Recent disruptions to the retail industry caused a seismic shift in shopping behavior, but people are feeling optimistic. They have much to look forward to, and the hope is that this holiday season will be a time for celebration. We see this in their shopping as well. In the fourth quarter of 2020, retail searches grew at a rate over 3X …
Brian Becker, global product lead on YouTube targeting, explains why video ad sequencing is such a helpful tool in your YouTube marketing planning. He also explains the most effective narrative templates to use in your sequenced ads. Video ad sequencing has been shown to drive up to 74% lift in ad recall. The How To Think About series from Think …
As a result of COVID-19, we have seen immense growth in customers’ online intent, accelerating an underlying trend of consumers moving online to discover, research, and purchase. The strategic imperative for businesses to unlock the growing power of search has never been higher. But in an environment where demand is increasingly volatile, margins are under pressure, and the consumer journey has become more …
Today, people are spending more time online, and there’s a growing challenge to hold their attention when they land on your site. When you do have their attention, it’s even harder to capture their lead information. Landing pages aren’t always the most popular sign-up forms, but they have the potential to accelerate your lead-generation efforts through effective design, copy, and …
In 2020, I was leading communications for Kellogg’s RxBar. That was the year the brand announced its plan to observe Juneteenth. Watching employees from a range of backgrounds connect with and celebrate Black culture was a powerful thing. The response was so inspiring; it’s part of why I jumped at the chance to lead the new Kellogg Cultural & Inclusion …
The explosive rise of connected television has changed how, when, and why people seek content on the big screen With the proliferation of connected TV (CTV), more and more people have made the TV screen their device of choice for all video. But a return to the TV screen is hardly a return to traditional media. In fact, it represents a …
Brian Albert is Google’s managing director of agency and brand solutions in the U.S., leading teams that negotiate annual partnership deals with brands and agencies to help them plan and execute more effective video ads and content. Here he shares his perspective on navigating the video streaming boom. I spend a lot of my time thinking about video: how advertisers …
Susie Walker is the Head of Awards at Cannes Lions International Festival of Creativity. Here, she shares how creative transformation is necessary for business growth and resilience in a world faced with continued digital disruption and the ongoing effects of COVID-19. When we think of business transformation today, we might not immediately associate it with creativity. While the marketing and …
Lorraine Twohill is the chief marketing officer at Google. Here she reflects on the past year of leading Google’s marketing teams through the pandemic and the learnings she’ll hold close from this difficult year. It is incredible to think back to where we were a year ago. Overnight we went from our normal, everyday lives to sheltering in place and …
With the continued rise of digital video, advertisers and brands are changing their strategies, driving brand awareness and proving campaign impact. YouTube’s new tools reduce the effort needed to keep up with these consumer trends while achieving strong awareness results. Here are three approaches marketers should consider.
