yWeekly news: September 28 - ymarketing
yWeekly news: September 28


Search Engine Optimization

Google has announced a faster and more accurate voice search, which replaces the technology they adopted in 2012 and is said to be more effective in noisy environments.  The new models Google has created are now being used for voice searches and commands in the Google app on both Android and iOS.

This shows Google’s continued dedication to voice and natural language search.This will allow voice search to be easier for users and potentially increase adoption



Display Media

Ad Blocker Usage Highest Among Key Advertiser Demos: Millennials and High Earners

Study by Sourcepoint and comScore shows people who use ad blockers are more likely to be the types of high-value consumers marketers aim to reach: young and well off. Ad blocking skews younger, with 18-24 year-olds using ad blockers most often in all regions the study looked at.

The increasing use of ad blockers is concerning to both publishers, who stand to lose more revenues, and advertisers, who could lose access to coveted audiences of high earners and Millennials



Digital Intelligence

There’s been a recent flurry about actual data scientists writing about the work of the job, interviewing, and tips for preparation

The term “data scientist” is used as a misnomer for many open positions; the posts referenced above refer to how the emerging field is still searching for the guardrails on mainstream definitions

Many schools of thought agree that there are at least two types of roles: builders and analysts; not many companies or agencies even have the analytics maturity to effectively use either

As technological tools continue to evolve to make complex analytical techniques more accessible, digital advertising will begin to see more transparent depth and sophistication at its disposal.



Performance Media

Google is releasing Dynamic Callout Extensions

Dynamic callout extensions will automatically pull information about the business and products from your website into search text ads. If you have your own callouts set manually at the campaign or ad group levels of your accounts, those will trump dynamic efforts by Google.

On the flip side, Google still recommends adding and optimizing callouts in your accounts because dynamic callouts may not show for all advertisers. Unlike regular callout extensions, dynamic callouts are currently only available in English.


Social Media

Facebook will begin passing browsing data from websites and apps that use their Like, Share or Send buttons into their ads system. Users would just need to visit a page with the enabled buttons for their browsing data to be captured.

Until now, interest-based targeting has been limited to what users do on the platform, but now advertisers will be able to target ads using browsing data in FB properties as well as through their in-house mobile ad network.

How granular the targeting may be is still up in the air, but FB’s example is: “… if you visit hotel and airline websites to research an upcoming trip, you might then see ads for travel deals on Facebook.”

FB will launch this new targeting capability next month.