BMG360

Just wrapped an incredible panel at @amplifyfounderverse NYC on paid social strategy and creative velocity with some absolute legends in the space! Key takeaways that every DTC founder should note: --> Creative velocity has evolved from nice-to-have to scaling imperative --> AI-assisted ideation + structured testing = engineered "organic" content --> Creator partnerships need voice, format, and buying moment alignment --> Revenue-mapped creative strategies win investor confidence Shoutout to our panelists @daradenney , Lee McCabe, @nikki_henning , and @j_vanhuysen ! Thank you for sharing your expertise with 200+ growth-focused founders and marketers. 🙌 The next wave of breakout brands will be built on creative efficiency, not just media efficiency. . . . #AmplifyNYC #CreativeVelocity #PaidSocial #DTC #GrowthMarketing #MarketingStrategy #StartupLife #FounderLife #ScaleUp #CreativeStrategy #SocialMedia #Performance

Longer Ads: Are they the secret to winning actual buyers? Here's the TL;DR from our most recent blog post: Everyone swears attention spans have crashed, but that’s proving to be old news. We tested four different video ad concepts at BMG360 (on social media), and longer ads outperformed shorter ones in every case. When we tested videos with the same hook against each other, at two different lengths: long (:60) and short (:30). Mortgages: A complex topic. The long-form video (:60) hit the KPI over 75 times, while the short version (:30) barely reached 3. Fashion App: Typically, quick videos dominate in fashion. This time, the shorter clip got 12 installs total. The longer ad got 148. Now, this doesn’t mean that everyone is sitting there and watching the whole ad. But the people who bail early weren’t going to buy anyway. The ones who watch are your hottest leads.

Seeing Half the Picture? Here’s Why We Never Optimize Solely for In-Platform KPIs Think your ads are working because Google and Meta say so? Platform metrics like low CPCs, strong CTRs, and good ROAS are great, but they don’t always show the full picture. The common mistake: Optimizing solely for in-platform metrics. Platforms reward ad engagement, but engagement doesn’t always mean growth or revenue. The fix: Sync backend business data directly into your ad accounts. Connect ad platform performance with actual business outcomes: - Implement Conversions API for more reliable tracking - Pass Back Offline Conversions Into the Platforms - Set Up Custom Conversions for Granular Tracking - Optimize Toward a Lower Funnel Event Real-world example: A SaaS brand saw a 35% drop in CPA when they shifted optimization from “Trial Sign-Ups” to “Trial Users Who Completed Onboarding.” Bottom Line: Don’t fly blind. Integrate real KPIs into your ad strategy to grow more quickly and minimize waste. Focus on real revenue impact rather than surface-level metrics. Are your conversions actually turning into revenue? Track different values for different customer actions. Optimize for actual customers, not just clicks or form fills. #kpi #optimization #bmg360 #growthdecoded

Local or National Radio: Which Wins for Customer Acquisition? We ran the numbers. For our mobile app client, radio crushed it as the top performer in Q4 2024. But when it comes to local vs. national, which drives better customer acquisition? Here’s what we found: National Radio = Scale & Efficiency • Lower Cost Per Sign-Up (CPSU) & Customer • Acquisition Cost (CAC)Bundles local stations for broad reach • Risk: Wasted impressions in areas without availability Local Radio = Precision & Cost Control • $4–6 CPMs for efficient reach • Targets high-value markets with more control • Challenge: Harder to scale So, which is better? Our analysis suggests a hybrid strategy in this particular case: Use national for scale, then layer in local where conversions outperform. But, the right choice depends on your business model. If your brand is available nationwide, national radio is more efficient. However, if you’re focusing on specific markets or have areas where conversion rates are significantly higher, a local strategy could drive better ROI. #localradio #nationalradio #radio #roi #radioadvertising #growthdecoded #bmg360

Best practice says fewer distractions = more conversions. But what happens when users need more info before making a big decision? We ran a classic A/B test for an education client: We added a “Learn More” button next to “Apply Now” on their homepage popup, expecting better user experience → more applications. What actually happened? +34% more total clicks (great!) 12% fewer applications (not great.) Turns out, in this case, more choices = more hesitation. “Learn More” diluted urgency, and fewer users applied. Lesson learned: When the goal is action, simplicity still wins, even with high stakes conversions. What’s next? Smarter, more focused CTAs. Read the full breakdown here: #cro #landingpageoptimization #optimization #performancemarketing #bmg360

We had a little fun this week at HQ! Who’s ready for the Superb Owl?! #SuperBowl #superbowlads

Radio isn’t dead – our latest analysis of a $2 million multi-channel ad spend proved this, revealing radio as the top performer among TV and OTT. But which radio spots deliver the biggest ROI? Here’s our next analysis, looking at $1.3M in radio ad spend to find the highest-performing dayparts. Dive into the full analysis in our newest Growth Decoded issue and blog post. #radio #roi #tv #ott #growthdecoded #bmg360

TikTok Ban: The Reality Check — Smart advertisers are seeing opportunity where others see crisis. With no new users diluting the engagement pool, your ad dollars could work harder than ever. Here’s what marketers need to know • The so-called “ban” is more smoke than fire—170 million U.S. users are still scrolling, creating, and engaging just like before. Only new downloads are affected. • Your current ad campaigns might actually perform better with a now-even-more-highly engaged audience — and less competition for attention. • The math is simple: Same massive audience + same core functionality + reduced competition = potentially stronger campaign performance. Don’t let dramatic headlines dictate your strategy. #DigitalMarketing #TikTokMarketing #SocialMediaStrategy #MarketingInsights #adtech-news #bmg360

New data on TikTok’s ad landscape amid recent changes. From CPCs hitting 14-day lows to a 33% spike in TopView engagement, here’s what marketers need to know. Key takeaway: diversify your platform strategy and stay agile! While the long-term impact of the TikTok ban is still unfolding, these shifts remind us of one crucial point: performance marketing doesn’t wait for the perfect conditions. It thrives in them. Stay agile, watch the data, and act quickly. Thanks to Eric D, Angelica E and Ian M for the data and insights. #tiktok #tiktokban #performancemarketing #digitalmarketing #bmg360

We're easing back into the work week and kicking off 2025 with a look back at an incredible 2024! Here are some of the wins, partnerships, and milestones that made 2024 one to remember. A huge thank you to our clients, colleagues, and the BMG360 team for making it all possible. Here’s to building on that momentum for an even stronger 2025!

Happy Holidays from all of us at BMG360! 🥂 We’re raising a glass to celebration, connection, and plenty of well-earned ROI in the year ahead. Wishing you joy, success, and a brilliant start to 2025!

🎙️ 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗮𝘀𝘁𝗲𝗿𝗰𝗹𝗮𝘀𝘀 with Tim Weil, Chief Strategy & Creative Officer at BMG 360 Tim Weil’s journey is packed with lessons—from creating radio ads and working with George Lois to scaling BMG360 into an omnichannel marketing leader. 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂’𝗹𝗹 𝗹𝗲𝗮𝗿𝗻: 📊 How Tim balances analytics and creativity to deliver real results. 📈 Lessons from launching the Phoenix Coyotes’ business side to leading agency acquisitions. 🤖 Why AI is a tool to enhance, not replace, creativity in marketing. 🎯 Advice for young professionals: embrace change and stay open to new opportunities in the industry. Tim also shares his approach to aligning media and creative strategies from the start, ensuring campaigns perform at their best. 🎧 𝗟𝗶𝘀𝘁𝗲𝗻 𝗻𝗼𝘄, 𝘄𝗮𝘁𝗰𝗵 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄, 𝗼𝗿 𝗹𝗲𝗮𝘃𝗲 𝗮 𝗿𝗲𝘃𝗶𝗲𝘄 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘁𝗵𝗲 𝗹𝗶𝗻𝗸 𝗶𝗻 𝗼𝘂𝗿 𝗯𝗶𝗼. #BreakingAndEnteringMedia #PerformanceMarketing #AdvertisingPodcast #CareerInsights #CreativeStrategy #MarketingLeadership