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MRC Puts Comscore Digital Accreditation On Hiatus While It Makes Methodological Changes https://ift.tt/rqITwxW The Media Rating Council (MRC) late Tuesday announced it has put Comscore’s Media Metrix desktop digital audience-measurement service on hiatus, while it makes methodological changes related to Google’s deprecation of web browser cookies. The hiatus, which is effective April 19, will continue until the changes are completed sometime in the second half of this year. In a related move, Comscore also asked the MRC to postpone the accreditation process for the mobile version of its Media Metrix service until the methodological changes are completed. The accreditation audit process for both Comscore’s desktop and mobile measurement services is expected to resume in the first half of 2023, but it’s unclear how long that will take. “Comscore remains fully committed to the MRC accreditation process for both [its desktop and mobile measurement services],” the company said in a statement, adding that the digital services’ hiatus is unrelated to the MRC’s ongoing audit of its TV measurement service, which is on track for review by the MRC audit committee in the third quarter of this year. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/IsLnJeV April 26, 2022 at 06:40PM
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Google's Growth Continues, Alphabet Slips In Profit, But Reports $68B For Q1 2022 https://ift.tt/PWwSAey Alphabet reported Tuesday that Q1 2022 earnings rose to $68 billion, up from $55.3 billion in the year-ago quarter. Google Search and other revenue contributed $39.6 billion -- up from $31.8 billion in the year ago quarter. YouTube ads also saw steady growth to nearly $6.9 billion, up from $6 billion. And Google’s network brought in nearly $8.2 billion, up from $6.8 billion. Cloud services jumped to $5.8 billion, up from just above $4 billion, and Other bets rose to $440 million, up from $198 million. In terms of operating income, Google Cloud came in at a loss of $931 million, down from $974 million. Other bets remain about even, losing $1,155 million for the quarter, on par with $1,145 in the year ago quarter. “Q1 saw strong growth in Search and Cloud, in particular, which are both helping people and businesses as the digital transformation continues,” stated Sundar Pichai, CEO of Alphabet and Google. “We’ll keep investing in great products and services, and creating opportunities for partners and local communities around the world.” advertisement advertisement Alphabet may not have met Wall Street analysts’ expectations, but Paul Verna, principal analyst at Insider Intelligence, believes Google is “well positioned to weather privacy changes that have negatively affected its main competitor, Meta, in the wake of Apple’s phaseout of ad identifiers in 2021." "In 2021, Google outperformed our forecasts across search and video, two of the pillars of digital advertising,” he wrote in a report. “This year, we expect the company to capitalize on a retail rebound and an easing of supply chain constraints, both of which drive the search market of which Google commands a 59% share worldwide. Google is on track, per Insider, to generate $174.81 billion in net digital ad revenue in 2022, up 17.3%. That gives it a 29% share of the worldwide digital ad market. Facebook is second with a 21.4% share. Google's worldwide display business will reach $32.51 billion, giving it a 9.6% share of global display spending. And this year, Google also will capture 27.2% of the worldwide mobile ad market, with $123.15 billion in net revenue, according to Insider. Mobile Marketing via MediaPost.com: mobile https://ift.tt/lWpHDQn April 26, 2022 at 05:47PM
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Mobile Push And Email Are Top Channels, Study Finds https://ift.tt/maMHEXc Mobile push notifications are now the most important channel for 61% of marketers, according to 2022 State of Customer Messaging, a study released Tuesday by OneSignal Inc. These channels are followed by email and web push notifications. In addition, 44% of customers in the survey said mobile push is their most effect re-engagement channel, with email and web push notifications also top channels. "This data shows that mobile is poised to be the primary channel to reach customers effectively, and brands offering more personalized, automated customer journeys will drive crucial improvements for customer engagement,” says George Deglin, CEO of OneSignal. The study also shows that in-app messages have up to a 30x higher click-through rate than push notifications. advertisement advertisement In addition:
However, 68% feel that a multichannel communication strategy is very/extremely important to their user experience. That said, 54% are confident that their messaging campaigns positively affect company goals. OneSignal says it analyzed 100 billion messages and conducted a supplemental survey of 500 customers. The company helps clients with push notifications, email, SMS and in-app omnichannel messaging. Mobile Marketing via MediaPost.com: mobile https://ift.tt/lWpHDQn April 26, 2022 at 04:48PM
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An Unhappy Apple Anniversary For Those Dealing With App Tracking Transparency https://ift.tt/bxaHiof On the one year anniversary of Apple launching its App Tracking Transparency (ATT) iOS policy, the company released a self-funded study titled Mobile Advertising and the Impact of Apple’s App Tracking Transparency Policy. The study was conducted by Kinshuk Jerath from Columbia Business School, who serves as a professor of business in Columbia’s Marketing Division. The goal of the study is to change perceptions that have circulated about the impact of Apple's ATT change. For instance, Apple argues that its first-party Search Ads business “grew for a variety of reasons unrelated to ATT, and that it does not affect the apps’ ability to collect and use first-party data." Apple says its Search Ads business, according to the study, is relatively new, adding that “in a fast-growing space, certain app categories grew substantially in 2021, and it launched in a large market (China) in 2021.” advertisement advertisement The study shows that the growth of ads in certain app downloads categories grew by 19% in 2021, fueled in part by growth in crypto app downloads that were estimated to have grown by 560% in 2021. “The surge in demand for finance apps led advertisers to spend nearly $3 billion globally in app install advertising in 2020, and the spend in 2021 was estimated to be substantially higher,” according to the report. “This growth is also reflected in the increased cost of advertising for finance apps.” Apple also argues that sports betting apps grew in downloads by an estimated 177% year-over-year as of Q3 2021, which led to growth in sports betting advertising, with an estimated 29% of all ad spend for this category going to digital formats. Apple says users have a choice whether or not to turn off personalized ads in apps. It might give advertisers the perception that Apple Search Ads to be somewhat less effective, and prompt advertisers to decrease ad spend on Apple Search Ads. Countless companies have made changes to their strategies and added services to support Apple’s change. Many have released data, alongside comments from industry executives detailing different perspectives. Some industry experts have a different perspective than Apple. Jake Moskowitz, vice president of data strategy at Emodo, an Ericsson mobile ad-tech business, believes that Apple created the first massive paradigm shift, removing the one-to-one-based targeting and measurement, and now Google’s plans for Chrome and Android to remove opt-out tracking mechanisms “spell the death knell for the way we’ve used digital for the last 15 years.” Lotame analyzed the 2022 revenue impact of Apple's privacy changes, and estimates that the Identifier for Advertisers (IDFA), a random device identifier assigned by the company to a user's device, to have a total impact on four companies of about $16 billion -- up 9% from previous estimates. Those four companies include SNAP, Facebook, Twitter, and YouTube. “The impact on measurement has been fairly devastating,” wrote Mike Woosley, COO at Lotame. “Apple uses the cover story of ‘privacy’ to make these changes, but in reality, Apple is infuriated by any opportunity to monetize traffic on its devices without its direct involvement.” Ivan Markman, chief business officer at Yahoo, believes the deprecation of the IDFA or any other identifier has never really been about privacy. “It has also been about technology titan plays to gain an advantage in the next generation of hardware, content and advertising,” he wrote. Mobile Marketing via MediaPost.com: mobile https://ift.tt/lWpHDQn April 26, 2022 at 02:42PM
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Roku Adds Measurement Partners For Media-Mix Modeling https://ift.tt/nz4GQlb
Roku, the streaming distributor of apps, is expanding its line of measurement companies around media-mix modeling efforts.
New additions include Analytic Partners, Ipsos, IRI, Mediahub and Nielsen as partners under Roku’s Measurement Partner Program. The focus of these new companies is for media-mix modeling which will make it easier for brands to measure outcomes. Roku says there is a “representation gap” for TV streaming in older mix models. New models can control for factors -- including weather, seasonality, and shelf organization, which can show credit of increased marketing spend, as well as offering a bigger, more view of media investment tying ad exposure data to outcome data on a user or household level. Nielsen has been an existing partner with Roku. A year ago, in April, Nielsen sold Roku its addressable advertising technology and Roku agreed to give more data to Nielsen. advertisement advertisement In October 2021, Nielsen inked a deal for its digital content ratings service, allowing publishers to measure content on Roku service. At the end of the fourth quarter, Roku had 60.1 million monthly active users. A year ago, in April, Roku added other companies to its measurement partner program -- Adjust, Affinity Solutions, Branch, IRI, Kochava, and Veeva Crossix, bringing the total number of participants to more than 20 at that time. Mobile Marketing via MediaPost.com: mobile https://ift.tt/fDgquAw April 25, 2022 at 09:56AM
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Here's How Kroger Precision Marketing Relies On Data To Build Out Its Media Business https://ift.tt/yFV4uUD Kroger Precision Marketing (KPM) increasingly has become a consideration for advertisers when thinking about buying media on and off the company’s grocery websites. Some media buys go through its programmatic business to serve ads across the open web on networks such as Roku and streaming media as well as Pinterest, which supports shoppable social and search. Michael Schuh, vice president of product strategy and innovation for KPM at 84.51°, said the company worked with nearly 2,000 brands last year as well as publishers -- naming Meredith -- and Pandora, along with many more. “We work with the brand to build a custom audience using first-party data, and then work with publishers like the Roku team to build that audience,” he said. KPM offers a private market where advertisers can pair audiences with inventory across the open web and buy media from their preferred demand-side platform (DSP). Schuh said it works because KPM understands where its customers consume media across the web. Advertisers are being more selective about the first-party data they use and where they buy their media. “We’re keeping a close eye on where consumers spend their time,” he said. “Customers can now consume content in one or two clicks. … The shopper journey is now a series of short sprints.” advertisement advertisement KPM offers on its website two types of ad units — display banner and search. “We keep a close eye on the balance of organic and paid results to provide a good experience,” he said. “We don’t allow direct competitive conquesting.” Pepsi, for example, cannot buy the branded keyword Coke on Kroger.com. Schuh said it is not the correct experience for customers, or for brands having to defend their branded keywords. KPM’s strategy also now focuses more on using data to analyze the quality of the website experience based on consumer searches, or their propensity to try a new product. Data has become a backbone to KPM’s media business. Last week, Neutronian, a data certification company, debuted its initial published NQI Transparency Ratings Report, an analysis of the public transparency and data quality of roughly 150 data providers that includes companies like Kroger. As retail and media and consumer behavior continue to evolve, they are defining the future of shoppable media. A company spokesperson said last year the company announced at an analyst meeting that retail media is the “fastest growing alternate profit pillar” for Kroger, where the company “nearly doubled the media spend per order in the past year.” Grocery commerce has grown in the past couple of years, and Kroger has publicly admitted to double ecommerce sales in the next several. Some of that growth will come from its own properties, but also hybrid shopping of in-store and online. “We will grow by breaking into the programmatic industry, commerce, and publisher relationships,” Schuh said. Last year, Kroger Co.’s retail media arm launched a private programmatic advertising marketplace for consumer packaged goods (CPG) brands and marketers. Publicis Group participated in the initially tests. Kroger serves more than 60 million households nationwide. KPM and 84.51° leverage the data that amount to millions of daily transactions and numerous digital properties and about 2,800 stores. It also includes loyalty cards used in stores that capture 96% of Kroger sales and the customer’s digital account. The company last year also made enhancements to the Kroger app to find products, use Kroger Pay at checkout, and discover coupons. Mobile Marketing via MediaPost.com: mobile https://ift.tt/fDgquAw April 25, 2022 at 07:12AM
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Two Years In: How B2B Marketers Are Optimizing & Elevating Remote Work Experiences https://ift.tt/juUZEPm I always enjoy those dystopian movies about remnants of humanity persisting in a bleak future where some natural disaster or other catastrophe has dramatically altered the state of the planet. Particularly, I like when we as viewers are dropped into these worlds, and able to see how their inhabitants have learned to acclimate and even thrive under extraordinary circumstances. In the book and film I Am Legend, for example, Dr. Robert Neville is already a self-sufficient “omega man” by the time we meet him, living a lonely life in New York City where everyone else has died or transformed into a nocturnal mutant zombie. He hunts for food by day in the barren wasteland of Manhattan. He swings by the video rental store and interacts with manikins to simulate social contact. At night, when the hostile monsters come out from hiding, he barricades himself and his dog inside an immaculately fortified home. I realize this seems like an incredibly dire way to introduce the topic of remote work in a post-pandemic world, but I promise the ultimate point I’m driving toward is an optimistic one: humans are amazingly adaptable and resilient. In real life, those qualities have come to the forefront over the past two years. While professionals across many sectors are adjusting to completely different work dynamics, in marketing this shift has been especially pronounced. TopRank Marketing is one of many agencies and departments around the world that have now gone fully remote. How are B2B marketers embracing this challenge and optimizing around this new style of work as its permanence sets in? Let’s dive into some trends and insights. B2B Marketers Are Making MovesOur clients at LinkedIn Marketing Solutions recently shared research around the marketing jobs market, which is experiencing tremendous change and churn amidst the so-called Great Reshuffle. LinkedIn found a 31% increase in marketers switching jobs year-over-year from 2020 to 2021, while tracking around 618,000 job departures in the industry last year alone. (Source: LinkedIn Marketing Solutions) The market is primed for these job-seekers. LinkedIn also saw 374% growth in marketing jobs last year, with more than 1.3 million positions posted. The remote paradigm breaks down geographic barriers and creates vastly larger pools of opportunity for both candidates and the companies looking to hire them. At TopRank Marketing, we now have remote employees in 10 different states. (And we’re hiring, by the way.)New B2B Marketing Skills Are Being PrioritizedThe traditional mainstays are still valuable. LinkedIn’s data shows that Social Media Advertising, Instagram, Presentation Skills, and Content Marketing were among the top-growing skills in marketing last year. But there are also some emerging areas where B2B marketers are wise to focus as work evolves. One of those is understanding and activating technology. As more collaboration and communication takes place digitally, it’s all the more essential to be able to get the most out of purpose-built tools that can support these efforts. [bctt tweet="“As more collaboration and communication takes place digitally, it’s all the more essential to be able to understand and activate marketing technology.” — Nick Nelson @NickNelsonMN" username="toprank"] A recent survey by Clevertouch Marketing found that “40% of technology is still going unused as three-quarters of marketers admit to not having the technical ability to achieve their digital ambitions.” This speaks to a clear opportunity, both for organizations and individual marketers.
Adaptability Is Emerging as THE Standout SkillHarvard Business School professor Linda Hill recently shared findings from a survey of executives asking which qualities they are prioritizing in business leadership going forward. “First was adaptability,” she said. “Second was curiosity, next creativity, and then, comfort with ambiguity. Number five was digital literacy.” This makes all the sense in the world, given what we’re facing now and in the years ahead. Those who are able to handle all of the chaotic change and fast-tracked advancement taking place in stride, while continuing to elevate the B2B profession amidst it all, will become the vanguard of innovation. [bctt tweet="“Adaptive marketers who can handle change in stride and #ElevateB2B through the chaos will become the vanguard of innovation.” — Nick Nelson @NickNelsonMN" username="toprank"] Adaptive skills can absolutely be built and strengthened. Part of it is leveling up those digital and technical competencies – when you’re proficient with what’s now, you’re more ready for what’s next. Another part is challenging yourself and exercising different creative muscles. Try new things and get out of your comfort zone. Finally, commit to setting yourself up for success. I think I speak for many marketers in saying it’s easy to get so caught up in your clients, your campaigns, and your creative processes that you lose sight of your own needs. Personally, I spent way too long cooped up in a very small apartment, which became increasingly confining and constricting with each day spent there. Earlier this month, my wife and I finally moved into a much bigger space with a dedicated office, way more natural light, and better fresh air flow. It’s been life-changing, no joke. I’m grateful to say that TopRank Marketing goes above and beyond in supporting us as employees, providing the equipment and tools we need to optimize our work in a remote environment, as well as the flexibility and benefits necessary for a healthy work-life balance (which, by the way, has emerged as THE biggest priority for job-seekers, beating out even compensation). I am beyond proud of the work our team has done, and the way we’ve continued to grow through all the challenges brought by these past two years. Like I said earlier: humans are amazingly adaptable and resilient. B2B marketers embody these traits as well as anyone, and we’re seeing it proven before our very eyes. “How quickly one accepts the incredible if only one sees it enough.” ? Richard Matheson, I Am LegendThe post Two Years In: How B2B Marketers Are Optimizing & Elevating Remote Work Experiences appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/zKZOqHf April 25, 2022 at 05:36AM
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How Reformation Creates A Service-Oriented Experience For Customers In-Store https://ift.tt/Gv4b1SO The sustainable clothing and accessories brand is finding success by leveraging next-generation clienteling tools, technologies, and techniques to elevate the customer experience. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ April 23, 2022 at 08:31AM
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Target Teams Up With Apple For Special Employee Shop-In-Shop Training https://ift.tt/pTBv78H To provide an enhanced Apple product shopping experience for its customers, Target is giving its own employees and team members specialized training in concert with the Cupertino giant. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ April 23, 2022 at 08:16AM
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Target Teams Up With Apple For Special Employee Shop-In-Shop Training https://ift.tt/pTBv78H To provide an enhanced Apple product shopping experience for its customers, Target is giving its own employees and team members specialized training in concert with the Cupertino giant. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ April 23, 2022 at 08:16AM |
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