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Posts in Advertising

The value of affiliate marketing today

Based out of the 7thingsmedia New York office, I was glad to attend this week's Linkshare affiliate network Symposium

The networking-heavy event had various sessions that were packed with affiliate insights, tips and best practice processes.

However, one session which particularly caught my interest was with Andy Hoar from Forrester Research on the Direct and Indirect value that affiliates deliver to advertisers.


How to make video advertising that delivers

As video ad consumption soars, so do marketers' video budgets.

There are more than 785m visits to online video websites in the UK each month. Spending on online video advertising in the UK hit 109m in 2011, more than double the previous year.

And the mind-blowing numbers keep coming – comScore’s May estimates for U.S. video views topped 10 billion for the very first time.


Microsoft may make WebRTC a part of Skype's future

In the next couple of years, firing up a phone call or video chat with a friend on the opposite side of the world may not require you to launch Skype, Google Chat or one of the many programs that let individuals connect over the internet. Instead, you'll be able to communicate with voice and video using nothing more than your web browser.

If and when that day comes, you'll thank technologies WebRTC, which enable real-time communication between browsers. Originally developed by Google and currently supported only in development builds of Google's Chrome browser, companies like VOIP provider Voxeo are demonstrating WebRTC's nifty capabilities and providing a preview of what the future might look like for web-based communication.

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Domino's deal with web app startup targets football fans

Domino’s pizza has taken the unusual step of partnering with a web app start-up in a bid to drive brand affinity with football fans.

Squawka, which launched on June 8, is an interactive web app that gives real time stats and analysis during football matches, as well as acting as a forum for fans to discuss the games.

The deal is part of Domino’s affiliate marketing activity, but as it is being run with a start-up the emphasis is on driving brand awareness rather than increasing sales.

Domino’s marketing activity already has a strong focus on digital. It launched its iPhone app in 2010 followed by an iPad app late last year.

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Apple TV: rumour has it...

The rumours of an iTV or Apple TV have been persistently circulating for several years. More recently the hype built around the Apple Worldwide Developers Conference (WWDC) and failing any mention of the device by Apple CEO Tim Cook, the company's stocks fell.

While many will use this opportunity to highlight again the loss of Steve Jobs and the big shoes that Tim Cook is struggling to fill, no doubt Apple has a plan.

The brand's history is full of hype, rumour and new technology to market that has revolutionised how we listen to music, use our mobile phones and share and interact with each other. Apple TV, I’m sure, will be no different.

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10 interesting digital marketing stats we've seen this week

Once again, here are some of the most interesting digital marketing stats I've seen this week. 

Stats include usage of connected TV apps, sales and traffic data from Affiliate Window, fashion search rankings, attitudes to privacy and how brands use big data.


Video: What happened at Digital Cream San Jose

Econsultancy recently held its first ever Digital Cream in San Jose, our invitation-only event for senior client-side digital marketers.

Opened by Econsultancy EVP, Craig Hanna, Digital Cream San Jose had marketers from companies such as HP, AOL, Macy's, ModCloth and eBay participate in the roundtables, with a keynote by Chris Tolles, the CEO of Topix, on how marketers can apply techniques from presidential campaigns to their own campaigns.


Aurasma: consumer use of AR is low, but growing over time

Augmented reality is becoming a common feature in marketing campaigns, yet there’s little evidence to suggest that it is catching on with consumers.

AR app Aurasma is making a huge effort to build awareness of the technology, and now works with more than 5,000 partners ranging from advertisers to schools.

One of its most successful partnerships is with Top Gear Magazine, which now embeds digital content in every monthly issue.

It has also worked with Universal to promote the new Jurassic Park DVD, and David Cameron is even said to have the app on his smartphone.

To find out more about how AR works, I spoke to head of partnerships and innovation Matt Mills…


The next cookie law deadline is approaching

In the UK the deadline for compliance with the EU cookie law has come and gone and either you worked like crazy to get your site reconfigured to be in compliance or you decided to wait it out and see what happened. (Lots of us are still waiting).

But are you ready for the next deadline?

For those of you who have implemented a solution and collected your consumer’s consent regarding cookies you may not know that there is another deadline coming on or around the 26th of June. The date by which at least 35% of third party cookies will have been deleted.

It seems like storing the cookie preference in a cookie may not be the best solution, but are their other options? Yes, Device ID.  

With Device ID a website owner gets to have the value exchange discussion with a consumer just once and then to store their preference in a way that doesn’t get deleted every time a consumer clears their cookies.


Travel sites failing to optimise images and video for search

As we pointed out in a blog post yesterday, the travel industry is highly sophisticated in its use of digital marketing, and SEO in particular.

A report from Epiphany and Searchmetrics found that TripAdvisor dominates organic search rankings, but other travel sites are achieving high visibility in SERPs by targeting niche keywords and building high quality backlinks.

Another section of the report shows that a majority of sites are failing to make the most of videos and images to maximise their search visibility. 

It has a big impact on traffic, as page one visibility in SERPs can often be achieved more quickly through good universal search rankings.

And good visual content is integral for the travel sector, with people keen to see pictures and video guides of places, tourist attractions and hotels.

So why is it so important, and which sites are getting it right?

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Top marketing lessons from the Presidential election

Today at Digital Cream in San Jose, Chris Tolles of Topix started the day of round tables and discussions by looking at how marketers can model their campaigns on political campaigns.

As we gear up for the next US election this fall, the topic is not only timely but as the presidential campaigns move rapidly to their end in the upcoming months, there are continual lessons to be learned.


Sales and traffic up from affiliates, but conversions down

Increasing conversions on smartphones is notoriously difficult, with consumers often reverting to desktop or tablets to make a purchase.

This is highlighted by new data from Affiliate Window, which suggests that both traffic and sales through its network have increased in the past six months but conversions are down.

AW’s new white paper, M-Commerce: The Complete Picture, reveals the latest statistics from its affiliate network, as well as more general data on mobile commerce.

Here we look at some of the sales, traffic and conversion stats from AW's own network.