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MIHMORANDUM
No. 2438
November 7th, 2016


Check Out My New Company
You Know You Want To


 

Minutive, Vol. 30: My First Podcast, Google’s Voice Monetization Plans, and More.

The SaaS Bootstrapper Podcast Episode 3

BY MAC MARTINE AND YOURS TRULY
Thanks to Mac for hosting my inaugural podcast appearance, where I give my thoughts on local and voice search, SaaS  marketing, and a teaser of what I’m working on presently.

Google Voice Search Comparison Shops On Mobile, Creating Audio Ad Opportunity
BY LAURIE SULLIVAN

Our first glimpse of how Google plans to monetize Voice Search. While I’d be pretty optimistic about its adoption by retailers, it creates a massive opportunity for Apple to peel away users with better (unsponsored) results.

How Google Home turns voice answers into clickable links

BY DANNY SULLIVAN
Google is also attempting to reclaim some advertising real estate with its Home companion app. It’s ludicrous for publishers to bet on any clickthroughs from these results, however–every result will be AMP or Knowledge Graph.

Digital Ad Revenues Grow 19% Year-Over-Year in First Half of 2016

BY IAB / JASON KINT
More interesting than the report itself from IAB was Jason Kint’s insightful take–that digital ad revenues are actually shrinking by 5% when you remove Google and Facebook. Viewed through a local lens this means that advertisers are pulling back from failing options like Yelp and IYPs and doubling down on channels that work–Facebook ads, PLAs, and retargeting.

Yelp Gives Up on International Growth, Layoffs Probable

BY ANDREW SHEIVACHMAN
Meanwhile, instead of focusing on improving its product so that it delivers value to local advertisers at a reasonable price, or incubating new products, Yelp is laying off employees while its CEO tries to distract Wall Street from its precarious position by badmouthing a smaller competitor.

Publishers are using their newsletters as labs for new offerings
BY MAX WILLENS

This is a strategy I advised during my presentation at Borrell Associates’ Ad:Geo conference a year ago. Publishers that don’t adopt this strategy of a direct channel to reach their audiences face an existential threat from AMP and Facebook today.

Slightly Off-Topic:
Google Has Quietly Dropped Ban on Personally Identifiable Web Tracking

BY JULIA ANGWIN
Users should no longer maintain an expectation of privacy using any Google product — whether search, email, messaging, voice, G Suite, or Internet of Things. We’re nothing more than eyeballs and eardrums available to the highest bidder.