Online advertising – Inigo Tech http://inigo-tech.com/ Thu, 24 Nov 2022 02:45:00 +0000 en-US hourly 1 https://wordpress.org/?v=5.9.3 https://inigo-tech.com/wp-content/uploads/2021/06/favicon-18-150x150.png Online advertising – Inigo Tech http://inigo-tech.com/ 32 32 Jack Ryan: Swimming Upstream with TV https://inigo-tech.com/jack-ryan-swimming-upstream-with-tv/ Thu, 24 Nov 2022 00:16:10 +0000 https://inigo-tech.com/jack-ryan-swimming-upstream-with-tv/ Online streaming TV is the future. I understand. But it’s definitely a work in progress. It struck me again last Thursday night, when I only watched a few minutes of the Green Bay-Tennessee football game on Amazon Prime. Granted, Mary Ann and I had some catching up to do on other shows on our main […]]]>

Online streaming TV is the future. I understand. But it’s definitely a work in progress.

It struck me again last Thursday night, when I only watched a few minutes of the Green Bay-Tennessee football game on Amazon Prime.

Granted, Mary Ann and I had some catching up to do on other shows on our main service, DirecTV. These shows definitely affected the time I had for the baseball game.

“Jeopardy” is in the middle of the Tournament of Champions. We tape every episode of “Ghosts,” a 30-minute CBS comedy that’s seriously fun. And we watched the Thanksgiving episode of a new CBS show, “So Help Me Todd,” which has potential.

But in the past, when Thursday Night Football was on NBC, I didn’t skip a lot of games. Last night was big: Aaron Rodgers is quarterback on one of my fantasy football teams, and I have Tennessee running back Derrick Henry on another team.

For personal bragging rights, it was a big game. But it was better to watch recorded shows for a reason: When streaming live on TV, you can’t surf during commercials.

Generally, sports ads are above average. But a long time ago, armed with my DirecTV remote, I learned to check other channels when commercials popped up during a show I was watching.

I am not anti-advertising. The newspaper and website have lots of ads, but you don’t have to watch them for two or three minutes like you do on TV.

With a cable TV or DirecTV remote, you can surf anywhere during commercials. I tend to put on the TV guide, which lists two hours of shows across six channels at a time, and skim through it to see what else is there.

I’ve developed a good feel for the end of a block of commercials on the show I’m watching and usually come back on time.

Tried to do this recently while on a break from a Thursday Night Game on Amazon. You can watch what’s available, but if you choose one, it starts at the beginning unless you’re already watching it. What’s the point of that?

Last weekend Mary Ann and I were in Memphis for a grandson babysitting weekend. Audrey and her husband Zach have YouTube TV, which offers a range of channels like cable and DirecTV.

That’s fine, but it’s much harder on YouTube to bounce from channel to channel during an ad. Or, to put it more precisely, the service probably has shortcuts that I don’t know about.

I asked at the office, and someone who uses the Hulu streaming service for broadcast and cable channels told me you can create favorites lists to find them faster.

If you cut to the chase, the problem is as much with the TV remote as it is with how the streaming systems have set up their programs.

There is no “back button” on the streaming remotes I’ve seen. I don’t understand. The back button makes anything with dozens of channels more manageable. Who had the brilliant idea to leave that aside?

It turns out that YouTube, and I suspect other streamers as well, have a back button. You just need to know how to find it.

Someone else in the office called her husband, who told me how to get a list of channels you’ve recently watched. Sounds easy and I’ll try it the next time I watch YouTube – now that I know.

This is probably one of the many easter eggs hidden in streaming TV operating systems. I remember a similar confusion when Mary Ann and I switched to DirecTV about 13 years ago.

While it’s annoying to have limits on your TV browsing abilities, I’ll concede that it’s a minor annoyance – even if it makes for a fun topic for a column.

And there is no doubt that online streaming is winning the battle for viewers. However, I just have to throw this out there – what happens when the internet goes down? Because it happens.

Between them, Mary Ann and our three kids have access to Netflix, Hulu, YouTube, Disney+, and probably a few more that I can’t remember. They all talk about the fact that streaming is cheaper than cable or satellite, and that may be true for just one service. But don’t try to convince me that having all that access is cheap.

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Next-level marketing leads the pack in the move to Google Analytics 4 and online privacy laws https://inigo-tech.com/next-level-marketing-leads-the-pack-in-the-move-to-google-analytics-4-and-online-privacy-laws/ Thu, 17 Nov 2022 17:37:00 +0000 https://inigo-tech.com/next-level-marketing-leads-the-pack-in-the-move-to-google-analytics-4-and-online-privacy-laws/ MIAMI, November 17, 2022–(BUSINESS WIRE)–As someone who has worked with Google algorithms since Google considered calling itself “Backrub” says – times are changing. This press release is multimedia. View the full press release here: https://www.businesswire.com/news/home/20221117005991/en/ Next Level Marketing is pioneering a new method of data collection and first-party advertising following Google’s announcement to discontinue Universal […]]]>

MIAMI, November 17, 2022–(BUSINESS WIRE)–As someone who has worked with Google algorithms since Google considered calling itself “Backrub” says – times are changing.

This press release is multimedia. View the full press release here: https://www.businesswire.com/news/home/20221117005991/en/

Next Level Marketing is pioneering a new method of data collection and first-party advertising following Google’s announcement to discontinue Universal Analytics in place of Google Analytics 4 (GA4). (Graphic: Business Wire)

It’s no secret that businesses around the world are being held to stricter standards for online data privacy. With sweeping guidelines like GDPR and ever-changing iOS updates, more and more online platforms are using this overriding feature to switch to protection policies that impact the collection of personally identifiable information ( PII).

Now the godfather of all online data collection, Google, is following suit with the rollout of Google Analytics 4 (GA4). On July 1, 2023, Google will permanently retire Universal Analytics for GA4 to take its place as the primary source of truth for event and parameter-based data collection. But what does this mean for the future of websites and online advertising? What does this mean for your business? Let’s go.

Preparing for the move to Google Analytics 4

Discontinuing Universal Analytics (UA) in 2023 is not optional. When the term “sunset” is used, it’s just a sweet way of saying that on that date, UA will no longer process data on the websites, period. Only a small handful of agencies specialize in intensive measurement strategy and GA4 setup, one of them being Next Level Marketing. Founded and operated by visionary CEO, Michael Tate, Next Level saw the unique opportunity in this disruptive change and how it could truly lend itself to giving customers a competitive advantage in the future of cookieless advertising if it is proactively addressed.

Tate was quick to configure GA4 for all Next Level Marketing clients to work alongside Universal Analytics, knowing that the delay in data collection that would result from the wait would be detrimental not only to its clients, but to the agency. A true “OG” in the world of Google advertising, Michael Tate was one of the first 50 people in the world to be Google Ads certified in 2004, and yes, he was also around when Google was still planning to make a name for itself. . like “Backrub”.

Around this time last year, when GDPR, CCPA laws and ePrivacy regulations were all over the news, Tate was approached by the Department of Justice to advise a team of over 20 attorneys on how Google and Facebook collect data online. His expertise in the matter also landed him in the Wall Street Journal in 2002 in an article relating to Google click fraud. It is this expertise that has also been behind Next Level Marketing’s groundbreaking measurement strategy and configuration offerings for new and returning customers, enabling businesses to have confidence in the data they collect and be assured that they are in compliance with these complex new online privacy laws.

With proper website and GA4 setup and segmentation, you can gain a deep understanding of what is influencing your KPIs. Drive more conversions by identifying the type of performance for each conversion channel as well as the content or marketing campaign that works best for specific product/service ad serving methodologies.

Electronic Privacy Laws, Cookies, and Your Business

It’s important to set up and configure your analytics to work as hard as you do, but there’s also something more insidious at play when we talk about the future of cookieless advertising. In parallel, let’s look at the online ADA compliance movement that made headlines last year.

In what feels like an overnight change, every website has been sued under new accessibility laws guided by the ADA. Overnight, businesses large and small were being sued for non-ADA compliant websites, and many of those business owners weren’t even aware that these laws had been adopted. Imagine you’re a small business owner, waking up to a legal notice about a non-compliant website, and suddenly facing punitive fines that could bring you and your business to your knees.

You’ll notice that no major lawsuits have been filed against mainstream businesses for these new electronic privacy laws…yet.

Configuring GA4 with a comprehensive measurement strategy with conversion events relevant to your business will not only avoid a huge backlog in data collection, but also allow you to confidently navigate through recent changes in cookie policies. and privacy regulations without affecting the performance of any assignment. -critical applications on your website.

More than just a new analytics platform

GA4 is where the data resides, but how it gets there makes all the difference. This is where the importance of server-side tracking comes in through Google Tag Manager (GTM) as well as a private cloud service. When GA4 was initially rolled out, it was done alongside updates to GTM and Google Cloud to enable this first-party data collection in the first place. It works in perfect synergy with platforms like Big Query, to act as a kind of data clean room that is used in conjunction with data collected through GA4.

How is all this first-party data used? It can be used to understand everything from traffic trends to individual user behavior patterns, and perhaps most interestingly, to calculate offline conversions and deploy more accurate customer match lists. Offline conversions answer the million dollar question: a user comes to your site, engages, clicks on it… what happens next? Offline conversions allow for a better understanding of user behavior after online conversion, allowing you to “feed the machine” of Google with insights into your encounter with those customers after they click.

By providing Google with information such as “how much was this conversion actually worth once this customer entered my pipeline?” and by using a relatively simple mathematical equation to tell Google precisely how much your conversion values ​​are, you can provide much more comprehensive information to guide Google’s algorithm in understanding user demographics and behavior patterns at target. And yes, all of this can be done with first-party, compliant, and clean data collected from server-side tracking through GA4.

Ultimately, to migrate to a cookieless configuration, the GA4 configuration is only the beginning. Staying compliant is more than just an effort to avoid being sued or potentially shut down by online advertising platforms. There is incredible power in owning your own first-party data. The reason companies need to accept cookie consent on their website in the first place is because they don’t control their data. Although they theoretically only follow it for their use, there is no way of knowing or controlling what a third party might do with it. When you control your data with server-side tracking, you can avoid getting caught up in ad blockers and be in control when it comes to making informed data-driven decisions.

GA4 setup and measurement strategy with next-level marketing

The future of data strategy is now. Next Level Marketing’s comprehensive analytics and value-added reports enable your marketing and IT teams to ensure accuracy, establish the right baselines for resource planning, and offer an informed action plan for future of your business in a world without cookies.

Next Level Marketing is an industry-leading Google Premier Agency Partner, leading the movement toward data-driven, e-privacy compliant advertising. Their comprehensive measurement strategy and setup program not only offers proper GA4 setup, but also server-side tracking, segmentation and analysis, measurement frameworks, and world-class digital marketing consultation.

Leverage the power of offline conversions, enhanced conversions, and (legal) collection of your own first-party data to inform business-critical decisions. The most notable difference in GA4 is the switch from “session-based” tracking to “event-based” tracking. This enables a new level of understanding of the user journey that goes beyond what a user does during a single session on your website (i.e. come to your site, browse , then leave). The power of GA4 and measurement frameworks gives you new visibility into specific interactions (or events) occurring throughout your site and customer journey.

As privacy laws are updated, it’s more important than ever to make sure your business is prepared. Next Level Marketing is leading the pack in moving to GA4, and they can help you do the same. With their experience and expertise, you can be confident that your data will be collected and processed in a manner that complies with the latest updates in privacy laws and contributes the most actionable insights to your privacy initiatives. digital marketing. Don’t risk the future of your business – contact Next Level Marketing today for more information.

See the source version on businesswire.com: https://www.businesswire.com/news/home/20221117005991/en/

contacts

Alana Millman
(866) 455-2802 Ext. 703
alana@nextlevelsem.com

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CityXGuide owner sentenced to over 8 years in prison for reckless disregard of sex trafficking and racketeering conspiracy | USAO-NDTX https://inigo-tech.com/cityxguide-owner-sentenced-to-over-8-years-in-prison-for-reckless-disregard-of-sex-trafficking-and-racketeering-conspiracy-usao-ndtx/ Mon, 14 Nov 2022 22:26:26 +0000 https://inigo-tech.com/cityxguide-owner-sentenced-to-over-8-years-in-prison-for-reckless-disregard-of-sex-trafficking-and-racketeering-conspiracy-usao-ndtx/ The owner of CityXGuide.com – a leading online ad source for victims of sex trafficking – was today sentenced to more than eight years in federal prison and the forfeiture of more than $15 million assets, the U.S. Attorney for the Northern District of Texas said. E. Meacham. Wilhan Martono, 48, was arrested on June […]]]>

The owner of CityXGuide.com – a leading online ad source for victims of sex trafficking – was today sentenced to more than eight years in federal prison and the forfeiture of more than $15 million assets, the U.S. Attorney for the Northern District of Texas said. E. Meacham.

Wilhan Martono, 48, was arrested on June 19, 2020, the same day CityXGuide and its sister websites were seized by Homeland Security Investigations.

He pleaded guilty on August 24, 2021 to one count of promoting prostitution and recklessly disregarding sex trafficking and one count of conspiring to engage in interstate transportation for the benefit of racketeering businesses – facilitating prostitution. The plea was the first ever filed under the Empowering States and Victims to Combat Online Sex Trafficking Act (FOSTA), the 2018 law that allows the federal government to prosecute websites that facilitate sex trafficking.

He was sentenced to 97 months in federal prison on Monday by Chief U.S. District Judge David Godbey, who also ordered him to confiscate more than $15 million in assets, including more than $2 million in gold bullion. money and almost a million dollars in cryptocurrency.

“The owner of CityXGuide has intentionally ignored gross sexual abuse that has occurred on his platform. He has profited from the exploitation of vulnerable women and children, just like the traffickers who advertise it on his website,” said US Attorney Chad Meacham. “Human trafficking is one of the most heinous crimes we pursue. The Department of Justice and its partners will not rest until sites like this are taken down and their creators brought to justice.

“Thanks to the investigative efforts of our law enforcement partners at the North Texas Trafficking Task Force led by HSI Dallas, the largest digital marketplace for sex trafficking and prostitution no longer exists. “said Lester R. Hayes Jr., special agent in charge of Dallas Homeland Security Investigations. “The greed of this defendant and the trafficking of those who were exploited through the commercial sex websites he created cost him his freedom and the confiscation of the proceeds of crime he obtained by committing these crimes . HSI will not back down until those who conspire in these illegal activities are brought to justice.

“Today’s sentencing illustrates the Secret Service’s unwavering commitment to investigating financial crimes taking place in the ever-changing cyber realm,” said William Smarr, Secret Service Special Agent in Charge of the Dallas Field Office. . “We are grateful for the tireless work of our local, state and federal law enforcement partners as we worked together to bring this matter to justice.”

According to court documents, Mr. Martono admitted to creating, owning and operating CityXGuide and a suite of related websites, including Backpage.co, CAPleasures.com and BodyRubShop.com, among others.

He registered the domain names of several of the sites on April 8, 2018, just a day after the federal government shut down Backpage.com, then the Internet’s main source of commercial sex advertisements. Like Backpage, Mr. Martono’s sites allowed users, including traffickers, to post hundreds of thousands of commercial sex advertisements worldwide.

In the plea documents, Mr. Martono admitted that he had turned a blind eye to the illegal sex trafficking occurring on CityXGuide.

Despite terms of service allegedly prohibiting the advertising of illegal sexual services, CityXGuide and its affiliate websites allowed brothels, pimps and prostitutes to post hundreds of thousands of advertisements for sexual services, which users could then filter by geography and preference. The sites allowed advertisers to choose from a pre-populated list of “intimate activities” and then add nude photos, descriptions, working hours, payment methods and contact details of the women being advertised. The advertisement. To ensure premium placement, the websites offered paid “upgrades” that could be purchased with Bitcoin or in exchange for gift cards from Walmart, Best Buy, Amazon and other retailers.

Mr. Martono then used CardCash, a third-party gift card reseller, to exchange those gift cards for US currency. He used a VPN to mask his IP address during these CardCash transactions, then routed the proceeds through a network of business and personal bank accounts.

Although he received numerous emails from federal, state and local law enforcement informing him that CityXGuide and its associated websites were being used to facilitate child sex trafficking and exploitation, he continued to exploit these locations in the United States and around the world.

In court documents, prosecutors estimated Mr. Martono withdrew more than $21 million from his websites, which users described as “picking up where Backpage left off.”

The North Texas Trafficking Task Force conducted the investigation, led by the Dallas Field Office of Homeland Security Investigations, the Dallas Field Office of the United States Secret Service and the Colleyville Police Department, with assistance from HSI’s field offices in El Paso and San Jose as well as the Texas Department of Public Safety. Assistant United States Attorneys John de la Garza, Sid Mody (fmr) and Rebekah Ricketts (fmr) prosecuted the case.

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Does “spam” still have a place in the world of online advertising? https://inigo-tech.com/does-spam-still-have-a-place-in-the-world-of-online-advertising/ Sat, 12 Nov 2022 01:00:18 +0000 https://inigo-tech.com/does-spam-still-have-a-place-in-the-world-of-online-advertising/ Print advertising has long been heralded as being on the way out, but small advertisers say they expect business to pick up after the pandemic. Manish Dholu owns a Perth-based brochure delivery company and says demand is growing in the suburbs, despite an increase in ‘no junk mail’ signs on letterboxes and the rise of […]]]>

Print advertising has long been heralded as being on the way out, but small advertisers say they expect business to pick up after the pandemic.

Manish Dholu owns a Perth-based brochure delivery company and says demand is growing in the suburbs, despite an increase in ‘no junk mail’ signs on letterboxes and the rise of digital marketing.

“Right now, we’re delivering about 300,000 to 350,000 mailboxes a month,” he says.

Despite an increase in ‘no junk mail’ signs in some Perth suburbs, smaller delivery services say there is still a demand for advertising material.(ABC News: Kate Leaver)

“That number went down a bit due to COVID because we had 25 scooter riders and right now I’m down to 10.

“So I’m looking forward to having more passengers on board and hopefully we can reach over 400,000 or 450,000 mailboxes per month.”

A man looking at a colored map of the suburbs of Perth.
Manish Dholu keeps track of the number of mailboxes in each suburb of Perth.(ABC News: Kate Leaver)

While some find it embarrassing to see their mailboxes filled to the brim with advertising material, Mr Dholu says others appreciate the opportunity to research discounts in their area.

“[Online advertising] affected us a bit, but I believe people still want to smell the flyers or feel the promotion in their hands and their mailboxes and that works for a lot of our customers,” he says.

“I would say [paper advertising] will be there for the next 10 years at least.”

No spam

Mr Dholu said that over the past two years he had seen an increase in the number of ‘no junk mail’ signs on letterboxes and properties, particularly in the western suburbs of Perth.

“If it’s a developing or new neighborhood, there are fewer ‘no junk’ signs, but ‘no junk’ signs are gradually increasing in each suburb,” he says.

“We charge our customers based on the number of flyers we can deliver, so ‘no spam’ signs obviously affect our business.

A man, wearing a red cap and a red T-shirt, looks at a computer screen.
Mr. Dholu uses tracking technology and mapping to follow his team of scooter riders during their deliveries.(ABC News: Kate Leaver)

“But it’s a choice for residents. If they don’t want the promotions and flyers in their mailbox and a sign, there’s nothing we can do about it.”

Email versus postal mail

Marketing and consumer professor Gary Mortimer says the rise of digital and targeted advertising means that mailbox brochures are no longer an effective advertising method for businesses.

A man in a suit in front of a store
Gary Mortimer says print advertising is rapidly declining with the emergence of targeted online marketing.(Provided)

“When you open your mailbox there are things that just don’t concern you,” he told Tom Baddeley on ABC Radio Perth.

“So we’ve certainly seen the emergence of digital marketing as a more effective way to connect consumers to the products they might actually want to buy.

“If you’re like me, that junk mail comes into your mailbox, and you take it out of your mailbox and straight into your trash, and it usually doesn’t see the light of day.”

Professor Mortimer predicts that paper catalogs will soon disappear as large retail chains abandon print advertising.

“Major supermarkets Coles and Woolworths have eliminated the use of their paper catalogs and have certainly had their paper catalogs delivered to your home,” he says.

“They’re still available in stores but don’t actually ship nationwide.

“Bunnings is the latest to abolish the use of paper catalogs delivered to your doorstep.

“They realize it’s not an effective way to connect with customers. There’s also the environmental footprint.

“We cut down trees to create these products only to put them straight in the trash.”

Ignore sign code violation

Mailbox distribution companies can choose to adhere to an industry code of conduct established by the Distribution Standards Board.

The code states that companies must not place material in mailboxes where a “no junk mail” sign is posted and clean up waste caused by improper delivery practices.

A green mailbox stuffed with junk mail.
Mailbox distribution companies can choose to adhere to an industry code of conduct established by the Distribution Standards Board.(ABC News: Kate Leaver)

According to the Distribution Standards Board, the postal and letterbox networks reach more than 28 million Australians and New Zealanders every day.

But for Mr. Dholu, spam panels aren’t his biggest obstacle.

“Some people [verbally] abuse it or try to hit [delivery riders] with a stick,” he said.

“In the past three or four months we have had two incidents where someone tried to hit our runners with an iron bar.

“So sometimes I go out there and try to talk to the residents and tell them if you have any problems you can always call us, but some residents are really, really aggressive.”

Divided opinions on spam distribution

Some ABC Radio Perth listeners say they appreciate the spam brochures:

Anonymous: “Don’t ban physical spam. Ban electronic spam by banning companies from sharing your data when you sign up. That way you won’t end up getting emails from companies you’ve never heard of talk.”

Nardy: “No, don’t ban junk mail. It’s provided jobs for several people I know, along with exercise and fresh air. Plus I can see the shopping promotions.”

Tracey: “My sister’s three children have all been doing junk mail delivery for many years. They made a lot of money and then got jobs for a local company after offering to deliver their brochures for free. They all work there now.”

While others want to see an end to the distribution of leaflets:

Rock : “Spam coming out of mailboxes means the house is unoccupied and can be broken into! It’s rubbish.”

Lucy : “Ban these spam catalogs [and] pamphlets. Also ban postpaid letters that are delivered by the postman and addressed to the “resident” or any postcards from estate agents.”

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Bob Hoffman on Marketers’ Indifference to Ad Fraud https://inigo-tech.com/bob-hoffman-on-marketers-indifference-to-ad-fraud/ Wed, 09 Nov 2022 06:46:01 +0000 https://inigo-tech.com/bob-hoffman-on-marketers-indifference-to-ad-fraud/ In the latest episode of Marketing Week’s podcast series, Bob Hoffman, best-selling author and the man behind the Ad Contrarian blog, discusses the consequences and causes of ad fraud and the role marketers have played in facilitate it and must stop its spread. Bob Hoffman, aka The Ad Contrarian, has called out the industry’s lack […]]]>

In the latest episode of Marketing Week’s podcast series, Bob Hoffman, best-selling author and the man behind the Ad Contrarian blog, discusses the consequences and causes of ad fraud and the role marketers have played in facilitate it and must stop its spread.

Bob Hoffman, aka The Ad Contrarian, has called out the industry’s lack of action against ad fraud.

Addressing both organizations and individuals, he says marketers “don’t really care” about the impact of ad fraud, both on people and on democratic society in general.

“I think they [marketers] are more interested in what’s right for them than what’s good for the world,” he says. “We acted very irresponsibly – all of us in the advertising world – on this issue. I’m not going to give anyone a free pass for this.

In his latest book, AdScam: How Online Advertising Gave Birth to One of History’s Greatest Frauds, and Became a Threat to Democracy, he particularly focuses on tracking, comparing it to espionage.

“My conclusion is that advertising technology, and specifically tracking, is a very dangerous thing,” he adds.

“Nobody knows for sure how big ad fraud is, but it’s probably – according to most experts – $60 billion or more a year and…it’s probably going to organized crime, it’s probably going to hostile governments that can easily steal from the ad tech ecosystem, and that’s probably funding some really bad things in our world.

Listen to the podcast for the full interview, which also discusses how to improve the industry and why Hoffman thinks it’s his job to be subversive.

From opening up about mental health issues to closing the job confidence gap, you can listen to previous episodes of Marketing Week’s This Much I Learned podcast on Apple Podcasts, Soundcloud and Spotify.

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Elon Musk tries to attract YouTube stars to Twitter | Twitter https://inigo-tech.com/elon-musk-tries-to-attract-youtube-stars-to-twitter-twitter/ Sun, 06 Nov 2022 22:06:00 +0000 https://inigo-tech.com/elon-musk-tries-to-attract-youtube-stars-to-twitter-twitter/ The anarchic behavior of YouTubers attracts huge online audiences and has turned stars such as MrBeast and Logan Paul into the highest paid performers of the internet age. Now Twitter’s new owner, Elon Musk, wants a slice of the lucrative stock and will try to lure video creators to the social media platform. In a […]]]>

The anarchic behavior of YouTubers attracts huge online audiences and has turned stars such as MrBeast and Logan Paul into the highest paid performers of the internet age. Now Twitter’s new owner, Elon Musk, wants a slice of the lucrative stock and will try to lure video creators to the social media platform.

In a series of posts on Twitter over the weekend, Musk spoke to videographers, saying he plans “creator monetization for all forms of content,” and that his company could “beat” the cut. of 55% of advertising revenue that YouTube gives its top artists.

When asked when he would give more details, he replied: “Two weeks”.

Although competing sites such as TikTok are rising in the rankings, YouTube generates more money for its creators than any other platform thanks to the scale of its advertising sales, the size of its audience and the structure of its distribution model. revenue sharing.

The highest-paid YouTubers earned $300m (£264m) in 2021, according to Forbes, with advertising revenue supplemented by merchandise and catalog sales.

First in the league is MrBeast, aka Jimmy Donaldson, 24, from North Carolina, who started posting videos when he was 13 years old. He earned an estimated $54 million last year, edging out actress Angelina Jolie and media personality Kim Kardashian, and making him the highest paid YouTuber of all time.

A master of the online stunt, MrBeast is best known for spending 50 hours buried alive in a coffin and hosting his own version of the Netflix Squid Game TV series. Brothers Logan and Jake Paul are among the top 10 earners, after filming themselves playing video games and pulling pranks to learn how to box and take on big names – or rival internet stars – in highly publicized fights.

This weekend, Twitter began offering a paid service, Twitter Blue, which will cost $7.99 per month. The platform does not currently allow long-form video, limiting users to two minutes and 20 seconds. But Musk tweeted on Saturday that Twitter Blue subscribers could post “chunks” of video up to 42 minutes in length.

Those willing to pay to post will also be awarded the blue check mark indicating that Twitter has verified their identity, a feature typically reserved for public figures such as government officials, journalists and celebrities.

Amid the chaos and distress caused by the summary layoff of half of Twitter’s 7,500 employees, engineering teams rolled out the new feature at breakneck speed. It was reported Sunday night that dozens of those made redundant had been asked to return because they had either been fired in error or the company had since realized their work was vital to creating the new features Musk was looking for.

He acquired Twitter late last month for $44 billion, in a deal backed by billions of his own money. The entrepreneur has now set up a war room at the company’s headquarters in San Francisco, where he and a small team of advisers scramble to cut costs and come up with new products.

The first of these was Twitter Blue, which rolled out in the US, UK, Canada, Australia, and New Zealand.

Everyday Astronaut, a YouTube creator with 1.3 million subscribers, responded to Musk’s ‘monetizing’ tweets with a message that he would consider uploading his productions to the site if he could handle full videos and pay creators with a YouTube style system.

If Twitter could handle the full videos I produce and can offer a similar monetization system as YouTube, I would consider uploading my full videos here too for sure. https://t.co/JsYw9DI9oO

— Everyday Astronaut (@Erdayastronaut) November 5, 2022

In messages with other Twitter users, Musk asked how YouTube monetization works – sharing ad revenue with popular creators. When told that YouTube gives those who upload their content 55% of ad revenue, he replied, “We can do better.”

Musk’s comments follow reports that Twitter is considering letting users charge for video content, with the platform taking a cut, despite the project being flagged internally as high risk.

Twitter reportedly considered an Only Fans-style subscription under its previous leadership, but scrapped the plan over fears it could vet such a service for child sex abuse material.

Twitter’s current setup for paid creators consists of a “tips” service, where users can voluntarily donate money, and a “super follow” feature, which allows users to charge users up to 9, $99 per month for exclusive tweets.

TikTok is making undisclosed funds available to select creators in the UK, while user-generated site OnlyFans, which is dominated by pornography, gives creators 80% of their subscription fees.

Twitter derives about 90% of its $5 billion in annual revenue from advertising. However, that revenue stream has been damaged by furor over Musk’s takeover, as major advertisers such as Audi, Carlsberg and United Airlines suspended spending over fears content moderation standards could slip. Musk tweeted on Friday that there had been a “massive drop” in ad revenue on the platform.

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FCA reports actions against fraudulent financial promotions https://inigo-tech.com/fca-reports-actions-against-fraudulent-financial-promotions/ Fri, 04 Nov 2022 10:15:06 +0000 https://inigo-tech.com/fca-reports-actions-against-fraudulent-financial-promotions/ The Financial Conduct Authority has released data that shows it changed or withdrew 4,151 financial promotions between July and September. According to the FCA, this is the highest level since it began publishing the data. Consumer credit, investments and banking are the sectors with the highest rate of repair or removal of ads. These represent […]]]>

The Financial Conduct Authority has released data that shows it changed or withdrew 4,151 financial promotions between July and September.

According to the FCA, this is the highest level since it began publishing the data.

Consumer credit, investments and banking are the sectors with the highest rate of repair or removal of ads.

These represent 95% of AFD’s interventions with approved companies.

The FCA pointed out that it had seen several cases involving unauthorized companies and individuals seeking to profit from the rising cost of living.

During the period, the FCA issued 303 warnings about unauthorized companies and individuals, more than 20% of which related to clone scams.

The data also detailed various measures taken by the watchdog to curb deceptive and unfair behavior by companies as well as to combat scammers.

For example, the FCA’s intervention resulted in the modification or removal of 66 company Buy Now Pay Later (BNPL) promotions on various social media platforms.

He said the ads did not give fair or significant risk warnings and were misleading about charges.

Although the FCA does not yet regulate BNPL, it warned BNPL companies against misleading promotions earlier this year.

The FCA also said it had taken steps to write to consumers that it had discovered that it had been included in a mailing list used by scammers to carry out “loan fee” or “fee advances”.

With this type of scam becoming more common as the cost of living rises, the FCA relaunched its ScamSmart campaign around loan fee fraud over the summer.

This is to help educate borrowers who may find themselves in vulnerable circumstances.

FCA Executive Director for Enforcement and Market Surveillance, Mark Steward, said: “As consumers feel the financial strain, they could be tempted into high-risk, unregulated products and services or they could become targets for scammers who take advantage of moments of vulnerability.

“As a result, we are doing even more to combat false claims in advertisements, issue prompt warnings to consumers, and we continue to engage with the biggest technology and social media platforms, as they also play an important role in protecting consumers from harm online.

“That’s why amendments to the Online Safety Bill to cover paid online advertising for financial services are badly needed at this time.”

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Should Spotify investors be worried about limp ad sales? https://inigo-tech.com/should-spotify-investors-be-worried-about-limp-ad-sales/ Thu, 27 Oct 2022 13:14:00 +0000 https://inigo-tech.com/should-spotify-investors-be-worried-about-limp-ad-sales/ Audio Streaming Veteran Spotify Technology (PLACE -3.17%) announced strong third-quarter results by most measures. The company added 7 million premium subscribers and 23 million monthly active users (MAUs) during the quarter. Additionally, revenue grew 21% year-over-year, driven by healthy subscription fees. It’s more than a healthy business – the results have been downright impressive. Still, […]]]>

Audio Streaming Veteran Spotify Technology (PLACE -3.17%) announced strong third-quarter results by most measures. The company added 7 million premium subscribers and 23 million monthly active users (MAUs) during the quarter. Additionally, revenue grew 21% year-over-year, driven by healthy subscription fees. It’s more than a healthy business – the results have been downright impressive.

Still, investors reacted to Spotify’s report with a brutal haircut. The stock fell more than 9% in Wednesday’s morning session, extending a painful downtrend. Spotify shares lost about 60% of their value in 2022.

This time, the negative market movement came from Spotify’s disappointing ad space sales. Ad-supported revenue grew only 3% year-over-year at constant currencies. This segment barely made a gross profit with a gross margin of 1.8%, compared to 10.8% a year ago.

Indeed, Spotify’s management saw no reason to complain about this quarter, other than annoying advertising activity, that is.

“There is a lot of global uncertainty. But for Spotify, our business continues to do very well around the world,” Spotify CEO Daniel Ek said on the earnings call. “And outside of the ads, we don’t see much impact at all.”

So what happens inside this single point of difficulty? Let’s look.

The view from the CFO’s office

During the earnings call, Spotify’s management team spent a lot of time discussing the digital audio ad market. The company was a pure subscription service until it launched an ad-supported option in 2017. A sophisticated ad-buying platform, the Spotify Audience Network (SPAN), was added at the start of 2021.

The advertising industry is therefore only a few years old. Still, Spotify has already amassed 273 million ad-supported MAUs and the segment accounted for 13% of total third-quarter revenue.

CFO Paul Vogel largely attributed weak advertising growth to macroeconomic issues. Most of the underperformance occurred in the Europe, Middle East and Africa (EMEA) market, where the war in Ukraine is weighing heavily on local economies and many major markets are experiencing even higher inflation than the United States. And Spotify has suspended its services in the UK. on the death of Queen Elizabeth II, leading to another unforeseen downturn in revenue.

Vogel noted advertiser interest was building in October, suggesting the next quarter could see stronger ad sales. However, the difference was not large enough to support an optimistic forecast for the ad-based segment, given the inherently unpredictable nature of today’s global economy.

On the positive side, Vogel sees this downturn as a macroeconomic issue that should fade when the broader market challenges pass, as they will. No bear market lasts forever. He backed up this conclusion with a quick analysis of the growing number of ad buyers on the SPAN platform.

“The fact that we’re seeing a year-over-year increase and continuing to grow shows us that the overall structural health of the advertising business we’re building at Spotify is very healthy,” Vogel said.

The view from the CEO suite

Ek added valuable color commentary to Vogel’s statements. First, he pointed out the temporary nature of Spotify’s limited ad growth.

“The important thing is to decide whether it’s a cyclical or a structural thing. And we strongly believe that it’s more cyclical than structural,” Ek said, “So the long-term growth of the digital advertising will still be healthy, we believe, and there are more offline dollars moving to digital dollars.”

Ek also found an advantage in macroeconomic pressure. The severe sting of the coronavirus pandemic in the first half of 2020 showed that digital ad space was plentiful and affordable when most advertisers were limiting their ad spend. Consequently, Spotify was able to increase its own advertising budget and attract millions of new users at a lower cost.

The benefit of driving growth plays out again in this market, and management isn’t overly concerned about the revenue impact on a 13% slice of the inbound revenue stream.

“This would then present us with a clear opportunity to increase our market share even in a difficult economy, as we can acquire users at a lower cost than [their lifetime value]“, Eck said.

Should Spotify shares be this cheap?

Spotify’s comment suggests that the advertising downturn has stabilized over the past two months, but it’s still too early to wave victory flags. The underlying macroeconomic issues need to be resolved before the ad market symptoms can improve significantly.

This cautious analysis comes into its own after similar reports from online advertising giants Alphabet and Metaplatforms this week. Both tech titans reported disappointing results and suffered significant declines in their share prices.

At the same time, I would argue that Spotify’s primarily subscription-based business model serves as an effective shield against the softness of the advertising industry. Premium and ad subscriber numbers are skyrocketing, and Spotify’s cash earnings have been solidly positive for years.

In other words, Spotify stock should be up, but the stock price still fell 64% in 2022. Trading at all-time lows at price-to-sales and price-to-flow ratios With historically low free cash, Spotify looks like a fantastic buy, despite the tough digital advertising market.

SPOT PS Ratio data by YCharts

Suzanne Frey, an executive at Alphabet, is a board member of The Motley Fool. Randi Zuckerberg, former director of market development and spokesperson for Facebook and sister of Meta Platforms CEO Mark Zuckerberg, is a board member of The Motley Fool. Anders Bylund holds positions in Alphabet (A shares). The Motley Fool owns and recommends Alphabet (A shares), Alphabet (C shares), Meta Platforms, Inc. and Spotify Technology. The Motley Fool has a disclosure policy.

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Memorable AI raises $2.75 million with a new approach to creative testing https://inigo-tech.com/memorable-ai-raises-2-75-million-with-a-new-approach-to-creative-testing/ Tue, 25 Oct 2022 04:55:02 +0000 https://inigo-tech.com/memorable-ai-raises-2-75-million-with-a-new-approach-to-creative-testing/ For years, walled gardens have made it nearly impossible to create alternative ad analytics or launch creative testing startups. What analytics startup could outperform Google or charge less than Google Analytics, which is free for most users? And why hire a dynamic creative engine when testing is an option in Facebook Ads Manager? But times […]]]>

For years, walled gardens have made it nearly impossible to create alternative ad analytics or launch creative testing startups.

What analytics startup could outperform Google or charge less than Google Analytics, which is free for most users? And why hire a dynamic creative engine when testing is an option in Facebook Ads Manager?

But times are changing. Walled gardens have been knocked down a peg or two, at least for now, and startups have an opportunity to come up with new ways for brands to get back to pre-ATT testing and attribution standards.

The latest entrant is Memorable AI, a creative testing startup that raised $2.75 million earlier this month, including participations from MediaLink CEO Michael Kassan and programmatic vet Brian O’Kelley, who recently launched a fresh start called Scope3 which marks online advertising. for carbon consumption.

Bertlesmann, a German media conglomerate, has also invested in Memorable’s fundraising.

The two founders of Memorable AI met while earning their masters in computer science at Harvard. But the startup actually grew out of Memorable CTO Camilo Fosco’s thesis work for a PhD program at the Massachusetts Institute of Technology, the goal of which was to study how well people remember or don’t remember different forms of video over time.

It became clear that Fosco’s idea could be applied to create vendor software for marketers, said Memorable CEO Sebastien Acevedo. And so the two decided to launch their business in 2021.

Memorable’s list of early customers includes flagship brands: L’Oreal Spain, Unilever, plant-based food maker Upfield, and Coca-Cola’s Wabi unit, which is a data-driven group within Coke. Wabi is the app store owners and e-commerce sellers use to restock products.

To show creativity

Google and Meta effectively optimize within their channels, but only within their channels.

They don’t incorporate historical sales and ad data from any other channels where a brand distributes its product or ads, Acevedo said. This is why the sales attributed to Google, Meta and Amazon can sometimes total more than the number of purchases generated during a campaign.

The cost of A/B testing and dynamic mid-stream creation is also an issue, as it can consume anywhere from a fifth to as much as a half of a campaign’s budget, Acevedo said.

But brands want ways to test without having to spend so much on media as a precursor, he said.

Memorable’s approach is to analyze historical data from ad platforms, DSPs, and ad servers, using approximately 80% to train a creative model and the remaining 20% ​​to test the model. Its software analyzes the data to see which media and creatives are responsible for driving the brand’s desired metrics.

The Platform Metrics Push

Click-through rate, brand recall, lead generation, or video viewability can be correlated to different creative strategies or formats.

“We’re metrics agnostic,” Acevedo said. “If someone comes to us and says the video view rate is what they care about and what they get back to their boss, we focus on the video view rate.”

At some point, however, it might make sense for Memorable to more actively suggest KPIs to its clients, he said.

But for now, Memorable continues to develop the main channels where its technology can be used, including apps from Meta and TikTok. It’s rolling out Amazon, with plans to add Google in the coming months.

“We try to focus on our customers’ biggest demands,” Acevedo said, “and lately everyone wants to crack the TikTok code.”

But new business is actually coming through the big platforms themselves.

Several recent account wins have come from Google leads, Acevedo said. Although the platforms have dynamic “brute-force” creative tools, including templates and basic A/B testing, he said, if advertisers can level up creatively, the ROI of the platform will improve and advertisers will end up spending more.

Creativity is a powerful and yet still underestimated performance lever. It’s also why longtime programmatic practitioners like O’Kelley and Kassan have invested in the startup, according to Acevedo.

Ad technology is often narrowly focused on targeting, reach, and bid-based decision making for each placement. Creative can help drive conversions, but isn’t typically considered in most programmatic systems.

“Anyone working on creation has been really under-empowered,” Acevedo said. “We try to give them data-driven solutions, because they are judged on the basis of data.”

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Facebook Marketing for Lawyers – Above the LawAbove the Law https://inigo-tech.com/facebook-marketing-for-lawyers-above-the-lawabove-the-law/ Fri, 21 Oct 2022 21:47:48 +0000 https://inigo-tech.com/facebook-marketing-for-lawyers-above-the-lawabove-the-law/ Facebook can collect thoughts on photos of birthday parties and meals, political posts and viral videos. However, Facebook is a powerful tool for any business, including law firms. Facebook marketing allows you to promote your law firm and build your brand through an active online presence. Depending on your budget goals, free and paid marketing […]]]>

Facebook can collect thoughts on photos of birthday parties and meals, political posts and viral videos. However, Facebook is a powerful tool for any business, including law firms. Facebook marketing allows you to promote your law firm and build your brand through an active online presence. Depending on your budget goals, free and paid marketing options can be considered. When used to its absolute advantage, Facebook marketing for lawyers can be its own revenue stream, but getting there can take time and money. Keep reading for information on Facebook marketing strategies you might consider.

The Facebook Marketing Process for Lawyers
Once you’ve decided to advertise your law firm and legal services on Facebook, you need to know where to start. You also need to understand what will help you grow your audience and how to get the most out of every penny you spend on paid ads.

As mentioned, both organic and paid options help grow your audience and attract potential customers. Organic posts are those that you share on your business page – likely a blog from your website, a relevant news article, or downloadable content like white papers. Organic posts are meant to be interacted with, shared and clicked. With paid posts, you can target specific demographics and locations to increase the chances of potential customers seeing your ad and visiting your website. Before that, however, you need to start by making sure you have a healthy social media presence.

The power of a single blog post
One of the easiest ways to generate social media followers is to post engaging content, like a news or evergreen blog. Depending on your current content marketing plan, you may have the perfect message to share. If not, you should carefully choose a topic that you know will be interesting to your target audience. Consider your areas of practice, the types of cases you want to handle, and the questions you can answer for potential clients that will convince them to contact you for more information.

Create a Facebook page that people want to visit
Once you have your featured blog post, it’s time to get ready to share it on your Facebook page. If you already have a profile, reviewing Facebook best practices is key to making sure your page is performing as well as possible.

If you are signing up for the first time, there are several things to consider, including graphics, business information, and content posting.

  • Chart. One of the most crucial aspects of your Facebook profile is the visuals you use. Your profile photo and cover photo are the first things visitors will see. If you use low-quality, grainy images, visitors are more likely to leave to find a page that looks more professional. Choose a profile picture that makes sense. For law firms, this often means a logo. You have a bit more creative freedom with your cover photo, but remember to keep branding with your company and its values ​​and services.
  • Business information. In terms of business information, make sure all information about your business and website is up to date. This includes your phone number, physical address, web address, hours of operation, and a list of your services.
  • Assignment. Once your photos are in place and your business information is accurate, it’s time to start publishing. Whatever content you share, the process isn’t as simple as copying and pasting a link. Don’t forget to give users something they want to learn more about.

Facebook paid ads
Once you’ve found an organic posting strategy and schedule that works for you, you can consider implementing Facebook ads. The process may seem overwhelming at first, but Facebook’s interface is relatively user-friendly.

When you first interact with Facebook’s Ads Builder, you’ll be prompted to choose a campaign type. While there are a number of campaigns to choose from, law firms will generally benefit from two types:

  • Traffic campaigns can drive Facebook users to your website.
  • Conversion campaigns can encourage Facebook users to perform a specific action on your website.

Once you’ve chosen your campaign type, it’s time to narrow down your audience. There is no point in targeting the entire Facebook population. Consider factors such as the location of your business, the regions you serve, and the types of customers you are looking for. With this information in mind, you can refine demographics to improve the chances of potential customers seeing your ads.

After selecting demographics, you need to determine your budget and timeline. Facebook offers two types of budgets:

  • Lifetime Budgets allow you to select a start date and an end date. It’s best if you have a strict budget and know exactly what you’re spending from start to finish of a campaign.
  • Daily budgets allow you to run ad campaigns continuously until funding runs out in 24 hours.

Whatever you choose, remember that you are spending money every time someone clicks on your ad.

After covering the technical aspects of the ad, it’s time to get creative. You can use an existing post on your page or create an ad from scratch. Depending on your following and activity, you might benefit from advertising an organic post that already has significant traction.

Once the ad is designed, it’s time to publish and pay. Over time, you may find that particular budgets or schedules work better for your goals.

Ad performance tracking
Once you’ve created a Facebook ad, it’s crucial to track its performance. Give the ad a day or two to run before heading to Facebook’s Ads Manager to view analytics on ad factors like clicks, cost per click, and what you spent.

If you find that a particular ad is performing extremely well, you may want to consider running it for longer. If an ad performs poorly, you’re unlikely to want to use that post or strategy again. If your budget and time permit, experiment to find out what works for your law firm.

Digital Marketing: Next Steps
It’s no secret that online advertising is a necessity for law firms. Potential clients are more likely to find lawyers through Google and social media than through other methods. Facebook marketing for lawyers is a great way to share your services, increase brand awareness, and encourage potential clients to learn more about your firm and how you can help them.


Annette Choti, Esq. graduated from law school 20 years ago, and is the founder of Law Quill, a legal digital marketing agency focused on small law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms and hosts the Legal Marketing Lounge podcast. She is a sought after CLE speaker and speaker in the United States and Canada. Annette has done professional theater and comedy, which isn’t all that different from the legal field if we’re all being honest. Annette can be found on LinkedIn or on Annette@lawquill.com.

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