(Source: Social Media Week) To reach new, revenue-generating customers on Facebook, you need to harness the power of Facebook ads. With 2.2 billion monthly active users, it should come as no surprise that major brands and small local businesses alike are trying to use Facebook to reach new customers and improve their financial results. Of course, achieving digital marketing success on Facebook requires much more than simply setting up a page for your business — especially sin

(Source: 蘋果財經) 近年KOL當道，代替不少傳統明星成為廣告商新寵，亦有藝人在傳統媒體發展平平，在網上平台反而走紅。兩名80後日本年輕人十河宏輔及小堤音彥，2016年創立廣告科技公司AnyMind，開發以人工智能分析KOL的數據平台CastingAsia。現時亞洲10個地區都有業務，包括香港、泰國、台灣、印尼、越南等。公司創辦人之一，十河宏輔就透露，香港KOL最大的特點是──貴。 十河宏輔表示，CastingAsia分析資料包括KOL本身專屬興趣，如美容、旅遊，在各社交平台(如Facebook、Instagram、YouTube、Twitter)所擁有的支持者數量、區域分佈、男女比例、平均年齡等，供客戶分析哪個KOL更配合他們的產品，而KOL亦可登記以獲取工作機會。他亦透露，公司與KOL合作，主要以每個like收費及每帖文收費為主。 由於系統能計算出該KOL被訂閱的情況供客戶參考，記者翻看香港的排行榜，大部份出名的KOL皆在系統內，當中藝人倪晨曦Instagram追隨者達62萬，媲美不少一線紅星；而前亞視藝員譚杏藍（小花）亦達48萬，成

(Source: The DRUM) Ad trade bodies unveil data transparency label inspired by food traffic light labelling Advertising trade bodies will help marketers clean up their data footprint by inviting them to adopt a new data transparency label that outlines vital information such as source, collection, segmentation criteria, recency and cleansing specifics. Taking inspiration from the traffic light labelling on food packaging, the ANA’s Data Marketing and Analytics (DMA) division,

(Source: whatsnewinpublishing.com) It is official: We are finally “mobile-first.” At the conclusion of Q2, we reached the much-anticipated pivot point when all mobile traffic (direct and referred) caught up with desktop (see chart below). But while we waited, the mobile ecosystem and what we thought we knew about mobile has evolved. Is your media company prepared? Here are five trends to watch as media flips to mobile-first: 1. The mobile pivot point Since January 2017, total

(Source: TOPick) 戶外廣告牌夠巨型易吸睛，但內容都是預早準備。Amnet HK總經理盧家樑表示，外國已有戶外廣告牌配合感應器，在人流多時才播廣告，令廣告宣傳更具效益。 隨著程序化廣告（programmatic advertising）普及，廣告客戶希望每一分一毫也可得到最大回報。Oath香港及東南亞印度日本地區董事總經理陳啟滔表示，戶外廣告在香港也可配合大數據分析，實現一定程度的程序化廣告模式。如透過網上數據得悉某餐廳客戶的優惠喜好後，可即時調整優惠並顯示於餐廳廣告屏上。盧家樑表示，調研公司eMarketer早前公佈的調查顯示，逾460億美元會投放於美國的程序化廣告上。 Oath香港昨推出Oath Ad Platforms綜合式廣告平台，結合 BrightRoll、ONE by AOL、Yahoo Gemini的各項技術，讓廣告商有更多選擇。(梁巧恩攝) 由於廣告模式不斷變化，廣告商更重視準確性，近期多國跨國網上平台也推出新服務，如Oath香港昨宣報推出Oath Ad Platforms綜合式廣告平台。海洋公園市場總監楊樂詩表示，

(Source: TOPick) YouTube即將調整廣告政策。（圖片來源：法新社） 影片平台YouTube廣告數目有所增加，其中網民所未必喜歡的強制觀看廣告（non-skippable ad），似乎未來將會愈來愈多，平台觀賞體驗勢受考驗。據科技網站Mashable報道，YouTube在本星期內更改廣告政策，所有合作創作者的影片廣告格式，將會預設改為non-skippable ad。 據YouTube的創作者社群「Creator Insider 」分享，YouTube將由本星期開始調整廣告政策，因non-skippable ad的廣告費，較現時用戶觀看5秒後可選擇跳過的TrueView廣告為多。此前，只有部分的YouTube頻道可以刊載non-skippable ad，新政策推行後，所有YouTube Partner Program的頻道都會轉為預設non-skippable ad，而且舊影片亦包括在內，除非創作者自行更改設定。 強制型廣告的長度為15至20秒，視乎地區。YouTube指稱，創作者可以獲得更多收入，而創作者仍可以操控刊載在他們影

(Source: marketing-interactive) Given that in China, many of the well known western social media is still banned, WeChat is often seen as a solution to communicate with customers. However, luxury brands are still struggling to interact with their customers, according to Jing Daily. The first hurdle the brands face is in the greeting message as most luxury brands opt for a generic greeting message to inform users of the customer service times. This however does not sit well wi

(Source: WNIP) “When brands and publishers work together on a branded content programme, they are able to achieve more than either could alone,” says Melanie Deziel, branded content consultant. “One of the big challenges as a brand, when you’re getting into native advertising, is figuring out which publisher you want to work with,” says Melanie Deziel, branded content consultant. But even though it’s difficult, it’s crucial that you do find the right publishing partner and fi

(Source: The DRUM) Traditional celebrities may not be what your brand needs. A recent survey by Google found that a staggering 70% of teenage YouTube audiences are more likely to be influenced by YouTubers than by traditional media celebrities - something to consider if your target audience is in the teenage bracket. But why do teens prefer YouTubers to their favourite celebrities? The obvious answer is relatability. Let’s take Kylie Jenner as an example. Yes, she’s an iconic

(Source: 數位時代) 我們身處在視覺溝通的風口浪尖，越來越多品牌將廣告資源，投注在這種5~15秒幻燈片式的呈現形式，這股風潮正在發揮商業廣告的效果，未來有可能會成為主宰社群世界的新霸主嗎？ 限時動態（Stories）在2019年將會超過動態時報，成為分享資訊的主流方式。」在今年的F8開發者大會上，Facebook產品長克里斯·考克斯（Chris Cox）的這番說法，讓許多人聚焦在限時動態上。 今年的F8開發者大會上，限時動態的潛力一再的成為討論焦點。 圖片來源：Facebook 提供 我們身處在視覺溝通的風口浪尖，越來越多品牌將廣告資源，投注在這種5~15秒幻燈片式的呈現形式，而這股風潮也正在發揮商業廣告的效果，未來有可能會成為主宰社群世界的新霸主嗎？ 顛覆圖文廣告型式，廣告主挑戰大 可以預期的是，限時動態最終一定會走上商業化這條路，Facebook在2012年以十億美元收購Instagram後，過了三年才將廣告導入平台中，而限時動態推出僅僅五個月，就創造1.5億的日活躍用戶。 去年一月Instagram就開始出現插入廣告影片，並釋出更多

(Source: 數位時代) 圖片來源：shutterstock 數位行銷(digital marketing)時代來臨，數位行銷大數據(big data)幾乎成為行銷人員必要工具，無論是網路流量分析(Google Analytics)、臉書粉絲團經營、關鍵字廣告與臉書廣告，都強調大數據重要性。也因此，各式各樣的KPI被提出來，KPI也成為行銷人員經營的方向。但是，過度相信數據會造成決策判斷的錯誤，為了美化數據也會失去品牌應該堅持的方向。筆者整理出在實際經營與輔導經驗中，數位行銷大數據常見的七個迷思 數位行銷的時代來臨，數位行銷大數據幾乎成為行銷人員必要工具，無論是網路流量分析(Google Analytics)、臉書粉絲團經營、關鍵字廣告與臉書廣告，都強調大數據重要性。也因此，各式各樣的KPI被提出來，KPI也成為行銷人員經營的方向。但是，過度相信數據會造成決策判斷的錯誤，為了美化數據也會失去品牌應該堅持的方向。 筆者整理出在實際經營與輔導經驗中，數位行銷大數據常見的七個迷思： 迷思一：粉絲團經營貼文數多，觸及數自然就高 許多小編都知道，貼文數

(Source: The DRUM) Anyone working in digital marketing knows the power of video. Even still, the statistics can astound. Social media video tips On Facebook alone, there are eight billion daily video views. On Instagram, the time spent watching video increased by more than 80% from 2016 to 2017. All that adds up to a lot of competition to win those coveted eyeballs. It can seem overwhelming and, for many, the video format is more than a little intimidating. For that reason, w

(Source: B&T Magazine) Social media giant Facebook has announced new tools to help connect businesses and people. Facebook is redesigning Pages on mobile to make it even easier for people to interact with local businesses and find what they need most. For example, users can make a reservation at a restaurant; book an appointment at a salon; or see most recent photos, upcoming events, and offers. Users can also now see Stories on Pages to get to know the people behind the busi

(Source: The DRUM) The success of automated media buying is spearheaded by a necessary move towards a better marketing future. The programmatic industry has already witnessed a major shift, as mobile has come to dominate browsing habits and the lines between brand information and consumer continue to blur. In its infancy, programmatic was used for monetising long-tail display inventory. Having turned 10 in 2017, the technology is now in its adolescence, changing the face of m

(Source: marketing-interactive.com) Facebook has secured a licence to set up a subsidiary in China, which will serve as an “innovation hub” to support local tech talent. The US firm is stepping up to break into the Chinese market despite its social media platforms remaining blocked. The subsidiary has been successfully registered in the southern Chinese city of Hangzhou on 18 July, with an investment of US$30 million. It will be centered around startup development, technologi

(Source: The DRUM) Maximising you Facebook advertising With all the noise and clutter on social media if you are not developing video ads for Facebook, you are missing a huge opportunity. Advertising has always been visual, but when you strengthen video content with the power to target your ideal audience the impact can be huge. Here’s my five top tips to ramp up your Facebook video advertising: 1. You want sales? Measure them You want traffic? Measure it. Many consider click

(The Source: The DRUM) Both companies are hoping that the merger will deliver annualised cost savings of at least $50 million over the next two years. Australian media companies Fairfax Media and Nine Entertainment will merge at the end of 2018 to form a new company called Nine, subject to regulatory clearance. Nine will include a free-to-air television network, Fairfax's newspapers The Sydney Morning Herald (SMH) and The Age, property listings portal Domain, subscription vid

(Source: The DRUM) I’m often challenged by clients on how to do more with less. Particularly, how to grow their brand and performance online while spending less money. We’re always looking for efficiencies within paid search – dropping the CPCs over here, improving the ads over there – but to drive true efficiency, organic and paid channels need to be integrated. We find step changes in efficiency by working together, not against each other. So how can two channels that shoul

(Source: 數位時代) |在法國成立的廣告投放平台Criteo，宣布斥資2千萬歐元（約新台幣7.2億元），建立AI實驗室協助廣告行銷，並透露每一次的廣告投放就是一場競標賽，若想成功就得夠瞭解消費者的行為。 每一個廣告投放，背後就是以一場拍賣、一次競標的形式在進行」，Criteo南亞暨大中華區董事總經理黃瀚民說道。 2005年在法國成立的廣告投放平台Criteo專注在「電商」領域，8年後在美國上市，透過背後擁有全球12億人的龐大消費資料，進行AI數據分析的「命中式」投放廣告。 值得關注的是，Criteo是透過瀏覽器Cookie來獲得用戶在合作電商平台的商品瀏覽紀錄。黃瀚民在接受採訪時，一開始先釐清令人聯想到敏感的GDPR問題，法國擁有全球最嚴謹的資料保護法，在GDPR前Criteo早就嚴格規範多年「像政治傾向這類敏感資料，我們不採集。」 在和1萬8000名客戶合作後，黃瀚民娓娓道來，每一次成功的電商廣告投放，背後究竟是如何操作的？ 想得標，越了解消費者行為、勝出率越大 「當我在網頁視窗上打上痞客邦的網址，痞客邦就會丟html程式碼給我，讓我開

(Source: The DRUM) World Cup sponsors upstaged by ambush brands Many brands don't want to put in the dime to sponsor the Fifa World Cup but they still want the sales uplift that the association with the spectacle may bring. Fifa claims it will attract 3.2bn viewers during the competition, but a £100m-a-year partnership fee is too expensive for many brands to go down the official sponsor route. Instead, some will sponsor a nation, take on a media partner or adopt a stealthier