Marketing Day: Mobile Video Ads Spike, Top YouTube Ads & Yelp Helps Restaurants

Here’s our daily recap of what happened in online marketing today, as reported on MarTech and other places across the web.

From Marketing Land:

• Mobile Video Ad Inventory Skyrockets, More Than Tripled In Q1 [Report]
  Mobile video ad inventory grew exponentially last quarter. In the US, the number of mobile video ad auctions increased 350 percent from the previous quarter according to TubeMogul’s Q1 2014 update on the programmatic video advertising market. The average number of mobile video ad auctions on the TubeMogul platform topped 860 million in Q1, up […]
• Nike’s World Cup Spots Rank No. 1 & No. 6 On YouTube’s List Of Top Ads For April
  YouTube has released its top video ads from April, with World Cup spots from three different brands making the list. At No. 1, Nike’s “Winner Stays” video featured a number of World Cup players, including Cristiano Ronaldo, Neymar Jr. and Wayne Rooney. The ad earned nearly 50 million views last month, more than twice as […]
• Yelp Introduces Free Restaurant Reservations
  Yelp is getting deeper into transactions. One manifestation of this is restaurant reservations. In July of 2013, Yelp bought reservations provider SeatMe. Today, it’s announcing free restaurant reservations: Business owners can set up the free Yelp Reservations capability through their Yelp Business Owners Account and start filling tables with the millions of people that come to Yelp […]
• Nearly 75 Percent Of Female Millennials Enrolled In Retail Loyalty Programs
  Among top US retailers, Kohl’s enjoys the highest percentage enrollment of Millennials (18 – 33 years old). That’s according to survey data from white-label retail loyalty platform provider PunchTab. The firm conducted two separate surveys of more than 1,000 US Millennials in late 2013 and early 2014. Kohl’s is one of the largest US retailers […]
• Tech Studio ‘Science’ Tags Delicious As A New Acquision
  The Santa Monica-based, tech studio Science has bookmarked a new property for their portfolio: Delicious. Science is a fund/incubator/studio/adviser that helps to grow start-ups, helping the likes of Dollar Shave Club, Urban Remedy and Medium Corporation. Delicious was formerly owned by Chad Hurley and Steve Chen of AVOS Systems (also the founders of YouTube.) Delicious […]
• Say Hello To The Content Marketing Stack
  You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack. Content stacks aren’t here yet, but they’re coming. In the next couple of years, I expect we’ll see offerings from the big enterprise players: Adobe, Oracle and Salesforce.com. (IBM has a […]
• Perfect Audience Launches Peer-To-Peer Retargeting: Directly Target Others Sites’ Visitors
  What if you could “retarget” the audiences of specific websites that likely have similar visitor profiles as yours? The self-serve retargeting platform, Perfect Audience, has begun testing this concept with roughly 100 of its customers. The company’s new service, Perfect Audience Connect, offers gives advertisers a way to connect with other companies they are familiar […]
• Google Analytics Adds Content Groupings In Behavior Flow For More Intuitive Visualizations
  This week, Google added Content Groupings in the Behavior Flow area of Google Analytics. Behavior Flow provides a visualization of how users navigate through your site and where they dropped off by landing page, source, medium or any other dimension. Now you can see those flows by Content Grouping. Content Groupings were launched in December […]
• For Golf Fans, Live Leaderboards Make Pre-Roll Ads Less Annoying
  Here’s one for PGA fans and, really, anyone in advertising who thinks pre-roll ads should be useful, rather than pointless hoops through which people must jump before getting to the content they wanted in the first place. Working with online video ad firm Eyeview, ad agency Doner Media is bringing some useful functionality to PGA […]
• 5 Steps To Becoming A Customer-Centric Marketing Organization
  The “holy grail” for retailers may well be the possibility of becoming truly customer-centric in every facet of their business — from customer service to marketing to supply chain. For marketing teams in particular, being able to communicate the right message to the right customer at the right time is critical. Customer-centric marketing allows you […]

Recent Headlines From Search Engine Land, Our Sister Site Dedicated To Search News & Information:

• Google’s Knowledge Graph Expands Into Google Maps
• Bing Ads Launches Live Chat Support And Industry Insights Portal With Research, Case Studies
• Google Updates iOS Search App To Include “Smarter” Voice Search Cues & Customized Alerts
• The “Right To Be Forgotten”: EU Court Gives People Ability To Delete Their Google Search Results
• Those Google Ranking Shifts Are Not A Google Update, Google Denies Any Algorithmic Changes
• 5 Tactics We Used To Build Links Last Month
• New Google Sports Knowledge Graph May Include NBA Video Recaps
• How To Save URLs To The Wayback Machine On Demand

Online Marketing News From Around The Web:

Affiliate Marketing

• YouTube experts drive $1 million in sales for a video game accessories e-retailer, Internet Retailer
• Why Affiliates Should Worry About Multi-Touch Attribution Models, thepma.org

Analytics

• Measuring an Inbound Campaign Through the Conversion Funnel, visualwebsiteoptimizer.com
• Big Data, Big Problems? Resources for Applying Big Data to Your Business the Smart Way, Luna Metrics
• Why pay for a tool when there is Google Analytics?, Web Analytics World

Blogs & Blogging

• Should You Use a Forward-Facing Editorial Calendar?, CopyPress

Business Issues

• Facebook Said to Take Steps to Open a China Sales Office, Bloomberg
• Critical Update: Microsoft Advertising SDKs for Windows Phone, advertising.microsoft.com
• Facebook goes up against Google in direct response pitch deck, Digiday
• Google Glass worth more than the sum of its parts, Computer World

Content Marketing

• 3 Unconventional Content Marketing Strategies You Should Try, The Next Web
• 5 Reliable Ways to Use Content as a Referral Tool, Copyblogger
• The Content You Aren’t Creating But Should Be, www.linkedin.com
• How to Optimize Content for Traffic, Raven

Copywriting, Design & Usability

• Navigating the Mobile Jungle, uxmag.com
• The 11 Commandments of Creating Compelling Web Copy for the Non-Copywriter, www.takeflyte.com
• The five golden rules of responsive web design, eConsultancy

Display & Contextual Advertising

• How many new TLDs will domainers register?, Domain Name Wire

Domaining

• Thoughts About Geographic Keyword Domain Names, DomainInvesting.com

Ecommerce

• 3 of Your Most Pressing eCommerce Questions… Answered!, amyafrica.com
• Smartphone share of ecommerce to stall out while tablets explode: Forrester, Mobile Commerce Daily

General Internet Marketing

• A Model Game Plan: 5 Components of Predictive Modeling Which Will Increase Your ROI, sq1.com
• Four Ways CMOs (and All Marketers) Can Get Closer to the Customer Voice, MarketingProfs
• How to Pitch: Outreach Tips from Journalists, www.buzzstream.com

Internet Marketing Industry

• 29 Top Digital Companies Now Certified Under Updated Quality Assurance Guidelines Program, Ensuring Brand Safety & Combatting IP Piracy, IAB
• How do you set up a next-level creative department?, 3qdigital.com
• The World’s Best Content Curation Application Just Got Better, blog.trap.it

Mobile/Local Marketing

• 3 Mobile Marketing Musts for Brick-and-Mortar Retailers, Street Fight
• How a Thoughtful Mobile App Can Supercharge Your Client Retention, KISS Metrics

Social Media

• Clear Your Case Of Social Media Acne – Ugly Picture Links, Search Influence
• How To Upload Custom Audiences, marketersbraintrust.com
• The Weather Channel Demonstrates How Not to Respond to a Complaint on Twitter, Social Times
• Where Did All the Good Internet Go? Vine, Probably, www.theawl.com
• How HuffPo Makes Their Social Content Pop, Contently

Video

• 7 Items to Include in Your Video Brand Guidelines, Small Business Trends