The Evolution of Brand VS Performance Marketing

The Evolution of Brand VS Performance Marketing

Marketers and advertisers often think of brand and performance campaigns as separate entities. They adhere to the notion that brand campaigns are driven by long-term revenue, relationship-based marketing, and creative-driven/storytelling content, while performance campaigns are assumed to be driven by short-term revenue, customer acquisition, and results-driven/direct content. However, in recen...
Are Your Video Views Accurate? Comparing Video Viewability Metrics

Are Your Video Views Accurate? Comparing Video Viewability Metrics

Mobile video advertising, especially in-app, has a proven track record. It yields click-through rates that are 56 percent better than banners and 34 percent better than native ads. No wonder advertisers are spending more on these ad formats year over year. But, how can you make sure people are actually watching and interacting with your in-app ads? In particular, ad fraud related to invalid traf...
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