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yWeekly news: February 22nd

Posted by YM Social on February 23, 2016 Engine Optimization

Google confirmed that over the weekend of January 9-10 they released an update to their core algorithm. 

Initial rumors suggested this was the latest Penguin update, but Google later advised this wasn’t the case.  Additionally, Google announced in a separate statement from their PR team that the Panda algorithm is now part of their core ranking algorithm.

These kinds of updates are important to track and monitor to see what kind of impact, if any, they have on client websites.


Digital Analytics/Insights 

FiveThirtyEight, one of the best-known proponents of analytics in politics, has released a cool series of interactive maps called the “Facebook Primary”

The maps visualize Facebook likes garnered by the major presidential candidates across both parties—down to the county level

FiveThirtyEight’s team is a leader when it comes to making complex datasets easily understandable to an audience of laypeople.

As we seek to do that same thing for our clients, these sorts of visualizations are good examples of how to do it, and do it well.

Currently, FiveThirtyEight also has interactive data visualizations available for Presidential primary forecasts, NBA predictions, and the 2016 Oscars; they’re all worth checking out if you have a moment


Performance Media

Google AdWords has a mobile app

  • DoubleClick does not

The new Google AdWords mobile app allows advertisers to make high level campaign/account adjustments & optimizations on-the go


Social Media

Facebook Canvas: Allows advertisers and businesses to tell their story in a far richer and more immersive way

Built for mobile to load up to 10x faster than standard mobile web, it can be formatted any way you like to tell the story you want to tell

This is important for brands because this provides far more creative freedom for the business to express themselves in interesting and unique ways. This offers business a way to separate themselves and a far more engaging experience for the user.


Display Media

Time Inc. Acquires Myspace-Owned Viant. This deal creates a potential quality ad environment that rivals Facebook’s and Google’s  

Viant has access to 1.2 billion identified registered users. Time Inc. has more than 90 brands. Their offerings now include a massive database of identified first-party customers plus premium ad inventory space.

Although Facebook and Google currently dominate the ad market, now Time Inc. can provide a viable option for first-party customer data and premium ad inventory. For our Display team, this can be useful for planning campaign strategies moving forward.

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yWeekly news: December 7

Posted by YM Social on December 8, 2015 Engine Optimization

In November 2015, release 2.2 took place.

Some notable changes took place with this release including the additions of:

–        branchCode to represent codes identifying business locations.

–        homeLocation and workLocation as subproperties of Location.

–        Barcode as a subtype of ImageObject.

–        GeoCircle as a subtype of GeoShape, geoRadius, geoMidpoint.

–        postalCode and addressCountry are now an expected property for GeoShape and GeoCoordinates.

–        countryOfOrigin property to Movie, TVEpisode, TVSeason, and TVSeries. And more.

“On-page markup helps search engines understand the information on web pages and provide richer search results.” –

Schema was adopted by all 3 major search engines back in 2011 and is helping search engines to become intelligent graphs of information. Staying up to speed with the new features and options being made available to us through the syntax is critical for us to stay ahead of the curve.


Digital Intelligence

GA blog has a post titled: Progressive builds a Better Mobile App with Google Analytics Premium

The post highlights how the insurance company used Google Analytics Premium, Google Tag Manager and BigQuery to improve app utility

It’s always elucidating to see how other organizations utilize certain digital products and how effective any strategic implementation of tracking and analytics  ultimately is

However, on the surface it seems like many of the improvements could have been achieved outside of any sophisticated product implementation:

–        Pinpointing where users crash on their app experience

–        Changing the lockout experience for app users


Performance Media

New Metric features from Google

–        Store Visits

–        Ability to view visits at Keyword or Ad Group level

Provides a way for retailers to measure offline ROI from online data. Advertisers can use insights from store visit data to decide which products are driving consumers to their stores


Social Media

Facebook launches live streaming and collages.

The Battle for Breaking News: Every major social media channel is currently focused on making their platforms the source of “news in real-time

Live streaming can be great for event type marketing and awareness. If done correctly, it can activate huge followings and provide branding opportunities

The more that social channels want to focus on being the “real time news” angle, the more brands need to adapt their thinking and shift their content to still be favored with what audiences are looking for as well as algorithm changes.


Display Media

AD Fraud, Pirated Content, Malvertising, and Ad Blocking are costing $8.2 Billion a Year.

IAB  reports that the costs will only get worse unless a strategy is laid out.

Over half this amount lost ($4.4 billion) is derived from “non-human traffic” or bot fraud. These are impressions that advertisers pay for but don’t represent contact with real consumers.

IAB has issued a “call to action”, asking industry leaders to step in and contribute to combatting this type of corruption.

This article continues serves as a reminder to be vigilant in our practices against bot fraud. As we continue to utilize ad verification through IAS on all of our buys, it is imperative that we investigate any suspicious data sets that we pull to keep the bots at bay.


Programmatic Buying Can Save Digital Outdoor Advertising

Digital Outdoor channel is advancing with the help of programmatic buying.

Digital Outdoor advertising has long been a tedious process of relying on humans to input codes and set campaigns up. With Trading automation, brands can buy slots automatically on a screen-by-screen basis.

In addition, the implementation of cameras on the screens can provide increased behavioral data on the audience that is viewing the advertisement, and inform dynamic advertising decisions. Offers in malls can be tied to store inventory and serve dynamic ads based upon this.

As the Digital Outdoor channel evolves, we will continue to observe it, identifying if it can be a viable channel for our clients.

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yWeekly news: October 28

Posted by YM Social on October 28, 2015 Engine Optimization

Google starts using “instant answers” in Chrome. This auto-completes queries with answers to questions as a sub-bullet. They have taken their mission to take the world’s information and “make it universally accessible and useful” another step further by displaying knowledge graph-type results directly in Chrome’s desktop address bar. The types of queries this impact (so far) include: ages, timeframes of significant events, & sizes of countries & states.

Users will be getting answers to their queries faster and with less effort. For SEOs, if a user is looking for a simple answer, what is their incentive to click on or finish that search result? If Google starts bringing more information into its address bar, we could end up seeing a decline in search volume and possibly traffic to our most user-friendly, informative pages.


Display Media

REvJet introduces a new Acronym: CSP (Creative-Side Platform)

8 weeks ago, RevJet began working with Microsoft, aiming to unify ad creation, serving, testing, measuring, and optimization into a single platform for desktop and mobile display, video and social.

RevJet integrates with whatever demand-side platforms (DSPs) its clients are using. Right now, these include Rocket Fuel and Radium One. For example, a creative agency would develop a series of display ads, running multiple iterations of the ads against each other simultaneously. Once it is clear which piece of creative is best performing in terms of clicks and conversions, the lower performing ad was halted, and the higher performing ad continued to be served.

With this new CSP, there is a potential to increase conversions  per thousand impressions and to see creative as a revenue center rather than a cost center.


Digital Intelligence

Google launches new Shopping Insights tool in time for the Holiday Season.

Uses actual AdWords search data to allow for exploring trends and popularity of products across the US. Drills down to city level, and trends over time (can play a timelapse trending video)

SEM has had tools like this for a while, and similar to Google, but focused more on the interactive mapping and heatmapping experience , rather than overall search term trends. Preset filters allows you to drill into specific shopping seasons only, device type, and location.

Search terms are limited to product searches. Shopping Insights works best when tracking major trends. The beta version currently includes data for the 5,000 most popular products on Google Shopping between April 2014 and September 2015.


Performance Media


Bing Ad’s now offers remarketing capabilities for search and shopping channels. Remarketing efforts, currently within Google, allows advertisers to revisit consumers who have shown a consider amount of intent. These efforts usually perform at a higher CRs while driving lead volumes.


Social Media

Instagram introduces Boomerang

Boomerang takes a burst of photos and stitches them together into a high-quality mini video that plays forward and backward. Shoot in portrait or landscape.  Share it on Instagram.

This is yet another tool that, given this reversing capability, we as marketers can get incredibly creative with for clients moving forward.


Facebook has just added the ability to upload 5-7 images that Facebook will automatically make a video.

Basically it’s a light version of Instagram’s Boomerang specifically used for Ads.

For our brands, we can now get more creative making moving images and mini videos to run in the background of our ads to be more eye catching and potentially improve results across all Facebook ad metrics and KPIs.


Twitter has announced Twitter Polls.

Now anyone at any time can quickly and easily poll their audience. We can utilize this tool in order to gather several data points from customer sentiment to product testing and review data.

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How to Use Content Marketing to Grow Your Business

Posted by YM Social on October 26, 2015 marketing is the reigning king and has been for over a century.


Enter ‘The Furrow’. Unless you were born very early in the last century or even the century before that, you’ve probably never heard of it but it was one of the earliest pioneers of content marketing. First published by John Deere in 1895, it is widely considered to have begun the trend of large companies offering consumers helpful resources geared toward their product owners while piquing the interest of potential consumers in their industry to expand their market share. This, along with other marketing tactics by the company obviously worked because the John Deere company is ubiquitous and hugely successful in the farming, agriculture, and riding mower industries.  It all started being the helpful brand.


Now we fast forward 120 years and content marketing is everywhere, and shows no signs of slowing down. In fact, all the moves that Facebook is making places an even larger emphasis on original content.  Last year Facebook changed its algorithm to focus on what it called “high quality” content. If marketers don’t adjust their tactics, they will lose relevence and their audience completely. So what’s a marketer to do? Follow the POES, it always knows!

In this case, POES stands for Paid, Owned, Earned, and Shared Media.

Paid Media – Display ads, banner ads, pay per click search ads, and sponsorships. Paid Media is effective for advertisers because there is a degree of control, scaling, and it can be implemented on demand. Marketers now have another option to grow their brand as the helpful and trustworthy brand that, if done properly, can add a tremendous boost to your marketing efforts.

A big player in this space is the ever-expanding world of Social Advertising that is now available on various social platforms like Facebook, Twitter, Linkedin, YouTube, Instagram, and Pinterest. If done correctly (not spammy, too sales driven, or too pushy) they can help all other marketing efforts simultaneously. Remember, you are advertising to people during their free time, when they are talking and connecting to their friends and family. Respect that, and use it to your advantage when crafting your content so they promote your brand through media sharing, (more on that later).


Owned Media – All media assets that your brand owns and controls. Websites, blogs, newsletters, and social media accounts fall into this category.  Major brands are now staffing entire content marketing and editorial teams to manage, steer, and promote their content creation streams online.  Much like ‘The Furrow’ that I introduced you to earlier in this blog, companies now count on this modern content marketing to facillitate brand discovery through social channels and online search. This content informs, engages, and fosters relationships between the brand and customer throughout their lifecycles, so the customer can count on these brands to be the trustworthy authorities in their field.


Earned Media –When your public & media relations earns brand coverage through various publications online and off. When businesses establish a positive brand presence, they create a buzz without having to advertise. They let the news media outlets, bloggers, and their satisfied customers share brand laurels on social media and beyond.  Brands have recently utilized the strength of their social audience by empowering them to share and publish content on behalf of the brand, thus inspiring even greater word of mouth. This can also be done by a tremendous customer service component in your business. We have an instant feedback loop now. A marketer and a company needs to listen closely to your audience. They are trying to help you improve your organization.   Someone complaining online is your opportunity to turn this aggressive complainer, into a company advocate. Earn their respect, and earn them as an amplifier for your brand. Should this case turn into a positive resolution, you can likely turn the client into a case study and use them for testimonials content marketing if they agree to participate in your study.


Shared Media – Where all of the aformentioned marketing efforts come together with the help of your audience. Remember that loud-mouthed disgruntled tweeter turned brand advocate? He will spread your brand’s good word if you use the relationship your brand has fostered with him properly. A company’s social media presence today should be built to make it simpler for fans to share with one another. This is an opportunity to spark conversations regarding your brand through the content you create, publish, share, and promote. In order to for all of these facets of content marketing to work synergistically, your content needs to speak to your audience in the way they want to be spoken to.   This is shared media.  When wanting to leverage shared media content, keep the end user in mind, as well as the actions you would like them to do with your content.  Whether it’s sharing, watching, or engaging through comments, make sure you are creating the right content in the right channels to optimize for shareability.


Remember, when your brand is providing consistent, informative, authoritative, and helpful information, your brand builds trust. The more your audience trusts you, the more they share your content. The more they share your content, the more positive sentiment around your brand is nurtured.  The more positive sentiment around your brand, the more successful your company is as a whole. Content marketing can contribute to the five attributes of successful search engine optimization: QUART: Quality, Uniqueness, Authority, Relevance, and Trust. Do this by utilizing all of the above media, and your brand and audience can work together synergistically to create a holistic marketing machine to drive your business for years to come.

Find your key market segment. Build you brand.  Build your reputation.

One post, tweet, and customer interaction at a time.



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yWeekly news: October 19

Posted by YM Social on October 19, 2015

rDa_CpqYSearch Engine Optimization

Google has announced that a prior recommendation they made for webmasters to make pages created with AJAX technologies crawlable has been deprecated due to advancements in their crawling abilities.

This shows how far Google has come in regards to rendering JavaScript and AJAX technologies.  Previously pages built in AJAX were unable to be read by Google, now as long as you aren’t blocking Google from crawling the JavaScript or CSS they are generally able to render and understand your web pages the same as modern browsers.

As Google becomes more advanced, out-of-date guidelines that are made redundant by new automated processes will no longer be necessary.


Display Media

Facebook Readies DSP Product for Early 2016 Launch

In early 2016, Facebook’s Atlas team will be rolling out a demand-side platform (DSP) capable of executing programmatic buys.

This adds a new dynamic to Facebook’s ad platform business, which already includes an ad server (Atlas), sell-side platform (LiveRail), and ad network (Audience Network).

This new DSP will push the Facebook data set into an addressable targeted display program through Atlas. This feature set beyond the activation of Facebook’s cross-device audience data is still being defined. In addition, there is no information about integration of third-party data sources.

With this new DSP, Facebook now offers a poignant product line that integrates people-based marketing, and cross-device measurement with the rest of their ad platform business. This will compete directly against DCM.


Digital Intelligence

In 2014, five people died in New Orleans in a house fire. Three of them were children. There was no working smoke alarm. So the city analytics team and New York-based data group Enigma developed a model to predict which blocks in the city were at high risk.

Data for social good continues to be a trend seen across many verticals: including design, analytics, programming and non-profit organizations.

While there are various organizations  like HRDAG, DataKind  and Data Analysts for Social Gooddefining problems, designing for people and having the end goals in mind are critical components for such ventures.


Performance Media

Google Introduces Shopping Assortment Report in Google Merchant Center

Quickly discover top products that are not currently being offered in your Merchant Center product feed and identify new brands and products to add to your assortment.

Provides a near real-time view into online consumer demand for shoppable products

–        Benefits:

o   Identify popular products you don’t currently sell

o   Identify products you sell but may have forgotten to include in data feed

o   Identify products with incorrect GTIN (product identifier)


Social Media

Pinterest place pins will allow users to contact and find local retailers on iOS platforms.

Starting this week, pinners will now be able to call and get directions to brick-and-mortar locations through the app. Users will also be able to see store hours and tips left by visitors.

Pinterest pulls their location data via the public Foursquare API. Businesses using Pinterest should make sure that their Foursquare information is accurate.


Facebook is currently testing a dedicated hub for users looking to watch videos on the platform, helping them “discover, watch and share videos on Facebook that are relevant to them.”

To access this video section, there will be an icon at the bottom of the iPhone app or users can access it through their “Favorites” section on the left-hand side of the news feed.

Facebook populates the feed with videos users saved for later, videos from friends, Pages they follow and videos based on their interests and FB engagements – such as “suggested videos.”

  • Suggested videos will present similar videos to what users just watched and allows spots for ads
  • A “pop-up” interface for video watching
  • A new “save” for later button for videos
  • Users can now watch videos while scrolling through their newsfeed


Facebook announced that they are creating a new feed dedicated to shopping, allowing users a place to find products outside their News Feed.

Those who shop through this new feed will experience a fast-loading full-screen catalogue of items to purchase. Users can access the feed through the favorites section on the app and will be shown products based on their likes, interests and FB connections. They’ll also be able to search in this field.

  • The platform will also extend access to its immersive ad unit for e-commerce merchants. The ads, called Canvas, allow marketers to display products in a “catalogue” format.
  • The “buy button” option is currently not included in this interface, but experts believe it won’t be long until it’s added.
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yWeekly news: October 16

Posted by YM Social on October 16, 2015

rDa_CpqYSearch Engine Optimization

Gary Illyes  from Google  confirmed  a few things  at SMX East :

–        John Mueller’s prior announcement of a coming Penguin update.

–        Announced that the next Penguin update is in the “foreseeable future”.  SERoundtable speculates that it may come as early as  within the next few weeks.

–        He also stated that it should be the real-time/continuous version that we are expecting.

This is a major algorithmic change and it is the first time that the algorithm updates have been in real-time. If you get slammed by Penguin and the algorithm is real-time, as soon as Google processes your link removals  (like disavows  or they are actually removed) you can potentially recover immediately.


Display Media

Google Display Network Will Charge Only For Ads That Are Viewed

In the next several weeks, GDN is moving to 100% viewable. Google will move all CPMs to viewable CPMs in its display ad network.

Definitely a welcome news to advertisers worried about the Google’s stat that 56 percent of online display ads never have a chance to be viewed.  Among the reasons for their invisibility: they are low on a page, they have scrolled out of view or they are in a tab that isn’t activated.

GDN to become one of the only media platforms where advertisers don’t pay for an ad impression unless it was viewable. This means your media dollars will only be spent where they can have impact. In the next few months, all campaigns that buy on a CPM basis will be upgraded to be viewable CPM (vCPM).

With this all advertisers will be able to see viewable metrics so they can make better decisions.


Digital Intelligence

AdBlock Extension is quietly sold to a Mystery Buyer.

40 million users on Chrome & Safari use this extension.

Although there are 2 prevailing AdBlockers, both started as Open Source, but this one is the 2nd most widely used and went private a few years ago (2013).

Nobody pays attention, and since this has more users, it just gets installed more than the others and now some mystery company owns them. You can’t avoid ads because someone will buy the ad blocking company and let their ads through.  What a world we live in.


Performance Media

Google announces Customer Match

Upload Emails Lists for Search, Gmail and YouTube Ad Targeting

Customer Match marks the first time advertisers will be able to set bids and create specific ads tailored to customer audience segments built with first-party data

The ability to set bids and create ad copy based on advertiser data on customers could be more powerful than doing so based on site visitor behavior


Social Media

A slew of small things that are rolling out in the social sphere around Facebook

–        Profile videos:  Facebook is rolling out the ability to update your profile with a 7 second video instead of just a static image

o   Profile videos will allow brands to stand out and grab user’s attentions in newsfeeds, helping to gain engagement and attention. Per the Facebook way, these usually roll out to personal profiles for testing, before integrated into brand pages.

–        Instagram being shown in Facebook settings:  Continuing to lean towards the ability to sync Instagram ads through Facebook ads manager, hints of the integration are showing up in page settings

o   Instagram integration: with 53 percent of Instagram users follow their favorite brands, paired with Facebook’s targeting, Instagram will continue to be a sought after marketing platform

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yWeekly news: August 25

Posted by YM Social on August 25, 2015


Search Engine Optimization

Google expands site links on mobile SERPs.

John Mueller, Google Webmaster Trends Analyst said that “a desktop site is no longer necessary.” Shree Vaidya, head of SEO at Engage Interactive, believes this Google update is along those lines, to an extent. He thinks the expanded site links are more about device unification than prioritizing mobile over desktop, however.

Beyond device unification, Vaidya thinks expanded site links on Google are about staying ahead of the curve. Like the Knowledge Graph and Maps, the latest update to the SERPs creates an improved mobile user experience, eliminating, in Google’s eyes, the need to use other search engines.

Display Media

The Content Marketing Platform Livefyre Enables Ads In Comment Threads

Publishers now have the option to insert ads right into the comment threads on their sites. It lets publishers sell inventory using their current ad system. This tool empowers publishers to monetize their on-site engagement by offering premium ad inventory.  Ad formats can be Display or Sponsored social posts


Digital Intelligence

Snowden leak documents revealed incredibly close relationship between AT&T with the NSA to help spy on the Internet. AT&T provided complete access to their Main Data Stream, which includes Cable Landing Areas (transoceanic fiber optic lines), and all internet backbone traffic. Relationship goes as far back as 1985 (phone calls, long standing relationship)

AT&T installed an “NSA Room” at key data centers in the country for complete and unabridged access to all internet traffic in the country and most nations outside the US as well.

–        Blind sweeps, which is unconstitutional

–        Included complete tracking on all communications at the UN Headquarters

–        Issue has not gone away, and is spurring a new industry, most notably with Encryption & Security/Privacy:

–        Tracking at forefront (Do Not Track)

–        Secure Email (ProtonMail)

Makes it more difficult for us marketers to do our jobs.


Performance Media

Google has announced that those that manage Google Shopping campaigns will now have a slew of new bidding options in AdWords.  These new targeting options include maximizing clicks, leveraging Enhanced CPC and optimizing for ROAS.

Managers who run Google Shopping can now leverage the same bidding options that are available for keywords on their shopping campaigns. This has the potential to be a gain from an efficiency standpoint since managers can test out each automated bidding option and leverage the one that provides the largest return.


Social Media

A new PEW report was released on social media habits of Americans.

The report confirms a lot of what we already know about millennials, Facebook and the rising use of message apps, but the data reveals “the noteworthy and rapid emergence of different kinds of communication tools serving different social needs.” Some of the main findings released this week were that young adults LOVE messaging apps. Just under half of the 18-29 demo pool reported using these apps. 67% of internet users are smartphone users. Facebook is still king of social media, but Pinterest and Instagram doubled its usage since 2012. 59% of Instagram users are on the platform daily, 2nd to Facebook with 70% of its user on the social network daily. 35% of Instagrammers visit the platform multiple times a day.

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yWeekly news: August 18

Posted by YM Social on August 18, 2015


Search Engine Optimization

The first eye and click study on the new 3-pack for local results in Google has just been published.

The key findings of this study were that “organic was the clear leader with the #1 organic result generating 39.5% of total clicks.” Adding, “while 39.5% of the click-throughs on the organic result went to the firm’s website directly, only 6% of the local clicks resulted in one click visits to the firm’s website.”


Display Media

Headway Digital launches NativeWay, its new Native Ads tool suite. The new platform combines native display, video and mobile advertising solutions via programmatic buying

NativeWay will offer marketers considerable benefits over traditional banners, including enhanced user experience, higher viewability, measurably better engagement rates as well as a boost in the number of organic installs of mobile apps.

NativeWay offers performance and brand marketers the ability to target their ideal consumers wherever they are in the digital universe via Native Display/Video/Mobile Ads – dynamically displays a marketer’s ad to fit the look and feel of each publisher site.


Digital Intelligence

R2D3 is a group that has created a ‘Visual Introduction to Machine Learning’

The link below walks a visitor though a basic example and shows a step-by-step approach of what happens when a machine ‘learns.’

With data driven attribution for Adwords coming soon, a host of attribution vendors claiming to use machine learning algorithms and data science techniques becoming ever more popular, it behooves end users to be familiar with basic concepts.


Performance Media

AdWords Drag-and-Drop Report Editor is officially rolling out!

With the Report Editor, you can build out custom pivot tables and charts by dragging and dropping dimensions and metrics. You can start by filtering dimensions before starting to build your report, or you can wait until it’s built to segment, sort and filter the data shown. A drop-down enables you to switch between visualization formats including table, pie, bar or line charts.

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yWeekly news: August 10

Posted by YM Social on August 10, 2015


Search Engine Optimization

Google Map Maker is now helping users find duplicate local listings more easily.  By searching for business info, verified and non-verified listings will now display in the tool giving you the opportunity to clean up duplicates that are unclaimed.

Duplicate local listings can cause issues with local SEO efforts and overall placement. This new feature will be useful for clients like Clark Pest where we are heavily local focused and are constantly trying to manage the various local listings for the client.


Display Media

Instagram Will Pass Google, Twitter In Mobile Display Ad Revenue By 2017

eMarketer predicts Instagram will earn $595 million in ad revenue this year and $2.81 billion by 2017 (10.6% more than Facebook’s total 2017 ad revenue). Instagram is now opening up a lot of pent-up demand. It will start selling ads — including direct response ads with links to “Shop Now,” “Install Now,” “Learn More” or “Sign Up” to all interested businesses. It will also give advertisers the ability to use Facebook’s powerful targeting tools to place ads on Instagram.


Digital Intelligence

IBM Watson capabilities are being used to infer psychographics.

“The IBM Watson Personality Insights” builds a psychographic profile based on text data via blogs, tweets, forum posts, e-mails, etc. The snippet usually needs to be greater than ~100 words

With companies building more advanced algorithms and techniques focused on regressions, classification and similarity matching for predictive outcomes, the ‘human’ element can be lost quickly (i.e. Thick data)

Marriage of qualitative and quantitative information creates a great 1-2 punch for marketers. Competitors will be leveraging the technology on top of pre-existing capabilities for more refined targeting.


Performance Media

Google recently announced it is investing in new ways to help people discover apps with Search Ads on Google Play. Search is one of the biggest drivers of app installs in the Play Store. Google will be innovating on new technologies to simplify campaign management and improve measurement for developers.

Google Play reaches more than 1 billion people on Android devices in over 190 countries. Search Ads on Google Play help developers drive more awareness of their apps. They also provide consumers new ways to discover apps that they otherwise might have missed.


Social Media

Instagram has officially switched on its advertising API (application programming interface).

Before, advertisers would have to purchase ads by contacting an Instagram rep, which meant Instagram advertising was mostly limited to those willing to make big investments. Now, with an opened API – marketers can plan Instagram campaigns alongside other digital ads and cross-promote, plan and monitor their Instagram marketing activity.

Just in June, Instagram announced that all of FB’s ad targeting tools will be opened to Instagram advertisers and also launched a “Shop Now” button and other messages for advertisers to link outside the app (currently, Instagram does not push out links).

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yWeekly news: August 3

Posted by YM Social on August 3, 2015



Search Engine Optimization

Google’s Panda 4.2 update is rolling out globally.

Google had confirmed the Panda update, but they did not confirm to us the extent of its reach. This means that it is impacting search results worldwide, rather than just results in the U.S. 


Digital Intelligence

Spotify recently bought analytics platform Seed Scientific to quickly stay competitive after Apple got some brand good will at the hands of Taylor Swift. Spotify hopes to better understand how artists, listeners, and brands are interacting with the platform’s streaming music services, as well as gaining insights into their competitors’ user interactions.

Today, the pace of business is so swift that fortunes can and are made and lost in a few seconds. As a result, companies like Spotify must constantly show investors how they can evolve their gains.

Big data capabilities are needed and justified to quickly attract more venture capital and financing. In turn, big data fuels operations and defrays enormous operating costs, including the acquisitions being made in order to help fuel that growth. All of this activity is intended to raise the valuation even more swiftly.

Performance Media

Google announced that they have updated their keyword quality score reporting. The change only affects the numbers that is seen within Adword’s engine. It does not change how the score is calculated or the ad auction.

Previously new keywords without traffic would receive either very high or very low quality scores that are inaccurate. Now quality score for new keywords will always default as 6 (the average for the three components calculated in quality score) until additional traffic comes through to determine the keyword’s true quality score.


Social Media

Facebook is currently testing LinkedIn-style profile tags on user profiles. Profile tags will allow users and their friends to add tags to profiles, which can be made of words, phrases or emojis. Once a tag is approved by the user, it will be visible to the public and listed by the amount of likes by friends

Since “Profile tags are a creative tool that lets you and your friends add tags to your profile to highlight the things that describe you and what you’re into,” it will be interesting to see if/when FB leverages and incorporates these profile tags as future targeting options for social marketers.

This is also a good way to identify potential influencers and tastemakers when looking to launch outreach efforts.

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