How Google Is Building the Future of Measurement for the Industry

Parallel PathNewsletter

Content originally published on Think with Google Today, 80% of people in surveyed countries are concerned about the state of their online privacy. In turn, regulators and tech platforms have restricted techniques — such as device IDs and third-party cookies — that advertisers have relied on for decades to reach audiences and measure results. The advertising industry needs to innovate … Read More

TikTok’s Getting Even More Shoppable

Parallel PathNewsletter

Content originally published on eMarketer TikTok announced new Shopping Ads in an effort to streamline in-app ecommerce. TikTok is leaning into what it calls the “Infinite Loop,” a buzzy way of redescribing the traditional ecommerce funnel as a cycle where users participate in both purchasing and marketing products. The ads are a threefold attempt at meeting scrollers “wherever they are … Read More

Advertising Must Mend Its Relationship With the Public for a More Sustainable Digital Future

Parallel PathNewsletter

Content originally published on TheDrum In 2019, the Advertising Association’s Credos think tank published research revealing that public favorability towards advertising had hit an all time low since Credos had begun tracking the measure in 1992. According to the report, just 25% of those surveyed had a positive perception of the industry. We’re responsible for addressing those expectations and building … Read More

How Healthcare Companies Can Address Inequities Through Media Investments

Parallel PathNewsletter

Content originally published on AdWeek Agencies are taking a broader look at the media ecosystem and committing to varying degrees of equitable buying. Despite this investments in equitable properties can still be as low as a few percent of the media mix. Increasing that number is especially crucial for clients in the healthcare industry. Read more to learn how healthcare … Read More

Fact Vs. Fiction: 3 Measurement Myths Holding Back Your Marketing

Parallel PathNewsletter

Content originally published on Think With Google Marketers are no strangers to storytelling. Using data to craft compelling stories that connect the brand to its customers is at the core of what they do. Here, I’ll take a closer look at three of the most pervasive measurement misconceptions. Read more to find out what measurement myths are holding back your … Read More

Hims & Hers’ Boost in Revenues and Users Underscores the Rise of D2C Healthcare

Parallel PathNewsletter

Content originally published on eMarketer Direct-to-consumer (D2C) tele-health firm Hims & Hers’ reported strong growth in revenues and users for 2021 and the last quarter in its recently released Q4 2021 earnings. Revenues grew 83% year-over-year from $148.8 million in 2020 to $271.9 million in 2021. Check out how Hims & Hers are utilizing D2C healthcare. Read more on the … Read More

How Brands Like Aveda and Kraft Heinz Are Unlocking the Value of Full-funnel Marketing

Parallel PathNewsletter

Content originally published on Think With Google Today’s consumer moves seamlessly across online and offline channels to find what they need. The path to purchase is complex, and it varies considerably by vertical and by individual shopping preference. Read more to learn how Kraft Heinz and Aveda are achieving their goals through full-funnel marketing. Read more on the publisher’s site.

Will We See More Doctors on Tiktok This Year?

Parallel PathNewsletter

Content originally published on eMarketer Most (51%) US adults say they’re most likely to seek health advice online (including social media), while only 31% say they’re most likely to contact their primary care provider to do the same. Why are health consumers opting for online > health professional advice? Read more to find out why. Read more on the publishers site.

How to Create High-Converting Ecommerce Landing Pages

Parallel PathNewsletter

Content originally published on BigCommerce Brick and mortar shops have storefronts, ecommerce stores have landing pages. Both need to be attention-grabbing and inviting. Did you know “visitors who land on a product page are 72% more likely to bounce than those who land on a landing page”? Because landing pages are optimized for conversions, they need to have one goal and … Read More

Google Takes Another Bite at a Third-party Cookie Replacement

Parallel PathNewsletter

Content originally published on eMarketer As third-party cookies leave the scene, Google has pitched ‘Topics’ to take their place on the Chrome browser to improve user privacy while allowing advertisers to continue segmenting their audiences. “The idea is to create a more privacy-focused approach to ad targeting.” While this improves privacy, the shift leads critics to worry about overreliance to … Read More

This Year Next Year: Global 2021 End-of-Year Forecast

Parallel PathNewsletter

Content originally published on GroupM. Inflation? Industry growth? Digital advertising results? It can be hard to know what the future might hold. So far, we know that digital advertising has continued to take a majority share of total advertising and is especially helpful for emerging and content-heavy brands. At the same time, television advertising is making a comeback for larger … Read More

Micro-Influencers Present Macro Opportunities

Parallel PathNewsletter

Content originally published on eMarketer. “Move over, celebrities and mega-influencers. Creators with smaller followings will be the strategic play in the influencer marketing world in 2022.” Smaller influencers are creating more opportunities for authentic brand interactions and greater trust within audiences. Not only do these influencers cost less, but they may also be the key to maintaining brand relevance in … Read More

The Future of Marketing: U.S. Highlights

Russell OrrisNewsletter

Content originally published on Adobe. The consumers have spoken. From personalization to social commerce, Adobe reveals where both marketers and customers align and where there may be room for improvement. Explore these relevant insights as we head into the end of 2021 and begin planning for next year.  Read more on the publisher’s site.    

U.S. Advertising Forecast: Advertising Recovery in Full Swing

Parallel PathNewsletter

Content originally published on Magna. “Boosted by economic recovery, advertising spending grew by +32% year-over-year in the first half of 2021 to reach $130 billion”. Magna has forecasted unprecedented growth in advertising spending and provides the data to back it up. To dive deep into industry-level trends, 2022 forecasting, and in-depth reporting, continue reading through their fall update. Read more … Read More

The Bonobos Model: Lessons on Building a $300MM D2C Brand

Parallel PathNewsletter

Content originally published on Plytix. “Bonobos’ success certainly involved a little luck. But there were also a lot of smart, innovative business decisions made along the way. Here’s what other ecommerce brands can (and should) take away from Bonobos’ success story.” Read more on the publisher’s site.

Olympics: How Brands Are Using AI to Track Their in-Game Sponsorships

Russell OrrisNewsletter

Content originally published on Marketing Brew. AI has made its way into many aspects of life, including performance marketing. New developments allow marketers to attribute revenue from sponsorships and in-game advertising. With the recent conclusion of the summer Olympics, see how AI has helped brands track ROI during live sporting events.  Read more on the publisher’s site.

Brands Could Lose Fickle Gen Zers Over Poor Digital Experiences

Parallel PathNewsletter

Content originally published on Marketing Dive. As Generation Z users reach adulthood, gain spending power, and shop online in droves, they are demanding instant gratification from their digital experiences. Retailers and brands need to make a strong, lasting impression on Gen Zers or risk losing them to competitors. Learn how digital brand interaction will become more important than ever.  Read … Read More

Think Video Marketing Doesn’t Include Performance Marketing? Think Again

Parallel PathNewsletter

Content originally published on Think With Google. As relevant as ever, video has played a disproportionately large part in marketing for a while now, but even more so post-pandemic. Take full advantage of video by leveraging performance marketing, regular optimization, and a carefully developed funnel strategy. Read more on the publisher’s site.