Thursday Thoughts On Advertising 14

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MCKAY ADVERTISING + ACTIVATION

#ThursdayThoughts

Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.

This week we’ll look at: Google+ Shutting Down, The Conversion Formula, Google Begins To Tracks Calls, Facebook’s Colossal Video Ad Revenue and A Canadian Bookstore Vs Amazon.

Digital Advertising

GOOGLE+ IS SHUTTING DOWN

Eric Ortiz 
Director of Sales + Acquisition

Google In Hot Water! See the article here.

Google is in some hot water. Though they knew in March 2018 that there was data that shouldn’t have been accessible that was out in the market, they chose to not disclose this until Oct. This may bring more stringent application processes for data providers. Watch out; the targeting that you are using today might not be available in the next 6 months.

HOW TO INCREASE CONVERSIONS

Christian Bayne
Director of Content Strategy + Market Research

The Conversion Formula  See the article here.

After 20 years of research and experiments on over 20,000 sales & marketing paths, a formula to increase conversions has surfaced. It looks like this: C=4m+3v+2(i-f)-2a. Let’s just say that it’s best to read the article provided.

GOOGLE BEGINS TO TRACK CALLS

Matthew Giardino
Sr. Platform Manager

A Threat To Third-Party Call Tracking See the article here

A threat to third-party call tracking services arises as Google aims to offer call monitoring for their call extensions and call only ads. In my opinion, this would be an improvement as it would save time and money by not having to integrate 3rd party platforms. However, for companies such as Callrail and Dialogtech, this is a major blow.

FACEBOOK'S COLOSSAL VIDEO AD REVENUE

Alex Andrews
Director of Social Advertising

Facebook: The Video Giant  See the article here

Recently released metrics show just how drastically Facebook’s video ad revenue has grown since last year. They are expected to make $6.8 BILLION this year from video ad revenue alone, which is a large 42% increase from 2017’s numbers. Overall Facebook, along with Instagram which they of course own, account for approximately one-quarter of ALL digital video ad revenue in the United States.

This is happening due to Facebook’s continuing push to make their platform a go-to location for users viewing video content, both short-form and long-form; in addition to this increased focus on user experience with videos, Facebook also is releasing more placements and updates for advertisers hoping to use video ads to their advantage.

Most striking number: of social network video ad spending, Facebook and Instagram absolutely dominate the space, taking up a whopping 87% of all revenue from video ads, compared to Twitter’s 8% and Snapchat’s 5%.

While all social platforms are growing in their advertising capabilities, competitors still have a long way to go to catch up to the giant that is Facebook.

A CANADIAN BOOKSTORE VS AMAZON

Bob McKay
President + Founder

Bookstores Are Back See the article here

What’s old is becoming new again — the retail market is correcting itself and becoming about these experiences, understanding how to use data to facilitate better experiences and crafting better relationships between the brand and the customer.”

Let’s hope that Indigo can bring back the experience and add enough value to customers that will revive the bookstore in America. “

We hope you enjoyed these snippets of information that we chose to share. Look out for the upcoming #ThursdayThoughts post. (Yes, it’ll be on Thursday). See our previous post here.

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