Twitter debuts slate of a dozen live shows, 24/7 channels at NewFronts event

If Facebook is the YouTube of live video online, Twitter seems to have its eye on becoming the Hulu.

At its inaugural NewFronts presentation on Monday, Twitter debuted a slate of new live programs, including a pair of 24/7 live channels and several daily news shows. The programming builds on Twitter’s initial live slate from last year that spanned syndicated news broadcasts, live sports simulcasts and its first original live shows. The lineup could help to wash over Twitter’s failed bid to renew its NFL live deal and to buoy Twitter’s struggling advertising business. Video has become the company’s “single largest revenue-generating ad format,” according to the company’s latest quarterly earnings report, though the format’s rise has coincided with an overall ad revenue decline at Twitter.

Advertisers can buy pre- and mid-roll ads against the new shows and channels through Twitter’s Amplify program. Pre-roll ads longer than six seconds will be skippable, but mid-roll ads will not, according to a Twitter spokesperson.

Twitter will be sharing ad revenue: 70 percent of the money will go to the media companies producing the programs. A Twitter spokesperson declined to say if Twitter is paying the media companies for any of the programming beyond the revenue split.

The lineup announced on Monday falls into three content categories: news, sports and entertainment.

News

The news programming is highlighted by a new channel produced by Bloomberg News that will premiere in the fall and broadcast news coverage 24 hours a day, seven days a week, exclusively on Twitter. In addition to Bloomberg’s live channel, Twitter will air:

• a weekday morning news show from BuzzFeed called “MorningFeed.”
• a weekly tech show from Vox Media called “Circuit Breaker: The Verge’s Gadget Show.”
• an hour-long morning business news show from Cheddar called “Opening Bell.”

Cheddar’s “Opening Bell” already airs live on Facebook, and simulcasting it to Twitter could violate Facebook’s Live API policy that prohibits developers from building apps that companies can use to simulcast a live stream on Facebook and “other online streaming services,” like Twitter or YouTube. I’m waiting to hear back from spokespeople for Twitter and Cheddar about whether they’ve addressed this issue.

Sports

As with the news programming, the sports lineup stars a 24/7 channel. Called Stadium and produced by Silver Chalice, the channel will mix live broadcasts of mostly college and some professional games with highlight clips, re-airs of classic college and professional games and ESPN-style studio shows. Twitter will also add:

• a three-hour-long weekly baseball news show from MLB Advanced Media.
• an exclusive interview show from The Players’ Tribune called “#Verified” that will feature athletes answering fans’ questions (Twitter is still determining how regularly “#Verified” will air).

Additionally, Twitter has recruited more live sports to its platform to help fill the hole left by the loss of the NFL’s Thursday Night Football games. Twitter will air one WNBA regular season game each week throughout the 2019 season. And the PGA Tour will host a 360-degree live stream of the 17th hole during The Players Championship tournament that takes place later this month.

Entertainment

While Twitter isn’t yet premiering a 24/7 entertainment channel, it will air a live daily entertainment news show called “#WhatsHappening” from independent production company Propagate Content. Twitter is still determining whether the show will air on weekends and in which time zone(s) the broadcast will air in prime time.

Twitter will also broadcast some Live Nation concerts, starting with the Zac Brown Band’s performance in Atlanta on May 13. And IMG Fashion will stream several runway shows and also air programs that go behind the scenes of the various Fashion Weeks around the world.

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About The Author

Tim Peterson, Third Door Media’s Social Media Reporter, has been covering the digital marketing industry since 2011. He has reported for Advertising Age, Adweek and Direct Marketing News. A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles. He has broken stories on Snapchat’s ad plans, Hulu founding CEO Jason Kilar’s attempt to take on YouTube and the assemblage of Amazon’s ad-tech stack; analyzed YouTube’s programming strategy, Facebook’s ad-tech ambitions and ad blocking’s rise; and documented digital video’s biggest annual event VidCon, BuzzFeed’s branded video production process and Snapchat Discover’s ad load six months after launch. He has also developed tools to monitor brands’ early adoption of live-streaming apps, compare Yahoo’s and Google’s search designs and examine the NFL’s YouTube and Facebook video strategies.

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Buyer’s Guide: Content marketing tools

Managing the volume of marketing content that needs to be created, distributed, analyzed, and managed has become complicated, time consuming and costly for many marketing organizations. Automating these processes – or partnering with a content marketing vendor that provides content creation services – can provide numerous benefits.

This buyer’s guide analyzes the current market for content marketing tools, including the types of vendors serving the market and the capabilities available. If you are considering licensing a content marketing tool, this guide will help you decide whether or not you need to. It provides recommended steps for choosing a content marketing tool and contains profiles of 24 content marketing vendors.

Visit Digital Marketing Depot to download “Content Marketing Tools: A Marketer’s Guide.”

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About The Author

Digital Marketing Depot is a resource center for digital marketing strategies and tactics. We feature hosted white papers and E-Books, original research, and webcasts on digital marketing topics — from advertising to analytics, SEO and PPC campaign management tools to social media management software, e-commerce to e-mail marketing, and much more about internet marketing. Digital Marketing Depot is a division of Third Door Media, publisher of Search Engine Land and Marketing Land, and producer of the conference series Search Marketing Expo and MarTech. Visit us at http://digitalmarketingdepot.com.

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Author: Digital Marketing Depot

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Time’s up! MarTech is here and it’s your last chance to attend

In just one week, the world’s largest independent marketing technology conference designed for senior-level marketers and marketing technology professionals happens at MarTech in San Francisco, May 9-11. The show is programmed with one specific goal: to illuminate successful real-world practices at the intersection of marketing, technology, and management — no matter which software products or analyst frameworks are employed.

MarTech features:

You’ll leave inspired with real-life lessons, strategies and ideas to bring back and implement in your organization immediately.

Don’t miss this opportunity to join more than 2,500 martech professionals from the world’s’ top brands:

Two ways to attend: All Access Pass or Expo+ Pass

• Get the complete MarTech experience with an All Access pass for just $1,795, a $100 savings off on-site rates. In addition to the sessions, keynotes and networking, you get breakfast, hot lunches, snacks all day and conveniences that make attending MarTech a unique, productive and enjoyable experience. Register now.
• Dive into the martech ecosystem with an Expo+ Pass! Meet more than 100 amazing martech vendors. You’ll find solutions and providers, attend full-length presentations and connect with your peers at the 2 networking receptions including the Stackies awards ceremony. Buy an Expo+ pass now for just $99.

P.S. Not available for 3 days of intense learning? I recommend an Expo+ Pass where you can plan to spend the day meeting incredible vendors and participate in full length sessions from IBM, SnapApp, DemandFuel, Concentric, Lytics, LookBookHQ, MediaBeacon, Aprimo and Seismic. Register now.

About The Author

Search Engine Land is a daily publication and information site covering search engine industry news, plus SEO, PPC and search engine marketing tips, tactics and strategies. Special content features, site announcements and occasional sponsor messages are posted by Search Engine Land.

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Author: Search Engine Land

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Marketing Day: Paid search trends, the future of local discovery & more

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

From Marketing Land:

• Paid search trends from Merkle’s Q1 report
  May 1, 2017 by Ginny Marvin
  Shopping ads are becoming more important for retailers, the new text ad format isn’t driving CTR increases, and more findings.
• Google’s Chrome will add new ‘Not secure’ warnings later this year
  May 1, 2017 by Barry Schwartz
  Have a search box or form on your website that runs over HTTP? You might want to switch your pages over to HTTPS by October.
• The future of local discovery
  May 1, 2017 by Brian Smith
  Columnist Brian Smith discusses some of the recent developments and technology that will impact local search, both in the short term and the long term.
• Keyword tiering: A systematic way to juggle your AdWords priorities
  May 1, 2017 by Jacob Baadsgaard
  Columnist Jacob Baadsgaard explains how assigning paid search keywords into different tiers based on performance allows search marketers to quickly make adjustments that can have a huge impact on their business.
• How to unlock marketing’s creative side for martech success
  May 1, 2017 by Scott Vaughan
  Marketing technology is essential to achieving business outcomes, but many marketers feel intimidated or put off by it. Columnist Scott Vaughan argues that to truly maximize martech’s business impact, we need to make it more more accessible, creative and even fun for marketers.
• What your paid search KPI says about you
  May 1, 2017 by Andy Taylor
  Every advertiser measures success based on key performance indicators (KPIs) that they deem relevant. Columnist Andy Taylor asks, What do your chosen KPIs say about your priorities?
• 10 experts advise how to powerfully pair growth marketing with SaaS product development
  May 1, 2017 by Ben Jacobson
  Contributor Ben Jacobson taps 10 software gurus to reveal how SaaS marketers can bake marketing right into their products.
• Why your explainer video matters to your B2B customers
  May 1, 2017 by Alexander Kesler
  Explainer videos are an essential asset for B2B marketers. Columnist Alexander Kesler shares tips for crafting powerful explainer videos that will bring your brand higher conversions.

Online Marketing News From Around The Web:

Affiliate Marketing

Analytics

Blogs & Blogging

Business Issues

Content Marketing

Conversion Optimization

Copywriting, Design & Usability

Domaining

E-Commerce

Email Marketing

General Internet Marketing

Internet Marketing Industry

MarTech

Other Items

Social Media

• “Facebook Rewards” QR codes dangle discounts for offline purchases, TechCrunch
• 15 Inspiring & Actionable Social Media Marketing Tips, Top Rank Marketing Blog
• 5 Key Elements of the Perfect Facebook Ad, The Buffer Blog
• Facebook created a new data network to lessen impact on user traffic, VentureBeat
• Facebook’s Connected TV Ambition Meets a Reluctant Industry, AdAge
• How to Recruit Social Influencers Without Spending a Fortune, The AdStage Blog
• How to Set Up a Facebook Messenger Ad, Social Media Examiner
• Jump into National Small Business Week by Learning a New Skill, Facebook for Business
• Snapchat Waves Goodbye to White Border Around Older Photos From Memories, Adweek
• Social Media Etiquette for Our Hyper-Partisan Era, CMS Wire
• Social Media Is the New Television, Adweek
• Why There Is No Best Time to Post on Social Media – Here’s Why, Stone Temple

Video

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About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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SearchCap: Google similar audiences, display network & voice search

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

• Google rolls out similar audiences for Search and Shopping
  May 1, 2017 by Ginny Marvin

  Now out of beta, similar audiences for Search enables advertisers to target users searching for the same kinds of things as recent site visitors.

• Study: Q1 Google Display Network placements
  May 1, 2017 by Ted Ives

  Are you utilizing the Google Display Network in AdWords? Contributor Ted Ives shares some data on which site categories perform best.

• How to optimize for voice search
  May 1, 2017 by Sherry Bonelli

  Inspired by a recent presentation at SMX West, columnist Sherry Bonelli discusses why small businesses and local search marketers need to be thinking about voice search.

• Drive calls and customers with display ads
  Apr 28, 2017 by Digital Marketing Depot

  Consumers today view display ads on their smartphones. And when they convert, many prefer to call. Display advertising drove over 28 billion calls in 2016, and marketers must change how they measure and optimize display campaigns to be successful in 2017. Read this playbook from DialogTech and learn how to: prove the real impact of […]

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:

Industry

Local & Maps

Link Building

Searching

SEO

SEM / Paid Search

About The Author

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Author: Barry Schwartz

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Daily Search Forum Recap: May 1, 2017

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

• Google Slashes Quality Raters Hours; Will It Impact Search Quality?
  The SEO industry is in a buzz around a story named The secret lives of Google raters from arstechnica.com but not because of their “secret lives” – because most of us know how they work – we’ve covered them like crazy here. The big news is that their hours are now being slashed…
• Google Black Search Results User Interface Test
  A year ago, we covered how Google is testing a black UI test in the search results. We’ve seen the test reported to us several times over the year…
• Google Testing Jobs Portal In Web Search
  Dan Shure spotted late on Friday a Google search tests where Google was showing jobs…
• Google Tests Reviews Tab On Local Knowledge Panel
  Our friend Sergey Alakov spotted yet another Google local test, this one is Google testing a tab approach to showing reviews on local knowledge…
• Live: Send Recipe To Google Home
  Last week, Google announced that you can now send recipes to your Google Home device and ask Google Home to walk you through making…
• Google Clotheslines Indoor Dryer
  Here is another gem inside the Google Tel Aviv office where they have an indoor clotheslines drying line – well, at least it is there for design. This is probably part of the Kibutz room there. Pazit

Other Great Search Forum Threads:

• @JJPattersonSEO @methode I don’t see how that would be bad., John Mueller on Twitter
• Microsoft Q3, 2017 Revenues of $22.1 Billion, WebmasterWorld
• @rintuseo That’s what the tool is there for , John Mueller on Twitter
• Winning Mobile-First Markets, The Google Advertiser Community

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Author: barry@rustybrick.com (Barry Schwartz)

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Paid search trends from Merkle’s Q1 report

Merkle’s Digital Marketing Report for Q1 points to strong growth from Google and the continued strength of PLAs (Google Product Listing Ads). Expanded text ads have yet to yield promises of CTR gold. Bing and Yahoo’s lack of mobile market share is hampering growth. Here’s a look at some of the key trends from the report. (Keep in mind the data reflects spending from Merkle’s own client base, which skews large retailer.)

AdWords Q1 year-over-year growth outpaced that of Q4

Spending on Google AdWords increased 21 percent year over year in Q1 2017, up from 19 percent in Q4 2016. Click volume increased 20 percent over the previous year. CPCs ticked up 1 percent.

Merkle credits the addition of a fourth mobile text ad, PLAs in image search, Google Maps ads and the return of separate device bids as key contributors to growth over the past year.

Tablet bids fall, mobile bids improve relative to desktop

Tablet bids have steadily declined relative to desktop since Google enabled advertisers to bid separately on the two devices last summer. Merkle says decoupling tablets from desktop helped drive growth, with advertisers able to adjust bids separately for higher-value desktop clicks.

Google AdWords phone and desktop spend increased 51 percent and 12 percent, respectively, while tablet spend fell 23 percent.

Phone CPCs continued to gain ground on desktop in Q1. For non-brand queries, phone CPCs were 43 percent lower than desktop CPCs in Q1, compared to being 51 percent lower in Q4. Tablet CPCs were 25 percent lower than desktop in Q1, down from near-parity in early 2016, when the devices were combined in bidding.

[Read the full article on Search Engine Land.]

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About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

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Author: Ginny Marvin

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