May 12, 20166 min read

Marketing Day: YouTube’s NFL deal, Instagram video ads & account based marketing

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:

Pinterest to become an affiliate’s best friend again May 12, 2016 by Tamar Weinberg After a fifteen month hiatus, Pinterest has improved its spam tracking capabilities to support affiliate links once again.
NFL expands deal with YouTube & agrees to bring more footage to its YouTube channel May 12, 2016 by Amy Gesenhues The new deal includes the addition of “three of the greatest games in the history” from each of the league’s 32 teams.
The SEO risks & rewards of buying multi-location companies May 12, 2016 by Andrew Shotland SEO value is rarely considered in acquisition deals. Using Sports Authority as an example, columnist Andrew Shotland discusses how a website’s SEO should factor into these discussions.
Marin Software & SMX Launch 8th Annual Biggest Search Geek Contest May 12, 2016 by Digital Marketing Depot Enter the 8th Annual SMX Biggest Search Geek Contest. The challenging quiz-based contest is where the world’s brightest search marketers compete to outsmart fellow search geeks from across the globe.
How Instagram is winning brands’ video budgets despite “controversial” sales strategy May 12, 2016 by Tim Peterson Brands are buying Instagram’s video ads for two reasons: They’re not costly to run and increasingly less costly to produce.
Petplan CMO says the many 4-legged loves of her life inspired the pet insurance brand May 12, 2016 by Amy Gesenhues Get to Know: Petplan Insurance CMO Natasha Ashton
Callidus’ cloud platform gets wired up for the Internet of Things May 12, 2016 by Barry Levine Data feeds from business devices redefine “customer relationships” for its sales and marketing applications.
Google Analytics replaces Search Engine Optimization report with Search Console report May 12, 2016 by Barry Schwartz Google Analytics is now more deeply integrated and tied to the Google Search Console data.
Marketers, rejoice! Today is National Fibromyalgia Awareness Day, National Limerick Day, National Nutty Fudge Day and National Odometer Day May 12, 2016 by Will Scott Are you capitalizing on holidays in your marketing campaigns? Columnist Will Scott discusses how brand marketers can use lesser-known holidays to help fill their content calendars.
The ABM view from the other side of the pond May 12, 2016 by Peter Isaacson While account-based marketing is gaining traction in the States, where does it stand in other parts of the world? Columnist Peter Isaacson explores marketers’ approach to ABM in the UK.
Flattr Plus: Publisher savior or unwelcome benefactor? May 12, 2016 by Ben Barokas Following Adblock Plus’s recent announcement of its payment tool, Flattr Plus, columnist Ben Barokas takes a close look at whether publishers will hop on board and if it can truly offer a solution to content compensation.
Google and Bing each institute bans on ads in the name of consumer protection May 12, 2016 by Ginny Marvin This week, Google announced a ban on ads for payday loans, and Bing said it will block all ads for third-party tech support services.
Marketing’s new balance: Customer connection vs. data and performance May 12, 2016 by Scott Rayden Don’t let a fixation on data let you lose sight of what’s truly important. Columnist Scott Rayden says marketers need to meet the needs of customers and create campaigns that tap into emotions.

Report: FTC looking at reopening antitrust investigation against Google May 11, 2016 by Greg Sterling International regulatory actions, state attorneys general and competitor lobbying causing agency to reconsider action.
Facebook’s paid Live deal terms restrict publishers from selling sponsored streams May 11, 2016 by Tim Peterson Facebook is prohibiting publishers it pays to use Facebook Live from getting other brands to pay to appear in those live streams.
Adobe pumps up its Marketing Cloud May 11, 2016 by Barry Levine Adds enhancements in adtech, automatic content targeting, attribution and email subject lines.