Headlines about ad spending are consistent: while the sector is forecasted to grow, the growth is likely to slow to pre-pandemic levels. Advertisers are trying to anticipate the impact of rising interest rates, inflation, and a potential uptick in unemployment.
“It’s also important to assess eCPMs,” continues Fleenor. “Essentially, eCPMs measure how effective an ad placement or campaign is, which allows advertisers to optimize accordingly.”
For example, if you have an email marketing campaign, a social media campaign, and a programmatic campaign all advertising the same holiday special, ensure that you’re able to track conversions by channel so that you can optimize your strategy accordingly. It’s worth noting that advertising on multiple channels can strengthen various parts of the ad funnel. Awareness on one channel can lead to conversion on another.
“The state of the advertising industry provides opportunities for publishers to both expand and optimize their offerings,” says Ian Bell, CEO of Digital Trends Media Group, a consumer-focused publishing conglomerate. “Our advertisers are working with us to get the most out of their ad budgets by diversifying their spending between full-funnel campaigns and branded content.”
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