Magnetic Joins OMMA Global in NYC

At OMMA Global NYC, Magnetic joined the panel, Is the Future of Search about Personalization?. The discussion was centered around how search is evolving — this includes areas of search retargeting, social search, new algorithms and behavioral data. While the panel of experts generally agreed that search represents the highest form of intent, there was disagreement about where search is headed.

Josh Shatkin-Margolis, founder of Magnetic, the leader in search retargeting, lead the discussion insisting that search is an important channel, but the real future of media lies how search data will be used across display channels. Josh went on to explain that through search retargeting, there’s a real opportunity to leverage the power of search beyond the search engine and apply it to display channels, where a majority of users spend their time.

Other experts engaged in the debate including moderator Jason Lehmbeck of DataPop and panelists Viji Davis of Resolution Media, Julie MacGill from Google and Adam Whippy of 360i.

For more information about the relationship between search and display channels, read Search Engine Land’s story on “Why Display is Changing the Value of Search.”

Leader in Search Retargeting Sponsors iMedia

Magnetic, the leader in search retargeting, sponsored iMedia’s September Brand Summit, ”Digital Marketing at Scale: Going Big in 2012.” The Summit shared with marketer’s the key to achieving brand performance through digital advertising.

The cocktail hour was hosted by Magnetic and featured a special punch, titled, “Magnetic, Drink the Kool-aid.”

Check out some of the pics below:

 

To see more pictures from iMedia Brand Summit, click here >>

 

 

 

 

 

 

 

Five Tips for Site and Search Retargeting

Collective’s latest newsletter, AMP Audience Insights features Magnetic in their Sepemtber edition, showing the importance of following up with intent consumers through site and search retargeting. To successfully carry a user though the purchase funnel, it is key to follow up with that user after they visit your site or after they have searched for your product or service. Magnetic’s founder Josh Shatkin-Margolis shares five actions that are imperative to executing the most effective search retargeting campaign.

    1. Define Goals: It is not enough to simply say you want to follow up on all those new or existing customers. It is important to understand your customer’s path to conversion. Don’t simply create a goal for your campaign based on clicks or page views.
    2. Identify Audiences: This is where companies like Collective and Magnetic work well together. There are multiple customer segments for your product and there are multiple paths to conversion. Learn them. Understand the keywords each would be searching for. This is a crucial exercise
    3. Select Inventory: From comScore 250 to ad exchange inventory and even affinity sites, there are a lot of ways to get in front of the right user at the right time and with the right message. The beauty of site and search retargeting is that you have the ability to control what inventory you want for your brand message. Grab the reigns of your campaign and ensure brand safety while targeting the most relevant audience online.
  1. Design Relevant Creative: Serve flash, graphical and video content that is relevant to the targeted audience segment. It is important to have creative that have a clear call to action. If you are conquesting, mention the competitor’s product and provide a clear reason for picking your products. If you are targeting the upper funnel, be informative. If you are targeting the bottom funnel, mention the price or offer a deal close to the customer. Customize the message for users who have already converted to thank them or up sell them with accessories.
  2. Tag, Baby, Tag: Conversion tags provide insight into successful optimization by helping determine which keywords, data sources, recency of searches along with media, creative, geo, etc. are driving results. When it comes to optimization, conversion tags become your best friend.

Co-Founder of Questus Calls for a New Focus in Advertising

In the latest installment of the “All Marketers are Geniuses” series, Magnetic founder, Josh Shatkin-Margolis, attempts to further understand the challenges and changes that are currently taking place in the digital marketing industry.

In his most recent segment, titled “All Marketers are Geniuses: ‘Cut the B.S.,’” Josh sits down with Jeff Rosenblum, co-founder of Questus, an advertising agency with a reputation for crafting some of the most innovative campaigns in the industry for top brands, including General Mills, Capital One, and Suzuki Motorcycles.

In the article, Rosenblum touches on his upcoming documentary, which highlights the ever-evolving marketing landscape and argues that that corporations and advertisers can no longer fool consumers. As Rosenblum puts it, “agencies need to create experiential platforms that enable brands to create a two-way dialogue with customers. Traditional advertising still plays a role in these platforms – advertising is not dead – but we need to think of it entirely differently and put our focus into every single place that a brand touches a customer.”

The advertising industry has changed dramatically over the past decade, and therefore, the article suggests that brands need to similarly transform the way they reach consumers. As Rosenblum argues, “advertisers need to realize that they have a very limited ability to change consumers’ perceptions through messaging alone. Time and attention should be spent on aspects of the customer relationship where we can make a difference.”

The article goes on to discuss new technology platforms in the display industry that are helping to creatively target consumers, such as Meteor Solutions, Meebo, and C3 Metrics. As Rosenblum mentions, however, “the problem is that most brands don’t use these tools. Brands that are lazy and want to simply serve up traditional ad units because they are easy to create and traffic will fail.” Ultimately, in order to succeed in the current marketplace, advertising agencies and corporations need to redefine their approach and use nonconventional methods to target consumers. Only through the use of such tactics, Rosenblum argues, can marketers be considered true geniuses.

Check out the full story here>>

U.S. Ad Spending Rises, Online Fuels Advertising Growth

This week, Kantar Media released a study showing that global advertising industry has rebounded more quickly than expected, with a 3.2% rise in total advertising expenditures in the first six months of 2011.

According to emarketer, online advertising will prove to be a key driver of total media spend, accounting for 16.1% of total media spending in 2011 and nearly 22% by 2015.

 

 

It’s important to note that both search and display continue to be crucial elements in online ad budgets — display spending rose 13% and search nearly 9%.

It seems things are really looking up, especially for the digital display ad market. Recently, Search Engine Land columnist, Josh Dreller covered why display may out pace search – he called out that the fact is that paid search is a pull medium, it requires users to search on an engine to trigger an ad, while display is a push medium which simply requires page views to deliver [normally multiple] ads to the user. At the end of the day, Dreller cites that the page views online are growing exponentially faster than searches on search engines.

Kantars report went on to highlight the big spenders in the first half of 2011 – to learn more and see the top 10 list, click here.

Tis the Season for Search Retargeting

Q4 2011 represents one of the largest business opportunities for brands. Last year, the holiday shopping season set an all-time record, reaching a total of $32.6B for e-commerce spending.

According to comScore chairman Gian Fulgoni, the 2010 season will be recognized for an exceptional Cyber Monday, noting the first billion-dollar spending day in history, and the first time that Cyber Monday rank as the heaviest online spending day of the year. Fulgoni added that retailers targeted many of their promotions even earlier than usual and reaped the benefits.

The chart below shows 2010 holiday sales by week:

With search retargeting, the ability to target users with digital display ads based off of user search history, brands can reach audiences that are engaging (i.e. searching for) in Q4 events and holiday shopping activities online.

This includes reaching those consumers users who have searched and signaled intent in specific products, services and competitors across the following events/topics:

  • Black Friday/Cyber Monday promotions
  • Holiday gifts/deals across consumer categories — electronics, toys, apparel, travel, sports, etc.
  • Gift certificates across verticals — food, travel, entertainment, etc.
  • Sporting events (NFL & MLB post season)
  • Halloween festivities

 

 

 

 

 

To learn more about how you can leverage search retargeting for your Q4 campaigns, contact us here.

Happy Holidays!