ClickZ Indie Media Pulse Newsletter - 09.20.2024

PLUS: Online news overtakes TV in UK and Kevel-Placements.io partnership shakes up retail media

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ClickZ
September 20, 2024

Specialty Bites 🍪

The EU is throwing down the gauntlet against tech giants Apple and Google, and it's not looking pretty. Google just got slapped with a 2.4 billion euro fine for favouring its own shopping results over competitors. This fine, dating back to 2017, was upheld by the EU's Court of Justice, marking a significant loss for Google.

Meanwhile, Apple isn't faring any better. The EU's top court ruled that Apple must cough up 13 billion euros in back taxes to Ireland, overturning a 2020 decision that had been in Apple's favour. Ireland's sweetheart tax deal with Apple, which amounted to less than 1%, was deemed unlawful aid.

In other news, the digital age is officially here. Ofcom's latest research reveals that online sources have overtaken TV as the UK's go-to for news. A whopping 71% of the population now get their news fix online, compared to 70% who still rely on TV. Social media is the real game-changer, especially among the 16-24 age group, with over 80% using platforms like YouTube, which saw a jump from 7% to 19% in usage.

And let's not forget the ongoing Google vs DOJ trial. The DOJ's opening arguments painted Google as the textbook monopolist, controlling competition, customers, and the rules. Witnesses from various sectors testified about market definitions, setting the stage for a legal showdown.

Online news has overtaken TV as the UK's top news source, with 71% using online services. Social media investment is booming, with 76% of marketers planning to increase spending. Retailers are gearing up for the festive season with significant discounts, expecting unprecedented Q4 sales.

Kevel and Placements.io have partnered to enhance retail media management. Their unified platform integrates Kevel's Retail Media Cloud with Placements.io's revenue management, enabling retailers to optimise ad inventory and maximise ROI. This collaboration aims to provide scalable, customizable solutions for modern retail media challenges.

Marketers expect sales growth to outpace ad spend in Q4 2024, driven by diversified retail media strategies. AI and programmatic advertising are key for efficiency and personalization. With a competitive holiday season ahead, optimizing ad spend across channels is crucial. Retailers are optimistic about boosting sales and ad budgets.

The ASA has teamed up with Compare the Market's meerkats and Acast to boost public trust in advertising. Leveraging the "Simples" catchphrase, the campaign aims to remind people that the ASA ensures ads are legal, decent, honest, and truthful. The initiative includes press, out-of-home, and podcast outreach.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

📱 How the major platforms' KPIs have trended in 2024, and where you should be investing. 

 🚀 How to access Paid Social's huge scaling potential. 

✨ The most effective Google channel of 2024.

🎯 Full-funnel strategies for Meta, TikTok and Snapchat

 Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential.

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

ClickZ is a Contentive publication in the DTC Ecommerce division