#BlogHerFood15: General Session: Lightning Lessons About What You Need to Know NOW!
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Transcript of #BlogHerFood15: General Session: Lightning Lessons About What You Need to Know NOW!
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LIGHTNING LESSONS ABOUT WHAT YOU NEED TO KNOW
NOW!
GENERAL SESSION
AIMEE GIESEGIESE MEDIA & GREEBLEHAUS
@greeblehaus
ANGELE LAFOND
SHOEBOX-BE-GONE
@shoeboxbegone
JENNY LAUCKSHEKNOWS MEDIATHREE KID CIRCUS
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WHAT WILL BRANDS PAY FOR
IN 2016
LIGHTNING LESSON
JENNY LAUCKSHEKNOWS MEDIATHREE KID CIRCUS
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INDUSTRY TRENDS THAT MATTER
ProgrammaticViewability
Mobile
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PROGRAMMATIC LANDSCAPE
Programmatic favors:• Audience• User paths
(cookie data)• Placement
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VIEWABILITYTHE DEFINITION
At least 50% of the ad content is visible on screen for at least one second while the user is not actively scrolling for standard ad units.
For video ad units, the definition is two seconds in view.
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VIEWABILITYWHAT TO KEEP IN MIND
• No site can achieve 100% viewability• Viewability for any site will always be a combination
of where ads are placed relative to content and user behavior.
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VIEWABILITYHIGH IMPACT AD FORMATS
• Impact ad units – skins, pinned units, interstitials• Other ad tech that support viewability – lazy load,
infinite scroll• In-Content & In-Image advertising• Native advertising• Mobile advertising• Video advertising• Sponsored editorial, advertorial and video content
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VIEWABILITY RECOMMENDATIONS
• Place “leaderboard ads” between site header and content.
• Place ads where text starts, especially if post begins with a big beautiful photo.
• Remove lower-performing units, and limit the number of ads on any page.
• Use mobile-specific ad formats on your mobile template.
@1speakertwitter
@2speakertwitter
@3speakertwitter
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VIEWABILITY RECOMMENDATIONS
Place “leaderboard ads” between site header and “Pin” ads so they persist on the screen, even while the reader is scrolling. Jonathan Carter of Pixelbind has a tutorial for making a div stick when you scroll, which may be a good starting place for the tech-savvy, or if you work with a developer.Bloggers using WordPress can try out the Q2W3 Fixed Widget plugin. Place ads where text starts, especially if post begins with a big beautiful photo.Remove lower-performing units, and limit the number of ads on any page.Use mobile-specific ad formats on your mobile template.
@1speakertwitter
@2speakertwitter
@3speakertwitter
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Image credit: Jonathan Carter Tutorial: http://www.pixelbind.com/make-a-div-stick-when-you-scroll/
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MOBILE VIEWABILITY
• How can my site achieve the highest mobile viewability?
• The worst viewability on mobile comes from templates that display sidebar ads after all the site's content. With these templates, sidebar ads should be suppressed on mobile.
• The best viewability on mobile comes from mobile-specifc ad formats that appear at the bottom of the browser window, "native" ads that appear within main content, and 300x250 ads placed above or in content for those who have the ability to insert it.
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SURVIVING MOBILEGEDDONBEST PRACTICES FOR MOBILE WEB DESIGN
LIGHTNING LESSON
AIMEE GIESEGIESE MEDIA & GREEBLEHAUS
@greeblehaus
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WHAT IS MOBILEGEDDON?• In April 2015, Google released a new ranking
algorithm that’s designed to boost to mobile-friendly pages in Google’s search results.
• Test your site (later):– https://www.google.com/webmasters/tools/mobile-friendly/
• As of 2014, more people access the web via mobile than desktop.
@greeblehaus
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MOBILE IS THE THE FUTURE
@greeblehaus
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MOBILE ADDS FLEXIBILITY• Responsive
– Can scale from desktop to smartphone easily– Can be read by Google and other search engines– Has the most important elements that users
need
• The Big Three to consider:– Desktop– Tablet– Phone
@greeblehaus
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WHY GO RESPONSIVE?• Only need one URL• Helps Google index site, only has
to crawl once• Do not have to maintain
different sites• Less load time• Ability to customize content
@greeblehaus
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STARTING FROM SCRATCH• Write down your goals• Decide if you can do this• Or hire out• Research themes
– ONLY select a theme that is fast and responsive
– ONLY select a theme that gets good reviews– READ the comments and ask questions– FOLLOW the documentation
@greeblehaus
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WE HAVE BIG THUMBS
• Content• Navigation• Photos• Buttons• Forms• Ads@greeblehaus
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THE WEB CHANGES DAILY
• Keep reading• Plan on updating monthly and
revamping every 1-2 years• There are warning signs• Don’t be afraid to invest• Test, test, test
@greeblehaus
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AUDIT-PROOF YOUR FOOD BLOG
LIGHTNING LESSON
ANGELE LAFOND
SHOEBOX-BE-GONE
@shoeboxbegone
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone
"It's generally not recommended to mix personal and biz papers - why should food be any different?"
~ @ShoeboxBeGone #BlogHerFood15
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone
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@ShoeboxBeGone