Google: Don’t Blindly Stuff Text into Ecommerce Category Pages

Search Engine Journal | March 18, 2019

Google’s John Mueller cautions ecommerce site owners about adding unnecessary text to category pages.This topic came up today during a Twitter chat about ecommerce sites.There was a discussion about improving pages and whether or not adding more text is considered an improvement.Mueller was tagged in the chat and chimed in saying site owners should consider the purpose of a page and the user intent of those who land on the page.

Spotlight

We believe that data-driven marketing shouldn’t be confusing. Every company should know what works for their campaigns in order to make more ROI-driven decisions. At Directive, we not only craft customized campaigns for your unique marketing objectives - we exceed those objectives and truly revolutionize your digital presence. We pride ourselves on the comprehensive and in-depth nature of the campaigns we build. From the outset - we prioritize transparent and accurate tracking to get the best picture of how campaigns are performing.

Spotlight

We believe that data-driven marketing shouldn’t be confusing. Every company should know what works for their campaigns in order to make more ROI-driven decisions. At Directive, we not only craft customized campaigns for your unique marketing objectives - we exceed those objectives and truly revolutionize your digital presence. We pride ourselves on the comprehensive and in-depth nature of the campaigns we build. From the outset - we prioritize transparent and accurate tracking to get the best picture of how campaigns are performing.

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AD TECH AND MARTECH

Over 60 Brands Tap Picnic’s User-First Ad Marketplace for 50% Lower Carbon Emission Buys

Picnic | November 18, 2022

Picnic, the user-first ad marketplace, has proven that its ad solutions not only drive results but also generate substantially lower carbon emissions than the current digital advertising average. A leader in sustainable media, Picnic is also the first company to measure and compensate carbon emissions across 100% of measurable activity as standard, powered by Scope3. Picnic has today (November 16th, 2022) announced that a single ad impression delivered across their marketplace generates just 0.49g of CO2e on average as measured by Scope3, 50% lower than a current industry estimate. This is a result of Picnic’s unique inventory which must pass a user experience algorithm based on Google Core Web Vital data - ensuring page stability and fast load speeds due to reduced supply chain complexity. Further to this finding, Picnic is the first company to exclusively offer green media products, powered by Scope3. This means that all emissions generated from activity across Picnic’s marketplace are measured and fully compensated for via high-quality carbon removal projects as standard. Since partnering with Scope3 in June this year, Picnic has helped more than 60 advertisers on their paths to achieving net zero advertising. So far the activity has compensated the carbon equivalent of keeping 33.2 million smartphones charged for an entire year. This step by Picnic comes at a time when the impact of digital advertising is more apparent than ever. With the internet accounting for 2% of global carbon emissions — the equivalent of aviation’s impact — advertisers are increasingly eager to media plan with sustainability as a priority. Agencies such as Dentsu International are committed to reducing the emissions associated with media by 46% by 2030. Sadie Stuart, display manager at Dentsu says “Sustainability is now a key priority in media planning. Running campaigns with ad tech vendors such as Picnic takes us one step closer to achieving our net zero goals. What’s more - Picnic’s detailed post-campaign emission insights help us to keep brands informed on their impact.” Over the coming months, Picnic will be rolling out exciting new initiatives to help advertisers on their paths to net zero advertising; from product initiatives such as low emission targeting segments to supply path optimisations ensuring active investment in publisher partners that meet the required carbon thresholds. Alexander Taylor, head of partnerships at Picnic says “This is an exciting time for Picnic and the media industry in general as we move towards innovative sustainability solutions. We have an abundance of new initiatives we’ll be rolling out over the coming months to ensure that Picnic can support advertisers in their net zero missions.” Alexander Taylor, head of partnerships at Picnic says “This is an exciting time for Picnic and the media industry in general as we move towards innovative sustainability solutions. We have an abundance of new initiatives we’ll be rolling out over the coming months to ensure that Picnic can support advertisers in their net zero missions.” About Picnic Picnic Media is a leading premium mobile ad formats company, delivering high-impact, social-style ad formats on a unique marketplace of the highest quality mobile inventory. Their intuitively engaging advertising campaigns allow advertisers to increase brand awareness amongst their most valuable mobile customers. Working with leading global publishers, Picnic delivers increased revenue for their AMP pages, delivering impact and building brand equity by telling a brands’ story in an intuitive, mobile-first and user friendly format. For more information, go to https://www.picnic-media.com/

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ADVERTISER PLATFORMS

Imaginuity Acquires Beacon Advertising

Imaginuity, Beacon Advertising | November 09, 2022

Imaginuity® announced the acquisition of Beacon Advertising, a deal that includes Evan Meeks, co-founder of Beacon, becoming Executive Director of Client Partnerships at Imaginuity. Already one of the largest independent marketing services providers in the Southwest, the combined operation will do business under the Imaginuity brand. Beacon Advertising was founded in 2015, and serves clients across the restaurant, retail, and B2B space, building brands with creative solutions in broadcast, digital, social, print, POP, and packaging. The Beacon team and its leadership will further strengthen Imaginuity’s business and their support of over 3,300 client locations across North America. “This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity. “This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity. “We’re especially excited to welcome Evan and his extensive brand management and media agency experience to our executive team.” Imaginuity provides integrated marketing services complemented by its proprietary AdScience® customer data platform that collects and analyzes data along the customer journey. “Blending our team into Imaginuity means we can provide our clients broader marketing services along their customer journey from traditional media to online media, all the way to conversion on any device,” added Meeks. The combined operations will employ nearly 120 team members and will report 2022 capitalized billings of approximately $200 million. Imaginuity is headquartered in downtown Dallas. About Imaginuity Imaginuity is the integrated agency that is reimagining marketing for the connected age. The agency’s proprietary AdScience® customer data platform collects, manages, analyzes and activates data to drive more efficient conversions throughout the customer journey. Headquartered in Dallas, Imaginuity provides integrated marketing services, including brand experience, advertising, traditional and digital media buying, paid and organic search, social media, web development, UX, AI, data analytics and database marketing services. More information is available at www.imaginuity.com.

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ADVERTISER CAMPAIGN MANAGEMENT

IMA Launches Global Ad Campaign Highlighting the Need for Skilled CMAs in Businesses

IMA®, The Gate | September 14, 2022

Today, IMA® (Institute of Management Accountants), the association of accountants and financial professionals in business, launched a new global, integrated advertising campaign in support of the CMA® (Certified Management Accountant) certification program. The multi-channel campaign was developed in partnership with The Gate, an international advertising agency and marketing services company, for the seventh consecutive year. The ads look to empower accounting and finance professionals to take control and explore how the CMA certification can help advance their careers. The videos and digital executions take an empathetic look at feeling invisible and being stuck in executing routine, daily tasks. They serve to inspire real, behavioral change among individuals to get to the next level, where they can drive strategic decisions, make an impact on their business, and step up to a leadership role. The message remains that accounting and finance professionals with a CMA will always be in demand and this year's campaign emphasizes that the certification will make professionals visible to their colleagues, managers, and organizations. "Our campaign taps into the insight that many accountants feel invisible at work and stuck in a slow-moving career. But if they step up and get their CMA, they'll have the skills they need to feel seen and appreciated," said David Bernstein, Chief Creative Officer, The Gate. "Our campaign taps into the insight that many accountants feel invisible at work and stuck in a slow-moving career. But if they step up and get their CMA, they'll have the skills they need to feel seen and appreciated," said David Bernstein, Chief Creative Officer, The Gate. The ads are accessible here: "Take control of your career as a CMA" "You'll go places with the CMA" "At a time when companies are facing new challenges, rising costs, resource constraints, and looking at completely new ways of doing business, the skills of CMAs are more valuable than ever," said Ellen Gurevich, CAE, CMO and senior vice president of marketing at IMA. "Employers need to have finance and accounting leaders who can step up to create insights and strategies to keep up with the pace of change and break through. CMAs are equipped to analyze and deliver results in ways that others cannot. They have the skills necessary to serve as strategic advisors in their organizations, and in turn, advance their careers." The CMA verifies mastery of the 12 most critical practice areas in management accounting, including planning and analysis, performance management, and risk management. Earning the CMA enables finance and accounting professionals to contribute actively to organizational strategy as business partners and to make the leap from more traditional and junior-level finance roles into more strategic leadership positions. This means that CMAs are well-positioned to make the leap from more traditional and junior-level finance roles into strategic leadership positions. The campaign utilizes connected television, programmatic display, social media, streaming audio, search engine marketing, industry specific newsletters, and has global extensions in IMA's key regions. There will also be a concurrent public relations campaign, and promotions on IMA's website and social channels. About IMA® (Institute of Management Accountants) IMA® is one of the largest and most respected associations focused exclusively on advancing the management accounting profession. Globally, IMA supports the profession through research, the CMA® (Certified Management Accountant) and CSCA® (Certified in Strategy and Competitive Analysis) programs, continuing education, networking, and advocacy of the highest ethical business practices. Twice named Professional Body of the Year by The Accountant/International Accounting Bulletin, IMA has a global network of about 140,000 members in 150 countries and 350 professional and student chapters. Headquartered in Montvale, N.J., USA, IMA provides localized services through its four global regions: The Americas, Asia/Pacific, Europe and Middle East/India. For more information about IMA, please visit www.imanet.org. About The Gate The Gate, New York is a full-service advertising agency. We take bigger leaps with fewer steps by blending strategy, creative, media and technology to make sure nothing gets in the way. So, when you find The Gate, you can walk through walls. This approach has led to successful communication programs for clients in finance, consumer goods, luxury, insurance, energy, and more. The Gate manages over $250 million in client advertising and has a network of offices in New York, San Francisco, London, Edinburgh, and Shanghai. For more information, visit us.thegateworldwide.com.

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