Marketing teams often commit fully to either brand or performance.
But the best ROI strategy isn’t to choose—it’s to combine. Optimal ROI was achieved with roughly a 55/45 mix of awareness and conversion-focused investment, according to Google’s recently released Effectiveness Report. This study focused on eCommerce advertisers which have advantages for tracking ROI compared to other verticals. See the chart above.
We advertise where our clients advertise, which includes digital out of home. Billboards have seen a renaissance1 as they have been tied into programmatic pipes and made more timely and relevant to passers-by and by extension, advertisers.
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Since the middle of 2024, we have known that third party cookies are no longer on track for full deprecation by Chrome. If you really liked cookies, great, if you were all-in on replacement tech, less great.
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The first-look for the Association of National Advertisers study on programmatic transparency is out.
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