Bing Ads to Exclusively Serve Yahoo Search Traffic Starting in March

Search Engine Journal | January 17, 2019

Today at the annual Bing Ads Next web conference, Microsoft Bing Ads announced an expanded partnership with Verizon Media which enables Yahoo search traffic to be exclusively served by Bing Ads. This includes search traffic from the Oath Ad Platforms (previously known as Yahoo Gemini) and other partners. Soon, Bing Ads, Yahoo, and AOL will be simplified and accessible under the Bing Ads umbrella and managed in the same Bing Ads platform. According to David Pann, General Manager Global Search Advertising, “this creates new opportunities for advertisers to reach an expanded Microsoft Audience Network with access to Verizon Media properties”

Spotlight

Planning and launching a successful marketing campaign can be quite the daunting challenge! These 7 steps will help you create the most effective campaign possible, while avoiding pitfalls along the way. Begin with the end in mind Identify your goals Analyse your business. Set your time-frame What is your best case and worst case scenario?

Spotlight

Planning and launching a successful marketing campaign can be quite the daunting challenge! These 7 steps will help you create the most effective campaign possible, while avoiding pitfalls along the way. Begin with the end in mind Identify your goals Analyse your business. Set your time-frame What is your best case and worst case scenario?

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SOCIAL MEDIA ADVERTISING

IAS Research Reveals Ads Placed Alongside Pro-Sustainability Contexts Increase Brand

Integral Ad Science | November 02, 2022

Integral Ad Science (IAS), a global leader in digital media quality, has released the results of its online survey among Australian online users to understand consumer attitudes towards environmental causes and sustainability. Jessica Miles, country manager ANZ at IAS, said, “Our study shows that sustainability needs to play an important role in a brand’s advertising strategy. Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes." Jessica Miles, country manager ANZ at IAS, said, “Our study shows that sustainability needs to play an important role in a brand’s advertising strategy. Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes. Given this heightened consumer awareness, contextual alignment is critical. Marketers can increase consumer favourability by aligning a positive advocacy message with positive content. Conversely, marketers must be mindful of misinformation or negative sentiment to ensure their reputation is not tarnished. Marketers now have the opportunity to make an impact by actively leveraging their position as storytellers with a strong and credible message and deliver ads in the most relevant environments.” Key highlights: 92% of Australian consumers plan to do more to support environmental causes and help mitigate climate change. People are more engaged with the climate crisis than ever before; consequently, most Australians plan to pursue a more sustainable lifestyle. Avoiding single-use plastics is the most common way consumers demonstrate their commitment to sustainability, with 67% saying they would limit usage. Reducing energy and water consumption to limit carbon footprint (53%) is the next biggest area of focus. 49% of shoppers seek out sustainable products, and 44% say they plan to purchase from brands/companies that support environmental causes. In comparison, 41% begin to reconsider spending on physical items and plan to reduce the number of goods they purchase. Australian consumers place a high priority on environmental causes. The study found that sustainability and climate change remain top of mind and are one of the biggest social issues Australian consumers are concerned about right now after the cost of living crisis. For the world to change, most Australian consumers (90%) recognise that brands and advertisers must actively advocate for environmental causes, sustainability and ways to combat climate change. Almost three-quarters (70%) of consumers have a more favourable view of brands that advocate for environmental causes. Brands benefit most from supporting environmental content. For the study, IAS tested consumer reaction to ads alongside content that was neutral on environmental causes and compared that with reaction to ads alongside content that advocated for environmental causes. Ads with messaging that matches or is related to the content headline show higher favourability for positive/neutral sentiment content. It revealed that a standard ad placed alongside a positively-laden headline advocating for environmental causes benefited from a +90% boost in favourability than the ad would have had alongside a neutral headline. About Integral Ad Science Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.

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ADVERTISER PLATFORMS

Versium Announces Record Subscription Revenue Growth as Demand for Cookieless Advertising Solutions Rises

Versium | October 19, 2022

Versium, a leading data technology company, today announced it has achieved record subscription revenue growth for its suite of marketing solutions built on its best-in-class identity resolution and insights engine. As marketers and advertisers rush to find cookieless solutions to reach their target audiences, Versium is uniquely positioned to accelerate growth across B2C and B2B marketing teams alike who are emphasizing first-party data. In Q3 2022, Versium achieved record total subscription revenue and a 40% YoY increase in its subscription customer base. “As Google, Facebook and other tech companies are creating walled gardens for their data, marketers are having to decide between a higher advertising cost or centralizing and strengthening their own first-party data,” said Chris Matty, co-founder and chief revenue officer, Versium. “We have found most marketers are choosing to clean up their own data and enrich it so they aren’t dependent upon the Googles of the world to own their relationships with their customers. Hundreds of B2C and B2B brands are now using Versium to maximize their own data, so they can reach their customers anytime, anywhere.” Channel has become a particular source of new relationships in 2022. Versium signed six new channel partner deals, including Datarade, Introhive and Convertiv, and completed integrations with TreasureData and Zapier, to drive new relationships and make its platform more accessible and convenient for its customers. So far this year, Versium has expanded its API capabilities and launched new open source modeling tools. In the months ahead, Versium will complement its B2B audience tools with B2B contact data and launch a new no-code toolset for analysts to manage common first-party data wrangling and enrichment tasks. All Versium tools are now available through a single subscription model, simplifying the sign-up process for new users and creating more value for current customers. As a result of these product and business milestones, Versium has also been recognized by numerous industry organizations for its innovations in technology and insights. Versium was named a winner in the 2022 Sales and Marketing Technology Awards in the Insights and Analytics category, was named the Best Account Based Marketing Company in the 2022 Martech Breakthrough Awards and has been featured as a thought leader in Computerworld, Forbes and more. “These recent achievements continue to solidify Versium as not only a leading data technology company, but as a thought leader in the identity resolution and data analytics industry,” said Dillana Lim, CEO, Versium. “These recent achievements continue to solidify Versium as not only a leading data technology company, but as a thought leader in the identity resolution and data analytics industry,” said Dillana Lim, CEO, Versium. “This has been an incredible year for Versium, and we look forward to developing more solutions and innovations that continue to empower and serve our customers throughout the remainder of 2022 and beyond.” Versium empowers businesses with the data tools and insights they need to win customers. Its proprietary identity graph and data technology platform help marketers better identify, understand and reach their ideal customer, every time. About Versium Versium is a data technology company that enables B2B and B2C marketers to better identify, understand and reach their ideal prospects across multiple digital touch points and marketing channels. Versium’s industry-leading identity resolution and insights engine powers a suite of solutions that help marketers greatly improve their reach by as much as 5X. Versium’s proprietary data assets include over 2 billion contact points and over 2 trillion insights attributes, creating the industry’s richest B2B2C identity graph and data technology platform that empowers marketers to win customers. For more information, please visit https://versium.com.

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ADVERTISER CAMPAIGN MANAGEMENT

Kinetic Launches “Locally Sourced Soul” Partnership with Local Photographers to Create Content for Advertising Campaigns

Windstream | November 17, 2022

Kinetic launched its “Locally Sourced Soul” initiative as part of its ongoing commitment to “High Speed for Here” in the communities where it provides broadband. Locally Sourced Soul is a partnership between Kinetic and local photographers within its 18-state footprint to create beautiful, authentic images that capture the heart and soul of their region. The images will be used in ongoing local communications and advertising campaigns, including mailers, social media, in retail stores and more. “Through this partnership, we can share what truly makes the towns we work and live in special, through the lens of photographers who also find the beauty in their own hometowns,” said Christy Drummond, director of local marketing at Kinetic. “Through this partnership, we can share what truly makes the towns we work and live in special, through the lens of photographers who also find the beauty in their own hometowns,” said Christy Drummond, director of local marketing at Kinetic. While the photographers for Locally Sourced Soul range from amateur to professional, each captures the heart and soul of their town in their own unique way. Kinetic is proud to partner with 10 photographers from across the country, including: Esther Ellyn in Lexington, Ky. Gabe Mcmullen in Ephrata, Penn. Graeme Cuizon in Hastings, Neb. James Wayne in Broken Arrow, Okla. Jois Joubert in Sugarland, Texas Joshua Redwine in Lincoln, Neb. Kyle Long in Granville, Ohio Maddy Green in Texarkana, Texas Paul Cotter in Concord, N.C. Blake Guffin in North Georgia The Locally Sourced Soul initiative is yet another example of how Kinetic is investing in the local communities it serves beyond a commitment to deliver reliable, high-speed broadband. Most recently, Kinetic partnered with local artists in several communities, including Texarkana, Texas; Concord, N.C., and Moultrie, Ga., to produce large-scale exterior murals that depict what makes those towns and regions unique. Many of the custom murals feature the phrase, “Proud to be From Here” to make a powerful statement about their community. About Kinetic Kinetic by Windstream is a business unit of Windstream Holdings, a privately held communications and software company. Kinetic provides premium broadband, entertainment and security services through an enhanced fiber network to consumers and businesses primarily in rural areas in 18 states. The company also offers managed communications services, including SD-WAN and UCaaS, and high-capacity bandwidth and transport services to businesses across the U.S. Additional information is available at GoKinetic.com. Follow us on Twitter at @GoKineticHome.

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