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Cordial Raises $50 Million In Series C Funding https://ift.tt/BnAKk1L Cross-channel platform Cordial has raised $50 million in Series C funding, bringing its total funding to $85 million. The round was led by NewSpring with new investor ABS Capital, including investment from High Alpha and Upfront Ventures. NewSpring Growth Partner Brian Kim will join Cordial’s board of directors and ABS Capital Partner Bion Ludwig will serve as an observer on the board. Cordial helps brands access first- and zero-party data to engage customers via email, SMS, mobile app, and other channels, it says. The company will use the funds to bolster its product offerings, expand its global presence and broaden cross-channel engagement. “This new capital allows us to create even more ways for enterprise marketers to deliver outsized value to their customers while continuing to transform our category,” states Jeremy Swift, CEO and co-founder of Cordial. Cordial services clients such as Eddie Bauer, REVOLVE, Boot Barn and Forbes. Kim argues that “Cordial offers what other solutions lack in breadth, scalability, and enterprise-grade support.”
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Google Fined $34M By Russia, Claiming Abuse Of Dominant Video Hosting https://ift.tt/ElYshUG Alphabet is scheduled to release Q2 2022 earnings on Tuesday, but that didn’t stop Russia from fining its subsidiary Google about $34.2 million, or 2B rubles, for allegedly abusing its position in video hosting. The Federal Antimonopoly Service (FAS) claims the Alphabet technology and search company "abused its dominant position in the YouTube video hosting services market," according to one media outlet. Last week a court ordered Alphabet, Google’s parent, to pay $358.7 million -- or 21.1 billion rubles -- for “repeated refusals to remove content Russia deems illegal, such as ‘fake news’ about Russia's invasion of Ukraine," Reuters reported. The decision -- the latest multimillion-dollar fine as part of Moscow's push against foreign tech companies -- will only further isolate Russian citizens and force any remaining U.S. companies out of the country. FAS added that Google must pay the fine within two months of the fine being issued. "We will study the text of the official decision to define our next steps," Google said in a statement to Reuters. Wall Street analysts believe that Alphabet’s Q2 2022 earnings, which the company plans to release today, are expected to rise based on cloud services, but Insider Intelligence estimates Google and YouTube still lead in advertising sales worldwide. YouTube will have 2.15 billion viewers worldwide this year, even without Russia. That represents 63.5% of digital video viewers worldwide, according to research and analyst firm Insider Intelligence. Google’s video site is estimated to grow 25% this year to reach $17.38 billion in net ad revenue worldwide. YouTube's share of Google's net ad-revenue worldwide will grow to 9.9%. Google is on track to generate $174.81 billion in net digital ad revenue in 2022, up 17.3%, giving the company a 29.0% share of the worldwide digital ad market. Facebook is second with a 21.4% share. Insider Intelligence estimates that in 2022, Google also will remain the dominant player in worldwide search advertising revenue with $142.30 billion, owning about 59.4% of the global search ad market. The company’s display business is estimated to grow to $32.51 billion, giving it a 9.6% share of global display spending, and 27.2% of the worldwide mobile ad market, with $123.15 billion in net revenue. Top executives at Google's parent company Alphabet said they remain “deeply concerned” about the war in Ukraine and the humanitarian crisis in the region. Sundar Pichai, Alphabet and Google CEO, while in Warsaw, Poland, in April met with leaders across Central and Eastern Europe to reaffirm the company’s commitment to the region. At the time, Alphabet CFO Ruth Porat said to expect second-quarter results to continue to reflect “repercussions” from the war, but added that it was too early to provide more insight into the outcome. Google experienced a pullback in ad spending during the end of the first quarter in 2022, particularly on YouTube in Europe. Only about 1% of Google's revenue came from Russia in 2021, primarily from advertising. Mobile Marketing via MediaPost.com: mobile https://ift.tt/ZUjz6cG July 26, 2022 at 11:31AM
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Word Play: Rosetta Stone Campaign Finds The Perfect Word To Match An Experience https://ift.tt/9cgq7Hi Rosetta Stone, which creates mobile and desktop language-learning apps, just kicked off a new campaign. The work is the first by Duncan Channon, the company's new creative agency of record. Two 30-second spots, “Turf War” and “The Appointment,” comprise the “There’s a Word For That” campaign. The idea is to position Rosetta Stone as the place to discover the ideal work for a familiar experience. The two spots employ physical comedy — one a ridiculously stylized dog haircut and the other competing actor statues — to underscore the importance of having the right vocabulary to explain any situation. The whimsical spots are directed by Barcelona-based Marie Schuller. advertisement advertisement “Everyone knows language learning is a process that takes time and effort, so we made an intentional choice to tell playful stories that focus on the other side of the coin — the joy that comes with even small wins in a new language,” said Kelly McCullough, creative director, Duncan Channon. “The media buy is video-focused, utilizing addressable TV, programmatic connected TV, and YouTube, along with social platforms Facebook, Instagram and Pinterest for additional amplification,” McCullough told Agency Daily. “The addressable TV spots are hyper-focused on targeting active language learners.” The spots will appear on cable, via various providers, including Comcast, Spectrum, Verizon, Cox, Altice and Charter. Connected TV spots will run on ad-supported streaming platforms. The YouTube buy prioritizes CTV devices. The California-based agency has also done work for SweetBeats, TikTok, Coachella and Bonterra Organic Vineyards. Mobile Marketing via MediaPost.com: mobile https://ift.tt/ZUjz6cG July 26, 2022 at 11:31AM
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European Marketers Advanced Their Digital Skills During Pandemic, Study Finds https://ift.tt/cvfdIe9 Marketers improved their digital skills during the pandemic -- at least those in Europe did, judging by the State of the Industry 2022: Modern Marketing in EMEA report, a study by WARC released in association with the non-profit trade group MMA. Of the individuals polled, 70% reported an uptick in their skills. However, 41% still see skills as a key barrier to growth in marketing, while 39% cite measurement as a challenge. They utilize such metrics as engagement (68%), business (54%) and attitudinal (30%). Of those polled, 73% say their digital marketing strategies are based on insights derived from consumer data. Meanwhile, 38% are preparing for the advancement of Web3. And 44% expect the metaverse to impact marketing within five years. Audio now receives only 4% of digital advertising budgets and gaming gets 3%. But both are expected to advance as consumers embrace them. advertisement advertisement Asked what will have the biggest impact on marketing over the next five years, 53% cited AI/machine learning-driven personalization, up from 49% in 2021. The respondents see multi-screening (53%) and watching video (50%) as the most significant consumer behaviors “As a result of the pandemic, we observe a general improvement in organizations’ digital capabilities,” says Paul Stringer, managing editor, WARC. “However, measurement and skills’ gaps are clear areas of concern for the industry.” WARC and MMA surveyed 700 marketing professionals, both client- and agency/vendor-side, in May and June 2022. Mobile Marketing via MediaPost.com: mobile https://ift.tt/z1DSkAe July 25, 2022 at 05:15PM
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T-Mobile Agrees To $500 Million Settlement Over Theft Of Sensitive Data https://ift.tt/5gvtmip Wireless company T-Mobile has agreed to pay $350 million to customers, and $150 million to upgrade security, in order to settle a class-action lawsuit stemming from a data breach involving the theft of nearly 80 million people's information. If accepted by U.S. District Court Judge Brian C. Wimes in Kansas City, Missouri, the settlement will resolve litigation dating to August of 2021, when T-Mobile confirmed that hackers had obtained full names, birthdates, Social Security numbers and driver's license information for millions of customers. The company collects that type of sensitive information when running credit checks of people who apply for post-paid accounts. When T-Mobile first disclosed the data breach, the company said hackers had obtained that sensitive data for around 40 million current customers and 7 million former customers. The court papers filed Friday said the data breach affected more than 76 million people. The proposed settlement, which was unveiled in court papers filed Friday, also requires T-Mobile to spend $150 million to upgrade security by the end of 2023. advertisement advertisement The company said on its website that has already taken steps to improve data security. “Over the past year we have doubled down on our extensive cybersecurity program to enhance existing programs,” the company stated. News of the data breach sparked calls for a crackdown on the collection and retention of sensitive data. “If companies need to conduct a credit check, and they need the Social Security number to do that, that information should be collected in an encrypted fashion, and not stored,” S. Derek Turner, research director at advocacy group Free Press, said last year. The proposed settlement would allow T-Mobile customers who lost money as a result of the data breach to apply for up to $25,000 in reimbursement. Customers who didn't necessarily lose money, but took steps to protect themselves from identity theft, would be able to seek reimbursement of $25 an hour, or at a rage equal to their hourly salary, whichever is greater. Subscribers also would have the option of claiming a total of $25 (or $100 for California residents). How much any individual could receive likely depends on how many people submit claims. Mobile Marketing via MediaPost.com: mobile https://ift.tt/z1DSkAe July 25, 2022 at 05:15PM
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Studies Reveal Chick-fil-A's Search Dominance, Impact Of QSR OOH Ads https://ift.tt/aiWA9Xd Chick-fil-A has the highest share of Google searches in 27 out of 50 states, according to a study that also shows the search dominance of regional chains like Culver’s and Whataburger. Separately, in a consumer survey by The Harris Poll for the Out of Home Advertising Association of America (OAAA), more than two-thirds of people who recalled seeing a QSR OOH ad said it led them to make a purchase at the advertised restaurant. Chick-fil-A’s high ranking in share of search was measured by brand-tracking provider My Telescope, which says that share of search data has an average correlation of 83% to future share of market and sales. Chick-fil-A is #1 in states like California — where it has 166 locations — as well as Connecticut (12 locations) and dozens of states in between. advertisement advertisement Operating primarily in the Midwest, the Culver’s restaurant chain is tops in Google searches in Illinois, Iowa and Wisconsin but also in Utah. Texas-based Whataburger is #1 not only in its home state but also in Alabama, Louisiana, New Mexico and Oklahoma. Notably, the top-searched restaurant in New York is Los Angeles-based Sweetgreen, which launched in 2007. According to the Harris survey for the OAAA — fielded from May 31 to June 3 — 59% of 1,000 respondents reported having seen an OOH ad for a QSR. More males (65%) said they had done so than females (54%). Gen Z led the way at 77%, while just 39% of Baby Boomers+ had seen a QSR OOH ad. In terms of engagement, among 532 of respondents who had seen a QSR OOH ad and then engaged with the advertised chain, 67% made a purchase at the restaurant’s physical location. Of those 532, 39% reported having ordered from an advertised QSR via a mobile app or visited the restaurant’s website. “This research confirms OOH's strong value proposition for QSR brands,” said OAAA president and CEO Anna Bager. Mobile Marketing via MediaPost.com: mobile https://ift.tt/z1DSkAe July 25, 2022 at 01:03PM
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Nielsen Launches Four-Screen Ad Deduplication For YouTube https://ift.tt/vcYqiI9 Nielsen is expanding its cross-platform measurement of YouTube across computer, mobile and connected TV devices. The expanded methodology, called Four-Screen Ad Deduplication, is designed to enable more accurate comparisons and measurement of YouTube and linear TV audience reach by eliminating redundant audience data. YouTube accounts for more than 50% of ad-supported streaming watch time on connected TVs in the U.S. among consumers 18 and up, according to Nielsen Streaming Ratings. The move adds connected TV to the existing computer, mobile and linear TV deduplication capabilities in Nielsen’s Total Ad Ratings product, in preparation for the converged media measurement capabilities to be offered through the Nielsen One platform set for commercial release in early 2023. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/z1DSkAe July 25, 2022 at 10:04AM
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Triple Take: How to Make B2B Content Marketing More Influential, Authentic, and Credible https://ift.tt/VcxRH3z When it comes to creating effective B2B marketing content, these three traits arguably rank as the most essential: credible, authentic, influential.
1 — Credibility Comes With ConnectionThere are many “proof points” for credibility that are weighed differently by different people. One theme that came through in the report was that, in terms of influencer effectiveness, connection to the audience is a crucial driver. In her profile interview, Ann Handley, chief content officer at MarketingProfs, cited these top qualities of a great influencer:
2 — Authenticity is Earned Through Actuality“Actuality” is defined as “actual existence, typically as contrasted with what was intended, expected, or believed.” It’s the best way to describe the function of authentic content – building confidence that your actual brand matches up to the intentions, expectations, or beliefs that it puts forth. This, by extension, helps people gain confidence that your actual product or service can deliver on what it promises. There are several dependable methods for adding an authentic touch to content. It begins with taking a clear stance and expressing a distinct point of view. The content has to have an actual purpose. Another key factor is bringing out real voices, faces, and personalities. Buyers don’t trust brands, per se – they trust the actual people associated with brands. It’s a proxy effect. Elevate those people to magnify it. For example, nearly two-thirds of respondents (65%) in the B2B Influencer Marketing Research Report said that internal executives have been effective at increasing the influence of their brands. The report also revealed a possible area of untapped opportunity. While internal execs were the second-most common type of B2B influencer, behind industry experts/analysts, we found that only 42% of brands are featuring employees in this way, and only 12% are featuring their prospects. If you want current and future prospects in your audience to see themselves in the content, why not feature others who might be in their exact same position? And if you want these prospects to see what your brand is actually about, why not feature the human beings who comprise it? [bctt tweet="“The #B2BIMReport reveals a key opportunity for authenticity-building content, with only 42% of brands positioning employees as influencers. #B2BContentMarketing.” — Nick Nelson @NickNelsonMN" username="toprank"]3 — Influence is Unlocked by InitiativeDo you have the power and penchant to act or take charge of something before others do? That’s initiative, and it’s what marketers should always be aiming to project with B2B content. Brands need to lean into the second part of the phrase “thought leadership” by presenting an adaptive, proactive, forward-looking front. The stories we tell with our content and the people we partner with to tell them can be extremely powerful in this regard. “I believe storytelling will gain prominence in B2B marketing as brands seek to connect to their audience in new and different ways,” shared Unconventional Ventures founder Theodora Lau in the B2B Influencer Marketing report. “And we have a unique opportunity to help shape the stories through a lens of shared purpose and vision of the future.” Buyers have a wide range of differing priorities, but they all want to work with companies that are a step ahead, ready to help them meet the emerging challenges of their industry head on. B2B content marketing can make this case, when done well. It’s one reason co-creating with established and recognized influencers continues to gain popularity: these folks have a finger on the pulse of their respective niches. The impact of these partnerships is proven out by example after example shared in the report. When your B2B content connects with its target audience, conveys what your brand is actually about, and demonstrates the initiative of a leader ready for what’s next … you’ve got the recipe for credible, authentic, and influential content.The post Triple Take: How to Make B2B Content Marketing More Influential, Authentic, and Credible appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/fN6ah4M July 25, 2022 at 06:04AM
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American Eagle-Owned Supply Chain Disruptor Quiet Platforms Wants To Be An Amazon Killer https://ift.tt/JWquwLg American Eagle believes brands who compete for shoppers in similar product categories shouldn’t also be competing over quicker delivery times and fulfillment logistics. Especially when the lion’s share of that competition is spurred by mega-platform industry movers like Amazon. That’s why the retailer is building out its own logistics platform and democratizing access to high-performing supply chain solutionsGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 24, 2022 at 11:33AM
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Beyond The Store, Petco Is Meeting a New Host of Pet Owner Needs https://ift.tt/4H1SmrQ Over the last two years, families around the country have welcomed millions of new pets into their homes. Beyond supplying pet owners with their product needs, specialty retailer Petco is expanding its offerings to support both pets and their owners at every stage by expanding product offerings across more consumer touchpoints. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 24, 2022 at 11:33AM |
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