Latest news with #performanceMarketing
Associated Press
07-07-2025
- Business
- Associated Press
Absolute Digital Media Enters Dubai With A Goal To Make Crypto Brands Unmissable in Search
Cutting Through the Noise: Performance Marketing Built for Crypto Brands That Want Real Visibility DUBAI, DUBAI, UNITED ARAB EMIRATES, July 7, 2025 / / -- Absolute Digital Media, the award-winning UK performance agency, has officially launched its Dubai HQ with a clear mission: to help crypto, Web3, and iGaming brands achieve dominant visibility through elite SEO and performance marketing. As the UAE cements itself as a global hub for blockchain innovation and decentralised finance, many crypto businesses still struggle to gain sustainable visibility across Google, AI-driven search platforms, and key acquisition channels. Absolute Digital Media aims to close that gap — fast. 'The crypto space is flooded with noise, but most brands are invisible where it actually matters: in search,' said Ben Austin, Founder & CEO of Absolute Digital Media. 'We're here to change that. Our Dubai expansion is built around a single focus — making serious crypto brands impossible to ignore online.' With a track record of scaling high-growth brands in competitive industries, Absolute brings deep expertise in SEO, paid media, content strategy, and AI-led visibility — all underpinned by a performance-obsessed delivery model. The agency has won over 100 industry awards and is known for driving measurable ROI, not vanity metrics. Why Dubai, Why Crypto Dubai's forward-thinking regulation, investor interest, and entrepreneurial ecosystem have made it the natural choice for the agency's international expansion. Crypto exchanges, casinos, Web3 startups and blockchain projects now have access to a UK agency that combines deep technical SEO with commercially intelligent growth strategy. Absolute's team will operate across both the UAE and UK, giving clients round-the-clock delivery, multilingual capability, and global experience with local insight. Built for Scale, Not Just Rankings From technical site architecture and international SEO rollouts to LLM (Large Language Model) optimisation and aggressive link acquisition, Absolute's approach is engineered for crypto brands that want to scale — not just launch. Clients also benefit from customised dashboards, transparent reporting, and a direct line to senior strategists who've scaled brands in crypto, finance, iGaming and high-stakes B2C markets. About Absolute Digital Media Founded in the UK, Absolute Digital Media is a full-service performance agency specialising in SEO, paid search, paid social, content, CRO and LLM optimisation. With over 30 in-house experts and 100+ industry awards, Absolute works with ambitious brands across finance, crypto, healthcare, e-commerce and iGaming. Now live in Dubai: mr b austin Absolute Digital Media L.L.C FZ +971 4 251 8056 email us here Legal Disclaimer: EIN Presswire provides this news content 'as is' without warranty of any kind. We do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author above.
Forbes
02-07-2025
- Business
- Forbes
The Vanishing Click: New Strategies For An AI-Driven Search Landscape
Sergio Alvarez is a performance marketing expert, digital attribution leader and CEO and founder of Ai Media Group. Once upon a time, digital visibility followed a simple logic: Rank high, earn the click and win the customer. Marketers worked tirelessly to climb the search results page, and for years, that formula held strong. But today, the rules of search are being rewritten by artificial intelligence. More than 50% of Google searches now end without a click. As Google expands its search generative experience (SGE)—delivering AI-powered overviews directly in the results—we're seeing the rise of zero-click search. These are experiences where users get the answer they need from the search page itself, without ever visiting a website. For business leaders, this shift presents both a threat and an opportunity. It's not that search is disappearing — it's evolving. The question is: Are you evolving with it? From Search Engine To Answer Engine The modern user doesn't want to browse. They want answers—fast. And AI-powered search is built to deliver exactly that. Featured snippets, "people also ask" boxes and now generative summaries mean users are increasingly consuming information without clicking through. We've seen this firsthand with our clients. One client in the home services space had several well-written blog posts optimized around common customer queries. While click-through rates declined, we saw a significant increase in branded searches and direct site traffic—nearly 18% higher—suggesting that even without a click, their brand was making an impression. This is the new reality: The click may vanish, but the influence remains. Why Traditional SEO Tactics Are Losing Power The old SEO playbook was predictable: Create long-form content, focus on keywords, build backlinks and then climb the rankings. But AI-driven search doesn't work like that. Search engines aren't just indexing keywords — they're interpreting intent and using machine learning to summarize information on the fly. That means content has to be more than keyword-rich — it must be structured, trustworthy and digestible by machines. Long editorial posts or SEO-heavy blogs written for bots don't translate well in this new environment. The shift is stark. We've seen content that wasn't even in the top three rankings cited in AI overviews, simply because it was structured in a way that AI could understand and reuse. Authority now belongs to those who can explain clearly, not just rank cleverly. Relevance Is The New Ranking The big takeaway for business leaders is this: Ranking is no longer the goal — relevance is. If your content can't be easily interpreted by an AI model, it may not show up at all. That's why the next generation of SEO isn't about optimization for humans or machines—it's about both. The best-performing content today is: • Structured with FAQ formats • Tagged with schema markup • Written with clarity, conciseness and credibility We recently revamped content for a health and wellness brand using these principles. By turning long articles into question-driven formats and applying proper structured data, their content quickly began showing up in AI summaries and rich snippets. Their pageviews didn't spike—but time on site, branded search volume and engagement did. On the flip side, we've also seen beautifully written long-form thought leadership pieces go completely unnoticed by AI-driven search. Why? No structure. No headings. No clear answers. Great writing. Invisible content. What Most Leaders Get Wrong About SEO In The AI Era There's still a persistent mindset among executives that SEO is about "getting to the top of the page." But when AI generates the top of the page itself, that logic no longer holds. The most successful companies we work with don't chase rankings; they aim for conversation inclusion. They want to be part of the answers AI delivers. They know that brand visibility without a click still builds authority, trust and intent. This is a critical mindset shift from "how do we rank?" to "how do we show up when it matters?" The New Search Strategy For Executives AI-powered search is complex, but the response doesn't have to be. Business leaders don't need to become SEO experts, but they do need to ask smarter questions of their teams and partners. Here are five priorities to guide your digital strategy in this new search era: 1. Rethink your KPIs. Stop measuring success by traffic alone. Look at branded search volume, engagement metrics and zero-click visibility. Being seen—even without a click—can drive brand equity. 2. Optimize for AI visibility. Use structured data, schema markup and FAQ-style formatting to make your content machine-readable. Position your brand to be part of the answer. 3. Demand full-funnel thinking. SEO is no longer an isolated tactic. Your content, paid search, customer experience and site performance must work together as part of a unified funnel strategy. 3. Balance organic and paid. As organic real estate shrinks, paid search is more important than ever—not just for traffic, but for reinforcing visibility when AI controls what appears. 4. Ask your partners the right questions. Your marketing team or agency should already be talking about SGE, AI summaries and semantic search. If they're not, it's time to push—or pivot. Start Simple: Be Useful If you're not sure where to begin, start with your customers' questions. Build content that answers them directly, clearly and in plain language. Add structure. Remove fluff. This isn't about being clever; it's about being helpful. AI rewards clarity over creativity. Final Word: Adapt Or Disappear The click hasn't disappeared; it's just become more elusive. AI has collapsed the user journey from question to answer into a few sentences. And in that compression, only the clearest, most relevant content survives. The brands that win will be those who adapt, not by abandoning SEO, but by redefining it. Executives need to understand what's at stake. Because in a world where AI chooses what gets seen, visibility depends on more than ranking. It depends on strategy, structure and relevance. Those who adapt will lead. Those who don't may become invisible. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
25-06-2025
- Business
- Forbes
The Real Enemy Of Agency Creativity Is Money
Ellis Verdi, president of DeVito/Verdi. Ad agencies always ask their clients what keeps them up at night. But if you ask an ad agency the same question, my answer would be the rapid decline of creativity. Too many of us have given up the thing we do best—think creatively—in the race to chase performance marketing dollars. As chief marketing officers eagerly embraced performance marketing approaches to advertising, many agencies saw the opportunity to jump aboard this money train and throw creativity overboard. Overnight, agencies of all stripes became more like media companies and data-driven consultants who were richly rewarded for emphasizing metrics over the creative product. There was money to be made, but what so many ad agencies have banked on may be the cause of their ultimate demise. Furthermore, the industry is losing its most valuable asset: talented people. It was recently reported that employment in advertising, public relations and related services in the U.S. has fallen for six consecutive months. While chasing performance marketing dollars, many agencies have dissed and dismissed the creative quotient in this numbers-focused approach to advertising. Let me be clear: I'm not anti-performance marketing, as it clearly has a huge role in brand marketing. But we need to balance that role with creativity and branding. A 2023 Harvard Business Review article called for a revamping and rebalancing of brand metrics (registration required), stating, 'Pitting brand building and performance marketing against each other in a competition for budget unnecessarily damages the effectiveness of both.' A balance is what's needed, not a trade-off. How Did We Sideline Creativity? What's happened is that many clients—and their agencies—were convinced to let data dictate their decisions. Trusting your judgment or gut on a possible campaign is no longer a metric. What your ad says or shows is no longer primary. In fact, it really isn't that important, according to those running the numbers now. I guess that's one way to keep chief financial officers from putting a match to ad budgets. And once those most invested in pushing performance marketing—big data companies—had clients completely sold on going all-in on performance marketing, many began to wonder whether we even need ad agencies anymore. AI can do it easier, faster and much cheaper, they say. Agencies now have only one thing to fall back on: creative. But many agencies sacrificed that long ago at the altar of performance marketing. Remember, they told their clients that creative is overrated. This seems to be what the big data companies planned all along: convince brands to emphasize metrics over creativity. Once done, data companies will ice out agencies on the performance and swoop in to take care of the creative that machines can easily spit out. Case in point: Mark Zuckerberg is reportedly trying to make Meta the creative engine that puts agencies out of business. Chasing Money Over Creativity And Values You can't blame big data companies for coming after us. It was too easy. The problem, as I see it, is that too many agencies are chasing money at the expense of their values—true values. We can't compete against the Metas, Googles or Trade Desks of the world in terms of process. But we can compete on creativity. What has always made us special and valuable is our thinking and our ideas that help businesses. The problem is that money gets in the way every time. If you just talk about creativity in the absence of dollars, you are discussing a different objective, such as personal expression or artistic endeavors. But the advertising business is exactly that: a business. And if you're playing for the short term, which most of the industry is (public company perspective), you chase the dollars. So went the industry—chasing performance marketing dollars. Clients were asking, and agencies responded. Keep in mind that the most expensive part of the ad business is creative. So if that becomes less important, the agency businesspeople have no problem with that result. With creativity sidelined, though, we've seen returns on investment (ROIs) shrink with greater spending. Ironically, data has shown that a reliance on performance alone leads to a decline in brand saliency. I'll be the first to say that performance marketing—working alongside brand building—is incredibly valuable, especially for startups. It delivers measurable results, unique insights, scalability and a way to react and pivot in real time. It's when the scales become tilted that the problem arises. A meaningful, creative campaign is what moves something from the back of the brain to the front. It's what creates top-of-mind awareness, which leads to all the good things advertising delivers: loyalty, affinity, purchase, repeat purchases and more. A 2018 study of car purchases by Nielsen found that top-of-mind brand awareness drives 90% of purchase intent. But instead of brand building, we're seeing way too many ephemeral gimmicks and creative workarounds from agencies. These are stunts and one-offs that fail to achieve any long-term saliency for a brand. And while the industry was meeting for fancy afternoon meals in the sun during the Cannes Lions festival recently, Meta and others have been looking to eat their lunch. How Can We Course Correct? I believe we need to get back to what makes us so vital. Let's get back to learning the classic tenets of advertising. Let's look at what's been successful in the past and understand how emotion and intelligence can guide effective advertising. Go out and get a mentor and learn. And we all need to explore different media. Maybe TV spots are new to you, or radio or TikTok, but that doesn't mean you shouldn't apply your talents to them. This is how we make the entire industry better. Yes, many of us pursued performance marketing dollars and threw creativity under the bus. But let's get back to rebalancing the branding scales and elevate creativity once again. We need to learn something about a weakness agencies have exhibited since well before the Mad Men days: Chasing money at the expense of the core reason for your existence will eventually leave you without any money. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Associated Press
23-06-2025
- Business
- Associated Press
How Lake Gamp and Karolis Saulys Are Reshaping the Future of Digital Performance Through Redford
In a digital economy increasingly governed by privacy laws, regulatory complexity, and rising client expectations, performance marketing is undergoing a radical evolution. At the forefront of this transformation stands Redford —a platform engineered for transparent, compliant, and scalable customer acquisition. Spearheaded by Lake Gamp and Karolis Saulys, Redford is not merely a tech company; it is a strategic response to the limitations of legacy performance models. With an uncompromising focus on ethics, measurable performance, and global compliance, the company has become the partner of choice for brands that demand both integrity and results. A Platform Built by Visionaries, Operated by Experts Lake Gamp, the strategic mind behind Redford's product vision, is recognized in the industry as a visionary systems architect. His approach to user journey optimization, fraud filtration, and jurisdictional targeting has enabled Redford to deliver performance where others falter—in tightly regulated, high-stakes verticals. Redford's traffic engine, designed under Gamp's guidance, processes live behavioral, technical, and jurisdictional data to evaluate every potential user interaction. The goal is simple: deliver not the most traffic, but the right traffic—aligned with brand goals, regulatory mandates, and long-term value. On the operational front, Karolis Saulys has built and scaled a cross-functional team that executes with military precision. With a background in international performance delivery, Karolis has architected Redford's global infrastructure for resilient, verifiable, and clean traffic acquisition. 'Karolis built one of the most effective operational units I've seen in this industry,' says a compliance lead at a European fintech platform. 'It's not just scale—it's scale with control.' Compliance and Performance, Seamlessly Integrated Redford's competitive edge lies in its unified performance-compliance stack. The platform applies machine learning, behavioral cohort modeling, and real-time jurisdictional matching to ensure that every campaign is: With integrations across regulatory regions—including the EU (VASP license), U.S. (FinCEN-registered MSB), and Hong Kong (TCSP registration)—Redford enables clients to launch campaigns in complex environments with full confidence. Performance That Scales With Trust Redford isn't chasing market share through volume. Its exponential growth is based on demand for reliability—from fintech firms, licensed iGaming operators, B2B SaaS platforms, and data-sensitive e-commerce brands. Over the past 12 months, Redford has achieved: This level of performance is not driven by chance—it reflects deliberate engineering, data discipline, and client-aligned operations. Leadership in Market Strategy Supporting this growth is Artem, Redford's seasoned Director of Marketing. With a strong background in international tech and B2B growth strategy, Artem has positioned Redford as a global leader in ethical acquisition. His track record includes senior roles at multinational IT companies where he specialized in complex go-to-market launches, funnel optimization, and data-led performance storytelling. At Redford, Artem is not just driving traffic—he's cultivating market relationships, managing strategic positioning, and overseeing enterprise acquisition initiatives in North America, the EU, and APAC. Who Redford Is Built For Redford was not created for vanity metrics or black-box performance reporting. It's designed for growth leaders who demand: Whether you're a Chief Marketing Officer in fintech, a compliance lead in iGaming, or a scale-focused VP in SaaS, Redford offers infrastructure-level reliability with tactical performance gains. Demand Is Rising — And So Is Redford Redford's traffic volumes continue to rise month over month, with measurable ROI and increased campaign sophistication driving demand from both returning and new enterprise clients. In an era where trust, compliance, and ethical scale are more valuable than ever, Redford proves that you don't have to compromise on results to operate responsibly. 'Redford isn't the future of performance marketing—it's what the future requires from performance marketing.' Media Contact Company Name: Marketing Communication Group Contact Person: Jimmy Stevens Email: Send Email Phone: +61377323090 Country: Australia Website: Source: Global News
Globe and Mail
23-06-2025
- Business
- Globe and Mail
How Lake Gamp and Karolis Saulys Are Reshaping the Future of Digital Performance Through Redford
In a digital economy increasingly governed by privacy laws, regulatory complexity, and rising client expectations, performance marketing is undergoing a radical evolution. At the forefront of this transformation stands Redford —a platform engineered for transparent, compliant, and scalable customer acquisition. Spearheaded by Lake Gamp and Karolis Saulys, Redford is not merely a tech company; it is a strategic response to the limitations of legacy performance models. With an uncompromising focus on ethics, measurable performance, and global compliance, the company has become the partner of choice for brands that demand both integrity and results. A Platform Built by Visionaries, Operated by Experts Lake Gamp, the strategic mind behind Redford's product vision, is recognized in the industry as a visionary systems architect. His approach to user journey optimization, fraud filtration, and jurisdictional targeting has enabled Redford to deliver performance where others falter—in tightly regulated, high-stakes verticals. Redford's traffic engine, designed under Gamp's guidance, processes live behavioral, technical, and jurisdictional data to evaluate every potential user interaction. The goal is simple: deliver not the most traffic, but the right traffic —aligned with brand goals, regulatory mandates, and long-term value. On the operational front, Karolis Saulys has built and scaled a cross-functional team that executes with military precision. With a background in international performance delivery, Karolis has architected Redford's global infrastructure for resilient, verifiable, and clean traffic acquisition. "Karolis built one of the most effective operational units I've seen in this industry,' says a compliance lead at a European fintech platform. 'It's not just scale—it's scale with control." Compliance and Performance, Seamlessly Integrated Redford's competitive edge lies in its unified performance-compliance stack. The platform applies machine learning, behavioral cohort modeling, and real-time jurisdictional matching to ensure that every campaign is: Fully auditable Financially accountable Legally compliant Optimized for high-intent acquisition With integrations across regulatory regions—including the EU (VASP license), U.S. (FinCEN-registered MSB), and Hong Kong (TCSP registration) —Redford enables clients to launch campaigns in complex environments with full confidence. Performance That Scales With Trust Redford isn't chasing market share through volume. Its exponential growth is based on demand for reliability —from fintech firms, licensed iGaming operators, B2B SaaS platforms, and data-sensitive e-commerce brands. Over the past 12 months, Redford has achieved: 240% increase in monthly traffic delivery 28–34% uplift in conversion rates across fintech and SaaS sectors 92% client retention, with many doubling quarterly spend A steady pipeline of new clients transitioning from outdated or non-compliant platforms This level of performance is not driven by chance—it reflects deliberate engineering, data discipline, and client-aligned operations. Leadership in Market Strategy Supporting this growth is Artem, Redford's seasoned Director of Marketing. With a strong background in international tech and B2B growth strategy, Artem has positioned Redford as a global leader in ethical acquisition. His track record includes senior roles at multinational IT companies where he specialized in complex go-to-market launches, funnel optimization, and data-led performance storytelling. At Redford, Artem is not just driving traffic—he's cultivating market relationships, managing strategic positioning, and overseeing enterprise acquisition initiatives in North America, the EU, and APAC. Who Redford Is Built For Redford was not created for vanity metrics or black-box performance reporting. It's designed for growth leaders who demand: Jurisdiction-aware targeting Real-time campaign health insights Verified conversion tracking Predictable acquisition costs Full auditability for legal and finance teams Whether you're a Chief Marketing Officer in fintech, a compliance lead in iGaming, or a scale-focused VP in SaaS, Redford offers infrastructure-level reliability with tactical performance gains. Demand Is Rising — And So Is Redford Redford's traffic volumes continue to rise month over month, with measurable ROI and increased campaign sophistication driving demand from both returning and new enterprise clients. In an era where trust, compliance, and ethical scale are more valuable than ever, Redford proves that you don't have to compromise on results to operate responsibly. 'Redford isn't the future of performance marketing—it's what the future requires from performance marketing.' Media Contact Company Name: Marketing Communication Group Contact Person: Jimmy Stevens Email: Send Email Phone: +61377323090 Country: Australia Website:
