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LiveRamp, Basis Partner To Defeat Signal Loss In Ad Targeting https://ift.tt/cMPDJzd Basis Technologies can now use marketers’ first-party CRM data to engage existing customers across any digital device. The feature, which helps advertisers overcome targeting challenges from the loss of signals, is automated in the Basis platform through an integration with LiveRamp. Spinutech, an Iowa-based full-service agency with 160 employees throughout the country, is one of the first to use the integration to support creative, content, search engine optimization and more. “For us it’s the speed in which the data is available,” says Bailey Bosson, vice president of digital marketing at Spinutech, who has worked with Basis for about a decade, and many years with LiveRamp. “Uploading and having the data available in minutes rather than waiting two to three days is helpful.” advertisement advertisement Bosson mentioned simplified pricing, contracts and processes, as well as seamless campaign management controls. It also lets clients compare audiences, and proactivity test for the cookieless world. “Sometimes it really comes down before a promotion launches, we get a DCRM list,” she said. “It allows us to get it into the platform and start targeting right away without having downtime. We can see the match rate and win rate.” Reaching target audiences is becoming more difficult for digital advertisers. Although third-party cookies and other forms of digital identifiers have been the predominant way of targeting ads on digital channels, marketers and publishers are being pressured to curtail these methods due to users’ concerns around privacy. Market forces such as the blocking of third-party cookies and mobile identifiers, as well as new government regulations, are increasing the urgency for brands and agencies to use tactics that utilize customer data gathered with consent. Basis and LiveRamp had a prior integration, but it required the advertiser to sign an agreement with both companies. The majority of Basis customers now have the ability to upload CRM data and create a LiveRamp ID applied to a segment in the Basis platform, says Jennifer Schaen, senior vice president of Basis Customer Experience at Basis Technologies. In July 2022, Google in 2022 delayed&am p;am p;am p;nb sp;plans to phase out Chrome’s use of third-party cookies. In a blog post, Anthony Chavez, Google vice president of Privacy Sandbox, wrote that the company will target the second half of 2024 as the timeframe for adopting an alternative technology. Schaen believes the Basis and LiveRamp integration is an alternative technology. Mobile Marketing via MediaPost.com: mobile https://ift.tt/pKAm1fR March 28, 2023 at 03:34PM
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Google Search Adds Ways To Verify Information https://ift.tt/LJQrCUk Google has launched several ways to verify information in search -- including perspectives, and the About this author feature -- on Tuesday. The information aims to show brands how to build trust on websites and in search results. Google has been testing perspectives in Google Search since August 2022, and now will roll it out in the United States on desktop and mobile. Perspectives will appear below Top Stories and showcase insights from a range of journalists, experts, and other relevant voices on topics being searched on. The goal is to help those searching for information better understand a news story. Understanding the source with About this author allows people who are seeking information to learn more about the authors behind the content being read. When people tap on the three dots, readers can find more information about the background and experience of the voices served in Google Search. The feature in Search results launches in English globally and on the Perspectives carousel in the U.S. in English. advertisement advertisement The three dots next to a search result will also allow people to learn more information about the source and topic of a particular page. For example, when searching for a rainforest protection organization, type in the URL of the organization in Google Search and information from About this page will populate at the top of Search to quickly see how the website describes itself. Sometimes, there is a lack of good information to show for a search, or the results are changing quickly – and that can also provide important context for people searching to have. To address the information gaps, Google Search will automatically show content advisories when a topic evolves. Google recently launched similar advisories, which trigger when its systems do not have high confidence in the overall quality of the results available. The advisories are being expanded to new languages, including German, French, Italian, Spanish and Japanese in the coming months. Mobile Marketing via MediaPost.com: mobile https://ift.tt/pKAm1fR March 28, 2023 at 03:34PM
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Why Social Is The New Search For Gen Z https://ift.tt/h4JInqD Googling is an essential habit for many people. It has been that way since the term first became a verb back in 2006. But for the TikTok generation, search is getting social. Many Gen Zers are turning to video and image apps, TikTok and Instagram to find out more about their favorite brands. We cited the growing trend for "social search" in our 2023 Digital Report. Data from GWI reveals that 16 to 34 year-olds are now more likely to visit a social network when looking for information about brands than they are to use a search engine. The rise of short-form video Roughly half of the world's social media users say that they actively visit social platforms to learn more about brands and to see their content. The rise of TikTok search has already caught the attention of the media, but the latest data suggests Instagram may be young peoples' preferred destination when researching things to buy. advertisement advertisement This is short-form video's heyday -- and it's not just here to stay, but is predicted to keep growing -- upending the idea of search along the way. Short video clips can deliver a lot of insight about a topic or a place for Gen Z. They want inspirational ideas in bite-sized videos and to feel reassured by a creator that recommendations come from someone they trust. TikTok is best-known for serving up entertaining 60-second videos and it is now the most-downloaded app for consumers ages 18 to 24. As the younger Gen Alpha grows up, they will likely follow in GenZ's footsteps, using these platforms as a place to search and learn as much as watch and be entertained. You can find anything on TikTok -- from advice on what to watch on Netflix to comments on this year's Spotify Wrapped, honest and accurate descriptions of experiences, preferences, services or products are becoming increasingly popular. TikTokers are turning to the app as a search engine, while the platform's algorithm personalizes content based on their interactions. Changing social behaviors The research found these trends are part of a changing set of social behaviors, as online communities shift. Unique mobile phone users are growing year-on-year (up +3.2% in 2023), while those ages 16 to 64 are using social media more than ever (+2.0% year-on-year). While people are turning to apps, including Snapchat's Snap Maps, Amazon and social platforms for different kinds of search results, it's worth noting that Google remains the most-used search engine globally. While Insider Intelligence suggests TikTok's advertising revenue could overtake YouTube, also owned by Google's parent company, Alphabet, by 2024, it is by no means a done deal. YouTube still accounts for a sizable and significant portion of the market, so brand marketers need to be able to share content across both platforms in order to meet their audiences where they are. The race for adaptation All platforms are taking note of Gen Z's habits and are adapting at speed to provide what younger users want and need. Google is rapidly innovating around new features in search and maps, adding more images and videos. In 2020, YouTube Shorts was released to share snappy vertical videos, while Instagram rolled out reels and Snapchat launched Spotlight. But the search evolution won't end there. Enter generative AI, which we predict will take search beyond video and social. Alongside the capability to create audio, code, images, text, and video, AI tools like ChatGPT, developed by OpenAI in partnership with Microsoft, are now integrating search functions. Microsoft recently launched Bing, its AI-powered search engine, and Google's AI service Bard is expected to announce new AI search features soon. With so many innovations and new features coming all the time, search is constantly evolving. For now, at least, video is hot. But as younger users adopt AI at scale -- a Morning Consult survey found that 63% of adult advocates of generative AI were Gen Z or millennials -- it's the digital-first generations that will drive the next trends in search. Mobile Marketing via MediaPost.com: mobile https://ift.tt/BK6mqx4 March 27, 2023 at 05:20PM
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Snap Partners With Kargo To Develop Offerings For Ecommerce, Retail Advertisers https://ift.tt/imRsKna Focusing on the growing popularity of shopping on social media, Snap has announced a strategic partnership with mobile-first omnichannel advertising platform Kargo via its Commerce division. Together, they will provide a product catalog, enhanced formats, activation and optimization solutions for ecommerce and retail advertisers. Kargo says these new offerings will build on existing Snap Dynamic Ads while expanding the use of Kargo's Creative Science platform and retail media tools to increase Snap advertisers’ return on ad spend. “Creative Science” is the New York-based company's approach to combining dynamically personalized design with a measurement feedback loop to optimize towards creative led outcomes. advertisement advertisement “We look forward to the capabilities that Kargo will bring to the Snap ecosystem as we continue to grow our offerings for retail and commerce advertisers,” says Ali Rana, global head of product and revenue partnerships at Snap Inc. “Social platforms like Snap have become an important part of the retail experience and how consumers discover new products,” says Michael Shaughnessy, COO at Kargo. “Millions of people browse, shop and purchase on Snap, and we’ve seen first hand the performance that Snap can drive for advertisers.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/BK6mqx4 March 27, 2023 at 04:08PM
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Investing.com Acquires StreetInsider https://ift.tt/FAoONwu Financial reporting firm Investing.com has acquired StreetInsider, a provider of breaking news on equities. Terms were not disclosed. Investing.com will embed StreetInsider’s core news services -- including Hot list, Rumors, Trader talk, Momentum Movers and Trading Halts feeds -- into its mobile apps and website to deliver a mix of free and gated content, it says. However, StreetInsider will continue operating as a stand-alone service, providing selected feeds exclusively on its own platform. The purchase reflects Investing.com’s plan to “invest more in premium breaking news and to make it accessible and affordable for all,” said Shlomi Biger, Chief Product Officer at Investing.com. Investing.com, which purchased its domain name in 2012, claims it is driving over 4 billion pageviews per month, up from 400 million in 2016. advertisement advertisement The company launched its premium product InvestingPro in 2022 after acquiring FinboxIt, a reporting service that partnered with S&P Market Intelligence to cover over 60,000 companies worldwide. It sees the premium service as a sort of Bloomberg Terminal for retail investors. Investing.com, which was purchased for around $500 million by Joffre Capital in 2021, says it is trying to empower retail investors with the same data used by the world’s biggest investment banks and money managers.
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Semcasting Agreement To Offer B2B Marketers Technographic, Contact Data Targeting https://ift.tt/4rGlJaS Cookieless targeting pioneer Semcasting has signed an agreement to integrate SalesIntel B2B data into its platform. “We built out a taxonomy of segments based on job titles and they are bucketed into two groupings like decision makers or IT security, so we bucketed that as manager to C-Suite level,” said Mike Skladony, GM of consumer services at Semcasting. “Then we bucketed for influencers such as sales executives who would use the product.” Prior to this agreement, Semcasting had some normalized job-title data and sales information. The company would combine business-level targeting for everyone in a business, but not for specific job titles. Semcasting onboarded SalesIntel’s data in February, and the service is now available. SalesIntel sends Semcasting monthly updates of the data. advertisement advertisement Skladony said Semcasting’s approach to onboarding data is different than that of other companies. The company owns and compiles a national direct-mail consumer database and has the ability to link job title data to home addresses. “The agreement with SalesIntel lets us take the job title data, identify the household and open the media mix for B2B advertisers, which has been predominantly display, mobile and some online radio,” he said. “Now they can jump into channels like connected TV and OTT into targeted households based on the job-title data.” The technographic and contact data now is available in AudienceDesigner by Semcasting (ADS), a self-service platform that allows brands to onboard data, create audiences, and carry out real-time measurement. SalesIntel’s account technographic and contact data now available for audience creation and segmentation in ADS includes 300 million unique technology installs across 22 million accounts such as account targeting details for 18,000 technologies, 19 categories, and 172 subcategories; and 90 million email-verified contacts such as targeting details for 17 million that are about 95% accurate human-verified contacts, the company says. Skladony became more familiar with SalesIntel in October when the company approached Semcasting looking for a way to take job-title data into the programmatic space. ADS is a clean-room environment for marketers to onboard first-party data with match rates averaging more than 85% and to optimize audience segments with third-party data. ADS audiences can be deployed within hours across major demand-side platforms (DSPs), connected TV (CTV) and social platforms. Mobile Marketing via MediaPost.com: mobile https://ift.tt/BK6mqx4 March 27, 2023 at 10:38AM
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Headspace, National Parks Pair For Mindfulness Boost https://ift.tt/yJzEpTe Headspace is teaming up with the National Parks Foundation for a new nature-inspired content push, aiming to recreate the meditative magic of places like Zion and Yosemite. In addition to a $150,000 donation to the nonprofit, Headspace hopes its park-based audio and video meditations, including sleepcasts, will raise awareness for America's 400-plus national parks. Morgan Selzer, the brand's chief content officer, tells D2C Insider what it hopes to accomplish with the partnership. D2C Insider: What sparked this deal? Morgan Selzer: I love national parks. And they are awe-inspiring. And our research about the benefits of being in nature keeps piling up. It makes you less stressed and more compassionate and a better, happier, healthier person. So the idea was, "How can we bring the magic of the national parks to our members?" The foundation has been an incredible partner in bringing this to life. It’s given us valuable insights, including finding hidden gems within parks. And it's helped get us shooting access: the first drop is from Joshua Tree, and it's amazing. There will be four content drops in all, spaced over the year. D2C Insider: The pandemic created so much interest in the power of nature -- including stampedes to national parks. Did users request this type of content? Selzer: Yes. Many of our members are urban dwellers who don't get much chance to be in nature. It resonated with members when we've done stuff in the nature space before, including a partnership with the BBC. We thought this would be a fun way to bring people to iconic destinations. D2C Insider: What about park imagery, specifically, that's so powerful? As opposed to sitting under a beautiful tree in your backyard or a local park? Selzer: It comes back to our credibility of what we know works scientifically. It's especially true in the sleep space, using incredible nature sounds from these landmark places. Sometimes, people have been to these parks, so they have fond memories. Sometimes they're just hoping to go there. And certainly, people could probably look up nature sounds from other sources. But what you're getting with us is these tried, true and tested wind-down exercises. We know they help people relax. And our sleepcasts are pretty effective. D2C Insider: How does this fit in with other content -- and how much of it do you make each year? Selzer: We have all different kinds. We try to do one or two new sleepcasts a month and then special collections, like this one with the parks and a recent one focusing on women. It's all varied lengths. We do meditations that are new every day. It's thousands of hours. What makes it unique to Headspace is, we're always trying to keep it fresh, but it's all science-backed, as well. We're not just putting stuff out there for variety's sake, but in a thoughtful way. D2C Insider: How often does a typical user open the app? Selzer: It varies. Some people use it for the Wake Up, a five-minute morning meditation. Others are listening to 55-minute sleepcasts. But our hope is that they use our product daily. We've designed it to have multiple touchpoints. D2C Insider: How will you market this effort? Selzer: We're featuring it in our "Today" tab. We'll also be linking the content through email and push notifications and social channels. We have something called Radio Headspace, a five-minute podcast that will feature related content. Florence Williams, who wrote "The Nature Fix," is hosting five episodes. So there will be plenty of touchpoints. D2C Insider: What metrics are you tracking to gauge the success of this? Selzer: We'll watch how much and how long people spend with the content, especially when they listen from start to finish. That's important to us, as is people returning to specific content. Some of our super users listen to the same sleep casts everynight. We also have a partnership with Sesame Street called "Goodnight World," and those sleepcasts are very popular. Our completion rate there is huge. D2C Insider: Headspace has 30 million members in 190 countries. Do you think people outside the U.S. will access these? Selzer: I'm excited to bring this to our international members. The national parks are iconic, and this way, they can see them without traveling thousands and thousands of miles. Mobile Marketing via MediaPost.com: mobile https://ift.tt/BK6mqx4 March 27, 2023 at 10:38AM
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How Music Can Help Make Your B2B Content Sing https://ift.tt/ufzvALS I asked ChatGPT to write the introduction for this post. Here’s what it gave me: In the world of B2B marketing, creating engaging and effective content is crucial for attracting and retaining customers. However, the process of brainstorming ideas and putting pen to paper (or fingers to keyboard) can sometimes feel daunting and unproductive. That's where music comes in. Listening to music has been shown to have a multitude of benefits for the brain, including improved mood, increased focus, and enhanced creativity. In this blog post, we'll explore how incorporating music into your writing process can help B2B marketers produce better content and connect with their audience on a deeper level.Now, that’s not a bad introduction, per se. It reminds me of a high school student writing a 5-paragraph essay. It knows the notes, but not the music — it’s hard to imagine someone feeling passionate about this content, its author, or the brand that brought it to you. But the problem here isn’t AI. B2B brands have been putting out robotic, commodity content for years. AI just makes it possible to churn it out faster. How can B2B content marketers make sure audiences will love their content? How can writers create content that builds a relationship with the brand? Make it sing. As a writer, I find listening to the right mix of music helps me put soul and personality into my stuff. Why Music?Great writing has rhythm. It ebbs and flows, sometimes speeding up and up and up and up until it seems like it can’t go any faster…sometimes…slowing. To. A. Crawl. It shimmies. It jives. It shakes all over like a jellyfish (sorry, Freddie). If a song has the same rhythm, tempo and melody all the way through, it starts to grate—think “99 Bottles of Beer on the Wall.” The same is true with your writing. A little music in the background will work its way into your subconscious and out through your content.What Music?Taste in music is highly subjective (except for mine, which is impeccable), and the right music for productive writing will vary from person to person. For example, I can’t write to songs with lyrics—the vocal track captures my full attention. So when I need an energy boost, I go for synthwave music. Think of it as a never ending soundtrack to the best 90s video game that never existed. For editing, I switch to “lo-fi hip-hop” music. The dirty secret: It’s really just smooth jazz with a makeover to appeal to the youths. Just the same, it’s good for covering up distracting background noises and getting into deep concentration mode. Finally, for a brain break and quick burst of energy, some new-school pop punk is just right: You might substitute gangsta rap for high-energy, classical for editing, and country and western for your brain break. Find what works for you; just don’t sit in stone-faced silence writing staid and bland content.Music and Your BrandSo far, we’ve been talking about how music can liven up your B2B content and boost your creative process. But music can be more than just a conduit between your brain and your keyboard. Part of differentiating your brand in a sea of B2B content is developing a unique brand voice. That voice should come across not just in written content, but in every type of media you put out. When you make social media videos for your brand, what’s your soundtrack? It’s not enough to go to your favorite stock music site and search for “Inoffensive Corporate Vibes.” You’ll either get something that sounds like the intro to the nightly news, or one of those ukelele/fingersnap/whistling monstrosities that pass for breezy corporate pop music. For TopRank Marketing's Break Free B2B Marketing series, we wanted something with a little attitude, something attention-grabbing—the audio equivalent of a grizzly bear shooting laser beams. So we did this: As our brand evolves, we’ve been exploring more chill, sophisticated, but still unique sounds: Which type of music matches your B2B brand will vary. What’s important is to be mindful of music whether you're using it to set the mood for creativity or picking the background music for a content marketing project. Don’t throw in whatever comes up on your first search. Be just as strategic developing your brand’s musical personality as you are with the rest of your branding.Face the Music and DanceB2B content marketing is currently getting flooded with repetitive, bland, AI-generated content. This is different than just a few years ago, when content marketing was flooded with repetitive, bland content written by humans. The only way to rise above either of these content deluges is by writing with passion, personality and style. It’s developing a brand identity for your B2B business that’s consistent across media, including the soundtrack that plays in the background. So crank up the tunes, keep your content fun, and dance your way into your customers’ hearts. Want to step up your content game? We’re here to help.The post How Music Can Help Make Your B2B Content Sing appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/5SpZUPV March 27, 2023 at 06:21AM
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Significant Portion Of Women Play Video Games During 'Me Time' https://ift.tt/zcW6hdB Two-thirds (67%) of women in the United States and United Kingdom said they play mobile or other video games during their “me time,” or the moments when they want to relieve stress and relax, according to a survey by game developer GameHouse. A smaller percentage (28.9%) of women said mobile … Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members. Mobile Marketing via MediaPost.com: mobile https://ift.tt/o4btOPj March 24, 2023 at 03:39PM
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Twitter's Musk, NBCU's Yaccarino Joining Forces, On Stage https://ift.tt/WyDC73b Controversial Twitter acting CEO Elon Musk and NBCUniversal's Linda Yaccarino will team up for a keynote at the Mobile Marketing Association's annual "Possible" conference. Yaccarino, chairman of global advertising and partnerships at NBCU, made headlines in November when she made public comments supporting Musk's takeover and management of Twitter during an Ad Age conference, where she said, "You've got to give the guy a minute." That was followed by several tumultuous weeks until late December when, after asking followers via Twitter poll, agreed to step down and find a replacement CEO to run the social media platform day-to-day. In February, he clarified the timing for a successor, announcing a CEO would be named by the end of 2023. Meanwhile, Musk will take the stage with NBCU's Yaccarino at the MMA conference on April 18 at the Fontainebleau Miami Beach in Florida to discuss "Twitter 2.0: From Conversations to Partnerships." "The session is an intimate conversation between Yaccarino and Musk discussing Twitter 2.0 and what the future holds for marketers on the platform and the role Twitter plays in cultural conversations," the MMA said in an announcement Friday afternoon. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/o4btOPj March 24, 2023 at 01:01PM |
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