04 Customers Acquire New Customers Retain Existing Customers Get Referrals and Organic Growth 02 Systems Communication Platforms Sales Platforms Operations & Process Documentation Business Intelligence & Data Management 01 Marketing Foundation Your Audience Your Offer Your Strategy Your Marketing Playbook 03 Promote and Nurture Paid Media Campaigns Website and Social Email Expert-Led Digital Marketing Solutions for Your Business Fueled by deep practitioner perspective, bauer/DIGITAL provides clients with a scalable and proven approach to deliver a clear and actionable roadmap to digital success. I combine big picture strategic thinking with detailed specificity to clearly map your digital initiatives. DIGITAL MARKETING SERVICES Paid Media Campaigns Paid media campaigns on Facebook and Instagram. Google Search Ads, YouTube, Bing, Quora, B2B LinkedIn campaigns . Programmatic Display Campaigns. Managed monthly. On budget. Efficient. Turnkey. Read More Search Engine Optimization Want to outrank your competitors and own the first page of search results? Our SEO strategies combine proprietary competitor benchmarking, technical website optimizations, targeted link building, and strategic content creation to boost your visibility and traffic. We perform in-depth keyword research and usage analysis so you rank for the terms that matter most to your business. We build natural links from authoritative domains to increase relevance. Read More B2B Marketing We engage your ideal accounts through proven B2B marketing strategies that accelerate sales cycles and drive revenue. Our capabilities span outbound campaigns, ABM, CRM optimization, and targeted paid media outreach. We reach decision-makers across multiple touchpoints, keeping your brand top of mind during active buying cycles. With our omni-channel approach, we create interest, build authority, and efficiently convert high-value accounts into customers. Read More Streaming TV & OTT Media Campaigns Streaming TV and online video ads. Scale your reach across world-class content. Share your brand message with unique and relevant audiences on Fire TV, Roku, Apple TV, X-Box and Play Stations. Read More Website Design & Development We craft custom WordPress, Shopify, Drupal, Wix, and Squarespace sites optimized for your target users and business objectives. We incorporate proven UI/UX principles, responsive mobile-ready design, and strategic integrations to showcase your brand and products to their best advantage. We deliver seamless integrations, speed optimizations, and security – so you can focus on running your business. Read More TESTIMONIALS Digital Consulting & Production Services Is your business ready to scale its digital presence and operations? Our experienced team provides managed production services for enterprise organizations. We assess your current digital capabilities and resource needs, and identify opportunities to consolidate, optimize, and elevate your online platforms. We handle the heavy lifting of digital asset creation, campaign execution, platform integrations, and data analysis so your in-house team can focus on high-value initiatives. Our scalable solutions level up your digital capabilities while optimizing workflows. Read More Accelerate your business growth utilizing a comprehensive suite of digital capabilities. For Amazon Sellers we optimize their eCommerce presence to sell more effectively on the platform. Our services include content production, listings enhancement, advertising, and overall marketplace management. Read More Amazon Seller Services "Boris has advised me not only on my web presence, but also on my overall sales & marketing approach both here in Germany and in the U.S. In fact, I reach out to Boris on a regular basis concerning my business model. Boris listens very carefully, reflects before he makes a recommendation, and always has my best interest at heart. You’ll sense all of these strengths in your first conversation with Boris.” John Magee "Boris is a tireless generator of business insights who understands both the emotional and quantitative sides of the Internet game. His synthesizing intelligence allows him to make connections that other people can’t see, and more uniquely, translate them into successful product and service ideas. I personally had the privilege of observing how Boris’ positive leadership, industry knowledge and commitment to excellence transformed an entire organization and its bottom line. This man loves what he does.” Scott McDonald

Give Your Business an Opportunity to Thrive Using Our Full Digital Capabilities We specialize in digital paid media campaigns, endemic cannabis campaigns, SEO, content marketing, email marketing automation, account-based marketing and CRM integration. OUR FOCUS Fortune 500 Digital Sophistication, Accessible For Companies Of All Sizes DIGITAL MARKETING SERVICES ​ Content Strategy & Development Strategic content creation and distribution builds awareness, fosters engagement, and drives conversions across the buyer's journey. Our experts use in-depth research to develop optimized content that provides value to your audience. We handle content planning, production, promotion, and ongoing optimization to maximize ROI. B2B Marketing Services Our B2B marketing strategies identify and engage your ideal accounts through coordinated outreach across multiple touchpoints. From outbound campaigns to account-based marketing, we accelerate pipeline and revenue with proven approaches tailored to your business. Read More SEO Comprehensive SEO services boost your discoverability and website traffic. Our data-driven approach includes technical optimizations, content creation, link building, and ongoing performance tracking to outrank competitors. Read More Paid Media Campaigns Paid platforms like PPC, Spotify and OTT ads expand your reach to the right audiences at the right time. Our specialists drive cost-effective conversions combining targeted media buying, creative optimization, and analytics. Read More Email Marketing Email marketing generates more qualified leads over time by providing relevant value. We help craft campaigns that engage your audience and nurture contacts through personalized sequences tied to their journey. Read More Expert Execution, Optimized For Your Goals In Any Market Website Design & Developement A high-performance website drives business growth. Our tailored approach handles planning, design, development, and optimization to craft sites that engage visitors and achieve KPIs. Read More Digital Production Consulting Our digital production consultants assess your current marketing ecosystem and identify opportunities to consolidate, elevate and optimize your online presence and processes. Read More Cannabis Marketing Cannabis marketing requires a strategic approach tailored to evolving regulations. Our experts help brands promote intelligently within legal guidelines for each state. As mainstream platforms limit cannabis ads, we leverage specialized self-serve ad networks to manage targeted campaigns on brand-safe publishers. This provides cost-efficient access to cannabis-friendly segments and mainstream prospects through contextual and audience targeting. We tap into video and display networks with cannabis policies to engage the right viewers. Our approach focuses spend on high-intent users ready to purchase, while optimizing placements and creatives for performance. Let our specialists develop compliant cannabis campaigns to drive measurable results and expand your reach to ideal consumers. Read More

The Transformational Power of Optimized Digital Approaches IMPACT CASE STUDIES Read More Industry: DTC Apparel Ecommerce Rejuvenating growth using Amazon paid media and Google Performance Max campaigns. Ecommerce Paid Media Case Study Read More Industry: DTC Food retailer Growing Net Sales for ecommerce for food retailer by optimizing product descriptions and improving Wordpress core vitals. SEO for Ecommerce Case Study Read More Industry: Specialty Food Streamlining online presence, managing digital initiatives, email, social and promotions. Specialty Food Marketing Case Study Read More Industry: Agencies & Consulting Supporting a international consulting agency with account based paid media and SEO. B2B ABM Case Study Read More Industry: Real Estate & Self Storage Re-branding a small business and driving leads through local marketing leads to success. Accelerating Business Growth Read More Industry: B2B Cannabis Implementing a CRM and email automation to drive leads and pipeline. Cannabis Industry Innovator Marketing Read More Industry: Financial Services & Content Revamping an old Wordpress build and get the site up to speed. Wordpress Speed Optimization & Hardening Read More Industry: B2B Professional Services A strategic shift in a mature industry drives new leads. B2B How to Dominate Niche Market Read More Industry: B2B professional Services Establishing a small business in a mature market as a dominating force using targeted SEO. B2B SEO Case Study Read More Industry: Education Using international programmatic campaigns to drive enrollment for Ivy league College program. Higher Education Marketing Case Study

I. Understanding the Difference Between Digital Agencies and Consultants To determine whether you should work with a digital marketing agency or a digital marketing consultant, it's crucial to understand the key differences between the two. While both provide expertise in online promotion strategies, their approach, structure, influence, and costs can vary significantly. A. What is a Digital Marketing Agency? A digital marketing agency is a company that employs a team of specialists to handle various aspects of online marketing for their clients. These agencies typically offer a comprehensive range of services, including: Website design and development Search engine optimization (SEO) Pay-per-click (PPC) advertising Social media marketing Content creation (blogs, videos, infographics) Email marketing Analytics and reporting Digital marketing agencies can be full-service, offering a complete suite of digital marketing solutions, or specialized, focusing on specific areas like SEO, PPC, or social media marketing. B. What is a Digital Marketing Consultant? A digital marketing consultant is an independent professional who provides expert advice and guidance to businesses on developing and implementing effective online marketing strategies. Unlike agencies, consultants typically work alone or with a small team, offering personalized services tailored to each client's unique needs. Digital marketing consultants are skilled in various areas, including: Market research and analysis Digital strategy development Campaign planning and execution Training and coaching for in-house teams Performance measurement and optimization Consultants may specialize in specific industries or marketing channels, such as e-commerce, B2B, or influencer marketing. C. Key Differences in Approach, Structure, Influence, and Cost While both digital agencies and consultants aim to help businesses succeed online, they differ in several key aspects: Approach: Agencies typically follow a more structured, process-driven approach, with established workflows and standardized methodologies. Consultants offer a more personalized, flexible approach tailored to each client's specific requirements. Structure: Agencies have a hierarchical structure with multiple teams and departments, each focusing on specific areas of digital marketing. Consultants work independently or with a small team, providing a more hands-on and direct working relationship with clients. Influence: Agencies often have a broader influence and can leverage their collective expertise and resources across various clients and industries. Consultants offer a more focused and specialized influence, deeply understanding the client's business and industry. Cost: Agencies generally have higher costs due to their larger teams, overhead expenses, and comprehensive service offerings. Consultants typically have lower costs, as they operate with minimal overhead and can provide more targeted services. When deciding between a digital marketing agency or a digital marketing consultant, consider factors such as your business goals, in-house capabilities, budget, and the level of personalization and expertise required. Both options can be effective, but the choice ultimately depends on your specific needs and preferences. II. Services Offered by Digital Agencies vs Consultants When it comes to the range of digital marketing services offered, there are distinct differences between full-service digital agencies and individual digital marketing consultants. Let's explore the typical services provided by each. A. Full-service Digital Agencies As the name suggests, full-service digital agencies offer a comprehensive suite of online marketing solutions under one roof. Their service offerings typically include: Search Engine Optimization (SEO): Improving website visibility and organic search rankings through on-page optimization, technical SEO, link building, and content creation. Pay-Per-Click (PPC) Advertising: Managing and optimizing paid advertising campaigns across platforms like Google Ads, Bing Ads, and social media networks. Social Media Marketing: Developing social media strategies, creating content, running paid campaigns, and managing community engagement across multiple platforms. Content Marketing: Producing high-quality, SEO-optimized content such as blog posts, articles, infographics, videos, and more to attract and engage target audiences. Email Marketing: Crafting and executing email campaigns, newsletters, and automated email sequences for lead nurturing and customer retention. Web Design and Development: Building visually appealing, user-friendly, and responsive websites optimized for search engines and conversions. Branding and Creative Services: Developing brand identities, logos, marketing collateral, and other creative assets to establish a strong brand presence. Analytics and Reporting: Tracking and analyzing campaign performance, website metrics, and other key performance indicators (KPIs) to measure success and inform data-driven decisions. Full-service agencies often have dedicated teams or specialists for each of these services, allowing them to provide a holistic, integrated digital marketing approach tailored to a client's specific needs and goals. B. Specialized Digital Agencies While some agencies offer a full suite of services, others choose to specialize in specific areas of digital marketing. These specialized agencies typically focus on one or a few core services, such as: By concentrating their efforts and resources on a particular area of expertise, specialized agencies can offer in-depth knowledge, advanced skills, and cutting-edge strategies within their niche. C. Services Provided by Consultants In contrast to agencies, digital marketing consultants typically operate as independent professionals or part of a small team. Their service offerings are often more flexible and tailored to the specific needs of each client. Common services provided by consultants include: Digital Strategy Development: Conducting market research, analyzing competitors, and crafting comprehensive digital marketing strategies aligned with business objectives. Marketing Audits and Optimization: Evaluating existing marketing efforts, identifying areas for improvement, and providing recommendations for optimization. Campaign Planning and Execution: Developing and implementing targeted marketing campaigns across various digital channels, such as SEO, PPC, social media, or email marketing. Analytics and Reporting: Tracking and analyzing campaign performance, providing insights, and making data-driven recommendations for improvement. Training and Coaching: Offering training and coaching services to upskill in-house marketing teams on the latest digital marketing trends, tools, and best practices. While digital marketing consultants may not have the same breadth of services as full-service agencies, they often bring a deeper level of expertise and personalized attention to the specific areas they specialize in. When choosing between a digital agency or a digital marketing consultant, it's essential to consider your business goals, budget, and the level of support and expertise required. Full-service agencies offer a one-stop-shop for comprehensive digital marketing solutions, while consultants provide specialized, tailored services with a more personalized approach. Ultimately, the decision should be based on your unique needs, resources, and the areas of digital marketing that are most critical for your business's success. III. Factors to Consider When Deciding Choosing between a digital marketing agency or a digital marketing consultant is a critical decision that can significantly impact your business's online success. To make an informed choice, it's essential to consider several key factors: A. Your Business Goals and Needs The first step is to clearly define your business goals and identify the specific digital marketing needs that align with those objectives. Are you looking to increase brand awareness, drive more website traffic, generate leads, or boost online sales? Different goals may require different strategies and expertise. For example, if your primary goal is to improve your website's search engine rankings and organic traffic, working with an SEO agency or an SEO consultant specializing in search engine optimization might be the best fit. On the other hand, if you're launching a new product or service and need a comprehensive digital marketing campaign, a full-service digital agency could be more suitable. B. In-house Marketing Capabilities Evaluate your in-house marketing team's skills, bandwidth, and expertise. If you have a robust internal team with diverse digital marketing capabilities, you may benefit from the guidance and strategic direction of a digital marketing consultant. They can work closely with your team, provide training and coaching, and help optimize your existing efforts. However, if your in-house resources are limited or you lack specific expertise in certain areas, partnering with a digital agency can be advantageous. Agencies offer a team of specialists who can handle various aspects of your digital marketing, freeing up your internal resources to focus on other priorities. C. Budget and Long-term Strategy Your budget and long-term marketing strategy should also play a significant role in your decision. Digital agencies typically have higher costs due to their larger teams, overhead expenses, and comprehensive service offerings. However, they can provide a more scalable and long-term solution, especially if you require ongoing support and a consistent digital presence across multiple channels. On the other hand, digital marketing consultants often have lower costs and can be a more cost-effective option, particularly for smaller businesses or those with specific, short-term needs. Consultants can provide targeted expertise and support without the overhead of a full agency. D. Need for Strategy vs Execution Another crucial factor to consider is whether you primarily need strategic guidance or hands-on execution. Digital marketing consultants excel at developing comprehensive strategies, conducting in-depth market research, and providing expert advice tailored to your business's unique needs. If you have an in-house team capable of executing digital marketing campaigns but lack strategic direction, a consultant can be invaluable in crafting a well-defined roadmap and optimizing your efforts. Conversely, digital agencies are often better equipped to handle both strategy and execution. With their diverse teams and resources, they can develop and implement comprehensive digital marketing campaigns across multiple channels, from ideation to deployment and ongoing optimization. When deciding between an agency or a consultant, consider your internal capabilities and whether you need support primarily with strategy development or campaign execution, or a combination of both. IV. Pros and Cons of Working with an Agency When it comes to outsourcing your digital marketing efforts, working with an agency presents both advantages and challenges. Understanding the potential pros and cons can help you make an informed decision that aligns with your business goals and resources. A. Pros (diverse expertise, scalability, ongoing support) One of the primary advantages of partnering with a digital marketing agency is access to a diverse pool of expertise under one roof. Agencies typically employ specialists in various areas, including: Search Engine Optimization (SEO) Pay-Per-Click (PPC) Advertising Social Media Marketing Content Creation Email Marketing Web Design and Development Analytics and Reporting This multidisciplinary team can provide a comprehensive, integrated digital marketing strategy tailored to your specific needs, saving you the time and resources required to build and maintain an in-house team with similar expertise. Additionally, agencies offer scalability, allowing you to ramp up or down your marketing efforts as needed. This flexibility can be particularly beneficial for businesses with fluctuating demands or those looking to launch new products or services. Furthermore, agencies provide ongoing support and maintenance, ensuring that your campaigns remain optimized and up-to-date with the latest industry trends and best practices. B. Cons (higher costs, lack of personalization) While the benefits of working with a digital marketing agency are compelling, there are also potential drawbacks to consider. One of the primary concerns is the higher cost associated with agency services. Agencies often charge premium rates to cover their overhead expenses, such as office space, equipment, and employee salaries. These costs can be prohibitive for small businesses or startups with limited budgets. Another potential downside is the lack of personalization and direct control over your marketing efforts. As an external entity, the agency may not have the same level of understanding of your business, industry, and target audience as an in-house team. This can lead to a disconnect between your vision and the agency's execution, potentially resulting in suboptimal results. Moreover, communication challenges can arise when working with an agency, especially if there are geographical or cultural differences. Ensuring clear and consistent communication is crucial to avoid misunderstandings and maintain alignment with your marketing goals. Finally, there is a risk of potential conflicts of interest, as agencies often work with multiple clients, some of whom may be competitors in your industry. While reputable agencies have measures in place to prevent such conflicts, it is still a consideration to keep in mind. When evaluating whether to work with a digital marketing agency, it's essential to weigh these pros and cons carefully. Factors such as your budget, in-house capabilities, and the complexity of your marketing needs will play a significant role in determining the best approach for your business. By understanding the potential advantages and challenges of partnering with an agency, you can make an informed decision that maximizes the benefits while mitigating the risks, ultimately contributing to the success of your digital marketing efforts. V. Pros and Cons of Hiring a Consultant When it comes to outsourcing your digital marketing needs, hiring an individual digital marketing consultant can be an attractive option. Consultants offer a unique set of advantages and challenges that businesses should carefully consider before making a decision. Let's explore the potential pros and cons of partnering with a consultant. A. Pros (personalized approach, senior-level expertise, lower costs) One of the primary advantages of working with a digital marketing consultant is the personalized approach they can provide. Unlike agencies that serve multiple clients simultaneously, consultants typically work with a limited number of businesses at a time, allowing them to offer a more focused and tailored experience. Personalized Approach: Consultants can dedicate their undivided attention to your business, ensuring a deep understanding of your unique goals, challenges, and target audience. They can craft customized strategies that align with your specific needs, rather than employing a one-size-fits-all approach. This personalized attention can lead to more effective and relevant marketing campaigns, ultimately driving better results. Senior-Level Expertise: Digital marketing consultants often have extensive experience and a proven track record in their field, having worked with a diverse range of clients and industries. They bring a wealth of knowledge and expertise to the table, offering insights and strategies that may not be readily available within your organization. With their senior-level expertise, consultants can provide strategic guidance, identify potential pitfalls, and recommend best practices to optimize your marketing efforts. Lower Costs: Compared to hiring a full-service digital marketing agency, working with an individual consultant can be a more cost-effective solution, especially for small businesses or those with specific, short-term needs. Consultants typically have lower overhead costs, allowing them to offer their services at more competitive rates. This cost-effectiveness can be particularly beneficial for businesses with limited marketing budgets or those seeking targeted expertise without the need for a comprehensive agency package. B. Cons (limited bandwidth, short-term engagement) While the advantages of hiring a digital marketing consultant are compelling, there are also potential drawbacks to consider. Limited Bandwidth: As an individual professional, a consultant's bandwidth and capacity may be limited compared to a full-service agency with a team of specialists. This can pose challenges when dealing with large-scale or complex marketing campaigns that require a diverse range of skills and resources. Consultants may need to outsource certain tasks or collaborate with other professionals, potentially increasing costs and coordination efforts. Short-Term Engagement: Consultants are often hired for specific projects or short-term engagements, which can lead to a lack of continuity and long-term strategic planning. Once the project or engagement is complete, the consultant may move on to other clients, leaving your business without ongoing support or guidance. This can be particularly challenging for businesses that require consistent marketing efforts and a long-term partnership. Potential Conflicts of Interest: As independent professionals, consultants may work with multiple clients, some of whom could be competitors in your industry. While reputable consultants have measures in place to prevent conflicts of interest, there is still a risk that sensitive information or strategies could be inadvertently shared or compromised. It's essential to establish clear boundaries and confidentiality agreements to mitigate these potential risks. When deciding whether to hire a digital marketing consultant, it's crucial to weigh these pros and cons carefully. Consider factors such as your business goals, in-house capabilities, budget constraints, and the level of support and expertise required. By carefully evaluating these factors, you can determine whether a consultant is the right fit for your organization's marketing needs. Ultimately, the decision to partner with a digital marketing consultant should be based on a thorough assessment of your business requirements and a clear understanding of the consultant's capabilities, experience, and approach. By aligning your needs with the right consultant, you can leverage their expertise to drive tangible results and achieve your marketing objectives more effectively. VI. How to Choose the Right Partner After weighing the pros and cons of working with a digital marketing a gency or an individual digital marketing consultant, the next crucial step is to select the right partner for your business. This decision can significantly impact the success of your online marketing efforts, so it's essential to approach it with careful consideration. A. Evaluating Expertise and Portfolio When evaluating potential partners, whether an agency or a consultant, it's crucial to assess their expertise and portfolio thoroughly. Look for partners with a proven track record in your industry or niche, as well as experience in the specific digital marketing services you require. Industry Experience: Prioritize partners who have worked with businesses similar to yours, as they will have a better understanding of your target audience, challenges, and competitive landscape. Ask for case studies or success stories that demonstrate their ability to deliver results in your industry. Service-Specific Expertise: If you require specialized services like SEO, PPC advertising, or social media marketing, ensure that the partner has dedicated experts in those areas. Review their portfolio and ask for examples of successful campaigns or projects they have executed in the relevant service areas. Certifications and Awards: Look for partners who hold relevant certifications or have received industry awards and recognition for their work. Certifications from platforms like Google, Facebook, or HubSpot can be indicators of their expertise and commitment to staying up-to-date with best practices. Client Testimonials and References: Request client testimonials or references from the partner, and follow up with those references to gain insights into their experience working with the partner. Pay attention to feedback on communication, responsiveness, and the overall quality of their work. B. Defining Clear Goals and Expectations Before engaging with a partner, it's crucial to define clear goals and expectations for your digital marketing efforts. This will help ensure that both parties are aligned and working towards the same objectives. Set Measurable Goals: Establish specific, measurable, achievable, relevant, and time-bound (SMART) goals for your digital marketing campaigns. These goals could include increasing website traffic, generating leads, boosting online sales, or improving brand awareness. Outline Key Performance Indicators (KPIs): Identify the key performance indicators (KPIs) that will be used to measure the success of your campaigns. Common KPIs include website traffic, conversion rates, lead generation, return on investment (ROI), and social media engagement metrics. Define Roles and Responsibilities: Clearly outline the roles and responsibilities of both parties, including who will be responsible for strategy development, execution, reporting, and optimization. Establish communication protocols and reporting schedules to ensure transparency and accountability. Discuss Budget and Timeline: Set realistic budgets and timelines for your digital marketing campaigns, taking into account the scope of work and the resources required. Ensure that both parties have a clear understanding of the financial commitment and project timelines. C. Considering a Hybrid Consultant-Agency Model In some cases, a hybrid approach that combines the expertise of a digital marketing consultant and the resources of a digital agency can be an effective solution. This model can be particularly beneficial for businesses with complex marketing needs or those seeking a balance between personalized guidance and scalable execution. Companies like bauer/DIGITAL offer a hybrid model where they provide strategic consulting services while also leveraging the resources and capabilities of their agency partners. This approach allows businesses to benefit from the personalized attention and senior-level expertise of a consultant, while also having access to the diverse skillsets and scalability of an agency team. When considering a hybrid model, it's essential to evaluate the partner's ability to seamlessly integrate consulting and agency services, ensuring a cohesive and streamlined experience for your business. Choosing the right partner for your digital marketing needs is a critical decision that should not be taken lightly. By thoroughly evaluating expertise and portfolios, defining clear goals and expectations, and considering a hybrid consultant-agency model if applicable, you can increase your chances of finding the ideal partner to drive your online marketing success. Remember, effective digital marketing is a collaborative effort, and selecting the right partner can make all the difference in achieving your desired outcomes and staying ahead in the ever-evolving digital landscape.

LinkedIn has just announced the launch of two exciting new ad solutions - LinkedIn CTV Ads and Live Event Ads - aimed at helping B2B marketers reach and engage key decision makers with precision targeting [1]. With LinkedIn CTV Ads, marketers can now expand their campaign reach beyond the LinkedIn platform and capture buyer attention across a network of premium streaming content providers. This includes access to NBCUniversal's premium inventory through LinkedIn Premiere, a new managed offering. By leveraging Kantar's deep audience insights, marketers can measure the impact of their CTV campaigns on brand awareness, affinity, and resonance among their target B2B audience. In addition to CTV Ads, LinkedIn is also introducing Live Event Ads to help marketers drive registrations and engagement for their live events. This new ad format allows marketers to promote their events to a highly targeted audience of professionals who are most likely to attend and engage. The launch of these new ad solutions comes at a time when B2B marketers are facing increasing challenges in reaching and engaging their target audience. With only 5% of buyers in-market for a new purchase at any given time, consistent engagement across multiple channels is key to staying top-of-mind and memorable when it's time to buy. At bauer/DIGITAL, we're excited about the potential of LinkedIn's new CTV and Live Event Ads to help our B2B clients achieve their marketing goals. By combining LinkedIn's robust targeting capabilities with the power of CTV and live events, we can create highly personalized and engaging campaigns that reach the right decision makers at the right time. Whether you're looking to build brand awareness, drive event registrations, or generate high-quality leads, LinkedIn's new ad solutions offer a compelling way to stand out and make an impact with your target audience. As an early adopter, you can gain a competitive edge and achieve better results from your advertising spend. If you're interested in learning more about how bauer/DIGITAL can help you leverage LinkedIn's new CTV and Live Event Ads to achieve your B2B marketing goals, contact us today. Our team of experts is ready to help you craft a winning strategy that delivers measurable results.

Table of Content General Questions on Attribution and Dynamics in Online Advertising Do display ads influence search ad performance and conversions? Do online ads exhibit dynamic effects that improve effectiveness over time? How should attribution and dynamics impact online advertising metrics and budget allocation? Harvard Study on Search and Display Ad Interaction Nielsen Study on New Media's Brand Impact Lumen/Teads/Dynata Study on Attention and Brand Effects Harbine Engineering Journal Study on Ad Impact Columbia Business School Meta-Analysis Summary of key findings General Questions on Attribution and Dynamics in Online Advertising Online advertising has become a pivotal component of marketing strategies across industries. As businesses increasingly allocate substantial budgets towards digital channels, a pressing need arises to comprehend the intricate dynamics and attribution effects that shape the success of these campaigns. This post delves into the fundamental questions that underscore the importance of understanding attribution and dynamics in online advertising: A. Do Display Ads Influence Search Ad Performance and Conversions? One of the core inquiries revolves around the interplay between display advertising and search advertising. Specifically, marketers seek to unravel the extent to which display ads influence the performance of search campaigns, including: Search ad clicks: Do display ad exposures drive consumers to click on search ads, thereby increasing click-through rates (CTRs) and potential conversions? Search ad conversions: Beyond clicks, do display ads contribute to actual conversions from search campaigns, such as purchases, lead generations, or other desired actions? Search funnel progression: How do display ads impact the various stages of the consumer journey, from initial awareness to active search and eventual conversion? Answering these questions is crucial for optimizing cross-channel marketing strategies and accurately attributing credit to each touchpoint along the customer's path to conversion. B. Do Online Ads Exhibit Dynamic Effects that Improve Effectiveness Over Time? Another critical area of investigation focuses on the dynamic effects of online advertising. Specifically: Carryover effects: Do the impacts of online ads persist and accumulate over time, even after the initial ad exposure? If so, how long do these carryover effects last? Wear-in effects: Is there a lag between ad exposure and its impact on consumer behavior, where the effects "wear in" gradually over time? Long-term effectiveness: How do the long-term effects of online ads compare to their immediate or short-term impacts? Are there significant differences in effectiveness over various time horizons? Understanding these dynamic patterns is essential for accurately measuring the true return on investment (ROI) of online advertising campaigns and optimizing ad timing and frequency. C. How Should Attribution and Dynamics Impact Online Advertising Metrics and Budget Allocation? The insights gained from studying attribution and dynamics have profound implications for how marketers evaluate and optimize their online advertising efforts, including: Failure to account for attribution and dynamics can lead to: Inaccurate performance measurement and ROI calculations Suboptimal budget allocation across channels and campaigns Missed opportunities to capitalize on synergies and compounding effects Premature termination of effective campaigns due to underestimated long-term impact As businesses strive to maximize the impact of their online advertising investments, addressing these fundamental questions becomes paramount. By gaining a comprehensive understanding of attribution and dynamics, marketers can unlock valuable insights, refine their strategies, and ultimately drive superior returns on their digital marketing efforts. Harvard Study on Search and Display Ad Interaction The Harvard study by Kireyev, Pauwels, and Gupta (2013) provides valuable insights into the interaction between paid search and display advertising in driving consumer conversions. The researchers developed a multivariate time series model using data from a large commercial bank on its online marketing spend, ad impressions/clicks, and customer acquisitions over a 1-year period. Methodology The study employed a comprehensive persistence modeling approach to capture the complex dynamics and interdependencies in online advertising. Specifically: Granger causality tests identified which variables should be treated as endogenous in the model. Unit root tests determined which variables exhibited non-stationary behavior and should enter in differences. Cointegration tests uncovered stationary linear combinations representing long-run equilibrium relationships. Based on these tests, the researchers specified a vector error correction (VEC) model with all variables as endogenous, allowing for rich interactions. Key Findings of the Harvard Study on Search and Display Ad Interaction The VEC model enabled the authors to derive several important findings through impulse response analysis: 1. Display Ads Increase Search Conversions A key finding was that display ad impressions significantly increased paid search conversions, but this effect was not immediate. It took around 2 weeks for display ads to start positively impacting search ad conversion rates. This highlights the importance of accounting for cross-channel attribution effects rather than crediting only the last click. 2. Strong Dynamics and Carryover Effects Both search and display ads exhibited strong positive carryover effects that improved their effectiveness and return on investment over time. Ignoring these dynamic effects can lead to undervaluing the long-term impact of online ads. 3. Display Increases Search Costs In addition to increasing search conversions, greater display ad exposure also drove more search ad clicks and costs. So the overall impact of display needs to account for this added search spend. 4. Revised Performance Metrics After accounting for attribution to search, carryover effects, and added search costs, the study found: Each $1 spent on display ads yielded $1.24 in revenue Each $1 on search ads yielded $1.75 in revenue This contrasted sharply with estimates based on standard last-click attribution metrics used by the bank. 5. Optimal Budget Reallocation The revised performance metrics had major implications for optimal budget allocation between search and display: Despite display's attribution benefit, the strong dynamic effects for search called for increasing the search budget share by up to 36%. The display budget share should be reduced by 31%. This reallocation was driven by the much higher advertising elasticities for search after properly accounting for dynamics and cross-channel effects. The authors conducted several robustness checks on their modeling approach and results: Estimating a basic VAR model showed qualitatively similar short-term and wear-in effects, confirming the non-stationarity only impacted long-run behavior. Variance decompositions confirmed display impressions significantly drove search impressions (40%), clicks (17%), and conversions (16%). Using different shock identification schemes did not materially impact the impulse response estimates. The rigorous econometric methodology, extensive robustness analysis, and use of granular marketing data from a major firm lends strong credibility to the study's findings. By quantifying the complex interplay between search and display ads, the study provides a framework for resolving attribution problems and optimizing budget allocation across digital channels based on their long-term effectiveness. Nielsen Study on New Media's Brand Impact The Nielsen study aimed to quantify the impact of emerging digital media formats like podcasts, influencer marketing, and branded content on key marketing metrics such as brand awareness, brand recall, and return on investment (ROI). The large-scale study analyzed over 1,000 campaigns across these new media channels spanning multiple industries and brands. Groups were surveyed before and after the campaign to measure changes in key brand metrics like: Unaided Brand Awareness: Percentage who mentioned the brand when asked an open-ended question about brands in the category. Aided Brand Awareness: Percentage correctly identifying the brand when shown visual logos/assets. Brand Favorability: Percentage who rated the brand favorably on a scale. Purchase Intent: Percentage likely to purchase the brand's products. Key Findings of the Nielsen Study on New Media's Brand Impact The study yielded several important insights regarding the ability of new media formats to drive upper-funnel brand marketing objectives: 1. Significant Brand Awareness Impact Across the 1,000+ campaigns analyzed, Nielsen found that the median brand awareness lift among consumers exposed to podcasts, influencers, or branded content was over 70% higher compared to the control group. This highlights the powerful ability of these emerging channels to increase brand salience and top-of-mind recall, even for consumers not actively seeking out brand information. 2. Variance in Effectiveness While the median brand awareness lift was 70%, Nielsen observed significant variance in effectiveness across campaigns. The top quartile of campaigns achieved awareness lifts over 150%, while the bottom quartile saw negligible or even negative lifts. This variance was driven by factors like: Content quality and creativity Audience targeting and relevance Integration with other media channels Clarity of brand messaging and presence 3. Impact on Lower-Funnel Metrics In addition to brand awareness, the study also analyzed the impact on metrics lower in the marketing funnel: While not as pronounced as brand awareness, Nielsen found meaningful lifts in brand perception, purchase intent, and short-term return on ad spend from new media campaigns. This suggests that these channels can effectively drive outcomes beyond just awareness when executed properly and complemented with mid/lower-funnel tactics. 4. Importance of Attention and Viewability A key driver of effectiveness was the ability to capture consumer attention and ensure the brand messaging was viewable. Campaigns with higher viewability rates and longer average attention times tended to see larger lifts across all brand metrics analyzed. This underscores the importance of using new media formats and distribution channels that foster active engagement rather than just passive exposure. The Nielsen study provides robust evidence that digital platforms like podcasts, influencers, and branded content can be powerful vehicles for building brand awareness and driving marketing impact when leveraged strategically. By using an advanced methodology to isolate the true effects of new media exposure, the study highlights both the significant potential of these channels as well as the key factors that differentiate high and low performing campaigns. As consumer attention becomes increasingly fragmented across digital media, these insights can help brands navigate the evolving landscape and optimize their media mix for maximum brand building impact. Lumen/Teads/Dynata Study on Attention and Brand Effects This study was a collaborative effort between Lumen Research, Teads, and Dynata, aimed at quantifying the relationship between attention metrics for digital advertising and the resulting brand effects. It involved a large-scale meta-analysis spanning campaigns across 14 major advertisers in 2022 and 2023.The analysis combined two key data sources: Third-Party Attention Data Collected by Lumen across over 500 digital ad campaigns Measured viewable impressions and attentive seconds per impression Covered various ad formats like display, video, mobile, etc. Brand Lift Studies Conducted by Dynata for the same set of campaigns Surveyed a treatment group exposed to the ads and a control group Measured impact on brand awareness, favorability, consideration, purchase intent By combining these robust datasets, the researchers could analyze the correlation between objective attention metrics and the resulting brand KPIs at a very granular level. Key Findings of the Lumen/Teads/Dynata Study on Attention and Brand Effects The meta-analysis uncovered several important insights regarding the relationship between attention and brand effects: 1. Clear Correlation Between Attention and Brand Metrics Across the 500+ campaigns studied, the analysis found a statistically significant and "clear correlation" between attentive ad exposure and positive shifts in upper-funnel brand metrics like: Unaided Brand Awareness Aided Brand Awareness Brand Favorability Brand Consideration The higher the attentive seconds per impression, the greater the observed brand lift tended to be. 2. Threshold Effects for Lower-Funnel Metrics While attention correlated with upper-funnel metrics across the board, the study found evidence of threshold effects for lower-funnel metrics like purchase intent: Minimal lift was seen at low attention levels (<5 attentive seconds) A steep increase in purchase intent lift occurred between 5-10 attentive seconds Beyond 10 attentive seconds, further lift diminished This suggests that driving lower-funnel KPIs requires a higher bar for attentive ad exposure compared to just building awareness. 3. Outperformance of Attentive Impressions The analysis compared the brand impact of "attentive impressions" (defined as >5 attentive seconds) versus standard viewable impressions: Attentive impressions consistently drove 2-4x higher brand lift across the board compared to just viewable impressions. 4. Creative Optimization Opportunities While overall attention levels were a key driver, the study also found that creative execution factors like: Visual salience and clutter Branding clarity and consistency Storytelling and emotional resonance ...had a significant impact on garnering and sustaining user attention. Optimizing these creative dimensions represented an opportunity to amplify brand impact even further. The findings from this large-scale meta-analysis provide robust evidence that attention metrics like active viewable time are far more predictive of actual brand outcomes compared to standard digital ad delivery metrics. As the researchers summarize, "The results show a clear and direct correlation between attention and brand effects...a viewable impression alone is not enough to drive brand lift. Attention is a key ingredient. "For brands, this study highlights the importance of prioritizing ad placements, formats, and creative strategies that foster active consumer attention and engagement. Simply maximizing ad impressions and viewability is unlikely to move the needle on critical brand KPIs. As digital advertising continues to evolve with new ad tech and formats, metrics that quantify actual human attention will likely become even more crucial for maximizing advertising effectiveness and ROI. Harbine Engineering Journal Study on Ad Impact The study published in the Harbine Engineering Journal aimed to investigate the impact of advertisements on key metrics like brand awareness, customer satisfaction, and purchase intent. The researchers employed a multi-pronged approach that combined survey data with website analytics. 1. Survey Data Collection The core of the study involved conducting surveys across three distinct groups: Customers: A random sample of 5,000 customers who had made a purchase from the company's e-commerce website in the past 6 months. Employees: 250 employees across various roles and departments within the company. Management: 35 members of the senior leadership team and executive management. The surveys captured respondents' perceptions of the company's advertising campaigns, brand messaging, and overall customer experience. Specific questions focused on: Recalling and recognizing the company's ads across channels (TV, digital, print, etc.) Perceived impact of ads on brand awareness and purchase decisions Satisfaction with the website experience and e-commerce journey Likelihood to recommend the brand (Net Promoter Score) 2. Website Analytics Integration To complement the survey insights, the researchers also analyzed website behavior data captured via analytics tools like Google Analytics and Hotjar. Key metrics examined included: Traffic sources (organic, paid, referral, etc.) User journeys and conversion funnel performance Engagement signals (pages visited, time on site, clicks, etc.) Audience demographics (age, location, interests, etc.) The website data allowed the researchers to quantify actual user behavior and correlate it with the stated perceptions from the surveys. 3. Statistical Analysis The final stage involved rigorous statistical analysis to uncover potential relationships and drivers of advertising effectiveness. This included: Correlation Analysis: Examining the correlation between survey responses (e.g. ad recall) and website behavior metrics to identify potential links. Regression Modeling: Developing regression models to quantify the impact of factors like ad exposure, demographics, and website experience on key outcomes like satisfaction and purchase intent. Multivariate Testing: Analyzing differences in survey responses and website behavior across variations in the advertising creative/messaging using techniques like A/B testing. A key focus area was understanding if demographic factors like age had any bearing on the observed advertising impact and overall user experience. Key Findings of the Harbine Engineering Journal Study on Ad Impact The study yielded several noteworthy findings regarding the effectiveness of the company's advertising efforts: 1. No Correlation Between Age and Website Satisfaction Contrary to common assumptions, the analysis revealed no statistically significant correlation between a user's age and their stated satisfaction with the website experience. Both younger and older demographics exhibited similar levels of satisfaction, suggesting the website design and user experience were well-tailored to a broad audience. 2. Opportunities to Improve Ad Visibility and Targeting While overall ad recall was relatively high (68% for customers), the surveys highlighted opportunities to increase visibility and resonance of the advertising creative. Employees and management tended to overestimate the impact and memorability of the company's ads compared to actual customer perceptions. This misalignment signaled a need for more rigorous market testing and persona-based targeting of the advertising campaigns. 3. Positive Correlation Between Ad Exposure and Purchase Intent One of the most encouraging findings was a statistically significant positive correlation between survey respondents' recollection of seeing the company's ads and their stated likelihood to make a purchase. Customers who reported higher ad exposure and recall also tended to exhibit higher purchase intent scores and were more likely to recommend the brand. 4. Importance of Seamless User Experience The study found that a seamless, intuitive user experience on the company's website and e-commerce platform was crucial for maximizing the impact of advertising efforts. Respondents who reported frustrations or pain points during the purchase journey were far less likely to convert, regardless of their initial ad exposure and awareness levels. This underscored the need for consistent quality across all touchpoints in the marketing and sales funnel. While the study confirmed the overall positive impact of the company's advertising campaigns, it also highlighted several areas for optimization and improvement: Enhancing ad creative and messaging to boost visibility and memorability Leveraging more advanced audience segmentation and targeting capabilities Maintaining a relentless focus on delivering seamless user experiences Closing perception gaps between internal stakeholders and customers By combining robust survey data with actual user behavior insights, this study provided a comprehensive view into the real-world effectiveness of advertising initiatives. The findings can inform more impactful, ROI-driven strategies for allocating ad budgets and orchestrating cohesive cross-channel experiences. Columbia Business School: Factors influencing when advertising impacts brand awareness versus purchase intent The Columbia Business School meta-analysis aimed to synthesize research findings on the key factors that influence when advertising impacts brand awareness versus purchase intent. The researchers conducted a comprehensive review of over 200 papers published in major marketing journals between 1990-2012. Studies were included in the meta-analysis if they met the following criteria: Empirically measured the impact of advertising on either brand awareness metrics (e.g. recall, recognition) or purchase-related metrics (e.g. intent, choice, sales) Reported statistical estimates of advertising's effect size Provided details on key moderating variables like product category, ad content factors, media factors, etc. This rigorous screening process yielded a final sample of 57 studies spanning various product categories, countries, time periods, and methodologies (experiments, surveys, econometric models, etc.). The authors then coded each study along multiple dimensions: Dependent variable type (awareness vs. purchase) Product category (CPG, durables, services, etc.) Advertising content factors (rational vs emotional appeals, comparative ads, etc.) Advertising execution factors (repetition, media vehicle, spend/weight, etc.) Brand characteristics (quality, differentiation, market share, etc.) Methodological characteristics (data source, estimation technique, etc.) Meta-Analytic Approach The analysis involved calculating separate meta-analytic means of the advertising effect sizes for: Brand awareness metrics Purchase-related metrics This allowed comparing the overall magnitude of advertising's impact on each outcome type. The researchers also used meta-regression to examine how the different coded variables moderated advertising's effect on awareness versus purchase metrics. Weighted least squares regressions were specified with: Effect size as the dependent variable Coded study characteristics as predictors Weights based on the inverse of each effect's variance This approach quantified the influence of factors like product category, ad appeals, media factors, brand equity, etc. on advertising effectiveness. Key Findings of the Columbia Business School Meta Analysis on Factors Influencing when Advertising Impacts Brand Awareness versus Purchase Intent The meta-analysis yielded several important insights into the differential effects of advertising on building awareness versus driving purchase behavior: 1. Larger Effects on Awareness than Purchase Intent Across the studies analyzed, advertising had a significantly larger overall effect on enhancing brand awareness metrics compared to impacting purchase-related outcomes like choice and sales. The mean effect size for awareness was 0.32, versus just 0.16 for purchase metrics - about half as large. 2. Moderating Role of Advertising Weight As expected, higher advertising weight (measured by spend levels or repetition) increased advertising's ability to build awareness. However, it had a smaller positive impact on purchase metrics. This suggests that heavy ad spending is more effective for achieving widespread brand salience versus directly driving purchase behavior. 3. Importance of Brand Equity The analysis found that a brand's existing equity level was a key moderator of advertising effectiveness: For high-equity brands, advertising had a stronger positive effect on purchase metrics For low-equity brands, advertising provided a bigger boost to building awareness This highlights how brands may need to first invest in awareness-building before ads can effectively influence purchase. 4. Content Effects on Awareness vs. Purchase The use of emotional ad appeals and comparative advertising claims enhanced advertising's impact on purchase metrics more than awareness. Conversely, repetition of similar executions was more effective for reinforcing brand awareness versus driving purchase intentions. 5. Media Vehicle Differences The meta-regression revealed that different media vehicles had varying effects: Television had the largest positive impact on awareness Print media like magazines were most effective for influencing purchase Digital media had smaller effects than expected on both outcomes However, the authors note this may partly reflect the time period studied (pre-2012) when digital ad spend and measurement were much more limited. Overall, this comprehensive meta-analysis provides a nuanced perspective on how various factors moderate whether advertising achieves brand-building objectives versus more direct sales impacts. The findings can help guide strategic decisions around creative content, media planning, and budgeting based on specific brand/marketing objectives. They also highlight the importance of accounting for a brand's existing equity when setting advertising expectations and measuring effectiveness. Key Insights from the Studies Summarized Harvard Study on Search and Display Ad Interaction: Display ads significantly increase paid search conversions, but with a 2-week delay Both search and display ads exhibit strong positive carryover/dynamic effects over time Display ads also increase search ad clicks and costs, offsetting some of the conversion lift Accounting for attribution to search, dynamics, and added costs alters performance metrics The optimal budget allocation should increase search's share by up to 36% despite display's attribution benefit Nielsen Study on New Media's Brand Impact: Median brand awareness lift of 70% from podcast/influencer/branded content exposure Meaningful lifts also seen for favorability (28%), purchase intent (18%), short-term ROI (2.7x) High variance - top quartile saw 150%+ awareness lift, bottom quartile was negligible Attention and viewability were key drivers of effectiveness Lumen/Teads/Dynata Study on Attention and Brand Effects: Clear correlation between attentive ad exposure and upper-funnel brand metrics Lower-funnel metrics like purchase intent saw steep lift between 5-10 attentive seconds Attentive impressions drove 2-4x higher brand lift than just viewable impressions Creative optimization can further amplify attention and brand impact Harbine Engineering Journal Study on Ad Impact: No correlation between age and website satisfaction, suggesting good user experience Opportunities to improve ad visibility, targeting, and alignment with customer perceptions Positive correlation between ad exposure and purchase intent Seamless user experience crucial for maximizing ad effectiveness Columbia Business School Meta-Analysis: Advertising had larger effect on building awareness vs. driving purchase metrics Higher ad weight boosted awareness more for high-equity brands Emotional appeals and comparative ads enhanced purchase impact TV was best for awareness, print was best for purchase influence The studies highlight the importance of accounting for cross-channel attribution effects and carryover dynamics when evaluating online advertising performance. Display ads were found to significantly increase search ad conversions, but with a delayed impact, while both channels exhibited strong positive dynamics that improved effectiveness over time. However, display ads also drove up search costs. Accounting for these attribution and dynamic effects substantially altered performance metrics like revenue per ad dollar spent. The optimal budget allocation favored increasing the search budget share despite display's attribution benefit, due to search's stronger dynamics. Brands should prioritize ad placements and creative that foster active consumer attention and engagement to maximize impact on critical upper-funnel metrics like awareness and favorability. Leveraging advanced measurement techniques, predictive analytics, and an integrated cross-channel strategy can help marketers navigate attribution challenges, optimize media budgets, and orchestrate cohesive experiences that drive awareness and conversions. Sources Kireyev, P., Pauwels, K., & Gupta, S. (2013). Do display ads influence search? Attribution and dynamics in online advertising. Harvard Business School Working Paper, No. 13-070. Nielsen (2022). Measuring new media's impact on brand awareness and ROI. https://www.nielsen.com/insights/2022/measuring-new-medias-impact-on-brand-awareness-and-roi/ WARC (2024). New study shows a clear link between attention and brand effects. https://www.warc.com/content/feed/new-study-shows-a-clear-link-between-attention-and-brand-effects/en-GB/8527 Harbine Engineering Journal (2024). An investigation into the impact of ads on brand awareness. https://harbinengineeringjournal.com/index.php/journal/article/view/2280 Columbia Business School (2013). Factors influencing when advertising impacts brand awareness versus purchase intent: A meta-analysis. Faster Capital (2024). Exploring the latest research on enhancing brand awareness strategies. https://fastercapital.com/content/Exploring-latest-research-on-brand-awareness-strategies.html