Paid Search Gets Majority Of Digital Budget Amid Privacy, Tracking, Ad-Blocking Concerns

It’s hardly surprising that data privacy, tracking, and ad blocking top the list of concerns for digital advertisers. The data confirms that paid search remains the dominant digital ad channel – taking 39% of the total budget, at least among Marin’s clients, where paid social trails with 18% and display with 16%. Despite a healthy lead in paid search, marketers still face challenges such as hitting paid-search volume targets, accurate attribution of paid social, and leveraging audience data with ecommerce, according to Marin Software’s State of Digital Advertising 2019 report. Read More:

Council Post: How To Measure The Success Of Your TV Ads Through Digital Analytics

While there are numerous platforms and solutions for measuring the impact of TV advertising on the market today, advertisers that have run TV ads have a wealth of data at their fingertips via analytics within their digital platforms, many of which have data going back years that could be used to analyze the performance of past TV ads. Make sure you track lift in direct traffic corresponding with TV activity to capture and understand the full impact of your TV ad. Measuring the impact of your TV advertising on digital traffic is no simple task. Read More:

TV is no longer an effective “stand alone” media buy.

TV-FOCUSED BRAND BUDGETS ARE MORE EFFICIENT WHEN COMBINED WITH YOUTUBE AND FACEBOOK: Combining TV with Facebook/Instagram video and YouTube generates a higher lift than any of these channels alone, while still being cost-effective: Facebook found that on average, spend on TV is 16.6x greater than on Facebook even though the TV components of campaigns reach only 3.6x as many people as Facebook. By adding Facebook ads to traditional TV campaigns, they were able to access an average 17% incremental reach to TV advertising, i.e. an average of 2.5 million additional people not reached by TV ads alone. Read More:

Give Mobile Gamers Rewarded Ads

According to a March 2019 survey from mobile ad and app monetization company Tapjoy, 69% of US consumers said they would rather give up social media apps or TV than lose their favorite mobile games. While most find digital ads to be annoying or distracting, the survey found that 76% of US mobile gamers prefer opt-in rewarded ads, compared with 24% that prefer mandatory ads. Read More:

YouTube’s Trampled Foes Plot Antitrust Revenge

YouTube then used that supply to control ad prices and amass data about viewers, squeezing out anyone that tried to compete, according to interviews with more than a dozen partners, rivals and former employees. Many asked not to be identified discussing sensitive information about a powerful industry player. YouTube didn’t wipe out competition in one fell swoop, or act maliciously, according to these people. That left a graveyard of failed companies in its wake and fewer choices for advertisers, the people said. In digital video advertising, YouTube has no peers. Read More: