joi, 5 februarie 2015

Mish's Global Economic Trend Analysis

Mish's Global Economic Trend Analysis


Head-Banging Revisited; Obama’s 'Have-It-All' Budget; Mish Proposal

Posted: 05 Feb 2015 06:14 PM PST

Dead on Arrival

On Sunday, in More Obama Dead-on-Arrival Tax Proposals, a post regarding Obama's proposed corporate tax hikes, I asked a simple question ...

Is there a point to beating your head against a concrete wall? The answer would seem to be "no", yet President Obama continues to do just that with dead-on-arrival proposals. .... If he's attempting to pound some sense into his head, it's clearly not working.

Republican Head Banging

Now it's the Republican's turn at head-banging.


From the Washington Examiner: "The debate sounded like it usually does — with Democrats hammering Republicans trying to strip away the law's insurance subsidies and other benefits, and Republicans contending that the law remains unpopular among the public and has raised insurance costs for some people or cost them hours of employment."

What's the Point?

Obama will veto the legislation, assuming the Senate does not kill it first. That begs the question: Is there a point?

In Praise of Head-Banging

I see the error in my ways. There is a point to it, although it certainly will not pound sense into anyone's head.

In contrast to typical Washington compromise non-solutions, head-banging seldom does much harm. In fact, head-banging provides entertainment value.

In comparison, history suggests legislation nearly always makes matters worse. And it has for decades.

Obama's 'Have-It-All' Budget

What worries me now is this: $4 Trillion Budget Replaces 'Mindless Austerity'.

Politico explains further in Barack Obama's 'Have-It-All' Budget.
President Barack Obama released a $4 trillion budget Monday designed to convince Americans that they can have it all: more tax breaks for the middle class, more spending on government programs, and just enough cuts and tax hikes to keep the nation's deficits under control.

To pay for it, Obama proposed raising a number of taxes on wealthy taxpayers or businesses — some of them already dismissed as nonstarters by the Republican Congress. They include fees on big banks and taxes on companies that do business overseas — plus spending cuts on health programs and other savings — to cover the costs of all the new initiatives.

The budget calls for $1.091 trillion in discretionary spending for fiscal year 2016, $74 billion above the "sequestration" spending caps that Obama wants to eliminate. The additional spending — $38 billion for defense, $37 billion for domestic programs — would produce a $474 billion deficit for next year.
Obama Threatens to Veto Any Bill That Does Not Increase the Budged

A Washington Post article is even more scary: Obama may have new leverage with his $4 trillion budget.
Obama warned that he will veto spending bills that do not do away with the sharp automatic budget cuts, known as "sequestration," also adopted as part of that deal.

"I am not going to accept a budget that locks in sequestration going forward," Obama said in an appearance at the Department of Homeland Security's National Operations Center.
"More Spending" Compromise

Obama will not accept budget cuts and Republicans will not accept tax hikes.

The compromise solution is the same as it's always been: Republicans will get more defense spending and the Democrats will get more social spending.

Neither side is willing to address the real problem: Both social spending and military spending is out of control.

The fake deficit-hawk Republicans will cave in, as they always do. A head-banging result where nothing at all happened would be a better result.

Mish Proposal

I would readily make concessions if I got something significant in return. Here's my bargaining list.

  1. End collective bargaining of public unions
  2. Pass national right-to-work legislation
  3. Scrap prevailing wage laws
  4. Allow states and municipalities to go bankrupt
  5. End all tariffs and subsidies

My proposals would start a genuine recovery enabling cities and states to shed debt obligations in bankruptcy while lowering costs for much needed infrastructure improvements.

President Obama says he is willing to make some "tough choices". Republicans never present him with any. Instead, both parties just spend more and more without fixing any fundamental problems. 

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

Ukraine Floats the Hryvnia: It Sinks, As Expected, Down 45% Today; Carpetbaggers Take Over

Posted: 05 Feb 2015 01:25 PM PST

On February 3, I posted a chart of the "official" exchange rate at 16.24 hryvnias to one US dollar. In reality, the true exchange rate on the black market was on the order of 21.5 hryvnias to the dollar.

See Black Market in Ukrainian Currency Masks True Extent of Decline; Banks Impose 30% Foreign Exchange Fee; Freely Floating Hryvnia Announced.

Rumor had it that Ukraine would float the currency today. That rumor was correct as was my call as to what would happen. This is what I said on February 3:
How Low Will It Go?

From 8 [a valuation just over a year ago] to 21.5 represents a 62.7% decline. And I suspect it won't stop there. Why should it?

A plunge from 8 to 30 would be a 73% decline in just over a year. And that's my initial guess barring some quick monetary rescue by the IMF.

If and when the Ukrainian National Bank does float the currency, other sites will note the "shocking overnight" plunge.

In reality, the plunge has already taken place, over time. The charts just don't show that yet.

Hryvnia One Day Price Action



Chart courtesy of Bloomberg. Click on chart for sharper image.

The decline shown today is 45.13%, but as stated above, that decline really occurred over time, as measured by the black market.

What are those intraday gyrations are all about? I strongly suspect intervention to prevent an even bigger plunge. If so, another collapse is coming up.

In the last year the Hryvnia sunk from 8.29 to the dollar to 24.35 to the dollar. That's a decline of 66%, not far off my 73% projection.

It will get there, and probably more unless the IMF steps in very soon.

Ukraine Floats Currency, It Sinks

Bloomberg reports Ukraine Floats Currency, It Sinks.
In recent months, Ukraine was probably pursuing the most clueless exchange rate policy in Europe. In the run-up to the October parliamentary election, President Petro Poroshenko used his good relationship with National Bank governor Valeria Gontareva to persuade her to keep the exchange rate below 13 hryvnias to the U.S. dollar. In late September, banks were ordered not to sell more than 3,000 hryvnias' worth of foreign currency per day to their customers. At the same time, the National Bank started holding special auctions in which it sold $3 million per day to banks to set a so-called "indicative rate" that they were supposed to follow in transactions with clients.

After the election, even that artificial rate dropped quickly, moving to 16 hryvnias per dollar in a matter of days. The banks, however, only displayed that rate at exchange offices, where citizens could barely buy any foreign currency anyway. Among themselves, they traded at rates that were about 20 percent higher than the official one. For ordinary Ukrainians, there was also a lively black market, where rates were closer to the interbank ones than to the official benchmark.

Today, Gontareva announced the end of indicative auctions, allowing the banks to move to a single, market-determined rate. The result was a collapse of the hryvnia's value.

At a press conference today, Gontareva vehemently denied that she had agreed to an exchange rate of 25 hryvnias to the dollar with the IMF. "It's not even being considered," she said. But at the time of this writing the hryvnia was trading at 24.85 to the dollar.

The National Bank's decision to float the hryvnia will hardly change anything for citizens or businesses -- they just won't have a useless official exchange rate to laugh at. Ukraine saw 25 percent inflation last year; this year, prices will keep rising at a fast clip.

Today, the National Bank said its international reserves had shrunk to $6.4 billion at end of January.

The Ukrainian financial authorities' blundering has worsened the country's already desperate economic situation. The IMF is effectively setting Ukraine's policy now, because it is the country's only reliable source of foreign currency. It needs to focus on preventing Ukrainian politicians from making stupid self-serving decisions like the ones that caused the hryvnia debacle and spawned the black market. The Russian-instigated war in the east is not Ukraine's only problem: When it inevitably ends, bureaucratic incompetence, plaguing the country's transition to a modern economy, will remain behind.
Carpetbaggers Take Over

The last paragraph above says it all. The only thing I disagree with is the reference to the "Russian-instigated" war.

Make no mistake, this was a "US-instigated" war. Russia merely stepped into it, in support of separatists.

The IMF Carpetbaggers have arrived. Total destruction of the country is at hand.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

Playground Bully Theory vs. Eurozone Gang Rules; The Only (and Ironic) Solution

Posted: 05 Feb 2015 10:50 AM PST

Playground bullies pick on the weak and the feeble. Extortion (lunch money, allowances,  etc.) are common means of avoidance.

But feeding the bully never does any good. It's only when the bullied party takes action (a punch in the nose qualifies but so might complaining to the principal),  does resolution of the problem occur.

It's much harder on a bully facing a gang. Punching a gang leader in the nose could get you killed.

A frequent and unfortunate happening in inner city schools is for the bullied person to seek relief by joining the gang.

I am not talking about Chicago, Detroit, or LA inner-city schools. I am talking about Germany, the ECB, and the gang of 17 vs. Greece.

Who's the Bully?

In the following discussion, some might object to my posing Germany as the bully. They will claim Greece did this on its own.

The reality is both sides are guilty.  Germany knew (or should have known) that Greece was a bad risk.

There is a price to be paid for making bad loans. That price is inevitable default.  When you insist you do not have to pay a reasonable price for mistakes you made or insist that debt be paid back when it can't, you become a bully.

Keeping the Gang In Line

A few days ago I saw this report Eurogroup leaves door open for Syriza to partially renegotiate.

On February 2, the EU Observer reported France, US Support Greece in Debt Battle.

That bit of hope did not last long. Yesterday, French President Francois Hollande warned Greek Prime Minister Alexis Tsipras that "respecting the rules is necessary for all, for France too, and it's not always easy."

Also yesterday, The Financial Times reported Spain Keeps Hawkish Eye on Greece as Southern Solidarity Crumbles.

Gang Solidarity Reached

What happened to the token gestures towards Greece?

Gang leader Germany squashed every overture towards Greece, no matter how slight. Then, having reached solidarity against the outcast, the Mob Enforcer (affectionately known as the ECB) threw down the gauntlet.

For a description of the enforcement process, please see ECB Revokes Greek Bonds as Collateral; ECB vs. Novices; Brass Knuckles.

When it comes to playground bullies there are five possible resolutions.

Five Outcomes

  1. The bullies have a sudden change of heart and voluntarily stop their bullying.
  2. The bullied party perpetually pays the bully's demands. 
  3. The bullied party joins the gang on the gang's terms.
  4. The bullies and the bullied agree to a truce on terms favorable to the bully.
  5. The bullied party finally decides it has had enough.

Those are no other choices.

In practice, number one does not happen until everything else has failed a number of times.

On the playground, choices number 2 or 3 most often win. Choice number 4 goes something like this: "Give me another candy bar and I will be your friend." If the bullied party pays up, The bully soon demands an extra candy bar a week.

Admission of Obvious Truth

The first step in solving a problem is to admit you have one.

In a interview yesterday on Zeit Online, Greek finance minister Yanis Varoufakis admitted the obvious truth: "I'm the Finance Minister of a Bankrupt Country".

It took an amazing amount of time to admit the obvious truth, but the important point is the truth is finally on the table.

Effectively, Greece finally admitted that it has no more funds to pay the bully. That's an important step, and it precludes option number 2, perpetual payment to the bully. It also precludes option number 3 because properly joining the gang requires payment owed to the gang, and Greece does not have those funds. It is bankrupt.

Option 4 is the can-kicking exercise everyone hopes for.

However, Greek Prime Minister Alexis Tsipras and his finance minister Yanis Varoufakis have ruled that out. They do not want a can-kicking truce that does not properly take into consideration one simple fact: Greece is bankrupt.

If Greece is truly serious, there's nothing left but option 5: The bullied party finally decides it has had enough.

Does Option 5 Mean Grexit?

I have been thinking about option 5 quite a bit. What if Greece defaults, but claims it will stay on the euro? Who is going to kick them out of the eurozone gang?

Eurozone Gang Rules

Rules of the eurozone gang are such that once in the gang, no one can kick you out. No one can stop you from leaving, but there is no means to kick someone out.

The ECB can shut off all funding, but as long as Greece maintains a primary account surplus (current account surplus excluding debt service), what is the ECB to do?

Greece does have a primary account surplus (tax receipts are sufficient to pay the bills excluding  debt payments), but if Syriza honors its election promises, that surplus would instantly melt.

Only Solution

A default with the intention of keeping the euro is the only solution, assuming Syriza is truly serious about wanting to stay on the euro.

It will not be easy, but it appears feasible.

Greece would need to institute all kinds of reforms immediately. Syriza would also have to abandon many left-wing proposals and Greece would likely have to agree to pay back the ECB and the IMF in full.

In regards to the bulk of the debt owed, Greece could then ask for and eventually get the debt restructuring conference it wants. The payoff for my proposal would be spectacular.

Spectacular Payoff

  1. Extend-and-pretend solutions for many countries would die on the spot, a much needed event.
  2. Syriza would have to abandon numerous and unrealistic socialist goals.
  3. Unburdened by debt payments, Greece GDP would rise.
  4. Greece could stay on the euro as long as it maintained a primary account surplus.
  5. Hyperinflation would not rear its ugly head as it might if Greece returned to the drachma.
  6. Greek productivity would soar.
  7. Costs would fall and the world would see price-deflation as a good thing, not bad.
  8. Central banks would learn a huge (and badly needed) lesson about sponsoring a proliferation of debt, hoping to meet counterproductive inflation targets.

Ironically, Greece would become more like Germany! Isn't that what everyone claims to want?

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

Damn Cool Pics

Damn Cool Pics


Emma Watson and Kristen Stewart Mashup

Posted: 05 Feb 2015 10:30 AM PST

This is Emma Watson.



And this is Kristen Stewart.



And this is Emma Watson combined with Kristen Stewart.

This Will Totally Change How You Look At Star Wars

Posted: 05 Feb 2015 10:19 AM PST













10 Hot Connected Car Trends for 2015 and Beyond [Infograhic]

Posted: 04 Feb 2015 07:55 PM PST

Internet-connected cars give us the ability to think of our cars as smartphones on steroids. Coupled with sensor and optical technologies, our cars will be able to do things we've never dreamed. This infographic shows ten of the hottest connected car trends for 2015 and beyond that enable this automotive revolution.

Click on Image to Enlarge.

via jabil

Maximize ROI via Content Distribution Networks - Moz Blog

Maximize ROI via Content Distribution Networks - Moz Blog
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Maximize ROI via Content Distribution Networks

Posted on: Thursday 05 February 2015 — 01:15

Posted by andrewmeyer


This post was co-written by: @AndrewMeyer8 & @AudreyBloemer at Seer Interactive.

Back in 2013, Seer began testing the use of content distribution networks to help promote assets and valuable content across the web. Our goal was to test a variety of distribution networks to determine the best ways to pay for promotion on client content and assets. Overall, we wanted to test the impact paid content promotion had on assets that we had previously launched and to measure the impact of this traffic on the high-level goals of each client.

For those of you unfamiliar with this form of content marketing, content distribution networks are quickly becoming powerful tools for engaging new audiences and expanding the reach of creative content. This method for online advertising provides content within the context of a user's experience, making the native advertising feel less intrusive and more like part of a discovery process, all while increasing the odds that users will click-through.

The native ads appear at the bottom of well-known content sources like Time, CNN, USA Today, ESPN & the Huffington Post, and are served to users based on a variety of algorithms. This reduces the feeling of actually seeing an ad, as users are captured when they finish digesting other content and feel they have discovered the promoted content naturally.

content distribution network

What started out as a $10k intern-led test for Seer has expanded into a full-blown service offering for current clients that we're working hard to improve every day. Wil Reynolds also presented on this during SearchLove London. With a growing amount of data across multiple networks, we'd like to:

  • Compare overall stats for a few content distribution platforms
  • Share the results from some of our most recent campaigns
  • Offer tips to help you maximize the ROI on your campaigns
  • Provide feedback on some of the content platforms we've used, researched or tested
  • Share a few tests we'll be running in 2015!

Content distribution networks to test

Below are the metrics we have across multiple clients and niches for networks with significant data to report on. This includes a mix of mobile, tablet and desktop advertising, but we've also broken it out individually. Since conversions vary across all our clients, we'll report on specific conversion metrics in a later section. Across almost 1 billion impressions, here are the metrics we've seen.

Overall metrics by network

taboola outbrain analysis

* Seer used nRelate throughout 2014 to promote content that was niche-specific to tech, computers/gaming, and gadgets. In December 2014, nRelate announced they would be shutting down after five years in the industry.

While we did use separate platforms for different verticals, clients and niches, visitors coming from Outbrain tended to be more engaged. Typically these visitors from Outbrain were also more familiar with those brands and were not new visitors. We typically used Taboola to promote newer clients with less marketing reach and therefore the higher new visitor percentage and bounce rates are to be expected.

Comparing mobile vs. desktop

mobile v desktop analysis taboola outbrain

We've seen higher engagement rates for lower costs on mobile devices across both networks. When a client has a responsive, mobile-friendly site and a positive user experience on mobile we always recommend testing mobile campaigns.

We usually start by separating the audiences into two campaigns, one targeting mobile/tablet users and one targeting desktop users so we can monitor performance, CPCs and spend on an individual level. This allows us to get the best bang for our buck.


Tracking conversions & ROI on goal-specific campaigns

Building a holistic campaign for conversions

Goal Set: Promote one landing page for a large client in the B2B product industry targeted at small business owners using a holistic campaign across native advertising, Google Display Network (GDN), Facebook, Twitter, LinkedIn, and outreach. The goal was to help generate 10 total conversions, with a goal CPA of $1,200 or less.

Results & ROI: Below is a breakdown of our results from this campaign, outlined by source, total percent of our spend, the sessions this spend drove and the percent of conversions for our campaign. Overall, we were able to reduce our CPA to $64.22 from the paid promotion efforts.

We spent the most with Taboola and it also drove the highest number of sessions. While Twitter spend was lower than three of the other channels, we were able to achieve a 10.53% conversion rate for the users we were able to drive to the site.

Despite Taboola having the lowest conversion rate, it was able to generate the largest percentage of conversions because of its ability to drive large quantities of traffic.

comparing conversion rate paid promotion

Improvements for Next Time: Next time, we'd like to better optimize our titles from paid distribution to target the demographics of our audience. We were looking for brand awareness and exposure, but could have altered our titles sooner to better target the niche market we were targeting which was small business owners.

Brand awareness & link building

Goal Set: Use Taboola to promote six content blogs from a recognized food brand to generate 5,000 visits for brand awareness & get 10 sites to link back to our content.

Results & ROI:

Taboola ROI

We ended up spending about $2,000 including setup time & spend, and drove over 11,000 clicks at a CTR of 0.055% to these posts. Over 6 posts, we saw an additional 1,000+ social shares and 82 new referring domains, or about $24.39/link. We also saw 31% higher pages/visit and a 28% lower bounce rate than our average campaign metrics.

Since the blog posts were all new and no outreach had begun, we were able to attribute the linking domains to paid distribution. Combined with the social shares, blog post comments and other goal completions throughout the site, we were very happy with the ROI for this campaign.

Important Note: Directly correlating links to content distribution networks can be difficult, so we recommend testing this with brand new blog posts, prior to any outreach, and using tracked URLs to differentiate traffic/conversions from the distribution networks. This also works best when you're promoting relevant and sharable assets in the right industries.

Improvements for Next Time: If we had redone this campaign, we would have made the embed links and social sharing buttons on the landing page more accessible and easier to use. The content we were promoting was timely, so the pickup was much better than if had we promoted during a down time.

Goal completions and lead completions

Goal Set: Promote asset from a prominent B2B company to increase lead generation.

Results & ROI:

CDN conversion rate

Through Taboola, we were able to promote the content on high quality sites like Entrepreneur and CNN Money. In less than one month, we drove 8,348 new visits at an average CPC of $0.32 and saw a 2.31% conversion rate, leading to 205 overall goal completions.

Improvements for Next Time: In the future, we'd recommend tracking additional assisted conversion goals to more accurately report ROI to the client. The page we promoted only had one clear CTA, so we also recommended including more prominent secondary CTAs such as social shares and PDF downloads to further increase the ROI and get visitors to complete additional actions on the page.


10 steps to better maximize your ROI

  1. Use Custom Tracking URLs & Parameters - Setting up parameters for your landing page URLs can help you track ROI all the way down to specific images or titles. Platforms typically offer the ability to include parameters on campaigns, but we'd recommend testing down to the image & title level as this can also help you determine which titles brought in more qualified traffic. By placing custom tracking on your embed links, you can also better track the link building results of your content promotion.
  2. Set Goals Prior to Launching a Campaign - Setting goals is a great way to both measure the success of your promotion and make improvements for the following campaigns. This will also help you to manage expectations for yourself and your clients.
  3. Include Micro Conversions on Landing Pages - Micro conversions help to track additional ROI from your content distribution. Maybe email signups or following your brand on social are valuable micro conversions for your business. These can also lead to additional reporting values once the campaign closes.
  4. Use Event Tracking on Landing Pages - Event tracking is by far the most useful method we have for tracking micro conversions. These can be assigned a variety of fields for a more granular analysis. We expand further on this process here.
  5. A/B TEST! - We can't mention this enough, but regardless of the goals behind your campaign, always set up some sort of A/B test. At a minimum test a few different titles and images on each piece of content you decided to promote. You can also test landing pages performance and optimize your pages for conversions! Setting a daily cap on your campaigns allows you to decipher the data and make changes before spending your entire budget in a day!
  6. Set a Daily Cap & Don't Be Afraid to Cut It Off - Setting a daily cap on your campaigns allows you to decipher the data and make changes before spending your entire budget in less than a day. Also, don't be afraid to cut off a campaign if the results are underwhelming. Usually two or three days of data is enough to tell if it's worth your time and investment. Cut it off and regroup with better titles, images or new content all together.
  7. Add a Static Content Widget Below Your Own Content - When we tested paid promotion vs. PPC, we found that on average, content distribution networks had an 8% higher bounce rate. In order to combat high bounce rates, perhaps include a custom widget at the bottom of your posts to keep users on your site. How did people end up finding your articles? Through the "read more" or "you may like" sections below content pieces! You can either hardcode additional blog posts at the bottom or rotate your most popular articles to help keep users on your site and engaged with your brand's content.
  8. Use Your Data to Inform Future Decisions - Once you A/B test titles, images and landing pages, measure the success of each campaign and use that data to inform future content and marketing decisions. If certain titles or images resonated well with your audience, update the posts you promoted and use this knowledge to help make future decisions. You can even use the data to inform your PPC decisions as well!
  9. Write Titles to Better Target Demographics - With most content distribution networks, you can't target by demographic or interest. One way to better utilize your spend is to speak directly to your audience with your campaign titles and images. In one campaign, we were looking to target 35-45 year old mothers for a contest and used CTAs in our titles that were focused directly at moms.
  10. Implement Social Sharing Numbers and Prep for the Residual - We've found that making your social sharing buttons more prominent and including social sharing counters led to an exponential increase in shares. Also, prepare for residual traffic after you pause a promotion. Looking at the cumulative traffic to five landing pages of a recent campaign, we saw an additional 15,540 visits to these pages over six weeks, from social and new backlink referrals, after the promotion ended. If you've found the right audiences that share via social, the reach for the campaign continues to grow even after the promotion ends.

paid promotion timeline


Features for each distribution network

Seer POV: Overall, we've found that this platform is highly scalable as you can send a higher quantity of traffic more quickly than others at a lower cost. In terms of quality of traffic, bounce rates compared to Outbrain are slightly higher and on average users spend less time on site than Outbrain visitors. However, depending on niche, Taboola can outperform Outbrain.

Pros: Generally less-expensive CPCs than other platforms, easier to upload content, images and titles, well-respected news and content publishers.

Cons: Can't edit multiple campaigns or multiple titles/images at once, somewhat outdated admin/backend platform, and inability to pull native ad examples appearing in the wild.

taboola pros cons

Seer POV: Along with Taboola, this is one of Seer's favorite distribution networks. One intriguing development for Outbrain is they recently became the sole provider of content distribution for Time.com, which makes their platform more appealing to advertisers like ourselves in 2015.

In terms of quality of traffic, Outbrain generally sends fewer visitors to the site for the same cost as Taboola, but users are more engaged and tend to have a higher conversion rate.

Pros: Better post-click results in our tested campaigns and easy uploading system.

Cons: The self-service admin is also a little difficult to use. Can't pull large data sets from the admin, so when comparing to a Twitter or Pinterest Analytics dashboard, there is definitely room for improvement!

outbrain pros cons

Seer POV: Gravity once had a substantial monthly minimum, which caused us to initially forgo testing in 2014. Now that the threshold has been lowered, we've started planning initial campaigns for Q1 of 2015. Some of their larger network sites include Wordpress, AOL, Forbes & exclusivity with the Huffington Post. Gravity also has some niche specific sites that might work well for auto, beauty and sports content. We'll follow up once we have statistics to share.

Seer POV: ZergNet operates differently than the other distribution networks, as it is not yet monetized. It's free to work with ZergNet, but you're required to have a widget placed on your site to promote your article (along with others), that sends traffic to the ZergNet homepage. The problem with this model is that it's a 1:1 relationship and you must push traffic from your site to Zergnet in order to capitalize. If you are looking for a CPC mode,l you will not find it here. While a CPC model is not yet available, there are plans to potentially expand to this in 2015.

Seer POV: Initially, there were high monthly minimums for spend, however if you upload funds via a credit card, then there are no monthly minimums. The biggest advantages we see is here is the ability to target based on interests (other content networks use an algorithm that advertisers can't control) and implement retargeting for ads. Publishers include Forbes, VentureBeat, Parade, Bloomberg, Answers.com and more.

Seer POV: Zemanta has moved away from their old platform to promote content at scale across multiple content networks. They'll aggregate your content into multiple ad formats, then use platforms like Outbrain, Adblade, Gravity, and Disqus to promote them at scale. We prefer to work directly with each platform for more transparency and control over campaign optimizations.

Others we've reviewed, but not yet tested:


What's next? What we're testing in 2015

2015 is going to be another big year for content marketing, especially as digital continues to grow into a more holistic marketing channel. As we shown above, we've spent a lot of time testing out various networks and strategies in 2014 and are excited to continue the push in 2015, specifically on paid social promotion combined with content distribution.

Content promotion is more than just building links; it's about doing #RCS and running integrated campaigns to drive engagement and interest in your business. During the course of the year we worked closely with one of our largest ecommerce clients to support several marketing campaigns.

The goal was to drive engagement with the assets created and ultimately to drive users to complete the desired conversion action, which was a combination of signups and downloads. The results of this campaign led us to put more emphasis on this holistic approach.

paid promotion comparison chart

While not all social networks have the scale of the content distribution networks, their targeting abilities more than make up for it. You can see that overall conversion rates are much higher with relatively comparable CPCs. While, setting up multiple, A/B tested social campaigns is a more tedious process and slightly more costly compared to content networks, the results we've seen when compared 1:1 to content distribution are promising.

Lastly, since Pinterest just opened up their ad platform to businesses in January, we'd like to start combining content distribution with concurrent Pinterest promotion to determine how Pinterest ads stack up against the variety of other distribution platforms. We're already seeing quite a significant ROI in our initial test, with CPCs ranging from $0.20 - 0.25 and CTRs around 0.15% - 0.20%.

Do you have any data to share on other content distribution networks? Are there any other networks we should be testing in 2015? We'd love to hear your comments below or feel free to reach out via Twitter - @AndrewMeyer8 & @AudreyBloemer!


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Seth's Blog : A bird in search of a cage

A bird in search of a cage

So much freedom, so much choice, so many opportunities to matter.

And yet, our cultural instinct is to find a place to hold us, a spot where we are safe from the responsibility/obligation/opportunity to choose. Because if we choose, then we are responsible, aren't we?

HT Kafka.

       

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