Gap Found Between Customer Expectations And Reality 04/26/2017
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Mobile To Give Live Streaming, Video Targeting A Boost 02/08/2017


Video will have the highest growth rate of any mobile application, representing 78% of all mobile traffic, while live video will represent 5% of total mobile video traffic by 2021, according to
Cisco data released this week.

The findings in Cisco’s 11th annual Visual Networking Index (VNI) Global Mobile Data Traffic Forecast (2016 to
2021)
suggests that by 2021, more members of the global population will use mobile phones — 5.5 billion — than have bank accounts at 5.4 billion, running water at 5.3 billion or landlines at 2.9
billion.

In fact, mobile will represent 20% of the total IP traffic globally, up from 8% in 2016.

Sensors and triggers will support ad targeting with machine-to-machine (M2M)
connections and the growth of Internet-connected devices representing 29% or 3.3 billion of total mobile connections, up from 5% or 780 million in 2016.

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Live streams and mobile video makes the
connection with other media such as television more compelling. Since mobile is location-sensitive, advertisers are learning that combining the small screen with larger screens to target specific
messages provides a higher return on ad spend.

“We’re currently seeing lots of cross-platform campaigns where TV delivers the branding part of the campaign, with follow-up on mobile,
driving a call to action,” according to the recently published report.

Mobile could become the catalyst to increase linear TV ad spend based on behavior. Videology has seen a 273% increase in
spending on linear TV advertising campaigns and an 840% increase in the number of linear TV impressions available to be bought and sold programmatically.

In December 2016, Videology reported
survey results where agency advertisers cited behavioral-based targeting such as lifestyles and preferences as one of the most popular methods of targeting — used by 67% –to reach consumers when
running digital video campaigns.

While the advertising market for live streaming remains nascent, Landin King, communications lead at Videology, explains in an email that marketers can apply
first-party data to running ads in mobile video. “For instance, if someone was watching a CNN clip on their mobile phone and an ad came up— data about the viewer would be used to inform what
kind of ad was shown,” he wrote.

The data also tie mobile video ads to TV ads and vice versa, which is done through an integration with Nielsen, he explains.





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Gap Found Between Customer Expectations And Reality 04/26/2017
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Lotame Releases Onboarding For People-Based Ad Targeting 03/15/2017


Lotame will announce Wednesday the general availability of Lotame Onboarding, a people-based marketing service supported by LiveRamp.

The service aims to support brands and agencies like
IMGE, which has been working to integrate the process into its ad-targeting strategy.

Taking offline data and bringing it online for attribution or targeting has become important to IMGE’s
clients, said Matt Capristo, director of online advertising at the four-year-old digital advertising agency, which works mostly with political campaigns and corporate advocacy groups.

Onboarding, a process of taking offline data to use for online ad targeting, has picked up steam in the past three to four years, Capristo said. “The prior process was disjointed,”  he said.
“We had to send the file to LiveRamp, which sent it to another DMP and sent it to the buying platform.”

Success will mean cutting latency from the process and that even could mean shaving five
days off the 10-day process it takes today to prepare for a campaign, he said.

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The development of the product took about two months to complete. It required bringing “quite a bit of LiveRamp
data” into our system, said Laura Lewellyn, senior director of market innovation at Lotame.

Lotame provides a format. Advertisers upload the file through a secure site. LiveRamp, which uses
something called “identify link IDs,” uses the personally identifiable information to target ads and content.

Using the identify link IDs, Lotame links the cookies and the device-level data to
make it available to marketers. 





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Amazon Product Targeting for Sponsored Ads & This Week’s Digital Marketing News [PODCAST]
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Amazon Product Targeting for Sponsored Ads & This Week’s Digital Marketing News [PODCAST]


On this week’s episode of Marketing O’Clock, hosts Jess Budde, Greg Finn, and Christine “Shep” Zirnheld talk about Amazon’s product targeting, the delayed rollout of Google Partners’ changes, and new Pinterest ecommerce features.

Plus, why the gas station is the best place to shop for perishables and how to turn proving you’re not a bot into a fun puzzle game.

This biggest news of the week:

Amazon’s new targeting option

The retailer now allows advertisers to run ads on product or category pages that are similar or complementary to the products they sell.

Google postpones rollout of new Partner requirements

Due to the uncertainty surrounding the global pandemic, Google announced they would not enforce the upcoming Partner Program changes until 2021.

New conversion options in Microsoft Advertising

The platform now allows advertisers to track include in conversions and view-through conversions, which already exist in Google Ads.

Pinterest allows users to filter by shoppable pins

The new feature makes it easy for people to find in-stock inventory of home decor and fashion products.

Featured snippets appearing below position one

The SEO community has seen featured snippets below the top spot over the past week.

Then, Michael Fleming shares an all-too-relatable Take of the Week:

We answer your burning digital marketing questions during our lightning round segment:

  • Who is surprisingly upset about Google’s ban on Coronavirus-related ads?
  • What is Facebook doing to help small businesses impacted by COVID-19?
  • When will Google Ads sunset the Adwords API V1?
  • Where will the next U.S. outbreak of COVID-19 occur? How Facebook is helping authorities prepare.
  • Why is Chrome delaying labels for SameSite Cookies?
  • How can you toggle between chart styles for Google Ads performance data?

If you enjoyed the show, head over to the Marketing O’Clock website to see the show notes and subscribe wherever you consume your podcasts!

Thank you to our sponsors!

  • Ahrefs – An all-in-one SEO toolset that gives you the tools you need to rank your website in Google and get tons of search traffic.
  • Opteo – Helps Google Ads managers automate time-consuming manual tasks so they can spend more time on high-level strategy and creative work.

Image Credits

Featured Image: Samantha Hanson, Cypress North





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