Search results trump websites for serving up relevant content

Posted on Wednesday 24th of May by Jo Cook

Search engine results on Google deliver a more immediate and long-lasting impression for consumers compared to corporate websites and are more likely to serve up relevant and valuable content, according to a new report published by marketing enterprise Lumentus.

While both B2C and B2B organisations tend to focus on web copy to build a brand image and share stories, many are neglecting the importance of creating engaging content to rank on the first page of SERPs. Of the 800 adults polled in the study, under five per cent said that they rely solely on an enterprise’s website, while more than 90 per cent use Google to research a company, product or service.

Websites remain a vital component in the content marketing mix, however. In total, almost 77 per cent said that they trust the information that they read when visiting corporate portals, but unique online news generally carries greater … Continued

Facebook and Snapchat drive augmented reality content growth

Posted on Tuesday 23rd of May by amy

More than one in ten consumers in the US will engage with augmented reality content on a monthly basis this year with uptake of the new tech being driven by social media formats such as Facebook Stories and Snapchat Lens, a new study by eMarketer has found.

Augmented reality is defined as “the integration of digital information within a person’s real-time environment,” and it is currently experiencing marked growth in the US, where 40 million people will partake in some form of AR in 2017 – an increase of 30.2 per cent compared to last year. eMarketer predicts that nearly one in five Internet users in the country will be using AR by the end of the decade.

“Users of Snapchat Lenses comprise the vast majority of our AR estimates,” eMarketer forecasting analyst Chris Bendtsen said. “Snapchat growth will continue to contribute to AR users in the future, but in … Continued

Pre-roll ads least disruptive content format

Posted on Monday 22nd of May by Jo Cook

Pre-roll ads are the least disruptive form of sponsored digital content and are more likely to be viewed as informative and engaging compared to other ad formats, according to a new study published by IPG Media and YuMe.

More than 6,800 participants viewed video content relevant to their interests across a range of devices, including smartphones. They then rated their ad experience with pre-roll, mid-roll and out-stream ads all in the mix. The study found that pre-roll was significantly less interruptive and generally resulted in a more pleasant end user viewing experience.

In total, just 17 per cent of the users said that pre-roll ads interrupted the content that they consumed on desktop PCs and laptops, which compares very favourably with the 53 per cent that said so for mid-roll ads and the 46 per cent for out-stream. Each of the ads used during the study had a run … Continued

Pinterest rolls out new metrics icon for branded content

Posted on Friday 19th of May by admin

Pinterest is making it easier for marketers to track how branded content is performing on the visual discovery platform with the rollout of a new metrics icon, which will break down the important engagement numbers for each post.

Brands are increasingly eager to attain robust measurement transparency for digital ads posted across the Internet, and the new tool will, in theory, enable them to determine just how well content is performing on Pinterest so that they can manage and optimise messages for current and upcoming campaigns more effectively.

Marketers on Pinterest with business accounts will be able to access the new metrics by logging onto the platform and clicking on an icon overlaid on each separate Pin. This action will pull up a range of stats, including the total number of impressions, the number of times that users have viewed a close-up of the Pin and the number of times … Continued

Media companies’ branded content output soars on social

Posted on Thursday 18th of May by amy

Media companies are going big on branded content on social platforms, according to a new study by analytics enterprise ListenFirst Media. It found that the total number of posts from TV networks soared by 77 per cent during the six months to March 2017 and resulted in significantly higher engagement.

Branded content campaigns have become a central battleground on social as media companies attempt to pitch to Madison Avenue buyers. The latest TV season in the US in particular has seen a notable uptick in the number of creative clips and other content types published across official pages on social sites.

While sponsored video posts are becoming more prevalent, the study shows that branded content still accounts for less than one per cent of all content published on TV show pages on Facebook, which suggests that networks have further room to increase their output in the coming months.

Doubling down … Continued

Consumers becoming more receptive to personalised content

Posted on Wednesday 17th of May by shaun

Consumers are becoming more receptive to personalised marketing content, according to a new report published by consultancy group Kantar Media. The report shows that the majority of online users now prefer articles, videos, emails and ads that are tailored specifically for them.

Serving up bespoke and relevant content to consumers is now vital for building relationships and boosting engagement, and today’s connected customers are enjoying ad experiences more as a result. Over two-thirds of those surveyed in the Communication Planning in a Disrupted World study said that they now either “tolerate” or “like” advertising, while nearly six out of ten claim that it has changed for the better during the last 12 months.

The survey respondents also overwhelmingly stated that personalised content is more interesting, and there is a growing consensus that all advertisements should be tailored to their specific needs and requirements. In fact, 64 per cent said that … Continued

Snapchat rolls out augmented Sponsored World Lenses ad feature

Posted on Tuesday 16th of May by amy

Snapchat appears to be moving away from standard visual tools such as selfie filters and overlays after rolling out an exciting new ad product called Sponsored World Lenses. It will allow brands to augment both interactive games and 3D and 2D objects such as rainbows and flowers into a video.

Sponsored World Lenses builds on Snapchat’s Sponsored Lens, a product that is popular with users for turning standard selfies into visually engaging experiences. Brands in the UK, the US, Canada and select European countries will now be able to leverage four types of World Lenses to add a range of digital objects to surroundings during a video using just the rear camera of devices.

Marketers will be able to access a “play time” metric to track how long viewers choose to interact with the bespoke clips, and Snapchat claims that users are engaging with them for about 15 seconds on … Continued

Websites and social media top marketing channels for small businesses

Posted on Monday 15th of May by Jo Cook

Websites and social media accounts are the most popular content marketing platforms for small businesses, according to a new study by software enterprise Drip, which surveyed more than 1,000 key decision makers in the United States earlier this year.

The 2017 Small Business Conversion Marketing Report, published to coincide with National Small Business Week earlier this month, showed that the vast majority of micro and small enterprises are set to invest in some form of digital marketing during 2017, and the number-one priority for just under a third of those is driving more sales.

Some of the other important objectives for the next seven months include collecting more leads or subscribers (15.5 per cent), building brand awareness (14.4 per cent) and customer retention (10.1 per cent), while one in ten are finally looking to get digital marketing campaign up and running. However, the study noted that small businesses are … Continued

Heineken says brands can drive social change with the right content

Posted on Thursday 11th of May by shaun

Heineken believes that brands can deliver successful, purpose-led content campaigns if they “hit the right tone” and are realistic about what they can achieve. The Dutch brewing company recently launched its own campaign centred on social change to a hugely positive reception.

Heineken’s “Open Your World” campaign debuted in late April and included a core message urging Brits to come together, find common ground, break down barriers and be open with other people who have opposing views. It featured pairings with different views on climate change and other subjects and was shot as a real-life social experiment.

Cindy Tervoort, Heineken’s Head of Marketing for the UK, has revealed that the campaign came to fruition after nine months of hard work and following world events such as Brexit. It centred on the viewpoint that “empathy, openness and tolerance” are falling by the wayside in the modern world.

Purpose-led marketing is defined … Continued

“Edu-tainment” videos latest trend for brands on YouTube

Posted on Wednesday 10th of May by aimee

YouTube Director of Family and Learning Malik Ducard believes that “edu-tainment” videos and other related clips that focus on learning while entertaining the viewer with engaging material should be a central aspect of a content marketing campaign. He urges brands to take advantage of the growing demand for such material.

In a new blog post entitled “What Brands Can Learn From Educational Content on YouTube,” Ducard reveals that there are now 500 million views of learning-related content on the popular platform each and every day, and these are also driving engagement, with one million shares occurring over the same period. Educational videos earn 400 per cent more watch time compared to animal videos, for example, as information-seeking is a main reason why people consume content online.

This trend presents a huge opportunity for brands to reach and interact with consumers via creative video production. Ducard says that brands don’t … Continued