Twitter Evolves Advertising Opportunities

During Twitter’s first Analysts Day in mid-November,  Twitter announced and alluded to new updates to the ad platforms that further compete with Facebook and even search giants like Google, particularly with mobile and video solutions.

Some of those updates include:

• Twitter Offers:
• After slowly allowing brands to sell on the platform, Twitter is further showing its devotion to eCommerce via an Offer Card
• Users can add the offer to their credit/debit card in a few taps and redeem in real time via their card
• Attribution will be easy to track directly on Twitter campaigns to further measure ROI for offers
  
• App install tracking
• Answers is now available as a free mobile measurement tool to track promoted and organic app installs driven by Twitter
• Native Video coming to Twitter by Summer 2015
• Beyond native uploading, the platform will allow for record, edit and sharing video directly on the platform
• SEO for Local and Logged Out Users
• Will provide a stronger experience for logged out users when searching content
• Google search keyword data may play a larger role in Twitter content

For more information see below:

Twitter Offers

Answers App Install Tracking

What’s Next: All Inclusive

At Cannes, Search & Native Ads are Hot Topic

At Cannes, multiple digital trends and optimizations are being discussed by the likes of Marissa Meyer of Yahoo, and Nikesh Arora of Google. Their statements look to change the way the ad industry looks at digital and mobile.

For instance, Meyer and Yahoo announced the integration of Native Ads from Tumblr to Yahoo on Tuesday, and why native ads are considered the future of display:

• Viewers of native ads are 3.6 more likely to perform a branded search than viewers of traditional display
• 46% of millennial who noticed branded content say they consumed it
• 1/3 of those millennial shared the content

Additionally, Arora stated that search is “only 5% of where it should be.” With the standardization of mobile platforms (iOS and Droid) and the global scope of the digital connection, there is a lot more opportunity for search. Beyond smartphone devices, search can still exponentially increase as new mobile devices begin to enter the market, specifically Google Glass.

For more information, please see the articles below:

Search is Only 5% There

Digital Needs to Get Past Its Discomfort with Native Ads

Yahoo to Bring More Ad Formats to Tumblr

2014 Marketing Resolution: Break Through The Digital Clutter

Image from: IMI

As users’ newsfeeds become overcrowded and saturated we must evaluate the best ways to be seen and heard, online. Below, you can find some key tips from a series of articles and ebooks that we can explore when creating and amplifying compelling content:

1. Get into the mindset of a publisher by looking for content that supports our niche, and then give users a fresh perspective on it.
• Likeminded brands are posting similar content so anything produced needs to be cool and captivating.
2. Add muscle by including multimedia elements to create richer content.
• Provide a balance of snackable and long-form content.
•  Magazine-style narratives and multimedia experiences provide long-form experiences rather than the quick-hit meme. Ensure how the multimedia content will be viewed on mobile and within search
3. Leverage paid and organic SEO so content can be found.
• Answer the specific needs of niche audiences but the only way it will be read is if it’s found, paid media is one piece of that puzzle.
• The other piece of the puzzle is crafting content with SEO and content marketing in mind.

Curating content that fans can get excited about paired with the right paid media strategy and SEO, will help marketers garner impressions and lengthening reach.  As we move into a new year, we will see brands and companies continue to test new tactics and initiatives.

For detailed articles and information on breaking through the clutter, please see the ebook and articles below:

How to Make Content That Stands Out

What Makes Content Stand Out? Hint: originality is key

9 Steps to Creating Good Content for Your Brand