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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.
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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A year into its first brandmarketing 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 brandlift and awareness. So, tracking traffic to the website is a little bit of a red herring.
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 brandlift and conversions across different holdout groups, according to Maier.
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.
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?
As a result, marketers face a stark reality: 85% of advertising professionals favor first-party data identifiers as the primary solution to replace cookies , according to recent research by Statista. This is a complete reimagining of how we connect with audiences. With this system, all audience data is transferred to your ad platform.
Augmented reality (AR) is emerging as a groundbreaking technology – not just for consumers in the advertising world; it also offers brands the opportunity to create immersive and interactive experiences for their audiences. Superimposition-based AR This type of AR marketing replaces or enhances physical items with digital content.
For advertisers, the holiday season poses an optimal opportunity to reach a new and broader audience, boost sales and foster brand loyalty with customers. And this season, CTV should be a core area of focus.
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The concept is straightforward: if attention can be accurately measured, it can help forecast and improve the effectiveness of ads, from boosting brandlift to driving sales and even adjusting campaigns in real-time. To gain a fuller understanding, marketers must combine insights from multiple techniques, such as: Eye tracking.
From real-time performance optimization to audience-level personalization, AI is reshaping how brands show up on screen. Let’s unpack what marketers need to know about the role of AI in TV advertising today, tomorrow, and beyond. Marketers are adopting AI to unlock: 1. What Is AI in TV Advertising?
And as more and more marketers embrace these benefits, DOOH and pDOOH ad spend are experiencing rapid growth. The digital elements of DOOH have brought significant advancements to OOH advertising that have reenergized marketers’ view of the channel and its effectiveness. Enter: DOOH, the digital iteration of OOH advertising.
Discovery (WBD) saw its ad revenues fall 7 percent YoY in 2024, citing domestic linear audience declines, and reporting that the linear TV ad market is deteriorating faster than expected. Marketers can use the same creative assets deployed on display or social media campaigns, according to Taboola. Read more on VideoWeek.
That’s why Vistar Media, a DOOH company operating in more than 35 global markets, is looking beyond traditional OOH budgets to drive growth. By bringing in first- or third-party data, advertisers can follow audience patterns throughout the day, with the flexibility to buy smaller units across multiple media owners in a single media buy.
With the upfronts, brands used to have to commit a large part of their budget to linear placements early on. With programmatic CTV, they can pivot quickly, adjusting strategy as they go or reacting to market changes in real time. In todays landscape, TV is no longer a locked-in, set it and forget it buy.
TikTok was highly effective at driving brandlift, not just performance, and DOOH is a channel with significant potential that has been underinvested in. Short-Form Video Strategies in Flux Brands are leveraging the TikTok ban to diversify their short-form video strategies.
The broadcaster is also launching ‘ITV YouTube Affinities’, using Google’s audience and search data to target ads on ITV’s content. Again outcome measurement plays a role here, as the two will use brandlift studies to measure impact.
While it can sometimes drive a clear boost in conversions and revenue, thats rarely where its biggest impact shows up in marketing campaigns. CTVs real influence lies in how it enhances other channels within your marketing mix. Measuring the value of connected TV (CTV) isnt always straightforward especially without complex analytics.
Answer Everywhere Optimization represents the evolution of digital visibilitya comprehensive approach ensuring your brand appears wherever your audience asks questions, seeks recommendations, or makes purchasing decisions. Map audience journeys : Where does your audience seek information?
Brandlifts are a simple tool for measuring how effective your brand and advertising efforts are. Here’s a quick, handy guide on all about the power of brandlifts. One of the factors that can aid in answering that question is the concept of brandlift. What is a brandlift?
Based on a breakdown from tracking service AdImpact that monitored audience engagement, Super Bowl LVII on Fox on Feb. Most marketing organizations have a host of KPIs that they need to move, so single-metric and single-method research is not enough,” Egan told Digiday. 12 seemed to deliver solid ratings.
Its high trackability in digital media has made it a preferred investment for marketers and CMOs alike, looking to drive direct and measurable impact on the top line. Brands are having a moment. Still, savvy CFOs will demand a business case for the dollars invested in driving your brand.
For years, marketers have chased delivering “the right message to the right audience at the right time and on the right channel.” Fortunately, today’s data and technology landscape, overlaid with media consumption behaviors, makes this kind of brand interaction more than a cliché. What is hyper-precision targeting?
Quantcast, a global advertising technology company, announced the launch of a suite of new solutions for digital marketers who demand more from their brand advertising. With these new products, marketers can seamlessly plan, activate and measure video, native and display brand campaigns across the web and on connected TV (CTV).
Measurement is a challenge to every aspect of marketing from attribution to campaign optimization. To meet that challenge, marketers need insights into the vast quantities of data being generated from the wealth of customer touchpoints. Data and analytics take the guesswork out of marketing. Types of marketing analytics models.
There are a wide range of options for brands to connect with the otherwise elusive gaming audience. The New York event showed marketers a crash course about the metaverse and how games are part of that. Untapped audiences identify as gamers. The gaming audience is also diverse, with 46% of U.S. moms playing games.
Moreover, 56% of advertisers have said the ability to precision target audiences is the top reason for increasing CTV/OTT spending this year. How brands are winning with new CTV targeting approaches. Advertisers across multiple categories are embracing streaming ads for both brand-building and performance marketing.
That said, we’re starting to see a shift now, and B2B marketers and brands have begun to reframe and rethink their advertising strategies in the context of this larger signal loss. B2B teams often already have a relatively narrow audience they’re trying to connect with, since B2B software and service offerings are quite specific.
As we wrap up 2023 and look ahead to 2024, now is the time to evaluate our marketing strategies to ensure we are fully prepared for what’s to come. This article discusses six pivotal areas B2B marketers should focus on to kick off 2024 proactively. Many media platforms provide brandlift studies.
As seismic shifts reshape the advertising industry, marketers are reinvesting in strategies that have stood the test of time. And, of course, there’s the rapid development of generative AI, which is both presenting new challenges and introducing fresh possibilities for marketers.
From inflation, to ongoing geopolitical conflict, to the looming threat of recession, today’s economy is challenging brands in extraordinary ways. Brands should be prepared to demonstrate more marketing agility as they ride out a tumultuous market while simultaneously continuing to invest in branding to deliver a balanced approach.
While some auto brands are hitting the brakes on advertising in the face of continued inflation, others are heavily investing — particularly in addressable buying. Household addressable targets high-intent auto audiences As TV becomes more data-driven, it provides brands a significant opportunity to reach targeted audiences at scale.
Global influencer market was valued at USD 13.3 In recent years, influencer market has become increasingly popular as a means of reaching consumers. Influencers are individuals who have an abundance of followers and can effectively promote brands or products through their social media channels.
Break-neck rates of change are inevitable as digital marketing responds to technological advancements, shifting consumer behavior and policy demands. For the past three decades, marketers have been leading the way on the web, adapting to constant changes. Projections show that digital marketing in the U.S.
A full set of features are available as part of the Lytics platform, ranging from data pipeline and profile management, to audience exploration, creation, and activation, to be deployed inside a customer’s Google Cloud environment. Marketing Technology News: MarTech Interview With Mike Peralta, VP and GM of T-Mobile Advertising Solutions.
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Today, B2B social media hub LinkedIn introduced LinkedIn CTV ads, allowing marketers to include ads on CTV platforms in their B2B campaigns. CTV is a growing channel for many marketers, including B2B businesses. Marketers who have created a video ad simply log into Campaign Manager and choose an objective. Why we care.
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The Cumulus Media | Westwood One Audio Active Group (AAG) announced a new capability for pharmaceutical brands developed with data from precision healthcare marketing experts Swoop and Nielsen, the global leader in audience measurement. AM/FM radio had a significant 83.2% Day time is prime time for AM/FM radio.
We’d love to hear more about some of your latest observations on the digital ad market: what trends do you feel will dominate the online advertising space through 2023? Social media will continue to be an evergreen avenue for B2B marketing. The market has gotten increasingly more crowded over the years.
Understanding these neural activations helps advertisers craft messages that resonate deeply with their audience. This shift makes emotional memories more resistant to suppression, ensuring that the brand remains top-of-mind for consumers. For a deeper dive into the role of emotion in advertising, check out this Medium article.
The custom native formats deliver brandlift 3x higher than the industry average, according to Nielsen, and in the first two months of the partnership, Dailymotion saw ad requests exceed 41 billion. Marketing Technology News: Gainsight Continues Strong Momentum in Q3 Amid Market Uncertainty. European Expansion.
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