The top five ad exchanges every marketer should be using

What is an ad exchange?

An ad exchange is a type of online marketplace of unsold display ad space (belonging to sites or networks) which allows publishers and advertisers to buy and sell ad inventory automatically. It improves transparency and targeting by auctioning impressions in real-time between multiple bidders- allowing for publishers to get the best price on their space and for the advertiser to target the most accurate audience. Additionally, it reduces the cost of a middleman by making this a direct buy.

So… what are the top ad exchanges YOU should be using?

Friday Round-Up: Judge rules on Facebook likes, Pinterest shares news

labor-day-weekend-2It’s time for my weekly round-up of all the news that was too small or too late to print.

Does a Company Own Its Facebook Likes?

Turns out the answer is no. Bloomberg Business Week published a story this week about a legal battle between a TV network and a fan page. Stacey Mattocks started a Facebook fan page for the show “The Game” and amassed more than 2 million “likes”. When BET revived the show, they made a deal with Stacey. They turned her page into the official page then paid her to be an admin. Smart move until Stacey decided she wanted more then locked BET out of the page.

Channel Sponsors

Facebook rolls out Event Ads. Are you going?

Facebook eventsDo you use Facebook Events to promote your business? Facebook says 30% of all events on the site were created by Pages (ie businesses) but that’s not a lot.

I’d guess that the majority of events are party invitations between friends and family. The Event tool is an easy way to pass around all the information a person would need to attend – time, date, address and a map. You can use it to collect RSVPs and answer questions. It’s a handy tool because almost everyone you know is on Facebook. . . right.

Looking for a college-bound influencer? Look on YouTube

Dorm HaulYou may think that big chains like Walmart, Target and Staples control back-to-school shopping but the real power is in the hands of the YouTube haulers.

These young women have the eyes and ears of the older teens headed off to college and the younger teens who are dreaming about the future. Sitting in their sparkly bedrooms, they show off everything from hangers to sheets, to communal shower must-haves and tools for whipping up a “no kitchen needed” snack.

Think Google says that searches for “back to school haul” on YouTube are up 70% this year. Searches for “dorm hauls” on YouTube doubled in the first 10 days of August.

Today’s social media treat: Twitter analytics for everyone!

And now an important message from our friends at Twitter:

Twitter analytics tweet

That’s excellent news for anyone who even remotely uses Twitter as a marketing channel. It’s even good news for people who are just curious about their impact on the social media world. It’s just plain, good news across the board.

A few months ago, I wrote a mostly positive post about Twitter’s new analytics dashboard. My only complaint was that you had to have a Twitter advertising account to access the tool. Not as big a hurdle as you might imagine because you didn’t have to actually advertise but you did have to sign up and I believe you had to put in your credit card information. I’m sure that kept a lot of smaller businesses from diving in and that’s a shame because it’s a truly excellent tool.

You can pay and pay but organic search still wins

BrightEdge sent over a new report called “Cracking the Content Code” and since I’m all about content, I had to share it with you.

To come up with the numbers, BrightEdge tapped into their giant Data Cube repository which contains information about billions of pieces of content from all over the web. Sounds like a machine that could take over the world. Luckily it’s on our side. . . for now.

The Data Cube sliced and diced to find out which was the most effective driver of traffic; organic search, paid, display /email or social. Want to guess which one came out on top? If you paid attention to the title of this post then you already know but I’ll make a dramatic reveal anyway.

 

Facebook and Apple expand their global mobile advertising plans

eMarketer says worldwide revenue from business-to-consumer ecommerce sales will hit $1.500 trillion this year. That’s an increase of 20.1% over last year. A large portion of that growth is coming from China where more than 6 our of every 10 dollars is spent on ecommerce. By 2016, China is expected to beat the US in ecommerce spending and that’s just one of dozens of countries showing incredible growth in this area.

Now look at this:

ChartOfTheDay_1517_Worldwide_mobile_phone_users_n

By 2017, 5.1 billion people worldwide will be using mobile phones. Again, Asia is leading the charge but we’re also seeing growth in the Middle East and Africa.

When you combine the mobile phone usage with the rise in worldwide ecommerce, you can see why it’s important to think globally when talking about mobile advertising.