Advertising & Promotions Resources

Advertising & Promotions

Micro-Influencers vs. Macro-Influencers: Which Is Right for Your Brand?

What are the pivotal differences between micro- and macro-influencers? Discover key differences and their impact on reach and authenticity, and gain insights for determining the right influencers for your marketing goals. See how to choose wisely.

Advertising & Promotions

TikTok Search Ads: What Marketers Should Know (And Do)

Now that TikTok has entered the search ad game, have you adjusted your media mix? If you're trying to reach Gen Z or Millennials and you haven't yet made use of the advertising capabilities TikTok affords marketers, you should probably rethink your ad strategy.

Advertising & Promotions

The Three Rules of Quality That Ensure DOOH Success

Much like the three unwavering rules of success in real estate—location, location, location—the world of digital out-of-home (DOOH) advertising has its own triad of rules for success: quality, quality, quality. Just follow these three guiding principles.

Advertising & Promotions

B2B Tech Marketers' Budget Expectations for 2024

Most marketers who work for B2B technology firms expect their marketing spend to increase this year, according to recent research.

Advertising & Promotions

How to Scale Your Paid Search Ads: The Dual-Axis Framework

Scaling your PPC search ads efficiently—increasing advertising spend while maintaining performance—is crucial to growing revenue. Here are the pros and cons of horizontal and vertical ad scaling approaches. Discover which would work best for you.

Advertising & Promotions

The Paid Channels Marketers Plan to Increase Spend On in 2024

Social media is the advertising channel marketers are most likely to increase spend on in 2024, and print is the channel marketers are most likely to decrease spend on, according to recent research.

Advertising & Promotions

LinkedIn Advertising Benchmarks: Maximizing Your Campaign's Potential

Advertising on LinkedIn requires a strategic approach that goes beyond mere ad placement. To truly excel, advertisers need to understand the ins and outs of the platform and its best-practices.

Measurement & Analytics

Google Analytics 4 and Paid Media: How to Get the Best Performance Out of GA4

Google Ads continues to be a powerhouse among paid ad platforms, and now there's Google Analytics 4 to help you get more out of your data than ever. This article offers best-practices for using GA4 in paid media campaigns.

Advertising & Promotions

How B2B Marketers Can Tap Into Out-of-Home Transit Advertising

Many people take the same commute route every day. Placing a digital or interactive ad in a strategic public transit location can result in countless impressions and improved ROI.

Marketing Strategy

Co-Op Marketing Is Recession-Proof Advertising

Co-op advertising involves manufacturers and brands providing advertising dollars to their channel partners, such as retailers and dealers, that sell their products. Learn why the method is a win-win.

Advertising & Promotions

Ad Tech Report: Is the Medium Rectangle's Era Over?

Behold, the medium rectangle ad banner, a wondrous digital canvas that has captivated and charmed audiences for years! But it may be losing popularity to more engaging formats, a recent ad tech study suggests.

Advertising & Promotions

The PPC Power Players: Ad Platforms Making a Big Impact

Whether you use them together or separately, Google Ads and Facebook Ads are the leading PPC ad platforms in 2023—but there could be challengers. In this article, discover which platform is best for your business.

Advertising & Promotions

The Big Get Bigger: Five Companies Now Attract Half of All Ad Spend

WARC researchers forecast that 50.7% of global advertising spend will go to Alibaba, Alphabet, Amazon, Bytedance, and Meta in 2023, and that this share will rise to 51.9% in 2024.

Advertising & Promotions

YouTube's Rebound: Ad Revenue Forecasts for 2023-24

YouTube's global advertising revenue growth rate in 2023 is expected to be more than double the growth rate the platform achieved in 2022, according to recent forecasts from WARC.

Advertising & Promotions

Search Advertising Spend Trends for 2023

Global advertiser spend on search marketing is expected to be robust this year, despite a broader digital ad market slowdown, according to recent research from WARC.

Marketing Management

Bad Data Is Ruining Your Ad Campaigns—Here's How to Fix It

Data-driven marketing works if your data is high-quality. But what if it isn't? A data audit can save your campaigns.

Advertising & Promotions

Defying the Slowdown: The Rapid Rise of Ad Spend on TikTok

Global ad revenue for TikTok is forecast to jump by 51.7% year-over-year in 2023 despite the wider ad market slowing, according to recent research from WARC.

Marketing Strategy

How to Recognize When It's Time to Expand Into New Digital Marketing Channels

Marketers and advertisers often invest exclusively in Google and Facebook advertising to find, engage, nurture, convert, and retain their customers. Should they branch out? This article weighs the pros and cons.

Advertising & Promotions

Is Digital Advertising Really More Effective Than Traditional Advertising?

Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences.

Marketing Strategy

OOH: How B2B Marketers Can Reintegrate With the Physical World

As the pandemic transitions to a less serious threat, brands are once again using in-person tools to reach prospective customers. Printed materials and physical media offer a way to reach people who are at the office less and out in the real world more.

Advertising & Promotions Resources

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