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CDP Aptness: Brands Focus On First-Party Data And Analytics https://ift.tt/5nOjqa0 Email marketing is a key application in customer data platforms (CDPs), but far from the leading one, judging by the CDP Report 2022, a study by Twilio Segment. The most popular app categories (as seen via Twilio Segment) are:
The most popular data sources are:
advertisement advertisement This study is based on anonymized, aggregated usage behavior of Twilio Segment’s 25,000+ customers from November 1st, 2020 to November 1st, 2021. It includes only tools that had active integrations in Segment prior to November 1, 2021. In general, it was a big year for data warehousing and analytics platforms, as shown by this list of the fastest-growing apps:
Several such products have email capabilities. For instance, “platforms like Iterable have expanded their offerings to empower brands as they connect with consumers across email and mobile channels,” the study notes. Others, like Klaviyo, started out primarily as email platforms, then expanded their offerings. This is an important factor as retailers are faced with the task of providing online the personal experiences an in-store associate can provide. “That can mean everything from real-time support online, product recommendations via email, or even strategically providing coupons to customers most likely to convert,” it notes. Meanwhile, marketers are also pouring more dollars into walled gardens in preparation for the loss of cookies. The most popular apps in this areas are:
The study notes that activating, converting, retaining, and growing users is not only done using paid media — "it’s done with email, SMS, and a litany of other channels.” The takeaway from this? That businesses must be able to “make their first-party data accessible not only to paid media but to other equally important channels.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/ZBmle8c February 28, 2022 at 05:34PM
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AppsFlyer CEO Oren Kaniel Talks About Apple, Measurement, Privacy https://ift.tt/OeDHqIV The Apple App Tracking Transparency (ATT) update caused a 35% decline in in-app mobile games' purchase revenue. AppsFlyer, which measures Apple Search Ads, analyzed the effects of Apple’s new privacy features that require developers to ask users for permission to collect their data. The findings were released in its State of Gaming App Marketing report. The report found that gaming apps spent $14.5 billion to acquire users in 2021, as 10% of budgets shifted from iOS to Android in an effort to improve measurement. The data measures about 29 billion app installs from 17 thousand apps with a minimum of 25 thousand installs and 13 billion non-organic gaming app installs in 2021. When Apple rolled out the ATT framework, gaming marketers initially struggled to measure non-organic installs. NOIs came in at 30% lower between April and September 2021. Adoption of Apple’s SKAdNetwork (SKAN) surged more than five times, while new measurement capabilities paired with SKAN led to the total number of NOIs nearing pre-iOS 14.5 levels. advertisement advertisement Gaming apps adopted SKAN much faster than non-gaming apps, with 67% of iOS non-organic installs coming from SKAN compared to only 30% in other verticals. In the United States, iOS NOIs show signs of recovery after dropping 30% following ATT enforcement. Most users deny tracking, and while iOS 14.5 gained traction, NOIs from traditional attribution fell 30% between April and September. Since then, AppsFlyer has seen a 28% increase after marketers began to invest significant resources in alternative and privacy-compliant measurement. “Think about marketing measurement as a puzzle,” said Oren Kaniel, CEO and co-founder of AppsFlyer, which focuses on mobile attribution and analytics. “Marketers about two years ago had the ability to see the full picture with 1,000 pieces. Now you need about 7,000 pieces. Know how to work with search ads. Share aggregated data with your partners.” Kaniel said Appsflyer had to change “many things” around its platform to measure performance and maintain user privacy. AppsFlyer measures more than $40 billion in campaign spend. Measurement is repeatable, he said, when a brand finds something that works. In December 2021, AppsFlyer formally introduced a privacy cloud and data cleanroom, but the company entered the business years ago. At the time, it was not called a clean room. Now, it’s a place where brands can share aggregated and anonymous insights, not user-level data. It ensures that user-level data never escapes, Kaniel said. “We invest a lot in privacy and a security team,” he said, adding that the company has development offices in Israel. “Almost all that we develop, especially in today’s market, are things related to privacy and security.” The entire marketing ecosystem continues to transition to aggregated data, he said. “There’s a saying that half of my market budget works, but I don’t know what half,” he said. “For most, 95% of the budget is wasted. We’ve never really managed to fix it as an industry.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/ZBmle8c February 28, 2022 at 09:32AM
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NBC Strikes Video-Game Ad Sales Deal With Anzu.io https://ift.tt/9ez5dpk NBCUniversal is expanding into in-video game advertising sales through a deal with Anzu.io, a Tel Aviv-based in-game advertising platform. NBC says this will help generate advertising revenue around gaming and esports. The deal also includes a “small” investment by NBC in the company. Financial details were not disclosed.Anzu claims its global partners include advertisers such as Pepsi and Samsung, as well as video-game studios such as Ubisoft and Amanotes, where it can insert real-world brand ads directly into video games, esports tournaments, and live streams. NBCUniversal says in-game video advertising clients can run “non-intrusive” in-game ads across Anzu’s cross-platform gaming inventory — on mobile, PC and consoles. Advertisers will have access to interactive, data driven, contextual, and programmatic in-game advertising tools. Advertising partners can get measurement from the platform— including ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection. Anzu has measurement partnerships with Moat, Comscore, Human, Lumen, and Kochava. Video-gaming advertising deals from Anzu will work within NBCUniversal’s supply-side platform (SSP), called One Platform. This news comes as NBCUniversal is expected to announce other partnerships and efforts in the data, technology, and measurement space at its tech developer conference ONE22 on March 22. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/ZBmle8c February 28, 2022 at 07:14AM
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Words of Business Wisdom From 10 Women Who Inspire Great B2B Marketing https://ift.tt/WuMdtnv When I look back at my childhood, my mom, first generation Bachelors degree in tow, worked four days a week. And ‘ran’ the evenings on her own at home while my dad was dairy farming. When she looks back, her mother ran the household and picked up shifts waitressing when the farm wasn’t making ends meet. And before that, working outside the home wasn’t something my great grandmother would have dreamed of. It is on the backs of everyday women like my mother, and the likes of Sojourner Truth, Elizabeth Cady Stanton, Ruth Bader Ginsburg, among others, that I was able to enter the workforce without a single thought of my gender having an impact on my professional life. While at the same time, knowing I had a real choice of whether to be a stay at home mom, full time employee or somewhere in between. Not every woman experiences this liberation in the same way I do. And, it is more than just being able to work as a mom that has changed. From voting rights and Title IX to equal pay, women’s rights have come a very long way. AND - still have a long way to go. So, in honor of Women’s History Month, we’d like to elevate the voices of some of our favorite B2B marketers — who also happen to be women — along with a few others outside of marketing. These 10+ women are inspirations to men and women alike. Inspiring Business Insight From 10+ Top Women In Marketing & BeyondAnn Handley [bctt tweet="“Brands realize that to trust somebody, you’ve got to know them. And how can you trust a B2B brand unless you sort of see the faces of the people behind the brand?” — Ann Handley @AnnHandley" username="toprank"] Ava DuVernay [bctt tweet="“Ignore the glass ceiling and do your work. If you're focusing on the glass ceiling, focusing on what you don't have, focusing on the limitations, then you will be limited.” — Ava DuVernay @Ava" username="toprank"] Sarita Rao [bctt tweet="“Curiosity is just so important. Because you just never know what you’re going to uncover and when you ask those questions” — Sarita Rao @saritasayso" username="toprank"]
[bctt tweet="“If your actions create a legacy that inspires others to dream more, learn more, do more and become more, then, you are an excellent leader.” — Dolly Parton @DollyParton" username="toprank"]
[bctt tweet="“You are not just your job title. Job titles often don’t tell a story about who you are and what you stand for. By intentionally choosing how you will show up, you make a more meaningful investment in your leadership and impact.” — @tyrona" username="toprank"]
[bctt tweet="“So often in life, things that you regard as an impediment turn out to be great good fortune.” — Ruth Bader Ginsburg" username="toprank"]
[bctt tweet="“Be eliminating all options for retreat, you can become single-mindedly focused on success and victory.” — Charlene Li @CharleneLi" username="toprank"]
[bctt tweet="“If you don’t see a clear path for what you want, sometimes you have to make it yourself.” — Mindy Kaling @MindyKaling" username="toprank"]
[bctt tweet="“Do I believe in luck? Yes. It’s accompanied by patience, hard work, failure, resiliency, persistence and a little bit of sparkle.” — Miri Rodriguez @MiriRod" username="toprank"]
[bctt tweet="“Women are like teabags. We don’t know our true strength until we are in hot water.” — Eleanor Roosevelt" username="toprank"] We'll conclude with an eleventh bonus quote that sums up the power of B2B marketing when it makes true and enduring connections.
[bctt tweet="“People will forget what you said, but they will never forget how you made them feel.” — Maya Angelou" username="toprank"] I hope at least one of these gems brought you a smile. I think I'll pin a few to my desktop background. Thank you to each of these women and so many others who have helped to pave the way for today's and future generations of girls, mothers, women, and business LEADERS. Imagine, one day your name, your son's name, your niece's, could be on that list in the intro of dedicated souls who helped to advance human rights to level the playing fields. To learn even more about the top women in marketing, here's a list of related articles we've published:
* LinkedIn is a TopRank Marketing client. The post Words of Business Wisdom From 10 Women Who Inspire Great B2B Marketing appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/aA7IjFq February 28, 2022 at 05:36AM
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Nikeland Roblox Activation Brings The Metaverse Into The Store https://ift.tt/EMoJN56 Nike is adding a digital layer to the physical shopping experience at the brand’s New York City store on Fifth Avenue through a collaboration with Roblox.Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ February 28, 2022 at 04:07AM
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Mike Grehan's Three Degrees Of Separation From Jimi Hendrix https://ift.tt/wSTd0Kc NP Digital on Monday announced the appointment of Mike Grehan to senior vice president of corporate communications. Grehan joins the company today from Acronym, where he served as CMO and managing director. Some have called Mike Grehan a visionary, while others think of him as a search guru. As a teenager, he just wanted to play music in a band. Grehan’s father owned a successful nightclub with business partner Mike Jeffery in Newcastle upon Tyne in England. The business, Club a'Gogo, started as a jazz club, but transitioned to blues. Club a'Gogo is where many well-known musicians including Muddy Waters and Buddy Guy performed. The house band, The Animals, played there for years. Jeffery eventually went on to manage The Animals until the group split in 1966. Chas Chandler, the group's bassist, remained with Jeffery and went on to become a record producer, but not until meeting one of the most influential artists in rock history. While in New York, Grehan said, Chandler was asked by Keith Richards' girlfriend to listen to a guitarist named Jimi James at a club. advertisement advertisement After hearing James perform, Chandler convinced him to take him on as his manager and come back to the U.K. with him. Since there was another musician named Jimmy James from the U.S., Jimi went back to his real name Hendrix and became Jimi Hendrix. Neil Grehan remained in the music industry for years before making his way into advertising and search. He worked as a nightclub disc jockey, amateur radio DJ, broadcaster for the BBC, and then transitioned to independent radio. He built the radio show to become one of the most popular in the U.K., he said. “I got to interview every major rock star in the world,” he said. “Many of them I met back in the day when I was young because they played at my father’s nightclub.” While working in radio, he became interested in advertising. He did thousands of voiceovers for radio and television, which led to writing the script and then into the ad-agency world. Grehan went back to university to get a marketing degree. Fast-forward to 1995, Grehan worked as head of public relations for an agency. It was there that he met a young man who built HTML web pages, not websites. Grehan fell in love with the idea of internet marketing and created a consulting business in the U.K. “People called me a visionary, but I thought, what an idiot,” Grehan said. “In 1995, no one needed an internet marketing consultancy. We couldn’t convince people they needed a website, but trying to explain how email worked was interesting.” He spent most of his time buying and registering domain names, and setting up the email service for the company. Around 1997, Grehan said, the company began to build one-page websites, and gradually took off with the ability to add images. By the end of the year, many search engines emerged. The job then became building the websites and registering them with the search engines so they could be found while searching. “I started to study search engines and how they worked, and realized that meta tags and the text on the pages was important,” he said. “It wasn’t just about the keywords anymore. Links became important.” He began to study information retrieval and the science behind search. Twenty years ago, he published a book called Search Engine Marketing, the Essential Best Practice Guide. “I always looked at the science behind search, not SEO,” he said. “I never liked the term SEO (search engine optimization). In all my years in the business I’ve never known anyone who optimized a search engine, so why do we call it this?” The major change to come, Grehan said, will be 5G. "People think 5G is just about faster internet speeds. It will actually transform the way marketers produce content and the way people interact with content," he said. "Yes, you might search Google to find the answer to the question, but the content experience might occur outside of the browser by having access to the mobile phone’s camera and microphone." When asked to cite the best piece of business advice someone gave him, Grehan said sometimes being first isn’t the most important thing, because it’s too early for the industry to accept it. Mobile Marketing via MediaPost.com: mobile https://ift.tt/ZBmle8c February 27, 2022 at 09:09PM
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Gucci And The Sandbox Partner On Virtual Storefront & Event Space https://ift.tt/AoikYFq The luxury fashion house is now the owner of a virtual plot of land in the Sandbox metaverse. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ February 27, 2022 at 10:56AM
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Samsung Galaxy Debuts New Products In The Metaverse https://ift.tt/UwxRDsd Samsung unpacks a new experience by virtually recreating New York City flagship store in Decentraland’s 3D virtual world.Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ February 27, 2022 at 10:49AM
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Ecommerce Habitues: Women Are Taking Less Time From First Visit To Purchase https://ift.tt/9Pwmf4W Ecommerce teams must be doing something wrong with their follow-up emails. A shocking 70% of online shoppers buy only once from ecommerce sites, and never return, according to FACES 2022, a study released Friday by growth marketing agency NetElixir. Despite this challenge, consumers easily spent money during the recent holiday season — especially high-value buyers. And in some product areas, they have speeded up their purchasing. NetElixir analyzed more than 2 million customer paths to purchase across ten retail categories. In general, high-value online shoppers now make more than 60% of website purchases across all major categories. Latency — the time it takes for a shopper to make a purchase after the first website visit — declined from 6.17 days pre-holiday to 3.08 days for women buying fashion and jewelry, the most dramatic falloff seen in any category. And. the average order in this sector went from $115.09 pre-holiday to $190.87 during the holiday season. advertisement advertisement Mobile is playing an increasingly important role in this vertical, as well as in the baby-care and beauty and cosmetic categories. Pre-holiday, fashion buyers conducted 67% of their first site visits via mobile, and 71% during the holiday season. And 65% of their purchases were made via mobile pre-holiday, rising to 69% during the season height. Some categories saw only slight differences in some metrics from pre-holiday to holiday. Take women age 25-34 buying baby products — their latency fell from 3.29 days to 2.83. Then there were men buying tactical gear (presumably not for anyone but themselves), whose number of visits fell from 7.2 to 6.1 from pre-holiday to holiday. Latency dropped modestly from 2.92 days to 2.54 days in that same period, and the average order rose from $300.95 to $323.81. Email teams note the differences in latency among buyer groups, and fashion-triggered programs for those groups to help move them to a purchase. Here are a few other findings:
Mobile Marketing via MediaPost.com: mobile https://ift.tt/XgRh3DM February 25, 2022 at 04:05PM
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Avalanche Of Advanced TV Developments Signal Exciting But Complicated 2022 https://ift.tt/lFKkVv6 There have been so many significant and notable developments across advanced TV this week — connected TV, addressable, measurement, fraud — that it’s not easy to prioritize them, never mind analyze them all, in one column. The convergence of these initiatives is no coincidence, of course. They’re all tangible manifestations of the accelerating transformation of marketing being driven by technology, privacy issues and changing consumer behavior. For marketers, the collective result is a plethora of new options that will undoubtedly open new strategic and tactical opportunities and improve business outcomes significantly over time. But they’ll also create confusion in the short term. And leveraging them fully will demand flexibility and creativity, as well as lots of time and investment in vetting and testing to sort out what works best. To provide a sense of the scope and momentum, here’s a recap of some of the week’s news: advertisement advertisement *New programmatic trading/supply-path optimization solutions GroupM, the world’s largest media-buying agency, along with ad-tech platforms Magnite and PubMatic, launched a global, unified programmatic advertising marketplace for CTV, digital video and display ad inventory for its clients. In addition to reducing supply-chain inefficiencies, the marketplace seeks to create greater transparency, with the agency directly applying and monitoring what GroupM called “new standards of performance measurement.” It also promises competitive bidding advantages and “disruptive” new pricing models. “Our intention long-term is to facilitate programmatic buying on an SaaS (software as a service) basis, where a monthly charge is all inclusive and covers technology, data and agency activation,” Global Head of Investment Andrew Meaden told MediaPost. This followed last week’s news of The Trade Desk (TTD), the world’s largest independent demand-side platform (DSP), partnering with many of the country’s largest newspaper, magazine and digital media to introduce OpenPath — a solution that bypasses intermediaries like Google to enable direct inventory buys from publishers. This, too, is being touted as a means to greater efficiency, transparency and safety in the supply chain. But while TTD stressed that it “is not entering the supply side of digital advertising, and will not provide supply-side services, such as yield management,” its media-agency clients are reportedly seeking clarification of how OpenPath’s publisher partnerships will work. Nor are these the only new programmatic partnerships afoot. *More initiatives to develop new TV currencies, some for use in this year’s upfronts. Discovery Inc. and Omnicom Media Group announced a trial to develop new TV ad currencies for the upcoming television upfronts, using data measurement firms Comscore and VideoAmp, as well as advertisers including AT&T and State Farm. Ultimate goal: an accredited person-based cross-platform currency. Samba TV launched iCPM, a performance-based metric it says is the first advertising currency to offer guaranteed “incremental” reach for TV and video marketers, and which has been in testing by Empower for media client Wendy’s. With this currency, marketers pay only for ad impressions served within households previously unexposed to their linear TV campaigns, according to Samba. Several other currency initiatives were already in the works. Last month, WarnerMedia said it would develop a currency working with Comscore, iSpot.TV and VideoAmp. In late 2021, ViacomCBS (now Paramount Global) formed a currency-development partnership with media agency Dentsu and VideoAmp. NBCUniversal is working with measurement firms and advertisers and agencies to develop and test new currencies, with the intention of using them in the upfronts. NBCU also issued performance data for the Winter Olympics from “certified” partner iSpot.TV. The availability of multiple new currencies should work to the advantage of buyers and the TV ecosystem as a whole, but it’s sure to complicate negotiations in the short term. *New measurement and analytics/planning solutions Perhaps pointing up how many moving parts and potentially overlapping agendas are in play, the Association of National Advertisers (ANA) this week initially confirmed that it planned to issue requests for proposals from media research suppliers to test alternatives to Nielsen’s TV audience measurement services. Later, it issued a clarification, saying the RFPs are actually being issued for a consumer panel to be used for calibrating first-party data as part of its in-progress Cross-Media Measurement (CMM) initiative. That initiative will use first-party data as its primary source for unduplicated reach and frequency measurement. On another front, Comcast Advertising and VideoAMP announced a deal aimed at addressing audience fragmentation in video. Comcast cable systems' set-top-box TV viewership data is being integrated into VideoAmp’s cross-platform measurement product, enabling deduplicating viewership across the STBs and smart TVs. Separately, Comscore and DoubleVerify a joint cross-platform measurement product that aims to address “digital fraud, conflicted verification solutions and growing identifier friction.” It combines DoubleVerify’s Authentic Ad metric, which verifies that ads are viewed by a real person in a brand-suitable environment, with Comscore Campaign Ratings, an audience measurement product offering deduplicated reach and frequency across TV, CTV, desktop and mobile. Meanwhile, Nielsen announced that it’s adding connected TV (CTV) data from its Streaming Platform Ratings to its media planning and optimization tool, Nielsen Media Impact (NMI), to allow for cross-platform audience insights and analytics across streaming channels as well as TV, digital, radio, print and out-of-home. *Addressability expansion initiatives It looks like 2022 will be the year for breakthroughs in licking addressable TV’s scale problem. This week’s first announcement: Addressable advertising technology company Adcuratio signed a deal with Horizon Media’s Horizon Next unit to place targeted ad units in national TV programming. Horizon Next is using Adcuratio’s National Custom Messaging to enable TV marketers to identify specific national TV inventory that allows for switching ad creative for household targeting. A campaign for an as yet undisclosed advertiser will run in national programming on A+E Networks and Fox Corp. channels in the homes of subscribers of Dish TV, Sling TV and DirecTV. *CTV and streaming fraud prevention Roku announced an advertising watermark that will integrate with its operating system to verify publisher ad requests and impressions, verifying that ads are reaching real Roku users. Roku’s DSP will be the first to offer watermarked inventory from Discovery, Fox Television Network and other programmers, followed by Basis Technologies, Google, Human, Innovid and Magnite. Speaking of Magnite, this week also saw the independent supply-side platform debut Live Stream Acceleration, a technology designed to help CTV publishers optimize their live inventory programmatically by ensuring that ads are served in a timely manner without burdening their technical infrastructures. That seems enough to absorb in the space of five working days, don’t you think? Mobile Marketing via MediaPost.com: mobile https://ift.tt/XgRh3DM February 25, 2022 at 02:04PM |
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