Welcome to the sixth edition of Ovative’s marketing/tech news digest – where we hope to keep you up to date on all things new and exciting within Marketing, Measurement and Technology.
Always informative, sometimes entertaining. Enjoy.
Fodder for the water cooler: Everything in Minneapolis is purple because … Prince. In case you missed it, there was an all-night dance party at First Ave to honor the music legend. If you’ve been playing Purple Rain on repeat since Thursday, we’re not judging.
Google Makes 2 Ad Updates That Will Affect Local Search Marketers | Search Engine Land | 4/20/2016
Quick pitch: Run for your lives! The invasion of Google Maps has begun! JK – we’re being dramatic. But, now when you click through “more places” in your normal Google search you might notice a few ads sprinkled amidst the organic listings.
Now I want the details: “More paid ads in local search results,” says Google. Yet another change from the Alphabet subsidiary. Now, retailers and service providers have a new way to get to the top of search results via Google Maps if users click through to see more listings. Other changes to ads in Google Maps include only showing ads with location extensions and the removal of Google Maps from Search Partners.
What we’re thinking: This is just one change in a recent slew of changes Google is making which pushes Paid Search ads to the forefront (remember when Google removed right rail ads? We wrote about that here). While the focus here is on SEM, that doesn’t mean you should ignore your SEO strategy, or your other channels for that matter. Whenever changes like this happen, we’re reminded that the customer’s experience is holistic and digital media needs to be measured at an enterprise level. We’re pretty pumped about enterprise measurement at Ovative – make sure to check out our White Paper if you haven’t already.
This Former Ad Agency CEO Says the Ad Industry has 3 Major Delusions Holding it Back | Business Insider | 3/1/2016
Quick pitch: The Ad Contrarian, AKA Bob Hoffman, former owner and CEO of Hoffman/Lewis outlines three major misconceptions clouding the advertising industry.
Now I want the details: According to Bob, all three “delusions” are distortions of the truth. The first delusion is around Brands – Bob says marketers mistakenly believe people care deeply about their brands, when all they really care about it making sure they have enough Sea Salt Carmel Gelato to make it through their latest Netflix binge watching session. The third is the age delusion; long story short, marketers are focusing too much on millennials (#entitledgeneration #jkwearemillennials #payattentiontous). The delusion we’re most concerned with? Delusion two – the idea that digital tech makes everything else irrelevant, and that when marketers are buying digital they often don’t know what they’re getting.
What we’re thinking: To us, basic logic speaks to number 1 and number 3, but we don’t completely agree with Bob’s 2nd delusion around digital. We agree that digital technology hasn’t made everything else irrelevant, but it has changed the way that consumers experience and engage with traditional media (e.g., an increase in paid search after a TV commercial). Additionally, knowing what your marketing is doing is the responsibility of the marketer and it can be done. Helping companies understand the value of their digital media is one of the reasons why Ovative exists … help us help you.
The Expanding Definition of PII | AdExchanger | 4/25/2016
Quick pitch: When titles say it all – the definition of Personally Identifiable Information (PII) is expanding faster than the universe.
Now I want the details: In the past, PII used to just be email addresses, phone numbers and postal addresses and platforms could get a huge pat on the back from Team Privacy if they just kept PII off their platform. Recently, there has been a movement toward expanding PII to include IP addresses, cookie IDs and Mobile Ad IDs. This all comes in the wake of the EU ratifying the new General Data Privacy regulation which defines pseudonymous identifiers, like an IP address, as personal data.
What we’re thinking: Understanding how digital marketing impacts consumers means someone, somewhere, has some PII data in order to match the media back to the customer. If PII rules become increasingly strict, matching the customer’s path to the actual customer could become more difficult – a real challenge when you’re trying to understand the impact of 1:1 marketing. We’re not concerned at the moment, but it’s something we’re keeping an eye on.