ClickZ Digital Ad Platform Newsletter - 09.19.2024

PLUS: TikTok Shop's UK Super Brand Day and Meta's AI labelling update

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ClickZ
September 19, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

News Corp estimated a $9 million loss in 2017 if it had switched from Google Ads, highlighting Google's dominance in ad services. Former VP Stephanie Layser testified about Google's restrictive practices and high market share. The trial aims to prove Google's monopolisation of ad markets.

TikTok Shop and L'Oréal have launched the UK's first Super Brand Day, running from September 16-21. The event features exclusive discounts, product launches, and a takeover of Piccadilly Circus. Highlights include a 12-hour live event, new product unveilings, and participation from top beauty brands like Garnier and Maybelline.

Meta is shaking things up again. This time, they're tweaking how they label AI-edited content on Instagram, Facebook, and Threads. Instead of slapping an AI Info tag right under your name, it'll now be tucked away in a menu at the top-right corner of your images and videos.

Previously, Meta's AI Info tag was a one-size-fits-all deal, tagging everything from a light Photoshop touch-up to a full-blown AI creation. But after creators and photographers threw a fit over their real photos getting mislabeled, Meta decided to dial it back. Now, the label will only pop up if the content was genuinely AI-generated or if someone fessed up to using AI tools.

Meta's not alone in this AI-labelling game. They're playing nice with industry standards like Adobe's Content Credentials and Google's SynthID watermarks. But don't get too comfy—removing tags from real but edited images might make it easier for folks to pull a fast one on you, especially as AI tools get sneakier and more convincing.

Ad spend in 2024 is set to rise, driven by retail media, value-based messaging, political ads, and CTV monetization. The IAB projects an 11.8% increase, with retail media leading due to high CPG and beauty spend. AI in search could also boost Q4 advertising.

The ASA has teamed up with Compare the Market's meerkats and Acast to boost public trust in advertising. Leveraging the iconic "Simples" catchphrase, the campaign aims to remind people that the ASA ensures ads are legal, decent, honest, and truthful. The initiative includes press, out-of-home, and podcast outreach.

Performance Platters 🍽️

MARKETING INSIGHTS
New report reveals essential digital marketing trends for 2024 

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

 

📱 How the major platforms' KPIs have trended in 2024, and where you should be investing. 

 🚀 How to access Paid Social's huge scaling potential. 

✨ The most effective Google channel of 2024.

🎯 Full-funnel strategies for Meta, TikTok and Snapchat

 Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential.

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

We Are Social's new study highlights five trends reshaping brand-creator collaborations: creators reinventing themselves, relatable realism, influential allies, credible creativity, and extreme influence. Brands should adapt to these shifts, partnering with creators through lifestyle changes and focusing on relevant, stable content over aspirational luxury.

ClickZ is a Contentive publication in the DTC Ecommerce division