Thursday Thoughts On Advertising 18
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: Bridging Traditional + Digital TV, Facebook Is A Shitshow, BING May Utilize LinkedIn-Type Targeting, Search Marketing Differentiation, Google’s New Ad Position Metrics.
BRIDGING TRADITIONAL + DIGITAL TV
Got Programmatic? See the article here
Many agencies are grappling with which silo is responsible for OTT buys. Traditional TV negotiation departments versus the programmatic departments. OTT truly is bridging both traditional and digital in a significant way and that is the breakdown of responsibilities. MA+A was published in Forbes back in July writing about “Transactionally it is all Digital Now”. Sooner or later the media negotiations department will be dissolved. Got Programmatic?
FACEBOOK IS A SHITSHOW
A Not So Effective Verification Process See the article here
Really hilarious and also slightly frightening exercise done outlined in this article by Vice.
They conducted a bit of an experiment where they went through the verification process Facebook requires for advertisers if they want to include content relating to national importance or politics. Turns out, that verification process isn’t so thorough.
Essentially, the system is only effective for one thing: making sure you’re an American citizen. Obviously, Facebook designed this system only hyper-focusing on eliminating the possibility of another Russian political-ad buying schedule, but the result is it’s totally ineffective against bad actors WITHIN the United States.
BING MAY UTILIZE LINKEDIN-TYPE TARGETING
Target Those B2B Companies With Bing see the article here.
Ahhh the beauty of umbrella companies. If you didn’t previously know, Microsoft owns both Bing Search and LinkedIn. What they’ve done now is enable Bing Search to have access to the same targeting capabilities that LinkedIn has. This could mean real movement in the B2B search game.
SEARCH MARKETING DIFFERENTIATION
What Is Search Marketing? See the article here
Search Marketing is divided into two distinct areas- SEM + SEO. These are two very different things and there’s no bigger pet peeve for a marketer than to hear someone use them interchangeably. This article provides many resources for understanding the tactics involved in each and how they are different.
GOOGLE'S NEW AD POSITION METRICS
See The Position Of Your Ads See the article here.
Google is releasing data to advertisers that will allow them to see 4 relevant metrics to the position of their ads in the search results. With these metrics, you will be able to see how often and how many times your ads has appeared on the absolute top of the search results or just on top of organic results made available.