MarketingSherpa team says, “Publishers Clearing House is winning the real-time marketing game. Their online brand, PCH.com, has delivered a personalized message to every visitor while they’re on the site, and each message has been customized to fit what the visitor is doing on the site. Since February 2013, this has helped Publishers Clearing House increase: Time spent on its site by 43% Overall engagement by 46% Revenues per 1,000 visitors by 12% Here’s an overview of how the team achieved this: Step #1. Identify two personas through simple audience segmentation Engaged... [...]

Greg Sterling says, “You might still think of Opera as a browser company. However a number of strategic mobile advertising acquisitions over the past few years have transformed the company into a global advertising business that also happens to make a browser. Opera says it works with “90 percent of the Ad Age Top 100″ and reaches a billion mobile uniques monthly. It also claims that “17 percent of the global [mobile] advertising spend [is] driven by Opera Mediaworks.” Challenging a similar claim by InMobi, Opera says it’s the largest independent mobile advertising company globally“. Mobile... [...]

Christina Warren says, “Periscope co-founder Kayvon Beykpour was at TechCrunch Disrupt Tuesday, talking about his app, Android and of course, the Pacquiao-Mayweather fight. TechCrunch’s Sarah Lane opened the interview by asking Beykpour about the much-discussed Periscoping of the “fight of the century,” as well as the larger discussion about the platform in the context of piracy. Beykpour thinks some of the discussion has been overblown. “There was an order of magnitude more articles written about Game of Thrones on Periscope than there were steams,” he said. Still,... [...]

Shayna Marks says, “Every day, people watch hundreds of millions of hours on YouTube and generate billions of views. Every minute, 300 hours of video are uploaded to YouTube. Every month, 1 billion unique visitors are watching content on the site. Marketers are well aware of video’s impact. In fact, 72% of them used YouTube to market their business in 2014. But, has YouTube’s fame phased out with the evolution of native video launched by Twitter and Facebook? As brands and companies evolve their content marketing strategy, YouTube may have a reason to be scared“. Native Video:... [...]

Jami Oetting says, “When I was young, I would scour the store shelves and the rotating displays looking for key chains, mugs, and other cheap novelties with my name on them. I was still too young to understand the idea of mass production. I thought that if I searched long enough, eventually I would find a match. A token with my name on it — assumingly made for me — was something special. People are drawn to things that are specifically tailored, targeted, and customized for them. And that’s why personalization tactics are so effective — a brand uses the information you... [...]

David Wallace says, “Video can be a great way to connect with your audience and increase brand awareness; there is a reason companies spend millions of dollars on Super Bowl ads each year. But most small to medium sized businesses can’t necessarily afford big-time advertising budgets. For many companies, a good online video helps engage your audience and tell your story, but it doesn’t necessarily need to be a viral or national sensation. It can be intimidating when watching expensive commercials or elaborate corporate videos by large companies; especially when imagining how a great... [...]

Patricio Robles says, “Major publishers and online media companies are all vying for a piece of the rapidly expanding online video advertising spend pie.   In advance of next week’s NewFronts, Yahoo has unveiled a new native video ad format. As detailed by AdAge’s Tim Peterson, the new ads, which will appear on the Yahoo Homepage as well as its digital magazines and mobile apps, play automatically on mute and can be viewed full screen if a user chooses. In an effort to address concerns about viewability, advertisers are charged for an ad view only after three seconds. If a user... [...]

Greg Finn says, “Yahoo, already a leader in video, is bringing a new set of ad units to video content. The announcement was made a week ahead of the Yahoo’s presentation at the NewFrontsnext week. The new ad units will allow advertisers to push native content or advertise video-based app-install ads with Yahoo Gemini. The native video ads have seemingly been tested already with quite positive results. According to the release, users that viewed native video ads on Yahoo saw brand favorability increase up to 50% — and purchase intent also increasing up to 28%. The tests for video app-installs... [...]

Greg Ball says, “When it comes down to it, most of your business expenses should help improve your company’s profitability. When you spend, it’s wise to ask yourself, “how does this move the needle?” Years ago when I was managing Burger Kings’ worldwide video operation, the philosophy at the time was that with every expenditure, I needed to show how it would sell more hamburgers. With the majority of businesses having tight budgets today, paying for web videos should only happen when these videos have the potential to moves their needles in the right direction. There are several... [...]

Derek Newton says, “Every day seems to bring another way to market online: mobile, content, video, search, display/banner, sponsor and on and on. One of those, online video, is now back. Your first reaction may be something like: Online video? How five years ago! But it’s actually about to make a big comeback. In fact, when you really look at what’s happening online and in online marketing, online video clearly never really left. According to the latest report of the Interactive Advertising Bureau (IAB), only two types of online advertising have grown in revenue every year since 2010:... [...]