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
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