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Finding that music lover across the web with bop.fm

Finding that music lover across the web with bop.fm

 

This Publisher Spotlight originally appeared on Marin Software’s Marketing Insights blog and is a series where we introduce premium publishers who are using Partner Connect to develop business relationships with relevant and interested advertisers. In this post, we spoke with Shehzad Daredia, co-founder and CEO of bop.fm, a music aggregator service that simplifies music discovery and playback across the web, about the unique qualities and benefits of targeting the bop.fm audience.

bop.fm makes it incredibly easy for music lovers to discover new music

bop.fm is a music service aggregator. We let people focus on the music they love, and not worry about where it comes from, by allowing them to connect their favorite music services into one unified interface. Listeners can connect subscription services like Spotify, Deezer, or Rdio; download stores like iTunes, Amazon, or Google Play; or even the unstructured, “free” services like YouTube and SoundCloud. Once they do so, we handle all the hard work of finding songs and ensuring playback. All the user has to do is search for a song and press play. With Bop, users can also build playlists and share songs with their friends, and it all happens seamlessly.

One really cool benefit is that since users can connect multiple music services within their bop.fm accounts, they can listen to artists and songs that may not be available through a particular streaming service. For example, someone might be a Spotify user, but have to open a different app to listen to artists like the Beatles or Taylor Swift, or maybe the latest Drake mixtape. But with Bop, they won’t need to worry about it, they simply pick the song they want to hear, and we’ll automatically find where it’s available.

bop.fm’s reach goes beyond its website

In addition to the bop.fm website, we syndicate our technology out to partners. These partners include major entertainment publishers like Billboard, artist websites like Arianna Grande, lyric sites like Rap Genius, music blogs like Complex, and even news outlets like Huffington Post.

We power playback for them, giving them a 3rd party player widget they can embed to their site to make it really easy to add music playback that’ll work for all their visitors, regardless of what music service they’re subscribed to.

We also have an iOS app that lets users do everything they can on the desktop – listen to songs, create playlists, connect music services – all on the go.

 

bop.fm’s audience is incredibly diverse and the data they capture comprehensive

We receive millions of visitors each month, and our user base is very diverse. They span a wide range of demographics, geographies, and genre interests. The tie that binds all our visitors is that they’re all music fans and pretty technologically savvy – we have a good distribution of visitors across desktop, phone, and tablet devices.

We collect data at a very granular level. We can capture audience data at the artist, genre, and even song level, and can pass all that data into the Marin Display platform. For the moment, we’ve built audiences at a higher level, by genre, but we’re starting to pass artist-level data through, too.

Additionally, one of the most unique aspects of our data is that we can detect which music service a user is subscribed to and allow advertisers to target that attribute. You won’t be able to find this elsewhere. So for example, if a brand is currently running advertising targeting Spotify users, they can extend that reach by finding that audience outside of the Spotify experience, and targeting them on the web and Facebook.

Why target bop.fm’s audience?

There are a lot of potential targeting applications for our audience.

One obvious type of advertiser is a company in the music industry, like a music festival looking to reach relevant audiences, or an artist or label trying to promote a new album. We’ve found that a lot of retail brands are interested in reaching our audience as well. Sometimes they see an overlap of a particular genre or artist and their own audience – for example, a jeans brand going after country music fans, or a footware/athletic apparel brand going after hip hop fans. Other times, they may be trying to take a more cultural or artistic approach to connecting with their audiences. The prototypical example would be if Pepsi does a big campaign with Beyonce, and they can easily reach Beyonce fans across the web through us.

What goals are you looking to achieve with Partner Connect?

This is a new concept for us, so we’re eager to see how brands can leverage the data we collect. We think there’s a ton of opportunities to leverage the data that we collect and make available for targeting within Partner Connect. Our goal is to get a better idea of demand, including the types of companies, the audiences they’re interested in, and the ways they’re using that data, to get a better idea of the overall revenue potential.

Interested in targeting bop.fm’s audience? Learn more about audience extension with Partner Connect!

 

Brian Sim

Brian is a Product Marketing Manager at Marin Software. Previously, he worked within the agency world, leading digital marketing strategy, and has also worked on developing products and growth strategies for very early stage startups. Brian studied Marketing & Communications at the Wharton School, and obtained his MBA from UCLA Anderson. A native Philadelphian, Brian maintains his Philly sports rooting interests from the west coast.

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Perfect Audience and HubSpot
Life just got a lot easier for Perfect Audience customers who use HubSpot for inbound marketing. Today we’re excited to announce that we’re partnering with them to help you save time, advertise better and get more customers!

We’ve built an integration that creates audiences from HubSpot landing pages and Smart Lists when you connect your accounts. If you’re a marketer who’s built dozens of pages using HubSpot, you’ll have audiences built automatically for each of them that are updated every night.  This saves you a ton of time! With the busy work out of the way, it’s much easier to align the messaging you send out via email with messaging you send via paid advertising.

Connecting a HubSpot account to a Perfect Audience advertiser is free, fast and takes just a few clicks.

We’re very excited about this new partnership and will be making updates and feature improvements over the weeks and months to come.

Are you a HubSpot customer who uses Perfect Audience?  Give the integration a try and let us know what you think about how we can make it better.

Learn more about HubSpot integration.

You can also find more details in our Support Documentation.

Kris Corzine

I'm a Sr Product Manager at Perfect Audience, a Marin Software company. I like making sure things look good while going fast.

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We have a new way to help you view and share your campaign data! Check out Report Builder to get easy to analyze ad information, right in your inbox.

Report Builder lets you create, manage and schedule detailed reports about the performance of your Perfect Audience campaigns.

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Your Perfect Audience Dashboard is great for an overview of campaign performance, but sometimes you need to dig into the details and generate specific reports that can be sent to members of your team on a regular basis.

With Report Builder, you can set up a one time or recurring report that will update you on how campaigns are doing. Configure the report to only show the metrics that matter to you and filter the data that is important.

Need more information? Visit the knowledge base.

Try it out by logging in then clicking on the Reports link in the navigation bar.

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Kris Corzine

I'm a Sr Product Manager at Perfect Audience, a Marin Software company. I like making sure things look good while going fast.

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This post originally appeared on Marin Software’s Marketing Insights Blog.

1. Figure out what your goals are

This is the basic step that should kick off any marketing campaign. Determine what you want to accomplish. Cross-device retargeting can help you accomplish four general goals:

  • Build awareness: Do you want to keep your brand in front of your potential customers at the right moments?
  • Facilitate acquisition: Did your visitor view a category or a product on your web site? Is there a potential next step you want to encourage?
  • Drive conversions: Did the person abandon her shopping cart? Could a little push help complete the transaction?
  • Reengage: Is there potential for reengaging with existing customers to either cross-sell complementary products or encourage a repeat purchase?

2. Segment your audiences

Creating actionable audience segments is necessary for any retargeting campaign and it’s no different when you’re retargeting users on their mobile devices. When segmenting your audiences, there’s a balance you’ll need to strike with your audience segments – smaller audiences can perform well, but are harder to scale; large, generic audiences can be harder to optimize. For cross-device retargeting campaigns, we’d recommend starting with the following audiences:

  • All visitors
  • Visitors who have viewed a product or category
  • Visitors who have abandoned their shopping carts
  • Customers (people who have converted)

3. Choose the right ad format

If you’ve ever done retargeting, the previous two steps should be pretty familiar already. Step three is where some of the nuances diverge. There are two common mobile ad formats used in-app and across mobile web sites:

  • Mobile Banners display the ad across the bottom of the screen. The most common size for mobile banners is 320×50.
  • Interstitial Ads take over the screen until the user dismisses it. The most common interstitial sizes are 320×480 or 480×320.

Beyond the obvious difference in size, the two ad formats have distinct strengths and weaknesses.

If you want to drive volume, mobile banners are your best bet, as the available inventory vastly outnumbers mobile interstitial inventory. We’ve typically seen the number of available banner impressions outnumber interstitial impressions by 3-5x. Mobile banners are also significantly cheaper than interstitials. Mobile banner CPMs range from $.50-$2.00+, whereas interstitial CPMs range from $3.00-7.00+. On average, interstitial campaign CPMs are about 3-6x higher than mobile banner CPMs.

Of course, price isn’t the only issue. Part of the reason Mobile Interstitial ads cost more is because they enjoy significantly higher engagement rates. On average, interstitial click-through rates (CTRs) are 3-4x higher than banner CTRs. Based on the campaign and creative quality, we’ve even seen interstitial campaigns with CTRs up to 10x higher than average banner CTRs.

The takeaway here is that, as always, there are trade-offs so it’s worthwhile to test different formats to see which best addresses your specific goals. For scenarios where volume is important, or you’re budget constrained, try testing mobile banner ads. If you’re trying to encourage customer action, then interstitials might be the optimal format.

4. Optimize your creative for mobile

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Provide a clear and simple value proposition; create a sense of urgency and include vivid, strong CTAs

Creative optimization for your mobile campaigns goes beyond just repurposing your desktop banner ads. Mobile ads give you a unique chance to make an impression. The key to driving performance is simplicity and directness. You’ll want to ensure your mobile ads offer the following:

  • A clear value proposition. The creative canvas on mobile is relatively limited, particularly if you’re using mobile banners. Keep your message simple and make sure it’s relevant to your target audiences’ interests.
  • Use strong call-to-actions with bold designs. You have a split second to capture your audiences’ attention; don’t get cute with your CTAs. Use strong, directive language, and make sure the CTA design stands out.
  • Create urgency. Mobile can be a particularly effective means to get users to take immediate action. Try including an element of limited timing or supply in your message.
  • Rotate your creative. One of the benefits of mobile advertising is that there’s much less clutter and typically only one ad is shown on-screen at a time. The downside of this exclusivity is that your audience is likely to become tired of your creative much quicker. To minimize banner fatigue, try to create a couple different variations of each ad and rotate them liberally.

5. Measure holistically using view-through conversions

I’ve already beaten the drum pretty soundly on why you should be measuring view-through attribution here. If you’re still primarily measuring performance on a last-click model, mobile might be a good opportunity to also try testing a view-through attribution model. Tracking mobile view-throughs can be especially enlightening if your customers are more likely to convert on desktops or if your ad CTAs drive to a desktop-centric action.

Hopefully these recommendations will help you get a head start with your cross-device and mobile retargeting campaigns!

Brian Sim

Brian is a Product Marketing Manager at Marin Software. Previously, he worked within the agency world, leading digital marketing strategy, and has also worked on developing products and growth strategies for very early stage startups. Brian studied Marketing & Communications at the Wharton School, and obtained his MBA from UCLA Anderson. A native Philadelphian, Brian maintains his Philly sports rooting interests from the west coast.

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15.0149_PublisherSpotlight_DRUPAL

This Publisher Spotlight originally appeared on Marin Software’s Marketing Insights blog and it is a series in which we’ll be introducing premium publishers who are using Partner Connect to develop business relationships with relevant and interested advertisers. In this post, we feature Carrie Lacina, Digital Advertising Manager at the Drupal Association. Drupal is a leading open-source Content Management System, and the Association supports Drupal.org and the Drupal Community. We spoke to Carrie about the unique benefits of Partner Connect and some best practices for communicating the program with a passionate user base.

Drupal.org’s considerable audience is diversified across tech, design, and business

Drupal is an open-source content management platform that powers millions of businesses, websites, and applications. At the heart of Drupal.org is a very engaged and diverse community consisting of hundreds of thousands of members ranging from developers, site builders, project managers, designers, themers, site owners, Drupal business owners, and more!

Drupal.org’s audience is significant. We receive over 2 million uniques and 15 million pageviews monthly. We also have 50,000 registered users (mainly developers) who contribute to the Drupal project. Beyond the core registered users, Drupal.org also has a substantial email and social media following with over 40,000 email subscribers and nearly 130,000 social media followers.

Drupal.org offers a great opportunity for advertisers who are looking to tap into a target audience that is very tech, design, and business savvy. We already work with advertisers across a number of different industries, from companies that are looking to reach a design and business-savvy audience like web development shops; to companies that focus on Drupal-specific services like Drupal training, hosting or recruiting; as well as companies looking to tap into a more technically savvy audience like independent software vendors and development and design tool companies.

Partner Connect creates a non-traditional advertising-based revenue stream

One of our initiatives for 2015 was to develop new advertising-based revenue streams. However, we traditionally haven’t had much advertising on the site so it’s been important for us to take a lot of care with user experience and be very careful about what types of advertising solutions to introduce.

Partner Connect is unique because it allows us to create an advertising revenue stream without having to compromise the user experience on drupal.org with ads. Because it allows advertisers to target audiences beyond just our web site, there’s a lot of benefit for them as well.

How to communicate the finer details of Partner Connect to a passionate user base

Our relationship with our audience is unique in that Drupal is an open-source platform that’s not only used by, but also built and supported by a very engaged community that is passionate about the project. It was important for us to properly communicate Partner Connect and help our users understand exactly what it is and isn’t, especially since it’s such a new concept.

We’ve been very proactive about informing our user base. We released a blog post that went in-depth about the program. During this process we worked closely with Brad Flora (co-founder and former CEO of Perfect Audience), who also used to be a Drupal.org member, to help explain some of the technical aspects and help address any community concerns. For example, Brad helped explain how Partner Connect targeting was anonymous and that no personally identifiable information was being collected or shared. We also communicated this message through our newsletters and social media.

Beyond communication, we took extra precautions from an implementation standpoint as well. While placing the tracking code was easy, we set up safeguards to ensure we were respecting our users’ privacy preferences. For example, we were able to deploy Partner Connect with support for the “Do Not Track” request, so visitors with that feature turned on wouldn’t get cookied.

I think the effort in being transparent has been very helpful because so far the response has been great. People understand the business needs for Partner Connect and have appreciated the steps we’ve been taking to ensure we’re respecting our users’ wishes.

Interested in targeting Drupal.org’s audience? Learn more about audience extension with Partner Connect!

Brian Sim

Brian is a Product Marketing Manager at Marin Software. Previously, he worked within the agency world, leading digital marketing strategy, and has also worked on developing products and growth strategies for very early stage startups. Brian studied Marketing & Communications at the Wharton School, and obtained his MBA from UCLA Anderson. A native Philadelphian, Brian maintains his Philly sports rooting interests from the west coast.

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view-through conversions

How do you measure the impact of influence? More importantly, what’s the best way to measure such a fuzzy concept using an analytical approach?

As marketers have been complementing their bread-and-butter search advertising efforts by adding new tactics into the marketing mix, whether it’s social media native ads, rich media banners, mobile in-app interstitials, or desktop and mobile video ads, it’s increased the spotlight on the sticky issue of attributing conversions properly across different channels. It’s especially relevant for the aforementioned tactics, because none of them are particularly well suited for measuring via click-through conversions alone.

Measuring view-through conversions has quantifiable benefits on the bottom line

There are three powerful reasons for making a proper view-through attribution model a high priority:

1. View-through conversions are a better representation for upper- and middle-funnel performance than click-through conversions. Display ads are renowned for their epically terrible click-through rates. But rather than dismiss the medium as a poor performer, it’s important to understand that most display ads are typically served further up the conversion funnel to help move the customer closer towards making a decision. Measuring them on click-through conversions alone is akin to measuring search ads solely on how many customers it drives to the store. It’s important to use the right metric for the right situation.

2. Proper view-through attribution can lead to increased search lift. The positive impact of display and social advertising on search activity and conversions is undeniable. It’s been proven by a number of different studies over the past several years. Accordingly, if we understand the assistive impact of display and social on search, then it’s important to properly measure their impact in order to make the right investment across the different channels. If a $1 spent on a Facebook ad leads to an extra $5 within the search channel, that’s something you’d definitely want to know.

3. Measuring view-through conversions improves optimization efforts. What if the very small percentage of people clicking on your display ads didn’t represent your very best customers? What if half the clicks on a mobile ad were from people with fat finger syndrome? And what if you optimized all your future spend on trying to acquire all these wrong types of people? Advertisers who optimize based on click-through conversions alone find themselves in this conundrum.

This is just the beginning. While view-through attribution doesn’t have to be complex (on the contrary, it’s actually quite straightforward to set up properly!), it does require an understanding of its business rationale, as well as some of its limitations. To learn more about view-through attribution, including the two-step process for how you can set them up for maximum success, download the white paper here.

Brian Sim

Brian is a Product Marketing Manager at Marin Software. Previously, he worked within the agency world, leading digital marketing strategy, and has also worked on developing products and growth strategies for very early stage startups. Brian studied Marketing & Communications at the Wharton School, and obtained his MBA from UCLA Anderson. A native Philadelphian, Brian maintains his Philly sports rooting interests from the west coast.

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