作者：Burak Ozan 6 年以前
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Spotify For Brands
Formats
Sponsorship
Sponsored Playlists
Leaderboard
Homepage Takeover
Overlay
Video Takeover
Sponsored Session
Brand Affinity
Samsung success story
Ad Platform
Self-serve
5 key streaming habits
obsession
favorite music on repeat
stream on random more than on repeat
Moms
90% more likely to have latest tech
Tech Early Adopters
nostalgia
tilt
how active
more likely to see brand ads
diversity
range of music
44% more likely to inform about new products
Millenials
discovery
how likely to discover new
100% addressable
offline attribution
3rd party measurement partners
NCS
CPG
Metrics
24% lift in ad recall
look-a-like audiences through 1st party data
Tapping into Pandora’s active 88MM[2]
monthly listener base, SoFi activated Pandora’s lookalike modeling capability to identify new leads. SoFi passed Pandora their CRM database of approximately 250,000 hashed emails to model the lookalike audience off of. Pandora’s proprietary modeling tool analyzed declared, inferred and observed data of these known customers, resulting in an audience of over two million new prospectsfor SoFi to target on Pandora.
SoFi
The lookalike segment drove 18% higher leads and 93% higher conversion rate[3]
than broader College Grad target, demonstrating Pandora’s power to deliver more qualified audiences to ensure effective campaigns. Overall, the campaign’s CTR was 262% higherthan industry benchmarks (0.29% vs industry benchmark 0.08%).
over indexed with
women
millenials
45% of total monthly unique visitors are millennials[
Retail attribution
Placed
Partnered with Foursquare
Programmatic
Private Exchange
viewability guarantee
we partnered with third-party provider Moat, the only MRC accredited vendor for mobile in-app viewability measurement.
desktop
in-app
vCPM Pricing Model Based on Moat Metrics
Experiential Events
Brand Stations
Custom Stations w/ Brand content
Ball Park
Sounds to Grill By” with a thematic Brand Station
ASICS
Display
Video Everywhere
Video Everywhere is the easiest and most cost-efficient way to extend a Video campaign across Web, Mobile and Tablet. Advertisers provide only one creative set, leveraged across all platforms, for a simple, turnkey video solution. The bundle includes a Video ad and a Standard 300×250 Banner that runs wherever inventory is available.
Users only receive a Video ad when they interact with the tuner by skipping a song or changing a station on Web, Mobile or Tablet. This ensures that advertisers have 100% share of attention during natural breaks that are accepted by an engaged audience.
only when user interacts
high viewability
Audio
Audio Everywhere
Audio Everywhere is the easiest and most efficient way to extend an Audio campaign across all platforms: Web, Mobile, Tablet, Connected Home and Connected Car.
Elements:
Lane Bryant (Fashion)
drive in-store traffic
attribution by Placed
Native & Sponsorship
Sponsored Listening
engagement based
Sponsored Listening, an engagement-based solution where users can engage with a brand video or rich media ad for 15 seconds in exchange for an hour of uninterrupted listening, particularly resonates with younger demographics.
drive purchase intent and consideration
Refining ad interactions
Pre-rendering display ads
Muted Video
A Responsive Mobile Display Unit
CRM
Customer Service
Sales Hub
Marketing Hub
Social
Ads
Landing Pages
Blogs
Marketing Automation
Lead Generation
Opportunity
LiveIntent
DSPs
AppNexus
MediaMath
Newsletters
high quality content and experience
Brand safe Fraud free environment
Highly Engaged Audience
Deterministic CustomerID
Scale
Integrations w/ any MarTech Stack via API
Launch a FB ad for a product they just looked at inside app
Inform in-store rep when VIP enters the store
Win-back emails
Email Notifications
Mobile Analytics
Predictive Churn
Mobile Wallet
Web Push Notifications
Push Notification
Mobile App Engagement
Message Center
Push Notifications
In-app Messaging
Subject Line Optimization
Persado
Contextual Content Personalization
MovableInk
Modular Design
Custom Build Data Driven Templates
DMP
Cross-channel Orchestration
Interaction Studio
Next Best Action
Mobile Studio
Push
SMS
Email Studio
Dynamic Content Content
Journey Builder
Rules based Triggered Emails
Abandon Cart
Cheetah Digital
Cross-channel orchestration
Mandrill
Integrations w/ MarTech
Use Cases
Abandon Cart
Email Templates
Email Designer
Measure Brand Lift
Brand Lift
how it works
organic search results
survey
consideration
favorability
Purchase intent
Ad recall
Brand awareness
Performance Marketing
Targeting by Audience Interests
Community
Interact with your audience with new Community posts
Creative
Youtube Director
video shooting service
Guidelines
Performance Video
Kayak
Engagement Tools
Cards in Videos
You can use cards to add interactivity to your videos. Cards can point viewers to a specific URL (from a list of eligible sites) and show customized images, titles, and calls to action, depending on the card type.
TrueView for Action
You only pay when someone chooses to watch at least 30 seconds or clicks on your TrueView ad.
Native mobile ads
Midroll ads
Non-skippable video ads and long, non-skippable video ads
Skippable video ads
Overlay ads
Display ads
Bumper Ads
Clinique
adding motion graphics
lean-forward mode
lean-back mode
Home Depot
Content Strategy: How to videos
Home Depot is a real-life example of a brand that understands the power of intent. Years ago it figured out "do-it-yourselfers" were turning to their phones—especially YouTube—to learn everything from "how to tile a bathroom floor" to "how to build an outdoor fire pit." So to be more useful in these I-want-to-do moments, Home Depot built a content marketing strategy centered around "how-to" videos on YouTube. Today the collection has hundreds of videos, with the top 10 videos each reaching a million views or more. The full Home Depot "how-to" collection has received more than 48 million views.
"Mobile has significantly changed how we connect with customers at The Home Depot," said Trish Mueller, senior vice president and chief marketing officer at The Home Depot. "We're now laser-focused on how we can use digital to deliver against our customers' needs every moment of the day and every step of their home improvement experience."
Adidas
Use of Google 360
Short Instagram Stories (Docs)
Vodafone Stutter App
Mobile app bidding
enter header bidding
test, monitor, iterate
follow placement best practices
try "adhesive" placements
sticky ads
preserve the ad container
avoid custom implementations
work w/ experts
rich ad creative experiences via SDK
ensure a healthy integration
optimal speed
adjust for the uniqueness of the ad format
add supplemental banner ad
Choose the right ad placement
Ibotta
App Indexing
previously Has Offers - Mobile App Tracking
Introducing Brichter-San: The first ad experience for pull-to-refresh
Performance Ad Network
ChannelAdvisor
CommerceHub
Google Speed Test
Mobile Speed Test
LSI Keyword Graph
Rank Tracker
HotJar
Jumpshot
Botify
Web Crawler
Wordle Keywork Cloud
MOZ
Moz
News Box
Site Links
Image packs
People also ask
Knowledge Graph
business
Knowledge Panel (from Google Bus. Listings
person
Rich Snippet
Rich Cards for mobile
Google Featured snippets (Answer Box)
any result from page1 eligible + entice click with max snippet length
format + language + accurate results essential
identify queries + seek out existing answer box
Tables (16%)
Lists (19%
Paragraphs (63%)
Local Pack
Amazon SEO
medium
how to
Stats
ranking factors
App Store Optimization (ASO)
Benchmarks
Analytics
TrackMaven
Newscreed
Visage
SnappApp
snapapp.com
Content Software Apps
Canva
Contently
Kapost
CDN
Skyword
Outbrain
Taboola
Nativo
Imgur
VSCO
Wordswag
Animations
ScreenFlow
GIF Maker
Wufoo
Infogr.am
Fiverr
Free Image Source List
Morguefile.com
Wikimedia Creative Commons
Can we image
Superfamous
PAID
Stock Image List
iStockphoto
Refe
Stocksy
Filter and Format
Snapwire
Creative Market
IM Free
Pattern Library
Little Visuals
Unsplash
Flickr Creative Commons
Compfight
Death to the Stockphoto
Gratisography
Content Review Apps
Hemingway
Quora
Medium
LinkedIn Publishing Platform
Snapchat (distribution)
WPP (agency)
Daily Mail (publisher, content)
At the Cannes Lions in June, Snapchat partnered with WPP Group and theDaily Mail to establish a content marketing company called Truffle Pig, in response to the demand of online content.
Truffle Pig drew much attention over the summer because it was a collaboration between social media, marketing and content. In his interview with ClickZ, Alexander Jutkowitz, chief executive(CEO) of Truffle Pig, said that the agency would maximize the potential of Snapchat, WPP and the Daily Mail. And a major factor in its offerings would be a mobile-first strategy for vertical video, according to Jutkowitz.
https://www.clickz.com/clickz/news/2416738/truffle-pig-the-natural-evolution-of-agency-and-social
Alexander Jutkowitz CEO
SurveyMonkey
Wufoo Online Forms
build interactive content
Earned Media
Passwords with a purpose
Fearless Girl
Webby
Digital influencers have become a hot ticket; most marketers tell Forrester they've commissioned influencers to create content for their brand. But, to put it mildly, results vary. For every marketer delighted by the unconventional visibility and even sales driven by influencers, another wonders what went wrong, feels bilked, or even faces regulatory discipline. This report cuts through the hype around influencer marketing, sticking to what is known about the space, and advises marketers on the most relevant application of influencers to a brand and digital strategy.
Weber
Again Interactive
Brand Reputation
Social Listening
brand lift
Millward Brown
offline online conversions
Lens
Target
Pinterest, the image search application with more than 200 million users partnered with Target to let people snap product photos and browse similar items for sale at the retailer, TechCrunch reported. The licensing agreement is the first time that Pinterest has integrated its Lens image search feature in the mobile apps of a retailer. The tool will be embedded in Target's app and will later be available on the retailer's desktop website.
Shopify
BigCommerce
Buyable pins for commerce
Promoted App pins
One-tap promoted pins
Promoted Video Pins
Promoted Pins
offline attribution
acquisition of Placed
Lenses
Snap Ads
+Long form Video
+App Installs
+Web View (Deep Link)
Filters
find twitter trends on map
App Installs
Website Clicks
Followers
Tweet Engagements
Awareness
Developer Platform
Marketing API
Feed Mgmt
Advanced Onboarding
Marketing Partners
partners
big commerce
shopify
magento
brand awareness
reach
local
drive store visits
qualified leads
Dynamic ads
product catalog
Wayfair
Advertising
People
Messenger
Business Chat
Hybrid
Live Chat
Messenger Bots
Audience Network
Ads Insights APi
Offline Conversions
3rd Party Partners
FB Business Manager
advanced measurement
Atlas Ad Server Technology
attribution
3rd parties
comScore
VisualIQ
Scott Shapiro Product Marketing Director
Creative Hub
Ad Formats
Messenger Ads
Sponsored Ads
Click to Messenger
Single Image
Carousel
Collection
product feed
Slideshow ads
Video
In-stream
In-stream on Audience Network
360
Live
Canvas
Instagram Stories
Vertical
Short
RTBs
characteristics
available to everyone
data-driven targeting
complete automation
cheaper
non-guaranteed inventory
eCPM based
unsold inventory
lowest priority
private marketplaces
28%
preferred deal
single buyer
private auction
multiple bidders invite only
advantages
advanced targeting
integrated buying
same reporting as RTB
premium inventory
non-guaranteed
first look
fixed CPM
programmatic direct
40% of all programmatic
higher CPM (fixed)
isolated platforms
frequency capping issue
attribution challenge
mobile
video
Ad serving priority
still happening in Publisher's ad server
Guaranteed inventory
Better targeting
Automated Process
direct orders
insertion orders
example: Pepsi taking over all ESPN page
For example, Pepsi might negotiate a homepage takeover on ESPN.com, where the whole site would appear Pepsi-branded. This type of campaign would be executed using direct ad serving technology, and would generally appeal to a large brand that wants to promote a new product to a specific target audience, by proxy of a relevant publisher.
Custom Creative
Guaranteed Inventory
Ad Serving Priority
header bidding
Header bidding is a new, unified auction conducted by publishers outside of their primary ad server, which allows advertisers to cherry-pick impressions at the highest priority using programmatic ad platforms.
programmatic way for premium inventory
integrate with DSPs
how to find Publishers
highest priority
most expensive
Strong media expertise
Strong technology enablement
Strong data practice
Ad Innovations
Lacoste
IAB
Dynamic Creative Optimization
Ad Creative Cloud by Adobe
Design Studio by Google
Tag Certified
P&G
P&G isn’t going to give digital a free pass anymore.
P&G doesn’t want to buy fraudulent ads anymore. After a White Ops audit turned up fraud, the company realized that the criminals were better than P&G would ever be.
That led to a new demand: “Any entity touching digital media must get TAG-certified during 2017 to help ensure they are free from fraud,” Pritchard said.
Its agencies, ad tech partners and publishers must enable viewability and third-party measurement and root out fraud. Contracts must be transparent.
session depth is not visible via DSPs
MRC Viewability Standard
ActiveView Metrics
guaranteed
Google POV
Youtube|Adwords
3rd party verification
DoubleVerify
Moat
Moat Analytics
Ad Science
