Martech

JUNE 28, 2024

Performance media has enjoyed many years of supercharged growth. 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. Testing also works well to prove the value of brand investments.

Brand Lift 122

Brand Lift Marketing Brand Awareness Audience 122

Ad Monsters

FEBRUARY 20, 2025

From AIs growing influence on media buying to ecommerce flexing its muscle and the ongoing game of measurement musical chairs, the event underscored how collaboration is no longer a nice-to-have but a necessity. It shows that blending brand-building and lower-funnel strategies drives results. The consensus? There is no silver bullet.

eCommerce 59

eCommerce Retail Audience Brand Lift 59

Basis

APRIL 25, 2024

But they’re also reaching back into their toolkits to rediscover legacy tactics and strategies like direct buying, contextual targeting, and brand lift studies. But adding direct buying gives marketers the ultimate control over their ad dollars—both in terms of audience and for minimizing risk. “By

Brand Lift 102

Brand Lift Advertising Cookies Impressions 102

AdExchanger

JULY 12, 2022

The brand only started leaning into digital ad channels in 2019, and today, it spends half its media budget on digital – a huge portion of which is reserved for TikTok. The post El Pollo Loco Launches First TikTok-Only Campaign To Boost The Brand With Younger Audiences appeared first on AdExchanger.

Audience 105

Audience Media Brand Lift 105

VideoWeek

MARCH 31, 2025

As transparency in media trading is moving up the agenda, so too are independent agencies, with the rise of CTV driving spend from indie agencies into a growing yet fragmented ecosystem. Davina Dunlea, CEO, CRATE Media Group Independents are generally working a lot harder across a range of complex KPIs for our clients.

Agency 52

Agency Brand Lift Ad Server Audience 52

Digiday

APRIL 11, 2023

Carter Rose, client vertical sales, automotive lead, DISH Media Heading into this year’s upfronts, the auto industry is poised for a big comeback. Like digital media, addressable TV enables robust deterministic targeting and attribution. Addressable TV helps auto marketers ensure their ads reach viewers with high purchase intent.

Audience 67

Audience Brand Lift Impressions Manufacturing 67

Basis

SEPTEMBER 25, 2024

As most media agencies likely understand, signal loss will continue to increase despite Google’s U-turn, as a majority of Chrome users are expected to opt-out of a cookied browser experience. As such, helping clients better collect, unify, organize, and execute on their first-party data must continue to be a top priority for media agencies.

Agency 92

Agency Media Cookies Education 92

VideoWeek

MAY 17, 2024

In this week’s Week in Review: M6+ goes live in France, Netflix expands its live sports offering, and Dentsu launches a new retail media unit in the UK. Dentsu Launches Specialised Retail Media Unit in UK Agency group Dentsu this week announced it is launching a new retail media unit, called Retail Media Specialised Practice, in the UK.

Retail 98

Retail Media Ad Tech Audience 98

Martech

APRIL 7, 2022

Brands are tip-toeing into immersive VR experiences, also known as the metaverse, through the gaming world. There are a wide range of options for brands to connect with the otherwise elusive gaming audience. Untapped audiences identify as gamers. The gaming audience is also diverse, with 46% of U.S.

Marketing 112

Marketing Brand Lift Audience Media 112

Martech Series

AUGUST 1, 2022

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.

Pharmaceuticals 60

Pharmaceuticals Healthcare Media Brand Lift 60

Digiday

JUNE 15, 2022

In this week’s Media Briefing, media editor Kayleigh Barber reports on how the economic slowdown and Apple’s Mail Privacy Protection feature have affected newsletter publishers’ advertising businesses. Media buyers want more proof that their investments in newsletters are worth the budget allocation.

Media 69

Media Brand Lift Click Through Rate Brand Awareness 69

The Ad Tech Blog

JUNE 15, 2024

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. Advertisers must understand that positive perceptions alone may not drive purchasing behavior.

Advertising 100

Advertising Machine Learning Brand Lift Click Through Rate 100

Digiday

DECEMBER 7, 2022

For all the potential of full-funnel marketing, however, one key challenge persists — the difficulty of effectively measuring impact across the funnel, especially upper-funnel efforts like brand marketing. They also play a vital role in helping brands understand their audience.

Brand Lift 69

Brand Lift Brand Awareness Viewability Audience 69

Martech

APRIL 4, 2024

Today, B2B social media hub LinkedIn introduced LinkedIn CTV ads, allowing marketers to include ads on CTV platforms in their B2B campaigns. We launched LinkedIn CTV to help our customers continue to reach and engage new audiences across streaming television content.” Dig deeper: The B2B CEO’s social media checklist Getting started.

Brand Lift 83

Brand Lift Conversion Rate Retargeting Video Ads 83

Martech

JANUARY 3, 2023

CPGs and third-party audiences. To help meet their brand marketing goals, CPGs have primarily focused budgets on the highly scalable third-party audiences curated by vendors and agency partners. On top of that, many of the media measurement approaches (e.g., How to ensure first-party data drives ongoing ROI for CPGs.

ROI 101

ROI Control Group Audience Cookies 101

Digiday

SEPTEMBER 19, 2022

Influencers have quietly become the new power brokers of media. Whether it’s through social media or livestream platforms, these content creators have become cultural ambassadors across food, sports, skincare, gaming and much more. Most media agencies are making the effort to keep up with the advances of this form of marketing.

Media 69

Media Agency Food Entertainment 69

Basis

JANUARY 24, 2024

Teams are realizing that there’s an opportunity to lean more deeply into connections with target audiences, and to focus on quality of leads over quantity of leads (which is, admittedly, a hard shift to make). Additionally, leveraging first-party data to get customized messages in front of the right audience is going to be critical.

Advertising 103

Advertising Marketing Cookies Brand Lift 103

Martech Series

AUGUST 3, 2022

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.

Healthcare 87

Healthcare Brand Lift GDPR Finance 87

Martech

APRIL 27, 2022

For example, more digital marketers are expanding their campaigns to offline spaces thanks to technologies like programmatic digital out-of-home (DOOH) , which enables them to reach hyperlocal audiences on the street and at public venues. Social media interactions : Social engagements, follows, profile views, shares, and DMs.

Marketing 125

Marketing CPL Machine Learning CPC 125

Martech Series

DECEMBER 19, 2022

‘Media + Data’ strategy positions company to fulfill demand for first-party data and CTV solutions. The custom native formats deliver brand lift 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. from 2021.

Native Advertising 92

Native Advertising Brand Lift Audience Advertising 92

illumin

MAY 28, 2024

In turn, ad budgets are increasingly allocated to channels that can leverage first-party data , such as CTV , retail media, and social media. This loss of signal impairs customer acquisition and audience reach while shrinking returns on ad spending and increasing customer acquisition costs.

Advertising 88

Advertising Cookies Machine Learning Brand Lift 88

Martech

DECEMBER 4, 2023

Many media platforms provide brand lift studies. You can also conduct advanced analyses like halo studies or incrementality tests to better understand the lift. A strategic content approach helps build lasting connections with your audience. Tracking upper-funnel and B2B activities is challenging but feasible.

Marketing 111

Marketing Brand Lift Conversion Rate Audience 111

Digiday

SEPTEMBER 15, 2022

This week’s media briefing explores the evolving relationship between publishers and advertisers as the pressure mounts to justify marketing budgets with actual proof of driving revenue. Blavity Inc has therefore needed to double the size of its pre-sales team, which includes sellers and media planners, to five full-time staffers.

Media 69

Media Advertising Cookies Impressions 69

Digiday

JULY 3, 2022

Media analysts Borrell Associates recently polled 1,881 local media buyers as part of its Spring 2022 Survey , and captured the media they plan to increase and decrease in the foreseeable future. Attention metrics firm Adelaide will use Disqo’s Brand Lift and Outcomes Lift ad measurement products to enhance its AU metric.

Media 76

Media Agency Brand Lift Banner 76

VideoWeek

AUGUST 27, 2024

Discovery has launched WBD AIM (Audience Insights and Measurement), a new first-party data-based offering, in major markets across EMEA, APAC, and Latin America. But AIM streamlines the overall data offering, drawing in data from WBD’s consumer touchpoints and making it accessible across the media company’s portfolio.

Brand Lift 59

Brand Lift Ad Inventory ROI Audience 59

Martech Series

OCTOBER 26, 2022

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. During economic shifts, marketers must invest in brand building efforts to make authentic connections with consumers.

Marketing 87

Marketing A/B Testing Audience Non-Profit 87

Martech Series

JULY 14, 2022

“Our study validates that CTV has become an invaluable channel for brand marketers and agencies to follow their audiences, plan with data-driven targeting, and measure with outcomes-based performance. Precision audience targeting and extended reach for linear TV campaigns top the list of CTV advertising audience benefits.

Advertising 76

Advertising Brand Awareness Brand Lift Impressions 76

Digiday

DECEMBER 8, 2022

To many media buyers and planners, social as a marketing channel might feel like the popcorn of media, an option that’s fun to consume but is light on caloric value. According to new research from consumer experience intelligence platform Disqo, it’s got a lot more protein for a media diet than it’s being credited with.

Brand Lift 88

Brand Lift Brand Awareness Media Agency 88

Digiday

DECEMBER 20, 2022

Rose Ferraro, Chief Revenue Officer, Trusted Media Brands. In the age of the influencer, a substantial amount of brand recognition and revenue dollars can be attributed to celebrity endorsements of a product, service or brand.

Food 82

Food Brand Lift Audience ROI 82

Martech Series

JANUARY 5, 2023

Social media will continue to be an evergreen avenue for B2B marketing. We will continue to see a modernized brand lift measurement that is essential to gauge progress, identify the need for course correction, and determine success. Leverage AI to build predictive models that quantify the need across the buyer’s journey.

MarTech 94

MarTech Brand Lift Cookies ROI 94

VideoWeek

JANUARY 12, 2024

Top Stories Publishers Plan to Invest More in Video in 2024 Global publishing organisations expect video to be a major target of investment over the next year, according to data from the Reuters Institute’s latest ‘Journalism, media, and technology trends and predictions 2024’ report. Read more on VideoWeek.

Cookies 98

Cookies Audience Media Demand Side Platform 98

Basis

NOVEMBER 12, 2024

DOOH advertising is defined as any digital advertising media that people encounter outside of their homes and not on user-owned devices like smartphones or tablets. Using a combination of these different venue types can allow you to get your brand or product messaging in front of the right consumer, at the right time. Let’s dive in.

Advertising 52

Advertising Pop-Up Brand Awareness Impressions 52

InMobi

APRIL 25, 2022

The Festival of Media Global Awards (FOMA) 2022, acknowledges exceptional work from agencies, media owners, brands, and ad tech players, and has been celebrating the best media campaigns from around the world for the past two decades. Additionally, the brand conducted a brand lift study.

Media 52

Media Brand Lift Education Ad Tech 52

Martech Series

AUGUST 5, 2022

Influencers are individuals who have an abundance of followers and can effectively promote brands or products through their social media channels. By using influencers, brands can ensure that their messages are reaching a wide audience and that the influencers themselves are credible sources of information.

Marketing 81

Marketing Audience Media Entertainment 81

VideoWeek

NOVEMBER 24, 2023

In this week’s Week in Review: CFlight gears up to add traded audiences, buy-side and sell-side are split on CTV programmatic, and German PSBs see a fall in streaming. From January 2024, major agency groups will be able to test 14 widely used traded audiences within CFlight.

Audience 52

Audience Video Ads Media Agency 52

Automatad Inc.

MARCH 23, 2022

The Financial Times invests heavily in brand lift measurement. While 65% are focusing on demographics for audience segmentation and identification, 27% have prioritized interest and activities. Media and entertainment were the product/service category that remained the highest spender. AdTech Trends.

GDPR 52

GDPR Cookies Brand Lift First-Party Cookies 52

Single Grain

NOVEMBER 15, 2019

billion daily active users worldwide on Facebook, so you’re dead on the money by choosing this social network as your ad platform of choice: And, by the way, you’re in good company: 6 million businesses are using Facebook ads to reach their target audiences. Keep in mind that this may lead to a reduced audience reach. There are over 1.56

Video Ads 97

Video Ads A/B Testing Audience Pop-Up 97