ClickZ Digital Ad Platform Newsletter - 11.07.2024

PLUS: TikTok’s New Courses – Qualification Badges for Marketers

Author

Priscilla Soedarpo
November 07, 2024 • Estimated Reading Time: 7 minutes

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.

Specialty Bites 🍪

Forbes

The Forbes Walmart Creator Upfronts in Los Angeles marked a pivotal moment for the creator economy, now valued at $250 billion and expected to double by 2027. This event, sponsored by Walmart, highlighted the shift of creators from mere content producers to independent business entities. Creators like Grace Amaku and Justin Flom exemplify this evolution, using their platforms to launch products and build brands. Walmart's commitment, with 85% of its media now shoppable, underscores the retail giant's belief in creators' potential to drive commerce.

The event also unveiled Forbes' annual Top Creators Guide, celebrating creators who have transformed their influence into substantial business ventures. Notable figures like Drew Afualo and Rhett and Link have expanded their reach beyond digital content, illustrating the depth and diversity of talent in the creator economy. This evolution is not just a cultural phenomenon but a vital business ecosystem, with creators becoming key players across industries.

However, challenges remain. The need for better e-commerce integration and modern metrics was emphasized, as creators call for metrics that reflect their true impact on consumer behavior. The dialogue on brand safety also shifted, focusing on the importance of transparent and responsible practices. As creators and brands strive for effective collaboration, the path forward involves bridging communication gaps and aligning goals to unlock the full potential of these partnerships.

TikTok

TikTok has updated its TikTok Academy, enhancing its educational platform for marketers. The revamped curriculum offers new courses and insights into TikTok marketing, including Creative Codes. With short, free courses, even experienced marketers can refine their skills and earn qualification badges, making it a valuable resource.

To rank higher in Google Shopping, focus on optimizing your product feed with accurate titles, detailed descriptions, and relevant keywords. Implement effective bidding strategies like manual CPC and Smart Shopping. Encourage customer reviews and monitor performance metrics to adjust strategies for ongoing success. Groove Commerce offers expert assistance.

Mastering omnichannel campaigns involves integrating various communication channels and using data segmentation to tailor messages for specific customer groups. This personalized approach enhances engagement and satisfaction. By collecting and analyzing customer data, businesses can create cohesive, effective campaigns that build trust and improve marketing results.

LinkedIn now offers Lead Generation as an objective for boosted posts, enhancing your marketing strategy. This feature allows you to gather high-quality leads using first-party data, extending your reach beyond current followers. However, it lacks the comprehensive targeting options of LinkedIn's Campaign Manager.

Leading Voices 📣

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 📈

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.

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.

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

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