IgnitionOne’s June Industry Digest

IgnitionOne in the News

You Don’t Need to Search Far for Fun on Amelia Island
MediaPost
May 1, 2013

An article that details the events of a Search Inside Summit on Amelia Island, as well as a brief history of the meetings, mentions Roger Barnette as an attendee at the May 2013 Summit.

Ebay Plans to Share its Users’ Data with Brands
ADWEEK
May 5, 2013

IgnitionOne’s CEO, Will Margiloff, describes eBay’s data as “close to first party data [as] you can get for performance, [but] the devil is in the details. Will it be broken out into deep enough segments with full e-commerce and demographic segmentation?”

IgnitionOne Drives Integrated Marketing across Search, Display and Social Channels
Yahoo!
May 14, 2013

A Yahoo! Q&A with Roger Barnette covers the IgnitionOne President’s opinions regarding the greatest opportunity for search marketers over the next several years, a prediction for the future of the digital marketing industry, technology trends and much more.

SEO Diagnostics with Google Analytics
ClickZ
May 16, 2013

In an article about SEO and diagnosing changes in organic traffic and user behavior, IgnitionOne is mentioned as a search platform.

The Bid Management Tools Arms Race
MediaPost
May 17, 2013

A rapid expansion of automated bidding into new media is turning core bid technology into a commodity. This article mentions IgnitionOne as a search marketing player in the tools arms race.

Social Success Requires Clear Goals
MediaPost
May 20, 2013

In an OMMA Social panel, IgnitionOne’s VP, Strategic Solutions, Chris Knoch, is quoted saying that in terms of defining objectives in social media strategies, “you only hit what you aim at.”

In Defense of Attribution
MediaPost
May 20, 2013

An OMMA Social panel began discussing the need for attribution. In this context, Chris Knoch noted that “if you’re still doing last click attribution, you are light years behind.”

Meet the New AdWords Flexible Bid Strategies
Search Engine Watch
May 29, 2013

This article outlines the new bid rules available for AdWords and mentions IgnitionOne as an advanced paid search management tool.

Marketers Still Don’t Get Attribution
MediaPost
May 30, 2013

Mentions the enhancements made to IgnitionOne’s LiveMarketer in an article that discusses the increasing importance of attribution.

Is the Era of Bargain-Priced Mobile Paid Search Nearing the End?
Mobile Marketer
May 31, 2013

Roger Barnette, President of IgnitionOne, is quoted regarding Enhanced Campaigns, noting that many sophisticated marketers are switching to Enhanced Campaigns with conservative budgets but that IgnitionOne’s clients’ results have been very positive thus far, giving them “a no-excuses reason to really embrace mobile search, something they may have let lag for some time.”

IgnitionOne Enhances LiveMarketer, Real-Time Data Visualization Tool
AdOps
May 31, 2013

Announces IgnitionOne’s enhancement to the LiveMarketer, which allows marketers to see where each website visitor is within the purchase funnel by product or content category as well as detailing all cross-channel exposures that led them to the site through real-time visualization and the ability to look beyond static reports and analytics to get a dynamic visualization of the real-time interest and actions on their site.

Thought Leadership

IgnitionOne, RTB and AdX: a Global Case Study
DigitalMarketingSuite.com
May 1, 2013

A Google case study reveals how IgnitionOne expanded its global presence and unlocked new opportunities in emerging markets by working with DoubleClick’s Ad Exchange (AdX).

Centralizing Data to Optimize your Marketing
DigitalMarketingSuite.com
May 2, 2013

In the final installment in a series of integrated marketing webinars, Dave Ragals, SVP Client Services at IgnitionOne, explains how centralized data taken from one central platform rather than various point solutions is the key to understanding one’s audience and understanding how to best interact with them.

Brave New Search World
MediaPost
May 2, 2013

Roger Barnette, President of IgnitionOne, reflects on the pros (better answers, innovation and more available options) and cons (user experience and a surge in marketing channels) of fragmentation within the search landscape, and illustrates how this shift presents an opportunity for savvy marketers.

Search Marketing for Retailers: Media Levers
DigitalMarketingSuite.com
May 6, 2013

In an age where audiences are becoming less and less receptive to traditional marketing, paid search remains one of the only areas where marketing has not been rejected by consumers. Katherine Wrobleski, Associate Account Manager at IgnitionOne, discusses several steps that marketers can take to ensure success in paid search.

Achieving Accurate Currency Tracking: Reporting and Optimization in Ecommerce
DigitalMarketingSuite.com
May 13, 2013

Ed Dann, Technical Lead at IgnitionOne in Europe, discusses the issues companies face when they sell their products online globally – namely, the different currencies used throughout the world – and what companies can to do avoid these issues.

Why Marketers Are Bullish on Video
DigitalMarketingSuite.com
May 16, 2013

As consumers have become more connected online, video has grown to become one of the most popular formats for sharing content digitally. A look at how video has evolved to become a leading marketing tactic, and its pros and cons.

One Year and Counting: Review of Facebook Post-IPO Anniversary
DigitalMarketingSuite.com
May 24, 2013

Rachel Young, Marketing Coordinator and IgnitionOne EU, discusses the developments at Facebook one year after its IPO – most notably, how it has evolved to become a central figure in the marketing landscape.

IgnitionOne Enhances LiveMarketer, Real Time Data Visualization Tool
DigitalMarketingSuite.com
May 29, 2013

IgnitionOne announces the release of an updated version of the LiveMarketer, which provides marketers with a more clear view of the user’s path to conversion.

Industry News

What Marketers Can Teach Each Other About Metrics
MediaPost
May 8, 2013

A look at the dichotomy that exists between performance indicators used by brand and direct marketers (comprehensive metrics versus specific cost-base measurements), and how each could benefit by employing that of the other.

E-Commerce Outlook Is Bright
MediaPost
May 10, 2013

While the possible enactment of a bill requiring state taxation on online purchases looms in the distance, research shows that the online retail sector is stronger than ever and is here to stay.

Jump Start Innovation To Leverage Digital Potential
MediaPost
May 13, 2013

Innovation is widely considered one of the key markers of a successful company; however, it is also one of the hardest to execute and maintain. In a world that is increasingly reliant on technology, so too, is innovation.

Technology is Changing the Way We Market – and Spend
DMNews
May 17, 2013

How and why traditional budgets are being reallocated to account for increasing spending on marketing; namely, a new focus on customer engagement and risk that reflects the emergence of digital marketing.

Why Everyone’s Confused About Native Advertising
MediaPost
May 21, 2013

Marketers are faced with the challenge of engaging consumers in new and original ways. Among the solutions to crop up recently is native advertising; however, given the already hard-to-define nature of digital marketing, native advertising has proven difficult to pin down – though this in no way has hampered its success.

Retailers Use Attribution Modeling to Measure the Touchpoints Driving Sales
eMarketer
May 28, 2013

Until recently, many retailers only paid attention to “last click” attribution; however, new research shows that, in order to account for any and all factors that converts a potential customer, retailers are turning towards multi-channel attribution.

KPCB Internet Trends 2013
KPCB
May 29, 2013

The latest edition of the KPCB Internet Trends shows continued online growth and opportunity. The number of Internet users grows daily, as does mobile usage; time spent online has shifted to become more social and content-rich, with a focus on visual, video, and audio; and, looking ahead, KPCB forecasts technology that focuses on further connecting people.

13 Alarming Stats About Retail in Digital
Digiday
May 29, 2013

Despite the increasing reach of digital technology and all that it offers for marketers, few retails have taken full advantage of it.

Display

FBX Gets More News Feed Inventory And Dynamic Creative Options
AdExchanger
May 7, 2013

Facebook recently announced plans to make more media space available for RTB through their Facebook Exchange program – a move precipitated by FBX’s overwhelming success in its first six weeks. The company also announced further enhancements to the program that aims to meet and surpass advertiser demand.

Yahoo to Bring More Ad Formats to Tumblr
AdAge
May 20, 2013

In a move that is a dramatic departure from Tumblr’s traditionally negative view of advertising, Yahoo CEO Marissa Mayer announced that the site will soon be host to more “native advertising.” A look at how Yahoo now plans to establish a balance between generating advertising revenue and maintaining the spirit of Tumblr.

Forget the Year of Mobile – It’s Actually the Year of Video
AdAge
May 17, 2013

Antony Young, CEO of Mindshare, discusses the increasing importance of video in advertising, both on- and offline. Citing the ever-increasing reach advertisers have over consumers and the emerging role of dynamic content, Young explains that video is poised to be the most effective method of advertising, and urges marketers to take advantage of it.

Ad Agencies See Effectiveness in Online Video
eMarketer
May 22, 2013

Research shows that the growing popularity and complexity of online video advertising is a function of its performance with consumers. As positive consumer feedback grows, so too does online video advertising’s prominence.

Social

Facebook: 30% of Our Revenue Now Comes from Mobile
AdAge
May 1, 2013

Since its IPO last year, Facebook has vastly expanded its business from a largely PC-based social network to mobile (attributing for 1/3 of its Q1 ad revenue), and has continued to grow through acquisitions, and the Facebook Exchange which has made Facebook a more appealing platform for direct response marketers.

Facebook Marketplace vs. Exchange Ads: 3 Important Differences
Search Engine Watch
May 2, 2013

This article discusses the different approaches to data, types of intent, and approaches to buying on Facebook Exchange compared to Facebook marketplace.

Social Ads Continue to be Exceptionally Good at Delivering High Quality Users
Marketing Charts
May 8, 2013

An Aggregate Knowledge study, “Global Media Intelligence Report,” found that social performed 65% better than the industry overall in delivering quality users and 33% better than the next-best channel, portals. The study also demonstrates that the value of social continues to be underestimated when using a pure last-touch attribution model, which is the most commonly used model.

One Year After IPO, Facebook’s Biggest Bets Could Take a Long Time to Pay Off
All Things D
May 18, 2013

Following its one year IPO-anniversary, goals of Facebook are scrutinized as well as attempts at generating revenue. All the while, “the needle hardly moves on Facebook’s stock ticker.”

Twitter is Said to Ready Customer-Matching Ad Tool
Bloomberg
May 23, 2013

Twitter (privately) plans to release a feature that is similar to Facebook’s custom-audience feature that will allow marketers to use email addresses to identify and target Twitter users who match up with their company’s own customer lists.

Two out of Three Marketers Doubt Facebook Ad Effectiveness
MediaPost
May 29, 2013

According to a new survey conducted by Social Media Examiner that questioned over 3,000 marketing professionals, marketers think Facebook is an important advertising platform, but they also doubt the effectiveness of their efforts on the world’s largest social network.

Search

Marissa Mayer’s Moonshot: Yahoo! on Every Device
CNET
May 7, 2013

In the last several months, Mayer has introduced product updates at a more rapid rate, killed a bunch of products, launched new video programs, focused on mobile, extended its search relationship with Microsoft, and acquired several small companies, including Summly – all in an attempt for Yahoo to have a presence on the devices of the billion Internet users they are missing out on.

Did Google Just Try to Totally Change How Search Works?
Gizmodo
May 15, 2013

Google is making searches more personal by tying data from say, your calendar into search results. For instance, you can ask Google to find a restaurant near your next appointment and the results will reflect the neighborhood that you will be in.

What Yahoo Sees in Tumblr: A Logged-In, Cross-Channel Audience
AdExchanger
May 20, 2013

Yahoo! acquired Tumblr in part for its psychographics profiles which are different than what Yahoo has, enriching the user base. Whereas Yahoo! is known for its strength in finance, news and sports, Tumblr is a hotbed of fashion, design, architecture, and art. So the profile data Yahoo! uses to reach Tumblr users across websites and devices may be linked to related advertising categories.

Mobile

50 Mobile Marketing Facts that Will Blow You Away
Social Media Today
May 2, 2013

Most notable include: (2) 70% of mobile online searches lead to an action within an hour, while 70% of desktop online searches lead to an action within a month; (5) 74% of smartphones users use their phones for shopping, and of that 79% make a purchase as a result of using their phones; and (10) 95% smartphone users looked up local information, of that 61% called and 59% visited the business.

Tablets More M-Commerce-Friendly than Phones
MediaPost
May 13, 2013

A Forrester report projects that m-commerce, on smartphones only, will more than double from $12 billion this year to $27 billion by 2016. While growing quickly, mobile retail will remain a small portion of total U.S. e-commerce sales – rising from 5% to 8% in the next three years, while eMarketer estimated that tablets this year will drive the bulk of US m-commerce sales.

‘Geo-Conquesting’ Drives Higher Mobile Click Rates
MediaPost
May 17, 2013

Geo-conquesting, where a retailer or brand will geo-fence the locations of nearby rivals to pull in consumers, led to a 30% higher click-through rate than standard geo-fencing during the week prior to Mother’s Day, driving foot traffic to over 7,000 stores.

Consumers Want Mobile-Optimized Web
MediaPost
May 28, 2013

According to a Kentico Digital survey, 85% of smartphone owners use their mobile devices to compare information about companies, products and pricing before making a purchase.

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