Augmented Reality, Robots Ready For Retail https://ift.tt/2PcAPbq The additions of robots and augmented reality are among a new set of predictions relating to the retail industry by Infinity Research. Promising innovations in technology will transform the future shopping experience, states the report. Augmented reality can be used to visualize a piece of furniture in a store as well as allow customers to see how clothes would look on them without having to do multiple trials of garments. Store experiences will become personalized with retailers using beacons, mobile apps and other IoT devices to help customers find products that best suit their tastes. The personalization can lead to increased customer satisfaction and loyalty, according to the predictions. Robotics are projected to play a role in the future of retail, with robots being used to restock shelves. Robots can travel through aisles checking for misplaced items and vacant shelf space and then notify employees to order more. “These promising innovations in technology will turn the tables for the customers’ ease of shopping and transform their whole shopping experience,” states the Infinity Research tech trends report. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 28, 2018 at 02:18PM
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Amobee Complete Videology Deal, Ups Demand-Side Options https://ift.tt/2Ns9bXx Amobee, the digital marketing technology company, completed its deal for video advertising firm Videology -- which filed Charter 11 bankruptcy back in May. Amobee was named the winner of the auction to take control of the assets of Videology in July -- a final net purchase of $101.2 million. The company says the addition of Videology now combines TV, social and digital in a single platform. That neatly separates Amobee from other demand-side platforms on the market. Amobee also announced that Scott Ferber, founder, chairman, CEO Videology, has been named Chief Innovation Officer. Domenic Venuto is now the COO, Amobee. Venuto had been general manager of IBM Watson’s Consumer Division and Watson Advertising. Erica Golden is now chief people officer of Amobee. Previously she head of global talent development at Apple. Amobee is owned by Singtel, the large Singapore communications technology that reaches more than 700 million mobile subscribers. Amobee original bid for Videology was $117.3 million. Adjusting for an asset purchase agreement, gave the deal a net price of $101.2 million. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 28, 2018 at 01:22PM Kargo Guarantees Programmatic Impressions Across Multiple Publishers https://ift.tt/2BWnItg Mobile-only ad company Kargo has announced the launch of its Programmatic Guaranteed platform that allows advertisers to buy media programmatically and reserve “guaranteed impressions” prior to running campaigns. Advertisers want an alternative to buying media. Some of the more than 80 publishers that Kargo works with want guaranteed revenue, so Kargo built a programmatic guaranteed model that works directly with the company’s demand-side platform (DSP) partners to provide media buyers with a guaranteed return based on specific terms. One beta customer has been testing the platform, with several in the pipeline, according to Ryan Polley, chief product officer. The platform is available in the U.S. today, with plans to take it to Asia-Pacific in the near future. The “guarantee” means that a media buyer will negotiate a set price against a predetermined number of impressions during a specific time period. The advertiser agrees to bid on 90% of the impressions against that yield, for example, and Kargo must deliver against the impressions sent to the DSP. advertisement advertisement “I don’t think we have insight yet into all the ways this will change the industry,” Polley said. There are other attributes that companies can apply to campaigns like this. Many campaigns that run in IO have attempted to do this, but they don’t have the infrastructure support that comes from programmatic systems. For instance, if a buyer wants to reach a specific audience during a certain time of the year across a set of publishers for a fixed price and the placement is 100% viewable, systems are not available to support it, he said. Kargo’s Programmatic Guaranteed is powered by Kargo’s editorial graph, an index of audiences based on the publishers Kargo works with. Some demographics index higher on some publishers than others. The platform can enable targeting against the index based on the audience of an editorial graph. It also allows CRM onboarding and 100% transparent supply through The Trade Desk. It allows advertisers to build their audiences based on their own client lists or data, Kargo’s proprietary targeting options, or a custom combination of the two. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 28, 2018 at 12:30PM Uber Gets $500 Million From Toyota, Expands E-Bike, Scooter Initiative https://ift.tt/2BWhz0g Toyota is pumping $500 million into Uber, which will integrate self-driving technology that the two companies develop together into Toyota Sienna minivans. “Uber has been seeking ways to lower development costs and losses in its autonomous-vehicle unit following a fatal crash involving one of its cars earlier this year in Arizona. Last year, the Uber division spent about $750 million on self-driving car development before making cuts this year, according to people familiar with the matter,” write the Wall Street Journal’s Greg Bensinger and Chester Dawson, who broke the story about the deal yesterday. “In recent months, Uber has closed its Arizona autonomous-vehicle operations and laid off about 400 test drivers, some of whom it will rehire after undergoing new training. Uber also has taken its self-driving vehicles off the roads in the San Francisco Bay Area, Pittsburgh and Toronto while investigators look into the circumstances of the Arizona crash,” they add. Indeed, “Uber had to do something about its autonomous vehicle unit, which has been losing talent and costing Uber $1 million to $2 million a day, causing some investors to fret,” writes Amir Efrati for The Information. He points out that “both companies have something to gain. Uber could give Toyota a way into city and suburban robotaxis. To date, Toyota primarily has been working on autonomous features for privately owned vehicles. It’s worth noting that Toyota’s autonomous vehicle chief Gill Pratt has cautioned about self-driving cars, saying they are much further away from reality than most people think.” “The fleet will also be equipped with Toyota’s safety software, called Guardian, and will pick up passengers on Uber’s ride-hailing network. The companies anticipate starting a pilot program by 2021,” writes Kate Conger for the New York Times. Toyota is becoming “one of three OEMs linked with Uber. In August 2016, Uber signed a $300 million deal with Volvo to develop self-driving vehicles and announced plans in late 2017 to buy 24,000 XC90 SUVs from the Swedish company. And in January 2017, Daimler (which owns Mercedes-Benz) revealed that it plans to eventually use Uber's network to offer rides in autonomous vehicles that it is developing,” Cyrus Farivar reports for Ars Technica. “This agreement and investment marks an important milestone in our transformation to a mobility company as we help provide a path for safe and secure expansion of mobility services like ride-sharing that includes Toyota vehicles and technologies,” Toyota Executive Vice President Shigeki Tomoyama says in a press release issued after news of the deal surfaced. Meanwhile, Uber CEO Dara Khosrowshahi tells the Financial Times’ Shannon Bond that there are better ways to get around inner cities than hailing an Uber, which is why it is investing in e-bikes and scooters. “During rush hour, it is very inefficient for a one-ton hulk of metal to take one person 10 blocks,” Khosrowshahi says in an interview published Sunday. “We’re able to shape behavior in a way that’s a win for the user. It’s a win for the city. Short-term financially, maybe it’s not a win for us, but strategically long term we think that is exactly where we want to head.” You may recall that Uber bought Jump, a dockless, GPS-enabled bike-sharing service based in Brooklyn, N.Y., in April. It has expanded Jump from San Francisco and Washington, D.C. to eight U.S. cities and will soon launch in Berlin, Germany. “Khosrowshahi, who joined Uber a year ago, has also struck deals with Lime, an electric scooter company, and Masabi, a London-based app that provides mobile ticketing for public transport, with the aim of building what he calls an ‘urban mobility platform,’” Bond adds. He’s not the only ride-hailing-app executive thinking this way. “In a post last month, Lyft’s co-founders wrote about using bikes and scooters for the first- and last-mile problem: those shorter trips from the train station to the office, for instance,” Mashable’s Sasha Lekach points out. Not only that, Lyft’s John Zimmer and Logan Green put a long-term spin on the issue: “Improving people’s lives with the world’s best transportation isn’t just Lyft’s mission: we consider it our life’s work,” they wrote. So, too, does Uber’s Khosrowshahi: “We are willing to trade off short-term per-unit economics for long-term higher engagement,” he tells Bond. “I’ve found in my career that engagement over the long term wins wars and sometimes it’s worth it to lose battles in order to win wars.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 28, 2018 at 07:27AM
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How Companies Are Using Immersive Education To Train Employees https://ift.tt/2LwBPF6 From mobile-app onboarding to VR escape-room training experiences, major corporations worldwide are turning to the latest interactive and engaging technologies to better prepare their employees for their new jobs In order to retain a strong workforce in an ultra-tight labor market, companies are designing and executing experiences that give them a competitive advantage in recruitment and retention. In particular, businesses of all sizes are increasingly implementing immersive education to conduct employee training, making the process more efficient and hands-on. Integrating the latest technology into the job training allows for entertaining job-related simulations that better prepare new workers for situations they’ll encounter on a day-to-day basis. Here’s how four major brands are harnessing immersive education to augment not only the employee experience but also, thereby, the efficiency and effectiveness of their business: KFC UPS Home Depot Estée Lauder Marshaling training experiences in virtual and engaging formats, companies hope to foster a deeper engagement between new workers and their job, helping them acclimate more efficiently while improving the business’ workflow. For more information about this topic, see PSFK’s report Improving The Employee Experience. Lead Image: Male and female architects wearing augmented reality headsets stock photo from Gorodenkoff/Shutterstock In order to retain a strong workforce in an ultra-tight labor market, companies are designing and executing experiences that give them a competitive advantage in recruitment and retention. In particular, businesses of all sizes are increasingly implementing immersive education to conduct employee training, making the process more efficient and hands-on. Mobile Marketing via PSFK http://www.psfk.com/ August 28, 2018 at 06:35AM
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Words of Wisdom: Lee Odden’s Top 9 Insights on How to Succeed at Influencer Marketing 2.0 https://ift.tt/2oi4EMc Today’s content marketing space is a tumultuous one. Content shock, ever-changing search engine algorithms, social media’s midlife crisis, growing consumer distrust in brand messaging—marketers are constantly challenged to adapt and scale their strategies to simply bolster visibility, nevermind reach objectives and prove ROI. Emerging from the noisy marketing mix is a promising strategic marketing star that can capture the attention of hard to reach buyers, improve audience engagement, bring insightful perspectives to the forefront, and build brand trust and credibility. Of course, I’m talking about influencer marketing. Spokespeople, brand advocates, experts—brands have been tapping “influential” people as marketing and advertising partners for a century. And, just as it’s always been, in the modern era of influencer marketing, some love it, some hate it, and plenty of people question whether it “actually works.” At TopRank Marketing, we see credibility, value, and opportunity in influencer marketing; people crave credible content. And we also see authenticity, relevancy, and thoughtfulness as defining characteristics of the modern approach to influencer marketing—we call it Influencer Marketing 2.0. Our own resident marketing influencer and CEO, Lee Odden, has been evangelizing influencer marketing inside and outside company walls since 2012, before the practice in the content marketing realm went boom. Lee’s been named the No.1 “Influencer Marketing Influencer” by Onalytica, and his expertise on the subject has been featured on top industry publications including CMO.com, Forbes, and Social Media Examiner. Lee was also instrumental in the Influence 2.0 research report in partnership with Traackr and Brian Solis of Altimeter Group. So, what is the “Influencer Marketing 2.0” approach? Let these words of Lee Odden wisdom—words that have defined how we’ve architected our influencer marketing manifesto—lend some guidance, focus, and inspiration to your influencer marketing efforts. How to Approach Influencer Marketing 2.0Co-Create for GreatnessContent is the foundation of marketing. Period. But marketers repeatedly cite that consistent creation of strategic, quality, engaging content is a top marketing challenge. But as Lee often says: [bctt tweet="If you want your content to be great, ask influencers to participate. - @leeodden" username="toprank"] When you co-create content with influencers, you not only provide influential experts with a medium to share valuable insights, but can also provide your audience with a mix of perspectives—upping your storytelling capabilities and credibility. In addition, some influencers already have a desire and knack for creating content, so an opportunity to collaborate will be welcomed and beneficial to your business. [bctt tweet="For any kind of content a business creates and publishes to the world, there is an opportunity for collaboration with credible voices that have active networks interested in what those voices have to say. - @leeodden" username="toprank"] However, it’s also important to note that co-created content isn’t inherently valuable or set up to drive gangbusters marketing success. Value and relevance is certainly in the eye of the beholder—your audience. As a result, you need to stay true to your audience and your influencers, which requires an integrated approach that includes SEO and other proven content marketing tactics. As Lee has said: [bctt tweet="With an understanding of keyword demand, B2B marketers can tap into the opportunity to be the best answer … (adding influencers) to that optimized content will give it the credibility and engagement needed to inspire action. - @leeodden" username="toprank"] Influencer Marketing 2.0 In Action Content planning software company DivvyHQ* took their marketing the "back to the future", launching a long-running campaign that included a sequence of connected content marketing campaigns featuring relevant influencers. The SaaS company secured contributions from top content marketers for campaigns that resulted in significant increases in credibility and engagement. Additionally, the campaigns exceeded performance goals and added to DivvyHQ’s bottom line. The end result was this interactive eBook asset.Define Influence for Your Brand & AudienceInfluencer marketing is often pegged as a tactic rooted in compensating celebrities or brandividuals with large social followings to push your product or service. But influence isn’t defined by popularity or number of followers: [bctt tweet="Influence is the ability to affect action. - @leeodden" username="toprank"] There may be no bigger mistake than focusing on “shiny object” individuals; fame by association is more than hard to come by. There is absolutely a place for brandividuals in your influencer mix, but it’s important to remember that: [bctt tweet="Everyone is influential about something. - @leeodden" username="toprank"] Your brand, industry, product or service, and audience is undeniably unique—and influence varies. Furthermore, it may be easier than ever to give the perception of influence. After all, Twitter’s recent purge of suspicious accounts sent some individuals’ follower count into a landslide. However, the potential is there to validate and build relationships with relevant, experienced individuals—inside or outside your organization; broad expertise and niche knowledge; large or intimate yet engaged followings—who have the ability and willingness to affect action.Nurture Relationships Early & OftenAt its core, influencer marketing is all about brands engaging and developing relationships with individuals—individuals who have relevant topical expertise, reach, and resonance that aligns with the goals of the brand. But strong, lasting relationships aren’t built overnight. Some influencers are frequently tapped to participate in various projects. In addition, other more niche experts or rising stars may not be as experienced in content collaboration. So, as Lee says, you need to develop rapport with influencers early: [bctt tweet="Grow your influencer network long before you need them. The day to create an army of influential advocates isn’t the first day of the war. Find common interests and develop rapport. - @leeodden" username="toprank"] And your work shouldn’t stop after the first collaboration. You need to keep connections hot and mutually beneficial. In addition, for those more niche experts or rising stars, you can help them create more influence for themselves and your brand. [bctt tweet="Work with an influencer, you’re friends for a day. Help someone become influential and they’re a friend for life. - @leeodden" username="toprank"] Influencer Marketing 2.0 In Action Prophix*—a leading provider of corporate performance management (CPM) software solutions—combined original research with influencer content to create crush-worthy content marketing force. With an interactive quiz, with influencer micro-content featured throughout, serving as the anchor asset, additional tactics such as long-form influencer interviews, email marketing, and more, rounded out this campaign. The results? In the first 45 days, the anchor asset landing page garnered a view rate six-times higher than the benchmark for a similar resource. It was also the fourth most trafficked page—behind the Home, About Us, and Privacy pages.Entice Participation By Showcasing ValueWhether you’ve cultivated warm relationships or you’re hoping to go beyond social engagement with the first collaboration ask, your success in securing their partnership is grounded in showcasing the mutual value proposition. Some thought leaders want to bolster or grow their influence, while others simply want to create something their proud of (or their bosses can take pride in). Regardless, be transparent, make sure your ask is relevant, and lead with the value. Invite influencers to make something together that drives the influencer’s objectives, while at the same time, fuels brand objectives. - @leeodden Specifically, when it comes to colder relationships, don’t ask too much too soon. [bctt tweet="Be thoughtful about how you ask and how you reward when working with influencers. - @leeodden" username="toprank"]Make Amplification Natural & EasyThere are obvious business benefits to working with influencers. Not only do they lend authority and credibility to your content and brand, but they also hold the power to introduce you and your content to their audiences. Once your co-created content is ready to be released into the wild, at a minimum, provide influencers with the messaging and visuals they need to easily promote on their channels. In addition, make sure the final product lives up to its full potential. Regardless of their intentions for participating, if they’re going to share content with their followings, they need to be proud of it. [bctt tweet="If they care, they’ll share. - @leeodden" username="toprank"] Influencer Marketing 2.0 In Action There are few better examples of this principle in action than SAP's* interactive microsite designed to help launch their Leonardo platform. Thirty-two influencers were engaged to share their insights on digital innovation topics from blockchain to machine learning. The content experience was so compelling for the influencers that the share rate was 100%. In fact, several influencers shared multiple times. The content experience was engaging for the audience, too—the microsite had over 21 million social impressions.Put Wisdom Into ActionWhether you love, hate, or question the potential of influencer marketing, it’s undoubtedly on the rise. It’s enjoyed a couple years of big hype, but now is the time to decide if it should be a trusted part of your integrated marketing strategy. Use these guiding principles and snackable quotes from a pioneer of the craft to help you define what influence means to your brand, and opportunities for collaboration and co-creation. Speaking of quotes, as the “Prince of Preachers,” Charles Spurgeon said: “Wisdom is the right use of knowledge.” So, go forth and put your newfound influencer marketing wisdom into action. Remember how we said that influencers add credibility to your content? Learn how three brands co-created more credible content to drive awareness, engagement, and action. If you still want more influencer marketing insight, join Lee along with TopRank Marketing Digital Strategy Director, Ashley Zeckman, at their CMWorld sessions to learn how influencer marketing can grow your business. Get the details here. *Disclaimer: DivvyHQ, Prophix, and SAP are TopRank Marketing clients.The post Words of Wisdom: Lee Odden’s Top 9 Insights on How to Succeed at Influencer Marketing 2.0 appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Online Marketing Blog – TopRank® https://ift.tt/2wiHYzh August 28, 2018 at 05:37AM
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Snapshot Of Instagram Is A Moving Picture https://ift.tt/2Ns6LbD
A new report from Brand Networks shows how rapidly the Internet environment changes, charting how Instagram has grown into a marketing behemoth in the space of just four years. “No Longer Facebook’s Kid Brother,” says it all in the title. “What started as an artistic and visual forum for reaching a relatively niche audience has transformed into a platform with massive reach and appeal,” the report declares, noting how Instagram grew as video became a staple on the social media site. The ad company’s own experience can attest to that: “While Brand Networks served just 2 billion impressions in the first six months of Instagram advertising [in 2015] , that number jumped to 44 billion in the first 36 months; during that time, the average CPM dropped by 19.7%,” the report says. The new report seems to be as much a piece of advertising, as it is research, but given the numbers, it does provide an interesting snapshot — or perhaps the more apt metaphor is “short video” — of how Instagram has become a part of the advertising landscape. Certainly, the track record being accumulated by Brand Networks can’t be that unusual. A report last month from the Merkle marketing research firm noted “significant [year over year] ad spend growth for Instagram over Facebook. Facebook grew 40% Y/Y, while impressions fell 17%. At the same time, Instagram grew 177% Y/Y with impressions more than tripling.” That is happening, Merkle noted, “despite all the negative attention the platforms have received” in 2018. In a chart that accompanies the Brand Network study, the company traces cost-per-thousand price changes in major sectors, showing Instagram is a popular and relatively efficient buy for advertisers. In all sectors except banking, the CPM is down, and video is the preferred way to go. “Advertisers delivering media against brand awareness objectives are embracing video as a medium for ad-based communication,” the report says. “In the first half of 2018, 73% of the total impressions served by CPG advertisers were video. For the Retail and Media & Entertainment industries, video accounted for 60% and 78% of total ad impressions, respectively." To consumers, the most immediate recent difference is Instagram's Stories feature — launched two years ago — and the fact that Instagram these days has far more videos than it did back then. In an earlier Brand Networks study issued in January 2016, the company reported, “Video ads as a percent of total ads served by Brand Networks jumped up from 9.54% in September to 22.52% in December, as advertisers raced to create and deliver compelling video content into the mobile feeds of Instagram users during the holidays.” This year, through June, video makes up 66.2% of the total ad impressions, the new report says, and in that same six-month time period, it served as many video ads as it did through all of 2017. In July of 2015, Instagram’s ad business was still in beta, reserved for a handful of ad-tech companies ,including Brand Networks. It had 400,000 monthly users. By June of this year, it had reached 1 billion monthly active users. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2018 at 09:32PM 'Near Me' Searches Don't Need Keywords To Find Local Goods, Services https://ift.tt/2LxsaOz About 69% of consumers use their smartphone to help them shop. Some 63% use the phone to research products, while 62% compare prices, 56% look for coupons or deals, 54% check for store hours, and 52% find nearby store locations, according to survey reports released Monday. Uberall’s “Near Me Shopping Report,” which analyzes responses from more than 1,000 smartphone users across the U.S., aims to understand “near me” search preferences and behavior. The commissioned study was conducted between July 23 and July 27, 2018. Among millennials, “near me” adoption was even greater, at 92%. Overall, 84% of survey participants said they typically use near-me searches to find food, followed by 56% who use them to find entertainment, 50% to find banking, 41% to find apparel, and 38% to locate personal care. When asked to rank a specific retailer or store with “near me” searches or a general product “near me” search and specific brand “near me” search, the top response was “a specific retailer or store.” Forty-eight percent ranked it No. 1. This includes searches like “Foot Locker near me.” Generally searching for a product such as “Where can I buy toys near me” came in at No. 2 with 29%, followed by searching for a specific brand such as “Where can I buy Nike near me” at 23%. But the 80% to 85% of shoppers querying “near me” no longer need to type in those exact words -- especially those willing to keep their location services turned on. Some 60% of respondents, after completing a “near me” search, said they clicked on the first two to three results they saw. Another 33% said they were “somewhat likely.” Overall, 93% said they were likely to click on the first set of results, 5% said they weren’t sure, and 2% said they wouldn’t likely click. Proximity-based searches continue to change consumer behavior, driving changes in search and turning the visual query box into a utility that remains in the background. These days, location qualifiers and triggers such as ZIP codes are built into the technology within the mobile phone. These qualifiers allow people searching for information to type in only the basic keyword, rather than “restaurants near me.” According to Google, “near me” mobile searches also contain a variant of “can I buy” or “to buy.” These include “where can I buy stamps near me,” “places to buy scrubs near me,” or “where to buy vinyl records near me.” Those types of searches rose 500% during the last two years, Lisa Gevelber, vice president of marketing for the Americas at Google, wrote in a blog post in May 2018. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2018 at 03:10PM Google Introduces 'Ad Strength,' New Metric Measures Relevance https://ift.tt/2Mx9vI2 The biggest issue surrounding responsive search ads, responsive display ads, and Universal App campaigns has been a lack of reporting metrics, not relevance. Some 91% of mobile users have bought or plan to buy something after seeing an ad they described as relevant, according to Google data. Relevance still plays a major role when it comes to targeting search ads, but Google on Monday introduced new insights and best practices that allow marketers to put metrics behind the relevance. The ad strength metric gives marketers a barometer to measure whether the content in the ad ranges from “poor” to “excellent," and measures the relevance, quality and diversity of ad copy. Combined with actionable feedback, the new tool aims to make it easier to improve the effectiveness of ads. Google will release details on ad strength as a column in early September, and in the responsive search ad creation interface during the next several weeks. Support for responsive display ads will follow in the coming months. The company suggests providing as many distinct headlines, descriptions, and other assets as possible to help the machine learning technology generate a larger number of relevant, effective ad combinations. Best practices for this feature requires marketers to provide at least five or more headlines and descriptions that make sense for the business. For a responsive display ad, marketers should provide up to 15 images and 5 logos, headlines, and descriptions per ad. Making it easier for marketers to create more effective responsive search ads, Google now provides a way to preview ad combinations as they are being built. This shows what the ads might look like. The feature also allows marketers to double-check their work through them. The platform also enables marketers to view reporting for headlines, descriptions, and top combinations to help them see what is showing up most often on the search results page. Best practices, for example, means that all search ads groups should contain three or more ads, including a responsive search ad. Marketers can pair them with three ad extensions and the ‘Optimize’ ad rotation to make sure ads are as relevant as possible. Using responsive search ads, for example, Apartments.com created relevant ads at key moments in the rental process. As a result, the company saw a 10% lift in clicks. ForRent.com, another brand in the Apartments.com network of sites, saw a 16% lift in clicks with a similar strategy. For app marketers using Universal App campaigns, Google’s machine learning automatically combines the creative assets with content from the app store page to create personalized, relevant ads. Best practices for this feature suggest that between four and five text, video, and image assets should be provided in varying lengths and sizes. Marketers looking for more guidance can find information in an online course to help design and optimize creative for a Universal App campaign. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2018 at 03:10PM
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Bing's New Spotlight In Search May Force Publishers To Rethink News Content https://ift.tt/2PExROd Bing on Monday released a feature that curates articles on a specific topic to show how the news story has progressed over time. The search engine’s intelligent spotlight feature uses artificial intelligence and human editors to provide details on the latest headlines and relevant social media posts. The news articles will appear in a Spotlight, a carousel of the latest headlines related to the news story. Spotlight provides a summary of diverse perspectives on the topic from across the web to help readers better understand, and provides a way to click on the answer to get more in-depth coverage. Deep-learning algorithms and web graphs for hundreds of millions of web sites in the Bing index identify top sources for national news. Various signals monitored include queries and browser logs, and document signals from publishers such as how many publishers cover a story, their angles, and how prominently they feature the story on their site. The perspectives module, used for controversial topics, will show different viewpoints from known sources that the search engine defines as “high quality.” This type of source must meet Bing News PubHub Guidelines, a set of criteria that favors originality, readability, newsworthiness, and transparency. Based on Bing's new criteria, publishers may want to consider new business models that lean toward the Spotlight requirements. Sites that meet the requirements are more likely to be included in the Bing news index. The articles must identify sources and authors, provide attribution and demonstrate sound journalistic practices such as accurate labeling of opinion and commentary. The Spotlight feature is available on Bing desktop and the mobile web in the U.S. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2018 at 02:40PM |
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