A homeowner's AC quits at four on a July afternoon. A supply line lets go under the kitchen sink. Hail takes out half a roof. In all three cases the homeowner does the same thing, which is pick up the phone and start searching. For years the only way to be in that moment was […]
How search retargeting actually works Search retargeting gets around the cost problem by pulling intent data away from the search engine itself. Instead of paying $20 a click to sit as a text link on a results page, you buy the intent. When someone in the US searches across search engines, review portals, and shopping […]
A prospect checks their phone before they get out of bed, streams the news over breakfast, listens to a podcast on the drive in, reads a trade site at their desk, and finishes the day on Hulu. If your advertising lives on one of those five surfaces, you reach that person once and hope it […]
Consumer attention is scattered across more screens than at any point before, and that changes what advertising has to do. A single billboard, one radio spot, or a lone search campaign used to be enough to carry a company's revenue goals. Not anymore. The same person streams a show on Hulu before work, catches a […]
People don't meet your brand in one place anymore. A single homebuyer might read market trends on a laptop over coffee, listen to a podcast on the drive to work, check local news on their phone at lunch, and watch Hulu that night. That's one person across four screens in a single day. For a […]
Your customers don't pay attention in one place anymore. They watch Roku in the morning, catch a podcast on the drive, scroll apps at lunch, and read industry blogs on a laptop at night. Advertising that only shows up in one of those spots is leaving money on the table. Ten years ago you could […]
Plenty of businesses spend real money on digital advertising and get back a nice-looking report full of impressions and views. The numbers are big. The pipeline is flat. Nothing in the bank account has moved. For years, media buyers treated impressions as the goal. Show your brand to a million people and, by the math, […]
Modern media consumption doesn't happen in a vacuum. A homeowner sitting on their couch in Salt Lake City might glance at an unskippable ad on Roku while watching a favorite show, catch a podcast ad on Spotify during their morning commute along I-15, and check a quick news update on their phone during lunch, seeing […]
Consumer attention is spread across dozens of digital touchpoints a day. A typical American listens to a podcast on the morning commute, checks news on their phone at lunch, streams a show on a smart TV after dinner, and scrolls through apps before bed. Most businesses still advertise as if none of that were true. […]
Every year, a lot of marketing budget disappears into campaigns that produce good-looking metrics and not much else. The click-through rate holds up on the slide. Impressions land in the high seven figures. And the meeting still ends with the same question nobody wants to ask out loud: where's the actual revenue? The problem usually […]
