Marketing & Advertising

Social Media Analytics: What’s Your ROI?

Photo courtesy: Flickr/LendingMemo

Photo courtesy: Flickr/LendingMemo

How are your company’s social media marketing efforts faring? Chances are that you don’t really know.

According to a new benchmark study from Demand Metric, “Social Media Analytics: Enabling and Optimizing Use Cases with Analytics,” almost two-thirds or organizations are using social media analytics tools to understand and enhance their social media marketing. But 70 percent of them are unable to show the return on investment of their social media efforts, typically undertaken with campaign tracking, brand analysis and gaining competitive intelligence in mind.

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Leadspace Update Provides New Predictive Company Targeting

Leadspace

MENLO PARK, Calif., Jan. 15, 2014 /PRNewswire/ – B2B predictive lead targeting pioneer Leadspace, Inc. today launched its new targeting feature that helps B2B marketers and sales teams more accurately target companies that are most likely to purchase. The new capability is included as part of the latest version of Leadspace’s SaaS predictive lead targeting platform, available today for all users. Read more

Applied Semantics Makes List of Biggest Discounts in M&A History

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Jennifer Streaks of Fool.com recently wrote, “Applied Semantics was a California-based software producer for online advertising, domain name and enterprise information management markets. It was acquired by Google for $102 million in 2013. Google then used Applied Semantic’s technology to create its Google AdSense program, which brought in $3.44 billion in the last fiscal quarter of 2012 (or 27% of Google’s total revenue). That’s a return on investment you can get excited about!” Read more

Xyo Opens Up Its Contextual Ad Program

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Dean Takahashi of Venture Beat recently wrote, “Xyo is tackling the problem of mobile discovery — finding the right app in a sea of duds on the app stores — with a search engine that makes it easier to find the mobile app that you’re looking for. And today, the company is launching a new app advertising product that lets publishers advertise their app in more than 200 natural points for discovery. The Contextual App Advertising program is now available as an open beta as an alternative form of advertising. By ‘contextual,’ Xyo means that it can dsiplay advertising where the user cares about it. Xyo believes that traditional keyword-based ads aren’t effective for mobile app discovery.” Read more

The Financial Times Opens Up a Semantic Advertising Format

FT-Logo

Lara O’Reilly of Marketing Week reports, “The publisher first started trialling ‘FT Smart Match’ in 2011. It uses semantic profiling technology from Smartology that goes beyond keyword recognition to recognise the meaning, concepts and categories behind content that appears on FT.com, to help brands appear next to relevant content in real time and avoid appearing next to inappropriate articles. There have been several high profile cases of unfortunate automated ad misplacements online over the years, such as a Red Stripe “Hooray Beer!” ad appearing next to a Reuters story about a child being charged with drink-driving and an advert for Greek holidays juxtaposed next to a Guardian story about violent riots in Athens.” Read more

24/7 Media Acquires Crystal Semantics

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NEW YORK, NY–(Marketwired – Dec 9, 2013) – 24/7 Media, Inc., WPP Digital’s marketing technology company which will be merging with Xaxis early in 2014, today announced its acquisition of Crystal Semantics from ad pepper media International. Crystal Semantics is an award-winning provider of semantic advertising solutions.

 

By fully integrating Crystal Semantics’ solutions into its market-leading technology platform, 24/7 Media provides its advertiser and publisher clients worldwide with a highly advanced semantic advertising and brand safety platform that is unique in the market today.  Read more

Real-Time Ad Targeting Platform Spectrum Goes Self-Service

12foldSpectrum, Twelvefold Media’s managed service designed to target ad messages in real-time based on understanding consumers’ intent around the content they’re consuming, now is offering a self-service version of the platform. (See The Semantic Web Blog’s earlier coverage of the platform here.) With Spectrum 3.0, trading desks, clients and marketing cloud companies can use Spectrum’s listening and indexing capabilities — algorithms for determining why someone is reading a piece of content at that moment in time and for scoring millions of URLs daily — with their own bidding rules. It will continue to offer Spectrum as a managed service for always-on and spot campaigns, as well.

The wizard that used to be behind the process of understanding the mindset of the content to target – based on a series of data inputs stemming from Spectrum’s advanced understanding of natural language on the page, from which targeting schema are created – now operates in the background, so users aren’t required to enter in keywords or phrases to go up against.  For instance, a smartphone vendor, leveraging an article on Apple slashing iPhone 5c orders, can add that URL to the system to go up against Spectrum’s big index of the visible web to find relevant pages like that one, says Mike Campbell, VP, product at Twelvefold.

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ADmantX Partners With Turn to Give Enterprise Marketers and Advertisers Spot-on Contextual Data

ADmantX

NEW YORK, NEW YORK–(Marketwired – Oct. 21, 2013) - ADmantX, the next-generation contextual analysis and semantic data provider, and Turn, the marketing software and analytics platform, today announced a partnership to enable Turn’s clients to improve performance of their online ad campaigns by leveraging ADmantX semantic analysis and targeting. Read more

Parse.ly Introduces Sponsored Content Performance Reports

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ATLANTA, GA–(Marketwired – Oct 17, 2013) – Parse.ly, the content performance authority [see our past coverage], today announced a feature to quantify the results of sponsored content and native advertising for publishers. Parse.ly is a content analytics and optimization platform that transforms real-time traffic, historical performance, social interactions, and global trends into actionable insights. This new capability gives publishers the added advantage of understanding and managing valuable paid content, and communicating its performance to brands via shareable, single-click, real-time performance reports. Read more

ModCloth Optimizes Google Merchant Feed and Google Product Listing Ads Campaign with Adchemy Software

FOSTER CITY, Calif., Sept. 18, 2013 /PRNewswire/ – Adchemy®, a company that creates beautiful marketing software for the enterprise, today announced that innovative online retailer ModCloth has achieved unconditional success from using Adchemy’s breakthrough software-as-a-service (SaaS) solution, including:

  • more than 900 percent increase in impressions
  • more than 250 percent increase in clicks
  • more than 200 percent increase in revenue

all while maintaining or exceeding target Return on Advertising Spend (ROAS). Read more

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