Category Archives: Online Advertising

Yahoo hopes for new life in deal for Tumblr

Photo by e27singapore

Photo by e27singapore

This week marks a new era for Yahoo and popular blogging service Tumblr. In a $1.1 billion deal on Sunday, Yahoo acquired the site in hopes of planning to shift itself as the technology industry heads towards social media agencies. This deal would exceed the largest acquisition of a social networking company in years, even Facebook’s $1 billion purchase of Instagram in 2012. Yahoo says that it will keep Tumblr as a separate entity, as founder David Karp will be kept on board as CEO.

With this deal, Yahoo will have access to a younger user demographic, as Tumblr’s age bracket is strongest from 18-24. In addition, this age bracket is a fast-growing number of consumers who are in general very engaged with the Internet and social media. Yahoo expects to expand its audience by 50% to more than a billion monthly visitors, and to grow traffic by 20%, through its acquisition of Tumblr.

The biggest question about the deal is how Yahoo and Tumblr will be utilizing advertising and other monetizing services on the site. Although it seems likely that some type of advertising will be used on the site, both Yahoo and Tumblr confirm that advertising opportunities will be created seamlessly to enhance the user’s experience. All in all, Yahoo and Tumblr are a big deal and only time will tell if users will adapt to new changes to make it successful, or if bloggers will jump ship and deem the deal a failure.

As the tech industry moves towards social media motivated ventures, digital marketing agencies can use this towards their advantage. With greater resources from large corporations, many social media outlets that were once small startups can now be more efficient in consolidating searches and information, as well as fixing problems faster and widening the audience.

It’s Official: Yahoo is Buying Tumblr for $1.1B, Vows to Keep It Independent 

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Twitter Releases Advertising API

As expected, Twitter announced on Tuesday that it is releasing an advertising API for its Promoted Tweets and Promoted Accounts. Several large firms (Adobe, Threadless and Levi Strauss & Co., for example) have been experimenting with the API already. An API allows advertisers to buy ads more quickly. The API also allows advertisers to link data of their ads being bought in real time with other data collection schemes. An example is an API that is able to measure TV viewing habits (as people tweet about certain shows) and then link real time ads with events in those shows.

The benefit for the digital marketing agency is a more responsive advertising platform. Linking advertising with other data collection services means ads will be better targeted and they will be more responsive to immediate changes happening that are the subjects of tweets. A more robust advertising service will also help propel it to be a legitimate contender with Facebook as a social network advertising platform. Overall this can mean lower prices all around for social media budgets.

Photo Credit: Artdesighnerl.v

Twitter Launches Promoted Products API, Letting Marketers Buy Via Third-Party Tools

 

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Europe Set To Act Against Google

6764585321_7a93286294Four month ago European authorities issued a report about Google’s privacy policy. At issue is the bundling of Google products into a single service so Google would be able to draw from as wide a dataset as possible to counter Facebook’s walled garden. The issue is that users have little access to their data and no ability to prevent Google from acting on the data. European authorities, notably the CNIL of France, gave Google four months to reform. Monday was the end of the four-month period and now the CNIL is setting up a working group to at against Google.

Even though this action will be confined to Google products in Europe, it would be wrong for the American education marketing company to assume there will be no effect. Because of the sheer size of the European market any changes Google is forced to put into place might very well find itself over here as well. This does seem unlikely because the US market is so lucrative, but movement in European might bolster privacy advocates over here. Congressional action would be more likely using the European actions as political cover.

A possible benefit from this action, however, is Google’s response. This is a public opinion battle and if Google can seize the moment, then it can prevent punitive action from being levied. A way to do that is to make the data Google has collected seem savvy instead of an intrusion. Google could use the data to push relevant data at users and that might win them over to the data collection. Google Now is a product that can be at the forefront of this service. If that is Google’s response, then the education marketing company can expect to see a more effective method of reaching users.

Photo by Khalid Albaih

Google’s Consolidated Privacy Policy Draws Fresh Fire in Europe

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Facebook Announces Lookalike Audiences

3185202042_059b9623d9Advertisers will soon find a new way to target their ads on Facebook. Facebook has been using its Custom Audience Tool as a way to allow advertisers to upload certain data points to create certain audiences. The new service will have Facebook analyze audiences for other members that appear similarly responsive to certain types of ads. Brands will now be able to reach into new audiences or new geographies based on similar demographics even if those users are not already fans of the brand.

This is a boon for the internet marketing. Ads on Facebook are already some of the most effective in the industry and this will help increase their ability to penetrate into new areas. These ads are likely to be less effective than ads geared towards people who are already fans of a brand. However, the ads will be able to expand reach so even if there is loss of some effectiveness, it will still boost over all exposure and also increase the number of fans a Page does have.

Photo by: Max-B

Target An Audience That Matches A Specific Profile With Facebook’s Lookalike Audiences For Ads

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Bing Ads Coming to Facebook

5182163418_da1d8a30b4Facebook’s announcement of Graph Search was a large move for the industry. As Zuckerberg was announcing the new feature, Bing’s VP of Search, was also crafting a statement. He disclosed that Graph Search was collaboration between Facebook and Bing. We do know there is a partnership between the two handling the searches. If Facebook is unable to handle the request or if the query is for a web page, then Bing is the one handling the search results.

An interesting screenshot of the testing process was presented and in the upper left corner of the search is a search ad. The ad is labeled sponsored. Some pundits have been examining this screenshot and the supposed sponsored result for Bing’s involvement. The speculation is that Bing ads may soon find their way onto Facebook searches and possibly even into Facebook itself. If this does happen, then it is good news for the digital marketing agency. Bing can offer a good alternative to Google’s AdWords except it does not have the needed distribution. Some space on Facebook web pages would help resolve that dilemma and offer more advertising solutions for the digital marketing agency.

Are Bing Ads Coming to Facebook?

Photo by IvanWalsh.com

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Visual Becoming More and More Important

Pinterest

As if the Pinterest craze and revamped Facebook appearance did not already emphasize the need for a strong visual component in social media campaigns, there is new data that should push the trend. 45% of US consumers say they will purchase a new television within the year. More and more those televisions are going to be smart and connected to the internet. This increasing use of a non-traditional device to connect to social media will drive how ads are handled.

The social media agency needs to dust off the graphic making software and skillset. Hiring may need to be done or refresher courses on the newest software. The visual component of social advertising will become more important and the quality of what consumers expect will also increase. It is not just the proliferation of smart TVs driving this trend. As gaming consoles become more capable, then they are also connecting TVs. Blue Ray disc players are also often combined with an internet capability.

 

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Netflix Legislation Passes Through Senate

NetflixThe Netflix Legislation is a bill that amends the 1988 Video privacy protection Act, which made it illegal for a person’s video viewing habits to be shared. It was created after someone leaked the video rental history of Supreme Court nominee Robert Bork. The law had also been used to prevent sharing Netflix viewing records with Facebook. The law that recently passed through the Senate has already passed through the House of Representatives, so unless President Obama vetoes it, which is not expected, it will become law.

For the internet marketing agency this law will allow Facebook to accumulate more data about what people are viewing and how to best affect them. Knowing which movies and which genres a person prefers will help better target ads as well as create ads that are more effective. If, for example, someone has seen Die Hard five times, then an ad that references the movie will be more appealing to that person than to someone that has not seen the movie. While the Netflix data is not the comprehensive, every bit does help.

Senate Passes Netflix-Backed Revision Of Privacy Law, Paving Way For Facebook Sharing

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Twitter Promoted Tweets Expands Keyword Options

Along with a new tool to import keyword options from other platforms—think about Facebook and Google keywords here—Twitter is also expanding advertiser’s abilities to use keywords on Promoted Tweets. The digital marketing agency is already familiar with these new keyword matching options: exact match, phrase match, and keyword match.

Advertisers will also be able to specify negative keywords. Their ads will not appear near tweets involving those keywords. Twitter will also begin automatically matching ads to trending items. The example Twitter gives is news of a celebrity pregnancy. Brands that advertise for baby products will now automatically be entered into auctions for placement near those tweets. That new automatic function will need close monitoring by the digital marketing agency because the scenario outlined does not seem to be a particularly well functioning ROI placement and automatic entry will eat away at advertising budgets.

Twitter Expands Keyword Targeting Choices For Promoted Tweets

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Facebook’s Sponsored Stories Has Suspicious Likes

New research about Facebook’s Sponsored Stories, the ads that say X likes Y, has found some disturbing news. The investigation began when deceased people were appearing in newsfeeds as endorsing certain Pages. That problem was the result of users not being memorialized on the social network. But further research has found that some people are being presented as endorsers of brands they have not endorsed. When asked for comment Facebook is able to identify the exact moment the like was made, which leads to a further issue: mistaken likes. The problem seems particularly acute on mobile devices with small screens and where accidental touches are more likely.

The problem for the digital marketing agency is about credibility. Fortunately, the brands with mistaken likes that are most likely to be covered are large and carry some polarizing image with them, for example Wal-Mart. A mistaken like for a smaller firm is less likely to be noticed and even then less likely to become an issue. However, it remains something important the digital marketing agency ought to remain aware of and try to keep from happening. An easy way to prevent it is to post often enough that someone who mistakenly liked a Page would receive status updates and could then take action to unlike the Page.

Facebook Sponsored Stories Can Harbor Suspicious Likes

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Mobile Display Ads Are Worthwhile

More and more firms are experimenting with mobile display advertising. 2012 ad spending is projected to hit $1.8 billion, which is triple the amount spent in 2011. Despite metrics about impressions, there are still many who question whether or not it is worth money. The digital marketing agency can ease client fears by pointing them to a new eMarketer survey of brands that have spent money on mobile display ads.

55% of those brands report positive findings on their ads. 26% found the spending to be inconsistent, which is not necessarily a negative. Only 4% of those respondents had a negative experience with the advertising.

The digital marketing agency also needs to work on developing better tracking. Mobile users are known to use multiple screens within a single purchase decision and a better way to track these users would help advertisers make ads more effective. Better tracking might also turn some of the inconsistent results into consistently positive results.

Mobile Display Proves Its Worth

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