💾 Display is Dead. Long Live Display!

In Today's Issue

• Bullish on Display 🐮

• 🌟 Live Training Opportunity

• MMM, NFT, and DOA

• AI Magic

• Meta's iOS apps Fees Survival Guide

• 3 Data-Driven Predictions for 2024

• Ancient Wisdom, Modern Success

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%

Three months ago, PubMatic outlined its bounceback plan to capitalize on the return of ad spend after an anemic year-plus for the ad market.

Well, it looks like advertisers are turning the spigot back on. And PubMatic’s investments are paying off.

The SSP reported 14% year over year revenue growth, with a total of $84.6 million in Q4. The Q4 advertiser demand was enough to bring PubMatic’s total 2023 revenue to $260 million, a narrow 4% YOY increase.

One of PubMatic’s biggest revenue turnarounds actually came from browser display campaigns.

PubMatic’s display ad growth was positive for the first time in 2023, increasing 9% YOY. In the previous quarter, display revenue was down 4%. On mobile alone, display revenue was up 20% from a year ago.

But while display advertising has long been PubMatic’s foundation, SPO is its future. SPO deals – such as spend directed through PubMatic’s Activate offering that facilitates direct connections to CTV and online video publishers – accounted for more than 45% of all the SSP’s activity this quarter. That’s up from 34% in Q4 2022.

Webinar: How to Gather the PROOF That Your Marketing Is Working

When asked to drill down on the numbers, most marketers struggle to show proof that things are working well… which leads to trouble down the road (like budget cuts or losing your job).

I’m hosting a webinar with Chris Mercer on Thursday, March 7th at 1:00 PM Eastern Time to show you how to get past these struggles once and for all. 

You’ll learn why marketing budgets are getting cut and how to avoid those cuts, why PROOF is vital to a successful marketing strategy, and get a walkthrough of my brand new PROOF Framework.

You can Register Here.

One more thing! If you could take a minute to help us out, we want to know whether you are able to gather proof that your marketing is working. We’ll share the survey results in the March 7 webinar.

Take this short 1-minute survey

🧭 Navigating the Marketing Complexities With 2.0 Marketing Mix Modeling

As we transition to a digital era, Chief Marketing Officers (CMOs) need to move away from the traditional method of tracking. The solution to this problem is the implementation of MMM 2.0.

Marketing Mix Modeling (MMM) was invented to track and analyze fluctuations in sales performance. After a leap of thirty decades, the current scenario of 2.0 Marketing Mix Modeling is built on the foundation of machine learning, artificial intelligence, predictive analytics, and a mixture of correct business knowledge and external factors in the business world.

👖 NFT Paris: How Technology Is Shaping Cultural Marketing And Circularity

Europe’s largest Web3 event NFT Paris has proved itself a fertile forum for the exchange of ideas and a launch pad for innovative projects—both via its Grand Palais Éphémère hub and wider schedule of side events taking place across the city.

During the Holly Wood Labs Future Fashion Summit on Wednesday, American heritage denim label Wrangler unveiled an experimental collaboration with MNTGE, the digital wearables brand built around vintage clothing.

☠️ Vice.com shutters & BuzzFeed sells Complex – what explains the death of millennial media? 

Another one bites the dust. And in the estimation of some media experts, “there will be more blood-letting” across media in the coming months. The millennial bastions of culture that helped catalyze the digital media revolution in the early 2000s and the 2010s are heaving their last breaths.

Both BuzzFeed and Vice, major publishers hailed in their heyday as the future of digital media, have seen their valuation drop drastically in recent years. What explains the downfall of these cultural outposts, media experts say, is a shift in consumer attention – and ad dollars – toward more fragmented and diversified content offerings and, ultimately, a failure to adapt.

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• What are your best tips and tricks for a low-budget campaign ? - u/IAFILIMA on Reddit

• I'm suffering 'crawl budget' issues, and I do not know if this two responses are exhausting Googlebot - u/thomas_arm on Reddit

• Meta Shares Tips on How to Avoid Apple’s In-App Fees [Infographic] - instagramforbusiness on Instagram

• What are your must-have remarketing audiences? - u/pakiteysis on Reddit

Three Data-Led Content Marketing Predictions for 2024

Last year, you could hardly escape data in business headlines. Generative AI's rapid development revolutionized the speed with which information can be processed, opening the door for rapid changes across most industries. Inflation also took an upward trajectory, adding to the uncertain climate businesses now have to operate in.

For marketers, the pressure is on, but the potential to make data sets reach further is growing by the day. In light of the emphasis on marketing teams' results, here are three predictions for how the coming year's standout content marketing performers will use data to their advantage.

1. Hyperpersonalized content will trump alternatives

Personalization has been a watchword in content marketing in recent years, but it's not waning in relevance.

2. Email will continue fading in B2B marketing strategies

Teams looking to lean into hyper-personalization to produce more engaging content will need a deep and broad data set to work with, and it's increasingly clear that email is not suited to delivering that at scale. Privacy changes have caused open rates to dip, further obscuring user intent.

3. Marketing teams will rethink data-led decision-making

Any changes that teams make to their marketing strategies over the next year will need to show ROI, especially because tighter budgets are focusing decision-making processes more on pipeline. The best way for marketers to prove their worth in such an environment is with a strong and relevant roster of data that goes beyond their own KPIs.

Teams that come out on top in 2024 will have to look back on the previous year and reconsider their approach to data. Connecting more strongly with audiences through a methodical approach to data will separate those who impress the wider company from those who struggle to prove ROI.

• Old B2B Tactics VS New B2B Marketing Tactics: Research Reports - Growth Trib on YouTube

• Sustainable Marketing: Ancient Wisdom for Modern Challenges- TedTalks on YouTube

• This week at YouTube: Top Earning Content by Format - Creator Insider on YouTube

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