Amazon experiments with rewarding customers for viewing ads
A patent description filed by Amazon suggests that the online retailing giant is hoping to try out a form of advertising that will create incentives for customers to view ads. As a user views a product ad, the price of the advertised product will automatically drop once the user has had a chance to see some or all of the content. If effective, this approach could both improve ad view statistics and prompt product sales.
Facebook simplifies ad metrics
Facebook announced that in the months ahead it will be greatly simplifying the data it presents to advertisers for measurement of their marketing programs. Its stated aim is to reduce emphasis on metrics that are redundant, outdated, or not useful to advertiser decision-making. Facebook will also label which of the metrics it presents are based on estimates or techniques still in development, and will provide a guide to using its ad metrics.
Google to use speed as a ranking factor for mobile search
Google has announced that beginning in July, 2018, page speed will affect how sites rank in mobile search. Page speed had previously only been a factor in desktop search. Google provides data on page speed through its PageSpeed Insights tool, and more broadly advises developers to think about user experience when considering what factors might affect search rankings.
Search Engine Journal
CMOs plan to grow, diversify digital spending in 2018
A Gartner study of Chief Marketing Officer plans for 2018 found that two-thirds of them expect to increase digital spending over the year ahead, with initiatives such as analytics, digital ads, eCommerce and social media slated to receive more funding. While Facebook and Google will continue to attract the lion's share of ad spending, Jordan Bitterman, the CMO for IBM Watson's Content and IoT Platform, expects marketers to spread their spending around more next year, in search of new audiences.
Direct Marketing News
Google offers clarification on duplicate content
Google's Webmaster Trends Analyst John Mueller offered some new insight on what will cause Google's algorithms to identify a URL as duplicate content. Slashes other than those immediately following the domain name, and different protocols for otherwise-identical URLs can cause Google's algorithms to perceive material as duplicate content and thus detract from its search value.
Search Engine Journal
Consent might ease resistance to voice assistant ads
Most consumers responding to a recent survey did not indicate a willingness to listen to ads on their voice-enabled speaker devices, but giving consumers some say in the matter might lower the barrier a little. Thirty percent of respondents said they'd be more likely to listen to an ad if they were asked permission first, and 28% said they'd be more receptive if they got to choose which brands were allowed to advertise on their devices.
FCC plan to dismantle net neutrality may shake up internet marketing
The Chairman of the FCC, Ajit Pai, outlined a proposal that would do away with Obama-administration protections for net neutrality. Though the impact on internet marketing is unknown, industry experts fear this might change the cost of doing business on the internet and also restrict the effectiveness of SEO strategies as internet service providers would be able to steer access toward top bidders rather than top-performing websites.
Direct Marketing News
Ad blocking costs publishers billions
A study by OnAudience estimates that 26% of U.S. online consumers now employ ad blockers, up from 22% last year. The study estimates that this results in $15.8 billion in lost revenue annually. A previous study found that consumers are more than twice as likely to use ad blockers on laptop and desktop machines as they are on mobile devices.
Small businesses choosing Facebook for online marketing
A recently-released poll by G2 Crowd found that Facebook was far more popular for advertising among small businesses (defined as those with 250 or fewer employees) than any other social media outlet. Eighty percent of poll respondents reported marketing via Facebook, compared with 51% for Twitter, 44% for LinkedIn and 36% for Instagram. All other choices were used by less than 20% of respondents.