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MARKETING

Traffic, Lead & Email Data from 150K+ Brands

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Traffic, Lead & Email Data from 150K+ Brands

If you’re a marketer, it’s likely been a very – odd – Q4!

On top of racing to the finish with end-of-year reports, campaigns, and project memos, you’re also in the thick of annual planning for the new year.

And, to add one more complicated layer to the mix, many marketing teams are waiting in the balance to see how our uncertain economy and the continuance of unprecedented global events will impact their work.

While we don’t have a crystal ball, our final analytics report of the year aims to give you an insightful glimpse of how industries are performing in Q4, and help you make the most informed decisions for your brand as 2023 begins.

Without further adieu, let’s dive in.

Download Now: Free State of Marketing Report [Updated for 2022]

About this Data: These insights are based on data aggregated from 158,000+ HubSpot customers globally between November 2021 and November 2022. Because the data is aggregated from HubSpot customers’ businesses, please keep in mind that the performance of individual businesses, including HubSpot’s, might differ based on their markets, customer base, industry, geography, stage, and/or other factors.

Mid-Q4 Marketing Themes

Overall Themes

With seasonality – which we began to see in our last recap – in full swing, industries linking to retail, travel, and leisure are seeing unsurprising month-to-month upticks in conversions, leads, and even traffic. Meanwhile, industries like construction – which are often less active during the end of the year and in uncertain financial times – are seeing some MoM and YoY decreases.

Overall, year-over-year leads and conversions are trending up, which could be a positive sign for marketers who want to show that their work does impact their brand’s bottom line.

Below, we’ll dig into a few specific marketing themes.

Website Performance Continues to See Seasonality

Website Traffic

Compared to October, websites across industries saw a significant traffic decrease in November, with Construction and Financial Activities seeing the greatest dips. Only Leisure and Hospitality saw a significant MoM gain, which makes sense due to holiday-related travel and annual vacation planning on the rise.

Luckily, many industries are seeing year-over-year traffic boosts.

Manufacturing as well as Trade, Transportation & Utilities (which includes the retail industry) lead the pack with 6.3% and 6.2% increases respectively. The only industry which didn’t see a boost was Construction, which saw a slight dip of 2.6%.

As we mentioned in previous reports, the construction industry’s performance could be due in part to the season as well as current macroeconomic conditions.

Website Conversion Rates

Month-over-month, website conversions were relatively flat across industries. This can happen due to seasonality.

One big exception to the MoM data was Leisure and Hospitality which saw a significant 9.5% increase. Not super surprising during the end-of-year holiday and shopping season.

Year-over-year, we saw the biggest conversion increases from Education & Health Services followed by Leisure and Hospitality. In previous posts, we’ve highlighted that Leisure and Hospitality brands are likely seeing growth due in part to global regions and key travel cities reopening due to fewer COVID-19 restrictions.

Industry

MoM

YoY

Sample size

All

-1.3%

+9.2%

127169

Construction

-2.5%

+2.3%

1177

Education and Health Services

+2.0%

+17.6

3374

Financial Activities

+0.8

+1.7%

3628

Leisure and Hospitality

+9.5%

+13.4%

972

Manufacturing

-0.7%

-0.7%

3606

Professional and Business Services

-3.0%

+10.2%

11,708

Technology, Information and Media

+2.2%

+3.4%

14,208

Trade, Transportation and Utilities

+3.69%

-2.8

3,087

Inbound Leads See Positive Movement

Despite lower or flat traffic and conversions, both YoY and MoM lead trends are actually ticking up across most industries: a positive theme for marketers who are hyper-focused on their business’s bottom line.

Trade, Transportation & Utilities (which includes the bustling retail industry), and Leisure and Hospitality saw the largest MoM gains.

Year over year, Leisure and Hospitality also saw a huge YoY gain along with Education & Health Services. And, as a consistent theme, only Construction saw annual and monthly decreases.

Email Opens Hold Steady Despite More Sends

While most email marketers expect to see email engagement drop as the holidays begin in November, there was only a 1.3% open rate decrease, despite a large 13% increase in sends (likely due to end-of-year campaigns and last-minute pushes to hit numbers). Additionally, more subscribers were likely opening and potentially engaging with emails this month as all industries saw a 10.3% open increase.

Despite positive movements in November, marketing email is still dealing with some long-term challenges as opens and open rates have decreased by 14.5% and 10.1% respectively – even with more companies embracing a slightly more modest number of email sends.

Metric

MoM

YoY

Sample size

Email sends

+13.9%

-3.9%

144,733

Email opens

+10.3%

-14.5%

144,733

Email open rate

-1.3%

-10.1%

144,796

Starting the Year with a Full View

While these November numbers show some industries working their way back from slower growth in 2022 – and a few still continuing to keep up numbers in seasonality and current macro-economic times – it’s important for marketers to look at all possible data when planning out their strategies for January and the new year ahead. That’s why, on top of reports like these, it’s important to look at:

  • Your annual and MoM website traffic and conversion data
  • Your leads, sales, and revenue, especially as compared to direct competitors
  • The direct and indirect ROI of your inbound campaigns, such as marketing newsletters.  

To keep you informed as you kick your new marketing plans off next year, we’ll be launching a series of posts across the HubSpot Blogs in January to give you an overall look at how businesses performed throughout 2022, as well as insights on how business heads, marketers, sales teams, and other departments can adapt in 2023. Stay tuned!

In the meantime, read through our previous reports below:

Or, download our free State of Marketing Report below to dive deeper into what marketers focused on this year.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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