Social

Weekly Digital Breakdown

Snapchat Develops Its Own Mobile Network

Snapchat made a big announcement on Thursday about plans for a Snap Audience Network, its own mobile ad platform with targeting across various apps.  The initial launch will be strictly for iOS devices and will extend to Android at a later date.

There are still questions surrounding how this will operate as compared to similar networks.  However it’s projected to compete with Facebook, LinkedIn and Google with the added unique ability for app developers to utilize Snapchat’s same full-screen, vertical video ad format.

The announcement didn’t come with much detail, but it appears to be an effort by the company to help boost it’s own advertising agenda to partner with more agencies and businesses. While there are still a number of unknowns with this new platform, it will be interesting to see Snapchat competes with other social networks and what differentiates them in the space.

https://www.adweek.com/digital/snap-announces-plans-to-build-its-own-mobile-ad-network-to-connect-with-its-audience/

Facebook Exposed for Storing User Data on Public Amazon Cloud Servers

Cybersecurity firm, Upguard, uncovered more than 540 million Facebook user files stored on a public Amazon cloud server this week. Information included user actions on the site, comments and Facebook IDs, all of which were accessible on the server for public download despite profile settings.  Once alerted, Facebook immediately worked with Amazon to take down the database, but cannot verify how this may impact users.

While Facebook policies prohibit user data being stored on unsecure servers, this news adds to the growing data privacy concerns with the platform. After last year’s news that millions of user’s data had been misused by Cambridge Analytica, Facebook audited thousands of third-party data apps and suspended those who were mishandling. Despite continued efforts to protect user data, it appears the extent of the problem may not be fully known at this point.

https://www.bloomberg.com/news/articles/2019-04-03/millions-of-facebook-records-found-on-amazon-cloud-servers

Amazon Alexa Advances Healthcare Services

Amazon Alexa users can now utilize the smart speaker for healthcare information with its recently released HIPAA compliant skills.  Users can leverage the technology to manage healthcare needs such as booking appointments, checking a prescription status or accessing stored medical information such as ongoing glucose readings.  The skills are currently only accessible through select partnerships but will expand based on user adoption.

With the launch, some entities are unveiling HIPAA-compliant skills specific to their own recently discharged patients.  Boston Children’s released a skill known as “ERAS” which allows patients and caregivers to ask questions specific to recent patient care records and allows doctors the ability to follow up with patients remotely.

While data privacy remains a huge concern for patients, Amazon confirms data is encrypted and securely stored in addition to the strict guidelines HIPAA puts in place for patient protection.  This announcement is a major advancement in the evolution of remote patient care.

https://techcrunch.com/2019/04/04/amazon-alexa-launches-its-first-hipaa-compliant-medical-skills/

Insta-Game Changer

Today Instagram announced the long awaited confirmation of the beta rollout of Checkout on Instagram. There’s been rumbling in the industry for months about Instagram’s desire to push in-app ecommerce sales and it’s finally becoming a reality.  A select list of top brand partners will now allow users to shop right in the app. This tactic is a win for everyone involved and has been much sought after.  Providing in-app checkout is a great way for brands to encourage shopping with the ability to customize content based on user profiles. It also allows Instagram users to keep scrolling longer, eliminating the need to leave the platform for additional product information or purchases.  But most importantly, it provides a more personalized experience for the users while simplifying the shopping experience.

So how does it work?  The new checkout option will be an extension of the existing shopping tags already in place and will now include a “Checkout on Instagram” button in the post,  allowing for purchase completion within the platform. User information will be securely stored on Instagram to make future purchases for any participating brands that much easier.  Although this is only being extended to select brands while in beta, it’s definitely a play to become more competitive in the ecommerce space while leveraging the growing audience already in place.

The continued push for social ecommerce has the potential to be a big revenue driver for both Instagram and businesses.  With Instagram users expected to reach 113.3 million US users in 2019, according to eMarketer, it only makes sense to provide in-app conveniences to users which keep them engaged.  Since Instagram is personalized according to your interests, retailers have access to detailed user data that gives them significant advantages in what products or services they promote and to which audiences turning casual viewers into loyal brand shoppers.

Integrating social and ecommerce is the match we’ve been longing for.  In a market where consumers expect personalization at every interaction and have been conditioned for immediate gratification in their online experience, this pairing is sure to resonate with users.  

The Power of the Hashtag

Hastags are now a normal part of social media activity but you may be wondering how you can leverage them for business.  When used strategically, hashtags hold an amazing power to reach large audiences and there's little doubt they can serve as effective tools for marketers when properly implemented.

One of the major benefits to marketers are the countless ways to measure hashtag campaign performance. Engagement, for example, could include metrics about retweets, replies and comments. Awareness might be measured with reach, exposure and volume. Traffic to your website could be measured in clicks, conversions and shares.

Hastags can create opportunity and increase visibility.  Here are some examples of successful hashtag campaigns at work.

• #TweetFromTheSeat

After launching its #TweetFromTheSeat hashtag campaign, Charmin earned "Time Magazine's" vote for the "Sassiest Brand on Twitter."

RESULTS: Approximately 80,000 new followers

• #WeAccept

This Airbnb campaign used images of people of various ethnicities with the hashtag #WeAccept to demonstrate the founders' commitment to welcoming groups such as refugees.

RESULTS: 1,954,277 YouTube views, 109,000 Instagram views, 14,022,922 Facebook views

• #LikeAGirl

The Always brand used the #LikeAGirl hashtag as a call to action, inviting women to tweet about the positive things they do "like a girl" to remove the stigma from the phrase. They complimented it with a #LikeAGirl page hosted on Always.com..

RESULTS: Twitter followers tripled in the first months; 177,000 #LikeAGirl tweets in the first three months, including celebrities

Ready to get started on your next hashtag campaign? Consider these guidelines:

1. Research existing hashtags.

You want to create a hashtag unique to your company, so do your homework to ensure you're not diluting your messaging by distinguishing yourself from competitors. Incorporate trending hashtags into your campaign to complement your main hashtag.

2. Create a tag that's unique to the brand.

Generic hashtags are fine as supplemental pieces, but your primary hashtag should be unique to the brand. Good examples include Lay's #DoUsAFlavor, Ryu's #WhatsInYourBag and the Worldwide Breast Cancer organization's #KnowYourLemons.

3. Create unique tags for different promotions.

Be creative and use different hashtags for different campaigns, products, etc. Oreo, for example, has used #MyOreoCreation, #OreoHorrorStories, and #PlayWithOreo.

4. Use the hashtag across multiple social media platforms.

Hashtags aren't just for Twitter. Use them on all social media updates.

5. Test varying amounts of hashtags per post to find your sweet spot.

As a general rule, use two hashtags on Twitter and seven or fewer on other platforms.

6. Choose niche hashtags.

Stay away from generic hashtags and get more specific, such as using #BigAndTallTuxedos over a broad term like #Tuxedos.

7. Follow your hashtag on social media.

Keep an eye on what others are saying by following common hashtags you use.

Using these tips, you'll find hashtags can make an impact on your marketing strategy and increase your reach.

Integrating Search and Social - The Perfect Combination for Your Ad Campaign

Digital advertising pros have a great opportunity in 2019 to integrate social media into their Search Engine Marketing (SEM) campaigns to help boost conversions and revenue.

Social media strategies have grown to be a key part of marketers’ advertising campaigns. Marketers are seeing higher results when they create great content for adaptable use across multiple channels. For instance, juice drinks company Bai reached 15 million people and increased its ad recall by 17 points by running a video campaign on Instagram and Facebook. And using Twitter for ads around its Mayochup campaign in 2018 helped Heinz increased its brand awareness by 28%, with over 1 billion impressions in just 48 hours.

Adding social dollars on Facebook, Instagram, Twitter and other networks have many benefits to marketers, including higher brand awareness, more personalization opportunities to consumers, stronger data capabilities and better audience targeting. Some marketers have reported seeing a faster ROI from social media ad activity, compared to traditional organic search and content marketing techniques, which build online momentum over time.

For your agency to do this right, it makes sense to get your social and SEM teams on the same page. For instance, task the social media team with learning about how consumer search behavior affects social media results. Use your client social media insights and search analytics to create a more targeted ad campaign. Digging through the data will open up areas for collaboration for social campaign effectiveness.

Benefits of SEM/Social Integration

Here are some of the clear benefits to integrating search and social into your digital advertising campaigns:

  • Raising brand awareness

  • Increased personalization opportunities

  • Stronger data capability

  • Better audience targeting

Raising Brand Awareness

Integrating search and social brings a great deal of brand awareness to your target audience. These consumers can learn about your brand through social media, and then utilize search once they are ready for additional details or in need of your product.  The trick to raising brand awareness is to find, nurture, and reward your avid followers. By consistently offering engaging content on social media channels, brands can boost their follower count using tactics such as exclusive offers, contests, and giveaways.  

Increase Areas for Personalization

Social media can be used to build trust, and brands can build this trust with personalization efforts. One example might be to nurture top-of-the-funnel consumers on social media for your brand's products and services. In capturing these consumers' attention with your content, you can drive them to your site(s) for data capture and the high possibility of conversions.

Stronger Data

Integrating social into your search strategies can produce better data for your marketing teams. Social media success can help to fill any gaps in search data. You can also create opportunities to mine social data and evaluate audience habits. This new wealth of data can be useful in your existing analytics, and you will be able to use these gained insights in your upcoming SEM campaigns.

Targeting Audiences

You can also find new ways to target audiences by combining the strengths of both SEM and social media. There are various ways to integrate these strategies, such as by creating lookalike audiences, utilizing search landing pages (with social URLs as the bait), and targeting different demographics with a variety of messages in search.

If your SEM strategy isn't incorporating elements of social media, you should rethink your overall marketing strategy. Today, social is much more than just having accounts on Facebook, Instagram, and Twitter. Use these channels to build your brand image, personalize your interactions, engage with your local consumer base, and gain followers.

Snapchat Welcomes Adtaxi to Certified Partner Program

–Dynamic Digital Marketing Agency Brings Cutting-Edge Solutions to Leading Social Platform–

DENVER (November TK, 2018)—Snapchat has announced the latest addition to its select lineup of strategic advertising partners: Adtaxi, one of the nation’s fastest-growing digital marketing agencies. The Snapchat Partner program recognizes industry-leading companies that help advertisers connect with the Snapchat community in creative new ways.

From pre-campaign strategy to creative execution and beyond, Snapchat partners are selected based on their ability to solve complex digital advertising challenges through technology or services. Selection criteria include: demonstrated campaign expertise by meeting actively managed spend requirements per quarter, proven client success through case studies and client feedback, as well as rigorous educational trainings that allow agencies to understand the most up-to-date Snapchat advertising capabilities, best practices and campaign strategies.

“Since its inception, Snapchat has remained at the forefront of innovation in the digital space—a mission we strive towards each and every day at Adtaxi,” said Chris Loretto, EVP of Adtaxi. “Having Snapchat as a partner adds to our arsenal of esteemed solutions we offer our clients to deliver a complete omnichannel marketing strategy. This continued evolution in our product offering is critical to drive greater client success in the ever changing world of digital advertising. We are honored that Snapchat recognizes our in-house expertise and are eager to offer hands-on support and utilize our industry-first technology to bring forth custom, performance-driven advertising solutions for our clients.”

As a certified partner, Adtaxi earns access to Snapchat’s educational resources, training
materials, support services, partner events and feedback opportunities, along with additional
tools and exclusive benefits.

Proof Positive: Adtaxi’s ‘QUANTUM’ Significantly Boosts Campaign Performance

 

 

—Revamped Adtaxi.com Unveils Data on Recently Launched Optimization Engine—

DENVER (June 18, 2018)—Adtaxi—one of the nation’s fastest-growing digital marketing agencies—today launched its new company website. The revamped Adtaxi.com features a total redesign, interactive content, educational resources and a full report detailing the highly anticipated results of its performance assessment of Quantum, the company’s new optimization algorithm. Data revealed considerable gains when evaluating cost per action (CPA) of Quantum-powered campaigns against non-Quantum campaigns.

“When developing Quantum, we knew the technology would provide a cutting-edge option for advertisers that yielded unparalleled results—and now we have the numbers to prove it,” said Chris Loretto, EVP of Adtaxi. “Our goal since day one has been to provide superior value for our partners across a broad range of industries by delivering top-quality performance that in turn boosts sales. Quantum’s demonstrated success reflects this mission, and we are eager to share its benefits on our new and improved website.”

For the analysis, insights were derived from thousands of Quantum and non-Quantum campaigns across Social and Programmatic RTB, broken out by Auto and Ecommerce. Below are some of the key results: 

Social - Facebook

●      Quantum campaigns reduce the average CPA by 18% over non-Quantum campaigns

●      Automotive campaigns perform 34% better with Quantum for Social vs. non-Quantum for CPA

 

Programmatic RTB

●      Quantum for Native shows a 38% reduction in CPA over non-Quantum campaigns

●      Quantum for Pre-Roll shows a 55% improvement in CPA over non-Quantum campaigns

●      Automotive campaigns realize a 33% decrease in CPA with Quantum

●      Ecommerce campaigns see a 41% reduction in CPA with Quantum

“Applying Quantum to our digital advertising efforts has significantly increased performance metrics,” said Sal Gonzales, Owner, Volvo of Culver City. “Soon after launching our campaigns with the new platform, we noticed a sizeable uptick in sales numbers—propelling the dealership to not only meet, but exceed our quarterly goals. Maximizing efficiencies in advertising is a huge win for us.”

Launched in early April, Quantum is the next evolution of Adtaxi’s proprietary platform, Magellan. The new algorithm leverages machine learning to drive cross-channel optimizations and deliver exceptional performance. All the same powerful single-platform optimization capabilities of Magellan remain available with Quantum—now with the addition of a true digital omnichannel solution. First offering the omnichannel capability to Auto advertisers, Adtaxi plans to expand to Ecommerce and additional categories in the near future.

Meet Quantum

shutterstock_714159736 (1).jpg

Today, at Adtaxi, we are so excited to announce the launch of our brand-new omnichannel optimization platform, Quantum. Leveraging the power of machine learning, this innovative algorithm drives cross-channel optimizations to deliver superior performance for our digital advertisers.

“The name ‘Quantum’ represents the individual building blocks that feed into how we optimize campaigns—each one unique and customized to the advertiser,” said Chris Loretto, EVP of Adtaxi. “We understand how the most granular pieces of data work together to impact overall success, and driven by this concept, the new algorithm will enhance performance to provide even greater value for advertisers.”

Quantum is the next evolution of our original optimization platform, Magellan, launched in 2015, out of a challenge to prove that display could sell products efficiently and cost-effectively. A differentiator in the digital space, Magellan is a technology set apart by its ability to find efficiencies in the bidding process, dynamically maximize marketers’ budgets across digital campaigns, drive conversions over clicks, as well as lower the cost of conversions over time. Based on the success we saw early on with Magellan for display, we adapted the platform to work within social, video and native channels - and optimize to KPIs that made sense for those channels.

In 2017, a new challenge arose: can we drive even greater value for our advertisers by optimizing across all platforms, instead of within? And, what if it also included Search? This is how Quantum was born. In order for Magellan to evolve, we needed to break it down and build it back up again. Quantum has the building blocks to be smarter, to be more flexible, to allow for greater utility, and to generate better performance for our clients.

All the same powerful capabilities of Magellan exist with Quantum - now with the addition of a true digital omnichannel solution for advertisers. First offering Quantum’s omnichannel solution to automotive advertisers, Adtaxi plans to expand the platform to ecommerce and additional campaign categories in the near future. Already, the technology has yielded impressive results for dealers.

“By using an omnichannel approach, we have experienced firsthand the power of multiple platforms harmoniously working together to drive traffic,” said Shane Fouch, General Sales Manager of Byers VW and Byers Subaru in Columbus, Ohio. “Since launching a campaign with Quantum, we have seen a considerable uptick in digital conversions, leading to more visitors walking through the door of our dealership—all resulting in higher sales numbers - and our best January ever.”

Adtaxi has been named a Facebook Marketing Partner

Facebook Small Business Marketing Partner
Facebook Small Business Marketing Partner

We are delighted to announce that Adtaxi has been named a Facebook Marketing Partner, an honor earned by a select group of companies recognized for their solid track record of success driving exceptional results from Facebook campaigns.

Our mission at Adtaxi is to help advertisers solve complex marketing challenges with custom, performance-driven solutions. Being selected as a Facebook partner further represents what we strive for each day at Adtaxi, which is to arise as a cutting-edge industry leader that breeds success and impact on small and medium size businesses.

The Small Business Solutions Partner Badge was fortified with Adtaxi for our proprietary optimization platform, Magellan, which was created to help advertisers drive conversions and lower the cost of those conversions over time. Initially built to power RTB campaigns, it has now been extended to apply this same methodology to Facebook, allowing us to drive direct response solutions and help advertisers navigate the complexities of digital marketing and the Facebook ecosystem.

“Earning the Facebook Partner Badge is a significant accomplishment for our organization and greatly enhances the opportunity for our Magellan solution,” said Chris Loretto, Executive Vice President of Adtaxi. “We are excited to partner with Facebook and receive recognition for the work we do as an innovator, continuously seeking creative and effective solutions for our customers."

As aSmall Business Solutions Partner, our clients will benefit from our continued commitment to superior campaign management, direct support from Facebook, transparency, training, adherence to best practices and the ability to be at the forefront of the fast-paced evolution that FB is known for.

To learn more about Facebook for Magellan, please visit the Social Media page of our website and check out how we drove a 634% increase in return on advertising spend for a client.