What Is PPC & How Paid Search Marketing Works

March 18, 2019 | 101 views

Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked. The goal of a PPC ad is to lead the person viewing it to click through to the advertiser’s website or app, where that visitor can complete a valuable action, such as purchasing a product.

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Propel London

Propel are a full-service staffing company providing permanent and contract recruitment services to the global digital economy, specialising in commercial, marketing, technical, creative and operations talent.

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ADVERTISER CAMPAIGN MANAGEMENT

Microsoft Named Netflix’s Global Ad Technology and Sales Partner

Article | July 19, 2022

On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business. Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform. In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner. “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.” -Greg Peters,COONetflix. It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life. Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences. While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.

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SOCIAL MEDIA ADVERTISING

AI Ad Campaigns for Improved Ad Targeting

Article | July 13, 2022

Artificial intelligence in advertising is disrupting marketing. It is a new way to reach customers that is more personalized, engaging, and targeted than traditional ads. AI-based marketing can improve customer experience, sales and marketing, and lead generation strategies. As a result, B2B companies are adapting AI ads to target key accounts. Let us understand what ideal AI ad campaigns look like: AI Ad Campaigns: Things to Consider The most important factors that impact the success of an AI ad are its message, tone, and length. Message: The message needs to be clear and concise so your target audience can immediately grasp what you are saying. Tone: The tone needs to be friendly and conversational, and it should get a response so that your brand is approachable and not invasive. Length: The ad should be between 50-150 words. The length should depend on the message you are trying to convey. Optimizing Your AI Ad Campaign Here are some tips to optimize your AI ad campaign: Identify and understand the goals of your campaign. Select relevant and appropriate channels to influence your target segments effectively. Use conversion rates, click-through rates, and other metrics to decide where to allocate your ad budget and how best to enhance the content for different target segments. Design your campaign while keeping in mind consumer interaction and your campaign objectives. Regularly map the outcomes and make adjustments to address any issues. Consider using an AI ad creator, a type of digital software that creates ads without human input. It automatically modifies text and images to create targeted ads. Impact on the Future of Advertising Through automation and optimization, AI will impact the future of advertising and marketing. It will help marketers get insights, develop strategies and create targeted content and companies to increase customer engagement, customer experience and ad efficiency.

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SOCIAL MEDIA ADVERTISING

6-second Video Ads: Delivering Key Messages & Driving Results

Article | July 14, 2022

Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

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SOCIAL MEDIA ADVERTISING

Creating Great Ads: CX Should Surpass Technology in Priority

Article | July 6, 2022

Everyone can be a creator, critic, performer and an audience member— all at the same time — thanks to the internet. However, when it comes to advertising and the internet, the biggest opportunity that you have is customer experience (CX). And yet, new technologies and the desire to decrease ad spend put customer experience on the back-burner. Why CX Should be a Priority While Making Ads? Customer experience takes a nosedive when you automate marketing decisions, drive down advertising costs, extract data, and increase intrusiveness to reach more customers. These factors negatively impact your brand’s reputation and cause customers to leave your side. As a result, your revenue might take a hit by implementing modern technology. Customer experience should always be at the top of your priority list if you want to retain your customers and give them exactly what they want. Here are some things you should remember while creating ads: Context is Key Your messaging and creatives should align with the context of your ad placement. Native ads and contextual targeting can help you safely place your ads without disrupting your UX. Value Addition Works Your consumers want to see something that is unique and adds value to their lives. Use creative, relatable, and authentic messaging to appeal to your audience. Use Technology Wisely If you don’t leverage ad tech as a part of a sound strategy and intelligent design, you might lose out on effectively representing your brand in front of your target audience. Rules to Remember While Making Ad Creatives Do not treat your audience as a set of data points Platforms are dynamic so you need to adapt to the changes in time Use technology to meet the expectations of your audience but don’t abuse it

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Propel London

Propel are a full-service staffing company providing permanent and contract recruitment services to the global digital economy, specialising in commercial, marketing, technical, creative and operations talent.

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BRAND MARKETING

National Advertising Division Finds Niantic's Charitable Donation Claims Supported

National Advertising Division | March 01, 2022

The National Advertising Division (NAD) of BBB National Programs determined that Niantic, Inc. was able to support claims pledging charitable donations to "Black gaming" as well as social and racial justice organizations. Niantic, a software development company, claimed on its website: We'll be donating Niantic proceeds from Pokémon GO Fest 2020 ticket sales, committing a minimum of $5 million. Half of the proceeds donated will be used to fund new projects from Black gaming and AR creators that can live on the Niantic platform, with the ultimate goal of increasing content that represents a more diverse view on the world. The other half will go to US nonprofit organizations that are helping local communities rebuild. We'll be donating $100,000 to the Marsha P. Johnson Institute and doing an employee match of up to $50,000. We're expanding our partnership with Gameheads a nonprofit that teaches kids how to develop games from beginning to end. This year, they are going fully virtual and taking the program global. We'll be providing $25,000 in scholarships, sponsoring their annual showcase with $15,000, and donating $20,000 to create a new "Developing for AR 101" program where students can earn college accreditation in partnership with Cal State. This inquiry was initiated through NAD's routine monitoring program. NAD's public interest mission to ensure consumers receive truthful advertising extends to companies' representations committing to support social justice initiatives. NAD reviewed whether Niantic could support its representations that it was making significant monetary donations to Black Lives Matter and related charities. Based on evidence provided by Niantic, NAD determined that the challenged advertising claims were substantiated. NAD noted that it appreciates Niantic's commitment to social justice and its participation in the self-regulatory process. All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org. About the National Advertising DivisionThe National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

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ADVERTISER PLATFORMS

MetaGod Announces the Launch of Its Gamefi and Metaverse Platform

MetaGod | February 10, 2022

MetaGod, the London-based start-up, has announced the launch of its Gamefi and metaverse platform whereby it develops a complete ecosystem with a digitally rendered 3D virtual reality-based metaverse. It offers users the sole authority to create, build, and control their own metaverse focused on gamification, social interaction, entertainment, and play-to-earn. Since the last few years, the world has been witnessing an internet evolution greater than the innovations from the DotCom era or Social Media era, or perhaps even more significant than the internet itself. The internet is evolving to a stage that is more immersive, intuitive, and one-step closer to completely immersive virtual reality experiences. Online video games, console games, and mobile games have billions of downloads and continue to emerge as one of the most prevalent media forms in our society. This is leading towards a dedicated economy for play-to-earn blockchain games, which is growing at an exponential rate. In this new world of professional gaming and Esports, play-to-earn NFT games have been leading the charge in the fast-rising industry and new investments. MetaGod is poised to tap on this opportunity by creating a complete ecosystem around Metaverse and Gamefi. Deployed on Binance Smart Chain Network, this ecosystem will have a metaverse, with its first game based on the card game Monopoly that promises unlimited hours of gameplay fun while subsequently allowing players to earn in many ways. Emma Quinn, the CEO of MetaGod says, "MetaGod offers a metaverse and blockchain-based ecosystem, not just a single product or a game offering. The ecosystem consists of NFT based God Avatar Characters, Gamefi based play to earn offerings, a metaverse whereby users can play and immerse themselves like real world, game development and publication modules, Socializing Platform, Voting protocol for democratized governance and a dedicated marketplace for trading of NFT assets." METAGOD Gameplay As mentioned earlier, the MetaGod metaverse features a complete ecosystem, not just a game. In this regard, the ecosystem will feature an SDK whereby publishers can deploy all sorts of games whereby a player can participate, play and create lucrative income while enjoying the fun play.

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ADVERTISER PLATFORMS

boostr introduces Net Advertising Revenue Retention (NARR) to help publishers grow enterprise value and combat churn

boostr | February 10, 2022

Selling advertising has always worked on a transactional basis where publishers need to compete and win business on a deal by deal basis. Successful publishers have realized that revenue retention is a key to growth. In the May 2021 Media Ad Sales Trends report, boostr found that revenue retention and revenue growth are positively correlated. In fact, the digital publishers with the highest revenue growth rates from 2019-2020 had the best client and revenue retention rates. In the same study, boostr found the top 75th percentile of publishers retained 72% of revenue year over year while the median was 55%. Unfortunately, a majority of publishers are not able to retain significant client spend and need to find more new logos every year. While there are many reasons for this, oftentimes publishers don't have visibility into the problem. "When I'm talking to CROs and ask them what their churn is, half of them aren't sure, the other half often know, but it's a point in time view because it was so difficult to get the data", says Patrick O'Leary, CEO & Founder at boostr. Drawing inspiration from the powerful SAAS metric Net Revenue Retention and working alongside publishers tackling their churn problems, boostr is excited to announce Net Advertising Revenue Retention or NARR. NARR provides a SAAS play metric for publishers to help them grow by retaining more revenue while improving their enterprise value. Publishers often trade on their ebitda multiple vs SAAS companies trading on their recurring revenue multiple, at higher valuations. Publishers who can look more SAAS like are more likely to fetch higher valuations thus growing enterprise value for their stakeholders. Revenue retention is critical for publishers and a healthy sign of a strong partnership. NARR provides publishers a new way to measure how they're doing and visibility where action is needed." Tim Daugherty, SVP Revenue & Digital Operations at Vice Media NARR is similar to the SAAS metric Net Revenue Retention (NRR) in that it measures how much revenue is retained from a cohort of customers who spent at the same time last year providing a measure of reoccurrence of revenue. By breaking out NARR by Advertiser, publishers can get insight enabling revenue leaders to take action with an impact. In addition to introducing the NARR metric to the media industry, boostr is announcing productization of NARR for publishers. boostr provides a NARR dashboard out of the box so publishers can quickly get insights into their NARR to develop strategies to grow it. The NARR dashboard is available to boostr clients now.

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BRAND MARKETING

National Advertising Division Finds Niantic's Charitable Donation Claims Supported

National Advertising Division | March 01, 2022

The National Advertising Division (NAD) of BBB National Programs determined that Niantic, Inc. was able to support claims pledging charitable donations to "Black gaming" as well as social and racial justice organizations. Niantic, a software development company, claimed on its website: We'll be donating Niantic proceeds from Pokémon GO Fest 2020 ticket sales, committing a minimum of $5 million. Half of the proceeds donated will be used to fund new projects from Black gaming and AR creators that can live on the Niantic platform, with the ultimate goal of increasing content that represents a more diverse view on the world. The other half will go to US nonprofit organizations that are helping local communities rebuild. We'll be donating $100,000 to the Marsha P. Johnson Institute and doing an employee match of up to $50,000. We're expanding our partnership with Gameheads a nonprofit that teaches kids how to develop games from beginning to end. This year, they are going fully virtual and taking the program global. We'll be providing $25,000 in scholarships, sponsoring their annual showcase with $15,000, and donating $20,000 to create a new "Developing for AR 101" program where students can earn college accreditation in partnership with Cal State. This inquiry was initiated through NAD's routine monitoring program. NAD's public interest mission to ensure consumers receive truthful advertising extends to companies' representations committing to support social justice initiatives. NAD reviewed whether Niantic could support its representations that it was making significant monetary donations to Black Lives Matter and related charities. Based on evidence provided by Niantic, NAD determined that the challenged advertising claims were substantiated. NAD noted that it appreciates Niantic's commitment to social justice and its participation in the self-regulatory process. All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org. About the National Advertising DivisionThe National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

Read More

ADVERTISER PLATFORMS

MetaGod Announces the Launch of Its Gamefi and Metaverse Platform

MetaGod | February 10, 2022

MetaGod, the London-based start-up, has announced the launch of its Gamefi and metaverse platform whereby it develops a complete ecosystem with a digitally rendered 3D virtual reality-based metaverse. It offers users the sole authority to create, build, and control their own metaverse focused on gamification, social interaction, entertainment, and play-to-earn. Since the last few years, the world has been witnessing an internet evolution greater than the innovations from the DotCom era or Social Media era, or perhaps even more significant than the internet itself. The internet is evolving to a stage that is more immersive, intuitive, and one-step closer to completely immersive virtual reality experiences. Online video games, console games, and mobile games have billions of downloads and continue to emerge as one of the most prevalent media forms in our society. This is leading towards a dedicated economy for play-to-earn blockchain games, which is growing at an exponential rate. In this new world of professional gaming and Esports, play-to-earn NFT games have been leading the charge in the fast-rising industry and new investments. MetaGod is poised to tap on this opportunity by creating a complete ecosystem around Metaverse and Gamefi. Deployed on Binance Smart Chain Network, this ecosystem will have a metaverse, with its first game based on the card game Monopoly that promises unlimited hours of gameplay fun while subsequently allowing players to earn in many ways. Emma Quinn, the CEO of MetaGod says, "MetaGod offers a metaverse and blockchain-based ecosystem, not just a single product or a game offering. The ecosystem consists of NFT based God Avatar Characters, Gamefi based play to earn offerings, a metaverse whereby users can play and immerse themselves like real world, game development and publication modules, Socializing Platform, Voting protocol for democratized governance and a dedicated marketplace for trading of NFT assets." METAGOD Gameplay As mentioned earlier, the MetaGod metaverse features a complete ecosystem, not just a game. In this regard, the ecosystem will feature an SDK whereby publishers can deploy all sorts of games whereby a player can participate, play and create lucrative income while enjoying the fun play.

Read More

ADVERTISER PLATFORMS

boostr introduces Net Advertising Revenue Retention (NARR) to help publishers grow enterprise value and combat churn

boostr | February 10, 2022

Selling advertising has always worked on a transactional basis where publishers need to compete and win business on a deal by deal basis. Successful publishers have realized that revenue retention is a key to growth. In the May 2021 Media Ad Sales Trends report, boostr found that revenue retention and revenue growth are positively correlated. In fact, the digital publishers with the highest revenue growth rates from 2019-2020 had the best client and revenue retention rates. In the same study, boostr found the top 75th percentile of publishers retained 72% of revenue year over year while the median was 55%. Unfortunately, a majority of publishers are not able to retain significant client spend and need to find more new logos every year. While there are many reasons for this, oftentimes publishers don't have visibility into the problem. "When I'm talking to CROs and ask them what their churn is, half of them aren't sure, the other half often know, but it's a point in time view because it was so difficult to get the data", says Patrick O'Leary, CEO & Founder at boostr. Drawing inspiration from the powerful SAAS metric Net Revenue Retention and working alongside publishers tackling their churn problems, boostr is excited to announce Net Advertising Revenue Retention or NARR. NARR provides a SAAS play metric for publishers to help them grow by retaining more revenue while improving their enterprise value. Publishers often trade on their ebitda multiple vs SAAS companies trading on their recurring revenue multiple, at higher valuations. Publishers who can look more SAAS like are more likely to fetch higher valuations thus growing enterprise value for their stakeholders. Revenue retention is critical for publishers and a healthy sign of a strong partnership. NARR provides publishers a new way to measure how they're doing and visibility where action is needed." Tim Daugherty, SVP Revenue & Digital Operations at Vice Media NARR is similar to the SAAS metric Net Revenue Retention (NRR) in that it measures how much revenue is retained from a cohort of customers who spent at the same time last year providing a measure of reoccurrence of revenue. By breaking out NARR by Advertiser, publishers can get insight enabling revenue leaders to take action with an impact. In addition to introducing the NARR metric to the media industry, boostr is announcing productization of NARR for publishers. boostr provides a NARR dashboard out of the box so publishers can quickly get insights into their NARR to develop strategies to grow it. The NARR dashboard is available to boostr clients now.

Read More

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