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The BtoB Benefits of Pursuing Mobile Ad Sales

first_imgWhen the Interactive Advertising Bureau (IAB) released its “IAB Internet Advertising Report” in October 2013, one thing was clear: While digital remained strong, it was mobile that was quickly becoming a powerhouse.According to the report, in the first half of 2013, total mobile revenues surged 145 percent to $3 billion from $1.2 billion a year ago.Selling mobile is big business for media publishers. Some are reaping the rewards of early adoption, while others have finally realized dragging their feet in complaint is no way to operate in today’s market. “I see dollars being devoted to mobile increasing every month,” notes Sean Griffey, co-founder and CEO of Industry Dive, a mobile-first b-to-b publishing startup. “Mobile is a huge component of the landscape we’re in now. This is the new normal.”Media companies, especially in the b-to-b sector, are often hesitant to adopt mobile advertising strategies because they claim they either cannot make money or do not know how to make money using the platform.Griffey says that these excuses are hang-ups costing b-to-b brands, especially when compared to their consumer counterparts. While that is true, mobile advertising goals are divided between the sectors. Consumer brands may just want impressions and eyeballs, while b-to-b brands should be concerned with lead generation and conversion.“Our mobile campaigns often lead to mobile landing pages and mobile capture,” Griffey says. “We have to spend time on education because mobile sales isn’t just a display ad, but the conversion.”Leads remain advertisers’ most prized measurement, followed by impressions and clicks. These “imperfect metrics” are still the ones, Griffey contends, advertisers want to know so they remain what mobile campaigns ultimately drive toward.A profitable tactic using pure mobile ads that can move these metrics are Facebook and Twitter-style models, which incorporate the ads within content feeds.Educate and SupportGriffey maintains education, training and support are at the heart of any successful mobile advertising sales operation and marketing approach.“From a tactical standpoint, you need to be ready, able and willing to talk mobile and educate [marketers],” Griffey says. “There’s also the support publishers need. With a new mobile campaign, you need an operations team on the backend to help traffic and run the ads and help create and modify them.”Also important to remember, Griffey says, is that especially for marketers, mobile means more than just eyeballs and impressions. Email newsletter campaigns, Website leaderboards, apps and more are important tools in optimizing any mobile campaign.“They say 50 percent of all mobile campaigns are wasted,” Griffey notes. “Most just don’t know from where.”Employing a mobile advertising operation and effectively utilizing a mobile advertising operation are two very different undertakings.“If you believe in mobile as part of the future, what you have to really invest in is the operations behind it within your team and not wait for the dollars to come in first,” Griffey says.last_img read more

Jill Herzig Named EditorinChief of Dr Oz The Good Life

first_imgThe magazine is set to open with a 450,000 rate base, and will complement Oz’s syndicated television talk show.”He’s convincing America that a healthy lifestyle is the bedrock of happiness,” says Herzig in a statement. “I’m looking forward to working with him to create a rich, imaginative editorial package for that transformative message.” Hearst Corp. president and CEO Steve Swartz and Hearst Magazines president David Carey looked inward in recruiting Redbook editor-in-chief Jill Herzig for the same position at Dr. Oz The Good Life.Her hiring, announced Wednesday, comes after word that the magazine will go to a 10X frequency with the Aug./Sept. 2014 launch after successful test releases in January and April. They were under the editorial direction of Alison Brower, but she is leaving Hearst Magazines to return to California.In terms of magazine seniority, Dr Oz is quite a change for Herzig because Redbook is 111 years old. However, shaking up the norm isn’t something Herzig is shy about doing. She did upgrade the beauty and fashion portion of Redbook content from 30 to 50 percent in April 2013 while ending such former editorial mainstays as parenting and relationships. When she was at Redbook she told min that her role was “a never-ending process of keeping Redbook fresh.”From 2003-2010, Herzig was Glamour executive editor and top lieutenant to editor-in-chief Cindi Leive. Earlier career stops included SELF, New Woman and Cosmopolitan under the late editor-in-chief Helen Gurley Brown.last_img read more

2020 VW Golf debut delayed because of software setbacks report says

first_img Tags More about 2018 Volkswagen Golf GTI Review • 2018 Volkswagen Golf GTI: The daily-driver hot hatch 1 2020 Mini JCW Clubman first drive: A fast alternative for the crossover-averse 2020 Mercedes-Benz GLC-Class first drive: If it ain’t broke… More From Roadshow Share your voice 2020 Bentley Continental GT: Concept looks with a surprise inside Comment Volkswagen Originally, it was believed that Volkswagen would introduce the eighth generation of its venerable Golf at the Frankfurt Motor Show in September. Now, it appears that won’t be the case, as delays have beset VW’s compact car.Software issues have pushed back the unveiling of the eighth-generation VW Golf, Automotive News Europe reports, citing an interview with board member Jürgen Stackmann at the Shanghai Motor Show. “We’ve never hid the fact that software, an area of extreme importance for products in the future, is a serious challenge for us,” Stackmann told ANE. “We have our homework ahead of us, and the teams are under heavy pressure.”Specifically, ANE’s report highlights one area where it’s taking some time to get the software right — over-the-air (OTA) updates. This new kind of vehicle update allows an automaker to beam patches and possibly even new features directly to a vehicle, instead of requiring it to return to the dealer for a physical update. Stackmann specifically pointed to OTA security and homologation requirements in various markets when ANE asked about specific instances causing the delay.Enlarge ImageIt’s not the newest compact on the block, but the seventh-generation Golf is still a compelling buy in the US, offering solid build quality on a platform that’s rewarding to drive. Volkswagen “You’re adding content to a vehicle afterwards, and this is an area where we are working together with the type approval agencies to define these processes. It is new for them as well,” Stackmann told ANE.The issues will allegedly affect the beginning of the eighth-gen Golf’s production, too. Germany’s Der Spiegel reported earlier this month that, instead of building 80,000 Golfs this year as planned, VW will build about 10,000. VW confirmed this move to Der Spiegel, but nevertheless, the automaker remains on target to have the cars on sale in Germany on or around Feb. 24 of next year, with the rest of Europe to follow. The US generally receives a new Golf about a year after the Europeans do, so hopefully VW hammers out all those bumps well ahead of its stateside debut.In lieu of a new Golf to display in Frankfurt, Volkswagen will instead reveal the production version of the ID electric hatchback, which ANE first reported this March. The ID hatch, which might be called the ID Neo, will be Europe’s first foray into Volkswagen’s new all-electric lineup. In the US, that honor will go to the ID Crozz crossover. Hatchbacks Future Carslast_img read more

More like a Mac iPadOS supports SD cards and external drives

first_img Jun 14 • Apple Music vs. Apple Podcast vs. Apple TV: What’s the difference? WWDC 2019 Aug 19 • iOS 13 and iPadOS: How to join the beta, use the best new features on your iPhone and iPad Now playing: Watch this: reading • iPadOS will let you plug flash drives, memory cards into your iPad Tags 4 Jul 5 • RIP, iTunes. This is what happens to your Apple music now • iPads are getting more and more like Macs. Stephen Shankland/CNET With the upcoming iPadOS, you’ll be able to plug external drives and SD cards into your iPad the way you already can with your Mac or Windows PC.”iPadOS … supports external drives, allowing users to easily plug in USB drives, SD cards or log into an SMB file server, all from within the Files app,” Apple said in a statement Monday at its Worldwide Developer Conference, aka WWDC, in San Jose, California.The new feature reflects how much closer iPads and Macs are becoming. iPads and Macs remain separate product lines, but with software tools like Project Catalyst — formerly called Marzipan — Apple is breaking down the barriers.Another big step: iPadOS also will support mouse pointers, early tests of the beta software indicate.Follow all of today’s Apple news. Jun 30 • iOS 13 and iPadOS public betas: How to download and install them now Apple Share your voice Apple is bringing iPad apps to your Mac Comments 4:32 Mobile See All WWDC 2019last_img read more

No Teesta deal soon FM indicates

first_imgForeign minister Abul Hassan Mahmood Ali briefs newsmen about prime minister Sheikh Hasina’s upcoming tour of India, at the foreign ministry on Wednesday. Photo: PIDForeign minister Abul Hassan Mahmood Ali on Wednesday indicated that there is no progress in the Teesta water-sharing deal.He said the purpose of prime Minister Sheikh Hasina’s visit to India’s Bengal state is something different.”You’ll come to know about it in due time,” he told reporters when asked about Teesta deal progress.He, however, said there will be a meeting between prime minister Sheikh Hasina and her Indian counterpart Narendra Modi during the visit.The foreign minister was briefing reporters at the foreign ministry on the the prime minister’s visit.State minister for foreign affairs M Shahriar Alam and foreign secretary M Shabidul Haque were present.Prime minister Sheikh Hasina would leave Dhaka for Kolkata on Friday to attend Visva Bharati Convocation Ceremony as the guest of honour and receive Doctor of Literature degree at Kazi Nazrul University, Asansol.She will also inaugurate Bangladesh Bhaban jointly with Indian prime minister Narendra Modi at Visva Bharati and hold a meeting with him there.A flight of Biman Bangladesh Airlines carrying prime minister Sheikh Hasina and her entourage will take off from Hazrat Shahjalal International Airport on Friday morning for Netaji Subhas Chandra Bose International (NSCBI) Airport, Kolkata.Sheikh Hasina will then depart for Visva Bharati, Santiniketan by a helicopter.Vice chancellor of Visva Bharati Sabuj Koli Sen will receive the prime minister at Santiniketan.Narendra Modi will receive Sheikh Hasina at Rabindra Bhaban. She will then place flowers at Rabindra chair.She will depart for convocation venue at Amrakanon and attend Visva Bharati Convocation Ceremony.Hasina will take part in the convocation procession and oath ceremony.Both the prime ministers will deliver their speeches at the function.After the convocation ceremony, the Bangladesh prime minister and her Indian counterpart will jointly unveil the plaque of Bangladesh Bhaban.Tagore’s song ‘Anandaloke Mongolaloke will be played at the ceremony. The vice chancellor of Visva Bharati will deliver the welcome speech.After the inaugural function, Sheikh Hasina and Narendra Modi will sit in the meeting over lunch. After the meeting, she will depart Santiniketan for Kolkata by a helicopter.On her return to Kolkata, prime minister Sheikh Hasina will visit Jorasanko Thakur Bari. Later, local chamber leaders will meet her.On 26 May, the prime minister will go to Kazi Nazrul University, Asansol to receive the Doctor of Literature degree.The KNU Vice Chancellor will deliver the welcome address.Prime minister Sheikh Hasina will then deliver her speech.Chief minister of West Bengal Mamata Banarjee will deliver her speech as the guest-in-chief at the convocation.After the programme, the prime minister will return to Kolkata. She will then visit Netaji Museum (Netaji Bhawan) and place wreaths on the bed of Netaji and sign the visitor’s book.last_img read more