Brightcove launches all-in-one video campaign app

• Brightcove, launches
brightcove-launches-all-in-one-video-campaign-app

Brightcove, a cloud solution for managing and monetizing video content, has released Brightcove Campaign, a video campaign app that lets marketers create, manage and analyze their video demand generation campaigns all in one tool. The new solution comes with analytics and benchmarks so that marketers can compare their campaigns to industry standards. It also provides optimization tips, click-to-publish capabilities across multiple channels and integrations with marketing automation platforms Eloqua, Marketo, HubSpot and Salesforce.

Why we care

With video playing a larger role in demand generation campaigns, the ability to create, analyze and optimize those efforts across channels from a single tool can help simplify marketers’ management efforts. The tools was developed with input and feedback from customers. “Throughout the development process phase of Brightcove Campaign, we worked with many demand generation marketers to ensure it fits seamlessly into their workflows,” said Brightcove CTO Charles Chu.

“The ability to tag my video assets and see how they stack up against similar videos in the industry takes the guesswork out of how my campaign is performing,” said Demandbase’s Senior Director of Digital Marketing Mimi Rosenheim, who was among the marketers that provided input during development.

More on the news

  • Brightcove Campaign also has a Google Chrome extension to see analytics as well as customized thumbnail codes for email distribution.
  • The app can integrate with Google Analytics and Adobe Analytics.
  • Founded in 2004, Brightcove acquired Ooyala’s online video platform in February 2019 for $15 million — a move aimed at accelerating its video innovation efforts.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



Yell Launches New Salary Tool for Graphic Designers

• launches, salary
yell-launches-new-salary-tool-for-graphic-designers

Yell Business has launched a new tool that shows graphic designers how much better off they would be working in 25 different countries across the globe. The research takes into account the average salary and cost of living in countries such as China, South Africa, France and Brazil to calculate equivalent earnings worldwide.

China, Saudi Arabia and Switzerland topped the chart, with the UK coming in at number 21 out of the top 25 countries. While China and Saudi Arabia both have a lower cost of living than the UK, meaning that the average salaries (£27,897 in China and £26,874 in Saudia Arabia, compared with £22,438 in the UK) have been multiplied, Switzerland still came third despite being significantly more expensive to live in than the UK. The average salary for a graphic designer in the country is a staggering £63,670.

Japan, the US, Australia and France all ranked highly in the table (which you can see below), despite having a higher cost of living than the UK. Although the chart has only been compiled using average salary data, it sheds light on the value given to various roles and how they differ between counties.

Yell CEO Claire Miles said in a statement about the project: “Our aim is to help small business owners from across the UK make the most out of their choice of trade. By looking at how equivalent earnings from around the world differ and how the UK stacks up against them, we aim to arm those who may be thinking of relocating with as much insight as possible as to the salaries and expenses they can expect across the world.”

The research, which zoomed in on 28 job roles from accounting to bricklaying, was compiled using world salary data from nine sources, including Glassdoor, Salary Expert and Erieri. This was then cross-referenced with cost of living data from Numbeo’s November and 2019 figures.

DoubleVerify launches real-time, predictive ad effectiveness solution

• DoubleVerify, launches
doubleverify-launches-real-time,-predictive-ad-effectiveness-solution

Ad measurement platform DoubleVerify has launched Authentic Performance, a new predictive ad solution for reporting expected ad performance based on real-time ad exposure and engagement data.

The solution analyzes more than 50 data points, including viewable time, share of screen, video presentation and audibility as well as engagement data at the device or ad level, such as screen orientation, video playback and audio control interactions.

Why we care

The aim is to give advertisers more data, faster about the expected impact of their advertising spend by analyzing a breadth of metrics, in flight. Advertisers can use the insights to identify how ads are either working or underperforming — at the impression-level — and make adjustments accordingly.

“Current tools are either fast but simplistic — with metrics like viewability and click-through rate; or, they’re sophisticated but slow — with data reported post-campaign,” said DoubleVerify CEO Wayne Gattinella, “Authentic Performance is designed to provide predictive data that are correlated with digital advertising effectiveness — in real-time.”

More on the news

  • CPG giant Mondelez is among the customers testing the new solution, DoubleVerify said.
  • Authentic Performance builds on DoubleVerify’s existing ad measurement solution Authentic Impression, an MRC-accredited metric for viewability and brand safety.
  • DoubleVerify integrates with a number of programmatic ad platforms, including DoubleClick, AppNexus, The Trade Desk, Amobee, Tremor Video and more.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



Twitter launches Promoted Trend Spotlight – a new takeover ad unit in the Expore tab

• launches, Twitter
twitter-launches-promoted-trend-spotlight-– a-new-takeover-ad-unit-in-the-expore-tab

Twitter announced the launch of a new takeover ad unit called the Promoted Trend Spotlight on Monday. The format, which Twitter first started testing in 2018, enables advertisers to take up “premium real estate” in the top section of Twitter’s Explore tab.

Here’s what it looks like:

How it works. Much like Twitter’s Promoted Trend ads (which appear as 24-hour takeover ads on Twitter’s Trends list), the Promoted Trend Spotlight supports 6-second videos and GIFs as well as static images. These ads appear at the top of the Explore tab for the first two visits, per user, per day. After the ad is viewed twice, the placement moves to the standard ‘Promoted Trend’ placement and organic editorial content is pushed back into the Spotlight placement. 

Advertisers can further optimize messaging by switching up the creative throughout the day. The ad is optimized for both mobile and desktop, with the ad running edge-to-edge on mobile.

Promoted Trend Spotlight ads are currently available to all advertisers in the US, UK, and Japan. Twitter said it plans roll it out to 12 additional markets in the coming months, including Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand. 

Why we care. In a viewability study from market research firm EyeSee, Promoted Trend Spotlight ads generated 113% higher ad recall and 18% higher brand consideration, along with a 67% lift in stated likelihood to use a brand in the future. Users were 3x times more likely to click through an ad in the Spotlight unit than the standard Promoted Trend, Twitter reported.


About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



IBM launches new predictive ad solution for campaign creative elements

• launches, predictive
ibm-launches-new-predictive-ad-solution-for-campaign-creative-elements

IBM has released its “Advertising Accelerator with Watson,” a predictive ad solution that uses AI to determine which creative elements will deliver the best engagement for specific audiences and help identify new audience segmentation opportunities. It can also analyze campaign results based on the creative and audience perspective.

Why we care

IBM’s latest AI-powered solution, built on the Watson platform, has been designed to deliver hyper-personalized ad creative. Having the ability to deliver creative that resonates with specific audiences based on a predictive model could eliminate much of the guess work and testing that comes with determining which creative elements will drive the most engagement.

“Matching creative iteration with audience segment is the next step in campaign optimization,” said Lending Tree’s Senior Director of Marketing Josh Eldridge. Lending Tree and Potential Energy Coalition are two brands that have confirmed they will be implementing a beta of IBM’s Advertising Accelerator.

More on the news

  • IBM announced the new predictive ad solution at CES 2020, the consumer electronics conference that kicked off on Monday in Las Vegas.
  • Last April, IBM sold a portion of its IBM Watson Marketing portfolio to the private equity firm CenterBridge Partners, which used the technology to launch Acoustic, a marketing cloud company offering mobile and web analytics, automation capabilities and more.
  • IBM boasts its Watson AI solutions have been implemented worldwide across 20 different industries, including seven of ten of the largest auto companies and eight of ten of the largest oil and gas companies.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



Podcorn launches self-serve podcast advertising platform

• launches, Podcorn
podcorn-launches-self-serve-podcast-advertising-platform

Podcorn, a marketplace where brands can connect with podcasters, has launched a self-service platform that allows advertisers to create podcast ad campaigns based on budget, ad creative and podcasts that best align with their brand.

Brands can sign up on Podcorn to create a campaign, and the platform will use its sponsorship graph to match the campaign with the “best-suited” podcasters. “When both partners agree to the deal, the system sets up a virtual workroom for the project,” the company said.

Why we should care

Podcasts listenership continues to grow, but the podcast advertising market is still nascent. There are more than 700,000 podcasters, but just 15% are monetizing their content, according to a 2018 report from Hackernoon.

Podcorn’s solution narrows the gap between podcasters wanting to monetize their programs and the advertisers ready to invest — giving brands the ability to run native podcast ad campaigns at scale. The company says its machine learning-powered algorithm analyzes campaign data along with each podcaster’s sponsorship graph to determine the podcaster-advertiser relationships that will prove most valuable for both parties.

“Every podcaster has a unique sponsorship graph. We built the infrastructure to connect the dots to gain more context about each podaster’s identity, their content, and what our brands are looking for,” said Podcorn Co-founder David Kierzkowski.

More on the news

  • Once a campaign is created, advertising funds are kept in escrow during the campaign and released upon completion of the project.
  • Brands from a number of industries — including gaming, fitness, fashion, B2B, food and entertainment — have already begun investing “hundreds of thousands” of dollars via the platform during the last three weeks, reports Podcorn.
  • Podcorn was founded by the same creators that developed Famebit, a marketing platform that connected YouTube creators with brands that was bought by Google in 2016.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



Acast Open launches to give brands an on-ramp to podcasting

• launches

The podcasting platform Acast has launched Acast Open, making available its podcast production offerings to any brand or publisher wanting to start a podcast. Acast Open includes three subscription models — Starter, Influencer and Ace — that come with different levels of support and analytics.

Why we should care

Adobe Analytics reported that podcast app usage grew 60% over the past year. Not only does this translate to new advertising opportunities for brands — the increase in podcast popularity opens the door for any company or executive ready to take their content marketing to a new level via a branded podcast.

“Digital audio brings a new and untapped audience who are not reachable via traditional media,” says Sally Yu, director of research and insights for BBC Global News’ APAC division, during a recent event organized by BBC News and Campaign Asia, “It brings additive value to the traditional media reach.” Outside of music streaming, the top three forms of audio content consumed right now are music (67%), news (50%) and podcasts (37%), according to a study commissioned by BBC News that focused on the commercial opportunities of branded podcasts.

If your brand — or CEO — has value to add to a larger industry conversation, a branded podcast may be the piece of content marketing that sets you apart from your competition and helps you reach a whole new audience. Platforms like Acast and Spotify’s “create a podcast” app aim to make it easier for brands to join the ever-growing list of podcasters.

More on the news

  • Acast reports that any podcasts produced on its platform that appear to be attracting “a significant enough listenership” may be invited to join its premium network of podcast shows.
  • Acast’s current network includes a number of popular podcasts, such as “My Dad Wrote a Porno,” “Forever35,” and “Wahlgren & Wistam.”
  • Acast Open is the result of Acast’s acquisition of Pippa, a technology platform that provides hosting, analytics, and monetization capabilities for podcasters. Acast purchased Pippa in April.
  • The free Starter model includes a podcast RSS feed for distribution, basic analytics and a basic website for the podcast. The Influencer level is $14.99 a month and comes with advanced analytics and YouTube and Spotify support. Ace, the most expensive offering at $29.99 a month, is designed for companies in need of more advanced podcasting tools.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



Pinterest launches Pinterest Shop for small businesses that make and sell products

• launches, Pinterest

In advance of Small Business Saturday (Nov. 30) and the holiday shopping season, Pinterest has launched Pinterest Shop – a new dashboard curated by Pinterest that showcases the profiles and products of small businesses in an Etsy-style fashion.

Shop currently includes 17 different small businesses that make and sell unique goods and have uploaded their product catalogs to Pinterest. The products are then automatically turned into Product Pins. Pinterest said it will continue updating the Pinterest Shop with products from select businesses. 

Why we should care

Social platforms are jumping on board to launch shopping experiences based on audience interests in unique products and curated collections. Instagram, for example, launched a curated collection of products inspired by this year’s top trends on the app. 

From personalized product recommendations to curated shopping hubs, platforms like the Pinterest Shop, Etsy, Instagram and Amazon are giving SMBs opportunities to be found on their platforms.

Pinterest’s native visual platform acts as a discovery engine for users to generate ideas, which translates seamlessly to users who view a pin and decide to make a purchase. With Pinterest Shop, users can browse a selection of curated products from small businesses within the same environment they’re already familiar with. For small businesses, the ability to showcase a profile and connect with audiences in a personal and familiar way could help drive sales in time for the holiday rush.

More on the news

  • Pinterest Shop marks another move by the company to continue building out its e-commerce platform. In August, Pinterest launched a personalized “shopping hub” to give retailers the opportunity to expand their reach on the platform outside of ad campaigns.
  • Pinterest said retail brands selling on the platform have seen 2x higher return on ad spend, and 1.3x higher return than from traditional search.
  • Small businesses interested in being featured in the Pinterest Shop can share their story to be considered: https://business.pinterest.com/en/tell-us-your-story


About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



TripAdvisor launches self-service ad platform for SMBs

• launches, TripAdvisor
tripadvisor-launches-self-service-ad-platform-for-smbs

TripAdvisor has launched a new self-service ad product: Media Manager. The tool is designed for small and medium businesses and agencies and is available globally to marketers on TripAdvisor’s platform.

Simple ad creation and targeting. While the formats are graphical and include retargeting, the customer intent profile is more aligned with search marketing. It’s designed to reach high-intent, in-market travel customers or those doing research on particular travel destinations.

The ad creation process is fairly simple. Marketers name their campaigns, select whether they want the ads to appear on desktop or mobile and select an audience targeting option.

Marketers then set a budget, a start and end date for the campaign and a geographic targeting option. TripAdvisor says, “the less granular the destination,” the lower the CPM. The audience targeting options also include behavioral targeting and destination retargeting.

Users can upload their own creative or use a wizard to build creative on the platform. There’s also an A/B testing option and frequency capping. Ads appear as native ads within the feed or search results.

The company says that if the campaign “doesn’t receive as many views as you requested, we’ll automatically refund you for the difference.”

Why we should care. For companies seeking highly qualified travel audiences, this may well be a strong complement or alternative to paid search on Google — although marketers pay for CPMs not CPCs. But for SMBs in hospitality and travel-related services that are currently doing self-service Google Ads, this may be a simpler and cheaper option.


About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes about the connections between digital and offline commerce. He previously held leadership roles at LSA, The Kelsey Group and TechTV. Follow him Twitter or find him on LinkedIn.



Oracle launches new B2B sales solution, new CDM for Oracle Service Cloud

• launches, Oracle
oracle-launches-new-b2b-sales-solution,-new-cdm-for-oracle-service-cloud

Oracle has launched two new solutions, the Digital Sales Solution and its customer data management (CDM) platform for Oracle Service Cloud. The Digital Sales Solution is the latest addition to the Oracle Customer Experience (CX) Cloud suite and has a new user interface to help sales representatives recognize and qualify good opportunities and move on from bad opportunities quickly.

Why we should care

B2B buyers have high
expectations for brand interactions. Many expect timely, relevant and
personalized engagements from brands — and the people representing them. The
new solution is designed with a user interface that prioritizes speed and is
intended to guide sales representatives through the process efficiently.

The new solution also seeks to help sales representatives save time by reducing the number of fields needed to find and update customer relationship management (CRM) records. The Digital Sales Solution uses the Oracle Digital Assistant throughout the program to help users find key data on customer accounts and adding product or pricing information to records.

Oracle’s new CDM for
B2C Service includes a Customer Data Hub to connect access to data from
disparate systems. It also uses AI and machine learning to merge and update
data from multiple sources.

More on the news

  • The Oracle Digital Assistant is one of the first applications designed in the new Redwood UI.
  • The home screen is continuously updated with a notification stream of items needing attention or actions and includes quick links to the account records.
  • The Digital Sales Solution has integrated the necessary CRM activities into a streamlined process consisting of only four steps for sales representatives.


About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.