Marketing Day: YouTube ad announcement, Barnes & Noble College CMO interview & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

YouTube’s unskippable 30-second video ads will sunset next year Feb 17, 2017 by Ginny Marvin Shorter ads will be the focus as the traditional 30-second spot is pushed out.

Broken link building made easy Feb 17, 2017 by Patrick Stox Broken link building is a great tactic, but prospecting for broken links in your niche can be time-consuming and inefficient. Luckily, columnist Patrick Stox has a handy method for identifying relevant broken linking opportunities.

No more free ride: Wall Street Journal pulls content out of Google’s “First Click Free” program Feb 17, 2017 by Danny Sullivan WSJ move might cause other publishers to remove content from Google’s program, if it turns out ‘Subscription’ label doesn’t hurt conversions.

Can we machine-learn Google’s machine-learning algorithm? Feb 17, 2017 by Jayson DeMers As Google becomes increasingly sophisticated in its methods for scoring and ranking web pages, it’s more difficult for marketers to keep up with SEO best practices. Columnist Jayson DeMers explores what can be done to keep up in a world where machine learning rules the day.

Missed link-building opportunities: Reclaiming broken links Feb 17, 2017 by Janet Driscoll Miller Link building is an investment, so don’t let your efforts go to waste! Columnist Janet Driscoll Miller shares two ways you can reclaim backlinks that are producing 404 errors.

A CMO’s View: How Barnes & Noble College builds its marketing around Gen Z & Millennial needs Feb 17, 2017 by Amy Gesenhues Lisa Malat says her brand is focused on initiatives that support the academic and social experience of the students it aims to serve.

Traction Media launches Live Suite for delivering a live video stream across many sites Feb 17, 2017 by Barry Levine The Suite, which also offers social promotion and analytics, is designed to drive viewership and promote events.

[Podcast] Marketing Land Live #45: What are haptic ads with Josh Stivers of Immersion Feb 17, 2017 by Matt McGee In this week’s show, we talk about a new kind of mobile ad that consumers can feel as they watch — they’re called haptic ads and brands are starting to try them out.

Why marketers’ approaches to sales shoppers must change Feb 17, 2017 by James Collins Columnist James Collins dives into data on the behavior of shoppers who are looking for savings and discusses what it means for your marketing strategy.

Intro to Agile Marketing: Work faster and smarter by changing how you work Feb 16, 2017 by Digital Marketing Depot Are you struggling to keep pace with rapidly changing customer needs and market demands? Are you slowed down by organizational silos, hierarchies and processes? It may be time to get agile. More than 90 percent of marketers who have adopted agile marketing say it has improved their speed to market for ideas, products and campaigns.