🔊 How do you measure influencer authenticity?

Plus, YouTube to stop full-day masthead reservations. Nov 04, 2020 Good morning, Marketer. Late night? Like me you’re probably nursing strong coffees this morning, but while we’re waiting for the caffeine to kick in let’s talk for a minute about the most foundational of marketing disciplines: search marketing. Earlier this week [we posted the agenda for our virtual SMX event]( and take a look at some of the session titles to see the kind of advanced education we’re offering: - Google Algorithms And Google Penalties, Explained By An Ex-Googler - Creating A Content Marketing Program From Scratch (And Diversifying Your Traffic Sources) - Losing Your Cookies: CCPA, The Cookiepocalypse And IDFA Deprecation - An Epic Ads Automation Debate: RSAs vs. ETAs - Understanding The Potential Of GPT-3 We built the agenda to address the kinds of questions serious marketers are asking. We’d love to see you in December. There’s more in the newsletter below, including a look at measuring influencer marketing effectiveness and an update on YouTube ads. Henry Powderly,VP, Content Social Short YouTube to stop full-day masthead reservations Starting next year, YouTube will price its homepage masthead ad unit on an impression basis only rather than allow advertisers to reserve the spot for an entire day. “For years, advertisers asked us for more flexible options for appearing in the YouTube masthead, which is why we introduced the cost-per-thousand (CPM) Masthead in 2019 and earlier this year told advertisers that it would be our primary masthead reservation option in 2021,” the company told [CNBC]( in a statement. “This change gives advertisers more budget flexibility and applies across all verticals — not just political advertisers.” Why we care. Though advertisers were notified earlier this year that Cost per Day (CPD) pricing would end, it caught attention this week as the Trump campaign reserved the homepage masthead for election day and the two preceding days. YouTube said the change isn’t related to political advertising or the election. Masthead CPM pricing has been available for more than a year. The CPM model also gives advertisers targeting options, whereas with the CPD option, every user sees the ad when they land on the YouTube homepage. Tomorrow: Ready for Anything--How to Infuse Agility into Your Marketing Strategy Change has come to define the past year, and it will probably define the next one, too. Some marketers are exhausted from pivoting from one surprising development to the next. But it doesn’t have to be this way. Operating with agility can help you succeed today, stay ready for anything, and even save both time and money. Join this webinar to learn more. [RSVP Today »]( Influencers What marketers need to know about authenticity in influencer marketing Influencer marketing can have the appearance of something which works based on hunch or instinct. Maybe if you have a fashion or beauty product to launch, and infinite budget, you just have your people call Selena Gomez’s people, and you’re done. Of much more interest to our readers, we believe, is the role of influencer marketing in less splashy campaigns, the role of micro-influencers, and even the part played by influencers in B2B marketing. But the bottom line is authenticity. Selecting the right influencers for your brand or campaign means weeding out those who have inflated followings and artificial engagement. A stunning 22% of those who follow influencers, for example, are thought likely to be inauthentic accounts: that’s according to HypeAuditor, an influencer platform which specializes in vetting influencers (it has a database of some 19 million). The influencer may be great, but what about their audience. HypeAuditor has distilled metrics into an Audience Quality Score; it’s not the only thing to look at while selecting influencers, but a low AQS will likely mean low impact. [Read more here.]( How CDP tech helped CarParts.com step up its customer-centricity [Sponsored by BlueShift]( Before adopting a Customer Data Platform (CDP), CarParts.com had a vast dataset of customer behavioral data, but had issues with scaling to take advantage of it. In addition, it wasn’t able to glean insights from real-time signals as it would have liked to do. “We weren’t really getting to that one-to-one personalization and we felt like we were falling short,” said Houman Akhavan, CMO of CarParts.com, speaking in a recent session at the MarTech virtual conference. “With all of the advancements available in CDPs we saw the value of being able to really understand the voice of the customer and being able to market to them in a very relevant and personalized fashion.” [Read More>>]( Search marketing success starts here Forward-thinking keynotes from Areej AbuAli and Mike King, 45+ tactic-rich SEO and SEM sessions, 1:1 community networking, and more. Book your SMX pass by November 14 for just $199! [See the agenda »]( Quote of the Day “If you’re wondering how to replicate an in-person event online, you’re thinking about it the wrong way. Instead of asking how you substitute online for in-person, focus on the more essential question. Ask how you can best drive engagement remotely.” [Mark Roberts](, CMO, PGi. [Marketing Land] []( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe.]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA [Manage my preferences.]( © 2006-2020 Third Door Media. All Rights Reserved.