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Apple's Next Big Move: Serving Up Ads In Apps? https://ift.tt/kfDTpZm Imagine this: You're late for an appointment that you're driving to in your car. So you pull up Apple Maps and, when presented with directions, the app also serves you an ad for where to get a coffee. This scenario is not so outrageous. In fact, Mark Gurman's Power On newsletter for Bloomberg claims that engineering work is already underway “to launch search ads in the Apple Maps app.” Gurman believes this feature should be functional sometime in 2023. The effort is part of a concerted push by Apple to increase revenue from the advertising division from $4 billion to double digits. The report also says that other apps, including Podcasts, could see ads next year. If Apple adds advertising next year, it will be in good company. Google Maps has run ads since 2016. Paid-for ads on Google Maps run at the top of a search on Google Maps. Search Engine Watch has reported that 50% of people will visit a store within a day of their local search. advertisement advertisement But Apple Maps has a smaller following than Google Maps. How much smaller? While Google has stated that Maps' following is “over a billion,” hard numbers are hard to come by. Apple Maps' audience is said to be anywhere from 200 million users to 900-950 million users. In the U.S., Google Maps had 126.2 million users in August 2019, per Verto Analytics, while Apple Maps 29.3 million The question is whether Apple Maps, which comes pre-installed on Apple devices, will hurt its chances of further adoption by including ads. Going ad-free was a key differentiator for Apple, but one of the main reasons that consumers use navigation apps is to find clear and accurate driving directions with a minimum of distraction. If Apple can toe that line — even with ads — then it has a shot at challenging Google's dominance. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Vi3DroP August 22, 2022 at 11:15AM
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Digital Advertising Hits $189 Billion In 2021 Global Forecasts Predict 5% Yearly Growth Through 20278/22/2022
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Digital Advertising Hits $189 Billion In 2021, Global Forecasts Predict 5% Yearly Growth Through 2027 https://ift.tt/Vbmthfq Audio ads — whether in podcasts, music streamers or radio channels — are gaining popularity. Part of the rise is due to the pandemic, which recorded an increase in users. Digital advertising increased by 35% to reach $189 billion in 2021, according to the IAB Internet Advertising Revenue Report. Podcasts have had a major impact on the audio ad marketplace. At the same time, ResearchandMarkets.com’s “Global Audio Advertising Market – Forecasts from 2022 to 2027” projects a CAGR of 5.07% for the five-year period. A big plus for audio ad is its appeal to brand advertisers. For example, Spotify added more than 1 million new podcasts in 2021, making it easy for listeners to interact with ads and marketers to enlarge reach. Also,iHeart announced its plan to launch a new digital ad network. The iHeart Audience Network (iAN) will gather advertising content across streaming and podcasting from the iHeartRadio database and other premium publishers. advertisement advertisement IAB reports podcast ad revenue increased by 19% YoY in 2020. Revenues from podcast advertising hit $842 million in 2020, an uptick from increased $708 million in 2019. One big caveat: The adoption of ad-blockers may decrease the overall market demand. Per Blockthrough, by the end of 2020, there were 257 million PC ad blockers and 586 million mobile ad blockers. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Vi3DroP August 22, 2022 at 09:28AM Minority Founded And Publicly Traded Direct Digital Holdings Appoints First Chief Growth Officer8/22/2022
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Minority Founded And Publicly Traded Direct Digital Holdings Appoints First Chief Growth Officer https://ift.tt/KHwyrXG Direct Digital Holdings, a Houston-based ad-tech group that went public in February on the U.S. Stock Exchange, hired its first chief growth officer. On Monday, the company announced the appointment of Maria Vilchez Lowrey to CGO, after recently reporting that Q2 2022 earnings grew 90% to $21.3 million, compared with the same quarter in 2021. Net income grew 58% compared with a year ago, to $2.6 million. “We are continuing to expand our reach and market share in the underserved middle market for our buy-side platform, Huddled Masses, and Orange142,” said Mark Walker, CEO and co-founder of Direct Digital. “For our sell-side platform, Colossus SSP, we will continue to grow our business through the addition of more Fortune 500 clients and agencies that are looking to reach the multicultural and general market publishers.” He said the company’s goal is to grow organically, and expects adding Vilchez Lowrey, with her wealth of experience, expertise and proven track record in channel and business development, will accelerate growth. advertisement advertisement “As a new public company that provides both programmatic buy- and sell-side solutions for an array of advertisers, I look forward to increasing brand awareness for Direct Digital Holdings and its successful portfolio of operating companies,” Vilchez Lowrey said. In this newly created role, Vilchez Lowrey reports to Walker. She initially met him while working at Reliant as a project manager in 2007. The goal, at the time, was to launch large enterprise-wide projects focused on strategic partnerships and mass-media brand advertising campaigns. Now, at Direct Digital Vilchez Lowrey will take responsibility for leading business and channel development, and integrating the management of brand related activities across Direct Digital’s portfolio of brands. Two subsidiaries -- Huddled Masses, and Orange142 -- specialize in delivering data-optimized programmatic solutions for middle-market businesses in sectors that range from energy and healthcare, to travel and financial services. Vilchez Lowrey has a long history working in the energy sector. She joins Direct Digital from Just Energy, where she served as senior vice president of direct sales and partnerships, diversifying the company’s direct sales channels by launching its first national retail partnership with a major retailer. Previously, she served in various management positions across sales leadership, business development, operations, and project management at NRG Energy, primarily responsible for building go-to-market sales channels and developing strategic partnerships with well-known brands. She also worked in the steel industry as global supply-chain transportation and procurement manager, serving large multinational consumer companies. When asked how experience in procurement assists in advertising, Vilchez Lowrey said: “Advertising is typically one of the largest marketing spend categories for companies, so it is critical to be aligned with procurement and the client on forecasted spend and growth objectives to drive positive return-on-investment metrics across any given channel.” Vilchez Lowrey calls energy a “universal commodity” that touches every home and business. The energy industry led her to work with iconic brands and create joint marketing partnerships across retail, telecommunications, real estate and home services. “Being on the client side offered me a front row seat to understand what advertisers care about most, including the importance of having customer experience at the forefront of any omni-channel experience,” she said. As a Latina mother of two, her bedtime ritual consists of reading Dr. Seuss books, because of the clever rhythm and play on words. “I always find themes that relate back to my professional life with Oh, the Places You’ll Go! as an inspirational reminder for children and adults to take that leap of faith to try new things and go fearlessly after new challenges, which is something I have had to continue to do in order to grow professionally across the energy sector and now transitioning into advertising,” Vilchez Lowrey said. She is proud to join Direct Digital’s leadership team, adding that as a minority-owned company, management is committed to creating diversity in programmatic advertising. The best business advice she received throughout her career came from Karen Jones, now CMO at Ryder System. She said it “helped me at a pivotal time after a promotion to understand the importance of managing my time efficiently to work smarter at a higher level.” She said Jones pointed her to adding fixed weekly strategic planning into schedules, and reassured her that career success does not need to come at the expense of putting family life second. “The higher you go in any career and the more responsibility you get, the more important it is to be as strategic as possible in managing both your energy and your time wisely, so you can live a healthier lifestyle and prevent burnout,” Vilchez Lowrey said. Vilchez Lowrey also serves as a board member for Homemade Hope, and as an advisory council member for Houston Arts Alliance and Dress for Success Houston. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Vi3DroP August 22, 2022 at 09:28AM
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Prime Time https://ift.tt/T6Se7vF Real milestones – the kind that put a dent in the media universe – don’t come along that often, but when they do, they change the way we think about how people use media. Ted Turner. The 5% solution. Google Search. YouTube. Social media. Steve Jobs, Apple’s iPhone and the mobile apps revolution. In the nearly half a century that I’ve been covering this industrial revolution we call “media,” some of its most significant inflection points were documented by – who else – Nielsen, which despite its flaws, reboots, and constant array of challengers, has more or less remained our common reference point for dimensionalizing the media universe. At least, so far. advertisement advertisement So I was struck by last week’s announcement that Amazon Prime’s “Thursday Night Football” coverage will be the first live-streaming show rated by Nielsen, and the relative lack of fanfare surrounding it. It made some news, was one of the most-read stories on MediaPost for the week. But to me, it was one of the most significant recent developments redefining what we have historically called "television," but which nowadays, we fumble around with a variety of modifiers -- nonlinear, over-the-top, and yes, even "connected TV" -- to redefine its expansion in new forms due to advances in new technologies enabling people to watch in new ways. For at least half my time spent covering the medium, people have been flummoxing how to describe it and what to actually call it. So it seems fitting that yet another Nielsen ratings milestone reminds us it's really just TV. The same thing was true when Ted Turner first started bouncing a local Atlanta station off a satellite, creating the first nationally distributed cable TV network, or when he launched the first 24-hour news network using the same technology. Or the litany of new "narrowcasted" networks that emerged as part of that "500 channel universe" expansion we eventually called "cable TV." Of when savvy entrepreneurs like Henry Siegel (LBS), the King brothers (King World), Mike Kammerer (ITN), figured out how to turn locally distributed TV shows into the equivalent of national networks, all by the simple act of getting into Nielsen's "pocketpieces." The truth is TV has been an ever expanding universe in and of itself, ever since the Farnsworth invention, and every technological change that came after it. VCRs. DVRs. Network hardrives. Cloud computing. Yes, many of these technologies have changed how -- and often when -- people watched TV, but they were all just part of its progression. You've no doubt read columns like this before -- maybe even some written by me -- but we keep writing and rewriting them, because we're just trying to define something we think needs redefining, but it doesn't. Because it's been defined and redefined so many times already. And we still think of it as "TV." I started writing this version of this column over the past several weeks when I heard a couple of people I respect and consider authorities on the subject grousing once again about what to call the expanded TV universe. Two of them were GroupM's Brian Wieser, who in a recent episode of his "This Week Next Week" podcast reminded us what all the new streaming variants actually are: "I will pound the table," he said, "and say, it's all one professional video universe." Which leads me to the other person inspiring this column, long-time agency media exec turned new media marketing executive, BBTV CMO Martin Cass. Cass, whose company basically aggregates the best of online video's so-called "creator universe" -- what we once called "user-generated content" created by non-professional industry insiders, and sells it to national and international advertisers, says the new TV variant, has recently achieved a milestone of its own that bares some industry attention. Sourcing some loosely cobbled together stats including a Forbes article and an eMarketer report, Cass made the case that both CTV, as well as the "creator universe" within it -- primarily big numbers shows distributed via YouTube -- has also reached an inflection point worthy of your attention, because it is now a significant share of what people actually watch on the connected TVs and devices inside their living rooms. You know, what we previously might have called "prime time," etc. "And yet, it feels like a secret in plain sight that the top ranking creator networks are some 30% bigger in unique viewership than the next largest "old entertainment" player -- NBC, according to Comscore -- and YouTube dominates the landscape by some distance," Cass asserts. When I asked him to back it up with some firmer numbers, Cass groused that there has been some latency in Comscore's ability to actually do that on a syndicated basis, but was able to get Comscore to generate a custom analysis of BBTV's reach (see below).
"This is total network and really doesn’t tell the whole story," Cass says, noting that if he were to analyze a segment such as "sports CTV," BBTV's reach on the platform would be more like 22%. Exact numbers aside, his real point is that a big portion of BBTV -- or other aggregators and/or individual programmers -- distributing via YouTube, are now actually a sizable portion of the CTV universe watching on their living room sets or devices, and that big brands and agencies should start thinking that way. So at that point, I turned to the best big agency bean counter advising the world's biggest brands on how to think about it. "We’ve made a judgement call that YouTube does not go in the professional video line item in any country in our 'This Year, Next Year' data," says GroupM's Wieser. "While there clearly is some content that is professional or semi-pro, we don’t think it’s a majority of the content or revenue. "There’s clearly a case to include YouTube in a TV line item for an individual marketer, but for purposes of this modeling we don’t think it’s there yet," he continues, explaining, "As it stands, if you include all of YouTube you might arguably include estimates of revenue associated with video assets that run on Facebook/Instagram. "And then what do you do with a video ad that runs on a podcast consumed on a PC? Lots of big questions." Mobile Marketing via MediaPost.com: mobile https://ift.tt/Vi3DroP August 22, 2022 at 09:28AM
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Turn Influential Fans Into Brand Ambassadors With B2B Influencer Marketing https://ift.tt/vXcl3hR What turns an influencer into a brand ambassador? One answer you might be hearing more often is, “A big ol’ wad of cash.” But while it’s true that B2B influencers want to get paid (don’t we all?), there’s an enthusiasm and authenticity that money alone can’t buy. And once you have a group of true brand ambassadors on board, you’ve got something wonderful that your competition can’t duplicate. At the heart of it, creating brand ambassadors means pulling your influencers into a purposeful community united in common interests and goals. It means making an ongoing effort to engage and delight these folks so they can engage and delight their audiences. [bctt tweet="“At the heart of it, creating brand ambassadors means pulling your influencers into a purposeful community united in common interests and goals.” — Joshua Nite @NiteWrites" username="toprank"] In our 2022 B2B Influencer Marketing Report, we saw that marketers with ongoing influencer programs reported a higher degree of success than those with one-off campaigns. That’s the difference between hiring influencers and cultivating ambassadors. Here’s how to create an ambassadorship for your brand. 1 — Identify your influential fansThe first step is to find the folks who have an engaged audience, are experts on their subject matter, and ideally are talking about your brand already (that part’s helpful but less essential). Tools like Traackr and Meltwater can help you find people engaging on a particular topic or even directly mentioning your brand. Don’t get too wrapped up in who has the highest follower counts — reach is an important part of the equation, but it’s not the only part. Look for:
2 — Build a relationshipOne thing all influencers have in common: They want their work to be seen and recognized. So the fastest way to build a relationship is to offer sincere and public praise for their work. And don’t stop at kind words: Share their content from your brand and individual social media accounts. When you share, pull out a key point they’re making or a quote you especially admire. Let them know you’re actually reading their stuff, not just resharing blindly. Once you’ve engaged a few times publicly, you can ask for a quick quote to go in a blog post or infographic. Something quick and easy: 50-100 words to answer a question that’s square in their wheelhouse. This is where a lot of B2B influencer programs stop. But it’s the next two steps that turn an influencer into an ambassador.3 — Make it officialOnce you have established that someone meets your criteria for a brand ambassador, and you’ve worked with them on small projects, it’s time to take it to the next level. That means:
4 — Keep the romance aliveOnce your influencer is participating in discussions with a brand-affiliated group of fellow subject matter experts, you’re most of the way there. There’s just one more level-up: from long-term influencer to ambassador. This stage is all about exceptional experiences. What can your brand offer that will delight your influencers? Think about ideas like:
5 — Share the loveI absolutely love working with influencers the way our agency does it. Even when we’re paying influencers for specific deliverables, it never feels purely transactional. Every interaction is driven by mutual respect and enthusiasm. We like each other and are thrilled to be working together. The agency is helping these people succeed, and they’re helping us create killer content. I’m not saying all B2B influencer marketing has to be a lovefest — but it’s a whole lot more fun for everyone involved if it is. If you follow the steps above, you can create a community of brand ambassadors who are genuinely motivated to share their great experiences with the brand, and to share their knowledge with your target audience. See how TopRank Marketing and Alcatel-Lucent Enterprise achieved amazing results with B2B influencer marketing.The post Turn Influential Fans Into Brand Ambassadors With B2B Influencer Marketing appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/Dyma4UX August 22, 2022 at 06:15AM
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Traackr’s Influencer Vetting Platform Aligns Performance With Brand Values https://ift.tt/fSUqwCE Traackr’s platform offers influencer discovery and vetting, paid and organic campaign management, and performance measurement designed to integrate brand values into best-fit influencer marketing activations and campaigns.Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ August 21, 2022 at 06:50PM
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With Aspire, Influencers Choose Brands to Work With https://ift.tt/5nfOWmR Influencer marketing platform Aspire has launched a “reverse” creator marketplace that permits creators to choose which brands and campaigns they want to work on. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ August 21, 2022 at 06:39PM
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Contextual Shopping Platform LTK Matches Brands With Best-Fit Influencers https://ift.tt/wFgIBrs Industry pioneer LTK works with brands and retailers to leverage and promote paired-value occasions across its innovative influencer-first flagship digital storefront. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ August 21, 2022 at 06:39PM
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Apple Warns Of Security Flaws In iPhones, iPads, Macs https://ift.tt/DHzr4ES Apple released two security reports this week, disclosing serious security vulnerabilities for iPhones, iPads and Macs that could potentially allow attackers to take complete control of their devices. The vulnerability means a hacker could get "full admin access" to the device, allowing the person to impersonate the device's owner and run any software in their name. “An application may be able to execute arbitrary code with kernel privileges,” Apple wrote in a post. “Apple is aware of a report that this issue may have been actively exploited.” A malicious website could run code allowing an attacker to gain control of a device based on a bug in Safari WebKit. An application could gain control of the kernel, which is the lowest level software running on a device. The U.S. Cybersecurity and Infrastructure Security Agency stepped in. The organization advised users to apply necessary updates as soon as possible. “CISA encourages users and administrators to review the Apple security updates page for the following products and apply the necessary updates as soon as possible,” the organization wrote in a post. advertisement advertisement The update comes after the release of an emergency software patch last year, when researchers discovered a vulnerability that allowed hackers to deploy controversial Israeli company NSO Group’s spyware tool through Apple’s iMessage app, according to the Financial Times. Apple sued NSO Group over the affair and the Israeli group has been blacklisted by the U.S. commerce department. NSO’s spyware is known to have been used to target journalists, dissidents and human rights activists around the world. Mobile Marketing via MediaPost.com: mobile https://ift.tt/qGChOJa August 19, 2022 at 03:17PM
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Health Care Apparel Startup Figs Draws On Health Care Professionals As Influencers https://ift.tt/hsXTZfy Figs has become one of the fastest growth stories in the apparel industry by engaging directly with the healthcare community on its popular Instagram account, where it features compelling stories and reviews by its customers who are all real, practicing health care professionals. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ August 19, 2022 at 11:10AM |
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