Recently, Instagram announced a new suite of tools for brands, addressing the need for measurement of paid and organic content on the very popular photo sharing app.
Before Facebook could tout their extensive capabilities for tracking and measuring advertising impact, marketers and the ad industry were very critical of social because success was difficult to quantify, putting its value into question. But then we could measure the impact of Facebook (paid and owned) advertising as a standalone and while looking at the full conversion path of a consumer and now social is a critical channel in the marketing mix.
Instagram has clearly learned a valuable lesson from its owner’s past, and has made the rollout of analytics a priority for its business users. Now that marketers will be able to track how they’re increasing brand awareness, the performance of paid campaigns and engagement across various ads and campaigns, Instagram immediately becomes more valuable to marketers.
Now that we have the measurement covered, why is Instagram a necessary component of the marketers’ media plan?
- Viewability Unless you are in a mad dash for the bottom of the feed, scrolling through Instagram photos is pretty steady and controlled, meaning people are almost always going to view your ad because it consumes the entirety of the page – this is just the nature (and layout) of the beast.
See? Pretty hard to miss.
- Audience With more than 200 million active monthly users on Instagram, the audience reach is incredible. Because the app is linked to Facebook, the first party data is extremely rich, allowing marketers to hone in to very specific segments based on demographic, geo, interests and more.
Predictions for Instagram’s Future
- Instagram will become an attributable step on the path to conversion. The next logical step for Instagram would be the ability to click through to websites from ads, allowing marketers to quantify DR efforts.
- Instagram will integrate with platforms, like IgnitionOne’s Digital Marketing Suite.
- Paid ads on Instagram are very expensive and prices probably won’t decrease much. Instagram inventory is and should be limited, but ad analytics is giving advertisers a look at WHY Instagram is such a powerful tool for branding and eventually for direct response.
Here at IgnitionOne, we’re pretty proud of how we have been able to innovate to make marketers’ lives more simple. One of the ways that we do that, and something that is truly the heart of our operation, is by using really rich, well-rounded data in order to bolster marketing efforts for our clients.
A new feature that we highlighted today, Profile Exporter, is yet another way that we are giving our clients the opportunity to provide a more personalized experience for their customers, which in turn, improves performance. The feature enhances CRM and email initiatives by augmenting declared profile information with undeclared data (such as Engagement Score, product interests, and browsing behaviors) to create a better view of an online customer. By filling in these gaps, marketers are able to provide more relevant interactions to enhance efforts.
Mini- Case Study
We recently worked with Philips to increase email marketing driven conversions. Using the Profile Exporter, IgnitionOne was able to match existing declared profile information, such as email address, with undeclared data, such as Engagement Score, product interest, recency parameters and frequency parameters. This allowed Philips to hyper-target users with a high propensity to convert, customizing email subject lines and email content that spoke specifically to the products that they were interested in. As a result, Philips saw a huge increase in its KPIs: a 250% uplift in CPA, a 340% uplift in CTR and 90% increase in open rate.
Today IgnitionOne announced full support for Google Shopping Campaigns, meaning retailers can now manage, optimize and report on their shopping campaigns within the Digital Marketing SuiteSM (DMS). Uniquely, we are able to optimize Shopping and text ad campaigns together within the same SPOT (or Predictive Bid Optimization) group, allowing marketers to forecast campaign performance at different spend levels and automatically optimize bids accordingly. This gives marketers the ability to maximize ROI to get the most out of their marketing efforts.
This comes ahead of Google’s implementation of changes to its PLA product. Retailers can now (and must adhere to) manage their product feed and targeting within the AdWords ecosystem – and IgnitionOne is ready and able to assist with this transition. By integrating Google Shopping Campaigns into the DMS, retailers can reap the benefits of fully integrated paid search campaigns and have the ability to predict performance of all ads holistically at a specified spend and optimize accordingly.
Other key features include:
- Campaign Management allows marketers to create and edit shopping campaigns, ad groups and ads, and manage bids on Product Groups.
- Feed Management gives marketers the ability to specify a Merchant Center feed and track URLs for Google Shopping products.
- Robust Analytics provide insight into Campaign reports, Ad Groups and Ads reports, Product groups, and product detail reports.
- Predictive Bid Optimization forecasts campaign performance in advance at different spend levels and optimizes automatically.
- Mobile Support brings retailers’ products to consumers on the devices they use the most
Read our press release here.
Last week, the Golden Bridge Awards announced the finalists for their Business Awards. IgnitionOne was shortlisted for the category Innovations in Technology for the LiveMarketer 3.0 platform, alongside 19 other innovators, including Netmining. Winners will be announced on September 8th.
In addition, IgnitionOne’s work with La Quinta Inns & Suites was given an award for PR & Marketing Campaign of the Year (in Hospitality and Travel).
The coveted annual Golden Bridge Awards program with active participation from a broad spectrum of industry voices, encompasses the world’s best in products and services, innovations, public relations and marketing campaigns, and more.
IgnitionOne was also shortlisted in two categories: for the Digital Entrepreneur Awards 2014 for the Most Creative Use of Technology and for Digital Business of the Year.
The Digital Entrepreneur Awards recognize online talent in the digital industry. For nine years, it is the only national award that honors Internet entrepreneurism. The awards are meant to congratulate companies who foster digital advancement. Winners will be announced in October.
Today we announced a major enhancement to the Digital Marketing SuiteSM (DMS): Analytics 2.0. The new version of the platform offers a new proprietary “Focus Heat Map” to help marketers quickly discern areas of importance based on performance. The new system also increases the speed of reporting by over 50% and adds significant flexibility of analysis of digital marketing and advertising data that marketers need to track and optimize their efforts. With intuitive visualization features, important trends and data points become instantly actionable.
The offering is foundational for ongoing innovations across IgnitionOne’s analytics solutions from attribution, to media mix modeling, to advanced audience analysis and includes unique differentiated functionality. Key features include:
- Focus Heat Map, an algorithmic, color-coded schematic showing areas of needed focus, giving marketers a powerful and straightforward way to improve campaign performance.
- Improved workflow with a simplified interface to see all important data in one place and tools built to tackle huge datasets. Users will save hours of data crunching with new reports and features.
- Powerful fast reporting with a brand new, charting system delivering data 50% faster. Marketers can also benefit from industry-first insights across attribution models and engagement metrics.
- Visualization tools that highlight what data is important to identify successes or determine problem areas through robust at-a-glance reporting tools.
Click here to learn more about Analytics 2.0.
Today, IgnitionOne released its Q2 2014 report, which delves into the digital marketing trends from this quarter.
Key findings in the report:
- Q2 continues growth for search – With year-over-year (YoY) growth slightly accelerated over the previous quarter, US search saw advertising spend up 9% when compared to Q2 in 2013.
- Smartphones level the mobile device playing field – Smartphone spend is now nearly equal to tablets as both mobile devices combined comprise 27% of total US search spend. Spending growth YoY for tablets is up 47% while smartphones spend is up 173%.
- Google regains engine market share– The Yahoo!/Bing Network lost some US search market share in Q3, down to 21% of spend vs. Google’s 79%, reversing several previous quarters’ small growth.
- Product Listing Ads (PLAs) – As marketers begin to move to Google Shopping Campaigns by this August, Q2 PLAs comprised 32% of total search spend, 34% of total clicks and 27% of total impressions for those advertisers who leverage both PLAs and paid search.
- Partner networks dim– When compared to the primary search networks, partner network performance has taken a hit with impressions down 37% and clicks down 27% YoY due to the decrease in efficiency with almost all metrics down when compared to the main search sites’ metrics.
- Programmatic inventory shifts – Facebook Exchange (FBX) continues to grow and is now a sizeable 18% of display spend (up from 8% in Q2 2013). FBX is now responsible for 42% of impressions, 66% of clicks and 36% of conversions.
Read the full report here.
Marketing leaders remain in the hot seat, with increased pressure to deliver higher ROI, better brand engagement and growth. At the same time, the marketing landscape has increased in its complexity.
Last week, Roger Barnette, President of IgnitionOne, and Brian Deagan, Global Business Director of the DMP, hosted a webinar that detailed what will soon become central to the future of marketing. In the webinar, Barnette and Deagan cover the utilization of user data and how to navigate the integration issues, privacy challenges and strategic efforts associated with digital marketing.
This information-intensive webinar isn’t something you will want to miss. You can watch the whole thing here.
On Wednesday, Bing announced some changes to its Enhanced Campaigns that substantially affect marketers.
While the change will clearly continue the adoption trend of mobile search advertising, started by Google Enhanced Campaigns (GEC) in 2013, it is unfortunately at the expense of advanced marketers.
Based on our recent experience with Google, we expect this to lead to increased CPCs. Beyond that, what does this mean for sophisticated marketers?
- Marketers with the bandwidth and knowledge to manage their accounts at a granular level will see a reduction in their level of control, as well as a decrease in efficiency.
- Marketers will be required to utilize mobile and tablet bid multipliers at the campaign level, reducing their control of traffic by device type.
- Marketers will not have the ability to advertise to just mobile or tablet traffic. They’ll be required to advertise on desktops even for mobile app downloads, for example, with a bid at least 1/3 of their mobile bid.
- Marketers will continue to have the ability to target, bid and design for tablets as Bing enhanced campaigns has the ability to separately target Tablet traffic (although still only through multiplier bids).
- Significant reworking of accounts will be required, particularly for more sophisticated marketers with larger, more granular structures. The good news is that a lot of groundwork has already been completed due to GEC in 2013.
Read the full report here.
Today IgnitionOne announced Sitelink Builder, a new and intuitive tool that drastically simplifies workflow for search marketers. Sitelink Builder allows marketers to upload, manage and report on sitelinks across multiple campaigns and groups within its paid search solution, a fully integrated module of the Digital Marketing SuiteSM (DMS), making a previously cumbersome task quick and simple for anyone using the DMS.
The innovation simplifies the process of uploading and assigning sitelinks to campaigns and groups within paid search, eliminating countless hours from a search marketer’s workload. The intricate process of adding individual sitelinks to paid search campaigns and groups can now be done in bulk.
- Streamline the creation and editing process of sitelinks by giving search marketers the ability to create, edit text, descriptions, destination URLs and device preferences of multiple sitelinks in bulk. Marketers can create sitelinks independent of campaigns and groups and then later make those associations.
- Easy scheduling of sitelinks with options to run on specific days and times, individually or in bulk.
“Consistent with our principle of simplicity, IgnitionOne’s release of Sitelink Builder is another innovation that gifts the marketer with the ability to be more efficient,” said Roger Barnette, President of IgnitionOne. “IgnitionOne helps marketers shed hours of manpower and resources and makes something that was once daunting an easy task.”
Mobile has rapidly become one of the biggest and most questioned topics in ad tech. That’s why IgnitionOne partnered with AOL to deliver a Mobile-focused Infographic that details specifics regarding third party cookie tracking, cross-device targeting methodologies, and statistics. As we continue to play a role in its application and transformation within the industry, IgnitionOne vows to always keep you in the loop with informative and interesting onesheets, infographics and pieces of thought leadership like this.