By the Numbers

Digitally native direct-to-consumer brands thrived in large part thanks to the audience targeting models of social platforms. But many brands have found that they’ve pushed walled garden advertising to the limits, and that was before the pandemic. Digitally native direct-to-consumer brands thrived in large part thanks to the audience targeting models of social platforms. But many brands have found that they’ve pushed walled garden advertising to the limits, and that was before the pandemic.

The global pandemic has sparked a wave of innovation in how automakers and dealers interact with car buyers as virtual showrooms and other digital forms of engagement have come to the fore. 

In the glory days of our previous life (i.e. February), the average fritterer would stop by the coffee shop on the way to work.

With so much time dedicated to holiday shopping, and so much more happening online, retailers are faced with a new challenge: understanding their shoppers this season and sharing the right messaging throughout their journey.

With the 2020 election season shortly coming to a close, political advertisements are seizing the airwaves as over 600 local, state, and national campaigns vie for votes. When it comes to courting voters, political marketers, like brands, face a dilemma: how to reach elusive cord-cutters and young voters.

With Statista predicting more than $150 billion in global display advertising revenue despite the pandemic, it’s clear that display is a critical component of most marketers’ plans — and is likely to remain so.

In France, we have an expression to describe institutional overreach: “To be more Royalist than the King.” That is an apt way to describe how CNIL–National Commission on Informatics and Liberty–has over-interpreted General Data Protection Regulation (GDPR) enforcement in a way that has led to unintended consequences.

As a longtime observer of the industry, I’ve seen a lot of ad types come and go. When certain tactics and formats vanish, it’s typically because of one reason: They no longer have a relevant place within the user experience.

Growth marketers look to ROAS (Return on Ad Spend) as a source of truth for media strategy. To put some math behind it, ROAS is (Revenue generated by the advertising campaign) divided by (Cost to run the advertising campaign).  In simple English, it is the amount of revenue generated from every marketing dollar spent.

In the business world, Facebook is a formidable force because of both the audience reach that number represents, and because of the unique ability, Facebook has to reach very specific consumers with very specific messages.