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.

How TikTok shopping would change the app: TikTok is testing a shopping tab, which would make ecommerce more prominent on the app, strengthen its performance marketing options, and maybe get marketers to stop seeing it as just an experimental platform.

Here’s how publishers are developing and expanding their ecommerce monetization strategies, and how brands and retailers can partner with them to drive purchases in the affiliate channel.

More brands and agencies are using connected TV (CTV) as a direct-response performance channel. MNTN’s CTV ad platform saw a nearly 70% year-over-year increase in the number of advertisers compared to Q4 2019.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Steelhouse's Alexa Tierney, director of customer success, for this Tech-Talk Webinar. She explored why advertisers are shifting budgets and reprioritizing CTV’s strategic role.

When asked about their priorities for the year in SEMRush’s “State of Content Marketing” report, the most popular answer, with 79% of marketers agreeing, was generating quality leads.

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.

More than eight in 10 consumers search for information online, and most of them conduct this activity on mobile devices as well as PCs. Many also now use even newer channels like visual and voice.