ClickZ Indie Media Pulse Newsletter - 10.17.2024

PLUS: Bosch chooses Mediaplus for a $75M global media strategy overhaul

Author

Sophie Bruxner-Randall
October 17, 2024

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

Instacart and Roku have expanded their advertising partnership, initially launched in April 2023, to include offline campaigns across various media platforms such as streaming, search, and social. This collaboration aims to measure the impact of TV ads on e-commerce purchases, offering a seamless path from advertisement to purchase. Notably, Instacart has also partnered with major players like YouTube, Google Shopping, Meta, NBCUniversal, and The Trade Desk, underscoring its strategic push into the advertising domain.

The latest development introduces shoppable ads, allowing CPG advertisers to create direct purchase paths via text messaging or QR codes. This innovation enables Roku viewers to purchase advertised products through Instacart, potentially receiving them within an hour. By leveraging Instacart's first-party data, advertisers can target specific audience segments on Roku, enhancing ad relevance based on consumer purchase behavior. This strategic move highlights the evolving landscape of targeted advertising, where data-driven insights play a pivotal role.

In a related advancement, Instacart has been testing the Caper Cart, a smart grocery shopping cart equipped with cameras, sensors, and a scale. This technology streamlines the shopping experience by automatically tallying products and facilitating checkout via QR code scanning, eliminating the need for traditional checkout lines. These innovations reflect Instacart's commitment to enhancing consumer convenience and efficiency, positioning itself as a leader in the intersection of technology and retail.

Advertising Week New York highlighted Google's antitrust trial, commerce networks, and premium content. Marketers discussed Google's market control, while commerce networks like Uber and Chase leverage consumer data for growth. Emphasizing quality over reach, experts advocate for ad placement alongside trusted content, enhancing brand value and consumer engagement.

Bosch has awarded Mediaplus a media account covering 38 countries, previously managed by Dentsu's Carat. This $75 million assignment involves media strategy, planning, and purchasing for ten Bosch business units. Mediaplus's data-driven approach aims to enhance efficiency and support Bosch's global marketing objectives.

Rankin Group's bankruptcy highlights the impact of AI and unforeseen tax bills on creative agencies. Despite initial success, the firm struggled with reduced budgets and technological shifts post-COVID. Rankin continues his photography career, emphasizing the challenges faced by bespoke creative services in an evolving industry landscape.

GumGum Inc. has launched a new sports marketing solution combining its advertising platform with Relo Metrics' sponsorship measurement. This comprehensive approach allows brands to enhance sponsorship value, track impact, and engage audiences beyond live events, offering insights into digital environments and optimizing advertising strategies for maximum effectiveness.

Gameloft and NumberEight have partnered to enhance audience targeting in gaming ads. By integrating ID-less data solutions, they aim to improve ad effectiveness while respecting privacy. This collaboration leverages advanced technology to deliver personalized experiences, transforming how brands engage with diverse audiences in the gaming industry.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

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