By Mark Eting
Bullseye Strategy Special Correspondent
Welcome to a special holiday edition of The Bullseye Buzz, where we talk about the latest digital marketing headlines that agencies like ours are buzzing about. We thought this week would be light on news, since most of us are preoccupied with our upcoming Secret Santa gift exchange. But Facebook, Google, and Amazon threw some real curveballs our way. We had to interrupt our banter about whether a regifted scented candle is an acceptable present for a coworker to actually talk shop.
Facebook’s Ghost of Christmas Past
Remember 2012? “The Hunger Games” was a top-grossing movie, “Angry Birds” was on everyone’s phones…and Facebook introduced search ads. Only to quickly take them away. As TechCrunch reports, Facebook decided to toss us a holiday bonus by reintroducing a small test of ads in search results as it seeks new options to help offset slowing revenue growth.
Google’s Gift of Pay-for-Conversion Display Advertising
One thing on every marketer’s wish list has been Google advertising where you only had to pay if there was a conversion. It would be so nice, we’ve all said to each other, if we didn’t have to shell out any clams for those naughty clicks that led nowhere. How great would it be if we could only pay when that click led to cash? Santa–or should we say Google Ads–is delivering this year, using the same bidding algorithm as pay for clicks, but charging per conversion instead.
All Fired Up About Amazon Connected TV
We’re also buzzing about Amazon Fire’s bold move to bundle Fire TV inventory with display, including banner ads that run on the platform, and larger upfront deals that are part of “Thursday Night Football” live streaming. Marketing Dive has reported that Amazon has been positioning Fire TV as a standalone buy, asking advertisers how they want to be pitched on the inventory.
Well, that’s it for now! Time to go gift-wrap a poinsettia-scented votive.
“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry.