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A PSA to Brands: Control Your Context

Resonate with your audience the right way

Programmatic Advertising Is a Gamble

For years, brands have relied on display ads and programmatic levers as a cheap and easy solution to spend large portions of marketing dollars. But the major frustration with programmatic advertising has always been the lack of control and transparency on where ads actually show up. And as banner blindness spreads, ad-blocking technology becomes more prevalent, and subpar or broken sites crop up at increasingly high rates, programmatic advertising will only become more expensive, unsustainable, and a huge risk.

According to a recent study from Integral Ad Science, when your programmatic ads happen to show up in high-quality environments, it could lead to a 30% lift in brand recall. But on the flip side, when your ads appear in low-quality environments, the consequences can be brutal: Ads in low-quality environments were perceived 74% less favorably, and even harshly, compared to the same ads seen on high-quality sites. Overall, users were four times less likely to think a brand cared about them after seeing the brand surface next to inappropriate content. Finding your ad in poor-quality environments creates a stronger impression among audiences, and it's not the kind of impression you want. Plus, it means that your paid marketing needs to work harder to boost your brand reputation, convert customers, and do damage control.

It's Time for Brands to Become Publishers and Take Control

As a brand marketer, you need to reclaim ownership of where and how your messaging shows up. One key way to control your context is to become a publisher. According to NewsWhip, 70% of people would rather learn about a brand through content than through ads, and 68% feel more positive about a company after engaging with the brand's content. And it's a good time for brands to go all in and create an advantage with content, too. Now, more than ever, page performance matters for audience reach, retention, and revenue. Google, along with Facebook, have explicitly made page speed a factor in search results and News Feed, while site visitors will quickly leave a page that takes more than three seconds to load. Media companies that have survived in the past with broken sites now feel the consequences of their low-performing properties due to their inability to provide solid returns to advertisers.

As a CMS platform and creative agency, RebelMouse partners with brand teams on best practices and innovative ways to build content experiences that will break through and resonate with audiences. For example, our work with United Airlines has produced a better-performing site and helped them beat out media companies to win travel search phrases for organic audience growth. Our partnership is a key reason why United Airlines' content now drives the most web engagement in their industry.

Choose Your Media Partners Wisely

If you plan to rely on media partners to place your messaging, then be selective and spend on the right context. Build direct relationships with quality publishers that prioritize the user experience and know how to pair editorial with premium advertising (in particular sponsored content) to maximize eyeballs and engagement for brands. RebelMouse powers a tight ecosystem of quality publishers, like PAPER Magazine and Motherly, that have built valuable, new media properties. We can connect brands into this network of quality sites to execute premium and effective campaigns at scale.

Build for the Future

Moving away from the inefficient world and disadvantages of programmatic advertising and creating a sustainable content marketing strategy is not easy — it takes organizational commitment, patience, and the right technologies. If you're a brand marketer, reach out and learn how RebelMouse's full-stack content marketing solution is ideal for your growth into a publishing powerhouse. If you're a media company and sell premium advertising, guide your advertising partners on how to build mutual value on your site when they're tempted to blindly toss marketing dollars on cheaper impressions.

Publishers No Longer Have to Submit Their Site to Google News

Google's Publisher Center creates new opportunities for audience growth

Just before the start of the next decade, Google announced an important change to its Google News offering with the launch of Google Publisher Center. The new interface merges Google News Producer and Google News Publisher into one to streamline the partnership process for publishers.

Overall, the change should make it easier for publishers to manage their Google News settings, including updating themes, directing URLs to section pages, and configuring user permissions. Read the full list of features here.

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How to Find Work-Life Balance as a Remote Employee

Tips from our CEO on making the most of an office-free lifestyle

Working from home is becoming increasingly popular, with an estimated 66% of companies now allowing remote work and 16% operating completely office-free. RebelMouse is one of those fully remote companies, and over the years we've mastered how to stay close to each other despite being spread across more than a dozen countries. We believe working remotely is good for both our personal lives and our productivity. Read more about this here.

Still, working free from the shackles of an office environment doesn't mean every day is a dance party in your pajamas from 9 to 5. Working from home comes with its own set of challenges just like any other job.

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Inside RebelMouse’s Quality Assurance Operations

How We've Perfected Stress-Free Publishing

At RebelMouse, we like to refer to our enterprise publishing platform as "lean tech." Most publishers have a natural inclination to start doubling down on teams of developers who try to build unique experiences to help stand out above the noise. But they should actually be doing the opposite: Lean tech is the preferred way to cut through content saturation. By allowing RebelMouse to obsess over your product, content producers, editors, managers, and everyone in between can focus on creating quality content and taking advantage of opportunities to leverage distributive publishing strategies that create real revenue growth.

One of the major reasons we're able to maintain a lean tech environment is thanks to our approach to quality assurance (QA). We make updates to our platform daily to ensure our clients always have access to the most robust, high-performing, and secure version of our platform. Behind the scenes, this means having a solid QA structure that's efficient, creates less bugs, and catches the ones that do pop up before they go live. It's a system of checks and balances that's hard and costly to replicate on a custom CMS. Here's a glimpse into how it works.

Our Tech Stack Toolbox

  • Cucumber
  • Java
  • Junit
  • Maven
  • Selenium WebDriver
  • TeamCity
  • Zalenium (Selenium Grid)

Our Checks and Balances Workflow

Automated Regression Testing Cycle

The Lifecycle of a Product Update

When an update is first made to RebelMouse, TeamCity immediately triggers the start of automated tests to review integrity.

TeamCity Build

TeamCity Agent

The tests run in parallel on TeamCity's Build Agent. Next, Zalenium creates docker containers with browsers that matches the count of parallel threads. An Allure report is then generated from the test results, which shows the state of the application after the update.

Allure Report Pass

If a test doesn't complete successfully, the testing framework receives a video with a failed test and attaches it to the Allure report.

Allure Report Issue

Based on the report analysis, a QA specialist will create a "bug" ticket in our product management software to address the issue if needed. Then, information about the bug is immediately sent to the project manager and we begin the process of correcting the problem.

The media powerhouses we power can publish with confidence knowing that any product issues that arise are met with a tried-and-true process to fix the problem with little-to-no disturbance to their workflow. If you have any questions about this process, please email support@rebelmouse.com.

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