ClickZ Platform Partners Newsletter - 08.22.2024

PLUS: New ad products from Meta & Snapchat, and how Google has made 'Emily in Paris' shopable

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ClickZ
August 22, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Fospha's TikTok Playbook highlights the platform's explosive growth and its power for eCommerce, especially during peak shopping periods like Black Friday and Cyber Monday.

With brands allocating an average of 10% of their marketing budgets to TikTok, the platform has shown exceptional return on ad spend (ROAS) during high-traffic times.

The playbook emphasizes the importance of a full-funnel strategy on TikTok, engaging consumers at every stage from awareness to conversion, which helps brands sustain momentum beyond peak periods.

TikTok's ability to attract new customers makes it ideal for product discovery, with a significant percentage of purchases coming from first-time buyers.

As brands across various industries prepare for upcoming high-traffic events, how can they develop a comprehensive TikTok strategy that leverages the platform's unique ecosystem to maximize both short-term sales and long-term brand engagement while accurately measuring TikTok's true impact on their marketing efforts?

Snapchat introduces new ad products, including an enhanced Lead Gen suite, First Lens Unlimited, and AR Extensions. The platform's Q2 2024 report shows a 16% revenue increase and a 243% rise in adjusted EBITDA. New features target app advertisers and leverage ML and AI for improved ad performance.

Netflix's hit series "Emily in Paris" is set to become even more engaging with the introduction of a new feature called Shop with Google. This innovative technology allows fans to shop for the stylish looks worn by Lily Collins' character, Emily Cooper, directly from the show. By utilizing Google Lens, a mobile visual search tool, viewers can scan images on their screens to find and purchase similar items. This feature, available through the Google search app, identifies and ranks items based on their relevance and similarity, providing information such as price and availability. Essentially, the television screen transforms into a personal runway, making fashion more accessible than ever.

Google's involvement doesn't stop there. The tech giant has also become the title sponsor for "Emily in Paris" season 4, continuing its sponsorship from the previous three seasons. This partnership marks a significant milestone for Netflix, as it is the first time the streaming service has allowed a sponsor to co-brand a pause ad and title sponsorship on its library content. This collaboration highlights the evolving landscape of digital marketing and the increasing integration of technology and entertainment.

Despite the excitement, there have been challenges in connecting shoppable Pause Ads with Google Lens. Issues such as technology complexities, privacy concerns, user experience, and ad fraud have posed obstacles. However, the partnership between Google and Netflix aims to overcome these hurdles, offering a seamless and enjoyable shopping experience for viewers.

Disney, YouTube, and Instacart introduce innovative ad formats to enhance user engagement and brand recall. Disney's interactive and shoppable ads, Instacart's contextual product placements, and YouTube's picture-in-picture live mid-rolls aim to create less intrusive, more engaging advertising experiences, promising higher consumer interaction and improved monetization.

Meta is updating its AI ad system to enhance campaign customization and conversion rates. New features include Conversion Value Rules, an opt-in attribution setting for incremental conversions, and direct analytics tool integration. These updates aim to optimize ad performance and better align with business objectives.

Gen Z is increasingly using Pinterest for shopping inspiration, making it a crucial platform for brands targeting this demographic. Pinterest's user base is growing, with Gen Z being the fastest-growing segment. Brands like American Freight and Bis are leveraging Pinterest's features to boost engagement and sales.

Walmart's advertising business surged by 26% in Q2, outpacing Amazon's 20% growth. Walmart Connect led with 30% growth, driven by increased advertiser participation. Global segments like Flipkart and Walmex also contributed. This success underscores Walmart's effective diversification and digital strategy, enhancing profitability and market position.

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