Background
Nissan is a Japanese multinational automotive brand that aims to make vehicles that are innovative and exciting for everyone. For Nissan, this means making cars that are more efficient, more beautiful, more inspiring, and more human than ever before. It means, simply, making cars that change the world and the way we move through it, including electric vehicles like the Nissan Leaf.
Nissan — along with its Infinity and Datsun brands — continues its quest to optimize product development and deliver leading-edge technology. Today, in various countries and regions around the world, the brand enjoys a reputation for creating truly innovative vehicles and service programs.
We wanted to come up with a strategy that allowed us to optimize toward two sets of users at different points in the customer journey. With Marin’s expert guidance, we were able to create a custom solution that both simplifies our day-to-day and also drives performance.
Challenge
Nissan classifies users into upper- and lower-funnel categories based on specific website engagements, such as page visits, interactions on the website, downloads, etc. Optimizing toward lower-funnel users was leading to data sparsity and reactivity concerns, while optimizing toward upper-funnel users simply did not represent Nissan’s main KPI.
Nissan needed a bidding solution that takes both types of users into consideration, in order to avoid issues of data sparsity and be reactive to changes in performance and the marketplace, while not placing too much focus on the upper-funnel users. They also needed a bidding solution that was reactive, flexible, and nimble in order to account for differences in strategies between markets.
The Solution
Marin’s Full-Funnel Bidding allows Nissan to combine these two different sets of upper- and lower-funnel users, thus creating a solution that optimizes toward both. This allows the Nissan team to leverage a more robust data set, while also weighting keywords up or down based on their propensity for leading an upper-funnel user to becoming a lower-funnel user.
Full Funnel Bidding looks at the ratio of upper- to lower-funnel users, while also considering the keyword’s vertical, impression share rules, and more. It’s fully-automated and helps the Nissan team identify where upper- and lower-funnel conversions have a long-term higher likelihood of leading to an eventual purchase. Bids are then increased on keywords that are driving these conversions, with simple modifiers that adapt to the requirements of each local market, based on their unique needs.
The Nissan team has rolled out Full-Funnel Bidding in seven markets, with plans to add additional markets in the future.
The Results
Since early 2021, Nissan has seen:
- A 34% increase in lower-funnel conversions
- A -8% decrease in cost per lead (lower-funnel)
- And a 16% increase on lower-funnel conversion rate
We know that AI is everywhere, but it’s still worth taking a moment to think about what the year ahead has in store for us. We present our thoughts on the most meaningful forces driving changes for performance marketers in 2024.
1. AI Transforms Supply
Artificial intelligence is redefining how we find and access information information, which means the surfaces for advertising will continue to evolve. AI-driven Search, like OpenAI's ChatGPT, Perplexity, and even Google Gemini, is better than a page full of links.
These AI systems are shifting user behavior, with more consumers preferring AI-powered search to deliver contextual answers. For advertisers, this means evolving ad formats integrated into conversational AI interfaces. OpenAI is “weighing” whether to offer ads. Imagine AI-guided shopping assistants recommending products based on real-time queries, with ads seamlessly embedded into these interactions. The challenge will be adapting inventory and placements to fit this new AI ecosystem.
2. AI Transforms Creative
Generative AI is revolutionizing ad creative, enabling brands to produce personalized, immersive content at scale. Instead of static messaging, brands can deploy dynamic campaigns that adapt to audience sentiment and trends in real time.
Even Coke has released an AI-generated commercial. The Ad Platforms are rushing to expand generative AI capabilities. As these tools mature, the "right message to the right audience" paradigm will feel outdated, replaced by hyper-responsive creative that shifts with cultural "vibes." This ability to quickly iterate creative will empower marketers to stay relevant and resonant.
3. AI Transforms Workflows
AI is moving beyond answering questions—it’s starting to do the work for us. We have long automated routine tasks like budget allocation and campaign creation, but this year, AI agents can get s#@t done for you with a simple prompt. This evolution is helping marketers focus on strategy and insights rather than execution.
Reactive Agents are great and will have a significant impact on daily tasks. Still, proactive AI continuously scouring your account for opportunities and inefficiency will lead to even better performance, driving efficiency and scalability like never before.
4. Shoppable Everything
The boundary between content and commerce is blurring. Social platforms, streaming services, and even podcasts are integrating shoppable ads to meet consumer demand for instant gratification. Platforms like Instagram, TikTok, and YouTube have already launched robust shopping integrations, but the trend is expanding.
In 2025, expect "shoppable everything" to gain traction, from QR codes on live streams to in-app shopping experiences on emerging platforms like BeReal. Have you bought something from your TV yet? Next year, you probably will. According to eMarketer, social commerce sales are projected to reach $1.2 trillion by 2025, with brands investing heavily in seamless, purchase-ready experiences.
5. Ads Everywhere
Subscription fatigue is real, and platforms are responding by increasing ad-supported models. From Netflix to Disney+, previously ad-free platforms are introducing tiered subscriptions with ads, creating new inventory for marketers.
Retail media networks are also booming, expected to command 25% of media spend by 2028, according to eMarketer. Anyone who has a captive audience is building a media network (see Western Union). This diversification offers brands more options to reach their targets, but it also requires careful strategy and tooling to manage campaigns across these expanding networks.
6. Evolving Privacy Laws
Consumer privacy continues to be a focal point, with eight new U.S. state privacy laws going into effect in 2025. These are similar to California's CCPA but add complexity for marketers, who must navigate an increasingly fragmented regulatory landscape.
Compliance will require robust systems to manage consent and protect consumer data. Additionally, marketers must focus on privacy-compliant targeting strategies, such as first-party data and contextual advertising, to stay competitive in a cookieless future.
7. The New Measurement Imperative
Accurate measurement is increasingly challenging as data collection becomes more challenging, especially if you rely on last-click attribution. Marketing mix modeling (MMM) and incrementality testing are emerging as key tools to evaluate campaign performance. Meta offers Robyn, Google has Meridian, and independent solutions address this measurement challenge.
But a better understanding of how your investment is performing and shifting dollars to the highest-performing opportunity can significantly improve your performance…what would you do with a 5x increase in conversions?
8. Google DOJ Ruling: Uncertainty, but No Immediate Action
The U.S. Department of Justice's antitrust case against Google creates uncertainty in the ad tech space. The DoJ has thoughts, however, with a new administration likely to take office in 2025, material changes to Google’s business model are unlikely in the short term.
However, given this continued uncertainty and the broad range of other platforms, marketers are wise to lessen their dependence on the Google marketing stack. Staying nimble and monitoring regulatory developments will be crucial to navigating potential disruptions.
9. The Shift to Contextual Targeting
As third-party data diminishes, contextual targeting is making a comeback. This strategy focuses on placing ads within relevant content rather than relying on individual user data, creating opportunities for brands to align with consumer interests in a privacy-friendly way.
The Burger King ‘Whopper Detour’ campaign is a prime example of successful geo-targeted contextual advertising. Innovatively leveraging location-based marketing, the campaign strategically targeted those within 600 feet of a McDonald’s location. By setting up a geo-fence around competing restaurants, Burger King could identify and connect with potential customers who were nearby. The ad was triggered by the customer’s proximity to McDonald’s and offered contextually relevant content, appealing to individuals who were likely already considering fast food purchases.
10. Cross-Channel Alignment
With more platforms and channels than ever, cross-channel alignment is essential. Consumers expect seamless experiences across devices and touchpoints, and marketers must deliver cohesive campaigns to stay competitive.
Managing and optimizing your programs in a unified platform is the cheat code for 2025. This type of integration streamlines workflows and ensures consistent messaging and performance measurement across all channels. In 2025 breaking down internal silos is a must-do.
Conclusion
Performance marketing in 2025 will be defined by the continuation of many of the themes we have been living through, but that doesn’t make them any less impactful. Staying ahead means embracing AI, preparing for regulatory changes, and adopting strategies prioritizing privacy and cross-channel integration. By aligning with these trends, marketers can position themselves for success in an increasingly complex and competitive landscape. Need help keeping up?
