Magnetic Adds Site Retargeting To Search For Display Ads
Magnetic will launch Wednesday a site retargeting tool dubbed Magnetic Force. The offering gives site visitors text or image-based display ads, complementing the company’s search retargeting service.
The effort allows advertisers to leverage the intent found in search data by consumers who have visited an advertiser’s Web site.
About 10 clients amid the Fortune 500 have been testing the site retargeting service, but Josh Shatkin-Margolis, Magnetic founder, expects more will sign on with the fledgling company to combine site and search retargeting.
The two services work together because while one drives customer acquisitions the other drives retention. It takes a consumer from a generic topic, such as “car insurance” from a search on an engine, and pushes her deeper into the funnel through different stages of intent to more specific brands.
Shatkin-Margolis points to a recent study from comScore and ValueClick showing that retargeted ads increase trademark search behavior by 1,046%. And between May and December 2010, the number of U.S. marketers using site retargeting rose from 17% to 22%, according to eMarketer. The research firm also notes that during that time, the proportion of marketers launching search retargeting programs jumped from 13% to 28%.
Read More: MediaPost
The 7 types of effective retargeting
The term “retargeting” has become common language within the digital marketing space, but it’s often misunderstood and, consequently, the potential it brings becomes lost. There are actually seven ways you should be looking at it for your media plans, outlined below.
When marketers refer to retargeting, they are typically referring to site retargeting — the ability to show display ads to an individual who has visited your site and then left again, often without completing a desired action. We hear of retailers using this in particular, trying to get a customer who has added some items to a cart to come back and hit the checkout button instead of giving the dollars to a competitor.
There is actually so much more that retargeting can do, and if you understand the basic principles, you begin to see an almost unlimited potential. In essence, retargeting is the process of identifying an individual who has done something you have defined, in order to determine who to target with an ad. And for it be effective, you define actions that imply an intent — an intent to buy a product, an intent to solve a problem etc.
Read More: iMediaConnection
Magnetic Focus Redefines Search by Removing Limitations of SEM
Platform Connects Marketers and Customers Beyond the Search Engine Network
NEW YORK, NY–(Marketwire – Jul 14, 2011) – Magnetic (http://www.magnetic.is), the leader in search retargeting, today announced the Beta release of its new self-service platform, Magnetic Focus. Magnetic Focus challenges the boundaries of search, enabling agencies and search engine marketers to use display or text ads to reach consumers at any point of their online experience, even beyond the search engine network, where the search was initiated.
“Magnetic Focus is redefining the role of the search engine,” says Magnetic CEO Josh Shatkin-Margolis. “This new platform enables advertisers to move beyond the search engine and retarget customers that have already shown themselves to be interested in product or service. Now we have Magnetic Frame for display ads, Magnetic Field for ad network and exchanges and Magnetic Focus to complete our search retargeting trifecta. It allows advertisers to take the power of search beyond the search engine.”
Read More: Marketwire
Glam Media Introduces Glam 2.0—The Next Generation Digital Media Model
Glam Launches GlamCreate, the Company’s First Owned and Managed Content Platform, to Create, Contribute, Curate, Host and Showcase Digital Content
Glam also Introduces GlamConnect, the First Professional Content Social Networking Platform to Help Build Communities with Journalists, Authors, Bloggers and Content Creators that Share Deep, Passionate Interests
SILICON VALLEY, Calif. and NEW YORK, July 14, 2011 /PRNewswire/ — Glam Media, Inc. (www.GlamMedia.com), the number one vertical media company with the largest online global reach for women, today announced a revolutionary new Owned & Managed content model, Glam 2.0. The model enables digital content creators to build their brands, connect with other influencers and consumers, showcase their content in a big way and create new brand revenue streams.
The Glam 2.0 content model is powered by two recently developed technology platforms, GlamCreate, a content-management and showcasing platform, and GlamConnect, the first social networking platform for professional authors, bloggers and journalists.
These new platforms provide the ultimate toolbox for professional authors to create and broadcast authentic content across multiple social streams all in one place. GlamCreate and GlamConnect are initially available in an invite only beta version in Glam Media’s newest vertical, Bliss.com for Health and Wellness Seekers, and will be available for existing and additional content verticals in the coming months.
Read More: PRNewswire
Zynga Files For $1 Billion IPO
Social-gaming juggernaut Zynga filed with the Securities & Exchange Commission for an IPO to raise up to $1 billion. The company behind hit games such as “FarmVille,” “CityVille” and “Mafia Wars” earned a profit of $90.6 million on revenue of $597.5 million in 2010, according to its S-1 filing.
For the first quarter of 2011, it reported net income of $11.8 million on sales of $235 million. As of March 31, Zynga had a whopping $995 million in cash and cash equivalents. That’s after spending $114 million on sales and marketing efforts last year, and $40 million in the first quarter.
The widely anticipated filing had been expected as early as June 29. Zynga is likely to benefit from the revived market for Internet IPOs this year, especially for social media-related start-ups. Professional networking site LinkedIn raised $238 million for an IPO last month that saw its $45 opening price soar above $100 on the first day of trading. Internet radio service Pandora took in $235 million in an IPO earlier this month. And Groupon this month filed to raise $750 million through its own debut offering.
Read More: MediaPost
Google+ – An Advertiser’s Perspective
Search marketing is unprecedented in its efficiency. It makes it very easy for advertisers to build campaigns and delivers excellent return on investment. And among the Search platforms, Google is King. While one can argue the various reasons why Google is the leader, the biggest reason is most people (80% as per our data) use Google for their searches. While features and tools might draw advertisers to a platform, it’s access to large audiences that is the biggest draw for advertisers when it comes to the adoption of a marketing platform.
So the big question on Google+ is: do consumers need a better social media mousetrap?
For the most part, people seem to be content using Facebook for their social networking, and consumers have invested significant time building their networks on the platform. Users are also quite accustomed to the interface and features by now. Google+ will have to be significantly superior and provide consumers with a hard-to-replicate set of networking tools to make it worth their time to switch platforms. Yes, Google+ has video chatting with “Hangouts,” “Huddle” and “Instant Upload” – interesting, but is it interesting enough to incentivize consumers to switch? More importantly, can and will Facebook replicate these features in a few months on their platform?
Read More: Efficient Frontier
