Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a
targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
The most important KPIs, or key performance indicators, used by advertisers to assess the value and effectiveness of their advertising and media aren't necessarily the ones they use most often,
according to the findings of a new report from the Association of National Advertisers.
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.