Tag Archive | "Advertisers"

Hulu Private Marketplace Gives Programmatic Advertisers Choice and Control

“The invite-only auction, which is I would say our new shiny toy that’s getting wrapped in the PMP, provides us the opportunity for a variable floor price,” says Doug Fleming, Head of AdvancedTV at Hulu. “So now the advertiser pays what they deem appropriate for that specific audience. It gives them more choice and control. When we look at our offering that’s what it’s about. It’s the genesis behind us rolling out a programmatic offering. Advertisers want choice and control and we want to allow them to have that.”

Doug Fleming, Head of AdvancedTV at Hulu, discussed Hulu’s embrace of programmatic advertising via their new private marketplace in an interview with BeetTV:

March Towards Automation

Since the inception of programmatic advertising, the goal always was that it was on equal footing with direct sold. We didn’t separate it. This wasn’t a remnant solution. As we’ve grown to 25 million subscribers we now have enough inventory and enough access that we have decided to create a team under me to go out and affect those agency trading desks and those folks that have decided to bring programmatic buying in-house.

When we look at the landscape you can see this march towards automation and we’re not going to get in the way of that. We’re going to embrace that and we’re going to do it  in a very private curtailed way. There is no concept of a remnant provider reselling our inventory. Everyone has to be blessed and driven through the Hulu process.

Hulu Works with Telaria But Owns the Delivery Logic

On the demand side, it’s a mix of everyone. There is client direct, there are agency trading desks, and then the DSPs are good partners too. In each of those scenarios, we need and identify the brands before they come in so that they are attributed to the appropriate seller on our side. There’s no semblance of a DSP just hanging on and reselling in an always-on situation. We actually curate that environment and make sure that all of our t’s are crossed and i’s are dotted so that we know who the advertiser is coming in and we can manage that.

What’s unique about our work with Telaria is really that the Hulu ad server owns the delivery logic. So in this case what separated Telaria was that they enabled us to do things the way we wanted to do them. They kind of powered us. We have very smart people in place who oversee these positions and they came in and worked with us to develop the appropriate technology for us to go to market the way we wanted to go to market.

Hulu Private Marketplace Gives Advertisers Choice and Control

What it’s given us is the ability to take all advertising in. We can category block appropriately, so people maintain their category exclusivity within pods. We have the ability to take multiple advertisers and a single deal ID and manage all that blocking. It also allows us to open up to the programmatic marketplace a full suite of products. We’ve always run a private marketplace. However, in the past, we had automated guaranteed and unreserved fixed. Those are fixed price deal types. Unreserved gave you the ability to make a data-driven decision and if you chose to take that impression you paid the fixed price that we agreed on.

The invite-only auction, which is I would say our new shiny toy that’s getting wrapped in the PMP, provides us the opportunity for a variable floor price. So now the advertiser pays what they deem appropriate for that specific audience. It gives them more choice and control. When we look at our offering that’s what it’s about. It’s the genesis behind us rolling out a programmatic offering. Advertisers want choice and control and we want to allow them to have that.

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Google partners with LegitScript to certify addiction treatment center advertisers

After suspending rehab facility advertisers last year, Google will begin accepting these ads once again in July – but only from certified providers.

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Good News for Facebook Advertisers, Say Goodbye to Charges for Accidental Clicks

In a move that would surely be welcomed by advertisers, Facebook recently announced that it will no longer bill accidental clicks on ads placed by clients of its Audience Network. Of course, this also means that the incentive for publishers to drive ad traffic via an unintentional action is no longer there as well.

Since accidental clicks do not really add anything to an advertiser’s bottom line, Facebook announced on August 8, 2017, that it will stop charging for these clicks, Ad Age reported.  At the moment, the social media giant defines accidental clicks as incidents wherein a user clicks on a mobile ad that backtracked in less than two seconds.

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Facebook Adds 1 Million Advertisers in 7 Months

Facebook announced this week that more than 5 million businesses are advertising on the social network each month. That’s up from 4 million monthly advertisers in September 2016 and 3 million in March 2016.

Big brand advertisers make up much of the ad spend, but to attract small businesses, Facebook has a set of tools such as audience targeting, a mobile design studio and online courses available so far in 10 languages.

Recent changes driving the increase in advertisers include a “one click” option in Facebook’s ads manager to reinstate high-performing ads.

In an interview with Reuters, Chief Operating Officer Sheryl Sandberg said that the number of ad buyers was an important milepost, showing that Facebook has room to grow despite its massive scale. Facebook’s 5 million advertisers are just 8% of the 65 million businesses that are active on the network.

Among the 5 million advertisers, some 75 percent of them are outside the United States, and its fastest-growing markets are India, Thailand, Brazil, Mexico and Argentina, the company said.

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Google Expanding Close Variant Matching to Relief of Advertisers

Managing paid search marketing campaigns can be very challenging for companies, especially when trying to account for all of the possible search strings that people enter when searching for a product. For example, the search queries “winter jacket” and “jacket for winter” are the exact same thing. So to make sure to capture all of the variations of how customers search for a product or service, marketers have to build large, overly redundant keywords lists to reach these customers. Fortunately that is no longer the case as Google has just announced the expansion of close variant matching to their popular AdWords program.

Close variants help marketers connect with people who are looking for their business, despite slight variations in the way people search. By extending the close variant matching to include additional rewording and reordering for exact match keywords, it will be much easier for advertisers to reach more of their customers. Additionally, early tests show Adword advertisers may see up to 3% more exact match clicks on average while maintaining comparable clickthrough and conversion rates.

As simple as it may sound, words that don’t impact the intent behind the query will be ignored. These Function words are prepositions (in, to), conjunctions (for, but), articles (a, the) and other words. However, in cases where the function word would affect the meaning, the function word won’t be ignored but instead reworded/changed. For example, the “to” in “flights to new york” would not be ignored, because a “flight from new york” is not the same as a “flight to new york.”

The other AdWords close variant matching tweak addresses word order. Two keywords can share the same meaning, even if the word order is slightly different. For example, “buy new cars” and “new cars buy” have the same meaning. Now, exact match will use that same logic to match with queries that are reordered variations of your keyword.

Putting all of this together, Google states “With this expansion of close variants, you’ll no longer have to build and maintain lists of reworded and reordered exact match keywords to get the coverage you want. If you already use reworded or reordered keyword variations, AdWords will still prefer to use those keywords identical to search queries. Phrase match keywords aren’t included in this update.”

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Advertisers Less Excited About Snapchat

On the heels of Snapchat’s historic tech IPO a few days ago, which was second only to Facebook, comes less promising news for the social and messaging app leader. A survey of 1,600 marketers published by RBC Capital Markets and Ad Age shows that return on ad dollars from Snapchat falls far behind the company’s chief rival Instagram. So far behind that even ad revenue from AOL isn’t much worse.

Between Twitter, Facebook, LinkedIn, Google, Yahoo, AOL and YouTube, Snapchat only outperformed AOL in terms of ROI, scoring a 3.43 out of a possible 8 points, according to the survey (AOL scored a 2.88). Google (6.98) and Facebook (6.72) led the pack, performing nearly twice as better than Snapchat, RBC said.

Poor targeting, unreliable performance measurement and a decrease in both user engagement and open rates as are a few reason reasons why their advertisers saw their ROI slump with Snapchat.

While those results seen by advertisers are detrimental to Snapchat’s revenue growth, the aggressive direct competition from Facebook could be what keeps advertisers from increasing even test ad spends with Snapchat. The recent launch of Messenger Day, seen by some as a SnapChat Stories clone, has already snagged over one billion users for Facebook. Combining that with Instagram’s 300 million daily active users, Snapchat has a big challenging in building on its expected 2017 seventy million user market share.

Simply put, if Snapchat doesn’t show advertisers some real revenue gains in the next 12-18 months, the company’s key revenue driver could slowly start to go, like Snachat pics, poof. The company’s projected ad revenue forecast has already been cut by almost 4%.

Snapchat has been a compelling success and its users have fully embraced it’s creative, engaging camera sharing tools. There is always going to be a direct push back from competition when you have built a great digital experience. While continuing to be groundbreaking and inventive on the user end, Snapchat will likely do some major revamps on the advertising product end. Expect some big sales and marketing hiring news in the coming weeks from Snapchat.

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Google Releases New Guide To Help Advertisers Go Global

Google has a new guide with best practices for helping advertisers enter international markets and go global.

Don’t worry, it’s not a big PDF you’ll have to download or anything, but a simple help center article, which you can find here.

The guide covers discovering opportunities abroad, connecting with locals, setting up your account for international optimizations, and using automation to scale coverage.

A a very concise way, it tells you what to do and why to do it.

“It’s possible to connect across the globe in an instant. Expanding your business to new countries unlocks new opportunities and challenges for your AdWords account,” says Matt Lawson, Director, Performance Ads Marketing at Google. “By understanding how you can prime your AdWords campaigns for new markets, you can expand your account effectively and take your business worldwide.”

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Bing Ads Shares Halloween Data For Advertisers: Search, CTR CPC Trends

See when to expect click-through rates and costs to peak by product category and more.

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What’s Going to Happen to Google Advertisers?

Industry experts say Alphabet, which separates the profitable parts of Google’s business, highlights the company’s weaknesses but may also be good for branding and product development.

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The Role of Search and Social for Super Bowl XLIX Advertisers

The digital arena offers a great way to insert yourself into the conversation and capitalize off the momentum, even for those advertisers who couldn’t justify budgets for some screen time.

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