As the Director of Content Marketing at MightyHive, Adam tells the MightyHive story across available B2B marketing platforms. Previously, Adam was the Publisher of Adweek Magazine where he was responsible for the success of all aspects of the business. Adam has two young kids to keep him on his toes and, during his down time, he tinkers with a script he will never finish and some songs he will never perform. But that’s OK with him.
Performance marketers may be reluctant to invest in CPM-based campaigns, but avoiding top-of-funnel strategies presents a risk. By building awareness earlier in the sales cycle, competitors will drive more customers toward their PPC marketing tactics. Big advertisers with a history of leaning heavily on performance marketing like Topshop, Booking Holdings, Adidas and Old Navy have all openly discussed their plans to decrease reliance on performance ads and establish a more balanced approach.
“One of the benefits of CPM-based buying is you can learn so much about who your users are, what their demographic data is, and what other things they are interested in.”
— Ellen Perfect, Senior Account Manager, MightyHive
To help performance marketers build successful CPM strategies, MightyHive and Hanapin Marketing teamed up for a webinar about using programmatic branding campaigns to drive customers down the funnel. This free webinar is a great primer for advertisers and teams looking to expand into CPM-based buying using a DSP—for example, expanding from Google Ads into Google Display & Video 360.
This webinar takes a close look at:
- How performance marketers can better leverage the audience-building and reach expansion capabilities of programmatic and CPM-based buying
- How successful programmatic advertisers define and measure KPIs
- How to optimize performance and meet goals in programmatic and CPM-based campaigns
MightyHive Senior Account Manager Ellen Perfect shares her experience developing performance-driven CPM strategies. John Williams, Senior Account Manager at Hanapin, brings his expertise in cross-channel marketing to show how metrics work across multiple digital platforms.
Watch on demand now