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Telmar Parent LiiV Taps Capital One's Covalucci As Chief Product/Tech Officer https://ift.tt/JC0fZvw LiiV Group, the parent of media planning systems provider Telmar, has named Vito Covalucci chief product and technology officer. He joins from Capital One, where he was head of products and platforms-human resources and people strategy, and previously was co-founder and chief product officer of mobile app enterprise technology developer Harmonic Vibration. In his new role, Covalucci will focus on product development and innovation via integration of technologies from LiiV's portfolio companies, including Telmar, as well as audience data platform Helixa and visual content studio Splashlight Technologies. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/YgXBS2N September 26, 2022 at 09:11AM
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Digital Publishing Revenue Grows By 12.3% In Q2 In UK https://ift.tt/FluG0ai Digital publishing revenue grew by 12.3% in the UK in Q2 YoY, rising to £154.8million, according to the Digital Publishers’ Revenue Index (DPRI) from the Association of Online Publishers (AOP) and Deloitte. Recruitment classifieds saw the strongest growth for publishers, increasing by 70.3% over the same period in 2021 to £6.3million. Display advertising, the largest single revenue category for digital publishers, grew by 28.6% in Q2 to £72.4 million. B2B revenue increased by 16.3 to £55.7 million in June on a 12-month rolling basis. B2C revenue rose by 12.1% to £571.6million on a 12-month rolling basis. Multi-platform revenue grew by 18.4% and mobile device revenue by 21.1% in Q2 YoY. Desktop-only revenue fell by 11%. Digital audio generated a 16.7% revenue increase YoY, but has fallen from the 500% growth seen in Q1 2022. advertisement advertisement Half of the respondents reported positive revenue growth, and 100% said new products are a high priority for the next year. In addition, 83% cited non-advertising revenue growth. “A red-hot labor market has sparked significant growth within recruitment classified channels over the last year, with employers looking to use publishing to reach the attention of increasingly desirable talent,” states Dan Ison, lead partner for telecommunications, media and entertainment at Deloitte. Meanwhile, Ison adds, “the growth of multi-platform and mobile device revenue represents an ever-connected consumer, with nine in ten UK adults having access to a smartphone and more than three-quarters having access to a laptop computer. Richard Reeves, managing director at AOP, cautions that “the ongoing decline of desktop has implications for publishers, as mobiles are better suited for shorter, ‘snackier’ editorial. While there is still demand for long-form content, I’d suggest this is being successfully catered to via channels such as newsletters.”
Mobile Marketing via MediaPost.com: mobile https://ift.tt/YgXBS2N September 26, 2022 at 08:53AM
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Crunch Time: Maximize Your Content Marketing Impact When It Matters Most https://ift.tt/sn92vfW In baseball, it’s technically true that games in April matter just as much as those in September. Each win and loss ultimately carries the same weight, no matter when it’s recorded. Still: every player, coach, and person involved will tell you they feel the added pressure of late-season games in a close pennant race. More than ever, decisions are scrutinized and moments are magnified. It’s where the stars take center stage. The approaching end of the year invokes similar vibes for marketing leaders – especially here in the year 2022, as we gaze ahead into an uncertain future, burdened with the likelihood of a looming recession. Now is the time to play your best cards, make the most out of the remaining budget, and launch into 2023 with momentum. Much like a baseball team scrambling for a postseason berth, the pressure is on and focus needs to be dialed up. Here are three pointers to help you make your push and finish strong. Home Stretch: 3 Key Content Marketing PrioritiesIt’s no secret: the bar is raised for B2B content experiences. Marketers must elevate their craft in kind to meet it. Here’s where the industry is setting its sights to keep brands growing and demand flowing.1 — Take me out with the crowd: Tune into your audienceIn a recent editorial at CMSwire, Integrate’s director of content strategy Marcia Trask went to bat for a buyer-driven approach, challenging B2B marketers to better adapt to shifting dynamics. “Despite all the significant changes to buyer behavior, the B2B marketing approach has remained essentially the same,” Trask wrote. “In the current purchasing climate, this is a big miss. Marketers need to pay attention to buyers, empathize with their problems or opportunities, speak their language, understand the underlying business or technical needs to be addressed and articulate how their solutions provide value to the purchasing organizations.” She urges B2B marketers to take a step back and connect the dots by asking themselves the right questions:
2 — Moneyball: Harness data to gain an edgeOnce the final stretch of the season comes around, data becomes all the more powerful to a baseball team. By now, managers have almost a full season’s worth of information to guide their decisions. And they need it, because the stakes are high. Marketing leaders can’t afford to lean solely on guesswork or intuition when planning for what’s ahead. The ability to activate data in the right ways is a prime differentiator for B2B companies. New research from Anteriad found that marketers with data insights are 3X more likely to have increased revenue. And yet … Gartner now predicts that 60% of CMOs will cut marketing analytics teams by 2023. It’s a conundrum, because the coming deprecation of third-party cookies will call for greater expertise and data innovation than ever. As one example of a more evolved and data-driven approach to content, look no further than Brightcove* CMO Jennifer Griffin Smith’s presentation at INBOUND 2022, as recapped by our Lee Odden. She advocated for a more “media-company-centric measurement model” that derives greater insight and value from video content engagement. Examples of core metrics under such a model include Net View Share, Attention Index, and First Watched. That’s first-party data management built for the new age. [bctt tweet="“Marketing leaders can’t afford to lean solely on guesswork or intuition when planning for what’s ahead. The ability to activate data in the right ways is a prime differentiator for B2B companies.” — Nick Nelson @NickNelsonMN" username="toprank"]3 — Rally time: Don’t let up with your strategic content effortsThe whispers of an economic downturn will likely only grow louder in the coming months, if forecasts and prognostications prove true. Last month, Metadata.io’s VP of Marketing Jason Widup offered advice to his peers on how to show your B2B marketing value in a down economy. His first tip? “Don’t freak out.” One thing the B2B marketing industry has learned, pretty convincingly, from past recessions is that the negative impact of pulling back spend (or “going dark”) becomes greater, as does the positive impact of sustaining. This owes to a simple competitive reality: when others are reactively inclined to protect budget – or “freak out” – there’s more opportunity to gain ground. As Widup explained, “The companies who don’t make knee-jerk reactions are positioned well to catapult out of tough times because everyone around them is pulling back, which creates more space in the areas you’re advertising in to get in front of the right people at a lower cost. Chances are not only will your marketing performance get better, but you’ll also come out leaner.” Consistency has always been key to effective content, and marketers should resist any pressure to pull back with that in mind. These can be pivotal moments for attracting eyeballs, gaining mindshare, and growing loyalty. Marketers will be playing under the big lights here in the final stretch of 2023. If you tune in to your audience and its changing needs, embrace a culture of data, and keep showing up in the right places with your content, then you’ll be poised to meet the challenge and wow the crowd. Learn more about TopRank Marketing’s content marketing services and how we can help your brand score big. *Brightcove is a TopRank Marketing ClientThe post Crunch Time: Maximize Your Content Marketing Impact When It Matters Most appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/Do4CBHk September 26, 2022 at 06:26AM
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Mobile Targeting For SpudLove Organic Potato Chips Boosts Sales https://ift.tt/HqAmlBV There’s very little “white space”—areas of opportunity—in the salty snacks category. The organic potato chip is, however, one of those opportunities. Family-owned and founded in 2019, SpudLove Snacks says it’s the only brand of organic potato chips in the country (instead of an organic offshoot of a regular brand). The company operates dairy and potato farm Threemile Canyon Farms in Boardman, Oregon, where organic fertilizer from cows helps grow the majority of the company’s organic potatoes. Carrying a premium price because of the costs involved in organic production, SpudLove has managed to secure distribution in more than 5,000 retail doors—beginning with Whole Foods Market in the Pacific Northwest In June, SpudLove said it was expanding to all U.S. Whole Foods stores. Given the price and narrow consumer base—primarily health-conscious people who care about where food comes from—widespread advertising is not on the table. To help drive sales for its debut in Hannaford supermarkets on the East Coast and H-E-B grocers in Texas, SpudLove did a mobile-targeting test with Aki Technologies’ personalized advertising solution called Moments. Based on such input as consumer app activity and time of day, the campaign ran exclusively on mobile apps including CBS Sports, MyFitnessPal, theScore and Scrabble GO, and delivered 3,895 ads. Targeting included consumers who had downloaded apps from Hannaford and H-E-B. “We targeted consumers within a 10-mile radius of the Hannaford and H-E-B stores—a total of about 200 locations,” SpudLove CMO Shaila Garde-Lester tells CPG Insider. “One of the things we wanted was consumers who are more health-focused. For example, we looked at people who have apps tracking their workouts and who had purchased healthier-focused salty snacks.” According to Aki senior manager of content marketing Alexandra Matthews, the campaign prompted 7,886 incremental store visits that generated estimated sales of $36,985 while resulting in 35,712 additions of SpudLove products to consumers’ online shopping carts. One of the things Shaila-Garde “was most impressed with” was the campaign’s click-through rate of 1.46—which she says is nearly four times higher than the industry average. “People get bombarded with a lot of messages. So the holy grail for me is trying to get a click-through from somebody who sees an ad and is motivated to stop scrolling and reading and click on it. It’s a hard thing to do.”
Mobile Marketing via MediaPost.com: mobile https://ift.tt/G8LXnWj September 23, 2022 at 02:33PM
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Vivid Seats 'Rewards' Fan Dreams In First Brand Campaign https://ift.tt/YzQd8Kg Vivid Seats, an online ticket marketplace for book events in North America, launched its first brand campaign. Created by 72andSunny LA and a partnership with omnichannel agency Assembly, the work channels the dreams of fans across sports, music and theater. The integrated “Real Rewards for Real Fans” campaign connects Vivid Seats with the number 11, aligning it with the Vivid Seats Rewards program so users can earn a free 11th ticket. Fans who buy 10 tickets earn a reward credit to use on their next purchase. The spot dives into the fantasies of how people would spend that credit. Vivid Seats will also be the first brand to sponsor a bonus 11th play on the ESPN “SportsCenter Top Ten" series. The free bonus play reminding fans their 11th ticket is free. advertisement advertisement In addition, broadcast and digital spots highlight Vivid Picks, its daily fantasy sports app. “At Vivid Seats, we understand that our fans are not just any fans,” said Tyra Neal, Chief Marketing Officer of Vivid Seats. “This campaign captures the passion of that kind of fandom and highlights one of the key differentiators of our brand – Vivid Seats Rewards. We believe that no one else in our industry appreciates what it takes to be a real fan, and we know that no one else recognizes that dedication with real rewards.” On Nov. 11, the campaign will include homepage takeovers of Rolling Stone, Bleacher Report and ESPN. Vivid Seats also aligned with global influencer-marketing agency Viral Nation to feature 11 key influencers to support the “Real Rewards for Real Fans” social campaign. “The rewards are real, but what you do with them can be as wild as you can imagine,” said Zach Hilder, ECD at 72andSunny. Mobile Marketing via MediaPost.com: mobile https://ift.tt/G8LXnWj September 23, 2022 at 10:09AM
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B2B Marketing News: B2B Prioritizes Brand Purpose, Top Prospecting Social Channels, Influencers Increase Engagement, & LinkedIn’s Focused Inbox https://ift.tt/MB7XTav The Role of Data in B2B Go-To-Market Strategies 59 percent of B2B marketing and sales leaders have said that they see missing or incomplete information as their biggest go-to-market data challenge, with 56 percent pointing to poor quality data, while 40 percent noted disconnected or siloed data sources — three of numerous statistics of interest to B2B marketers contained in newly-released survey data. MarketingProfs What should B2B marketers prioritize in 2023? Brand purpose will see growing importance in 2023, while some 90 percent of companies in the customer-obsessed category have considered improving the employee experience as a top priority, with 72 percent of B2B buyers having said that they are more apt to purchase from socially responsible companies — some of the findings revealed in recently-published Forrester report data. SmartBrief [bctt tweet="“Brand purpose is no longer something you just message. It’s how that purpose is activated by the people inside the brand and received by people who buy it.” — Max Lenderman @MaxLenderman" username="toprank"] Influencer Collaborations Work Most of the Time, Marketers Say 32 percent of marketers and influencers have said that influencer marketing has increased engagement, with 54 percent of influencers having noted that they prefer to be known as content creators, while 65 percent of marketers said that influencer marketing works more often than it fails — some of numerous findings included in newly-released survey data of interest to B2B marketers. MarketingCharts New Report Highlights Evolving Emoji Usage, and Opportunities for Brands [Adobe Report] 79 percent of frequent U.S. emoji users have said that they view the graphical characters for conveying emotion as a way to quickly share ideas, with 62 percent having said that emoji make team decision-making more efficient, and 58 percent having noted they boost creativity — three of numerous findings of interest to digital marketers featured in survey data recently published by Adobe. Social Media Today What will social media look like in the future? Here’s What The Data Suggests. 30 percent of consumers have reported that recommendations from influencers are among the most important factors in purchase decisions — more than the 27 percent who pointed to friends or family, while an upcoming greater reliance on influencers has joined greater adoption of virtual reality (VR) and augmented reality (AR) in HubSpot’s latest look at the future of social media. HubSpot Adobe snaps up Figma for $20B, taking out one of its biggest rivals in digital design Adobe has added online collaborative interface design tool firm Figma for some $20 billion, Adobe recently announced. With the acquisition, integration concerns from some users have been tempered by the powerful unification possibilities the combined firms will eventually provide. TechCrunch LinkedIn Looks to Improve Messaging Interactions with ‘Focused Inbox’, Adds New Sales Analytics Tools Microsoft-owned LinkedIn has begun rolling out a new artificial intelligence-enriched account dashboard to the professional social platform's Sales Navigator product, while also launching an updated private messaging inbox meant to make it easier to find the most important messages — two of several new features LinkedIn has recently announced. Social Media Today The Best Social Media Channels for Prospecting, According to 500 Sales Professionals A leading 74 percent of sales professionals have pointed to LinkedIn as an effective social media channel for finding and engaging prospects, with 72 percent noting that LinkedIn's Sales Navigator tool brings them the greatest number of new potential customer leads — two of numerous findings in newly-released social prospecting survey data from HubSpot. HubSpot New Streamlined Google Ads Tools & Google Ad Extensions Now Assets Along with a slate of new options for better organization of its Google Ads digital advertising campaigns, search giant Google has also renamed its ad extensions to ad assets, both part of an array of new workflow tools Google recently announced. Search Engine Roundtable User trust in social platforms is falling, according to our new study Each year since 2020, U.S. social media users have identified decreased trust in social platforms, with LinkedIn faring the best every year when it comes to user privacy and data protection sentiment — two of numerous findings revealed in newly-published survey data of interest to B2B marketers. Insider Intelligence ON THE LIGHTER SIDE: A lighthearted look at “Procurement and Partnership” by Marketoonist Tom Fishburne — Marketoonist Fearing copyright issues, Getty Images bans AI-generated artwork — Ars Technica TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: B2B Prioritizes Brand Purpose, Top Prospecting Social Channels, Influencers Increase Engagement, & LinkedIn’s Focused Inbox appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/6NmYZEX September 23, 2022 at 06:16AM
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Teads Platform Adds CTV https://ift.tt/5WUch07 After a successful, year-long beta program, Teads has added connnected TV (CTV) to its cloud-based multichannel programmatic advertising platform. Teads is launching the CTV solution in the U.S., with additional territories to begin rolling out later this year. Users of the platform can now buy across CTV, mobile and desktop through the Teads platform, to reach nearly 2 billion monthly unique users through a premium-content marketplace. Teads — known for its proprietary inRead video and display formats that insert ads into editorial content — says it added CTV through existing content partners, including Scripps. The CTV solution offers creative optimization, interactivity, omnichannel frequency capping, remarketing and omnichannel attention measurement. Teads also recently launched an Attention Program designed to enhance omnichannel attention measurement. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/4u7mObx September 22, 2022 at 02:27PM
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In-Game Ad Platform Bidstack Expands U.S. Operation, Hires Jude O'Connor As CRO https://ift.tt/stDd4vo Bidstack, the in-game advertising and video game monetization platform, announced on Thursday that Jude O’Connor has joined the company from AdColony as chief revenue officer. O’Connor is tasked with overseeing global revenue and growth in the U.S., a move Bidstack believes will expand its presence in the U.S. market. Bidstack says that O’Connor is also leading teams across sales, publishing, marketing, and strategy while scaling the company’s local teams and steering a go-to-market strategy centered on educating the U.S. market on Bidstack’s in-game technology. A 20-year ad-tech professional, O’Connor has joined Bidstack after more than seven years at AdColony, one of the world’s largest mobile gaming monetization platforms. Prior to entering the gaming space, O’Connor worked at internet companies like Yahoo and AOL. advertisement advertisement In 2022, the global gaming market as a whole is forecast to generate $196.8 billion. Mobile games, which make up53% of the market ($103.5 billion)have been the proving ground for the native in-game format, which is being explored by major cross-platform publishers of PC and console titles. Last month, the IAB and MRC releasedupdated guidelines for the measurement of in-game ads, heralding a new wave of mass adoption. In addition to native in-game ads, Bidstack offers in-menu and rewarded video formats aimed at the 3.2 billion gamers across the globe. “We’re approaching an inflection point where brands are ready to be part of the immersive, multi-touchpoint experiences that gaming offers at scale,” says O’Connor. Since launching into in-game advertising in 2017 with Sports Interactive’s Football Manager series, Bidstack has run in-game campaigns for brands such as Marriott Bonvoy, Paco Rabanne, and Doritos, and works with game publishers such as Codemasters, and Take-Two Interactive. Mobile Marketing via MediaPost.com: mobile https://ift.tt/4u7mObx September 22, 2022 at 01:01PM
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Niantic Launches Lightship VPS For Web, Bringing Real-World Metaverse To The Browser https://ift.tt/crgEo7W Niantic, the company behind popular AR (augmented reality) game “Pokémon GO” and the 8th Wall AR developer platform, has announced the launch of Lightship VPS (visual positioning system), a browser-based technology that allows developers to build web-based AR experiences connected to real-world locations. Similar to Snap’s Landmarker’s technology, Lightship VPS is intended to transform everyday locations into experiential destinations, whether it’s augmenting a statue in a park or a storefront in a major city. Lightship VPS uses Niantic’s AR map of the world to anchor AR content with centimeter-level precision at locations around the globe. By bringing this system to the 8th Wall platform, which has been used in over 2,000 commercials by major brands like Pepsi, Netflix, and Dior, developers can now create VPS-enabled AR experiences that work directly within the mobile browser, requiring no app to download. advertisement advertisement Either developers, agencies, and brands can root AR experiences to one location, strengthening a consumer’s need to be at a certain place, or they can choose among 10,0000 VPS-activated locations ready at launch on Niantic’s AR map as a move to increase reach for specific content. Multi-location experiences like AR scavenger hunts and geo-AR games can also be created to elevate brand engagement. Users can currently interact with Coors Light’s “Keeping It Chill” bear flipping burgers on a real grill, or feed Paddington Bear marmalade sandwiches at the statue in Leicester Square, or even watch the famous Luxor Obelisk in Paris come to life. “At Niantic, we believe that the real-world metaverse should get people exploring and connecting in the world around them,” says CEO of Niantic John Hanke. “Bringing Lightship VPS to the Web is a critical step forward for AR, enabling developers to realistically fuse digital content to the real world with precision and persistence.” Lightship VPS for Web also gives WebAR developers access to the 3D mesh of a location for use in an AR scene. The company says this will enable developers to create WebAR experiences that add a greater level of interactivity between virtual objects and the physical world. The company says the locations vary, including parks, paths and local businesses. The AR map is powered by scans of real-world locations from developers, surveyors and gamers who have contributed millions of locations, photos, and scans. Developers can create and simulate their AR experiences remotely within the Geospatial Browser in the 8th Wall platform. Lightship VPS for Web is now available to all 8th Wall developers. The experiences can be accessed on any iOS or Android smartphone.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/4u7mObx September 22, 2022 at 01:01PM Wireless Carriers Intro Still More Streaming Service Offers https://ift.tt/fe2RZLy Wireless carriers and streaming services long ago recognized the mutual customer-growth benefits to be realized by teaming up, and that dynamic is clearly still compelling. Case in point: Verizon recently bowed a limited-time offer of $30 off an annual subscription to the NFL+ Premium streaming service, normally priced at $79.99, to score access to live local and primetime regular season and post-season games, and on-demand content, on their smartphones and tablets. Verizon also recently extended its deal offering prepaid wireless customers six months of free access to Disney+ when they activate or upgrade to an unlimited plan. Meanwhile, starting Aug. 31, T-Mobile — which has deals with multiple streaming service providers — expanded its relationship with Apple TV+. The wireless carrier had been offering Apple TV+ (normally $4.99 per month) free for one year to its unlimited wireless customers. Now, it’s offering the streamer free to new and existing T-Mobile Magenta Max (its top-tier plan) customers for as long as they remain on the plan. advertisement advertisement In addition, those on unlimited Magenta plans are eligible for six months free access to Apple TV+. Thereafter, they will be billed the standard $4.99 per month. T-Mobile also continues to offer Netflix with most Magenta Max and Magenta plans — either the streamer’s basic or standard tier, depending on their mobile plan; a free year of Parmount+’s ad-supported Essential plan (normally $4.99 per month) to new and existing customers on consumer postpaid plans; and one free year of TelevisaUnivision’s new ViX+ Spanish-language streamer (normally $6.99 per month) for new and existing customers. Mobile Marketing via MediaPost.com: mobile https://ift.tt/4u7mObx September 22, 2022 at 01:01PM |
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