The Better Business Bureau weighs in on sponsored-content disclosures.
The Better Business Bureau (BBB) has prevailed upon sponsored content distributor Taboola to make more meaningful disclosures. The BBB had objected to the way Taboola had presented links to users, the size and color of its disclosures, and the location of its disclosures. Also of significance was the fact that the BBB pursued the matter over Taboola's objection that it was not technically an advertiser and thus should not be subject to the BBB's ad guidelines.
Twitter hopes to leverage its ad audience through integration with MoPub.
Last year, Twitter acquired MoPub, a mobile advertising platform with an audience of nearly one billion devices. In mid-April, Twitter announced a program that will allow advertisers to simultaneously place ads on MoPub and Twitter. While this one-stop-shopping will be a convenience for advertisers, it could also have an additive effect both MoPub and Twitter ad volume.
Direct Marketing News
Twitter makes mobile video more accessible.
Twitter has enabled new features for iPhones and Android devices that provide a sample stream of videos in the user's newsfeeds, and makes it possible to play those videos with just one click. Twitter is trying to revamp its image in the wake of disappointing 4th quarter earnings and the embarrassment of having the site crash due to traffic generated by the Ellen DeGeneres Oscar selfie.
The New York Times
Ogilvy testing a new form of intensive consumer profiling.
Ogilvy Labs is testing a consumer profiling tool called Autograph, whose makers claim it can capture about 5,500 distinct attributes of a consumer in less than 30 seconds. A potential downside is that this requires the consumer's cooperation in spending about half a minute indicating a series of preferences, but the positive side of that is that it makes this a completely opt-in approach.
Newsfeed organization: old media transforms into new with Trove.
The Graham Organization, which sold the Washington Post to Jeff Bezos, has emerged with a new app that combines search algorithms with a form of crowd-sourcing to help users organize news stories on topics of interest. While the product, called Trove, starts with an ordinary search algorithm, it tries to match decisions users make about prioritizing stories with those of other people who have prioritized stories on the same topics, to provide a more on-point flow of stories in the future.
The New York Times
The daily deals fad may have expired.
Flash sales and daily deals were popular among mobile marketers a year ago, but seem to have become almost extinct now. Survey figures from BDO USA show that while 30% of mobile marketers used flash sales and daily deals a year ago, just 5% do now. Gaining instead are text messaging (used by 33% of mobile marketers, up 10% from last year) and mobile coupons (used by 28%, up 8%).
Data can quantify the business value of pins.
Analysis of the fallout from having an image pinned on Pintrest shows that the average pin leads to two site visits, six page views, and 78 cents worth of sales. The gestation period for these results can be long - orders occur an average of 2.5 months after the first pin. Products that translate well to visuals are best positioned to benefit - Martha Stewart got ten times more traffic from Pintrest than from Facebook last year.
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