EXPERT INSIGHTS
Charlie de Thibault: Incrementality testing reveals real cross-channel behavior and purchase mechanics without relying on flawed multi-touch attribution assumptions. It gives marketers a clear, defensible story to present to CEOs and CFOs.
Rebecca Thorburn: 60% of your target market isn’t actively buying right now, but they are constantly building a mental map of solutions. Pre-market content helps future buyers recognize triggers and frame approaches long before an active sales process begins.
Mike Storm: Average viewer attention spans range from 2 seconds on social platforms to over 20 seconds in cinema. Adapting your video edit to match each screen format makes your media budget work significantly harder.
Elena Jasper: While streaming attracts younger demographics, linear TV remains a dominant player that delivers superior reach efficiency. Choosing channels based on audience efficiency rather than platform stereotypes maximizes overall media impact.
Alex Haigh: Debating linear versus streaming misses the point because consumers consider both simply “TV.” Marketers who ignore linear TV leave efficient reach and lower CPMs on the table for competitors to exploit.
INDUSTRY HIGHLIGHTS
Google is experimenting with displaying mobile search ad sitelinks individually in a list format with dark text and left margins to increase scan-ability and prominence. Keep an eye on secondary link click-through rates as presentation formats evolve.
Following the August 17 update, Google removed the bid suppression cushion on budget-limited campaigns, forcing Smart Bidding to align closer with stated tROAS targets. Marketers should review their budget allocations and target ROAS settings ahead of Q4.
Advertisers can now specify up to 1,000 excluded terms based on page titles to protect brand safety across automated placements. Configure these exclusions at the account or campaign level to maintain strict brand safety boundaries.
App conversions are now integrated into Google’s cross-channel performance reporting and attribution models. Leverage this expanded visibility to better track touchpoints across web and app ecosystems, though cross-channel budgeting remains web-only for now.
Microsoft has connected its ad platform directly with HubSpot CRM data while expanding LinkedIn company list uploads to 10,000 accounts. Connect campaign spend directly to closed-won revenue and scale account-based marketing efforts for the holiday season.
THAT’S A WRAP FOR THIS WEEK!
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See you next week!
