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Latest Digital Marketing Stats Gives a New Reality Check

Posted June 8, 2017 by Marina Ku @ 10:06 am

Twitter is still a favorite of journalists by a long way while a majority of mobile gamers are women

Digital Marketing Stats

Mobile stats continue to impress with online marketing data points that show engagement intensity and patterns not seen before.

Social TV in 2017

The TV show that is doing really well on social is the AMC program, The Walking Dead, with 18 million engagements recently according to 4C, which reviewed social engagement from January to middle of May this year.

Sponsored locations

Advertisers on Pokemon Go are shelling out decent amounts of money, from 15 cents to 50 cents every time a user visits a sponsored location, per TechCrunch. Sponsored locations are ad products that the smartphone-based apps offer marketers.

Interesting new gaming data

Analysis of activity across 64 million mobile devices by Chartboost, a mobile app ad network, reveal that mobile gaming audiences are 62 percent female and normally older than 25 years of age, and 47 percent of them shop online more than three hours per week. This is way higher than the 28 percent of non-gamers that shop online.

Mobile leaves traditional media behind

The third annual forecast from Zenith Media shows that mobile web will account for 26 percent of all media consumption globally by 2019. Media consumption on mobile web was 19 percent last year. These are uncomfortable stats for traditional media businesses.

Twitter is the overwhelming favorite of journalists

A survey of 400 journalists by Muck Rack shows that an overwhelming 70 percent consider Twitter the most valuable reporting tool, while Snapchat is nowhere near with just 4 percent of the journalists considering it useful.

YouTube loses traffic while Facebook gains more

Hard to believe but YouTube lost 10 percent mobile traffic from 30 percent down to 20 percent over the last four years even as Facebook increased its share from 7 percent to 14 percent per internet trends report from statstar, Mary Meeker.

Where GenZers dare

The hyperaddictive social media platform Musical.ly is where more than 100 million users with a large representation from Gen Z, meet and greet Baby Ariel, on that platform. Baby Ariel is a 16 year old star with close to 20 million followers on Musical.ly which also has other upcoming stars with their own score of followers.

Filed under: Digital

Marketers Use Identity Mapping to Reach Customers with Offers They can’t Refuse Off-hand

Posted June 7, 2017 by Marina Ku @ 4:02 am

Narrowing down preferences of customers through identity mapping helps drive customer relationships at scales never known before

Marketers Use Identity Mapping

For brands and agencies that want to deliver and operate a truly customer-focused business model, the personalized experiences of customers can be a much-needed resource. The key to this resource is what has come to be known as identity mapping, which not only connects the dots across screens but also offers a better understanding of the needs, desires and actions of customers. Such marketing that is focused on people’s needs can happen anywhere, and not remain confined to a particular geography or niche.

So what makes identity solutions so important for marketers? To begin with, customers interact and transact with brands in more ways and across multiple places than ever before. The same customers could be found using different devices and it’s a challenge to avoid duplicating messages to these customers across devices. Finally, a growing number of customers today are not obsessed with brands and don’t show the kind of loyalty toward brands as before; instead they are showing an increasing preference for personalized services. In other words, they have redefined the typically held views about value for money.

Now, where does identity mapping come here? Merely gathering all of the data from the different points of interaction with customers isn’t enough as it just offers data from all interactions and transactions with those customers. This is where identity mapping becomes critical because it allows marketers to identify customers as individuals and not just the device they use. The process begins with a persistent identifier that is created on the basis of the data at hand. When this persistent identifier is used to map customers to second and third-party data, a much more vivid, actionable picture of the customers emerges. This is what empowers the marketer to engage customers, one-on-one, via people-based marketing, narrowing it down to the customer’s preferences in ways that were never tried before.

Filed under: Agencies

A Publisher That Doesn’t Have a Website and Uses Only Social Platforms

Posted June 6, 2017 by Marina Ku @ 5:06 am

Obsessee is a Gen Z-Focused publisher that believes in meeting its audience where they are most likely to be in – social sites

Pizza Packaging

Obsessee is a lifestyle publisher focusing on fashion, beauty, culture and social justice but it doesn’t have a website quite unlike all other publishers. Instead, it is present on social media platforms like Instagram, Snapchat, YouTube, Tumblr, Spotify and some others. This is surely something that was unheard of before, at least not on a scale that Obsessee appears to be operating on. This new experiment was initiated just a little over a year ago by the Clique Media Group, the parent company that owns Obsessee along with sites like Who What Wear and MyDomaine.

The editorial staff at Obsessee comprises a small team of four full-time editors and its newsroom essentially reflects an expanded social media team. Most of its feed like, posts and voices come from its 50 Gen Z-aged contributors from across various locations. Obsessee mixes up its content with layers of reporting and news alternating from original graphic design to personalized captions and stories from its writers. The content on this platform ranges from fashion and beauty fare to inspiring stories and breakdowns of major news events, tailored to specific social media sites. For instance, on Spotify they might offer a “Governors Ball Jams” playlist to prepare fans and listeners for the music festival while on Pinterest, they would display a digital graphic of that track list.

Alex Taylor, president of digital at Clique Media Group, said, “When we launched, we wanted to create content for where people were already consuming it. Instead of using social media to achieve mass scale, or as an instant growth play, we get to evolve and grow where our Gen Z girl goes. Websites are, clearly, highly relevant content-delivery systems for other publishers. For us, we wanted Obsessee to be an innovative process and experiment with platform monetization. This is a different stand against the rise of clickbait in order to drive traffic.” According to the editorial director of Obsessee, Naomi Nevitt, “Our stories feel like updates from a friend rather than traditional journalism because our content is created by and for our Gen Z community.”

Filed under: Digital

Soon Advertising on Google Chrome Will Have to Meet Better Ad Standards

Posted June 5, 2017 by Marina Ku @ 3:30 am

Google recently announced that from early 2018 Ads on Chrome not meeting the new standards, will be blocked

Pizza Packaging

Google’s Chrome will begin blocking all ads that don’t comply with what it calls ‘Better Ad Standards’ by early 2018. The Better Ad Standards is a set of rules that provide “clear, public, data-driven guidance” for the industry. The updates will even block ads served through Google’s own networks and they will apply to both the mobile and desktop platforms. The search engine browser will come pre-installed with this new ad-blocking technology to automatically filter ads that are considered too annoying or burdensome. Publishers not meeting these new standards for creating good advertising experiences will now have to fall in line if they want their ads to pass through the filter.

In keeping with its methodical approach to new developments, Google will provide a tool to help publishers adopt the changes and implement them in their desktop and mobile websites that need to meet the new Ad standards. Publishers who implement these standards on their websites will effectively avoid the risk of losing any digital ad revenue in the new environment. The tool known as Ad Experience Report, will explain to publishers, via screen shots and videos, how the rules relate to their websites. It will show how the search engine identifies all Ad content that fall in the “annoying ad experiences” category and how they can be fixed to fit into the new standards. Publishers will also be provided with a list of ads by the Ad Experience Report, fitting the Better Ad Standards that they can use instead of those that need to be reworked or recreated.

Sridhar Ramaswamy, svp of ads and commerce at Google wrote in a blog post recently – “The vast majority of online content creators fund their work with advertising, which means they want the ads that run on their sites to be compelling, useful and engaging ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web—like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.”

Filed under: Digital

Pizza packaging of the future by a GenX Genius

Posted June 2, 2017 by Marina Ku @ 5:33 am

Yinan Wang, a recent graduate of the Maryland Institute College of Arts, produced a brilliant design

Pizza Packaging

Pizza boxes are not exactly the first thing that springs to mind when you think of creative packaging design. Graphics aside, all pizza boxes look the same – plain corrugated cardboard boxes that don’t particularly spark your appetite. Additionally, research has shown that today’s pizza boxes fail to meet the average pizza lover’s needs and expectations. It’s about time the pizza box got a stylish makeover and it finally came from Yinan Wang, a student of the Maryland Institute College of Arts, who produced a brilliant design which is worth the wait.

For a recent project, Wang set out to find a solution for leftover pizza problems and was soon able to create a clever new pizza packaging design called ‘Toss.’ This innovative concept ditches the old-school square design for a pizza box and individually packages the slices into their own triangular-shaped boxes, much like the ‘slices’ of a pie chart. Each box is armed with a detachable holder at the bottom covering the outer diameter of the pizza which also happens to be the portion that comprises most of the left-over bits of pizzas.

This awesome pie-chart shaped box is probably the best thing to have happened in the history of pizza packaging. It will not just take the convenience factor, while eating pizza to new level but also open up a range of new opportunities in marketing and logistics. In terms of spicing up the deal, the pizza seller may offer different toppings in all the slices that together stack up to the conventional disc-shaped full size pizza. In fact, it spices up the scope of marketing pizzas since this slice-wise detachable packaging has further widened the scope of more competitive pricing.

Contrary to popular perception, more than half of the pizza lovers in the United States are women, most of whom are young, health-conscious individuals, who exercise at least twice a week. According to the Center for Generational Kinetics, these women value natural ingredients, appreciate creative design and have a preference for sustainable packaging. Young Yinan Wang’s brilliant design will most likely impress this hard-to-please demography and most others as it will meet a major part of their specific preferences in pizzas.

Filed under: Marketing Innovation

Artificial Intelligence Driven Predictive Marketing Can Cut Through the Ad Clutter

Posted June 1, 2017 by Marina Ku @ 2:55 am

Machine learning is what propels AI and is engaging consumers in real time with predictive marketing like never before

Predictive Marketing

A factor that’s critical to marketers today is the sheer volume of advertisements that struggle for the eyeballs and mind-space of audiences. One of the commonly talked about realism that is spoken about quite often is that four-five decades ago, audiences were exposed to around 300-500 ads a day, or thereabouts. These figures supposedly sounded like a lot then, although when compared with the figures today, which is around 10 times more, those figures appear small.Digital advertising has been promising to cut through this clutter but because of exponential growth, it has ended up adding to it.

Predictive Marketing

At present we are in the era of predictive marketing, driven by the rise of artificial intelligence (AI) and machine learning, which is expected to cut through the increasing clutter in advertising today. AI and machine learning, involves use of precise and predictive intelligence that enables consumer engagement and personalization at scale. This is what has come to be known as predictive marketing where customized digital content automatically reaches individual consumers in real-time for more effective and precise impression. AI is the technology that helps marketers creates real-time predictive insights that anticipate and exceed customer expectations.

Till recently, the use of the term ‘predictive’ to describe a process that revolved around what can be called ‘adaptive’ capability. Such capability uses static rules framed by the marketer in advance, that can make instant content decisions but does not provide continuous machine learning. On the other hand, predictive intelligence is automatically processed by technology enabling machine learning in real-time. How does it do this? Its ability to observe subtle trends in customer engagement and deliver precise and personal communication is possible because it bypasses the need for A/B testing and trying to re-learn the subtle trends every time a consumer engaged.

Filed under: Marketing Innovation

Twitter Users can Now Livestream Videos Without Downloading Any App or Creating an Account

Posted May 31, 2017 by Marina Ku @ 2:41 am

This new feature is aimed at competing with Facebook which allows its users to Livestream videos although Twitter will have its unique additions to it

twitter livestream concerts

Twitter users can now broadcast live video from within the social site’s app for both iOS and Android, according to an update from the company. It no longer matters whether you have installed Twitter’s live video app, Periscope, and neither does it matter whether you have created an account on the site. However, the video feature is still driven by Periscope, which has been upgraded to offer such seamless user experience. So what prompted Twitter to bring out this feature? Apparently it’s an effort to offer an alternative to a similar feature on Facebook which allows its users to go live without downloading a separate app on their phone.

Twitter has ensured that the operation of this feature has minimum functions and all you have to do to broadcast a video from the platform is to tap the button for creating new tweets and then tap Live. Thereafter, you can frame the event you want to shoot and start your video. Twitter users who see your streaming broadcast on their phones, can tap in, comment, and send hearts even as the broadcast is on. Users of Periscope will find the function quite familiar but it doesn’t really matter if you haven’t ever used periscope before it’s quite easy and user-friendly. Earlier, there used to be a button for Periscope on Twitter, and users who tapped it, were redirected to the Periscope app or to an app store where they could download it.

Earlier this month, at NewFronts, Twitter announced a deal with Live Nation which will allow it to livestream concerts exclusively, starting with the concert involving the Zac Brown Band on May 13. The next concert, that Twitter will Livestream, is at 8 p.m. ET tonight and this involves the songwriting duo Marian Hill, and this broadcast is being sponsored by T-Mobile. Twitter is offering a few new features within tweets for the purpose of promoting the concert; for instance on Sunday, Twitter users were reminded to tune in for the concert, by way of a tweet from the band’s account.

Filed under: Digital

In the Era of Fake News One Great Option for Brands is to go for Trust Marketing

Posted May 30, 2017 by Marina Ku @ 2:49 am

Research shows reliance on peer opinion is still high as most brands offering customer review tools for feedback are doing well

Fake News

With fake news appearing in the media on a daily basis, it won’t be an exaggeration to say that this is the age of distrust. Social media is where this monster breeds; inundating scores of social sites with feeds and tempting readers with the irresistible click bait headlines. Initially it turned out to be a gold mine for marketers but it is now increasingly becoming clear that there’s a heavy price to pay for such crimes – the cost of trust and consumer confidence. Now, that’s a marketer’s worst nightmare because it can spell doom for any business. As history shows, necessity has often been the most potent reason behind most innovations, the fallout of fake news, has in a way provided brands to make the necessary adjustments and investments on peer review or what is commonly known as customer reviews.

It’s not that customer reviews are a new innovation that has arrived on the market. Rather, it was present since the early days of eCommerce although in a much smaller scale than what it is now. According to Pew Research Center, half of all adult shoppers now regularly check online reviews before making a purchasing decision. Another finding by an agency named Report Linker revealed that almost four-fifths of the customers, who read online reviews, find them reliable. For marketers, it’s time to focus on the voices, opinions and beliefs of existing customers, because this now says much more about a brand than anything else, including traditional advertising.

This is a clear indication of how marketing dollars should be spent in the present day and especially under the looming shadow of the monster called fake news. While it goes without saying that a smooth and seamless customer-feedback mechanism should be an integral part of every ecommerce site today, brands have to overcome the trust barrier on a much larger scale and gain traction with a much larger audience. This is where social media offers the most obvious platform to get customers to talk about the brand which will not just outwit the impact of fake news but also help in winning back customers’ trust and confidence in the brand.

Filed under: Brand Marketing

Coca-Cola’s Detachable Bottle Labels as Wristbands for Music Festivals

Posted May 29, 2017 by Marina Ku @ 1:05 am

A brilliant idea by the software giant to engage simply and effectively with a significant section of its market – millennials

Coca Cola

One special feature of Coca-Cola has been the kind of packaging stunts that it comes up with all across the world. This time an interesting innovation by Coca Cola’s Romanian division looks good enough to become a worldwide hit – it’s another smart idea from the soda giant which allows a customer to detach a part of the label from every bottle and use it as a wristband that will allow him to access music festivals. As always, such ideas are developed by the creative agency that designs Coca Cola’s marketing communications and in this case it’s McCann Bucharest that came out with the exciting idea. Of course, not every detachable label grants access to a music festival as it needs to be scanned with a specially designed app to see if it was a winner.

According to McCann, the idea is already a hit in Romania, where millennials have started collecting and wearing them as a fashion statement. Coca Cola partnered with some of the leading music festivals in that country, such as Transylvania’s Untold Festival, which recently, named the Best Major European Festival at the European Festival Awards. According McCann, around 75 percent of Romanian teens responded positively to the campaign resulting in a sales jump of 11% which is substantial, considering the scale at which Coca Cola operates.

This is one of the most exciting ways of reaching out to the millennials all over the world where music festivals are attended mostly by young people but it could transcend the age barrier and become popular with other age groups as well. For now though, Coca Cola probably thinks it’s better to focus on the young crowd and they are everywhere, not just in music festivals. This is truly a brilliant idea that can be sustained for the simplicity with which it can be implemented and the potential gains it promises as the results in Romania prove. It proves customer engagement is always the winner.

Filed under: Agencies

Amazon Goes Back into the Future by Experimenting with Physical Bookstores

Posted May 26, 2017 by Marina Ku @ 3:16 am

The experiment is helping Amazon to sustain its engagement with its customers with tangible benefits

Amazon Store

After disrupting the traditional book market with its online bookstore and Kindle, Amazon is now going back into the future by opening a chain of bookstores across the country in what is seen as a move that probably indicates its intentions for other types of stores. At first glance a customer might not realize what an Amazon bookstore is all about, other than the display of books on shelves. It must be said though, that the store layout is interesting – the front cover of every book on the shelves faces outward just as they appear on the Amazon portal. There’s no discrimination by stacking some titles the way it’s done in physical libraries where visitors have to identify a book by reading its spine vertically.

That’s the simple part. The customers’ experience begins to change when they find out that to identify books and objects around them, they can use visual search technology with their mobile phones. But that’s possible only when they have the Amazon app loaded on their phones which is worth its while – the search will reveal reviews, shipping options and price among other benefits. Over the last couple of years, Amazon has been experimenting with physical stores, and during this period it has opened a number of bookstores that also serve as some kind of gadget outlets in addition to some campus bookstores that doesn’t sell books and a convenience store without any cashiers around. These experiments suggest that Amazon is upto something that its competitors can’t figure out yet.

Amazon hasn’t yet revealed any facts and figures of its retail-store operations although from whatever little that has come out from the company’s officials, there’s reason to believe that they are happy with the results of their experimentation with physical retail. Brian T. Olsavsky, chief financial officer of Amazon, told investors that the stores represent “another way to reach the customer and test what resonates with them.” At the bookstores, there are no prices on the books and a customer has to either take a picture of the book cover with the Amazon app or walk a few steps to a screen displaying the price scanner. No checkout queues and no waiting; so, there’s convenience for the customer but what’s in it for Amazon? Probably there’s some purchase-intent data that can be used to target the customer on its digital channels.

Filed under: Digital
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