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  • Article
     | 
    SEP 23, 2021

    Retail media has revolutionized the search ad market, where most of the focus still is. But display and video ads that target consumers higher in the funnel are becoming a more important part of the mix, and technological innovation is ushering in new ad products that bring together the best of branding and the best of performance marketing.

  • Audio
     | 
    AUG 18, 2021

    We estimate that 1 in 8 digital ad dollars this year will be spent on impressions for ecommerce properties. This week, we discuss our forecast as well as Amazon's rise, which companies are most interesting to watch now, and what we expect as more upper-funnel ads appear in retail media. Tune in to the discussion with eMarketer senior forecasting analyst Eric Haggstrom and principal analysts at Insider Intelligence Andrew Lipsman and Nicole Perrin.

  • Article
     | 
    JUL 26, 2021
  • Article
     | 
    JUN 8, 2021

    Pinterest gets a Shopping List: The new feature strengthens Pinterest's lower-funnel capabilities, a key ingredient for its social commerce ambitions.

  • Article
     | 
    MAY 9, 2021

    In-store shopping will remain a crucial part of the retail sales funnel in China, even as ecommerce players continue to rack up record gross merchandise value (GMV). Pre-pandemic, ecommerce was already disrupting brick-and-mortar retail, but over the past year, retailers began to innovate more offline, leveraging new and existing technology.

  • Article
     | 
    APR 28, 2021

    Amazon's ad biz expands: The platform's higher-funnel Sponsored Brand option is growing in popularity, making its ad business appealing to marketers that want to target customers in all parts of their journey.

  • Audio
     | 
    MAR 1, 2021

    On today's episode, we discuss why marketers need to work on their mid-funnel (mid-range) game and the potential opportunities. We then talk about Peloton's apparel ambitions, Walmart's Q4 and 2020 performance, and packaged food giants' game plan for direct-to-consumer (D2C) sales. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman.

  • Report
     | 
    APR 9, 2021

    Publisher affiliate content not only shortens the funnel, but it can also reach consumers throughout the funnel. Consumers find and interact with such content via search, social, email newsletters, news apps, and the publisher’s site itself.

  • Report
     | 
    FEB 3, 2021

    Facebook’s leadership was true for both upper-funnel campaigns (30.1%) and lower-funnel campaigns (38.5%), while Instagram excelled in lower-funnel campaigns (36.4%).

  • Article
     | 
    OCT 12, 2021

    He said he’s seen a major increase in investment for mid-funnel consideration campaigns on Facebook that are designed to fuel the bottom of the funnel. Our analysts weigh in:.

  • Chart
     | 
    JUN 18, 2021
  • Report
     | 
    SEP 22, 2021

    Historically, retail media has been driven by bottom-funnel sponsored search ads on retailers’ ecommerce websites. Recent emphasis on upper-funnel display and video ads, as well as the use of demand-side platforms (DSPs) to deliver ads across the open web, points to what’s ahead. WHAT’S IN THIS REPORT?

  • Article
     | 
    OCT 18, 2021

    I think so many ecommerce brands have their heads down in the lower funnel trying to get conversions on Facebook. We have benefited from stepping outside those digital channels and doing things like out-of-home events to help people understand who we are and build awareness. Brands should consider some of those less traditional, more upper-funnel tactics. II: How does Thinx define sustainability?

  • Article
     | 
    SEP 10, 2021

    It will now funnel resources to its proprietary open banking platform, YTS, to help businesses build out their respective capabilities and aid the wider adoption of open banking. To that end, YTS recently secured a PSD2 license from the UK’s Financial Conduct Authority, which means it can take full control of its open banking operations rather than relying on its clients’ licenses.

  • Article
     | 
    OCT 1, 2021

    As growth through new account holders tapers off for US robo-advisors, Betterment will likely funnel funding toward differentiating its services. US digital wealth managers won’t be able to rely as heavily on substantial new user growth to power client acquisition, adding further pressure to an increasingly competitive market.

  • Article
     | 
    SEP 7, 2021

    WhatsApp’s feuds with privacy regulators over its data gathering and sharing make a case for breaking up Big Tech companies that funnel user information from one service to serve the advertising and monetization goals of another. Dig deeper: For a more granular look at WhatsApp’s history of privacy entanglements, read Sara M. Watson’s report: WhatsApp: A case study in consumer trust.

  • Article
     | 
    OCT 13, 2021

    But display and video ads that target consumers higher in the funnel are becoming a more important part of the mix, and technological innovation is ushering in new ad products that bring together the best of branding and the best of performance marketing. Read more about how the retail media landscape is changing. 3.

  • Report
     | 
    AUG 19, 2021

    The expanding set of objectives available to TV advertisers means they can aim for the upper and lower ends of the marketing funnel. “What we've learned is that there is definitely a function that brand awareness needs to play in the upper funnel,” said Wil Danielson, senior vice president of sales at TV station group Nexstar.

  • Report
     | 
    MAY 12, 2021

    Creators Are Going ‘All Funnel’. Since the rise of influencer marketing roughly a decade ago, brands have primarily viewed creators as a way to spread brand awareness. The pandemic has changed that. “Influencer marketing is going ‘all funnel,’” Assayag said.

  • Article
     | 
    SEP 22, 2021

    In April Roku also added six new partners—including Branch and Adjust—to its Measurement Partner Program, which allows advertisers to measure upper-funnel metrics and performance marketing. The platform also created an internal ad studio in March to facilitate brands’ production of streaming ads. Key stats:.

  • Report
     | 
    APR 21, 2021

    A May 2020 survey by Chief Marketer found that just 11% of US marketers said podcasts were effective at moving prospects through the conversion funnel—the lowest response rate among any of the media formats included in the study. In comparison, around half of respondents said that social media and video each effectively moved prospects through the conversion funnel.

  • Report
     | 
    MAR 9, 2021

    “The fundamental shift in social media buying has been this full-funnel approach, where we’re looking at campaigns across awareness, consideration, acquisition, and retention,” Hollier said. “We focus on building content specifically for each of those stages of that funnel.”.

  • Article
     | 
    JUL 20, 2021

    “Continued improvements in branded content tools from the social platforms, combined with influencers’ increasing role in lower-funnel marketing goals, will help drive more money into the influencer marketing space over the next few years.”.

  • Article
     | 
    AUG 27, 2019

    Terrestrial radio is an upper-funnel standby. But with consumers spending less time with it than ever—and more time instead with streaming audio options—radio advertisers are turning to digital to extend audience reach and increase message frequency.

  • Article
     | 
    AUG 5, 2019

    In 2019, US retail search ad spend will increase 22.5% to $13.12 billion. Retail search spend is bolstered by Google Shopping ads and lower-funnel ads that are essential for driving ecommerce.

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