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Category : RTB

Advertising to Generation Z

Why Gen Z Is on the A List for E-Commerce Marketers

Around the time that millennials overtook baby boomers as the largest generation, another sea change in demographics was happening: Gen Z entered the workforce. Generation Z is the group of 72 million people born between 1996 and 2010, which places the oldest Gen Zers in their early 20s. Until now, they have not had enough disposable income to be a priority for most marketers. But that’s changing. Related post: What Ecommerce All Stars Have in Common Exclusive data from Nanigans survey of 100 U.S. […]

Google-Facebook duopoly

How Publishers Can Compete with the Facebook-Google Duopoly

As any publisher will tell you, digital media is a tough business. Quality content is expensive to produce, and the revenue that individual publishers generate from advertising has been on a steady decline as more brands shift their spend to Facebook and Google. The duopoly, as they’re commonly referred to, now account for more than 60% of U.S. digital ad spend. Not only have Google and Facebook perfected a system in which they use third-party content to bring in advertising […]

Research Confirms Retail CMOs Are in a Tough Position

A new Nanigans research report, The Retail CMO Pulse Check, takes a hard look at retail marketing leaders’ attitudes about their roles. The survey of 100 digital advertising decision-makers — including CMOs at some of the largest online retailers in the U.S. — found that despite marketing being held accountable for growing online sales and market share, roadblocks such as increased demands, organizational challenges, and external market forces are impeding success. Retail marketing leaders who took part in the survey […]

Ecommerce audiences incrementality

Navigating the 3 Ecommerce Audience Types

Brands that focus their ad retargeting spend on consumers who are predisposed to purchase or continue retargeting to customers who are no longer interested in their products ignore the nuances of ecommerce audiences. That fact is: A strong majority of your website’s audience doesn’t want or need to see retargeting ads. They’re either already a consistent buyer of your brand’s products or they’re no longer interested in you, at least for the time being. Related post: From Attribution to Incrementality […]

Incrementality ROI

Overstock.com: ‘If Advertising ROI Is Not Incremental, It’s Just a Number’

The acronym ROI (return on investment) gets tossed around a lot in advertising, but many ecommerce brands are still mistaking causation for correlation when it comes to ROI. Related post: Marketers Are Sacrificing Billions in Revenue by Not Optimizing for Incrementality They often measure returns by looking at how many consumers viewed or clicked on their ads and how much money came back via purchases, regardless of how many sales would have occurred without the advertising in the first place. […]