Data from RTB House shows that advertisers invest more in mid-funnel campaigns and increase the average ticket per user
Among marketing strategies, analyzing the sales funnel is common. Historically, the challenge has always been how to make the funnel bigger, that is, how to impact more users with relevant content and ads to then have a greater number of conversions and, consequently, more sales within the brand’s digital channels. However, the debate about how the sales funnel is “leaner” has gained prominence recently.
This scenario has required new strategies from brands to ensure the profitability and healthiness of online sales channels. “This change reflects the economic situation experienced in recent years. An important portion of the population has acquired debt or lost income, in whole or in part, which is consequently reflected in less consumer appetite for new purchases”, explains André Dylewski, director of development of RTB House business for Latin America.
Martech data on campaigns carried out in Brazil point to inverse lines, when comparing the total number of conversions of campaigns carried out versus the average ticket registered. Between 2021 and 2023, the number of conversions fell by practically half, while, in the same period, the average ticket of advertisers working with the company increased by 156%.
The focus on conversion campaigns ends up limiting the audience and, consequently, the results. At this point, different advertisers have prioritized integrated approaches connecting conversion campaigns to others focused on prospecting new users or reactivating “dormant users”.
According to RTB House, between 2020 and 2021, the total number of advertisers who invested in campaigns focused on prospecting tripled, remaining at the same level in the following years. Furthermore, the company’s internal estimates indicate that conversion campaigns aim to serve around 20% of a brand’s potential buyers, requiring the investment of varied campaigns and different banner formats to qualify the advertiser’s customer base.
“Today, some of our main clients in the region work with us on full-funnel approaches, not only because they understand that they increase the profitability of the campaigns executed, but also because when analyzing them together it becomes easier to follow the customer’s journey. user with the brand, which enables more assertive actions to keep users engaged and loyal”, says Dylewski.
Other data from RTB House reveals that in-app campaigns are growing, as between 2020 and 2023, the number of in-app campaigns carried out by the company practically doubled. Also according to martech, the amount invested by advertisers in this type of solution grew by 79% and the average ticket registered between 2020 and 2023 increased by 91%.
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