Digital marketers should optimize for voice search with longer keywords and a focus on localized search engine optimization, writes Ryan Ayers. Develop consumer trust with a consistent brand voice, ensure your site is mobile-friendly and adopt text as a key communications tool, and put in place cross-departmental marketing teams to ensure a coherent strategy that allocates spend where it will most drive brand revenue, he advises.
Google has announced a beta security feature for container images built using Cloud Build, automatically scanning the images for vulnerabilities. The Container Registry vulnerability scanning feature can also be integrated with Binary Authorization to ensure only trusted images are used on the Kubernetes Engine.
Ghostery has updated its mobile browser to incorporate search engine Cliqz, which is owned by the browser's parent company. The privacy-focused engine uses its own web index, and no personal information is stored.
The Food and Drug Administration has unveiled an anti-vaping campaign aimed at teens that includes messaging in 10,000 school bathrooms and on websites and employs geofencing to target young people in schools. The push spotlights the dangers of chemicals used in vaping liquids, with cautionary video ads across social including YouTube, Instagram and Spotify.
The Ad Council has teamed with TBD and Adolescent Content on a "Because of You" campaign that features real young people opening up about the hurt caused to them by bullying and also sharing how other friends' kindnesses helped them through it. The push is running on Snapchat, Twitter and a dedicated site; it also includes an interactive game titled "Honest Cards" that's designed to give teens insights into how their behavior affects others.
Biometric research by Kargo and Media Science on mobile advertising reveals that video has lower viewability scores than animated or banner ads but evokes the strongest response from viewers. The findings are important, as they question whether marketers should be fixating on viewability metrics for ads or instead measuring by their more significant cognitive effect, writes Joe Mandese.
Kent Lewis provides detailed advice on how to market your own podcast, including posting free episodes on YouTube, optimizing titles and descriptions, and identifying the best show category to ensure the most reach. Create bonus content to keep listeners engaged, transcribe episodes and share on social, use hashtags, employ targeted ads on Facebook, and create behind-the-scenes videos and images to share on Pinterest and Instagram, he advises.
Amazon is poised to take third place behind Facebook and Google in terms of US digital ad investment this year, attracting $4.61 billion in spend and taking a 4.1% share, eMarketer predicts. Additionally, Amazon is expected to account for 7% of total US digital ad spend by 2020, with Facebook and Google taking a combined 55.9%.
Charter Senior Vice President Craig Cowden during a Mobile World Congress Americas session touted the benefits of the 3.7-4.2 gigahertz band. This spectrum has enough bandwidth to be used for 5G and will also serve as a potential way to add capacity to rural broadband, Cowden said.
NASCAR is launching a campaign centered on the tagline "It's All on the Line," which is meant to convey the pressure and emotion these drivers are under during events. NASCAR Chief Marketing Officer Jill Gregory says this campaign is one that aligns with fan demand: "Our fans told us they want authenticity. They want to see the drivers as drivers -- not necessarily as actors."
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