Category: News

We’re delighted to announce that dianomi has made The Sunday Times Hiscox Tech Track 100, the prestigious league table which ranks Britain’s top 100 private technology companies with the fastest-growing sales over their latest three financial years.
Our inclusion in the Tech Track 100 is testament to the success we have achieved in the market. Thank you to all who’ve supported us so far – this achievement has only been possible due to our dedicated customer base and our fantastic team.
To view the full list click here.

NEW YORK CITY — Dianomi, the only native content marketing platform focusing exclusively on business and financial services, today announced that publishers and advertisers can more effectively target individuals and audiences, with native advertisements on Dianomi’s network of 275+ business and finance publishers, using Dianomi’s just launched data management platform (DMP).
 
Using the DMP, publishers and advertisers can gain access to insights on the 100 million monthly unique users on the Dianomi business and finance network and use these insights to better target them with the native ad content that will resonate best.
 
“Dianomi’s proprietary DMP is the core of our platform and the engine behind which we will be continuing to roll out new features for both our advertisers and publishers,” said Rupert Hodson, CEO of Dianomi. ”Right now this includes audience targeting, but soon we’ll be able to dive deeper, using the DMP for content intelligence.”
 
In the future, advertisers and publishers will be able to use Dianomi’s DMP for content intelligence, specifically: looking at the 18 million articles on the Dianomi network each month and analyzing the data to understand what topics are trending and which topics readers are most engaging with. Armed with this data, advertisers can target readers ensuring that their contextually relevant native ads are aligned within the publisher’s environment.
 
“We are uniquely sitting on a wealth of data within business and finance,” continued Hodson. “Our DMP is central to enabling us to understand the digital behavior of the audiences that we reach and ensuring that we present the most relevant sponsored content to them.”
 
 
About Dianomi
Dianomi™ is a global leader in premium content marketing. We are the only native content platform that focuses exclusively on the Business and Finance vertical. Through our natively integrated Sponsored Content Units, we promote links to our advertisers content across leading tier 1 global publishers and stock exchanges. For more information about Dianomi, go to www.dianomi.com.
 

Last December, a consortium lead by internet giants Facebook, Microsoft, Twitter and YouTube announced it would cooperate on a plan to help limit the spread of terrorist content online. None of the organizations made a commitment, at this time, to remove these videos.
So, it should have come as no surprise to advertisers when, three months later, they learned that their ads may have appeared next to videos filled with hate speech or those that directly funded terrorist organizations on YouTube.
What advertisers may not realize is that the problem they are facing is bigger than brand safety. Rather, the explosion of user-generated content and the growth of audience-based targeting have all but completely eroded context from the advertising buy. Advertising aligned with terrorist propaganda on YouTube is an artifact of this trend.
How did we get to this point? The ad industry as it stands is a duopoly, with Google and Facebook racking up over $50 billion in ad revenue in 2016 out of $72 billion in total. It is estimated that YouTube’s piece of that pie is annually around $10 billion, 15% of the total industry. Read the full article here.
The appeal of YouTube to advertisers is its huge audience and seeming unlimited pre-roll inventory. But, combining scale and automation with inventory diversity is not without its challenges, as we’ve seen. If you have scale and inventory, but lack context, you’re significantly decreasing purchase intent and branding.
Two years ago, at an industry conference, Gary Vaynerchuk, CEO of VaynerMedia said of contextual advertising that “if content is king, context is god.” He then urged advertisers to “respect the room you’re storytelling in.” The problem with automation is that most advertisers don’t know the room in which they’re telling their story.

So, what’s a brand to do? – Read the full article here.

Mattress startup Purple made waves last week when it went public with the secret sauce of its digital strategy.
Some in the industry were mesmerized to learn that Purple’s digital ad performance went up, and its costs went down, when it focused on creating quality ad creative. Just like traditional advertising, it developed multiple iterations of an ad, tested and tweaked, a tried and true process that the TV space has used for years but that digital has de-emphasized in favor of targeting.
Certainly, all of digital can benefit from optimization and testing, even native advertising.  As David Ogilvy wrote in his 1963 book, Confessions of an Ad Man, “A change in headline can make a difference of ten to one in sales. I never write fewer than 16 headlines for a single advertisement.”  To this day, David Ogilvy’s advice is wise and true. Data shows that the better the headline, the better a native ad performs.  The best performing headline that we’ve seen performed at 650% more than the average.
In native advertising, certainly the headline is the best chance for a quick win to drive more sales.  Here are five surefire tips to master your headline creative in your next native ad:
 

> Write for the time-poor reader. According to data from Microsoft, people lose concentration after eight seconds. This is why the best headlines are 70 characters or fewer and get straight to the point.

> Use high performance words. There are 49 words that best perform in headlines. Some of them are:Numbers and years: 5, 7, 9, 10, 20XX: The No. 1….

– Questions. What, Why, When, Which, Will, etc.

– Adjectives: Top, Exclusive, Essential and Critical

– Benefit:  Ways, Rules, Tips, Facts, Lessons, Reasons and Secrets

– Opportunity: Free, New, Easy, Now, Quick, Last and Chance

> Qualify the audience–We did this in our headline above and you should also qualify your reader in your native advertisement. Words like advertisers, marketers, moms, investors and students are all great examples of words that qualify the reader.

> A/B test: like in the situation of Purple, there is no reason why you cannot and should not test your native ad content. In one situation, we tested two headlines where one headline generated a 48% higher click-through rate than the other by making small tweaks to the overall headline.  Note: make sure your A/B tests are statistically significant with less the a 5% chance of random error.

> Get into your customer’s head. The key to any marketing is knowing what is important to your customers. A/B testing will only tell you how one ad performs against another. Spending time with your sales team, and understanding what’s important to your customers, should be key to informing any content strategy. The more meaningful your communication, the more likely a reader is to take notice.

To read article on MediaPost Click Here

With 90% of advertisers saying that they’re reviewing their programmatic advertising contracts and demanding more control and transparency, you know there’s a transparency problem. In programmatic, there are brand safety and measurement issues because too many advertisers have too little insight into where their ads are running and how each site is truly performing — e.g., is that traffic legit, or is it from a bot?
 
Demanding more transparency from agencies and platforms is one way to address the problem. Advertisers can also take steps on their own to track the effectiveness of a campaign. It starts with knowing on what publishers their ads are running.
Click Here to read the rest of the article
 

The power of a great headline applies to all forms of content. Whether you’re writing for infographics or promoting webinars, your headline is what will make the difference to open rates and click-throughs. It will make, or break, a campaign.
One of the most compelling ways to up your open rates is to use proven high performance words and follow a basic formula. It may sound simple, but it works. Many make the mistake of trying to make headlines too clever or obscure, but what you should be doing is making it immediately clear what your article will deliver.
As experts in creating digital adverts for financial brands which achieve cut-through, we’ve found the following are the 49 words found in best performing headlines:
 
• Number or Year: 5, 7, 9, 10, YYYY, The No. 1
• Question: How, to, What, Why, When, Which, Will, Compare
• Adjective: Top, Exclusive, Special, Essential, Critical, Key, Best, Worst, You(r)
• Benefit: Ways, Rules, Tips, Facts, Lessons, Reasons, Principles, Secrets, Mistakes, Steps
• Opportunity: Free, New, Easy, Now, Quick, Last, Chance, Save, Discover, Don’t, Miss, (N)ever
• Media: Magazine, Report, Guide, Video, DVD, Whitepaper, Download
(The list above includes: Ogilvy List + Jeff Goins List + dianomi List – Compliance headaches)
 
The formula = Number or Question + Adjective + Benefit + Keyword + Opportunity + Media.
 
But it’s not enough just to apply the formula. The key to success is taking the formula and applying it to your own audience, evaluating what works best for them. Changing just one word can make a huge difference. Measuring and tracking results for all campaigns will help build a picture of what works best, as well as carrying out AB testing to optimise the results. Knowing your target audience and identifying what will resonate should be at the heart of all your digital content. Get the right message in the right place at the right time, and you’ll see results.
Essentially, it’s about blending science and art – combining the science of a winning formula, with the art of knowing your audience and what will appeal most to them.
Click here for more information on our services.
 

Online content has a perception problem, an issue highlighted by the following NY Times article: Lost in the Digital Swamp, click here.
 
Essentially, there’s a somewhat seedy side to online content – the world of click-bait and misleading adverts which tap into basic browsing behaviours. It’s the type of content which uncompromisingly fails to deliver on headline promises and leaves users feeling cheated. Some news sites have banned these links from their pages but some have been seduced by the easy revenue potential, to continue to allow them. And that’s giving digital content overall a bad name.
 
This perception problem can make many brands nervous of online content. And it’s not surprising that they would feel like this. You only have to look back at the recent scandal of adverts for well-known brands appearing alongside potentially damaging content, to see the perils of placing online content on a platform which can’t guarantee exactly where your advert is going to be placed.
 
Financial brands, in particular, have to be extremely careful about knowing exactly how and where their online content is going to appear. Protecting brand safety in a world where news travels fast is vital to avoid reputational armageddon.
 
Our ethos is that the quality of an online advert’s context is as important as the quality of the content itself. We only use 250 premium business and financial sites as channels and we guarantee 100% transparency – our clients are reassured that their content is only going to appear in context.
 
We start with the end user in mind, not the shock-factor of a clickbait article. Truly creating advocates only happens when there is trust and an expectation of a promise of content which will deliver.
 

Dianomi, the financial content marketing platform, are excited to announce the addition of AI-CIO to their roster of premium partners – with sponsored Financial Content recommendation units recently launching across desktop and mobile versions.
 
AI-CIO, Chief Investment Officer, informs and network the world’s largest asset owners and the people who advise them. CIO’s website provides the latest news, opinion, and research focusing on the overarching investment issues affecting public and corporate pension plans, endowments, foundations, healthcare capital pools, and sovereign wealth funds.
 
The addition of AI-CIO to the Dianomi publisher list increases the large decision making and influencer audience of the Dianomi network.
 
To find out more about partnership with Dianomi, please contact [email protected] for more information.