What you should know about Affiliate Marketing

A Q&A with Patricia Marange, Account Director, Affiliate Marketing

Affiliate Marketing, along with search, is the one marketing tactic most used by the world’s leading commerce brands, yet it is the least understood by marketers at large.

To help make sense of Affiliate Marketing, we sat down with Patricia Marange, an Account Director in our LA office. Patricia, leads our Affiliate Team in the US, which is part of a best in class global practice.

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POV: Ads.txt

The Interactive Advertising Bureau recently announced a new tool in the fight against counterfeit inventory: ads.txt. The IAB has recommended ads.txt as a solution to increase buyer confidence that the media inventory purchased through ad exchanges is correctly represented. In this POV, we go into more detail about what this means.

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POV: Google Marketing Next 2017

Google Marketing Next 2017 took place on May 23. The conference highlighted the product roadmap across the Google suite of advertiser tools including AdWords, Google Analytics and DoubleClick Bid Manager. In this POV, we will go through the key takeaways from the event and what they mean.

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POV: Viewability

Google published a study in November 2014 stating that 56% of the ad impressions that were served — and presumably paid for by advertisers — were never displayed on a screen. Viewability quickly became a metric that a marketer would not only want to measure but one that could also be the main criteria for billing. In this POV, we address what viewability is and and how to leverage it.

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What's New in Attribution

By Jason Chung, Yuanying Huang and Maya Kramer

Attribution identifies and measures the influence that consumer actions, marketing channels,
strategies and tactics have on business outcomes, which can offer extremely valuable insights,
inform your future marketing activities and help you meet the goals. It is at the heart of putting all
marketing tactics in the same playing field to get a true view of performance and offer
opportunities to improve advertising ROI. In this Viewpoint, we will focus on three key trends in attribution: cross-device, social media and integration of top-down and bottom-up attribution analysis.

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POV: FAN Officially Uses Header Bidding

Facebook recently announced that it would officially begin to participate in impression auctions through header bidding tags. This is the latest of many events that point toward the widespread adoption of header bidding as the dominant yield optimization strategy for publishers.

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POV: Facebook Messenger as a Destination for News Feed Ads

By Kaitlin Tambuscio

Facebook recently released three key updates to Messenger, all of which work in conjunction to create a seamless advertising experience between the Facebook News Feed and Messenger. The focus of this update, Messenger as a Destination for News Feed Ads, allows advertisers to serve an ad on Facebook’s mobile or desktop News Feed and direct users to Facebook Messenger to literally continue the conversation instead of linking to an external website. Here, the message can be a predetermined response with a CTA or a conversation can be held with a bot representing the company or service.

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POV: Snapchat Ads

By Arnaud Vanhemelryck and Michael Bruckstein

Snapchat is an image messaging and multimedia mobile application that launched in 2011. The app allows users to create multimedia messages (photos or short videos) and direct them privately or publicly to selected contacts. Users also have the opportunity to chat through the app and discover branded content. Marketers have access to unique advertising products specific to the use of the app. Snapchat has grown exponentially and the audience continues to grow. We advise brands to be where their target audiences are when appropriate.

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POV: Periscope

By Arnaud Vanhemelryck

Periscope is a free service that offers the ability to discover and broadcast live video to the world by going live instantly and notifying followers. Periscope is now available for paid amplification, which launched recently, and is displayed as a streaming video with autoplay within the Twitter feed. Even though live video is still in the early stages and Periscope is one of the more established live video services, competitors in the space are increasing. We recommend keeping track of Periscope’s progress and gauging its features with ascending competition to determine if it is the right option to use for your campaigns.

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POV: Instagram Algorithm

By Arnaud Vanhemelryck

Following its self-serve advertising feature and taking a page from parent company Facebook, Instagram is adding an algorithm that reorders content in users’ feeds based on interests rather than simple chronology. The algorithm update will definitely impact the way brands are posting organically. Instagram is going to update this algorithm in the following months but no specific deadline has been communicated.

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