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B2B Marketing, Joel Harrison – Think the webinar is a dying marketing channel? Think again

Evergreen channels are increasingly important in a world of marketing change. In an age where marketing tools and techniques evolve bewilderingly quickly, coming in and out of fashion at breakneck speed, it’s reassuring to know that some platforms are perennials. Email is the most obvious example of this, in B2B at least, where rumours of its demise have regularly but always wrongly predicted. Increasingly, and perhaps more surprisingly, the humble webinar appears to be another, quietly belying expectations of prospect burnout or fatigue, and building on its reputation as an effective, reliable and therefore often essential part of the marketing mix. Albeit one that isn’t necessarily hugely exciting or dynamic. “Webinars,” says Joe Hyland, CMO at webinar the provider On24, “just work.” And that’s...

Evergreen channels are increas...

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Digitalist Magazine, Fred Isbell – In Search Of Great Insights And Best Practices For The Modern Marketer

Midway through 2016, I had the great fortune to attend the SiriusDecisions Summit, which some have called the “Woodstock of B2B Marketing.” I’ve attended, served as a speaker, and covered some great conferences and events over the years, and this one is definitely near the top of my list. (You can see why by reading “10 Noteworthy Marketing Insights from a Firehose of Knowledge.”) After sharing some of my top 10 insights and aha moments from 2016, I thought it would be great to circle back on my findings and share my new learnings. As a software and service marketer for close to 30 years, certain common elements have comprised the red thread of my marketing career. One of them is...

Midway through 2016, I had the...

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Auto World News, Carl Anthony Teves – YouTube Will Now Have Its Rival, As Facebook Plans to Share Its Video Revenues To Publishers

It was recently reported that the giant networking site Facebook is having a trial of a mid-roll ads for videos viewed for at least 20 seconds. Facebook is going to generate cash from the publisher's clips that are being posted on the platform. It is said that 55 percent of the sales will go to the video's publisher in an arrangement similar to how Youtube works. In Facebook, there are an estimated billion of videos viewed per day. That just means there is a huge generating revenue outlook for the company. This will encourage publishers to keep on making clips that will last for a while and keep the viewer's attention to make money. This simply serves as a new earning...

It was recently reported that ...

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Digiday, Ross Benes – A shrewd move’: Publishers see Facebook mid-roll ads as potential boon

With great reach comes great anticipation for ad products. On Monday, Recode reported that Facebook will start showing ads in the middle of videos and giving publishers 55 percent of all sales, which is the same split that YouTube offers. Publishers who spoke to Digiday were excited about the potential of mid-roll ads to help them create a revenue stream around Facebook video. But some sources were concerned that the ads would reduce engagement. “This gives us an opportunity to make more content and make it a more investable channel,” said Michael Hannon, vp of yield and revenue optimization at Purch. “If the data ends up proving that it works, why wouldn’t we [make more Facebook videos]?” Although Facebook continues to nudge publishers...

With great reach comes great a...

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AdWeek, Christopher Heine – Facebook Is Testing Out Mid-Roll Ads to Further Boost Its Video Revenues

Look out, YouTube. Facebook is trialing mid-roll ads for videos that are viewed for at least 20 seconds, according to a report today by Recode, which cited unnamed industry sources. The digital giant declined to comment on the report. Simply put, Facebook wants to generate cash from the clips posted by publishers on its platform. According to Recode, video publishers will get 55 percent of the sales in a financial arrangement that mirrors how YouTube works with them. Billions of clips are viewed daily on Facebook, so the revenue-generating prospects appear to be tremendous for the publicly traded company. Publishers should also be intrigued by the potential for a new earnings stream. It will be interesting to watch whether the mid-roll ads—after...

Look out, YouTube. Facebook is...

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USA Today, Jon Swartz – Poll: Cautious optimism about tech in Trump Era

SAN FRANCISCO — President-elect Donald Trump has vowed to make America great again. But if the sentiments of tech workers and the general public are any indication of what he's about to face in the White House, he has a split country to stitch together. Such is the onerous task he inherits, based on a new study measuring the viewpoints of 500 "Tech Elites," defined as people who work or invest in the technology sector, and 1,000 members of the U.S. "General Population." For starters, 65% of tech elites believe innovation is going in the right direction, compared with just 46% in the general public (33% say they don't know). What is more, 76% of elites say their industry's best days are still...

SAN FRANCISCO — President-el...

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MarTech Advisor, Shabana Arora – 2017 Will See Event Marketers Get More Interactive through Virtual Technologies

In the advertising and marketing industry, event marketing has proved to be the fastest growing approach. Event marketers have adopted various new methods of marketing today, and video or live streaming is perhaps the trend which organizations are embracing willingly and promptly. Event marketing in 2017 should offer a host of new varieties and flavors, owing to the fact that it has practically no prescribed rules and regulations which can confine its scope. In 2017, event marketers will be forced to come out of their traditional ways and engage with their customers through more spontaneous interactions and innovative promotional ideas. Sharat Saran, Co-Founder and Chief Executive Officer at ON24, analyzes the shape of things to come, “Following from its rise in 2016,...

In the advertising and marketi...

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MarTech Advisor, Shabana Arora – ON24 Announces Benchmarking Analytics; Enables Marketers to Measure Performance Against Peers

Customers will gain vital insights into how webinars compare in their industry San Francisco: ON24, the webinar platform, today announced the launch of ON24 Benchmarking, a new feature enabling customers to view and compare their webinar engagement statistics against other companies in their industry. “We’re always looking for ways to give our customers the most relevant and actionable data, and ON24 Benchmarking will provide customers with unprecedented apples-to-apples visibility into average engagement and metrics for companies in the same sector,” says Sharat Sharan, CEO and Co-Founder of ON24. “This product empowers businesses with critical data that allows them to identify and measure areas of strength and adjust accordingly to maximize performance.” While ON24 customers have always had the ability to compare their events...

Customers will gain vital insi...

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Demand Gen Report, Brian Anderson – ON24 Unveils Benchmarking Insights For Webinar Platform

ON24 launched a benchmarking analytics feature that gives users an expanded view of audience engagement, as well as the ability to compare webinar performance with other companies. ON24 Benchmarking enables customers to compare webinar performance with other companies in their industry, according to the company. Expanding on users’ existing databases will offer a granular view of specific metrics such as engagement score, conversion rate, average live attendees, average registrants and more. Some of the segments available for use at launch include technology, life sciences, finance and many others. “It's difficult to find the information that matters to your business. We can compare webinar events among our clients, and when you start looking at it from an industry perspective, you can see that the data...

ON24 launched a benchmark...

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ClickZ, Rebecca Sentance – Q&A: ON24’s Mark Bornstein on how to make marketing webinars that rock

Hosting a webinar is a popular way for brands to reach out to and engage with consumers, all while gaining leads, providing value and establishing their expertise in a specific part of the industry. But with so many webinars out there, how can marketers make sure theirs is the one that really stands out? ClickZ sat down with Mark Bornstein, VP of Content Marketing for ON24, ahead of their popular year-end webinar ‘Webinars that Rocked 2016‘, to find out the secrets behind making the biggest impact with your webinar. Hosting webinars is all the rage for brands at the moment – what makes them such a popular marketing method? In the age of the self-educated buyer, where sales often play a secondary role, marketers...

Hosting a webinar is a popular...

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