ClickZ Digital Ad Platform Newsletter - 10.24.2024

PLUS: Amazon revamps its DSP with new AI tools, better targeting, and simpler controls

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 7 minutes

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Specialty Bites 🍪

Pinterest is stepping up its game in the advertising arena, no longer content to trail behind giants like Meta and Google. With a focus on lower-funnel advertising products, Pinterest is making strategic investments to enhance its competitive edge. Meanwhile, Meta is experimenting with generative AI tools, aiming to transform static images into dynamic video ads. However, Meta's ad platform has faced technical challenges, raising questions about its readiness. The EU is also preparing to charge Alphabet for violating the Digital Markets Act, adding another layer of complexity to the digital advertising landscape.

In the current advertising climate, machine learning is at the forefront, with companies like Google and Meta heavily investing in AI-driven ad products. Tools such as Google's Performance Max and Meta's Advantage Shopping Campaigns are designed to automate creative and optimization processes. Yet, these tools have been introduced hastily, leading to concerns about their effectiveness and reliability. This rush to implement AI solutions reflects a broader industry trend towards automation, but it also highlights the challenges of balancing innovation with functionality.

The advertising industry is in a state of flux, with major players like Yahoo and The Trade Desk introducing new features and systems to optimize ad performance. Yahoo's Blueprint feature offers midflight optimization recommendations, while The Trade Desk has launched a CTV operating system. These developments underscore the industry's ongoing efforts to refine targeting and improve campaign outcomes. However, the rapid pace of change also brings challenges, as advertisers navigate new technologies and adapt to shifting market dynamics.

Overall, the digital advertising landscape is marked by innovation and disruption, with companies striving to leverage AI and machine learning to gain a competitive advantage. As the industry evolves, advertisers must critically evaluate new tools and strategies to ensure they meet their objectives and deliver value. The path forward requires a careful balance of embracing technological advancements while maintaining a focus on effectiveness and reliability.

Amazon has revamped its DSP to simplify digital advertising. The update includes a new user interface, machine-learning optimization, and enhanced audience targeting. Advertisers benefit from streamlined campaign creation, frequency cap controls, and improved performance metrics, aiming to reduce complexity and enhance campaign effectiveness across Amazon and external platforms.

Taboola introduces 'Abby', an AI assistant for ad campaign management, promising faster, efficient campaign launches. Abby uses conversational AI to simplify media planning and creative tasks, democratizing advertising access. With partnerships with top digital properties, Taboola aims to enhance advertiser success through innovative AI-driven solutions.

Sovrn introduces a self-serve pricing model to reduce ad tech costs, reflecting industry shifts. Outbrain adopts vertical video to improve its image, while Connatix and JW Player merge. The ad industry faces potential patent suits and shutdowns, prompting innovation and strategic changes to navigate future challenges.

Google's antitrust trial could reshape its ad tech landscape, particularly YouTube's strategy. Opening YouTube's ad inventory to external demand may enhance its value. However, breaking up Google might disrupt its effective advertising tools. The trial highlights Google's dominance in the ad server market and potential industry shifts.

Insight of the Week 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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