5 hot topics connected to the online world this week

a) Voyager launches in new version of Google Earth

Voyager is a showcase of interactive tours meant to enhance the image of Google Earth. It pairs the view provided by its maps with a still image and a knowledge card to let users hop around the city as though they were on a packed 3 day vacation. These stories and storytelling are the linchpin of the new Google Earth.

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b) Huda Beauty builds a global presence in the Make Up segment using her influencer pull

Huda Kattan (@HudaBeauty) is among the most influential beauty bloggers in the world. She has 18 million Instagram followers, heads a namesake makeup line and is introducing a Huda Beauty emoji collection called Hudamoji. Her makeup line, Huda Beauty, which she introduced in 2013 with a false lashes collection, successfully expanded last year with the addition of hit lip liners, liquid matte lipsticks and an eye shadow palette. Ms. Kattan is unique for a global reach that spans the United States, the Middle East and beyond.It’s rare for one person to be relatable across so many
countries and cultures.
Asked about her social media strategy, she shared the usual: Be true to yourself, share other users’ posts to gain a community and be “superinvolved” with both followers and customers by engaging in conversations. There is also the fact that she rarely accepts paid posts.

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c) JP Morgan not feeling the benefit of the Long Tail in Programmatic Advertising

As more and more brands find their ads popping up next to toxic content like fake news sites or offensive YouTube videos, JPMorgan has limited its display ads to about 5,000 websites it has preapproved. Surprisingly, the company is seeing little change in the cost of impressions or the visibility of its ads on the internet. They haven’t seen any
deterioration on our performance metrics.
If more advertisers follow JPMorgan’s lead and see similar results, it could hurt the operators of smaller sites that make up the so-called long tail of the internet, as well as the advertising technology companies. JPMorgan started looking into preapproving sites, a strategy known as whitelisting, this month after The New York Times showed it an ad for Chase’s private client services on a site called Hillary 4 Prison

d) PLA’s (Product Listing Ads) are a hot seller on Mobile Search

The ad creep on Google has pushed “organic” (unpaid) search results farther down the screen, an effect even more pronounced on the smaller displays of smartphones. With limited space available near the top of search results, not advertising on search terms associated with your brand or displaying images of your products is tantamount to telling potential customers to spend their money elsewhere.

The biggest development with search ads is the proliferation of so-called product listing ads, or P.L.A.s. In a departure from its text-based ads, Google started allowing retailers to post pictures, descriptions and prices of products at the top of search results in 2009.

In recent years, Google has served more product ads and expanded their availability to more general search terms — for example, showing photo ads on a search for “running shoes,” not just “Nike Air Max.” It has also tinkered with the size, location and number of ads on results pages for both computers and smartphones

Google’s revenue from P.L.A.s on smartphones was more than double its revenue from text ads, because it can place three product ads in the same space as a single text ad, and consumers are more likely to click on image-based ads than text-based ones.

The rise of product ads is also a reflection of a shift to people doing more searches on mobile phones. Google’s mobile searches surpassed desktop queries for the first time last year. That’s important for product ads, because P.L.A.s take up a larger proportion of phone displays, and Google increased the size of those mobile ads in 2015 to make them stand out even more.
e) Corporate ads throw up inadvertently next to Pornographic content on Snapchat

There are risks of corporate marketing inadvertently showing up next to pornography on Snapchat. The ads could possibly run before or after “explicit adult content” on Snapchat’s Stories feature, if a user chooses to follow such accounts on the app. Clients who have less tolerance to the issue should stick to Snapchat’s curated news service, Discover, or its filters and selfie lenses.

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