Category: Audience Insights

POV

Facebook Campaign Budget Optimization

Background Facebook is officially migrating all campaigns to Campaign Budget Optimization (CBO) this September. While CBO has been available in Ads Manager since November 2017, historically, campaign managers have been able to set and control budget at the Ad Set…

Read More

Blog

10 Highlights from Google Marketing Live 2019

Last week, over 5,000 people from 68 countries descended upon San Francisco’s Moscone Center for the annual Google Marketing Live (GML) conference. Omnicom was well represented across agencies, capabilities, and client verticals. Google distilled its vision for consumer-first advertising in…

Read More

POV

POV: Should Share of Voice be a Paid Social KPI?

Background For some advertisers, SOV has become a consideration when evaluating success for paid media. Share of Voice (SOV) is an advertiser’s share of conversation around a certain product, topic, or vertical. However, while SOV helps to understand real-time conversation,…

Read More

POV

Adobe’s Annual Summit Recap

Background Adobe hosted its annual summit in Las Vegas at the end of Q1, highlighting new capabilities within its Marketing Cloud and introducing the Adobe Marketing Cloud Device Co-op. At its core, the Adobe Marketing Cloud (AMC) gives enterprises a…

Read More
Paid Search Audience Targeting

POV

Who Are These Searchers? Audience Targeting in Paid Search

Background Marketers have traditionally sought to find the “hand-raisers” who expressed a specific interest and utilized search marketing to connect them to their relevant content.  However, over the next year or two, Paid Search will experience a sizeable evolution towards…

Read More