What Is DuckDuckGo? Advertiser Q&A

What Is DuckDuckGo? Advertiser Q&A

Advertising Marketing

Part of the price of being popular is being a target. And as we enter 2020, Google is certainly a big target for privacy advocates, who are uncomfortable with the amount of personal data that the master of the search world collects. And when privacy advocates talk about Google, they mean more than Google.com – there’s also Google Maps, YouTube, and a host of other Google-owned properties to consider. Amid the ongoing discussion about Google’s size and reach, search engine DuckDuckGo has emerged as an alternative for privacy advocates. DuckDuckGo is cast as an underdog and defender of personal privacy, partly because of how the company positions itself (“privacy, simplified”) and partly because of DuckDuckGo’s operating model (DuckDuckGo does not store personal information, follow users around with ads, or track users).

What, exactly, is DuckDuckGo, and how big is it? Let’s tackle these and other questions we’ve been getting from clients.

What Is DuckDuckGo?

Founded in 2008, DuckDuckGo is a search engine whose claim to fame is protecting user privacy. DuckDuckGo does not store IP addresses or log user information; and DuckDuckGo uses cookies only when required. The search engine also markets itself with a bit of cheek (according to its website, “At DuckDuckGo, we don’t think the Internet should feel so creepy and getting the privacy you deserve online should be as simple as closing the blinds”) and defiance (“Too many people believe that you simply can’t expect privacy on the Internet. We disagree and have made it our mission to set a new standard of trust online”).

Think of DuckDuckGo as an alternative search engine for those who want to maintain a brick wall of privacy between themselves and the digital world when they search.

How Big Is DuckDuckGo?

DuckDuckGo accommodates 1.5 billion searches a month with nearly 15 billion searches conducted in 2019. By contrast, in 2019, Google accommodated 2 trillion searches a day. Although DuckDuckGo is tiny by comparison, the search engine is growing. Those 15 billion searches represent a 60 percent increase over 2018 (9.2 billion) and nearly a tripling of 2017 searches (5.9 billion). Clearly, DuckDuckGo is catching on – with a small segment of the population, yes, but a growing on.

How Does DuckDuckGo Make Money?

DuckDuckGo makes money through advertising and affiliate marketing. Just because DuckDuckGo protects your privacy, it doesn’t mean DuckDuckGo offers ad-free search results. If a user searches for, say, “vinyl records near me,” DuckDuckGo returns advertisements based on the keyword search. But DuckDuckGo does not track or use a person’s data after the search is completed. In addition, DuckDuckGo earns affiliate marketing revenue from sites such as from Amazon and eBay. When users buy something on those sites after reaching them through DuckDuckGo, DuckDuckGo collects a commission. For more insight about advertising on DuckDuckGo, check out this link from the company.

Is DuckDuckGo Reliable?

Your mileage may vary. The search engine has been called out for lacking certain functionality available on Google and Bing, such as custom date ranges. And to be sure, Google provides an interconnected universe of properties (Google.com and Google Maps being a good example). But DuckDuckGo is building out its functionality. For instance, you can do location-based searches through an integration between DuckDuckGo and Apple Maps. The best way to test it is to try it.

Should I Advertise on DuckDuckGo?

Businesses with a limited budget should focus on the properties where they’ll get the most bang for the buck, and without question there are bigger alternative such as Google and Bing that provide much more ad visibility. One of DuckDuckGo’s challenges is that the site itself requires a bit of word of mouth for people to find. But that said, businesses might want to consider DuckDuckGo for discretionary ad spend targeting a smaller privacy-conscious segment of the population.  According to research from SimilarWeb, loyal users of DuckDuckGo love tech, and they use DuckDuckGo as an alternative because they’re concerned about having their privacy protected while they search online. If that’s the type of audience for you, consider DuckDuckGo.

Contact True Interactive

To make online advertising work for you, contact True Interactive. We’re an independent agency that optimizes branded interactions to drive traffic and increase sales.

Gaming: a Golden Marketing Frontier

Gaming: a Golden Marketing Frontier

Marketing

As reported by VentureBeat, a new Consumer Technology Association (CTA) study indicates 70 percent of Americans aged 13 to 64 play games. That’s a whopping 192 million U.S. consumers, a number that reflects the way gaming has been informed in recent years by social phenomena like increased smartphone use. Brands who understand this demographic shift can only benefit.

Gamers: Who Are They?

The 2019 Future of Gaming study defines gamers as anyone who played video games for at least one hour in the past three months. And according to the study, the aforementioned 192 million gamers—playing on consoles like Xbox One or PlayStation 4; smartphones or tablets; and PCs—embrace gameplay as entertainment, but also as an active social channel. Perhaps because of this, the classic stereotype of the typical gamer—young male—no longer applies. Games are drawing a much bigger demographic.

“Not only is the classic teenage-boy-gamer stereotype untrue today, but it’s even less accurate when it comes to mobile games,” notes Tom Simpson, vice president, brand and exchange, APAC, AdColony. “More than one billion Asian consumers of all ages and genders play games every day on their smartphones. In fact, across many markets in APAC we see a larger number of female gamers than male.” Consider games like Candy Crush and its successor, Candy Crush Soda Saga: the archetypal player is a woman aged 25 to 45.

What Gaming Means to You

Because the gaming demographic is so large and varied, gaming represents a golden opportunity for brands. According to The Drum, projections indicate the global mobile gaming market will be worth $174 billion by 2021, for example. Advertisers can target a niche audience in that market, or deliver brand awareness at scale. It’s ultimately up to the brand, its budget, and advertising objectives.

Examples of Brands Killing It with Gamers

So who’s already doing it right? Look no further than Coca-Cola, which rolled out a mobile game app targeting teens and young adults. In the Crabs & Penguins game, developed by Coca-Cola’s Content Factory in partnership with McDonald’s, users guide a crab character through races and dangers, coming into contact with other animals, such as polar bears, along the way. The ultimate goal? Returning a soccer ball to a cast of penguin characters. The stated goal of the game is to “spread happiness,” which also happens to be Coke’s tag line; characters and products in the game are also branded with the Coca-Cola logo. Bottom line: the Coke brand is on the user’s mind as they play the game.

Meanwhile, brands like Gatorade and Asos are succeeding by matching product to game. In a digital recreation of how the sports drink fuels real-life activity, Gatorade offered players a digital “electrolyte boost” via energy refills in EA’s Madden NFL Mobile; gamers could then play longer. Clothing brand Asos, in turn, paired with The Sims Mobile game, introducing branded clothing and timed quests to Sims players. The real-world experience of shopping for clothing online proved a good match to the customization options within the game.

Three Key Takeaways

So what does this mean for your brand? Consider these takeaways:

  1. Gamers are a diverse audience. Identify your demographic; chances are that group plays games in some form. What games does your target market like to play? Understanding what games your customers enjoy helps you know where (and how) to reach them. Are you targeting busy moms who relax over a game of Candy Crush? Teens likely to be snacking (or craving a snack) while playing Fruit Ninja?
  2. Consider what games might be a good one-on-one match for your actual product. Are there games that digitally recreate the universe your product occupies in real life?
  3. Finally, consider whether your brand (and budget) are best served by targeted outreach, or more of a universal awareness blitz.

Contact True Interactive

Need help navigating the opportunities afforded by the gaming market? Contact us. We can help.

Photo by SCREEN POST on Unsplash

What Is the California Consumer Privacy Act (CCPA)? Advertiser Q&A

What Is the California Consumer Privacy Act (CCPA)? Advertiser Q&A

Marketing

The California Consumer Privacy Act (CCPA) takes effect on January 1, 2020. The forthcoming law symbolizes how consumer privacy is increasingly taking center stage among governmental bodies in the United States. Preliminary estimates suggest it will cost businesses $467 million to $16.5 billion to comply in coming years.

At this point, it’s safe to say that every major advertiser is aware of the CCPA. But it’s not always easy to understand exactly what this omnibus legislation is all about. So we’re going to answer some question that we’ve been getting. Check it out – the CCPA might apply to you whether or not you do business in California, so it’s important to understand it:

What Is the CCPA?

The CCPA is new legislation designed to enhance privacy rights of California residents. With a population of nearly 40 million, California is considered a bellwether state. Many privacy experts are watching the CCPA closely because of its potential impact on how privacy is legislated across the United States.

How Does the CCPA Enhance the Privacy Rights of California Residents?

The CCPA grants new rights to California consumers, per the CCPA website:

  • The right to know what personal information is collected, used, shared or sold, both as to the categories and specific pieces of personal information;
  • The right to delete personal information held by businesses and by extension, a business’s service provider;
  • The right to opt-out of sale of personal information. Consumers are able to direct a business that sells personal information to stop selling that information. Children under the age of 16 must provide opt in consent, with a parent or guardian consenting for children under 13.
  • The right to non-discrimination in terms of price or service when a consumer exercises a privacy right under CCPA.

What Does the CCPA Require of Businesses?

In a single sentence: the CCPA imposes requirements on how businesses collect, use, and disclose information about California residents.

But the legislation is dense and difficult to untangle. Per the CCPA website, businesses must fulfill these obligations:

  • Businesses subject to the CCPA must provide notice to consumers at or before data collection.
  • Businesses must create procedures to respond to requests from consumers to opt-out, know, and delete.
    • For requests to opt-out, businesses must provide a “Do Not Sell My Info” link on their website  or mobile app.
  • Businesses must respond to requests from consumers to know, delete, and opt-out within specific timeframes.
    • As proposed by the draft regulations, businesses must treat user-enabled privacy settings that  signal a consumer’s choice to opt-out as a validly submitted opt-out request.
  • Businesses must verify the identity of consumers who make requests to know and to delete, whether or not the consumer maintains a password-protected account with the business.
    • As proposed by the draft regulations, if a business is unable to verify a request, it may deny the request, but must comply to the greatest extent it can. For example, it must treat a request to delete as a request to opt-out.
  • As proposed by the draft regulations, businesses must disclose financial incentives offered in exchange for the retention or sale of a consumer’s personal information and explain how they calculate the value of the personal information. Businesses must also explain how the incentive is permitted under the CCPA.
  • As proposed by the draft regulations, businesses must maintain records of requests and how they responded for 24 months in order to demonstrate their compliance.
    • In addition, businesses that collect, buy, or sell the personal information of more than 4 million consumers have additional record-keeping and training obligations.

In coming months, what’s likely going to happen is that businesses will learn through trial and error. Stay tuned. And learn from the inevitable violations that are bound to make the news.

Who Must Comply with the CCPA?

Companies doing business in California subject to the CCPA if one or more of the following are true:

  • Has gross annual revenues in excess of $25 million.
  • Buys, receives, or sells the personal information of 50,000 or more consumers, households, or devices.
  • Derives 50 percent or more of annual revenues from selling consumers’ personal information.

I’m Not Based in California. Do I Need to Worry about the CCPA?

The conditions stipulated above may indeed apply to you if you are outside California. For instance, if you are buying, receiving, or selling the personal information of 50,000 or more consumers, households, or devices in California, CCPA may apply to you regardless of where you are located. Read this insight for more detail.

What Is the Penalty for Noncompliance?

Businesses may be fined up to $7,500 for violation. Businesses could also face civil damages of up to $750 per violation, per user. The key phrase here is “per user.” A major violation could cost a business millions.

Will More States Enact This Kind of Legislation?

They already are. Nevada has enacted its own version of the CCPA already. Here is more information on how other states are enacting privacy legislation.

How Do I Ensure I Am Compliant?

A number of security firms provide compliance services. Unless you have a strong in-house security team, your best bet is to look for compliance help from a specialist.

Contact True Interactive

To manage advertising online effectively, contact True Interactive. We’re here to help!

Photo by Glenn Carstens-Peters on Unsplash

How Bud Light Turned a World Series Moment into a Marketing Home Run

How Bud Light Turned a World Series Moment into a Marketing Home Run

Marketing

The Washington Nationals were not the only World Series winner. Bud Light also won big.

In the blink of an eye, Bud Light enjoyed $7.2 million in media value because of a baseball fan named Jeff Adams. If you followed the World Series, you might know something about his rapid rise to internet fame. You might have even replayed (several times) the moment that went viral on social media, when Adams took a home run ball to the chest in order to save two Bud Light beers he was holding. What happened next was nearly as impressive as Adams’s toughness: Bud Light moved with lightning speed to seize upon the marketing opportunity.

Within minutes, Bud Light turned footage of the moment into a marketing opportunity on Twitter, which is still pinned to Bud Light’s Twitter account as of this writing, earning more than 18,500 retweets, 2,300+ comments, and 107,000+ likes:

 

Bud Light didn’t stop there. Creating a win-win for Adams and Bud Light, the company paid for him to Attend Game 6 in Houston (where he was treated like a conquering hero) – and clothed him in a customized T-shirt emblazoned with an image of Adams during the moment of impact and the catch phrase “Always Save the Beers.”

As reported in USA Today, this marketing gesture garnered Bud Light more than $7.2 million in media value. In addition, Bud Light further maximized value from Adams’s moment of glory with a simple commercial that ran during the game, replaying the celebrated moment in slow motion with a simple text overlay reading, “Not all heroes wear capes.”

Bud Light’s marketing response to this unexpected viral moment was perfectly played. The brand’s actions were immediate and effective. Bud Light generated free advertising by ensuring the company’s “hero” attended Game 6 wearing a quickly mocked-up T-shirt seen worldwide and rolled out a simple ad, striking while the iron was hot – not to mention the opportunistic use of Twitter.

As marketers we can all learn from Bud Light: timing is everything. When an opportunity arises like this one, it’s more important to be agile than perfect. Don’t worry about creating the perfect ad or the perfect T-shirt. Settle on an approach that represents your brand well and get it in market – FAST!

You never know when your viral moment will hit. Do you have a strategy in place to take full advantage of what could be a once-in-a-lifetime opportunity? Is your marketing team empowered to act quickly when a fleeting, real-time branding opportunity arises? Based on the speed with which Bud Light acted, clearly the company prepares for moments like this. How about you?

Contact True Interactive

To build your brand with digital, contact True Interactive. We can help you hit a home run, too.

 

Apple Showcases Its Augmented Reality Tools at WWDC

Apple Showcases Its Augmented Reality Tools at WWDC

Marketing Mobile

When is the next Pokémon GO going to come along to make everyone love augmented reality (AR)?

This is the question on the minds of many technology watchers who are waiting for another AR breakthrough. But applications like Pokémon GO don’t happen very often. The real value of AR comes from people and businesses using it to share immersive experiences that complement our lives rather than making us drop everything and focus on AR.

Perhaps that’s why Apple has been careful to sell AR as an evolutionary tool that will enrich how we live, whether through practical application or content that engages. At Apple’s annual Worldwide Developers Conference (WWDC) Apple accentuated tools that should make AR easier to use – perhaps not glamorous developments, but important ones.

ARKit Update

For example, Apple announced an update to ARKit, its software development toolkit for AR (and competitor to Google’s ARCore). Among other improvements, ARKit will capture the motion of a person in real time with a single camera. As Apple noted, by understanding body position and movement as a series of joints and bones, you can use motion and poses as an input to the AR experience — placing people at the center of AR. Apple also announced human inclusion, meaning that AR content realistically passes behind and in front of people in the real world, making AR experiences more immersive.

Those improvements matter because for AR to attract advertisers and consumers, it has to offer something different beyond what anyone can experience in a 2D world. As it stands, AR is catching on with advertisers. According to eMarketer, global augmented reality ad revenues are expected to rise from $779 million in 2019 to $1.2 billion in 2020 and $2.6 billion in 2022 – not a huge number, but higher than $166.7 million generated in 2017. Most of that money is coming from display advertising. Making AR more powerful and immersive will build more momentum.

Making AR Easier

Apple did something else: made AR easier to develop. With new Reality Composer and RealityKit tools, developers will be able to create AR apps easier on Apple’s operating system. As Apple noted, Reality Composer helps anyone create AR apps even if you lack 3D experience.

But responses to the news have been underwhelming, partly because Apple is restricting these tools to its own operating system. But another reason is that journalists seem to be waiting for that next AR killer app to capture their imagination, and software development tools are not going to do that. Perhaps the AR version of Minecraft will be the next killer app. Meanwhile, advertisers will continue to create AR that engages, such as Toyota’s new AR experience and Snapchat’s ongoing AR features. People may not use AR every day, but when they do, they remain highly engaged. Apple isn’t creating engagement – but it’s giving businesses tools to do so.

For more information on how to build advertising that engages consumers through digital, contact True Interactive.

Image source: https://www.apple.com/newsroom/2019/06/highlights-from-wwdc-2019/

Instagram Explodes as an Influencer Outreach Platform

Instagram Explodes as an Influencer Outreach Platform

Marketing Social media

Influencer outreach is alive and well. Recently, Adweek reported on Instagram’s Ashley Yuki, Instagram’s interests products lead, who said that 69 percent of Instagram users come to the app to interact with celebrities, and 68 percent visit Instagram to interact with influencers.

Instagram’s Growing Presence

This is major news, given the growth Instagram has been enjoying. According to statistics portal Statista, the number of monthly active Instagram users exploded between January 2013 and June 2018, from 90 million to 1 billion. And as digital marketing agency Omnicore reports, as of September 2018, daily active Instagram users had reached 500 million. Other telling stats from Omnicore include:

  • Six in ten online adults have Instagram accounts.
  • 6 million Instagram users are from the United States.
  • 80 percent of Instagram users come from outside the United States.

When you do the math, one thing becomes clear: Instagram users represent a large market. It’s a market with an interest in celebrities. And that’s a powerful endorsement for the practice of influencer outreach.

Bad Press

The revelation is especially timely given the black eye influencer outreach suffered early in 2019. Twin documentaries about the disastrous Fyre Festival, Fyre Fraud, which aired on Hulu, and Fyre: The Greatest Party That Never Happened, on Netflix, discussed how influencer outreach was used to promote the festival as a cool, sexy event, only for the Fyre Festival to fall apart due to poor planning and unprofessional, unethical behavior. The strategic campaign ramping up to the event included spending millions on flying celebrity models down to the Bahamas so that the influencers could take pictures of themselves frolicking in paradise and post about the upcoming Fyre Festival. Additionally, on December 12, 2016, 63 influencers simultaneously posted an orange tile graphic to social media with the hashtag #FyreFest. That effort earned more than 300 million impressions in 24 hours.

The influencers were paid well for their troubles. Kendall Jenner, for example, earned a $250,000 fee, and no influencers brought in less than $20,000. But model Emily Ratajkowski was one of the only influencers to designate her post as an #ad, drawing criticisms that Fyre was misrepresented from the get-go. Post-festival, the backlash was fierce. Wired published a piece in May 2017—“Blame the Fyre Festival Fiasco on the Plague of Celebrity Influencers”—and The New York Times predicted “The Rise and (Maybe) Fall of Influencers.”

On the Rebound

FTC crackdowns, however, have subsequently had a positive impact on the credibility of influencer outreach. In a survey of 287 U.S. marketers, Influencer Marketing Hub found a huge change in attitude following the Fyre Festival debacle: “Less than half of our group (132 people) admitted they hadn’t paid much mind to the Federal Trade Commission’s regulations [regarding transparency of paid endorsements or other “material connections”] before Fyre Fest. In the wake of the fallout, though, and with the FTC already cracking down before Fyre Fest imploded, every single one of them stated that maintaining compliance will be a top priority.”

The Power of Micro-Influencers

The bottom line? Influencer outreach isn’t going anywhere. We recommend that businesses take a serious look at influencer outreach as a way of building their brands. The good news is, you don’t necessarily have to pay celebrities to build excitement: many brands are now turning to micro-influencers to drum up awareness. Well-known locally but not necessarily nationally for fitness, lifestyle, and other interests, micro-influencers typically enjoy more than 1,000 but much less than 100,000 followers, and hold sway in specific cities or regions. Consider individuals like Brendan Lowry, a Philadelphia-based micro-influencer with about 30,000 Instagram followers: his feed bursts with photos of the city beside sponsored posts endorsing local companies. If you can connect with people like Lowry, who maintain a high profile in a specific market, you may not get as much reach nationally, but you can get significant reach in specific markets that are of interest to you.

Influencer outreach is still relevant. And by doing some smart, targeted research, companies can find influencers across different markets who will be most effective for their needs. For more insight, contact True Interactive.

 

 

 

 

 

CES 2019 Reminds Advertisers about the Power of Voice

CES 2019 Reminds Advertisers about the Power of Voice

Marketing

In 2019, more than 74 million Americans will own smart speakers, up 15 percent from 2018. So it’s no surprise that the annual CES, occurring this week, has been showcasing products powered by voice interfaces. Within the first few days of CES, Google alone made a slew of announcements intended to show why Google Assistant is catching up with Amazon’s Alexa as a leading voice assistant. For instance, Google Maps now incorporates Google Assistant, and Google is working with Lenovo on a voice-activated alarm clock/visual display. Not to be outdone, Amazon announced a relationship with technology firm Telenav to make Alexa a more useful voice-based navigation tool in automobiles.

So where do these developments leave advertisers? After all, it’s not as if people are using their voices to buy products and services online. For the most part, consumers use voice as a way to find music and get weather forecasts. And most people do not use voice to search for anything online. But here’s the thing: people are using voice, and more than ever. They might not be using their voices to interact with your brand just yet, but the day is coming when they will. For a number of businesses, that day is here.

For quite some time, we’ve been advocating that advertisers prepare for a voice-first world. As I noted in a 2017 blog post, advertisers can do a number of things now to be savvy about the rise of voice. For instance, advertisers should evaluate your search queries and look for conversional text. (“Who,” “What,” “Where,” “When,” “Why,” and “How” are great phrases to focus on.) Also, pay attention to any long-tail queries that include a natural phrase such as “near me” or “can I get the number for . . . ” Use these queries to understand what consumers want to know about your products or services. That’s because consumers exercise a more natural and conversational language when they use their voices, thus altering their search behavior. You can then gather those learnings to strategize a personal user experience for voice searchers.

CES should serve as a reminder that a voice-first world is coming. You don’t want to be a laggard in that world. Contact True Interactive to make your online advertising flourish.