Search Marketing Knowledge Center

The Percentage of Programmatic Ad Spend by Marketplace Type

Money Slides February 14, 2025

The ANA shares data that reveals the percentage of programmatic ad spend devoted to open marketplaces and to private marketplaces, making those calculations both including and excluding CTV.

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Marketers' Favorite KPIs for Retail Media Networks, 2024

Money Slides February 13, 2025

The ANA shares survey data that reveals the KPIs that marketers most prefer to use in gauging the success of their use of retail media networks.

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Marketers' Favorite Retail Media Networks, 2024

Money Slides February 13, 2025

The ANA shares data detailing which retail media networks are most used by marketers as of 2024 and to what extent.

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Starting Points for Online Shopping Journeys in the Last Six Months

Money Slides February 11, 2025

Omnicom Commerce Group shares data compiled by web hosting company Hostinger that reveals where online shopping journeys most frequently began during the second half of 2024. Notably, retailers’ websites and apps topped the list.

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Amazon Primed to Surpass Walmart As Largest Retailer

Marketing News February 10, 2025

Amazon late last week reported that fourth quarter net sales increased 10 percent, to $187.8 billion, which is expected to surpass Walmart revenue-wise for the first time when the company announces its earnings later this month. Amazon attributed the growth to several factors, including its best holiday shopping season ever and a rising number of viewers for Amazon Prime's "Thursday Night Football."

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Headless CMS: Agile Content Strategies for Modern Marketers

Webinar Rewinds February 6, 2025

Discover how a headless CMS can revolutionize your content delivery and marketing flexibility. In this webinar, learn how this innovative approach enables seamless content distribution across multiple platforms, creating more dynamic and responsive marketing ecosystems.

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Report: Marketers Feel Ready for the Rise of Generative AI Search

Marketing News February 4, 2025

The ongoing rise of alternative (and non-Google) search platforms fueled by generative AI is altering consumer behavior and making search a faster process, according to a new study. Marketers are excited about the changes in the market, but those changes come with a whole new set of challenges.

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The Muppets Take Center Stage in Booking.com's Super Bowl Ad

Marketing News February 3, 2025

The Muppets are featured in a new ad campaign for Booking.com that shows how the website helps consumers to personalize their travel experiences. The integrated marketing campaign, which kicks off during the fourth quarter of Super Bowl LIX, builds on the "Booking.yeah" ad campaign from 2022.

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Study: Most Consumers Say Privacy and Personalization Can Coexist

Marketing News January 29, 2025

Most people like a free, open internet supported by advertising and are willing to exchange their personal information to keep it that way, a new IAB study reveals. The study comes amid a proliferating number of data privacy laws at the state level while federal legislation continues to languish on Capitol Hill despite ongoing efforts.

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SEO and AI: Best Practices

Leading Edge January 16, 2025

Search Engine Optimization (SEO) has long been regarded as one of the most effective digital marketing channels for delivering a high return on investment (ROI). In fact, Forrester predicts that “AI-integrated search will triple SEO budgets…as consumers increasingly trust organic, gen AI-powered summaries.”

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New Service Will Expand Amazon's Presence in Retail Media

Marketing News January 15, 2025

Amazon recently announced the launch of Amazon Retail Ad Service, a platform through which organizations can build their own retail media networks.

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Google Ads, SEM, and AI: Best Practices

Leading Edge January 9, 2025

The U.S. search engine advertising (SEM) market, dominated by Google Ads, continues to grow and is expected to reach over $136 billion US dollars by 2026, according to Statista. Although digital marketing involves a seemingly limitless and evolving landscape such as X competitors Thread and BlueSky, social commerce, marketing technology and data privacy, digital marketers will continue to invest in channels with proven return on investment, like SEM and SEO. In fact, according to Forrester’s 2025 Budget Planning Guide, “B2C marketing executives are more optimistic than ever about their marketing budgets: 92 percent plan to increase their overall marketing investment in the next 12 months.”

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10 Opportunities for Marketers Using Generative AI in Search Marketing

Pulse January 6, 2025

As we enter the new year, marketers continue to face a progressive transformation, with generative AI emerging as the most powerful tool in our arsenal. As traditional search marketing strategies evolve, savvy marketers are discovering unprecedented opportunities to leverage AI across multiple dimensions of their search marketing efforts.

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Quantifying U.S. Marketing Expenditures Across the Top Five Channels

Money Slides January 6, 2025

Winterberry Group tabulates U.S. marketing expenditures on search, social media, linear TV, online display, and direct marketing. The data further drills down to divide that spending between expenditures made on brand and performance marketing.

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The Percentage of Total Programmatic Ad Spending by Device Type

Money Slides January 6, 2025

The ANA breaks down the percentage of programmatic ad spending devoted to a variety of device types, including desktop, mobile and tablet, OOH, and CTV.

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