January 27

The Weekly Briefing: Google Readies Real-Time Ad Responses for Super 50

Account Manager Michelle Conway discussed a fascinating new ad format Google is rolling out just in time for the Super Bowl…
The Super Bowl has always been one of the best times of the year for advertisers to showcase their products and/or services to a large viewing audience. Case in point: Some people who aren’t even football fans watch the game just because they’re interested in the flashy TV commercials. But in recent years, advertising tactics during the event have expanded well beyond the traditional TV platform – making their way online as people increasingly embrace the use of mobile and tablet touchscreen devices. And now in 2016, those online ads are set to get more responsive than ever. According to a report from Ad Age, tech giant Google will be running a beta version of a platform that allows ads in real-time. What this means is that online AdWords & YouTube advertisers will be able to tweak their ads to respond to live TV moments. So far, marketers who are testing the new platform have included the likes of Wix.com, EA Sports, and Comcast.

 

SEO Copywriter Hannah Scherrer talked about the implications of Google’s Panda algorithm update…
In an article appearing on MOZ.com, Jennifer Slegg, editor at The SEM Post, discussed some key takeaways regarding what the SEO community has most recently learned about Google’s Panda algorithm update – in part thanks to many new statements Google provided to her publication. Slegg notes that too many SEOs have been removing content as an overreaction to being hit by Panda…content that is, in fact, good content. Understanding what factors cause a site’s rankings to tank, meanwhile, requires another approach. Slegg suggests using Google Analytics to see if Google is sending people to the webpage that the content you’re considering removing is on. If people are visiting it, then it’s probably good enough. Meanwhile, Slegg goes on to make some other important points: Panda doesn’t penalize duplicate content and it doesn’t deal with technical website issues.

 

Internet Marketing Specialist Chip Fox discussed some unexpected survey results related to local search…
Local search results are really important and increasingly relevant in terms of an individual’s surrounding community. How people search locally, however, isn’t just dominated by search engines. According to a study compiled by IDC and YP, 36% of local searchers start off with search engines while the rest actually start off with searches through professional reviews, reservation booking apps, mapping apps, deal apps, digital directories, and specific websites. While search engines remain the largest platform, the results show the important roles that device-centric apps play in helping searchers find what they’re looking for. At Rocket55, this means optimizing our clients’ local listings to make sure they’re accurate and appeal to local searchers (Check out an article we published recently for more info).

 

Senior Account Manager Michelle Lyons talked about the latest news on YouTube Red…
YouTube Red is something we’ve been keeping an eye on at Rocket 55. The platform is subscription-based ($9.99/month) and lets you watch ad-free videos and save media to your mobile device so that you can watch the content while you’re offline. Meanwhile, according to Variety, original programming is set to arrive for YouTube Red – programming that received a sneak peak at this year’s Sundance Film Festival. Will YouTube Red take off like Netflix, Hulu, or Amazon Prime? It’s pretty different, but worth keeping an eye on. Even if YouTube Red is unable to become the next Netflix, it’s estimated that only 3% of YouTube users will buy subscriptions. Yes, that’s a small percentage, but that alone would increase YouTube/Google’s revenue stream by $6 billion – and that is not an ignorable number.