ClickZ Indie Media Pulse Newsletter - 10.10.2024

Everything you need to know, fast.

Author

Sophie Bruxner-Randall
October 10, 2024

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Facebook advertising agencies can stumble in three key areas, but fear not! Here's how to avoid common pitfalls and boost your e-commerce success:

  • Audience Targeting: Agencies often miss the mark with targeting that's too broad, too narrow, or outdated. Precise segmentation and lookalike audiences are your secret weapons for reaching the right people at the right time.

  • Ad Creative and Copy: Bland ads won't cut it! Invest in dynamic, visually appealing creatives that resonate with your audience. Skilled professionals and AI tools can help craft engaging ads that boost click-through rates.

  • Budget Management: Don't let inefficient spending drain your resources. Embrace AB testing to identify high-performing ads and optimize your budget for maximum ROI.

Publicis Groupe's acquisition of Mars United Commerce enhances its full-funnel marketing capabilities. By integrating Mars' expertise, Publicis aims to optimize marketing strategies across channels, combining affiliate and influencer marketing. This move underscores Publicis' commitment to a connected commerce solution, offering clients comprehensive insights into consumer behavior.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

Industry Appetisers 🥨

Agency Hackers' report reveals challenges for independent agencies, with longer sales pipelines and declining client retention. Clients prefer shorter contracts due to economic uncertainty, while agencies face recruitment difficulties. Educating clients on service value helps, but ghosting remains an issue. Agencies now seek adaptable talent for evolving roles.

Dentsu UK and Ireland introduces BX, a new business transformation practice aimed at sustainable growth. By combining data-driven creativity with management consulting, BX focuses on market landscaping, strategy, social good, and transformation. This initiative seeks to create lasting positive impacts for businesses, brands, and society, fostering innovation and growth.

Invibes Advertising is enhancing its management in Spain by appointing Borja Berzosa as head of sales. With extensive digital experience, Berzosa will lead commercial strategy and strengthen advertiser relationships. This move supports Invibes' expansion into new markets, including the U.S. and Mexico, emphasizing innovative and efficient advertising solutions.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division