ClickZ Digital Ad Platform Newsletter - 10.17.2024

PLUS: Google limits data access for privacy and security, what it means for advertisers

Author

Sophie Bruxner-Randall
October 17, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

TikTok is enhancing its U.S. in-stream shopping with a fall promotion, offering discounts on brands like e.l.f. and Dyson. The initiative includes live events and flash sales, aiming to boost its Shop business to $17.5 billion. TikTok's strategy mirrors its successful Chinese counterpart, Douyin.

Major ad platforms like Google and Meta are promoting generative AI for holiday ads, but brands remain cautious. While AI offers efficiency, especially for small businesses, larger brands hesitate to fully adopt it. As AI tools evolve, particularly in video, they may become more appealing for advertisers.

Meta introduces new brand safety tools for advertisers on Facebook and Instagram, enhancing control over ad display and comment moderation.

Key updates include:

  • Comment muting on ads to prevent unwanted feedback.

  • Expanded ad placement controls to avoid misaligned profiles.

  • Partnerships with Integral Ad Science and DoubleVerify for content filtering.

These changes address rising concerns about misinformation and inappropriate content. By offering more control, Meta helps brands protect their reputation in a dynamic social media landscape. The shift from engagement to controlled interactions reflects evolving advertising needs, providing secure and efficient options for businesses. While reducing social interaction, these tools ensure ads appear in suitable contexts, safeguarding brand image.

Google Ads will limit data access to 11 years starting November 13, reflecting industry trends and privacy concerns. This change affects data accessed via Google Ads API. Advertisers should retrieve and store older data before the deadline to avoid discrepancies in reporting.

Marketers must adapt to evolving digital advertising by reassessing their DSPs. Embracing AI and new technologies can enhance audience understanding and campaign planning. Future-proofing tools and combining data insights are crucial for success in a fragmented landscape, ensuring marketers meet objectives and connect with modern consumers effectively.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

Advertising Week New York highlighted three key trends: the scarcity of third-party data, the rise of the creator economy, and the pressure on marketers to prove ROI. Brands must leverage first-party data, embrace TikTok's potential, and focus on measurable outcomes to succeed in this evolving landscape.

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