Digital

Social and Media set to split!– How well the Advertisers do?

Posted December 13, 2017 by Abhishek Pandey @ 3:33 am

 

There was a time when the first phase of social media sites such as Facebook, Twitter and to some sort Instagram helped us connect with our dear ones in an atmosphere more centric on connecting. It was broadcast-focused and open network helping in revolutionizing the medium of communication when there was none to ponder over. It was this time when people received that golden chance to create millions of audience across the world in order to get their voices heard. This was the time when advertisers sensed opportunities to mint through an audience which grew loyal to these sites. With their penetration in the rural areas as well, this seemed like an opportunity of a lifetime.

But is that valid now? Well, the majority of people nowadays believe that Social Media sites have divulged themselves from connections and focused more on playing to a platform of advertisers. In these times the idea of getting a million followers on Instagram or having a look at someone’s activity on Facebook is long gone. What started as an opinion sharing platform has delved into a platform where you bogged down by people and which has made people abandon posting or shying away from these sites. Instead, people have now switched on to more private conversations and lesser affiliations Which now brings in a question, bold enough to be asked, ‘Is Social and Media ready to split? Is the status quo set to change in testing times? Where will the Advertisers go?

Now abandoning the first phase of social sites means less scrolling time through Facebook posts and Instagram feeds and spending more time on posting their thoughts on closed conversations on Facebook Groups and chatting on Messenger. This means that now people have changed their thought process of replying to every confusing chat on Facebook and rather talking to people who actually matter. It means maintaining several small, interest-based Instagram accounts or Fiestas, rather than a single, Public-facing persona.
What does this shifting in the user posting behavior indicate? This indicates that these people are also shifting away from the type of broad-based algorithmic feeds which nowadays are packed with news and media content which they feel is not made for them. However, this behavior has tempted the social media franchises to part ways to separate social and Media paving ways for a split.

What are the trends in the field?

As has been the case with parting audiences, the social sites have also begun to customize their social from social media platforms. Snapchat has announced that it will split the chat function from its media portal. Facebook has also tested a content only news feed with Messenger being the separate chat platform. It also launched ‘Watch’- a video platform much like YouTube which contains highly produced content from publishers and Media partners. Instagram is also bringing in it’s another messaging function called Instagram Direct to direct its user to chat functions.

How will the time change for Publishers and Advertisers?

With social probably out of social media, publishers and advertisers would have to find their feet and adopt new distribution techniques to take advantage of this shift in user behavior. This means they will have to separate their strategy to be used while publishing on the media platforms as well as on the dedicated social platforms. This doesn’t mean it will be unethical to insert a content-based advertisement in the private chat forums. It means that the publishers would have to be more specific and creative in attracting the user amid changing times in the social 2.0.

The Gloves are off – P&G Chief Brand Officer Pritchard Sets Terms

Posted September 6, 2017 by Rashmi D @ 5:16 am

Internet giants, Google and Facebook are on notice to deal with growing cases of online fraud, scams and controversy that affect brand security

Google map parking location

For a company with a marketing budget of $ 2.4 billion, it’s not very difficult to make even the most intransigent segments of its supply chain to stand up and listen when it makes a point. Recently when the chief brand officer of P&G, Marc Pritchard said he has had enough of the lackadaisical approach of the biggest gainers from online advertising, Google and Facebook, toward growing cases of online fraud, scams and controversy that affect brand security, it became trending news. In a way, it has stirred a hornet’s nest if we consider how the other major online advertisers are going to take their respective cues from that.

While speaking at the Interactive Advertising Bureau’s annual leadership meeting in Hollywood, Florida Pritchard set out his terms for spending P&G’s mega ad budget on digital media platforms. He wasn’t ready to give more than a year to the digital platforms especially the duopoly, Google and Facebook, to sort out the mess in their backyards. “Frankly, there’s, we believe, at least 20 to 30 percent of waste in the media supply chain because of lack of viewability, nontransparent contracts, nontransparent measurement of inputs, fraud and now even your ads showing up in unsafe places,” he said.

Information coming out of Facebook suggests that it will soon announce a number of new tools and policies aimed at assuring advertisers that the safety and security of their brand is a top priority for the mega social site. Now, whether it’s due to Pritchard’s warning or because Facebook realizes that brand safety is an idea whose time has come, is not clear but the coincidence is surely making Pritchard’s hardball play look more and more sensible. After all, advertisers, especially those with serious cash in their pockets are getting frustrated by this curious inertia that has gripped the digital platforms surviving and thriving on advertising revenues. It was a timely wakeup call.

Filed under: Digital

Google Map makes it Easier to Find Parking When You Drive into Town

Posted August 30, 2017 by Rashmi D @ 10:06 am

A good update that could have come earlier especially from a global leader like Google, which can make amends with better features soon

Google map parking location

Earlier this year, Google Map offered users in the US the option to see whether parking is going to be difficult close to their destination and if so, whether there are other parking options available. Now, Google has extended this facility to 25 cities outside the US. These cities are, Alicante, Amsterdam, Copenhagen, Barcelona, Cologne, Darmstadt, Dusseldorf, London, Madrid, Malaga, Manchester, Milan, Montreal, Moscow, Munich, Paris, Prague, Rio de Janeiro, Rome, Sao Paulo, Stockholm, Stuttgart, Toronto, Valencia and Vancouver. Additionally, Google has also updated its Maps platform with a new feature called “parking difficulty” that is accessed via an icon on the Google Maps destination card.

The level of parking difficulty is categorized into ‘limited,’ ‘medium’ and ‘easy’ on the basis of historical parking data and machine learning. The feature is presently available on phones with Android OS. After identifying their parking slot, when a user taps his selected option, it automatically gets added to his trip. Since walking from the parking slot to the final destination is a vital matter, Google has mapped this walking distance and now offers walking directions from the parking slot to the final destination. Another parking reminder feature that allows users to record their parking locations was launched by Google Maps in April this year.

However, this new update has been found wanting by some users who felt that unless they get to know the number of parking slots available in a parking garage recommended by Google, as well as the price they have to pay for booking the parking slot the new update Map update isn’t worth much. They have a point when they point out that certain parking apps in Europe already offer such information and it’s only fair to expect it from the global leader. Of course, it won’t be long before Google identifies this gap in its offering and comes up with a solution that could include the option reserve parking slots in a garage.

Filed under: Digital

Ads from Pages That Spread Fake News will be Blocked by Facebook

Posted August 29, 2017 by Rashmi D @ 9:31 am

It is the latest move by the social platform in its fight against the menace of fake news and malicious content

facebook fake news

“False news is harmful to our community. It makes the world less informed and erodes trust,” said Facebook. The social site, that had become one of the main distribution points for fake news, has been criticized during the 2016 US presidential election as many think it influenced the election. So it is now trying to set things right by taking additional steps to find out the root cause of how it spreads.

According to the announcement, Facebook won’t allow advertisements on the platform that repeatedly share false stories – the social site will send articles to third-party fact-checking companies and will use updated machine learning to detect possible hoaxes. This is the extension of existing policy of blocking ads for links to stories and the latest attempts to clean-up the news-sharing function of the social platform.

According to the Facebook product managers, Satwik Shukla and Tessa Lyons, the move is really to help prevent pages from distributing misinformation, and making money they don’t deserve. According to the managers, the company will focus on three areas: disrupting the economic incentives to create false news, building new products to curb the spread of false news, helping people to take informed decisions about what they read and share.

They wrote “We’ve found instances of pages using Facebook ads to build their audiences in order to distribute false news more widely. Now, if a page repeatedly shares stories that have been marked as false by third-party fact-checkers, they will no longer be able to buy ads on Facebook. If Pages stop sharing false news, they may be eligible to start running ads again.”

Facebook news feed product manager, Sara Su said in a blog that Facebook would keep on testing its “related article” and work on other changes to its news feed to cut down on false news.

Filed under: Digital

Google and Walmart Team up to meet Amazon’s Challenge

Posted August 24, 2017 by Rashmi D @ 10:05 am

For the first time, Walmart is using a website other than its own to sell its products while Google sees a real challenge in the search business

google-walmart-teamup

Very few people would have thought that two global leaders in their respective fields would feel threatened by a single rival who is thundering towards their huge markets at great speed. That rival is Amazon, the world’s biggest e-retailer which dominates online shopping, aims to win a sizable chunk of customers from the world’s largest brick-and-mortar retailer, Walmart, and is posing a serious threat to Google’s dominance of the search market as more and more people start their web searches for products directly on Amazon instead of Google. It has set alarm bells ringing ever more frequently in the Google and Walmart boardrooms, eventually bringing these two global giants together to tackle the common threat to their dominance.

Now Google will start offering Walmart products to people using Google Express mobile app and website. Hundreds of thousands of Walmart items can be purchased through Google Assistant, the AI-driven software assistant found in smartphones running Google’s Android software and Google Home devices. For the first time ever, Walmart, the world’s biggest retailer felt obliged to make its products available outside its own website, in the United States. Here’s how it works – first, customers need to associate their Walmart account to Google via a feature called Easy Reorder that helps organize the items that the customers will purchase online and in store by speaking to Google Home.

The two intimidated giants said their partnership is more about where online shopping is going in the future and less about how it is done today. Google Home, the voice-controlled speaker on Google will surely offer stiff competition to Amazon’s Echo and the future Walmart customers will reorder items they had purchased before, by speaking to Google Home. Walmart is also experimenting with new delivery methods with Google and in a year’s time, shoppers will be able to buy groceries and pick up voice orders on Walmart stores. Marc Lore, president and CEO of Walmart US ecommerce, said, “When it comes to voice shopping, we want to make it as easy as possible for our customers—that’s why it makes sense for us to team up with Google.”

Filed under: Digital

Podcasts are Gaining Popularity in the United States

Posted August 21, 2017 by Rashmi D @ 10:57 am

Around 25% of Americans listen to podcasts at least once a month and the number is expected to grow

podcasts marketing

In the United States popularity of the podcast market is increasing. At present, approximately 25% of US adults aged 18 to 49 listen to podcasts at least once a month. In the last two years, many large digital publishers have released their own podcasts. Increase in digital media consumption on mobile has made it more attractive to both listeners and advertisers.

Distributers have now started monetizing podcasts. In 2016 advertisers in US, spent an estimated $35 million on podcasts and this number is more than 2% as compared to 2015. As per the study by comScore, nearly two-thirds of all podcast listeners have shown their purchase interest after hearing advertisements on podcast and that number could surge, in case podcasts assuage advertisers’ concerns.

Because of strong growth in mobile, video and social spending, dollars are flowing from traditional media such as newspapers and magazines to digital media and changing the face of US media market. California, New York, New Jersey, Texas, Virginia, Illinois, Washington, Florida, Massachusetts and Pennsylvania are the states that have the highest number of podcast listeners using podcast players.

As per measurement done by Acast, a European podcast streaming platform and distributor, curated platform for podcast, that listeners enjoy podcast either early in the morning around 7-8 am or later at night around 11 pm ET respectively. Oskar Serrander, general manager, Acast US, said “As home devices become more popular, people can enjoy hearing the morning or evening news in the same way they used to use the radio. We all have some version of screen fatigue these days, so being able to just take a moment to listen may also be fueling this podcast expansion.”

Filed under: Digital

How brands are adjusting and adapting to digital media

Posted August 14, 2017 by Rashmi D @ 8:30 am

The priority now is to create digital and mobile content first and then we take the communication to all the traditional channels

digital transformation

Digital marketing has today become an indispensible part of any media mix as shoppers are increasingly showing their preference for online purchases. At the same time, social media has grown at a fast pace and it is playing a leading role in replacing the old tradition of shopping at brick-and-mortar stores with online shopping. Retailers are quickly adding digital stores in addition to physical stores and spending more money in developing smart websites to make it easier for online shoppers. Brands these days are also procuring tools to analyze informal chat on social media although not all brands are adjusting to the shift as easily as they would have liked.

Despite that, brands are realizing the fact that they need to move towards digital media in order to keep pace with technological advancement. For brands, digital media serves as a vehicle for connecting, selling and engaging their prospective customers as studies reveal that 51% of Americans prefer to shop online. CMO Emily Culp, of Keds had focused on treating the company as the number one store in the world. She therefore, worked towards digital transformation of the company by bringing in ecommerce, marketing, social media and public relations as one team. She had good reason to mix the culture because Amazon and other shopping sites were scrambling to move from physical to digital storefronts and putting more and more money into smart websites.

In the beginning of this year, Pernod Richard, the maker of brands like Absolut, Malibu and Jameson – started hiring their own internal manpower and using software tools to become more digital. It began working with its sales force to collect and analyze data as part of bigger customer relationship efforts. Manager of data analytics at Pernod Ricard, Evan Huggins, said “Amazon is an easy, consummate example, and they’re just going to eat everyone’s lunch. If it’s not them, it’s businesses that emulate their model of convenience and personalization and accessibility to potentially disrupt our business.”

Filed under: Digital

Facebook’s Watchlist Will Heat Up the War of Ad Spaces

Posted August 11, 2017 by Rashmi D @ 10:40 am

The new video tab that Facebook is launching, called Watch is aimed at disrupting the online advertising market

facebook watchlist

Facebook is soon going to launch a new feature called “Watch,” which is going to disrupt the online advertising market. On the Watch tab of Facebook, several dozen original shows will start rolling out on mobile, desktop and Facebook’s TV apps.

In addition to the Watch tab, there will be another feature called “Watchlist” where users can keep track of their favorite shows or list of programs and when these will be streamed on the platform. There is another value added feature, like a newsletter, which allows users to subscribe for updates on new episodes of their favorite shows. Publishers share their shows to the news feed to help people discover them. The Watch feature is also going to be personalized. It will help users to discover shows, which are relevant to their interests with suggestions based on what Facebook communities are watching. It includes both live and recorded shows, so users can choose as per convenience.

During the broadcasts it will allow users to ‘like’ and comment as well as play the content via web, iOS, Android and Apple TV. They can join groups with people who like the same shows, and build a community. Before spreading globally, Facebook plans to roll out access to Watch for more users in the United States. A new video hub will be added, using a TV-shaped Watch button in the navigation bar at the bottom of Facebook’s main app.

Facebook’s shows will range from live event coverage to reality TV to scripted program. There will be a long list of categories of shows to view. When you open Watch, you can scroll through, and alternately, you can check any notification about some new program. Once you’ve opened an episode you’ll see all the details about it, with one tab for joining a live comment reel with other viewers, and an “Up Next” tab displaying the names of the programs after the current episode.

Filed under: Digital

CPV Advertising is set to Rule Online Advertising in Future

Posted by Rashmi D @ 4:11 am

The most evolved form of online advertising is the CPV format because it is much better defined and balances all stakeholders’ interests

CPV format advertising

As with most rules of the internet, online advertising rules are also framed and set by Google because of the way it approaches the matters related to the internet and its uses. Therefore, after Google introduced CPV advertising, it is gradually becoming law as all the other big players also begin adopting it. This isn’t easy for an organization that dominates the business overwhelmingly, but to their credit, Google has been able to uphold the interests of the common user with its periodic updates. This has not just won it the respect and trust of users all over the world but has also consolidated its foundations and made it the gentle giant it is today. True, at the end of it all, Google has to consider the business end of things and this balanced approach has only made its business stronger than ever before.

CPV advertising is a milestone

As an advertiser, if you get charged for every click on your ads across domains, irrespective of whether those clicks were intended or not, you feel there’s some kind of unfairness in the system. As a user, if you end up spending 30-40% of your browsing time waiting for ads that you clicked unintentionally after they popped up on you, rather annoyingly, you’re likely to feel cheated. And then the first thing that crosses your mind is – ‘this is madness…isn’t there a method to it?’ Rest assured, there is, and none other than your friendly neighborhood Google and now, Facebook says so.

Enter CPV advertising. So, what exactly is it and why is it special? Let’s understand it from the advertiser’s point of view first. Under CPV advertising, or more precisely, under what Google designed, TrueView, you pay for views or clicks only when your ad has been viewed for at least 30 seconds or clicked and then viewed for at least 30 seconds. Apparently, this format includes both the CPM and CPC methods but the overriding principle is that in either case, the ad would have to be viewed for at least 30 seconds. As an advertiser who has been paying for every click, intended or unintended, this is great.

Now, how will CPV benefit the common user, or, as an online business may say, the customer? As customers many of us know that marketers call us the “King.” But in reality, do they treat us like kings? If you look at the way they ‘ambush’ us at every turn with pop ads that take their time to load when clicked, intentionally or unintentionally, it would not appear that they care about the king. When you end up spending half your browsing time negotiating these pop ads that fall on you like rain, you’re reminded of the old joke – “Long Live the King. The King is Dead!”

Who’s responsible for this madness?

As a common user, your first reaction to this pop ads madness is to be angry at the advertiser. Well, you have reason to be angry but you’re mistaken if you think it’s the advertiser who’s responsible for this madness. Let’s first understand how it works – the ads could belong to any advertiser e.g. Coke, Pepsi, Starbucks, etc. but it’s the website you’re on, where all this madness takes place. If you notice carefully, the intensity of ads popping up every now and then is not the same on every website that you visit. So, it is the website owner or publisher who is running this riot. And CPV advertising is designed to pull these rioters up and get them follow the rules set by the big boys like Google and Facebook.

Now let’s look at another interesting side of this madness where the advertiser whom we decided to cover thinking they’re not to blame for bombarding users with pop ads. The objective of an ad is to get the customer to a seller’s website because it is a seller who advertises, generally. Now when you land up on the seller’s website there is every chance that you would again come up against the barrage of pop ads that the seller would use to upsell other items that you hadn’t planned to buy. Alternately, since the seller is now the website owner, he would have other businesses advertising on his site. And that again brings us back to square one which is what we called ‘madness.’

CPV advertising is designed to deal with this madness and make it difficult for marketers to run riot on the internet. With the bulk of the traffic originating from mobile devises that work on touch-screen method, we just can’t afford to have the kind of wastage of time and money that unintentional clicks on pop ads cause. After all, it is today’s advanced marketing automation tools that make such advertising happen and it is taken advantage of by the website owner or publisher who sells advertising space on his domain. It is the publisher who uses advanced marketing automation ads to bombard visitors to his site with pop ads. Till now it was earning him revenues from unintentional clicks. Not any more…thanks to CPV advertising.

Filed under: Digital

Does Twitter Influence Smartphone Purchase Decisions in Any Way?

Posted August 10, 2017 by Rashmi D @ 10:53 am

The social site claims that users tend to spend more on buying smartphones after seeing ads on Twitter

smartphone purchase decision

Making the decision of purchasing a smartphone is not easy because the devices are a significant investment. A recent study conducted by Twitter in association with Nielsen and Foursquare, tried to figure out the role of social media network throughout the decision-making process. After seeing ads on Twitter, the research found that customers spent almost 6.8% more with mobile wireless carriers. They dug into the data, provided by the local search and discovery service mobile app, Foursquare.

These three companies analyzed in-store foot traffic for T-Mobile USA, Verizon Wireless, AT&T and Cricket Wireless and found that ad campaigns on Twitter generated 23% more visits to these brick-and-mortar stores. In addition to that, mobile carrier campaigns and offer based tech generated an average return on ad spend of $ 2,184. It means twitter users are 2.4 times more influenced than non-users by ads from mobile device manufacturers and mobile carriers.

Twitter, Nielsen and Foursquare found that the people, who love travelling, enjoy fast-casual food and like sports, are most likely to make purchases in brick-and-mortar stores and visits budget-friendly travel locations. While these people prefer to shop online, they also love to live in big cities, and frequent cultural destinations like art museums, movie theaters and high-end travelling locations such as airport lounges, hotel bars.

While leveraging the social network target abilities, Ryan Kiernan, Twitter research analyst suggested that mobile carriers need to pair customer data with the social network’s growing slate of livestreamed sports content and in-stream video ads. According to the research, 56% of Twitter mobile users say when they are buying a product or service, that they are influenced by content on Twitter. It is also true that Twitter’s popularity as a platform that influences smartphone purchases is not a very recent development. Promotion campaigns on Twitter have always impacted smartphone purchase decisions.

Filed under: Digital
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