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25 Women of Color Who Rocked B2B Marketing in 2020 https://ift.tt/32A5YSb The post 25 Women of Color Who Rocked B2B Marketing in 2020 appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh December 27, 2021 at 05:45AM
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B2B Marketing News: Values-Driven Ads Gain Greater Trust, Podcast Engagement Rises, New Instagram Sharing Options, & Reddit’s IPO https://ift.tt/33ZQlo1 People trust ads that talk about values, not products, finds Nielsen 89 percent of consumers place word-of-mouth as the more trustworthy form of advertising, followed by brand websites at 84 percent, while humor and brand values were seen as the top drivers of advertising response rates, with value-oriented ads gaining 10 percent from 2015 rates, according to newly-released Nielsen trust survey data of interest to digital marketers. The Drum Reddit files to take the company public Following a 200 percent year-over-year increase in ad revenue during the second quarter of 2021, Reddit has filed to move ahead with an initial public offering (IPO), which could bolster the firm's social platform and 52M daily users, Reddit recently announced. The Verge Instagram Adds New Option to Embed User Profiles on Third-Party WebsItes Facebook's Instagram social networking platform has rolling out new embedded mini-Instagram profiles for use on other web properties, which could bring new cross-platform sharing opportunities to influencers and digital marketers, Instagram recently announced. Social Media Today What Are Advertisers’ Top Programmatic Priorities in the Coming Year? 40 percent of U.S. brand and agency programmatic ad buyers have said that increased viewability will be their top priority in the next year, with 37 percent listing increased consumer engagement and 36 percent noting supply path efficiencies, according to newly-released survey data. MarketingCharts Engagement With Podcasts Increases, Continues To Grow Podcast audience listeners are some five times more inclined to like content sponsored by brands when it comes in the podcast format, with listeners also noting that they're nearly four times more likely to like podcasts directly from brands, according to recently-released survey data. MediaPost [bctt tweet="“While marketers address personalization in their Account-Based Marketing strategies, Account-Based Podcasting is an additional level that advanced marketers are embracing.” — A. Lee Judge @ALeeJudge" username="toprank"] Well, TikTok has a Discord now Online communications portal Discord has seen growth that has attracted an increasing number of brands, now including short-form video creation firm TikTok, which recently launched its first public discussion server on the platform, TikTok recently announced. TechCrunch Mobile, Social, Digital Video Are Top Advertising Priorities For 2022 Mobile video and contextual targeting solutions are among the top 2022 media priorities, while 48 percent of U.S. digital media executives have said that in-stream digital audio and podcast ad formats will be a priority, according to newly-released survey data of interest to online marketers. MediaPost The Traits of B2B Firms With Exceptional Marketing and Sales Performance Engaging with relevance throughout the entire buyer journey and increased data investment are among the top traits of leading performers, according to new sales and marketing data research from Dun & Bradstreet. MarketingProfs Ad Market Expands For Ninth Consecutive Month, Posts Best November Ever The U.S. advertising market’s rate of growth grew by 10.3 percent in November compared to the same month last year, with digital categories performing the best, while overall expansion has continued for nine consecutive months, according to newly-released index report data. MediaPost Visualizing Mobile Traffic Worldwide [Infographic] Some 49 percent of global mobile traffic consists of streaming video content, with 19 percent accounting for social media, and 13 percent web traffic, according to recently-released mobile traffic statistical report data. Social Media Today ON THE LIGHTER SIDE: A lighthearted look at the “ho, ho, holiday labor shortag” by Marketoonist Tom Fishburne — Marketoonist Interview with Santa, “C-Ho-Ho” of Old St. Nic Inc — Sitecore TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Values-Driven Ads Gain Greater Trust, Podcast Engagement Rises, New Instagram Sharing Options, & Reddit’s IPO appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh December 24, 2021 at 05:33AM
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Study: Text Works Better Than Email For Restaurants https://ift.tt/3ySEXWl Mobivity is a text-marketing firm. So perhaps it should be no surprise that the company claims text outperforms email in the restaurant business. This is based on “an analysis of program retention across 8 million subscribers over 3 years.” It found that “96% of subscribers remain in a program after 90 days, versus 61% for email and 33% for apps. And it states that 90% are still text subscribers after two years. The study does concede that marketers “sometimes conclude that the higher cost of text messaging vs. email or apps is harder to justify.” But it contends that:
advertisement advertisement The study presents the case of QSR chain Papa Gino’s and fast-casual chain D;angelo Grilled Sandwiches, which introduced a text program in 2018. Mobile offers garnered “nearly 14 times the redemption rate of the same offers sent via email,” the study states. Mobivity also says that 60% of text redemptions occur within the first 24 hours -- faster than with email. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 23, 2021 at 04:49PM
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GM Plans Digital-Only CES Presence Due To COVID https://ift.tt/3pm7Xm7 With the Omicron variant of COVID continuing to spread, brands and media outlets are cancelling or pulling back on plans for in-person attendance at the Consumer Electronics Show in Las Vegas in January, including General Motors. “We have decided to move to an all-digital approach with our activation at CES 2022 in January,” GM said in a statement Thursday afternoon. “CES is an important technology platform, and we are continuing with our plans on Jan. 5 to share our significant company news including the reveal of the Chevrolet Silverado EV.” General Motors CEO Mary Barra was originally scheduled to deliver an in-person keynote address. The automaker now plans to debut the all-electric Chevrolet Silverado EV via livestream. advertisement advertisement T-Mobile CEO Mike Sievert cancelled his keynote and said Tuesday that the carrier will have only limited participation in the show, which is Jan. 3-8. “While we are confident that CES organizers are taking exhaustive measures to protect in-person attendees and we had many preventative practices in place as well, we are prioritizing the safety of our team and other attendees with this decision,” the company said in a statement. “T-Mobile will continue to serve as a CES sponsor and title sponsor of the DRL Championship Race but the vast majority of our team will not be traveling to Las Vegas.” Google and Waymo, Amazon and its Ring unit, Facebook parent company Meta, Twitter and Pinterest have also said they are pulling back their involvement. But Consumer Technology Association President Gary Shapiro told Barron’s on Wednesday that the show will go on and he has confidence that attendees will be safe. Attendees will be required to show proof of vaccination, and registrants will be given self-test kits when they pick up badges, with instructions to test before visiting any conference site. Masks will be required at all CES events. “I will be much more comfortable at CES with fully vaccinated people wearing masks than I am at my local grocery store where neither masks nor vaccines are required,” Sharpiro told Barron’s in an email.. Fewer than a few dozen companies canceled and 61 additional companies have signed on to exhibit since Friday. Qualcomm and Sony are still planning in-person product debuts. Hyundai stills plans to participate in-person as of Thursday. The automaker is planning a Jan. 4 press conference featuring Don Jin Hyun, vice president and head of the Robotics Lab at Hyundai and will announce its latest robotics innovations and vision, including the global debut of Mobile Eccentric Droid (MobED), an all-new mobility platform designed for unique and complex use cases. Some media outlets are scaling back on attendance. iHeartMedia has canceled its annual party at the show. TechCrunch, The Verge, CNET, Engadet, TechRadar and CNN are skipping live coverage of the show, according to Barron’s. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 23, 2021 at 04:00PM
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AppLovin With MoPub Forecast To Process $15B In Annual Ad Spend By 2023 https://ift.tt/30Vx3yT AppLovin spent $1.05 billion in cash last October to acquire MoPub -- an in-app monetization technology platform for app publishers, from Twitter for about $1.05 billion. The combined platforms are forecast to process more than $15 billion of annualized advertiser spend by 2023. The transaction is slated to close in early 2022. Features being added to the MAX in-app bidding platform include universal creative reporting, native ad format support, built-In General Data Protection Regulation (GDPR) consent flow, among others. New features are being added frequently. The next iteration of the combined platform will support advanced implementation and will provide access to AppLovin’s full suite of SDK-based network partners in addition to AppLovin Exchange DSPs. advertisement advertisement The company also expanded its brand-safety solution offering, Ad Review, to cover a full suite of advertising formats and creatives, such as banners and playables. Ad Review scans banner ads running in apps, along with other ad formats that MAX supports, and protects from the malicious auto-redirects running in apps across all demand sources. Problematic ads are caught automatically to protect the user experience. Ad Review is exclusively available for MAX developers and will be incremental for MoPub developers who are migrating over to MAX. AppLovin also published a chart that helps explain the aspects in a mediation platform. Search & Performance Marketing Daily (S&PMD) caught up with Idil Canal, general manager of Business Solutions at AppLovin, to talk about the acquisition and changes to the company and platform. She leads product development and growth of AppLovin's software. S&PMD: What is the latest on MoPub? Canal: We’ve moved very quickly since announcing our plan to acquire MoPub from Twitter and to integrate its features with MAX, our monetization platform for app developers and the first mediation solution built to run the entire auction in real-time that enables key market players to bid for mobile ad impressions. We are on track to complete the acquisition by January 1, and have already migrated many MoPub customers to MAX, including top publishers, DSPs and advertisers. We are excited to be able to significantly expand access for both buyers and sellers as in-app bidding becomes mainstream — creating one of the largest and most robust in-app advertising platforms in the world. S&PMD: Did AppLovin integrate the technology into its platform? Canal: Yes. We’ve been working diligently to seamlessly integrate MoPub’s core mediation features that will be incremental to MAX. The unified solution is the only platform that has combined MoPub’s core features and access to its supply with what is now one of the largest programmatic exchanges available. S&PMD: How does it work today? Canal: After rebuilding MAX in 2018, our goal was to offer a truly fair and unbiased solution to bolster growth for publishers and create more engaged users for advertisers. As we rolled out MAX to all developers in 2020, we saw a significant shift from traditional waterfall-based mediation to bidding as publishers and advertisers saw material gains. That then meant that agencies, advertisers, and DSPs could bid more efficiently into increased publisher inventory. Advertisers had massive reach and publishers got more demand for their inventory. S&PMD: What did AppLovin do to make it more efficient? Canal: For advertisers, agencies, and DSPs, we provide SDK-direct and immediate access to the entire supply transacted in the diverse set of auctions in MAX. They love this because they are assured of easy, efficient, and cost-effective access and transactions. They get massive reach, in a brand-safe environment and they get to see what they spend end-to-end. S&PMD: How does it work today compared to when AppLovin bought MoPub? Canal: Prior to this integration, AppLovin was not providing a programmatic exchange. We were a pure play SDK-based mediation solution. Today, ALX brings in the top programmatic demand from agencies, trading desks, and 150+ global DSPs of all sizes, which means AppLovin Exchange enables any advertiser – brand or performance – to reach more valuable users, bid directly, and win high-quality inventory on a per-impression basis. By the end of 2022, we project more than $15 billion of media transacting through the combined platform. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 23, 2021 at 03:31PM
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Mobile To Overtake Direct Mail For Most Local Media Spending https://ift.tt/3mq3Sve For the first time, local mobile advertising next year will be bigger than direct mail as financial services and insurance companies seek to reach consumers on their smartphones, according to a forecast by local media consulting firm BIA Advisory Services. Total U.S. local advertising spending will rise 11% to $173.3 … 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 December 23, 2021 at 11:30AM
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The Great App Advertising Exodus -- Or Not https://ift.tt/32xoJWc As I was rummaging through my inbox for fodder for this week's column, I was struck by a report published recently by eMarketer suggesting that app marketers have been growing less reliant on advertising as a source of revenue -- and, not surprisingly, that this would likely be accelerated by Apple's rollout this year of its App Tracking Transparency (ATT) framework. If true, I find it a little ironic, because my sense is that app developers originally stumbled on advertising as a revenue model, because -- with a few exceptions -- they couldn't get consumers to pay directly for their new creations. The eMarketer analysis even came with one of its nifty charts showing that the share of mobile gaming apps using an explicitly premium subscription model was only 9% four years ago, but that it's already grown to about a third of mobile gaming apps by now. And while I don't disagree that Apple's new privacy framework is clearly having an impact on mobile app developers and their ability to track and monetize their users' data -- most likely through direct or indirect advertising sales -- I don't agree that there will be a substantial exodus from ad-supported models. advertisement advertisement My reasoning: It's consumer economics, stupid. By that, I mean consumers have already taken on vastly higher costs of premium media subscriptions -- especially subscription video-on-demand and music services -- over the past several years, and there is only so much they can bear. In fact, over the past couple of decades, consumers have surpassed advertisers as the primary source of media revenues, and according to estimates from industry economic tracker PQ Media, the average American now pays close to $1,500 annually accessing media and media content. How much more can they take? Beyond that, I have an even more compelling argument for why advertising will remain a fundamental part of mobile app revenue models: because it's a good deal for all concerned. Developers get paid by advertisers, consumers have the cost of accessing their apps underwritten or defrayed by brands, and brands reap the benefits of consumer engagement, as well as the explicit halo effect of paying for something consumers would otherwise have to pay for themselves. Lastly, I'd like to point out that there has been a new, but rapidly emerging advertising model that fits perfectly into this equation: the so-called "rewarded opt-in advertising" model. Ironically, it is the mobile gaming industry that is credited with jump-starting it, because even with "freemium" models in which consumers get initial access to a game for free, they usually had to pay for premium upgrades, etc. And since many consumers were reluctant to -- or couldn't afford to -- do that, it was logical that brands step and become the hero of an explicit value exchange in which they paid for the consumer's access, but got their attention and engagement in return. That model has been rapidly growing into other genres, formats, and even new forms of value exchange -- especially ones in which brands ask consumers to opt in to give permission to access their data, etc. The funny thing is, it's really as old as advertising itself. That's because at its core, advertising always was the best economic value exchange for consumers to access most forms of media. And I get why premium subscription services -- whether they are HBO or Netflix -- may never explicitly sell advertising. But there is room for all sorts of models in the media marketplace, and they're not necessarily mutually exclusive. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 23, 2021 at 06:10AM
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Mobile Ad Wars Provide Ongoing Look At Self-Regulation In Practice https://ift.tt/3Jd0uO8 Mobile providers, by continuing to dispute each other’s ad claims via the National Advertising Division (NAD) of BBB National Programs, have spent the past quarter providing an ongoing look at how self-regulation works. In the latest development, announced Tuesday, the Ryan Reynolds-owned Mint Mobile will cease promoting itself as providing unlimited high-speed data as the result of a decision by the National Advertising Review Board (NARB), which is where cases initially decided by the NAD go on appeal. The NARB, in a challenge brought by AT&T, found that Mint’s throttling users to 2G speeds after a specified data usage limit did not constitute “’unlimited’ data as consumers understand that term.” NARB said it was particularly troubled by an ad labeled "You’ve Got Data," in which "buckets" from left to right were labeled 4GB, 10GB, 15GB, and, finally, "UNLTD." This “communicated a strong message that the fourth plan provided unlimited data,” NARB said. advertisement advertisement In a similar ruling a week ago, the NAD determined that Comcasts’s Xfinity 5G plans could not claim to offer unlimited data since its “customers get access to 5G speed up to 20GB of data per month. After [that], a customer’s data is limited to 3G speeds.” Comcast said it would not appeal the NAD’s decision. T-Mobile, which brought the Comcast case, has itself been caught in the NAD crosshairs. Last month, the watchdog ruled that T-Mobile should stop promoting itself as the most "most reliable” 5G network.” The company said it would appeal that decision to the NARB. T-Mobile’s ads had been challenged by both Verizon and AT&T. T-Mobile, meanwhile, had brought its own case against Verizon’s 5G comparative performance claims, with the NAD ruling in October that several such claims “are supported or are non-actionable puffery.” Such puffery included use of a hashtag, #5GBuiltRight, in social media. However, NAD recommended that other challenged claims be modified or discontinued, including those that overstated the benefits of 5G Ultra Wideband. Verizon said it would abide by all the NAD recommendations. AT&T itself last month was supported by the NAD in promoting a “faster internet experience” than cable when it came to large file uploads and in its claim of “consistent speed, even at peak times.” However, in the challenge brought by Charter Communications. NAD recommended that AT&T discontinue or modify other claims of performance, pricing, and bandwidth. AT&T said it would appeal the negative decisions to the NARB. “We are pleased the telecom industry relies on independent, industry self-regulation to ensure advertising to consumers is truthful,” Laura Brett, vice president of NAD, told Marketing Daily. “Although participation is voluntary, it is encouraging that so many companies and industries rely on our self-regulatory system and choose to participate in the process to support truthful advertising and level the playing field.” While mobile providers have been exemplars of the self-regulation process, an example of what happens when voluntary measures don’t work was provided Wednesday in the health category when the NAD was forced to forward a case to the government for enforcement. Back in January 2020, in a challenge from Bayer, the NAD had ruled that PLx Pharma should modify some claims for its Vazalore aspirin product. PLx said it would comply and not appeal to the NARB. However, the NAD has now determined that a Vazalore TV commercial claim of “Aspirin Made Amazing” was “substantially similar to the claim NAD recommended be discontinued in the underlying challenge." That claim was "The Miracles of Aspirin Fully Realized.” As a result of this and some concerns with trade advertising, the NAD has now sent the case to the Federal Trade Commission for review and possible enforcement action.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 22, 2021 at 07:32PM
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What The Microsoft/Xandr Deal Means For Search And Streaming, CTV https://ift.tt/3pjOO44 When Microsoft on Tuesday announced it would acquire Xandr from AT&T, the companies gave little insight into the nuances of the deal, such as how the technology would integrate into the Microsoft Advertising, and who would spearhead the added services across the advertising business. Later that evening, Rik van der Kooi, corporate vice president of Microsoft Advertising, stepped down and announced Rob Wilk, head of Microsoft Advertising’s Strategic Sales team, as his successor. While the details of the agreement remain unclear, van der Kooi shared a few insights into what advertisers can expect. “The combination of Xandr's world-class advertising solutions augmented with Microsoft’s audience understanding and technology will enable greater opportunity to reach consumers on the open web with a full funnel offering, including a leading video and connected TV (CTV) solution, in a compliant and safe manner,” he wrote. Advertising executives also shared opinions with Search & Performance Marketing Daily, speculating on the outcome of the deal. advertisement advertisement Sean Cullen, executive vice president of product at Fluent, believes Xandr will most likely be folded into Microsoft Advertising and its technology and capabilities added to Microsoft’s existing platform. He believes it will create a very unique offering that will benefit new and existing Xandr clients. “Windows, LinkedIn, Xbox, Bing, and Office are massive platforms supporting a variety of consumers and industries,” Cullen said. “Layering capabilities and technologies on top of these assets will position Microsoft to be a leader in the post-cookie world.” The combination of the upcoming deprecation of cookies and the explosion of growth in the connected TV space during the past two years shows there is a strong need to streamline the user experience, data, and return on investment to ensure advertisers can maximize opportunities, said Sara Luckow, senior director of strategic marketing and research at Channel Factory. AT&T looked for a buyer for quite some time, according to a few executives. Seraj Bharwani, chief strategy officer at AcuityAds, said “Brian Lesser's departure from Xandr early this year was a clear sign AT&T wanted to drift away from its original media business ambition." The original goal was to leverage AT&T mobile and customer data -- similar to Verizon Media, which also abandoned plans for a media business -- to create an omnichannel media hub combining television and cable, and digital media assets. Concerns over privacy protection and potential regulatory hurdles dampened AT&T's media ambitions. Microsoft is in a much better place to fully capitalize on the Xandr assets, Bharwani said, and the Appnexus engineering and technology team is positioned to further advance multiple media initiatives that can benefit from the newly acquired talent. “Bing Search, LinkedIn, and Xbox are major media assets that Microsoft can supercharge with the Xandr acquisition,” Bharwani said. When asked what types of brands will initially benefit from this acquisition, Matthew Papa, senior vice president of global partnerships at Captify, pointed to gaming brands and brands trying to reach the growing and emerging gamer audiences. “They will be able to tap into an extremely powerful esports/gaming dataset from Xbox that gets under the hood of understanding this group of consumers, which has proven to be difficult for advertisers,” he said. Brands supporting businesses will benefit by having a unique ability to unify data from across Teams and LinkedIn, empowering them to understand the behaviors, needs and priorities of high value decision makers. “Xandr gives Microsoft an actionable avenue to supply-and-demand side data strategies,” Papa said. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 22, 2021 at 02:34PM
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Happy Holidays & 2022 Wishes from the Team at TopRank Marketing https://ift.tt/3qkH4y6 Positivity may not be what first comes to mind when B2B marketers the world over describe 2022, yet during this holiday season it's the positive energy, outlook, and attitudes from our team, clients, associates, family and friends that spring forth. Overcoming the world's continuing shared challenges with positivity has brought us closer together in new ways, even as most of us collaborate in creative remote and hybrid ways, and as we enter the holiday season all of us at TopRank Marketing bring you special wishes for health and happiness. We wish you and your family a joy-filled holiday season filled with warmth, laughter, and friends. We also wish you a happy 2022 that eases some of the greatest challenges we've all faced the past two years, and sees newfound levels of positivity in your professional and personal life. The trust our many new and long-time clients have continued to place in us during 2021 has allowed us to reach record levels of client retention, and for this we are very thankful. Our team has pulled together and we’ve added major new B2B technology industry, global telecommunications and IT firms as clients. We’ve also continued to expand and grow partnerships with existing clients such as LinkedIn, SAP, monday.com and many more. This unique year has reminded all of us just how important communities are — communities of clients, associates, influencers, executives, our fellow B2B marketers, as well as our local communities here in Minnesota — and we wish you all a joyous holiday season and a very happy new year ahead in 2022. We’re also continuing to grow and hiring in many roles. Take a look at our careers page for a full list. TopRank Marketing Wishes You the Happiest of HolidaysWe’re incredibly grateful for each other, our wonderful clients, subject matter experts, and friends we’ve worked and grown with this unique year. From our marketing family to yours, Happy Holidays!The post Happy Holidays & 2022 Wishes from the Team at TopRank Marketing appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh December 22, 2021 at 05:39AM |
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