Google to Revamp Ad Policies After U.K., Big Brands Boycott
Google, the primary revenue driver for Alphabet Inc., announced changes to its advertising policies after major brands pulled ads from the platform because they appeared alongside offensive content, such as videos promoting terrorism or anti-Semitism.
Media-buying firms are also increasingly resentful of the power wielded by Google and Facebook Inc., claiming the two companies operate a global duopoly over online advertising. The controversy about ads appearing in inappropriate contexts may give these media buyers leverage in negotiations with the social media giants.
The company will now review its policies and said it would be making changes “in the coming weeks” to help customers stop their ads appearing on objectionable websites or against offensive videos, Harris said.
Britain’s government said it summoned Google for discussions to explain how it can guarantee the state’s demands are met, while on Tuesday Germany threatened to fine social networks such as Facebook as much as 50 million euros ($53 million) if they fail to give users the option to complain about hate speech and fake news or refuse to remove illegal content.
Full story at http://bloom.bg/2mZb0P8
McDonalds Introduces Mobile Ordering In The UK Days After US
McDonald’s has kicked off its mobile order and pay service in the UK with 22 restaurants
To order, users select their nearest participating restaurant, choose their meal, enter their card detail to pay and then check-in at their selected restaurant by scanning one of the QR codes inside.
The catch is that the food does not start getting prepared until the customer checks-in, so they are still left waiting for their meal
Other than ordering, the app also offers nutrient and allergy information about the food on the McDonald’s menu.
Full story at http://bit.ly/2mZ9c8Y
Mobile marketing measurement: Leading marketers adjust performance metrics
Today’s leading marketers have revamped their customer behavior measurement techniques to more accurately understand how mobile activity fits into the sales funnel, as research compiled by Google, Econsultancy and Bain & Company demonstrated.
Walgreens and Macy’s are two key examples of retailers whose marketing efforts on mobile devices are translating into quantifiable success.
Successful marketers are using creative methods to calculate these types of returns. Researchers found that leading marketers are 71 percent more likely than “mainstream” professionals to regularly use estimates to bridge these gaps between direct measurement and analytics.
With 2.5 billion smartphones in use worldwide, marketers must continue to quantify mobile’s influence in their strategies and performance tracking.
Full story at http://bit.ly/2mZb0Pj
Op-Ed: Customer Acquisition and Maximizing ROI
The following is a guest contributed post by Kate Palmer, User Acquisition Manager at Lucktastic. Recently, I spoke at North America’s largest mobile-only conference, Mobile Growth Summit, on a panel discussing top user acquisition strategies. The four-person panel was a diverse group of thought leaders…
The best way to grow your user file efficiently is to test continuously. There are literally thousands of channels to choose from today and in many different forms.
We are always testing new creative to determine and improve the messaging and visuals that speak best to our target audience.
Moving your conversion event further down the funnel will help you in two ways:
Full story at http://bit.ly/2mZ7wfv