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Video-Game Revenues Slow, Fewer Airings For National TV Marketers https://ift.tt/3BSyqMq Against tough comparisons to the year-ago pandemic period -- when virtually all at-home media took off -- all video-game revenue inched up just 2% to $14 billion for Q2, according to The NPD Group. A year ago, the second three months of 2020 witnessed a 47% jump in revenue over 2019 -- all due to rising at-home workers, students and other consumers amidst the pandemic. At the same time, the number of national TV ads for video games dropped to 13,114 national TV airings (resulting in 2.0 billion impressions) from 18,199 airings producing 2.8 billion impressions, according to iSpot.tv. National TV spending over that period was virtually flat year to year -- $15.6 million for the second quarter of 2021 from $15.7 million for second-quarter 2020. While video-game subscription content revenue still grew by double-digit percentages -- with hardware also 12% higher -- video-game accessories dropped by double digits: down 11% -- and console content also dipped. advertisement advertisement NPD Group notes that data from Sensor Tower shows U.S. consumer spending in mobile games in the second quarter grew 5% versus the same period in 2020. Best-selling and most-played games in 2021 to date are: “Among Us”: “Call of Duty: Black Ops Cold War,” “Call of Duty: Warzone,” “Candy Crush Saga,” “Candy Crush Soda Saga,” “Clash of Clans,” “Coin Master,” “Fortnite” and “Garena Free Fire.” For the first six months, 2020 had video-game software sales pegged at $3.0 billion (up from $2.5 billion over 2019); accessories/game cards, $1.98 billion ($1.7 billion, in 2019); and hardware, $1.6 billion ($1.3 billion, 2019). Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2021 at 10:35AM
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6 Timeless SEO Tips Content Marketers Can Do Now https://ift.tt/3iNNJxd Learning about how to get customers to visit newly created websites is where my search engine optimization education began. In that journey from before there was a Google to today, many things have changed. What has stayed the same is the opportunity to grow business by connecting customers to content by being the best answer and inspiring those customers to take action. The best SEO practitioners stay on top of what's current, always experimenting and evaluating what works for topics in a particular industry for the websites and content they're in charge of attracting customers to. At the same time, the best SEO advice isn't worth much if it doesn't get implemented. That's why many marketers with long term SEO experience emphasize the fundamentals. With over 200 million search results for the phrase "search engine optimization" on Google, there is no shortage of advice for marketers, copywriters, designers, web developers, programmers and creatives. SEO is definitely a team sport. In the spirit of simplicity with the goal of easy implementation, here are 6 timeless tips for content marketers to improve their search visibility: Avoid overuse of pronouns like "it", "they" and "them" in favor of more descriptive keyword phrases where Google is looking for them: in page titles, file names, text links between pages, image alt text and in body copy. Facts tell, stories sell: Figure out why customers buy and create keyword optimized content that tells stories about how and why your products solve customer problems. Problem solution formatted content naturally invites the kind of information structure that can satisfy customer intent when they are looking for solutions. Google is dedicated to creating a great search user experience so anything content marketers can do to deliver topically specific information that satisfies what people are looking for is likely to be rewarded with better placement in search results. Links are like electricity: "Light up" your website content to be so useful and engaging that it is worth linking to by others who compile and share resources. To make it easier for others to know about your link worthy content, promote it by sharing with industry influencers (better yet, invite them to help you create it), on social networks, through blogging, byline articles in industry publications, through guest posts on industry and association websites and by being digitally active in the industry you are working in. Be the best answer: Create and promote comprehensive and remarkable information resources on topics of interest to prospects and relevant to your business. Strive to "be the best answer" for what customers are looking for by creating content that is in-depth, engaging, and inspires deeper clickthroughs into your site. Develop content based on topic clusters and aim to answer any questions buyers might have about those topics, keeping in mind to use an index page and to cross link between pages. Close the gap with an SEO audit: Have your website audited by a SEO professional (yes, we do audits) to ensure keyword targeting in content, technical friendliness of your website to being crawled, and the health of links between pages as well as inbound links from other topically relevant websites. The audit will uncover gaps and provide prioritized opportunities where you can focus your efforts to improve search visibility and the marketing performance of your content. Always be optimizing: Optimization of content including text on web pages, videos, audio, images or a combination for better search visibility is a continuous process. Search Engine Optimization is not a project or a single event. SEO is an ongoing effort to create and promote keyword optimized content that can be the best answer for what customers are looking for. It is also the process of monitoring performance through analytics and making refinements at regular intervals. There are numerous long lists of SEO best practices that you can and should follow. There are also some fundamentals that can be made part of the content marketing operation and process which are very doable for most organizations. Leaving search engine visibility to chance isn't something most companies can afford to gamble with as competition for customers continues to increase in digital channels. Search Engines are a trusted resource for customers at all stages of the buying journey and represent an opportunity for brands to be useful at the very moment buyers need help the most. The post 6 Timeless SEO Tips Content Marketers Can Do Now appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh July 26, 2021 at 09:00AM
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Gorillas 15 Minute Bicycle Deliver Service Wheels Out Beyond Europe https://ift.tt/3xZKCIN Grocery orders placed within startup's app are fulfilled a fee and delivered rapidly thanks to micro fulfillment centers located within each serviced neighborhood. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 25, 2021 at 01:18PM
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Supermarket Chain Asda Trials Package Free Sustainable Store https://ift.tt/3eV9zh4 UK grocery store will offer refill stations, produce lines sold loose and unwrapped, an area for local vendors and "comprehensive" recycling. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 25, 2021 at 01:11PM
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Kroger Launches Accelerator Program To Boost Fresh And Local Suppliers https://ift.tt/3l04sQF Grocer's incubator identifies fresh food producers that can expand their local and regional offerings across the country.Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 25, 2021 at 12:36PM
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DoubleVerify Gets MRC Accreditation For CTV Measurement Solutions https://ift.tt/3eNhwow DoubleVerify has received accreditation from the Media Rating Council for three of its CTV measurement and analysis systems. One newly accredited capability is CTV fully-on screen metrics, which measures whether all pixels were in view, if the TV screen was off and quartile completion, to provide insights where viewability technology is not yet supported. Another is video filtering. Part of DV Video Complete, it lets advertisers holistically measure campaign quality and maximize brand protection across all video environments and devices, including CTV, mobile and desktop, according to DV. It prevents ads from being served even in environments where standard video blocking technology is not available. Also newly accredited are DV’s benchmarks: cross-industry performance metrics that compare a brand’s performance with others in a specific vertical or across all measured traffic. In addition to first-time accreditations, the MRC has continued accreditation for the platform’s display and digital video impressions, viewable impressions and IVT (invalid traffic) in desktop, mobile web, mobile application and CTV environments; and viewable impressions, as well as property-level ad verification metrics, within desktop, mobile web and mobile application environments. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 23, 2021 at 06:34AM
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B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns https://ift.tt/3Bs7eE1 US influencer spending to surpass $3 billion in 2021 An increase of over 33 percent in influencer marketing spending is expected for 2021 — reaching $3.69 billion — recently-released forecast data shows, with a 12.2 percent rise predicted for 2022 and 11.5% in 2023, climbing to $4.62 billion, according to the forecast. eMarketer Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products As many as 95 percent of businesses aren't presently in the market for most services and goods, however not in all sectors, according to newly-released data from client LinkedIn and its LinkedIn B2B Institute. Marketing Week examines the data, and interviews Jann Martin Schwarz, global head of the LinkedIn B2B Institute, on targeting long-term B2B marketing goals and more. Marketing Week B2B Marketers' Biggest Lead Gen Challenges 45 percent of B2B marketers find creating targeted and engaging content the most difficult challenge when it comes to lead generation, followed by difficulty gathering quality data at 43 percent, and managing and tracking leads at 38 percent, according to recently-released B2B marketing survey data of interest to digital marketers. MarketingProfs Account-based marketing propelled forward by the pandemic 80 percent of B2B buyers plan to do more business online after the pandemic than they did during pre-covid times, while at the same time 77 percent say purchases have become more complex and challenging, with six to 10 people now comprising the median size of buying groups, newly-released survey data shows. MarTech CMOs: Budgets, Resources Are Constrained, Digital Investments Most Popular Digital commerce, marketing operations, brand strategy and marketing analytics are the top content marketing officer investments, according to Gartner’s latest CMO Spend Survey, which also showed that over 72 percent of total marketing budgets are now pure-play digital channels. MediaPost Google Launches New Way to Optimize Videos For Search Google has brought easier markup to video content hosted on brands' own sites with the latest Google SeektoAction change, making non-YouTube video segmentation and chapters possible, the search giant recently announced, expanding the previous beta test of the feature to a wider audience. Search Engine Journal Ad Market Grows 35.2% In June, Marks Fourth Consecutive Month Of Expansion Strong year-over-year growth has continued for the U.S. advertising economy, with June's 35.2 percent increase in ad spending representing the third month in a row of growth, according to newly-released advertising index data of interest to digital marketers. MediaPost Instagram Stories Drafts are Now Available to All Users Crafting more thoughtful and detailed content is likely to become easier with the return of Instagram's option to save Instagram Story drafts — a feature that had previously been removed, the Facebook-owned platform recently announced. Social Media Today YouTube Begins Adding Chapters to Videos Automatically Optional artificial intelligence (AI) generated video chapter splitting has come to certain eligible videos on Google’s YouTube platform, with the option being turned on by default, in an effort to provide a more helpful user experience, YouTube recently announced. Search Engine Journal What Makes a Brand Best-in-Class on Social Media Marketers and consumers hold differing viewpoints on the qualities that comprise best-in-class experiences on social media, with 48 percent of marketers noting that they saw audience engagement as the most important factor, while 47 percent of consumers said that they viewed strong customer service as the most important element, according to newly-released social media survey data. MarketingProfs ON THE LIGHTER SIDE: A lighthearted look at the “back to the office” by Marketoonist Tom Fishburne — Marketoonist Italian Museums Are Using AI Cameras to Determine if People Like the Art — PetaPixel TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh July 23, 2021 at 05:39AM
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Total TV Ad Spend Will Hit $130+B In 2030 https://ift.tt/3hTqnqx I wrote recently about the $130 billion annual connected TV ad spend projection for 2030 made recently by Dan Salmon, the prescient BMO Capital Markets media and Internet analyst. A key pillar in Salmon’s analysis was the fact that, finally, Internet advertising over the next decade would begin share-shifting ad dollars out of TV with the development of targetable CTV ad inventory. A number of folks reached out, wondering whether linear TV would even be around in 2030 -- and whether it would still have a meaningful share of ad spend. Finally, they wondered what the "total” TV ad spend might be in the U.S. in 2030 (CTV + linear TV). My answers are yes, yes -- and $130+ billion. Basically, I believe that if you abstract the total TV ad market in 2030, it will be $100 billion of CTV and $30+ billion of linear TV. For sure, the growth of CTV ad spend is going to be huge as more Americans stream their TV content through Internet-connected dongles and apps. However, viewing of TVs connected to set-top boxes and digital antennas aren't going away entirely. Even in 2030, we’re still likely to have 25% of U.S. homes using linear connections as a primary TV content source, and half of U.S. homes still using it to supplement their streaming. advertisement advertisement How is that possible? Don’t forget, consumer adoption of new technologies always takes time, particularly when folks have to change long-held behaviors related to consuming media. Cost is a factor, too, since broadcast TV viewing is free. For guidance sizing up the linear portion of total TV ad spend in nine years, I looked to one of the very top TV analysts on Wall Street, Michael Nathanson of MoffettNathanson, and his U.S. ad spend report from March of this year. In his five-year projections, Nathanson also predicted massive increases in digital ad spend, but forecast that traditional TV’s market share would drop from 33% of spend in 2020 to 20% in 2025. That would still amount to well over $60 billion annually at that time, because that total U.S. ad market would grow significantly to the $400 billion range as it captures marketing spend that has historically gone to pure direct-marketing channels. Nathonson believes TV will keep a respectable share of ad spend because it will still do well with top-of-the-funnel ad expenditures given its mass reach characteristics, costs and audience composition. I think he’s spot-on. So, how did I get to the incremental $30+ billion going to linear TV inventory above and beyond the $100 billion consumed by CTV? I still expect 75 million Americans to watch two to three hours of linear TV a day in 2030, and another hundred million plus to watch 30 minutes to an hour a day. They will watch more than twelve minutes of ads each hour. That alone gets me to an incremental $30+ billion a year: three trillion impressions against persons two years old and older of 15- and 30-second ads at a $10 CPM. The impression count is a fraction of what linear TV delivers today, and the CPM is probably double today’s on a P2+ basis. My sense is that this holds pretty well against Nathanson’s numbers, given the relative stability he sees in traditional TV ad spend from 2020 to 2025. Of course, in comparing and partially combining Salmon’s and Nathanson’s numbers, I know there’s a certain amount of double-counting, since each of their projections include some CTV spend that the other might count as TV, and TV that the other might count as CTV streamed. However, given how strong and bottoms-up each of their analysis is, and the audience scale linear TV will still have in 2030, I believe that the $130+ billion total TV number holds up well. What makes me feel especially secure with that predicted total for 2030 is the number of strong tailwinds that will drive ad spend on video screens that dominate users’ attention. They include:
What do you think? Is it crazy to see a total TV ad market of $130+ billion in the U.S. in 2030? Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 22, 2021 at 02:08PM
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NAI Initiates Privacy For Hashed Emails With Launch Partners Google, Verizon Media https://ift.tt/3zqR1gk The Network Advertising Initiative (NAI), a nonprofit self-regulatory association dedicated to responsible data collection and its use for third-party digital advertising, has announced the launch of its email-based consumer choice offering. The form can be found on its website. Consumers go to the website, enter their email address,and click on the “I’m not a robot” box, along with the member companies in which they wish to opt-out from. Google, Oracle Advertising; Neustar; Criteo; Inmar Intelligence, previously OwnerIQ; and Verizon Media have already begun to integrate this opt-out feature in their platforms. Leigh Freund, NAI president and CEO, believes that any shift to hashed email addresses as identifiers must come with strong privacy protections, such as the NAI’s universal opt-out from tailored advertising tied to an email. advertisement advertisement Verizon Media also announced the integration of ConnectID with the NAI’s Audience Matched Advertising opt-out platform. The integration lets consumers to opt-out from Verizon Media ConnectID with their email address, which gets added to Verizon Media’s privacy and people-first controls for targeted advertising. Verizon Media, which reaches 148 million deterministic logged in users across 400 million unique devices, also partnered with consent management company Osano, which allows websites to capture user consent, making the company its recommended consent management platform for advertisers and publishers collecting first-party data. The NAI’s plan is for members to continue focusing on consumer privacy when evaluating replacements for cookies and mobile ad IDs. The announced deprecation of third-party cookies in the Chrome browser has presented challenges to traditional addressability methods, yet has spurred innovation from advertising technology companies. Some solutions propose to leverage hashed email addresses as a means to distinguish between various users and devices. Developed initially to provide a choice mechanism for first-party data matches with online identifiers like cookies, the scope of the NAI’s email-based opt-out mechanism will expand to all use of hashed email addresses for tailored advertising, the organization said. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 22, 2021 at 10:05AM
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Dish Gets An AT&T Lifeline - But Not The Obvious One https://ift.tt/3y1xQcE Don’t worry about Dish Network -- at least for the next 10 years or so. Casual observers might think its big subscriber losses for its satellite TV business is major concern. Yes, but mostly no. That’s because Dish Network’s future business effort revolves around wireless communications -- all that talk of the bigger promise of 5G technology. At the same time, Dish has been amassing wireless spectrum. But it isn’t going quick enough. It has worries about meeting a federal regulatory goal to get a wireless communications business up and running by 2023. It was behind the eight ball. AT&T has now essentially thrown Dish a lifeline — the backbone of infrastructure technology to aid its efforts to be a “mobile virtual network operator.” An MVNO operates like a traditional mobile communications operator (AT&T, Verizon, T-Mobile) except that it does not own any wireless network infrastructure. Instead, it enters into agreements with regular mobile network operators thatdo. advertisement advertisement AT&T’s long-term agreement with Dish -- a 10-year deal -- complements one Dish made with T-Mobile as part of its 2019 deal to buy wireless spectrum. Boost Mobile prepaid $5 billion worth of business. Headlines concerning a deal between AT&T and Dish Network spiked another obvious and longtime discussion -- a potential merger deal with ATT’s DirecTV. A DirecTV/Dish merger has been merger news fodder for nearly two decades. (AT&T now has a 70% in the business through a recent deal to sell a 30% minority equity stake to investment asset firm, TPG Capital.) Early on, federal regulators put the kibosh on a DirecTV/Dish Network merger -- during the heyday of satellite pay TV growth. Now, it’s an afterthought for many. A merger could get approval this time around, some analysts say -- especially given stronger competition -- streaming and otherwise -- against DirecTV and Dish. But financially does it make sense for the future of pay TV distribution, given legacy subscriber declines? Why did AT&T go this direction -- as a “wholesaler” of mobile technology, one that props up future virtual mobile providers? Analysts like Craig Moffett, principal/communication analyst of MoffettNathanson Research, believe this is short-term thinking. But the deal does help Dish. Moffett says Dish would need to build out infrastructure by itself. All that would be a huge capital investment. Dish can save money by just focusing on dense population areas, leaving AT&T to cover more rural regions. Concerning TV-media content, Dish Network obviously sees the wireless communication business as the real next-gen technology for all kind of content distribution, much more than diminishing TV platforms, such as cable, telco and yes, satellite TV. Streaming, connected TV, digital? All that will be attached to the growing wireless communications business. Cable, satellite and telco providers? Hold up. Everyone will need a new plan. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 22, 2021 at 08:12AM |
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