ICYMI: What Brands Should Know About Multi-touch Attribution and Social Commerce
This week: Adaptly weighs in on why advertisers should care about multi-touch attribution models and the evolution of social commerce, Snapchat releases new photo and video features.
Determining the impact of advertising can be a major pain point for advertisers, especially given the growing complexity of the path to purchase. Consumers often engage with brands at several touch points before converting, meaning that last-click attribution models undervalue ads that deserve credit for conversions. Adaptly’s VP of Revenue, West Coast, Danielle Shamos, makes the case for a multi-touch attribution model and shares four important things for advertisers to keep in mind when approaching the performance of omni-channel campaigns.
User behavior on social platforms is changing: consumers increasingly turn to social channels to find, research, and eventually purchase products. How can brands capitalize on this trend and best use social to drive conversions? Adaptly’s Rob Kabrovski, VP of Accounts, EMEA, weighs in on why social is an important commerce channel that brands should pay attention to. Given the popularity of social platforms–82% of shoppers conduct research online before purchasing–and the plethora of ad formats designed to showcase products, social ads are an ideal way to woo shoppers into converting. Read on for full insights, including how an Adaptly retail client increased online sales by 50% through a paid social campaign.
Snapchat has come a long way from specializing in disappearing photos. The app has introduced new updates that make Snaps even more interactive and fun to share. Users can now loop their videos forever(creating “limitless” Snaps), remove objects from their photos with a “magic eraser” tool, and doodle in emojis. This update should encourage more creativity and sharing from Snapchat’s 161 million users worldwide.