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.When it comes to shopping, consumers nowadays do their fair share of homework before making a purchase. GroupM Search teamed up with ComScore and from data collected from 1 million U.S. Internet users found that search is the single most important factor in the beginning of the purchase process. They found that 58 percent of all consumer journeys that end in purchase begin with search, followed by company sites (24 percent) and then social media (18 percent). Looking at the overall purchase process though, it looks like consumers are just as likely to use search or a combination of search and social during the purchase process, while only 1 percent uses only social during the purchase process. For consumers, social is more about getting friends’ opinions about products and brands. As the findings show, social media alone is not a key part of the purchase process, but tied with search, it is an important tool.
Dentsu’s podcast celebrating Black empowerment tries to do its part to fill the advertising inequity gap
The Dentsu-backed More Than That with Gia Peppers kicked off season 3 last week, featuring several major advertisers (and Dentsu clients) including Procter & Gamble, General Motors, Kroger and Mastercard.
The Athletic’s Sebastian Tomich is looking beyond ads and subscriptions to reach profitability
The Athletic's path to profitability is set for 2025, and to achieve this goal, chief commercial officer Sebastian Tomich is focused on more than just selling ads directly to prospective advertisers.
How newsroom unions intervene when members get laid off
Amid the recent wave of media layoffs, here are some of the ways newsroom unions are intervening.
SponsoredAdvertising predictions that will shake up the media industry in 2023
Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
Despite Q1’s slow start, publishers are bullish about events revenue for 2023
Publishers like BDG and Apartment Therapy are banking on events revenue to give them a leg up in 2023.
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.