And overall growth mobile traffic in Russia.
What else did mobile excel in 2017:
Personal assistants such as Siri, the recently introduced Alice from Facebook or M. from Facebook are becoming commonplace. They will help you find the nearest cinema, explain an unclear term, or tell you what food is best for your cat. All in order to collect more data about the user and use this information to display targeted advertising.
- Data quality and analysis
Mobile marketing analytics has become more transparent and reliable. Various attribution systems allow you to understand what is happening with the application. For example, Yandex taught applications to measure the return from digital advertising, which flows into traffic to offline points of sale.
The new PVL (place visits lift) metric will help to understand the ratio between visitors who came to the store after visiting the site and those who were not on the site.
2. Programmatic has overtaken social networks and online video advertising
In 2017, the global programmatic market also grew by 31% and overtook social networks and online video advertising in growth rates. Compared to previous years, programmatic capabilities have expanded many times over. The number of players has doubled. For the first time, price and thematic platforms appeared among data providers.
It is worth considering that the programmatic market in Russia is heterogeneous; there are several segments that differ from each other:
- Open auctions
A large amount of available inventory can be purchased through public auctions. Banner formats are sold through auto purchasing systems.
- Private transactions
There is an option to interact with the platform directly to buy advertising volumes based on the data you have, as well as using the information that the platform provides. This is a promising type of transaction that will certainly receive attention in the future.
- Mobile
Mobile advertising rules. Today, users access the Internet from various gadgets, a large percentage of which are smartphones, tablets and gaming consoles. But now the market is not developing as dynamically as we would like, due to purely technical barriers.
- Performance strategies
The popularity of this tool among participants in the RTB advertising market has increased, especially when it comes to offline advertising. Now it’s convenient to track not abstract impressions, but real targeted actions. Automatic systems accounting and control of work with clients and leads - CRM, call-tracking - have finally become an almost ubiquitous phenomenon.
We also decided to pay attention to programmatic problems. These include, for example, invisible ad impressions and threats to a brand’s reputation when it is mentioned in a negative context.
A geometric approach will help you defeat invisible displays. A special pixel is loaded on the page along with the advertisement, which allows you to understand where the ad is located.
The lazy loading tool works well. Modern browsers load images and content as the user moves through the page.
With this approach, verification technologies are loaded at the moment the advertisement is displayed, when it becomes directly visible to the user. And to make your audience more actively involved, you can use both programmatic and retargeting technologies at the same time.
The threat to Brand Safety can also be minimized if, in turn, you carefully monitor the reputation of the sites on which advertising is placed.
3. Bloggers have become the new stars
Social networks are strengthening their position not as an entertainment service, but as a full-fledged companion to all spheres of activity of a modern person. Users are overloaded with information, so the main thing now is to stand out in the feed. The average user attention span in 2017 ranged from 8 to 12 seconds.
Users don’t want to watch ads; this is no longer news. The only way to turn the situation around is to make the message more targeted and the offer interesting for a specific person. Fortunately, advertisers have services for automatic collection data.
Virtual reality has influenced the very format of viewing video content. Now we don’t just watch the picture, we are transported to the scene of action and become active participants in what is happening on the “screen”. The integration of interactivity into the image in the very near future can radically change the approach to communication.
- Bloggers
These guys have expanded their influence in in social networks, becoming new stars. Perhaps we can say that 2017 was a turning point when bloggers became known not only among younger audiences, but also among the older generation. They are called on the air of federal channels and even to the State Duma, they are listened to, they influence the information agenda.
The audience wants something more informal, close, and understandable, and bloggers respond to these requests, unlike titled stars on TV. The cost of fees for bloggers is increasingly higher, if it has not already surpassed those whose faces have become familiar on TV.
Advertising also has its downsides. You need to be careful with content, because the main resource of bloggers is the trust and loyalty of the audience. If the advertising message is too overt, it can have a negative impact on both the blogger and the brand itself.
- Out of home viewing
All Internet users do this. Namely, they watch video content of varying degrees of decentness at home. This is 95% of the online audience. Further development segment is possible only through out-of-home viewing. The integration of the Internet and interactive services (Smart-TV) will help here. By the way, the segment is growing rapidly, showing growth of more than 30% in 2017.
- YouTube is still #1 for video viewing on mobile
The platform is in the Top 10 in terms of monthly audience volume, freely competing with TV channels and leaving competitors on the Internet behind.
- Nativeness and original content
The growth of their influence is perhaps the main trend not only in the video segment, but throughout digital in 2017. User-generated content (UGC) is becoming more and more in demand: 83% at the end of 2016 versus 81% at the end of 2015, in 2017 this figure may become even higher. Brands have already figured out the trick and prefer to place videos in thematic content, in the field of view of users.
5. Esports is starting to attract marketers too
E-sportsmen are living heroes of generations Y and X.
More than 10% are definitely sure that they will develop this area.
Among the categories of brands most interested in promoting through eSports are IT and telecom. The most common promotion formats are team sponsorship, the use of e-sports players’ faces in promotional activities, and situational marketing around e-sports events.
6. While advertisers are just getting used to the audio advertising segment
See for yourself:
- Configured in the same way as a banner
By gender, age, geography and interests. But it is most effective for reaching a solvent audience
- It's hard to miss
More than 97% of the audience listens to the end of the commercial. And audio advertising is associated with music or other audio content, which makes it easier to form the desired perception of the brand.
- Low contact cost
- 3.5-5 hours per week – average time spent on sites covered by audio advertising
And the total monthly coverage is more than 65 million people. To increase the engagement of the audience covered by audio advertising, a companion banner and a creeper are used.
7. He-who-must-not-be-named (spoiler: blockchain)
You were probably waiting for blockchain to appear in this text and a description of how “crypto” will change the advertising market, making it more transparent and effective. We share this enthusiasm, but it seems that happiness will not happen to us in 2018. And most likely not even in 2019.
All this will, of course, require a lot of time.
Therefore, while we wait for the appearance of blockchain banners, we should not neglect the tools that already exist. Moreover, most of the ones we listed have proven themselves to be excellent in the past year and will definitely be relevant in the coming year.
Makeup artists are returning to the basics of makeup, remembering red lipstick and the rule of one accent. But they retell the classics in a new way. It’s the same story with hair styling and manicure. Having honestly watched the shows of all four fashion weeks, ELLE reports on what and how we will wear in the spring-summer 2018 season.
BRIGHT SHADOWS
Byblos, Jarel Zhang
The main trend of the spring-summer 2018 season can rightfully be considered bright, very bright shadows: turquoise, yellow, crimson, orange. You need to use them generously, boldly and forgetting about all the rules of makeup: do not combine them with the color of the eyes, apply them regardless of the structure of the eyelid, shade them even over the eyebrows, even up to the temples. The main and only hero of this makeup is color.
Black stroke arrows
Yohji Yamamoto, Lanvin
Classic arrows will never go out of style. But this is not a reason to deny yourself their new variations. For example, dip a flat brush into a cream eyeliner and make broad strokes across the upper or lower eyelid. Or draw with a soft pencil on your temples. And at the Lanvin show, instead of tassels, cocktail tubes were used - the result was an unusual grooved finish.
Orange everywhere
Palmer Harding, Sonia Rykiel
Orange is the hit of the season. And we're not talking about the series now. We will wear juicy shades of oranges and carrots on the eyelids, lips and nails. Separately and all at once. Those with freckles and red hair are especially lucky: they are on trend without additional investment.
Sequins and rhinestones
Francesco Scognamiglio, Dries Van Noten
Having given us a break for exactly one autumn-winter season, makeup artists are returning with suitcases full of glitter. In summer, sparkles and rhinestones should be large and silver. You can (should!) apply them to your cheekbones, lips, corners of your eyes, eyelashes, and even your hands and hair. It’s better to do this as casually as possible, not paying attention to the contours and neglecting the commandments of a true minimalist.
Red lipstick
Badgley Mischka, Ermanno Scervino
Red lipstick has never disappeared from our makeup bags. But next season, unlike the previous ones, the makeup artists gave us complete freedom regarding the texture, method of application and finish. Do you want matte? No problem. Translucent glitter? Easily. A clear contour or the effect of “kissed lips” - please.
Complex braids
Jil Sander, Carmen Marc Valvo
Until recently, stylists looked at cunning hairstyles from Cersei Lannister and Daenerys Targaryen, borrowing ideas or shamelessly copying them. Now the make-up artists of the series “Game of Thrones” have a lot to learn from the backstage of fashion weeks. If you don’t have time and a personal hairdresser to weave flowers and jewelry into your braids, make a couple of thin braids.
Back or parting
Emilio Pucci, Ralph & Russo
Opinions behind the scenes were divided. Some hairdressers combed the models' hair smoothly away from their faces. Others were parted in the middle. There is a choice. There are no dissatisfied people.
Wet and disheveled
The moist texture we loved from past seasons will be with us in the summer. Just no longer need to carefully smooth and stretch your hair. On the contrary, put the tongs and croutons aside. The strands coated with gel should be thoroughly tousled, as if you had plunged into the salty sea on a windy day.
Several bunches
Daks, Emporio Armani
We will leave one bun - like a ballerina or a strict teacher - for another season. In the spring we knit knots of all sizes and levels of complexity, the more the better. It can be many tight knots or a couple of disheveled ones, made from all the hair or just part. Those with long curls, this is your solution.
Colored strands
Pastel colors are being replaced by richer and deeper colors. It is not necessary to paint your entire head purple or blue. But stylists strongly recommend trying to highlight the bangs, edge of the hair or parting with color. Moreover, for this you will not need permanent dyes, but crayons or false strands.
Low ponytails
Erdem, Ulla Johnson
Very smooth, moderately careless or neatly curled with tongs - the tail next summer can be anything, as long as it is located on the border of the back of the head and neck. To decorate the simplest hairstyle in the world, we use black bows or leather ribbons.
Colored tips
Alice + Olivia, Ashley Williams
Up to 200 channels can be linked. However, they cannot be used at the same time. In this article we will tell you how to choose desired channel.
How to switch between channels
Below are detailed instructions on how to switch between channels on mobile device and on the computer.
Once you've signed in, you'll be prompted to select the channel you want. How to switch to it is written in this article.
Here's how to switch to another channel later:
Click the channel icon in the top right corner of the YouTube page.
Select "Change Account". A list with your identification details will appear. Google data and brand accounts you manage.
Select required account. If the selected brand account does not have a channel, you will be prompted to create one.
You can determine which channel you are using at any time by the name and icon in the upper right corner of the page.
I have a channel associated with a brand account, but it is not visible in the list
This means that the Google account you're signed in to is not listed as an admin for the brand account associated with the channel.
To learn how to add a brand account administrator, read this article.
How to view the list of channels in your Google account
To view all channels and brand accounts associated with your Google Account, follow these steps:
If you have more than ten channels- Open YouTube on your computer and click the channel icon in the top right corner of any page.
- Select View all.
To a list of brand accounts you own or manage in Google account, includes those who do not have related channels YouTube. To create a channel for a brand account, click on its name.
How to remove a channel from this list
- Follow the instructions on this page.
- If the channel is associated with a brand account, first remove your account from the admin list.
Note. If your address is on the list Email, you can click on it and watch the video on YouTube as a regular viewer. This list item cannot be deleted, but it can be used to create new channel. Its name will match your name in your Google account.
YouTube algorithms act in such a way that each viewer is offered videos that are interesting to them. This is no easy task: over 400 hours of new content are uploaded to the platform every minute. It helps to study preferences Feedback in real time: This allows you to offer relevant content to viewers and encourages them to return to YouTube in the future.
Some authors believe that certain types of videos are included in recommendations more often than others. In fact, this is not true: the format of the content is not important. When drawing up recommendations, only Do viewers like this or that video?. Here's what comes into play:
- what videos are of interest;
- which videos do not arouse interest;
- how long does the viewing last?
- which videos get “I liked” and “I didn’t like” marks;
- which videos viewers decide to hide.
So, the key is to find out what your audience likes. To do this, review YouTube Analytics reports. From them you will find out how often viewers come to your channel and which videos they watch more often. This will help you understand what kind of content you should create so that your videos appear in users’ recommendations.
Temporal and seasonal changes
Your channel's performance may change over time, and that's nothing to worry about. Audience moods are fickle. From week to week, the interest of viewers can grow and, on the contrary, fade away. There is no need to rush to conclusions - it is best to judge the effectiveness of a channel on the basis of long-term observations.
Experiments
Everyone who is creative has a desire to try something new. When you're just starting out, experimenting helps you find your own style. But if you already have an audience, you need to take their opinion into account.
If you've been making videos in the same format for a long time and interest in them has faded, try offering viewers something different. Find out the new preferences of your audience, and then you will be able to not only retain it, but also expand it.
In 2007, Google gave the world a service that analyzes search queries, records and stores this data. Initially, the service was available only for the United States, but over time other countries were added. And in 2013 it became possible to look at the statistics search queries Google in Russia. In order to understand the importance and usefulness of the tool, you need to understand its capabilities. Therefore, let’s not waste time and move from words to action, or rather to practice.
How to use Google Trends
Let's move on service link. The first thing we see is a well-known search string, this is where we will enter the queries that interest us. For example, let’s enter the word “Kalina”. The question immediately arises: what was the user going to find? A car, a berry or maybe the lyrics of a song? For such controversial cases, in order to weed out the non-target audience, there is a function for selecting topics.
Below there is a filter that has following functions choice:
- Selecting the region of the request. You can specify both country and city.
- You can set a period to view statistics for a specific year or month or for the last 7 days (even hourly), which can be very useful if you have an information portal that constantly posts the latest news.
- Select a category. Google Trends will offer you its own options, but you can choose yourself from a more complete list.
- Search direction. Understand where the user tried to find information: in pictures, videos, news, or a regular search on the Internet.
As you can see in the graph, there is a stable seasonality of the query “buy a bike”, where the peak of popularity falls every year in May, and the dynamics of the Google query is growing every year. It often happens that popularity can rise two or more times a year: for example, tires become popular both in spring and autumn.
We should also mention the search operators that also work in Google Trends. If you have forgotten how to use them or didn’t even know, you can read them in.
Please note that the charts display numbers from 0 to 100, where 100 is the highest value for the selected period.
Next comes popularity by region. The darker the area, the higher the frequency. Based on the data - Leningrad region is a leader in the search for “Buy a bike”. You can watch both individual regions and cities. It is also possible to view the chronology of requests for a selected period in the form of a slide show. The chronology of query statistics will be indicated for the selected period in the filter, so if you are interested in history for a different time period, you should change the date in the filter.
At the end, Google Trend gives statistics similar queries in the Internet. Here you can see the top topics and queries, as well as those that are actively gaining popularity. This information is really useful. Based on trend statistics, it is worth paying attention to the expansion of the range of tricycles and Stealth bicycles.
Now that you have a list of queries that are worth focusing on, you can compare by brand or type.
Interesting!
Google Trends data is used to estimate flu or other disease activity.
It’s also worth paying attention to “Comparison”. This function makes it possible to compare search queries with each other. Or parallel the request in different countries. For example: citizens of the Republic of Belarus are more interested in such a question as “presidential elections” than residents of Russia.
It is also possible to compare statistics over time periods by overlaying graphs to understand how the request dynamics are going this year relative to last year.
Interesting!
Google Hot Trends is an add-on and shows the latest and most popular searches
Let's summarize the statistics of Google trends queries
We learned that the number of users who want to buy a bike is growing every year. U of this request There is seasonality, which begins to grow in December, gains a peak in popularity in May and then declines until December. Based on search engine statistics Google queries Trends understands that the prospects for bicycle sales are great, and we know when to expect an influx of customers. We saw that it was better to focus on advertising in the Leningrad, Moscow and Kaluga regions, while in the Vologda and Pskov regions the popularity was much less. And according to Google data, searches for buying a tricycle are up 400%.
Expert opinion
At first glance, the functionality of Google Trends is quite simple and primitive. It seems that it is not very informative, but this is far from the case. This service makes it possible to view statistics of Google search queries in the past, find out what is happening now and, after analyzing the data obtained, make a forecast for the future. If you have an online store, then you will be able to understand in which regions it is better to “push” and at what moment. If the site is informational, then Google Trend will indicate popular news queries that are skyrocketing right now or find topics that have maintained high ratings for a long time. It also helps in developing and expanding the semantic core. Stay in the search trend and learn to look into the future.
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