Blog

New sheriff in town

Posted on by Brian Lee

We knew that YouTube is the No. 2 search engine behind Google, but did you know that it recently took over the top spot in another category? A new study from Adriot Digital showed that 68 percent of TV viewers surveyed said they consume video content from YouTube, compared to the 51 percent who consume from live television and 48 percent who prefer Netflix.

So what greater impact does that have? Well, with the recent change of viewed video content, brands should obviously focus their advertising content outside of live broadcast television, such as on their own YouTube OneChannel.

Or, brands can produce ads and place them before other videos on YouTube. According to the Adriot Digital study, 24 percent were more likely to watch the ad videos depending on the advertisement itself. Just make sure you know who your target audience is and make your messaging reflect it.

Twitter acquires TapCommerce

Posted on by Brian Lee

TwitterTwitter recently announced that it’s acquiring a mobile technology company called TapCommerce. Specializing in mobile retargeting, TapCommerce targets ads based on previous user activity. While this service is certainly not groundbreaking, retargeting isn’t very common among mobile marketing due to the lack of cookies. But through large amounts of data and sophisticated statistical analysis, TapCommerce is able to overcome this problem.

With more and more consumers making purchases on a mobile device, it’s important now more than ever for a brand to target and communicate to its audiences via mobile. While many advertisers primarily focus on activating new users, TapCommerce reminds brands to re-engage with lapsed users and present more relevant content. Re-activating users rather than enticing new ones also can be less costly, as we know in the arena of customer retention.

The acquisition of TapCommerce will give advertisers on Twitter more opportunities for re-engagement and better measurement of mobile marketing. Mobile consumers also will reap the benefits of this team-up by receiving more relevant ads in the apps they use.

Twitter said in a statement that it’s too early to say when users will see TapCommerce technology on Twitter, but the groups are in the beginning stages of creating a product plan.