IgnitionOne Enhances LiveMarketer, Real-Time Data Visualization Tool

IgnitionOne is excited to announce a major enhancement to LiveMarketer®, the real-time data visualization tool within the Marketing Automation component of the DMS, which shows individual user-level scores within the purchase funnel on a marketer’s website.

With over 15 individual statistics within its interface, the LiveMarketer® update improves upon the existing product with increased user engagement details and an enhanced user experience.

Key Features include:

  • Algorithmic based decision engine to trigger marketing automation actions like email, vouchers, chat, and advertising media
  • Fully animated views of user journeys show changes of engagement scores over time; entrance and exit scores over each visit; and changes in product interest over time
  •  Clear, detailed views of user-level attribution and media channel exposures
  •  Geographic mappings of all current users on site by interest

Key Benefits include:

  • See where each website visitor is within the purchase funnel by product or content category
  • See detailing of each website visitor over all cross-channel exposures that led them to the site through real-time visualization
  • Look beyond static reports and analytics to get a dynamic visualization of the real-time interest and actions on a marketer’s site

Learn more about LiveMarketer® enhancements by reading the official press release here or by viewing the live demo here. For any questions that you may have, please email info@ignitionone.com.

Why Marketers Are Bullish on Video

In 2004, the widespread destruction of the Asian tsunami and the US presidential election were the first events to really find exposure through the emerging medium of online video. Almost nine years have passed and video has not only become one of the most popular formats for content sharing online, but has evolved to accommodate various markets, including advertising.

More recently, advertisers have been leveraging engaging and interactive content in this layout, fueling awareness and branding efforts and gaining momentum within marketing mixes. Over the last couple of years, the shift from PC to mobile has ushered a surge in video, which is impacting the way advertisers allocate their budgets. Mobile and tablet shoppers are three times as likely to watch a video as laptop or desktop users and video accounts for more than half of all Internet traffic on mobile devices, with tablet users three times more likely to watch a video than their smartphone counterparts.

With such providers of streaming media as Hulu and YouTube, television and movies are easily accessible online, giving advertisers premium pre-roll and in-stream video inventory to promote their brand or products. As consumers are widely turning to these providers to watch their preferred programs over television, marketers are able to harness more effective video spots. And with the predicted growth of mobile surging over the next several years, it is evident that video will continue to gain display advertising spend.

Social media is also an incredible catalyst for video growth. Mobile video ads that include social media buttons drive 36% higher engagement and 92% of mobile video viewers share videos with others. Combine the incredible development of social (accounting for 1 in 6 minutes spent online) with the power of mobile and the vast potential in video is clear.

Advantages

  • Video is far more engaging than traditional forms of display advertising, and is becoming increasingly more interactive. The IAB published “Digital Video Rising Star Ad Units,” which delves into the “in-stream and linear interactive digital video ad product concepts,” exemplifying the creative ways brands are able to extend the customer experience beyond the video in unique and captivating ways.
  • Video generates excitement. This year, brands launched their Super Bowl campaigns before game night, and found that preview footage generated 600% more views than when their videos debuted during the event. People get excited about good commercials and are going out of their way to watch these ads on-demand and on-line. Where back-to-back ads on TV are dreaded, glimpses at these shorter online videos are actually sought after.
  • Video allows ample room for creative freedom. Interactivity aside, video provides the opportunity for marketers to think beyond the constraints of the traditional video spot (read: a couple of ingenious automotive brands within the last decade). Original branded content masks the video’s promotional undertones with entertainment value.

Disadvantages

  • Video is disruptive. Like all advertising, video can be a nuisance when all you are interested in is the content beyond the ad. Unlike most display advertising, which can be ignored, video content cannot be skipped over (in some cases, before 10 seconds of play time).
  • Video can be time consuming. Unlike display ads, you cannot skim over video content.
  •  There is a lack of standard metrics for measuring the actual success of video. The same is argued for social, and slowly but surely, we are more able to appropriately attribute credit to the medium.

Where are we headed?

Some brands are shifting 10-20% of their budgets out of TV and into digital video and online video users are expected to double to 1.5 billion by 2016. In 2012, advertisers spent $2.3 billion on digital video advertising, an increase of 29% over 2011. 76% of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration and online video production will account for more than one-third of all online advertising spending within the next five years. Inventory for video ads is becoming available in new places, such as a recent addition of LinkedIn, with more publishers to come.

As consumers become more integrated in technology and the Internet, we can only expect video to continue to grow.

Achieving Accurate Currency Tracking: Reporting and Optimisation in Ecommerce

Background

The last few years have seen many businesses expand the global reach of their products and services, by giving international customers the ability to purchase via localised online stores.

The deployment of country specific online stores into emerging markets introduces a whole host of additional local currencies, in which a) customers expect to be able to purchase goods and services, and b) advertisers expect their technology partners’ support.

 

Issues

Typically, US headquartered, enterprise-level international companies, with an increasing online advertising presence in both EMEA and APAC face challenges..

These advertisers’ incumbent digital marketing technology partners are often only able to support the tracking of transactions in either a single currency (usually USD) or in an arbitrary value of no specified currency.

This can lead to circumstances where cross-channel media buying decisions are based upon ROI optimisations carried out on inaccurate revenue data.  Future campaign planning is then carried out, poorly influenced by this inaccurate historical performance data.

Let’s say a customer is purchasing a solid-state drive (SSD) worth 999 USD. On the EU site store, the customer pays 764 EUR for the SSD; the currency unaware tracking platform assumes 764 USD and as a result, significantly under-reports the revenue.

Over on the JP site store, another customer pays 91,343 JPY for the same SSD; the currency-unaware tracking platform assumes 91,343 USD and as a result massively over-reports the revenue.

When also taking into account the many channels of tracked online advertising that the customer could have been exposed to on their path to conversion, the effect can be exacerbated and result in a compounded wastage of budget, especially when inaccurate performance data is fed into an automated forecasting system unchecked.

At the very least it can cause account teams to burn efficiencies by requiring revenue values within reporting data to be painstakingly converted prior to carrying out a manual optimisation process.

 

Solutions

International brands need a transaction tracking technology that is currency aware.

IgnitionOne provides this solution and allows advertisers to dynamically insert the currency codes of the transaction’s currency, into a predetermined variable within the IgnitionOne transaction tracking pixel, along with the true value of that revenue amount, the merchant transaction ID plus up to 20 additional string values per transaction.

Instead of using only USD as a base rate, IgnitionOne stores the exchange rate of every currency, for every currency, and updates it every day, allowing a transaction in any currency to be reported back on in any other currency with 100% historical accuracy of the transaction’s true value at the time of either the transaction date or the reporting date.

This technology also allows IgnitionOne’s predictive bid optimisation technology, SPOT, to forecast ROI goals against 100% accurate multi-currency transaction revenue data, and for IgnitionOne’s cross-channel attribution technology to credit proportions of transaction revenue correctly to exposures on publishers from whom the media has been purchased in different currencies.

With this offering, clients of IgnitionOne are able to concisely and accurately report on revenue, helping them to better translate their successes. Currency-aware transaction tracking allows marketers to be more efficient; and a more efficient marketer is able to appropriately allocate budget and maximize their ROI.

IgnitionOne’s May Industry Digest

IgnitionOne in the News

US Mobile Paid Search Spending Rockets Upward in Q1
Internet Retailer
April 1, 2013

US Smartphone Search Spend Jumps 113% YoY: Study
Mobile Marketer
April 1, 2013

Mobile Search Spend Up by 113%, Says IgnitionOne
Mobile Marketing Magazine
April 1, 2013

As Web Search Goes Mobile, Competitors Chip at Google’s Lead
NY Times
April 3, 2013

Four Reasons Google’s Stock is Slowing Down
Forbes
April 4, 2013

Addition of IgnitionOne Fires Up the Yahoo! Bing Preferred Partner Program
Yahoo Advertising
April 23, 2013

The Contrarian View: Four Reasons to Sell Google and Buy Apple
The Motley Fool
April 23, 2013

IgnitionOne Exec: Retailers Are Quickly Moving Budget Into Mobile Search
Mobile Commerce Daily
April 25, 2013

President of IgnitionOne, Roger Barnette, was one of several panelists on a Mobile Commerce Daily webinar. This article highlights some of his contributions regarding what retail clients are seeing in terms of engagement on mobile devices.

Ad-E: Life on the Road, Advice from Search Industry Insiders
DataPop
April 25, 2013

Fun Q&A with Chris Knoch, VP Strategic Solutions at IgnitionOne and DataPop’s Ad-E.

Future of Search Integrates Information with Social
MediaPost
April 29, 2013

IgnitionOne’s involvement with the Search Insider Summit is mentioned.

Thought Leadership

Spring Cleaning, Integrated Marketing Style
MediaPost
April 3, 2013

Roger Barnette, President of IgnitionOne, suggests that marketers straighten up all of the ad technology solutions assembled during the winter, much like the ritual of cleaning in the spring in order to improve digital marketing efforts.

Conversion Optimization and Engagement Scoring: A Powerful Combination
Frank Watching
April 4, 2013

Stephan van den Bremer, Managing Director, IgnitionOne Europe, discusses how conversion optimization and engagement scoring work together (in Dutch).

Bridging the Gap: Advertising, Conversion Optimization and Marketing Automation
IgnitionOne
April 4, 2013

The third in a series of integrated marketing webinars, loosely based on our Integrated Marketing Playbook, Filip Lauweres, VP Client Services, IgnitionOne Europe and Stewart Holt, Sales Director, IgnitionOne UK, discuss how digital marketing strategies should convey relevant content and facilitate dialogue with customers through personalization and interaction.

An Elixir for Digital Marketing Health
DMNews
April 11, 2013

Roger Barnette discusses marginal return analysis and how it aids the organization in aligning around a common goal in order to optimize marketing.

What Retailers Can Expect With New Sales Tax Implementation across the US
DigitalMarketingSuite.com
April 1, 2013

Shayna Stewart, Algorithmic Media Analyst at IgnitionOne, discusses the implications that new sales taxes across the US will have on e-commerce shopping trends.

Tag Management: Keeping Clients’ Sites Elite
DigitalMarketingSuite.com
April 9, 2013

Danielle Modesto, Media Supervisor at IgnitionOne, illustrates how proper and improper tag management programs function (or don’t function appropriately), why marketers need tag management and features that marketers should look for when considering tag management.

Predicting the Future… it’s Personal
DigitalMarketingSuite.com
April 11, 2013

Alice Travers, Client Solutions Executive, IgnitionOne UK, discusses how marketers are using personalization to enhance the customer shopping experience.

Anniversary of Innovation
DigitalMarketingSuite.com
April 17, 2013

Joe LaSala, Director of Marketing at IgnitionOne, delves into all of the innovations that IgnitionOne has been responsible for over the last several years, including being the first to: introduce integrated user level scoring, offer predictive portfolio optimization, introduce attribution, and more.

White Lightning
DigitalMarketingSuite.com
April 19, 2013

Eric Carlyle, SVP Knowledge Architect, IgnitionOne, compares IgnitionOne’s Digital Marketing Suite and big data to the process of creating moonshine, inspired by his favorite show, Moonshiners.

IgnitionOne Selected as Yahoo! Preferred Partner
DigitalMarketingSuite.com
April 23, 2013

IgnitionOne is a member of Yahoo! Bing’s Preferred Partner Program, which recognizes us as a leading SEM technology provider who has committed to a higher standard of Bing Ads’ compatibility and advertiser experience.

Five Minutes with a Search Guru
DigitalMarketingSuite.com
April 25, 2013

Lucy Cleary, Marketing Manager, IgnitionOne UK, interviews Judy Chan about search, Google Enhanced Campaigns, and more.

Industry News

CMOs Set to Spend More on New Tech Than CIOs
Wired
April 8, 2013

In order to prepare for the growth of digital marketing and IT tools that are central to their operation, CMOs and marketing teams are going to need IT knowledge to do their jobs. Technologies that marketers are harnessing to learn more about their customer base and make smarter business decisions include data streaming, advanced data analytics, CMS and CRM solutions, web design and development and marketing attribution.

Record Breaking Quarter: Digital Ad Revenues Cross $10 Billion Mark for the First Time
MarketingLand
April 16, 2013

A report conducted by PwC shows a 15% rise to $31.6 billion in U.S. digital advertising revenues in 2012, with Q4 revenues topping $10 billion for the first time.

Google Says “No” to Advertising on Glass
ADWEEK
April 18, 2013

With advertising and paid apps forbidden, it remains to be seen how developers will monetize their apps on Google Glass. Google also banned selling user data for advertising purposes, according to the Business Insider.

Marketers Project Brand Ad Spend To Outpace Direct Response
MediaPost
April 18, 2013

63% of marketers project that the dollars allocated to online brand advertising will grow in 2013, while one in five believe the increase will exceed 20%, according to Vizu, a Nielsen company, and the CMO Council. 51% of marketers also expect spending on direct response to increase in 2013. 41% of those surveyed said their digital direct response advertising budgets will stay the same as last year.

Poll: Targeted Advertising Is Not the Bogeyman
ADWEEK
April 18, 2013

Among 1,000 adults polled over two days in early April, the biggest privacy concern was identity theft (39%), viruses and malware (33%), government surveillance (12%) and cyber bullying (4%), with behavioral targeting a concern for only 4%.

Introducing the Modern Marketing Manifesto
Econsultancy
April 18, 2013

This article outlines the value of marketing and defines what it is to be a modern marketer.

Mobile Soars but Future Appears Multiscreen
Media Post
April 23, 2013

For the first time in 30 years, the PC market is shrinking, and that is due to major growth in mobile devices. The “second screen” is a big opportunity with 80% of young TV viewers (ages 18 to 24) simultaneously using a phone or tablet while watching television.

2012 Ad Spend Up Worldwide, Nielsen Finds
MediaPost
April 25, 2013

In 2012, a year that saw increases in ad spend for 11 sectors worldwide, the telecommunications, consumer goods and media sectors saw the biggest increases, getting YoY increases of 7%, 6.8% and 5.8%, respectively.

Display

How the Banner Ad Was Born
Digiday
April 12, 2013

A really interesting article that traces the history of display advertising back to Hotwired.com and AT&T tells the story of the early banner ad and how it was monetized.

Online Display Ad Spending Up 10% in 2012
Media Post
April 18, 2013

Making up 1.9% of total ad spending in 2012, display advertising rose 9.9% fueled by a 21.2% gain in Latin America.

This Is Why Advertisers Need to Get Serious about Video
ADWEEK
April 28, 2013

Last year, advertisers spent $2.3B on digital video advertising, an increase of 29% over 2011, according to the IAB. Now, advertisers are beginning to notice the impact of video. This article explores successful ventures into video, how marketers are incorporating interactive components and more.

10 Horrifying Stats about Display Advertising
HubSpot
April 29, 2013

This article highlights stats about display, such as being “more likely to get a full house while playing poker than click on a banner ad,” and “about 50% of clicks on mobile ads are accidental.”

Social

Facebook, Twitter, Pinterest, Instagram – Social Media User Demographics 2013
Media Bistro
April 15, 2013

Interesting infographic breakdown of social media demographics.

Display, Social Play More of an “Assist” Role in the Online Purchase Journey
Marketing Charts
April 29, 2013

A recent Google study reveals that in the US, display, social and email each act more as an assist interaction, while paid search acts almost equally as an assist and last interaction.

As Facebook Evolves Ad Offerings, CPCs and CPMs Drop, 
AdExchanger
April 29, 2013

Facebook’s Q1 2013 report showed that CPMs for all Facebook advertisements rose slightly by 3%, from $0.38 in Q4 2012 to $0.39 in Q1 2013. CPMs for desktop ads, or those ads on the right-hand side of the Facebook page, decreased by 24%; CPMs of desktop-only News Feed ads dropped by 18%, and those for mobile-only News Feed ads dropped by 31%.

Mobile

70 Percent of Mobile Searches Lead to Online Action Within an Hour
Marketing Pilgrim
April 8, 2013

iAcquire and SurveyMonkey conducted a study and found that 70% of mobile searches lead to an online action within an hour.

Mobile Advertising Skyrocketed 111% Last Year
ADWEEK
April 16, 2013

An IAB report indicates that mobile advertising spend accounted for 9% of all digital ad revenue last year. 2012 digital ad revenue overall hit $36.6B—a 15% lift compared to 2011’s $31.7B. Digital video also had a huge year, marking a 29% increase ($2.3B total) over 2011.

6 Dangerously Unfounded Mobile Marketing Myths
B2C
April 20, 2013

Despite the myth, mobile is for more than just the millenials’ generation, it is an important component in the marketing mix, it’s good for all business sizes and extends beyond applications. This article explores why these are true.

Worldwide Smartphone Shipments Outpace Dumbphones for the First Time
ars technica
April 26, 2013

Market research firm IDC reported that worldwide shipments of smartphones outstripped shipments of feature phones for the first time this quarter. Overall, the phone market is up 16.2 million units compared to the first quarter of 2012.This statistic further solidifies that mobile is on the move to outpace PCs.

The Data Digest: US Consumers’ Mobile Shopping Behaviors
Forrester
April 26, 2013

Nearly 40% of US mobile phone owners will become mobile phone shoppers by 2017, according to the Forrester Research Mobile Commerce Forecast.

Maps Are for Mobile What Search Is for the Web, Says Waze CEO Noam Bardin
All Things D
April 26, 2013

Noam Bardin, CEO of Waze, says that the latitude and longitude of a location are the equivalent of the URL for a Web page, further illustrating that marketers should be hyper-aware of the needs of consumers when on their mobile device versus those when they are at their PC, influencing what search results should yield for both device types.

Search

Search Gets a Mobile Makeover
eMarketer
April 18, 2013

Last year, desktop search volume declined for the first time while the share of queries from mobile devices reached roughly 20%. The difference in search behavior on the devices mirrors the difference in their usage patterns: more searching happens on the tablet, but it is largely located in the home. Searching on the smartphone is less common, but more likely to happen outside the home and result in an action.

Google Revs Up 31%, Search to Change Dramatically
MediaPost
April 18, 2013

In Q1 2013, Google saw profits rise 16%, earning $3.35B and improved revenue growth in its core advertising business. The number of times users clicked on search ads rose 20% in the quarter, compared with the year-ago quarter, offsetting CPCs, which fell 4%.

One Out of Five “Second Screeners” looks Up Advertised Product Info While Watching TV
Search Engine Land
April 19, 2013

Nielsen released statistics around what consumers are doing on their tablets while watching TV: during a program, 36% visited a social network site, 33% shopped and 29% looked up information related to the TV program being watched. During a commercial break, 36% visited a social networking site, 20% looked up product information related to an advertisement on TV and 13% looked up coupons or deals related to an advertisement seen.

Take the Integrated Marketing Survey

Here at IgnitionOne, we don’t think that integrated marketing is a buzz-term, or even a “hot topic,” but rather the foundation for a successful and profitable organization. We understand how important it is, in fact, we have been known to be pretty passionate about it. But we are curious how organizations are implementing various components of integrated digital marketing. A report based on these findings will be available for download, and will give us supplemental data to accompany our quarterly reports, will be used to drive our viewpoints and support our stance within this very dynamic industry.

Our short, anonymous survey (only 14 questions!) for marketers should take less than five minutes to complete and you will be automatically entered to win a $100 VISA gift card.

To take the survey, click here.

*Sweepstakes only available to US residents

Search Marketing for Retailers: Media Levers

Nobody wants to be marketed to. In fact, society is developing workarounds to avoid unwanted marketing interruptions almost as quickly as markets are finding new ways to interrupt consumers. However, unlike television commercials, street teams of guerilla marketers or even radio advertising discretely delivered by your favorite on-air personalities, search marketing is designed to reach consumers who actually want to be reached.

The challenge for retailers is to deliver the right message to the right consumers at the right time. In order to meet these objectives, retailers must start thinking like the consumer.

IgnitionOne works with many high profile retail clients whose primary KPI is to increase ROI. While our algorithmic optimization team can quickly deliver a lift in performance using our Proprietary Portfolio Optimization strategy, there are many levers you can pull on the media side to amplify this effect.

1. Audit Your Account & Ensure Quality Keyword Coverage

Bigger is almost never better. While building out long-tail & obscure keyword coverage may provide incremental value, it is important to pause or remove keywords with a negative ROI over the long term. If your keyword set alone cannot spend your budget, consider expanding your account with new tactics, such as mobile or remarketing for search, which will increase your spend and potentially your profit margin too.

2. Restructure Your Account To Match The Granularity Of Your Website

For retail clients, your search structure must match the granularity of your website. This will allow you to deliver very targeted ads and landing pages at the ad group level. When the site structure changes or the client is running a product-specific promotion, both landing pages and promo ads can easily be updated.

3. Dominate the page

I cannot express how valuable real estate is on the search engine results page. You should strive to maximize your brand’s presence using some or all of the following tactics:

  • Start a Google + page.
  • Run sitelinks (enhanced sitelinks are even better).
  • Manage your Google Places account.
  • Enable location or call extensions when applicable (particularly on mobile channels).
  • If you manage two complimentary brands, consider bidding the primary brand into first position and the secondary brand into second position. You will only pay once for the click but will garner free impression share for the secondary brand.
  • Consider running Paid Listing Ads (make sure they are semantically optimized; consumers do not want to read through product SKUs).
  • Try Remarketing for Search on non-brand terms only. These ads will target users who have already visited your site, which means they have a high propensity to convert.

4. Go Mobile

Consider the searches you conduct on your mobile device and your desired results. Most often, you are looking for quick answers with the intent of taking immediate action.

  • Differentiate your ad copy. With the rollout of Google’s Enhanced Campaigns, you can set mobile-preferred ad copy and landing pages. Use this to your advantage and deliver text ads specifically targeted to mobile users with location and/or call extensions enabled. If you do not have a mobile optimized site, consider opting into the “Phone Only” option.
  • Keep in mind that mobile ads only make sense in top positions. Mobile users rarely scroll to the second page, so be sure to review device-specific analytics to ensure mobile is profitable for you.

Now that you have fully optimized your search account, start Googling! You heard me right. Though it may sting a little to pay for your own click, online marketers need to experience their ads from the consumers’ point of view, and the best way to do that is to get out from behind your database and follow your own carefully crafted path to conversion.

Centralizing Data to Optimize your Marketing

Yesterday, Dave Ragals, SVP Client Services at IgnitionOne, hosted the final in a series of integrated marketing webinars. “Centralizing Data to Optimize your Marketing” helps marketers by illustrating the steps needed to be taken to look past big data to truly actionable insights. In the webinar, Ragals asserts that by centralizing data, a single repository for all of a marketer’s information allows them to actually obtain a clear picture of their users, how they interact with marketing efforts, conclude what is successful and then automate optimizations accordingly.

In the session, marketers learn how disparate data sets created by un-integrated point solutions cause overlapping and contradictory insights and how centralized data and cross-channel attribution are the final piece in optimizing media and using user-level data to deliver the right message at the right time.

 

IgnitionOne, RTB and AdX: a Global Case Study

Today, Google released a case study that features how IgnitionOne expanded its global presence working with DoubleClick’s Ad Exchange (AdX).
We have seen incredible growth in new and emerging marketplaces over the past couple of years. By providing our global team of 13 offices with immediate access to high-quality local inventory for our clients, we were able to grow our spend 544% from 2011 to 2012.

As RTB momentum has surged and unlocked new opportunities in emerging markets, IgnitionOne has worked closely with AdX to assist marketers in integrating and optimizing their efforts. RTB quickly has become the primary means for advertisers to reach users on all consumer devices, and not just for browser-based display.

Read the case study here.