Branding : 14 seconds to have any chance of being seen ! by Michel Lubac

An online ad needs to be on the screen for 14 seconds to have any chance of being looked at, according to a new study on the relationship between viewability, gaze time, ad clutter and people’s ability to remember ads.

The study – by InSkin Media, Research Now and Sticky – involved four companies, nearly 4,300 consumers, and technologies including eye-tracking (by Sticky) and viewability measurement (by Moat).

SOURCES : 

http://www.inskinmedia.com/blog/viewability-visual-engagement/

Who identify sponsored links in search engine results? by Michel Lubac

Half of all search engine users can identify sponsored links in search engine results

In 2015, adults who use search engine websites were shown a picture of the results returned by Google for an online search for ‘walking boots’. Their attention was drawn to the first three results at the top of the list, which were distinguished by an orange box with the word ‘Ad’ written in it. They were then prompted with three options and asked whether any of these applied to these first three results. These options were:

• These are adverts/ sponsored links/ paid to appear here

• These are the best results/ the most relevant results

• These are the most popular results used by other people

The results are shown in Figure below. Three in five adults who use search engines (60%) stated that the first three results were sponsored links/ advertising/ paid to appear there. Similar proportions gave incorrect responses, either saying that the results were the best or most relevant (23%), or that they were the most popular results used by other people (20%). Around one in eight (12%) said they were unsure.

Understanding of paid-for results returned by Google searches, among adults who use search engine websites or apps

Compared to all adults, those aged 65+ were more likely to say they were unsure (28% vs. 12%) and less likely to say that the first three results are adverts (50% vs. 60%).
Adults in AB households (70%) are more likely than all adults (60%) to recognise the results as advertising, while those in DE households are less likely (47%). Men are more likely compared to women (64% vs. 57%).
Search engine users were allowed to select more than one response to this question, so it is also worthwhile looking at those who gave only the correct response and did not select either of the other options. Half of all adults (49%) only gave the correct response; that is, they stated that the results flagged were adverts. This incidence does not vary by age or by gender, but is more likely among search engine users in AB households (59% vs. 49%) and less likely among those in DE households (36%).
Adults who understand that some of the websites returned by search engines will show truthful information and some will not (62% of those who use search engine websites, as shown in Figure 122) are more likely to be aware that the results are sponsored links (65% vs. 60% for all) but are no more likely to give only the correct response (52% vs. 49%).

More about :

http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/adults-literacy-2016/2016-Adults-media-use-and-attitudes.pdf

Promoted Moments - Twitter Ads beta UK by Michel Lubac

Promoted Moments is perfect to “deliver a compelling narrative experience” ahead of the launch of a brand or a product. Beta version of Twitter Ads in UK.

Since 6 months, this new service is available through apps on both Google and Apple, aims to bring together the best content, including pictures, videos, Vines and GIFs, around specific events or stories.

More about

https://twitter.com/twitteradsuk

You Can't Skip it ! Bumper Ads YouTube by Michel Lubac

YouTube has introduced a brand new ad format on YouTube that will last for six seconds and cannot be skipped, in order to quickly attract attention from impatient mobile users.

Zach Lupei, the product manager for Video Ads at Google, said: "We like to think of Bumper Ads as little haikus of video ads – and we’re excited to see what the creative community will do with them."

The six-second video format, sold on a cost per mille basis, is designed to appear before YouTube videos watched on a smartphone or tablet.

See example Bumper Ads by Audi

Use Analytics 360 suite for an advanced remarketing strategy by Michel Lubac

One of your e-marketing PPC campaigns drives a lot of click and view-throughs, but has a low conversion rate. Analysis in Analytics 360 reveals that most users bounce immediately, but a certain segment who click on or view that ad (e.g. women aged 18-35) have a really high conversion rate. You refine the messaging and creative in your ads, adjust where these ads are served, and bid higher in order to find and attract more of this high-performing audience.

SOURCES :

http://doubleclickadvertisers.blogspot.fr/

https://www.google.com/analytics/360-suite/

INSTAGRAM AD FORMATS by Michel Lubac

Instagram Photo Ads

With photo ads, businesses can tell their story through beautiful imagery. Whether it's inspiring people to see your brand differently or to take action, they offer a clean, simple and beautiful creative canvas. 

Instagram Video Ads

instagram_ad_format_video.jpg

Video ads offer the same visually immersive quality as photo ads on Instagram — with the power of sight, sound and motion. And now, you can share videos up to 30 seconds long and in landscape format. 

Instagram Carousel Ads

Carousel ads bring an additional layer of depth to photo ads. People can swipe to see additional images and a call to action button takes them to a website to learn more. 

[Sources : https://business.instagram.com/advertising/#adFormats]

Google Search : The end of ads on right side of all desktop and tablet by Michel Lubac

Google’s notorious ‘first page bid’ will boom as advertisers now have 7 positions (4 at the top and 3 at the bottom) to appear on the first page over the previous 9 positions.

Organic click-share likely to suffer
On search results with 4 top ads, clicks on the top organic search listings are likely to fall. This correlates with a wider trend we’re seeing on highly commercial terms where organic clicks are falling as a result of ads becoming more prominent.

More about click here

New Philemonday ads reportings by Michel Lubac

TRAFFIC MANAGEMENT // Our new Philemonday ads reportings are updated daily directly to the API of Google AdWords, Facebook, Twitter, YouTube, Google Analytics, Bing Ads, Search Console, Instagram, Pinterest, LinkedIn, Tumblr and orthers big databases of ads server.

Gmail Sponsored Promotion by Michel Lubac

Ads at the top of the Promotions tab in Gmail inboxes ! It's a new display opportunity to target your audience. You can excpect a better CTR on your ads, because now you can consider making a Gmail-specific campaign.


That way, it's easier to make sure that all of your Gmail ads have the correct targeting
and aren't competing against yours others campaigns in search or display for example.

Gmail ads allow you to target users with sophisticated targeting signals and a high-impact, message-like ad format.

Users are shown a collapsed ad at the top of the Promotions tab in their Gmail account. The collapsed ad opens to
an expanded ad that can be designed to promote a variety of goals (including embedded forms or video).
You can also include links to an external site, app marketplace, or click-to-call.

More about :
https://support.google.com/adwords/answer/6105478?hl=en


A new carousel for Facebook Ads by Michel Lubac

Carousel link adverts allow you to feature more products, services and promotions without having to create multiple adverts.
Use carousel link adverts to:
- Lower cost per conversion or cost per click
- Automatically optimise for your best creative
- Drive results across campaign objectives

Interactive rich media : Lightbox ad example by Michel Lubac

Interact with the "Kate Spade" rich media ad example, See how the "Kate Spade" Lightbox ad works by  visiting

http://goo.gl/IML85c

Reach, captivate, and delight your potential customers with the Lightbox family of interactive ad formats. Lightbox ads are a suite of interactive rich media ad formats that help you connect customers with your brand message. Interactions in these ads can range anywhere from hovering the mouse pointer over an ad to expand the unit, to playing a video, and to tapping for content. The ad itself can be a large canvas that you use to promote your brand's message, whether the canvas is a video carousel, interactive game, or catalog.

More about :

https://support.google.com/adwords/answer/6145130?hl=en



Marketing scheme of conncetd objects by Michel Lubac

connected_objects_philemonday_04032015.png

MARKETING SCHEME OF THINGS

The Internet of Things : an enormous potential in terms of digital marketing, to provide a detailed customer profile.

The demand for MEMS-based sensors will increase exponentially not only because of the ubiquity of smartphones but also because of the rising popularity of connected consumer lifestyle products. Examples of the latter include glasses, watches, wristbands, and other wearables that allow individuals to monitor their heart rate, activity level, calories consumed, or sleep patterns, as well as smart appliances that allow consumers to optimize their home energy consumption or ensure home safety through the use of remote controls.