Tag Archives: social

Next to Now for July 7

SNAPCHAT MATURES

The Wall Street Journal reports that Snapchat is getting older—with 14% of US smartphone owners over 35 years old using the app. While they don’t use it with the same frequency and velocity we see with teenage users, the aging of the user population is a sure sign that the platform is going to give bigger rivals such as Facebook, Instagram and Twitter a run for their money.

#snapchat #social

 

SNAPCHAT GAINS MEMORIES

As part of that maturing process, Snapchat introduced “Memories”—a way to save your own Snapchats for future sharing.

#snapchat

 

ADS ARE DEAD (LONG LIVE ADVERTISING!)

On Digiday, Copyranter asks the question “Does advertising even work anymore?” Then answers it: No! Then qualifies: Kind of. Then flips back to “No!” Then shows you how to sell to advertising-averse Millennials. See what he did there?

#advertising #millennials

 

GOOGLE HONES ITS TARGETING DATA

With their new “My Activity” page, Google is bringing together what they know about users from Search, Mobile, Browsing and more. This has everything to do with the advertising data wars and their fight with Facebook for supremacy.

#google #data #targeting

 

THE NEWS OF TUMBLR’S DEATH IS GREATLY EXAGERRATED

The New Republic does a deep dive into Tumblr that shows how the platform remains vital for teens (and, thus, vital for YA marketing strategy).

#tumblr #teens #ya

 

LOCATION-BASED ADVERTISING GETS AN UPGRADE

The Village Voice looks at whether or not the new LINK NYC systems are good for the city. For sure, they’re good for advertisers in general and Google in particular. Data collected at the kiosks from browsing history will tell advertiser a lot about the demographic profile of the outdoor audience and make for the best targeting we’ve seen from outdoor advertising yet. As consumers though (and we *are* citizens as well as advertisers), it’s worth remembering the internet adage: “If you’re not paying for the product, you are the product.” And it’s worth thinking through the “devil’s advocate” position on ad targeting if we’re to do our jobs as advertisers and citizens equally well.

#outdoor #google #targeting

 

photo (c) Martha Otis

 

Next to Now: Independence Day

DO MEDIA BRANDS EVEN MATTER ANYMORE?

Columbia Journalism Review asks the question at the heart of advertising: In a world where information is coming at you from all sides, does it matter who says what and where? According to  study by CJR and the George T. Delacorte Center for Magazine Journalism, yes it does matter:

“Readers are less likely to trust a longform story that appears to have run on BuzzFeed than the same article on The New Yorker’s website.”

While CJR is focused on journalism, the implications are clear for contextual advertising as well: it matters where information is coming from. While it’s true that some study members did not notice the media brand—a growing phenomenon captured by the Reuter’s 2016 Digital News Report—those that did notice  tended to be older and better read. That is, a better match for the core hardcover book buying audience.

#media #brands

 

LINKEDIN OPENS TO PROGRAMMATIC EXCHANGES

LinkedIn announced that it is opening its advertising to open exchanges to deliver increased banner impressions on the network. This is good news for anyone wanting to target the LinkedIn audience with a business or self-improvement book, especially those who do not have the budgets to take advantage of LinkedIn’s sponsored content opportunities.

#linkedin #business #programmatic

 

SNAPCHAT DROPS AD MINIMUMS

The minimum buy for a Snapchat campaign is reportedly dropping from $750,000 to $100,000. Book advertisers are likely to be waiting for another round or two before buying ads through the platform’s API. That said, there are co-branded Snapchat opportunities with such partners as People magazine that are workable for bigger book-size budgets. Contact your Verso account executive to learn more.

#snapchat #social

 

THE LIMITS OF ALGORITHMS

Facebook announces a new service that curates local events as selected by a team of people, not algorithms. This is good news for Facebook users (and other humans), but less good news for local media players such as Time Out:

“The product is launching in 10 U.S. cities: Boston, Chicago, Dallas, Houston, Los Angeles, Miami, New York, San Francisco, Seattle and Washington, D.C. The curated program appears to take on local publishers such as Time Out New York and the Village Voice as well as mobile apps like Eventbrite, Like a Local, Scout and Field Trip.”

#facebook #local #human

 

FOOD PORN MOVES TO SNAPCHAT

AdWeek reports that many of the most popular foodie brands on Instagram are moving to Snapchat. 

“‘As Instagram has really slowed down the last four months or so, you can just see what’s happened on that platform and it’s obviously changing a lot,’ said Andrew Steinthal, co-founder of The Infatuation, a restaurant review site that’s heavily leaned on Instagram to build a following since launching in 2009.

‘Our entire audience is on Snapchat now—it’s the most reactive social network that we have. You can just see the impact on Snapchat and feel it right away right now. People are so deep into Snapchat and reacting to it.'”

While Snapchat requires more hands-on engagement from brands, it’s precisely that hands-on quality that makes it an effective platform.

#food #snapchat #instagram

 

FOX NEWS DELIVERS FACEBOOK ENGAGEMENT

For years, the highly engaged Fox News audience has made the site one of our best performers with digital ads. Readers on the site are hungry not only for news and information you’d expect, but also for high quality commercial fiction, especially thrillers. While Fox News is not the biggest media property, this engagement is translating to superlative response from the brand’s audience on Facebook:

“Fox News had nearly 120 million likes, shares and comments on its page in the first six months of the year, well ahead of digital natives including No. 2 NowThis (80 million interactions) and The Huffington Post (61 million). Mark Zuckerberg himself recently cited Fox News in defending Facebook against charges that it’s politically liberal, saying Fox ‘drives more interactions on its Facebook page than any other news outlet in the world. It’s not even close.’”

As the digital landscape evolves, Fox News continues to draw a passionate, curious audience that loves books. Click here to read the Digiday article. 

#foxnews #targeting #facebook

 

HOLD THE VIDEO

Columbia Journalism Review reports that social media’s influence on news consumption is growing. While there are more and more social conversations around news topics, the fact that the conversations are taking place on social networks means that Facebook and Twitter are becoming more dominant as brands for news and traditional brands such as The New York Times and The Guardian are  beginning to lose some of their traction with readers. One surprising bit of information from the study was the continuing importance of text to news consumers despite the rise of video:

“Platforms and publishers alike have been pouring money into video sharing, such as Facebook Live. One Facebook executive even predicted last week that in the next five years video will replace the written word. But the report suggests that many news consumers are resistant to watching video because it is faster to read an article, and because of the ads that often precede videos.”

http://www.cjr.org/analysis/reuters_report.php

#social #video

 

Photo (c) Martha Otis

Next to Now: Fresh Tips for Book Advertisers

TO STRIVE, TO SEEK, TO SHARE, BUT NOT TO READ

Click Z reports on a study that reveals that most shared items are never read:

“In news that will embolden some, depress others and possibly surprise nobody, a new study by computer scientists at Columbia University and the French National Institute reveals that 59% of links shared on social media have never actually been clicked.”

At least for advertising purposes, web sharing still shows an increased level of engagement. But it’s not necessarily as complete a transaction of enthusiasm as we would like. The ClickZ article does a good job of going in depth into engagement numbers across several platforms and reveals why huge follower counts are often inversely proportional to click through rate. So we really do think you should click on this link and read it!

#social #sharingiscaring #butnotnessarilyreading

REDDIT IS BUILDING SAFE (WELL, SAFER) TOOLS FOR ADVERTISERS

Reddit comment streams have been difficult waters for advertisers to navigate, since the flow of talk can turn negative very quickly. Recently, Reddit has been working on some advertiser-friendly tools that are encouraging big brands to start exploring, gingerly, paid ads on some of the site’s threads. Adweek reports:

“In March, Reddit poached Google engineer Toby Segaran to build out an ad-tech platform. In his first three months, Segaran has launched programmatic buying and a search-based targeting tool akin to Google’s AdWords that lets marketers zero in on chatter surrounding specific keywords. Given the site’s volatile nature, there are also some clever workarounds with Reddit’s technology that avoid negative chatter altogether in subreddits.”

#reddit

TWITTER OFFERS MORE VIDEO DATA FOR ADVERTISERS

Starting this week, Twitter is offering increased engagement metrics for all advertisers that use their Amplify program. The announcement is part of Twitter’s recent overall emphasis on video advertising:

“Twitter and video company Innovid have announced a partnership that gives Amplify advertisers—Twitter’s premium offering that runs preroll ads before video clips from 300 media partners including AOL, BuzzFeed and ESPN—viewability stats and numbers about who is watching their ads. Amplify is a revenue-sharing program that splits ad money between content creators and Twitter.”

#twitter #video

CUSTOM PODCASTING

As podcasting continues to grow with the success of shows like Reply All, Death Sex and Money, and Serial, some podcasting media groups are starting to create stand-alone podcasts for brands. While we continue to believe in the benefits of advertising on podcasts with existing highly engaged audiences, it is worth considering a custom podcast to help boost a book series with an established brand to help grow its dedicated audience.

#podcasting

INSTAGRAM IS GETTING MORE FEMALE

A chart released by eMarketer shows that Instagram’s proportion of female users has been growing since 2014 and is set to continue to grow in the near future:

instagram userseMarketer comments:

“More than one in four people in the US will use Instagram regularly this year, making it the second most popular social network in the country after Facebook. According to recent research, women are more active than men on Instagram and prefer the platform more than other social networks for engaging with brand content.”

Since the book buyers are predominantly female, that makes Instagram a player to watch for book advertising going forward. The link to the eMarketer article works for subscribers only. 

#instagram #targeting

 

photo at Union Square Market (c) Martha Otis

Next to Now: Things Are Looking Up

What’s the cause for optimism? Our latest readings on advertising and what it means for book publishers. The links below point to new intelligence on fresh data, smart research, inspiring creative, reader-centric design, and the potential for real world impact.

 

SNAPCHATS WANTS YOU TO AMP UP THE AUDIO

In a reminder that different platforms call for different standards, Snapchat is telling its video creators to pay close attention to the audio. This is in direct contrast with Facebook’s recommendation to create video that works without sound at all. They’re different platforms with different audiences and content expectations, so it makes sense to create different video for both. If you want to compare the platforms though, Snapchat says a recent study with MediaScience gives them an edge over TV, Facebook, Instagram and YouTube. According to AdWeek,

“The study encompassed biometric testing to capture emotional responses, as well as eye-tracking and exit surveys . . . Snapchat says its ads garnered twice the visual attention of Facebook, 1.5 times more than Instagram and 1.3 times better than YouTube. When compared to those platforms and TV, Snapchat claims that its ads generated greater emotional response and twice as much purchase intent.”

#snapchat #social #video

 

BEN EVANS THINKS THROUGH MOBILE

In a recent blog post, Ben Evans does some smart thinking through the issues around mobile video and the problems of trying to compare TV ads with Facebook video plays with Snapchat Stories. They’re different animals with different metrics. Bonus video: Lyrical School puts it all in context for you with Run and Run.

#mobile #video #TV #facebook #runandrun

 

WHAT ADVERTISERS NEED TO KNOW

R/GA boils down Mary Meeker’s epic deck to the slides brand advertisers need to focus on. Here’s our boil-down of R/GA’s boil-down for book advertisers:

Screen Shot 2016-06-02 at 4.46.39 PM

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#data

 

PANDORA REDESIGN

With over 1,000 different audience segments to use for targeting, Pandora has been one of our strongest ad partners in recent years. We are pleased to note that their redesign improves on their strengths. AdWeek notes:

“The streaming-music service is introducing responsive mobile display ads that automatically adjust to a phone’s screen size and that live in the square space housing album art. The format, which also applies to images that accompany audio ads and first impression takeover ads, is a move away from pop-up ads. A second major update for the app is the introduction of muted video ads, which will allow advertisers to serve promos within a responsive display unit that can be unmuted and watched in full-screen view.”

Other aspects of the redesigns go even farther to allow users some choice over the ads they see by allowing users to swipe right to dismiss ads. Anything that enhances the user experience is good news for book advertisers.

#streaming #pandora

 

MORE ON PANDORA TARGETING

AdExchanger has more on the new units in this interview with Pandora’s group product manager Eric Hoppe.

#streaming #pandora #data

 

IS IT OVER? DID FACEBOOK AND GOOGLE WIN?

No, but it can feel that way, especially after reading the New York Times piece that suggests Google and Facebook take up 85% of total US ad revenue. This article from April suddenly popped up in our feed this week with comments and criticism from The Motley Fool, AdWeek, IAB, Business Insider and more. As mammoth as the two platforms are, it’s unlikely that 85% number is accurate. And while book publishing is certainly not representative of the larger advertising market, it’s worth noting that Google and Facebook advertising products are nowhere near 85% of what we run at Verso.

#facebook #google

 

PINTEREST MEASURES REAL WORLD IMPACT OF PROMOTED PINS

Pinterest studied the effect of Promoted Pins on real-world store purchases:

“The study found that Promoted Pins drive 5-times more incremental in-store sales per impression when compared to other campaigns measured by Oracle Data Cloud, which include social media platforms as well as programmatic vendors and publisher websites, said Jon Kaplan, head of global sales at Pinterest.”

#pinterest #realworld

 

Photo (c) Martha Otis

Next to Now: Fleet Week

It’s Fleet Week in NYC and Memorial Day Weekend throughout the rest of the U.S., but as we stand over the grill this weekend, we’ll also be pondering the states of the art of social buy buttons, mobile advertising, podcasting . . . and grilling.

 

WHEN SOCIAL MEDIA DOESN’T MEAN SALES, Part 1

Digiday reports that buy buttons on Pinterest and Instagram have not taken off for retailers. This is more evidence that social media cannot be the sole focus of your marketing plan. Whether you believe in marketing funnels or marketing pinball, there is a difference between awareness, engagement, and intent to purchase.

#social #marketingfunnel #marketingpinball

 

WHEN SOCIAL MEDIA DOESN’T MEAN SALES, Part 2

Luxury brand Burberry is a social media powerhouse with over 40MM social followers, but that hasn’t translated to sales, as revenue is slipping. They’re working on it, but Burberry’s conundrum remains a cautionary tale for marketers everywhere.

#social #roi

 

GOOGLE REVAMPS MOBILE ADS

To improve performance, Google is revamping its mobile ad platform to allow for more and bigger ads. This is good news for advertisers

#mobile

 

PODCASTS CONTINUE TO BOOM

The explosive growth of podcasts continues:

“‘We’ll probably more than double this year, and, the year before, it tripled year-over-year, so we’ve been seeing really great growth over the past three or four years in podcasting. Just looking back, I think we’re 10 times where we were three years ago,’ said Bryan Moffett, general manager of National Public Media, NPR’s corporate underwriting division.”

#npr #podcasts

 

Photo (c) Lynn Ruane

Next to Now: The Millennials Edition

 

VOX ALL-IN FOR SNAPCHAT

Vox Media is betting against the 97.9% of marketers who found Snapchat wanting in that ROI survey. At this week’s New Front presentation, Vox revealed that it’s expanding its Snapchat presence across all its brands and creating a Snapchat Studio.

#snapchat #vox

10 BILLION VIDEOS A DAY

A new statistic proclaims that Snapchat is now a major player in video views:

“10 billion videos are now viewed each day on the ephemeral photo- and video-sharing app, up from 8 billion per day in February.”

#video #snapchat

SNAP-READY OUTDOOR ADVERTISING

Adweek features a fun Netflix campaign that invites users to use Snapchat’s face-swap technology with their outdoor ads. We love the combination of digital and outdoor, and using Snapchat lenses is a great way to share with Millennials and younger. 

#outdoor #snapchat #social

GEEKS UPVOTED ON IMGUR

Imgur released results from a new survey that show why millennials are cool with being geeky, and why it’s hard to market successfully to them.

#millennials #geeks

IMGUR TARGETS ADS TARGETING YOUNG MEN

Imgur makes a convincing case that it’s the place to be if you’re interested in reaching males ages 18-34.

#imgur

EMAIL REMAINS STRONG EVEN WITH MILLENNIALS

While the link is available for subscribers only, this headline in eMarketer says it all: “US Millennials Are Frequent Users of Email”:

“Email is still very much alive for US millennials. While it may not offer users the “wow factor” that platforms such as Snapchat, Instagram and YouTube often inspire, communicating via email remains a core digital activity for most young adults.”

#email #millennials

ON THE OTHER HAND . . .

Millennials don’t exist.

(via @GeniusSteals)

#millennials

VOGUE DIGITAL

Have we failed to mention Snapchat for a few posts? Just in time for the Met Gala, Vogue releases its first stand-alone “Snapchat-like” app:

“The iPhone app, out today, is a blend of site and magazine content, with a dash of Snapchat-like functionality. Using an algorithm, it pulls together a daily feed of eight stories tailored for the user by reading patterns. The feed’s interface is reminiscent of a Snapchat Discover story: users swipe right through headlines, and swipe up if they want to read the full article.”

#vogue #mobile

FACEBOOK FOR PRESIDENT

A survey of social media marketers found that over only 2.1% of the marketers said that the glitzy new kid on the block, Snapchat, provides the best ROI. 95% reported that Facebook provides the best ROI of all the social media channels. Twitter was second at 63.5% and Instagram a distant third at 40.1%. 

#social #facebook

 

 

 

Photo (c) TT: Central Park Purple Rain

Next to Now: The View from Here

Thanks to Digital Book World for hosting another engaging conference on the state of the art of book publishing in a digital world. Verso’s Tom Thompson enjoyed the smart, focused crowd on hand for his Master Class on Paid Digital Media and the packed audience for his panel on the Book-Buyer’s Journey with deeply insightful colleagues Peter Hildick-Smith of the Codex Group, Peter McCarthy of Logical Marketing, and Jack Perry from Highlights for Children.

There were many highlights from the three day conference—including very informative slide decks from Peter McCarthy and Rand Fishkin, chock-full of free tools for audience research and SEO best practices.

Here is a link to Peter McCarthy on free tools for finding a book’s audience.

And here is Rand Fishkin’s presentation on how to apply SEO startup tactics to book marketing.

We’ll post a link to Tom’s Master Class slides as soon as Digital Book World posts them.

#dbw #moz #SEO #audienceresearch

 

FACEBOOK UPS ITS LEAD GEN GAME

Facebook is adding products that make it a better lead generation tool for advertisers looking to bulk up their direct contact lists—including partnerships with email companies like Mail Chimp and Constant Contact. There’s a lot of change happening in the intersection between email and paid advertising these days, and strong indications that advertising to your email lists significantly boosts actions taken on emails. Any book publisher looking to bolster their direct email marketing capabilities should look at integrating it with advertising.

#email #advertising #facebook

 

MOMS AND MOBILE ADVERTISING

eMarketer reports on a study that shows that not only do U.S. mothers spend more time online than the average population, but they are more open to mobile advertising than the average U.S. mobile user.

#mobile #moms

 

WHO LISTENS TO THE RADIO WHEN

A new study suggests that Millennials are the largest group of radio listeners, but the three generations each seem to prefer a different time of day:

“Interestingly, the top daypart for listening varies by generation, with Gen Xers most engaged during the morning drive (6AM-10AM), Boomers during the mid day (10AM-3PM) and Gen Xers during the evening drive (3PM-7PM).”

(Via @PeterMcCarthy)

#radio #millennials

 

PLAYBOY’S NATIVE AD OFFERING INCLUDES INSTAGRAM BUY

As part of Tullemmore D.E.W.’s native ad buy on Playboy, the publisher included a retargeting Instagram push for the whiskey.   Related: Digiday has a short article on Macallan’s Instagram push. There’s something about whiskey that works on Instagram

#instagram #native #whiskey

 

FACEBOOK PULLS BACK ON DSP OFFERING

Facebook is holding off on creating its own Demand Side Platform (DSP), which would have put it in competition with companies like Turn, Rocketfuel, and Google Display for running programmatic campaigns. The reason is that it’s really hard to find and sell clean ad inventory (i.e. ad impressions seen by people not robots) and that they don’t want to release an inferior product. But I don’t think we’ve heard the end of them on this one. The good news is they’re working on bringing the native and video ad experience to play on DSPs where they currently are not:

Brian Boland, Facebook’s vice president of ads product marketing, told Business Insider that native and video formats delivered “7X” better results than banner ads. The problem right now is that the majority of ads being bought through demand-side platforms on the desktop and mobile web are banner ads, so Facebook is refocusing Atlas’ plans around “building a product in our mission to help marketers deliver and measure true business value,” according to the blog post.”

Watch this space.

A more pointed quote picked up by Ad Age, Facebook’s head of ad tech declared himself “amazed by the volume of valueless inventory.”

#DSP #native #watchthisspace #facebook

 

FACEBOOK ADDS PATH-TO-CONVERSION TO ATLAS

Joining Google’s DoubleClick ad server, Facebook’s Atlas ad server now can measure whether ads on desktop or mobile devices drove a digital sale. Given Facebook’s user attribution warehouse of data — now extending across the web with FB log in — this should be a powerful tool. Facebook’s VP of advertising, Brian Boland says:

“It provides insight into how real people—not cookies—see ads across multiple devices.” 

#facebook #atlas #pathtoconversion

 

NEW YORK MAGAZINE GOES NATIVE

New York Magazine is upping its commitment to the native advertising—announcing that 33% of 2015 revenue came from native formats—with a key new hire in its branded content department.

#native

 

NEW UNITS IN FB ADVERTISING

Click Z details the latest units in advertising on Facebook.

#facebook

 

BETTER ROBOT LEARNING THROUGH FICTION

Stanford researchers are using Wattpad stories to teach AI how to predict human response. This counts as a point for both arts and science disciplines.

#wattpad #data #AI

 

DARK TRAFFIC ON THE RISE

Websites rely on knowing where their audience is coming from so they can understand their audience. A recent article in the Guardian points out that it’s getting harder to do that, with about 15% of the Guardian traffic coming from unknown sources. Whether it’s email mentions, stray Reddit threads, or “Spotlight” searches on their iPhones (the biggest unknown according to researchers), the effort to understand the origins of this “Dark Traffic” is underway.

“‘It’s not just a referral agency problem; it’s a user problem deep down,’ points out strategy director David Carr at DigitasLBi. ‘The journey is broken for users who need to jump around in apps and on browser, because ad tech is getting in the way. That strips out the attribution. What could be a connected journey becomes disjointed. If we solve it for the user, we might solve the attribution.’ But that’s easier said than done.”

#audience #darktraffic

 

USING THE SECOND SCREEN

Broadcast isn’t dead. Americans still watch 5 hours of television a day. But that doesn’t mean TV advertisers should ignore the digital space. According to Google, two thirds of Americans watching TV have used their mobile screens to learn more about something they saw in an ad.

#TV #secondscreen #digital

 

IMPROVING AD VIEWABILITY ON MOBILE

In an article about how Google’s AMP project aims to improve the mobile advertising experience, Frederic Filloux points to an Adweek article about the problem with ad load times in mobile:

“44 percent of mobile ads served are deemed viewable compared with 52 percent of desktop promos, primarily because smartphone-wielding consumers often scroll faster than websites can load ads. Once someone is on a site, 76 percent of mobile readers choose to scroll down a website versus 63 percent of desktop users who do the same.

That spells bad news for publishers who don’t load ads at a lightning-fast speed. Per Moat, the average mobile user starts scrolling on a website 13 seconds after content begins loading. Desktop readers, on the other hand, wait 24 seconds before clicking down a page, which gives ads more time to load.”

#mobile #AMP

 

NEWSLETTERS ARE THE NEW BLOGS

On Twitter, @swissmiss, Tina Roth Eisenberg, says “Newsletters are the new blogs.” This may be true, but newsletters are a tool that have worked exceedingly well for advertisers since email began.

#email #blogs #style

 

Next to Now: New Shifts in Ad Ecosystems

As our preparations for this year’s Digital Book World shift into high gear (including the Master Class in paid advertising and the panel on the book buyer’s journey), there is an abundance of ad news to take in. Below is a sampling of what we’ve been reading this week.
WHY IS THIS PAGE TAKING SO LONG TO LOAD?

In an article about how Google’s new AMP system works, AdAge connects to very clear graphics that show clearly how the complexity of ad exchanges and analytics tracking slows down load times—and how AMP fixes that.  

“When compared to traditional mobile websites, AMP pages load 85% faster, Google says.

‘The New York Times itself is running very fast,’ Ghostery CEO and founder Scott Meyer said regarding the desktop version of the site. ‘But once you get beyond the Times, and into the far reaches of the ad exchanges, a lot of those companies are going to be slow to load and there will be an impact on user experience.’

AMP is a response to similar but proprietary platforms like Facebook Instant Articles and Apple News. Unlike those, however, AMP is open source, meaning anyone can use it.”

It’s worth a click through to see the dynamic images, but here is a screenshot of the desktop ecosystem for a NYTimes.com story:

desktop_ecosystem

Here’s a shot of the mobile ecosystem:

mobile_ecosystem

And here’s a shot of the new AMP ecosystem for the same story:

AMP_ecosystem

#tracking #AMP

 

REDEFINING WHAT WE MEAN BY MOBILE CAMPAIGN 

AdAge has a fascinating article about the latest big brand thinking around mobile advertising. Long story short: It’s not about the campaign.

“The perfect mobile campaign isn’t a campaign,” said Carl Norberg, founder and chief experience officer of mobile-focused shop Monterosa/BBH Stockholm, which has created initiatives for clients such as Volvo, Justin Bieber, Google, Axe and others. “It’s a brand extension where marketing comes baked into the product.” While great TV is storytelling, great mobile is about “storydoing,” he said. “Instead of us telling the story, we hand over an app to let the consumer become an active part of the brand’s tale.”

While the takeaways for book publishing’s fleet of individual, smaller scale products is not great; it’s important to remember that “mobile” isn’t a platform any more. It’s how most people scan email, check Facebook, Tweet, research restaurants, and even (in some cases) read books.

#mobile

 

WHY HOLLYWOOD LOVES BILLBOARDS

The New Yorker has an interesting article on the “For your consideration” billboards that use a mass medium to reach a very targeted audience. Why do they use a mass medium when the target is so specific? Because they work in a couple different ways:

  1. The high concentration of  Oscar nominators in a few specific locations
  2. To show the wider audience that this might be a film worth seeing.  

#mass #targeting #billboards

 

PINTEREST BEST PRACTICES

Kirsten Oliphant has a good piece up on Jane Friedman’s blog about best practices for authors on Pinterest. It’s an especially good platform for lifestyle and cooking, and worth a read.

#pinterest

 

FOURSQUARE CONNECTS DIGITAL ADS WITH FOOT TRAFFIC

Foursquare announces that it can connect digital ads seen by Foursquare users with foot traffic in stores. Testing has already begun:

“Flipboard recently used the system to measure a campaign that it ran for an undisclosed retailer and found that the digital ads drove a 12 percent incremental lift in visits to the retailer’s locations within a week.”

Connecting the digital ad space to real world traffic is vital to understanding how our ads work with the people who see them. It will be exciting to see how this new product develops. In a followup article, Adweek mentions other players in this space. The interest in this is only growing.

#digital #instore

 

MAKE YOUR OWN SNAPCHAT FILTERS!

Marketers and party planners alike will be happy to hear of Snapchat’s new rollout of make-your-own geofilters for the platform.

#snapchat

 

EXPERIMENTS IN SNAPCHAT MARKETING

Dominos has run some successful experiments in marketing on the channel that marketers are scrambling to figure out to reach the post-Millennial generations

#snapchat

 

GOOGLE STUDY ON IN-STORE MOBILE USE

It’s not just show-rooming: a study from Google on in-store mobile use has a few key takeaways:

  1. Mobile is the new front door: Target found that 3/4ths of its customers start the customer journey on mobile
  2. Local search matters (for bookstores!): year to year growth in “Near to me” searches. A 2015 Google Consumer Survey found that 50% of consumers who conduct a local search on their smartphone visit a store within a day, and 18% of those searches lead to a purchase.3
  3. Ads that show local inventory drives users into the store (note, 3rd party servers such as Sizmer, a Verso partner, have this capability)
  4. In-store decision guide: 82% of shoppers say they’ve consulted their mobile phone while in store to make a purchase
  5. Omni-channel customers spend more: 250% more, according to MasterCard

#google #mobile #instore

 

INSTAGRAM CONTINUES DOUBLE-DIGIT GROWTH

eMarketer notes that, at this pace, more than a third of internet users will be on Instagram by 2017. The article includes projections for Facebook, Twitter, Pinterest, and Tumblr too.

#instagram

 

ADBLOCKERS ARE YOUNG AND MALE

There are 198 million ad block users worldwide. This infographic on Hubspot goes into detail about who are leading the charge, heavy into tech, gaming, sports and social. Not surprisingly it’s the young male demo. The older female demographic (core, avid readers) are the least likely to be using an ad blocker.

#adblocking #readers

 

PROS AND CONS OF PODCASTS

eMarketer talks to Digitas LBI Social Director about the pros and cons of podcasts for marketers.

#podcasts #audio #streaming

 

HOW TO USE TWITTER

ClickZ attended Twitter’s Flight Camp so you don’t have to. Good stuff here for social media managers.

#twitter #social #bestpractices

 

MEDIA PROS JOIN SNAPCHAT #FAILBETTER

A week travelling on the West coast with a pair of 15 year-old boys has shown me the vitality of Snapchat, the generational divide (and I mean the one that the millennials are starting to feel with the generation after them . . . ), and how Gen X just. doesn’t. get. it.

#snapchat #genx #fail

 

AOL FTW

More evidence that the digitally connected older generation are where the action is with digital marketing.

#email #boomers #politics

 

TWITTER UPS ITS GIF GAME

Integration with Giphy and Riffsy make it easier for Twitter users to post animated gifs.

#twitter #gifs

 

WRONG END OF THE FUNNEL

Why haven’t buy buttons on FB and Instagram taken off yet? Because they’re trying to force top of the funnel marketing down the funnel too far…. Customers aren’t interested in that (need a little more time and comfort before making the purchase).

#facebook #instagram #thefunnel

 

TUMBLR STRUGGLES

It’s still a great way to reach the YA audience, but Tumblr’s growth is slowing. Here are projections via eMarketer:

“Regarding its total user base, this will be the last year Tumblr will grow by double digits, signaling a plateau. In 2016, Tumblr will have 23.2 million users in the US. That’s less than half as many as Pinterest (which has 54.6 million) and less than a third as many as Instagram (which has 89.4 million).”

#tumbler #teens

 

The image at the top of this post is taken from the current Tara Donovan show at the Quint Gallery.

 

Next to Now: Valentine’s Day Edition

 

SOCIAL MEDIA MANAGERS REJOICE

As a Valentine’s Day present to social media managers who like to keep their personal and their business identities distinct, Instagram announced this week that they are finally going to allow users to toggle between multiple accounts.

#instagram #social

 

INFORMATION OVERLOAD

From Quartz:

“Many people today struggle with information overload. We shift our attention between online and offline activities every 45 seconds, according to Gloria Mark, professor of informatics at the University of California at Irvine.”

In a world of information overload, advertisers need to respect their audiences and reach them in environments where the message can be heard

#attention

 

GOOD NEWS FOR QUALITY CONTENT

The FT hit a readership record: 780,000 paying readers, the highest in their 128 year history. In his latest newsletter, Ben Evans says,

The FT now has the highest paying readership in its history. Remember how ‘pay walls’ were a staggeringly stupid idea? The Times is also now breaking even.”

This is also a win for advertisers (like books!) that match well with the audiences on these blue chip platforms (The FT, the New York Times, etc.). Reaching a committed reader in a place where s/he is reading relevant, engaging information. The best advertising shows its target what they want when they want it.

#thoughtleaders #targeting

 

WHAT GAME?

From USA Today on last Sunday’s Super Bowl: “According to Venables Bell & Partners, 78% of people were more excited about the commercials than the game last night.”

#superbowl

 

HOW DO YOU MEASURE AD SUCCESS?

That Mountain Dew ad freaked me out, but it was successful (especially when you remember that 40+ year old men are not the target demo):   

Mountain Dew’s director of brand marketing Sadira Furlow told Adweek the Super Bowl campaign generated 11 million views across social media since its first teaser spot launched on Jan. 22.

#roi

 

SNAPCHAT USER STUDY

While I watched the Super Bowl with my Twitter stream running, my 15 year old son was watching it with Snapchat running. While dedicated Snapchat users are a growing bunch, a recent study suggests they’re not engaging with the branded content as much as they are with their friends. To the question “How often do you buy something you saw on Snapchat,” 87% of respondents replied “Never.” 54% of respondents said they never watch Snap Discover Stories.  

#snapchat #streaming

 

THE TOP SUPER BOWL ADS

Hub Spot lists the top Super Bowl ads: Heinz, Snickers, Pokeman, Axe . . . Though it was the least flashy, I wonder if the most successful ad of the night wasn’t the one for the new Jason Bourne movie. It reached it’s target audience, delivered the message they wanted to hear (after taking a movie off, Matt Damon’s back as Jason Bourne!), and stuck in the mind. No tricks, just the right ad at the right time. Maybe only Beyonce’s ad for “Formation” directly following her performance was better targeted.

#superbowl #video

 

MOBILE USAGE WAS HIGH DURING THE 2016 SUPERBOWL

The second-screen phenomenon for huge live events is a regular thing. You probably knew that already, but it’s always worth a reminder. 

#mobile

Next to Now: The Super Bowl of Advertising Edition

 

It’s Super Bowl weekend! That means most of the advertising industry is strutting, preening, and fretting in advance of the one event in which ads are at least as anticipated as the game. This time of year the industry’s worries are on full display: are we just making ads so people can see what fancy ads we’re making, or are we actually helping to sell products? We know where we stand at Verso.
IF A MARKETER DUNKS IN THE DARK, WILL ANYBODY SEE IT?

Only a few years removed from the Super Bowl power outage and the Oreo tweet that launched a thousand industry thought pieces — “Power out? No problem, you can still dunk in the dark” — the idea of social media “war rooms” is on the wane. It turns out that not only is a “free” social media onslaught expensive, it’s also not as wide reaching as it used to be:

“A couple of years ago, there was a lot more fun and opportunity in real-time marketing,” said Gareth Goodall, partner and chief strategy officer at Anomaly. “Those days are behind us. It’s a paid-media game today and with that, comes a lot more preparation than real-time inspiration.”

#social #freeisexpensive

 

POLITICS AT POLITICO

Politico has never been immune to the political turmoil it covers so well, but with two founders scheduled to leave at the end of the election cycle the question becomes: is this an orderly transition that signifies the site’s healthy growth or a sign of an unstable foundation for the future?

#politics

WHAT WILL A SUPER BOWL MARKETING BUDGET BUY ONLINE?

As a thought exercise, AdWeek asked marketers what a $5 million Super Bowl ad budget would buy online. For your weekly book marketing meeting, here are some alternatives: 1.5MM app installs; 5 custom Twitter emojis; 12.5 days of sponsored Snaps; 10.5 premium Instagram campaigns; 50 Tumblr takeovers; 8-10 YouTube masthead ads; and a gazillion Facebook impressions. But how many of those alternatives could possibly drive a conversation in the way that a first quarter Super Bowl spot can?

#thoughtexperiment #digitalvbroadcast

MORE THAN 50% OF US POPULATION WILL WATCH STREAMING VIDEO

EMarketer projects that 2016 will be the year that more than half of the U.S. population will watch TV shows online at least once a month.

#streaming #video

 

AUTO-PLAY GETS POPULAR (WITH WEBSITES IF NOT USERS)

Caveat emptor: Facebook’s move to auto-play has made it popular for many websites. It certainly gooses the numbers of video views. The question is are they *good* views, and do the readers like it or are publishers just asking people to install ad blockers?

#video

 

ON CONVERSATIONAL COMMERCE

Will 2016 be the year of conversational commerce? Uber’s Chris Messina thinks so. Platforms like Facebook Messenger, Peach, Slack and more are moving in this direction and advertisers should pay attention—especially since there’s more global traffic on messaging apps than there is on social networks:

“Suffice to say, the verbs we use with traditional apps are irrelevant in the conversational paradigm. We “buy”, “download”, “install”, and “trash” apps. The conversational paradigm is more social, and therefore less technologic. We use humane verbs like “add”, “invite”, “contact”, “mute”, “block”, and “message”. The language of conversation is more accessible to a broader audience, which will in turn accelerate the adoption of conversational agents faster than we saw with desktop apps.”

(via @onlydeadfish)

#messaging

 

MARKETERS NOW: DOWN ON FACEBOOK, UP ON SNAPCHAT

Visual marketing is in. That’s good news for Snapchat, Instagram and Pinterest:

“According to research from eMarketer, more senior U.S. ad buyers are planning to advertise on Snapchat for the first time this year over any other social media site.”

#visual #snapchat #instagram #pinterest