#blogherfood15: general session: lightning lessons about what you need to know now!

LIGHTNING LESSONS ABOUT WHAT YOU NEED TO KNOW

NOW!

GENERAL SESSION

AIMEE GIESEGIESE MEDIA & GREEBLEHAUS

@greeblehaus

ANGELE LAFOND

SHOEBOX-BE-GONE

@shoeboxbegone

JENNY LAUCKSHEKNOWS MEDIATHREE KID CIRCUS

WHAT WILL BRANDS PAY FOR

IN 2016

LIGHTNING LESSON

JENNY LAUCKSHEKNOWS MEDIATHREE KID CIRCUS

INDUSTRY TRENDS THAT MATTER

ProgrammaticViewability

Mobile

PROGRAMMATIC LANDSCAPE

Programmatic favors:• Audience• User paths

(cookie data)• Placement

VIEWABILITYTHE DEFINITION

At least 50% of the ad content is visible on screen for at least one second while the user is not actively scrolling for standard ad units.

For video ad units, the definition is two seconds in view.

VIEWABILITYWHAT TO KEEP IN MIND

• No site can achieve 100% viewability• Viewability for any site will always be a combination

of where ads are placed relative to content and user behavior.

VIEWABILITYHIGH IMPACT AD FORMATS

• Impact ad units – skins, pinned units, interstitials• Other ad tech that support viewability – lazy load,

infinite scroll• In-Content & In-Image advertising• Native advertising• Mobile advertising• Video advertising• Sponsored editorial, advertorial and video content

VIEWABILITY RECOMMENDATIONS

• Place “leaderboard ads” between site header and content.

• Place ads where text starts, especially if post begins with a big beautiful photo.

• Remove lower-performing units, and limit the number of ads on any page.

• Use mobile-specific ad formats on your mobile template.

@1speakertwitter

@2speakertwitter

@3speakertwitter

VIEWABILITY RECOMMENDATIONS

Place “leaderboard ads” between site header and “Pin” ads so they persist on the screen, even while the reader is scrolling. Jonathan Carter of Pixelbind has a tutorial for making a div stick when you scroll, which may be a good starting place for the tech-savvy, or if you work with a developer.Bloggers using WordPress can try out the Q2W3 Fixed Widget plugin. Place ads where text starts, especially if post begins with a big beautiful photo.Remove lower-performing units, and limit the number of ads on any page.Use mobile-specific ad formats on your mobile template.

@1speakertwitter

@2speakertwitter

@3speakertwitter

Image credit: Jonathan Carter Tutorial: http://www.pixelbind.com/make-a-div-stick-when-you-scroll/

MOBILE VIEWABILITY

• How can my site achieve the highest mobile viewability?

• The worst viewability on mobile comes from templates that display sidebar ads after all the site's content. With these templates, sidebar ads should be suppressed on mobile.

• The best viewability on mobile comes from mobile-specifc ad formats that appear at the bottom of the browser window, "native" ads that appear within main content, and 300x250 ads placed above or in content for those who have the ability to insert it.

SURVIVING MOBILEGEDDONBEST PRACTICES FOR MOBILE WEB DESIGN

LIGHTNING LESSON

AIMEE GIESEGIESE MEDIA & GREEBLEHAUS

@greeblehaus

WHAT IS MOBILEGEDDON?• In April 2015, Google released a new ranking

algorithm that’s designed to boost to mobile-friendly pages in Google’s search results.

• Test your site (later):– https://www.google.com/webmasters/tools/mobile-friendly/

• As of 2014, more people access the web via mobile than desktop.

@greeblehaus

MOBILE IS THE THE FUTURE

@greeblehaus

MOBILE ADDS FLEXIBILITY• Responsive

– Can scale from desktop to smartphone easily– Can be read by Google and other search engines– Has the most important elements that users

need

• The Big Three to consider:– Desktop– Tablet– Phone

@greeblehaus

WHY GO RESPONSIVE?• Only need one URL• Helps Google index site, only has

to crawl once• Do not have to maintain

different sites• Less load time• Ability to customize content

@greeblehaus

STARTING FROM SCRATCH• Write down your goals• Decide if you can do this• Or hire out• Research themes

– ONLY select a theme that is fast and responsive

– ONLY select a theme that gets good reviews– READ the comments and ask questions– FOLLOW the documentation

@greeblehaus

WE HAVE BIG THUMBS

• Content• Navigation• Photos• Buttons• Forms• Ads@greeblehaus

THE WEB CHANGES DAILY

• Keep reading• Plan on updating monthly and

revamping every 1-2 years• There are warning signs• Don’t be afraid to invest• Test, test, test

@greeblehaus

AUDIT-PROOF YOUR FOOD BLOG

LIGHTNING LESSON

ANGELE LAFOND

SHOEBOX-BE-GONE

@shoeboxbegone

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone

"It's generally not recommended to mix personal and biz papers - why should food be any different?"

~ @ShoeboxBeGone #BlogHerFood15 

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone

@ShoeboxBeGone