Tag Archives: Chris Knoch

Video Ads, Mobile and Facebook: A Winning Combo?

Facebook announced that it has begun a formal test of auto-play video ads in News Feed on all devices. This is following the testing of non-commercial video in the News Feed that began in September. For the moment, let’s ignore the thought that users may hate this (Facebook users aren’t known to be big fans of change) and talk about what this means for marketers and digital marketing in general.

For years we have been asking if we have finally reached “the year of mobile” – But has Facebook finally put all the pieces together to make it happen? Mobile is interesting. Video is interesting. Facebook goes and puts it together. “Two great tastes that taste great together.”

Facebook has finally made mobile successful by leveraging native ads for relevant, highly contextualized messages in a user’s news feed. The ability to add video in that environment is biggest opportunity in the digital space. But why is Facebook blazing the path here? Facebook has something that gives them a unique advantage for mobile video: A captive and highly engaged audience.

Why do we sit through ads on television (before DVR)? Why do we wait the 13 seconds of promotion before seeing a dog riding a skateboard push a kid into a pool? Because it is content we want to see. We can avert our eyes, but do we?

Facebook knows 48% of daily users are now mobile-only and 23 percent of all time spent on apps in the U.S. is on Facebook. In fact, mobile is expected to be ~$6B of Facebook’s ~$10B in 2014. These users are people invested in seeing what is going on in their newsfeed – whether that is while waiting in line, or commuting, or during down time (a third of Americans use Facebook in the bathroom). They may complain initially about new video ads, but it will not be much of a blocker.

This, of course is if they can continue to keep the advertising socially relevant and contextual.
For marketers this opportunity opens the door to mobile video advertising in a real way. You can expect Facebook to scale this up, tweak it and perfect it quickly. While there will be some growing pains, Facebook is grabbing this opportunity and marketers should think seriously about doing the same.

IgnitionOne’s Industry Digest

This is the most recent issue of the IgnitionOne Industry Digest, created to keep you up-to-date on the latest industry insights and company news.

Announcements

IgnitionOne released the definitive Integrated Marketing Playbook last month. Download it here.

We will also be hosting a series of integrated marketing webinars. Learn more about them and register here.

IgnitionOne in the News

RTB Reprograms the Future of Ad Buying
BtoB
February 4, 2013

Will Margiloff, CEO of IgnitionOne, is quoted defending the anonymity of gathering customer information for use in RTB.

Yahoo! Bing Network Takes a Bigger Slice of the Search Market Pie in 2012
Yahoo
February 5, 2013

This article sites an IgnitionOne report that notes that clients increased budget allocation to the Yahoo! Bing Network by 48% (compared to Google’s 12%).

Top 5 PPC Software to Improve your PPC Campaign Performance
Business-Software.com
February 7, 2013

IgnitionOne is included in a review of the top five PPC management solutions available.

Refresh on the Basics of Content Marketing
Brafton
February 19, 2013

Search spending data from IgnitionOne’s Q4 2012 report is used to support the article’s argument that brands should invest further in mobile.

Will Marin’s IPO Let It Buy an Ad Server?
ClickZ
February 20, 2013

IgnitionOne’s high ranking in the Forrester Wave is mentioned in this article about Marin, in light if its recent IPO.

Google Takes PLAs International, Converts to Paid Model
MediaPost
February 21, 2013

IgnitionOne is mentioned as having the ability to support PLAs.

Social Consolidation To Change Online Marketing
MediaPost
February 25, 2013

Mentions IgnitionOne’s Integrated Marketing Playbook and highlights the assertions that “social and search marketing flow naturally together because brand marketers believe their companies are ‘social by design.’”

IgnitionOne Publishes ‘The Integrated Marketing Playbook’
Mobile Marketing Watch
March 1, 2013

This article discusses IgnitionOne’s Integrated Marketing Playbook.

Bylines

Onsite Conversions
IgnitionOne
January/ February, 2013

Stewart Holt, Sales Director, UK, explains how online gambling companies can attract new customers and generate more business from existing ones by using conversion optimization.

Part I; Holistic Marketing & Advertising
FBPPC
February 1, 2013

Chris Knoch, VP Strategic Solutions at IgnitionOne covers how to combine Marketplace Ads, page posts and Facebook Exchange in creative ways to drive ROI.

How are We Doing So Far? The Opportunity in Google PLAs
MediaPost
February 5, 2013

Roger Barnette, President of IgnitionOne, details the initial results of PLA campaigns and highlights what they mean for marketers.

What Google Enhanced Campaigns Changes Mean for Sophisticated Marketers
MediaPost
February 7, 2013

Roger Barnette, President of IgnitionOne, discusses how new modifications from Google will adversely affect marketers.

How to Combine Your Online Marketing Technologies Effectively & Efficiently
Search Engine Watch
February 22, 2013

In light of Google’s Enhanced Campaign changes, Dave Ragals, SVP Client Services at IgnitionOne, discusses the need for SEM practitioners to make sure the tools they use grow with them and highlights how integrated marketing is the first step in planning for growth and change.

How to Fix Common PPC Mistakes to Manage Successful Campaigns
e-tailwebstore.com
February, 2013

Judy Chan, Head of Search, IgnitionOne UK, uncovers the truth behind some PPC myths in her article.

Benelux: The Brain
ExchangeWire
February 20, 2013

Dominique Rolin, Senior Team Lead at IgnitionOne EU, discusses why IgnitionOne opened an office in Belgium and why the region’s rich culture in technology provided the best opportunity for the cultivation of the business.

Blog Posts

POV: What Google Enhanced Campaigns Changes Mean for Sophisticated Marketers
DMS.com
February 8, 2013

Roger Barnette, President of IgnitionOne, discusses how new modifications to Google AdWords will adversely affect marketers.

Your Digital Media is Integrated: Now What?
DMS.com
February 14, 2013

Will Perkins, Senior Account Manager at IgnitionOne, discusses the rapid evolution in online marketing and provides insight into how marketers can best take advantage of these shifts.

Trends in Comparison Shopping
DMS.com
March 5, 2013

Leslie Gzehoviak, Account Contact at IgnitionOne, discusses comparison shopping engines, and how they are ushering more non-converting retail users into the conversion path.

Industry News

Facebook Sees 23% Mobile Ad Jump in Q4 2012
ClickZ
January 31, 2013

Facebook announced gains in its advertising business of 41% over Q4 2011 to total $1.3 billion, or 84% of total revenue. Of that, 23% was mobile ad revenue, up from 14% the previous quarter, beating analyst expectations.

Big Data Star Wars: The CMO/CIO Wars Continue
Forbes
January 31, 2013

This article predicts that tensions between CMOs and CIOs will continue to increase as CMOs struggle to explore social and web data whilst the CIOs struggle to manage a more demanding and complex IT environment.

Keeping Tabs On Consumers: Tracking The Multichannel Customer Journey
The Drum
February 4, 2013

Explores the importance of using multiple variations of attribution to understand and analyze the multi-channel consumer journey.

Here’s Why Data Impacts Everything
iMedia Connection
February 4, 2013

“Data is driving decision-making in more businesses and sectors, is critical to winning in the future of marketing and more facets of our lives are being impacted by data — mostly for good — and the onus is on each of us to understand what that really means.”

LUMA’s Terry Kawaja Says Ad Tech Consolidation – Including ‘Fails’ – Is Here. And It’s Good
AdExchanger
February 4, 2013

Terrence Kawaja speculates on how recent deals (MediaMath, AppNexus and adBrite) all reaffirm the trend of the ad tech industry consolidating, however, even as companies merge and acquire organization, other companies are popping up and further cluttering the space.

Ecommerce Sales Topped $1 Trillion for First Time in 2012
eMarketer
February 5, 2013

According to new global estimates by eMarketer, B2C ecommerce sales grew 21.1% to top $1 trillion for the first time in 2012. This year, sales are predicted to grow 18.3% to $1.298 trillion. Asia-Pacific is anticipated to see faster B2C ecommerce sales growth than all other markets worldwide.

Digital Channels Reported Consuming an Average of 35% of Marketers’ Budgets
eMarketer
February 5, 2013

56% of in-house marketers surveyed by Econsultancy and Responsys are spending less than 30% of their budgets on digital channels, while 32% are devoting more than half of their budgets to these channels. This year, 71% of companies plan to increase their digital marketing budgets by an average of 28%, compared to only 20% who expect to raise their traditional marketing budgets, by an average of 26%.

Digital Ad Spend May Surpass Traditional Media in Near Future
MediaPost
February 5, 2013

A new survey of ad agencies indicates that digital media may eclipse traditional advertising in the near future, with nearly one-third of respondents expecting to spend more on digital than on traditional media within the next three years.

Enhancing Adwords for a Constantly Connected World
AdWords Blog
February 6, 2013

Google announced in early February that it would be enhancing campaigns for AdWords, allowing marketers to manage their separate campaigns, reports and ad extensions in one place.

Read Roger Barnette’s, President of IgnitionOne, response to this here.

Evolution Of Display Ad Strategies For Mobile Monetization
Marketing Land
February 14, 2013

The result of mobile, shifting users from desktops to smartphones and tablets, is an overlap in search and display, leaving marketers trying to make sense of converging mobile ad platforms and what that means for driving targeted, qualified leads with limited screen real estate. In order for mobile display to become a source of mobile monetization, mobile should incorporate the key tenants of successful search ads, such as establishing secondary action strategies to drive user engagement, taking a localized approach, and targeting mobile ads based on mobile user profiles and preferences.

Agencies Better Cozy Up to Ad Tech
Digiday
February 14, 2013

Smart agencies that care about future-proofing for the long haul recognize the value of having the right ad tech providers as partners involved in their plans. Chris Hansen, President of Netmining, notes that the agencies that don’t value their ad tech relationships will be left behind.

How ‘Responsive’ Does A Brand Want To Be?
MediaPost
February 15, 2013

A seamless customer experience is open for interpretation from brand to brand. Although brands want their aesthetics to appear universal from PC to tablet to smartphone, users respond differently to a variety of screens at different times of day.

Digital Influence: How the Internet Affects New Product Purchase Decisions
Nielsen
February 19, 2013

The trend of the Internet influencing consumers buying electronics, appliances, books and music, has extended to consumption categories as well. Driving this trend is social, which has been an effective soundboard to learn about issues and the identification of innovation opportunities and consumers are finding the Internet to be “just as compelling as more traditional advertising.”

Proving ROI Biggest Hurdle for Companies Investing in Mobile Marketing and Staff
MediaPost
February 20, 2013

68% of enterprise executives responsible for hiring marketing said they need to “prove that mobile marketing has a positive ROI” before hiring mobile marketing talent. In identifying the three biggest challenges to mobile marketing overall, these company staffers cited measurement/ROI (42%), reaching the correct audience (34%) and data security (34%) most frequently.

Yahoo Makes Over Its Homepage, In Bid for More Traffic
Fast Company
February 20, 2013

Yahoo’s new look was designed to keep visitors more engaged, encouraging them to stay longer on the site and thus be exposed to more revenue-generating advertising.

 

IgnitionOne Adds Facebook Exchange to Digital Marketing Suite

IgnitionOne announced the addition of Facebook Exchange within its Digital Marketing Suite (DMS). This new functionality expands the integrated cross-channel capabilities of the DMS, the industry-leading digital marketing solution that centralizes marketing efforts into a single platform.

Including Facebook Exchange in a marketing strategy is ideal for marketers looking to expand the reach of their remarketing and audience targeted advertising to Facebook’s huge user base. Access to real-time bidding through the Facebook Exchange enhances marketers’ ability to present relevant Facebook ads based on first-party intent data.

Key Features:

  • Real Time Bidding allows marketers to bid only on impressions that meet key campaign criteria
  • Smart bidding logic to adjust bids based on various inputs including IgnitionOne’s proprietary Engagement Score
  • Target users based on custom interest segments generated during a users visit to a marketer’s site
  • Additional capabilities, including: frequency caps, geo targeting, user recency targeting, day-part and day of week targeting

“Adding access to the Facebook Exchange into the Digital Marketing Suite, enhances our clients ability to leverage a wealth of intent data across a new inventory source ,” said Will Margiloff, CEO of IgnitionOne. “The corresponding result is an exceedingly efficient way for advertisers to expand their direct-response campaigns in conjunction with their existing Facebook advertising strategies.”

Facebook Exchange support is backed by IgnitionOne’s powerful best-in-class DSP capabilities, one aspect of the IgnitionOne’s integrated Digital Marketing Suite that helps marketers spend smarter, work easier and improve performance. These solutions help marketers manage and optimize paid and natural search, display and Facebook advertising, supported by cross-channel attribution alongside site optimization capabilities that present the right message at the right time to website visitors. IgnitionOne is part of Facebook’s Preferred Marketing Developer (PMD) program for Ads.

Complimenting this announcement, IgnitionOne will also be offering a free webinar on November 28th at 2pm. Chris Knoch, VP Strategic Solutions and Benny Pang, Associate Director, Product, will discuss the opportunities that the Facebook Exchange offers marketers and how they can gain efficiencies by aligning with their existing buying methods. Attendees will learn how Facebook Exchange can best be used in conjunction with existing Facebook advertising strategy to achieve objectives from awareness to conversion. Click here to register now.