Marketers need to understand users’ behavior across platforms, and Branch is launching a new cross-platform, cross-channel cohort analysis on Thursday that it says provides a quicker way to do that. Based in Redwood City, California, Branch began as a provider of intelligent “deep-links” that linked from an email, mobile web site page or in-app ad to a specific screen inside a destination, usually a mobile app. If that app wasn’t yet installed, the deep link opened to the app’s listing in an app store to download it. Cohort analysis from engagements. With this new cohort analysis, Branch is going beyond its previous event-based reporting, such as how many users installed an app after clicking on a specific link. Now, it is tracking cohorts of users across platforms and over time. Initially, it will track groups that install an app from Branch links, or re-engage with an app after installing it or who re-engage a web site after clicking a Branch link. Branch’s links can reside in virtua..
Facebook announced Thursday it is rolling out Ad Breaks to 14 more markets, bringing the total number of countries with access to the 15-second in-stream ads to 40. It is also launching Watch globally on desktop and Facebook Lite. The company shared a long list of Watch announcements — from the original programs it is renewing in 2019 to stats that show more than 75 million daily Watch visitors spend an average of 20 minutes on the video platform. Why you should careThe expansion of Facebook’s video Ad Breaks — and by extension the global roll-out of Watch — signals the company is putting more of its efforts on video and hoping advertisers will follow suit. With the global roll-out of Watch on desktop and Facebook Lite, video advertisers running international campaigns on Facebook will have access to larger audiences as users will be able to access the video platform beyond their mobile app. According to Facebook, more than 75 million daily visitors spend, on average, 20 minutes on Wat..
A six-second Groupon spot featuring actress Tiffany Haddish was voted the best YouTube bumper ad of 2018. YouTube, in partnership with the Webby Awards, has released its full list of the top ads for 2018 spanning across seven different categories. The six nominees in the top bumper video ad category also included ads from Sargento Cheese, Pringles, Frigidaire, Colgate and Gorilla Tape. Why you should careVideo advertising continues to grow and the video marketing landscape is becoming more crowded across all platforms. Knowing which ads are most appealing to audiences offers a valuable point of insight for marketers — especially when considering video ads like YouTube’s bumper ads that run only six-seconds in length, a short amount of time to grab anyone’s attention. Groupon’s spot with Haddish was an extension of a campaign the brand kicked off during the Super Bowl. First introduced in 2016, YouTube’s bumper ads are designed to be add-ons to skippable TrueView ad campaigns. They are ..
Facebook announced Tuesday that it is testing ads in its search results. The test will run in the platform’s primary search results as well as in Marketplace search results. Why you should care Search is one of the few untapped inventory sources remaining on the social platform, which has seen many advertisers directing more budget to Instagram this year. The initial ad test in search results is limited to select automotive and retail advertisers, but if the company sees a promising response, it will open up search results ad inventory more broadly. “We’re running a small test to place ads in Facebook search results, and we’ll be evaluating whether these ads are beneficial for people and businesses before deciding whether to expand it,” said Facebook product manager Zoheb Hajiyani. Advertisers participating in the test can select “Search Results” as an additional placement option that will apply to both primary search and Marketplace search inventory. With the current group of beta-..
Whether you love or hate Bill Belichick, it’s undeniable that he is one of the best NFL coaches of all time. He has over 275 career wins, 28 of which have come in the playoffs, and he has reached the pinnacle of his sport by winning the Super Bowl five times. Belichick is a great coach because he brilliantly manages his players and organization. His leadership skills have had a profound impact on how I manage. Belichick believes that all players have specific roles and no one player should carry the burden. That’s not to say that individuals can’t be good at multiple roles, but he puts his players in the best positions to succeed. That’s why so many players perform below expectations in other organizations but excel when they come to the Patriots. He has determined their strengths to find the optimal way to help the team. Using an example from the digital marketing world, you wouldn’t ask someone who has limited Excel knowledge to create sophisticated dashboards for client reporting...
An out-of-home ad for XITE. part of a multichannel programmatic campaign. Two recent integrations of digital-out-of-home (DOOH) advertising show not only that such ads are rapidly becoming a full-fledged member of the digital ad ecosystem, but that they are creating new kinds of DOOH-enhanced, cross-channel marketing. Adelphic, a demand-side platform (DSP) acquired last year by ad tech firm (and Myspace owner) Viant, announced this week that DOOH inventory from Rubicon Project’s private marketplace is now available to its buyers. And mobile-oriented, Amsterdam-based DSP MobPro says it is now integrated with DOOH marketing platform Broadsign. DOOH goes programmatic. The Adelphic partnertship with Rubicon Project means marketers can “programmatically buy digital signage within a certain radius of the store location,” VIant CMO Jon Schulz said. That means Adelphic can now offer digital signage in physical proximity to a store as part of a campaign that includes ads on mobile phones, f..
YouTube has released the top ten TrueView for Action ads in 2018, with Grammarly’s “Enhance Your Writing” 60-second spot coming in at the top. The year-end ad leaderboard focused only on the direct-response ad format, a shift from YouTube’s usual annual list ranking the top trending video ads overall. Why you should care YouTube’s focus on its TrueView for Action ad format is a nod to its focus on attracting more performance advertisers. TrueView for Action ads officially launched in March. They feature a customized call to action that appears below the video on mobile, or alongside the video player while an ad plays on desktop. The ads can be coupled with custom intent audiences to reach people based on their recent search history. Online grammar tool Grammarly ranked number one on YouTube’s first-annual list of top TrueView for Action ads based on an algorithm that factored total reach, clicks, and engagements. Grammarly’s “Enhance Your Writing” ad included a persistent “Download f..
Facebook has a history of miscalculating video ad metrics. In 2016, the company admitted it had been overstating the average duration of a video view time. The following year, it acknowledged over-charging advertisers for clicks on link-based mobile video carousel ads. As recently as October, Facebook video ad counts made the news again when a small group of advertisers accused the company in a class-action lawsuit of inflating video ad metrics by as much as 900 percent — and keeping the error under wraps for more than a year. While advertisers’ trust in Facebook video ad numbers is arguably tenuous at best, the scenario makes it clear that having to rely on any platform-native performance metrics comes with its own challenges — from gauging the success of a campaign to making sure ad dollars are being spent efficiently and accurately. Can advertisers still trust Facebook? “With Facebook, as with other platforms we buy ad inventory through, we’ve got a history of relying on them to b..
Marketers breathed a bit easier as record-breaking retail sales rolled in from the Thanksgiving to Cyber Monday stretch. Cart checkouts kept apace throughout the Thanksgiving weekend, totaling a record $7.9 billion in online sales on Cyber Monday alone, according to Adobe. Still, it wasn’t all rosy. Issues such as lower average order values, higher cart abandonment and increased fraud dimmed some of the joy for many marketers. Addressing lower engagement, conversions. Though the numbers shifted depending on who was doing the measuring, most data show that while sales were high, marketers struggled to engage and convert. Cart abandonment rates increased by 2.6 percent, conversion rates decreased by 9.7 percent and bounce rates increased by 12 percent compared to last year, according to personalization platform Monetate. Search agency NetElixir reported a year-over-year decrease in average order values (AOV) of 4 percent. All agree, though, that Thanksgiving Day and Black Friday resul..
Facebook announced on Tuesday it was rolling out Stories to Groups globally and adding emoji reactions for Group members. Group Admins will have access to existing controls to monitor both the content included in a Story and the members allowed to contribute. Why you should care Facebook Groups offer brands and advertisers an alternative to connecting with audiences and generating more engagement on the platform outside of News Feed ads. Now that Stories are available globally, all marketers managing Groups will be able to use the content format to promote more interaction between Group members. Facebook began offering Stories to Groups earlier this year, but is now adding emojis reactions so that members can respond to content. In October, Facebook introduced a number of controls for Group Admins to monitor content in Stories and the members contributing to them, including: The ability to block or mute a member from contributing to a Story. An approval feature to approve members be..