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Posts in Advertising

CRO: data driven tests are 7.7 times more effective than UX tests

The 21st century marketer needs an extensive toolkit. As well as the ‘standard’ skills of creativity, organisation and management, these days they also need to be web literate, social media savvy and equipped with basic data science skills. 

Amongst all of these areas of technology competence one that is growing in importance, but is perhaps still misunderstood, is website testing.    

Testing is the new intuition in site development and optimisation. Rather than relying on hunches, the modern web marketer will test potential changes to their site before deploying them thus, we are led to believe, ensuring their efficacy. 

However, if all changes are now tested, how come we don’t all have perfect sites? If testing only tells us the truth, how come we still sometimes go down dead ends? 

The answer lies not necessarily in the tests, but in the ways that they’re applied. We’ve seen thousands of testing processes run across a huge variety of sites and what’s struck us is that the issues that led to unsuccessful tests were common across industries.

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Video: Air France-KLM spreads holiday joy with business class upgrades

This week shows the holiday spirit of a popular airline and a clothing line in our weekly showcase of The Dachis Group's Social Business Index. Our focus is on two well-known brands – Air France-KLM and H&M - as analyzed by Allison Squires at the Dachis Group.

We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

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Facebook prepping News Feed video ads: report

Facebook's drive to monetize its massive user base has caused Instagram's first major backlash. Upset with changes to Instagram's terms of service which would allow the company to leverage user data and content in ads, vocal Instagrammers rose up and said "That's not cool!"

While it remains to be seen whether this Instagram backlash has a short half-life, things could get worse for the world's largest social network next year if it rolls out News Feed video ads.

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Android conversion rates higher than iPhone: stats

There is no escaping the fact that mobile commerce has been experiencing considerable growth. Recent research from Deloitte suggested that mobile devices would influence £3.5bn of retail sales this Christmas.

As well as understanding the anticipated growth of m-commerce, it is also important to recognise the devices that are fuelling this growth.

With targeting capabilities evolving, it is possible to segment audiences based on the device they are visiting through and advertisers are able to capitalise on this through targeted promotions.

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Google and Yahoo confirm that lead generation has hit the big time

As a general rule in digital, it seems that when Google and Yahoo get involved in something it is a pretty good sign that it is important.

After many years of skirting around the fringes of performance marketing, recent product launches from these two online advertising behemoths leave no doubt that Online lead generation is finally ready to step out of the shadows and into the limelight.

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Digital marketing Australia: 50+ stats you probably didn’t know

Everyone loves statistics, so as the year comes to a close, we’ve pulled out some juicy data for the region. 

All the information has been taken from Econsultancy’s Australian Internet Statistics Compendium, a data-behemoth document that’s more than 450 pages long and updated on a monthly basis. 

So, what’s happening in digital, Down Under? 

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Bonobos shows the power of integrating social and email

Most email marketers don't get email-social integration, and most of them approach it backwards. You'll see little blue Twitter birds and Facebook icons in email templates but this is the extent of their insertion of "real-time" content. It then becomes a send and hope moment as marketers pray recipients will re-post their commercial email offers onto their own Facebook and Twitter pages.

But some companies are beginning to look at new ways of integration that are bringing user generated content right into the emails in real time. One such brands is Bonobos, a company with a strong social presence that takes fan interaction and branding seriously. Leading the charge is Grace Low, Retention Marketing Manager for Bonobos, who is working with Moveable Ink to create innovative and fresh emails that are first to market with.

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Are pre-roll video ads going the way of display ads?

Despite its many critics, television advertising is a $100bn-plus a year market. So it's not entirely surprising that the market for online video ads has evolved to look a lot like its offline counterpart.

There's the desire, now being realized, for digital up-fronts. There is a growing focus on channels. There are Hollywood-like deal structures. And, of course, the pre-roll is the dominant ad unit.

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How optimising video for search can double Google traffic

A new report into the use of online video has found that sites could more than double their Google traffic by including a video thumbnail in search rankings.

The two case studies included in Visibility IQ's Social Video Report add weight to the argument that brands need to optimise their rich snippets for search, as it gives them a valuable advantage in attracting clicks.

We've already blogged 10 ways of optimising videos for search and looked at how video marketing powers SEO.

Here is a summary of the two case studies as well as details taken from our Online Video Best Practice Guide on how to optimise video content for search...

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Australian retailers embrace affiliate marketing [infographic]

The Australian Affiliate Marketing Benchmarking Survey was released by dgmAustralia last week, revealing that affiliate marketing is on the rise amongst Australian retailers.

The report examines the current engagement and intentions of Australian companies utlilising affiliate marketing, as well as revealing marked differences in usage and approaches across the market. 

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Australian retailers embrace affiliate marketing

Affiliate marketing is on the rise amongst retailers in Australia, with three in five indicating they have increased their spend on the digital channel in the past year, and the same number saying they will continue to do so next year. 

The findings come from the Australian Affiliate Marketing Benchmarking Survey, released by dgmAustralia last week.

The report examines the current engagement and intentions of Australian companies utlilising affiliate marketing, as well as revealing marked differences in usage and approaches across the market.

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IAB announces new site tagging best practice: the experts' view

The IAB recently called for feedback on a newly released best practice guide for site tagging. This is a new area of comment for the IAB but a much needed one. They are aiming to form this guide to eliminate risk, improve site performance and protect site owners and advertisers from any privacy and security issues that can arise from poor tag management.

Tagging is a fundamental element of the heavily data-driven interactive advertising ecosystem without which it would not continue to thrive,” said Steve Sullivan, Vice President, Advertising Technology, IAB. “To better meet the needs of publishers, advertisers, marketers and consumers, we must not only take account of the ongoing value of site tagging, but more fully understand the operational challenges presented by site tagging’s increasingly prolific use.”

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