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?
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.
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.
- “Obsess over differentiation.” – Justin B. Smith, CEO of Bloomberg Media Group
- 85% of mobile time is in-app today, yet in-app advertising spend estimated to make up 63% by 2020.