Cogent Weekly Newsletter 6

Sean Simon

Published on February 14, 2021

$26B of content marketing budgets are underperforming in the U.S. alone.

You have less than 1 second to engage a customer when they land on your site.

On average, you will lose 38% of your traffic due to poor layout & design.

If you improve performance by 1 second, you could increase conversions by 2%.

With Setka, it’s easy to collaborate and design engaging content.

Provides a mobile-ready experience without the extra work and time.

Partner Spotlight

This week’s spotlight is on Setka.  Our entire website highlights their technology. Setka is an editor and design tool that plugs into any enterprise level CMS. Our website is built on WordPress. Setka has made it easy for us to design branded elements and styles once, so we don’t have to recreate assets every time we publish or update content. When I want to create a new blog post, newsletter, or web page, it only takes us a few minutes because we have all the components we need already created. The tools make it quick for us to design the layout, and publish the content. The most beautiful thing for any size content creator or publisher is that you don’t need Developer resources to create or publish when you have Setka. You save time and money

The business advantage that Setka offers is around performance and SEO. With Setka, your site will load faster. The layout and design tools will make your content more engaging, therefore reducing bounce rates. These features will improve your SEO rankings because Google will view your website content as being relevant. Please see the Web Vitals report 3 articles below.

Content is now the best way to drive loyalty and generate new customers. As we begin to deal with the lack of tracking mechanisms and privacy laws, content is a way for users to find you and stay engaged. Please read more about Setka on our website and answer our survey to help us help you better.


Harris Poll shows increased visibility of Out-of-Home

Published on Billboard Insider

WASHINGTON D.C. (February 10, 2021) – Increased appetites for outdoor and shared experiences are leading consumers to: hit the highways and seek out of home activities, notice their surroundings with fresh eyes, take comfort in public safety messaging, and embrace new contactless technology. At the same time, digital device burnout is rising, with 75 percent of respondents stating that excessive time on devices is causing them to tune out digital device ads—a +7 points increase since September. These findings – from “Consumer Insights & Intent: Q1 2021,” a research report from the Out of Home Advertising Association of America (OAAA), the national trade association for the entire out of home (OOH) and DOOH media ecosystem and conducted by The Harris Poll – point to strong potential for OOH to take on new potency with consumers in the coming months.

↪ Read the entire article

A Cogent Thought:

Over a third (34%) of big-city dwellers say that they are being influenced by OOH in their purchasing decisions.

Over 40 percent of respondents said that they would be interested in learning about special sales or deals available through OOH ads and QR codes.

About one-quarter of the general public report learning of new brands or businesses through OOH.


A Cogent Thought:

In December 2020, there were over 1,500 brands spending more than $55 Million on podcast advertising.

Podcast advertising will grow 10-15% in 2021.

Brand renewal proves that podcast advertising works.

Will Podcast Advertising Keep Surging in 2021?

Published by MediaRadar

At the beginning of the pandemic, analysts predicted that podcasts would decrease in popularity without work commutes. But in reality, remote work only temporarily affected podcast listenership. By May, podcasts were proving resilient.

Right as COVID-19 was hitting the States, Edison Research reported that 2020 numbers were in line with the continued growth they’ve seen over the past 11 years. 37% of Americans, aged 12 and up, were monthly podcast listeners. And even though podcast listenership dropped in March and April, listenership returned to normal levels, if not higher, by Memorial day.

↪ Read the entire article


Why The Ad Industry Should Care About Core Web Vitals – And The Impact For Publishers Who Ignore The Dreaded “Layout Shift”

Published by AdExchanger and Web.dev

In the ever-evolving struggle to maximize traffic and ad revenue, publishers increasingly favor search traffic to bring audiences to their sites. However, publishers will soon need to balance the design and rendering of their pages necessary to boost SEO rankings against the flashy ad experiences historically demanded by many deep-pocketed advertisers.

In May 2021 Google is adding three key markers for user interaction to its SEO ranking as a means to improve user experience across the web. Core Web Vitals is an evolving set of three metrics that, if implemented by publishers correctly, can lead to better search ranking, higher performing ads, and, ultimately, higher ad revenue. However, publishers who ignore Web Vitals may not only see ad performance suffer, but their SEO ranking, traffic and overall advertising revenue could take a hit as well.

↪ Read the entire article

A Cogent Thought:

The changes to core web vitals will impact brands that leverage content to drive and retain users.

Largest Contentful Paint (LCP): measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.

First Input Delay (FID): measures interactivity. To provide a good user experience, pages should have a FID of less than 100 milliseconds.

Cumulative Layout Shift (CLS): measures visual stability. To provide a good user experience, pages should maintain a CLS of less than 0.1.


Invite a Friend

Many of you have asked us how you can help Cogent. Aside from learning more about the partners that peak your interest, we are always looking to add more members to the Cogent Collective. Originally, we thought that we would cap membership at 100. Then we realized that more members are beneficial to all members. As we prepare to launch our Private Social Platform for members only, more members means more professionals for each of you to tap into as a resource (directly or indirectly through their feedback and input). If you know anyone, within your company or outside, who could benefit from being a member of a community like Cogent and all that it offers, please feel free to make a personal introduction to me or Tom.


Podcast of the Week

Floor 9: Media Futures

Innovation Framework 101

Produced by Floor 9

Cogent Takeaways:

This is a 101 introduction to some of the most asked-about innovation territories, all in under 30 seconds. From Blockchain to Culture Pops, we covered ten obscure territories in our 90-9-1 innovation framework that we use to map the emerging media channels against their respective audience reach and ad product maturity.

In Other News:

  • Hyundai and Kia confirm they are no longer in talks with Apple regarding Apple Car production [9to5Mac]
  • Unreal Engine debuts MetaHuman Creator for creating realistic digital humans [The Verge]
  • TikTok set to unveil a suite of new online shopping tools [WWD]
  • Tesla sends bitcoin to record high with $1.5 billion investment [Financial Times]

Member Spotlight

Joe Yakuel

Founder & CEO
@WITHIN

Joe is the Founder and CEO of the world’s first “Performance Branding” agency, which he launched in 2015. Joe has experience on the brand and agency side, which helped him to launch his creative vision of accountable branding.

Joe has been an active participant in the Cogent Collective since July 2020. He reminds us to focus on the performance metrics that his clients use to measure success.

Join Joe and Team for a virtual webinar: iOS 14, IDFA, & What It All Means For The Digital Marketing Landscape taking place on March 3rd at 12:15-1:00 EST


Upcoming Industry Events

Now through February 21st: NRF 2021: The Big Show On Demand

February 22nd-25th: Challenger Brands Summit

February 23rd-25th: eTail

March 3rd: Marketing Pulse: iOS 14, IDFA, & What It All Means For The Digital Marketing Landscape


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