How you can make the most of your YouTube video advertising

Marketing Land | April 10, 2019

If you’re not already using YouTube videos as part of your marketing efforts, you should be. Researchers have found that a majority of consumers 81 percent have been convinced to buy a product or service by watching a brand’s video.
Video marketing is on the rise as well. The latest  State of Video Marketing Survey found that a whopping 87 percent of businesses are using video. And they’re not just using it more; they’re using it to greater effect. A full 83 percent of marketers say that video gives them a good ROI, up from 78 percent just 12 months ago.
Used right, video marketing is a great way to build your overall brand presence and SEO. But there is tremendous pressure to create great content - in fact, 90 percent of the marketers we talked to told us that they feel the level of competition and noise in video has increased in the past year.

Spotlight

Learn the back-end process of how a targeted ad is served to you from your computer, through the multifaceted pipeline of the digital advertising ecosystem.

Spotlight

Learn the back-end process of how a targeted ad is served to you from your computer, through the multifaceted pipeline of the digital advertising ecosystem.

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TikTok introduces TikTok Pulse ahead of NewFronts

TikTok | May 06, 2022

TikTok, a short video platform, introduces TikTok Pulse for advertisers, offering premium positioning to the brands in the 'For you' section. TikTok has been a real help for brands to participate in and capitalize on gen Z trends. Advertisers get the opportunity to be creative on the platform and engage with much diverse audience. TikTok has announced TikTok Pulse ahead of its 2022 IAB NewFronts presentation. A new contextual advertising solution assures businesses' adverts appear next to the top 4% of TikTok videos. In addition, the solution will be the first ad product featuring a revenue share with creators. "Creators and publishers with at least 100k followers will be eligible in the initial stage of this programme. We are focused on developing monetization solutions in available markets so that creators feel valued and rewarded on TikTok," the company said in a blogpost. "Creators and publishers with at least 100k followers will be eligible in the initial stage of this programme. We are focused on developing monetization solutions in available markets so that creators feel valued and rewarded on TikTok," the company said in a blogpost. TikTok Pulse will offer 12 categories to brands, including beauty, cooking, fashion and gaming. TikTok Pulse also promises the placement of the ads with the highest level of relevancy. "…inventory filter ensures that TikTok Pulse ads are running adjacent to verified content with our highest level of brand suitability applied on the platform. Additional post campaign measurement tools such as third party brand suitability and viewability verification provide advertisers the opportunity and transparency to analyze and understand the impact of their campaigns.", TikTok said in its blogpost. In the initial stages, TikTok pulse will be offered to the creators and publishers with at least 100,000 followers. "Creators and publishers with at least 100k followers will be eligible in the initial stage of this program. We're focused on developing monetization solutions in available markets so that creators feel valued and rewarded on TikTok. From the very beginning, we've committed to working with our community to bring new features that enrich the TikTok experience, and we look forward to continuing that journey with TikTok Pulse.", from TikTok Blogpost.

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ADVERTISER CAMPAIGN MANAGEMENT

Marin Software Announces Amazon DSP Integration to Expand Amazon Advertising Solutions

Marin Software | January 07, 2022

Marin Software, a leading provider of digital marketing software for performance-driven advertisers and agencies, today announced an integration with Amazon Ads' demand-side platform (DSP). The integration will allow brands to easily manage, measure, and optimize their Amazon Advertising campaigns - from Sponsored Products, Sponsored Brands, and Sponsored Display to display, video, and audio ads - all within the MarinOne platform. Amazon DSP enables advertisers to programmatically reach Amazon audiences at scale across Amazon sites and apps as well as leading publisher sites and third-party exchanges. This comprehensive inventory allows brands to connect and engage with new and existing customers with relevant, contextual messages across the consumer journey. Advertisers can choose from multiple formats including display, audio, and Streaming TV ads via Fire TV. Amazon is great for the success of Retail brands. By integrating with Amazon DSP, we can now offer our customers access to a broad new set of formats, placements, and audiences to further their Amazon programs and deliver more return on investment within their eCommerce ad spend." Chris Lien, CEO of Marin Software Marin has helped advertisers manage and optimize over $40 billion in digital advertising spend since 2007. MarinOne provides customers a single platform for paid search and social advertising as well as retail media, marketplace, and shopping campaigns, delivering a cross-channel view of performance. With the addition of Amazon DSP, MarinOne customers now have a comprehensive suite of reporting, automation, and bidding tools to activate and amplify their entire Amazon Advertising campaign portfolio, both on and off Amazon. Advertisers can also leverage Amazon Attribution to connect upper funnel ad spend across search and social channels with purchases in Amazon's store to capture every conversion. About Marin Software Marin Software Incorporated's (NASDAQ: MRIN) mission is to give advertisers the power to drive higher efficiency and transparency in their paid marketing programs that run on the world's largest publishers. Marin Software offers a unified SaaS advertising management platform for search, social, and eCommerce advertising. The Company helps digital marketers convert precise audiences, improve financial performance, and make better decisions. Headquartered in San Francisco with offices worldwide, Marin Software's technology powers marketing campaigns around the globe.

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IAS introduces 'Context Control', IAS's sophisticated new suite of brand safety & suitability solutions

Integral Ad Science | August 24, 2020

Integral Ad Science (IAS), the global leader in digital ad verification, today announced the launch of 'Context Control', IAS's sophisticated new suite of brand safety & suitability solutions. The Context Control suite of solutions now incorporates the premiere semantic technology within the verification space to deliver unmatched accuracy and granularity in online content classification. Superior content classification enables a new level of precision and scale for marketers seeking to better navigate the content adjacencies associated with their online campaigns. The semantic technology components of Context Control give advertisers access to custom and curated contextual targeting capabilities. These are based on an array of contextual signals such as content sentiment and its underlying emotional classification - powerful features that many competing solutions do not offer. The class-leading solution also delivers a precise semantic understanding of page-level context - this enables advertisers to navigate common homonym scenarios that keyword blocking cannot (such as the difference between "gun shot" versus "basketball shot" content). According to an independent evaluation conducted by Ozone, IAS's patented semantic technology is proven to be 42% more accurate than the next best industry offering.

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