How Apple's $430B 5-Year U.S. Investment Affects Search, Recommendations, Advertising https://ift.tt/3vmDd4x Apple's revised plans to invest 20% more in the United States to build on its next-generation 5G technology, silicon engineering and artificial intelligence strategies has the potential to change privacy, streaming, ecommerce, search, and the digital advertising industry. Apple says it will invest more than $430 billion and add 20,000 new jobs across nine states during the next five years. The move increases the company’s commitment from its original five-year goal of $350 billion, which was set in 2018. Apple may not have a focus on using advertising to increase its annual revenue. But building its own semiconductor chip, M1, that goes into each iPhone and iMac gives the company the opportunity to build any type of feature onto the silicon chip. Programming built onto the chip around artificial intelligence could range from features in maps, virtual assistant Siri, and content recommendations in search and digital services such as Apple Music to Apple TV. advertisement advertisement In October 2020, advertisers learned that Google allegedly paid Apple up to $12 billion for default status on iPhones and all other Apple devices. And in Apple’s latest version of the iPhone operating system, The Financial Times reported in October 2020 that Apple would roll out a little-noticed change where it begins to show its own search results and link directly to websites when users type queries from its home screen. “It seems improving on its search technology would be at the top of their list, and that Apple would like nothing more than to do to Google what it did to Facebook and say goodbye,” said Gartner Analyst Eric Schmitt. Facebook CEO Mark Zuckerberg has accused Apple of behaving anticompetitively to benefit its own app ecosystem. The company could see a 7% decline in second-quarter revenue if 80% of its users block the company from tracking them on iPhones, mobile ad analyst Eric Seufert told the Inquirer. That amounts to nearly $2 billion based on Facebook's fourth-quarter earnings. “If you take a privacy-first permission approach and build AI into a sliding scale, where the availability of the data to feed the technology depends on the comfort level of the consumers, it puts the responsibility in the hands of the user,” Schmitt said. Privacy policies may begin with more restrictive settings and allow Apple to expand on its services as users become more comfortable. “Apple has edged in on search, social media, and content recommendations, these are the crown jewels of Google, Netflix, and Facebook,” he said. “I don't really see Apple having to do that with advertising. Everyone said Netflix has to get into advertising, they have been saying that for about five years. They haven't had to, so far.” Apple seems very comfortable keeping advertising as a sideline, said. “Apple had a tolerance for ad-supported and ad-free models... but it seems that the ad-supported side kind of ran amuck,” he said. “The data practices have become too much for some folks to stomach and it puts Apple in more control of the process.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 26, 2021 at 03:48PM
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Enterprise Holdings Selects Ogilvy To Be Its Brand Strategy Agency https://ift.tt/3xBB3QC Car Rental giant Enterprise holdings has appointed WPP's Ogilvy as its new brand strategy agency after a review that began last year, the companies confirmed today. There was no incumbent although the company has two other separate and ongoing reviews including a media assessment in which incumbent PHD was invited to defend. A digital review also continues. Like many other businesses, the pandemic made 2020 a tough year for the car rental business. Enterprise Holdings, which owns Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands and several related businesses reported total revenue for fiscal year 2020 of approximately $22.5 billion down around 13% from $25.9 billion in the prior fiscal year. Competitor Hertz filed for bankruptcy protection last May. Enterprise Holdings spent $50 million on measured media in 2019, according to Kantar. “As we continue to build and invest for the future, we were looking for a strong partner to work alongside us to unlock new growth opportunities and help us deliver on our brand purpose,” stated Randal Narike, executive vice president, global mobility and customer experience at Enterprise Holdings. Ogilvy, he added, “brings a deep understanding of the mobility landscape and a data-driven approach to building brands that will bolster our efforts to be the leading mobility provider in the world.”
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The Noid Is Back To (Once Again) Wreak Havoc On Domino's Delivery https://ift.tt/32NrEXJ Having debuted in 1986, the villainous Noid character is back for Domino’s Pizza—and he’s not exactly thrilled with the chain’s ongoing test of self-driving pizza-delivery vehicles. That's abundantly clear in new commercial spots in which the angry Noid—long known for his attempts to prevent pizza delivery—does what he can to try to sabotage the four-wheel R2 robot from self-driving delivery company Nuro. On April 12, Domino’s launched autonomous pizza delivery with Nuro at one location in Houston. Select customers who placed prepaid website orders were provided with a unique PIN to enter on R2’s touchscreen upon arrival to open its doors. In this 30-second spot, the Noid is back to his old habits as he tries to pilot a “pizza crusher” into the path of a homebound Nuro. When that doesn't work, the Noid then makes dazzling contact with overhead power lines before cutting down a tree and causing a traffic jam—but the Nuro rolls on. advertisement advertisement “We’ve talked about bringing the Noid back for more than a decade, and it has popped up from time to time in small ways,” Kate Trumbull, Domino’s vice president of advertising and Hispanic marketing, tells Marketing Daily. “But it wasn’t until we began pursuing autonomous delivery that we felt we had the right moment, and pizza delivery technology, to trigger a true return of the Noid. We began seriously discussing the idea just about two years ago.” The television portion of the Noid campaign was conceptualized and developed by creatives at Crispin Porter & Bogusky who have since joined WorkInProgress—the creative agency for Domino’s since January. The spots were produced by Arts & Sciences. To engage with consumers on mobile devices, WorkInProgress landed the Noid an in-game role in the latest installment of the Crash Bandicoot gaming series, “Crash Bandicoot: On the Run!” Starting May 7, the Noid will be featured as one of the game’s “mini bosses,” pitting players against him as Crash progresses through the story. Domino’s advertising featured the Noid from 1986 to 1995 to underscore the challenges of delivering pizza in 30 minutes or less. His return comes as Domino’s continues to resist partnering with third-party delivery services and their attendant fees while using its own drivers. “In 60 years, we've never made a dollar delivering a pizza,” Domino’s Pizza Inc. CEO said in a Feb. 25 earnings call with financial analysts. “We make money on the product, but we don't make money on the delivery. So we're just not sure how others do it.” As Domino’s seeks to “shrink our delivery area to get closer to our customer for better service, a lot of these third parties are trying to expand to reach more customers—which we think just takes away from service.” Nuro’s fleet of driverless Prius vehicles have been used in Houston by CVS, Kroger and Walmart. The company received California's first permit for deploying commercial, self-driving vehicles in the state. Last month, Chipotle Mexican Grill took part in a fund-raising round in which Nuro raised $500 million. “Nuro could change the traditional delivery model and we believe consumers are going to continue to seek options and additional access points for how and where they enjoy their food,” Chipotle chief technology officer Curt Garner said in a company statement. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 26, 2021 at 03:13PM
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Beyond SEO: B2B Content Optimization for Trust and Customer Experience https://ift.tt/3tV9Sh8 The post Beyond SEO: B2B Content Optimization for Trust and Customer Experience appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh April 26, 2021 at 08:12AM Apple's Privacy Notification -- What It Looks Like And Who Likely Will Opt In https://ift.tt/3dQJOOH Privacy notifications tied to Apple's Identifier for Advertisers officially launch today, but some in the San Francisco Bay area have already had a glimpse. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 25, 2021 at 10:46PM
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Ram Truck Salutes 'American Working-Class Heroes' https://ift.tt/3aWaqfB Stelllantis’ Ram Truck brand is paying tribute to the “determination and drive of American working-class heroes who rise to the challenges of engineering and construction projects across the nation.” It also aims to give props to small businesses that are mobilizing by serving communities. The campaign, from Sheet Metal Arts, spans across broadcast, digital and social media, including Ram brand’s official YouTube, Facebook, Instagram and Twitter channels. Two 30-second broadcast spots focus on Ram work trucks and ProMaster vans. An extended 60-second version of “Giants” can be viewed on the Ram brand’s official YouTube channel. The effort is tied to the automaker’s spring commercial truck season sales event that offers special incentives on the Ram Commercial lineup of trucks and vans. advertisement advertisement The campaign focuses on the determination of the working class and the role they play in shaping the nation’s future. Recognizing these tradespeople as “giants,” each spot reminds viewers that it is American working-class heroes and small business owners who keep us fed and who deliver the goods and supply the demand. “We see America as one big beautiful job site,” says the voiceover. “But who’s going to show up, to scrape the skies, tame the oceans, rivet the rockets and raise the roofs? All those crumbling bridges aren’t going to mend themselves. And somebody’s got to feed the land that keeps us fed. Somebody has to deliver the goods and supply the demand. Let’s not forget that the dreamers are the builders. Who’s going to dig us out? Who’s going to demolish the past? Who’s going to build the future?” The spot ends with copy superimposed over the last frame: “God Bless the Working Class.” The lineup of Ram Commercial vehicles is purpose-built to support and improve the productivity of businesses everywhere, said Marissa Hunter, vice president, marketing, North America, Stellantis. “At a time when this country’s skilled tradespeople and business owners are demonstrating extraordinary fortitude, delivering this compelling message of strength, resilience and courage is our way of paying tribute to the hardworking and heroic American workforce,” Hunter says in a release. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 25, 2021 at 06:01PM
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Zillow's Site Traffic Rises As Advertising Declines https://ift.tt/2Qj9VVL Some 48.6% of respondents participating in a survey published Friday say they would rather search and browse Zillow listings than have sex, and 41% said their browsing habit has caused problems in either their work or personal life. Surety First surveyed more than 1,000 U.S. consumers to explore why and how often they browse Zillow, what everyday activities they forego in favor of browsing, and how addicted they are to the site. As Surety First points out, “every obsession requires time,” and since the onset of the COVID-19 pandemic, many consumers have plenty of it to feed their “guilty pleasures.” Some 55% of survey respondents said they spend between one and four hours a day on the site. Male browsers were 14% more likely than women to spend between one and four hours daily on Zillow, while 86% of Baby Boomers spend less than an hour or no time at all browsing the site. advertisement advertisement The browsing is not just on desktop or mobile. Thirty-three percent of people surveyed said they receive three to five Zillow email alerts a day, while another 39% have between three to five alerts set up for houses they do not intend to rent or buy. Men are almost 19% more likely than women to cancel plans with a friend in favor of browsing Zillow, and 15% more likely to miss an important deadline while browsing. Curiosity is a driving factor for those visiting the site, with 53% of people looking up their boss’s house on Zillow, and another 63% looking up the value of a friend’s house. Some 42% of respondents are interested in the property values in their neighborhood, and 29% are seeking inspiration for their own homes. The most compelling reason that people browse Zillow is escape, according to the data. About 57% browse to either daydream or relax, and despite the personal and professional consequences, Zillow may be a source of relief they are not willing to give up. Despite all the time consumers spend searching listings on Zillow, data from the digital ad analytics platform Pathmatics suggests brands are spending less on the site now to advertise compared with a year ago. Pathmatics estimates track the spend and the progression per quarter.
A variety of brands bought impressions on Zillow, according to Pathmatics data. In January 2021, Google Adx and AdSense bought about 32% of available impressions. Google Display & Video 360 picked up 11%. PubMatic picked up 5%. Verizon Media, MediaVine, AppNexus each picked up 4%, while Amazon picked up 2%. About 27% were sold direct to brands or agencies from Zillow. The top advertisers for Zillow based on impressions include Nike, which spend approximately $2,891,400 on the Zillow platform for 987,395,900 impressions in January 2021. Verizon spent the second most at $2,357,500 for 341,670,800 impressions. Geico, H&R Block, Progressive, Comcast, Crate & Barrel, AT&T, Marc Jacobs, Divvy Homes, Home Box Office, Allstate, Gerber Life Insurance, Amazon, and American Express also advertised on Zillow in January. Top ad categories on Zillow in January were financial services, retail, telecom, home & garden, real estate, stye and fashion, and software, among others. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 23, 2021 at 04:01PM Ad Industry Shaken By Onslaught Of Universal IDs As It Prepares To Give Up Cookies https://ift.tt/3ndLdSH Significant changes in the ad industry have prompted insiders to innovate in various areas of data privacy, targeting and tracking within advertising. Many in advertising refuse to stand on the sidelines and wait for the federal government to implement standards and have taken matters into their own hands as U.S. states and the federal government debate how to deploy technology and economic incentives. Some refer to this movement as creating walled gardens. Others wonder why the industry needs so many of these universal IDs if they are so universal. Companies on their own have begun to roll out services and practices to adapt to changes being led by some of the biggest companies: Apple, Google, Facebook, and Microsoft. Examples of change include Apple's Identifier for Advertisers (IDFA) scheduled for release on Monday, Google's Privacy Sandbox and cohorts being tested in the U.S., and Microsoft's Parakeet initiative in review by the World Wide Web Consortium (W3C). advertisement advertisement User-level targeting continues to impact change. InMobi this week launched UnifID, designed to simplify identity resolution for mobile app publishers and developers. In the first phase, UnifID will allow publishers to integrate with three of the industry’s identity providers: LiveRamp, ID5 and BritePool. Publishers can work with UnifID across multiple identity companies, providing options for marketers to bid on or target users through people-based identifiers across channels. Infutor, a consumer identity management company, this week announced that it has joined the Unified ID 2.0 initiative, founded by The Trade Desk and soon to be operated by Prebid.org. As the use of third-party cookies for advertising tracking is being phased out, Unified ID 2.0 — an open-source digital framework enabling collaboration among publishers, buyers and technology providers — serves as a consumer friendly and universal identity upgrade. Then there is Mediavine, an ad-management platform that has partnered with ID5, an identity solution for digital advertising. It is using its Grow.me audience engagement framework, which is intended to assist large numbers of small publishers collect and manage first-party audience data. Earlier this month, Verizon Media announced the launch of a tool suite to help advertisers and publishers become independent of cookies or mobile app IDs. The suite -- an extension of ConnectID that becomes available in Q4 2021 -- includes buying and measurement tools. It uses content and other real-time data signals such as weather, location and device types to power machine-learning algorithms. Neustar Unified Identity, being used by Allstate, has also launched to give marketers a complete identity management solution that enables resolution of offline to online identifiers by connecting people, location, and device data. The identity graph platform OneID powers the Neustar Unified Identity from Neustar, a global information services and technology company supporting identity resolution. In this case, the goal is to enable better data management decisions and outcomes for brands by supporting data onboarding, linking, and validation.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 23, 2021 at 01:46PM
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B2B Marketing News: CMO Priorities Study, Global State of Media Report, Google Updates Ad Insights, & U.S. Ad Spending Surges https://ift.tt/2QUpyTd Twitter Launches Initial Test of 'Professional Profiles' for Brands and Creators Twitter has begun testing new brand and creator professional profiles, which include information about a business, verification badges, and which may feature galleries and other elements, the social media platform recently announced. Social Media Today These Are Marketers’ Top Organizational Priorities Right Now 45 percent of CMO Council members expect to upgrade or recruit for go-to-market execution and operations, while 38 percent say they'll do so for content and demand-gen, followed by some 33 percent who plan to upgrade digital interactive marketing efforts — the top three spots in recently-released CMO organizational priority survey data of interest to digital marketers. MarketingCharts Google Ads Insights Page Available To All Google has launched a global rollout of the latest incarnation of its popular Google Ads platform, including an array of updated Insights features for finding current and emerging trends tailored to each business' profile, the search giant recently announced. Search Engine Roundtable In First Year-Over-Year Pandemic Comp, U.S. Ad Spending Surges 22% In March Digital ad spending in the U.S. climbed by 27 percent in March compared to the same month in 2020, with overall ad spend rising by 22 percent year-over-year, according to newly-released Standard Media Index data. MediaPost YouTube Provides New Overview of How its Video Recommendation Systems Work Google's YouTube has rolled out its latest guide for brands and creators, including new information on certain aspects of its video recommendation system such as quality watch time and other engagement signals, the video platform recently announced. Social Media Today Instagram's new test lets you choose if you want to hide 'Likes,' Facebook test to follow Instagram has begun testing the ability to switch like counts on and off, along with an option for users to hide like counts on their own posts, the Facebook-owned social media platform announced, in a change that could impact how marketers measure content performance. TechCrunch Facebook Adds Scheduling for Stories, New Ad and Business Discovery Options Facebook has given its Business Suite users new Instagram and Facebook Story scheduling options, including the ability to save drafts, along with other updated features for business users, the firm recently announced. Social Media Today Is Your Team Solving Problems, or Just Identifying Them? There is a bigger difference between spotting problems and solving them than many may typically believe, and the Harvard Business Review explores how making creative collaborations can work to better solve problems together, and other issues of interest to online marketers. Harvard Business Review New Report Looks at the Most Effective Influencer Marketing Approaches, and Key Platforms of Focus 71 percent of enterprise marketers said their influencer marketing budgets will grow over 2020 levels, while 36 percent saw their influencer content outperform brand-created content — two of several findings of interest to digital marketers in newly-released survey data. Social Media Today ON THE LIGHTER SIDE: A lighthearted look at “customer experience friction” by Marketoonist Tom Fishburne — Marketoonist NFTs and AI Are Unsettling the Very Concept of History — Wired TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: CMO Priorities Study, Global State of Media Report, Google Updates Ad Insights, & U.S. Ad Spending Surges appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh April 23, 2021 at 05:36AM Grubhub Agrees To Settle False-Advertising Claims Involving Non-Partners https://ift.tt/3gxFbuU Grubhub was accused of falsely advertising that non-partner restaurants were closed so it could steer people to its partners. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 22, 2021 at 05:46PM |
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