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Site For Moms Is Tops In Traffic Growth, Study Finds https://ift.tt/eCAW3Ra The fastest-growing news channel in America is not a blazing investigative site: It is Forever Mom, a website featuring advice for mothers, according to Digital 100 News & Media Winner: Forever Mom, a study by Similarweb. Forever Mom generated strong referral and display ad traffic. Another parenting site, ParentMood, also showed strong growth, the study reports, while speculating that the COVID baby boom is contributing to this success. But sites reporting global news, including reports from crisis zones, also did well. Traffic in general was up 748.2% on the top 10 sites, according to the study, which is done annually. This year’s top 10 sites and their growth rates are:
advertisement advertisement Mobile web users comprised of Forever Mom’s audiences. They were more likely to go directly to the site, although the referrals channel was second in traffic generation. The Live Universal Awareness Map, which covered the Ukraine war and other news, was ranked across multiple geographies, coming in first in France and Germany and second in the U.K. and U.S. Of all the sites, it drove the most traffic from search, social and direct traffic channels, for a traffic share of 46.36%. Eurasiatimes.com achieved a 28.83% traffic share, with none of the others coming close. One must ask why The New York Times isn’t on the list. “Of the larger mainstream news sites, nytimes.com didn’t make it into our top 10 but still showed impressive growth, with traffic up 55%, year-over-year, to about 500 million monthly visits – even if that growth may have owed more to its cooking site and acquisition of the Wordle word game than to hard news coverage,” the study notes. The study offers this disclaimer: “All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data.” The report was written by David F. Carr, senior insights manager at Similarweb. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tqEvs7r January 25, 2023 at 05:22PM
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Senator Hawley Preps Bill To Ban TikTok https://ift.tt/vRsOrwA Senator Josh Hawley, one of the loudest critics of tech companies, said this week he plans to introduce new legislation to ban TikTok throughout the country. The app “is China’s backdoor into Americans’ lives,” the Missouri Republican tweeted this week. “It threatens our children’s privacy as well as their mental health,” he added. Hawley is hardly the only one to opine that TikTok could pose a security risk due to its ownership by the Chinese company ByteDance. And the app's parent company obviously mishandled data by spying on U.S. journalists. But it's not clear why Hawley is singling out TikTok as posing a unique threat to children's privacy or mental health, given the barrage of similar accusations that have been leveled at Instagram, Facebook and YouTube. advertisement advertisement In any event, Hawley isn't the first lawmaker to seek a ban on the app. Last year, Senator Marco Rubio (R-Florida) and Representatives Mike Gallagher (R-Wisconsin) and Raja Krishnamoorthi (D-Illinois) proposed legislation that aimed to block transactions in the U.S. by social-media apps under the control of China, Russia and several other countries. What's more, 31 states have banned the app from government devices, while state universities in Texas, Georgia and Oklahoma have blocked access on campus WiFi networks. Those moves, while clearly reflecting anti-TikTok sentiment, seem to be at least partly for show, given that they don't prevent anyone from accessing the app. Students can still access TikTok via their cell networks, while state employees can always call up the app on their personal phones. Any attempt by state or federal officials to go further and actually prevent people from accessing the app would almost certainly face First Amendment hurdles. “There are people who are using TikTok every day, in order to express themselves to an existing community -- an audience that is interested in receiving that message,” longtime digital rights advocate Kurt Opsahl told MediaPost last year. “A total ban would cut those people off from that means of communications.” He added that there were ways to mitigate security concerns short of outlawing the app. The Washington Post likewise weighed in against a ban, arguing that any concerns can be dealt with through more limited measures. “A country that cherishes free speech shouldn’t be eager to stamp out the ability of millions to express themselves on their site of choice,” the paper's editorial board wrote on Saturday. “The United States should also be wary of setting a worldwide precedent wherein a democracy blacklists firms based primarily on where they come from.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/tqEvs7r January 25, 2023 at 03:56PM
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Google Changes How Android Works In India Based On Antitrust Ruling https://ift.tt/H4S6tpI Similar to the changes made in Europe for many of the same reasons, users in India will now have an option to choose their default search engine and uninstall Google apps. India’s Competition Commission (CCI) fined Google about $162 million in October 2022, alleging the company had abused its “dominant” position in search, video and the web to unfairly disadvantage competitors. “Implementation of these changes across the ecosystem will be a complex process and will require significant work at our end and, in many cases, significant efforts from partners, original equipment manufacturers (OEMs) and developers,” Google wrote in a post published Wednesday. The blog post detailed how its mobile operating system will change to accommodate orders in the landmark ruling. Google said it would give Android users in India the option to decide on their device’s default search engine in a choice screen that appears when they first set up a new phone or tablet. advertisement advertisement OEMs will have an option to license individual first-party apps to pre-install on their devices. User choice billing will be available to all apps and games letting developers give users the option to choose an alternative billing system alongside Google Play’s billing system when purchasing in-app digital content. The company also will update Android’s compatibility requirements to better support different operating system. Android has always supported the installation of apps from a variety of sources -- including sideloading, which involves app downloads directly from a developer’s website. Google said it recently made changes to the flow of Android installations and auto-updating capability for sideloaded apps and app stores. Online resources have also been expanded in its help center and FAQs. Google has done something similar in Europe, holding an auction for choice screen options in search. The latest was held in September 2022, and will run through August 2023. In the United Kingdom, for example, the top five options voted in by users included Bing, DuckDuckGo, Ecosia, Google, and Yahoo. The search engine alternatives in each market were determined by a bidding process. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tqEvs7r January 25, 2023 at 02:06PM
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How 2022 Trends Will Affect 2023 Advertising https://ift.tt/xcAt3ig Trends such as changes in Google’s algorithms and product updates that shaped 2022 will have a major influence on the outcome of campaigns and strategies in 2023. Zero-click content -- where a person finds the information needed in a search engine result page (SERP) without clicking through to a new page -- accounted for 25.6% of desktop searches and 17.3% of mobile searches, according to a NP Digital research paper that cites Semrush data. NP Digital’s research paper outlines findings from anonymous data collected by the company’s platforms from Ubersuggest and Answer The Public. Some marketers already know that search engine optimization (SEO) and paid search are not enough, and search and social are increasingly important to use together. Consumers contribute as creators by leaving reviews on Google listings, YouTube videos, TikTok, and other platforms. Brands need consumers not just to buy once, but buy again. They need them to advocate on their behalf, publicly. advertisement advertisement One interesting point is that keyword queries continue to trend toward longer-tail, information-based results. Long-tail keywords have always been important to SEO, but they now are trending to become more critical in 2023. Being more specific and anticipating user needs may serve marketing teams better in the long run. The research suggests that long-tail keywords allow marketers to get granular as people adopt voice search and more detailed questions to search for what they need. Companies can adopt a long-term keyword strategy by focusing on hitting users at different stages of a sales funnel or adoption cycle. Consider putting together a strategy that caters to consumers who have left the research stage and are ready to buy. User privacy is changing how marketers approach audience insights. Google recently announced that Similar Audiences will be sunsetting by May 2023. This means marketers need to shift their audience strategy to focus on alternative solutions such as Audience Expansion and Optimized Targeting. First-party data is more important to ensure that Google can use customer intent signals and optimize toward high-value audiences. Advertisers need to implement a diverse audience strategy for their paid campaigns that incorporates the upcoming audience-solution changes as well as leveraging in-market, affinity, and custom-audience segments. The advice is to implement Google Enhanced Conversions -- a feature that helps to improve the accuracy of conversion measurement by supplementing existing conversion tags by sending hashed, anonymized first-party conversion data from a website or offline customer data to Google in a privacy-safe way, according to NP Digital. Big changes are coming to paid search, and much of it is wrapped in artificial intelligence and machine learning. Think Performance Max. Automated bidding was not “wildly successful” at launch, but in time it became an essential part of campaign optimization with its ability to achieve return on investment (ROI) goals. Expect Performance Max to continue improving with better controls and data transparency in 2023. It is also important not to underestimate the importance of Microsoft advertising. Microsoft’s search volume has been quietly growing, per NP Digital. Key milestones include the acquisition of Xandr and recent partnership with Netflix to offer an ad-supported version of the platform. Microsoft is expecting to double the size of its ad business from $10 billion to $20 billion per year in 2023. Much of it will be dome through AI services. As the partnership between Microsoft and Xandr matures, marketers should expect an increase in traffic from search partners through the Xandr network, according to NP Digital, which could potentially offer a comparable alternative to Google search partners. Mobile Marketing via MediaPost.com: mobile https://ift.tt/grl2NS9 January 25, 2023 at 12:04PM
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B2B Marketers on the Move: Elevating Top Marketing Talent in New Leadership Roles https://ift.tt/8ElOwT6 As B2B marketers adjust to the changes that 2023 brings, the industry continues to offer growth opportunities as well as shifts that often seen to happen so fast that they are difficult to fully appreciate. For more than two decades now, TopRank Marketing has had the please of helping a wide variety of the world's top B2B marketers and major global brands elevate and go beyond merely being competitive, to standing out from the crowd with creative and award-winning successes. In 2023 we place increased focus on elevating through intelligence, relevance, and the type of humanization that allows efforts to stand out from the increasing reach of those touched more by artificial intelligence (AI) than by human hands. In this spirit, for more than a year now we have regularly made a point of taking the time to congratulate and honor B2B marketing leaders who have recently seen career advancement. When B2B marketers take on new leadership roles, it's only natural to look for trusted resources that will help professionals in new positions hit the ground running, and TopRank Marketing is honored to have been a go-to B2B content and influencer marketing agency for so many top marketers in new leadership roles. In 2023 we are also continuing to seek out B2B technology industry influencers advancing in their careers to partner with on compelling and unique content collaborations. We offer hearty congratulations to each of the B2B marketing leaders featured in this eighth edition of B2B Marketers on the Move, and extend our thanks for sharing their insightful B2B marketing career advice. B2B Marketers on the Move: Elevating Top B2B Marketing Leaders
Michelle was featured in our "25 Women Who Rock at Digital Marketing in 2017."
Julie was featured in our "Break Free B2B Marketing: Julie Brown of Johnson Controls on Proving the EBIT of Your Marketing," and in our "2015 – 50 Influential Women in Digital Marketing."
Vasudha has been featured in our "Spotlight on Talent: 20 B2B Influencer Marketing Experts to Follow in 2022 and Beyond" highlighting top insights from our comprehensive free 59-page 2022 State of B2B Influencer Marketing Research Report.
Randi has been featured in our "The Future of Marketing As Seen By Randi Zuckerberg #DSMPLS" and "10 New Media Trends Shaping the Lives of Modern Consumers – Keynote with Randi Zuckerberg #CZLNY."
Treasa has been featured on our "Spotlight on Talent: 20 B2B Influencer Marketing Experts to Follow in 2022 and Beyond."
Charlie has been featured in our "50 Top B2B Marketing Influencers, Experts and Speakers To Follow In 2022," and in our "50 Top B2B Marketing Influencers, Experts and Speakers in 2019."
Julia has been featured in our "50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld," "50 Content Marketing Influencers and Experts to Follow 2019 #CMWorld," "Less Is More: Time to Cut Content Bloat & Create Content Connections," "LinkedIn’s List of 24 B2B Marketers You Need to Know," and "How Marketers Can Improve the Customer Experience (And Why They Should Want To)."
Travis is a TopRank Marketing alumni.
Thanks To Each of These Inspiring Leaders For Helping Elevate the B2B Marketing Industry In 2023We extend many thanks to each of the talented B2B marketing professionals we've featured here, who have all recently been promoted or taken on new industry positions. We're certain that you'll elevate with intelligence, relevance and a human touch, and reach new heights in your new roles in 2023. You can find our previous edition of B2B Marketers on the Move here. If you're looking for a new change of your own, feel free to take a moment to check out our own list of current job openings at TopRank Marketing on our careers page. *LinkedIn is a TopRank Marketing client. The post B2B Marketers on the Move: Elevating Top Marketing Talent in New Leadership Roles appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/yb8MrJo January 25, 2023 at 07:00AM
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Studying Gen Z: What We Know About Their Far-Reaching Influence https://ift.tt/GQrXidl Over the past few years, our research has demonstrated that Gen Z is a complex generation with a range of beliefs and values -- a group that refuses to be categorized or defined in any clear way. They pose new challenges for marketers who are used to operating within traditional parameters, but that’s not all. Their habits, consumption patterns and expectations are strongly influencing adjacent generations as well. Most Gen Z-ers were born with a mobile phone in their pocket, and while their relationship with media is more complex than that of millennials or Gen X, their demands on brands to meet their expectations are influencing the entire media landscape. This means that other generations are benefiting from (or struggling with as the case may be) Gen-Z-driven changes to the way media, advertising, technology and other utilities are presented to audiences. In our 2020 study on video consumption behaviors, over half (52%) of both Gen-Zers and millennials said their increased viewing time was here to stay. Today, Statista cites several additional research studies that confirm this metric. advertisement advertisement More recently, Snap and Omnicom Media Group came to us to answer a more targeted question: “What does Gen Z want from brands?” Our 2021 study found that they want to be approached in an authentic, relevant manner. In addition, about 75% of Gen Z say they would be more loyal to brands that speak to “social issues, post information, or have advertisements about social change.” Heightened emotional response to brand purpose messaging among Gen Z compared confirmed this desire. Gen Z is leading the way in many areas, influencing the habits of other generations. We’re seeing widespread shifts in the way people consume media, process information, leverage technology, shop -- and even in the expectations they have from the brands with which they do business. These changes have clearly been influenced by the generation with digital in their DNA: Gen Z. And it doesn’t stop here. We predict that their influence will extend to future generations, who will follow these evolutionary consumption patterns to an even greater extent. Brands should be ready for the permanent shift in the digital landscape, instigated in great part by Gen Z, and prepare a thoughtful, data-driven approach to reach audiences. Mobile Marketing via MediaPost.com: mobile https://ift.tt/grl2NS9 January 24, 2023 at 02:37PM
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Tech Stretch: The Most Popular Marketing Apps Now Being Used https://ift.tt/FvIouZB Analytics remains the most popular technology category, judging by The CDP Report 2023, a study released Tuesday by Twilio Segment. But privacy compliance may be outpacing it. Twilio Segment processed 24.4% user deletion requests in 2022 -- a 69% increase over 2021. It is not clear whether this growth is due to new clients coming on board, or whether it reflects growing efforts to comply with GDPR, CCPA and other privacy regulations. But it does show that “consumers are asking for more transparency and respect for their personal data,” the study states. Among the destinations on the Twilio Segment platform, analytics leads. But data warehouses have taken second place. Advertising is third, while heatmaps come in fourth and raw data fifth. Email marketing is sixth. The company reports that 53% now use Segment to access their data warehouses. One limitation of this report is that it is based solely on the activities of Twilio Segment customers. But it could well be indicative of trends. advertisement advertisement That said, the most popular apps on the platform include:
Despite its top ranking, Google Analytics has suffered a YoY decline of 5%. Facebook Pixel has fallen by 3%. One contributing to the Google falloff is the firm’s recent announcement that Google Analytics will sunset by July 2023. “The replacement, Google Analytics 4 (GA4), promises to capture more advanced analytics but comes with a steep price — re-implementing analytics across your current tech stack,” the study notes. In email, Customer.io has edged out Mailchimp as the leading tool. The two firms battled it out in 2022, but Customer.io has moved ahead, according to the study. Competing between third and fourth place are Braze and Iterable. Meanwhile, the fastest-growing apps on the Twilio Segment platform are:
The takeaway? “The debate is no longer between the specialized capabilities of a point solution vs. the simplicity of a consolidated platform,” the study concludes. “You can have both.” According to the study, the data is sourced from the anonymized, aggregated usage behavior of Twilio Segment’s customers, during the period of 11/01/2021 to 11/01/2022. The only tools included are those with active integrations in the Twilio Segment catalog as of 11/01/2022. Categories must have that category tag. The company adds: “The data is based on the number of customers using each destination/source, rather than the number of workspaces. In some cases, a customer may have multiple Twilio Segment workspaces.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/grl2NS9 January 24, 2023 at 02:37PM
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Strava Acquires 3D Outdoor Mapping Platform Fatmap https://ift.tt/Ah6TW7k Strava, an activity tracking social platform used by over 100 million walkers, hikers, runners and mountain bikers, has announced the acquisition of Fatmap, a high resolution 3D mapping platform focused on outdoor terrain, including summits, rivers, passes and paths across the globe. While Strava and Fatmap will remain separate platforms at present, Strava has shared long-term goals of integrating Fatmap’s platform (used by 1.6 million people) into its app. To prepare, Strava is currently devising a single sign-on (SSO) that would allow subscribers to access Fatmap’s offerings by signing into the Fatmapp app with their Strava username and password. advertisement advertisement The first integration attempts of Fatmap into Strava will supposedly be available to free and paid-for Strava users in the middle of 2023. “Where other map platforms have been designed for navigating streets and cities, Fatmap built a map designed specifically to help people explore the outdoors,” CEO and co-founder Michael Horvath told TechCrunch in a Q&A. “We will enable Fatmap technology in all of Strava’s services, empowering anyone to discover and plan an outdoor experience with curated local guides, points of interest and safety information.” Both platforms currently have premium subscription models. Fatmap’s costs $30 per year, which allows subscribers to unlock access to extra features like downloadable maps and route planning in the mobile app. Strava’s new paid-subscription model was introduced at the start of this month, marking the first price increase in over a decade. The rollout received mixed reactions due to confusion over the price. The new price for subscribers depends on a number of factors, including the region they live in, whether they are monthly or annual subscribers, and whether they purchased their subscription prior to November 23rd, 2022. Strava, which is considered leading outdoor fitness app, has raised over $150 million in funding since its start, attracting investors such as Sequoia Capital. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2T94hER January 24, 2023 at 12:16PM
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Disney Expanding Hulu's Ad Targeting Capabilities To Disney+ https://ift.tt/0U8Jbtd in a major move designed to give it competitive ammunition against Netflix and other ad-supported video-on-demand (AVOD) streamers at this year’s upfronts, Disney is expanding Hulu’s extensive ad-targeting capabilities to buys in the new Disney+ advertising-supported tier, a company executive confirmed yesterday. Starting in April, Disney+ advertisers will be able to use Hulu’s age, gender and geo-location targeting capabilities. And as of July, Hulu’s full suite of targeting tools and services will be accessible across all of its streaming services, according to Disney Advertising President Rita Ferro. Ferro discussed the initiative during a LinkedIn interview with Ernst & Young/EY CMO Practice Leader Janet Balis on Monday. Disney is set to offer more specifics during its Tech and Data Showcase on January 25. advertisement advertisement Currently, Disney+ advertisers have only broad, age-related targeting options. The new options, driven by Disney Select, an identity graph with IDs for more than 100 million U.S. households, 160 million TVs and 190 million mobile phones, will include more than 2,000 unique audience targeting segments, including demographics, psychographics and purchasing behavior. The homegrown, proprietary Disney Ad Server (DAS), which gives the company full control over ad inventory and partnerships, will eventually enable centralized targeting and measurement across all of Disney’s addressable inventory, with all impressions biddable via programmatic. In 2021, Disney set a goal to automate more than half of its ad sales business within five years. First-party data and third-party data integration capabilities are a major focus. “Disney+ is part of our full integrated first-party data offering, and so to be able to turn that on and really deliver against it the way we have on Hulu, that’s the plan. All the work has been done,” said Ferro. “That’s the beauty of having everything on the same ad server.” Disney has been improving match rates with clean room partners to optimize first-party data programmatic availability. Last summer, Disney integrated with The Trade Desk to use UID 2.0 to make its first-party data accessible programmatically, and in December, it announced a measurement integration with VideoAmp. Disney is also working on developing a scalable solution for measurement across streaming and linear TV. “Making sure we can scale the right currency and framework to measure our inventory portfolio across streaming, linear and mobile is critically important for us to drive opportunities for advertisers in the streaming marketplace,” Ferro said. Alluding to the upfronts, she said that advertisers want more than just new “currency” options; they want “critical understanding of how data, identity and measurement drive results for businesses.” Netflix, now going head-to-head with Disney with its own, new Basic with Ads ad-supported streaming offering, currently offers targeting only by content genre and region/country. eMarketer has projected that Disney+’s new AVOD will draw more than $1 billion in advertising in 2023, to $830 million for Netflix (chart above). "Disney's move to begin adopting Hulu's full suite of ad products and services is a huge win for the buy side,” comments Jeremy Haft, chief revenue officer at Digital Remedy. “Disney creates and owns some of the best content out there but not every piece of content makes sense for every advertiser. With the [demand for] all digitally delivered ad impressions to have greater accountability, this will allow advertisers to customize their media strategy against premium content and prove campaign effectiveness based on the desired outcome. It will let Disney marry the worlds of art and science to better monetize more of their content in a scalable way, prove that premium content can drive better performance for their advertisers, and provide an even more customizable experience for the consumer." Mobile Marketing via MediaPost.com: mobile https://ift.tt/2T94hER January 24, 2023 at 11:01AM
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Mr. Peanut Returns To The Super Bowl https://ift.tt/HIE0ptA Mr. Peanut is headed back to the Super Bowl after a three-year hiatus. The 30-second spot, produced by global creative agency VaynerMedia, will air in the third quarter of the game. Mr. Peanut’s enjoyed a rebirth as ’Baby Nut’ in 2020. The spot included the Kool-Aid Man and Mr. Clean, among others, mourning Mr. Peanut at his funeral. Suddenly, the earth cracked and a mini-me version appeared with the announcement: “I’m back.” The Hormel Foods did not offer any details about the upcoming spot. But the company did say it will illustrate why Planters Dry Roasted Peanuts is an ideal snack. “Mr. Peanut is a legume entertainer who loves the spotlight, but it’s not every day that he gets to appear in front of more than 200 million viewers. The Planters brand is excited to return to the Super Bowl to bring the laughs — and the peanuts — to the big game," Rafik Lawendy, head of marketing at Hormel Foods told Agency Daily."The fun will also extend in-store as we showcase the legend of all snacks, Planters Dry Roasted Peanuts, with bold packaging and visuals that celebrate each delicious variety, like Sweet & Spicy, our new rookie of the lineup.” advertisement advertisement VaynerMedia, a creative and media agency, counts TikTok, Mint Mobile, wework, PepsiCo and UNICEF among its clients. Dealer group EchoPark Automotive selected it as integrated agency of record in August 2022. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2T94hER January 24, 2023 at 10:06AM |
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