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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/marteq.io'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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Forrester: CMOs could pull up to $2.9B in display ad spending - MarketingDive

Forrester: CMOs could pull up to $2.9B in display ad spending - MarketingDive | The MarTech Digest | Scoop.it
  • Forrester released a report titled “The End of Advertising as We Know It” made available to Marketing Dive in which the central thesis is that although interruptive advertising has historically been effective, digital tools are causing the traditional ad model to fray.
  • To that end CMOs will have to untangle the “final threads” of ad interruptions and one way that will happen is a significant shift away from display advertising beginning this year with Forrester forecasting a potential decrease in display spending as high as $2.9 billion in 2018.
  • The three key reasons given in the report for this shift are: display was never as effective as the industry pretended to believe, consumers can get what they want without interruptions and solid data can unlock more insights and value across all phases of the customer lifecycle.
CYDigital/marteq.io's insight:

This should've died 10 years ago.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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EMarketer: Google, Facebook together command 51.6% of digital display advertising - MarketingDive

EMarketer: Google, Facebook together command 51.6% of digital display advertising - MarketingDive | The MarTech Digest | Scoop.it
  • EMarketer believes Google will command 40.7% of U.S. digital ad revenues this year, more than doubling the share of its closest competitor, Facebook, per the research company.
  • Google’s dominance in search will increase 16.1% to $28.55 billion accounting for around 78% of U.S. search ad revenues in 2017.
  • Where Facebook is beginning to shine is in display advertising, where it is expected to reach $16.33 billion for a 39.1% share. With a growth rate of 32.1% in display, Facebook will take display revenue from Google, Yahoo and Twitter. Google’s display revenue is expected to hit $5.24 billion, but its market share will decrease to 12.5%.
CYDigital/marteq.io's insight:

FYI...

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Are Display Ads Worth Your Time? [Flowchart] - HubSpot

Are Display Ads Worth Your Time? [Flowchart] - HubSpot | The MarTech Digest | Scoop.it
Thinking about adding display ads to your marketing mix? Consult this decision tree to make the right choice.
CYDigital/marteq.io's insight:

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

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Creating the Right Marketing Mix - Whiteboard Friday - Moz

Creating the Right Marketing Mix - Whiteboard Friday - Moz | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Well worth the 8 minutes.

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US Digital Display Ad Spending to Surpass Search Ad Spending in 2016 - eMarketer

US Digital Display Ad Spending to Surpass Search Ad Spending in 2016 - eMarketer | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Certain that social advertising has much to do with this.

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The power of native advertising in boosting B2B sales | Wheelhouse Advisors

The power of native advertising in boosting B2B sales | Wheelhouse Advisors | The MarTech Digest | Scoop.it

Receive a FREE daily summary of The Marketing Technology Alert

CYDigital/marteq.io's insight:

By no means do I support native especially as it applies to B2B. But should you participate in a display advertising campaign (non-social), then here's a native argument. 

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Google+ Launches Social Ad Called +Post to Appear Across Display Network - Search Engine Watch | #TheMarketingAutomationAlert

Google+ Launches Social Ad Called +Post to Appear Across Display Network - Search Engine Watch | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Intermediate/ Excerpt...


Google+ has figured out a new way to monetize its social platform and drive more traffic back to it from across the web, with a promoted posts feature called “+Post.” The concept of +Post is similar to what you may be used to in other social networks – a brand pays for premium placement of a post – except  instead of ads showing up within the Google+ network, they will be placed across Google’s Display Network, driving users back to the brand’s Google+ profile.

 

From Google:

+Post ads amplify your brand’s content by easily turning Google+ posts into display ads that run across the web. The live, social ad format allows you to go beyond clicks to live conversations with your audience. People can join a Hangout On Air, add a comment, follow your brand or give a +1, right from an ad.

 

__________________________________

NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).


CYDigital/marteq.io's insight:

As we continue to try to distribute quality content, this new offering needs consideration, and may add greater value to the DIsplay Network.

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Twitter Ads Have Come a Long Way, Baby - ClickZ | #TheMarketingAutomationAlert

Twitter Ads Have Come a Long Way, Baby - ClickZ | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Twitter\'s advancements in the ad platform combined with a still growing number of active users means that there\'s opportunity for any size advertiser for direct response or social media growth.


Digest...


The self-service platform is clean, easy to use, and fast (amazing how important that aspect is). More importantly, the targeting features have been expanded and now provide a robust set of options for advertisers. Twitter Ads is unique in the social media ad space, as there are multiple actions, or engagements, to target and track. There are clicks (on links and hashtags), retweets, replies, and follows.

 

When you set a bid, you are bidding on all of these engagements - thus, the cost-per-engagement (CPE) metric. Important note: the effective CPE (eCPE) metric reported on your Twitter Ads campaigns is not your actual cost-per-engagement. Twitter looks at clicks, replies, and follows that occur after someone retweets the Promoted Tweet. While you didn't pay for those engagements directly, they still occurred as a result of your ad. Just be aware and understand what that stat means!

 

The latest news from Twitter Ads is the inclusion of Cards. In particular is the Lead Generation Card where you can capture lead information directly in Twitter! For now this is only available to managed Twitter clients, but will soon roll out to self-serve advertisers, too.

CYDigital/marteq.io's insight:

It really is easy, and of course, easy to test. The Lead Generation Card is a great innovation from Twitter, so we encourage you to test Twitter Ads now, ahead of the LeadGen Card rollout.


  • See the article at www.clickz.com
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[INFOGRAPHIC] Days and Times With Highest Online Ad Click-Through Rates - Profs

[INFOGRAPHIC] Days and Times With Highest Online Ad Click-Through Rates - Profs | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

1) Source is Infolink, so it's display advertising CTRs

2) Majority of sample sites are B2C


  • See the article at www.marketingprofs.com
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Facebook Exchange news feed campaigns as powerful as AdWords [data] - Brafton

Facebook Exchange news feed campaigns as powerful as AdWords [data] - Brafton | The MarTech Digest | Scoop.it
Two case studies suggest that FBX news feed campaigns sometimes outperform name brands' AdWords programs.


Condensed...


Advertisers who use pay-per-click models to drive traffic back to their websites should investigate potential lead generation and conversion opportunities through Facebook Exchange (FBX). According to a new report from Triggit, an FBX partner, companies can see impressive results through social media marketing via Facebook. In some instances, results rival or outperform campaigns on Google AdX.

 

[The] international retailer and large apparel site saw CTRs 16 to 24x higher than alternative FBX options, which rival averages from AdWords. The international retailer’s campaign is 38x higher than its Google AdX efforts.

 

Perhaps more important for businesses is FBX news feed campaigns’ cost effectiveness. Triggit reported that its two clients saw much lower cost per acquisition (CPA) rates than right-side FBX ads and Google AdX campaigns.

CYDigital/marteq.io's insight:

If your content distribution strategy includes FB, then you may want to test this program. Although the report focuses on B2C advertisers, there may be an opportunity (thus the "test" recommendation).


  • See the article at www.brafton.com
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Facebook Marketing's curator insight, August 27, 2013 7:46 PM

This is important to consider info.  According to a new report from Triggit, an FBX partner, companies can see impressive results through social media marketing via Facebook. In some instances, results rival or outperform campaigns on Google AdX.

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7 Expert Tips for a Killer B2B Google Display Network Strategy - OMI

7 Expert Tips for a Killer B2B Google Display Network Strategy - OMI | The MarTech Digest | Scoop.it
Search marketing expert Joe Kerschbaum shares 7 tips for effectively using the Google Display Network for B2B marketing.


Key excerpt...


Here are a few statistics from a recent Demand Gen report, “2012 B2B Buyer Behavior Survey:” 67% of B2B buyers are using a wider variety of resources to research vendors & products; 55% say they spend more time researching purchases; 60% of buyers state that white papers and other authoritative content are extremely influential in the purchase process.

The data from this report is important, especially for the GDN, for a few reasons:


In general, B2B buyers are spending more time researching purchases online. This means that the GDN is a perfect match for this mindset. On the GDN advertisers can place ads alongside content that is relevant and timely for their products. Also, the purchase intent of B2B buys is a great match for the GDN. When many B2B buyers are conducting research, they aren’t in the mode to purchase yet. They are still in the research mode. We have found that softer conversion actions such as whitepapers, case studies, free trials and free demos work great on the GDN. So, the mindset of a B2B buyer is focused on research and hunting great content – and the by placing ads through the GDN, advertisers can get in front of the right people at the right time with the right conversion action.

CYDigital/marteq.io's insight:

We don't see the ROI here relative to other tactics, but always strive to keep you informed as to the pros and cons of various tactics.


  • See the article at www.onlinemarketinginstitute.org
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Beyond AdWords: Demand Side Platforms Explained - MarketingLand

Beyond AdWords: Demand Side Platforms Explained - MarketingLand | The MarTech Digest | Scoop.it
Having worked at a self-serve demand side platform (DSP) for over 2 years, one of the most common questions I get when trying to explain the concept of a DSP to others is: “Isn’t that kind of like AdWords?


Excerpted...


Most DSPs are similar to AdWords in that they are used to create ad campaigns. But, DSPs provide advertisers access into the vendor-neutral RTB (real time bidding) ecosystem; whereas AdWords only allows campaigns to run within the Google network. The differences go beyond that, as well, especially on the display advertising side of things.

 

AdWords is obviously the king of search engine marketing (SEM) platforms. But when it comes to display advertising, the industry has evolved beyond what AdWords offers. Superior reach, targeting, and optimization are now found in the realm of real-time bidding technology and realized through demand-side platforms.

CYDigital/marteq.io's insight:

IF you're contemplating display advertising, then this should be of keen interest to you.


  • See the article at marketingland.com
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[Infographic] Google vs. Facebook Battle of Online Advertising - e-Intelligence

[Infographic] Google vs. Facebook Battle of Online Advertising - e-Intelligence | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:
  • See the article at www.e-intelligence.in
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Penny Liu's comment, May 9, 2013 3:53 AM
interesting way to present your insight! i was really surprised when I look into those chart and facts! i reckon this is useful when it comes to communication mix analysis. the data is really clear it will helps marketers/ companies to compare when they choose their communication tools.
Greg Mudd's comment, May 11, 2013 11:57 AM
while Google is ahead currently, Facebook has been taking a lot of steps to bite into online advertising, by working with several data companies to tie in offline purchase history with online, their introduction of emoticons, etc.
John Grant's curator insight, March 1, 2016 1:16 PM
See the article at www.e-intelligence.inReceive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).If you like this scoop, PLEASE share by using the links below.iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Infographic: Social Ad Spending Forecast - Marketing Technology Blog

Infographic: Social Ad Spending Forecast - Marketing Technology Blog | The MarTech Digest | Scoop.it
Social media ad revenues expected to grow to $11 billion dollars by the year 2017. Facebook alone is expected to make close to $1 billion from its mobile ad revenue in 2013.
CYDigital/marteq.io's insight:

And Salesforce offers FREE eBook: Everything You Need to Know About Social Media Ads.


  • See the article at www.marketingtechblog.com
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Now Open: Twitter Self-Serve Ads - Website Magazine

Now Open: Twitter Self-Serve Ads - Website Magazine | The MarTech Digest | Scoop.it
After spending a year in limited release, Twitter has finally opened its self-service advertising program to the public.


Excerpt...


Twitter's self-service platform offers Promoted Tweets and Promoted Accounts as advertising formats. Both formats are labeled as “Promoted” when they appear on the social network so that users can easily identify them as paid advertisements. That said, all Promoted content is displayed next to regular content on a Twitter user’s newsfeed, which means that these ads don’t interrupt the user experience. 

Promoted Tweets, for example, appear in the newsfeed on mobile devices, desktops, laptops and tablets, while Promoted Accounts are featured in the “Who to follow” area of the homepage.

 

5 Best Practices

1. Take advantage of location targeting

2. Reach relevant people/groups

3. Target based on device/platform

4. Don’t be over-promotional

5. Amplify existing tweets

CYDigital/marteq.io's insight:

Finally. You definitely want to incorporate this into your inbound marketing paid media strategy.


  • See the article at www.websitemagazine.com
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Can Facebook Beat the Google Display Network in Online Advertising? | WordStream

Can Facebook Beat the Google Display Network in Online Advertising? | WordStream | The MarTech Digest | Scoop.it
Facebook Ads: Do They Even Work? See How Facebook Advertising Compares to the Google Display Network.
CYDigital/marteq.io's insight:
  • See the article at www.wordstream.com
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Nadhirah Aljffri's curator insight, October 1, 2014 9:53 PM

No. I don't think online advertising on social media like Facebook would work. 

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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/marteq.io's insight:

Definitely food for thought for the B2B Marketer.


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Getting Socially Minded: Marketers to Up Their Social Media Ads in 2013

Getting Socially Minded: Marketers to Up Their Social Media Ads in 2013 | The MarTech Digest | Scoop.it

Too broad of a study for our liking, as it doesn't differentiate B2B marketers, however, the overall study's finding may be applicable to LinkedIn.  FWIW, and a snippet...


U.S. consumers spend 20 percent of their online time and 30 percent of their smartphone time on social media—accounting for a whopping 121 billion minutes each month. And marketers are starting to adjust their ad campaigns and budgets to keep pace, according to a recent survey commissioned by Vizu, a Nielsen company.


While 89 percent of the advertisers surveyed said they use free tools—such as pages, posts, likes and pins—75 percent say they currently invest in paid social media advertising, which includes tactics such as sponsored content, brand graphs and driving likes. In fact, 64 percent plan to spend more on social in the future.


CYDigital/marteq.io's insight:

 

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The State Of Viewable Impressions

The State Of Viewable Impressions | The MarTech Digest | Scoop.it

2013 is the year of the viewable impression – are you ready? We’ve created a quick cheat sheet to bring you up to date.

CYDigital/marteq.io's insight:

 

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How Marketers Can Optimize For Clicks Based On Time Of Day

How Marketers Can Optimize For Clicks Based On Time Of Day | The MarTech Digest | Scoop.it

Basic data...


To shed light on this area of user behavior, Chitika Insights conducted a research study comparing user click-through rates (CTR) as a function of the time of day and day of week. The goal of this study was to provide a data-backed answer for marketers looking to identify the days and time periods where users are most likely to interact with ads.



CYDigital/marteq.io's insight:

See the article at marketingland.com.


Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you like this scoop, please share by using the links below.

 

iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.


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A Tour of Online Display Advertising; DSP, DMP, RTB, Ad Exchanges

A Tour of Online Display Advertising; DSP, DMP, RTB, Ad Exchanges | The MarTech Digest | Scoop.it
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Bernard Jaffe 's curator insight, May 14, 2013 6:18 PM

Another #LUMAPartners ecosystem visualization....