Top tactics for the future include organic search, chatbots, live chat, QR codes, chat apps and voice technology.
It's easier for consumers to forgive a person than a business. A study shows marketers need to carefully consider language used in campaigns, as consumers are sensitive to the words used.
The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark's director of marketing operations, Mike Dattilo, shares how he's successfully
targeting SMB users to expand their audience and increase brand awareness and conversions through performance video.
Don't underestimate linear television's ability to drive internet searches for advertisers, says ad-tech company EDO.
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed
everything about how the brand grew - from product development even to media planning. Visible's digital marketing lead, Sarah Baker, shows us what a grass roots media strategy looks like?
Merkle, a data-driven tech company owned by Dentsu, has released its 2022 Q1 Media Insights Report analyzing recent research on consumer trends.
Spending growth for paid search, paid social
and retail media advertising slowed in the third quarter from the second quarter. Yearly gains were measured against the steep drop in media spending during the onset of the pandemic in 2020.
Price increases helped to drive the rise in spending for paid search (+30%) and paid social (+34%), but was less of a factor for retail media (+21%), according to a study of digital media spending trends from adtech firm Skai
, which was formed after Kenshoo
acquired Signal Analytics. During the third quarter, Google, Facebook and Amazon all reported double-digit gains in ad revenue as volumes surged. Google’s ad sales rose 43%
from a year earlier to $53.1 billion in the third quarter, while Facebook’s climbed 33%
to $28.3 billion and Amazon’s rose 50%
to about $8.09 billion. Apple’s changes to the privacy settings on its
devices, including the iPhone, didn’t have a dramatic effect on social-media prices. Facebook’s cost per thousand (CPM) rate steadied after Apple updated its software in April, according
to Skai. (Media agency Merkle last month published a different comparison — its report
showed a yearly gain in Facebook’s CPMs during the third
A report by The Center for Countering Digital Hate estimates advertisers have paid Facebook up to $140,667 to run "abortion reversal" ads since Jan. 2020. Facebook has a policy banning ads that
promote "inappropriate, illegal, or unsafe" products and services to minors.
This year's holiday shopping season will look different as marketers rely on performance marketing and supply and demand plays a key role in campaign strategies.
Digital media -- especially social and paid search -- dominate local advertisers' media mix, according to a Borrell survey of 2,811 local advertiser media buyers released today. Those also are the
media local advertisers say they are boosting spending for this year. Local TV advertising, both broadcast and cable TV, remain the largest average annual local ad budgets at $111,300 and $48,000,
respectively (see table at bottom).
SEO is not one size fits all. What works for one keyword group may not work for another. Here's why.
Cinema advertising -- the hardest hit during the 2020 COVID-19 ad recession, plummeting 72% from 2019 -- will be the fastest-growing this year, according to just-released updated figures from Publicis
Media's Zenith forecasting unit. With a projected 116% expansion in 2021, Zenith now projects cinema advertising will more than make up for its 2020 loses, and will now post incremental gains over
"We're on the verge of having platforms and companies so powerful and so influential in the political process that they're ungovernable," Nobel Prize-winning economist Paul Romer told Bloomberg. He
expects Congress to pass legislation to rein in big tech companies.
Data from the Nextdoor app has become a valuable tool for marketers looking to track real-time, local changes in consumer behavior. The data reveals consumers' spending habits and media consumption
preferences as well as environmental issues.
Ad agencies say there are many openings for the ideal candidate. Publicis performance marketing agency Performics continues to hire based on the need to support new business and organic growth of
BrightEdge, Microsoft and others have seen a renewed focus across healthcare customers using a combination of business insights and search intelligence to better understand the market and their
Marketers targeting ads locally have a new type of reference tool. Yelp and Zillow announced a partnership Wednesday naming the top U.S. metro areas for digital nomads, as the prospect of permanent
work-from-home agreements becomes more likely.
Native ad formats including paid branded content and influencers now represent the biggest share of digital budgets, supplanting options such as paid search, display, social and video in the media
How does a global brand like the Four Seasons Hotel & Resorts oversee media buys for 100+ properties, yet still manage to increase website bookings, boost revenue, and drive incrementality to channels
like SEO and direct for each hotel? Very strategically. Traditionally, the luxury hotel chain's media budgets were fixed and held at property level. That is until their agency, Acronym,
realized it was limiting their advertising reach. Instead, after a successful test pilot, Acronym unified Four Seasons' media buys, and the corporate office essentially gave them what amounts to a
"blank check," which enabled them to provide a more strategic and aggressive media investment.
Local ad agencies typically work with larger and more sophisticated buyers that historically place their money with brand-building media. In 2020, that changed.
Companies that make decisions based on data are 58% more likely to beat their revenue goals, research suggests. Yet most companies now struggle to align their strategies with new customer demands due
to the COVID-19 crisis. A number of these fundamental shifts will have the potential to impact business on just about every level for years to come.
Senators Amy Klobuchar and Mark Warner stepped in to lead 11 senators in a letter that calls for Google to strengthen enforcement of its policies regarding election-related disinformation, which
includes rejecting all ads that spread election disinformation and stopping ad services on websites that spread false information.
Worldwide linear TV advertising is expected to fall 16% -- $29.9 billion -- to $155.6 billion, the worst decline on record, according to WARC, the ad and marketing research company.
While COVID-19 shelter-in-place orders have impacted all industries in the past few months, the search term "Coronavirus exit phase" continues to rise, up 232% by May 15, according to recent CodeFuel
Kantar ranked the top 10 advertisers based on their share of total clicks such as click-share percentage on product-listing ads and text ads displaying for 23 Mother's Day keywords.
The recent surge in demand for online delivery has fueled the ascent of Instacart. Here's what this means for grocery shoppers and brands.
Yearly spending growth on Google gradually slowed from 15% in January to 4% in March as advertisers slashed spending.
For small businesses looking to cut costs due to COVID-19, SEO is an affordable strategy to improve online visibility and traffic, yet few use it, according to a recent study of more than 500
Marketers may need to rethink the consumer journey from resulting in a sale to consuming a brand message, says eMarketer Senior Analyst Nicole Perrin.
In an unexpected move, GroupM sees demand for SEO rapidly increasing in the coming months as brands begin working more closely with agency teams. The agency is tracking cost per clicks and conversion
rates for key advertising trends, ranging from SEO to paid search for consumer product goods, ecommerce, and retail.