Performance marketing for connected TV (CTV) works a lot like performance marketing for search and social, especially when it comes to creative. A collection of different creative elements and iterations allows marketers to swap assets in and out as campaigns progress to pinpoint what works—and what doesn’t.

TikTok introduces Search Ads Toggle, allowing advertisers to reach high-intent users and improve RoAS: Clinique and DIBS Beauty report increased conversion rates and decreased CPA.

eBay recently posted ad revenues of $367 million in Q2 2023—a growth of 35% YoY—in its latest earnings. But much of that can be tied to innovation in its ad types, improved measurement capabilities, and expanded third-party ads. eBay’s market also gives it a retail media opportunity outside of consumer packaged goods (CPG). Let’s break down what eBay is doing right.

After paid search and paid social, CTV has exploded onto the performance marketing scene. Here are three ways to maximize your ROI and find success with CTV advertising.

Social search is growing, fueled by consumer behavior and AI—and so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn’t the same as traditional search. Here’s what advertisers should know.

Search is positioned to be generative AI’s first major consumer-facing playground. This is unexplored territory, and advertisers are bracing for big changes.

Generative AI is poised to reshape the search advertising market. With a significant first-mover advantage, will Microsoft grow its share of search ad budgets? How can advertisers stay ahead of the curve?

While marketers still view TV as a unique brand-building vehicle, they’re also coming to understand the possibilities that connected TV (CTV) offers. In fact, 52% of marketers currently use CTV for performance marketing with the aim of generating measurable web visits, conversions, and revenues, according to MNTN research.

Seventy percent of marketers expected budget cuts from 2022 to continue into 2023, according to data from performance marketing firm Wunderkind. Here are five ways marketers can balance managing budget constraints with getting results, including cutting down on paid media, focusing on brand building, and diversifying to avoid risk.

“Let it be okay to also ask dumb questions, because there aren’t any.” That’s ThredUP CMO Noelle Sadler Delory’s advice for building a marketing team that understands creative, metrics, and its customer holistically. Delory and the CMOs of Marine Layer and Fernish also advocate for breaking down silos between performance and brand marketers so everyone understands the same metrics and speaks the same language.

Marketers may be nervous about increasing advertising spend in an unstable economic climate, but doing so can be a strategic move given that recessions are often followed by periods of prosperity and growth.

Airbnb doesn’t need performance marketing: The company’s shift away from search in 2019 has helped, but not everyone can replicate it.

LinkedIn aims for incremental B2B ad dollars: Multiple ad upgrades should help the social platform cement its dominant market position.

It’s not the fastest-growing channel, but paid search is still a vital component of the digital advertising ecosystem, especially as privacy changes and a potential recession put ad budgets in jeopardy.

TikTok’s highly engaged and ever-growing user base is more attractive than ever to UK marketers. To resonate with their audiences on the platform, brands’ marketing strategies should consider content first and foremost.

Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.

Find out why first-party data is no longer exclusive to customer relationship management

What would it take for advertisers to leave Facebook? We posed that question to our analysts and industry sources. Take a sneak peek at our upcoming Facebook advertising forecast as well.

We spoke with Calum Smeaton, founder and CEO at cross-platform TV measurement firm TVSquared, about how advertisers are making their video spend work better for them and how direct-to-consumer (D2C) brands have led the way in this regard.

By 2023, US adults are expected to spend more than 8 hours a day with digital media. To effectively engage consumers in an increasingly digital world, marketers must have an effective strategy in place.