Rob

Moderating Campaign Middle East’s AdTech Strategies 2021 Panel

Moderating Campaign Middle East’s AdTech Strategies 2021 Panel

I was delighted to moderate today’s AdTech Strategies 2021 panel for Campaign Middle East. The panelists were from Google, Huawei Ads and MMP WorldWide.

Find out more here and watch it here.

Programmatic after cookies

The cookie is dead. Long live … the what? As Google joins other technology game-changers in their move towards a pro-user-privacy and preference model, programmatic advertising continues to evolve to stay relevant in a world that is now increasingly leaning towards first-party data. Campaign’s panel of industry experts look at the latest updates to programmatic advertising and how clients can make the most of them.

Posted by Rob in Tech
Catch me on this week’s episode of The Prof G Show

Catch me on this week’s episode of The Prof G Show

I appeared on this week’s episode of Scott Galloway’s The Prof G Show with an Office Hours question about Facebook’s antitrust challenges:

With all this antitrust pressure facing Facebook at the moment, do you think there’s any chance that – if they are forced to divest one or more of their assets – Mark Zuckerberg could choose to get rid of Facebook, the ‘Big Blue app’ itself, rather than, for example, Instagram?

Some estimates say that, by next year, Instagram could account for up to 40% of the parent company’s advertising revenue, and this has been increasing significantly every year since Instagram started really generating revenue back in 2015. And with some other beefed-up revenue-generating features like shopping also gaining traction on Instagram lately, it’s maybe not crazy to think that, in the next couple of years, Instagram could end up bringing in more “cabbage” than Facebook itself. With all the controversy around fake news and content moderation on the Facebook platform, it might be starting to seem like more trouble than it’s worth.

So, what do you think – could Mark Zuckerberg ever give up his baby for a potentially greater shot at better future revenue?

Check it out at about the 45:35 mark below to see what Scott had to say.

As a follow-up, I posed the same question to long-time Facebook observer, WIRED Editor at Large, and author of ‘Facebook: An Inside Story‘, Steven Levy, and this is what he had to say.

Posted by Rob in Facebook

Serendipity is TikTok’s secret weapon

I originally wrote this article for the Autumn 2020 issue of WIRED Middle East magazine

In the 2001 rom-com Serendipity, a love-struck John Cusack and Kate Beckinsale engage in a cosmic test to measure their compatibility. Instead of simply swapping phone numbers, one of them writes their number on the back of a $5 bill, the other on the inside of a book cover, and they send them off out into the world. If they are meant to be together, fate will dictate that their paths will cross again. Spoiler alert: they are, it does, and they do. While it’s no Citizen Kane, the message is clear: some things in life are best left to chance. A bit schmaltzy, sure. But there’s some truth in there too.

In today’s world where the shows we watch, the things we read, and the products we buy are increasingly influenced by algorithms, these moments of serendipity are becoming rarer than ever. Platforms like Facebook, Amazon and Netflix know so much about us, yet their view of us can be surprisingly narrow. Or at least that’s how it seems when you look at how they act on this information, primarily showing us recommendations based on things that they know we already like. Oh, you liked the Facebook page of a certain politician? Here’s a bunch of Facebook pages for affiliated political groups. Watched a horror movie on Netflix lately? Here’s a hundred other horror movies. Searched for a smartphone on Amazon? Feast your eyes on a thousand similar smartphones that follow you around the web waving at you from every page you visit. Just like the way you might find yourself in an online filter bubble surrounded by like-minded people because of the content you interact with, you can also end up in a loop of the same type of stuff being recommended to you again and again. But we are not as one dimensional as the algorithms might wish we were. Sometimes all we really need is something a bit different. TikTok is one of the few platforms that seems to understand this.

Read the full article on page 30 of WIRED Middle East‘s Autumn 2020 issue.

Posted by Rob in Social Media, Tik Tok, Wired Middle East

Reem Al Marzouqi Interview for WIRED Middle East

I originally wrote this article for the Autumn 2020 issue of WIRED Middle East magazine

Thomas Edison was a busy guy. The renowned American inventor was responsible for such innovations as the phonograph, the incandescent light bulb and one of the earliest motion picture cameras. In total, Edison was granted over 1,000 patents in his lifetime – a figure that is regularly used to illustrate his status as a pioneer. And it’s this symbol of the patent that’s such a powerful representation of innovation and originality – a way of quantifying humanity adapting to an ever-changing world. In a typical year, over 300,000 patents are granted in the United States of America alone, and since 1836, 10 million of them have been issued to inventors from all over the world. But until 2013, none of these came from the UAE. All that changed when 23 year-old Emirati engineering student, Reem Al Marzouqi, was awarded a US patent for designing a car for people with special needs that can be driven without using their hands.

Read the full article on page 79 of WIRED Middle East‘s Autumn 2020 issue.

Posted by Rob in Wired Middle East

Google says that user experience will soon affect your search ranking

I originally wrote this article for Campaign Middle East magazine

Cast your mind back to 2015. It might seem like a lifetime ago for a lot of reasons, but it was also an inflection point of sorts for digital media – social media had finally revealed itself as a pay-to-play platform for advertisers, Direct-to-Consumer (DTC) brands had really started to take off, and mobile internet traffic had started to overtake desktop traffic. By 2015, pretty much everyone had finally gotten themselves a smartphone. But not every brand had updated their website to be responsive. We all remember having to wait forever for pages to load and pinch our screens to zoom-in in order to read tiny text because some websites hadn’t bothered updating to a mobile-friendly design. This was not a good experience. For a platform like Google that made a living by sending people to the right websites this was a problem. If you keep sending users to sites that frustrate them, eventually people will stop using your service. That’s why, with an April 2015 algorithm update, Google finally started punishing websites that still refused to provide a good mobile experience by giving priority to websites that displayed well on smartphones when users made a search on their mobile devices. Websites with large text, easy-to-click links, and displays that resized to fit the user’s screen were given a search ranking boost. And this makes sense. Google wants users to have the best experience they possibly can. For both Google and the end-user this was a win-win. On the flip side, this move effectively deprioritised millions of sites around the world that had yet to optimise for mobile meaning that, finally, brands had to sit up and take mobile seriously. Mobile had ‘arrived’. Something similar is now happening with user experience.

Taking user experience seriously

Last month, Google announced that it will be expanding the set of user experience metrics that are taken into account as factors for ranking search results, so the better your user experience, the better chance you have of Google sending traffic to your site. Google already takes page speed and mobile responsiveness into account when it comes to ranking pages, but these new criteria focus on how users perceive the experience of interacting with a web page – how quickly the main page elements load, how they perform when the user first tries to interact with them, and the stability of content as it loads (so you don’t accidentally tap that button when it shifts under your finger!). Like trying to move brands away from having unresponsive websites on mobile, Google is now trying to weed out the little things that make the user experience that bit more annoying. These are real and tangible things that your users notice when they come into contact with your site that ruin the experience, like trying to shop at a supermarket with sticky floors, a confusing store layout and long queues at the checkout counter. You’re shooting yourself in the foot by not giving these areas the attention that they deserve.

Having a great user experience should be table stakes for any ambitious brand in 2020. Customers these days have high expectations, and plenty of companies have perfected the art of giving them what they want fast, sometimes anticipating what they want before they even ask for it. This is the standard that you have to meet in today’s consumer landscape. User experience has well and truly ‘arrived’.

Food for thought

Google stressed that these criteria will not affect rankings until next year, but once they do, they will become a significant factor in where you show up in search. Back when the mobile-first algorithm update came into place, content marketing company BrightEdge tracked over 20,000 URLs and saw a 21% decrease in non mobile-friendly sites on the first three pages of search results. If something similar happens with this user experience update, you do not want to be in the 21% of sites that fall off the edge.

Having a fast-loading, easy-to-use website that shows your visitors relevant content and generally gives them a more personalised experience will improve your key site metrics – time spent, pages views and even conversion. And soon it will directly affect your search ranking too. At Horizontal, we believe in the mantra of CX4CA (Customer Experience for Competitive Advantage), and the conviction that brands can build loyalty and increase conversion by removing friction and improving the user experience. Google echoes this belief, and the message from them is loud and clear – if you want to rank highly in search results you better make sure that you have an easy-to-use and intuitive website. If you don’t, your competitor will. Is your site ready?

Posted by Rob in Campaign Magazine, Google, Mobile, SEO