Weekly Digital News Roundup: March 1-5
Google Bringing TrueView Ads to Apps, Games
- According to AdWeek, seventy percent of YouTube’s in-steam ad views are those skippable TrueView ads, Google’s svp of advertising Susan Wojcicki told attendees of the Interactive Advertising Bureau’s Annual Leadership Meeting on Tuesday in Phoenix, Ariz. And consumers should expect a lot more of TrueView, as Wojcicki announced that now users will soon be seeing—or not seeing—such skippable ads in apps and games.
- The move marks the first time Google will run TrueView ads against nonvideo inventory, Wojcicki said, and is intended to “enable users to have more choice.” Google has previously said, and Wojcicki reiterated, that TrueView ads have led to a 40 percent reduction in the number of people who click away from a video when shown a pre-roll.
- While a first for TrueView ads, this isn’t the first time Google has extended the idea of at-will advertising outside of video. Last October the company introduced the Lightbox format that extends a standard, static ad into a rich-media or video unit when a user mouses over it for a couple of seconds.
HP Hits 1 Million Followers On LinkedIn
- According to Online Media Daily, HP may no longer be the brightest light in Silicon Valley, but it has become the first company to reach 1 million followers on LinkedIn. The computer giant says its million followers are in turn connected to 43 million people on LinkedIn, or roughly a quarter of the professional network’s 200 million users.
- How did HP do it? In a blog post today, Nick Besbeas, vice president of marketing at LinkedIn, points to factors including posts by HP CEO Meg Whitman as part of the “Influencer” blog network set up last year on the site. Beyond Whitman’s star power, HP also used targeted Follow Ads to boost followers by 300,000 over a two-month period. The company’s followers are also 2.5 times more likely to recommend HP than non-followers, helping to amplify brand advocacy. With a range of 19 business categories, HP has also segmented its follower community and messaging.
- “The targeting possibilities are both broad and specific and allow us to optimize our content strategy in real-time, increasing the value of every single piece of content from HP,” stated Natalie Malaszenko, vice president, digital marketing for HP, in the post. LinkedIn’s ad business grew 68% to $83.2 million in the fourth quarter, while overall revenue increased 81% to $303 million.
New Details About Google’s News-Ranking Algorithm Revealed in Patent
- According to Search Engine Watch, a recent ComputerWorld article has revealed new insights into Google’s news-ranking algorithm, based on information from a patent filed by Google in February 2012. The patent reveals the following potential factors considered by Google’s ranking algorithm: number of articles produced by a news organization during a given time period, average length of articles from a news organization, importance of coverage from the news organization, circulation/syndication of the story, and writing style, to name a few.
- Since Google News is the largest aggregator of news content on the Web, and its news results play a prominent role in many organic search results pages, these factors will be of particular interest to SEO professionals attempting to improve their organization’s visibility in search results.
- These factors also reveal some interesting information about some of the factors that Google may consider in its regular organic search results. For example, does a high frequency of article publication boost the rankings of all a website’s articles? Does average article length play a significant role, and if so, would that length vary by niche/industry? How does Google calculate writing style, and how large of a role does it play? Optify last year examined three types of major breaking news events and the resulting opportunities for ranking on Google, as well as Bing, noting Google gives ranking preference to authority websites during breaking news.