Blog

  • 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 »
  • Swoop Automotive Visibility Index – Q1 2016

    Swoop Automotive Visibility Index – Q1 2016

    The Swoop Automotive Visibility Index measures the auto brands that have the most articles, discussions, posts and pages devoted to and read about them in a given period of time. For more information on our methodology and goals, check out our post “Introducing the Swoop Automotive Visibility Index.” Q1 Visibility: Ford […]Read More »
  • Swoop and Page Load Times

    Swoop and Page Load Times

    Numerous surveys have shown that consumers are ever more frustrated by slow page loading times, and many consumers are pointing the finger at advertising.  This slow page load time, and the cost associated with mobile data loading, is a driving force behind consumer dissatisfaction and the rise of ad blocking. […]Read More »
  • Swoop Visibility Index – Pickup Trucks, Q4 2015

    Swoop Visibility Index – Pickup Trucks, Q4 2015

    Pickup trucks are the top-selling segment in the US auto industry, helping drive 2015 to the best sales year the industry has ever had. After our first delve into our data on online automotive brand visibility, I decided to take a look at just how much discussion and article-reading takes […]Read More »
  • Introducing the Swoop Automotive Visibility Index

    Introducing the Swoop Automotive Visibility Index

    Companies with data to share can and should use that data for marketing purposes. That’s the driving force behind modern “thought leadership,” and it’s quite true – if you want people to pay attention to you, you have to find some sort of data that nobody else has and share […]Read More »
  • Swoop Automotive Visibility Index – Q4 2015

    Swoop Automotive Visibility Index – Q4 2015

    The Swoop Automotive Visibility Index measures the auto brands that have the most articles, discussions, posts and pages devoted to and read about them in a given period of time. For more information on our methodology and goals, check out our post “Introducing the Swoop Automotive Visibility Index.” Q4 Visibility: […]Read More »
  • With Google’s Ad Changes, Can Tier 2 Automotive Advertisers Keep Up?

    With Google’s Ad Changes, Can Tier 2 Automotive Advertisers Keep Up?

    Well, it’s official – Google’s getting rid of the right-hand ads on their desktop search results page, and cutting the max number of ads on any given desktop SERP to four. I’ll be looking at how this affects various advertiser groups over the next week, and today I would like […]Read More »
  • Meet The Swoop Founders – Why We Made Another Ad Tech

    Meet The Swoop Founders – Why We Made Another Ad Tech

    Transcript: Birth of an Ad Tech, with Search Marketing and Publishers In Mind Ron Elwell, CEO: So, the great thing about Swoop, and when we started thinking about how Swoop would work, it was really going back to the base of the two things that publishers care about. And those two things […]Read More »
  • As Search Inventory Gets Tighter, Swoop Can Fill In The Gaps

    As Search Inventory Gets Tighter, Swoop Can Fill In The Gaps

    In case you missed the big SEM news, Google is nixing the right-rail ads on desktop search results. At the same time, for “highly commercial queries,” the search giant will be adding a fourth ad above the results. Naturally, the response to this announcement has been one of concern over […]Read More »
  • Native Advertising Or “Native” Advertising?

    Native Advertising Or “Native” Advertising?

    Everyone wants a part of native advertising – for the past several years, it’s been the hot, buzzworthy “evolution” in digital advertising. But what passes for “native” advertising is, generally speaking, nothing more than slightly rebranded display ads, placed into a standard ad slot within or directly below the content […]Read More »