Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

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.

Social video advertising is now capable of driving benefits throughout the funnel. Advertisers expect to prioritize a few key paid social strategies in 2022, including developing more native video ad creative, promoting creator videos as paid ads, investing more in ISR, and supporting efforts around still-emerging shopping livestreams on social platforms.

How is affiliate evolving as a performance marketing channel? The affiliate channel is still primarily used as a performance marketing channel, largely dependent on last-click attribution and commission-based payment models.

Insider Intelligence spoke with Carolyn Feinstein, Varo Bank’schief marketing, growth, and design officer, to better understand how CMOs are redefining their roles as digital becomes the default banking channel for customers

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%).

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.

Commerce integrations are pushing messaging apps further down the marketing funnel. Interest in messaging commerce is growing worldwide, particularly in emerging markets where ecommerce and payment habits are still nascent. In the US and other more developed markets, experimental marketers can start by using messaging apps to drive demand, rather than immediate sales. Read Next. Sources. Apptopia.

Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing. Instagram’s continued rollout of shoppable content features is helping brands and influencers spotlight product content and forge a better path to purchase. Pinterest has also introduced features to make it easier for retailers to upload and promote product content. And video-first platforms Snapchat and TikTok are both testing shoppable content features.

“All the hallmarks of performance marketing are present in TV streaming,” said Julian Mintz, national brand sales lead at Roku. “It just happens to show up on this huge screen in the living room that we know is also great for awareness.”. The expanding set of objectives available to TV advertisers means they can aim for the upper and lower ends of the marketing funnel.

A move away from top-funnel-only marketing goals to mid- and lower-funnel objectives as well. A renewed focus on redefining measurement and success metrics. Decision-Making Will Become More Democratized. As marketers and social media platforms get serious about creators, the creator industry is getting more serious, too. In short, being a creator is no longer a fun side gig; it’s a career choice.

The emphasis on upper-funnel strategies appears to be working. Shopper marketing budget moved to Amazon will remain there. Just as Amazon was courting brand advertisers, the pandemic brought unanticipated budget shifts that unlocked incremental ad spend. “In 2020, it seemed like a lot of shopper marketing budgets and trade budgets shifted to online,” said Kiri Masters, founder of Bobsled Marketing.

But Demand Metric found that two in three US B2B professionals struggled to find the best metrics to show ABM’s impact and also thought it was challenging to improve funnel metrics such as pipeline, average contract value and win/close rates. The biggest problem with ABM measurement is that it’s hard to prove success until you understand movement through the funnel.

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.

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.

Most influencers consider brand awareness to be their primary role when collaborating with marketers. But in the past year, social networks like Instagram have slowly begun opening commerce features to creators, indicating that influencer marketing could soon play a larger part in driving purchases on social media.

YouTube is a full-funnel marketing vehicle. More than two-thirds of consumers who watch influencer videos on YouTube could recall the name of a specific brand featured in such a video, per the Hub Research survey. Among those respondents, 90% said they have purchased or would consider purchasing a product based on a YouTube influencer’s endorsement. Try out Shorts.

The key to success is a full-funnel marketing approach that activates the right levers at the right time—and that can vary significantly by category. Recent Criteo research, for example, found wide variances in how consumers discover products among the apparel, consumer electronics, home furnishings, and sporting goods categories.

Internet memes are not a new phenomenon, but the events of 2020 have spurred their consumption. Despite their popularity among social media users, marketing with memes can still be a risky business for brands.