ClickZ Indie Media Pulse Newsletter - 11.07.2024

PLUS: Amazon’s Holiday Strategy – How It Outpaced Google 🔎

Author

Priscilla Soedarpo
November 07, 2024

Editor’s Pick 👑 

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets 🔎

Jo Malone

Jo Malone has unveiled an innovative Christmas 2024 initiative in London, collaborating with experiential agency Backlash to create a captivating pop-up experience. Nestled in Covent Garden, this gold-toned installation invites visitors to engage in a festive journey. Upon entering, guests are greeted by a towering display of presents and a prize wheel, offering a chance to win exclusive gifts. This interactive experience is further enhanced by a photo set, designed to capture and share memorable moments with loved ones. The pop-up also showcases Jo Malone's extensive range of fragrances and festive offerings, providing a comprehensive sensory exploration.

Running from October 31 to November 24, the London pop-up will transition to Edinburgh's St James Quarter from December 5 to 15. This strategic relocation underscores Jo Malone's commitment to expanding its reach and enhancing customer engagement across key locations. James Barnes, business director and co-founder of Backlash, emphasizes the brand's dedication to creating a "moment of festive glamour" that not only delights but also fosters a sense of community and giving back.

This initiative reflects Jo Malone's strategic approach to holiday marketing, blending immersive experiences with brand storytelling. By integrating elements of surprise and delight, the brand effectively captures the essence of the holiday season, offering customers a unique and memorable gifting destination.

WPP, a leading British ad group, has shown promising growth in the third quarter with a 0.5% rise in like-for-like organic revenue. This growth was primarily driven by the strong performance of its media-buying agency, GroupM. As a result, WPP's shares surged by 5%, placing it at the top of the FTSE 100. This is an encouraging sign for those interested in the advertising industry, highlighting the potential for growth even in challenging markets.

Despite the positive quarter, WPP faces challenges, particularly in China, where consumer confidence remains low. CEO Mark Read noted that sectors like luxury, automotive, and fast-moving consumer goods are under pressure. However, growth in North America, Europe, and India offers a silver lining. For those exploring investment opportunities, understanding these dynamics is crucial to navigating the evolving landscape.

Ad prices fell in Q3 2024, impacting ad spend growth in search and social. Retail media saw a click surge, while new formats outpaced traditional channels. Amazon DSP and Google Performance Max showed significant growth. Lower prices increased ad volume, especially in retail media's purchase funnel.

Amazon has surpassed Google as the top destination for holiday shopping inspiration, with 74% of U.S. consumers planning to use it. Despite rising living costs, many are cautious about spending. Generative AI chatbots have minimal influence, while sustainability and cost-saving strategies are key considerations for shoppers.

Decathlon

Decathlon's global campaign promotes its Buy Back service, encouraging customers to return unused sports gear for vouchers or cashback. The initiative, highlighted by a film featuring personified equipment, aims to give forgotten items a new life. Available in multiple formats, it will expand across EU markets by 2024.

WITHIN has been chosen as the Media Agency of Record for Onewheel, a leader in single-wheel electric skateboards. This partnership aims to enhance Onewheel's brand presence and sales through strategic media planning. WITHIN's expertise will support Onewheel's growth in the evolving personal transportation market.

Leading Voice📣

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

To navigate rising holiday advertising costs, diversify your strategy by incorporating platforms like TikTok, YouTube, and Connected TV. These channels offer competitive pricing and reach new audiences. Focus on user-generated content and platform-specific strategies to optimize engagement and conversions, ensuring a successful holiday marketing campaign.

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