"Real time" isn't real time in most media. Predictive analysis really isn't predictive. The advertising industry has abused the terms. But there are changes coming down the pike that will make real-time advertising and predictive ad serving more real time and predictive. Marketers heard about one change this week, but there are others on the way.
Yandex unveiled a service Wednesday that lets advertisers use their customer data to segment audiences for hyperlocal ad targeting on the search engine and across its network of partners.
Search marketers -- especially those focusing on local campaigns -- increasingly talk about the success they see connecting television to search advertising. Here's another reason why the pair will work better together than alone, but opportunities are challenged by very small spend in programmatic and addressable TV.
Products will become the star of live-streaming shows by allowing marketers to time the run of a search ad to the live stream of a product placement or show live streaming on YouTube, similar to the way media buys cross channels for television and search advertising.
Brits voted Thursday to leave the European Union, confirming pre-vote analysis of search queries by several agencies and data companies. Those who wanted the UK to "leave" won 51.9% of the vote vs. Remain at 48.1%, which could have provided valuable insights months prior if the UK government had taken hints from search queries. On Friday, Google shared the vote results at the top of the search query for "brexit."
The digital shelf is becoming increasingly competitive. Brick-and-mortar market share doesn't guarantee an advantage for brands when it comes to ecommerce. Search can help drive traffic through several emerging innovations such as deep learning and artificial intelligence, even on Web sites, but other new models are emerging, taking some marketers by surprise. "SearchBlog" asked Jonathan Opdyke, CEO at HookLogic, for his take on how this category of marketing and advertising will evolve.
Visual content is the tool that marketers and consumers use to research products and services. In fact, 97% of Fortune 1000 marketers spend more than an hour researching and consuming content before making a purchase decision, according to a recent survey. About half of marketers use visual content to place the focus of marketing campaigns on generating leads and tapping into new geographical markets.
Some ideas never die -- they just morph into newer versions. Not that I think we need another public chat forum, but apparently Avner Ronen did. He founded Public, a mobile app that provides an open forum for people to search, discover and participate in conversations. Before that, Ronen tried to change the TV industry through Boxee, which he sold to Samsung for a reported $30 million.
Hidden in the shadows of Microsoft's $26.2 billion purchase of LinkedIn sits another Redmond, California acquisition -- Wand Labs, a tech startup that builds messaging apps based on artificial intelligence.
Google late Thursday reminded marketers that it has created a toolkit to help them understand how data can fit into the creative process. The guidelines are intended for programmatic advertising -- which the company says accounts for 67% of all digital display ad sales -- but the tips also apply to search, video and other media.