As YouTube opens up ad inventory on “edgy” videos, should advertisers bite?

PATRICIO ROBLES | November 27, 2019

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Historically, brand safety has been a significant concern for advertisers and for good reason. The vast majority of brands don’t want their ads displayed alongside content that is objectionable – or even worse. Brand safety is so important to some brands that they’re making significant efforts to ensure their ad dollars aren’t directed to ads that they believe present association risk. FMGC giant Mondelēz, for instance, has moved to pre-bid blocking in programmatic markets because it wanted to eliminate the losses incurred when using post-bid blocking. Jennifer Mennes, Mondelēz’s North American media director, told AdExchanger, “The media would go out and get blocked, which is good, but then we don’t get that investment back. That means wasted impressions.”

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OTHER ARTICLES

Rakuten Launches Rakuten Advertising as a Premier Destination

Article | February 13, 2020

For the first time, brands, advertisers and agencies can now harness Rakuten’s far-reaching media properties, consumer insights and award-winning performance marketing ecosystem with today’s launch of Rakuten Advertising martech news. “Advertisers know their customers, but discovering new ones and building enduring connections with them is increasingly difficult in today’s competitive consumer marketplace,” said Amit Patel, CEO, Rakuten Americas. “By drawing on audiences, insights and the well-established performance marketing excellence of the Rakuten ecosystem, Rakuten Advertising will be an unmatchable partner for digital marketers aiming to surpass their business goals.”

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Why Using Conversions Imported From Analytics to Google Ads Does Not Actually Make Sense

Article | February 13, 2020

As an alternative to setting up Google Ads conversion tracking, you can import conversions from Google Analytics, such as goals or transactions, and then use it for optimization of your Google Ads campaigns. It is not a new feature, and its use by advertisers is a common practice. It became even more popular recently, as the Smart Shopping campaigns require conversion tracking with transaction-specific values. The import of Google Analytics transactions is probably the easiest way to comply with this requirement if there is no Google Ads conversion value tracking in place.

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BRAND MARKETING

Why are high performance websites crucial for SEO?

Article | February 13, 2020

Search engine optimization is one of the most important subdomains in digital marketing where organisations try to get visitors from search engine ranking pages to their website. The most vague approach by businesses is to just post content on their website, create backlinks of it and expect to rank number one on the targeted keywords. However the reality is that search engines consider a lot of factors in ranking a web page such as website’s loading speed, responsiveness for mobile device compliance, good user experience, rich snippets, keyword frequency in content, interest of visitors in content and then comes in the turn for backlinks and domain authority. Why SEO is Mandatory for Websites? SEO requires continuous efforts everyday due to 3 major factors. First is search engines rank the latest content on top most position at first and later on adjust the rankings according to other parameters. The second issue is changes in google’s algorithm bi-yearly which has the tendency to suppress the rankings of all web pages of a website. The third is your competitors who are creating better content to outbeat your website. We need to understand that a business can put in limited efforts on content marketing and backlinking, depending on their budget. The above mentioned factors are continuously vanishing the results derived from their previously made efforts so the high performance websites, customizations and rich snippet integration to ramp up the performance of complete websites. In one of our previous experiences we have seen web pages jump up from 3rd page of google search to 1st page in a day after deploying a faster version of the website. The initial journey of SEO can be done placidly with content management systems initially but later on comes the saturation point where to procure more traffic either we have to increase workforce or add more integrations. These integrations are very costly on a content management system for a website with huge user traffic that’s why such businesses should build their custom websites and get access over source code. To do so they can outsource the project to a software development company, hire developers from an offshore company or hire their own in house developers. One more factor that contributes in converting leads to customers is user experience which can only be improved with tracking user behaviour, user feedback and testing new UI improvements done on the basis of suggestions. The same journey is followed with any new functionality built after users demanded it via feedback. The above mentioned points suggest the conclusion that high performance websites and technical teams can help businesses to derive exponential growth in traffic if the SEO and technical team work hand in hand.

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Apple will now allow ads in app notifications on iPhones and iPads

Article | February 13, 2020

Apple has updated its App Store guidelines, with a new report on the matter by 9to5Mac stating that the company will now allow apps to push advertisements, promotions, and marketing material on push notifications on iOS. However, Apple has stated that while push notifications with advertisements can now be sent on iOS devices, app developers will need to offer its users with a clear option to opt out of receiving such material on notifications, and the makers of the apps will need to receive explicit permission from users before delivering ads to their devices.

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Alcone

Alcone is a leading Activation agency. With 30 years of promotional marketing expertise and an in-depth knowledge of the latest technology, we conceive and execute promotional, shopper and retail marketing programs for leading brands.

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