How to adapt media and creatives in a cookieless era: contextual + 1st‑party data, generative assets, and attention as a core KPI.
Formats, targeting and creatives that lift CTR and sales in e‑commerce and B2B.
UAP formula: unique value, argument, call‑to‑action. Add subtle micro‑animation for stopping power.
Buying model, targeting and CPL differ. Case: −28% CPL in two weeks with a hybrid setup.
Color intensity, offer length, CTA contrast, human face, micro‑animation — which variant wins?
A 14‑point checklist: goals, audience, offer, sizes, weights, formats, UTM and media plan.
Dynamic feeds, FOMO messaging and frequency control. Keep frequency in check without burning the audience.
Updated size table: IAB standards, responsive, video and HTML5 creatives.
Micro‑animations (1–2s) explain value without overload.
CPM/CPC/CPA formulas, reach forecast, and how to align budget with leadership.
Message‑match rule: banner offer = first‑screen offer. Reduce friction to the goal.
UTM convention, auto‑tagging, lead deduplication and creative‑level reporting.
Pre/post surveys, control groups, and how to link reach to organic growth.
Preparing for a post‑cookie world: contextual targeting, 1st‑party data and creative‑first.
Six banner variants compared. What we changed in layout, copy and CTA.
Segment‑level targets, declining CTR and when to refresh creatives.
Comparing CTR, engagement and CPA. When native wins, and when banners are irreplaceable.
Tiny type, clutter, low contrast, verbose copy and vague CTA — how to fix.
Audience, viewability, format grid, CPM and brand safety — what to look at.
Sizes, big touch targets, contrast and speed. iOS/Android inventory specifics.
Focus on value and expertise, lead magnets and remarketing to stakeholders.
IAB standards, MRC metrics and how to choose high‑viewability inventory.
Linear vs. position‑based models and when last‑click distorts banner impact.
Requirements for logo, photos, illustrations and fonts. How to avoid blur and artifacts.
ROMI = (incremental profit − costs) / costs. Examples for e‑commerce and SaaS.
How IAB standards and HTML5 changed creative and measurement.
Which channels work today: OOH, TV, SMS and online. How to choose the right format.