ClickZ Digital Ad Platform Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3

Author

Rachael Kennedy
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

Meta has upgraded Instagram's marketing API to include reminder ads on Reels and customizable timings, addressing developer feedback. This enhancement allows brands to reach more users effectively, boosting engagement and event participation. The update ensures smoother integration across Instagram placements, offering advertisers greater flexibility and improved promotional capabilities.

Google is enhancing Performance Max campaigns with negative keywords, new insights, and reporting. These updates aim to improve ad performance and transparency. New features include omnichannel bidding and better campaign performance visibility. These changes, announced at DMEXCO, will roll out by year-end, offering advertisers more control and optimization.

Amazon has unveiled an AI-powered video ad generator, just in time for the holiday season. This innovative tool, part of Amazon's Sponsored Brands campaign suite, allows marketers to transform product images into video ads effortlessly. Currently in beta, it’s available at no extra cost to ad partners. French skincare company Gell Frres has already tested the tool, finding it significantly reduces ad production time.

  • The video generator offers several editable video options based on product images.

  • Amazon also introduced a live image capability, adding dynamic elements like steam to static pictures.

  • These tools aim to make upper-funnel advertising more accessible to small- and mid-sized marketers.

Total TV ad viewing time dipped 1% in August, driven by the rise of ad-free and ad-light streaming services. Despite a 3.5% increase in overall TV viewing, ad-supported hours fell. Streaming platforms like Disney and Roku saw ad share growth, but couldn't offset the decline in traditional TV ads.

To expand your brand on Instacart, focus on structuring campaigns for growth, using NTB metrics, optimizing bidding, combining media tactics, and leveraging coupons. These strategies help attract new customers and drive brand growth. Continuously test and adapt to stay competitive in the dynamic e-commerce landscape.

Integrating Klaviyo with Google Ads supercharges your marketing by automating tasks, enhancing targeting, and boosting ROI. This integration leverages customer data for personalized ads, dynamic remarketing, and automated bidding. It’s a game-changer for eCommerce, making ad campaigns more efficient and effective. Get started to optimize your results.


Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. Belgian Boys, initially targeting urban consumers, now caters to busy parents nationwide, with products available in nearly 10,000 stores like Target and Walmart. The company invests heavily in retail media networks and local influencers to boost sales.

Photo: Ivy Lui

Similarly, plant-based milk startup Willas and prebiotic soda brand Olipop are leveraging hyper-localized marketing strategies. Willas tested its products at the Minnesota State Fair, while Olipop uses platforms like Hummingbirds to connect with local creators. These efforts help brands build strong, localized customer bases and ensure product movement in big retail chains.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

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