Natural Born Clickers
In 2009, comScore and Starcom produced a joint study of clickers that concluded 8 percent of the Internet audience is responsible for 85 percent of the clicks.
This report elicits an examination of your frequent clickers and whether they are the audience your brand is looking to reach. This is fundamentally important to consider before selecting click-through rate (CTR) as a campaign metric.
My own research suggests something similar to comScore/Starcom. The analysis is constrained to an audience of just clicks and not Internet users.
However, the results show a similar skew to the comScore/Starcom results. In a sample of 200,000 random clickers taken in March 2012, I found that 40 percent of the clicks were produced by 20 percent of the clickers.
Read more: ClickZ
9 Steps to Building a Content Marketing Strategy
Over the past few years, there has been a lot of buzz about content marketing. Blog posts touting that the key to social media is good content abound and many books have been written about it. It should be obvious that content is important to social media, or any marketing for that matter. The actual commercial that you put on the air is vital to your television strategy and the actual advertisement is vital to your print strategy. Yet, because social media is free, and because the technology creates a barrier for some, we seem to have forgotten the importance of content.
Content is vital to the success of any social media effort – what you actually talk about matters. As we have become more comfortable with the tools of social media and amassing our friend/fan/follower counts, we’re now figuring out that content, or what we actually say, matters too.
Why Content Marketing?
But developing a solid content marketing strategy isn’t just important as a social object to be posted in Twitter or on Facebook. It’s also a strategy that can support search engine marketing and branding and positioning.
In an era of permission-based marketing, brands need to provide value in order for consumers to pay attention to them, and increasingly, that value is found in content. Providing the right content when and where your consumers want it in a format that is easy for them to digest is key to content marketing.
Read more: CLickZ
CRO Brody Says Aol’s New AdLearn Open Platform Is A DSP-Plus
Today, Aol announced the beta launch of its AdLearn Open Platform (AOP), “an extension of Advertising.com’s current AdLearn technology, that will allow clients to manage, optimize and analyze online marketing campaigns from one central platform.
The platform provides digital marketing professionals with complete access to the robust AdLearn optimization technology, real-time bidding (RTB) capabilities, as well as massive reach and premium inventory.” Read the release.
Aol CRO Ned Brody discussed the announcement and its implications.
AdExchanger: What does the announcement of AdLearn Open Plaform mean for Ad.com?
NB: Like any other provider of technology and a service in the marketplace, you look and you see what your marketplace is asking for. There has been a rise in the number of clients who want full transparency and manage things on their own. The issue arose that a lot of times [self-service] hurt performance, and a very significant number of customers who reduced spend a year ago went over to different, programmatic trading companies –and then returned to larger budgets.
You may have more transparency, but that doesn’t actually mean you’re going to do better. So what we wanted to do was take an algorithm and a model that worked – which was our internal UI [for Ad.com] – and bring it out to the marketplace.
I don’t think it’s a change in strategy, it’s simply saying, “If there is a segment of customers that is now large enough to want to do it this way, we’re going to provide them a tool to do it.”
CPX Interactive Rolls Out Social Media Advertising Solutions
New York, NY, March 20, 2012 –(PR.com)– Digital advertising company CPX Interactive today announced the second in a series of 2012 product launches – a suite of social media display advertising strategies. CPX leverages its unparalleled online reach to deliver social media solutions that include a dedicated social media network vertical, custom social integrated ads, in-app and in-game display units, and a managed cost per fan program for the Facebook platform. The packaging of these services is designed to help advertisers better understand new options, metrics and ROI strategies in the emerging social media landscape.
“Since the early days of the digital advertising industry, CPX Interactive has proven its ability to successfully optimize display advertising campaigns against any desired metric. Social media is simply the latest environment for online display, but the fundamentals remain the same,” said Mike Seiman, CEO and founder of CPX Interactive. “Ultimately, successful execution of these strategies is predicated on our ability to target and optimize huge amounts of quality inventory. We are now packaging them in a way that more clearly illustrates the potential for display advertising within social media.”
Read more: pr.com
How Small Businesses Can Integrate SEO Into Their Social Media Efforts
Integrating SEO with your social media strategy isn’t just something you should “think” about doing. Optimizing your social media efforts so that both search engines and social community members can find your content is essential if you’re going to have any chance at success and for your own efforts to get the “credit” rather than another company or individual.
Take for example last year’s viral video of the man with the “Golden Voice.” I wrote about this in depth, but in essence, had the newspaper who originally found this man paid attention to optimizing their content along with allowing it to be shared, they would have gotten the millions of views, plus the notoriety that came along with finding the man and becoming the authority on the subject, not MSNBC’s Today Show or YouTube.
Your company doesn’t have to have hundreds of thousands of dollars set aside to integrate search engine optimization into your social media efforts. Any small business can make sure they’re taking the essential steps that will help their content get the traction it needs. The key to making sure that your content is optimized is two-part. First, optimizing for how people search when they go to a search engine like Google or Bing, and second, optimizing for how people search when they go to a social networking community like Facebook, Twitter, or YouTube.
Read more: ClickZ
Key Findings in Audience Efficiency
I spoke the other week at AdMonsters OPS Markets London on the subject of audience efficiency. This is a methodology both to evaluate individual segments relative to a target audience, usually client converters or visitors, and the most efficient way to describe that target. We posted a preliminary piece on this very site. I offered five key findings based on more than 200 client models in my presentation and want to share three of those findings, and their implications, here.
A Reminder on Audience Efficiency
We can visualise audience efficiency as a tradeoff between how well an audience segment fits a client’s target audience (lift) and the reach. Mathematically, there is no possible selection of audiences that provides the same lift for a given reach or vice versa.
Third-Party Audiences Aren’t Efficient on Their Own
In this luxury auto manufacturer example we see that different third parties have radically different audience efficiency characteristics. At one extreme, we see that partner 2 has very high lift but very low reach. Partner 2’s total audience reach is higher than this, of course, but these are the only segments that show up as statistically relevant to this client target. At the other extreme, we see that partner 5 has very low lift, just 1 to 2 times the network average, though with very high reach.
Read more: admonsters
