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Advertising's New CPM: Carbon Prevention Media https://ift.tt/sTOjeGU One of the most important undercurrents during last week’s Cannes Lions conference were all the discussions about how various advertisers, agencies and media companies are tackling the climate crisis, especially taking steps to “decarbonize” the media they buy. Importantly, big brands and agencies have move well beyond criticisms of greenwashing, and even evolved beyond “carbon offset” media-buying approaches to actually reduce the amount of carbon emitted by advertising and media. This was underscored by two panels (view below) sponsored by digital media exchange OpenX, in which big marketers and agencies detailed concrete steps demonstrating that they’ve been able to remove carbon from their processes – all the way from manufacturing to advertising production and even media placements – without reducing their ROI. advertisement advertisement Nestlé Media Lead Laure-Sarah Labrunie shared how the chocolate marketer has reduced its footprint by 50% without negatively impacting any of its KPIs by simply reducing the audio and video bandwidth it serves online and in mobile media, compressing video and converting to mono vs. stereo sound. Diageo Senior Vice President Sophie Kelly explained how the distiller has been supporting “regenerative” farming that both reduces carbon emissions and enriches soil, creating America’s first “carbon neutral distillery” for its Bulleit bourbon brand. The next phase she said, is figuring out how to reduce carbon by removing waste from its distribution and product packaging, and is even considering installing bourbon barrels at retail so customers can bottle their own. But perhaps the most important revelation was the one presented by GroupM’s Brian O’Kelley, who disclosed a year-long project collecting and analyzing the various methods industry players utilize to calculate the carbon impact of media-buying in order to come up with a recommendation for standardizing them, which is a vital next step for industry benchmarking in order to have a consistent approach to decarbonizing media. I can’t wait to report on the release of those findings later this year. The truth is, neither can the planet. OpenX Panel - Cannes Lions 2022 from OpenX on Vimeo. Mobile Marketing via MediaPost.com: mobile https://ift.tt/8rC7JKd June 27, 2022 at 07:54AM
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Dollar General To Further Expand Its Advertising Network Exploring Multichannel Self-Service Options6/27/2022
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Dollar General To Further Expand Its Advertising Network, Exploring Multichannel, Self-Service Options https://ift.tt/sfr1imI Dollar General (DG) has begun to explore a variety of advertising options that add to the display, mobile, app, audio, video, search on and off its properties, and connected television (CTV) ad units it offers today. Charlene Charles, head of the DG Media Network Operations, said the company will explore and test opportunities to support omnichannel marketing and advertising. “We’ve been in the process of building what we needed since 2018, and the network focuses on brining custom solutions in house,” Charles said. Media is offered through a managed service, but the company is exploring self-service options. The network supports about 21 advertising partners -- representing brands such as Unilever, which has been working with DG since the beginning of the network. DG also supports General Mills, Hershey’s, and Colgate-Palmolive. advertisement advertisement DG is one in a handful of retailers such as Walmart, Target, Kroger, Albertsons, and Best Buy, that are building out networks to support advertising and protect consumer privacy. Previously, DG outsourced many advertising and media processes, but because the employees know its customers better than any outside company, Charles felt confident that sales and analytics teams and strategic technology partnerships would succeed. DG has more than 4 million monthly app users, in addition to those who visit the website. While Charles declined to cite the number of website users, mounds of customer data traverse through its network of more than 18,000 stores in 47 states. It delivers more than two billion transactions annually. On average, the company opens three stores daily. “We have the largest retailer footprint,” Charles said. Building the network required DG to work with LiveRamp to configure and maintain audience segments, and sales attribution through its clean room technology. The Trade Desk, an independent demand side platform (DSP) steps in after creating audiences to buy and serve media across the entire internet. Google Ad Manager (GAM) steps in to support onsite advertising management. The agency Goodway Group matches digital media planning with buying. Charles says that often, "mass-media buys focus on cheapest store visits and cost per visit, you’re pushing a lot of impressions in mass marketers,” she said. “We’re focused on the customers not in mass markets, but have the correct shopping behavior, those ready to buy. … We don’t want to be a me-too media network.” The company reaches 90% of active DG customers through paid media. The goal is to engage with hard-to-reach customers potentially overlooked with traditional digital marketing tactics, as 75 percent of DG stores currently serving markets of 20,000 or fewer people. Digital offerings include self-checkout, pickup, digital coupons, cart calculator, shopping list, and the app. Charles said performance is most important. When asked to cite the biggest challenge for the year, Charles said “the economics happening such as volatility with pricing, because it determines investments in marketing and advertising.”
Mobile Marketing via MediaPost.com: mobile https://ift.tt/8rC7JKd June 27, 2022 at 06:10AM
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10+ Top Content & Search Marketing Insights from MnSearch Summit 2022 https://ift.tt/nTDA6sc When MnSearch, Minnesota’s premier collection of search marketing luminaries, held its latest big annual summit in St. Paul, we knew TopRank Marketing had to be in the house. I attended Friday’s festivities at the RiverCentre along with our search marketing manager Ryan Leighty. It was my first time attending a marketing conference in almost three years — and also my first time meeting my awesome coworker Ryan in person — which created plenty of good vibes in itself. But there was also a lot of really great content from very bright folks, making this event all the more enriching. Ryan and I divided and conquered the day’s sessions. Naturally, he dove into the more technical search topics — you’ll be shocked to hear Google Analytics 4 (GA4) was a recurring focus! — while I gravitated more toward the content-centric themes. Here I’ll share some of the most notable insights and learnings I took away from the sessions I attended at the MnSearch Summit 2022. Jenny Halasz on Ecommerce Pitfalls & SolutionsThe morning started with an opening keynote from Jenny Halasz, SEO manager at LL Flooring (formerly Lumber Liquidators). She spoke about five key search-related challenges in today’s eCommerce space and how to overcome them. 1 — Site migrations: They never go smoothly and there are a tremendous number of technical variables for which to account. What to do: Hire a seasoned SEO consultant or agency (hey, she said it, not me!) to help you navigate the complexities. And also: never do a migration during a busy season for the business. 2 — Seasonality: It’s not as simple or straightforward as some make it out to be. Some months have different numbers of days, some have holidays, and so on, making apples-to-apples comparisons misleading. What to do: Don’t always take data at face value. Analyze search trends and seek out deeper context. 3 — Speed matters: Page load speed is a key factor in driving traffic and conversions, and it’s especially critical with the continuing growth of mobile commerce. Mobile spending is expected to be three times higher in 2025 than it was in 2019, according to Halasz. What to do: Use tools that can persistently track page load speed and track them vigilantly – and “never turn your back.” Be careful of common slowdown culprits, like background images or JavaScript and cascading style sheets (CSS) loading on every page. 4 — Duplication: It’s not always just straight-up duplicated content. Halasz spoke about “duplication of purpose” affecting one area of the LL Flooring website, where the content on two vinyl flooring pages was different but addressed the same thing so users found it redundant. What to do: Test relentlessly to seek out duplicative instances in your user experience. Halasz mentioned that when her team combined the two pages mentioned above into one, overall performance improved substantially. 5 — Trusting tools: There are plenty of great SEO tools out there, but some specialize in detecting different things, and certain tools will miss certain issues. What to do: Use multiple complementary tools to avoid missing important errors and opportunities. [bctt tweet="“I cannot emphasize enough how good tests are, and the importance of testing your site constantly.” — @JennyHalasz #SEO #MnSearchSummit" username="toprank"]Niki Mosier on Building a Content Strategy for a Niche IndustryWhen you’re operating in a niche industry, many pillars of building a traditional content strategy need to be reconsidered. Niki Mosier has experienced this first-hand as director of digital marketing and content at AgentSync, a company operating within a niche vertical in the insurance licensing and compliance space. Mosier laid out a few of these situational challenges:
Brian Massey on Getting Started with A/B TestingAs the name of his company Conversion Sciences suggests, Brian Massey loves to geek out about optimizing conversions. When he came on stage to present at the MnSearch Summit, he was even wearing a lab coat. Massey believes that marketers can gain an almost “unfair advantage” through the savvy use of data and science, with A/B testing serving as a perfect example. He invoked a number of human instincts and psychological traits – such as anchoring, loss aversion, and causation vs. correlation ambiguity – that necessitate a more objective approach to analysis. As he put it, “three pounds of seething biases live between our ears.” A/B testing removes this bias from the equation. You can approach the practice in two ways: either a before-and-after analysis — test two variations over different time periods and compare — or split testing — serve different variations to visitors, with a 50/50 split, for live and real-time testing. Whichever route you choose, make sure you’re developing a valid sample size and understanding what the outputs mean. Massey said that you should only be looking for significant changes in conversion rate, i.e. 20% or more. An effective A/B testing approach will produce one of three outcomes for any page it’s applied to:
Bob Sparkins on the Anatomy of a High-Converting Landing PageA fitting follow-up to the previous session from Mr. Massey, this one also focused on using data to maximize landing page conversions, except in this case the data is historical rather than first-hand. As a sales marketing manager for Leadpages, Bob Sparkins has access to a lot of this data. In his presentation he shared common traits of his company’s highest-performing landing page templates. Some best practices that emerged through this review:
Christina Garnett on Harnessing Brand Affinity Through CommunityAlthough her subject matter veered away a bit from the usual SEO-driven lens of this event, I was nonetheless eager to see Christina Garnett of HubSpot speak on the value and impact of brand communities, since it’s something I’ve felt strongly about for some time. Garnett shared a “Hierarchy of Brand Love,” deriving from Abraham Maslow’s classic psychological model of human needs. From the most basic and necessary level of community-building to the most aspirational ideal, it goes like this:
Alina Benny on Winning with Content OperationsThe final session I attended at the MnSearch Summit was of particular interest to me personally, given my role as a senior content marketing manager on a growing team. While creatives like myself might enjoy dedicating most of our energy toward devising and creating content, there’s no question that defining and refining the team’s structure and processes is essential to scalably doing that well. This was the subject of Alina Benny’s talk, drawing from her experiences as head of content SEO for Nextiva and as a growth SEO advisor at Figma. She described content ops as “the next wave of doing content marketing better.” Effective content operations, according to Benny, leads to higher-quality content, faster production cycles, improved ROI, and more. In her presentation, she shared specific examples of organization charts and workflows. Clearly there are many ways to go about it, and the specifics will vary based on the team, but her core message was this: documentation is everything. And it’s surprisingly rare to see it done comprehensively. While Benny admitted that this is a specialized skill of hers, she encouraged everyone watching to focus on strengthening their commitment. Create time for documentation and make it a priority. Shared, dependable knowledge bases are a cornerstone of smooth and sustainable content operations. That’s definitely a message that hit home with me. [bctt tweet="“#ContentOps is a key competitive advantage. Not everyone’s good at documenting repeatable processes.” — @alinacbenny #ContentMarketing #MnSearchSummit" username="toprank"]TopRank Marketing's Nick Nelson and Ryan LeighyThe post 10+ Top Content & Search Marketing Insights from MnSearch Summit 2022 appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/J9axkCR June 27, 2022 at 05:45AM
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Lowe’s Virtual Project Hub Replicates IRL Products Within A Digital Test Setting https://ift.tt/UH5ysow The immersive and interactive digital product trial and recommendation program from Lowe’s helps customers use the metaverse to plan out their real-world home improvement projects. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ June 27, 2022 at 12:20AM
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McDonald’s And IBM Partner For Hyper-Personalized Drive-Thru Experience https://ift.tt/rGCqe8U IBM is bringing an innovative suite of next-gen Automated Order Taking (AOT) technology to the McDonald’s drive-thru experience by leveraging customer data to enhance and optimize the shopper journey. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ June 27, 2022 at 12:20AM
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Shein’s Consumer-To-Manufacturer AI Program Matches Local Demand at Scale https://ift.tt/b9zP4te Shein’s AI engine can quickly pick up a change in demand or interest in new trends, and its supply chain can react in real-time, giving consumers more value and the brand much cheaper operating costs.Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ June 27, 2022 at 12:20AM
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Lawmakers Urge FTC To Probe Google, Apple Over Ad Identifiers https://ift.tt/vglVtho Four Democratic lawmakers are urging the Federal Trade Commission to investigate Apple and Google for building tracking identifiers into mobile devices. Those mobile identifiers “have fueled the unregulated data broker market by creating a single piece of information linked to a device that data brokers and their customers can use to link to other data about consumers,” Senators Ron Wyden (D-Oregon), Elizabeth Warren (D-Massachusetts), Cory Booker (D-New Jersey, and Rep. Sara Jacobs (D-California) say in a letter sent Friday to FTC Chair Lina Khan. The letter was first reported by The Wall Street Journal. "The FTC should investigate Apple and Google’s role in transforming online advertising into an intense system of surveillance that incentivizes and facilitates the unrestrained collection and constant sale of Americans’ personal data," the letter states. advertisement advertisement The lawmakers add that Apple and Google "have failed to inform consumers of the privacy and security dangers involved in using those products." Google's operating system for Android includes an id identifier -- a pseudonymous alphanumeric string -- that developers can access to track people across mobile apps. Android phones have a setting that allows consumers to opt out of receiving personalized ads. Apple, which also has an alphanumeric identifier (the "Identifier for Advertisers") in its operating system, currently requires companies to obtain consumers' consent before drawing on the identifier for advertising purposes. But the company did not always do this. When Apple rolled out the first iPhones, they came with unique device identifiers -- comparable to serial numbers -- that developers were able to harness to track users across mobile apps. The company later replaced those identifiers with an alphanumeric identifier, which Apple calls the Identifier for Advertisers, that users could re-set. Doing so effectively wiped out records of their prior app use, comparable to deleting cookies, but did not prevent future tracking. Last year, Apple implemented new settings that prohibit developers from accessing that identifier without opt-in consent. The ad industry opposes Apple's decision to restrict access to the identifier, and has pushed European regulators to investigate whether Apple's settings violate antitrust law. The lawmakers' letter, written in anticipation of the Supreme Court's decision overturning Roe v. Wade, warned that data brokers “are already selling, licensing, and sharing the location information of people that visit abortion providers to anyone with a credit card.” They added that people seeking abortions “will become particularly vulnerable to privacy harms, including through the collection and sharing of their location data." “Prosecutors in states where abortion becomes illegal will soon be able to obtain warrants for location information about anyone who has visited an abortion provider,” the lawmakers wrote. “Private actors will also be incentivized by state bounty laws to hunt down women who have obtained or are seeking an abortion by accessing location information through shady data brokers.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/Tb7jaQu June 24, 2022 at 04:09PM
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Abortion Ruling Spurs Calls For New Privacy Protections https://ift.tt/n7LmS6M Hours after the Supreme Court announced its decision reversing Roe v. Wade, Senator Ron Wyden called for a national privacy law protecting people's online and mobile activities. “Congress must pass legislation protecting people’s data so their web searches, text messages and location tracking aren’t weaponized against them,” Wyden, a Democrat from Oregon, stated. He added that technology companies “must take immediate steps to limit the collection and retention of customer data so that they don’t become tools of persecution.” Wyden did not say whether he was referring to any specific pending legislation. Several privacy bills have been introduced recently, but none of them appear to be comprehensive enough to prevent state law-enforcement officials from obtaining data about people's online activities. advertisement advertisement One recent bill -- the “Health and Location Data Protection Act,” introduced last week by Senator Elizabeth Warren (D-Massachusetts) and co-sponsored by Wyden and others -- would prohibit data brokers from sharing information about people's health or location. Another bill, the “Fourth Amendment is Not for Sale Act” would require government agencies to obtain a court order before buying personal information from data brokers. That bill would also prohibit law-enforcement authorities and intelligence agencies from purchasing data obtained through deception, as well as through violations of a privacy policy or other contract. But neither of those two bills would prevent search engine operators, mobile companies or internet access providers from compiling the kind of data that could later be obtained by prosecutors. The advocacy group Fight for the Future also called for the Biden administration, Congress and the Federal Trade Commission to “do everything in their power to end corporate surveillance, data harvesting, and data retention practices that are weapons perfectly built to persecute abortion patients.” In addition, the organization reiterated its call for online companies to “end the collection and storage of sensitive location, health, and other data that will be used to apprehend and persecute anyone engaged in the abortion care process.” Earlier this month, Fight for the Future and dozens of civil rights groups (including Amnesty International USA, Center for Digital Democracy, Electronic Privacy Information Center, Free Press, and S.T.O.P.--The Surveillance Technology Oversight Project) urged Google CEO Sundar Pichai to stop collecting location data from mobile users. “In a world in which abortion could be made illegal, Google’s current practice of collecting and retaining extensive records of cell phone location data will allow it to become a tool for extremists looking to crack down on people seeking reproductive health care,” the groups wrote. “The only way to protect your customers’ location data from such outrageous government surveillance is to not keep it in the first place.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/Tb7jaQu June 24, 2022 at 03:35PM
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What Would Make D2C Marketers Spend More On CTV? https://ift.tt/Q2pKCPs While D2C marketers have been relatively slow to invest in connected TV (CTV), their spend has been creeping up along with recognition of CTV’s targeting and ability to measure online and offline conversions in new ways. The results of a just-released online survey of 175 D2C and direct-to-business marketers by digital media tech company Digital Remedy and first-party data and insights platform Dynata at the end of 2021 provides a snapshot of their 2022 spending plans and attitudes toward CTV/OTT. On average, respondents reported dedicating 25% of their first-half 2022 budgets to search and social media, 15% to print, and 12% to digital display (chart above). But at 10% ($878,000) on average, CTV is more or less on par with other secondary sources: 11% for mobile apps, 9% each for digital out-of-home and digital audio, and 8% for linear TV. advertisement advertisement And CTV’s share is a bit larger among D2Cs with larger budgets — up to 12% among those with media budgets over $100,000:
Among marketers that allocated some of their media budgets to CTV/OTT in first-half 2021, 43% said they’ll spend more on those platforms in first-half 2022, versus 3% planning to spend less. And among those that had no allocation to CTV/OTT, no media budget, or weren’t sure of their budgets yet, 29% said they plan to spend on CTV/OTT sometime in the future. Nearly 50% of D2C marketers who plan to spend more on CTV/OTT in 2022 said it will be the brand’s first time investing in the space. What would motivate direct-to-consumer and direct-to-business marketers to increase their CTV investments? Brand-lift measurement was the most-cited motivator (47%, in a multiple-response question). “Growing DTC brands that are focused on stimulating brand awareness among key consumers might be persuaded to spend more on CTV/OTT, especially if a media partner could provide measurement insights regarding their campaign,” notes the report. Other leading motivators: higher-quality OTT inventory (38%), real-time optimization (37%), incremental lift measurement (35%), and real-time channel performance reporting (33%). Nearly a quarter — 23% each — cited custom KPIs and full-funnel attribution. Just 11% said that “nothing” would convince their organizations to increase their OTT/CTV budgets. At the same time, 42% admitted lack of familiarity with brand-lift measurement, and 48% admitted the same about incrementality measurement. The researchers point out that while the industry is still dependent on last-touch attribution because of its ease of use, there is growing interest in the incrementality approach — which, rather than assigning credit for a conversion, attempts to identify the causal events or interactions behind conversions. (The goal: Measure the lift in desired outcome that a specific media channel brings to campaign results above native demand — the increase in leads, sales and other key performance indicators/KPIs that would not have occurred without specific marketing efforts and interactions, such as ad views.) The respondents’ emphasis on brand-lift measurement reflects their key priorities for 2022: increasing brand awareness and sales growth (31% ranked each of these No. 1). While 23% of D2C marketers say they run more conversion-oriented campaigns than other types, 33% say they run more awareness-focused campaigns, ad 37% say they run an even mix.
But regardless of which types of campaign they run, D2C brands “are laser-focused on marketing investments that can ultimately prove measurable results,” and tuned-in to CTV’s abilities to enable performance insights,” which in addition to brand awareness include KPIs like site traffic, online purchases, account sign-ups and app downloads. Survey respondents were drawn from Dynata's 67-million pool of B2C and B2B marketers and surveyed through its online panel. All respondents were sole or shared decision-makers for purchasing digital marketing, advertising and/or market research services. Respondents spanned a wide range of product/service categories. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Tb7jaQu June 24, 2022 at 02:54PM
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Email Yo-Yo: Who's Up, Who's Down, Who's Investing In Tech https://ift.tt/KW8TZA5 Industries vary widely in their email practices, adoption of technology and just about everything else, judging by Netcore Cloud’s Email Benchmark Report 2022. The differences start with deliverability. The retail sector has the highest inboxing rate, at 98.6%, while tech/food delivery is second at 98%. Entertainment/media has the lowest rate, at 77% — probably due to a high frequency of emails and sending regional content. Insurance comes in only slightly higher. Among regions, Africa has the highest inbox rate with 98%, with Southeast Asia second at 97%. Europe has the lowest rate at 88.7%, while North America has an average of 91%. But the study states, “The presence of corporate mailboxes continues to prevent flawless inboxing, as every mailbox provider has its own set of anti-spam algorithms to navigate.” Contrary to popular belief, “Gmail is not the dominant player, other mailbox providers like Apple Mail, Yahoo and Outlook have a major share of email accounts,” the study asserts. advertisement advertisement The online dating business has the highest spam complaint rate — 0.03%. But it also has the highest click-to-open ratio: 39%. IT/Services is a distant second at 9.8%. The average click-to-open rate is 5%. Media (OTT) has the second-highest spam complaint rate. As for success metrics, open rate reporting has been distorted by Apple Mail Privacy Protection, which has inflated opens. False opens skyrocketed to 60.6% on any single day in January of this year, compared with 21.7% last October. Partial-month data showed 56.8% for February. The study is based on analysis of over 100 billion emails and across 22 industries, and is limited to Netcore clients. On the technology front, 49% have adopted artificial intelligence/machine learning and 51% have not. Remember AMP (Associated Mobile Pages) for email, the technology that allows consumers to order, answer surveys and perform other tasks within the email without navigating to outside pages? The banking and ecommerce fields have the highest level of AMP adoption: 33.3% apiece. They are followed by Media (Publishing), Travel and Gaming, at 11.1% apiece. Then there is BIMI (Brand Indicators for message identification) — 5% of companies have adopted it, but that rate should go up, the study predicts. The average of DMARC adoption is around 50%. The insurance industry has the lowest level, followed by loyalty programs, foodtech and mobile telecommunication industries. Other findings include:
Mobile Marketing via MediaPost.com: mobile https://ift.tt/Tb7jaQu June 24, 2022 at 02:28PM |
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