Paid Media
Stop Wasting Ad Spend: 5 Steps to Repurpose Influencer Content for Paid Social Ads
Are you tired of watching your e-commerce return on ad spend plummet while customer acquisition costs continue to climb? If you manage paid media, you know the feeling of pouring thousands into highly polished studio shoots, only to watch your expensive ad creative suffer from ad fatigue on platforms like Meta and TikTok. Every day [...]
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What We’re Testing in March 2026: Tools, Tactics, And What’s Actually Moving
January was about controlled experiments. February was about signal detection. March is about commitment. By now, the novelty of the year has worn off. Budgets are allocated. Campaigns are live. Leadership wants traction, not theories. This is the moment when test ideas either mature into strategy or get quietly retired. March is where marketing stops [...]
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The Super Bowl Isn’t Just a Game Anymore
Every February, the Super Bowl turns the country into one giant living room. Phones down. Volume up. Group chats buzzing. Attention, for a few hours, becomes scarce and incredibly valuable. For decades, that attention belonged to the biggest brands in the world. The price of admission was a national TV spot that cost more than [...]
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How Funko and Hawke Media Scaled Collectibles Into Culture
In pop culture, timing is everything. A collectible can go from niche novelty to cultural phenomenon overnight — but only if the right strategy is in place to amplify it. Funko has long been a household name for fans, but the last four years mark a transformation in how the brand goes to market. Together [...]
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Video Ad Retargeting: A Practical Guide
Imagine you own a high-end e-commerce brand selling luxury watches. A potential customer spends several minutes browsing your collection, even adding a watch to their cart, but then disappears without making a purchase. You’ve spent money attracting them, but now they’re gone—seemingly forever. This is where video ad retargeting shines. It allows you to re-engage [...]
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Beyond the Bid: Advanced Strategies for Smarter Programmatic Campaigns
Table of Contents Why Programmatic Advertising Matters Foundations of a Winning Programmatic Strategy Set Clear Goals Audience Segmentation Ad Formats and Channels Data-Driven Targeting: Unlocking Precision Leverage First-Party Data Third-Party Data Integration Behavioral and Contextual Targeting Geo-Fencing and Localized Campaigns Creative Optimization for Programmatic Ads Dynamic Creative Optimization (DCO) A/B Testing at Scale Storytelling in [...]
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The Implications of Banning TikTok for Millions
The United States is set to enforce a TikTok ban in January 2025, following an appeals court decision requiring ByteDance, the Chinese parent company of TikTok, to divest its U.S. operations or face the app's removal from the market. This decision, stemming from ongoing national security concerns, represents a seismic shift in the digital landscape [...]
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Hawke.ai Black Friday Outlook
This Thanksgiving, the story of digital advertising unfolded differently across Facebook, Google, and TikTok. Each platform told its own tale of triumphs and challenges, revealing how businesses adapted to shifting consumer behaviors. From TikTok's unexpected surge in ad spend efficiency to Facebook and Google's struggles to maintain their footing, the data paints a vivid picture [...]
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Guide to Sequential Retargeting: How to Use Multi-Platform Ads to Drive Conversions
Staying ahead of the curve doesn’t just require understanding new technologies, but mastering them in practical applications. One such cutting-edge approach is multi-platform sequential retargeting—a strategy that leverages the power of narrative-driven advertising across multiple channels to guide potential customers through the buyer's journey. This technique, when executed well, can significantly boost conversion rates and [...]
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Precision Marketing: Elevate Your Retargeting Strategy by Combining Demographics and Behavior
In the often zero-sum game of marketing, precision is key. Leading the discipline of retargeting to evolve from a blunt instrument into a finely tuned strategy. Today, marketers aren't just retargeting based on a user's fleeting visit to a website; they're layering demographics with on-site behavior to craft campaigns that speak directly to the individual. [...]
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