Today, the company announced the availability of TV ad targeting, which has been developed through its acquisition of Bluefin Labs. Twitter says it’s designed to make it easier to extend and enhance TV ad campaigns. The offering is now available for Promoted Tweets in limited beta to select partners running national TV commercials in the U.S.

“TV ad targeting enables marketers to engage directly with people on Twitter who have been exposed to their ads on TV,” says Twitter Revenue Product Manager Michael Fleischman. “Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and measurable, while making it easy for marketers to run always-on Twitter campaigns that complement and amplify their TV creative.”

Twitter is giving advertisers a new TV ads dashboard, which shows when a brand’s TV ads have aired.

“This will help digital teams align not only with what’s shown on TV and when, but give insight into how Promoted Tweets can be crafted in the most effective ways to build upon broader marketing themes,” says Fleischman. “TV ad targeting works by using video fingerprinting technology to automatically detect when and where a brand’s commercials are running on TV, without requiring that advertiser to do any manual tracking or upload media plan details. Whenever a commercial airs during a TV show, Twitter not only determines where and when it ran, but can identify users on Twitter who tweeted about the program where the ad aired during that program. We believe a user engaged enough with a TV show to tweet about it very likely saw the commercials as well.”

Twitter also announced a new wave of multi-screen partners today, and named the partnership program Twitter Amplify. New partners (which join BBC America, FOX, Fuse and The Weather Channel) include: A&E, theAudience, Bloomberg TV, Clear Channel, Conde Nast, Discovery, MLB.com, National Cinemedia, New York Magazine, PGA Tour, PMC, Time Inc., VEVO, Warner Music, WWE and VICE.

According to Bloomberg, Twitter plans to release a tool similar to Facebook’s custom-audience feature as well.

Is this acquisition going to be good or bad for Tumblr users? Good or bad for Yahoo? Let us know what you think in the comments.

Even before the acquisition was announced formally, a lot of users who got wind of the deal started jumping ship to alternative platforms. WordPress Founder Matt Mullenweg wrote a blog post on Sunday night about a huge spike in imports from Tumblr.

“Imports have actually spiked on the rumors even though it’s Sunday: normally we import 400-600 posts an hour from Tumblr, last hour it was over 72,000,” he wrote.

He later updated the post to say that some people are reading too much into those numbers, adding, “I don’t think there will be an exodus from Tumblr.”

In the comments section, he said, “I don’t think there will be any sort of exodus from Tumblr. For most folks habits overcome internet-outrage. Even if a million people left, that’s just about a week’s worth of signups.”

We haven’t seen an update on the number of imports now that the deal has been officially public for a day, but my guess is that it has increased significantly.

A petition to “Stop Yahoo! from Buying Tumblr” quickly racked up nearly 169,000 signatures. Of course there is no way that this will actually keep the deal from happening, but it does show that there is a great deal of discontent among users (and you have to think there are many more with a similar attitude who did not bother to sign, or even see the petition).

User concerns have ranged from “Yahoo is going to make Tumblr uncool” to “Yahoo is going to clutter up Tumblr with ads” to “Yahoo is going to eliminate porn on Tumblr” among other things.

Yahoo and Tumblr have both indicated from the start that they “promise not to screw it up”. Here’s a line straight out of the press release:

Per the agreement and our promise not to screw it up, Tumblr will be independently operated as a separate business. David Karp will remain CEO. The product, service and brand will continue to be defined and developed separately with the same Tumblr irreverence, wit, and commitment to empower creators.

Yahoo says Tumblr will deploy Yahoo’s personalization technology and search infrastructure to “help its users discover creators, bloggers, and content they’ll love”. This could actually be a good thing for Tumblr, as its current content discovery features could use a great deal of improvement.

“Tumblr is redefining creative expression online,” said Yahoo CEO Marissa Mayer. “On many levels, Tumblr and Yahoo! couldn’t be more different, but, at the same time, they couldn’t be more complementary. Yahoo is the Internet’s original media network. Tumblr is the Internet’s fastest-growing media frenzy. Both companies are homes for brands – established and emerging. And, fundamentally, Tumblr and Yahoo! are both all about users, design, and finding surprise and inspiration amidst the everyday.”

“Our team isn’t changing,” said Tumblr CEO David Karp. “Our roadmap isn’t changing. And our mission — to empower creators to make their best work and get it in front of the audience they deserve — certainly isn’t changing. But we’re elated to have the support of Yahoo! and their team who share our dream to make the Internet the ultimate creative canvas. Tumblr gets better faster with more resources to draw from.”

His statements in a blog post were a little more colorful.

So, let’s address some of those concerns users have.

1. Will Yahoo make Tumblr uncool?

Well, this is obviously subjective. To some, simply being part of a major corporation makes you uncool. It certainly didn’t help Myspace. Yahoo itself hasn’t exactly been considered “cool” by portions of the Internet in recent years either, however, the company is making a lot of moves (particularly since Mayer took over as CEO) to change things. That includes some big acquisitions and some new apps.

In fact, even since the Tumblr announcement, Yahoo announced a major revamp of its popular photography service, Flickr. This is a property that has historically had a massive following, and has remained one of Yahoo’s bright spots throughout the dark times, but through the revolving door of CEOs in recent years, many think Flickr has been neglected. Well, no more. You can read about the new experience here.

Other recent Yahoo acquisitions include: Loki Studios (mobile gaming), MileWise (travel search), GoPollGo (real-time surveys), Astrid (productivity), Summly (news aggregation/summarization), Jybe (social recommendation), Alike (social recommendation), Snip.it (social), OnTheAir (video chat) and Stamped (recommendation). These are all under Mayer. Tumblr makes 11 acquisitions (or at least announcements) since October. The company made only that many from February 2008 all the way up to this past October, with the last one before October coming in November, 2011.

So while it remains to be seen if Yahoo can truly become cool again, it is at least trying its damnedest, and spending a lot of money to do so. Whether that translates into making Tumblr uncool, I guess we’ll just have to wait and see.

Hunter Walk, the director of Product Management at Google, who focuses on YouTube, wrote an interesting blog post called, “Don’t Mess Up Tumblr: Five Lessons Learned From YouTube”. In a nutshell, his lessons are: protect Tumblr from “helpful” Yahoos, avoid locality bias in product development, stop short term monetization that won’t scale, infrastructure (tech, process) on Tumblr terms, and separate identity/separate space.

“When Google purchased YouTube there was lots of skepticism and outright derision,” Walk recalls. “Today analysts estimate its enterprise value is approaching $20 billion. So I guess it all worked out, eh? Being one of the first Googlers to join YouTube after the acquisition taught me a lot about what works, and doesn’t work, when you bring a fast growing community property into a larger entity. There are clearly parallels between our situation in 2007 and what Tumblr will experience with Yahoo. Marissa is a friend from our time together at Google and I’m impressed, but not surprised, by her decisiveness and vision. I don’t know David Karp but we share a number of mutual friends and at a 2012 group dinner he passed me the salt, so we’ve got that.”

He goes on to elaborate on each of the lessons.

2. Is Yahoo going to clutter up Tumblr with ads?

I guess it depends on your definition of clutter, but it does look like Tumblr will be getting some new ads. At least one report indicates that they could come as soon as today.

Mayer said flat out in the announcement that the two companies will be working together to create advertising opportunities that are “seamless and enhance user experience”.

Business Insider has some more from the conference call about deal:

Mayer says that Yahoo released “Yahoo Stream Ads” in May, which take text ads and put them in the news stream on Yahoo.com. She says you can expect more of that on Tumblr. On Tumblr, there is the dashboard, which is like Facebook’s News Feed or inbox. Today, Tumblr does some advertising there. Yahoo would like to “introduce a very light ad load” there. Yahoo also might work with some bloggers who want ads on their blogs. That would only be done with permission. Mayer says the ad units will be native and follow the form and function of Tumblr. She says that you can tell interests of users.

In fact, Business Insider also managed to obtain Tumblr’s ad sales pitch deck describing the ad experience to potential clients.

“With Tumblr’s newest ad product, brands finally are front and center, with the world’s greatest creators,” one of the slides says. “Welcome to the richest content stream in the world.”

According to the pitch deck, the ads will be delivered directly in the native dashboard streams of millions of users. The “Web In-Stream” product is in beta, and Tumblr is offering an exclusive launch partnership opportunity to a handful of select brands for the ad unit’s debut, according to the slides, which say that all Tumblr post types are supported. Partners are apparently being offered category-exclusivity.

For $200K, according to the slides, partners can get ten desktop Radar posts within a 30-day span (between May 21 and July 21), 24 hours each for 5% of all Dashboard page views, support from the Tumblr team, U.S. guaranteed impression serving only, over 25 million dashboard impressions ($8.00CPM on Radar impressions), and multi-week exposure as premier sponsor in Spotlight. They also get ninety-day access to Tumblr Analytics and three weeks as an exclusive beta in-stream launch sponsor partner with ten in-stream posts within a 21 day span (June 1 and June 21).

Regardless of what users think of the ads, businesses will certainly have new opportunities with Tumblr’s massive audience.

3. Is Yahoo going to eliminate porn on Tumblr?

Regardless of whether or not you consider porn to be a taboo subject, it makes a big difference in Tumblr’s stats. Tumblr is full of it. If Tumblr gets rid of it, it’s going to drive away some percentage of users, not to mention become less cool to some percentage of users.

Mayer was asked about it at the Flickr event on Monday evening. She said they will not censor content. “No, we won’t,” she is quoted as saying. “It’s the nature of user-generated content.”

It doesn’t stop YouTube, but, Mayer probably earned some “cool” points with that one.

Tumblr currently has over 300 million monthly unique visitors, and gets 120,000 signups every day. It sees 900 posts per second and 24 billion minutes are spent on the site each month. Over half of its users are using the mobile app, and on average, participate in seven sessions per day. Yahoo expects the acquisition to grow its audience by fifty percent to over a billion monthly visitors, and to grow traffic by about twenty percent.

The acquisition is subject to customary closing conditions, and is expected to close in the second half of the year.

Was this a good acquisition for Yahoo? Will this hurt or benefit Tumblr users? Can Yahoo become cool again? Is Yahoo already cool again? Let us know what you think in the comments.

Image: NMA (YouTube)

One of those things is the rise of mobile apps and app stores like Google Play. If you have a mobile app, you are presented with the challenge of getting it in front of people, and ideally doing so while they’re using their mobile device. Little is known about the Google Play search engine, however. In fact, this is the first time the company has even discussed the Google Play search or discovery engines publicly.

On day three of the event, Google Play’s Ankit Jain opened up about this stuff in a session called “Getting Discovered on Google Play”.

One of the first questions asked of the audience at the beginning of the session is, “How many of you would like to make even more money on Google Play? If your answer to this question is yes, you should probably watch this.

“As an Android application developer, your goal is to get your app discovered,” Google says in the video description. “Google Play’s goal is to surface the most relevant content for Android users. In this session, we discuss best practices for app creators in view of both goals. We will demonstrate, through concrete examples, best practices to help your application rise above others in the Google Play Store. We will discuss the signals that go into creating the top and trending lists, personalized recommendations, and Google Play Search. Come hear the inside story from the person who leads search & discovery on Google Play.”

Android has seen 900 million activations.

When we talk about native advertising, we’re talking about the kind of ads that take the form of content that users might expect to see on the site anyway. This can come in the form of videos, images, articles, tweets, status updates or other media, but all in all, it’s a trend that is rising quickly. Even as the trend is clearly pointing upward, some are concerned about what this means for the future of content and paid messaging, as a new eMarketer report indicates.

Do you think native advertising is a good direction for online ads to be trending in? Why or why not? Share your thoughts in the comments.

For a better understanding of native advertising, take a look at this infographic Solve Media put out a few months ago (via Mashable), attempting to explain it:

Despite those trying to draw lines between adverotirals and native advertising, Google pretty much sees them as going hand in hand. This makes sense, because either way, it’s a message that is being paid for, and if it’s being paid for, and it’s passing PageRank, that is a violation of Google’s quality guidelines, and will get you penalized.

In fact, while this is already something Google has frowned upon, the company has recently indicated that it will be cracking down on this more, so beware of that.

We recently looked at a video from Google’s Matt Cutts in which he ran down a lot of the changes Google is planning on making in the coming months, and he specifically talked about advertorials and native advertising during part of it. Here’s the video again, in case you missed it:

“We’ve also been looking at advertorials,” he said. “That is sort of native advertising – and those sorts of things that violate our quality guidelines. So, again, if someone pays for coverage, or pays for an ad or something like that, those ads should not flow PageRank. We’ve seen a few sites in the U.S. and around the world that take money and do link to websites, and pass PageRank, so we’ll be looking at some efforts to be a little bit stronger on our enforcement as advertorials that violate our quality guidelines.”

“There’s nothing wrong inherently with advertorials or native advertising, but they should not flow PageRank, and there should be clear and conspicuous disclosure, so that users realize that something is paid – not organic or editorial,” he added.

So, even as we see more and more of this kind of advertising saturating the web, webmasters better make sure they’re not also saturating Google’s index, because the search giant will not be shy about holding your site accountable, and that could have the opposite effect from the one you intended with the advertorial in the first place. Good luck finding advertisers when your site can’t be found in Google.

Beyond Google, as mentioned, others are also concerned about the native advertising trend.

“Although business prospects for native advertising are positive, the medium has its detractors,” says eMarketer. “Some media executives and marketers are wary of the blurring of lines between content and advertising that occurs with native ads, particularly in the context of news sites. Others question the return on investment of these ads, arguing that native ads cannot scale for multiple placements.”

They point to recent research from MediaBrix, which found that a high percentage of U.S. Internet users find ads that appear as content misleading:

“Despite the potential backlash against misunderstood native ads, media sites under monetization pressure are turning to native advertising to drive digital revenue,” says eMarketer. “Notable examples include Forbes, The Atlantic and The Washington Post. Others such as CNN and Hearst have said they are considering it.”

You can find eMarketer’s report here.

Are you concerned about native ads, or is this the future of online marketing? Let us know in the comments.

Creativity Online reports that Domino’s Brazil has teamed up with ten video retal stores in Sao Paulo and Rio de Janeiro to cover popular DVDs with a thermal ink that lets off a pizza smell when heated. When the movie was over, the heated DVD would give off a pizza smell to the consumer. It was also painted to look like a pizza with the message, “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”

I have to admit – it’s a pretty brilliant marketing strategy. It’s especially effective in countries like Brazil where streaming services have yet to really take off. Most consumers have to rely on DVD rental stores to check out the latest movies. Making the DVD smell like pizza would definitely make me hungry, and it just might work on hungry Brazilians as well.

The new AdMob includes smarter app promotion features. “Conversion Optimizer helps many AdWords advertisers increase conversions while decreasing cost per acquisition,” explains AdMob product manager Vishay Nihalani. “We’re now bringing Conversion Optimizer to app developers using AdMob to promote their apps, so they can get the best possible number of installs for their budget. Choose a target cost per acquisition for each download, and Conversion Optimizer will show ads when they are most likely to lead to an install.”

“Ensuring that your app is showing quality, relevant ads is important for app developers,” says Nihalani. “Now, developers will have more control over which ads appear in their apps, by blocking sensitive categories, so they can increase relevancy and protect their brand.”

Additionally, AdMob Mediation has a new simplified setup, and there’s new local currency payments.

Finally, there’s a new reporting interface that lets developers slice data in a variety of ways, and has multi-dimensional reports, which can be broken down over time by app, ad unit, platform, country, bid type, etc.

The new AdMob is rolling out to developers starting today. It will be available to all developers globally within the coming months.

The ad, which has since been set to private on YouTube, said, “It’s no secret, recently JCPenney changed. Some changes you liked and some you didn’t, but what matters with mistakes is what we learn. We learned a very simple thing, to listen to you. To hear what you need, to make your life more beautiful. Come back to JCPenney, we heard you. Now, we’d love to see you.”

Now, they’re out with a new ad. Instead of “I’m Sorry,” the message this time is, “Thank you.” In fact, the title of the video is simply, “Thank You”.

“At JC Penney, we never stop being amazed by you,” the ad says. “How you work so hard without looking like you do, how you make every dollar stretch so far, and keep your family so close, so we brought back the things you liked about JC Penney, gave you new things to explore, and now, we’re happy to say, you’ve come back to us. We’re speechless, except for two little words.”

They’re still promoting the hashtag #jcpListens. You can see how they’ve been working social media here.

Naturally, Oscar Mayer saw an opportunity to use her as something of a mascot for its bacon products, and gave her a ride in the Oscar Mayer Weinermobile. From WIVB.com:

“We’ve seen a lot of stories on the road, but nothing quite like this one. So we’re excited to be here,” said Abraham Luna, a “hotdogger” for Oscar Mayer. “We know she’s an inspiration. Pearl is an inspiration for the community and her friends and family.”

Hitting the streets of her hometown of Richland Springs, Pearl is riding “shot-bun” in the Wienermobile, waiving to several generations of people that she’s seen grow up throughout the years.

I’m not sure what weiners have to do with bacon, but anything for the brand, I guess. Oscar Mayer has of course been hitting social media promoting the whole thing:

Even before that, Oscar Mayer was running old people-related meat marketing campaigns. In fact, just less than a week ago, the company tweeted out this “#TransparentGrandpa” video:

Grandpas and deli fresh ham.

I guess we know which demographic Oscar Mayer is focusing on these days.

While some have raised spam-related concerns about the product, as far as we can tell, it basically operates like other third-party email marketing products. Customers won’t be getting surprise spam from TripAdvisor.com. They’ll be getting emails from hotels they’ve stayed at, which they’ve agreed to get emails about (even if it’s TripAdvisor doing the actual sending behind the scenes). The emails just come with encouragement for guests to leave reviews on TripAdvisor.

The video shows the basic process:

Review Express lets businesses add their own logos and personalized messages, and includes the ability to bulk upload up to 1,000 email addresses. It also processes send requests within 24 hours, and provides automatic notification of successful and unsuccessful sends. It can send messages in 21 languages.

“With Review Express, TripAdvisor aims to extend the relationship between businesses and their guests to encourage them to write reviews. This is a time-saver for owners, providing them with a powerful system to manage multiple emails and requests at no cost to the business,” said Severine Philardeau, vice president of global partnerships, TripAdvisor. “Review Express has been developed and enhanced based on extensive user testing and is an invaluable service for hospitality business owners looking to build their online reputation. When used in conjunction with our free display offerings for owners, Review Express provides a great online marketing package for small and independent hospitality business owners to capture the value of user reviews for their property.”

Businesses will want to follow the best practices TripAdvisor has laid out.

Do you think it’s more important for marketers to optimize for different search engines around the world than it used to be? Share your thoughts in the comments.

A recent report from BrightEdge indicates that the majority of search marketers think that it is becoming more important for sites to rank in global search engines. According to the firm’s survey, six out of ten believe it will become either “more” or “much more” important this year, compared to last year. 36% said “more,” while 27% said “much more.”

“SEO marketers at global companies aspire to reach customers worldwide, and drive leads, revenue and traf!c through global SEO initiatives,” says BrightEdge in the report. “Looking beyond a single country also helps them demonstrate a greater ROI on marketing investments. Not only does this boost marketing ROI but also maintains global brand consistency while accommodating local nuances. A global concerted approach to SEO marketing addresses these needs.”

Respondents were specifically asked about Chinese search giant Baidu, with 31% saying it would be much more important to rank in Baidu in 2013, and 10% saying “much more important”.

“With roughly 540 million internet users, 900 million mobile users and 388 million mobile internet users, China is the world’s largest internet market,” says BrightEdge. “Baidu, China’s dominant search engine, is one of the most valuable gateways to this large internet user base.”

You can download the report in its entirety here. It deals with numerous topics, far beyond the topic of global SEO.

Another recent report (via MarketingCharts) from Covario found that Baidu generated three times more global paid search clicks than Yahoo/Bing in Q1.

“I no longer believe it makes sense for any company to roll out an international SEO programme to multiple countries without also having a PPC campaign in place,” writes WebCertain CEO Andy Atkins-Krüger in a post for Search Engine Land about multinational SEO. “In some cases, we would recommend leading with PPC and landing pages first, rather than full blown (and relatively expensive) international SEO.”

He adds, “There are a number of reasons why we recommend this, but one is that user satisfaction on your site can be measured much more quickly with PPC than with SEO. Behavior really matters — so if you can study it first and quickly with PPC, your SEO efforts later will work out to be much more successful. I do worry that the association of search engine warnings with SEO being ‘bad’ are beginning to stick with people who are newer to the industry, and therefore, SEO is having a health warning attached.”

Dave Davies has a great article on international SEO considerations at Search Engine Watch, in which he concludes, “While expanding one’s market is generally a good thing, what people often forget is that you still have to maintain what you have, so make sure you have the resources. Many wars have been lost simply by trying to fight them on too many fronts.”

“If you have just enough resources to dedicate to a successful SEO strategy in your own country, it doesn’t make sense to expand in that you’ll be drawing resources away from the strategy that’s keeping the lights on,” he adds. “You need to make sure it’s the right decision for your business and if it is, make sure that you’re picking the right strategies to maximize your odds of success in the shortest period of time.”

In your international optimization efforts, you may also want to keep in mind some recent changes Google has made to its indexing systems. They’re now treating some country-code TLDs differently in terms of geography vs. generic. The list will change over time, but right now, these are the ccTLDs Google is considering generic: .ad, .as, .bz, .cc, .cd, .co, .dj, .fm, .gg, .io, .la, .me, .ms, .nu, .sc, .sr, .su, .tv, .tk and .ws.

Are you increasing your focus on international SEO, or are you simply focusing on your own region? Let us know in the comments.