Tag Archive | "industry"

What Should We Do With All of That Content?

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As more users worldwide gain access to the internet and existing users engage more, the rate of content creation by users has increased exponentially. It’s not like data and information saturation is new; we’ve been dealing with it for years. The solution most companies seem to be driving toward is recommendations, curated feeds and algorithmic content surfacing.

Peter Asbill, head of streaming for Google Play Music, told Wired:

Having all of this amazing curated content doesn’t really matter at all unless it’s delivered accurately to the right person at the right moment … f you’re a country fan and I’m delivering you a metal experience, then who cares? It doesn’t matter how good a metal playlist it is, it’s the wrong thing.

A shortage of content can certainly hinder a burgeoning startup, but a ubiquity of content can present its own problems. How are users supposed to find the content they want and, more important, how are they supposed to discover content that they may not know they want? Without a steady stream of content, users could easily become bored of a site or service and simply engage less.

The problem faced by many sites, especially the larger social sites, is the overwhelming mass of uploads. According to Wired, YouTube users upload 400 hours of video content every minute, and on Instagram, there are 80 million uploads per day. While it’s safe to assume no one user is going to wade through that content, the companies have to if they wish to surface the highlights.

For YouTube, the solution was to update its mobile applications to lead with recommended content chosen through artificial neural networks. Instagram is also testing algorithms for its content in an attempt to control and direct the deluge of posts on the site. Facebook’s algorithm is a complex environment of interconnected systems that seems to get more difficult to navigate every year.

As sites like Twitter and Instagram toy with algorithmic models, it’s clear that this will likely become the industry standard in the future. While it may seem like a negative outcome for users, social networks will likely see better view rates or higher levels of interaction on posts. However, if these systems are implemented poorly, it could a negative impact on both social marketers and the user experience.

Image courtesy of Shutterstock.

Article courtesy of SocialTimes

Felicis Ventures closes on $200 million, roughly double its last fund

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Felicis Ventures partnership

The new-world insurance agent

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Altitude Digital raises $17.5M as it launches its new ad platform for publishers

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Marijuana deliverer Meadow rolls up $2.1M for dispensary sales software

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Meadow Feature

Virtual reality is about to go mainstream, but a lack of content threatens to hold it back

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vr tumbleweed

Tax Time Study: TurboTax Generates Massive Engagement (And Rarely Tweets Before Noon)

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It’s around this time of year when tax services really double down on advertising, trying to get the last few people to file.

Social marketing is a big part of tax prep companies’ plans to get the word out about special offers and deadlines.

Unmetric tracked the social performance from Feb. 1 through March 17 of some of the biggest players in the industry—Jackson Hewitt, Liberty Tax, H&R Block, TaxAct and TurboTax—finding that H&R Block gets the most overall engagement on Facebook while TurboTax generates more conversation on Twitter.

If you’re looking for ways to really connect with your fans, TurboTax might be a good brand to look into. Unmetric found that more than 60 percent of TurboTax replies happen in 15 minutes or less. The company apparently also monitors when fans are most active and posts content at those times—not just following general standards.

On Twitter, while H&R Block has the biggest follower count of any tax services tracked, TurboTax is growing the fastest.

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H&R Block is also the most active on Twitter, but TurboTax is by far the most engaging tax prep service.

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Further data from Unmetric shows that TurboTax is by far the best at replying to questions on Twitter, something other brands seem hesitant to do. More than 60 percent of replies from TurboTax happen in 15 minutes or less.

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Interestingly enough, TurboTax also tweets most often in the afternoon and evening, while the other companies spread out their tweets more evenly.

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Even with the massive Twitter engagement generated by TurboTax, most of the positive sentiment is still reserved for H&R Block.

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On Facebook, it’s H&R Block that gets the most engagement — but TurboTax generates the most comments of any brands monitored.

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TurboTax has the most fans on Facebook, and they’re also growing the fastest.

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While TaxAct replies to the most amount of comments on Facebook, TurboTax generates replies the quickest. They also get the most comments: 64 percent of all comments monitored were posted on TurboTax Facebook posts (H&R Block was next at 22 percent).

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Readers: Which tax prep service is your favorite?

Top image courtesy of TurboTax on Facebook.

Article courtesy of SocialTimes

Whistle’s ‘Fitbit for dogs’ acquired by Mars Petcare

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Report: Bot Fraud Costs Advertisers $7.2 Billion Worldwide

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Bots are a constant thorn in the side of the digital advertising industry. They are becoming more sophisticated, and thus more difficult to track and remove. And with the rampant fraud, advertising online might seem a futile endeavor.

A report from the Outdoor Advertising Association of America (OAAA) suggests that it’s time for digital advertisers to get realistic. The digital media industry continues to pour budgets into advertising, with bigger, more expensive campaigns, and much of that money is wasted on bots.

According to the report:

Last year globally, display media with cost-per-thousand-impressions (CPMs) over $10 received 39% more bot traffic than lower CPM media. Video media with CPMs over $15 had a 173% higher bot rate than lower CPM media. Going programmatic, the holy grail of hands-off media planning, makes matters worse. Programmatic display ads attracted 14% more bot traffic than average while programmatic video invited 73% more bots.

In addition, online audiences are adopting adblockers at high rates across the globe. Approximately 40 percent of all users have an adblocker installed, up 12 percent compared to mid 2015. These adblockers affect everyone in the industry, including Google, which loses up to $6.6 billion per year. Non-viewability may be wasting more than $7.4 billion per year, bot fraud may cost more than $7.2 billion globally, and reporting fraud may be as high as 25 percent.

Ignoring this problem is creating a “reality gap,” according to the report. Advertisers need to make changes to their methods, and they need to find ways to deal with bots and adblockers in particular. Digital advertising budgets are ever increasing, but when the loss is so high, this is not a problem easily solved by outspending fraud and pushing more ad units.

Begging for engagement from social media and internet users isn’t going to work either. Audiences want genuine value for everything they view online, not just the content they seek but the ads they are exposed to as well. In fact, readers don’t mind sponsored content, especially when it comes from influencers. Identifying your core audience, and engaging with them correctly will do a lot more than wasting another billion dollars.

For information on OAAA’s real world meets online campaign, download the full report.

Article courtesy of SocialTimes

As fintech companies jockey for the pole position among consumers, Betterment gets a $100 million boost

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April 2016
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