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The thread of conversation this week with more advertisers pulling back on Google is:
Quality quality QUALITY!
Today, the NYTimes released this story around how Chase reduced its targeting from 400,000 websites to 5,000 to get the same result. Give it a read. This is just good, smart marketing, finding what works and doing more of it.
Question is – why aren’t more advertisers doing this? Why aren’t providers doing it for them?
Advertisers have been opportunistic to put pressure on platforms to let them use their data. And this is a constructive conversation, Marketers need tech to execute their marketing, and the industry needs standards on external technology, what’s acceptable and what’s not.
Notable Stories this Week
- We don’t own our audience – overheard at DigiDay Moguls.
- Facebook testing related articles, ala OutBrain + Taboola on its Instant Articles. Will these create audience extension opportunities for OutBrain & Taboola? It’s certainly good for bringing more marketers to the table.
- I’m featuring this, as it shows the Wild West of advertising in India, Dettol targeting kids something that wouldn’t fly in the US – surely Dettol should have internal guidelines.
- Adding native ads to your email strategy.
- Amazon is promoting its native shopping ads by boosting its affiliate rate to 12% for April.
- Quartz is profitable.
- BuzzFeed IPO! $BUZZ
- How the New York Times, CNN & HuffPo approach publishing on platforms. They’re either in or not.
Deals/M&A
- Taboola also joins ShareThrough and TripleLift on TheTradeDesk.
Campaign of the Week
- Around the World in 12 Books from National Geographic + Audible. As a book lover I couldn’t not share. My only grouch is the load time, because of this the brand is flushing a significant portion of their budget as (we know from data) users just give up.
- Disney Institute on BusinessInsider, 3 principles Disney uses to keep its customers happy. Simple & straightforward.
Smartest Commentary
- “Obsess over differentiation.” – Justin B. Smith, CEO of Bloomberg Media Group
Datapoints of Note
- 85% of mobile time is in-app today, yet in-app advertising spend estimated to make up 63% by 2020.
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