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Lowe’s Will Run Two Super Bowl Ads On Instagram [Report]

Ken Wolter / Shutterstock.com

Lowe’s Home Improvement has bought two video ads that will run on Instagram during Sunday’s Super Bowl, and other advertisers are also planning to do the same, according to Adweek.
The Lowe’s ads will follow an already successful formula for the company: They’ll be made using Instagram’s Hyperlapse feature, much like the #LowesFixInSix videos that Lowe’s produced last month. This new campaign, Adweek reports, will use the #Hypermade hashtag to show small home improvement projects related to Super Bowl parties.


















Adweek says Lowe’s won’t be alone this weekend. Brands like Pepsi, Coca-Cola and Dove Men+Care will be buying Instagram ads to help support bigger campaigns on Facebook and TV.
The post Lowe’s Will Run Two Super Bowl Ads On Instagram [Report] appeared first on Marketing Land.




via Marketing Land

App usage is up, but only for the chosen few

Android and IoS owners spend 80% of the time on their device using an app and only 20% web browsing. With a stat like that, it sounds like you should abandon your mobile website and get someone to work on a branded app. But don’t place the ad for a developer just yet.
Forrester just published a new report called “2015 Mobile App Marketing Trends” and we’ve got some data from that report to share with you.
The biggest issue with creating your own app is that you’re going to have a hard time breaking into the market. Forrester says the average US consumer uses 24 apps per month but 80% of their time is spent on the same five apps.
That’s certainly true for me, but my apps aren’t the average apps. Here’s the breakdown.

Facebook and YouTube are the most popular. YouTube is probably my number one but Facebook – rarely touch the stuff on mobile. Maps, Pandora and Gmail fill out the top five and again I’m not “normal”. You have to drop a little lower on the chart to find my most accessed apps in…

Facebook Is Using Humans To Improve News Feed Quality

Call them algorithm helpers. Facebook has turned to humans to help improve the News Feed.
The social network has built a team of people to give detailed feedback about their daily interactions with the News Feed, in an effort to learn more about people’s preferences, according on an article by Steven Levy today on Medium.
It’s basically an intense daily focus group, started in August with 30 people in Knoxville, Tenn., and now up to 600 throughout the U.S.. Each person spends four hours a day on the desktop scrolling through and interacting with stories in their News Feed, clicking, sharing, commenting, liking, etc. They then are asked to answer eight questions about each story and a write a paragraph explaining their feelings about the story.
Facebook’s chief product officer Chris Cox explained the reasoning behind the effort:

“It comes from the intuition that you can only get so far by looking at online behaviors. It’s expensive, and it takes time. But what you really want is to sit dow…

Help Wanted: We’re Hiring An Associate Features Editor

If you have journalism experience, love to edit and are familiar with the online marketing industry, we may have the perfect opportunity for you!
The Marketing Land/Search Engine Land editorial team is growing again. We’re now accepting applications for an Associate Features Editor position, which is described in more detail below.
This is a full-time, salaried, telecommuting position. (You’ll be able and expected to work from your home office.) The successful candidate will understand that news happens around the clock — i.e., this is not always a 9:00 a.m. to 5:00 p.m. position. Applicants must have U.S. work rights/privileges. Instructions for applying are included after the job listing.
Associate Features Editor
The Associate Features Editor is a member of the the Third Door Media editorial team that assists the Executive Features Editor in preparing contributed content for Marketing Land / Search Engine Land’s production cycle. Part editor and part web producer, the person in this ro…

Google Revenues: $18 Billion For Q4 ($66 Billion For Year) But CPCs Down Again

Google announced full year 2014 revenues of $66 billion, which was up 19 percent vs. 2013. The fourth quarter saw revenues of $18.1 billion, up 15 percent vs. Q4 2013.
Quarterly revenues and earnings per share were a miss, based on consensus analyst estimates. Shares are down in after-hours trading.
The following are the high level numbers from the release:

Consolidated revenues: $18.10 billion. Google sites: $12.43 billion (18 percent growth). Network: $3.72 billion (up 6 percent). Other revenues: $1.95 billion (up 19 percent)
GAAP operating income: $4.40 billion vs. $4.43 billion in Q4 2013
International revenues: $10.23 billion (UK: $1.66 billion)
Paid Clicks: Were up 14 percent vs. Q4 2013 but there were some areas where they were up more. Google sites clicks were up 25 percent but network clicks were down 11 percent over Q4 2013
CPCs: Were down 3 percent. Google sites CPCs were down 8 percent but network CPCs were up 6 percent vs. a year ago
Traffic Acquisition Costs: Were up at $3.62 bi…

Top 10 2015 Super Bowl Commercials: Budweiser’s “Lost Dog” In the Lead With 7 Million Views So Far

Going on television ad metrics firm iSpot.tv’s most recent data, it looks like Budweiser is the Super Bowl advertiser to beat again this year. Released only yesterday, the brand’s “Lost Dog” Super Bowl ad has already generated 7.1 million views, and more than 300,000 social actions.
Last year, Budweiser’s “Puppy Love” was the top Super Bowl ad of the year, winning over 1.3 million shares and more than 23 million views by game day.
Based on number of views and social actions, iSpot.tv has ranked the top ten Super Bowl XLIX ads released so far. The total combined views for all ten commercials has already reached more than 35.6 million, with the top three ads generating more than 6 million views each.
With all the pre-game activity happening online, it’s difficult to imagine a Super Bowl ad that has yet to drop catching up with the video ads that have already garnered so much attention.
iSpot’s Top 10 Super Bowl Ads
1. Budweiser’s “Lost Dog”

2. T-Mobile’s “Kim’s Data Stash”

3. Bud Light’s “Real…

Building A Brand From Inside The NFL: 5 Questions With Indianapolis Colts Head Of Marketing

There is no shortage of Super Bowl advertising coverage this week, but we wanted to find out what it’s like to manage a brand from inside the marketing powerhouse that is the NFL.
“As marketers, the Super Bowl is not just about the game itself, it’s about the opportunities we have to expand our reach and build our brand well beyond just our avid fan base,” says Stephanie Pemberton, senior marketing director of the Indianapolis Colts.
Pemberton has been part of the Colts marketing team for more than ten years, joining as an intern in 2004.
Prior to being named senior director of marketing three seasons ago, she served as senior director of community relations following terms as the club’s community relations assistant, community relations coordinator and director of community relations.
We want our legacy to be not only a winning franchise, but also a team committed to our community and our fans. I love that about this organization.
“When I was given the opportunity to start my NFL career i…

Google Will Retire “Other Interests” Display Network Targeting Feb 17

Google announced last month that “Other interests” targeting on the Google Display Network would be going away. The change was supposed to go into effect January 15, but that date has been pushed to Februrary 17, 2015.
If you’ve got campaigns with “Other interests” targeting, you should plan to update those to target affinity audiences, custom affinity audiences or in-market audiences by May 15th unless you want Google to do it for you.
A quick refresher of what each of those targeting features does (in Google’s words):

Affinity audiences – For brand awareness. Reach TV-like audiences on a broad scale to drive brand awareness.
Custom affinity audiences – For consideration with niche audiences. Reach as many potential customers as possible with an affinity to a specific product area (for example, “Marathon runners” vs. just “Sports fans”).
In-market audiences – Reach specific audiences ready to make a purchase in a specific product or service area

Google says it will be launching an “Upgrade…

Search Engine Land’s SMX West Conference Rates Increase Saturday – Register Now

Search Engine Land’s – SMX West conference rates increase Saturday, February 1st. Register now and save on all passes!
Join us March 3-5 in San Jose for:

Cutting edge tactics. Choose from over 60 sessions on paid search advertising (PPC), search engine optimization (SEO), local search, mobile marketing and more. Check out the agenda.
Unbiased, vendor agnostic content. The SMX West program is created and moderated by the Search Engine Land and Marketing Land editorial teams. You can be confident you’ve invested wisely, we guarantee it.
Networking galore! Connect with others like you at structured and social networking events.

Six in-depth workshops on March 2. Immerse yourself in SEO, international search marketing, AdWords, social PPC, local search or social strategy. Workshop descriptions here.
Essential conveniences. At SMX West you’ll be treated right. Hot lunches. Snacks. WiFi access. Access to all presentation decks. All included with your All Access pass.

Don’t miss your last chance to…

Why And How You Should Be Using Images Within Your Blog Posts

Are you struggling getting traffic from Social-media sites? Are you wondering what is one thing that you are not doing which others are doing? In this article, I will share one important element of a blog post which will help you to drive more traffic to your articles. Blogging is just not about plain text […]
Why And How You Should Be Using Images Within Your Blog Posts Is a post from ShoutMeLoud - Shouters Who Inspire
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from ShoutMeLoud - Shouters Who Inspire

Facebook Now Gets 3 Billion Video Views A Day

Facebook’s video surge is looking more like a tidal wave.
In remarks during Facebook’s quarterly earnings call with investors today, CEO Mark Zuckerberg said that Facebook video is generating more than 3 billion views a day. That’s up from 1 billion daily views Facebook reported in September, a total that at the time prompted many to wonder if Facebook is becoming a challenger to YouTube.
Today’s news — a tripling of views in three months — won’t diminish that talk. Of course, YouTube is still the video king. It no longer reports daily views — the most recent number I could find was 4 billion in January 2012. That number has no doubt grown since then. Currently, YouTube says more than 6 billion hours are watched monthly, which by my math is about 12 billion minutes a day.
But knocking YouTube off its perch is not likely Facebook’s goal anyway. Zuckerberg said Facebook’s emphasis on video is a sign of the times. Five years ago, he said, most posts on Facebook were text with some photos. N…

As Yahoo slips further down, Apple reports record profits

Comparing Yahoo! and Apple may seem like I’m comparing oranges and. . . well. . . apples but I think it’s more like a Tale of Two Cities.
Though Yahoo is still having a tough time remaining relevant, we have to give them props for being internet pioneers. In the early days, the company broke records for stock prices and there wasn’t a person on the net who didn’t visit Yahoo for search, content or webmail.
But time hasn’t been good to our old friend Yahoo. Recently released Q4 reports show another decline in revenue. CEO Marissa Mayer tried to put a positive spin on it saying that the company was finally showing signs of stability. Then she pointed to the gains in mobile advertising.

“Our mobile strategy and focus has transformed Yahoo and yielded significant results. In Q4, we saw $254 million in mobile revenue, up 23% quarter-over-quarter. Across all of 2014, we saw gross mobile revenue of $1.26 billion and GAAP mobile revenue of $768 million”

That’s nice, but display advertising, which…

Candy Brands Gain Share Of Voice On Super Bowl Searches

Three candy brands are among those making their mark on Super Bowl-related searches this year–and one isn’t even advertising during the game. Snickers, M&Ms and Skittles are each garnering impression share with ads on Google for Super Bowl related queries, according to monitoring firm, BrandVerity, which has been monitoring terms for us since the beginning of last week.
Skittles has started promoting its teaser ad on Google, and still has a relatively low share of voice, though that may change as we get closer to game day. The candy brand decided to join the fray for the first time this year, and its entry is certainly sweeter with Seattle’s Marshawn Lynch in the game. The ad campaign itself, though, is not Lynch-related.
Snickers is teasing its Brady Bunch spoof starring Danny Trejo as Marsha. The ads appear to link to YouTube channel, but we’ve found they often link to the brand’s Facebook page instead. Snickers has said if the teaser gains 2.5 million social mentions, it will rel…

Facebook Wants To Host Your Super Bowl Experience

If you are watching the Super Bowl this Sunday, chances are you aren’t just watching television. You probably will be keeping at least one eye on your mobile device to monitor the all-important social color commentary about the game and commercials.
Facebook, of course, hopes you will be doing that on Facebook and today it introduced an enticement, a dedicated hub page for Super Bowl XLIX.

Last year, Facebook said, 50 million people joined conversations about the 2014 game on its network. That’s nearly 45% percent of the total U.S. television audience of 111.5 million for the game. Even with such high activity, Facebook trails Twitter as the perceived leader for conversation about major live events. Twitter’s public default means nearly all the chatter can be seen by anyone.
Facebook has been working on surfacing its public conversations, making a big effort during the World Cup last summer, for instance, and the Super Bowl hub page can be seen as part of that progression.
The page is bas…

Up Close With Snapchat’s New “Discover” Feature

360b / Shutterstock.com

Snapchat launched its “Discover” feature Tuesday, marking a major shift from the company’s roots as a mobile messaging app.
Discover is more online magazine than social media platform and is intended to feed Snapchat’s young audience a daily flow of content from major media companies. Those companies are eager to tap into the lucrative millennial demographic, and Snapchat is determined to make good on its $10 billion valuation by kickstarting its revenue generating potential.
In a blog post announcing Discover, Snapchat emphasized how different it is from other social platforms:

Snapchat Discover is a new way to explore Stories from different editorial teams. It’s the result of collaboration with world-class leaders in media to build a storytelling format that puts the narrative first. This is not social media.
Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks a…