Blog

  • American Anxiety in 2017

    American Anxiety in 2017

    How are Americans feeling as Q1 2017 rolls onwards? One interesting quirk we found while researching for our Digital Health Visibility Index is a decline and then spike in people reading about anxiety and anxiety-related topics. It also seems to correlate with certain political milestones over the past few months […]Read More »
  • Digital Health Visibility Index – Q4 2016

    Digital Health Visibility Index – Q4 2016

    The Internet is awash with health sites – some 80% of American Internet users look up health issues online, and 60% of those people spend their time on our network of endemic health websites. Once again, Swoop has polled the data from our traffic to take the pulse of what […]Read More »
  • The Super Bowl Effect – Automotive Visibility Index

    The Super Bowl Effect – Automotive Visibility Index

    The Super Bowl is great, particularly for those of us who happen to live in the greater Boston area. One reason it’s so great: every year, football fans and non-football-fans alike tune in to see arguably the greatest, most creative day of TV commercials. A great, clever commercial can generate […]Read More »
  • Automotive Digital Brand Exposure Index – Q3 2016

    Automotive Digital Brand Exposure Index – Q3 2016

    The US automotive industry is one of the largest spenders on digital advertising, spending over $7 billion in 2015 and projected to grow significantly in coming years. The goal, of course, is to grow their digital exposure footprint and their sales numbers, and the Swoop Digital Brand Exposure Index (DBEI) […]Read More »
  • The Most Popular Thanksgiving Recipes in 2015 and 2016

    The Most Popular Thanksgiving Recipes in 2015 and 2016

    Thanksgiving is fast approaching and if you are an advertiser or a recipe website what should you be communicating to consumers? The best roast turkey recipe? Pumpkin pie? Gravy from giblets? No, no and no. What people are interested in is how to make Thanksgiving dinner a bit more healthy, with […]Read More »
  • Why Bounce Rate Needs To Die

    Why Bounce Rate Needs To Die

    There are a lot of digital marketing metrics which have been ushered into well-deserved graves over the years: impressions, followers, fans, visits. As marketers have become more and more savvy – and digital analytics have become better – we’ve found ourselves able to connect almost everything to real, business-valuable metrics. […]Read More »
  • Welcome To The Party, Bing!

    Welcome To The Party, Bing!

    This week we welcome Microsoft to the world of search advertising on endemic content with their Bing Native Search Ads – welcome to the party, Bing! We at Swoop are very excited by this – the second-biggest search advertising platform in the world sees content as the next frontier of search […]Read More »
  • Swoop and Performance

    Swoop and Performance

    Earlier this year we discussed Swoop’s impact on page load times, as consumers and publishers alike put the speed of their site front and center. Now, let’s dive a little deeper into how Swoop works, and the measures we put in place to ensure the fastest possible load times. Fully-controlled […]Read More »
  • Digital Health Visibility Index – Q2 2016

    Digital Health Visibility Index – Q2 2016

    The Internet is awash with health sites – some 80% of American Internet users look up health issues online. As we did with our Automotive Digital Brand Exposure Index, we at Swoop wanted to look at what, exactly, people are reading about in order to get better insight into the […]Read More »
  • Automotive Brand Index – Digital Exposure vs. Sales

    Automotive Brand Index – Digital Exposure vs. Sales

    I’ve gotten quite a few questions about last week’s automotive digital brand exposure index, mostly centered around cars actually being sold. It’s an interesting dynamic; inspiring a lot of organic digital conversation about your models builds a brand, and building a brand is done with the express purpose of selling […]Read More »
  • Automotive Digital Brand Exposure Index – Q2 2016

    Automotive Digital Brand Exposure Index – Q2 2016

    Swoop's quarterly look at the most visible automotive makes and models, including share of voice for different vehicle typesRead More »
  • Responsive Advertising: A Necessity for Responsive Websites

    Responsive Advertising: A Necessity for Responsive Websites

    Mobile traffic now makes up roughly 56% of consumer traffic to top US websites. This is unlikely to be a surprise to anyone involved in digital publishing – for several years now, the mobile bandwagon has been the band-wagoniest thing for publishers, as the rise in HTML (and CSS and […]Read More »
  • Swoop Expands Commitment to Ensuring Real Traffic

    Swoop Expands Commitment to Ensuring Real Traffic

    CAMBRIDGE, MASS., May 3, 2016 – Search advertising network Swoop today announced that they have hired fraud detection experts Forensiq to provide constant bot detection for Swoop’s advertisements and further ensure that advertisers receive verifiable human traffic from Swoop’s search advertisements. This agreement comes at a time when programmatic advertisements […]Read More »
  • Landing Page Bounce Rate – Causes, Interpretations and Solutions

    Landing Page Bounce Rate – Causes, Interpretations and Solutions

    Advertising campaigns are judged by the metrics they generate, and while cost per acquisition and leads generated are the best low-funnel metrics to use, sometimes a proxy like bounce rate is important to understand your campaign’s effectiveness. But what is bounce rate, and what does a higher-than-expected bounce rate actually […]Read More »
  • Transparency, Viewability and Accountability in Ad Tech

    Transparency, Viewability and Accountability in Ad Tech

    Viewability, transparency and accountability – three elements as individually rare in Ad Tech as they are important. In an environment where click fraud, bot traffic and ad blocking threaten to waste advertisers’ money and decimate publishers’ ability to generate revenue from their work, transparency, visibility and accountability in digital advertising […]Read More »