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DoubleVerify Sees Video Impressions Measured Rise Nearly 60% https://ift.tt/3HxlCxx DoubleVerify, a software platform for media measurement and data analytics, on Wednesday said it saw the volume of video impressions it measures increase by 56% from May 2020 through April 2021. Revenue for the company in Q3 rose 36% to $83.1 million, compared with the year-ago quarter. The company claims DV Video Complete, one of its platforms, contributed to that jump in revenue. The uptick, driven by connected television (CTV), DoubleVerify’s focus, signals a rapid change in media buying. It’s happening as advertisers shift budget to digital video, per the company. But changes also point to several challenges, such as higher risk for fraud and decline of brand reputations. Along with the data, DoubleVerify released a guide for best practices that outlines ways to maximize video investments and take precautions to protect against fraud. advertisement advertisement Some of the platforms contributing to the increase in revenue for the company include measurement and protection tools to help advertisers protect, monitor and optimize video campaigns on desktop, mobile and CTV. DoubleVerify Video Complete, for example, aims to help minimize waste and optimize the highest quality inventory by measuring and protecting media quality across fraud, brand safety and suitability, viewability and in-geo targeting with three layers of protection. There is pre-bid avoidance, which allows advertisers to avoid bidding on undesirable impressions due to fraud/SIVT and brand suitability concerns before a bid is placed. Or DoubleVerify Video Filtering, an MRC-accredited solution that works even when blocking is not supported by the company’s blocking tool. DV ran multiple tests to evaluate the effectiveness of DV Video Complete against fraud/SIVT and brand suitability concerns and found that using its solution greatly reduced infractions across devices. Today, inventory quality controls suffer from a number of gaps. Less than 40% of video impressions are eligible for post-bid blocking, according to DoubleVerify data. This challenge specifically hits CTV and mobile apps, where measurement technologies are not widely adopted and blocking isn’t possible.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 17, 2021 at 04:21PM
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Constant Contact Enhances Its Email Platform For Small Businesses https://ift.tt/3DrsjPz Constant Contact has upgraded its digital marketing platform to help small businesses create effective emails. The purpose is to help small business leaders “translate customer actions into tailored communications — without adding to their workload,” states Aditya Joshi, Chief Product and Technology Officer at Constant Contact. Having gone through a rebranding in 2020 and a corporate change in 2021, Constant reestablished itself as a standalone company —the firm is offering these Campaign Builder updates:
advertisement advertisement "As we turn the corner into a new year, small businesses are looking for better ways to both understand what their customers are looking for and deliver that value to them amid a crowded inbox," Joshi says.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 17, 2021 at 03:31PM
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B2B Mobile Mania: Young Staffers Use Smartphones To Buy Business Products https://ift.tt/30xGkwX B2B marketers should not worry about how to reach increasingly younger buyers. The answer is mobile, according to Consumerization of B2B, a study released Wednesday by Rightpoint. Of the individuals polled, 54% are shopping on their smartphones more than they did a year ago. And 43% are at the same level. Only 3% are buying less. These findings spell opportunity for marketers, including those working in the email department. Contrary to expectation, those in the Gen Z cohort are 60% more likely than older millennials-Gen X to have buying responsibilities. (We wonder about that: Does this mean these younger workers are empowered to buy supplies — or six-figure software packages?) Of business buyers, 53% use their smartphones regularly when shopping and buying for work. Another 29% do not use their phones regularly for this purpose, but are interested, and 18% do not do so. Overall, 48% of consumers are also business buyers. advertisement advertisement The respondents cite these benefits from shopping on mobile (please note the last one):
However, they face these challenges when buying for work:
More than 50% apiece rate email newsletters and brand newsletter very important post-purchase, surpassed only by YouTube, Text/SMS and Facebook. And they like games — 75% like games/contests that reward engagement with deals and discounts. In addition, 71% favor memberships that unlock access to exclusive items or services, 70% desire quizzes and polls that help identify products and 70% are fond of app-only “drops” of limited edition merchandise. The respondents engage in the following activities on their smartphones at least weekly:
Get with it: They could be doing all this when buying your business products and services. Rightpoint surveyed 830 U.S. marketers with a median age of 32, median household income of $72,600.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 17, 2021 at 03:03PM
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Holiday 2021: From 'Shipageddon' to Omnichannel Experiences https://ift.tt/3ckHE8m The 2020 Holiday Season saw an interesting end to an unusual year. Better than expected results were posted for this timeframe, as ecommerce gains combined with a brick-and-mortar performance that exceeded expectations. Supply chain and shipping challenges led to an explosion of new omnichannel ways of shopping, though an extended holiday season mitigated “Shipageddon.” 2021 is shaping up to be another unique holiday shopping season, with overall global optimism rising, despite the Delta variant threatening much of the good progress that has been made. A few key trends are on the rise, so marketers looking to make a splash this holiday season should keep these in mind when creating holiday plans. Double Down on Black Friday and Cyber Monday for Gifting Twenty-seven percent of shoppers have confirmed that they will be shopping during the four-day period between Black Friday and Cyber Monday, according to ShopKick. According to research from Inmar Intelligence, shoppers plan on spending between $400-$600 on gifts, but they also plan on spending that money on fewer items. Additionally, almost half will reallocate some of those shopping dollars to treat themselves. This means that brands should promote deals early to earn sales and provide promotions for both those looking to shop for others, as well as treats they may want to pick up for themselves. advertisement advertisement While much of the traffic will likely gravitate toward Amazon, data shows that shoppers will return to stores and there will be more of a balance across shopping destinations compared to last year. For examples 43% of consumers expect to make the majority of their holiday purchases in a physical store, up 9% year-on-year compared to 2020, according to Shopkick. That means that brands with DTC offerings should find ways to compete with Amazon and offer promotions available only on their site. Additionally, brands and retailers should be prepared for an influx of traffic to their sites as well and they should ensure that all tech requirements are in place to handle large traffic and order volumes. Omnichannel Shoppers Offer Unique Value for Brands The pandemic forced brands to adopt new buying options for consumers and that will continue to be important during this year’s holiday season. In 2020, retailers that offered Buy Online Pick Up in Store (BOPIS) saw a growth of 53% compared to retailers that did not offer it (34% growth), according to Salesforce. To ensure a strong and robust omnichannel strategy, brands and retailers should utilize BOPIS, Buy Now Pay Later (BNPL), and click-and-collect offerings wherever possible. This can help offset the costs associated with logistical challenges that have arisen around the supply chain including manufacturing costs, labor and freight costs. Immersive and Contextual Experiences Will Be Key Shoppers that visit brand landing pages are 7 time more likely to convert and spend 350% more (CitrusAd). According to Snap, Snapchatters spent 1.6 times more than the average shopper across all Q4 shopping moments last year and the platform found that high-quality mobile environments can impact brand favorability by 74%. By combining brand page destinations with video on AR or VR only further helps drive that conversion. Brands that utilize video ads, AR/VR with a camera strategy, livestreaming and influencers to help promote products will attract younger shoppers. Video ads continue to be increasingly important to consumers as more and more viewers are opting to watch ads. Utilizing vertical video can help create exciting visuals and seamless video-shopping experiences. On Snap, research from the company shows that 85% of Gen Z in the US watched Shows on Discover in November and December 2020. To capture new audiences through video, brands and retailers should consider leveraging livestreaming shopping, layer vertical video ads into their holiday strategies and create virtual stores that recreate brick-and-mortar where possible. Ecommerce and MCommerce Will Drive 2021 Holiday Shopping According to eMarketer, ecommerce is predicted to earn 73.1% growth this holiday season, with mobile commerce not far behind at 52.7% growth. This means that in order for brands or retailers to grow their share, they need to ensure their apps are ready to activate marketing campaigns and encourage app downloads. Incentivizing in-app purchases, by offering exclusive benefits and discounts, can help drive participation. Brands should also anticipate a high volume of mobile orders and be sure their platforms can handle that increase, given the increase in mobile shopping. In addition, MCommerce can be used to drive trial, consideration and allows for an ease of social sharing. Layering in mobile-first social campaigns on platforms like Snap and TikTok can help you capitalize on the momentum from influencers and social channels. The Key to Happier Holidays While shoppers are starting to be more comfortable shopping in-store as it relates to health precautions, the pandemic has fundamentally changed the way people shop and how they prefer to engage with brands and retailers alike. The brands and retailers that win this holiday season will be the ones that leverage new technologies that allow shoppers to engage with their products whichever way they prefer. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 17, 2021 at 09:51AM
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Sign Me Up: How B2B Marketers Will Create Top-Notch Newsletters In 2022 https://ift.tt/2YU2LeK What do B2B marketers need to know about crafting a successful email newsletter strategy in 2022 and beyond? What’s changed with newsletter creation during the pandemic, and which fundamental qualities will endure the shifts of time as B2B marketing — and most importantly — the people who build and read newsletters, evolve? While 47 percent of B2B marketers see email as a productive avenue for driving revenue (ANA), digital newsletters typically offer even greater effectiveness, especially as dark social, disappearing web browser cookie data, and an increase in the number of folks using ad-blocking technology are on the rise — a topic we recently explored in "Traffic’s Black Hole: What B2B Marketers Need To Know About Dark Social." Email newsletter offer a fantastic way to meet some of these challenges head on, while also solidifying the human connections that help drive B2B marketing success. Let’s open up the digital newsletter engine and take a look at what gears, cogs, wheels, and other content apparatus are needed to build a successful email newsletter in today's B2B landscape. Expert Email Newsletter Insight From Ann HandleyAnn Handley, chief content officer at MarketingProfs, is set to soon reach issue number 100 of her long-running, delightfully informative Total Annarchy bi-monthly newsletter, having grown from around two thousand subscribers when it began at the beginning of 2018 to over 41,000 today. Ann’s latest newsletter, “How I Grew This Newsletter: What Worked, What Didn't, Weird Metrics I Use,” is filled with helpful tips and tactics she’s learning from the growth of her newsletter, such as:
Learning From Missteps & 26 Years Of Email SpamSometimes when looking for what works for email and newsletter marketing, it’s helpful to also see examples of what should be avoided at all costs, and in my “Don’t Do That: Email Marketing Lessons From My 26 Year Spam Archive,” I explored five email marketing take-aways for empathizing, providing unique value, respecting your audience, using character and passion, and seeking out new connection and test opportunities, all framed with examples from some of the craziest examples of email spam. Empathizing with your audience is an important element used by successful newsletters, as understanding the concerns and hopes of the people you’re connecting with is vital for providing the information your email audience is seeking. Some things to ask yourself as you seek to empathize with your existing newsletter audience include:
The Marketing Message’s Medium Takes Many Formsvia GIPHY When it comes down to it, your marketing message and how it drives your readers to action or even enlightenment is paramount to success, and not particularly the medium or format in which it’s delivered. By using the clear and helpful tips and examples we're explored here, from Ann Handley and others, you'll have a head-start as you plan how to make your newsletter better than ever in 2022 and well into the future. Keep up to date with the latest B2B marketing industry news and subscribe to our own TopRank Marketing monthly newsletter, which has provided top-notch marketing insight for over 11 years and more than 132 editions. No matter how well you’re able to implement newsletter content, crafting award-winning B2B marketing takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Reach out to us today to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.The post Sign Me Up: How B2B Marketers Will Create Top-Notch Newsletters In 2022 appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh November 17, 2021 at 05:42AM
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Apple Watch Mail App Fails To Apply MPP: Reports https://ift.tt/3ozo4v4 Apple, which is slowing down the email marketing business with its Mail Privacy Protection (MPP), apparently does not think it should be subject to the same limitations. The company fails to provide MPP in its own Apple Watch Mail app, reports state. “Heads-up: The mail privacy protection introduced in iOS 15 doesn't apply to the Mail app on the Apple Watch,” iOS developer and security researcher Mysk tweets. “Both the Mail app and the notification preview on the Apple Watch download remote content using your real IP address.” Introduced with iOS15, MPP is enabled in Settings > Mail > Privacy Protection. “Once enabled, the feature works with the Apple Mail app on the iPhone,” 9to5 Mac explains. “However, it does not apply if you view emails – or even previews of them – on your Watch.” advertisement advertisement According to 9to5 Mac, Mysk “was able to demonstrate this by hosting an image on his own server, embedding it into an email, and then sending it. He then checked the IP address that downloaded the image and found that it was the real IP address of the Watch, not the proxy one which ought to be used with the privacy feature enabled.” Apple had not responded to a request for comment at deadline. MPP reportedly is generating billions of false opens per day. “Apple’s MPP implementation has led many marketers that legitimately relied on opens as a measure of intent to be left without clear answers or direction,” says Ryan Phelan, managing director of RPE Origin and chairman emeritus of the Email Experience Council.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 16, 2021 at 04:28PM
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Marketing Has Top Role For B2B Mobile Apps https://ift.tt/3kFvH1C As millennials get promoted into managerial roles, they seek the same digital experiences in the workplace they have in their personal lives – namely, with mobile apps. Enterprise corporations, which cater to other companies as business-to-business (B2B) marketers, are becoming “mobile-first” as part of their longer-term “digital-first” strategy, according to … Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 16, 2021 at 10:37AM
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Archrivals Amazon, Netflix Cooperate To Offer Fire TV Voice Discovery https://ift.tt/3wSOqf7 Archrivals Netflix and Amazon have sublimated their streaming-platform competition enough to cooperate on a content-discovery feature expected to benefit both. The companies have announced a new Alexa Voice feature that is, at least for now, exclusively available on Amazon’s Fire TV platform. Fire TV users in the United States and Canada who have Netflix activated and an active Echo speaker or app in use can now say “Alexa, play something on Netflix” to surface Netflix shows generated via algorithms employing their user habits. This is possible because Netflix has linked its “Play Something” automatic selector — a button already featured at the top of its TV and mobile apps — to Amazon’s voice-controlled artificial intelligence and streaming hardware. The promotions say the feature is available “first” on Fire TV, indicating that Amazon’s exclusive likely has an expiration date. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 16, 2021 at 08:56AM
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Holiday Boom Boom: Shoppers Are Eager To Start Buying, Study Shows https://ift.tt/3wQN8Bp Here’s a message for email marketers working on holiday promotions: You’re out of time, judging by Fluent’s new Holiday Shopping Survey. Of the consumers polled, 29% plan to do most of their shopping this month, and 18% plan to do so in December. Another 6% were doing their shopping in October. And 48% simply don’t know when they will shop. And don't think they’re delaying because of much-publicized supply-chain issues, and 59% are not even aware of them. More shoppers expect to take advantage of Black Friday sales than any others. Consumers are interested in deals and discounts (15%), product availability (9%), reliable customer service (7%), timely delivery (7%), and in-store safety measures (4%). And 12% cite other interests. Where are they shopping? Fluent reports that 29% will use both online and in-store, 28% mostly in-store, 20% all in-store, 12% all online and 11% mostly online. In addition, 67% are more likely to buy from a website with flexible payment options. The silent generation is most likely, at 70%. advertisement advertisement Among online shoppers, 33% plan to use a combination of mobile and desktop. And 26% expect to use mobile to shop via a retailer's web site, while 23% will use a retailer's mobile app and use desktop. Add it up and mobile sales will account for 49% of the total. Contrary to what you might expect, Gen Z is more likely to buy via desktop — 27% say they will do so versus 15% for millennials, 12% for Generation Xers, 17% for Baby Boomers and 20% for the Silent Generation. Facebook and YouTube are the top two social media platforms for holiday gifting. However, Gen Z is more likely to look to TikTok, Instagram and YouTube. Meanwhile, only 16% will give subscription services as gifts. Why not more? They don't want to do it or spend the money, Fluent reports. Of those few, the leading choices are streaming music, streaming video, clothing box, personal care box and food/snack box subscriptions. Fluent surveyed 14,685 U.S. consumers from October 16-29.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 15, 2021 at 04:09PM
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Video-Game October Revs Rise For Sixth Straight Month https://ift.tt/3wMyuuZ Against big 2020 revenue gains, due to the pandemic -- the video-game industry continues to find more growth this year. Video-game sales in October posted another rising month -- its sixth in the row -- gaining 16% versus a year ago to $4.4 billion, according to the NPD Group. Some supply shortages didn’t seem to hurt hardware sales -- which was up 82% to $472 million. For the year so far, Sony Playstation 5 is the highest-producing revenue platform. This follow a strong third-quarter period, where U.S. consumer spending on video gaming grew 7% in the third quarter versus the same period in 2020 to $13.3 billion -- making it the highest-third-quarter spend in history. Spending on video-game content was up 4% to $11.7 billion. Year-to-date, for the 10-month period, the video-gaming industry is now up 12% to $46.7 billion: 10% higher $40.87 billion for content sales, 53% more on hardware and up 9% on accessories. In mobile gaming, October spending grew 12% to over $2 billion. Big sellers here include Candy Crush Saga, Garena Free Fire, Roblox, Coin Master, and Pokemon Go. Sensor Tower says spending on mobile games in the third quarter grew 9% to over $6 billion. Though 10 1/2 months of 2021, national TV advertising for the video-gaming industry is at $99.8 million, 43,517 commercial airings, and 8.4 billion impressions, according to iSpot.tv. A year ago, it was $100.9 million , 50,784 airings and 9.9 billion impressions. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 15, 2021 at 02:29PM |
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