Todd Parsons

Google's AI Overviews are raising big questions for SEO agencies and their clients -- even in countries where they're not yet available, like France. Here's what I told Claudia Cohen and Le Figaro (Sonata Insights' debut in appearance in the French media!): "Google AI Overviews are a shock for the search advertising industry, but it was a necessary shock. As soon as online consumer behavior begins to change due to AI, advertisers will inevitably have to change their behavior and their strategy." I also shared my prediction that advertisers eventually will be able to bid to be placed in AI Overviews -- not just in ads that appear next to the overviews. For now, things are moving more slowly; after some embarrassing AI overview responses surfaced, Google put the brakes on some aspects of the rollout, limiting some types of queries and removing satire websites and UGC sites from the responses. https://lnkd.in/gnXNHYcV

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Retail media is the fastest growing advertising channel, but it’s full-funnel value is often overlooked. In reality, there’s way more to #retailmedia than ROAS.   Our new report, “The ROAS Trap” examines the full range of metrics and KPIs beyond conversions that marketers can use to understand just how much their spend is paying off throughout the funnel: https://bit.ly/4bmzs4w   This guide will help you redefine retail media success with data from over 44k retail media campaigns and survey results from brand leaders around the world.

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A perfect example of AI in action: opening up opportunities where time constraints may have prohibited this from happening, (quickly) preparing ahead of time, and understanding the journalist's and audience's needs to be an even better SME. All with the help of AI.

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Revenue comes from scaling traffic Profit comes from maximizing conversions

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Google's AI Overviews, launched on May 14, 2024, could shake up how users find information. Google aims to integrate AI Overviews for over a billion users by the end of 2024, but this is not a dead end for SEO. Here's our chance to evolve and shine with GEO (Generative Engine Optimization)! AI Overviews are AI-generated summaries that include links for more information on search results pages. While keyword ranking practices might shift, the main focus will be creating high-quality content that anticipates user needs and offers clear, well-organized information. However, it is still too early to know all the ins and outs. AI Overviews are new and imperfect. It was reported that a user was advised to put glue on pizza when they searched "cheese not sticking to pizza." Okay, it's still learning, but if an AI Overview suggests pineapple on pizza, I'm out. #AIOverviews

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Want to make the most of your advertising? LinkedIn Advertising Solutions and LiveRamp have partnered to help brands measure campaigns accurately, gain valuable audience insights, and deliver personalized ads while keeping data secure. Learn how we do it!

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AI overviews for search! #ppc #shoppingads #googlemapsads #googleads #ai

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🚨 Attribution is under attack 🚨 In recent years: • GA4 has limited its attribution models to only last click and DDA 🎯 (Completely coincidentally, these favor Google Ads the most 😯) • Apple has ramped up privacy by blocking tracking and third-party cookies 🍪 (Whilst being fined by France's Data Protection Authority for privacy violations in 2023 🚫) • The lookback window for acquisition attribution in GA4 has shrunk from 90 days to just 30 days ⏳ (Don't worry, you can change it.... to 7 days 🤷‍♂️) 🔎 #GA4 is not an #attribution tool. 📉 Using it for ad spend decisions, pausing, cutting, or scaling campaigns? You’re probably making the wrong moves. If whenever you open up spend, #ROAS just drops, this might be where you’re going wrong. 📈 In this example account (screenshot), we’re capturing and attributing about 40% more conversions than #GoogleAds reports. 🌟 You can’t optimize and scale without solid, impartial #data. 📩 DM me for a free trial of Incendium and start making smarter marketing decisions!

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What's digital ad spend look like in France 🇫🇷 & Germany 🇩🇪? Bill Fisher's recent reports dive into the spending surges in Europe's 2nd & 3rd largest online ad markets. In comparison to markets like China 🇨🇳, the UK 🇬🇧 or the US 🇺🇸—where digital's share of media spend exceeds 75%—France & Germany trail behind. But both will see digital's share soaring. As Bill writes in the report, "𝘎𝘦𝘳𝘮𝘢𝘯𝘺’𝘴 𝘢𝘥 𝘮𝘢𝘳𝘬𝘦𝘵 𝘩𝘢𝘴 𝘥𝘪𝘨𝘪𝘵𝘪𝘻𝘦𝘥 𝘢𝘵 𝘢 𝘴𝘭𝘰𝘸𝘦𝘳 𝘳𝘢𝘵𝘦 𝘵𝘩𝘢𝘯 𝘩𝘢𝘷𝘦 𝘴𝘰𝘮𝘦 𝘰𝘧 𝘪𝘵𝘴 𝘤𝘭𝘰𝘴𝘦𝘴𝘵 𝘯𝘦𝘪𝘨𝘩𝘣𝘰𝘳𝘴 (𝘪𝘯 𝘦𝘤𝘰𝘯𝘰𝘮𝘪𝘤 𝘵𝘦𝘳𝘮𝘴). 𝘏𝘰𝘸𝘦𝘷𝘦𝘳, 𝘪𝘯 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 3 𝘺𝘦𝘢𝘳𝘴, 𝘥𝘪𝘨𝘪𝘵𝘢𝘭 𝘢𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘪𝘯𝘨 𝘸𝘪𝘭𝘭 𝘭𝘦𝘢𝘷𝘦 𝘵𝘳𝘢𝘥𝘪𝘵𝘪𝘰𝘯𝘢𝘭 𝘮𝘦𝘥𝘪𝘢 𝘧𝘢𝘳 𝘣𝘦𝘩𝘪𝘯𝘥 𝘥𝘶𝘦 𝘵𝘰 𝘳𝘦𝘤𝘰𝘳𝘥 𝘨𝘳𝘰𝘸𝘵𝘩. 𝘛𝘩𝘪𝘴 𝘴𝘩𝘪𝘧𝘵 𝘪𝘴 𝘥𝘳𝘪𝘷𝘦𝘯 𝘭𝘢𝘳𝘨𝘦𝘭𝘺 𝘣𝘺 𝘈𝘮𝘢𝘻𝘰𝘯 𝘢𝘯𝘥 𝘪𝘵𝘴 𝘪𝘯𝘧𝘭𝘶𝘦𝘯𝘤𝘦 𝘰𝘯 𝘳𝘦𝘵𝘢𝘪𝘭 𝘮𝘦𝘥𝘪𝘢." In France, there's a similar boom in the market that will result in over 2/3 of all media ad spend going to digital by 2028, roughly the same level we'll see in Germany. Looking globally, that puts the digital share in France & Germany in line with countries like Brazil 🇧🇷 & Mexico 🇲🇽. EMARKETER clients interested in reading more can access the reports via the links in the comments.

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Protecting your brand’s reputation and maintaining fair competition are crucial! 🌟 Check out these best practices to avoid MAP (Minimum Advertised Price) violations: -Communicate MAP policies clearly with retailers. -Reward compliance to encourage adherence. -Leverage AI-driven monitoring tools. -Take legal action against violators. By enforcing MAP policies, you can maintain price consistency, protect margins, and enhance customer trust. Dive deeper into these strategies and keep your brand strong! 💪 #BrandManagement #Retail #Ecommerce #MAP #DigitalShelf

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As the market shifts away from Google's control, Novatiq is asking – will fragmenting the adtech ecosystem truly serve the industry's best interests? And what opportunities and challenges does this change bring for publishers, advertisers, and the consumer? Head over to Novatiq’s latest blog to find out more - https://lnkd.in/eb_6Fg_K #telco #DigitalMarketing #customerexperience #adtech #cookies #firstpartydata  

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Dear fellow CMO, After years of development, twik introduces THE real-time, zero-cookie web analytics & optimization platform. 🚀 Some of twik’s benefits: 👀 Restore full visibility into digital marketing performance: ✅ First Click attribution up to a year back ✅ Unified data across multi-session & cross-domain user journeys ✅ Data-driven multi-channel attribution 💰Improve targeting quality and reduce CAC: ✅ Report 100% of events & conversions back to Facebook and Google along with ClickID 👑 Increase conversion rate: ✅ Visual CRO co-pilot ✅ Enable layouts and content to adjust in realtime to user’s intent ✅ Perform A/B tests across multi-page funnels & multi-session interactions Twik automatically maps all funnels, goals, traffic sources, and segments, restoring lost visibility into user behavior & marketing attribution, and offers advanced tools to act on the data. 💡 If that sounds helpful to your marketing efforts, PM to join our beta community 📩

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✨Insights from the New Era of Advertising Panel✨ Yesterday’s panel, moderated by Jonathan Broughton (PlumResearch ), delved into the crucial balance between data quality and privacy in advertising. Experts including: Ladislav Navrátil (Tivio Studio), Boris Yurin (Ateme), Christophe Laborde (Amagi Corporation), and Anette Schaefer shared their perspectives. Key Takeaways: 1.Privacy Management: Enhancing data quality in the CEE region while ensuring GDPR compliance is paramount. 2.Consent Challenges: Navigating consent and gatekeeping are major hurdles in adopting advanced advertising methods. 3.Collaborative Efforts: Broadcasters and ISPs are teaming up to protect data and privacy. Continuing this conversation is vital for future innovations in advertising. #Privacy #Compliance #Advertising #GDPR #DataProtection #Innovation

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💀📉 90% of agencies optimize off in-platform ROAS and it's killing your ROI. The best agencies run off a far better metric: Contribution Margin (CM) Here’s the easiest way to get started: Step 1 – Start measuring CM (or some proxy like below). E.g., Net Sales * Gross Margin – Ad Spend If it’s not going up, your ad partner isn’t performing. Step 2 – Measure CM on a category and SKU level. Spend more on higher CM items and less on the poor performers. It’s easy for ad partners to “fake” growth. Don’t fall for it. #digitalmarketing #ecommerce

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In our experience, most #agencies are passive when it comes to #partnerships (letting their clients or colleagues introduce them to new partners). However, some of the biggest / best agencies out there have a very proactive approach to finding and bringing new partners into the fold - especially with other agencies (under white-label service agreements or specific client referral relationships). IF you are an agency seeking out new strategic B2B alliances, OR need a platform purpose-built for your partner operations management, the only option is Partnerhub®. We built V1 two years ago because of an agency founder who posted to The Agency-Partners Collective about how they are struggling to manage partnerships. The best news, no need for a partnerships manager if you are using Partnerhub®. Two hours a week if you are looking for more partners. 15 minutes a week if you are simply looking to manage your referral relationships. We're big in marketing and sales ecosystems right now, but entering HR, Finance, Health, Govt, Non-profits, and Venture Capital soon... More info in the comments below 👇 #powertothepartners #partnershipsledgrowth #partnerprograms #growth

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More massive news: Fospha is now a badged Meta measurement partner. Meta is the channel that commands the largest % of spend of any channel across our whole client base and performance is super strong with a 24% better ROAS than the rest-of-channels average. In spite of this, there is so much headroom still to be found (particularly in untapped brand and awareness activity): even our highly optimised client-base are only spending at 57% of their profitable maximum across Meta and brands still using pixel-based measurement are missing a massive opportunity. Particularly following Meta’s strong Q1 revenue earnings, this couldn’t have come at a better time. We're excited for Meta to be joining us at our webinar next week alongside industry experts Represent & The Essence Vault. They'll be shining a light on the best growth strategies as brands scale - and how reliable measurement is crucial in unlocking growth potential. Join us on Tuesday May 21st (3.30pm-4.30pm BST). Sign up here: https://lnkd.in/eddxEpqd

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Want to create winning ads with AI? Learn more: https://tryatria.com Creative is the new targeting. The new data is clear: The FB Data Science team revealed: → Creative is the SINGLE most important factor in delivery optimization → 56% of ALL action outcomes are driven solely by creative → Bid price & audience targeting? Secondary to creative Creative refreshing is a MUST → Fatigue sets in after just 1 (yes, ONE) view → By view 4? 📉 40% drop in CTR, 60% in conversions Winning in 2024 means: 1. Diverse ad formats 2. Constant creative refreshing 3. Matching each platform's unique vibe Invest more time on your creative. It's your top growth lever today. — 👋 Follow Ray (지범) Jang 🐰 for more ad content. Helpful? ♻️ Repost to share!

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“Spend $$$ more in channel X and spend $$ less in channel Y” is the kind of recommendation a good MMM (media mix model) will provide. It’s usually sound advice that results in increased profits (or whatever outcome the model is designed for) when implemented. Remarkably though, even when brands have access to excellent MMMs, this advice often goes unheeded, and budgets do NOT get re-allocated, leading to continued sub-optimal spending. Whatever the reasons are for this inaction, it’s a lose-lose situation. Ugh. Imagine if there were a piece of technology that automatically made these recommended budget reallocations. Seems like this would be a big win and a powerful way to overcome organizational inertia. And in a world of super-robust APIs into virtually all of the major ad platforms, this is totally do-able. Turns out some smart folks are working on this. Considered by many (or at least by me) to be the OGs of Google & Meta campaign management SaaS, Wister Walcott, Christopher Lien, and the team at Marin Software has this tool live for a bunch of brave partners ready to operate at the bleeding edge. It’s advanced stuff that’s not for everyone but I’m excited to see more brands adopt it because it makes a ton of sense and I predict it’s going to become much more common in the quarters and years ahead because it solves such an important & high-impact problem.

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