JUN 27, 2020
MAY 30, 2019
MAR 19, 2021
Subscriptions are shared across the entire YouTube ecosystem: If a user subscribes to a creator on Shorts, they’re also subscribed to that creator’s long-form content, so it could be an effective funnel to that creator’s more lucrative main channel.
AUG 10, 2020
Outdoor advertising has historically been about awareness and upper-funnel branding. Now that outdoor is becoming more digitized and data-driven, it has become more common for direct-response and direct-to-consumer (D2C) advertisers to use OOH to acquire customers.
APR 14, 2020
With it being difficult (or insensitive) to drive sales for many businesses during the crisis, the focus is turning to creative that emphasizes brand values, cause marketing and other upper-funnel messages.
AUG 1, 2019
eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Hayley Ferrante, senior marketing specialist on the commercial demand generation team at Marketo.
JAN 22, 2021
Using data to improve targeting and deliver reporting and performance attribution in a medium often viewed as “upper funnel” have been key drivers. “Programmatic [is] a more performance-based buy because you're buying an audience-first campaign entirely based on CPMs,” said Sophie Pemberton, group strategy director at OOH media specialist Talon Outdoor.
AUG 12, 2021
Quip wasn't a pure marketing or brand play. From the get-go, it incorporated thoughtful product and service design, which brought something new to the category.
Vice President, Growth
AUG 18, 2020
The retail industry has faced major changes this year, both good and bad. Companies have had to adjust budgets, reimagine marketing efforts and adapt to new consumer behaviors. Uncommon Goods, an eco-conscious online and catalog retailer of unique gifts, is no stranger to this variety of operational shifts brought on by the pandemic.
JUL 30, 2019
Retargeting also plays an important role in streaming audio advertising, particularly for reinforcing upper-funnel marketing programs.
MAY 20, 2020
Social networks that integrate creators and shopping ads can bring influencers further down the funnel. TikTok, however, differs from other platforms that have social commerce. Consumers turn to platforms like Instagram and Pinterest for shopping inspiration and discovery, but TikTok is primarily for entertainment.
JAN 7, 2020
It’s likely that Google is still the first choice for search applications that aren’t product-related, that aren’t related to products frequently sold on Amazon or that take place higher in the funnel.
DEC 10, 2019
DEC 9, 2020
Focus further up the funnel. Social media’s role in generating brand awareness and demand for products isn’t going away. In fact, it’s going to become only more important as media, entertainment, and marketing continue to merge. Experiment. New tools mean new opportunities. Social checkout may not be a mainstream activity in 2021, but that doesn’t mean it won’t be later on.
DEC 15, 2020
Focus further up the funnel. Social media’s role in generating brand awareness and demand for products isn’t going away. In fact, it will become only more important as media, entertainment, and marketing continue merging. Experiment. New tools mean new opportunities. Social checkout may not be a mainstream activity in 2021, but that doesn’t mean it won’t be later on.
APR 30, 2020
OCT 28, 2019
OCT 22, 2020
In some cases, this will yield immediate conversions, but it also opens the door to mid- and upper-funnel strategies that aim to convert shoppers later in the season. Display. Display advertising has traditionally functioned as an upper-funnel tactic for digital marketers and is increasingly used to drive mid-funnel performance.
JUN 27, 2019
“There has been an increased emphasis on boosting checkout conversion rates, simplifying the purchasing funnel on mobile and targeting shoppers in-store with relevant ads and promotions.”. This dual-device approach is paying off as more digital sales are made on mobile devices. Mobile purchases will grow 28.9% this year, and account for 37% of overall retail sales growth.
APR 20, 2020
Some advertisers are focusing on the upper funnel as they find it difficult to make sales—and digital video is a good substitute for campaigns in channels with less media consumption like out-of-home (OOH) and radio. Why Digital Video Ad Spending Will Falter. "Ads are bought in real time, and budgets can easily be pulled," said eMarketer principal analyst Nicole Perrin.
SEP 4, 2020
FEB 23, 2021
DEC 10, 2019
Giving influencers a pathway from their content to product descriptions and checkout could help give social networks a more prominent role in ecommerce beyond upper-funnel discovery.
JUN 2, 2021
“The web is an undeniably great funnel to leverage, but ultimately the most meaningful, tailored, personalized, and relevant experiences happen in the apps,” said Lexi Sydow, head of marketing insights at app analytics company App Annie. Within both mobile browsers and apps on smartphones and tablets, users spend more time listening to digital audio than doing anything else.
JUL 20, 2020
eMarketer was pleased to moderate a Tech-Talk Webinar featuring Mark Lowe, director of digital marketing at Ace Hardware, and Myles Younger, senior director of marketing at MightyHive. They will discuss how Ace Hardware is using offline signals and the Ace Rewards program to build a meaningful picture of marketing performance.