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.

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.

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.

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%).

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.

Social networks are generally thought to occupy the upper end of the digital marketing funnel. While brand awareness is still the bread and butter of social marketing, social may also have a place further along the path to purchase.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Hayley Ferrante and Tim Ozmina, senior marketing specialists on Marketo's commercial demand generation team. They discussed the marketing campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.

Today's media environment poses many brand safety challenges and opportunities for marketers. Greg Garunov, executive vice president of business development and marketing strategy at Sightly, talks with eMarketer editorial director at Insider Intelligence Rimma Kats about the past, present, and future of brand safety.

“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.”.

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.

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:.

“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.

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.

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.

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.