Horizon Media Discusses Shift of Performance Marketing to Upper Funnel Strategies
· 1h ago · Originally reported by Beet.TV
Maikel O’Hanlon of Horizon Media notes that performance marketing tactics are increasingly being applied to upper funnel activities, not just direct response. This shift is driven by rising costs at the bottom of the funnel, greater scrutiny of ad spend, and improved measurement connecting brand exposure to conversions.
Why it matters
Understanding how performance metrics are being used in brand-focused campaigns helps advertisers allocate budgets more effectively and measure impact across the entire customer journey.
Explain it like I’m new here
Advertisers are now using the same tools to track and improve both brand ads and sales ads, like using a fitness tracker for both running and walking.
Terms in this story
Conversion
A conversion is a valuable action that an advertiser wants people to take after seeing or clicking an ad, such as a purchase, sign-up, app install, call or form submission.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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