Martech

APRIL 3, 2025

Misalignment between conversion event tracking and actual revenue generation leads to wasted resources and poor marketing ROI. While brand awareness is the essential first step for users on their path to purchase, considering top-of-funnel behavior as conversions is a flawed practice. Where is the disconnect? Processing.

Conversion 102

Conversion ROI Brand Awareness Click Through Rate 102

Martech

APRIL 28, 2025

Q: How does conversion lift testing work, and which ad platforms offer it to advertisers? Conversion lift testing, also known as “lift tests” or “lift studies,” is a method used by marketers to measure the incremental impact of their advertising efforts on conversions.

Conversion 71

Conversion Control Group Conversion Rate MarTech 71

Adweek

OCTOBER 28, 2024

It does this by identifying lower-traffic queries within search that actually drive conversions, according to documents seen by ADWEEK. Google has been pitching advertisers on a new AI-powered search tool, called Search Bidding Exploration, which aims to find new pockets of valuable traffic.

Audience 299

Audience Advertising Conversion 299

Adweek

FEBRUARY 16, 2025

In this engaging conversation, Natalie shares her journey from traditional TV entertainment to becoming a global marketing leader in the ad tech space. Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Natalie Bastian, global CMO of media advertising platform Teads, recorded at CES in Las Vegas.

Ad Tech 191

Ad Tech Marketing Entertainment Conversion 191

Martech

SEPTEMBER 4, 2024

The new plans allow advertisers to better align their full marketing strategy with campaign goals, offering customizable options for budget, ad format, buying method, and campaign objectives—whether aiming for conversions or building brand awareness. Prioritize conversions with a mix of Video Reach, Video View, and Demand Gen campaigns.

Brand Awareness 124

Brand Awareness Conversion MarTech Advertising 124

Adweek

APRIL 29, 2025

Mark Zuckerberg is under fire after a report found that chatbots on Instagram, Facebook, and WhatsApp sometimes engage in inappropriate conversations with minors.

Conversion 331

Conversion Media 331

Martech

SEPTEMBER 9, 2024

ECPC is a light touch of automated bid strategies, allowing you to dip your toe into automated bidding without giving Google full control by just working toward a conversion target. Google introduced enhanced CPC in 2010 as a Smart Bidding strategy to optimize bids based on conversion likelihood. Why we care. First seen.

CPC 114

CPC Machine Learning CPA Conversion 114

Martech

AUGUST 15, 2024

It finds patterns of behavior and uses contextual data from primary and secondary data to create AI avatars that can have open-ended conversations mimicking real consumer interactions. Conversica upgraded its Conversational AI platform. The new release enhances conversation management with flexible AI-supported messaging options.

MarTech 126

MarTech Conversion ROI Marketing 126

Martech

SEPTEMBER 5, 2024

The results Among the findings: A demo CTA generally drew a higher conversion rate, but the free trial call to action drove a higher click-through rate (CTR). Calculating conversions by 1,000 impressions shows free trials nearly double demos. For non-branded campaigns, demos drove fewer conversions than trials per 1,000 impressions.

Non-Profit 126

Non-Profit Click Through Rate Impressions Conversion Rate 126

Martech

JANUARY 10, 2025

Assistance for marketers in creating and optimizing loyalty promotions with conversational prompts. We saw a demonstration of conversational engagement with an AI agent at the Agentforce World Tour event last November. .” The new skills available include: Order management. Guided shopping. Appointment scheduling. Why we care.

Retail 127

Retail Shipping Conversion Impressions 127

Martech

MARCH 5, 2025

Our conversation with Scott Brinker, editor of chiefmartec.com and VP of platform ecosystem at HubSpot, focuses on how AI agents will change the way we manage our marketing technology. Our conversation also touches on the current state of the data layer in martech, where data increasingly flows to a data warehouse or data lake.

MarTech 120

MarTech Conversion Marketing Audience 120

Martech

SEPTEMBER 3, 2024

“Deprecation of cookies is inevitably going to happen; how it happens might be different to the last conversation that we had.” ” Quantcast’s approach is to look at conversions and build models based on what kinds of customers convert. If we’re not confident about a conversion, we’ll disregard it.”

Cookies 116

Cookies Conversion Education Impressions 116

Martech

AUGUST 12, 2024

Prompt: How might a marketer for a large B2C company incorporate a CDP into their martech stack to improve the customer experience, increase customer engagement, and increase conversion rates? This fosters stronger customer relationships and drives higher engagement and conversion rates, ultimately contributing to business growth.

Conversion Rate 115

Conversion Rate A/B Testing Conversion Click Through Rate 115

Adweek

JUNE 10, 2024

The studio, according to a statement on the brand's website, will "produce original entertainment and tell stories that deepen connections and spark conversations." Starbucks is launching its own production studio, Starbucks Studios.

Entertainment 352

Entertainment Conversion Media Advertising 352

Martech

AUGUST 8, 2024

Consider tools like Google’s Enhanced Conversions to capture data that might otherwise be missed. For example, when customers provide information like an email address during a conversion on your website, Enhanced Conversions securely hash this data and match it to their Google account.

Cookies 125

Cookies Data Management Platform Machine Learning Conversion 125

Martech

SEPTEMBER 27, 2024

These interactions are crucial for nurturing future conversions but often do not immediately translate into sales. Also, when evaluating ROAS, platforms like Meta take undue credit for conversions generated from other media channels, such as linear or connected TV. For instance, when iOS 14.5

Media 126

Media Advertising Conversion Rate Machine Learning 126

Martech

JULY 26, 2024

Here’s why a strong digital presence is indispensable: Strategic engagement : A website that strategically engages visitors with personalized experiences enhances customer loyalty and drives conversions.

Marketing 129

Marketing SEO Retargeting Conversion 129

Martech

AUGUST 19, 2024

Personalized engagement : Using tailored messaging addresses specific challenges, increasing the likelihood of conversion. They also reveal shifts in market demand and highlight key topics in conversations with target accounts. It enables you to create personalized strategies that enhance lead conversion and foster customer loyalty.

Marketing 117

Marketing Conversion Rate Conversion Click Through Rate 117

Martech

NOVEMBER 6, 2024

Advertisers using these features alongside in-feed ads see a 20% increase in conversions at a similar, if not lower, CPA. Its viral trends and interactive features build authentic connections and foster brand loyalty, while targeted ads and social commerce tools streamline the path from discovery to conversion.

Advertising 126

Advertising ROI CPA Conversion 126

Martech

SEPTEMBER 11, 2024

BDRs/SDRs used industry case studies or solution-specific use cases to build credibility early in the conversation. In interviews, the cynical side of me also picked up that perhaps prospects were requesting they end the conversation — but that might just be me. Events Content related to user events received considerable attention.

Conversion 135

Conversion Audience Marketing MarTech 135

Adweek

JUNE 27, 2024

The burger joint used digital agency Known's Reddit-focused gen AI chatbot, The Big Letbotski, to scour over 80,000 active subreddits for contextual conversations around chicken sandwiches. Shake Shack added a secret sauce to its latest advertising campaign: generative AI.

Conversion 342

Conversion Agency Advertising 342

Martech

NOVEMBER 1, 2024

Our 12-minute conversation covers topics like Konrad’s advice for marketers and advertisers moving forward. The big topics of conversation in online advertising beyond third-party cookies as we move into in 2025. To sort through where we are and we might be going, I sat down with Konrad Feldman, CEO and co-founder of Quantcast.

Cookies 121

Cookies Conversion MarTech Advertising 121

Martech

FEBRUARY 12, 2025

In this conversation with Natalie Silverstein, Chief Innovation Officer at Collectively, we cover the origins of influencer marketing, going back to long-form written content and the Mommy Bloggers, to the short-form video we associate with influencer marketing today. Its also big business for both content creators and brands.

Marketing 114

Marketing Conversion MarTech Media 114

Adweek

NOVEMBER 7, 2024

Others have grumbled about a lack of clear revenue data, beyond the basic campaign metrics like impressions, conversions, and return on ad spend, making it tough to validate its effectiveness. Some brands have found that TikTok Smart+, launched in October, has delivered inconsistent performance.

Impressions 331

Impressions Conversion 331

Adweek

JUNE 20, 2024

CANNES, France--Elon Musk's conversation with WPP CEO Mark Read at the Cannes Lions Festival this week didn't just draw a crowd, but frustrations from agency staffers as well.

Conversion 331

Conversion Agency Advertising 331

Adweek

JUNE 20, 2024

Not all creativity is worth saving," said the CEO of Accenture Song in a conversation at the Cannes Lions Festival with OpenAI chief technology officer Mira Murati. CANNES, France--Ad veteran David Droga is one of the few people with the keys to OpenAI's text-to-video tool, Sora, and it's already reshaping how he thinks about creativity.

Conversion 331

Conversion Advertising 331

Adweek

OCTOBER 2, 2024

These conversations must highlight the ongoing need to promote diversity as we grow. While AI is our latest fascination, upholding and prioritizing equity and inclusion in marketing and advertising is crucial. At Cannes Lions 2024, AI ignited essential and overdue discussions about the future of ad agencies and the creative industry.

Conversion 328

Conversion Agency Advertising Marketing 328

Adweek

AUGUST 27, 2024

Up on the roof, guests cluster beneath the box hedges, absorbed in cocktails and conversation. It's a summer evening at Zero Bond, a private Manhattan club where the lights are low, the net worth high, and the likes of Elon Musk, Gigi Hadid and Shawn Mendes have been spotted. Few of them notice when a.

Conversion 325

Conversion Marketing Advertising 325

Adweek

OCTOBER 11, 2024

As video has become a bigger part of the conversation in the podcast space, The digital media company Vox Media signed the YouTube creator Kenny Beecham to its podcast network Friday, part of a broader strategy from the company as it seeks to position its podcast portfolio as a multichannel offering that goes beyond audio. "As

Media 325

Media Conversion 325

Adweek

AUGUST 23, 2024

Many marketing strategists believe increasing ad spend is the best way to raise awareness and conversion. This blanket approach to messaging attempts to find the venues with the most eyeballs and tell the most compelling stories. But if there is one lesson to be learned from the last decade, people respond far better to messaging.

Conversion 321

Conversion Marketing 321

Adweek

DECEMBER 30, 2024

Naturally, artificial intelligence dominated the conversation, but media operators are of a mixed mind as to how the technology will. The great thing about predictions is that they are never wrong, which is why ADWEEK gathered responses from more than 20 media executives to hear what they think the new year holds for the industry.

Media 317

Media Conversion 317