, tailored experiences and optimization for engagement as ways marketers can work more efficiently to make the most out of every person that clicks on their ads.

Part II: Holistic Facebook Marketing & Advertising: Merging Marketplace & FBX for Improved DR
FBPPC.com
March 8, 2013

In the second in his series of holistic Facebook marketing and advertising, Chris Knoch, VP Strategic Solutions at IgnitionOne covers how to use a content creation framework to get direct response results across the spectrum of various Facebook marketing options.

Stop the Compartmentalization of the Marketing Budget
FrankWatching
March 21, 2013

Stephan van den Bremer, Managing Director of IgnitionOne Europe, discusses why and how budgets should be holistically allocated across media and site optimization channels, rather than divided by silos, in order to maximize spend.

Optimization Imperative: The Path To Maximum Impact
MediaPost
March 27, 2013

Dave Ragals, SVP Client Services, discusses how bringing together teams, combining budgets, and aligning goals in order to integrate marketing, will help to eliminate waste of waste, increase efficiency and successfully optimize.

Trends in Comparison Shopping
DMS.com
March 5, 2013

Leslie Gzehoviak, Account Contact at IgnitionOne, discusses the most recent trends in comparison shopping and how they encourage stronger consumer engagement.

When it Comes to Bid Optimization, Are You ‘Book Smart’ or ‘Street Smart?’ 
DMS.com
March 8, 2013

Lisa Arsenault, Senior Director of Sales Engineering at IgnitionOne, covers the evolution of the length and complexity of questions coming from marketers over the last few years and identifies the varying levels of knowledge on the topic and how they translate into practice.

Setting Up Your Organization for Success
DMS.com
March 13, 2013

Roger Barnette discusses how marketing organizations can achieve true and efficient integration by aligning teams and goals in order to drive improved results in this webinar.

Webinar: How Marketers Can Get the Most from their Technology Vendor
DMS.com
March 19, 2013

Jani Rayner, Account Manager at IgnitionOne, concludes that by partnering with a technology vendor, maximizing all of their tools offered in the platform, being trained, efficiently communicating, and tracking results across channels, marketers are able to get the most from their relationship.

Webinar: What to Look for When Integrating Marketing Tools and Technologies
DMS.com
March 20, 2013

Roger Barnette covers the challenges faced by marketers today and how to best address those challenges in order to enhance results in this webinar. Roger details the benefits of integrating marketing tools and technologies, such as the creation of a single-data source, experiencing fewer errors in reporting, and true attribution which allows for deeper insights and greater returns.

Industry News

The Power of Distributed Teams
MediaPost
March 18, 2013

This article highlights how to overcome the complications innate in distributed teams, which are very similar to the obstacles and solutions found in compartmentalized marketing teams

The Evolution of Omnichannel Behavior
iMedia Connection
March 19, 2013

Background and research on the emergence of omnichannel behavior and discusses the evolution toward an integrated physical, digital, mobile and social experience.

Here’s Why the “Second Screen” Industry it Set to Explode
Business Insider
March 27, 2013

The “second screen” approach, where the tablet or smartphone becomes a TV companion device, allowing for added levels of interactivity, is examined to reveal how second screen apps, social networks, and mobile sites will ultimately succeed in drawing significant audiences, how they will begin to see some advertising dollars, who second screen audiences are, the second screen opportunity from the broadcaster angle, and detail the opportunity represented by audience analytics and second screen commerce.

Global Internet Ad Spend to Exceed $113 Billion in 2013
M&M Global
March 28, 2013

Global internet ad spend reached $99 billion in 2012, up 16.2% over 2011, and is expected to rise a further 14.6% this year to hit $113.5 billion. The report also found that internet advertising in 2012 accounted for 19.5% of all global measured ad spend.

Display

Display Ads: How Direct Buys & RTB Interact
MarketingLand
March 4, 2013

Clarifies the differences and expands upon the relationship between direct buy and RTB systems and the economic motivation that drives publishers to segment using these options.

The 4 Biggest Myths About Programmatic Buying
iMedia Connection
March 4, 2013

Programmatic buying is a superset of exchange, real-time bidding, auction, and other types of automated media buying and selling. However, there are still many myths regarding programmatic buying, for example people still think of programmatic media as remnant inventory sold using real-time bidding. Read the article to see other misconceptions regarding programmatic buying.

Enhanced Campaigns For Display: Powerful Bidding Tools For A Multi-Device World
Google Mobile Ads
March 19, 2013

In conjunction with Google’s Enhanced Campaigns, which are meant to help advertisers more simply and scalably reach their customers in a multi-screen world, the company discusses how they work with display campaigns.

Why Publishers Would Miss Cookies
Digiday
March 26, 2013

Stephan Noller, CEO of nugg.ad, believes publishers should be getting involved in programmatic premium initiatives and bringing their assets into the digital age. In order to do so, we need cookies or comparable options for identifying users, modern tracking systems that neither spy on users or know them personally. If Mozilla sticks to its guns and blocks third party cookies, the online advertising world will lose out on a centralized opportunity to deliver intelligent, highly paid advertising.

Search

Enhanced Campaigns: New Sitelink & Call Ad Extensions Feature Rundown
SearchEngineWatch
March 5, 2013

A comprehensive look at the new campaign structure of Google’s Enhanced Campaigns, shedding light into the details of what advertisers should be prepared to modify.

Google’s Biggest Search-Related Technology Challenges
MediaPost
March 10, 2013

Four challenges that Google has yet to solve: Knowledge Graph, speech recognition, natural language understanding and conversation, stand in the way of the company creating a search technology that fades into the background, giving searchers what they need without being intrusive.

Three Reasons Why eBay is Wrong about Paid Search
MediaPost
March 29, 2013

eBay conducted a survey that suggested that brand-keyword ads have no short-term benefits, and that returns from all other keywords are minimal. This article highlights reasons why eBay’s conclusions are false.

Mobile

Mobile Ad Budgets Set to Increase as Print Cutbacks Continue
Marketing Charts
March 11, 2013

An AdAge survey reveals that 64% of advertisers will increase their mobile ad spending over the next 12 months. Just 18% of the more than 1,200 respondents said they would increase their ad spending on magazines, compared to 26% who forecast a decrease in those budgets.

Tablet Ad CTR Massively Outperform Smartphones, Except In Retail And Dating
eConsultancy
March 12, 2013

Tablets and smartphones can no longer be lumped under the same category of mobile as each device encourages entirely different user behaviors and outcomes from brands and yield much different results, such as tablets driving more traffic and higher conversions than smartphones.

Mobile Searchers Do It At Night
Marketing Pilgrim
March 14, 2013

This article dissects several points from a Google Report, “Mobile Search Moments: Understanding How Mobile Drives Conversions.” In it, the author points out that 77% of mobile searchers have a PC nearby – meaning the searcher is getting a limited number of returns on a small screen and 17% of mobile searches triggered a purchase and / or a visit to the store, making it imperative that an advertiser shows up early in a search in order to be noticed.

What SXSW Did and Didn’t Cover about the Future of Mobile
eConsultancy
March 18, 2013

This article discusses how to create an engaging mobile experience and illustrates industries and companies that are making the most of their mobile outlets.

Social

Facebook: Advertising On Site Boosts ROI By 22%
All Facebook
March 20, 2013

Brad Smallwood, Facebook’s head of measurement and insights, told attendees of the Advertising Research Foundation’s Re:think conference in New York that among 22 recent Facebook campaigns, with data from 70 million consumers, Facebook increased return on investment by 22%.

Facebook Cranks Up Ad Targeting in User News Feeds
AdAge
March 26, 2013

In late March, Facebook began placing ads purchased through FBX in the newsfeeds of users, giving exchange-purchased ads more visibility and theoretically boost prices across FBX by making the bidding more competitive.

Twitter Ad Revenue to Approach $1 Billion by 2014, Fueled by Mobile
AdAge
March 27, 2013

Twitter’s global ad revenue will catapult from $582.8 million this year to $950 million next year, according to new projections from eMarketer on Wednesday, which cited the strength of Twitter’s mobile presence in revising its earlier projections upward by a combined $180.1 million.

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