Google wants you back on the mobile web, and off of Flash. And are influencers set to rise (again)? Read our content marketing update for February 10, 2016.

Content Marketing Bulletin, February 10, 2016

Google wants you back on the mobile web, and off of Flash. And are influencers rising?


by Peter Coish

Latest from the Blog

Display Advertising: Direct Buy or DSP – Which is Right for You?

Bypassing the middleman usually means a lower price for the buyer. But when it comes to display advertising, this truism ain’t, umm, true.

Google Downranks AI Content. But Google Is Paying Publishers to Create AI Content

Google, what the heck?

Overview of Quebec’s Bill 25

Quebec’s Bill 25, officially known as “An Act to improve the protection of personal information in the private sector,” will profoundly reshape the landscape of marketing and advertising within the province.

Impact on Marketing and Advertising

The Everything App Will Amount to Nothing

Elon’s cringey press release about X as the “everything app” is a case of a billionaire smelling his own farts for too long.

The Google Ads Algorithm and the (Dreaded) Learning Period

Google Ads’ advanced algorithms learn from vast datasets to predict outcomes. Tweaking campaigns may reset this process and trigger a learning period.

Here’s our daily update for content marketing lovers.

Google, which is still mostly about search on the web, wants to break that annoying mobile app and ad-blocker habit you have. Knowing this duo is bad for its ad business, Google is trying to get you and your smartphone back on the web with Accelerated Mobile Pages (AMP) – think of it as HTML trimmed down specifically for the mobile web. Sites that use it will load lightning fast on mobile. Rollout starts this month and Google will actively encourage web publishers to use it. How? By ranking sites that do use it higher in Google search results, of course!

Speaking of Google, it announced that as of June 30, 2016 advertisers will no longer be able to upload display ads built in Flash into AdWords and DoubleClick, and stop running them altogether by January of next year. Flash’s painfully slow demise started seven years ago when Steve Jobs famously banned it from iOS. (Sadly, Steve went first.)

And speaking of ad-blockers, eMarketer this morning makes a laughable connection between them and the rise of influencer marketing. The article is relatively fact-free, with reports from advertising execs who claim that marketers will turn to “influencers” (we detest this term as much as “ninja” and “serial entrepreneur”) as they see the effectiveness of their banner ads dwindle. We’re highly sceptical, especially here in Canada where true “influencers” are few and mommy bloggers many (Sandi Ball, the Youtube star from Newfoundland pictured above with Michelle Phan, is a notable exception).

Having a kid, a Wix blog account and 20,000 Twitter followers bought from a Bangladeshi click farm does not an influencer make.

Photo via CutePolish on Facebook.