Internet Marketing News Update #235, March 13, 2015

Facebook challenges industry standard for counting ad impressions.
While it is common for advertising figures to tally ad audiences according to the number of served impressions, Facebook has announced that it is only counting viewed impressions. The difference is that a served impression counts an ad whenever a user visits that page, whether or not the ad would be visible on the user's screen; viewed impressions count only those ads that appear on the user's screen at some point.
Search Engine Journal

Yahoo looking to app developers to extend its marketing reach.
Yahoo has announced a suite of marketing analytical tools available to app developers who include Yahoo's ads in their products. Yahoo's suite of tools is built around offerings from mobile analysis and services company Flurry, which Yahoo acquired last year.
The New York Times

Facebook's ad moves could bring it more control - or isolation.
Facebook's recent launch of a mobile app for creating and managing ad campaigns and its revelation that it has created its own Customer Relationship Management system coincide with its dropping of 15 competing marketing tools from Facebook Exchange. The upshot could be greater control for Facebook over all phases of customer ad traffic. The possible downside is that this creates difficulties when coordinating campaigns across multiple social media sites that could restrict Facebook advertising to its own silo.
ClickZ

Mobile garnering a higher proportion of search clicks than ad spending.
Mobile search, and particularly smartphones, are generating a disproportionate amount of search clicks relative to the ad dollars being spent. As of the 4th quarter of 2014, smartphones were up to 21% of all clicks generated but were attracting just 10% of paid search spending. Overall, mobile devices (smartphones and tablets) were generating 39% of clicks but earning just 30% of the search dollars.
eMarketer

Google staking out more territory with a new insurance comparison site.
Google is flexing its search muscle by launching a new auto insurance comparison site. Traffic will be fed to the site by having a link pop up whenever users perform a Google search pertaining to auto insurance. The site is initially being made available to California residents, but roll out to other states may follow shortly.
Media Post News

Survey of marketers shows digital spending still growing.
A report on 2015 spending plans shows that 79% of digital marketing and e-commerce professionals plan to increase their digital marketing budgets this year. This includes 61% who are increasing their paid media budgets, 71% who are increasing their earned media budgets, and 73% who are increasing their content marketing budgets. Boding well for the future, 72% say it has become easier to get C-level executive buy-in for increased digital marketing budgets, up from 64% last year.
Direct Marketing News

Google plans to weight mobile compatibility more heavily in search rankings.
Google has announced that as of April 21, it will be adjusting its search algorithm to increase the importance of mobile compatibility in its mobile search results. Google describes the anticipated impact on search results as "significant." Accompanying the announcement on its Webmaster Central Blog, Google offered some tools to help web site managers understand and test the mobile friendliness of their sites.
Google Webmaster Central Blog

 
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