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How to balance ROAS, brand safety and suitability in social media advertising

Martech

As marketers face growing pressure to get the most value from their ad budgets, return on ad spend (ROAS) has become a go-to performance metric. Balancing this trifecta protects your brand’s reputation and supports long-term success in social advertising. Fixating on ROAS leads to a narrow focus on short-term gains.

Media 129
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Cookieless Advertising for Automotive Advertisers

Basis

To learn how automotive marketers should approach this shift and what strategies they should invest in to set themselves up for success in a privacy-first world, we spoke with Jim Zabel, Basis Technologies VP of Agency Development Auto, and a 25-year auto marketing industry veteran. JZ : A handful of solutions come to mind here.

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How to Use AI for Paid Ads to Boost Marketing ROI

Single Grain

Digital marketers are witnessing a shift in how paid advertising campaigns are created, managed, and optimized. According to recent industry data, 30% of agencies, brands, and publishers have fully integrated AI across the media campaign lifecycle ( IAB State of Data Report 2025 ).

ROI 52
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The Economist is looking beyond traffic to measure the success of its brand marketing push

Digiday

A year into its first brand marketing campaign in over a decade, The Economists traffic numbers have seen high highs and low lows. To measure the success of the campaign, the company is prioritizing other metrics, such as brand lift and awareness. So, tracking traffic to the website is a little bit of a red herring.

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How Hightouch is “Streamlining” First-Party Data Activation in CTV

VideoWeek

Ongoing uncertainty over the future (or lack thereof) of third-party cookies is increasingly shifting advertisers towards CTV, where they can leverage first-party data to target engaged audiences. This allows marketers to measure brand lift and conversions across different holdout groups, according to Maier.

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How smarter measurement can fix marketing’s performance trap

Martech

Marketings obsession with short-term wins has created a dangerous cycle. Brands keep investing in whats immediately measurable while neglecting long-term growth a trap WARC calls the doom loop. Shrinking brand equity and unsustainable returns. Shrinking brand equity, diminishing returns and unsustainable growth.

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How Collaboration is Redefining the Buyer/Seller Relationship in 2025

Ad Monsters

market is expected to hit $1.3 Partnerships with brands and RMNs looking to connect creative, performance, and data will be critical. GA4 wasnt it, shared Ryan Pabelona, Senior Director of Paid Media & Marketing Analytics at Revolve. Ecommerce ad spending is projected to grow 12.5% in 2025, and the U.S. The consensus?