Tag Archives: social

Weekly News Roundup

U.S. Ad Spend Hits $35B In Q1

The United States ad revenue hit $34.9 billion in Quarter 1. This showed a 4% increase in the United States ad spend. The Winter Olympics was the main factor in the heavy spike in ad revenue. Aside from television advertising, display advertisements saw the biggest increase in revenue. According to the article, “the Display Internet business was up 13%.” The company with the biggest advertising growth was General Motors.

How Marketers Can target Online Shoppers More Effectively: The power of segmentation

Nowadays, consumers have an endless amount of choices for certain products. As stated in the article, “Today your customers are really your only source of competitive advantage.” So, what is the best way to target and maintain your customers. The article talks about splitting up your customers into 2 segments: the careful shopper who conducts extensive research prior to making a purchase and the efficient shopper who doesn’t bother with deals and coupons. Once you have your customers placed into the 2 segments, you can adjust your promotional campaign to fit the needs of each segment.

Competitive Analysis in Search Is Linked to Higher Conversions

Knowing your competition is an extremely important tactic to implore in order to do well. However, in search, it is a must to know what your competitor is doing. Knowing your competitors backlinks, content and site structure will give you a leg up on the competition. According to the article, “only 40% of marketers integrate competitive analysis insight into strategy.” In contrast, competitive analysis is proven to be successful and companies should be latching onto it.

When Do Mobile Ads Work?

Marketers should take notice of mobile advertising. For those who are not aware, “mobile display ads can increase brand favorability and purchase intent.” The information on mobile ads are supposed to remind users of what they already know about that specific product being advertised to them. Mobile ads are also meant to be advertised after those initial products are advertised elsewhere in a different form of media. The article states that global spending on mobile advertising is meant to hit $36 billion by 2016.

Ad Spend on Social Media Platforms is Expected to Hit $11 Billion by 2017

Social advertising is growing at an enormous rate. That enormous rate is expected to be $11 billion by 2017. The article provides charts on various ways social advertising is heading in the market. An example includes the age group of males and females that are most targeted in the USA. In addition, “71 percent of agencies said that they ran social media ads alongside other online advertising, and 41 per cent in conjunction with offline advertising.”

Mobile Marketing Goes Awry for Pandora

Pandora, a very well recognized radio station has been known to give their users multiple ads throughout their listening experience. These ads are usually specific to the user’s zip code, which Pandora asks them to enter upon downloading the mobile app. The issue with this is that the zip codes are entered manually by the users. Once a user moves, they will continue to receive advertisements specific to their past location. Luckily for Pandora, advertisers are now interested in running much larger campaigns, nationwide. For now, Pandora has been checking IP addresses of mobile devices and will ask the user to change their zip code if required.

weekly-news-roundup-51614_1377_621889_0_14090516_500
Source: Silanis e-SignLive

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

Weekly News Roundup

Facebook explains its decreased organic reach

 Facebook has received a backlash of complaints on their recent decrease in organic search. According to the article, there was an “internal tweak” that caused much anger for brands because now they have to pay to reach their audience.  Originally telling their agencies that getting enough likes was sufficient enough to generate an audience, but now that organic reach has decreased, brands have to pay to reach their audience. This will cause Facebook’s ad revenue to increase, but decrease brands trust in them. Facebook has been working to improve their communication for future changes.

Google Penalizing Brands When Smartphone Clicks Don’t Deliver The Goods

There has been a recurring problem with searches on mobile devices.  Smartphone users have been getting directed to a company’s mobile site rather than the webpage they were actually looking for.  Google is urging brands to fix this problem so that it is easier for users to get the information they are looking for.  The problem that comes along with fixing this issue is that it requires a good deal of money and time for the companies to expend.

Customers First, Company Needs Next, Individual Agendas Last

There has been a recent trend in companies to put their needs in front of their members.  Many companies make decisions that are best for the company, but not the members.  The author explains that this habit must be discontinued.  Companies must stop worrying about what technology is the best, but worry about what will make the members happy.

Search Apps Stealing Mobile Search Ad Revenues from Google   

 In the realm of paid search, it is no doubt that Google tops the chart. However, the article explains recent trends with users on mobile apps, pushing Google behind first place. These mobile apps use alternate sources of revenue generated outside of Google ads.  According to the article, 85.9 percent of digital ad search projected for 2018 is through mobile advertising alone. Sure, Google will lose the top spot in the mobile advertising world, but that’s not to say they won’t be too close behind.

Six Social Media Marketing Trends That Will Stay On

Social media has made the world of marketing into a much larger platform of attention. Marketing is now all about satisfying the customers individual needs. No longer are brands targeting just an audience, but also, individuals within that audience. According to the article, there are six trends in social media that are bound to continue to hold a large promotion for marketers in their business. These six are content, social listening, Google+, visual social media, paid social advertising, and smartphones.

All Facebook mobile app ads will include Page links and social context from August 6

Starting August 6th, mobile devices will begin to include Facebook links. This is particularly targeting mobile app ads in order to have the same appeal those ads would have when accessing Facebook through a desktop. This change shows just how important mobile ads on Facebook are becoming.. According to the article, most of Facebook’s social revenue network comes from mobile, and this new version will only reach more users and continue to grow their total advertising income.

weekly-news-roundup-5914_1377_619052_0_14094834_500
Source: Silanis eSignLive

IgnitionOne® – Making Online Marketing Simple

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.

If you’d like more information about how IgnitionOne® can help you understand and connect with your customers, email us at info@ignitionone.com or visit our website www.ignitionone.com

 

Holiday Shopping Goes Digital

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.

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.

IgnitionOne’s July Digest

Thought Leadership

Has Search Lost Its Luster?
MediaPost
June 3, 2013

Roger Barnette, President of IgnitionOne, discusses the fundamental role of search in the ever-evolving world of digital marketing.

Why Bother with a Search Management Technology?
DMS.com
June 4, 2013

Michael Alex-Campbell, Sales Executive at IgnitionOne UK, explains the importance of using search management technology in order to tap into search’s full potential.

Things Not to Do in Digital
DMS.com
June 7, 2013

When used well, the Internet is a great opportunity for companies; unfortunately, it can also be a threat if not used properly. Alice Travers, Client Solutions Executive at IgnitionOne UK, explains how to make the most out of the Internet, and cautions against common mistakes.

Sabermetrics & Search Bid Management; ‘Moneyballing’ the Market
DMS.com
June 13, 2013

Will Perkins, baseball fan and Director of Client Services at IgnitionOne, highlights the similarities and differences between the use of sabermetrics in baseball and metrics used in search bid management, and explains how technology aims to take “search sabermetrics” to the next level.

Attribution: Do You Have What it Takes? A Webinar Recap
DMS.com
June 20, 2013

Attribution – understanding which media exposures contribute to a conversion – represents a sea of opportunity to marketers, yet many are wary of it. Dave Ragals, SVP of Client Services at IgnitionOne, discusses the best way to navigate attribution and urges clients to jump in and make the most of it.

IgnitionOne Releases its Q2 2013 Digital Marketing Report
DMS.com
June 26, 2013

In its report, IgnitionOne finds that search spend was up in Q2 and that the channel remains a strong performer; mobile advertising and programmatic display are promising channels for the future.

The Beta Debate
DMS.com
July 1, 2013

Denis Burba and Katherine Wrobleski, Senior Media Manager and Associate Account Manager, respectively, reflect on the key points that search marketers should consider before making the switch to beta versions of products, and urge them to proceed with caution.

IgnitionOne News and Press

Enhanced Campaigns Countdown: Rising CPC Insights & Migration Tips From iProspect
Search Engine Land
June 18, 2013

IgnitionOne Wins Bronze in Online Marketing Campaign of the Year
DMS.com
June 18, 2013

In Optimization, Service Is King
AdExchanger
June 20, 2013

Mobile Search Advertising Continues Its Ascent
Marketing Charts
June 26, 2013

IgnitionOne: Search Budgets, Clicks, Impressions Up
MediaPost
June 26, 2013

Report: Google Gains As Search Ad Spending Starts To Rebound
Forbes
June 26, 2013

Marketers Up Search Efforts For Travel Media
MediaPost
June 26, 2013

Report Finds Mobile Search Ad Spending Has Doubled Year-Over-Year
KoMarketing
June 26, 2013

FTC Directives Could Make Mobile Search More Confusing
Mobile Marketer
June 27, 2013

IgnitionOne: Mobile PPC Spend Sees Triple-Digit Growth, Retailer Spend Jumps 18% In Q2
Search Engine Land
June 27, 2013

Study: US Travel And Retail Sectors Got Aggressive With Programmatic Display In Q2
Marketing Land
June 28, 2013

Industry News

Conversion Attribution In Cross-Channel Marketing: Giving Credit Where Credit Is Due
Adotas
June 4, 2013

Until recently, many retailers only paid attention to last-click attribution; however, new research shows that, in order to account for the factors that convert a potential customer, more and more retailers are turning towards multi-channel attribution.

It’s Time To Drop The Jargon: Simplifying the Ad Tech Story
AdExchanger
June 6, 2013

While the technology behind the digital marketing industry may be complex and hard to understand, the industry’s image does not have to be. Confusion due to complicated jargon is hurting the ad tech industry as a whole.

The Changing Digital Marketing Landscape
DMNews
June 10, 2013

New research shows that the digital marketing landscape is growing at a more rapid pace than ever; as the number of ways to reach potential clients increases, so too do content marketing capabilities. All that’s left to do is to wait for attribution to keep up.

CMOs Lack Knowledge to Measure Customer Experience
MediaPost
June 20, 2013

A new study shows that CMOs today are increasingly responsible for fostering the relationship between brand and customer; however, with few ways to measure consumer experience, marketers remain in the dark about how effective they are.

DAA Bashes New Cookie-Blocking Initiative
MediaPost
June 20, 2013

As public opinion of cookies becomes ever more negative, institutions like Mozilla Firefox and Stanford University’s Center for Internet and Society have pursued cookie-blocking initiatives, drawing criticism from digital advertisers.

Campaign ROI Is No Longer Enough
DMNews
June 20, 2013

More is more when it comes to the data that marketers turn to when facing decisions. Turning data into knowledge requires more than simple ROI; a variety of metrics should be used.

Big U.S. Advertisers Boost 2012 Spending By Slim 2.8% With a Lift From Tech
AdAge
June 23, 2013

AdAge’s annual list of the 100 Leading National Advertisers likens trends in advertising budgets to the American economy; both hurt by recent declines, the advertising budget of most major companies and the American economy is growing at a slow but steady pace – spurred largely by growth in the digital sector.

Search

What Does a Bing-Powered Siri Mean for Google?
All Things D
June 11, 2013

Apple recently said that Bing would replace Google as Siri’s default search engine for the upcoming iOS 7. A look at the changing relationship between Apple and Google, and what it means for SEO marketers.

SEO Into 2004: The Irreversible Changes in Google’s Products
Search Engine Watch
June 13, 2013

As Google’s product updates mark the evolution of search from a simple look up tool to a platform for exploration and discovery, SEO marketers need to consider the implications that such a shift will have on their own performance.

Google Enhanced Campaigns Increase Cost per Click
MediaPost
June 18, 2013

Google’s shift to AdWords Enhanced Campaigns is may not be good news for advertisers, a new study shows.

Reach Millennials via Search, Social, Mobile
MediaPost
June 20, 2013

New research shows that though Millenials are considered to be the most social generation. They rely on old-fashioned search as the source of most information.

How Social Content Supports Real-Time Search Engine Marketing
MediaPost
June 24, 2013

A new study by Stanford University and Microsoft Research shows the relationship between social content and sharing, and search queries during real-time events.

Google’s Enhanced Campaigns: What We’ve Learned from Migration
Econsultancy
June 27, 2013

A look at the effects of a migration to Google’s Enhanced Campaigns, and how marketers can benefit from making the switch sooner rather than later.

Display

Will Need for Transparency Drive Ad Networks Out Of Business?
MediaPost
June 6, 2013

A look at the pros and cons of contemporary DMPs and DSPs versus traditional ad networks.

When Will Digital Ads Finally Generate a ‘Water-Cooler Moment?’
AdAge
June 6, 2013

Online advertising has become one of the most popular forms of marketing, but are online ads really that effective? In today’s connected world, it is easy to get caught up in the numbers and technology and forget the creative aspect that makes for a good online campaign.

Programmatic, Real-time and Predictive: Display is Ready for Primetime
DMNews
June 20, 2013

Display advertising has grown rapidly over the last few years and its growth is likely to continue. In the next few years, display is poised to overtake search as the main player in digital advertising.

Mobile

Web, Social, or Mobile? All of the Above
DMNews
June 4, 2013

Instead of the divide-and-conquer mentality surrounding silo’ed marketing, marketers should pursue integrated campaigns to see higher ROIs.

Mobile Marketing Isn’t About Screens or Devices, It’s About Behavior
AdAge
June 13, 2013

In the ad tech industry, mobile tends to be treated as one channel; however, the way people interact with their devices varies from screen to screen, creating a challenge for marketers who look at mobile in such general terms. In the end, it is not about the screens – it is about behavior.

Google Takes Majority of Mobile Ads, Facebook Closest Rival
MediaPost
June 13, 2013

Despite the challenges presented by mobile advertising, Google has found success, and now has the majority of the worldwide investments in mobile advertising.

Agencies and Cannes Judges Say Less Is More for Mobile
ADWEEK
June 17, 2013

New IAB study offers the best practices for an effective mobile ad. Two of the main points: brevity and creativity.

Digital Businesses Address Need for Mobile Ops, Sites
MediaPost
June 17, 2013

A new Forrester report shows how business are adapting to the emerging mobile landscape, building mobile-websites, apps, and more to target mobile users.

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

Gone are the days of traditional television; new research shows that video is going mobile.

Social

Facebook Kills Sponsored Results
MediaPost
June 13, 2013

Out with the old and in with the new for Facebook’s advertising efforts. The company is pulling sponsored results from its pages after other ad spaces performed better.

Facebook Adds 15-Second Videos for Instagram, Brands Sign On
MediaPost
June 20, 2013

After the success of Twitter’s Vine, Facebook adds video capabilities to Instagram in a move that greatly appeals to advertisers.

Facebook’s Fight for Dominance
Digiday
June 20, 2013

Facebook’s new video capabilities on Instagram both excite and impress companies who see it as an excellent opportunity to connect with customers.

What Instagram Video Sharing Means for Advertisers
Adotas
June 21, 2013

Instagram is already a hub of opportunity for marketers; Facebook’s addition of video to the photo-sharing platform seeks to take it to the next level.

Facebook Doubles Stats for Ad Buyers
ADWEEK
June 26, 2013

Facebook is stripping some of the ad spaces that are available to marketers, and instead is giving them four new levels of data; so while marketers will see less breadth in their Facebook campaigns, they will have greater depth.

As IPO Nears, Twitter CEO Says “We Think of Revenue Like Oxygen”
Tech Crunch
June 28, 2013

Despite their upcoming $10 billion IPO – or perhaps because of it – Twitter remains grounded, CEO says, and is focusing on long-term developments over short-term.

 

Attribution Is Where It’s At

In a session on interpreting multiple data sets at ad:tech NYC, a panel was asked “What data set or point is at the top of your wish list?” The answers were not surprising:

  • Individual psycho-behavioral information
  • TV viewer behavior and conversion
  • Attribution

Attribution was one of the hottest topics at ad:tech. Everyone acknowledges that marketers have made great strides in using attribution to fine-tune their digital advertising strategies. But the Holy Grail of accurate cross-channel, cross-platform, cross-device attribution remains elusive.

Why is attribution so important? The simplest answer is efficiency. Understanding what spurs conversion helps marketers mold their strategies for maximum ROI. There is nothing simple about attribution, however, in a world where the classic purchase funnel has become more of a maze.

Credit where credit is due

Several of the panelists at ad:tech warned of the fallibility of last-click attribution models. Generally, last-click/last-view models favor search. What marketers really need is the ability to give proportional credit to all marketing channels and to understand how cross-channel and intra-channel assists contribute to conversion. While technologies can help marketers gain insight where tracking is possible, no one has been able to address the biggest challenge of all – cross-device attribution. Until someone cracks that code, analyzing behavior across all of the devices consumers are using is more art than science.

So much media …

As the list of devices that consumers use grows, so does the list of publishers and media outlets. Today’s campaigns run across search, social, display and TV, with multiple permutations within each of those channels. So how does a marketer know what really works?

One suggestion from ad:tech panelists was to keep a good marketing calendar and make sure that calendar is shared across media planning and analytics teams. By overlaying time-based data on an up-to-date calendar comprising all elements of a campaign, marketers can get a sense of causality that the numbers alone can’t provide.

Another tip offered was to compare multiple attribution models rather than putting all stock in one methodology. In one case study presented, analysis found that by using a last-click attribution model, only two of the tested creatives were winners. When assists were considered, though, five of the creatives contributed to conversions. Especially in testing creative and placement, considering alternate attribution models can keep marketers from throwing out good creative.

Other presenters encouraged marketers to be bold and creative in their testing: “turn off your branding campaign in order to measure attribution; bring offline data into an anonymous cookie pool to sync with online data; test for causality beyond conversion; explore new data sets,” they said.

Not without challenges

Attribution is a fairly new science, so, of course, it’s still evolving and will need to continue to adapt as the landscape changes. Some of the challenges that technology companies and marketers will be trying to overcome in the near future include:

  • Four-screen attribution – Single users on multiple devices create the biggest challenge in positively identifying “what works.”
  • Audience verification and cookie management – The lack of tracking capabilities for mobile and TV prevent an accurate account of how those platforms contribute to campaign success.
  • Over-abundance of data – It would seem logical that more data is better, but that’s only true if marketers understand which data really matter and don’t get buried in an avalanche of numbers that prevents them from reaching meaningful conclusions.
  • Protecting privacy – Consumers are more wary of tracking tactics than ever, making it all that much more important for marketers to be mindful of protecting their customers’ privacy.
  • Staffing for the new world – In an environment where CMOs are projected to spend more on technology than CIOs, the need for new roles is becoming evident. Agencies and marketers will need to have someone on staff to evaluate the diversified and specialized landscape of tech providers to create the right tech stack for each client and campaign, and make sure that these disparate solution providers work together.

Attribution is guaranteed to be a focus of ad tech and data providers as they strive to create more sophisticated models and overcome technical challenges. Marketers who aren’t paying attention are missing out on one of the best ways to really understand their customers’ behavior.

Five Ways to Maximize your Digital Marketing Team

Jani Rayner joined the London IgnitionOne office as an Account Manager more than a year ago. Originally from New Zealand, Jani pursued her passion for computing and creativity by completing a Bachelor of Business Degree, majoring in Information Technology and Advertising, which started the launch of her digital career.

—–

Based on the digital account management experience under her belt, Jani has shared some tips below that have helped to get the best from the digital teams she has worked in.

  1. Use an integrated solution like a Digital Marketing Suite (DMS)– With a platform like this, your team can manage all publishers and most, if not all channels in one place. This saves time on multiple log-ins as well as aligning your data in one place, allowing you to centrally manage, attribute and optimise all aspects of the account. With a DMS, your budgeting decisions are also more educated and informed through easier access to cross channel insight.  Within the DMS, there may be many bulk options that can save the team time in terms of campaign creation/modifications including those all-important bid changes and optimisation.
  2. Integrate your individual teams – It is important to encourage the Display, Social and Search teams to work closely together – you will be surprised (or perhaps not) how often this doesn’t happen. Ensure that all team members are attending training sessions for new features and are setting up frequent, regular cross-channel meetings. Try to get each team member contributing to a client to sit together. This exposure can help the team to increase their skill set and keep work life fresh and interesting. This is of course in addition to the benefit to campaigns when all channels are on the same page.  Share knowledge is also key during the flu season when extra cover is needed!
  3. Promote technology usage among social teams  – Creating, monitoring and optimizing Facebook advertising can be time consuming.  By leveraging a Facebook management tool can save  a lot of time and money through the ability to create advertisements in bulk.  Especially within a social space like Facebook, it’s important to keep your advertising relevant and interesting.  Within the IgnitionOne Digital Marketing Suite there are some great features for automatic optimization.
  4. Scheduled regular reports – It is imperative to keep a track of your daily budget and performance, so set up a report to be delivered each day and make it a point for this to be one of the first things you look at. Weekly and Monthly reports can be more focused on overall performance. Having a reports automatically generated will save you time and also serves as a reminder to check month on month performance.
  5. Benefit from outside experts –  Your partners have a wealth of knowledge and they want to help you succeed, whether coming from your Yahoo/Google rep or your technology provider. Encourage team members to attend training sessions. A decent hour learning about innovations, recent releases and best practices will save time in the long run. Treat these resources like true strategic partners and you will reap the rewards.

IgnitionOne Industry Digest

August 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 news. If there are any interesting and relevant articles that you would like to see featured in the next issue, please email Vanessa.Ralls@IgnitionOne.com

Company Highlights

US Paid Search Spend Growth Slows in Q2; Mobile Keeps Rolling
Marketing Charts
June 29, 2012

Marketing Charts uses IgnitionOne Q2 data to compile their report on paid search and mobile growth.

Marketers Continue Upward Trend in Paid Search Advertising says IgnitionOne Report
Mobile Marketing Magazine
June 29, 2012

Mobile Marketing Magazine highlights information provided by IgnitionOne that notes mobile growth and paid search statistics.

Fully Utilize Attribution in Search Marketing
DMNews
July 1, 2012

Roger Barnette’s byline encourages marketers to measure their performance through cross-channel attribution and move away from inefficient last-click.

Will Facebook Crack Mobile? IgnitionOne’s Michael Stephanblome on the Future of Social
The Drum
July 2, 2012

Q&A with Stephanblome covering his opinion on Facebook’s IPO valuation, how the company will crack mobile platforms, what he thinks will be the next big thing in social media marketing and more.

The New Millennial: Generation FB
Digital Marketing Suite
July 3, 2012

Lisa Arsenault, Head of Client Solutions for IgnitionOne, discusses how Facebook is the epicenter of a generation and makes suggestions for how marketers can appropriately advertise using the platform.

Paid Search Drives Highest AOV for Travel Industry
eConsultancy
July 10, 2012

Econsultancy uses IgnitionOne data to fuel their article on paid search and the travel industry, highlighting that paid search drives a 71% higher AOV than any other single channel.

Google Takes Mobile on Attribution Path
MediaPost
July 11, 2012

Information from IgnitionOne’s Travel and Retail Report is referenced to support this MediaPost article on attribution and analyzes the channel paths to conversions.

Paid Search Growth Slows, Mobile Spikes in Q2 2012
Search Engine Watch
July 13, 2012

IgnitionOne data is used to support claims in this article regarding paid search trends.

Seven Years In, It’s Time for Social to Grow Up
AdAge
July 16, 2012

Will Margiloff’s byline questions how marketers value social and insists that social provides better advertising opportunities and an efficient method of measuring user engagement and interaction with brands.

Paid Search Drives the Highest Value for the Travel Industry
Fourth Source
July 17, 2012

Centers on IgnitionOne data that reveals paid search is the key driver in getting customers to spend more money.

Attribution Requires Marketers to Understand Display Ad Impact
MediaPost
July 17, 2012

The IgnitionOne Travel and Retail Report’s explanation of ways to reduce conversion times simply by rearranging media in the purchase funnel is mentioned.

Where Display Fits
MediaPost
July 18, 2012

In his byline, Eric Bamberger discusses the symbiosis of display and search in the end-result of a conversion and makes an argument against last-click attribution as it typically omits the importance of display in the path to conversion.

Still Buoyed by Search Business, Google Posts 21% Revenue Growth
AdAge
July 19, 2012

Roger Barnette comments on the Google Q2 reported earnings.

Ollie Bath, Head of Client Solutions, EU for IgnitionOne, explains how understanding attribution can lead to faster conversations and higher order values
Travel Bulletin
July 20, 2012

Ollie Bath discusses how integrated campaigns are most powerful when you have a fully-attributed view of online advertising, providing insight into how digital channels work together.

PPC & SEO – How Well Do They Play Together
Digital Marketing Suite
July 26, 2012

Meghan McDonnell explores multiple studies on paid and organic search, concluding that paid media fuels overall search traffic.

James Yancey, VP of Global Strategy at IgnitionOne, on the Future of Facebook Sponsored Stories Combining Social Graph and Third-party Data
ExchangeWire
July 26, 2012

James Yancey discusses the future of Facebook Sponsored Stories combining social graph and third-party data.

What Do A BLT And Search Marketing Have In Common?
MediaPost
July 27, 2012

Roger Barnette’s byline focuses on search marketing strategies, and discusses how organic and paid search work in concert and when the two function together, CTR, conversions and profitability will increase. Search marketers must work closely with other digital media disciplines in order to garner results.

Industry Insights

Success through Testing: Don’t Forget the Scientific Method
Search Engine Watch
July 5, 2012

Similar to science, digital marketers can benefit from testing by using steps in the Scientific Method. Characterizations and experimentation show how to test and hypotheses and predictions show what to test.

Is Click-Through-Rate Still a Good Measure for Success?
MediaPost
July 10, 2012

DeShazer argues that in other digital channels, business objectives need to be clearly understood and made tangible through defined KPIs in order to gauge whether the advertising is effective or not. Can this be translated for Facebook as well?

The Ripple Effect of Following a Brand on Social Media
eMarketer
July 10, 2012

A study found that 22% of Internet users would buy a brand that a friend liked or followed on a social network. The impact of liking a brand continues to grow in significance for companies, who feel that catering to their fans on social media outlets is a method of cultivating brand advocates who will support and recommend the brand, as well as its products and services.

Search Marketing’s Influence on Mobile Commerce
MediaPost
July 12, 2012

A report was released on the influence from search engine marketing that puts US mobile commerce spending at $36 billion by 2015 and that global revenue from mobile advertising and content should reach $67 billion this year. The report indicates that search will increase advertising and commerce but that mobile marketing will also contribute. Search on mobile demonstrates immediate intent and because mobile is a personal device, recommendations and ads target the individual. Keywords in text messages, searches, photo tags, and area codes will all play a role in ad targeting and marketing, as well as the ability to push content and recommendations that will lead consumers to make more purchases on mobile devices.

The No. 1 Concern of Digital Marketers: ROI
DIGIDAY
July 17, 2012

In a survey by the Association of National Advertisers, 62% of marketers said the inability to prove ROI in new media platforms is their top concern. They expressed unease over having proper metrics to determine the right media mix of traditional and digital media and 53% said there’s a lack of understanding about digital media among key people within their organization. Further, 40% of marketers are not measuring social to business results at all.

Mobile Search to Hit $15B in 2017
MediaPost
July 18, 2012

Juniper Research issued a new forecast projecting that revenue from mobile search and discovery will nearly triple to $15 billion worldwide in five years.

How Blank Display Ads managed to Tot up Some Impressive Numbers
AdAge
July 23, 2012

Ted McConnell created an ad that offered no message and then enabled the ad to ask anyone who clicked why they did so (whether it was mistake or if they were curious). The average CTR the 500,000 impressions received was .08%, leading McDonnell to question what a click is: “Is it just an indication of a person solving a little mystery along the route of his quest? Is it an experiment? Is it a nervous tick? Or all of the above?”

Balancing Dueling Goals: Quality and Scale
MediaPost
July 23, 2012

Netmining’s Chris Hansen discusses how to effectively run an audience targeting campaign. By balancing quality, where on the page the ad appears and how well it can viewed, and scale, a marketer will likely achieve his goals.

Consumers Willing to Offer Personal Info for Better Ads
Vator
July 20, 2012

A recent survey found that consumers are happy to give their personal interests to marketers if they see a positive return. The study also found that consumers are excited by the idea of getting rid of the noise and removing irrelevant marketing messages, even if that means that they have to take a little time to rate different brands, ads, and segments.

Email and Search are Most Popular Mobile Tasks: Infographic
eConsultancy
July 24, 2012

An infographic by Deloitte that shows that more than half of the UK population (52%) now own a smartphone, while tablet penetration stands at 16%. It also indicates that tablet users spend an average of £2.50 per month on apps compared to just 80p for the average smartphone user.

Trusting the Brand Enough to click on the Search Link
MediaPost
July 24, 2012

About.com released a study, revealing that consumers must trust a brand before they click on its ads. 84% of survey participants said trustworthiness has become a requirement before interacting with a brand. About.com identifies ten elements of trust. Some 99% of survey participants consider accuracy the most important element to gain consumer trust. Relevance follows with 98%; and fairness, format, transparency, and expertise tie for third at 97%. Choice and reliability are next at 95%, and awareness at 93%.

Tablets to Lead Mobile Advertising in 2014
MediaPost
July 23, 2012

A Yankee Group study forecasts that tablets will account for 53% of mobile ad dollars in 2014 compared to 47% for mobile handsets. They also found that 24% of tablet owners clicked on ads while using apps and 29% purchased extra content and indicated that tablets outperform smartphones across advertising, direct payment and in-app commerce.

A Timeline of Recent Facebook Ad Changes
ClickZ
July 24, 2012

A summary of news announcements regarding Facebook’s new advertising opportunities in 2012.

Why Brands must combine Paid, Owned and Earned Media
Social Chorus
July 24, 2012

The Altimeter Group published a report that states that brands do not integrate and align paid, earned and owned media, putting them at a disadvantage. In ten years, most media will encompass elements of all three. Digital, social, and influencer marketing programs are commanding larger portions of brand’s overall marketing budgets.

Facebook Tests Sponsored Results in Search Bar
ClickZ
July 24, 2012

Ads will begin to appear among organic search results in Facebook when users conduct searches for pages or places.

Display’s Future Hinges on Integration with Other Digital Channels
Marketing Pilgrim
July 25, 2012

A study by eConsultancy shows that 59% of marketers say increased integration with social media is very significant, 56% say the same for search and 50% for the personalization of online advertising. 44% of respondents are now integrating on-site content management and 37% are integrating search engine marketing.

Google Presents Strong Case for Online Political Advertisements
Search Engine Journal
July 25, 2012

An infographic that highlights facts about television, mobile, tablets and personal computers that should encourage the presidential candidates to re-evaluate their online advertising methods and strategy.

Display Isn’t Dying – It’s Just Getting Started
Adotas
July 27, 2012

The continuing discrepancy between consumer usage and ad spending in digital media, an online paradigm shift from direct response to brand advertising and the improving efficiency of online channels contribute to the argument that display advertising is only getting bigger.

Facebook is not Google
DIGIDAY
July 30, 2012

Google’s search revenue, a “once-in-a-generation business model” funded the company’s expansive efforts. But AdWords conveyed a message to VCs and entrepreneurs that the ad business was a basic engineering problem that could be solved with an algorithm. Facebook’s attempt at pioneering a new form of advertising based on social signals, in conjunction with its unproven advertising strategy, will take a long time to sort out.