IgnitionOne’s November Industry Digest

Thought Leadership

Digital Marketing Speaks: New Video Series from IgnitionOne
DigitalMarketingSuite.com
October 3, 2013

This is the first episode in a series of digital marketing conversations. Will Margiloff, CEO of IgnitionOne, discusses building technology and dealing with big data with Rob Norman, Chief Digital Officer at GroupM.

Keep Your Paid Search Thriving with Search Query Expands
Yahoo! Blog
October 10, 2013

Dave Ragals, SVP of Client Solutions at IgnitionOne, discusses the value of marketers expanding their keyword lists.

Episode 2 of Digital Marketing Speaks
DigitalMarketingSuite.com
October 17, 2013

The second in a series of digital marketing conversations, Will Margiloff, CEO of IgnitionOne, discusses the challenges of integrating offline and online data with Rob Norman, Chief Digital Officer at GroupM.

Predictive Optimization: Look into the Future for Search and Display Success
DigitalMarketingSuite.com
October 17, 2013

Recap and video of Roger Barnette’s webinar, which discusses how in the past, marketing strategies were based on one part past data, one part hunch. Over time, marketers have become more proficient in knowing what is working and can use that information to drive budget decisions. However, missing for most marketers is the foresight to know what they should spend and what the results will be.

IgnitionOne in the News

Search Trends: Desktop vs. Mobile vs. Tablet
B2C
October 1, 2013

IPA Media Owner Awards Shortlist 2013: The Guardian, AOL, Twitter and iTV Among Nominees
The Drum
October 2, 2013

Q3 2013 US Paid Search Spend Continues Upward Trend: RKG, IgnitionOne & Kenshoo
ClickZ
October 15, 2013

Yahoo’s Innovation Dilemma
MediaPost
October 16, 2013

Google Shares Jump To All-Time High On Q3 Earnings
Forbes
October 17, 2013

New World of Data Crunching Still Needs Human Touch
MediaPost
October 18, 2013

Travel Ads Among Most Expensive For Programmatic Traders
MediaPost
October 18, 2013

Is Facebook Squeezing its Ad Partners Out?
Digiday
October 25, 2013

Holiday

Accenture: Consumers Plan Sensible 11% Holiday Hike
MediaPost
October 9, 2013

American shoppers plan to spend $646 this holiday, up from $582 last year, “and while consumers don’t always do what they say they will do, the trends we are seeing are very positive.” When asked to describe their spending this year, “sensible” was the word used most often (compared to last year’s “cautious”), with bargain-hunting still top on their list. Some 94% say discounts will guide their selections, up from 84% last year.

Marketers Prepare for Shortened Holiday Shopping Season
MediaPost
October 18, 2013

With Thanksgiving Weekend and Hanukah colliding so late in November, there is a much more condensed period of time for shoppers to make their end of year purchases, which creates a huge opportunity for online retailers to help shoppers save time through the convenience of online shopping.

Infographic: Facebook’s Role in Holiday Shopping
AllFacebook
October 18, 2013

2012 Thanksgiving Day Weekend statistics around Facebook, including: 16.3% of Black Friday shoppers looked for promotions and deals on Facebook, the top 500 online retailers saw a spike of 240% in Facebook referrals on Cyber Monday and 86% of retailers planned to use Facebook in holiday promotions.

Cloudy Forecast for Holiday Spending Prompts More Promotion
NY Times
October 20, 2013

Following the government shutdown, analysts are predicting that consumers could trim holiday budgets by about 2%. This means that marketers should be heavily pushing promotions in order to gain spend.

As Internet Takes Holiday Lead, Stores Go on Offense
MediaPost
October 23, 2013

For the first time, American consumers say that the Internet is most likely the destination for their holiday shopping.

Don’t Leave Mobile Out in the Cold This Holiday Season
DMNews
October 25, 2013

This holiday shopping season, marketers are leveraging mobile technology to assist with showrooming, creating a more personalized experience for shoppers and are using mobile wallets.

Industry News

Do Cross-Platform Campaigns Yield Results?
eMarketer
October 22, 2013

A study conducted by TiVo, dunnhumbyUSA and Comcast Media 360 tracking a cross-platform CPG campaigns that used TV, display and video ads found that sales lift during the promotion was highest among those who had viewed the campaign on both TV and digital channels, reaching 12.4%. Those who had seen the campaign solely on digital channels had only a 1.6% sales bump. This indicates that cross-platform campaigns do yield positive sales results.

Affluents Spending More Online this Year
MediaPost
October 24, 2013

A recent report by Martini Media showed that people making $100,000 or more were 90% more likely to make a purchase online than non-affluent consumers, and they spent 8% more than those earning under $100,000; were 16% more likely to visit a luxury retail site, and spent 20% more on luxury retail sites.

Is Cross-Screen Marketing the New Mobile-First?
Mobile Marketer
October 25, 2013

Cross-screen marketing has taken the place of mobile-centric campaigns in terms of priority. Marketers recognize that mobile is not necessarily the first screen that consumers engage with their brand, so they have begun to focus on a more holistic approach, despite challenges experienced around measurement.

Nielsen: Big Ad Spenders Keep Wallets in Pockets
MediaPost
October 29, 2013

According to Nielsen, big spenders in advertising are holding off on big increases in ad spend, but emerging markets are trending toward increased advertising spend. Worldwide, companies are increasing spend as markets recover from the recession. Latin America was up 13.1% in media spend; Asia Pacific had a 6.4% increase; the Middle East and Africa boosted spend by 3.9%; and the U.S. increased ad spend by 2.7%, while Europe saw negative spend: down 6% in the first half.

Global Ad Spend for Automotive Dips, Industry/ Services Rises
MediaPost
October 29, 2013

Automotive and financial media spenders pulled back on ad spend for the first half of the year, down 3.1% and 1.7% respectively, while industry and services grew 7.2% and consumers goods gained 5.7% in the period.

Retail Spending Turns Halloweenish
MediaPost
October 31, 2013

According to a survey by ooVoo, Halloween is Millenials’ favorite holiday, meaning there is a “significant opportunity for brands beyond candy makers and costume designers to connect with Millenials through Halloween promotions or product offerings.”

Social

Facebook Debuts “Objective-Based” Ad Buying, Reporting
MediaPost
October 8, 2013

As a part of their effort to simplify advertising on its site, Facebook rolled out updated tools for creating and tracking ads. The change will help marketers to map campaign objectives more closely to specific ad types and sizes on Facebook, and will provide more flexibility on ad placement.

Facebook Debuts “Objective-Based” Ad Buying, Reporting
MediaPost
October 8, 2013

As a part of their effort to simplify advertising on its site, Facebook rolled out updated tools for creating and tracking ads. The change will help marketers to map campaign objectives more closely to specific ad types and sizes on Facebook, and will provide more flexibility on ad placement.

Instagram Rolls Out In-Stream Ads as Facebook Seeks to Boost Mobile Revenue
AdAge
October 24, 2013

Advertisers are now able to show in-stream ads, or photos, on Instagram to people who do not follow that brand.

Twitter Sets Pre-Market IPO Price, Focuses on Mobile, Content
MediaPost
October 25, 2013

Following its IPO, Twitter plans to expand its user base across geographies, develop and improve its mobile applications, and build and acquire new products, as well as enable the platform to integrate more content and continue to leverage partnerships with traditional media outlets. It plans to improve the targeting capabilities for advertisers, develop new advertising formats, and open up the platform to additional advertisers through the expansion of the self-serve platform in different geographies.

Facebook Ads are Killing It: But Why?
Digiday
October 28, 2013

Facebook’s new in-stream ad units are generating above usual CTRs of over 1%. This article discusses why the results are stronger and what it may mean for the future of digital advertising.

Mobile

Yahoo Outpaces Google in Mobile Search
MediaPost
October 9, 2013

Yahoo now sees 31% of its searches on mobile devices, slightly outpacing Google at 30%.

Internet, Mobile Ad Revs Hit $20B
MediaPost
October 9, 2013

According to the IAB, Internet ad revenues reached a record $20.1B in H1 2013 – an 18% increase over last year’s first half ad revenues of $17B.

AutoTrader: Car Shoppers Go Mobile
MediaPost
October 11, 2013

According to a report from AutoTrader, by 2018, 50% of auto shoppers will use smartphones to research and purchase vehicles.

Showrooming Is Not a Threat to Retailers’ Revenue: Stats
Econsultancy
October 23, 2013

A recent study from Columbia found that 70% of ‘mobile assisted shoppers’ viewed products in-store, and then made their purchases online. Rather than gripe about lost business, these retailers should be leveraging their consumers’ mobile use in-store to target them with an app or advertising in order to create a more positive in-store experience.

The Future of Mobile and In-Store Shopping
iMedia Connection
October 24, 2013

Illustrates how the retail mobile experience will evolve as we become more connected and as big data allows for personalization.

Search

Google, Apple And Facebook Are At War Over ‘Latent’ Search — A Business That’s About To Be Huge
Business Insider
October 6, 2013

Search is conducted by showing the results to a combination of individual keywords, however, Google, Apple and Facebook have and are developing tools that that will allow search to yield results based on natural speech. This is evident through Facebook’s Graph Search, Google’s Hummingbird algorithm change and Apple’s Siri.

Google PLAs Tell Me What Local Stores Have Those Jimmy Choo Flats In Stock
MediaPost
October 7, 2013

Google announced a new feature to PLAs called local storefront, which indicates the local product availability of items in stores within the vicinity of the searcher.

Google Rolls Out AdWords Ad Rank Algorithm
ClickZ
October 24, 2013

Google is updating and improving its AdWords Ad Rank algorithm to take into account new ad extensions and formats, which can affect the positioning of ads on the search results page.

Google Cranks Up Ads In Search As Keyword Prices Decline
AdAge
October 25, 2013

Google is testing banner ads in search results. If implemented, these banners would push search results down the page and allow the advertiser to consume more space on branded results. These could in turn attract more search spend from big brands on the search engine.

Google Hides Search Terms from Publishers, Marketers
AdAge
October 28, 2013

Google announced last month that it would limit the information publishers would receive on keywords driving organic traffic to their websites.

Display

Let’s Use Data Not Just to Target Ads, but to Make Ads Better
AdAge
October 2, 2013

In his AdAge byline, Chris Hansen makes an argument that user-level, purchase data or assets can assist marketers in crafting a cohesive, engaging, creative display advertisement for each customer rather than just using that data to target appropriate users.

More Brands Are Using Real-Time Bidding to Buy Ads: Report
ADWEEK
October 18, 2013

According to a report from Casale Media, the number of brands using RTB increased by 69% in Q4 of 2012, which strengthens the argument that programmatic is here to stay.

Real-Time Bidding: Retail Easily the Top-Spending Sector in Burgeoning Market
Marketing Charts
October 24, 2013

When it comes to RTB, retail is by far the largest spender, compared to auto, financial, telecom and travel. A recent report by Magna Global indicated that the US is the world’s largest programmatic market with $3.9B worth of display-related inventory being sold through RTB platforms of the $6.1B spent worldwide. Magna estimates that by 2015, the spend will be triple the amount that it is now.

Publishers’ Revenues from Audience Extension Poised to Double in 2014
Digiday
October 25, 2013

Audience extension, the process of using programmatic advertising techniques to allow marketers to buy ad inventory targeted to a particular publisher’s premium site audience elsewhere on the Internet, revenue has doubled in 2014 and half of digital ad buyers plan to spend more on the technique next year.

Survey: 50% of Marketers to Increase Retargeting Spend
Digiday
October 28, 2013

According to a Chango-Digiday Remarketing Barometer survey, 50% of respondents indicated that they plan to increase their budgets for retargeting over the next six months. Compared to similar surveys over the last couple of years, marketers have incrementally invested more time and money into retargeting and it is now a much more integral part of their marketing efforts.

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