Digital Marketing News

- " On TV and Video " is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Maggie Zhang, executive vice president of video research and insights at  Dentsu Aegis Network . Nowadays, anyone can easily find enthusiastic advocates for TV attribution at every turn, myself included. As we celebrate the newfound capabilities to understand and measure TV performance, more critical thinking by marketers is needed to differentiate what’s hype from what’s real and, more importantly, what does and doesn’t make sense for their brands. What’s ... [Read More]

- The new features can benefit both enterprise and SMB advertisers. Amid the holiday campaign season, Facebook has introduced updates to its reporting tools to help advertisers better measure ad performance across accounts, channels, and devices. These updates include a new cross-account reporting feature and a custom metric building tool. The two new reporting features are designed to give advertisers more insight on cross-channel and cross-device measurement – especially crucial during the holiday season. Users can access these new features from the dropdown in the Ads Manager dashboard: ... [Read More]

- Pepperjam, a performance marketing and affiliate tech platform, ran its Black Friday shopping data, which shows the average order value (AOV) grew 16% year-over-year (YoY) in 2019, compared with 2018 for same-store advertisers. Data released Thursday suggests that consumers continue to increase the number of clicks on affiliate links as automation turns the channel into a performance powerhouse. Publishers have realized that ecommerce is a critical piece to increase revenue.  For advertisers working with Pepperjam in the clothing and apparel industry, traffic grew 20% YoY and the average ... [Read More]

- Display-specific recommendations are also now available. The campaign optimization score that Google Ads shows for Search and Shopping campaigns is now available for Display campaigns. Scores will be available at the campaign level, and a combined account-level score now encompasses Search, Shopping and Display. You may also see recommendations tailored to Display campaigns. Optimization scores in Google Ads are now available for Display campaigns. What is Google Ads optimization score? Scores range from 0% to 100% and indicate how well your campaigns are expected to perform based on a number ... [Read More]

- For direct-to-consumer brands, the cost to acquire new customers has gone up, especially on Facebook and Instagram, in recent years. For media buyers who manage DTC brands, it can be tricky to balance the brands’ expectations and the realities of costs today. In the latest edition of our Confessions series, where we exchange anonymity for honesty, we hear from a media buyer who primarily works with DTC companies about how this shift has changed media buying for those brands, how it can be difficult to move away from that first-time customer focus and why it will only get more difficult. ... [Read More]

Source: digiday.com

- Ad industry, you can get off your tenterhooks: Google is going to adopt the IAB Tech Lab’s technical specs for compliance with the California Consumer Privacy Act (CCPA). The specs, which create a US privacy string not dissimilar to the Transparency and Consent Framework (TCF) developed by IAB Europe in the run up to GDPR, enable RTB transactions to occur while imposing constraints on the use of data when consumers opt out of the sale of their personal information, which is one of the primary rights enshrined in the CCPA. The specs will be live within AdSense, AdMob, Google Ad Manager and ... [Read More]

- Content Sponsor SEMrush SEMrush is online visibility management and content marketing SaaS platform that ensures businesses get measurable results from online marketing. Trusted by more than 4,000,000 marketing professionals, SEMrush offers insights and solutions for companies in any industry to build, manage, and measure campaigns across all marketing channels. With 30 tools for search, content, social media and market research in the platform, data for more than 140 countries, seamless integration with Google and task management platforms, SEMrush is now a must-have solution for all ... [Read More]

- Achieving the 3 key elements of customer-centric marketing with CDAPs Over the last 3 issues of the  , we’ve explored the challenges and gaps that marketers face in spite of having a CDP in place to unify their customer data, especially in omni -channel marketing environments. CDAPs - customer data activation platforms - act as ‘empowered CDPs ’ designed to enhance core CDP functionality, bridge the gap between data and activation, and help marketers achieve the 3 elements of customer-centric marketing: With a CDAP , enterprise marketers can gain a range of tangible benefits. In this ... [Read More]

- This holiday shopping season might be six days shorter compared with last year, but it has not slowed down consumers searching for deals and spending more per visit. As consumers go back to work on Cyber Monday, Adobe forecast that the day will not only break records for small merchants, but will set a new record compared with the prior year, by climbing 18.9% to reach $9.4 billion in sales. Paid and organic search traffic accounted for 42.4% of all ecommerce visits on Black Friday, with smartphones accounting for 60%, according to Adobe Analytics data. Black Friday reached a record $7.4 ... [Read More]

- Negative audiences help reduce wasted spend and prevent shoppers from being retargeted with products too many times. With the blurring of match type accuracy, PPC has become more about audience targeting than ever before. Ad platforms offer almost infinite ways to slice and dice audiences to reach the perfect customers for your brand. As you build an audience strategy, identifying the people you don’t want to target is just as important as finding the people you do want to reach. Negative audiences help reduce wasted spend, ensure people see the right messaging at the right stage of the ... [Read More]