Responsive Advertising: A Necessity for Responsive Websites

Posted by Daniel Ruby on May 5, 2016 6:00:00 AM

Mobile traffic now makes up roughly 56% of consumer traffic to top US websites. This is unlikely to be a surprise to anyone involved in digital publishing - for several years now, the mobile bandwagon has been the band-wagoniest thing for publishers, as the rise in HTML (and CSS and JavaScript) capable phones has replaced readers’ keyboards with touchscreens. With this in mind, responsive design has become the de facto strategy for layouts - but by and large, the digital ad space has lagged.

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Topics: content monetization, ads

Swoop Expands Commitment ot Ensuring Real Human Traffic

Posted by Daniel Ruby on May 3, 2016 11:01:42 AM

CAMBRIDGE, MASS., May 3, 2016 – Search advertising network Swoop today announced that they have hired fraud detection experts Forensiq to provide constant bot detection for Swoop’s advertisements and further ensure that advertisers receive verifiable human traffic from Swoop’s search advertisements.

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Topics: traffic quality, ad fraud, press release

Landing Page Bounce Rate - Causes, Interpretations and Solutions

Posted by Daniel Ruby on May 2, 2016 11:20:49 AM

Advertising campaigns are judged by the metrics they generate, and while cost per acquisition and leads generated are the best low-funnel metrics to use, sometimes a proxy like bounce rate is important to understand your campaign’s effectiveness. But what is bounce rate, and what does a higher-than-expected bounce rate actually tell you about the traffic being generated?

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Topics: ads, advertising, best practices, landing page, bounce rate

Transparency, Viewability and Accountability in Ad Tech

Posted by Daniel Ruby on Apr 25, 2016 11:41:54 AM

Viewability, transparency and accountability - three elements as individually rare in Ad Tech as they are important. In an environment where click fraud, bot traffic and ad blocking threaten to waste advertisers’ money and decimate publishers’ ability to generate revenue from their work, transparency, visibility and accountability in digital advertising  is of paramount importance.

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Topics: ads, AdTech

Swoop Automotive Visibility Index - Q1 2016

Posted by Daniel Ruby on Apr 20, 2016 5:00:00 AM

The Swoop Automotive Visibility Index measures the auto brands that have the most articles, discussions, posts and pages devoted to and read about them in a given period of time. For more information on our methodology and goals, check out our post "Introducing the Swoop Automotive Visibility Index."

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Topics: auto, swoop search index, research

Swoop and Page Load Times

Posted by Daniel Ruby on Mar 24, 2016 2:59:18 PM

Numerous surveys have shown that consumers are ever more frustrated by slow page loading times, and many consumers are pointing the finger at advertising.  This slow page load time, and the cost associated with mobile data loading, is a driving force behind consumer dissatisfaction and the rise of ad blocking.

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Topics: publishers, AdTech, load time

Swoop Visibility Index - Pickup Trucks, Q4 2015

Posted by Daniel Ruby on Mar 21, 2016 11:09:47 AM

Pickup trucks are the top-selling segment in the US auto industry, helping drive 2015 to the best sales year the industry has ever had. After our first delve into our data on online automotive brand visibility, I decided to take a look at just how much discussion and article-reading takes place around the pickuptrucks.com list of top-selling trucks.

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Topics: auto, swoop search index, research

Introducing the Swoop Automotive Visibility Index

Posted by Daniel Ruby on Mar 10, 2016 3:55:14 PM

Companies with data to share can and should use that data for marketing purposes. That’s the driving force behind modern “thought leadership,” and it’s quite true - if you want people to pay attention to you, you have to find some sort of data that nobody else has and share it. On that note, I’m proud to announce the Swoop Automotive Visibility Index, our new deep-dive into automotive brands that generate the most discussion across our huge network of automotive sites. This is a new arm of our long-running Swoop Search Index efforts.

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Topics: auto, swoop search index, research

Swoop Automotive Visibility Index - Q4 2015

Posted by Daniel Ruby on Mar 10, 2016 3:51:02 PM

The Swoop Automotive Visibility Index measures the auto brands that have the most articles, discussions, posts and pages devoted to and read about them in a given period of time. For more information on our methodology and goals, check out our post "Introducing the Swoop Automotive Visibility Index."

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With Google's Ad Changes, Can Tier 2 Automotive Advertisers Keep Up?

Posted by Daniel Ruby on Feb 25, 2016 10:07:52 AM

Well, it’s official - Google’s getting rid of the right-hand ads on their desktop search results page, and cutting the max number of ads on any given desktop SERP to four. I’ll be looking at how this affects various advertiser groups over the next week, and today I would like to focus on tier 2 automotive advertisers.

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Topics: search, ads, Google

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