Bing Ads Introduces Location Targeting For Advertisers

Bing Ads, the advertising platform from the Yahoo! Bing Network, has announced that they've integrated location targeting within their advertising system. With this update, advertisers will be able to improve on how well they and their ads can connect with their current and potential customers.

Similar to Google’s AdWords, this new location targeting tool enables users to choose to whom and where they want their ads to be appear. By being able to choose where an ad is displayed, advertisers can target customers in either a local worldwide capacity based on their location or the websites they’re visiting.

How does Bing Ads Location Targeting Tool work?

User first have to click on their location options setting, where there are basic and advance options to choose from. With basic options, users choose which places they don’t want to include as a target location. With the Advanced Targeting options, they can customize how their ads are displayed.  

• The first advanced option allows users to direct their ads to “people in, searching for, or viewing pages about your target location.” This option will direct ads to users who are either in an advertisers target location or who have mentioned the location in a search. For example, if someone’s search included Los Angeles then ads for the city would appear to that person, even if they weren't in Los Angeles area.
• The second option is to “to show ads to people in your targeted location.” This option will only show ads to people within the advertisers targeted location, so even if they are located in Toronto and search Washington, they won’t see ads related to Washington, only those that are related to Toronto.

Bing as a Formative Search Engine and Advertising Tool

The Bing network has gone through a variety of updates in recent months to make the system more efficient.

Bing Ads, which was originally called Microsoft AdCenter was renamed in September and at that time the company also updated their web interface and improved ad rotation controls.

Over the summer they started to improve how their search functions work. In July, their search engine system was updated to include paid ads, while in August, the company added Quora to their search engine to help results be more relevant and topical.

More recently, BingAds updated the reporting tool to help users be more efficient and productive, while making both recent and archived information easier to find.

 

 

Source : cmswire[dot]com

NetShelter Introduces Earned Advertising Platform, Re-brands

InPowered, a service that helps brands with digital marketing, has launched its Earned Advertising Platform, a platform which allows users to create ad campaigns by themselves without having to work with InPowered professionals.

Inpowered was introduced last December as part of NetShelter, an advertising network. At that time, the cloud based InPowered platform was designed to make advertising easier for companies by curating and promoting favorable content from websites and blogs. It collected this information for the company and showed them how well their product and how well their competitors products were being received. In turn, marketers could use this information to tailor their ads appropriately to help influence consumer response.

What is Earned Advertising?

In a video promoting the product, President and Founder Pirouz Nilforoush said the company’s goal is to: help marketers leverage the trust of earned media in order to influence a broader sense of consumers.”

In using InPowered, companies will have be able to promote the positive aspects and most favorable reviews of their products. Companies will be able to create ads that don’t look like ads, but rather links to articles. They can then pick out what stories they think are the most favorable for a particular product and promote it over a social medium, such as Twitter or Facebook or through the NetShelter network.

This "earned advertising" allows businesses to positively promote their products and allows consumers to see what experts and industry professionals are saying about it — instead of merely relying on what the company’s marketing department is telling them. With the Inpowered system, users are then able to see charts and statistics on how this ‘earned advertising’ has influenced consumers.

Earned media is really a unique beast; it’s really the holy grail of marketing said Jeremiah Owyang, Partner and Industry Strategist for Altimeter Group “because earned media is the most trusted source of information people have between each other and therefore it resonates the most.”

inPowered Video from erica forte on Vimeo.

What’s in a Name?

Along with the launch of the Earned Advertising platform, it’s been also announced that NetShelter will re-brand themselves with a focus on Inpowered and what it offers users. They will now be called Inpowered Inc., but NetShelter isn't disappearing. It's being incorporated into the Inpowered Inc. parent company to be used along side the Inpowered platform.

 

 

Source : cmswire[dot]com

Demandbase Launches Company Targeted Advertising, B2B Marketing Platform

When you think of targeted advertising, you may not always think about B2B marketing. However, for the folks at Demandbase, targeting advertising can be a B2B marketer's best tool. Which is why they’re launching Demandbase Company Targeted Advertising, an advertising solution for company targeting, which enables B2B advertisers to target and personalize display advertising to specific companies or to companies that meet a predetermined list of corporate attributes.

The Road to an Optimized Customer Experience

To understand how this came to be, let’s revisit Demandbase’s last few releases.

In 2010, Demandbase launched Real-Time ID Service that aims to identify business web traffic, in real time. Then they added personalization, which sought to apply specific parameters — including the company, size or industry of the inbound visitor — to increase online conversion rates and to generate increased customer retention and engagement. Instead of using cookies to track users’ online behaviors, Real-Time ID Service tracks IP addresses, allowing companies to know what industries are visiting their site. Instead of collecting information based on previous behaviors, Demandbase looks to corporate identity for information.

By the end of 2011, Demandbase enhanced RealTime ID’s audience classification capabilities for worldwide business web traffic, which made it easier for marketers to classify web traffic into business vs. consumer audiences. In 2012, the Strategic Services Program launched with the aim of letting B2B marketers implement real-time identification faster and more effectively. Since then, they’ve been working to integrate with popular applications like Drupal and Salesforce.

What comes next after you have effectively perfected the art and science of website personalization? With Company Targeted Advertising, Demandbase now gives brands a new way to deliver and measure online advertising based on specific target accounts, stage in the sales funnel, or corporate attributes like industry, revenue, size or geography. Prospects can be identified on the web visitor’s first visit to a site, without the use of cookies or other tracking mechanisms, and ads are served only to the predetermined company targets.

Ready, Aim, Target

Unlike other targeted advertising, there is no waste with Demandbase. Think about how much time you spend targeting segments of your audience without really knowing if they’re seeing the right message at the right time. Company Targeted Advertising only serves ads to companies that have potential to buy.

How exactly? Customers can designate a specific list of companies — be it prospects from their CRM system or a pre-defined audience, such as the “Fortune 1000” — and make sure only those companies see their ad.

Image courtesy of Ivelin Radkov (Shutterstock)

None of this would be possible, however, without all the advancements made to the Real-Time Identification platform. Because Demandbase uniquely identifies website visitors from their very first visit to a web property, it can determine if they qualify to be presented with a customer’s ad, while ensuring that an advertiser’s spend and message is not wasted on the wrong person.

 

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Source : cmswire[dot]com

Report: Canada's Online Ad Industry Had a Good 2011

O Canada! That’s the refrain from the online advertising industry, following the release of a report showing that its Canadian revenues rose 16 percent last year compared to 2010.

The annual report, "The Canadian Online Advertising Revenue Survey", was conducted by Ernst & Young for the Interactive Advertising Bureau of Canada (IAB Canada). One of its most notable findings was that French language online ad revenues rose 14 percent and constituted 19 percent of total Canadian online revenues in 2011.

Cdn Online Advertising to Grow 10% This Year

Forecasts indicate that the industry should grow by another 10 percent this year, to a total of CDN$ 2.844 billion, including French language ads.

The report noted that even as the pie is growing larger, consolidation among online publishers in Canada has resulted in the top 10 earners taking 84 percent of all online ad revenues, an increase of 3 percent from 2010. The top 20 earners accounted for 90 percent, also a 3 percent increase.

Search and display ads both grew, with search up 19 percent to nearly CDN$ 1.1 billion and display up 22 percent to CDN$ 840 million. Classified/Directories dropped slightly, down 2 percent from 2010. Online video continues its boom — online video ads grew a whopping 96 percent from the previous year.

Automotive continues as the largest category by revenue, accounting for 15 percent of the total — an increase of 3 percent. Packaged goods (12 percent) and financial services (10 percent) took the second and third spots.

Mining Data for Opportunities

By comparison, TV ads in Canada increased by only 5 percent and radio by 4 percent, while newspapers dropped 6 percent. Overall, online ads in Canada now represent a 21.7 percent share of the entire advertising market by revenue.

Challenges facing the industry include competition from social networks, ad agency emphasis on performance-based pricing and downward pressure on display CPMs. The continued growth of automated buying demand-side platforms has had a significant impact on display CPMs.

The report highlighted the need for “a more compelling rationale” for premium inventory management strategies by online publishers and for “more intelligently” mined audience and usage data that will identify content opportunities (check out :Are Your Digital Analytics Action-packed or Action-less?). The report also highlighted a need for multi-platform media owners to work with production teams who can support a high level of integrated ads while controlling costs.

 

 

Source : cmswire[dot]com

Twitter, Hootsuite Partner up on Ad Campaign

Twitter and Hootsuite have partnered up for an ad campaign by giving away US$ 100 Twitter advertising vouchers to Hootsuite Pro account holders.

30,000 of them to be exact. Not all Hootsuite Pro accounts are getting vouchers, but the move does give us a bit more understanding of what Twitter is up to now that the company has decided to change some of the user restrictions involved with its API. 

Twitter Sees Value in the Enterprise

Twitter isn't the only social network that integrates with Hootsuite, but those lucky enough to get the US$ 100 advertising credit can redeem it right when they log in to the popular app. Hootsuite is sending out emails to the selected voucher winners, and a dashboard pop-up will appear to nudge them into redeeming it. 

By changing its API rules, Twitter is trying to make better use of its partner and devloper relationships in order to promote its own platform. One way to monetize Twitter is to charge enterprise companies for access to tweets and things like trending topics through apps like Hootsuite. The API changes are also made to encourage people to build apps in areas like analytics and CRM. 

Hootsuite the Big Winner

Hootsuite integrates with other social networks and apps, but with Twitter taking away some features through its API change. Hootsuite now becomes perhaps the most robust Twitter client. The new ad campaign solidifies the Twitter and Hootsuite relatitionship, and whatever future moves Twitter makes will surely include more of this type of cross promotion.

Twitter looking to small and medium sized businesses with its Hootsuite partnership.

The Hootsuite ad vouchers are only available to U.S. based accounts and then only for those who have never advertised on Twitter before. Additioanlly, the vouchers must be used up by the end of the year. 

 

 

Source : cmswire[dot]com