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Helping advertisers make the most of connected TV
Connected TV (CTV) has become the go-to spot for people to kick back and enjoy their favorite content. According to Nielsen, over 50% of ad-supported streaming watch time happens on YouTube CTV for people ages 18 and up.
It’s also helped advertisers reach their audiences in smarter and more efficient ways. But we know there are challenges — like the ability to effectively plan and measure cross media, from creator shows to live TV. So we’ve been focused on bringing better digital ad capabilities to CTVs to allow for consistent planning and measurement across platforms, while improving the viewer experience. And today, we’re sharing some of our newest solutions.
We’re partnering with Nielsen to help advertisers understand how their YouTube CTV and YouTube TV reach delivers in comparison to other services. New tools will also help advertisers measure their total audience reached by YouTube CTV and deliver an even stronger CTV viewing experience.
Invest with confidence
Last year, we launched Nielsen Digital Ad Ratings (DAR) and Comscore Campaign Ratings (CCR) to help you more easily measure your YouTube CTV campaigns alongside other media. Later this year, YouTube CTV and YouTube TV will be available in Nielsen Total Ad Ratings (TAR) in the U.S. This release will include deduplication of YouTube inventory across all platforms — CTV, computer, mobile and linear TV — to better compare YouTube reach to linear TV.
Later this year, YouTube CTV and YouTube TV will be available in Nielsen Total Ad Ratings (TAR) in the U.S.
You’ll also see CTV device metrics within your media mix model (MMM) data feed, which can help measure sales outcomes and share insights on the impact of your YouTube CTV investment. To make the data analysis process faster for clients and easier for our measurement partners, we’ve launched a new data platform for MMM providers and advertisers to request data, track the status of those requests and ingest data directly.
We know MMMs provide one of the most important litmus tests for any video platform — does it actually work? On the most important metrics, YouTube is driving strong business results for customers. According to an MMM meta-analysis Google commissioned with Nielsen, on average, YouTube CTV was 3.1 times more effective than TV across U.S. consumer packaged goods (CPG) MMMs that measured YouTube CTV and TV (2021).
Account for everyone
Just like the decades-old tradition of gathering around the TV set, people are watching YouTube with their friends and family. In a study with Nielsen, we found that 26% of the time, multiple 18+ viewers are watching YouTube together on the TV screen, compared to 22% on linear TV.
Accounting for multiple people, or “co-viewers,” has been a core part of TV measurement for years. To help you measure the same behavior with YouTube CTV and get an accurate picture of the total audience you’re reaching, co-viewing will be included in Nielsen’s DAR guarantees ad reporting in the U.S. Advertisers will also have access to co-viewing metrics across Google’s planning and measurement solutions globally.
To help you measure the same behavior with YouTube CTV and get an accurate picture of the total audience you’re reaching, co-viewing will be included in Nielsen’s DAR guarantees ad reporting in the U.S.
Whether you’re forecasting an upcoming campaign or reviewing post-campaign reports, you’ll soon see reach, frequency and an additional impression metric that accounts for all viewers on CTV. This means more accurate reach forecasts and campaign reports with an apples-to-apples comparison between YouTube and the rest of your linear and connected TV buy — ultimately helping you make smarter investment decisions. Our methodology is designed to meet the industry standard of co-viewing measurement. Learn more about how it works.
Co-viewing metrics will roll out globally across Google Ads and Display & Video 360 planning and measurement tools by the end of Q2 2022.
Reach the right audience, at the right frequency
We know it’s not all about reach. You also want to reach the right audience at the right frequency. Last month, we announced a new CTV frequency solution that allows for a better viewer experience and more efficient use of your CTV media dollars.
For the first time with Display & Video 360, you can manage CTV ad frequency across YouTube, YouTube TV and other connected TV apps. This lowers your risk of triggering ad fatigue for viewers, while adding more reach for the same ad budget. Early results show that this new functionality also significantly improves media performance for advertisers.
For the first time with Display & Video 360, you can manage CTV ad frequency across YouTube, YouTube TV and other connected TV apps.
In addition to frequency management, you can use other Google audience solutions with YouTube CTV to help boost performance and reach the most relevant viewers for your brand.
Drive results with leading CTV capabilities
Top brands are taking advantage of these digital-first capabilities to grow their business.
In 2021, DoorDash, alongside its agency Kepler Group, ran a six-week CTV campaign on YouTube to reach a large audience quickly, which ultimately drove a 50% incremental uplift in DoorDash driver sign-ups.
While viewers are watching the content they love on YouTube CTV, brands are driving real results. Reach out to your Google sales team to learn about YouTube CTV ads and these new planning and measurement solutions.
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Humans Behind Search: Doodle guest artist, Joe Impressions
Joe Impressions is a graphic designer based in Nairobi, Kenya. In honor of what would have been the 71st birthday of the late professor Okoth Okombo of Nairobi University, Joe served as a local guest artist to create a Google Doodlereflecting Professor Okombo’s contribution and legacy that launched on November 8, 2021. Professor Okombo was one of the founders of the scientific study of sign language in Africa and a distinguished scholar in Nilotic language study. Here, we speak to Joe about using Search in his design process and how curiosity fuels how he works.
Thanks for chatting with us, Joe. So, how does one go from doodling for fun to being a Google Doodle guest artist?
Curiosity has driven my whole creative journey. I grew up doodling Bible stories for children back at home as a child. In high school, I began secretly doodling on the back pages of my school books. That’s when I discovered my love for art, so I enjoyed using my free time to doodle for fun.
Afterwards, I went to university and studied a non-art-related course. My mother bought me my first laptop which spurred my interest in creating digital art. This curiosity led me to discover computer software that enabled me to create my own art. Midway, I was tempted to switch courses and study art, but I chose not to. Instead, I decided to utilize my free time every day to practice and learn how to use software such as Adobe Illustrator through online tutorials.
After graduation, I had greatly improved my skills, but then the COVID pandemic started. I went back home and since there wasn’t much going on, I had a lot of free time. As remote working became a thing, I slowly started to get freelance jobs and clients from freelance platforms. This gave me valuable experience working with clients on actual real-life projects.
Over time, my online portfolio on Behance (a social media platform for designers) grew, and eventually people noticed me and my work. I was honored when Google approached me to create a Doodle for Professor Okoth Okombo’s 71st birthday. This still motivates me to keep moving forward and find new opportunities to expand my skills.
You spoke about ‘curiosity being your guide’ in the creative process. What was your starting point with creating this Doodle?
I start my creative process long before I begin the drawing bit. I am always curiously observing and absorbing the people, art, and world around me to ignite my creativity. As I walk, travel, or dream, I am always ready to be inspired.
Once I have been inspired, I begin the research phase. I begin my research by brainstorming keywords derived from my imagination and feelings. I like to list down keywords and ideas that are easy to search for on Google, such as “lecturer” and “student.” Next, I Google Searched the internet for relevant photographs, images, paintings and illustrations in order to get a realistic setting in perspective and composition. Additionally, looking at previous Doodles by other artists helped me form my general expectations. Having a rough idea of what I would like to search for before starting research helps me stay focused.
Having done all this, I felt comfortable to start the sketching phase. I came up with three rough sketches to present to Google for feedback. We selected the best concept based on the feedback. The next step was to refine the sketch into accurate outlines. I usually make my outlines look organic and hand-drawn by varying the stroke width using custom brushes in Adobe Illustrator.
The final stage is the coloring and rendering stage. The colors for this Doodle are inspired by the Kenyan Flag (black, red, green, and white). I save hundreds of nice images that I come across so that I can reference their colors later. I do this to enlarge the library of colors that I use in my work.
Joe Impressions’ Google Doodle honoring the late professor Okoth Okombo.
How do you use Search in your day-to-day life in Kenya? For information, escapism or something else?
Throughout my journey, Search has been like a giant key that I use to unlock doors of information. Every day, Search makes it effortless to access a vast amount of information for free. I started out illustrating by searching for art tutorials on my phone and laptop using school Wi-Fi. Many college and university students are dependent on search to complete assignments and do research.
These days, I use Search more than ever. I search daily for everything, like resources, entertainment, and ways to connect with others and keep myself informed. With the current increasing internet penetration rate, the search continues to provide young Kenyan creatives with resources that could have been inaccessible before. Search is contributing to the rising access to online jobs as the source of work opportunities is shifting to digital platforms.
Any advice for aspiring Doodle artists out there?
The best way for aspiring Doodle artists to improve their craft is to stay inspired, be consistent, and do lots of practice. The creative process is often cloudy, filled with doubts and revisions. Keep hunting down those elusive ideas every day. You will eventually find them, and people will start to notice you and your work.
Don’t let insufficient resources stop you from following your dreams. Use everything you have at your disposal to learn, and it will pay off in the long run.
What does the Google Doodle mean to you?
This Doodle gave me a massive chance to fuse my illustration skills, former university experiences, and the inspiration that I got from other Google Doodles. All my previous interactions with other Doodles left me with a piece of information that I did not know before. It was my moment to celebrate Professor Okoth Okombo by showing my vision of what I imagined Professor Okoth Okombo’s lectures would feel like.
Moreover, my mom, now a lecturer, was once Professor Okoth Okombo’s student at the University of Nairobi. That makes this Doodle very meaningful to me.
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Conference Collection: Top B2B Marketing Events To Learn From In 2022
What are some of the top events — whether virtual, in-person, and hybrid — for B2B marketers to learn from this spring and beyond?
To help you sort out the many B2B marketing conference options available during the rest of 2022, we’ve compiled our latest list of the top B2B marketing events to elevate and inform your business strategy.
Marketing conferences offer a true wealth of benefits to marketers seeking the latest learning, new networking opportunities, and the latest industry research and insight to increase brand awareness, but sometimes finding events that match your business and B2B search marketing needs can be challenging.
In just the last decade the number of conferences has risen drastically, making it harder than ever to hone in on the ones that can best help build your business, boost your networking opportunities, and offer the most relevant new industry education from top speakers, especially in world of B2B search marketing.
For this spring we’ve gathered together a powerful array of events, and are happy to present them here, in chronological order. All events are virtual except where noted.
[bctt tweet=”“We’re all the same size rectangle on the Zoom screen.” — Vanessa Colella of @Citi” username=”toprank”]Kick back and dig in to our collection of some of the top B2B search marketing and other B2B-related conferences and events taking place as we head towards 2023.
Top 2022 B2B Marketing Conferences
APRIL
B2B Marketing Expo — #B2BMarketingExpoUSA
When: April 6-7, 2022
Where: Los Angeles, CA.
Theme: B2B Marketing
About: One of Europe’s top marketing events will bring its B2B Marketing Expo to California in 2022, expected to offer over 200 sessions, industry awards, and keynotes from top speakers from the American Marketing Association, EMRG, and others.
The Gathering Marketing Summit — #TheGatheringSummit
When: April 20-22, 2022
Where: Hybrid (Live + Virtual), Banff, Canada
Theme: Creating Cult-Like Branding
About: The Gathering Marketing Summit explores how some of the bravest brands deliver marketing, build culture and connect with customers in ways that don’t just get them to buy, but to buy in, featuring leading speakers from firms such as Netflix, Peleton, and others.
Fast Co. Most Innovative Companies Summit — #FCFestival
When: April 26-27, 2022
Theme: Innovation
About: For 2022 the all-virtual Fast Co. Most Innovative Companies Summit offers business inspiration by leaders making a difference through technology and creativity, with a powerful slate of speakers including Sir Richard Branson, Pharrell Williams, and Jack Forestell of Visa.
Influencer Marketing Show — #IMSNYC22
When: April 27, 2022
Where: Manhattan, New York City
Theme: Influencer Marketing
About: The 2022 Influencer Marketing Show event focuses on the future of influencer marketing for brands, to ensure they navigate their way through the planning, execution, and measurement of smart influencer campaigns, featuring an impressive roster of speakers.
MAY
DigiMarCon MidAtlantic — #DigiMarCon
When: May 2-3, 2022
Where: Philadelphia, PA. and virtual
Theme: Digital Marketing
About: The in-person DigiMarCon MidAtlantic digital marketing conference offers up emerging strategies on paid search, search engine optimization (SEO), visual and voice search, plus the latest innovative technologies and best practices to move your business to the next level, featuring top speakers to be announced.
B2B Summit North America — #ForrB2BSummit
When: May 2-4, 2022
Where: Austin, TX. and virtual
Theme: Marketing & Sales
About: Formerly Sirius Decisions Summit, Forrester’s B2B Summit North America live virtual experience for 2022 enables B2B sales, marketing and product leaders to learn how to drive growth and energize their business, and features top industry speakers including Harvard’s Sarah Elizabeth Lewis and Amazon Web Services CMO Rachel Thornton.
C3 Conference — #C3NY
When: May 11, 2022
Where: New York City and virtual.
Theme: Organic Marketing
About: Conductor’s C3 conference embodies professional marketers who connect, collaborate, and commit, and features top speakers from IBM, SAP and other major brands.
Gartner Marketing Symposium/Xpo — #GartnerSYM
When: May 23-25, 2022
Theme: Marketing Strategies and Leadership
About: Gartner’s virtual 2022 Marketing Symposium/Xpo will bring together marketing executives to explore navigating unprecedented changes, with a lineup of top speakers to be announced in the lead-up to the event.
AdExchanger PROGRAMMATIC I/O Las Vegas — #PROGIO
When: May 23-25, 2022
Theme: Programmatic Marketing
About: For 2022 AdExchanger’s PROGRAMMATIC I/O Las Vegas will be a global forum for programmatic marketing technology and more, focused on what to expect in programmatic this year, with featured speakers from TikTok, Disney, Paramount and others.
ANA Masters of B2B Marketing Conference — #ANAB2B
When: May 23-25, 2022
Where:Scottsdale, AZ. and virtual
Theme: Marketing & Sales
About: The Association of National Advertisers’s 2022 ANA Masters of B2B Marketing Conference is all B2B, all the time, offering the latest B2B marketing insight by leading speakers from Google, IBM, HP Inc. and more.
ContentTECH Summit — #ContentTECH
When: May 31-June 2, 2022
Where: San Francisco, CA.
Theme: MarTech
About: Offer a focus on content, technology and strategy specifically for enterprise marketers, ContentTECH Summit’s 2022 digital event features top presenters from major brands.
JUNE
Reuters Events’ Strategic Marketing 2022 — #ReutersEvents
When: June 1-2, 2022
Where: San Diego, CA.
Theme: Marketing
About: Reuters Events’ Strategic Marketing 2022 virtual event explores the move beyond marketing and the future of consumer-brand relationships, featuring an array of top strategic marketing speakers.
B2B Marketing Ignite USA — #IgniteB2B
When: June 1-3, 2022
Where: Chicago, IL.
Theme: B2B Marketing
About: B2B Marketing Ignite took its popular London B2B marketing event to the U.S. in 2020, and for 2022 it heads to Chicago, focusing on fresh and inspiring thinking and featuring leading speakers including Adobe’s Cass Taylor and many others.
B2B Marketing Exchange — #B2BMX
When: June 6-8, 2022
Theme: B2B Marketing
About: B2B Marketing Exchange focuses on B2B sales and marketing tactics and technologies with sessions covering content marketing, demand generation, sales enablement and more, with leading industry speakers that have included our CEO Lee Odden, Microsoft’s Miri Rodriguez, Forrester’s Jay McBain and others from Cisco, SurveyMonkey, Oracle, BMC Software, Honeywell and other B2B brands.
Sales 3.0 — #S30C
When: June 13-14, 2022
Where:Philadelphia, PA.
Theme: B2B Sales Enablement
About: The 2022 Sales 3.0 conference is a two-day event for B2B sales professionals incorporating AI-powered networking and speakers from firms such as Vidyard, Social Sales Link, Selling Power and more.
SMX Advanced 2022 — #SMX
When: June 14-15, 2022
Theme: Search & Social
About: SMX Advanced will be produced virtually again in 2022, offering an in-depth look at the advanced tactical side of search and social media marketing, featuring an array of top industry speakers.
SearchLove Philadelphia — #SearchLove
When: June 20-21, 2022
Where: Philadelphia, PA.
Theme: Search Marketing
About: SearchLove provides a multi-day event focusing on search marketing for in-house and agency search engine optimizers, business owners, marketing managers and more, featuring top speakers to be announced.
Email Innovations Summit — #EISConf
When: June 20-22, 2022
Where: Las Vegas, NV. and virtual
Theme: Email Marketing
About: As its name implies, the Email Innovations Summit focuses on the email aspects of marketing, discussing the cutting edge of email marketing trends and featuring top speakers from leading firms to be announced.
JULY
MozCon — #MozCon
When: July 11-13, 2022
Where: Seattle, WA. and virtual
Theme: SEO and Search Marketing
About: MozCon will take place in Seattle over three days in July in 2022, exploring the latest search, SEO, conversion marketing, and local search marketing trends, featuring top speakers from leading firms to be announced.
AUGUST
Marketing Artificial Intelligence Conference — #MAICON22
When: August 3-5, 2022
Where: Cleveland, OH. and virtual
Theme: Marketing Artificial Intelligence
About: In-person for 2022, the Marketing Artificial Intelligence Conference (MAICON) focuses on the successful use of AI in marketing, with programming created to understand AI and learn how to select, pilot, and scale the right use cases with the right AI-powered technologies. MAICON will feature five next-generation workshops, eight keynotes, 20 breakout sessions, and plenty of networking opportunities.
B2B Sales and Marketing Exchange — #B2BSMX
When: August 8-10, 2022
Where:Boston, MA.
Theme: Marketing & Sales
About: B2B Sales and Marketing Exchange brings together thought leaders in ABM, revenue marketing and demand generation, including an array of top speakers.
SEPTEMBER
INBOUND 2022 — #INBOUND2022
When: September 6-9, 2022
Where:Boston, MA. and virtual
Theme: Marketing & Sales
About: INBOUND 2022 will present some of the biggest names and brightest minds in sales and marketing and other industries, and offers speakers from firms including Intuit, HubSpot and others. Past sessions have focused on SEO strategies derived from product design methodology and more.
SaaStr Annual 2022 — #SaaStr
When: September 13-15, 2022
Where: San Francisco, CA.
Theme: Software as a Service (SaaS)
About: SaaStr Annual 2022 offers a cloud-focused business event bringing together B2B founders, executives and investors for the largest non-vendor SaaS conference, including speakers from firms such as Adobe, Slack, Google Cloud, and Intuit.
Content Marketing World — #CMWorld
When: September 13 – 16, 2022
Where: Cleveland, OH. and virtual
Theme: Content Marketing
About: 2022’s Content Marketing World conference is set to explore the best in content marketing to grow your business and inspire your audience, featuring top speakers including Tequia Burt of LinkedIn*, Kim Sterling of Adobe Stock, our own CEO and co-founder Lee Odden, and others to be announced in the lead-up to the event.
Advertising Week New York — #AWNewYork
When: September 19-21, 2022
Where: New York City and virtual
Theme: Marketing & Sales
About: The 2022 Advertising Week New York event will serve as a worldwide gathering of marketing, advertising, technology and brand professionals, offering major speakers to be announced.
Growth Hackers 2022 — #GHConf22
When: September 20, 2022
Where: San Francisco, CA. and virtual
Theme: Marketing & Sales
About: Growth Hackers 2022 will take place in hybrid format, exploring the next generation of growth tactics and the leaders building those tactics, featuring top speakers to be announced.
Dreamforce — #Dreamforce
When: September 20-22, 2022
Theme: Salesforce Marketing
About: For 2022, Salesforce’ Dreamforce event will feature an array or top speakers from major brands.
Martech — #MarTechConf
When: September 28-29, 2022
Theme: MarTech
About: Martech’s free 2022 online event focuses on actionable tactics in marketing technology to solve marketing problems, with speakers from firms such as Amazon Web Services, Red Hat, Western Governors University and more.
OCTOBER
MarketingProfs B2B Forum — #MPB2B
When: October 12-14, 2022
Where:Boston, MA. and virtual
Theme: B2B Marketing
About: At MarketingProfs B2B Forum top leaders, innovators, and people who make things happen gather to share their secrets to success, with a stellar lineup of speakers including our own CEO and co-founder Lee Odden, and keynotes to be announced in the lead-up to the event.
The Influencer Marketing Show — #IMSLONDON22
When: October 20, 2022
Where: London, UK. and virtual
Theme: Influencer Marketing
About: An hybrid event in London, The Influencer Marketing Show offers brands, agencies, content creators and technology platforms a full day on influencer marketing education and strategy, with 40+ top speakers and over 30 exhibitors.
State of Search Conference — #StateOfSearch2022
When: October 24-25, 2022
Theme: Search Marketing
About: The two-day virtual State of Search Conference is set to explore search marketing, pay-per-click (PPC), and other search elements of digital marketing, featuring a variety of top industry speakers.
NOVEMBER
AI Summit Austin — #AISummit
When: November, 2022
Where: Austin, TX.
Theme: Artificial Intelligence (AI)
About: Expected to take place in-person, the 2022 version of AI Summit Austin presents all things artificial intelligence for business marketers, and includes leading speakers to be announced, providing looks at modernizing the search stack using AI and other topics.
B2B Marketing ABM Conference — #B2BMarketingABM
When: November 2, 2022
Where: London, UK
Theme: Account-Based Marketing (ABM) in B2B Marketing
About: The 2022 B2B Marketing ABM Conference is aimed at a deep-dive into the world of ABM for B2B marketers, with multiple content streams and two days of learning on-tap, and speakers from firms such as Autodesk, Dow Jones, Ericsson, and Panasonic, including sessions exploring intent data and more.
Content Marketing Conference — #CMC22
When: November 9-11, 2022
Theme: Content Marketing
About: For 2022’s hybrid event, Content Marketing Conference offers marketers actionable content marketing tools and tactics to humanize your brand, with top speakers to be announced.
SMX Next— #SMX
When: November 15-16, 2022
Theme: Search Engine Marketing
About: SMX Next explores actionable tactics to overcome today’s many search marketing obstacles, with session tracks dedicated to pay-per-click (PPC), SEO, link-building, and more, delivered by top speakers to be announced.
DECEMBER / TBD / On-Demand / 2023
Adobe Summit — #AdobeSummit
When: Continuous
Theme: Digital Experience
About: Adobe Summit is a free virtual event with more than 200 sessions available on-demand, exploring the re-imagining of customer experiences with leaders in marketing automation, advertising, commerce and analytics, and feature speakers including Ryan Reynolds, Kristen Bell, Allyson Felix, and many others.
Social Media Marketing World — #SMMW23
When: March 13-15, 2023
Where: San Diego, CA.
Theme: Social Media
About: Social Media Marketing World will hold an in-person conference in March, 2023, with a deep-dive into social media marketing focusing on new ideas and quality networking opportunities, including top presenters.
Pick Up B2B Marketing Events On Your Radar
We hope you’ve found at least a few new and virtual, in-person, and hybrid B2B marketing events to put on your radar and attend this year, and that the networking and industry learning you’ll experience from either these conferences or the many others available will help you elevate your own B2B marketing success in 2022 and well beyond.
To help you make the most of whichever of these B2B marketing events you attend, check out our “In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022.”
Crafting award-winning B2B marketing takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Talk with us about how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.
* LinkedIn is a TopRank Marketing client.
The post Conference Collection: Top B2B Marketing Events To Learn From In 2022 appeared first on B2B Marketing Blog – TopRank®.
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Cybersecurity: ReSOC, One SOC to Rule Them All
Cybersecurity Obiettivo: garantire i massimi livelli di sicurezza informatica per le infrastrutture IT aziendali Relatech S.p.A., Digital Enabler Solution Know-how(DESK) Company e PMI innovativa quotata sul mercato Euronext Growth Milan (Ticker: RLT) e Mediatech,…
L’articolo Cybersecurity: ReSOC, One SOC to Rule Them All scritto da Paolo Brambilla proviene da Assodigitale.