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No Content There is great writing. And there is content. And at this juncture in the internet’s evolution it seems very plain, Dear Online Reader, that you are mostly being served a tsunami of content — accelerated into your attention trough by click-dependent digital business models that require a steady stream of word fodder to engage eyeballs long enough to ambush them with ads… Read More

June 29th 2016 Marketing

Immediacy Advertsing: Twitter Now Lets Advertisers Target By Emoji

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Twitter has become the first social media platform that lets advertisers target by what emoji a user has tweeted. The idea is that emoji’s are indicators of emotion, or even more specifically wanted actions, which can be used by businesses to target their product marketing. For instance, a hot coffee emoji could spark a Twitter ad from Starbucks or a beer emoji might indicate that the tweeter wants to get a beer and a Twitter geo ad could then target the person from a craft brewery nearby.

It actually is a form of immediacy advertising (coined here), where a user is immediately targeted within seconds or minutes after expressing an interest in something while in casual conversation. Imagine if instead of Twitter this was an actual private conversation and you said, “Let’s grab a beer.” At that moment what if an advertisement appeared in an holographic image right in from of you and your friend? That’s what Twitter is doing on their platform, especially as it relates to emoji targeting.

Twitter noted that one month from today on July 17 is World Emoji Day which is happening because, hey–we use emojis every day, so why not celebrate them? Join the emoji celebration on Twitter at #WorldEmojiDay!

Twitter certainly sees the value of emoji marketing since over 110 billion emojis have been Tweeted since 2014.

Now, advertisers can target people who have recently Tweeted or engaged with Tweets featuring emojis with the help of select Twitter Official Partners: AdParlor, Amobee, HYFN, Perion, SocialCode, and 4C. This new feature uses emoji activity as a signal of a person’s mood or mindset — unlocking unique opportunities for marketers. Now, brands can:

  • Connect with people based on their expressed sentiment
  • Target people who Tweet food emojis
  • Reach people based on their passions

To get your emoji-targeting campaigns started, reach out to one of Twitter’s Official Partners.

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June 18th 2016 Marketing, Social Media, Twitter

New Facebook Features: Increase In-Store Business & Measure Results

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Facebook has announced new features that will help drive more business to brick & mortar store locations while accurately measuring a businesses Facebook mobile ad campaigns contribution in doing this. New Local Awareness Ads are designed for the small business with a single store all the way to enterprise corporations with thousands of locations.

This is the holy grail for convincing brick and mortar advertisers that Facebook is an effective platform to drive in-store business, assuming the data shows their advertising working. It could also be Facebook’s achilles hill if advertisers discover that their ads aren’t driving business.

The new features announced by Facebook today turn the giant social media site into a direct lead to conversion platform with the metrics informing businesses if they can capitalize on where 90% of retails purchases still happen… in physical stores.

Facebook is launching a native store locator that helps users find and get directions to the nearest store right within a Facebook ad. The ads will offer call-to-action such as “Get Directions” designed to help drive new business. Facebook notes that last year they launched a tool that now integrates with this new feature enabling businesses with many locations to create ads dynamically within one ad campaign.

From Facebook:

Store locators on a business’s website can be frustrating for people on mobile, requiring several taps or typing a postal code into a small form. The new store locator removes that friction to help people on mobile find business locations quickly and easily.

The store locator shows a map of all the locations a business has nearby. People can click on the map in the ad to see information about nearby locations. Without leaving the ad or app, they can view the address, hours, phone number, website and estimated travel time for each store.

The store locator can be added to any local awareness ad and is tools businesses can connect their data to include IBM, Index, Invoca, Lightspeed, LiveRamp, Marketo and Square or with Facebook directly.

This data will allow advertisers to see the real-time effectiveness of their Facebook ads to see if they are driving business as projected, what the demographics of in-store purchasers are that come to their stores via a Facebook ad are and enable them to adjust and test their ads to make them more effective.

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June 15th 2016 Facebook, Marketing, Social Media

Dark Social Sharing Is Out Of Control!

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Global Dark Social sharing is now 84% of all consumer sharing of publisher and marketer content according to a new study by RadiumOne. Dark Social activity is considered to be sharing of content via private channels such as email or messaging.

According to the study, Dark Social shares as a percent of on-site shares rose from 69% to 84% globally since December 2014 when RadiumOne released its original Dark Social report. Dark Social shares happen mostly on mobile devices which makes sense since that’s where most messaging happens. Clickbacks of Dark Social shares come 62% from mobile and 38% from desktop computers. In December 2014 Mobile accounted for 53% of clickbacks, following the overall trend of increased internet activity via mobile devices.

The study notes that that it is worth taking the effort to convert Dark Social activity into a marketing opportunity. RadiumOne provided an example of a luxury retailer that captured Dark Social activity on website and then used that data to inform paid media and, “As a result, the retailer tripled its site traffic and beat its CPA goal by 71%.” RadiumOne offers sharing software which helps capture the Dark Social marketing opportunities.

The Dark Social study offers this advice on how to convert Dark Social activity into a marketing opportunity:

With the right software can gather and activate Dark Social data on your behalf, every time visitors to your owned media assets share your content or links into private messages. These tools also ensure that your Dark Social data is rich with intent by capturing information about how audiences respond to the content that has been shared with them.

In addition, since Dark Social shares are personalized to the recipient, Dark Social data provides an accurate representation of consumers’ interests and intent, and the ability to target a highly qualified and intimate network of connections. This representation makes it worthwhile to harness Dark Social on owned and earned media because it can be used together with data-driven media buying to capture the attention of consumers at just the right moment in their increasingly complex consumer journeys.

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June 11th 2016 Marketing, Mobile, Social Media

PwC: Internet Advertising To Overtake TV Advertising

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PwC released their annual Global Entertainment and Media Outlook report, predicting that internet advertising will overtake broadcast advertising by next year. PwC’s report forecasts media and entertainment industry revenue and ad spending over the next 5 years.

By 2020 total spending on internet advertising is expected to be $93.5 billion while TV ad revenue is projected at $81.7 billion. Overall entertainment and media spending will be $603 billion in 2015 and reach $720 billion by 2020. The U.S. will continue to lead the world’s in internet advertising market. By 2020 the U.S. will receive $93.5 billion in internet ad revenue and China will be a distant second with $44.6 billion spent.

The PwC study also looked at the changing media landscape, asking, “Can anyone be a media company?”

According to the US entertainment and media outlook: 2016-2020, the next five years will hold major changes for how people watch TV and video.

As consumer wants and expectations continue to change, so too does the TV and video industry. Today’s and tomorrow’s definition of what it means to be a “media company” will continue to evolve, as companies — not just entertainment and media companies — invest in content and direct customer media relationships. We will continue to see a rapid increase in new entrants and competitors in the space as subscriber-based businesses continue to consolidate. Operators are also attempting to target cord-cutters and cord-nevers by marketing their OTT streaming and download services–two areas that will represent tremendous growth potential for this industry’s foreseeable future.

OTT (Over the top) streaming subscription video on demand revenue is expected to go from $6.4 billion in 2015 to $10.4 billion by 2020.

Also of note is the rise of mobile which the PwC report predicting that mobile will go from 35% of total advertising revenue in 2015 to 49% by 2020:

US internet advertising revenue will continue to surge forward, with mobile seeing the most rapid growth–all forms of mobile advertising will continue to grow in the coming years. One key driver is the shift in search from laptops to mobiles, with mobile paid search internet advertising having seen tremendous recent growth.

The report also looked at the music industry and predicts that music will continue to see major evolution. By 2020 digital music streaming will dominate:

While the music industry’s first stage of digital transition saw downloads overtake physical formats in terms of retail sales and revenue, the current stage has consumers moving away from ownership towards access. Subscription music services will soon be the primary form of paid content in revenue terms.

The PwC study also looked at the movie industry and noted that for the first time electronic home video revenue eclipsed the movie box office in 2015. Home revenue was $11 billion while theater box office revenue generated $10 billion. PwC is also predicting that the US will lose its top market position to China in 2017.

Looking at the video game market, PwC expects the video game industry to thrive over the next 5 years.

The post PwC: Internet Advertising To Overtake TV Advertising appeared first on WebProNews.

June 9th 2016 Marketing

Nissan UK: 6% Adwords Conversion Rate Of Showroom Visits From Mobile Clicks

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Marc Palmer, Marketing Communications Manager of Nissan UK, recently spoke in an Adwords promotional video for Google on the effectiveness of using Google Adwords for Nissan. “When you get your first car, suddenly, there’s that little bubble that you live in, where you can do whatever you like,” Palmer said. “I got this little old car: the top half was brown and the bottom half was gold! But what it meant was you could then start to just do things on your own. So there’s a sense of freedom.”

“Buying a new car is one of the more important decisions,” Palmer stated. “There’s this whole piece of discovery. At the start of their car-buying journey, they go to search. People turn up to the dealership pretty much in mind the car they want to buy.”

Puneet Vaghela, Search Account Director of Manning Gottlieb OMD, commented, “What AdWords is enabling us to do is fight the fight in the right place. We’re able to map buyer journeys.” “And that’s when the dealer has the ability to really make it brilliant,” said Palmer. “Now we’re able to find out that somebody searched for us and then they went and bought a car. That’s kind of getting close to the Holy Grail.”

“We know that people have a lot more confidence now in online research, but the main reason they still are going to dealers is for that personal aspect,” commented Vaghela. “It’s all about finding people and reaching them in their moments of intent.”

Vaghela added, “On mobile, we’ve seen 6.04% conversion rate store visits from search clicks and an estimated ROI of 25 pounds. When we actually go into AdWords, we can go all the way down to keyword level, which kind of keywords are actually driving people into dealerships from our search activity.”

“Customers do so much before they come to the dealership,” according to Rachael Gregory, Retail Marketing Manager of Nissan UK. “It’s really important that once they get here, we give them exactly what they need.”

“For the first time, really, this has given us a tangible connection between online and offline,” stated Vaghela.

Check out the Nissan UK video promo they did for Google Adwords below:

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June 8th 2016 AdWords, Google, Marketing

How ’3 Day Blinds’ Drives Phone Calls With Google Adwords

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Adele Nasr, Director of Marketing at 3 Day Blinds recently did a promotional video with the Google Adwords team to illustrate how they effectively drove phone leads using Adwords.

What’s interesting is that the company is driving phone calls rather than clicks which are in turn driving in-home appointments which deliver huge sales.

“In the past we were never able to be in front of the consumer when they were actively searching for us,” Nasr said. “With Adwords we now have access to more products that funnel people to the phone.”

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“Callers from paid search go into a priority 1 queue because they have higher intent and they’re a little more informed,” Nasr said. “The call center is really able to accommodate each of the calls to match the product the consumer is interested in.

Dan Williams, Chief Revenue Officer of 3 Day Blinds commented on why they use Google Adwords, “Google allowed us to use online solutions to build an offline relationship. Using mobile search to generate phone calls is specifically very important. More often than not the customer has questions that need to be answered and it just can’t be done online.”

Paid search phone calls accounted for 50% of 3 Day Blinds appointment volume according to Nasr. “Our call center is going to continue to grow and allow us to expand into markets that we have never been in, Nasr stated. “I don’t believe any company can do marketing without Google as part of the business.”

Check out the full video talk below:

The post How ’3 Day Blinds’ Drives Phone Calls With Google Adwords appeared first on WebProNews.

June 8th 2016 AdWords, Google, Marketing, Search

Study: Media Companies See 42% Facebook ‘Reach’ Drop

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According to a study by SocialFlow, publishers and other media companies are seeing a 42% drop in Reach per post on Facebook. ‘Reach’ includes any activity on your posts including sharing, liking and commenting.

SocialFlow kept hearing from their clients about Reach declining on Facebook since Facebook launched its new News Feed algorithm earlier this year. Their study looked at 3,000 publisher/media companies’ Facebook pages and the reach of posts over the last year.

Jim Anderson, CEO of SocialFlow, discussed their new discoveries in a Live Facebook chat:

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Anderson stated, “Starting in February we saw the Reach sort of dip and then plateau and its been relatively flat since that time. That correlates annotations that you have heard from people anecdotally that their Reach was not what it had been before.

If you really want to understand what’s going on you’ve got to say well that was the Reach we got, 42 billion back in January, but how many posts did it actually take to get that reach? What’s the oomph for each post that you get? You see the data (below), this is the number of social posts over time:

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If you take Reach and divide by the number of posts you get a Reach per Post metric. How many posts did it take to get you that reach? That’s what the slide below is showing:

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Per Anderson in the video, “What we see is that back in January post were getting on average a 120,000 Reach and now we are down to around 70,000 in just the span of about 5 months. That’s a 42% drop in Reach! This is evidence in part of Facebook’s algorithmic changes.”

Is there anything publishers can do to improve their Reach on Facebook?

Anderson offered this advice: “What you want to do is some experimentation with the types of content, your posting frequency, live video, video in general and are you too heavy with images. Facebook algorithms are constantly being adjusted and what performs well with your audience as a media company are going to have to be determined.”

Watch the full video here:

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June 7th 2016 Facebook, Marketing, Social Media

ComScore Study – Marketing Power Of Podcasts Is Huge

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A ComScore study focusing on podcasting proved to be good news for podcasters and advertising seeking to reach hard-to-reach audiences. In their study commissioned by Wondery, nearly on in five Americans aged 18-49 report listening to podcasts at least once a month, while nearly one in three men 18-34 do so.

Compared to the average consumer, podcast listeners are more likely to have:

  • a college or higher education
  • $100k+ household income
  • be early adopters in multiple categories including movies, electronics and CPG.

Hernan Lopez, Founder & CEO of Wondery commented, “Are you listening? Your hardest-to-reach consumers are.” Wondery has a reason to be excited about these results considering that it is a company focused on creating and curating podcasts and then integrating brands into the mix. Podcasts have often been a hard sell for marketers because they don’t typically generate a huge amount of direct response to offers. It’s much more of a brand play in my opinion.

According to ComScore, one in three podcast listeners expect to increase their podcast consumption over the next six months, following a similar increase in their behavior in the past six months.

Podcasts can be a very effective platform for marketing according to ComScore. The study reports that two-thirds of podcast listeners have engaged in various research and/or purchase related behaviors as a result of advertising exposure from podcasts. Among all forms of advertising on mobile devices, podcasts create the highest improvement in perception. And among all forms of digital advertising, podcast ads are considered the least intrusive.

“It’s clear that we’re in the midst of a new podcasting boom, spurred in large part by improved accessibility via mobile and a tidal wave of rich and compelling content,” said Andrew Lipsman, VP of Marketing & Insights, comScore. “This research provides strong evidence for why this sector is very attractive for advertisers. Not only do podcasts over-index on reaching some of the most valuable and hardest-to-reach audiences, but they also put consumers in a mindset that’s favorable to ad receptivity.”

“In a world of clutter, attention deficit and elusive audiences the work Wondery is doing adds another valuable string to our bow,” said Nick Emery, Global CEO of Mindshare.

“This study underscores the power of the podcast as a vital digital platform for brand advertising,” said Randall Rothenberg, President and CEO, IAB. “We saw marketers and media buyers come out in strong numbers for first IAB Podcast Upfront Showcase. Now, with research showing the medium’s reach and resonance, we anticipate an even bigger turnout for the event later this year.”

“When we hear ‘podcast listeners’ we think of early adopters, passionate consumers, dedicated to deep cultural content; Wondery’s study confirms this view”, added Jim Elms, Global CEO, Initiative Media.

The study also asked about a listeners emotions before and after listening to podcasts. Many said they felt more “connected, intelligent and energized” after listening. The ComScore study was commissioned between March and April of 2016 among over 2,000 respondents in the US aged 18-49.

A study by Nielsen Scarborough released May 23, 2016 also found that podcasting consumption is on the rise. The study reported that the number of adults 18 and older listening to a podcast during the past month has doubled over the previous five years. Five years seems like a long time to only see doubling, but at least it’s not declining.

The Nielsen Scarborough study found that:

  • Podcast listeners are equally male and female
  • The majority (70%) are between the ages of 18-44
  • They are 39% more likely to be single
  • 44% more likely to be a college graduate
  • 33% more likely to be employed in a white collar occupation
  • Have an average household income of $83,700 exceeding the national average by about $12,000

Nielsen stats indicate that they could be good targets for marketers:

With higher average incomes than the general population, podcast listeners are particularly interested in investments and wealth management. More than 65% of podcast listeners have some type of investment, with nearly half participating in a 401K plan. In addition, podcast listeners are 25% more likely to have stocks, 105% more likely to engage in online investing/stock trading and 15% more likely to use a financial planner.

And while podcast listeners are serious about their finances, they are equally serious about giving back to their communities with three-quarters having contributed money to a cause during the past year. Their contributions focus on areas they are passionate about and where they can make an impact on society. These causes’ include education, social programs and arts and culture.

They also are very active:

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June 7th 2016 Marketing

Spotify Will Now Let Brands Sponsor the Most Popular Playlists

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Remember the old days when you'd give a girl or guy a playlist in the hopes of winning them over? Now, Spotify is letting brands try the same trick.

Spotify has begun letting brands sponsor the most popular playlists curated by the music streaming service, offering advertisers a way to match music with a message. Sponsored Playlists, as they're called, match a marketer with a playlist that lines up with a certain audience they have in mind based on campaign objectives. In a blog post today announcing the new offering, Spotify said it will work with advertisers to drive streams to a playlist during the sponsorship through native promotion, brand marketing and social media.

"Think content plus context; the right message in the right moment," according to a blog post published today by Spotify. "Cardio or Power Workout are perfect for a footwear brand expanding from lifestyle shoes to workout sneakers. A QSR adding breakfast to the menu? How about Morning Commute? An entertainment company with a summer blockbuster teeny-bopper flick? Teen Party, of course. You get the idea."

Spotify will also have in-playlist media packages that include native logo placement, ownership of the first ad break and 100 percent display share of voice (SOV). Sponsored Playlists will only be featured on the free version of the platform.

Many of Spotify's more than 400 internally curated playlists already have massive listener bases. For example, the Today's Top Hits playlist has 8 million followers, Rap Caviar has 3 million, ElectroNOW has 2.5 million and Hot Country has 2.4 million. (Just yesterday, Spotify announced that its Discover Weekly playlist is streamed by 40 million users.)

Brands including Kia, McDonald's and Target have already begun buying sponsorships during a beta testing. Spotify said Kia—which sponsored New Music Friday to promote the Kia Sportage—used its week to gain a click-through rate that doubled the overall campaign benchmark.

Here's a video explaining how the playlists will work:

May 27th 2016 Marketing, Technology