By Claire Hite, Media Manager & Harvey Sutton, Product Manager of IgnitionOne’s Search team
IgnitionOne introduces the Bing Campaign Cloner into its Digital Marketing Suite. In our simplified marketing approach, we wanted an easy and painless way for advertisers to extend efforts across various search engines. Advertisers save time by not repeating their efforts of adjusting and optimizing campaigns. A simple button allows advertisers to optimize for one search engine and clone into the Bing search engine.
The Bing Campaign Cloner tool allows for advertisers to easily recreate one or more Google AdWords campaigns for use in the Bing Ads network. We modeled it after Digital Marketing Suite’s existing Bulk Management functionality.
In a real world scenario, many media managers find themselves creating a new campaign only to realize at upload that they forgot to build out keywords for the other engine. IgnitionOne’s Bing Campaign Cloner feature allows the user to quickly and easily duplicate that campaign and export into a bulksheet for final review.
IgnitionOne released a Q4 2014 report today, highlighting trends and data for digital marketing across search, programmatic display, social and mobile. During this time the Yahoo!/Bing partnership grabbed the largest share of the US paid search market since 2008 following two quarters of strong growth. Mobile devices also show strong growth in both search and display advertising.
Key findings in the report:
Yahoo!/Bing shows historic growth at best share since 2008: Yahoo!/Bing continued to chip away at Google’s huge lead and now holds with 26.3% of US search spend versus Google’s 73.7% in Q4. This is the highest market share and largest growth in share over consecutive quarters since the inception of the Search Alliance and equates to a 25.8% jump. The last time growth was close to this robust was in the period of Q4 2007-to-Q1 2008 when they saw a 20% jump.
2014 ends with a strong Q4 for Paid Search: Ending a robust holiday shopping season, US Paid Search saw advertising spend up 11% YoY in Q4. This is the highest rate of growth in 2014.
Phones and Tablets pull even in spend share growth: Spending growth YoY for tablets is up 37% while phone spend is up 78%. As marketers become more sophisticated, creating stronger mobile-specific experiences, and consumers embrace a multi-device lifestyle, mobile becomes more attractive to marketers for effective reach.
Mobile display growth continues – Mobile continues to see strong growth, limited only by inventory available. Most interesting is YoY growth for Android impressions far outpacing iOS, peaking on Thanksgiving Day with 57.8% of impressions.
Healthy growth in programmatic display: Marketers continue to move budget to programmatic display ads due to stronger, trackable results with spend up 35% YoY. Contributing factors to increased effectiveness include better use of data feeding smarter strategies, and greater message relevance based on use of consumer data.
“These numbers show significant growth of mobile across the board, so it’s becoming more important for marketers to get a clear view of the customer across devices and across interactions,” said Roger Barnette, president of IgnitionOne. “Our IgnitionOne data management platform fuels messaging across search, display, social and mobile, making reports like this possible. Pulling together first- and third-party data allows for optimization of all interactions and increased relevance of messaging served.”
Coca-Cola, Nissan, and HBO have taken a giant leap into the virtual world of advertising. Virtual reality can transform the advertisement industry, but the industry itself has to understand the technology before diving head first into the transformation. Virtual advertisement will allow individuals to enter a completely different experience, getting immersed in a very authentic way of viewing ads. “Today social networks are about sharing moments, but tomorrow it will be about sharing experiences.” Virtual reality will give all a sense of presence that they are unable to get from any other advertisement.
The same ads you see on Instagram will now be appearing on your Facebook page. Facebook, who owns Instagram is testing this on Mercedes-Benz, allowing their car ads to target users who follow them on Instagram. Targeting will be extremely precise. “Brands could use Instagram for brand awareness, then Facebook for their direct-response messaging.” The goal is to target individuals based on their information on both Facebook and Instagram, giving them ads from businesses that interest them.
Search is part of a huge platform for driving conversions. The article talks about three different ways to improve a company’s entire marketing efforts through search perspectives. The first being to listen carefully as to provide the user with a better experience. The second is to review your brand’s trending techniques frequently. Finally, the third is experimenting with Google AdWord search.
The female dominated site, Pinterest, just hired David Rubin as their new head of brand. This was a bit of a curveball because Pinterest is predominantly used by females and at his last job, Rubin worked with Axe. However, Pinterest hired David in order to expand their reach to men as well. “This is a fantastic brand already,” Rubin said. “My job is to help unlock that for more people, more often.”
Foursquare is in the middle of a huge rebrand. It is getting rid of one of its main features, the check-in. In addition, they are also changing their logo and creating a new typeface. The problem they face with this is not upsetting their loyal users. They are trying to make the user experience more personalized. They have approximately 10.3 million users.
Google is notorious for getting big name brands to sign on for their promise of better click-throughs. Google has it easy with blurring the lines between organic and paid search. Mike Capsambelis, the Product Manager at Google Shopping wrote, “We believe these ratings will help differentiate products across google.com and google.com/shopping and will help merchants drive more qualified traffic through Product Listing Ads.” the product ratings willl begin to appear across Google Search homepage, as well as Google.com/shopping portal.
When we describe IgnitionOne®, we talk about being a global leader in cloud-based technology. We have an amazing data product, called the LiveMarketer®, that helps brand marketers really understand who the individuals on their website are, what they’re interested in and what media channels they’ve been touched by on their path to purchase.
All this information is taken into account and we are able to assign each individual an Engagement Score which tells brands marketers how like that individual is to convert.
When a brand knows how interested someone is in their product and what their interested in, this becomes powerful tool to use in the media channels they use, the price they pay for them and the messages they serve to individual users across them.
At IgnitionOne®, we’re focused on making online marketing simple for brand marketers so we’ve combined this all into one platform, the Digital Marketing Suite. This allows this information to be shared across online marketing disciplines and helps brand marketers start thinking about marketing to individuals rather than marketing across channels.
And to make it even simpler to understand how our technology works and how it could help your brand, we’ve made this one minute video.
IgnitionOne’s new report covering trends across digital marketing reveals positive growth for digital marketing. Product listing ads (PLAs) represented a significant area of growth in the final quarter of the year coinciding with the holiday shopping season.
2013 ends with a strong Q4 for search – Ending with a robust holiday shopping season, US search saw advertising spend up 12% YoY in Q4.
Tablet growth normalizes while smartphones soar– Spending growth YoY for tablets is up 82% while smartphones spend is up 253%. The normalization for tablets is likely due to Enhanced Campaigns limiting targeting for the device type, which many advertisers had already been invested heavily in Q4 2012.
Yahoo! Bing Network holds on to share – The Yahoo! Bing Network held its ground in Q4, with 22.7% of spend vs. Google’s 77.3%, just a hair up from last quarter’s 22.6%.
Product Listing Ads (PLAs) grow in prominence – For US advertisers who leverage PLAs Q4 impressions for the ad product grew by 380%, clicks grew by 312% and spend grew by 618% compared to Q4 2012. During Q4 for these advertisers, PLAs accounted for 10% of impressions, 13% of the clicks and 16% of the total spend. PLA growth significantly outpaced traditional search PPC ads.
IgnitionOne’s complete Report can be downloaded here.
This report is the latest in a series of IgnitionOne whitepapers reviewing trends across the online advertising landscape. Previous whitepapers and quarterly reports can be downloaded at bit.ly/ignitiononeresearch
Today we released a mid-quarter report highlighting a strong Thanksgiving weekend for digital marketing. In the report, we discuss how mobile devices represented a growth area for retail marketing, with huge increases in search spending for both smartphones and tablets, the growth of Thanksgiving Day as an important event for online retail marketing, as well as the increasing value of programmatic display advertising.
Key findings in the report include:
Mobile devices drive major growth: Thanksgiving weekend saw a magnification of the importance of mobile devices with huge increases in US paid search spending, especially for smartphones, which saw a 542% increase year-over-year (YoY) for the full weekend, peaking at over 1000% growth in spend on Thanksgiving Day.
Holiday weekend metrics up over last year: US retail advertisers had a busy Thanksgiving weekend, with a 52% YoY increase in spend. Impressions were also up 40% compared to the 2012 shopping weekend.
Thanksgiving growing in importance for online retail: Thanksgiving Day, along with Black Friday, saw the biggest increase in US paid search spending among retailers in what was a perfect storm of wide adoption of mobile devices, a shortened holiday shopping season and increased promotion of Thanksgiving as a shopping day.
Programmatic Display increases in effectiveness for US retailers: Retailers saw conversions increase 52% on Black Friday and 79% on Cyber Monday YoY as the effectiveness of programmatic display advertising benefited from both technology and marketers becoming more sophisticated.
“Online advertisers are shifting tactics to meet consumer demand – resulting in increased messaging across mobile devices and adding Thanksgiving Day as a major shopping day,” said Roger Barnette, President of IgnitionOne. “With a shortened holiday shopping season in 2013, this past weekend resulted in impressive growth for digital marketing that will help push through to a strong overall Q4.”
IgnitionOne won the Innovation category UK Search Awards last night at the Emirates London.
IgnitionOne leveraged its propriety Engagement Score to open up search for use in online branding campaigns. Brands whose purchase cycle usually ends offline, such as FMCG brands, tend to run brand awareness campaigns online and therefore, have steered away from search traditionally thought of as a direct performance product.
Brand awareness advertising is notoriously hard to measure, as there is no single KPI representing effectiveness. IgnitionOne, by combining a number of different variables including percentage of new visitors, bounce rate, dwell time and the Engagement Score, were able to build a true interest profile of the individuals on a company’s website and provide a more comprehensive indication whether or not they would convert offline. This provides brands with a more robust measurement of their online advertising success than standard click metrics.
In its entry, IgnitionOne referenced its recent case study with diary brand, Danone, and their use of the product to show the use of search to support online branding campaigns showed real return on its online advertising investment.
“It’s fantastic to be acknowledged for our innovation,” said Simon Haynes, UK managing director for IgnitionOne “Tonight’s award demonstrates how the IgnitionOne team is always striving to develop new products, and new ways to use existing products, to help our client’s online advertising campaigns succeed. A huge congratulations to the IgnitionOne team globally who have worked so hard to make IgnitionOne search a success.”
For the third year, IgnitionOne released its holiday shopping infographic, accumulating data from the last several Thanksgiving Weekends. The infographic sheds light on important statistics around the kick-off to the holiday shopping season, giving marketers an idea of what to anticipate for the upcoming holiday weekend. Ecommerce should expect yet another highly successful season, as more and more consumers look primarily to the Internet to make their holiday purchases.
On the heels of a recent management-led buyout, IgnitionOne’s CEO, Will Margiloff, was featured in Entrepreneur Magazine, an online publication devoted to entrepreneurialism, small business management and business opportunities, discussing lessons learned during the course of his ventures.
Vanessa Courtright, Marketing Coordinator, illustrates why Back-to-School shopping trends are indicative of future Holiday Shopping trends, and how marketers can efficiently drive their Holiday promotional messages to consumers.