B2B ad examples

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We know DSP engines from the inside. In this short video, Steffanie Obst, Sales Director DACH, shares how a second layer powered by Deep Learning can bring new high-intent shoppers to Birkenstock. Learn more at birkenstock.rtbhouse.com #RTBHouse #PerformanceMarketing #DeepLearning #MultipleRetargeting

We’ve relaunched Fospha Measurement System, so brands can see everything, sell anywhere and move instantly. Each measurement method answers a different question. Attribution shows what moved this morning. Marketing Mix Modelling shows where next year’s budget should go. Incrementality Testing shows whether a big bet is working. The trouble starts when a team has to stitch those answers together. It takes longer, and the numbers don’t always agree. Fospha’s Measurement System puts them in one connected system, across every channel and every place a brand sells, online and offline. Our daily media mix attribution is for bottom up, tactical and granular optimization, the marketing mix model is for top down strategic decisions, and incrementality testing is there for point in time validation. Less time reconciling the numbers. More time acting on them. Speak to our team to see all three methods working in one view. Link in comments

Measure every channel the same way and budget calls get easier. Huel has been a Fospha partner for more than six years. When it started, each ad platform claimed credit for sales using its own rules. The team could calculate a blended customer acquisition cost (CAC), but not at channel level, so decisions came down to gut feel. What changed once Fospha was in place: - One consistent source of truth, built on clicks and impressions - CAC compared across every channel, like for like - A morning check of performance by channel, in one place In the Fospha Measurement System, Media Mix Attribution puts every channel, campaign and ad into one model, refreshed daily. If every platform in your plan reports a different number, speak to our team. Link in comments.

Same product. Same price. One of these drove 2.3x incremental ROAS for Academy Sports + Outdoors. You can probably guess which. It’s the Enhanced DPA on the right: background removed by Hunch AI, rebuilt with Academy’s colors, price and logo, across all 350K product images. Meta’s marketing science team measured it in a 4-week Conversion Lift Study, counting only revenue the ads actually caused. Academy picked Hunch as its paid social partner. The white background took it well.

Cost per lead gets benchmarked to death. Whether the leads are usable at all doesn't. We measured it across 4.69M syndication leads. Where do yours stand?

What a way to kick off #ANAMastersOfMarketing 2026! As Havas takes center stage as Presenting Sponsor for the first time, Greg James, CEO of Havas Media Network North America, had the honor of officially opening this year's conference with a powerful reminder: As AI transforms our industry, we can't lose sight of the people at the heart of it all. Technology is moving faster than ever, creating extraordinary opportunities for brands to innovate, connect and grow. But with that progress comes an important responsibility: to truly listen to consumers, earn their trust and deliver experiences that bring meaningful value to their lives. Because the future of marketing isn't just about what technology makes possible. It's about what we make possible for people. And this is just the beginning! We're looking forward to an incredible week of bold ideas, inspiring conversations and meaningful connections here in Orlando. Follow along as we bring you the best of ANA 2026 through the Havas Super-Stream: https://lnkd.in/ee2g3MmN Association of National Advertisers #Havas #ANAMastersOfMarketing #HavasSuperStream #AI #BrandBuilding

Marketing runs on two clocks, and most business owners only watch one of them. The signal clock is fast. Clicks, engagement, leads. It moves daily or weekly and tells you whether the tactics are working right now. The revenue clock is slow, and it lies in both directions. When revenue is healthy, it covers over bad marketing tactics. When revenue is soft, it convinces owners to kill perfectly valid initiatives before they ever had a chance to move it. My advice: watch both. The signal clock tells you about short term marketing impact. The revenue clock tells you whether the business is getting what it needs. A marketing strategy only works when both clocks are on the wall.

Mit Google Ads können Sie Ihr Unternehmen voranbringen. Jetzt loslegen und auf allen Plattformen von Google präsent sein.

Mit Google Ads können Sie Ihr Unternehmen voranbringen. Jetzt loslegen und auf allen Plattformen von Google präsent sein.

Parametric Knowledge Optimization & AEO LLM vs. LLM + Search * LLM - LLMs are trained on billions of documents to build their models. Parametric knowledge is the knowledge an LLM learns during training. * LLM + Search - Sometimes, LLMs also perform search or other tasks to add necessary context. For example, if you ask what the weather is, an LLM won't know, but it can retrieve live weather information via search to help answer this question. AEO Is Not Just Citation Optimization * Most AEO strategies aim to improve a brand’s visibility, position, and sentiment in AI answers by growing its citation share or earning mentions in cited third-party sources. * Most AEO strategies ignore the LLM and its parametric knowledge, the information stored in the model’s weights. Many AI Answers Don't Use Search * Depending on the data source, search is used between 10%-80%. For many entity queries (best X for Y), search is used often. However, many other prompts don't use search. Similarweb estimates that roughly only 10% of ChatGPT answers have citations. Winning Citations Isn't Enough * Even when search is used, being cited is not enough. We present evidence that a brand with low visibility in the LLM without search rarely appears even when it's cited with search (11% of the time). Brands that appear often in the LLM without search appear almost always with search. * So, much of what drives which brands are mentioned is the parametric knowledge of the underlying model (even when search is used). Parametric Knowledge Optimization * For AI answers without search, optimization of search and citations has little to no effect. Instead, you need to optimize the parametric knowledge. * We need a new set of AEO strategies to optimize for the parametric knowledge. Measuring Parametric Knowledge Is Hard * Unlike citations, we cannot directly access the inputs to the underlying model. * New models are launched every few months, and there is a cutoff to the training data. So, a change made today will take several months to have an effect. Parametric Knowledge Influences Fan-Out Queries * Many AI answers use fan-out queries to gather information. Many of these fan-out queries are site:SITE.com queries, such as -- site:nike.com best running shoes -- as a fan-out. * These heavily affect AI answers. The underlying model drives these fan-out queries. To win these answers, you need to optimize the parametric knowledge.

We’ll always remember the campaigns that refuse to play it safe. They stick with us because they evoke real emotion and drive genuine human connection. Your boldest ideas should make someone in the decision-making room sweat a little before they hit the real world. That’s how you create work that leaves an indelible mark. #ContentNation #DigitalMarketing #ContentMarketing

Vechten om de goedkoopste klik? Snipes bewijst dat het anders kan. 🧢 In de strijd om de sneakerfanaat speelt Snipes een compleet ander spel dan JD Sports of Foot Locker. In plaats van agressief bereik in te kopen, bouwen zij een ongeëvenaarde lifestyle-hub. Met de maximale score van 5/5 op 'Authentic Purpose' en 'Platform Power' in ons Durable Differentiator Model, bewijzen ze dat echte merkloyaliteit nog steeds de sterkste groeimotor is. Benieuwd hoe jij ervoor staat ten opzichte van de concurrentie? Bekijk het nu!

Overal een 'voldoende' scoren is levensgevaarlijk in 2026. ⚠️ Kijk naar Foot Locker. In onze nieuwste analyse met het Durable Differentiator Model scoren ze gemiddeld een 3,33. Prima, toch? Fout. Zonder één unieke '5' op de pijlers van groei val je weg in de grijze massa. Je bent overal oké, maar nergens de absolute beste. Concurrenten zoals JD Sports en Snipes snoepen genadeloos marktaandeel weg door wel te excelleren op specifieke gebieden. Voorkom dat jouw merk het 'Foot Locker-syndroom' krijgt. Doe de check op de 9 pijlers op dd.fingerspitz.nl!

Brands don’t grow channel by channel or market by market. So why do we still measure them that way? Following a successful test phase, Nexxen has chosen Happydemics as their third-party brand lift partner for advertisers. Early results are promising: campaigns measured so far rank in the top 15% for brand consideration, the top 20% for purchase intent and the top 25% for ad recall against our benchmarks. For Nexxen advertisers, it means a clear view of how their campaigns shift perception, consideration and intent, not just who they reached. “Today, knowing whether a campaign was delivered to the right audience is table stakes for advertisers – we need to know how these campaigns are influencing audiences and driving outcomes,” said Alexandra Macon-Cooney, Senior Vice President, Partnerships and Data Strategy at Nexxen. Learn more: https://lnkd.in/e3Fmc9Ym

Aunque el contenido sea digital, detrás siempre hay una persona. La tecnología nos ayuda a crear más rápido, pero las ideas, el análisis y la intención siguen siendo humanas. En FlandeCoco creemos en lo digital, pero sobre todo en quienes le dan sentido. 👇 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗽𝗼𝘄𝗲𝗿𝗲𝗱 𝗯𝘆 𝗵𝘂𝗺𝗮𝗻𝘀. https://lnkd.in/dNxNeM-q

ICON can help improve recovery on qualifying inventory, equipment, real estate or receivables and put that value back to work.

Turn qualifying surplus assets into value that can support planned media and other business priorities instead of defaulting to deeper discounts.

Realtors: billboards run $165 a day for a few seconds of attention. Cart ads start at $10, and your first $100 is free. Your face rides through every aisle with local homeowners for 30+ minutes a trip, week after week, in the store your future clients already shop. That repetition is how a neighborhood learns your name. Use the free $100 to earn top of mind awareness, gain market share, and generate leads.

In 2027, DTC brands will keep the agencies whose ads keep scaling after every Meta update. And drop the rest. On 27 October we’re hosting a free live webinar where 4 operators who run ad accounts for DTC brands every day show what’s working right now. What you’ll take back to your clients: → Marc Wirbeleit, 12 years inside Meta: what Andromeda actually changed, and what to stop chasing → Sergio Zaragoza, co-founder of ViralClip: how to brief UGC creators so the ads scale past $1M in spend → Erwan Liébot 🧠, founder of OhMyGads: how to localize UGC ads for 5 markets, so you can take clients into new countries → Stefano Mazzei, co-owner of Cosma: how many creatives you need to find a winner, so you can plan creative volume and budget with your clients My co-founder Sebastian Novinsek hosts the event and moderates the live Q&A. And a big thank you to Luka Podobnik, who planned and organised the whole thing. 🎙️How to win in paid social as a DTC brand in 2027 📆 Tuesday, 27 October ⏰ 17:00 CET / 12 PM ET / 9 AM PT 💻 Live online, free If you run paid social for DTC clients, save your free seat here 👇

It takes at least 2 to 5 months (depending on the model) for published content or new mentions to affect the model’s parametric knowledge, whereas new content can be cited (via search) in days. * New models released by OpenAI, Anthropic, and Google are typically trained on data that is several months old. * The latest date when pages are included in the training set is called the knowledge cutoff. * We use the term knowledge cutoff gap to mean the amount of time between the knowledge cutoff and the release date. * The knowledge cutoff gap is the minimum time-to-impact for newly published content. The attached shows knowledge cutoff gaps for models released since 2022. Why is this important? We recommend complementing strategies based on citations with parametric knowledge optimization (PKO): * Most AEO strategies focus on citations and ignore the model’s parametric knowledge, the information stored in the model’s weights. * But not all responses use search, and even when they do, the model’s parametric knowledge can shape both its fan-out queries and how it uses search results to answer. * Therefore, we should also focus on PKO, which aims to improve how models describe and recommend a brand by influencing the training set. Recommendations: * Be aware of knowledge cutoffs and gaps. Do not expect impact from parametric knowledge optimization in two weeks when the knowledge cutoff gap is five months. * Do not expect impact in a specific model when changes were made after the knowledge cutoff for that model. * When new models are released, supplement standard prompt tracking with parametric knowledge visibility tracking. Use APIs with web search disabled to ensure responses are based only on parametric knowledge. Collect at least fifty responses per prompt. This process is only needed once per pinned model version, as the response distribution will not change as long as the prompts, system instructions, and sampling settings remain fixed. Paper link in the comments.

Still using PathFactory? Maybe it's time to explore the top alternative.

Pulse is the personal agent for music virality. It orchestrates UGC campaigns across vetted music creators who’ll actually move your song, then runs the whole thing end to end. Targeted UGC, not scattered posts. Our last campaign averaged $350 per creator and delivered 5M+ organic views.