Google adds enhancements to incorporate consumer behavior into its ad models.
Google has rolled out a variety of new tools designed to bring digital advertising more in-line with how consumers actually make decisions. For example, digital media buys on its DoubleClick platform will now have cross-screen measurement, so if an ad on one device leads to a purchase made on another device, the advertiser will know. The new package of tools also includes enhancements such as making programmatic buying more direct.
Real-time personalization expected to surge over the next year.
With most marketers using the technique seeing an improvement in results, real-time personalization is expected to become even more prevalent over the next year. Currently, 58 percent of digital marketers say they use the technique, but an overwhelming majority of those who don't yet use real-time personalization say they intend to start over the next year. If these marketers follow through, it would bring the total using the technique to 91 percent.
Direct Marketing News
Cost-per-click varies greatly by state.
A study of average cost-per-click rates found significant variances by state, and population does not seem to be a key driver of these differences. Alabama was found to be the most expensive state, with cost-per-click rates 78 percent above the national average. At the other end of the spectrum, South Dakota was found to be the least expensive state, with cost-per-click rates 65 percent below the national average.
Search Engine Watch
Google Trends beefs up analytic capabilities.
In its most comprehensive upgrade since 2012, Google Trends now gives users access to real-time data on search trends. This includes not just a window on which search terms are heating up or cooling down, but also the ability to drill down to see how search trends change with time and location.
Search Engine Watch
Bing rolls out a series of new initiatives intended to bolster search and advertising share.
Bing introduced some new features in an attempt to attract both advertisers and consumers. Included are an ad metric tool that allows advertisers to customize how their data is displayed, plus another ad tool that allows for period-to-period comparisons to measure progress. Bing also introduced an audience demographic analysis that allows marketers to see a profile of their likely audience. Meanwhile, Bing added new features to its maps, with improved search capabilities and travel planning features.
Search Engine Journal
Facebook hands more control over news feeds to users.
Acknowledging frequent user complaints over what appears on their news feeds, Facebook will now allow users to tweak the algorithm that determines this content. This will include allowing users to prioritize what is shown first, screen which news feeds they want to see, and allow Facebook to suggest news feeds of potential interest.
The New York Times
Slowness to convert from Flash to HTML5 is hurting mobile ad efficiency.
Because Flash is poorly supported on mobile devices, rich media ads in that format are highly prone to defaulting to a single static image. One estimate is that this resulted in 5.35 billion wasted impressions in the first quarter of 2015 alone. Although it has a far greater effectiveness rate, HTML5 is currently used for just 45 percent of mobile rich media ads.