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By OppGenetix

6/20 – This Week In Digital Advertising

This Week In Digital Advertising

Facebook Shares Cryptocurrency Plans

Facebook announced on Tuesday a new subsidiary called Calibra which provides financial services. The first product Calibra will introduce is a digital wallet for Libra, a new global currency powered by blockchain technology.

The idea is to make transferring money as easy as sending a message on Facebook. Calibra will allow users to send Libra to anyone with a smartphone. For many people financial services are hard to come by. The company is looking to tackle this challenge with Libra. Facebook also said they hope to add more features in the future such as billing payments or even getting a cup of coffee with Libra.

Even though they struggle with the handling of user data and have seen backlash about possible antitrust law violations the company wants to bring cryptocurrency to the mainstream.

Facebook says they will be working with experts to ensure the product is safe and private. They will use the same verification and anti-fraud processes used by banks and credit cards, along with automated systems to monitor activity and detect fraud.

Facebook has 2.7 billion users which could help with user adoption and acceptance overall. The company is looking to create a marketplace for small business as well, in the hopes that they will spend more on advertising on the platform in the future.

The wallet will be available in WhatsApp, Messenger, and a standalone app. Timeline for release is 2020, as they continue development. Having wide availability will help bridge the gap and make cryptocurrency not as intimidating for active Facebook users.  

LinkedIn Announces Video Messaging, Photo Tagging, and other features.

LinkedIn has added several new features. The social media platform continues to evolve with these changes in an effort to keep engagement numbers up. Microsoft has reported the platform has seen “record numbers” in engagement this year. LinkedIn has outlined some of the new features.

A photo-tagging feature has been launched to all users. In a blog post, the company outlined states “The world seems smaller and your community a little tighter when you let people know who is who.” Now when you see an image of a co-worker or someone you recognize, you can tag them in the image.

There is also a new feature that allows users to record video clips and send them in a message. “Millions of members have posted videos and shared them with their connections or in groups: sharing ideas, experiences, or simply a view into their working life. Now you can do the same in messaging, too.”

Linkedin will keep messaging and posting availability within that app. This will keep things more organized and allow users to better manage profiles.

By clicking on your profile picture on mobile and on the right side of the feed on a desktop users can see hashtags they follow and view all groups they are apart of.

As LinkedIn continue to add more features to build engagement we will continue watching how this affects user interaction with ads on the platform. Video especially will continue to gain traction and continue to drive users.

By OppGenetix

5/30 – This Week In Digital Advertising

This Week In Digital Advertising

We’ve moved!

We are happy to announce our move to 1105 Schrock Road in Suite 200. As our team continues to grow we needed more space to better serve our clients. Everyone at OppGenetix is excited for what’s to come and we are so happy you are along for the ride with us.

Google’s Mobile First Indexing for New Web Pages Starts in July

Google has announced that mobile first indexing will now become the default for all new, previously unknown to Google Search, websites starting July 1, 2019. Ever since mobile indexing was announced, Google has been pushing developers to create websites with a mobile first mentality. Most websites have been modified and content has been updated for both desktop and mobile.

If your not sure what mobile first means it’s the way Google crawls and indexes your website and pages on the web. Google will look at the mobile version of your website first, instead of looking at the desktop version. Now over 50% of what Google indexes is indexed over mobile-first indexing.

It’s important to make sure your developer team and marketing teams are aligned on this change. If a new web page is launched and has a low mobile score, your search ranking and indexing from Google could be impacted.  

Microsoft Acquires Data Platform Drawbridge to Improved LinkedIn Ad Targeting

This week, LinkedIn announced the acquisition of Drawbridge, the advanced machine learning tool. This is all in an effort to continue to grow and improve paid advertising tools within the platform.

LinkedIn has said “We believe Drawbridge’s team and technology will allow us to accelerate the capabilities of our Marketing Solutions platform, helping our customers better reach and understand their professional audiences and measure the ROI of their campaigns across mobile and desktop.”

Drawbridge will work with LinkedIn to integrate the AI tools into the platform over the coming months. This will lead to a larger set of targeting and data options being made available to LinkedIn marketers.

LinkedIn shows several types of ads to users, including native “sponsored content” ads that appear on the platforms main feed, personalized “dynamic” ads and sponsored InMail messages.

This merger is exciting for marketers looking for more targeting options and tools. LinkedIn has unique data available for targeting. We will continue to target sets of users who you are specifically looking to convert to customers.

By OppGenetix

3/21 – This Week In…Medical Advertising

{3/21} This Week In…Medical Advertising 

  1. How Medical Marketing Has Changed Over The Past 20 Years? Dartmouth Institute for Health Policy and Clinical Practice came out with a recent study about how the medical marketing industry has changed over the past 20 years. A few highlights include increased spending on disease awareness from $177 million to $430 million. Many of the campaigns focused on disease symptoms, mental health, and other health concerns including low testosterone. There has also been a major ad increase over time for health centers and hospital systems. The largest share of hospital marketing was for cancer centers, which increased from $18 million to $200 million. With the growth of digital, medical marketing has evolved over time. In order to continue patient growth and awareness it’s important to add digital marketing into the mix with your other traditional marketing efforts. This will help your practice reach a larger audience. As marketers, we are reacting to changing platforms and developing strategies to help your practice quality leads.
  2. LinkedIn Launches New Targeting Ad Options LinkedIn continues to grow the targeting tool options for online advertising on the platform. The three new options are ‘lookalike audiences’, ‘audience templates’, and the addition of Microsoft Bing search data. The lookalike audiences tool will match user data uploaded by the marketer and match it against LinkedIn’s data. By applying segments to ads based on job title and position this can help ensure you get your ad in front of the right decision makers. The audience templates option will let your marketer search for a segment that best fits your practice offerings. This is a better option if you are unsure of your target market. LinkedIn will continue to expand this option. The last targeting method is implementing Bing Search Data. This will incorporate users search data and related searches from Bing. If you are interested in the latest updates from LinkedIn read more here. Our OppSocial advertising team can help your practice strategically reach potential customers across multiple online social platforms. These updated targeting practices from LinkedIn could help your practice target a specific decision maker or professionals in your industry.

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