ClickZ Indie Media Pulse Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3

Author

ClickZ
September 26, 2024

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

Macy's Media Network has enhanced its AI capabilities through a partnership with Rokt, aiming to personalize customer experiences. This integration supports Macy's credit card and loyalty programs, leveraging first-party data for targeted advertising. The collaboration promises improved ad relevance and customer engagement, driving Macy's digital advertising revenue.

The Very Group has launched Very Media Group, a new retail media offering in partnership with SMG. Leveraging 1.4 million daily site visits and 4.4 million active customers, it aims to provide brands with comprehensive marketing insights and omnichannel campaign capabilities, setting a new standard in retail media.

Omnicom has decided to shake things up by creating the Omnicom Advertising Group (OAG), a new umbrella for all its creative agencies. Led by Troy Ruhanen, the former TBWA Worldwide CEO, this move is like putting all your best players on one super team. Ruhanen, along with his TBWA buddies Deepthi Prakash and Denis Streiff, will steer this ship starting January 1. The idea? To make the best even better, especially with the rise of AI and digital transformation.

Omnicom isn't merging or killing off any of its agencies. Instead, they'll pitch as OAG or individually, depending on what the client wants. John Wren, Omnicom's CEO, assures us that this new setup will deliver top-notch talent and innovation while keeping each agency's unique culture intact.

Ruhanen is pretty pumped about the whole thing, especially the potential for innovative offerings like GenAI. He believes this will elevate their world-class creativity and keep clients at the top of their game. So, while the industry is buzzing with AI and digital changes, Omnicom is making sure its creative minds are ready to set the bar even higher.

In short, Omnicom's new structure is all about pooling resources, embracing innovation, and staying ahead of the curve—all while keeping things fun and irreverent.

Pixalate's Q2 2024 Seller Trust Index ranks 580 ad sellers across 140 countries, using new metrics like market share, SPO, and SCO scores. The rankings aim to foster competition and highlight emerging sellers, despite Google's dominance. This comprehensive analysis promotes economic fairness in the ad supply chain.

Performance Platters 🍽️

Perplexity, an AI-powered search engine backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize advertising. The company aims to overhaul Google's auction-based ad systems, allowing brands to bid on sponsored questions with AI-generated answers approved by advertisers.

Chief Business Officer Dmitry Shevelenko emphasized maintaining unbiased answers while exploring advertising options. This initiative marks a significant shift in both organic and paid search, as noted by industry expert Jim Yu, highlighting the dramatic changes in the search landscape.  

Photo: Ivy Lui

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

ClickZ is a Contentive publication in the DTC Ecommerce division