IgnitionOne’s September Industry Digest

THOUGHT LEADERSHIP

Management Lessons from a Public Company Gone Private
Entrepreneur
August 28, 2013

On the heels of a recent management-led buyout, IgnitionOne’s CEO, Will Margiloff, was featured in Entrepreneur Magazine, an online publication devoted to entrepreneurialism, small business management and business opportunities, discussing lessons learned during the course of his ventures.

Tech Talk: Keep It Simple
DigitalMarketingSuite.com
August 6, 2013

Hank Kim encourages the tech industry to cut down on their acronyms and invest in using common language in order to better get their point across.

My Summer As An Intern at IgnitionOne
DigitalMarketingSuite.com
August 8, 2013

Emaily Liddy reflects on her time as an intern at IgnitionOne, and shares some of the valuable lessons learned.

Back-to-School Shopping Season: What Does it Mean for Marketers?
DigitalMarketingSuite.com
August 22, 2013

Vanessa Courtright, Marketing Coordinator, illustrates why Back-to-School shopping trends are indicative of future Holiday Shopping trends, and how marketers can efficiently drive their Holiday promotional messages to consumers.

Google’s Dynamic Search Ads Beta: A Step Into The Future
DigitalMarketingSuite.com
August 27, 2013

Katherine Wrobleski, Associate Account Manager, details Google’s dynamic search ad beta, how it can be used by marketers and a real-world example of the successes of an IgnitionOne client.

INDUSTRY NEWS


Media Usage on Rise Due To Multitasking
MediaPost
August 1, 2013

This year, the overall time spent with media each day will rise from 11 hours and 39 minutes to 11 hours and 52 minutes, compared to last year, according to estimates from eMarketer. Time spent on digital media is expected to surpass TV viewing time this year as well, thanks to a surge in to mobile use.

Google Takes Programmatic Approach to Real-Time Data Analytics
MediaPost
August 2, 2013

Google is now offering marketing automation, allowing marketers to query real-time data and use the information to manage content, determine the demand for specific products and monitor key metrics.

‘Digital’ Jumps Double Digits, ‘Traditional’ Hits a Single
MediaPost
August 9, 2013

PQ Media found that global digital media usage increased 12.9% last year to an average of 5.3 hours per week, led by a surge in time spent with mobile media.

The Most Important Shopper Marketing Trends to Watch
iMedia
August 14, 2013

There is an increasing opportunity to reach and engage shoppers while in-store to drive sales with digital shopper marketing. Tactics such as mobile, in-store digital kiosks and displays, and in-store signage can aggregate data from online to encourage shoppers to convert in-store.

Investors to Ad Tech Stocks: No Thanks
All Things D
August 15, 2013

Many ad tech companies have recently filed for IPOs with less than positive results. The poor performance of these companies has raised red flags for Wall Street, which is less than enthusiastic about new players entering the public realm.

Behavioral Data Is Key to B2B Marketing Automation
eMarketer
August 19, 2013

Automated solutions guided by marketing are restructuring the sales-marketing relationship, giving the latter more weight in the lead generation process.

What Back-To-School Trends Tell Us about Holiday Shopping
MediaPost
August 19, 2013

Back to school trends are early indicators of what holiday shopping trends will be. In response to this year’s back to school behavior, SEO strategies should begin up to four weeks earlier than usual in order for brands to remain competitive.

How to Cure Your Analytics Paralysis
MediaPost
August 20, 2013

Committing to an attribution model and technology that actually works toward the success of your organization is a huge investment. This author suggests key first steps before making the leap in order to best prepare your company for this very positive (and necessary) change.

The Future of Search in Automotive
Adotas
August 23, 2013

Kami Motz from iProspect discusses how automotive will achieve its three core strategies (relevance, being where the consumer is and being a part of the conversation) through enhanced personalization and presence in mobile and social channels.

For Stores, Email Still Beats Pants off Social
MediaPost
August 23, 2013

According to a Millward Brown Digital survey, consumers prefer to learn about shopping promotions via email. As a tool for shopping, most consumers use search, followed by email (40.6%) and social (at 27.3%). Email is a personalized interaction between brand and consumer, as opposed to a generic message through social channels, despite brands’ strong social following, and is thus preferred by consumers.

Ad Tech Still Needs People
Digiday
August 26, 2013

Despite the general consensus that tech has moved away from human interaction, the truth is that technology needs people such as account managers, analysts, client support, etc, as most clients do not opt for self service in digital advertising.

CMOs, CIOs Disconnect On IT Issues, Impacting Company Success
MediaPost
August 28, 2013

According to an Accenture Interactive study, CMOs and CIOs lack mutual agreement on IT priorities, but as the departments begin to share interests, these heads must learn to collaborate. The report suggests areas that they should focus on and highlights the differences that exist between the two.

DISPLAY

Google Maps Rolls Out New Ads
MediaPost
August 9, 2013

By adding location extensions to search campaigns or creating ads with AdWords Express, marketers can now show ads on the Google Maps application. This is a huge step in the direction of further monetization for the search giant and is being duplicated by local search rivals Yelp and Foursquare.

Stop Confusing Real-Time Bidding With Programmatic
iMedia
August 14, 2013

Will Doherty, Director of Business Development at Netmining, discusses the differences between programmatic buying and RTB, which have recently been used interchangeably within the display advertising space. Programmatic provides an opportunity for future growth and by embracing it, new relationships between buyers and sellers will be forged.

RTB Or Real-Time Bidding Is The Future Of Digital And Mobile Advertising — Who Will Be The Winners And Losers?
Business Insider
August 17, 2013

In a recent report from BI Intelligence, RTB is analyzed regarding how it could solve the mobile advertising CPM problem, its recent impact and successes on ad buyers and sellers, examined obstacles to its widespread adoption, and how mobile advertising’s controls and efficiencies can be reached through its use.

Ad Tech: Can You Explain What You Do?
Digiday
August 20, 2013

Will Doherty, Business Development Director at Netmining, argues that online advertisers have failed to communicate what they do and why they do it, resulting in consumers fearing the use of data collected about them. The value in advertising is relevance for the consumer – and digital advertisers need to better convey that in order to regain the public’s trust.

eMarketer Ratchets Up RTB Forecast, Slightly
AdExchanger
August 23, 2013

eMarketer is estimating that marketers will spend $3.34 billion on RTB ads this year, representing a 73.9% increase from last year and a slight upward revision of an earlier estimate. Mobile display ad spending, similarly, is expected to grow to $3.81 billion this year, with upward growth of $14.5 billion expected by 2017.

SEARCH

The United States of Google: Mapping Google Usage by State
Search Engine Watch
August 13, 2013

A map indicating search engine preference by state.

Search in China – How Baidu Is Different From Google
ClickZ
August 19, 2013

Discusses the Google of China, Baidu, the differences between the two, and the contrasting nature of advertising between Eastern and Western cultures.

Search Marketers Need a Mobile Wake-Up Call
MediaPost
August 21, 2013

With incredible mobile growth over the last couple of years, (mobile Internet use now accounts for one out of every three digital media consumption minutes), marketers are being forced to redress the customer experience on smartphones.

Yahoo #1 Web Property Again In US, First Time since May 2011
Marketing Land
August 21, 2013

For the first time since March 2008, Yahoo was the number one web property in July.

Paid-Search Ads Driving More Traffic than Organic
MediaPost
August 28, 2013

Paid-search visits accounted for one-third of total search engine visits to ecommerce websites in H1 2013, up from 26% in the prior year. Revenue from paid search grew to 44% of total search engine visit revenue, up from 40%, respectively. Analysis of mobile and tablet trends show tablets leading 33% of all traffic to customer websites the first half of this year and within a year, mobile and tablet traffic is predicted to account for nearly half of all website visits.

MOBILE

Media Consumption Estimates: Mobile > PC; Digital > TV
Marketing Charts
August 5, 2013

eMarketer reports that for the first time, consumption of non-voice activities on mobile devices will exceed time spent online on desktop and laptop computers. Mobile non-voice activities will capture 19.8% of American adults’ daily media time, up from 13.5% last year and surpassing the 19.5% of media time reaching the Internet from a computer.

Study: Mobile Ad Geo-Targeting and Geo-Conquesting on the Rise
Adotas
August 20, 2013

A report from xAd revealed that over 90% of campaigns employed some form of geo-precise targeting in Q2 2013, up 30% from the previous quarter. Over the next four years, a large percentage of marketing budgets will shift to location-based marketing and for mobile specifically, location targeted mobile ads are projected to make up nearly 55% of total-mobile ad spend by 2017.

All The Facts You Need to Know About Mobile Marketing
AdAge
August 19, 2013

AdAge’s Mobile Fact Pack reveals that US mobile ad spending this year will surge 75% to close to $8 billion, with Google pocketing half of that; mobile ads will account for more than 50% of Facebook revenue by year end; half the US population will be carrying smartphones in 2014, and more.

Piecing Together Mobile Analytics Still Too Complicated For Most Brands
MediaPost
August 20, 2013

According to Forrester Research, only 46% of online professionals have implemented a complete mobile analytics solution and fragmentation is to blame for the challenges faced in mobile.

Study: Consumers More Likely to Shop On Mobile Devices Than PCs
AdAge
August 27, 2013

According to a study from comScore, smartphone and tablet users are more likely to visit a retail website or app than desktop computer users, and more than a third of visits to the top 50 ecommerce sites come exclusively from mobile devices and therefore “retailers who do not (at a minimum) optimize their mobile browsing experience or introduce mobile apps are effectively turning away a third of their potential customers,” comScore said in a blog post about the study.

SOCIAL

Facebook Says It Has 101 Million Daily Mobile U.S. Users
ADWEEK
August 13, 2013

Facebook announced that it had totaled 142 million mobile active US visitors in June, including 101 million daily active users. The company reported 819 million worldwide mobile monthly active users last quarter while bringing in $656 million in mobile ad sales.

U.S. Mobile Growth to Slow For Twitter, Facebook
MediaPost
August 16, 2013

eMarketer reports that 76% of Twitter users access the site from a mobile device, totaling 28 million people, up 22% from last year. Twitter mobile users this year will account for 11.4% of mobile phone users and 8.8% of the overall U.S. population. Unlike Twitter, Facebook was not initially associated with mobile use – although its US mobile users are expected to climb to 154.7 million by 2017. Mobile ad revenue made up 41% of Facebook’s total ad revenue in the second quarter, up from almost nothing a year ago – indicating a strong need for marketers to invest in this arena.

Facebook to Test Mobile Payments Product
All Facebook
August 15, 2013

Facebook confirmed a report by AllThingsD that it will test a new payments product that will allow Facebook credentials to be used by users completing transactions on mobile applications, but with speculation from experts on whether people trust social networking sites with such personal information over sites like PayPal.

How Much Is Facebook’s News Feed Worth to Advertisers?
ClickZ
August 15, 2013

Facebook recently announced that it will offer 15-second video ads on users’ newsfeeds to marketers. Morgan Stanley reported that video units on the social site could generate upwards of $1 billion, and predicted that Facebook could be pulling in some $6.5 billion from video advertising by 2020.

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