Cross-Channel Video Campaigns May Offer No Advantage

TV and Digital Campaigns are Just as Effective on Their Own

A recent study conducted by Nielsen suggests that cross-channel campaigns, i.e. campaigns that combine TV and digital exposure for video commercials, are no more effective than campaigns launched on either platform by itself. The reason, they believe, is failure to construct media plans constructed for each specific medium.   The study found that while TV campaigns reach over 60% of their target audience, the same campaign only reaches 11.4% of its target audience online. All in all, under 8% of said audience was reached using both mediums, e.g. saw the ads both on TV and online. These figures are only slightly higher than the expected reach of campaigns that were planned for a single medium to begin with. What this means is that advertisers may be overestimating the number of touch-points they expect their target audience to meet with their marketing message. More than likely, their audience will encounter these messages either online or on TV, not both.  

Was there a Penguin Update this Week?

Numerous website owners reported a serious shift in rankings this past week, and the web was buzzing with rumors of a Penguin update. Penguin updates have to do mostly with unnatural link building and abuse of accurate anchor-texts. A Google representative insists there was no Penguin update this week, this following the Panda update from last week which greatly influenced search results. As it stands, the volatility in rankings remains unexplained. The overwhelming trend seems to be of site owners whose rankings have suffered due to Penguin in the past, now seeing significant improvements. Below is a graph depicting a website which ‘healed’ this week, and reports a dramatic increase in traffic. [Read the original article on Search Engine Land]  

Did the Panda 4.0 Update Hurt PR Websites?

ֹTwo weeks ago, Google released Panda 4.0 – an update concerning content problems, including duplicate content, little content and keyword abuse. Last week, we showcased a number of sites which gained a lot from this update, as well as some which decreased significantly in rankings. When the update was just released, it seemed that eBay was one of the websites which took a severe hit, but following communication with eBay directly it seems that the site received a manual penalty from Google as a result of an entire section of the site being inaccessible (against Google’s guidelines). The odd part of this story is that the folder was called /bhp/. Perhaps eBay’s SEO team conducted a few black-hat tests, and this stands for “black hat pages”? Either way, after analyzing the data using SearchMetrics, following the largest PR websites in the world, it seems many suffered hits to their rankings following this update, including, PR Newswire, BusinessWire and PRLog. PRWeb, for instance, lost 71% of its search engine presence and traffic.   It should be emphasized that this analysis is not necessarily accurate, as it is based on keyword assumptions. There may be other reasons behind the traffic decrease, but it is more than likely it originated by damage stemming from the update. [Read the original article on Search Engine Land]