YouTube has changed its commercials so they are much more interactive — and actionable.
“A month after YouTube added interactive cards to its skippable TrueView ads, retail advertisers can now use those card overlays to include product information, images, and links to purchase a product on a brand’s site,” reports AdAge. “They can also use these ads to remarket to people who may have checked out a product on a brand’s site without checking out.”
True, Google (which owns YouTube) intends to equip its search ads with buy buttons. On YouTube, people won’t be able to buy an advertised product directly, but it will make the “path to purchase” shorter, according to YouTube’s senior product manager Lane Shackleton.
Posted in Announcements, Marketing Strategy, News, Platforms, Technology
Everyone now knows that Facebook is seeking to become a content hub — one that keeps members on site with things like “instant articles” that load without leaving Facebook’s site.
Now Facebook has “acqui-hired” Tugboat Yards, a supplier of the tools that allow web publishers to accept payments from their readers.
The news came via a recent blog post from Tugboat CEO and co-founder Andrew Anker, who both celebrated the Facebook hook-up and lamented the change wrought by an exclusive with Facebook.
Posted in Announcements, Mobile Social, News, Technology
AOL, AppNexus, Rocket Fuel, and xAd serve consumers ads all day long. But now they’re doing something else, too — something downright laudable.
These ad-tech companies have teamed up with Epsilon-owned Conversant to distribute emergency alert notifications to both desktop and mobile devices.
“I would look at this as an advancement in PSA campaigns,” said Jason Bier, chief privacy officer at Conversant, who helped spearhead the Federation for Internet Alerts initiative in 2013.
Posted in Announcements, News, Platforms, Smartphones, Technology
While “impressions” are the advertising watchword, they might not be the best way to gauge the effectiveness of online advertising.
Now media outlets are clamoring for better metrics, the newest of which is “the amount of time that a visitor is exposed to an advertisement,” according to Matthew Ingram in a recent Fortune story.
“The Financial Times (FT) is one of the media companies experimenting with this method, which it calls “cost per hour” or CPH advertising—as opposed to the traditional model that charges based on CPM, or cost per thousand impressions,” writes Ingram. “After doing a trial with a number of large brands such as BP and IBM since last fall, the FT says that it is now rolling out the cost-per-hour approach across the company.”
Posted in Announcements, Marketing Strategy, News, Platforms
The April 2015 Pixalate Global Seller Trust Index is just out and sovrn announced it again ranks as one of the safest platforms in the world.
This year sovrn came in at number six in a list of the top 10.
The Global Seller Trust Index is an important rating standard for programmatic advertising.
“sovrn’s rankings provide advertisers with specific measures on brand-safe supply enabling them to confidently engage with consumers on the sites they love,” according to a release from the company. “The company’s top three ranking in the technology category, a sector that is particularly difficult to find quality inventory, stands as testament to the value and engagement quality of independent sites.”
Posted in Marketing Strategy, Mobile Advertising, Technology
Search engines are increasingly getting serious about coughing up mobile-friendly results to users.
Now, on the heels of Google’s plan to up the mobile accessibility, Bing announced it is tagging results links with a “Mobile Friendly” icon.
“Mobile search continues to surge ahead and grow as a percentage of overall internet search queries,” Bing noted in a blog post. “In November 2014, we shared our plans to make significant investments towards understanding the mobile friendliness of web pages. Since then, we have been investigating various approaches that leverage mobile friendliness to deliver the best possible mobile search experience on Bing.”
Posted in Announcements, Mobile Devices, Mobile Search, News, Platforms
MediaBrix has taken its show on the road.
The company, known for delivering cross-platform ad campaigns that create emotional connections between brands and humans, has opened an office in the UK. Ryan Carter will serve as Managing Director, UK and head up the new digs in London.
“The move allows MediaBrix to continue bringing the highest standards of mobile brand advertising to a burgeoning market,” the company says. “With extensive sales experience in the mobile advertising space, Carter will help some of Europe’s top brands achieve a deeper emotional connection with their mobile audiences using the highly effective MediaBrix platform.”
Posted in Marketing Strategy, Mobile Advertising, Mobile Marketing, Technology