Tag Archives: Apple

iOS Ad Blocking: Where It Is and Where It’s Going

Keith PetriBy Keith Petri
VP, Strategic Partnerships 

 

The old-aged saying holds true: “If You’re Not Paying for It; You’re the Product.” Unfortunately the general public often forgets this and in today’s digital age internet and mobile users have grown accustom to free content and apps. Publishers have significant overhead to either staff a news room and/or develop these engaging experiences – and to keep the lights on and retain their employees they must generate revenue – more specifically, ad revenue.

With over 144m active adblock users globally – nearly 70% growth y/y reported in June 2014 – adoption has scaled significantly thanks to the increased availability and ease of installation. A significant portion of the growth in 2014 was due to Google Chrome, which led adoption during the same period by almost doubling in use (source: http://blog.pagefair.com/2014/adblocking-report/).

With Facebook recently announcing Instant Articles and Apple following suit with curated content through Apple News and rumors of iOS v9 enabling adblockers by default in safari, digital publishers who have already adjusted from the massive shift from traditional print media are again pinned to creatively generate enough revenue to remain in the black. The move is strategic by the large walled gardens enforcing them, as ad units and revenue can still be generated within their own ad networks. Unfortunately, the publisher is left to fend for themselves and determine how to produce enough high quality content to drive direct visits to their own app on iOS or wholly owned website on Android – where revenue gleaned from ad units goes directly into their pockets.

Meanwhile, Google is hard at work with Twitter to create a new kind of web link and storage system that would allow articles and digital stories to load in a matter of milliseconds, attempting to remain top-of-mind with publishers who may be tempted by the proprietary platforms being rolled out by Facebook and Apple.

While Apple & Facebook are offering consumers a more streamlined, consistent, and stable browsing experience, they are minimizing the importance of publishers to the continued success of their ecosystems. Without content there is no reason to engage in either platform – and content can only be produced when we pay talented writers and editors to work.

What Marketers Can Expect from Apple’s New Products

It’s been about 2 weeks since Apple announced its latest products: the iPhone 6, iPhone 6 Plus and the Apple Watch. There’s been much buzz about how consumers can use these products, but they also present several opportunities for brands.

Here’s what you should keep an eye on:

Larger Screen Sizes: Many consumers prefer the bigger screen for browsing the web, playing games, etc. Apple has now answered that demand giving the new iPhones a 4.7 inch and 5.5 inch screen size, respectively, which will likely give a boost to digital video advertising as well as social media engagement via mobile. In the mobile inbox, the larger screen size means that more emails are visible within the inbox and more characters are visible in the subject line and preheader text. (Here’s a past look at how email subject lines render on mobile devices for context.)

NFC: Near-field communication (NFC) and ApplePay are included in these new phones. Though a few retailers have stated they won’t accept ApplePay, the service still has several benefits for marketers. Retailers could include ApplePay in their mobile apps, allowing consumers to purchase and pay for items right from their devices as well as giving the brand the opportunity for regular communication with its customers. The watch is said to also be equipped with NFC. The technology also provides marketers with the opportunity to capture more data.

iOS8: There are a few new features to keep in mind with iOS8. The new OS allows users to locate which apps are draining the phone’s battery. If your app appears on the list, it’s a likely assumption that it will be deleted. The ‘Quick Website Search’ feature remembers which sites users search frequently. For example if a user frequently searches Amazon and they’re looking for dog food, they can type ‘Amazon dog food’ into Safari to view all the results from Amazon. Because Google search results are eliminated with this feature, marketers need to factor this into their search strategies.

Weekly News Roundup

Here’s What GroupM’s Big Change Means For The Ad Exchange Market

GroupM recently decided to stop buying online ads from open ad exchanges because of lack of transparency and quality of ad inventory. Critics are concerned that GroupM will not follow through with this. Instead of buying through open ad exchanges, GroupM will purchase ads directly from publishers and private exchanges. The article claims that GroupM’s top clients do not spend as much money on these open exchanges anyway, so the pressure on this move will not be too great.

Global Ad Revs Expected To Hit $516B In 2014

Analysts are expecting global advertising to achieve its greatest growth in 2014. The World Cup, Olympics, and the U.S. midterm elections have contributed to this growth. The U.S. alone is contributing 6.0% revenue growth. Television comes in first with the most in percentage gains at 40.2% market share. Programmatic buying, including RTB for display, social and video campaigns, will reach $18.4 billion. Overall, the global ad revenue is anticipated to reach $516 billion this year.

“Moneyball” vs. Creative: Where Data and Marketing Collide

It takes creativity to have successful marketing efforts, but the data behind it must not be left out. An impactful marketing campaign must have the right data mixed with the right creativity. The article states that, “there is no (one) best idea;” opportunities are limitless.

Mobile Marketing Over Email is Becoming Vital

Half of all active users on the web are now opening email on the their mobile phones, increasing the popularity of mobile marketing. Studies show that this percentage will increase in the future. According to the article, the most popular devices that are used during these transactions are Apple’s iPhone and iPad. Mobile advertising is becoming a huge part of the digital advertising industry. If companies do not jump on board, they may get left behind.

Google Study Claims Search Ads Improve Awareness

According to Google, search ads improve brand awareness. Because of this, paid search is becoming even more useful to businesses. In a sample tested to see the effectiveness of paid search, Google secured this claim:

Mondelez, Heineken Take The Programmatic Bull By The Horns

Programmatic buying has become a hit for big named brands. Brands such as Kimberly-Clark, Kellogg’s, American Express, Procter & Gamble, Allstate Insurance, 1-800-Flowers, Unilever, and Mondelez International have emerged on the exchange trading platform. The idea is to now create a more effective model that works for agencies.

Rolled up newspaper on white background
Source: Come And Take It America

IgnitionOne’s May Industry Digest

IgnitionOne in the News

US Mobile Paid Search Spending Rockets Upward in Q1
Internet Retailer
April 1, 2013

US Smartphone Search Spend Jumps 113% YoY: Study
Mobile Marketer
April 1, 2013

Mobile Search Spend Up by 113%, Says IgnitionOne
Mobile Marketing Magazine
April 1, 2013

As Web Search Goes Mobile, Competitors Chip at Google’s Lead
NY Times
April 3, 2013

Four Reasons Google’s Stock is Slowing Down
Forbes
April 4, 2013

Addition of IgnitionOne Fires Up the Yahoo! Bing Preferred Partner Program
Yahoo Advertising
April 23, 2013

The Contrarian View: Four Reasons to Sell Google and Buy Apple
The Motley Fool
April 23, 2013

IgnitionOne Exec: Retailers Are Quickly Moving Budget Into Mobile Search
Mobile Commerce Daily
April 25, 2013

President of IgnitionOne, Roger Barnette, was one of several panelists on a Mobile Commerce Daily webinar. This article highlights some of his contributions regarding what retail clients are seeing in terms of engagement on mobile devices.

Ad-E: Life on the Road, Advice from Search Industry Insiders
DataPop
April 25, 2013

Fun Q&A with Chris Knoch, VP Strategic Solutions at IgnitionOne and DataPop’s Ad-E.

Future of Search Integrates Information with Social
MediaPost
April 29, 2013

IgnitionOne’s involvement with the Search Insider Summit is mentioned.

Thought Leadership

Spring Cleaning, Integrated Marketing Style
MediaPost
April 3, 2013

Roger Barnette, President of IgnitionOne, suggests that marketers straighten up all of the ad technology solutions assembled during the winter, much like the ritual of cleaning in the spring in order to improve digital marketing efforts.

Conversion Optimization and Engagement Scoring: A Powerful Combination
Frank Watching
April 4, 2013

Stephan van den Bremer, Managing Director, IgnitionOne Europe, discusses how conversion optimization and engagement scoring work together (in Dutch).

Bridging the Gap: Advertising, Conversion Optimization and Marketing Automation
IgnitionOne
April 4, 2013

The third in a series of integrated marketing webinars, loosely based on our Integrated Marketing Playbook, Filip Lauweres, VP Client Services, IgnitionOne Europe and Stewart Holt, Sales Director, IgnitionOne UK, discuss how digital marketing strategies should convey relevant content and facilitate dialogue with customers through personalization and interaction.

An Elixir for Digital Marketing Health
DMNews
April 11, 2013

Roger Barnette discusses marginal return analysis and how it aids the organization in aligning around a common goal in order to optimize marketing.

What Retailers Can Expect With New Sales Tax Implementation across the US
DigitalMarketingSuite.com
April 1, 2013

Shayna Stewart, Algorithmic Media Analyst at IgnitionOne, discusses the implications that new sales taxes across the US will have on e-commerce shopping trends.

Tag Management: Keeping Clients’ Sites Elite
DigitalMarketingSuite.com
April 9, 2013

Danielle Modesto, Media Supervisor at IgnitionOne, illustrates how proper and improper tag management programs function (or don’t function appropriately), why marketers need tag management and features that marketers should look for when considering tag management.

Predicting the Future… it’s Personal
DigitalMarketingSuite.com
April 11, 2013

Alice Travers, Client Solutions Executive, IgnitionOne UK, discusses how marketers are using personalization to enhance the customer shopping experience.

Anniversary of Innovation
DigitalMarketingSuite.com
April 17, 2013

Joe LaSala, Director of Marketing at IgnitionOne, delves into all of the innovations that IgnitionOne has been responsible for over the last several years, including being the first to: introduce integrated user level scoring, offer predictive portfolio optimization, introduce attribution, and more.

White Lightning
DigitalMarketingSuite.com
April 19, 2013

Eric Carlyle, SVP Knowledge Architect, IgnitionOne, compares IgnitionOne’s Digital Marketing Suite and big data to the process of creating moonshine, inspired by his favorite show, Moonshiners.

IgnitionOne Selected as Yahoo! Preferred Partner
DigitalMarketingSuite.com
April 23, 2013

IgnitionOne is a member of Yahoo! Bing’s Preferred Partner Program, which recognizes us as a leading SEM technology provider who has committed to a higher standard of Bing Ads’ compatibility and advertiser experience.

Five Minutes with a Search Guru
DigitalMarketingSuite.com
April 25, 2013

Lucy Cleary, Marketing Manager, IgnitionOne UK, interviews Judy Chan about search, Google Enhanced Campaigns, and more.

Industry News

CMOs Set to Spend More on New Tech Than CIOs
Wired
April 8, 2013

In order to prepare for the growth of digital marketing and IT tools that are central to their operation, CMOs and marketing teams are going to need IT knowledge to do their jobs. Technologies that marketers are harnessing to learn more about their customer base and make smarter business decisions include data streaming, advanced data analytics, CMS and CRM solutions, web design and development and marketing attribution.

Record Breaking Quarter: Digital Ad Revenues Cross $10 Billion Mark for the First Time
MarketingLand
April 16, 2013

A report conducted by PwC shows a 15% rise to $31.6 billion in U.S. digital advertising revenues in 2012, with Q4 revenues topping $10 billion for the first time.

Google Says “No” to Advertising on Glass
ADWEEK
April 18, 2013

With advertising and paid apps forbidden, it remains to be seen how developers will monetize their apps on Google Glass. Google also banned selling user data for advertising purposes, according to the Business Insider.

Marketers Project Brand Ad Spend To Outpace Direct Response
MediaPost
April 18, 2013

63% of marketers project that the dollars allocated to online brand advertising will grow in 2013, while one in five believe the increase will exceed 20%, according to Vizu, a Nielsen company, and the CMO Council. 51% of marketers also expect spending on direct response to increase in 2013. 41% of those surveyed said their digital direct response advertising budgets will stay the same as last year.

Poll: Targeted Advertising Is Not the Bogeyman
ADWEEK
April 18, 2013

Among 1,000 adults polled over two days in early April, the biggest privacy concern was identity theft (39%), viruses and malware (33%), government surveillance (12%) and cyber bullying (4%), with behavioral targeting a concern for only 4%.

Introducing the Modern Marketing Manifesto
Econsultancy
April 18, 2013

This article outlines the value of marketing and defines what it is to be a modern marketer.

Mobile Soars but Future Appears Multiscreen
Media Post
April 23, 2013

For the first time in 30 years, the PC market is shrinking, and that is due to major growth in mobile devices. The “second screen” is a big opportunity with 80% of young TV viewers (ages 18 to 24) simultaneously using a phone or tablet while watching television.

2012 Ad Spend Up Worldwide, Nielsen Finds
MediaPost
April 25, 2013

In 2012, a year that saw increases in ad spend for 11 sectors worldwide, the telecommunications, consumer goods and media sectors saw the biggest increases, getting YoY increases of 7%, 6.8% and 5.8%, respectively.

Display

How the Banner Ad Was Born
Digiday
April 12, 2013

A really interesting article that traces the history of display advertising back to Hotwired.com and AT&T tells the story of the early banner ad and how it was monetized.

Online Display Ad Spending Up 10% in 2012
Media Post
April 18, 2013

Making up 1.9% of total ad spending in 2012, display advertising rose 9.9% fueled by a 21.2% gain in Latin America.

This Is Why Advertisers Need to Get Serious about Video
ADWEEK
April 28, 2013

Last year, advertisers spent $2.3B on digital video advertising, an increase of 29% over 2011, according to the IAB. Now, advertisers are beginning to notice the impact of video. This article explores successful ventures into video, how marketers are incorporating interactive components and more.

10 Horrifying Stats about Display Advertising
HubSpot
April 29, 2013

This article highlights stats about display, such as being “more likely to get a full house while playing poker than click on a banner ad,” and “about 50% of clicks on mobile ads are accidental.”

Social

Facebook, Twitter, Pinterest, Instagram – Social Media User Demographics 2013
Media Bistro
April 15, 2013

Interesting infographic breakdown of social media demographics.

Display, Social Play More of an “Assist” Role in the Online Purchase Journey
Marketing Charts
April 29, 2013

A recent Google study reveals that in the US, display, social and email each act more as an assist interaction, while paid search acts almost equally as an assist and last interaction.

As Facebook Evolves Ad Offerings, CPCs and CPMs Drop, 
AdExchanger
April 29, 2013

Facebook’s Q1 2013 report showed that CPMs for all Facebook advertisements rose slightly by 3%, from $0.38 in Q4 2012 to $0.39 in Q1 2013. CPMs for desktop ads, or those ads on the right-hand side of the Facebook page, decreased by 24%; CPMs of desktop-only News Feed ads dropped by 18%, and those for mobile-only News Feed ads dropped by 31%.

Mobile

70 Percent of Mobile Searches Lead to Online Action Within an Hour
Marketing Pilgrim
April 8, 2013

iAcquire and SurveyMonkey conducted a study and found that 70% of mobile searches lead to an online action within an hour.

Mobile Advertising Skyrocketed 111% Last Year
ADWEEK
April 16, 2013

An IAB report indicates that mobile advertising spend accounted for 9% of all digital ad revenue last year. 2012 digital ad revenue overall hit $36.6B—a 15% lift compared to 2011’s $31.7B. Digital video also had a huge year, marking a 29% increase ($2.3B total) over 2011.

6 Dangerously Unfounded Mobile Marketing Myths
B2C
April 20, 2013

Despite the myth, mobile is for more than just the millenials’ generation, it is an important component in the marketing mix, it’s good for all business sizes and extends beyond applications. This article explores why these are true.

Worldwide Smartphone Shipments Outpace Dumbphones for the First Time
ars technica
April 26, 2013

Market research firm IDC reported that worldwide shipments of smartphones outstripped shipments of feature phones for the first time this quarter. Overall, the phone market is up 16.2 million units compared to the first quarter of 2012.This statistic further solidifies that mobile is on the move to outpace PCs.

The Data Digest: US Consumers’ Mobile Shopping Behaviors
Forrester
April 26, 2013

Nearly 40% of US mobile phone owners will become mobile phone shoppers by 2017, according to the Forrester Research Mobile Commerce Forecast.

Maps Are for Mobile What Search Is for the Web, Says Waze CEO Noam Bardin
All Things D
April 26, 2013

Noam Bardin, CEO of Waze, says that the latitude and longitude of a location are the equivalent of the URL for a Web page, further illustrating that marketers should be hyper-aware of the needs of consumers when on their mobile device versus those when they are at their PC, influencing what search results should yield for both device types.

Search

Search Gets a Mobile Makeover
eMarketer
April 18, 2013

Last year, desktop search volume declined for the first time while the share of queries from mobile devices reached roughly 20%. The difference in search behavior on the devices mirrors the difference in their usage patterns: more searching happens on the tablet, but it is largely located in the home. Searching on the smartphone is less common, but more likely to happen outside the home and result in an action.

Google Revs Up 31%, Search to Change Dramatically
MediaPost
April 18, 2013

In Q1 2013, Google saw profits rise 16%, earning $3.35B and improved revenue growth in its core advertising business. The number of times users clicked on search ads rose 20% in the quarter, compared with the year-ago quarter, offsetting CPCs, which fell 4%.

One Out of Five “Second Screeners” looks Up Advertised Product Info While Watching TV
Search Engine Land
April 19, 2013

Nielsen released statistics around what consumers are doing on their tablets while watching TV: during a program, 36% visited a social network site, 33% shopped and 29% looked up information related to the TV program being watched. During a commercial break, 36% visited a social networking site, 20% looked up product information related to an advertisement on TV and 13% looked up coupons or deals related to an advertisement seen.

Google Maps Back on the iPhone: What it Means for Marketers

As of Wednesday evening, Google Maps is available to download on the iTunes App Store after a three month hiatus from the iPhone.

Google Maps as we know it was created and designed by Apple, only using Google mapping data. The new and improved version has been completely rendered by Google programmers, meaning there is now potential for new sources of revenue by way of local ads and the ability to tie Maps in with other Google products and services. The precedent has been set with the re-introduced YouTube app that contains video advertising.

According to Daniel Graf, Director of Google Maps for Mobile in his corporate blog post that re-introduces the app, Google Maps “includes detailed information for more than 80 million businesses and points of interest.” For marketers, that is 80 million + advertising opportunities.

Steve Jobs saw Google Maps as a threat to Apple years ago when he began to explore map-related acquisitions and encouraged his team to begin building an application that would compete with its Google counterpart. The culmination of his envisioned product was presumably less (positively) impactful than he imagined.

Apple lovers around the world are defending their Maps application despite blatant flaws and assure us all that the app is getting better over time. But with the excitement generating around Google Map’s availability, it is hard to imagine that they will continue use for long. After only several hours of availability, the app was the most downloaded application in the App Store and within just two days had been downloaded by over ten million iPhone users.

 

 

 

 

Advertisers around the world should cheer. Last month, the iPhone’s market share in the US rose to 48.1%, meaning almost half of the smartphone users in the country had no choice but to use Apple Maps, which does not serve ads. With such negative reception of Apple Maps, a majority of iPhone users will download and use Google Maps, although ad-free now, will certainly be monetized in the very near future.

Where Apple makes its money on its hardware, Google is focused on revenue from its software. The other existing parts of the equation for both companies (software for Apple and hardware for Google) are in place to compete with one another and stay as relevant as possible in the eyes of the consumer.

At the end of the day, Google is in the business to serve ads, and its Map application will do just that, and well, providing advertisers yet another medium for relevantly reaching their audience.