Tag Archives: CMO

Weekly News Roundup

IgnitionOne Redesigns DMS Analytics With Focus On Heat Maps, Speed

IgnitionOne announced an update to the Analytics solution within the Digital Marketing Suite this Thursday. The tool will help marketers improve their workflow and increase reporting speeds. DMS Analytics will add to IgnitionOne’s platform of simplification in the online marketing and advertising industry.

Good Advertising is Good Storytelling

Every successful brand has good storytelling. Where to place the stories is a hard task, in addition to deciding where to spend money. Telling the story on all the platforms they can afford is the ideal situation. “The essence of that story should be a point of difference that is effectively dramatised.” This article notes that it is where (read: digital channels) the stories are told that is critical.

Paid Search Pays Off in a Bigger Way for Online Retailers

Paid search continues to dominate the digital advertising world. The National Retail Federation and Forrester Research Inc. released a report that showed that 76% of e-retailers said the paid search drove up more sales than the year before. 99% of the respondents said that they allocated some of their budget to some sort of PPC advertisements. However, display was also a factor in many companies marketing strategies. 77% of respondents said they spent more on display this year than they did last year. It is exciting to see the growth of digital marketing and how greatly it has changed the marketing world.

Facebook’s Revenue Soars 61% On Mobile Ads

Mobile advertising took off for Facebook, so much that it increased their revenue up 61% since last year. That is $2.91 billion, where active mobile users grew 40%. The mobile industry has continued to make Facebook boom, as it holds the second highest spot after Google in mobile ad earnings. It is evident that Facebook holds itself high on the pedestil for gaining ad performance.

Mobile-Ad Spending Leaps, but Trails User Growth

Mobile ad spend is predicted to gain a much higher outcome and get more money from advertisers than ever before. The article claims that the spending on smartphones and tablets combined will reach 83% and $18 billion in 2014. On the contrast, Newspapers will generate $17 billion, bringing radio at $15.5 billion. industry experts are advocating for marketers to gear their ads towards the mobile world, and focus less on print sources. “As the measurement tools develop, industry experts say marketers will become increasingly comfortable with shifting more money to mobile.”

Mobile Marketing Trends Dominating First Half of 2014

The number of smartphone users is expected to reach 1.75 billion by the end of 2014. There have been some key trends in mobile marketing that came along with this increase of smartphone users. A few key trends have been geo-targeting, the use of micro-content, emails shifting towards mobile first and personalisation of mobile. Sooner, rather than later, mobile will be the number one platform on which companies advertise on.

Most Companies Expect CMO to Lead Digital Transformation

When going through a digital transformaiton, 54% of companies believe it is up to the Cheif Marketing Officer to get the job done efficiently. “The role of marketing is bigger than just awareness and discovery, it’s about the relationship,” said Brian Solis. Companies need to know how to implement their technology in a way that is easy to understand for the marketers.

Mobile Programmatic 101: The Potential (And Challenge) of Mobile

The programmatic ad market is set to grow from $12 million to $32 million in 2017. Adults in the United States are averaging spending two horus and fifty-one minutes each day on their mobile devices. One challenge that mobile poses is the tracking mechanism, seeing as there is no universal cookie that can be used in the mobile environment.

weekly-roundup[1]
Source: Shade of Info

Weekly News Roundup

Adapt or Die: The 4 Trends Shaping the Evolution of Digital  Advertising

With advertising, it is all about survival of the fittest. Advertisers must adapt to digital marketing or they will get left behind. Digital has surpassed T.V. with the amount of time users spend on it per day. Four aspects of digital advertising that advertisers must utilize are IAB Rising Star Ad Units, Native advertising, Big Data, and Programmatic. With the use of digital, companies can now pinpoint the customers they would like to reach out to.

Facebook asks: does this feel like an ad?

Despite advances in targeting, Facebook has been revamping algorithms and working toward weeding out irrelevant advertising on individuals’ NewsFeeds in order to make for a more seamless user experience. First, they will need to revamp their technology, which will allow them to understand which advertisements users actually enjoy seeing. Next, advertisers will have to find a way to make it seem like users are not getting ads only for selling purposes.

The CMO and CIO: a new powerhouse for digital transformation

Users are now more demanding than ever before. They want the information, and they want it as fast as possible. “We’ve found one of the biggest barriers to delivering an integrated digital customer strategy has less to do with the technologies deployed, and more with aligning executives and employees around a single, shared vision.” The article states that the best relationship to have is between the CMO and the CIO, due to the significant amounts of technology marketing is spending in their expenses. In order for marketers to produce the best results for excellence, they need the best possible technology from IT.

Yahoo Earnings: Display Ad Revenues Disappointing, But Mobile And Video Platform Gains Traction

Yahoo! Mobile and video platform took off in ad revenue this quarter, and it only looks like it will get better in the future. “During the quarter, search ad revenues (ex-TAC) grew by 6% year over year to $428 million.” What was disapointing was the display ad revenue, which declined 7% in the past year. Mobile growth is continuing to grow, as the user base will consume much more content across Yahoo’s website. On the video side, the company has intesified its efforts to enter the online video space.

Romania Makes it into European Digital Ad Spend Top Ten

Romania has officially made it on the top ten in European online digital ad spend. The article states, “online advertising grew by 11.9 percent to a market value of EUR 27.3 billion in 2013.” Other top countries were Italy, Russia, Turkey, Slovakia, the UK, Hungary, Austria, Norway, and Serbia. These country’s online advertising grew incredibly in 2013 across all platforms.

Source: Spanish News Today
Source: Spanish News Today

Weekly News Roundup

Second Quarter Maintains Positive Growth for Digital Ads as Smartphones Close Gap with Tablets

IgnitionOne just released its highly anticipated Quarterly Report. IgnitionOne’s quarterly report is the longest continuously running quarterly report on Digital Marketing trends. IgnitionOne had some extremely interesting key findings in their report. Search advertising spend is up 9% since last year. Google regained engine market share increasing their share to 79%. On the basis of the report, Roger Barnette says, “our clients closely track ROI and will follow results when deciding where to spend their next dollar.”

Confirmed: Mobile Commerce is Here To Stay

Just in case anyone had doubts, mobile commerce is here to stay. New research conducted by Australian Communications and Media Authority shows that mobile commerce has grown by 448% since 2010. As a matter of fact, the report shows that Australian consumers would rather shop from their mobile device. This growth of mobile commerce can be attributed to the increased ownership of smartphones worldwide. Smartphone ownership has increased 8% since May 2013. Mobile commerce is still growing and show no signs of slowing down.

Facebook Tracking is Changing

Facebook has once again changed the way they track their customers. Facebook has now decided to track what users do outside of their site. This can be viewed as a huge breach in the users privacy. However, facebook claims they are doing this in order to provide more relevant advertisements to their users. Jeff Chester, executive director of the Center for Digital Democracy, explains that “Facebook is going to use multiple ways to track their users and sell them to their advertisers.”

CMOs Are Preparing for Digital to Grow to 75% of Marketing Budgets: But almost half are worried about managing this change

The infographics in the article show the future of digital marketing and the trends of the industry over the past years. According to the article, “within the next 5 years, digital will account for 75% of the Marketing budget.” Email and mobile both have grown greatly in channel effectiveness since 2012. Many executives say the biggest problem with switching to digital, is “managing the change.” However, it has been proven that digital is effective, so managing the change should be worth it. 

Ad Age Survey: How Advertisers Are Spending on Facebook, Twitter and YouTube

Which social media platform are advertisers spending most of their time and money on for the future? The answer is Twitter. The largest goal for marketers, when polled, was bringing “awareness and sentiment” for their brands. Facebook was by far the most dominant social media platform, where 83%, up from 70% of advertisers are now paying for ads on Facebook. However, for a future outlook, advertisers are looking at Twitter as their favored way of promotion. Youtube came behind Twitter and Facebook, falling fourth as the best ad platform for ROI.

Twitter Globally Expands Mobile App Promo Ads, Enhances Targeting

Twitter is now growing to expand its mobile app promotion ads worldwide. The ads ultimately redirect users to download new apps or open their existing apps already downloaded on their smartphone. There is no doubt that Twitter has incredible targeting capabilities. Twitter also offers conversion tracking capabilities for its advertisers, allowing marketers to measure the impact of their campaigns. According to BIA/Kelsey, most of the credit for the success goes to Facebook’s News Feed ads and Twitter’s Promoted Tweets.

Paid-Search Spend Rises, But Marketers Pulling Out Of Partner Programs

9% more was spent by U.S. Marketers this year in paid-search ads. Mobile and tablet devices made up for 27% of total search spend. Running campaigns on smartphones alone rose 173%. The article mentions IgnitionOne’s study on the move away from advertising on search partner sites. “The difference in efficiency on Google is likely due to how quality score is calculated separately for their partner sites,” per the study.

US Paid Search Spend Continues to Rise

IgnitionOne is mentioned on its Q2 2014 marketing report, contributing to large improvements in innovation in paid search technology. The article also mentions different growth engines, such as Google and Facebook’s remarketing platform, Facebook Exchange. It takes note on how much mobile and tablet devices are growing in the market. Smartphone spending amazingly grew by 173%.

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Source: Spartan PR

 

IgnitionOne’s August Industry Digest

Thought Leadership

Agencies & Tech: Better Out than In?
ExchangeWire
July 22, 2013

Will Margiloff, CEO of IgnitionOne, addresses the question of whether agencies and holding companies should build or buy their own advertising platform technologies, or leave that to specialized, independent technologies.

The Beta Debate
DMS.com
July 1, 2013

Denis Burba, Sr. Media Manager & Katherine Wrobleski, Associate Account Manager discuss the pros and cons of marketers partaking in product betas.

Big Data: How Small Steps to Harnessing Big Data Can Lead to Big Rewards
DMS.com
July 8, 2013

Brittany Lutz, Media Manager at IgnitionOne delves into big data, its continued growth and how it continues to grow. She offers marketers advice on how to make the most of the data they have available.

Generation Gap 4.0
DMS.com
July 30, 2013

Kevin Van den Bosch, Client Services Account Supervisor at IgnitionOne in Belgium, discusses privacy concerns, the drastic change in privacy precautions taken by teens, and the emergence of Web 4.0.

 

IgnitionOne in the News

IgnitionOne to Split from Dentsu In Management-Led Buyout
AdAge
July 2, 2013

IgnitionOne Goes Private, Detaches From Dentsu
MediaPost
July 2, 2013

Ignitionone Takes Full Ownership of Company From Dentsu
The Drum
July 2, 2013

IgnitionOne Gets Independence; Anti-Social Amazon
AdExchanger
July 3, 2013

Strong Quarter for Digital Ads Led by Mobile Search and Programmatic Display
AdOps
July 3, 2013

Marketing Technology Firm Ignitionone Spins Off From Its Owner
Internet Retailer
July 3, 2013

Ignitionone Announces Management Buyout from Dentsu
BtoB
July 3, 2013

Dentsu Issues More Shares, Strengthens Financial Base
MediaPost
July 5, 2013

Accounts and People of Note in the Advertising Industry
NY Times
July 7, 2013

Retailers, Travel Brands Spark Up Mobile Strategies
Brafton
July 8, 2013

Advertisers Double Down on Mobile Paid Search
eMarketer
July 12, 2013

Weekly Furniture World Media Note #81 from Lance Hanish-MobileFirst
Furniture World
July 15, 2013

IgnitionOne Announces Management Buyout, Creating Leading Independent Marketing Technology Company
Econsultancy
July 17, 2013

EBay Flexes Advertising Arm, Launches Its Own Digital Agency
Adotas
July 22, 2013

Ignitionone Appoints Simon Haynes UK MD Following Buyout From Dentsu
The Drum
July 24, 2013

Simon Haynes Appointed UK Managing Director At Newly Independent Ignitionone
Econsultancy
July 24, 2013

Facebook’s Mobile-Ad Boom Provides Model to Social Sites
Bloomberg
July 26, 2013

Publicis Omnicom Creates Uncertainty for Brands
MediaPost
July 29, 2013

IgnitionOne Appoints John Ragals COO, Pushes Tech Efforts
MediaPost
July 31, 2013

 

Industry News

CMOs Pessimistic About Achieving Their Goals? Turn To the Data
Adotas
July 1, 2013

A recent report published by the analyst firm Accenture revealed that 40% of CMOs said they are unprepared to meet their marketing objectives, a 5% increase from 2011. The first step for these CMOs in acheiving their objectives is to accept technology, such as marketing automation, which has had a low adoption rate since its introduction to the industry five years ago.

NRF Predicts Cautious Back-to-School Shopper
MediaPost
July 1, 2013

The state of the economy is predicted to affect the shopping habits of 77% of families with kids in school, clearly having potential impact on ecommerce during the second largest shopping season of the year.

The Marketplace Fairness Act: What To Expect From An Internet Sales Tax
Econsultancy
July 3, 2013

Explains the implications of the Internet Sales Tax as it is on its way to becoming codified and standardized, giving states the authority to obligate remote sellers to collect sales tax in the states where transactions occur, applying to retailers with aggregate annual remote sales of at least $1 million.

Back-to-School Ad Campaigns Start Jarringly Early as Marketers Seek Tight Budgets
AdAge
July 8, 2013

Back-to-school spending accounts for $84 billion in sales, making it the second-biggest season for retailers. Typically beginning mid-July, this year’s back-to-school shopping started prior to Independence Day, sending some e-retailers into a frenzy while others told customers to come back later.

The Ill-Defined Problem of Attribution
MediaPost
July 11, 2013

Argues that although algorithms can assist marketers with attributing appropriate credit to channels and predicting future media buys, human nature is “notoriously tough to predict.”

Forrester: $2.1 Trillion Will Go Into IT Spend In 2013; Apps And The U.S. Lead The Charge
Tech Crunch
July 15, 2013

Forrester Research has now released its annual look at the state of IT spend globally, and analysts project that there will be $2.06 trillion invested across software, hardware, and IT services by enterprises and governments in 2013.

 

Search

How to Break Enhanced Campaigns (and Why You Shouldn’t Bother)
ClickZ
July 1, 2013

Offers advice for marketers who are unhappy with Google Enhanced Campaigns and illustrates how to segment smartphone traffic into separate campaigns.

Microsoft Exploring Options with Facebook
MediaPost
July 2, 2013

Bing and Facebook are working toward implementing ad formats on the social site, allowing members to like an ad. In addition, Bing plans to create product listing ads similar to Google’s PLAs as well as launching click-to-call similar to Skype, along with call-tracking tools.

Taking Search Marketing Further? A Look at Remarketing
MediaPost
July 30, 2013

This article illustrates the three factors that are driving the growth of search remarketing, including appealing to visitors who didn’t convert, up-selling/ cross-selling to existing customers and reaching customers within a given time before or after making a purchase.

 

Display

Portable TV: 10% of Video Views Going To Devices
MediaPost
July 1, 2013

Video views to devices in Q1 rose by 19% over the previous quarter alone, now accounting for 10% of all views, according to Ooyala. The company says video growth on tablets (now between 5% and 6% of all views) and smartphones (more than 4%), is on the same curve as last year when their combined total share doubled between Jan. 1 and Dec. 31. In Q1 2012, mobile devices had only a 4% share.

Programmatic Buying Rises, But Display Ads Decline
MediaPost
July 23, 2013

An analyst report cites a rise in programmatic buying continuing to drive the decline in premium display ad sales.

Real-Time Bidding Deserves Real-Time Insights
Adotas
July 23, 2013

Discusses the importance of real-time analytics that support RTB, highlighting the benefits to buyers, publishers and exchanges.

How Big is FBX Anyway?
AdExchanger
July 25, 2013

In light of recent comments made by Sheryl Sandberg, COO of Facebook, regarding FBX being “a very small part of (Facebook’s) business,” this article notes that although that may be true, FBX “remains important for ad tech companies, specifically because marketers remain deeply committed to retargeting potential customers in the Facebook environment.”

 

Social

LinkedIn Ramps Up Content In Pursuit of Ad Dollars
AdAge
July 2, 2013

Traditionally a place for housing resumes, job-seekers and recruiters, LinkedIn is pitching brands and agencies on its transformation into a content-marketing platform, including its pilot test of “sponsored updates,” its rendition of native ads that appear in users’ news feeds.

Twitter Unveils its Ad Retargeting Effort
All Things D
July 3, 2013

The remarketing effort will allow advertisers to upload an aggregate set of cookie IDs to Twitter’s ad system and ask Twitter to match those with the cookies of users who visit the social network.

Facebook Mobile Swells to 41% of its Ad Sales
ADWEEK
July 24, 2013

Facebook mobile ad sales in Q2 beat Wall Street expectations, accounting for 41% of $1.62 billion in total ad sales, whereas in Q1, mobile ads accounted for 30% of ad sales, indicating that Facebook now understands how to engage users via mobile.

 

Mobile

Mobile Retargeting: Some Just Do It Better
Adotas
July 2, 2013

Discusses the growth of mobile remarketing and offers advice for how marketers can make the most of their remarketing strategies.

North America Dominates Tablet Spend in 2013
AdExchange
July 2, 2013

North America will account for 47% of tablet revenue in 2013, according to a new study by ABI Research, followed by Western Europe at 29% and Asia-Pacific at 21%.

More Than Half of America Has a Smartphone
ADWEEK
July 10, 2013

As of May 2013, 56% of US adults own smartphones, up from 46% in February 2012. This infographic also highlights the percentage within each age group who own smartphones, distribution of smartphone ownership according to income, and more.

Mobile Ad Measurement Rules Finalized
MediaPost
July 11, 2013

The mobile Web ad measurement guidelines outline requirements, such as client-side counting for mobile Web ad impressions to increase consistency with computer-based ad measurement and help to reduce discrepancies in mobile impression counts. With these clear guidelines in place, performance and effectiveness of mobile campaigns can be measured more accurately.

Be the first to read the definitive Integrated Marketing Playbook

Digital Marketing is not only simpler when it is integrated, but it is also more effective.

Whether you are a CMO or a point solution expert, integrated marketing should be a top priority for you. IgnitionOne will be releasing a FREE detailed playbook on how to integrate your digital marketing efforts to create simplicity from complexity and dramatically improve results. Learn  how to align your organization, integrate your technology, centralize your data and optimize your marketing from industry experts.

Click here to be the first to read the Integrated Marketing Playbook. As soon as it is released, we’ll send you an email with a link to download the fundamental guide for digital marketers.

Follow us on Twitter and friend us on Facebook to keep up with exciting news around the release of our Playbook, as well as additional thought leadership from our digital marketing experts.

 

IgnitionOne Industry Digest

September 2012

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

Company Highlights

SEM Metrics that Really Matter
Search Engine Watch
August 2, 2012

Dave Ragals, SVP, Client Services at IgnitionOne discusses the metrics that are most important in search engine marketing and better allow marketers to understand the value of the results.

Five Best Practices for Display
DigitalMarketingSuite.com
August 2, 2012

David Hill, Senior Product Manager at IgnitionOne, lists five best practices for marketers implementing display into their marketing mix.

An Intelligent Business: Understanding the Conversion Path for an Online Booking
Eye for Travel
August 7, 2012

IgnitionOne data pertaining to what affects the speed of an onlinebooking and size of the average order value is used in this Eye for Travel report, as well as insights from Dominic Gramatte at IgnitionOne UK.

IgnitionOne Ignites Expedia Ireland’s CTR
Breaking News Travel
August 11, 2012

IgnitionOne announces the results of a partnership with Expedia.ie, consisting of the improvement of overall site relevancy by 25% and a four times higher CTR using targeted homepage banners compared to default or standard banners. See the case study here

Q&A with Noriaki Okubo, IgnitionOne’s Managing Director, APAC
DigitalMarketingSuite.com
August 15, 2012

Noriaki Okubo discusses marketing in Asia, the recent launch of remarketing in Japan and pivotal supplies if ever stranded on an island.

Through the Lens of an Intern
DigitalMarketingSuite.com
August 22, 2012

Isaias Garcia discusses what it is like to be an intern at IgnitionOne, some notable experiences and his take on the digital landscape.

Mobile is where it’s At (Literally)
MediaPost
August 23, 2012

Roger Barnette, President of IgnitionOne, covers mobile search in his MediaPost byline and offers key takeaways for marketers in need of integrating mobile into their mix.

Back to School for Search Marketers
Search Engine Watch
August 30, 2012

Dave Ragals reminds search marketers to revisit the fundamentals as part of the “back to school” season.

Econsultancy PPC Bid Management Technology Buyer’s Guide
DigitalMarketingSuite.com
August, 2012

IgnitionOne is featured in the 2012 Econsultancy PPC Bid Management Technology Buyer’s Guide, a valuable tool for those interested in the global market for paid search bid management technology, containing a detailed analysis of market trends and guidance about how to select the right technology.

Industry Insights

Accurately Evaluate the Performance of your Marketing Efforts
ClickZ
August 1, 2012

Four steps to ensure you are accurately measuring the performance of your marketing efforts: starting with you business objective; investing in research; knowing what success looks like and considering the big picture.

China Edges closer to the US in Online Advertising
Internet Retailer
August 3, 2012

According to a new forecast by eMarketer, China will surpass the UK in 2014 to become the second largest source of online advertising in the world, after the US, at an estimated $11.78 billion, compared to the UK’s estimated $11.25 billion and the US’ $52.80 billion.

Reinventing the CMO
ClickZ
August 6, 2012

A recent report revealed that 80% of CEOs are not satisfied with the work done by marketers, yet 90% value and trust the work of CFOs and CIOs, however, CMOs have gained access to measure, normalize, and rationalize marketing programs – demonstrating a clear and compelling marketing ROI – to silence critics and build respect in the executive suite.

The History of Marketing Channels 2012 (Infographic)
Marketing Pilgrim
August 7, 2012

An infographic that highlights the emergence of marketing in 1839 and the incredible influx of marketing channels in the last four decades.

Earned, Owned, Paid, Shared: Horsemen of the Apocalypse or Best Opportunity?
ClickZ
August 13, 2012

Multi-channel, multi-media, and multi-skilled are the baseline expectations for competitive marketing with digital media. Some marketers see the shift in media as an opportunity to build an approach that fully leverages changes in consumer use of technologies, how they’re influenced, and how they influence others. The author discusses how to attract, engage and convert prospects to buyers through earned, owned, paid and shared media.

You Don’t Control Your Digital Technology Decisions, M&A Does
AdExchanger
August 14, 2012

Mergers and acquisitions are shaping the digital technology landscape, by allowing large players to evolve into the enterprise resource space. This article advises marketers to thrive in this “storm” by working with those who have a keen vision of the future and can shed light on complex situations.

The “Missing Manual” of Search Marketing in China: Part Two
Econsultancy
August 15, 2012

This article discusses the relationship between search engines and social media in China, and the implications for marketing.

Braving the Rough Waters of Online Marketing
ClickZ
August 15, 2012

This column uses rowing as a metaphor for marketing. Small to mid-sized organizations are much like beginning rowers who get better with practice. Carton offers advice: know your destination, focus on measuring what matters, don’t be afraid to experiment, be prepared to make small, frequent course corrections and take sensible precautions.

Braving the Rough Waters of Online Marketing
ClickZ
August 15, 2012

This column uses rowing as a metaphor for marketing. Small to mid-sized organizations are much like beginning rowers who get better with practice. Carton offers advice: know your destination, focus on measuring what matters, don’t be afraid to experiment, be prepared to make small, frequent course corrections and take sensible precautions.

Key Mobile Users Comfortable with Ads, Shopping with Devices
Marketing Charts
August 15, 2012

New research finds three segments who routinely use mobile media: women with children at home (77%) and mobile Boomers (74%) are highly likely to use their devices while shopping in retail stores, while Generation M are least likely to use their devices while shopping (65%) but show the most comfort with ads. 59% of mobile users say their purchases are influenced by mobile ads, ahead of the 57% influenced by TV ads and 53% of US mobile users say they have been introduced to something new via their device.

The Dangers of Buckets
Digiday
August 16 2012

People tend to force things (people, products, etc) into buckets or categories in order to stay on track, hence the bucketing of tech products and services, which is inhibiting the realization of companies’ offerings.

Ten Interesting Digital Marketing Stats We’ve Seen this Week
Econsultancy
August 17, 2012

Top statistics from the week of August 17 showing that more than three quarters of searches are successful, RTB video ad inventory is on the increase, m-commerce is predicted to boom and more.

New Data Reveals How Marketers Use Social Media
HubSpot
August 20, 2012

This infographic reveals that Facebook and Twitter lead as the most popular social networks, with Google+ as the third. 74% of marketers use LinkedIn for branding, and 60% of marketers are looking for analysis options as well as other analytics options in their social media management tools.

16 Different between Google Mobile and Desktop Search Results in 2012
Search Engine Land
August 20, 2012

Search results vary between mobile and desktop. These differences include local results being more likely on mobile, autocomplete results appear before results in mobile app search, smartphone results having different filters, CTR and bounce rates being more likely to vary in mobile, and more.

Why Media Companies are being Eaten by Tech Companies
AdExchanger
August 20, 2012

Google has continued to expand from technology to media, highlighted by acquisitions, such as its recent purchase of Frommer’s; Amazon changes its distribution model through the use of technology; Microsoft has altered the engagement model and therefore the distribution of content via the Xbox. With these examples, it is clear that existing media models will continue to be disrupted and that the future of media is intertwined with technology.

Demand for Mobile impressions through RTB Jumps During H1
Marketing Charts
August 21, 2012

Advertiser and DSP demand for mobile ad impressions through RTB rose from 0.4 bids per impression request in January to 1.6 in June, with a peak of 1.7 in May. Android saw an increase in share of auction volume of 39%, from 28% in April to 39% in June; demand for social networking impressions stood out in Q2, growing from 9% share of auction volume in April to 31% in June; and the US demonstrated the largest share of auction volume in Q2, growing from 21% in April to 25% in June, even as the rest of the world was in flux.

Integrated Marketing Checklist: Tying Together Your Promotion across Platforms
Search Engine Watch
August 22, 2012

This piece shows how marketers should tie promotions across platforms, including like-verbiage on promotional messages on-site, in paid advertising, social media and email marketing.

Does Your PPC Budget Match Your Conversion Optimization Budget?
Search Engine Watch
August 22, 2012

This article highlights the problem of not spending enough time, money and effort on optimizing your conversions.

Nine Chances for Website Conversion Optimization You Don’t Want to Miss
HubSpot
August 22, 2012

Nine tips to boost your website’s conversion potential, including leveraging social proof, revitalizing CTA designs, featuring new offers, updating CTAs on high-trafficking blog posts and web pages, reducing friction, A/B testing and optimizing landing pages and CTAs, experimenting with secondary CTAs, appropriately aligning CTA selection with web pages and optimizing pages you expect to receive high traffic.

Integrated Marketing: If You Want Your Digital Media to be Great, You Must Integrate
TopRank
August 22, 2012

This article outlines how to integrate paid, earned, owned and shared media and asserts that engaging consumers where they live online and in ways that they care about represents the path to helping brands become more relevant.

Facebook Officially Launches “Sponsored Results” Search Ads
Tech Crunch
August 22, 2012

The Sponsored Results search typehead ad unit allows marketers to target users searching for specific apps, pages and places and inserts a link into the typehead results that points to their own app, page, custom page tab or post.

Display Ads Stable on Major Web Portals
MediaPost
August 24, 2012

The most recent display ad-tracking report revealed that 38% of home page ads were oversized/custom units, up from 36% for the same period a year ago, but down from 44% in the first half of the second quarter. Financial services and media were the biggest verticals in the first half of the current quarter, accounting for 20%, and 17%, of home page ads, respectively. Automotive was another strong contributor, representing 14% of ads.

Facebook Measurement Chief Advocates New Standard for Gauging Reach
AdAge
August 27, 2012

Brad Smallwood, Facebook’s Head of Measurement and Insights, admits that the company continues to look for ways to measure experiences on the sight, and feels that media agencies and advertisers are three to five years away from demanding successful metrics.

July Industry Digest

Every month, we round up some of the most relevant pieces of industry news, as well as our own company highlights, in a single, convenient place. IgnitionOne knows that the digital space moves at a rapid pace, so we aim to provide a selection of news that touches on all of the most important topics to help you fuel your digital marketing decisions.

Company Highlights

Retailers: Leverage All Your Data for Successful Search Campaigns
MediaPost
June 1, 2012

Roger Barnette provides an explanation of how retailers can leverage data to optimize paid search media.

Meeting the Efficiency Curve
Digital Marketing Suite
June 4, 2012

IgnitionOne’s Joseph Akyuz discusses the benefits of efficiency curves in gauging the overall performance of paid search accounts.

How Google Could Become the Oracle of Online Advertising
MediaPost
June 6, 2012

Will Margiloff responds to the introduction of Google’s DoubleClick Digital Marketing.

Taking the Guesswork out of When to Join the Conversation
Social Media Influence
June 7, 2012

IgnitionOne offers a new social analytics solution with partner, Expion, which feeds continuous social analytics into the IgnitionOne DMS to trigger instant ad creation for Facebook’s Sponsored Stories.

Don’t Neglect Landing Page Analysis
Search Engine Watch
June 7, 2012

Of the three gears used toward effective search marketing (keywords, creative and landing pages), landing pages tend to be neglected by marketers. Dave Ragals discusses how to optimize landing pages to better benefit your business.

What Google Phrase and Exact Match Close Variants Means for Marketers
DigitalMarketingSuite
June 7, 2012

Cassandra Murray and Leslie Poole of IgnitionOne discuss changes to Google paid search that allows the option to run phrase or exact keywords on closely related terms.

For a Dynamic Campaign, Deploy Dynamic Titles
DigitalMarketingSuite
June 12, 2012

IgnitionOne’s Lee Elliot provides some helpful hints from for employing Dynamic Keyword Insertion.

IgnitionOne Wins Silver in Online Marketing Campaign of the Year
DigitalMarketingSuite
June 19, 2012

IgnitionOne was recognized by the American Business Awards as a silver prize winner for the Online Marketing Campaign of the Year for its work with Digital Marketing Works and Extended Stay Hotels in search and display media optimization solutions.

14 Things You Didn’t Know About Mobile
DigitalMarketingSuite
June 21, 2012

Rachel Young, EU Marketing Coordinator, collected some very interesting facts and figures related to mobile.

Five Things You Should Know about RTB
DigitalMarketingSuite
June 26, 2012

Ollie Bath, Head of Client Solutions in the UK, answers five common RTB questions.

Free Google Product Listing: RIP, We Hardly Knew Ye
MediaPost
June 26, 2012

Roger Barnette discusses what will replace free listings on Google Product Search, and highlights some of the benefits that retailers will experience with the change.

IgnitionOne: Growth Slows for Paid-Search Spend
MediaPost
June 27, 2012

MediaPost fuels an article on the slowing growth paid search spend in Q2 with IgnitionOne’s quarter-end results.

Q2 2012 Online Advertising Report
DigitalMarketingSuite
June 28, 2012

IgnitionOne reports slow growth in US search, Yahoo!/Bing continues to outpace Google spend growth in US, US travel vertical breaks from pack and has strong growth and a continued increase in mobile search advertising.

Mobile Search Spend Increases 333% Year-over-Year
Econsultancy
June 28, 2012

Econsultancy uses IgnitionOne Q2 data to report on mobile and paid search.

Video: The Power of Social Advertising – When Earned and Paid Media Meet
DigitalMarketingSuite
June 29, 2012

IgnitionOne, Facebook and Expion host a webinar that covers how to best take advantage of Facebook advertising, which tools are available to automate and leverage popular and positive posts, and best practices for timing and optimizing Sponsored Stories.

Industry Insights

10 Commandments of Digital Analytics
Search Engine Watch
May 30, 2012

Ten industry commandments, consisting of measurement, setting business goals, misusing personal information, maintaining clear and concise metrics and KPIs, treating online and offline data equally, using meaningless data, stealing or falsifying data, etc.

The Eleven Letter Word that Continues to Elude All CMOs and Marketers
Business 2 Community
June 1, 2012

Spoiler: the eleven letter word is Integration. This article highlights the many times the author has promoted integration, as well as a Forrester survey that indicates 92% of CMOs and marketing VPs who were questioned agreed that while social media has “fundamentally changed how consumers engage with brands” only 49% of them said they integrated social media into their overall marketing strategy. Why do marketers acknowledge the need for integration but very few put it into practice?

New Media Channels and Data Raise Agency Profits
DM News
June 1, 2012

According to chief executives at direct and digital agencies interviewed by DM News, growth is on the radar. Marketers are asking agencies to create marketing platforms that address strategic goals, rather than simply designing campaigns. From CRM, e-commerce and database management to mobile and social media platforms, RFPs now require that agencies build out platforms that take a long-term approach.

Insights into the Modern CMO
Marketing Pilgrim
June 4, 2012

Today’s CMO is faced with more marketing and communications options than ever before as well as greater responsibility to justify the activities of marketing initiatives with proven ROI measurements. Marketing Pilgrim interviews Christine Moorman of Duke’s Fuqua Business School about the changes in the role of CMO, what CMOs should be doing to get ahead of the curve, what the most frequently relied on tools are to measure marketing effectiveness, and more.

3 Ways to Maximize Conversions from Display Advertising
ClickZ
June 5, 2012

Tips to help drive conversion through effective display advertising and sound website optimization strategies are being consistent, using context to deliver on-site relevance and knowing where your visitors are coming from.

IAB Launches Hub for Mobilizing Web Sites
MediaPost
June 7, 2012

The IAB is providing tools for publishers to improve their mobile presence, ultimately aiming to boost mobile advertising and m-commerce by expanding the number of sites designed specifically for mobile devices.

Tablet Usage Explodes, Changes Digital Habits
MediaPost
June 8, 2012

One in every four smartphone owners reported using tablets, a 13.9% increase in the past year. Tablet users were nearly three times more likely to watch video on their devices compared to smartphone users, with one in every 10 tablet users viewing video content almost daily on their device. The heaviest audience concentration is between 25 and 44 years of age and is skewed toward upper-income households.

Search and Social: How the Two Will Soon Become One
TechCrunch
June 17, 2012

Ben Elowitz discusses how Google and Bing have both released new search interfaces designed to better intuit intent and aid in getting to the one best answer more efficiently. He notes that this is the “biggest step forward we’ve seen since search results started looking 12 years ago the way they still do today.”

Study: Facebook Mobile Ads Have Higher Click-Through Rates than Those on PCs
AdAge
June 19, 2012

Research that examined more than 7 million Facebook impressions served between June 8 and June 18 for 12 companies who were running fan-acquisition campaigns, including about 242,000 mobile news-feed impressions that generated 1,911 clicks, revealed stronger CTR for mobile ads compared to desktop only (comprised mainly of right-rail ads), news-feed only (desktop and mobile) and the “control” group (uniform bids made across placements).

What Happened to Search?
MediaPost
June 20, 2012

It seems that search is an afterthought in light of social, video and mobile. However, search still has the ability to emerge as an innovation, as is the case with Siri.

Heavy Tablet Users Respond More Positively to Ads
ADWEEK
June 18, 2012

The Online Publishers Association collected data from 2,540 U.S. Internet users between the ages of 8 and 64. Its resulting study found that 31% of that population owns or regularly uses a tablet, up from 12% in 2011. By next year, the OPA estimates that that portion will have risen 47%. 74% said they use a tablet at least once a day, and tablet users average nearly 14 hours a week on their device.

The Golden Age of Advertising Technology
AdExchanger
June 20, 2012

Terence Kawaja discusses trends that bode well for the ad tech sector, including big data science, perfecting the down funnel, social CRM, mobile, digital video and cross-channel optimization.

Time to Marry the CMO and CIO
DIGIDAY
June 21, 2012

Marketing and technology are more entwined than ever before. According to a new survey of marketers, the formula for success is a closer partnership between the CMO and CIO departments. The survey found that 60 percent of marketers point to their lack of alignment with the company’s IT department as the biggest obstacle to reaching today’s consumers.

Microsoft AdCenter Rollout Comes to Three More European Countries
Search Engine Land
June 27, 2012

Both Bing- and Yahoo-owned and operated properties, as well as publisher networks, in Germany, Austria and Switzerland are powered by Microsoft Advertising’s adCenter as of end of June. The remaining European countries — Denmark, Finland, Italy, Netherlands, Norway, Spain and Sweden — are expected to be transitioned later this year.

Less than Half of Companies Integrate Mobile into Marketing Campaigns: Stats
Econsultancy
June 29, 2012

Econsultancy’s Cross-Channel Marketing Report found that 49% of companies have a strategy for integrating mobile into broader marketing activity, including 35% who say integration is very basic. 51% of company respondents are not integrating mobile into marketing campaigns at all. Only 29% have a mobile commerce site and just 29% are optimizing emails for mobile.