All posts by Rachel Peterson

IgnitionOne’s Q3 2015 Report: Facebook Clobbers Google in Display Growth, Yahoo Gemini Brings Big Changes

IgnitionOne’s latest report for Q3 2015 reveals trends in digital advertising metrics, marking the fourth straight quarter of growth in paid search spend in the U.S. Facebook, meanwhile, continues to outpace Google in display growth.

Key findings in the report include:

  • Search spend growth continues – U.S. paid search spend grew 12% YoY in Q3, with click-through rate (CTR) and cost-per-click (CPC) increases pointing to more expensive but efficient ads. Sophistication in mobile advertising may be a driving factor in the spend increase.
  • Mobile search sees slower growth – Shifts in user behavior from tablets/desktop to mobile phones continued to lead to an increase in mobile search spend of 56% YoY. Tablets, similar to desktops, were relatively flat. This is due to the similar ways they’re now managed by users, as well as increased sophistication and interest in mobile traffic. This resulted in 64% of mobile spend share devoted to phones and 36% share going to tablets.
  • Yahoo Gemini brings change – The addition to the marketplace of Yahoo Gemini gives Yahoo the ability sell its own Mobile and Native ads into its own search results while giving it more control. This has implications to the data tracked in this report and tactics for marketers as it increases fragmentation and bifurcation in the market.
  • Facebook outpaces Google as ad costs rise – Facebook continues to grow in spend, up 40% while Google display spend dropped 19%. The cost of Facebook ads also continued to climb, with eCPMs up 33% compared to last year.
  • Programmatic display indicates shift to remarketing – When looking at display tactics in Q3, we see a slight shift toward remarketing ads (targeting ads to users who have visited a site before) when compared to last quarter, coming in at 53% of spend. This is a brief stabilization and a 50:50 mix of remarketing versus prospecting (look-a-like, contextual, custom targeting and reach).

This is the longest continuously running quarterly report on digital marketing trends and is the latest in a series from IgnitionOne, reviewing trends across the online advertising landscape.

Download the full report

Behaviors That Matter: Personalization Based on Data

The importance of a personalized web experience cannot be overstated. In a world where customers already know their data is being mined, they don’t just expect personalization, they’ll avoid experiences that don’t deliver it to them. In other words, if my social media platform exists, I expect to be served ads that are relevant to me, and I expect websites to know what I want even before I do. After all, all of my information is already out there – isn’t it a brand’s job to use it in a way that benefits me as a customer?

Data is the key to successful web personalization, but oftentimes it isn’t used in the most effective manner. It’s vital to set up the correct set of variables that is most relevant to your brand. This can be done by looking at the traffic and engagement you already have on your website, and working backwards from there.

Ask. What patterns are emerging here? Where am I finding trends?

Look at the most popular pages on your website. Determine where that traffic is coming from, and what those users have in common. Your own first party data is the most valuable insight you have because it’s a direct line to your audience. Their actions and origins give you the recipe you need for success.

Target. Determine your targeting variables.

These should be based on the answers you find to the questions above. Variables could include things like location (are most of your users in a few concentrated areas, or more spread out?), device, customer history, and time spent navigating your website. Pay attention to how users interact with every individual webpage or post related to your brand. Mine your data and discover who is always close to clicking the “purchase” button but never does, who buys frequently, when they visit and whether it’s spurred on by a particular event. For example, a customer who visits your site to make a purchase most often around the 15th or 30th of every month may make purchases relative to pay day.  Variables like these  will help you personalize content and experience for multiple audiences.

Personalize. You know your audiences, so talk to them.

When personalizing the content or ads you serve up to your audience, testing is important. Run multiple ads, try out taglines, test headlines and subject matter in your blog posts and social media. There is no magical “one size fits all” personalization guarantee, but thorough A/B testing can help you find the right fit for your audiences.

IgnitionOne Introduces the Ultimate Digital Marketing Dictionary

It could be argued that the digital marketing industry has about as much jargon as NASA – and even more acronyms. In a world focused entirely on communication, our own communication can be confusing to say the least. That’s why IgnitionOne has created the Ultimate Digital Marketing Dictionary.

Webster’s Dictionary of the English language contains roughly 500,000 words, with new ones added every year to reflect the changing nature of our speech. The same is true – admittedly to a slightly lesser extent – with marketing. Our industry has changed rapidly over the past decade with the rise of digital marketing and mobile-first strategy, as well as the instant communication allowed by social media. The internet has a whopping 3.17 billion users*, and with the digital world comes an entirely new set of terms and acronyms that change almost as often as they appear.

The upshot? Our language is changing fast, and it’s important to stay up to date on what means what. So wheter you’re working to streamline team communications or talking with clients and vendors (or just trying to explain your job to an outsider), the Ultimate Digital Marketing Dictionary has you covered.

Register here for your free copy!

 *Source: statistica.com

Spotlight on: IgnitionOne Brazil

With offices in ten different countries, IgnitionOne knows the meaning of “going global”. We embrace the opportunities that come with being an international organization, like learning new languages, experiencing different cultures and connecting with our colleagues across the world.

Over the next few months, we’re going to be highlighting some of our international offices. Today, we’re taking a look at São Paulo, Brazil!

Taking a break after crossfit in the park.
Taking a break after crossfit in the park.

When they’re not out and about, the team works in a great new space. Check out this time lapse video of the mural designed for the São Paulo office by Fabio Cristo, a famous street artist in Brazil.

We’re lucky to have such a great team in South America, and all over the world.

For more information about IgnitionOne, contact us. We’d love to hear from you.

IgnitionOne Highlighted in 451 Report: “Cohesion May Be Tough to Match”

IgnitionOne is the recent topic of a positive report from 451 Research, an independent group that focuses on IT innovation in emerging technology segments. The report explores the capabilities of the IgnitionOne DMS offering as well as an analyst’s view of the company’s potential and value. The independent research was not sponsored in any way by IgnitionOne prior to its release.

 The report notes that in a crowded marketplace, IgnitionOne stands out by its ability to blend benefits from both the marketing and advertising sides of the coin.

 “In its audience management platform,” the report states, “IgnitionOne seems to have found a way to link the disparate components of marketing and advertising software with a cohesion that may be tough to match.”

 Download a copy of the report to read more.

Webinar Highlights: 10 Best Practices for 2015 Holiday Search Strategy

On Wednesday, August 26th IgnitionOne partnered with Boost Media to present the exclusive webinar “Smarter Search Strategies for 2015 Holiday Shoppers.” The webinar included speakers Dave Ragals, Global Managing Director of Search at IgnitionOne, and Rob Lenderman, COO + Co-founder of Boost Media. Over the course of the hour, Dave and Rob covered marketable moments, mobile search statistics, strategic planning, participant questions and the 10 Best Practices You Should Know when it comes to holiday search strategy. Here’s what they had to say:

1. Add at least one mobile preferred ad to each of your ad groups

2. Create and test multiple ad versions

3. Send users to mobile optimized landing pages

4. Utilize ad extensions

5. Highlight mobile-friendly user experience

6. Use all levers provided

7. Account for misspellings

8. Evergreen creative

9. Call tracking integration for click to call features

10. Review brand performance as CPC’s are increasing industry-wide

Ready to learn more about these best practices? It’s not too late to gain access to the full live webinar and presentation. Register for playback here.

It’s time to deliver your best holiday search strategy yet.

iOne Asks: What’s the Best Back-to-School Technology?

Back-to-school season is here, and as our global team prepares to send their kids off for another year (and reminisce about their own school days), we decided to ask: What’s your favorite back-to-school technology, and why would you recommend it?

Here are some of their answers:

An Echo Smartpen! It records audio while you take notes. It’s great for students who have a hard time getting down every important speaking point or focusing for long periods of time.
– Brittany Keele, Account Coordinator
Akron, OH

I would recommend parents to get their children tablets. I did some research during my undergrad on the effects of laptops and similar technology on overall GPA in both high school and college and found that there is a positive correlation with the addition of technology.
– Steven Holden, Algorithmic Media Analyst Intern
Atlanta, GA

I highly recommend the Cozi calendar. It’s a family calendar that can hold everything –soccer games, school events, doctor’s appointments, etc. And it texts the involved family members with reminders! With four kids, it would be impossible without it.
– Desiree Harrison, Director, Human Resources
Atlanta, GA

An indestructible pair of school shoes that can withstand, the relentless smashing of child’s play.
– Oliver Gillies, Account Manager
London, England

Parents instilling respect and understanding into their children before they start school is, in my opinion, far more important than any technology money can buy.  On the other hand, for a secondary school child, I imagine a great piece of back to school tech would be an alarm clock!
– Victoria Lavery, Digital Marketing Suite Sales Manager
London, England

The best technology for parents is the meditation app – “White Noise.”
– Mirek Wasowicz, Country Director Poland & Russia
Brussels, Belgium

Square Cash. With my son off at college, this is the easiest way for me to send him money to any of his accounts; regardless of ACH.
– Dexter Jones, Manager, Business Intelligence
Atlanta, GA

The Tile item tracking devices. Great for finding lost keys, backpacks – and teenagers.
– Patti Renner, Director of Marketing
Akron, OH

 

Register Now for the IgnitionOne August Webinar: Smarter Search Strategies for 2015 Holiday Shoppers

On Wednesday, August 26, 2015, IgnitionOne will host an exclusive webinar that highlights mobile search strategies that marketers will need heading into the 2015 holiday season. Mobile shopping has hit an all-time high and it’s no question that search marketing is on the rise. With the holiday season just around the corner, it is crucial that marketers implement mobile strategies that break through the noise and reach their target audiences.

The webinar, “Smarter Search Strategies for 2015 Holiday Shoppers,” will feature a collaboration between Dave Ragals, Global Managing Director of Search for IgnitionOne, and Rob Lenderman, COO and Co-Founder of Boost Media.

Participants in the webinar will:

  • Gain insight into the latest trends in mobile paid search
  • Explore considerations to impact your strategy development
  • Learn how to optimize ad creative for mobile and why context matters
  • Discover the 10 best ways to engage holiday buyers

“Smarter Search Strategies for 2015 Holiday Shoppers,” takes place on Wednesday, August 26 at 1:00 p.m. ET. Registration ensures access to the recorded playback.

Sign up now!