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Amazon Takes Search Budgets From Google, Bing, Yahoo, Data Suggests - MediaPost

Amazon Takes Search Budgets From Google, Bing, Yahoo, Data Suggests - MediaPost | The MarTech Digest | Scoop.it
Marketers spent a whopping 77% more during the first quarter of 2019 on Amazon Sponsored Brands ads, formerly known as Headline Search Ads, while Amazon Sponsored Products grew 19% year-on-year in the quarter, according to recent data

Text ads are down, but Google Shopping continues to drive the search engine’s advertising growth. Spend on the format rose 41% year-on-year (YoY), compared with the 12% decline for text ads.
CYDigital's insight:

Chinks in the armor.

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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CYDigital's curator insight, June 10, 8:58 PM

Search and social advertising can be toppled when offerings are more timely and relevant. CYDigital is following this path.

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy

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Search Advertising Enters 2018 On The Cusp Of A Renaissance - Forrester

Search Advertising Enters 2018 On The Cusp Of A Renaissance - Forrester | The MarTech Digest | Scoop.it
Search is poised to experience a late-stage renaissance as several shifts in the digital media landscape push marketers toward search advertising.

1) Privacy restrictions will nudge marketers toward search. 
2) Brand safety concerns are making search look more attractive. 
3) eCommerce’s emergence as an advertising channel will benefit search. 
4) Voice is gaining popularity and is well-aligned with search. 
CYDigital's insight:

Search Advertising Enters 2018 On The Cusp Of A Renaissance - Forrester

 

It's possible, but I tend to think that blind outbound efforts will continue to dissipate.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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B2B Ad Spending to Grow 13% in 2018 - eMarketer

B2B Ad Spending to Grow 13% in 2018 - eMarketer | The MarTech Digest | Scoop.it
eMarketer estimates that US business-to-business (B2B) advertisers will spend $4.07 billion on digital advertising in 2017. The B2B digital ad market is growing steadily, and in 2018 it will jump 13% to reach $4.60 billion.
CYDigital's insight:

B2B Ad Spending to Grow 13% in 2018 - eMarketer

 

Driven by social no doubt.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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The Comprehensive Guide to Online Advertising Costs | WordStream

The Comprehensive Guide to Online Advertising Costs | WordStream | The MarTech Digest | Scoop.it

"Here’s a quick summary of our guide to online advertising costs:

 

  • The average cost of an advertisement on Google AdWords is $2.32 per click on the search network. The average cost per click of an ad on the Display Network is under $0.58.
  • The average cost per action (CPA) in a Google advertising search campaign is $59.18.
  • The most expensive keywords in AdWords advertising and Bing Ads cost $50 or more per click. These are generally highly competitive keywords in industries that have high customer lifetime values, like law and insurance.
  • The average small business using AdWords spends between $9,000 and $10,000 per month on their online advertising campaigns. That's $100,000 to $120,000 per year.
  • The average cost per click of an online Facebook ad is $1.72. The average cost per action on Facebook Ads is $18.68.
  • The typical CPM on Facebook Ads is around $10.
  • The typical CPM for an Instagram ad is closer to $5, but Instagram ad costs are rising as the platforms gains in popularity."
CYDigital's insight:

If you are considering online advertising, this is a must-read and must-bookmark.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Ad Spend Calculator | HubSpot

Ad Spend Calculator | HubSpot | The MarTech Digest | Scoop.it
Stuck trying to plan your ads budget? Use this data driven advertising ROI calculator to focus your strategy on driving profit.
CYDigital's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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What are Creative Management Platforms (CMPs) and Dynamic Creative Optimization (DCO)? - Marketing Land

What are Creative Management Platforms (CMPs) and Dynamic Creative Optimization (DCO)? - Marketing Land | The MarTech Digest | Scoop.it
In DCO, a variety of ad components — such as main body backgrounds, main images, overlay text, and so on — are dynamically assembled when they are served, according to the particular needs of the impression. Vendors include Adacado, Admotion, Adobe, Celtra and Sizmek.

While DCOs can assemble versions that are built on the fly, its sibling, CMP, offers a computer-aided tool so creative staff can prebuild lots of ads for specific segments.
CYDigital's insight:

By persona?

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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SiriusDecisions Summit 2016 Highlights: Digital Advertising – B-to-B’s Shiny New Object? | SiriusDecisions

SiriusDecisions Summit 2016 Highlights: Digital Advertising – B-to-B’s Shiny New Object? | SiriusDecisions | The MarTech Digest | Scoop.it
B-to-b marketers are most confident in the demand creation capabilities of:

  • Paid search. It’s not surprising that over 95 percent of respondents use Google, but close to 5 percent of respondents have also started using global search engines (e.g. Baidu, Naver, Yandex) to reach untapped markets. 
  • Display. Most b-to-b marketers are buying display ads directly, but more than 50 percent are also using ad networks. In fact, many larger organizations working with an agency partner are purchasing ads programmatically through ad exchanges or supply-side platforms.
  • Paid social. Facebook is king, with LinkedIn and Twitter in second and third place, but advertising on YouTube isn’t far behind. A growing number of marketers are also taking advantage of smaller, niche social spaces in an effort to reach customers wherever they are (e.g. Reddit).
CYDigital's insight:

Display ads? Whaaaaaaaat? Maybe as a part of retargeting.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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The writing is on the wall for the ad-supported Web: It's the end of the line | VentureBeat

The writing is on the wall for the ad-supported Web: It's the end of the line | VentureBeat | The MarTech Digest | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. 

CYDigital's insight:

The impact? Death to retargeting. Adjust accordingly!!

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The New Advertising Landscape [Infographic] - B2B Infographic

The New Advertising Landscape [Infographic] - B2B Infographic | The MarTech Digest | Scoop.it
The New Advertising Landscape [Infographic]


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Marco Favero's curator insight, November 24, 2014 5:54 AM

aggiungi la tua intuizione ...

James Muskett's curator insight, December 10, 2014 12:03 AM

Some enlightening statistics around ROI on mobile advertising.

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Top 100 B2B Advertisers Spending Trends, by Medium - Marketing Charts

Top 100 B2B Advertisers Spending Trends, by Medium - Marketing Charts | The MarTech Digest | Scoop.it

Ad spending by the 100 largest B2B advertisers grew by 3.4% year-over-year in 2013 to an estimated $4.9 billion, according to Ad Age DataCenter’s analysis of Kantar Media measured media spending data. Broadcast and cable TV combined to account for a leading 56% of that spending, up by 3% from 2012. Not surprisingly, spending on internet display ads grew most quickly, by 25.3%. The only other medium to see an increase among the top 100 was outdoor (+2.4%), with magazine spending relatively flat (-0.3%), newspaper spend down by 9.4% and radio spend declining by 13.7%. Meanwhile, spending by B2B advertisers outside the top 100 dipped by 0.5% to $10.2 billion.

 

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CYDigital's insight:

B2B folks...

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Sequencing Ads More Effective Than Call-to-Action Messages [Study] - ClickZ

Sequencing Ads More Effective Than Call-to-Action Messages [Study] - ClickZ | The MarTech Digest | Scoop.it

Digest...


A joint study by Facebook, Adaptly, and Refinery29 shows that sequencing ads result in more conversions than call-to-action (CTA) messages.

 

The study reveals that sequencing ads engage consumers more effectively than sustained call-to-action (CTA) messages. When personalized, sequencing ads, which were delivered during the research period of May 2014, increased overall view-throughs by 87 percent, and conversions by 56 percent.

 

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CYDigital's insight:

Does this apply to B2B? You bet!:

  1. Social advertising sequencing
  2. Email marketing sequencing
  3. Content sequencing
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Desktop Search to Decline $1.4 Billion as Google Users Shift to Mobile - eMarketer | #TheMarketingTechAlert

Desktop Search to Decline $1.4 Billion as Google Users Shift to Mobile - eMarketer | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
This year, desktop search ad spending is poised for a $1.4 billion drop while mobile search increases significantly. Google will have a notable influence on this shift, as desktop’s share of the company’s search revenues will decrease from 76.4% in 2013 to 66.3% in 2014.


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CYDigital's insight:

I scooped this to show you the video line items: huge growth.

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The Lie of B2B Brand Advertising by @wittlake — B2B Digital Marketing | #TheMarketingTechAlert

The Lie of B2B Brand Advertising by @wittlake — B2B Digital Marketing | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

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CYDigital's insight:

Think of the math: it's been proven that you need to repeat the message at least 7 times before it resonates with the listener. That's 7 x every person in your market...if you can reach every person in your market. It's a folly to consider this as a strategy: the data just doesn't play out.

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ABM: B-to-b digital ad revenue up 25% in first half | Media Business| #TheMarketingAutomationAlert

ABM: B-to-b digital ad revenue up 25% in first half | Media Business| #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Basic/ Excerpt...


Event revenue, reported to ABM by the Center for Exhibition Industry Research, rose 2.7% to $5.87 billion in the first half of 2013 compared with the year-earlier period. Business information and data revenue for b-to-b media companies grew 7.1% to $1.31 billion in the first six months of the year, according to information provided by consulting firm Outsell, supplemented by publicly available data and ABM estimates.  Print advertising revenue continued to decline, falling 4.3% in the first half of the year compared with the year-earlier period.

 

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CYDigital's insight:

Stunned by the amount of growth, and tend to think that this will only increase as paid social will replace free social.

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How B2B Advertisers Can Win on Facebook, Just Like Salesforce - Search Engine Watch | #TheMarketingAutomationAlert

How B2B Advertisers Can Win on Facebook, Just Like Salesforce - Search Engine Watch | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
While many B2Bs focus on Facebook for organic interaction with customers, B2Cs often look to advertising on Facebook to drive sales.


Digest...


Morud followed up with the following tips for B2Bs:

  • Mine "interest" targeting for job titles, for example, "logistics specialist," "restaurant owner," "cardiac surgeon," "hardware engineer" and "manufacturing specialists"
  • Create a custom audience. Have an email list that has never converted? Create a Facebook custom audience in "Power Editor."
  • Use category and partner targeting. We love using category target, for example, "small business owner," or partner target, for example, "international business traveler," as qualifiers to our interest segments.

"Smart, focused Facebook targeting is the foundation of your success," Morud said.  Morud said don’t forget to customize the landing pages you drive Facebook users to, as well.

CYDigital's insight:

The key phrase: B2B Advertisers. The key answer: test. SFDC has more budget than you can fathom, so the rest of us puny humans, TEST.


  • See the article at from searchenginewatch.com
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us


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Why Most B2B Advertising Doesn't Matter (And Steps To Fix It) - B2B Digital Net | #TheMarketingAutomationAlert

Why Most B2B Advertising Doesn't Matter (And Steps To Fix It) - B2B Digital Net | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
You agonize over the details of your marketing, yet your audience cares about it less every day. The problem? Marketing teams approach it wrong.


Digest...


Meanwhile, your audience runs by. Your ad briefly passes through their peripheral vision. It doesn’t matter anymore what you think. All of this was for them, not for you.

  • Did it capture their attention?
  • Did it draw them in?
  • Did it make an impression?
  • Or did it just pass by, part of the ambient busyness they filter out every day?

 

Solution:

 

1. Get attention
Without a brief moment of attention, nothing else matters. Your audience has no intention of giving you their attention, you must earn it with everything from design to headlines.

 

2. Agonize over the first impression
If they see it for 2/10ths of a second, what are they left with? Do you hold their attention, or is it gone?

 

3. Then perfect your delivery
If you don’t already have their attention, you will not be seen. And marketing that is never seen is like the proverbial tree falling in the forest.

CYDigital's insight:

Forget the notion of breathing life into B2B advertising: that ship has sailed. But take note of these three points as they are applicable to anything produced by the team.


  • See the article at from b2bdigital.net
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sam centamore's curator insight, December 10, 2014 1:57 PM

This article stresses the fact that people will not take any additional time out of their lives to try to decipher what your advertisement is trying to say.  If it has to be explained to the audience then it has missed its point.  While creating an ad it is important to immediately capture the audiences attention and make sure they understand the ad. 

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Infographic: 6 Things You Should Know About Mobile Video Advertising | Reputation Capital | #TheMarketingAutomationAlert

Infographic: 6 Things You Should Know About Mobile Video Advertising | Reputation Capital | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Check out this infographic from the team at Vungle to find out what you don't know -- but should -- about mobile video advertising.
CYDigital's insight:

Yes, it is B2C oriented, but there's value in the stats that may lead us to think that perhaps we should consider this as a part of the inbound strategy.


  • See the article at from repcapitalmedia.com
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AdSpruce's curator insight, August 28, 2014 5:31 AM

A really witty look at how video advertising on the mobile web is taking over. Especially intersting for publishers who have CPC or CPV ads on their sites.

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B2B Marketers Expect a Bump in Ad Budgets in the Next Year - eMarketer | #TheMarketingAutomationAlert

B2B Marketers Expect a Bump in Ad Budgets in the Next Year - eMarketer | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
A majority of US B2B marketers reported that their advertising budgets had remained the same or increased over the past year.
CYDigital's insight:

Ad budgets? Why?


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Which Social Channels are Effective For B2B Advertising? - Leadformix

Which Social Channels are Effective For B2B Advertising? - Leadformix | The MarTech Digest | Scoop.it
Social media advertising is one way to engage with prospects. LeadFormix help select the social channels advertisers should consider in their advertising mix.


Condensed...


Here is our pick of the social channels B2B advertisers should consider in their advertising mix:

  1. LinkedIn: With 200 million users in over 200 countries, LinkedIn is a powerhouse for B2B advertisers. Its ability to target niche professional groups, who actively maintain their profiles and its granular targeting options make it an excellent advertising and lead generation platform. Companies can track conversations and identify warm prospects that are discussing a potential purchase related to their line of business.
  2. Facebook: The reach of Facebook is phenomenal. It has 1.11 billion users, 50% of whom log in at least once a day. Facebook’s ad platform is a low-cost opportunity for B2B companies to advertise their brand and products. Facebook ads can take the form of display ads, sponsored stories, promoted posts or sponsored apps. Companies can target their ads by geography, age, gender or most valuably by interests.
  3. Twitter: A recent study found that Twitter users visit B2B tech brand sites at a higher rate (59%) compared to average Internet users (40%) and that their conversion rate is higher. Also B2B brands who invested in Twitter ads saw an average of $14 CPL (cost-per-lead) for quality conversions.
CYDigital's insight:

We're not on the same page:

1) LinkedIn: Yes.

2) Facebook: No

3) Twitter: Yes, especially to take advantage of their new Lead Generation cards.


Our advice: stick with LinkedIn and Twitter's new program. Get that down, then look to other programs. And search under our Filter for social advertising for more information.


  • See the article at www.leadformix.com
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Creating an Ad Optimization Roadmap - Search Engine Watch

Creating an Ad Optimization Roadmap - Search Engine Watch | The MarTech Digest | Scoop.it

Key excerpt...


While the ultimate framework that you use may be different from this based on your industry, seasonality, account volume, or sales cycle, the bottom line is that the process should be a systematic one that is followed as religiously as regular reporting activities.

Daily Activities

  • Refresh any dynamic data that would render ads inaccurate if not updated
  • Check the status of any ad tests currently running
  • Stop any tests that have reached statistical significance and apply winning ads across those groups

Weekly Activities

  • Introduce new ad concepts into rotation
  • Review promotional calendar for any active offers that could be implemented
  • Review best sellers so that popular items can be promoted in ad copy

Monthly Activities

  • Check your competitive landscape to inform new ad strategies
  • Review query reports to determine any changes in consumer intent that would drive structural changes to account
  • Create a set of hypotheses about ads that can be implemented over the next month

Seasonal Activities

  • Introduce seasonal promotions into ad rotation where possible
  • Refresh how product inventory is implemented in ads to capture any major updates

Annual Activities

  • Test new core brand messaging in ad copy
  • Revisit winners from previous year to ensure optimization roadmap is driving long term results


CYDigital's insight:

Great checklist. Albeit slanted towards B2C, it is absolutely applicable to what we do as B2B marketers. Build this into your audit agenda!


  • See the article at searchenginewatch.com
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Effectiveness of Social Media Cues in Ads [Infographic] - Profs

Effectiveness of Social Media Cues in Ads [Infographic] - Profs | The MarTech Digest | Scoop.it
Advertising - Digital ads and television ads are the most effective at driving interaction with a brand’s social platforms such as Facebook, Twitter and Instagram, according to a recent survey.
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  • See the article at www.marketingprofs.com
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How to Assess an Ad's Creativity - HBR

How to Assess an Ad's Creativity - HBR | The MarTech Digest | Scoop.it
This test can help you better target your ad investments.


Originality: An original ad comprises elements that are rare, surprising, or move away from the obvious and commonplace. The focal element here is uniqueness of the ideas or features contained in the ad.

Flexibility: Flexibility is seen in an ad's ability to link a product to a range of different uses or ideas.

Elaboration:  Many ads are creative because they contain unexpected details or extend basic ideas so they become more intricate and complicated.

Synthesis: An ad that is creative along this dimension blends normally unrelated objects or ideas.

Artistic Value: Ads with a high level of artistic creativity contain aesthetically appealing verbal, visual or sound elements. Their production quality is high, their dialog is clever, their color palettes is original, or their choice of music is somehow memorable.

 

Combining elaboration with originality had almost double the average impact of a creative pairing on sales, closely followed by the combination of Artistic Value and Originality (1.89, accounting for 11% of all combos). The weakest combination was flexibility and elaboration, which had less than half the average pairing's impact on sales. Yet we found that in terms of usage there was little difference between them: advertisers did not seem to favor any one combination over the other.

CYDigital's insight:

So damn subjective. Regardless, the question is how can this information be used by the B2B marketer? We think that you may substitute "advertising" with "content marketing" so that the combination of elaboration and originality may have an impact on your demand generation efforts. Having said that, isn't the combination of elaboration and originality really the element of surprise? And isn't surprise one of the marketer's greatest tools? End result: THE TOPICS OF YOUR CONTENT SHOULD ELICIT SURPRISE!


  • See the article at blogs.hbr.org
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LinkedIn Launches SlideShare Content Ads - Marketing Pilgrim

LinkedIn Launches SlideShare Content Ads - Marketing Pilgrim | The MarTech Digest | Scoop.it

Key excerpt...


This graphic is a slide from LinkedIn’s SlideShare presentation on their new SlideShare Content ads. See that red box around the tiled quote bubbles? That’s a SlideShare presentation in miniature. (Note to LinkedIn: an understandable graphic would have been a better choice for this box.) It’s also a new form of display ad.


That box in the sidebar will only show up if you’re the target audience for the ad. Click it and you can watch the full presentation without leaving LinkedIn.


CYDigital's insight:

We are usually not promponents of digital advertising, especially display. However, this combines two of our favorite B2B tools into one: SlideShare-like ads displayed on LinkedIn. May be worthwhile to test. Click through to the article and scroll to the bottom to see SS' explanation of the program.


  • See the article at www.marketingpilgrim.com
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Study: Ads on social networks perform 2.5 times better than ads on other channels - BtoB Magazine

Study: Ads on social networks perform 2.5 times better than ads on other channels - BtoB Magazine | The MarTech Digest | Scoop.it

Posting in it's entirety...


Ads on social networks perform better than ads on other channels, according to a study by media intelligence company Aggregate Knowledge. The study, “Q4 2012 Global Media Intelligence Report,” was based on an analysis of 530 online ad campaigns for Fortune 500 brands, with more than 35 billion ad impressions.


It found that, on average, ads on social networks perform 2.5 times better than ads on ad networks, ad exchanges and portals.


Also, according to the study, ad exchanges deliver clicks and conversions at a cost 29% below other channels, including social networks, portals and ad networks.

CYDigital's insight:

Definitely food for thought for the B2B Marketer.


  • See the article at www.btobonline.com
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FREE: The Paid Social Media Advertising Report 2013 - Nielsen

FREE: The Paid Social Media Advertising Report 2013 - Nielsen | The MarTech Digest | Scoop.it

Report covers...


Marketers are increasing budgets and using social media in conjunction with other advertising channels, but return on investment (ROI) continues to be a question.

Below are some key facts from the report:

• Advertisers increasingly view paid social media advertising as an integrated, cross-platform tactic and run it in conjunction with other online and offline media.

• Paid social media advertising is primarily used to support branding-related efforts. As a result, advertisers “would prefer to use the exact same metrics used in the offline medium, and additional metrics specific to the online medium” to measure the effectiveness of their campaigns. Very few media sellers, however, can actually provide such metrics.

• Metrics such as pins, likes and click-throughs are often used to measure paid social media advertising ROI, though advertisers and agencies think sales generated and brand lift are the most appropriate metrics to use to determine ROI.

• Advertisers are doubtful or unconvinced about the effectiveness of paid social media advertising, indicating that the growth of the medium is being somewhat hampered by a lack of relevant, universally employed metrics.


CYDigital's insight:

Some good data and insight around paid social media advertising. If you're working through how to measure the ROI for paid social media advertising, this is an important guide.


  • See the article at nielsen.com
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duncan craig's curator insight, February 18, 2013 5:55 AM

great piece....

Brady Boyd's curator insight, March 22, 2013 12:28 AM

using social media to advertise your company or product helps but it is harder to quantitatively measure the responses from the consumers.