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Amazon’s IMDb TV is paying around $500k per episode for original shows

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By Tim Peterson

This article is part of the Digiday Video Briefing, which features must-reads, confessionals and key market stats. To receive the Digiday Video Briefing, please subscribe.

Amazon’s free, ad-supported streaming service IMDb TV is in the market for TV-length original shows designed to appeal to the audiences that tune into traditional ad-supported TV and the advertisers that want to reach them.

IMDb TV has been talking with entertainment companies about producing scripted and unscripted original shows to augment the streamer’s library of old movies and TV shows, according to entertainment executives familiar to the matter. The service is offering to pay low- to mid-six figures per episode for unscripted shows and higher amounts for scripted series, the execs said.

The amount of money that IMDb TV is spending on original shows is competitive with other ad-supported streaming services, though far from the millions of dollars per episode that subscription-based streamers like Netflix and Apple pay. For example, Walmart-owned Vudu has offered to pay $500,000 to $600,000 per 22-minute episode for shows, and Facebook Watch’s initial budgets for TV-length original series ranged from $250,000 to more than $1 million, Digiday has previously reported. In each case, these streamers appear to be modeling their budgets off of what cable TV networks tend to pay for low- to mid-tier shows. “It’s cable TV money,” said one of the execs.

An IMDb TV spokesperson declined to comment.

IMDb TV acknowledged its interest in original programming on Feb. 20 when Amazon announced that it would move the streaming service’s content team within Amazon Studios, which produces original movies and shows for Amazon Prime Video as well as traditional distribution outlets.

In lining up original programming, IMDb TV is looking to differentiate itself from its streaming sibling as well as rival ad-supported streaming aggregators like Roku’s Roku Channel. Amazon introduced the streaming service in January 2019 as IMDb Freedive before rebranding it as IMDb TV in June, and the company made the service a cornerstone of its upfront pitch to advertisers last year.

“The general thinking of what they’re looking for for IMDb TV versus Prime [Video] is something a bit more appealing to general America,” said a second entertainment exec.

Whereas Prime Video’s shows like “Fleabag” and “The Man in the High Castle” mirror the edgier programming on subscription-based services like HBO and Netflix, IMDb TV’s shows are meant to be more family-and advertiser-friendly fare, akin to the shows that air on broadcast and cable TV networks, according to the entertainment execs.

“They’re the kinds of shows you might see on TNT or a modern broadcast network or the show ‘The Middle’ [which aired on ABC],” said a third entertainment exec, who described the shows that IMDb TV is in the market for as “family viewing.”

Amazon’s IMDb TV appears to be following a similar playbook to Walmart’s Vudu. The latter streamer has been stocking up on original programming intended for budget-conscious families that may be seeking out free alternatives to subscription-based streamers.

The addition of original shows …read more

Source:: Digiday

      

Condé Nast groups home-improvement content across brands for a new ad network

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By Kayleigh Barber

Condé Nast launched a new ad network this week called Home/Made, grouping home improvement and DIY video inventory from across its portfolio of brands. 

For now, Home/Made content will primarily exist on YouTube. Aimed at trying to compete with both HGTV and DIY Network on the digital front, the company claims that video content across all of its brands surpasses the former two media networks in both total views and number of subscribers on YouTube. While the Home/Made network itself doesn’t have its own channel, this content grouping strategy will allow Condé Nast to cast a wider net for sales to both its existing and new advertisers. 

“An always on, new primetime audience is how we see [Home/Made’s viewership],” said Lloyd D’Souza, head of content development at Condé Nast Entertainment.

At launch, the slate of content in the network will include some of the existing popular shows for Condé, including Vogue’s “73 Questions,” which follows celebrities around their homes while they answer questions; Architectural Digest’s “Open Door,” where celebrities give tours of their homes and talk about interior design; and Glamour’s “Money Tours,” where anonymous individuals talk about how they spend their incomes.

D’Souza said during the Home/Made launch event that GQ Sports is launching a new show where athletes give tours of their closets; Wired will have a new show called the “Future of Home” that talks about in-home technology; and AD will launch a version of Bon Appétit’s “Back to Back,” which will feature celebrities attempting to do DIY projects with only auditory instruction.

While GQ, Vogue, Bon Appétit and Glamour are not home improvement or shelter brands endemically, Barish said he sees an opportunity to show to advertisers how the non-endemic brands can still cover topics related to home.

“They don’t associate us with mass home to begin with,” he said, so by creating content that talks about accessorizing a home or gives a celebrity home tour, these non-AD brands can also provide some connection to home content for advertisers looking to place their ads in that category. 

That said, if a viewer is coming to a video featuring a celebrity house tour, it can be hard to place whether or not they’re watching for the architecture and interior design inspiration, or if they’re curious about where their favorite celebrity lives. Looking through the lens of home improvement, the programs on this network don’t necessarily have the pure DIY or home remodeling content that shows on HGTV or DIY Network delivers. 

According to Condé Nast, the publisher has a total of 38 million subscribers on YouTube across all of its brands in 2019. Additionally, the company reported over 5 billion total video views on YouTube in 2019.

Condé Nast also recently invested heavily in the development of video content for five of its brands — GQ, The New Yorker, Vanity Fair, Vogue and Wired– launching individual video studios for the brands to attempt to create franchises.

Condé Nast has three primary ways for brands to …read more

Source:: Digiday

      

What's an Organic Search & How Do You Report on It?

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By Rebecca White

Last week, I was searching Google for athletic wear because I was in the market for some new yoga pants.

As I was scrolling through the results, I saw Fabletics. After browsing its site, I ended up becoming a VIP member and purchased $50 worth of athletic clothing.

In the same vein, when I worked at a marketing agency last year, I was responsible for social media for our clients.

I was curious about how to best use Instagram in the education industry. So, I went to Google and searched for “how to run social media for schools.”

I came across a blog on Sprout Social that was helpful when I created a strategy. When it came time to switch our social media automation tool, I even decided to go with Sprout Social.

In fact, 47% of consumers view 3-5 pieces of content before talking to a salesperson.

Plus, 51 percent of all website traffic comes from organic search and over 40 percent of revenue is captured by organic traffic.

That’s why organic search is so important as a marketer. It helps build your brand, generate sales, and provide value to your audience.

Below, let’s learn more about organic search and where to measure your results.

What is an organic search?

Organic search results are the unpaid results that appear on a search engine results page after a query. In the example below, when I typed “athletic wear” in Google, the unpaid results are all a part of that organic search.

These results are typically generated based on search engine optimization (SEO) factors including backlinks, domain authority, and relevance.

On the other hand, search engines might also show paid search results, which are known as display ads or pay-per-click ads. These are denoted with the word “Ad” before the hyperlink, as shown in the example below.


Organic traffic is one of the main traffic sources inbound marketers focus on because once you succeed, it’s a long-term source of traffic.

While an organic search strategy can take time, it’s more likely to generate leads and revenue because it’s a non-disruptive form of delivering content. Also, organic searches produce relevant traffic because you’re answering user’s questions when they’re asking them.

This helps people become aware of your brand who aren’t already, like in my Sprout Social example above.

To rank highly on search engines, you have to pay attention to search intent when you target keywords, so users are more likely to click on your page.

You can also create a blog, be active on social media, and optimize your pages for SEO to improve your organic search rankings.

Usually, organic search is an important traffic source to consider because other traffic sources generally lead to one-page site visitors since they aren’t trying to drive overall site traffic or customer loyalty.

Although we’re focusing on organic traffic today, it’s important to remember the …read more

Source:: HubSpot Blog

      

Social Media Monitoring Importance and Companies Dominating the Market

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By Blake Cohen

Social media has taken the world by storm with numerous businesses boosting sales, customer experience, and driving brand engagement online. Other individuals have amassed large followings and make money via influencer marketing campaigns by brands of all sizes. The utilization of data can help improve the marketing and advertising spend on social media platforms. For this reason, social media monitoring companies are thriving in huge ways. Salesforce and Oracle are household names that pride themselves on the creation of the best tools to help business efficiency. Below are reasons this market will continue to thrive and how data collection from monitoring technology benefits business. 

Importance

The world of business and technology will have those that try to hack technology. Fake followers or fake traffic are perfect examples of these. Without the right social media monitoring tools seeing a clear ROI on a marketing campaign can be difficult. The ability to monitor engagement will also allow a company to understand what drives engagement with their followers. Creating content for current and potential customers that is not only high-quality but also spurs a conversation can build a sense of community. An example of a company that did this is Barstool Sports as they built a community and have a huge following.

Data Rules Everything

The introduction of technology that gathers data and can translate this data into an actionable plan is here. The business world no longer makes decisions on gut instincts as there are data sets that can help with nearly all decisions. Social media monitoring relies on data so it will need to continue to improve as social media develops.

Social media is here to stay with campaigns by companies becoming more data-driven than ever before. Companies that create the best piece of technology to monitor social media is sure to see continued success!

The post Social Media Monitoring Importance and Companies Dominating the Market appeared first on Social Media Explorer.

…read more

Source:: Social Media Explorer

      

How To Hire For Social Media Roles

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By Full Editorial

Modern companies can’t afford to have a lackluster social
media presence if they want to remain competitive for very long, but having an
amazing social media page that lures in droves of customers is easier said than
done. Many entrepreneurs refuse to avoid hiring a social media guru because
they don’t know how to begin doing so in the first place, which is
understandable but nevertheless a costly mistake that’s going to come back to
haunt you.

There’s no need to allow your company to wallow in digital
stagnation. Hiring a social media expert could be what turns things around for
your ailing business. Here’s what to consider when hiring for social media
roles, and what terrible mistakes to avoid as you do so.

Investing in
expertise

It’s important to understand that when you hire somebody for
a social media role, you’re investing in their expertise. Many individuals,
especially those who don’t spend a lot of time on popular social media
platforms, may have a low opinion of these platforms and the people who are
familiar with them. Despite the possibility that you may personally distaste
social media, it’s imperative to recognize that it’s a huge aspect of the
modern world and not something that you can afford to ignore. What’s more
important is the fact that you can’t properly master social media and its
commercial potential without having somebody who’s intimately familiar with its
ins and outs on your team.

So, how should you hire a social media guru? First and
foremost, know that there are perils to outsourcing your social media to a
lackluster individual who lacks the appropriate credentials for the job. You
should thus consider an internal hire, especially if you have low-ranking
employees who have demonstrated that they have what it takes to learn and grow
when it comes to their role within the company. By promoting an existing
employee who has the tech savvy and social media familiarity needed to succeed
in this role, you’ll also be guaranteeing that your new digital guru is already
familiar with your company culture and the image you try to put out for
yourself.

If you want experts who can lead customers to informative
sites like Ecigclick that will convince them to spend
more money on your business, you need to pay for them, too. Don’t think that
you can pay pennies for a social media presence and expect anything in return.
Treat this like a real, serious position similar to your advertising or HR
team, as social media fulfills the dual function of marketing your business to
new consumers while also managing how consumers react to and engage with your
brand image.

It should thus be of little surprise that the common
tips
for hiring a social media manager include hiring someone who
“gets” your brand. If they don’t vibe well with your employees or with your
vision for the company’s future, they may not have what it takes to meet the
demands of this increasingly important position.

Mistakes to avoid

Whatever you do, don’t consider somebody to be a social
media expert just because they’re young. While young people did grow …read more

Source:: Social Media Explorer

      

Bleacher Report is expanding its NBA-themed fashion line

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By Kayleigh Barber

Bleacher Report is expanding on its celebrity-designed capsule collection model with its new limited edition apparel line called the NBA Remix Collection.

The NBA Remix Collection consists of eight mashups between NBA teams and hip hop artists who are from the same cities as the teams, including the Detroit Pistons with Big Sean, the Miami Heat with DJ Khaled and the Atlanta Hawks with Future. Each mashup has its own capsule collections of four to five items, including t-shirts, jerseys, sweatshirts and hats. The clothes will be available to purchase on Bleacher Report’s website and at the team stories in the NBA arenas.

Revenue from the merchandise sales will be split between Bleacher Report and the artists. Bleacher Report CMO Ed Romaine declined to share how much each party would earn. Each artist will receive a commission rate, according to Bleacher Report. The clothing line will range in price from $40 to $175.

According to Romaine, the first quarter of 2020 has been the largest in terms of revenue made from Bleacher Report’s e-commerce business period to date. Romaine said that Bleacher Report’s e-commerce business now accounts for 10% of the company’s total revenue.

“When we first launched our e-commerce business, we did it in many ways as an experiment. We thought it was not intuitive for a reader to come to Bleacher Report for their purchases,” said Romaine. However, “we found success is in securing the VIP or talent relationships to create these moments of time” that readers will want to buy into, he added.

Romaine said that a collaboration between the NBA and musical artists made sense because the fan bases for hip hop and of basketball tend to have a significant amount of overlap. “Look at the people who sit courtside at the games. It’s Hollywood and the hip-hop industry, so it’s a natural extension for the consumer,” he said.

Bleacher Report licensed the NBA team logos through a partnership with clothing retailer Mitchell and Ness, which has an extended relationship with the NBA. Then, the publisher approached each musical artist with the opportunity to reinterpret the logos from the NBA team of their home city, incorporating elements from their album cover designs or branding.

While the artists are offered as much creative freedom as they’d like, Romaine said that Bleacher Report’s design team will also offer their own renderings for the artists to approve or iterate on.

“If the artist isn’t excited by it, they won’t promote it. So we want them to have a hand” in the creation process, he said.

To promote the clothing lines, Romaine said that there is a big social push around having the artists promote the clothing designs on their channels, as well as getting them to attend the respective NBA games that day while wearing the clothes.

This isn’t the first time the publisher experimented with this limited edition product collaboration between teams and celebrities. In 2018, the publisher created a collection of soccer jerseys that included musical artist designed logos ahead of the World Cup. And last year, recently …read more

Source:: Digiday

      

A Step-by-Step Guide to Growing Your SEO Traffic Using Ubersuggest

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By Neil Patel

There are a lot of tools out there and a ton of SEO reports.

But when you use them, what happens?

You get lost, right?

Don’t worry, that’s normal (sadly). And maybe one day I will
be able to fix that.

But for now, the next best thing I can do is teach you how to grow your SEO traffic using Ubersuggest. This way, you know exactly what to do, even if you have never done any SEO.

Here we go…

Step #1: Create a project

Head over to the Ubersuggest dashboard and
register for a free account.

Once you do that, I want you to click on “Add Your First Project.”

Next, add your URL and the name of your website.

Then pick the main country or city that you do business in. If you are a national business, then type in the country you are in. If you are a local business, type in your city and click “Next.”

If you do business in multiple countries or cities, you can type them in one at a time and select each country or city.

Assuming you have your site connected to Google Search Console, you’ll see a list of keywords that you can automatically track on the left-hand side. Aside from tracking any of those, you can track others as well. Just type in the keywords you want to track in the box and hit the “Enter” key.

After hitting the “Next” button, you will be taken to your dashboard. It may take a minute but your dashboard will look something like this:

Click on the “Tracked Keywords” box and load your website profile.

What’s cool about this report is that you can see your rankings
over time both on mobile and desktop devices. This is important because Google
has a mobile index, which means your rankings are probably slightly different
on mobile devices than desktop.

If you want to see how you are ranking on Google’s mobile index, you just have to click the “Mobile” icon.

The report is self-explanatory. It shows your rankings over time for any keyword you are tracking. You can always add more keywords and even switch between locations.

For example, as of writing this blog post, I rank number 4 on desktop devices for the term “SEO” in the United States. In the United Kingdom, though, I rank number 16. Looks like I need to work on that. 😉

What’s cool about this report is you can drill down on any
keyword and track your rankings over time. For example, here’s what my site
looks like now…

The purpose of this report is to track your SEO progress. If you are heading in the right direction, your rankings should be going up over time.

Sure, some weeks your rankings will be up and other weeks it
will be down, but over time …read more

Source:: Kiss Metrics Blog

      

5 Examples of Brands Newsjacking in 2019

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By pbump@hubspot.com (Pamela Bump)

Big-MacIsh menu in Burger King newsjacking

Shortly after the announcement that Prince Harry and Meghan Markle were “stepping away” as senior members of the Royal Family, Madame Tussauds Wax Museum also made news by removing Harry and Megan from a wax display of the Royal family.

But, the famous wax museum’s publicity stunt isn’t the only example of a brand that’s leveraged a news event to gain awareness or viral attention. In fact, this tactic has been used by marketers throughout the 2000s. It’s often called “newsjacking.”

Newsjacking is when a brand or firm mentions or creates a campaign centered around a major, well-discussed news item. It’s slightly different from a publicity stunt in that the news item is leveraged in marketing while a stunt might acknowledge news within a public venue or place of business.

Why do brands choose to newsjack rather than creating a totally original storyline for their campaigns? It’s simply because this strategy helps them get discovered by adding or piggybacking off of larger conversations happening online.

In the early 2010s, we frequently saw newsjacking attempts during big, televised events like the Super Bowl or the Academy Awards. But, as marketers more frequently use social media and online channels, we’re seeing brands identify newsy topics faster and newsjack through a variety of content.

If you’re looking to leverage news, trends, or current events to amp up your marketing strategy, you might be wondering, “How do I get started?” or “How can I do this tastefully?”

If so, one great way to learn how to newsjack is to watch how other brands have done it.

To help you get inspired, here are five examples of brands that successfully took on newsjacking in 2019, and some takeaways that you can keep in mind in 2020.

7 Examples of Newsjacking in 2019

Aviation Gin: The Gift That Gives Back

News Item

In December 2019, the workout bike company Peloton released a critically panned commercial that begins with a husband giving his wife a Peloton for Christmas. As the commercial continues to the optimistic sounds of the song, There She Goes,” the wife, coined as “Peloton Wife” on social media, films herself working out every day for a year. At the end of the ad, she shares the video with her husband — seemingly the following Christmas.

Here’s the commercial, which is titled “The Gift That Gives Back”:

The commercial was heavily criticized and mocked throughout social media because it enforced dated gender norms and goes against body positivity because many people believe that a husband buying a wife a workout device insinuates that she’s out of shape.

The Newsjacking

After the Peloton ad — and it’s instant criticisms — circulated the internet, actor and Aviation American Gin owner Ryan Reynolds immediately cast Monica …read more

Source:: HubSpot Blog

      

Award Winning B2B Influencer Marketing at B2BMX

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12 Benefits of Email Marketing Your Marketing Team Must Know

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By Rebecca White

As a marketer, you might’ve heard coworkers talking around the watercooler about how email marketing is dead. It’s been a common concern for many marketing departments.

Well, I’m here to let you know that you don’t have to worry because email marketing is still going strong.

In fact, 40 percent of B2B marketers say email newsletters are most critical to their content marketing success, and 73% of millennials prefer communications from businesses to come via email.

Furthermore, 99% of consumers check their email every day and it is by far the preferred way to receive updates from brands.

As marketers, we can’t ignore these statistics. That’s why it’s important to develop a strong email marketing strategy.

Below, let’s review the top benefits of email marketing, which show why it’s one of the most effective marketing tactics.

1. Creating personalized content.

With email marketing, you can customize your campaigns and create targeted content.

Personalization can be as small as including a contact’s name in the email. In fact, emails that include the first name of the recipient in their subject line have a higher clickthrough rate than those that don’t.

On the other hand, you can also create individualized content based on segmenting your audience so you send the right emails to the right customers. For instance, perhaps you want to send an email marketing campaign to returning customers and a different one to one-time customers.

One of the main benefits of email marketing is that your content can be highly personalized to your audience’s needs. Your emails might have variations including different images or subject lines to increase your engagement. You can even create segmented lists based on geography or engagement levels.

To have a successful email marketing strategy, you need to send the right email to the right people at the right time. That’s where segmentation and personalization can help.

2. Collecting feedback and surveys.

Keeping a pulse on the customer experience is very valuable if you want customers to continue to interact, engage, and purchase from your brand.

Email marketing can help you do this. For instance, you can send customer satisfaction surveys to obtain customer feedback through email campaigns.

In fact, this is one of the best ways to calculate your Net Promoter Score (NPS). This score helps you find out the percentage of customers who are brand ambassadors and the ones who are detractors. With this information, you can come up with strategies to improve your customer experience.

3. Improving sales.

While email marketing is clearly an excellent marketing tool, it can actually improve your sales as well.

In fact, 59% of marketers say email is their biggest source of ROI and marketers who used segmented campaigns note as much as a 760% increase in revenue.

Email marketing campaigns can feature products or services, encourage customers to purchase after abandoning their cart, or deliver special offers to your customers.

Furthermore, 59% of …read more

Source:: HubSpot Blog

      

6 Advertising Tips to Draw Customers In

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By Kayla Carmicheal

MasterControl ad example on LinkedIn

Today, I was scrolling the Bon Appetit website, and by the end of my visit, I’d signed up for their newsletter.

When I saw their newsletter advertisement, it was so effective that I just couldn’t help myself.

Good ads get consumers to stop and stare. Effective ads inspire engagement. And when I saw this, I stopped scrolling, laughed, and typed in my email:

Source

This ad successfully combines humor and relatable language to compel me to subscribe — additionally, it solved a “problem” (learning how to cook pasta) I didn’t know I had. Those are three elements of what can make an amazing ad.

Oftentimes, marketers assume a good ad can only be made with a big budget. Additionally, marketers sometimes believe ads are most effective if they’re busy or loud.

While having all the factors above do make for an enjoyable ad experience, they shouldn’t be the only things marketers focus on when designing an ad. In fact, some of the most effective ads I’ve come across have none of them.

The ad above, for example, isn’t busy, moving, or flashy at all, but it’s still an example of a good ad. In this post, let’s explore six components for creating a good, engaging ad.

Not every ad needs to have every single component to be successful. In fact, picking one to three of these components can still make a dazzling ad experience for consumers. Basics every ad should have, like engaging graphics, are covered in this excellent post about ad creation.

Additionally, the tips we’ve outlined below help elevate an ad, and can enable you to refine your ad to ensure it delights your viewers.

Use these tips as a reference when creating an ad or refining for finishing touches. They can be that last step before an A/B test, or a starting step when brainstorming content ideas.

1. Use keywords to rank on search.

Remember, keywords help rank highly on search engine results pages (SERPs). If a marketer wants to place an ad using Google, but doesn’t use any keywords in their ad, it can be ineffective.

For instance, let’s say I was Googling a laptop for professional use, so I type “business laptop” into Google. This is the first ad that comes up:

Dell ad on Google

From this ad, I can tell that business laptops are being sold at Dell, which is what I want. Using ambiguous language in an ad doesn’t bring much traffic. It also doesn’t help consumers know what’s being sold.

A small business would benefit using their industry or their product when advertising, especially if the product is in a niche market.

2. Solve a problem for your audience.

Your product or service solves a problem, and you probably know that advertising should tell the audience about how your product or service is a solution. If you’re thinking this …read more

Source:: HubSpot Blog

      

How Le Monde uses Whatsapp to reach African readers

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By Lucinda Southern

Facebook may have restricted the list size that publishers can broadcast WhatsApp messages to, but French newspaper Le Monde is using the status feature to reach new readers in French-speaking African countries.

Since December, African-focused edition Le Monde Afrique has grown to 10,000 WhatsApp followers by posting content to its WhatsApp status, a similar feature to Instagram Stories. It typically posts three or four times a day and content lasts 24 hours. Le Monde has two staffers working on publishing content this WhatsApp channel and growing the community.

Depending on the day, around 20% of its followers will view the WhatsApp status content. That’s relatively high compared with the percentage of people who view its Instagram Stories, according to Le Monde. On Instagram is has nearly 100,000 followers.

The French news publisher first used WhatsApp in November 2018 to grow its audience in African countries like Morocco, Senegal and the Ivory Coast. In France, Le Monde has 235,000 digital subscribers and 9.1 million monthly unique users in December, according to Comscore. Le Monde has 35 journalists in France and in the field covering countries in Africa.

“We wanted to reach people where there are a lot of French speakers and Le Monde doesn’t have a big presence,” said Julie Lelièvre, editorial and audience development project manager. “In these specific countries, people do not consume as we do. In order to build audiences we need to adapt how we send our information.”

WhatsApp has become a primary network to discuss and share news in non-Western countries, according to Reuters Digital News Report. In 2019, 16% of people surveyed use WhatsApp each week for news, compared with 36% who use Facebook. In non-Western countries the number of people using WhatsApp is much higher where internet connection is primarily through phones. WhatsApp as a news source has been growing since Facebook changed its algorithm in 2018. The intimate nature of the platform and users’ wish to communicate in private groups rather than on newsfeeds means that publishers and brands like Adidas are working out their voice on the platform.

Le Monde had previously grown its WhatsApp following to 40,000 but had to start from scratch in December when Facebook reduced the list size people can broadcast out down to 250 people in an effort to crack down on the spread of misinformation during elections in Brazil and India.

Anyone who has that number saved can see Le Monde’s WhatsApp status. One issue with posting on its status rather than broadcasting is that people don’t get a notification when it’s updated, so the number of people viewing its content naturally falls. On the flip side, Le Monde can re-use this content on its Instagram Stories too.

Publishers had known since July 2019 of Facebook’s plans to nix wider broadcasting on the platform so Le Monde had some time to evaluate how else to foster the community it built. The publisher asked followers how else they wanted the service to continue. This …read more

Source:: Digiday

      

The latest ads.txt fraud: the 404bot

Home » Archive by Category "Digital Marketing"

By Seb Joseph

Ads.txt files were supposed to help the ad industry stamp out fraud but instead, they’re increasingly a conduit for it.

The tool was launched three years ago by the IAB’s Tech Lab as a way for publishers to list all of the companies that are authorized to sell their ads. Essentially, the text file shows when an advertiser buys ads either directly from a publisher or an approved ad tech vendor as well as highlight those sites that do not use an ads.txt file or if inventory is being sold without a publisher’s approval.

In theory, ads.txt files help advertisers avoid illegitimate sellers who arbitrage inventory and spoof domains. The reality, however, is the files are also fertile ground for fraudsters. Since the ads.txt tool launched, fraudsters have exploited the fact that buyers don’t always check the lists with bots that generate fake browser data and create fabricated URLs in order to pilfer media spend. The latest example of this type of fraud is called the 404bot.

The 404bot is essentially domain spoofing, which is when fraudsters impersonate a publisher’s webpage. But with the 404bot ,there is no inventory. Instead, there’s a 404 error page in place of the webpage spoofed. The inventory appears like a legitimate buy from an authorized seller when in fact there’s nothing.

Since the 404bot was first noticed by Integral Ad Science in 2018, it has pilfered more than $15 million in ad spend from over 600 million ads and 1.5 billion video ads sold by large and small publishers across the U.K., the U..S, Canada and Australia. It may not sound like much given the average individual fraudster makes between $5 million and $20 million dollars a year, but the implications of the 404bot go beyond headline figures.

The existence of the 404bot is symptomatic of how ads.txt lists are being used as a plaster to ward off the symptoms of fraud rather than to help heal the cause of it.

Publishers list ad tech vendors in their ads.txt files even when they no longer work with them because they want to avoid showing ad buyers that they rely on unauthorized resellers to drive demand for their inventory. Plus, the more authorized sellers a publisher has, the more money they can potentially generate. Advertisers, on the other hand, either don’t have the internal expertise to push publishers to audit their ads.txt lists or won’t because doing so could theoretically reduce the scale of buys they could make.

Meanwhile, ads.txt files continue to get longer and subsequently become easier places for fraudsters to hide. The longer the ads.txt list, the harder it is to audit for unauthorized sellers.

“I’ve seen ads.txt lists that have more than a thousand ad tech vendors on them,” said one media executive.

Indeed, the only link between all publishers that were impersonated by the bot was that they all had long lists of ad tech vendors in their ad.txts files, according to IAS. In fact, when the ad verification firm worked with publishers to vet …read more

Source:: Digiday

      

Are H1 Tags Necessary for Ranking? [SEO Experiment]

Home » Archive by Category "Digital Marketing"

By Cyrus-Shepard

Posted by Cyrus-Shepard

In earlier days of search marketing, SEOs often heard the same two best practices repeated so many times it became implanted in our brains:

  1. Wrap the title of your page in H1 tags
  2. Use one — and only one — H1 tag per page

These suggestions appeared in audits, SEO tools, and was the source of constant head shaking. Conversations would go like this:

“Silly CNN. The headline on that page is an H2. That’s not right!”

“Sure, but is it hurting them?”

“No idea, actually.”

    Over time, SEOs started to abandon these ideas, and the strict concept of using a single H1 was replaced by “large text near the top of the page.”

    Google grew better at content analysis and understanding how the pieces of the page fit together. Given how often publishers make mistakes with HTML markup, it makes sense that they would try to figure it out for themselves.

    The question comes up so often, Google’s John Muller addressed it in a Webmaster Hangout:

    “You can use H1 tags as often as you want on a page. There’s no limit — neither upper nor lower bound.

    H1 elements are a great way to give more structure to a page so that users and search engines can understand which parts of a page are kind of under different headings, so I would use them in the proper way on a page.

    And especially with HTML5, having multiple H1 elements on a page is completely normal and kind of expected. So it’s not something that you need to worry about. And some SEO tools flag this as an issue and say like ‘oh you don’t have any H1 tag’ or ‘you have two H1 tags.’ From our point of view, that’s not a critical issue. From a usability point of view, maybe it makes sense to improve that. So, it’s not that I would completely ignore those suggestions, but I wouldn’t see it as a critical issue.

    Your site can do perfectly fine with no H1 tags or with five H1 tags.”

    Despite these assertions from one of Google’s most trusted authorities, many SEOs remained skeptical, wanting to “trust but verify” instead.

    So of course, we decided to test it… with science!

    Craig Bradford of Distilled noticed that the Moz Blog — this very one — used H2s for headlines instead of H1s (a quirk of our CMS).

    h1 SEO Test Experiment

    We devised a 50/50 split test of our titles using the newly branded SearchPilot (formerly DistilledODN). Half of our blog titles would be changed to H1s, and half kept as H2. We would then measure any difference in organic traffic between the two groups.

    After eight weeks, the results were in:

    To the uninitiated, these charts can be a little hard to decipher. Rida Abidi of Distilled broke down the data for us like this:

    Change breakdown – inconclusive

    • Predicted uplift: 6.2% (est. 6,200 monthly organic sessions)

    5 Things I Learned About Product (and People) Management This Year

    Home » Archive by Category "Digital Marketing"

    By Brian Swift

    null

    This last year has been a blur. At the start of 2016 I was working in Product Management at Twitter, and then I moved to the other side of the world to work at Atlassian in Sydney, Australia. Despite the massive geographic and timezone change, I’ve learned a lot from both places about being a better product manager.

    These lessons are based on my own experiences and feedback from managers, peers, and direct reports. I can’t thank these individuals enough for taking the time to share this feedback with me, as it’s the most valuable information I, (and anyone for that matter) can use to grow as a product manager.

    1. If you’ve never left the office feeling like you’re terrible at your job, you probably are.

    I have often left the office feeling pretty shitty. Common thoughts I’ve had include: “Am I the worst PM?” or “Maybe this isn’t a career for me”. I’ve come to accept this as a fairly normal feeling to have if I’m pushing myself and my team to build something valuable, question existing norms, and connect deeply with customers.

    These are all things that we product managers applaud, without often appreciating the laborious process to get there. Anything worth doing is hard.

    Tip: I try to embrace the uncertainty and painful process of building something entirely new with a team. And if I don’t feel the burn, if I start getting too comfortable, I ask myself if I am really doing enough to improve my customer’s lives. I find that running customer interviews or collecting in-person customer feedback makes sure I stay connected to customers.

    2. It’s far worse to solve the wrong problem than to build the wrong solution to the right problem.

    Spend the extra time upfront to really, really understand the problem you are solving. The new hotness is to use the JTBD framework to achieve this, but no matter which tool you use, be sure to gain an intimate understanding of your customer’s pains and motivations.

    Build incrementally and get as much feedback as humanly possible early in the process. Test things as cheaply as you can. Focus all efforts on identifying that you are truly solving a key problem for a customer, then make some bets on the best solution.

    My team and I have actually tracked how many expletives we’ve heard during demos of a prototype as an indicator if we were truly solving the right problem. We’re looking for a “HECK YEAH!”, not, “That’s pretty cool.” If you’re wrong about the solution you can always tweak things, but if you’re not solving a core problem you are setting yourself up for failure. Figure out the problem, remind yourself of it every morning, and you’ll be just fine.

    Tip: Strive to elicit an emotional reaction from customers during the alpha/beta phase of development. Whether it’s effusively positive (ideally) or painfully negative (still valuable) you know you’re on to something. Use problem …read more

    Source:: HubSpot Blog

          

    The Death of the Third-Party Cookie: What Marketers Need to Know

    Home » Archive by Category "Digital Marketing"

    By pbump@hubspot.com (Pamela Bump)

    Most used website browsers.

    What do marketers and Sesame Street monsters have in common? They LOVE cookies.

    For years, we’ve been using them to track our website visitors, improve the user experience, and collect data that helps us target ads to the right audiences. We also use them to learn about what our visitors are checking out online when they aren’t on our websites.

    But the way we use cookies could change dramatically with Google’s announcement that it will phase out the third-party cookie on Chrome browsers by 2022.

    A Google blog post announcing the phaseout explains, “Users are demanding greater privacy–including transparency, choice, and control over how their data is used–and it’s clear the web ecosystem needs to evolve to meet these increasing demands.”

    Although Firefox and Safari have already phased out the third-party cookie, Google’s post says that its changes will happen over the course of two years as the tech company works with advertisers to ensure that this pivot doesn’t destroy the online advertising business.

    “Some browsers have reacted to these concerns by blocking third-party cookies, but we believe this has unintended consequences that can negatively impact both users and the web ecosystem,” the blog post notes. “By undermining the business model of many ad-supported websites, blunt approaches to cookies encourage the use of opaque techniques such as fingerprinting (an invasive workaround to replace cookies), which can actually reduce user privacy and control. We believe that we as a community can, and must, do better.”

    Although Chrome isn’t the first browser to phase out the third-party cookie, it’s the biggest. In late 2019, Google Chrome made up more than 56% of the web browser market. Chrome also accounts for more than half of all global web traffic.

    Source: Statista

    Meanwhile, Safari and Firefox, which have blocked third-party cookies since 2013, come in a distant second and third place, respectively.

    Because Chrome, Safari, and Firefox will all no longer support this type of data tracking by 2022, publications like Digiday are calling Google’s phase-out the “death of the third-party cookie.”

    As with any major shift involving privacy, data, and advertising, business experts and publications have been frantically buzzing about how this will change the way we do business online.

    But, do we really need to panic?

    The truth is, Google Chrome’s third-party cookie phase-out could heavily impact some areas of the marketing and advertising space, while other tactics will still stay pretty much the same.

    If you’re an advertiser or a marketer who’s thrived on third-party data for pinpointed online audience targeting strategies, you might be worried about how you’ll navigate this pivot.

    Although some big changes might be underway, new data-driven alternatives could also emerge following this news.

    To help you prepare for a world without third-party cookies, here are four things you should keep in mind about the latest cookie phase-out.

    4 Things to Know About Google’s Cookie Phase-Out

    1. Google isn’t …read more

    Source:: HubSpot Blog

          

    The Influence of ABM in B2B Marketing: Top B2BMX Sessions & Speaker Insights

    Home » Archive by Category "Digital Marketing"

    By Lee Odden

    Influence ABM in B2B Marketing

    Influence ABM in B2B Marketing
    2020 marks the 8th year in a row that I’ve presented at the B2B Marketing Exchange. During that time there have been many changes: within the B2B marketing industry, the strategies and technologies driving performance and in the programming at B2B events like B2BMX.

    ABM in particular has experienced a rise in the B2B marketing world and evidence of that momentum is evident in the session topics, martech vendors and attendees at this year’s B2BMX conference in Scottsdale, February 24-26.

    According to research from Demand Gen Report, 50% of B2B companies have been implementing ABM programs for more than a year and that number will continue to rise. With growing popularity, increasing numbers of marketers are searching for ways to incorporate ABM into their B2B marketing mix.

    Enthusiasm around ABM has reached B2BMX in the form of numerous sessions in the program dedicated to the practice. It’s easy to see why as B2BMX Content Director, Andrew Gaffney puts it:

    “ABM has transformed B2B marketing at a foundational level and has helped usher in more contextual and relevant outreach across all mediums.” @agaffney

    To get a handle on where ABM is going and what B2B marketers should be focusing on in 2020, I spoke with several B2BMX speakers that will be presenting on ABM and asked for their insights.

    “While traditional demand generation activities continue to be the lifeblood of marketing-sourced pipeline for B2B revenue marketers, ABM is now becoming the conduit for the historically strained relationship between marketing and sales. ABM requires marketers and sales teams to work together on things like account selection, personified value propositions and success measures – ultimately uniting teams prior to GTM, reducing revenue attribution friction and creating camaraderie. When building your ABM strategy, engage your extended teams early, gain their buy-in, ideas, and suggestions and build on the qualitative gains.”
    Stacy Gardner
    Stacy Gardner /in/stacyrambingardner

    Director of Marketing Programs, Banking Solutions at Bottomline Technologies

    “One of the most significant challenges B2B marketers are facing is how to achieve any degree of scale to their ABM efforts. As sales increasingly sees the value of an account-based approach, the pressure falls on marketers to deliver on the promise of ABM but to an expanded list of accounts. In 2020, successful ABM leaders will be those that make compelling arguments internally to secure or re-allocate more resources to support the accounts that matter most.”
    Bob Peterson
    Bob Peterson /in/bob-peterson
    Vice President, Principal Analyst, Account-Based Marketing for the SiriusDecisions at Forrester Research

    “No forms, no cold calls and no spam in 2020 – As a marketer, your cold emails are probably not getting you any business but are definitely getting you unsubscribes. To break out from the noise, marketers will personalize for the account, persona and buying team, behavior and TIMING. Next year, marketers will break up …read more

    Source:: Top Rank Blog

          

    The Effect of Social Media on Luxury Travel

    Home » Archive by Category "Digital Marketing"

    By Jacob Maslow

    The rise of social media has transformed
    countless industries including both hospitality and luxury travel.
    A recent study indicates that more than half of all global luxury travelers
    are interested in finding opportunities to capture and generate media content
    when visiting a new location. Social media has impacted luxury travel in numerous
    ways
    and proven to be a real game changer in terms of the way
    travelers choose to research potential destinations and travel plans as well as
    the types of destinations and activities they are likely to engage in during a
    trip or holiday.

    Travel
    Research

    Word of mouth, reviews based on first-hand
    experience and other information shared through social media sites and services
    is quickly changing the way that travelers research potential destinations.
    Savvy travelers have long based their travel plans and vacation ideas on
    stories and experiences shared by their friends and associates. Thanks to
    social media, learning more about specific destinations or finding an
    overlooked vacation spot or destination has never been easier. With an
    ever-growing user base and the ability to share more personal details, media
    and experiences than ever before online, using social media to conduct travel
    research is a trend that we can expect to see a whole lot more of in the days
    to come.

    Travel
    Fads and Fashion Destinations

    Appearances are important and an increasing
    number of luxury travelers are choosing to visit the destinations, attractions
    and points of interest that have gained greater popularity and exposure thanks
    to social media. Even destinations and travel itineraries that may provide
    comparable luxury, comfort and opportunities to enjoy the same range of
    activities are losing out to the latest travel fads and the most fashionable
    destinations. Bucket lists have also become increasingly popular with seemingly
    unconventional destinations, such as Antarctica, continuing to grow in
    popularity thanks to luxury travelers who are eager to post photos of their
    latest trip or to share media that showcases their past holiday or vacation.

    Seeking
    the Perfect Selfie

    While selfie sticks are among the least well-received travel trends in recent
    years, there is a reason behind their popularity. Thanks to social media,
    vacation and travel photos can now be shared with the entire world. Luxury
    travelers have developed a voracious appetite for selfies that showcase famous
    landmarks and jaw-dropping landscapes and backdrops. While not every traveler
    is concerned with finding the perfect photo op for their next selfie, there is
    an ever-growing number of travelers who are willing to alter their itinerary or
    even plan their entire trip just for the opportunity to take the perfect
    photograph of themselves.

    Influencers
    and Social-media Marketing Campaigns

    Marketing firms and advertisers have also
    taken notice of this trend, shifting their efforts in order to better leverage
    influencers. From travel agents to tourist brochures, conventional promotional
    tactics and outdated marketing techniques are quickly falling out of favor.
    Social media has proven to be the perfect format for creating and sharing
    reviews of luxury hotels, airlines and the exclusive destinations and
    experiences prized by luxury travelers the world over. Sponsored content,
    stealth marketing …read more

    Source:: Social Media Explorer

          

    The Rundown: The big Chrome SameSite cookie update day that wasn’t

    Home » Archive by Category "Digital Marketing"

    By Lara O’Reilly

    February marked the rollout of Chrome 80 and with it came a wonky new change affecting the way the world’s most popular browser handles cookies.

    In a nutshell, the Chrome’s SameSite update requires website owners to explicitly label the third-party cookies that can be used on other sites. If cookies aren’t correctly flagged, they’re restricted to being used in a first-party context only and won’t work properly for cross-site tracking. (Digiday has a more detailed explainer here.)

    Publishers have plenty of uses for third-party cookies — from syncing with ad tech and analytics vendors, through to making sure user logins work across their different domains — and began bracing for the potential of sites breaking on Chrome 80 launch day on Feb. 4.

    Fortunately, that didn’t happen. But that’s not to say the SameSite update has been straightforward.

    For starters, it turned out Feb. 4 wasn’t SameSite D-Day after all. Instead, web developers needed to circle the week of Feb. 17 on their desk calendars for rollout — not that Google had made that entirely clear from the beginning.

    “Many roll-outs, and all dangerous ones, are controlled by an experiment fraction that we change over time,” tweeted Google software engineer Michael Kleber. That tweet was in response to other members of the developer community who, surprised at seeing “Feb. 17” mentioned in a launch timeline update, figured the SameSite rollout had been postponed.

    And entering week two of the SameSite cookie rollout, it’s still unclear what’s at risk.

    That’s partly because the rollout has been limited so far, with Google planning to ramp up the sample set of users in the test over time. Eric Lawrence, a principal program manager at Microsoft, looked under the hood on Feb. 19., which suggested only around 1% of Chrome 80 users were affected by the SameSite tests at the time.

    Chrome hasn’t yet (at the time of writing, on Feb. 21) provided details on the sample size of the SameSite rollout so far, nor the results of those tests, or the estimated time before that sample size reaches 100% of Chrome users.

    Similar to Chrome’s January announcement about its intention to kill off third-party cookies “within two years” — but with no clear sign yet as to what the alternative will be — publishers and the wider online ad community are left in a tricky state of “wait-and-see.”

    “The SameSite change has been a tiny preview of what’s to come over the next two years,” said Zach Edwards, founder of analytics firm Victory Medium. “Google got a trial run on the SameSite cookie change to prove that they could properly communicate Chrome browser changes that impact their Google Advertising competitors — and they failed miserably.”

    The post The Rundown: The big Chrome SameSite cookie update day that wasn’t appeared first on Digiday.

    …read more

    Source:: Digiday

          

    ‘Be more consultative’: Insider is launching a first-party audience tool

    Home » Archive by Category "Digital Marketing"

    By Lucinda Southern

    Insider Inc. has developed a first-party data ad targeting and reporting tool called Saga that the publisher says offers contextual and behavioral targeting, deeper information on readers and real-time campaign reporting. The goal is to give marketers more sophisticated tools that rely on its first-party data, rather than third-party cookies, that still drive results while putting consumer privacy first.

    Saga uses Insider’s first-party data based on consumer behavior and actions they take on sites like Business Insider, rather than by who they are. It has three main functions: The first is to identify 100% of the users on its sites across mobile and desktop, including audiences using browsers like Apple Safari and Mozilla Firefox, who have clamped down on third-party cookies for cross-site tracking. The tool also helps uncover additional information about marketer’s audience to shape campaigns. Saga also reports on campaign performance in real-time, which is helpful in mobile environments where third-party cookies have long failed to effectively target and measure mobile ads.

    Insider has been testing Saga with 20 different clients including running its own house ads for its premium subscription tier, BI Prime. As well as its pool of logged-in users, Insider has scale: Business Insider had 127 million monthly unique users globally in December according to Comscore. Stitching together different these data sets and systems has been complex, said Jana Meron, senior vice president programmatic and data strategy.

    “We’re only bringing in deterministic first-party data,” she said. “It’s less about telling us the email address to target [audiences] with. It’s ‘did they fill out a mortgage calculator or take a survey?’ This data will inform the strategy which will inform audience targeting which provides insights. It’s an endless loop and all the data informs the content we create.”

    For over a year the publisher has worked with first-party data-based data-management platform Permutive. The vendor’s DMP provides a single, unduplicated view of an individual across different devices such as desktop and mobile web and in-app. Insider first-party data is then mapped to each ID, based on how that specific user interacts with Insider’s sites, like what they read on its site, how often, whether they came from Facebook or Google search and on what device.

    A strategic goal is to become more consultative to clients, said Meron. In a recent case for a financial client, wh typically used third-party data to reach its niche audience, Insider’s first-party data audience segment outperformed against the client’s existing third-party data audience segment by 11% on the client’s key performance indicators. As a result, the client renewed with Insider’s first-party data as core to the plan. The publisher didn’t break out the specific KPIs.

    Insider declined to share revenue details but said Saga will grow programmatic ad revenue by growing the size of campaigns and increasing repeat bookings. According to Meron, it has already won the publisher new business. Insider will also save money by cutting down on third-party data sources. The publisher will offer Saga to all …read more

    Source:: Digiday

          

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