tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2018-06-19T11:33:28+01:00 tag:econsultancy.com,2008:BlogPost/70103 2018-06-19T11:33:28+01:00 2018-06-19T11:33:28+01:00 How product-led digital advertising is evolving Oren Stern <p>There are a number of categories of product ad that have benefited (each of which continues to grow):</p> <ul> <li>Some traditional keyword-focused search ads fall within the description of product-led advertising </li> <li>Google Shopping - Product Listing Ads that display product images and descriptions against relevant searches </li> <li>Retargeted social ads such as Facebook dynamic ads that target consumers with products and offers based on their browsing history </li> </ul> <p>The newest category is <a href="https://econsultancy.com/blog/69921-how-to-optimise-your-amazon-product-ad-campaigns/">product-led advertising on ecommerce sites</a>.</p> <p>For example, brands are showing increasing interest in <a href="https://econsultancy.com/blog/70006-how-amazon-retailers-can-use-search-social-ads-to-improve-customer-engagement/">search ads on Amazon</a> with spend on these ads growing nearly 3x between the 3rd quarter of 2017 and the first quarter of 2018 according to Kenshoo data. It even rose 16% between Q4 2017 and Q1 2018 – despite the fact that online ad spend traditionally peaks in Q4 due to the holiday shopping season when consumer retail spending is at its highest.</p> <p>What’s also interesting about ecommerce marketing such as this is that it appears to no longer be just about generating online sales. It’s starting to become a branding and awareness exercise.</p> <p>For example when eMarketer <a href="https://retail.emarketer.com/article/how-cpg-brands-inserting-themselves-customer-journey/5a67a975ebd40008bc791213">analysed</a> data for the CPG sector it found that:</p> <blockquote> <p>The overwhelming majority of CPG sales are still done in-store. But consumers are increasingly engaging with these products online, and searches often lead to ecommerce platforms. The most forward-thinking brand managers are now viewing ecommerce as one more marketing channel.</p> </blockquote> <p>At Kenshoo we see brands aiming higher up the funnel on Amazon, using product-focused ads more for brand awareness and competitive positioning. This is still done in the context of a performance advertising program, but with the understanding that more and more consumers spend their online shopping time on Amazon. </p> <p><img src="https://assets.econsultancy.com/images/0009/3359/sponsored_product_ad.png" alt="sponsored product ad amazon" width="615"></p> <p><em>Sponsored product ad on Amazon</em></p> <p>When brands want to better engage or win over competitive mindshare they spend more of their budgets on Amazon. We now see a two peak shopping behaviour, where more of customer discovery is done on Amazon - sometimes weeks ahead of the actual shopping decision, which might actually be in-store. </p> <p>This means that brands are now more keen to understand branding, market share and other directional growth metrics that may fall outside of traditional performance measurement, especially as it relates to the massive ecommerce channel opportunities like Amazon.   </p> <p>Building a broader strategy that may include pulling brand spend into the mix - where traditionally trade spend and co-op budgets ruled - requires that marketing leaders have a more holistic approach to measurement. They need a clearer understanding of a channel's relative performance - by product - compared to other digital product ad channels, and wider data sets to drive campaign decisions beyond the basic clicks and conversions that are the traditional metrics for product-led marketing. </p> <p>When brand marketing comes into the mix, measurement standards may shift. Instead of only focusing on the channel’s profitability and spending within the margin, brand spend can open up the purse strings. On an important channel like Amazon, goals such as brand-building and increasing market share can encourage marketers to really attack a category. Where previously the investment in product ads had been measured on pure Return on AdSpend (ROAS), now the advertiser may be tasked with tracking market share or category share, by product.</p> <p>Typically brand studies, <a href="https://marketingland.com/using-conversion-lift-reporting-best-practices-171361">lift tests</a> and other more scientific measurement strategies for brand marketing spend are not easily accomplished on Amazon, but data available through Amazon Retail Analytics Premium and some third party data providers (which many large brands already leverage, just not on their advertising decisions) can help provide a better data set for triangulating the efficacy of investment in Amazon advertising ‘beyond ROAS’.  </p> <p>As well as, seeking out stronger digital retail signals and competitive intelligence, advertising team, need access to effective product-centric marketing automation software that allows them to take meaningful action using these insights.</p> <p>The brands that win with this new breed of product-led advertising on ecommerce platforms will be the ones that can find the right balance between pure performance marketing and branding, richer data for decision making and technologies for scale and optimisation, together with a product-centric view that encompasses an array of channels and waypoints in the customer journey.  </p> <p><a href="https://econsultancy.com/training/courses/programmatic"><img src="https://assets.econsultancy.com/images/0009/5470/Programmatic_training.jpg" alt="programmatic training course" width="615"></a></p> tag:econsultancy.com,2008:BlogPost/70091 2018-06-13T09:59:13+01:00 2018-06-13T09:59:13+01:00 A day in the life of... an executive creative director Ben Davis <p><em>(P.S. Don't forget </em><em>to check out the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a> if you're looking for a new role yourself.)</em></p> <h4> <em>Econsultancy:</em> Please describe your job: What do you do?</h4> <p><em><strong>Shnoosee Bailey:</strong></em> In my role I have the unusual and interesting task of blending organisation with creative inspiration. I act as a sort of shepherd for ideas, bringing the right people together to create something great and fostering an environment in which creative work can thrive.</p> <h4> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><em><strong>SB:</strong></em> I am one of three managing partners. We only really report into each other and we make all the key decisions together.   </p> <h4> <em>E: </em>What kind of skills do you need to be effective in your role? </h4> <p><em><strong>SB: </strong></em>You need to be able to read a room. If you can’t flex and adapt your management style to deal with different people, then you’re going to struggle in the job.</p> <p><img src="https://assets.econsultancy.com/images/0009/5286/Shnoosee_Bailey_DITL.jpg" alt="shnoosee bailey" width="615" height="308"></p> <h4> <em>E: </em>Tell us about a typical working day…</h4> <p><em><strong>SB: </strong></em>Absolutely no day is the same, but here is an illustrative diary account to give you a bit of an idea:</p> <p>I’m usually up by 5:45am to walk the dog – admittedly not so much during the dark, winter months! By 6.50am, I’m on the train to London. I use this time to reply to emails and catch up on some reading (if I’m lucky!)</p> <p>I get into London Victoria at 7.35am with just enough time to grab a coffee before catching the tube to Fulham.</p> <p>I’m usually in the office by 8am – I like to get in early to prepare for the day ahead and organise client priorities. This morning, I have a catch up with my colleague, Caroline, to discuss resource planning and team capacity before the daily craziness begins. </p> <p>At 9:30am we have a creative review. I’m catching up with Dai and Jamie to see how they’re getting on with a brief to launch a new premium dog food brand. The catch-up is very productive and we outline a few builds to catch up on at a later time.</p> <p>10:40am – Running late for an internal Guinness catch up! But it’s all good – the team’s still smiling!</p> <p>At 1:30pm I head into Soho to review the first edit of a film for one of our clients – I grab a sandwich on the way.</p> <p>I’m back at my desk by 3:40pm where I find the time to catch up on emails and chat to the managing partners about some upcoming company news.</p> <p>I have my last meeting of the day at 6:00pm where the team and I spend some time reviewing influencer options for a project we’re working on. </p> <p>7:30pm – I make the train home - and breathe…</p> <h4> <em>E: </em>What do you love about your job? What sucks?</h4> <p><em><strong>SB: </strong></em>The best thing about my job is the privilege I have to spend time with so many intelligent and creative people on a daily basis.</p> <p>The most challenging times are when you have to try and raise a team’s morale in the wake of rejection. There’s nothing worse than a project not being progressed after people have invested months of energy in it.</p> <h4>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em><strong>SB: </strong></em>In terms of my wider goals, I would love the agency to achieve creative fame for work that has had a positive impact on the way people live and the world.</p> <p>The only way to measure success is via the direct impact our work has upon our clients’ bottom lines; I want stellar creative work that is effective.</p> <h4> <em>E: </em>What are your favourite tools to help you to get the job done?</h4> <p><em><strong>SB: </strong></em>Talented people. When it comes down to it, nothing else really matters. </p> <h4> <em>E: </em>How did you become a creative director?</h4> <p><em><strong>SB: </strong></em>Hard work and perseverance and along the way I had the support and guidance of some amazing creative leaders. After graduating from university, I landed myself a role at Leo Burnett Australia before slowly moving up the ranks at various different agencies, including Chemistry and 141 Worldwide. I joined Publicis Dialog in 2003 and was promoted to creative director and then moved to Saatchi&amp; Saatchi X as ECD before moving to HeyHuman in 2014 as the agency’s ECD.</p> <h4> <em>E: </em>What brand creative have you enjoyed recently?</h4> <p><em><strong>SB: </strong></em>I recently judged at D&amp;AD, and enjoyed the abundance of great work. One of my favourites, although perhaps an obvious choice, was the truly captivating ‘Welcome Home’ ad, for Apple’s Home Pod. The film beautifully captures the escapism, emotive and uplifting power of music, leaving you mesmerised for the entire four minutes. A perfect example of what branded content should be – advertising that doesn’t feel like advertising.</p> <p><iframe src="https://www.youtube.com/embed/305ryPvU6A8?wmode=transparent" width="560" height="315"></iframe></p> <h4> <em>E: </em>Do you have any advice for people who aspire to the creative director role?</h4> <p><em><strong>SB: </strong></em>Creativity, determination, curiosity and resilience are what’s needed to succeed in this role.</p> <p>My advice to people would be to actually speak to as many creative directors as they can so they better understand what the job entails. A lot of people think that it’s a purely a creative role, driving brilliant work, but it’s actually a lot more about nurturing talent, bringing the right people together and maintaining lines of communication throughout the whole agency.</p> <p>It’s so multi-faceted, so you really have to work on being as well-rounded as possible.</p> <p><em><strong>If you work at a digital agency, why not enter the <a href="https://econsultancy.com/hello/top-100/">Top 100 Digital Agencies 2018</a>.</strong></em></p> tag:econsultancy.com,2008:BlogPost/70059 2018-05-31T11:00:00+01:00 2018-05-31T11:00:00+01:00 Confusion, chaos in the GDPR's first week Patricio Robles <h3>Complaints have already been filed against tech's biggest names</h3> <p>As we <a href="https://econsultancy.com/blog/70057-gdpr-day-1-complaints-filed-against-google-and-facebook/">reported separately</a>, an organization called None Of Your Business (NOYB), which is run by Austrian attorney and privacy advocate Max Schrems, has already lodged complaints against Google and Facebook, as well as Facebook-owned Instagram and WhatsApp, with four different European authorities.</p> <p>The complaints, which are based on the argument that these companies are violating Article 7(4) of the GDPR by forcing users to give consent, are likely the first of many complaints that will be filed to test the GDPR.</p> <h3>ICANN has filed a suit against a domain registrar</h3> <p>ICANN, the organization that runs the internet domain name system, <a href="https://domainnamewire.com/2018/05/29/tucows-responds-to-icann-legal-action-related-to-gdpr/">has filed a legal action</a> in Europe against a German domain name registrar, EPAG, which decided not to collect administrative and technical contact details when its customers register domains in the belief that doing so might not be permitted by the GDPR.</p> <p>Domain Name Wire notes that the legal action looks to be welcomed on both sides, as it will provide clarity on how the GDPR's rules are interpreted.</p> <p>The stakes could be significant. If registrars like EPAG stop collecting contact information, it could effectively be the end of the WHOIS system that makes domain registration information publicly accessible. That could be of consequence to a number of interests, such as <a href="https://www.ft.com/content/7108df3c-628c-11e8-90c2-9563a0613e56">luxury brands who use WHOIS data to identify and shut down sellers of counterfeit products</a>.</p> <h3>Programmatic ad buying has plummeted in Europe</h3> <p>According to <a href="https://digiday.com/media/gdpr-mayhem-programmatic-ad-buying-plummets-europe/">a report</a> published by Digiday, in the early hours of May 25, ad exchanges in Europe saw ad demand plummet by amounts as high as 25-40% in some instances. </p> <p>The disruption in programmatic markets looks to have been driven in large part by Google, which has told DoubleClick Bid Manager clients to expect “short-term disruption” until it has completed its integration of the Interactive Advertising Bureau (IAB) Europe and IAB Tech Lab's GDPR Transparency &amp; Consent Framework.</p> <p>That “short-term disruption” could last weeks if not months, and be painful. Digiday's sources indicated that “ad tech vendors scrambled to inform clients that they predict steep drops in demand coming through their platforms from Google” and one publishing executive stated, “Revenues and [ad demand] volumes [are] expected to fall dramatically across the board.”</p> <h3>Some publishers have cut off EU ads and users altogether</h3> <p>Due to the hefty fines that are possible under the GDPR and the fact that there's still uncertainty about how it will be enforced, some publishers have decided to play it safe by not serving certain ads to EU users. USA Today, for instance, removed ad-related tracking code from its site, reportedly resulting in a dramatic decrease in the size of pages served to EU users as compared to non-EU users.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/USATODAY?ref_src=twsrc%5Etfw">@USATODAY</a> launched a lightweight version of their site for the EU to comply with <a href="https://twitter.com/hashtag/GDPR?src=hash&amp;ref_src=twsrc%5Etfw">#GDPR</a>. The US site is 5.5MB and contains 835 requests loaded from 188 hosts. When loaded from France it's 297KB, 36 requests and contains no 3rd party content. And it's a lot faster! <a href="https://twitter.com/hashtag/perfmatters?src=hash&amp;ref_src=twsrc%5Etfw">#perfmatters</a> <a href="https://t.co/2EZTIlGsPd">pic.twitter.com/2EZTIlGsPd</a></p> — Paul Calvano (@paulcalvano) <a href="https://twitter.com/paulcalvano/status/1000094333524201473?ref_src=twsrc%5Etfw">May 25, 2018</a> </blockquote> <p>Other publishers went a step further <a href="https://www.cjr.org/the_new_gatekeepers/gdpr-rules-publishers.php">by cutting off access to EU users altogether</a>. For example, days into the GDPR's life, websites operated by Tronc, an American publisher, are still displaying a message to EU users that reads:</p> <blockquote> <p>Unfortunately, our website is currently unavailable in most European countries. We are engaged on the issue and committed to looking at options that support our full range of digital offerings to the EU market. We continue to identify technical compliance solutions that will provide all readers with our award-winning journalism.</p> </blockquote> <p>Tronc properties that bear this message include the Chicago Tribune, Los Angeles Times, New York Daily News, Orlando Sentinel and Baltimore Sun.</p> <p>Not surprisingly, such moves have been met with criticism, particularly from EU regulators. “Everyone had plenty of time to prepare,” Andrea Jelinek, the head of the EU Data Protection Board, <a href="https://www.bloomberg.com/news/articles/2018-05-25/blocking-500-million-users-is-easier-than-complying-with-gdpr">told Bloomberg</a>. </p> <p>While technically true, the chaos and confusion in the days following the GDPR going into effect demonstrate, among other things, just how critical tracking and <a href="https://www.econsultancy.com/blog/70020-gdpr-what-future-for-first-second-and-third-party-data">third-party data</a> is in the digital economy and just how complex it is for publishers to move forward with a diminished ability to use these.</p> <p><em><strong>If you're in the US, you can </strong><a style="font-weight: bold;" href="http://www.goo.gl/xXGfCm">register for free</a><strong> to attend our June 19th expert GDPR discussion in New York, '</strong><a style="font-weight: bold;" href="http://www.goo.gl/xXGfCm">GDPR: Yes, it does affect your US business!</a><strong>', featuring Stefan Tornquist, VP Research at Econsultancy and Alan Chapell, Lead Attorney and President at Chapell Associates, and find out what steps you need to take.</strong></em></p> tag:econsultancy.com,2008:BlogPost/70057 2018-05-30T09:23:00+01:00 2018-05-30T09:23:00+01:00 GDPR Day 1: complaints filed against Google and Facebook Patricio Robles <p>The complaints allege that these two tech giants have violated the GDPR's prohibitions against forced constent by using popups prompting users to give consent if they want to continue using their services. NOYB claims that Facebook has already blocked the accounts of users who have refused to provide consent.</p> <p>In <a href="https://noyb.eu/wp-content/uploads/2018/05/pa_forcedconsent_en.pdf">a statement</a>, NOYB explains, “The GDPR prohibits such forced consent and any form of bundling a service with the requirement to consent (see Article 7(4) GDPR). Consequently access to services can no longer depend on whether a user gives consent to the use of data. On this issue a very clear guideline of the European data protection authorities has already been published in November 2017.”</p> <p>According to Max Schrems, the Austrian lawyer behind NOYB, “Many users do not know yet that this annoying way of  pushing people to consent is actually forbidden under GDPR in most cases.”</p> <p>Schrems is a well-known privacy advocate who has the distinction of having taken on Facebook in court and won. </p> <p>Noting that companies do not need to gather consent for “anything strictly necessary for a service”, Schrems called consent popups a plague and suggested that “if companies realize that annoying pop-ups usually don't lead to valid consent, we should also be free from this digital plague soon. GDPR is very pragmatic on this point: Whatever is really necessary for an app is legal without consent, the rest needs a free 'yes' or 'no' option.”</p> <h3>Huge stakes</h3> <p>NOYB claims that Google and Facebook could face fines of up to €7bn for their alleged violations of the GDPR. That's big money and will surely mean that a big fight is inevitable.</p> <p>But the stakes aren't just high because of the amount of money involved. They're high because the NOYB actions are promptly putting the GDPR to the test. “Will GDPR show teeth?” the NOYB statement asks.</p> <p>Obviously, the GDPR is a complex piece of legislation and has many provisions. If the enforcement authorities decide that Facebook and Google haven't violated the GDPR in this instance, it doesn't mean that there won't be other alleged violations, some of which could lead to significant penalties.</p> <p>But NOYB's test of the GDPR seems to be a particularly meaningful one because the issue of forced consent speaks directly to the spirit of the GDPR. If the authorities effectively decide that users can be strong-armed into providing consent under the threat of being unable to continue using popular services, it would call into question whether the primary aim of the GDPR – empowering users to control their data – can ever be achieved.</p> <p>Of course, there's an important counter-argument to NOYB's position: if companies like Google and Facebook are told that they have to provide service to users who don't consent to the use of their data for advertising purposes, there's a real question as to whether or not their services will remain economically viable.</p> <p>From this perspective, it might not be an exaggeration to suggest that what's at stake here is nothing less than the future of the digital economy.</p> <p><a href="https://hello.econsultancy.com/gdpr-workshops/"><img src="https://assets.econsultancy.com/images/0009/4828/GDPRworkshop_leaderboard.jpg" alt="gdpr workshop" width="615"></a></p> tag:econsultancy.com,2008:BlogPost/70048 2018-05-25T13:00:00+01:00 2018-05-25T13:00:00+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go…</p> <h3>55% of consumers have made a purchase via social channels</h3> <p>A <a href="https://www.avionos.com/consumer-expectations/" target="_blank">new report</a> by Avionos suggests that, while influencers aren’t having a big impact on consumers, social channels themselves are still valuable for purchasing decisions.</p> <p>In a survey of more than 1,400 consumers, 55% of respondents said that they have made a purchase from a social media channel. Out of this, 40% said they have purchased via Facebook, 13% have made a purchase through Instagram, and 12% have done so on Pinterest.</p> <p>Interestingly, however, 60% of consumers said they have never purchased a product promoted by a celebrity or social influencer, and only 9% have done so in the past few years.</p> <p>When asked what brand recommendations they are most likely to act on, 27% chose user-generated recommendations, with 19% saying they would be likely to purchase trending products.</p> <p><img src="https://assets.econsultancy.com/images/0009/4729/purchases_through_social_media_channels.png" alt="consumers purchasing through social" width="760" height="381"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69041-social-commerce-why-basic-bots-and-buy-buttons-are-not-enough" target="_blank">Social commerce: Why basic bots and buy buttons are not enough</a></li> <li><a href="https://econsultancy.com/blog/67778-made-com-on-the-value-of-social-commerce" target="_blank">MADE.COM on the value of social commerce</a></li> </ul> <h3>Businesses fall into one of two tribes for GDPR implementation</h3> <p>It’s the day of GDPR reckoning, which means even more data protection-related stats for you to enjoy. This one comes from Marketo, which suggests marketers are split down the middle when it comes to their <a target="_blank">preparation for GDPR</a>.</p> <p>In a survey of 300 marketing decision makers in the UK, Germany and France, Marketo found that 55% of businesses are marketing-first – i.e. using GDPR compliance as an opportunity to better engage with customers and prospects through smarter marketing.</p> <p>On the other hand, 45% were found to be legal-first - doing what they need to be legally compliant with GDPR and changing marketing in line with these legal requirements.</p> <p>When comparing the two business approaches, the research found that, of the marketing-first respondents, 34% have significantly redefined their priorities compared to just 13% of legal first companies. Meanwhile, 49% of the marketing-first group has implemented new systems and marketing tools, compared with 33% of legal-first.</p> <p><strong>You can check out our round-up of the best <a href="https://econsultancy.com/blog/70031-the-best-gdpr-stats-surveys-we-ve-seen/" target="_blank">GDPR-related stats and surveys here</a>.</strong></p> <h3>Coca Cola named as the most powerful brand logo </h3> <p>A <a href="https://www.graphicsprings.com/most-powerful-logos" target="_blank">new study</a> by Graphic Springs has revealed the world’s most powerful corporate logos, based on worldwide poll of consumer recognition. </p> <p>24,000 people took part in the study, with participants from the US, EU, and Asia being asked to recall logos and describe the brand and its products or services.</p> <p>Top of this list was Coca-Cola, with 100% of respondents correctly identifying its logo. Second was Ford, and third was Sony. Interestingly, Amazon came 13th in the list, with lesser recognition in Asia contributing to its lower score.</p> <p>Check out the top 15 below.</p> <p><img src="https://assets.econsultancy.com/images/0009/4728/Corporate_logos.JPG" alt="most powerful brand logos" width="363" height="734"></p> <p><strong>More on Coca Cola:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69082-how-coca-cola-uses-design-to-create-a-memorable-customer-experience" target="_blank">How Coca-Cola uses design to create a memorable customer experience</a></li> <li><a href="https://econsultancy.com/blog/69095-how-coca-cola-is-using-smartphone-data-to-personalise-in-store-ads" target="_blank">How Coca-Cola is using smartphone data to personalise in-store ads</a></li> <li><a href="https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola" target="_blank">10 inspiring digital marketing campaigns from Coca-Cola</a></li> </ul> <h3>64% of consumers trust banking services to correctly handle data</h3> <p><a href="https://blog.globalwebindex.com/trends/study-uk-consumers-back-gdpr-as-a-positive-change-to-data-privacy/" target="_blank">Research by GlobalWebIndex</a> has revealed that consumer trust in companies handling their data varies significantly by sector. </p> <p>Based on the responses of 1,250 UK internet users aged 16 to 64, the study found that just 64% trust online banks or payment services with their personal data. This comes despite the fact that 59% of 16 to 24 year olds and 69% of 25 to 34 year olds now use online banking services or apps.</p> <p>Meanwhile, just 48% of respondents cite trust in Facebook handling their data, while 53% trust search engines and email services.</p> <p>Overall, the study also found that 76% of respondents view GDPR as being extremely or very important to them in relation to their digital lives, and only 2% think it has no importance.</p> <p><strong>More on banking apps:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69828-banks-set-to-release-money-management-apps-as-ux-change-spurred-by-open-banking" target="_blank">Banks set to release money management apps as UX change spurred by Open Banking</a></li> <li><a href="https://econsultancy.com/blog/69779-how-will-open-banking-affect-ux" target="_blank">How will Open Banking affect UX?</a></li> </ul> <h3>Royal wedding impacts fashion search</h3> <p>New data from MyVoucherCodes has revealed that there has been a 185% surge in searches for ‘white halter neck dress’ since the Royal Wedding last Saturday. </p> <p>As visitors searched for a similar style of dress, searches for Boohoo.com discounts also increased by 810.65%, soon after the retailer announced that it was selling a copycat version of the bride’s evening gown for £22. Meanwhile, a £25 dupe from Pretty Little Thing sold out within minutes.</p> <p>Lyst has also revealed that Amal Clooney’s dress was the most-searched for gown out of all the wedding guests, with searches for ‘yellow dresses’ up 1,500%.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Meghan Markle is the most beautiful bride What does everyone think of the dress?! Comment below <a href="https://twitter.com/hashtag/MeghanMarkle?src=hash&amp;ref_src=twsrc%5Etfw">#MeghanMarkle</a> <a href="https://twitter.com/hashtag/RoyalWedding?src=hash&amp;ref_src=twsrc%5Etfw">#RoyalWedding</a> <a href="https://t.co/HqxRT24vCN">pic.twitter.com/HqxRT24vCN</a></p> — boohoo.com (@boohoo) <a href="https://twitter.com/boohoo/status/997799255933968386?ref_src=twsrc%5Etfw">May 19, 2018</a> </blockquote> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68728-how-fashion-retailers-can-use-search-trend-data-to-inform-marketing-product-strategy" target="_blank">How fashion retailers can use search trend data to inform marketing &amp; product strategy</a></li> <li><a href="https://econsultancy.com/blog/67439-how-creative-seo-can-deliver-big-wins-for-luxury-fashion-retailers/" target="_blank">How creative SEO can deliver big wins for luxury fashion retailers</a></li> <li><a href="https://econsultancy.com/blog/68984-how-visual-search-is-helping-ecommerce-brands" target="_blank">How visual search is helping ecommerce brands</a></li> </ul> <h3>35% of brands reduced the role of external agencies in 2017</h3> <p><a href="https://www.iab.com/wp-content/uploads/2018/05/IAB_Programmatic-In-Housing-Whitepaper_v5.pdf" target="_blank">New research</a> from IAB and ANA suggests that even more brands are moving programmatic in-house, as it was revealed that 35% reduced the role of external agencies last year.</p> <p>In a survey of 119 US brand executives, 18% of programmatic buyers said they had already moved all programmatic buying in-house, and 47% had already begun the process.</p> <p>In contrast to this, 22% said they had no plans to change their current arrangements with agencies, while the remaining 13% had trialled in-house programmatic but reverted back again.</p> <p>When it comes to the main reasons for bringing programmatic in-house, 47% of respondents cited ROI attribution, 44% said better audience targeting, and 44% said campaign effectiveness.</p> <p><img src="https://assets.econsultancy.com/images/0009/4734/IAB.JPG" alt="programmatic in-house objectives" width="750" height="408"></p> <p><strong>More on programmatic:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69588-10-signs-that-programmatic-advertising-is-reaching-maturity" target="_blank">10 signs that programmatic advertising is reaching maturity</a></li> <li><a href="https://www.econsultancy.com/blog/69559-ask-the-experts-how-to-integrate-your-programmatic-and-tv-ad-strategy" target="_blank">Ask the experts: How to integrate your programmatic and TV ad strategy?</a></li> <li><a href="https://econsultancy.com/blog/69624-three-ways-to-boost-brand-safety-in-the-programmatic-age" target="_blank">Three ways to boost brand safety in the programmatic age</a></li> </ul> <h3>57% of consumers buy online while at work</h3> <p>A <a href="https://go.namogoo.com/customer_survey_ebook_2018.html?utm_source=pr&amp;utm_medium=pressrelease" target="_blank">new report</a> by Namogoo has revealed the extent to which consumers multi-task when making a purchase online.</p> <p>In a survey of 1,300 US consumers, the majority of respondents said they are typically engaged in another task while online shopping. More specifically, 57.2% said they make purchases while at work, and 50.6% said they do so while carrying out household chores. Meanwhile, 46.38% said they buy online while making an in-store comparison.</p> <p>The report also highlights the most frustrating part of the online checkout process. Having to fill out the same information more than once was the most-cited frustration experienced by consumers (regardless of device), followed by a ‘back button’ which <em>doesn’t</em> go back to the previous page.</p> <p><img src="https://assets.econsultancy.com/images/0009/4732/Namogoo.JPG" alt="most frustrating part of check-out" width="690" height="642"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69690-what-is-cross-channel-marketing-and-why-do-you-need-it" target="_blank">What is cross-channel marketing and why do you need it?</a></li> <li><a href="https://econsultancy.com/blog/69561-why-online-shoppers-abandon-their-baskets-and-how-to-stop-them" target="_blank">Why online shoppers abandon their baskets and how to stop them</a></li> </ul> tag:econsultancy.com,2008:ConferenceEvent/953 2018-05-23T11:03:40+01:00 2018-05-23T11:03:40+01:00 Digital Divas 2018 <p>Women are making their mark on the digital marketing world in a big way.  The Digital Divas event series aims to celebrate thought leadership of women in the digital marketing space. It aims to provide a platform where leading women can inspire and educate the marketing community.</p> <p>Join us at this half-day session as the Digital Divas curate and highlight the key digital trends, challenges, opportunities and developments that are going to affect how markets are operating, what tools are being used, and how digital marketing practices are changing - making it simple for you to keep track of the key developments in digital technology and marketing. </p> tag:econsultancy.com,2008:BlogPost/70038 2018-05-18T13:52:02+01:00 2018-05-18T13:52:02+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Tweets of more than 140 characters generate greater attention</h3> <p style="font-weight: 400;">According to <a href="https://www.theeword.co.uk/blog/short-and-sweet-or-bigger-and-better-a-study-into-tweet-length" target="_blank">new research</a> by theEword, longer tweets could lead to greater attention from users.</p> <p style="font-weight: 400;">In contrast to the belief that brevity is the key to engagement, the study – which used eye-tracking technology to gauge attention – found that mobile users of Twitter linger for an extra 0.5 seconds if a tweet contains over 140 characters. Similarly, people can spend up to 0.7 seconds longer on tweets if it also contains an image.</p> <p style="font-weight: 400;">Despite this news, the report states that there are still far fewer long-form tweets published on Twitter overall, with the majority of users under the (wrong?) impression that shorter is better.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/4569/tweet_stats.png" alt="longer tweets get greater user attention" width="780" height="390"></p> <p style="font-weight: 400;"><strong>More on tweet length:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://econsultancy.com/blog/69575-how-marketers-can-benefit-from-twitter-s-new-280-character-format" target="_blank">How marketers can benefit from Twitter’s new 280 character format</a></li> <li><a href="https://econsultancy.com/blog/69451-twitter-is-testing-longer-tweets-the-pros-and-cons" target="_blank">Twitter is testing longer tweets: The pros and cons</a></li> </ul> <h3>Digital advertising predicted to account for 35% of total luxury adspend by 2019</h3> <p>Zenith’s latest report <a href="https://www.zenithmedia.com/hospitality-leads-digital-transformation-of-luxury-category/" target="_blank">predicts</a> that digital advertising will account for 35% of total luxury adspend by 2019. </p> <p>This is largely driven by hospitality brands, as 50% of luxury hospitality advertising will be digital this year - up from 47% in 2017.</p> <p>Elsewhere, Zenith predicts that luxury automobile brands will spend 39% of their ad budgets on digital advertising in 2018, watch &amp; jewellery brands will spend 28%, while fashion &amp; accessory brands will spend just 13%.</p> <p>Lastly, with digital advertising now responsible for almost all the growth in luxury adspend, Zenith has forecast luxury advertising in digital media to grow by $886 million between 2017 and 2019.</p> <p><strong>More on luxury brands:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69853-four-examples-of-hard-luxury-brands-embracing-ecommerce" target="_blank">Four examples of ‘hard luxury’ brands embracing ecommerce</a></li> <li><a href="https://www.econsultancy.com/blog/69942-why-chanel-is-the-most-influential-luxury-brand-on-social" target="_blank">Why Chanel is the most influential luxury brand on social</a></li> <li><a href="https://econsultancy.com/blog/69679-luxury-brands-must-focus-on-digital-experiences-to-fight-the-discount-trend" target="_blank">Luxury brands must focus on digital experiences to fight the discount trend</a></li> </ul> <h3>Social power of English premiership footballers greater than clubs</h3> <p>Ahead of the FA Cup final, Pitchside has revealed that individual players are becoming much more powerful brands than the clubs they play for.</p> <p><a href="https://www.pitchside.agency/" target="_blank">In a study</a> of 400 players from the Premier League, the social power of players was found to be an average of 2.38x stronger than their respective clubs.</p> <p>On Instagram, the top 20 Premier League footballers share a combined total of 175m followers - almost three times as many as the top 20 clubs, who share 62.6m.</p> <p>Instagram is clearly the place to be, as the platform continues to draw players away from other social media channels. Just 59% of players now have an official Facebook presence versus 91% on Instagram. Meanwhile, Instagram accounts for over 50% of the total follower base of the younger players, compared with only 38% across all the Premier League players.</p> <p><a href="https://econsultancy.com/admin/blog_posts/new/social%20power%20comparison"><img src="https://assets.econsultancy.com/images/0009/4563/Pitchside.JPG" alt="top prem players on social media list" width="364" height="556"></a></p> <p><strong>Related articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/70002-six-of-the-best-footballers-on-social-media" target="_blank">Six of the best footballers on social media</a></li> <li><a href="https://econsultancy.com/blog/69532-tottenham-hotspur-put-focus-on-user-generated-content-to-boost-ecommerce-sales" target="_blank">Tottenham Hotspur put focus on user-generated content to boost ecommerce sales</a></li> <li><a href="https://econsultancy.com/blog/69332-how-premier-league-club-websites-are-changing-a-swansea-and-stoke-case-study" target="_blank">How Premier League club websites are changing: A Swansea and Stoke case study</a></li> </ul> <h3>Retailers losing out due to poor digital marketing</h3> <p>A new r<a href="https://www.dotmailer.com/hitting-the-mark/" target="_blank">eport by Dotmailer</a> – which involves the analysis of 100 retail brands across six sectors in the UK, US, and APAC - has revealed that businesses of all sizes are missing out on potential sales returns, as well as the opportunity to build longer-lasting relationships with customers. </p> <p>It appears this is largely due to failure to implement simple steps in the customer journey. 66% of retailers analysed failed to use any form of audience segmentation, and 56% failed to send abandoned cart emails. Meanwhile, 53% of brands failed to send an aftersales review email, and the average post-purchase evaluation score was 39% for all retail brands, highlighting an overall lacklustre experience.</p> <p>When it comes to data, nine in ten brands scored a meagre 13% for personalisation, and retail brands scored an average of 31% in using customer-behaviour data to drive their strategy.</p> <p>It’s not all doom and gloom, however, as 42% of brands scored 100% for UX - a clear indication that retailers have somewhat refined the user experience. See the study’s top 10 retail brands for email marketing and customer experience below.</p> <p><img src="https://assets.econsultancy.com/images/0009/4564/dotmailer.JPG" alt="top 10 brands for email and CX" width="308" height="420"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69936-how-to-start-turning-data-into-customer-experience-insight" target="_blank">How to start turning data into customer experience insight</a></li> <li><a href="https://econsultancy.com/blog/69065-five-advanced-data-and-segmentation-tactics-for-marketing-and-sales" target="_blank">Five advanced data and segmentation tactics for marketing and sales</a></li> </ul> <h3>‘Royal wedding’ sees 188% increase in search interest</h3> <p>New <a href="http://www.hitwise.com/gb/blog/2018/05/uks-top-royal-wedding-searches/?bis_prd=1" target="_blank">search data from Hitwise</a> suggests that excitement about the Royal wedding is reaching fever pitch ahead of the big day this Saturday.</p> <p>In the past four weeks, there has been a 188% increase in searches for ‘royal wedding street parties’, with this being led by Brits in the East of England, predominately women (67% of which are aged 55 and over).</p> <p>The data further reveals 54% of search traffic around the royal wedding is heading to news and media outlets, but another 15% is driving searches to retail sites. In fact, terms with ‘royal wedding’ were searched for nearly 80,000 times on Amazon since the start of May.</p> <p>Meanwhile, research by MyVoucherCodes predicts that Brits are set to splash out £225m in celebration. Based on a survey of over 2,000 UK adults, London was found to be the most patriotic region, with the city predicted to fork out a collective £106 million on food, drink, and other memorabilia. Scotland was found to be the second most patriotic region, ready to spend £29 million.</p> <p><strong>More on search:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69735-what-google-s-memory-loss-means-for-content-and-seo-strategy" target="_blank">What Google's memory loss means for content and SEO strategy</a></li> <li><a href="https://www.econsultancy.com/blog/69770-five-tips-for-an-evergreen-seo-strategy" target="_blank">Five tips for an evergreen SEO strategy</a></li> </ul> <h3>Vodafone UK most quick to respond to social customer queries</h3> <p><a href="https://www.quintly.com/blog/uk-brands-on-social-media-report" target="_blank">Quintly’s latest report</a> delves into how the UK’s 20 most valuable brands use social media. To do so, it looked at key metrics including follower performance, engagement, and customer service.</p> <p>In terms of the brands that won and lost followers last year, Quintly says Burberry received the highest amount of new followers among all analysed brands on Instagram and Twitter, gaining 2,222,693 and 1,084,240 respectively. However, on Facebook, Marks &amp; Spencer performed remarkably, gaining 463,088 followers in 2017.</p> <p>On the other end of the spectrum is Shell, which lost over 400,000 fans in a single day on 4th April 2017. There was no scandal that could have caused this, so insight suggests that this was due to relocating followers away from a global page to a newly-created regional page. This is backed up by Shell’s high interaction rate. In March, May and December 2017, it received the most interactions, with over 4.4 million on Facebook.</p> <p>When it comes to customer service, Vodafone UK performed the best, answering 3,374 out of the 18,996 questions they received in less than two hours. Three UK comes in second, answering almost 2,841 user requests in under two hours, followed by Sainsbury’s which answered 2,616 questions quickly.</p> <p><img src="https://assets.econsultancy.com/images/0009/4565/FB_interactions.JPG" alt="brand facebook interactions" width="780" height="255"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69976-what-facebook-and-instagram-s-big-api-changes-could-mean-for-brands" target="_blank">What Facebook and Instagram's big API changes could mean for brands</a></li> <li><a href="https://www.econsultancy.com/blog/69792-how-lego-uses-instagram-to-inspire-fans-of-all-ages" target="_blank">How Lego uses Instagram to inspire fans of all ages</a></li> <li><a href="https://www.econsultancy.com/blog/69974-six-mistakes-social-customer-service-teams-should-avoid" target="_blank">Six mistakes social customer service teams should avoid</a></li> </ul> tag:econsultancy.com,2008:BlogPost/70036 2018-05-18T10:16:54+01:00 2018-05-18T10:16:54+01:00 Facebook's interest-based ad targeting highlights GDPR uncertainty Patricio Robles <p>For evidence of this, one need only look at Facebook and its ad targeting options.</p> <p>In advance of May 25, Facebook asked its users to tell it whether any “political, religious, and relationship information” they had shared with the social network should continue to be stored or displayed. This was clearly done to ensure compliance with special GDPR rules around sensitive information, including information that has human rights implications. </p> <p>As the ICO explained, "This type of data could create more significant risks to a person’s fundamental rights and freedoms, for example, by putting them at risk of unlawful discrimination."</p> <p>But <a href="https://www.theguardian.com/technology/2018/may/16/facebook-lets-advertisers-target-users-based-on-sensitive-interests">an investigation</a> conducted by The Guardian and the Danish Broadcasting Corporation found that while Facebook gave users the ability to control what would happen to the political, religious or relationship information they had explicitly shared with Facebook, the world's largest social network is still allowing advertisers to target users based on interests it infers based on users' behavioral data, such as Facebook Pages they like.</p> <p>In some cases, these inferred interests could allow Facebook and advertisers to target users based on information they opted not to have the company retain or display.</p> <p>According to Facebook, however, the ad interests it generates are different than explicit associations users provide. </p> <p>"Like other internet companies, Facebook shows ads based on topics we think people might be interested in, but without using sensitive personal data," the company told The Guardian. "This means that someone could have an ad interest listed as gay pride because they have liked a Pride-associated page or clicked a Pride ad, but it does not reflect any personal characteristics such as gender or sexuality."</p> <p>As Facebook sees it, "Our advertising complies with relevant EU law and, like other companies, we are preparing for the GDPR to ensure we are compliant when it comes into force." </p> <p>The company does offer users the ability to remove some of their ad interests but not only is it not clear how many users know about this, it's not clear how many users are really aware of the fact the Facebook is using actions such as Likes to generate these inferred interests in the first place.</p> <p>From this perspective, there's a debate to be had about Facebook's position and whether it truly represents GDPR compliance. Specifically, Facebook's position seems to implicate Article 22 of the GDPR, which forbids any "decision based solely on automated processing, including profiling, which produces legal effects concerning [a data subject] or similarly significantly affects [the data subject]."</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This is going to be a big battleground. We talk about inferred special category data in the context of the Article 29 Working Party guidelines on profiling here &gt; <a href="https://t.co/TjCHqOvcBA">https://t.co/TjCHqOvcBA</a> (open access) <a href="https://t.co/XZB5ypjELs">https://t.co/XZB5ypjELs</a></p> — Michael Veale (@mikarv) <a href="https://twitter.com/mikarv/status/996635865442078720?ref_src=twsrc%5Etfw">May 16, 2018</a> </blockquote> <h3>The letter of the law versus the spirit of the law</h3> <p>The Guardian's Alex Hern notes that the targeting it identified is "reminiscent of Facebook’s previous attempts to skirt the line between profiling users and profiling their interests. In 2016 it was revealed that the company had created a tool for 'racial affinity targeting'." </p> <p>The operative phrase here is "skirt the line." Facebook and other large companies that rely on targeted advertising to drive the bulk of their revenue have literally tens of billions of incentives (in the form of dollars) to adhere to the letter of the law but avoid adhering to the spirit of the law if it benefits them financially.</p> <p>The big question is where the proverbial line is. The answer: nobody knows. And for that reason, it's likely that it probably won't take too long for early battles to emerge over what the GDPR actually requires.</p> <p>For ad-supported companies like Facebook, the outcome of those battles could very well determine the fate of their businesses as they currently exist.</p> tag:econsultancy.com,2008:BlogPost/70028 2018-05-18T08:44:54+01:00 2018-05-18T08:44:54+01:00 Why retailers should create product landing pages for their shoppable social posts Patricio Robles <p>The goal: make it possible for users to more easily obtain information about and purchase products they discover on Instagram.</p> <p>Formats like shoppable posts are obviously attractive for retailers trying to turn their activity on platforms like Instagram into sales, but wise retailers will give thought to the new kind of customer journey these formats create.</p> <p><em>(A quick note that Econsultancy has just refreshed its <a href="https://www.econsultancy.com/reports/paid-social-media-advertising-2018">Paid Social Media Advertising Best Practice Guide</a> and subscribers can download it now)</em></p> <h3>Product landing pages versus product pages</h3> <p>For retailers hoping to convert referrals from shoppable formats into sales, it might be worth considering the creating of product landing pages.</p> <p>What is a product landing page? Put simply, it's a product page that, <a href="https://econsultancy.com/blog/69612-eight-steps-to-landing-page-success">like a good landing page</a>, is created with the goal of encouraging a user to take a very specific action. In this case, that action is a purchase. </p> <p>To that end, unlike a product page, which uses a standard format and functions within the context of a retailer's broader site, a product landing page can:</p> <ul> <li>Employ a unique design that is intended to wow the shopper and highlight the unique attributes of a single product.</li> <li>Contain content, <a href="https://econsultancy.com/blog/66625-shoppable-video-the-missing-piece-of-your-marketing-strategy">such as video</a>, above and beyond what is typically contained on a product page.</li> <li>Offer shoppers the ability to complete the purchase directly on the page through an embedded checkout form.</li> </ul> <p>The rationale for a product landing page versus a product page is that shoppers who are referred through a shoppable format have through their actions expressed a high enough level of interest in a single product to interrupt their social activity to learn more. Therefore it behooves a retailer to do whatever it can, within reason, to convert those shoppers' immediate interest into an impulse purchase.</p> <p>Obviously, for retailers that sell a large number of products, it will not be feasible to create a product landing page for every product. Retailers employing this strategy would need to be strategic about which products make sense to promote via product landing pages tied to shoppable posts.</p> <p><img src="https://assets.econsultancy.com/images/0009/4549/shoppable_formats.png" alt="shoppable formats image" width="615"></p> <h3>Won't product landing pages decrease average order values?</h3> <p>In every retailer's ideal world, shoppers referred through shoppable formats would not only have an interest in the product that caught their eye, but after adding said product to cart would also window shop and purchase other products. </p> <p>The product landing page concept is based on the notion that retailers don't live in an ideal world and that, at least in some cases, it would be better to optimize conversions for a single product even if the experience provides less opportunity for shoppers to explore other products.</p> <p>This, however, doesn't mean that retailers adopting this approach wouldn't be able to promote other products. Product landing pages could feature a number of related products and even make it possible for them to be added to an order with a single click (eg. through a checkbox).</p> <p>For retailers to be successful with this, they would need to have identified ideal cross-sells for each product. While many retailers have product pages containing algorithmically-generated related products, some are more accurate and refined than others. For product landing pages, a hands-on curation model might be more appropriate.</p> <h3>The importance of post-purchase experience</h3> <p>In today's highly competitive retail environment, post-purchase experience is increasingly important in establishing some level of loyalty and driving repeat purchases. Post-purchase experience would arguably be even more important with the product landing page approach because the pre-purchase experience would again be optimized for the conversion of a single product.</p> <p>To encourage repeat business from new customers who complete a purchase through a product landing page, retailers would want to be strategic about post-purchase communications. These communications should highlight the retailer's brand and other offerings. Where appropriate, retailers could also use coupon codes and discounts to encourage customers to check out what else they have.</p> <h3>The evolution of shoppable experiences</h3> <p>The way shoppers discover new products and make purchasing decisions is changing. Given the prominence of visual social platforms like Instagram, Snapchat and Pinterest, particularly in certain product categories, retailers will need to start thinking about how they take full advantage of shoppable experiences and experimenting with creating new types of customer journeys that are optimized for these experiences.</p> tag:econsultancy.com,2008:BlogPost/70027 2018-05-17T15:00:00+01:00 2018-05-17T15:00:00+01:00 How the Supreme Court sports betting ruling will affect the internet economy Patricio Robles <p>With PASPA gone, states will now be able to come up with their own laws to legalize, regulate and of course tax sports betting, setting up what could be one of the biggest gold rushes the American economy has seen in recent memory.</p> <p>While it could take several years for that gold rush to fully materialize, a good chunk of that gold rush will likely take place through digital channels and moves are already being made to capitalize.</p> <p>Here's a look at how.</p> <h3>Fantasy services and betting operators will vie for billion dollar jackpots </h3> <p>Operators of popular online fantasy sports services such as FanDuel and DraftKings are extremely well positioned to enter the sports betting market as states adopt laws permitting sports betting. In fact, prior to yesterday's Supreme Court ruling, DraftKings had already set up shop in New Jersey and hired a head of sportsbook. New Jersey was the lead plaintiff in the Supreme Court case. It had sued the federal government after it was blocked from legalizing sports betting.</p> <p>In addition to fantasy sports services, existing betting operators, such as casino operators and non-US online betting services, will also almost certainly jump into the legal sports betting fray. In fact, some, such as the UK's William Hill plc, <a href="https://www.marketwatch.com/story/william-hill-preps-for-nj-sports-betting-2018-05-14">are ready to pull the trigger</a>.</p> <p>Up for grabs: the billions upon billions of dollars that will inevitably be wagered each year by the millions Americans living in states that are likely to embrace legalized sports betting.</p> <h3>Googlebook is house money</h3> <p>The vast majority of every new dollar invested in digital advertising today goes to two companies – Google and Facebook – and as betting operators and firms that provide services targeting bettors seek to take advantage of the new regulatory environment, Google and Facebook will capture the bulk of the new ad spend.</p> <h3>Sports media will have lucrative new opportunities</h3> <p>As states implement laws that allow sports betting to occur within their borders, online and offline betting operators will no doubt seek to woo consumers in those states through advertising. While much of the marketing dollars will go to Googlebook, publishers that focus on or have significant exposure to American professional sports will also find that they have a lucrative new pool of marketing dollars to tap into.</p> <p>Depending on how markets shape up in each state, some of the advertising opportunities could be of the performance marketing variety in which publishers are paid fees for each new customer they deliver. Some online bookmakers even offer their affiliates commissions on the net revenue generated by customers they referred.</p> <p>To fully exploit this new opportunity, expect publishers to launch new properties that are dedicated to betting-related content. For example, ESPN already operates a fantasy sports channel and such a property could easily be extended to sports betting.</p> <h3>Tech giants and publishers could get into the act directly</h3> <p>While major tech companies and sports media players will no doubt earn fortunes from the newfound ability to sell sports betting ads targeting users in the US, there's also the potential that they could seek to develop their own sports betting platforms or partner with existing operators to integrate sports betting into their platforms.</p> <p>To be sure, such moves would carry with them significant risks, especially for companies like Google and Facebook. For this reason, there's no guarantee they'll pursue this path, but given just how lucrative sports betting in the US is going to be, all bets are off. </p> <h3>Nobody should count their chips before they have them</h3> <p>There is little doubt that legal sports betting is coming to the US but it's important to keep in mind that there are still far more unknowns than knowns at this point.</p> <p>For starters, before legal sports betting becomes ubiquitous on the other side of the pond, each state will have to create laws to legalize sports betting within their borders. Some states could, for instance, limit sports betting licenses to a few companies, such as existing casino operators. And states could place significant restrictions on internet-based betting, if they permit it at all.</p> <p>There's also the potential that the federal government could pass legislation to regulate sports betting at the federal level. While the Supreme Court decided that PASPA was unconstitutional, that doesn't mean there's no potential for the federal government to regulate sports betting constitutionally. </p> <p>With this in mind, it's clear that the opportunities created by the Supreme Court's ruling will not offer instant victories to every company that shows up for the game. Those who want to cash in will first need to place winning bets.</p>