If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. There isn’t a line [between] brand and performance,” he says. “It all performs.”
Lots of marketers are playing around with generative AI. But for Ally Financial, generative AI is a serious investment, not a game or a gimmick, says CMO Andrea Brimmer.
Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.
Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?
Bayer partnered with its data agency, fifty-five, to develop a custom in-house creative analytics dashboard built on Google Cloud to more effectively measure and evaluate creative performance.
Google’s Performance Max and Meta’s Advantage+ often get tossed into the same bucket, but they’re different animals. And despite certain benefits, advertisers aren’t in love with all that these two have to offer, says Nii Ahene, chief strategy officer at Tinuiti, on this week’s episode of AdExchanger Talks (our last of 2023!).
Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.
Just because a channel isn’t where a final transaction happens doesn’t mean it’s not a performance channel. Connected TV is the perfect example, says Brian Mandelbaum, CEO of commerce data platform Attain.
No one in the C-suite except the CMO cares about reach, impressions, likes, shares, followers or anything else that isn’t directly tied to performance. Instead, they care about clear measures that show progress against specific, measurable problems and ROI.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ghosts In The Machine The rise of machine-learning-powered ad products from Google and Meta is changing the performance marketer’s job from a hybrid creative tactician, media hound and command pilot to, well, someone who just feeds data, text prompts and raw creative assets […]
Is the programmatic advertising industry in a rut? Maybe just call it a midlife crisis, says JiYoung Kim, president for North America at GroupM Nexus, because there are bright spots – namely, retail media.
AppLovin has added CTV supply from streaming video distribution platform Wurl, which it acquired last March, to its mobile user acquisition platform, AppDiscovery. AppLovin’s marketer clients can now buy CTV inventory on a cost-per-install basis.
Performance marketing is more effective when it’s woven into a broader strategy that also includes branding efforts, according to Ally Financial CMO Andrea Brimmer.
True Classic is a dyed-in-the-wool performance marketer. The casual menswear brand is completely “solution-agnostic,” according to its president, Ben Yahalom.
Before DOOH can court bigger ad budgets, it must adapt the automated tools marketers use for measuring and buying against performance to a media channel that straddles the online and offline worlds.
Independent performance agency Tinuiti is making a bigger push into social with the acquisition of growth marketing shop Ampush on Tuesday.
In the face of persistent economic uncertainty, marketers are simultaneously hustling to satisfy quickly changing consumer appetites and striving to squeeze the value out of every last marketing dollar. Not to mention needing to adopt full-funnel marketing approaches and allocate spend to channels as flexibly as possible.
In October, Anagram spun off from programmatic platform Digilant and relaunched as a full-service media agency. Since then, it’s set its sights on serving the little guys: midmarket brands.
Recently, when The North Face ran an RFP for a programmatic buying agency, it went with WITHIN, which also happens to be the performance agency that won its creative services RFP earlier this year. The agency restructuring reflects a broader change for The North Face’s marketing, says media VP Bethany Evans.
Performance marketing is a CFO’s dream – it drives measurable growth for every dollar spent. That’s why it’s absolutely essential in an unstable economic climate, writes Sean Popen, EVP at Matterkind.
Turns out 2022 was a bad year to merge two large media companies into one massive media company. Both Dotdash and Meredith experienced headwinds throughout the year. Traffic was soft compared with the rise in consumption during the pandemic, and the digital advertising market was unexpectedly weak. And next year isn’t looking rosy.
If you’re a marketer who wants to hear a comforting bedtime story about how brand marketing will endure during the impending recession, you’re not going to get it from Sir Martin Sorrell. The conventional thinking goes that if companies maintain their investment in brand marketing to stay top-of-mind, even when the going gets tough, they’ll be […]
Marketers are banking on compelling creative and contextual signals for performance, with challenges to addressability, says Forrester Senior Analyst Nikhil Lai. Plus: How TV can reduce digital advertising costs.
For years, video completion rate (VCR) has been a top metric for digital marketers. But as a standalone measurement metric, VCR doesn’t cut it anymore, writes Katie Cladis, VP of product at Digital Remedy. While it can illuminate aspects of advertising’s performance, it just shouldn’t be at the very center of a modern video ad campaign.
CTV scales. But does it perform? Matthew Koontz started his career at Arnold Worldwide before moving on to lead ad product teams at Hulu, Snapchat, Microsoft and Xandr (before the two merged) and WideOrbit. Koontz joined tvScientific in June, and he spoke with AdExchanger about why CTV is a “sweet spot” for performance marketers.
Arlo’s first order of business as a standalone company was to pour money into performance marketing to drum up sales, which is what it did for nearly three years. But there was a problem: A lack of brand familiarity. So Arlo launched its first-ever brand campaign on TV, including linear and streaming, with digital and social also in the mix.
Most marketers agree that digital and social are performance channels, whereas they’re less convinced that performance marketing works on CTV because it’s a less interactive, lean-back experience. But CTV is a lot more like digital than many marketers think, said Jason Fairchild, CEO of TV performance marketing platform tvScientific. “CTV is like digital in that you don’t have to guess at what works – you know.”
Legalized sports gambling is flooding the market with betting apps, which are becoming powerhouse spenders as they seek to gain a foothold. Some betting apps put crazy-high premiums on new users that they hope to make up in lifetime customer (gambler) value, but they’re not all in a grow-now mode regardless of costs.
This is the unlikely story of an Israeli social casino game app and its partnership with the Myrtle Beach Pelicans, a Minor League Baseball team in South Carolina.
In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.
