The Significance of Test Automation: Some unsaid Benefits https://ift.tt/IN4tozl In the ever-evolving landscape of software development, the need for robust and efficient testing processes has become paramount. With the increasing complexity of applications and the demand for faster release cycles, manual testing alone is no longer sufficient. This is where test automation steps in, playing a crucial role in ensuring the quality and reliability of software products. In this blog, we’ll delve into why test automation is essential, its importance, and the myriad direct and indirect benefits it brings to the table. Let us learn about advantages of automation testing. Why Test Automation?
One of the primary drivers behind test automation is the ability to expedite the software development lifecycle. Automated tests can run parallelly on different configurations, significantly reducing the time required for testing. This acceleration allows for quicker releases, meeting the demands of today’s fast-paced development environments.
Manual testing is limited by human resources and time constraints, making it challenging to achieve comprehensive test coverage. Test automation allows for the creation and execution of a vast number of test cases, ensuring that every aspect of the application is thoroughly tested. This extensive coverage helps in identifying and addressing potential issues before they reach the end-users.
Automated test scripts can be reused across different stages of the development cycle and on various versions of the software. This reusability not only saves time but also ensures consistency in test execution. Manual testing, on the other hand, is prone to errors and variations, making it difficult to maintain a consistent testing approach.
Automated tests can be triggered as soon as new code is integrated into the system. This allows for the early detection of defects, enabling developers to address issues in the initial stages of development. Identifying and fixing defects early in the process reduces the cost and effort required for later-stage bug resolution. The Importance of Test Automation
Automated tests perform the same set of actions with precision every time they are executed. This eliminates the possibility of human error, ensuring accurate and reliable test results. Consistent and reliable testing is essential for building confidence in the quality of the software.
While the initial setup of test automation may require an investment, the long-term benefits in terms of time and cost savings are significant. Automated tests run 24/7 without the need for continuous human intervention, allowing testing teams to focus on more complex scenarios that require manual attention.
As the scale and complexity of software projects increases, test automation becomes indispensable. Automated tests can easily scale to handle a large number of test cases and diverse configurations, making them well-suited for complex and dynamic development environments. Direct and Indirect Benefits of Test Automation Direct Benefits: a. Faster Time-to-Market: Accelerated testing processes lead to quicker releases. b. Higher Test Coverage: Comprehensive testing across various scenarios and configurations. c. Early Bug Detection: Early identification and resolution of defects. d. Increased Accuracy: Consistent and precise test execution. e. Cost Savings: Reduced testing costs and faster bug resolution. Indirect Benefits: a. Improved Collaboration: Automation fosters collaboration between development and testing teams. b. Enhanced Developer Productivity: Developers can focus on building features rather than resolving repetitive bugs. c. Higher Customer Satisfaction: Reliable and bug-free software leads to satisfied end-users. d. Continuous Feedback: Automated testing provides continuous feedback on the health of the codebase. Conclusion In conclusion, the adoption of test automation, exemplified by ERP testing tools like Opkey, not only expedites software development cycles but also ensures comprehensive testing, early defect detection, increased accuracy, and substantial cost savings, ultimately paving the way for the delivery of high-quality software in today’s dynamic and competitive landscape. The post The Significance of Test Automation: Some unsaid Benefits appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch https://ift.tt/vr2LF9i April 22, 2024 at 01:30PM
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The Checklist: What to Look for in a Trustworthy Online Casino https://ift.tt/u31Zg4r The digital age has ushered in a golden era for casino enthusiasts, offering the convenience and variety of online gambling platforms that are just a click away. However, the dazzling array of options comes with its challenges, primarily the task of choosing a trustworthy online casino. It’s not just about the games on offer but ensuring a safe, secure, and fair gaming environment. To aid in this endeavor, we’ve compiled a comprehensive checklist to guide you through the process of evaluating online casinos. Licensing and RegulationFirst and foremost, a legitimate online casino must hold a valid license from a reputable regulatory authority. This license is a seal of approval, indicating that the casino adheres to strict standards of player protection, fairness, and anti-money laundering practices. Look for casinos regulated by authorities like the Malta Gaming Authority or the UK Gambling Commission. Typically, this information is prominently displayed on the casino’s website footer. Security MeasuresIn an era where digital security is paramount, ensuring that your chosen online casino employs state-of-the-art security measures is crucial. SSL encryption is a must-have, safeguarding your personal and financial data from prying eyes. Verify the casino’s commitment to data protection and the security protocols in place by checking its privacy policy and security information. Fair Play and Game IntegrityThe cornerstone of any reputable online casino is its commitment to fair play. Random Number Generators (RNG) should dictate the outcomes of the games, ensuring every spin, card dealt, or dice thrown is purely random. Independent third-party audits by organizations like eCOGRA or iTech Labs provide an additional layer of trust, certifying that the games are fair and outcomes are not manipulated. Reputation and User ReviewsA casino’s reputation among its users can be a telling indicator of its reliability and trustworthiness. Delve into online forums, review sites, and gambling news platforms to gauge the experiences of other players. Be wary of casinos with a prevalence of negative reviews, especially those mentioning unresolved disputes, withheld winnings, or unfair practices. Payment Methods and Financial TransparencyA trustworthy online casino should offer a wide array of secure payment options, including credit cards, e-wallets, and cryptocurrencies, ensuring convenience and security in transactions. Clear information regarding withdrawal processes, transaction fees, and payout times is a sign of financial transparency. Casinos that obscure this information or have a history of delayed payments should raise red flags. Customer Support and ServiceExceptional customer service is a hallmark of a reputable online casino. A reliable platform should offer multiple channels of support, such as live chat, email, and phone, ensuring help is readily available when you need it. Test the responsiveness and helpfulness of the customer support team as part of your evaluation process. Bonuses and PromotionsWhile attractive bonuses and promotions can enhance your gaming experience, it’s essential to read the fine print. Understand the wagering requirements and terms associated with bonuses to ensure they’re fair and achievable. A trustworthy casino will be transparent about its bonus policies, using them as incentives rather than traps. Responsible Gaming PracticesLastly, a commitment to responsible gaming is a significant indicator of a casino’s integrity. Look for features like self-exclusion, session limits, and links to gambling help resources. Casinos that prioritize the well-being of their players demonstrate a level of care and responsibility that goes beyond profit. ConclusionSelecting a trustworthy online casino is a crucial step towards a safe and enjoyable gambling experience. By following this checklist, you arm yourself with the knowledge needed to make informed decisions, ensuring your online gambling journey is both fun and secure. Remember, the responsibility of choosing wisely rests in your hands; use this guide as your compass in the vast sea of online gambling. Feel free to share this article with fellow gambling enthusiasts, and don’t hesitate to share your experiences or tips on finding trustworthy online casinos in the comments below. Here’s to safe and fair gaming for all! The post The Checklist: What to Look for in a Trustworthy Online Casino appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch https://ift.tt/vr2LF9i April 22, 2024 at 01:30PM How Quotes and Memes Influence Brand Identity on Social Media https://ift.tt/6MmBOqe In the dynamic arena of social media marketing, creating a standout presence and connecting with your audience requires not just innovation but also an intricate understanding of how digital platforms work. It isn’t solely about promoting a product or service anymore but about how you craft and share your message to establish a strong brand identity. By cleverly incorporating quotes and memes into their communication strategies, brands can build a deeper bond with their followers. This article delves into the role these elements play in sculpting a brand’s image within the digital marketing space. The Impact of Quotes in Social Media MessagingQuotes carry the power to express complex emotions and ideas in a concise manner. For brands, they are a potent tool to embody the brand’s voice and values. An inspiring quote, for instance, not only serves as motivation but also mirrors a brand’s optimistic and positive outlook. Such a strategic addition to a brand’s content strategy harnesses emotional appeal, making the brand approachable and memorable. Aligning quotes with the brand’s principles allows for a narrative that extends beyond conventional product descriptions, offering value and insight. Moreover, quotes can serve as a call to action, encouraging followers to engage with the brand. By sharing quotes that provoke thought or inspire discussion, brands can initiate meaningful conversations with their audience. This not only increases engagement but also provides valuable insights into the audience’s perspectives and preferences. Brands that effectively leverage quotes in their social media messaging can foster a sense of community and build a loyal following. The Role of Memes in Viral MarketingMemes, characterized by their humor and shareability, have emerged as a cornerstone of engaging digital content. These bits of cultural commentary offer a direct route to staying topical and engaging with an audience in a light-hearted manner. However, using memes effectively demands a precise grasp of both your audience’s preferences and current cultural phenomena. Memes that resonate with a brand’s identity can amplify its presence, while inappropriate use might detract from it. Hence, memes are a potent yet delicate tool in the realm of social media marketing. Memes also have the potential to go viral, exponentially increasing a brand’s reach and exposure. When a meme resonates with a wide audience, it can be shared rapidly across various social media platforms in the form of viral marketing, reaching far beyond the brand’s initial follower base. This viral effect can lead to increased brand recognition, website traffic, audience engagement, and potentially even sales. However, it’s crucial for brands to be cautious when attempting to create viral memes, as forced or inauthentic attempts can backfire and damage the brand’s reputation. Strategically Incorporating Quotes and Memes into ContentIncorporating quotes and memes into a branding strategy should be a deliberate effort to bolster brand identity and maintain audience interest. An ideal strategy finds equilibrium; inspirational quotes can enrich product information, while judiciously chosen memes can alleviate content uniformity, adding humor and relatability. This tactic, however, must be rooted in a comprehensive understanding of the brand’s ethos and digital influence, ensuring each element effectively contributes to the overall brand narrative. Consistency is key when incorporating quotes and memes into a brand’s content strategy. The chosen quotes and memes should align with the brand’s overall tone, voice, and values. Inconsistency can lead to confusion and dilute the brand’s identity. Additionally, brands should be mindful of the frequency at which they use quotes and memes. Overuse can make the content appear gimmicky or insincere, while underuse may fail to make a significant impact. Finding the right balance is essential for maintaining the authenticity and effectiveness of the brand’s social media presence. Enhancing Brand Personality and Audience EngagementThe strategic use of quotes and memes does more than enrich visual content; it’s pivotal in defining and exhibiting a brand’s personality. Selecting resonant quotes and reflective memes crafts a multi-faceted brand persona that is engaging and memorable. This approach not only augments a brand’s digital presence but also cultivates a community, encouraging interactions through likes, shares, and comments. As brands tackle the challenges of making an impact on social platforms, integrating these elements thoughtfully becomes crucial for fostering genuine connections and loyalty. The essence of a successful social media strategy lies in recognizing that a brand’s identity is shaped not only through visual design elements like logos but also through the subtleties of language manifested in quotes and the universal charm of memes. These elements offer a distinctive way to capture your brand’s essence and resonate with your audience on a deeper level. In the fluid and competitive landscape of social media, where influence and engagement are paramount, mastering visual communication via quotes and memes can significantly boost your branding efforts. The post How Quotes and Memes Influence Brand Identity on Social Media appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch https://ift.tt/vr2LF9i April 22, 2024 at 01:30PM
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B2B Podcasting: The What, Why and How of Better B2B Podcasts https://ift.tt/oijGcL3 Podcasts are very easy to create and launch. Anyone with a microphone and an internet connection can have a podcast listed on Apple and YouTube and ready for consumption. On the flipside, the low barrier of entry means it’s hard to get a new podcast noticed. And the ease of putting out a podcast can hide how difficult it can be to make a good podcast, one that people will be compelled to listen to. The TopRank Marketing team has worked on podcasts with brands like SAP and 3M. Here’s what we’ve learned about B2B podcasting: B2B podcasting: What, why and howLet’s start with the easiest question first: What is a podcast?A podcast refers to a series of recordings that are organized in an RSS feed, listed in public directories, and available for listeners on demand. The ‘pod’ part derives from the iPod, which was the first widely-adopted player that supported podcasts. It’s important to keep the definition broad, because podcasts aren’t tied to a specific genre or format. Some are live interviews, some are panel discussions, some are fully scripted and produced audio plays; some are cryptic monologues about a bizarre southwestern town. But they all share two attributes:
Why podcasts? (The benefits of B2B podcasting)It may surprise you how popular podcasts are for a B2B audience. Last year, a survey of 511 senior-level businesspeople (managers, team members, executives and owners) found that 51% listen to podcasts daily. An additional 24% say they listen 2-5 times a week. In other words, this study showed that 75% of B2B decision-makers are listening to podcasts. And they’re listening to learn. Thirty-six percent say they listen to learn new things, and 43% even say podcasts are their primary source of information. Beyond the audience demographics, there are other attributes of podcasting as a channel that make it attractive for B2B:
How to create a B2B podcastThere’s so little ramp-up needed to make a barebones podcast that it’s tempting to just plug in a mic and start talking. But an exceptional podcast — especially one intended as content marketing — needs more planning and strategy. 1. Content planningTreat your podcast as you would any content marketing endeavor — with plenty of research and your audience firmly in mind. Do your research Approach your podcast like a blog’s editorial calendar. Look for the keywords your audience is searching for. Look at industry publications, trending topics on social media, and listen to other podcasts in your industry. The goal is to discover the questions your brand has the authority and credibility to answer. Find your angle What can your brand bring to the conversation that no one else can? It’s important to identify what will make your podcast unique. For example, if every podcast about elderly care is from a caregiver perspective, yours might focus on topics of interest to healthcare administrators and coordinators. Choose your starting topics Combine your keyword research with your unique angle and you’re ready to pick topics for the podcast to cover. You can be specific, like “How this new legislation affects care workers,” or more broad, as in “Trends in home health care.”’ 2. Production planningThere’s no right or wrong way to produce a podcast. Here are the most popular formats, with a few considerations for each. 3. Recording and productionNow we get to the fun part: Actually creating your content! Here’s what you need to know. Recording software For a solo podcast, software like Audacity makes it easy to record and edit. For multiple participants, a tool like Riverside or Zencastr can greatly streamline the process. These tools make it easy to record multiple people in different locations, consolidate their audio, and produce audio and video. Equipment For each participant, you will need a microphone and headset. Don’t rely on all-in-one earbuds or gaming headsets. You don’t need to break the bank when you’re first starting out, however. A lower-end condenser microphone like the Blue Yeti or MXL 990 will do fine. Recording Make sure each participant is in a quiet room with minimal echoes or background noise. Start recording, then count down from three to one and have each participant clap their hands or snap close to the microphone. Repeat the process any time you stop talking and start again. This will leave a ‘spike’ on the waveform to let you know when segments begin and end. Post-production Editing is the gift that you give your audience. It shows that you care about their experience and respect their time. At the minimum, edit out off-topic conversation, long pauses and false starts. Then take a listen with a critical ear — it might help to close your eyes and listen through headphones. Take note of when your attention starts to wander and mark the timecode for potential edits. Once you’ve edited the audio, you can polish up the production. Adjust the levels to make sure the overall volume is consistent. Add musical cues at the beginning and end, as well as incidental music if you wish. 4. Host and promote your podcastThe most basic setup for launching a podcast is a place to store the files and an RSS feed to submit to apps like Apple Podcasts, Spotify and YouTube Music. But you don’t have to go the DIY route — save your IT team a headache and use a tool like Podbean or Libsyn. These hosting platforms make it easy to upload episodes and get them listed on the various apps. Prepare for a steady cadence You will want to have more than one episode ready at launch, and will want to follow up regularly with new episodes. Consistency is key both for getting noticed by search algorithms, and making listening a habit for your audience. A 3-4 episode buffer will make it easy to stick to your schedule. Promote your podcast It can be hard for podcasts to gain visibility on listening apps. It’s far easier to promote the podcast on your established channels:
Another great way to find an audience is to have your host visit someone else’s established podcast. A podcast that’s relevant to your existing audience is likely to welcome a subject matter expert from your company—or willing to have your podcast sponsor a commercial break or two. Even if you’re hosting the podcast files on a platform, it’s a good idea to have a podcast hub on your site, too. Create a page with an embedded player for all the episodes, then give each episode its own landing page with guest bios and a full transcript. Repurpose the content A podcast episode is a fine content marketing unit on its own. But don’t overlook the potential for it to be more. You can use it for, among others:
5. Measure the success of your podcastPodcasts are a unique channel as far as metrics and measurement go. Each podcast app offers its own analytics, with some more detailed than others. In general, measure:
You can also include a vanity URL in your podcast and ask listeners to visit a landing page. Just make sure the URL is easy to remember and type in after the episode is over. 10 great B2B podcasts to inspire youTake some cues from these well-established podcasts and you’ll be well on your way to success.
Cast your pod with careThe podcast boom shows no sign of slowing down. It’s a good time to start a B2B podcast, but it will take sophisticated strategy and execution to launch a successful one. This guide can help you get yours off the ground. Need help getting started? Learn about podcasting and other expert content marketing services offered by our agency. The post B2B Podcasting: The What, Why and How of Better B2B Podcasts appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/N3PWR4e April 22, 2024 at 06:21AM
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Marketing Fatigue Syndrome: Consumers Want Relevant Messages Only https://ift.tt/6kQ0TPn
Those are among the findings of the 2024 Optimove Report on Marketing Fatigue, Customer Perspectives. Of the shoppers polled, 81% will unsubscribe from brands that inundate them. And 54% have subscribed from at least three brands in the last 90 days. What’s more, 55% want fewer messages from brands they subscribe to. And 50% want fewer communications in general, although 34% say they would actually like to receive more. Meanwhile, 60% want to receive marketing deals and reminder emails and texts from brands to which they are loyal so they can purchase from them again. Indeed, 59% visit such brands at least once a week, and 22% do so every day. advertisement advertisement Yet 45% of shoppers in the survey say they receive too many offers, so relevancy is key. And 27% ignore most offers from retailers. But 18% don’t mind getting an irrelevant offer if it will expand their shopping options. However, only 10% say they will unsubscribe from brands that send them irrelevant offers. What are the most irritating channels?
Optimove surveyed 305 U.S. consumers in January 2024.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/Ow9QCza April 19, 2024 at 05:43PM
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Rizuto Takes Reins As Ogilvy's Chief Creative Officer, North America https://ift.tt/81tMQIr Ogilvy has named Rafael Rizuto chief creative officer for North America, responsible for the agency’s creative product in the U.S. and Canada. Previously, Rizuto worked for the agency in Dubai and his native Brazil. His agency career includes roles at BBH, TBWA’s 180LA, Leo Burnett and the founding of his own agency, TBD. Most recently, he was Dentsu Creative’s chief creative officer, U.S. and Hispanic LATAM. He served as the creative lead on T-Mobile and was a key factor in growing new business in 2023. Client wins include Apple TV+ and Lowe’s. "Like Ogilvy, he believes in creativity’s ability to drive business — it’s an ability he himself has proven across his work, at agencies and as an entrepreneur,” said Liz Taylor, global chief creative officer of Ogilvy. Rizuto, an award-winning creative, is behind Cannes Grand Prix campaigns Boost Mobile’s "Boost Your Voice," UNICEF’s "UNfairy Tales" and Eurofarma’s "Scrolling Therapy." Rizuto joins Ogilvy, a WPP company, after its recognition by WARC as the World’s Most Creative Agency Network and World’s Most Effective Creative Network for consecutive years. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/Ow9QCza April 19, 2024 at 09:52AM
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Privacy-Focused Brave Search Launches AI Ask Engine https://ift.tt/foc5ieE Brave, a privacy-focused company, has integrated artificial intelligence (AI) into its search engine to create a real-time answer engine in a move that follows what Amazon Web Services (AWS), Google, Meta, Microsoft, Perplexity, and others have accomplished. “With the new Brave Search and its integration of Answer with AI, users get the best of both worlds — one place to get generative answers as well as up-to-date links, providing instant and highly relevant results,” Brave Chief of Search Josep Pujol said in a statement. The company is using large language models (LLMs), such as Mixtral 8x7B and Mistral 7B with data from its search results and retrieval augmented generation (RAG) to generate answers almost instantly. RAG -- the process of optimizing the output of LLMs -- references an authoritative knowledge base outside of its training data sources before generating a response. advertisement advertisement Brave Search receives 27 million queries daily, making it one of the fastest-growing search engines since Bing, Pujol writes. The engine is now available for all to use on desktop and mobile in English, French, German, Italian, and Spanish. Responses to queries, however, may appear in English. Pujol explains that the engine has an index of more than 20 billion pages, curated and cleansed of search engine optimization (SEO) spam and junk content that that other indexes have. Brave Search wants to provide not just answers, but an integrated system to satisfy the multiple intents a user might have. These intents fall into one of a handful of categories including queries for specific sites like Facebook or Twitter as well as question-based queries or queries from those seeking information, which generally fall into two subcategories: specific lookups and question-like queries. It also supports Queries with the intent of finding or researching products and services, and those with the intent of completing an action like buying a product. With Amazon Web Services, Meta, Google and Microsoft launching similar AI-based search engines, there is a clear demand from users for this type of method to consume content through AI-augmented answers. Delivering on this demand can contribute to the erosion of incentives for publishers to put out content on the Web. Pujol explains that the company will monitor the impact of AI-generated content on site visits, and eventually will address the disruptions that could be caused by the drop in traffic to publisher sites. Publishers have had concerns that the integration of AI into search engines will eliminate the need to click through to their sites. Mobile Marketing via MediaPost.com: mobile https://ift.tt/W0mKTYR April 18, 2024 at 04:16PM Why Marketers Should Be Excited About LinkedIn’s New CTV Ads for B2B Campaigns https://ift.tt/oHhepaj At its recent B2Believe Conference, LinkedIn announced LinkedIn Connected TV (CTV), a new product offering that will allow B2B marketers to tap into audiences off-platform, and onto the big screen at home. With notable CTV publishers on board – including Roku, Samsung, and NBCUniversal – clients can now utilize LinkedIn’s campaign manager to purchase streaming ads. But that’s not all. The news came in tandem with a new partnership with NBCUniversal to introduce LinkedIn Premiere, a new managed offering in Campaign Manager that helps you target decision-makers in the United States across NBCUniversal’s premium streaming content on CTV. While the news is exciting – most marketers will likely have the same questions: Is LinkedIn Connected TV a viable product for our marketing strategy? What are its benefits? How does it work? And how are results measured? What is connected TV (CTV), and what are its marketing benefits?Simply put, connected TV (CTV) advertising refers to the practice of delivering ads through internet-connected television sets. Also known as smart TVs, connected TVs allow viewers to stream digital content through apps, either built-in or via devices like Roku, Apple TV, or gaming consoles. So, unless you’re using bunny ears on an old-school “dumb TV,” chances are you’ve encountered this type of ad in the process of streaming your favorite TV show. So, what makes this type of advertisement enticing? While the format shares a lot of traits with its on-platform counterpart, it’s important to note these ads offer several benefits:
LinkedIn CTV reach already stands at 60 million households, and more than 105 million connected devices per month in the US and Canada – and these numbers are only set to grow. Building on the success of videoDuring a B2Believe session regarding the product launch, Taina Palombo-Price, LinkedIn’s Senior Director of Product Marketing, said “CTV promises the power of big-screen storytelling for B2B brands.” The move to home television screens appears to be a calculated one, as the new offering “builds on the success of LinkedIn’s In-stream Video Ads, which are helping customers nearly triple their in-stream video completion rate.” Combining this note of success with the rise of video consumption both on and off the social media platform, and the birth of this product offering makes all the more sense.
Reaching your audiences with connected TVWhen was the last time you pulled up LinkedIn out of boredom? While it’s the premier social platform for networking, professional development, and job hunting, users tend to use the platform more intentionally when compared to the likes of TikTok, Instagram, and Facebook, which in turn, decreases their receptiveness to advertisements. This was the strategic thinking that led to the off-platform approach of CTV, said Penry Price, VP of Marketing Solutions at LinkedIn, who recently spoke with AdExchanger about the launch. “LinkedIn’s expansion into CTV is not a customer acquisition play. Rather, the point is to help B2B advertisers reach existing LinkedIn members in different parts of the day,” he said, “such as when they’re at work or back at home on the couch.” The promise of LinkedIn CTV adsHow would you like to raise brand awareness and consideration earlier on in the purchase journey? That’s the goal of LinkedIn CTV ads. In the same interview, Price shared his thinking: “B2B brands need to make sure customers have a favorable opinion of a brand before they see a product ad on LinkedIn. By starting campaigns further up the funnel with CTV, brands can increase the odds of their digital ads actually driving sales.” Blogging about the product launch, Lindsey Edwards, LinkedIn’s Vice President of Product Management, said “marketing campaigns are only as effective as the audience they reach.” As Edwards cites, a Demandbase report in 2023 found that 90% of US households embraced CTV, up from 81% in 2021, and the channel shows tremendous promise for B2B applications. “By incorporating CTV into their marketing playbooks,” shared the report, “B2B advertisers can breathe new life into their campaigns, achieving heightened brand presence and improved engagement. In fact, a recent study noted that viewers exposed to both TV and digital ads were 40% more likely to recall the brand than if they saw a digital ad alone.” The new product launch offers more than the ability to reach audiences earlier in the purchasing journey and bring highly-targeted ads to CTV. It will also give B2B brands of all sizes the opportunity to showcase their creativity and appear alongside content that was never before possible. Trevor Fellows, Executive Vice President of Digital Sales and Partnerships for NBCUniversal, spoke at B2Believe on the accessibility that the product brings forward. “This is really the democratization of advertising and the ability for even small clients to appear with amazing content. We announced last week … that we’re going to be opening up our Olympic coverage this summer to programmatic advertisers. That means that literally anybody can advertise in the Olympics going forward – you go back 12, 16, 20 years, that was unheard of.” Measuring the success of LinkedIn CTV adsIn addition to native reporting, like Performance Summary Reports, Revenue Attribution Report, Conversions API, and its new CTV Brand Lift, LinkedIn is collaborating with industry-leading partners, like iSpot for advanced audience measurement and Kantar for objective brand lift studies, to help better assess the reach of your campaigns against your target audiences. But, wait, there’s more. Price remarked on measuring success, “We’ll be looking for higher engagement on LinkedIn – such as whether clicks and video completion rates increase for a brand’s ads on LinkedIn among target audiences who first saw the ad on CTV compared to those who didn’t. We’ll also rely on measurement and verification partners to deliver core TV metrics like reach and frequency.” Starting a LinkedIn CTV campaignIf you’re a B2B marketing pioneer, and you’re excited about the product launch, here’s what you need to know about starting your first LinkedIn CTV campaign:
For step-by-step instructions, we recommend referring to the LinkedIn help center article: Set up Connected TV ads in Campaign Manager. Should you use LinkedIn CTV ads?Leveraging LinkedIn’s B2B-specific targeting options for CTV allows marketers to create a more holistic approach to the platform. Previously, marketers had to use different vendors to run CTV, which have audiences different from those targeted on LinkedIn, causing a gap in targeting and overall attribution calculations. Furthermore, the proliferation of video content cannot be ignored. LinkedIn CTV and its partnerships with these major players in the TV space make for an enticing offer for B2B marketers – an offer that allows users to create multiple touchpoints, allowing brands to engage with new audiences and appear in different mediums throughout the buyer journey. In so many words, the ad solution works to ensure your brand is memorable and top of mind when a key decision-maker is ready to make a purchase. There’s much to be learned about the effectiveness of this tool and the risks and rewards of launching a campaign centered around the newly launched product. That being said, there’s a lot to be excited about as innovations of this size in the social media space only come by so often. Will it be a hit? We’ll continue to monitor the viability of LinkedIn Connected TV – and work internally to offer up recommendations on how you can leverage their latest solution for your brand. In the meantime, we invite you to check out our rundown of expert tips for B2B marketing on LinkedIn from our team of social media specialists. The post Why Marketers Should Be Excited About LinkedIn’s New CTV Ads for B2B Campaigns appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/Fd8szx5 April 18, 2024 at 10:45AM
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Comcast Offers Advertisers Consumer Segments Tied To A New Brand https://ift.tt/xspgkJz Comcast introduced two new services from its Xfinity brand on Wednesday, rounding out a family of products and giving advertisers an opportunity to reach a new type of consumer through NOW TV, which launched in 2023. Both new options are intended as low-cost Internet, mobile and streaming TV products that consumers can purchase on a month-by-month basis. NOW Internet is a prepaid service designed to provide more reliability than fixed wireless options. The company calls it ”a better price” option for some based on its payment method. NOW Mobile is a prepaid service that includes unlimited 5G data combined with access to more than 23 million WiFi hotspots. Dave Watson, president and CEO of Comcast Cable, says the company has developed a new “product construct from the ground up.” It rounds out the an offering to provide something for every consumer segment and plays to Comcast’s strengths in network capabilities, WiFi and streaming, he said. advertisement advertisement The two new products are for consumers, but tie into advertising options for brands in the NOW portfolio of products. That opportunity links to the Comcast’s Infinity brand NOW TV, which launched in May 2023. NOW TV is an extension of the Infinity brand’s traditional linear TV packages, designed to target a segment of value-conscious consumers who prefer streaming their content, and want affordability without sacrificing quality. NOW TV gives advertisers a way to reach new audiences when they buy linear ads. For example, if an advertiser makes an ad buy that includes HGTV, that ad runs on HGTV on Xfinity, whether they watch it as part of one of its premium channel packages or via NOW TV. Mobile Marketing via MediaPost.com: mobile https://ift.tt/W0mKTYR April 17, 2024 at 10:56PM
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Mobile Gaming Platform Skillz Defeats Shareholder Suit Over Disclosures https://ift.tt/jWT4pz9 A federal appeals court has sided with mobile gaming platform Skillz in a dispute over whether it misled investors by allegedly failing to disclose information about potential weaknesses in its business. In an opinion issued Tuesday, a panel of the 9th Circuit Court of Appeals upheld a ruling by U.S. District Court Judge Richard Seeborg, who dismissed the claims against Skillz last year. The ruling grew out of a 2021 lawsuit by four Skillz shareholders who alleged in a class-action complaint that the company misled investors by failing to report information that could be perceived as negative. For instance, Skillz allegedly failing to report that download rates of top games declined in the second half of 2020 and first quarter of 2021, according to the complaint. Skillz also allegedly touted that it could host synchronous game play, but “could only handle synchronous game playing on the most basic level and lacked the technological capabilities to handle high-quality synchronous games and genres,” according to the complaint. advertisement advertisement Seeborg ruled that the allegations in the complaint, even if true, wouldn't support a claim that Skillz made false or misleading statements. The 9th Circuit agreed. “The federal securities laws do not create an obligation to disclose all potential kinks in a software program and the failure to disclose such kinks does not render general positive statements about the program false,” the appellate judges wrote. They added that the complaint's allegations, even if true, wouldn't prove that Skillz misled investors by failing to reveal declining downloads for top games. “The download rate for any particular game would be naturally subject to fluctuation over time,” the judges wrote, adding that even if download rates dropped, aggregate downloads and revenue could still grow. Mobile Marketing via MediaPost.com: mobile https://ift.tt/W0mKTYR April 17, 2024 at 10:56PM |
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April 2023
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