IgnitionOne UK kicks off the New Year at IAB UK

IgnitionOne UK Managing Director, Simon Haynes, presented at the IAB New Year New You Seminar. The seminar focuses on what marketers should be doing with their digital marketing in 2014.

IgnitionOne presented on Marketing Automation: Moving Beyond the Buzzword (or buzzwords as the case may be). Haynes presented on how the data that brands can get every day from their website can be used to automate digital marketing campaigns in real-time.

You can see Simon’s presentation here and some photos from the day below:

You can view all the presentations from the event on the IAB UK Website and all the photos from the event on the IAB UK Flickr Channel.

ABC UK issues EDAA Trust Seal to IgnitionOne

IgnitionOne has received its EDAA Trust Seal. This shows that IgnitionOne is in compliance with the EU Self-Regulatory Programme for Online Behavioural Advertising (OBA).

“IgnitionOne is committed to providing transparency about how individuals’ online behaviour is being used and educating them about their online choices. The EDAA Trust Seal is another way that we can confirm to our clients, their customers and the boarder industry our promise to be responsible members of the online community.”

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The EDAA Trust Seal comes two months after IgnitionOne was the second company to be verified under the IPA-ISBA Brand Safety Initiative, which is recognised by the Digital Trading Standards Group.

IgnitionOne is also a sponsor of the The Drum Digital Trading Awards 2014, which recognises the display and trading side of digital media and will reward the most transparent and effect digital campaigns.

You can read the full press release on the EDAA Trust Seal here.

What Are You Doing with Attribution?

Attribution is a hot topic. Every digital marketer talks about it. But what are you doing with attribution? Cross-channel tracking solutions, like the IgnitionOne Digital Marketing Suite platform, collect data across various online advertising channels and attribute transactions according to a pre-determined, fully customizable model. But how can you use this analysis to optimize your digital presence? First, identify which data is valuable to your company. Next, interpret the data, and last, answer this question:  How is attribution actionable for my company or client?

 Use the exposure path for budget allocation.

Determine your campaigns’ primary KPI (key performance indicator) and determine how each channel contributes to your overall goals.

Idea 1: Maximize your investment in channels that drive conversions with a single exposure. This means the consumer sees a single ad, e-mail listing or organic result, clicks and converts. These channels should be fully funded until they reach diminishing returns. For example, 32% of single exposure transactions for an IgnitionOne hotel client are driven by paid search brand terms. Our analyst team has maximized investment in brand campaigns to ensure all of the potential single exposure transactions are captured.

Idea 2: Invest heavily in channels that appear often as the last exposure in the path to conversion. In multi-exposure conversion paths, each step is important, but the last exposure “closes the sale”. For the hotel client, the last exposure is a remarketing view in 23% of multi-exposure transactions, so our display team has maximized investment in display remarketing to ensure display remarketing is not limited by budget.

Idea 3: Evaluate assist value when allocating your remaining budget. Not every channel will drive single exposure conversions or show up as the last exposure in a multi-exposure conversion path. Some channels provide value as upper-funnel tactics. For the hotel client, display prospecting is used to build awareness for promotions and events. After the awareness builds, the demand is captured through channels that drive direct conversions, like paid search brand and organic search. Allocate a portion of your budget to channels that assist conversions and build awareness.

Use latency to drive your paid search bidding strategy.

Chances are you already consider inventory and availability constraints for retail, travel and other clients, but are you factoring latency into your bidding strategy?

The first exposure usually determines the latency to conversion you can expect in a particular conversion path. When the first exposure on a conversion path is a display prospecting view, the conversion path will be longer than when the first exposure is an organic or paid search brand click.

Example: The average booking window for the hotel client is forty days, which means the average consumer books his hotel room forty days before he plans to travel. Our analysts consider the hotel’s vacancy when bidding on paid media and planning display campaigns, to limit unnecessary spend forty days before dates when the hotel is completely booked. Additionally, the team uses latency trends to further optimize. The average latency to conversion for a single exposure path is less than two days, while the average latency to conversion for a multi-exposure path is eight days. Serving display prospecting ads, which generally have a longer path to conversion, would be most effective around forty-eight days prior to high vacancy dates (forty day booking window + eight day expected latency to conversion.) Paid search brand ads often drive single exposure conversions, so bids are maximized around forty-two days prior to high vacancy dates (forty-day booking window + two day expected latency to conversion.)

Use A/B testing to optimize your media mix model.

You have probably run advertising campaigns on paid search brand and non-brand, display prospecting and remarketing, e-mail, organic and social channels. Are all of these channels right for you?

A/B testing is risky, but the payoff is worth it. The goal of A/B testing based on attribution is to reroute traffic from a less efficient channel to a more efficient channel. The risk lies in temporarily cutting off or limiting spend on a particular channel. If your hypothesis that traffic can be routed to a more efficient channel proves to be true, you should consider altering your media mix to improve overall performance.

Example: The hotel client has recently optimized their organic presence. The cost of optimizing organic is far less than the variable cost of running a robust e-mail marketing campaign. The proposed test is to stop sending e-mails for a period of time and to analyze subsequent traffic and conversion trends. If the traffic is rerouted successfully to the more efficient channel (organic search in this case), then e-mail spend will be limited in the future.

Use attribution analysis to drive actionable results. As a starting point, use exposure paths to allocate your budget, analyze latency to add another layer to your bidding strategy and do not shy away from A/B testing. The possible applications of attribution analysis are unlimited, but the real value is when you start converting big data into big results.

Yandex: Google’s Russian Rival

The Russian Internet company Yandex has been popping up in tech industry news quite frequently. Yandex has the largest market share in Russia and is the third largest search engine market in the world. According to Search Laboratory’s infographic, Russia is a great ecommerce opportunity for foreign online retailers because they have the most internet users in Europe (more than 60 million). You may not have heard much about the company before, however you should take an interest in Yandex if you are an online marketer. Yandex is rapidly growing both in Russia and globally, and has been deemed the Google of Russia.

Yandex operates the largest search engine in Russia with almost 60% market share. They have over 95 million monthly users with more than 150 million active searches per day. While their main function is search, they offer a variety of other Internet services such as market, news, photos, videos, and blogs, making Yandex’s website even more appealing to its users.

Interested in advertising on Yandex? There are a few things about Yandex Direct that you should know first:

  • Yandex does not have Ad Groups
  • Ads are called Banners and Keywords are called Phrases
  • Different ads can be targeted to the same keyword sets
  • All Yandex ads are served in Russian
    • While Yandex does have a US search engine page in English, no search ads are served if they come from Yandex Direct
    • Location targeting is available worldwide but with more granular location targeting available for Russia, Ukraine, and CIS countries
    • Ad structure is 33 characters for ad title and 75 characters for ad text
    • Yandex only offers one display URL (unlike Google or Yahoo!Bing which offer 2 URLs)
    • Yandex’s main currency is “units” which is a Yandex specific currency. 1 unit= 30 RUR
    • Advertisers bid on ad placement differently depending on the desired position. The positions available are:
      • top, side (3 positions), or bottom of the page

Below is an image of Yandex’s search engine page with the different ad positions:

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While Yandex may have some differences when compared to the search giant Google, it is gaining traction, and quickly. In Q2, Yandex had 239,000 active advertisers, a 6% increase from Q1. With Yandex’s continued success, more and more advertisers and searchers are frequenting the site to find information and to serve ads to potential customers.

What has TV Learned From Digital?: Episode 2.1 of Digital Marketing Speaks

Digital Marketing Speaks, IgnitionOne’s video series where our outspoken CEO meets with equally outspoken industry luminaries to delve into the latest trend and issues, is back with a new interviewee.

In episode 2.1, IgnitionOne CEO, Will Margiloff, speaks with Dave Morgan, CEO and Founder of Simulmedia. In the first episode of this interview Will and Dave discuss Simulmedia and what TV has to learn from digital .

Watch the video and learn more.

This is just the first in series of clips with Dave Morgan, so stay tuned…

IgnitionOne Q4 report – PLAs take center stage

IgnitionOne’s new report covering trends across digital marketing reveals positive growth for digital marketing. Product listing ads (PLAs) represented a significant area of growth in the final quarter of the year coinciding with the holiday shopping season.

Key Findings:

  • 2013 ends with a strong Q4 for search – Ending with a robust holiday shopping season, US search saw advertising spend up 12% YoY in Q4.
  • Tablet growth normalizes while smartphones soar– Spending growth YoY for tablets is up 82% while smartphones spend is up 253%. The normalization for tablets is likely due to Enhanced Campaigns limiting targeting for the device type, which many advertisers had already been invested heavily in Q4 2012.
  • Yahoo! Bing Network holds on to share – The Yahoo! Bing Network held its ground in Q4, with 22.7% of spend vs. Google’s 77.3%, just a hair up from last quarter’s 22.6%.
  • Product Listing Ads (PLAs) grow in prominence – For US advertisers who leverage PLAs Q4 impressions for the ad product grew by 380%, clicks grew by 312% and spend grew by 618% compared to Q4 2012. During Q4 for these advertisers, PLAs accounted for 10% of impressions, 13% of the clicks and 16% of the total spend. PLA growth significantly outpaced traditional search PPC ads.

IgnitionOne’s complete Report can be downloaded here.

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This report is the latest in a series of IgnitionOne whitepapers reviewing trends across the online advertising landscape. Previous whitepapers and quarterly reports can be downloaded at bit.ly/ignitiononeresearch

2014: Digital Marketers, What’s Your Word?

It’s a whole new year already. I know it’s clichéd to say it, but it seems like we just started 2013. Like it or not, it’s 2014 so let’s make the most of it.

I originally started thinking of New Year’s resolutions for digital marketers, but then I spoke to a few people who instead of personal resolutions they choose one word to focus on through the year. Maybe that word is “Appreciate” or “Patience” or “Success,” etc. I thought it was an interesting experiment that we may think about for Digital Marketers too.

Here are some great options to get you thinking:

Simplify: Whether we are talking about all of the technology marketers use every day or about the siloed data sets that don’t talk to each other, marketers face great complexity. This year choose to focus on simplicity. What would it take to bring things together and what would be the benefits?

Wisdom: We as people and as marketers often only see what’s right in front of us. It’s the old problem of not seeing the forest for the trees. Step back and get a full picture of how your efforts are working together. What is the full path your users take before converting? Are you spending your budget where it is most effective? How do you know?

Innovate: We can never improve if we rely on our old ways, accepting past results and “good enough.” This is the year to push the limits of your marketing, to test new methods, to go beyond good all the way to great. But of course it is not always easy – “If it wasn’t hard everyone would do it.” Go out and blaze new trails in 2014!

So what will be your word? Pick a good one and live by it this year. I’d love to hear what you choose. Please share here or tweet us at @ignitionone . Happy New Year!